Seven Ways to Matter More to Customers

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I just hosted a webinar introducing the second edition of my book, 42 Rules for Growing Enterprise Revenue. This is the Webinar presentation. The second edition's webinar summarizes all 7 strategies for becoming more relevant to customers. The 7 areas are:
· Selecting markets where you matter
· Focusing on customer interactions rather than your org chart
· Using context to define and articulate value
· Collaborating with customers
· Moving from products to solutions
· Exploring vertical market alignment
· Empowering your sales channels

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  • Messaging Ask customers to describe valueOpen-ended questions in annual surveyCustomer advisory council Trade ShowsMake learning an objectiveAsk questions or give a short (5 questions max) survey before handing out the tchachkis, or organize mixers and events that have information gathering as an explicit objective.Collateral and White Papers Moderated Wiki’s Websites Don't hide customer feedback and support Feature request and comment links on product pages Press Releases Build relationships with customers' and partners' PR staffsAssist partners and customers with replying to PR opportunities. Live Webinars Interactive tools: offer polls, chat, Q&ABefore and after surveys Share the results  In-person Events Workshop formatTime to interact Listen and take notes
  • Seven Ways to Matter More to Customers

    1. 1. 7 Ways to MatterMore to YourCustomersPresented by Lilia Shirman,Author of 42 Rules for GrowingEnterprise Revenue
    2. 2. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.comAbout Lilia Shirman CEO of The Shirman Group Managing Director at Golden Seeds Stanford Global Entrepreneurial MarketingCoach Past lives at BEA Systems, Accenture,Applied MaterialsWebsite: www.ShirmanGroup.comBlog: www.RevenueOrchard.com
    3. 3. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.comWhat are the 42 Rules forGrowing Enterprise Revenue?Proven ideas tomatter moreto yourB2Bcustomers
    4. 4. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.comCUSTOMER RELEVANCEMarket SizeFunctionsFeatures & BenefitsSales & MarketingProductsHorizontalTraining
    5. 5. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.comCUSTOMER RELEVANCEAbility to ExecuteMarket SizeFunctionsFeatures & BenefitsSales & MarketingProductsHorizontalTrainingContextCollaborationSolutionsVerticalEmpowermentInteractions
    6. 6. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.com© 2009 The Shirman Group, Inc. All rights ReservedPursue markets in whichYOU MATTER mostAbilityOpportunity
    7. 7. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.com© 2009 The Shirman Group, Inc. All rights ReservedWhere do YOU MATTER most?Opportunity Addressable market size Spending growth rates Competitive pressure Customer demands Potential revenue fromexpansion in existing accounts Potential revenue from newaccounts Market trends that may spurdemandAbility Product superiority oracquisition capabilities Sales acceptance Sales skills and expertise Market domain expertise Ability to leverage partnerships Channel relationships Success with early customers Expertise of service andsupport organizations
    8. 8. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.comINTERNALVIEWToss the FUNCTIONAL org chart
    9. 9. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.comPurchaseProcessEventsDeployment /InstallationUser / AdminTrainingUsageExperienceService &SupportBillingUpgradesPress / SocialMedia /PublicationsContractsDelivery /ActivationCUSTOMERVIEWCreate relevant INTERACTIONS
    10. 10. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.comContextis mostly invisible at first glaceEnvironmentCompanyCREDIBILITY© 2012 The Shirman Group, Inc. All rights Reserved
    11. 11. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.comContextis mostly invisible at first glaceEnvironmentCompanyCREDIBILITY© 2012 The Shirman Group, Inc. All rights ReservedUse CasesPeopleRELEVANCE
    12. 12. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.comUSE CASEKnow What It’s For
    13. 13. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.comUSE CASEKnow What It’s ForScenariosPeopleProcessesSystemsCommon corporate objective
    14. 14. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.com
    15. 15. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.comYOUdeliverTHEYwant© 2012 The Shirman Group, Inc. All rights Reserved
    16. 16. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.comFeaturesTechnologiesInterfacesEase of usePerformanceCustomizationIntegrationServices / ExpertiseSupportCompany initiativesDepartment objectivesCareer advancementJob securityEgoIncomeMBOsProcess metricsCommitments toboss/colleaguesYOUdeliverTHEYwant© 2012 The Shirman Group, Inc. All rights Reserved
    17. 17. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.comVALUE© 2012 The Shirman Group, Inc. All rights ReservedYOUdeliverTHEYwant
    18. 18. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.comOpportunities toCOLLABORATEMessagingCollateralWebsitesContentTrade ShowsLive WebinarsIn-person EventsEventsSales MeetingsConsultingSupport CallsInteractions
    19. 19. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.comSOLUTIONSWHATWHYHOWProducts SolutionsProducts or ServicesIntegrated blend ofproducts, services, and expertisePerform a task or functionAddress strategic imperative(driver of budget allocation)Rich feature setReliable performanceRapid deploymentSimple, low-cost maintenanceIntegrationClear rolesAdaptabilityChanges behavior
    20. 20. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.com“Those industries that have beenin place the longest are the mostproductive and have the biggestincrease in revenue.”The benefits of beingVERTICAL
    21. 21. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.com2YearsNotable or Significant ImprovementThe benefits of beingVERTICAL90%80%70%55%50%40%LeadsBrandAwarenessRevenue Over 2 YearsUnder 2 YearsSOURCE: Vertical Market Specialization by B2B Vendors Benchmarking Study, Shirman Group
    22. 22. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.comEMPOWER YOUR CHANNELS
    23. 23. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.comEMPOWER YOUR CHANNELSProducts and SolutionsUse Cases & IndustriesSkills Development• Interviewing• Listening• NegotiationROLE-BASEDBuying Process
    24. 24. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.comSUMMARYAbility to ExecuteContextCollaborationSolutionsVerticalsNurturingInteractions
    25. 25. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.comBook Website: 42rules.com/book/42-rules-for-growing-enterprise-revenueBlog: www.RevenueOrchard.comWeb: www.ShirmanGroup.comEmail: lilia@ShirmanGroup.comTwitter: @B2BGuruTHANKS!

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