Belinda Green's (gyro APAC) presentation at Mumbrella's B2B Marketing Summit 2018

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Stephanie Borys

Belinda Green, gyro APAC's Head of Planning, presented "More Than a Feeling: How Emotions Ignite Business Decisions"

Marketing

THE FEELINGS THAT MOVE THE BUSINESS FORWARD
THE
BUSINESSFEELING
INDEX:

100
APAC
REGION
315
GLOBAL
EXECUTI
VES
24
QUALITATIV
E RESEARCH
PANEL
INITIAL
CONVERSATI
ON
PRE-
CONTACT
WORKING
TOGETHE
R
FINISHING
THE
WORK
BUSINESS RELATIONSHIP PHASES

WHAT DO YOU WANT
TO FEEL?
INTERE
STBELI
EFOPTIMIS
M 86%
CONFIDENCE IS THE
MOST IMPORTANT
FEELING FOR
DEEPENING
CONSIDERATION
PRE-CONTACT

THOUGHT
LEADERSHIPCOMPANY
WEBSITE
WHAT GIVES YOU
CONFIDENCE?
RECCOMEN
DATIONTHOUGHT
LEADERSHIP 77%
CONFIDENCE
KILLER:
UNCERTAINCY
ABOUT CORE
COMPETENCIES
PRE-CONTACT
88%
72%
MOST INFLUENTIAL
MARKETING
63%
47%

4% 83%
AWARDS ARE
A SIGNIFICANT
CONFIDENCE
BOOSTER
COMPANY
CULTURE
CREATES
CONFIDENCE
PRE-CONTACT

INITIAL CONVERSATIONS
70%
FACTOR THAT MOST
CONTRIBUTES TO
SELECTING A PARTNER?
A CLEAR
UNDERSTANDING
OF OUR NEEDS

EXCESSIVE
SALESMANSHIPBEING TOO
PUSHY
KEY DRIVERS OF
UNDERSTANDING
ACTIVE
LISTENINGFOCUS ON UNIQUE
NEEDS
FACTORS THAT NEGATIVELY
INFLUENCE
78%
ARROGANCE IS A
SIGNIFICANT
TURN OFF
GLOBAL
69%
INITIAL CONVERSATIONS

WORKING TOGETHER
CRISIS
SITUATIONS
ARE A CHANCE
TO SHINE 86%
THE FIRST MOMENT
OF FRICTION IS
WHEN YOU REALLY
FIND OUT ABOUT
YOUR PARTNER
UNRESPONSIVENESS MAKES
ME
THINK POORLY OF A
PARTNER 47%
GLOBAL 36%

CONFIDENCE BUILDERS
1. BEING PROACTIVE
2. FREQUENT AND CANDID
COMMUNICATION
3. ACTIVE LISTENING AND
ADAPTABILITY
4. HONESTY/TRANSPARENCY
5. HUMILITY
6. SETTING UP AND ABIDING BY
CLEAR GOALS
7. DEMONSTRATING AN “IN IT
TOGETHER” ATTITUDE
8. SHOWING EMPATHY
CONFIDENCE KILLERS
1. APATHY/DISINTEREST
2. FAILURE TO COMMUNICATE
3. INCOMPETENCE
4. INFLEXIBILITY
5. DISHONESTY (REAL OR
PERCEIVED)
6. DEFENSIVENESS
7. LEGALISM
8. LACK OF ACCOUNTABILITY
WORKING TOGETHER

70%
GLOBAL
52%
BEHAVIOURS THAT
LEAD TO THE END
OF THE
RELATIONSHIP:
DISHONE
STY
FINISHING THE WORK

WHAT DO YOU WANT
TO FEEL AT THE END
OF THE PROJECT?
ACCOMPLISH
MENT
65%
FINISHING THE WORK

WINNING THE BUSINESS IS ONLY ONE
CRITICAL MOMENT, AMONG MANY
COMPANY CULTURE PLAYS A MAJOR
ROLE IN ESTABLISHING
CONFIDENCE
THE OLD CONVENTIONS ARE
FALLING AWAY
CONCLUSION

During this time of the year, most companies start thinking about their strategic planning process and what they need to do around this subject. Strategy is about understanding what has happened this past year and what needs to be achieved during the following year. In effect, it is a determination on what has worked well, and what should be improved upon. In the past, a lot of the strategy was around a five-year business plan or at the very least it is a multi-year approach. But with the current level of disruption and change, I think five-year strategic plans just doesn't exist anymore. Or even if it does, it's likely meaningless or of little value. When I speak to CEO's and Directors of companies about strategy, I hear this over and over again. It is not so much about strategy, it is the ability of the team to execute the strategy that is making or breaking a successful year. Often there's a complete inability to get the company to move to full execution of the strategy. We know it's easy to sit in a room and talk strategy and determine priorities. But it's another challenge entirely to execute strategy effectively. From what I hear and see, the biggest failure in executing strategy is the inability to get employees fully committed - committed to the strategy and committed to actioning the strategy. It is the commitment to do what you said you were going to do, and to action it.

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Belinda Green's (gyro APAC) presentation at Mumbrella's B2B Marketing Summit 2018

1. THE FEELINGS THAT MOVE THE BUSINESS FORWARD THE BUSINESSFEELING INDEX:

3. 100 APAC REGION 315 GLOBAL EXECUTI VES 24 QUALITATIV E RESEARCH PANEL INITIAL CONVERSATI ON PRE- CONTACT WORKING TOGETHE R FINISHING THE WORK BUSINESS RELATIONSHIP PHASES

4. APAC REGION ≈ GLOBAL

5. PRE-CONTACT

6. WHAT DO YOU WANT TO FEEL? INTERE STBELI EFOPTIMIS M 86% CONFIDENCE IS THE MOST IMPORTANT FEELING FOR DEEPENING CONSIDERATION PRE-CONTACT

7. BIGGER IS NOT BETTER PRE-CONTACT

8. THOUGHT LEADERSHIPCOMPANY WEBSITE WHAT GIVES YOU CONFIDENCE? RECCOMEN DATIONTHOUGHT LEADERSHIP 77% CONFIDENCE KILLER: UNCERTAINCY ABOUT CORE COMPETENCIES PRE-CONTACT 88% 72% MOST INFLUENTIAL MARKETING 63% 47%

9. 4% 83% AWARDS ARE A SIGNIFICANT CONFIDENCE BOOSTER COMPANY CULTURE CREATES CONFIDENCE PRE-CONTACT

10.

11. INTITAL CONVERSATIONS

12. INITIAL CONVERSATIONS 70% FACTOR THAT MOST CONTRIBUTES TO SELECTING A PARTNER? A CLEAR UNDERSTANDING OF OUR NEEDS

13. EXCESSIVE SALESMANSHIPBEING TOO PUSHY KEY DRIVERS OF UNDERSTANDING ACTIVE LISTENINGFOCUS ON UNIQUE NEEDS FACTORS THAT NEGATIVELY INFLUENCE 78% ARROGANCE IS A SIGNIFICANT TURN OFF GLOBAL 69% INITIAL CONVERSATIONS

14. WORKING TOGETHER

15. WORKING TOGETHER CRISIS SITUATIONS ARE A CHANCE TO SHINE 86% THE FIRST MOMENT OF FRICTION IS WHEN YOU REALLY FIND OUT ABOUT YOUR PARTNER UNRESPONSIVENESS MAKES ME THINK POORLY OF A PARTNER 47% GLOBAL 36%

16. CONFIDENCE BUILDERS 1. BEING PROACTIVE 2. FREQUENT AND CANDID COMMUNICATION 3. ACTIVE LISTENING AND ADAPTABILITY 4. HONESTY/TRANSPARENCY 5. HUMILITY 6. SETTING UP AND ABIDING BY CLEAR GOALS 7. DEMONSTRATING AN “IN IT TOGETHER” ATTITUDE 8. SHOWING EMPATHY CONFIDENCE KILLERS 1. APATHY/DISINTEREST 2. FAILURE TO COMMUNICATE 3. INCOMPETENCE 4. INFLEXIBILITY 5. DISHONESTY (REAL OR PERCEIVED) 6. DEFENSIVENESS 7. LEGALISM 8. LACK OF ACCOUNTABILITY WORKING TOGETHER

17.

18. FINISHIN G THE WORK

19. 70% GLOBAL 52% BEHAVIOURS THAT LEAD TO THE END OF THE RELATIONSHIP: DISHONE STY FINISHING THE WORK

20. WHAT DO YOU WANT TO FEEL AT THE END OF THE PROJECT? ACCOMPLISH MENT 65% FINISHING THE WORK

21. CONCLU SION

22. WINNING THE BUSINESS IS ONLY ONE CRITICAL MOMENT, AMONG MANY COMPANY CULTURE PLAYS A MAJOR ROLE IN ESTABLISHING CONFIDENCE THE OLD CONVENTIONS ARE FALLING AWAY CONCLUSION

Belinda Green's (gyro APAC) presentation at Mumbrella's B2B Marketing Summit 2018

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