You can't win them all, but which customers should you focus on? Too many companies are afraid to focus on one customer type in case they miss out on opportunities. This "blanding" or diluting down of your message to please a wider audience is stopping you from attracting the best customers for your business. Your message is not speaking clearly to your Bullseye Target Customers. Your Bullseye Target Customers don't recognise that your solution is the best option for them. How much marketing money and effort are you wasting in attracting non-ideal low-probability leads into your pipeline? ● Imagine your pipeline full of ideal customers, Bullseye Target Customers. ● Companies that value your proposition most OR will pay most for your solution? ● AND with whom you beat the Competition? Remove the noise from your pipeline! Do you have a clear Qualification Criteria to prioritise the leads in your pipeline, to filter those that you should be spending time on? Want to understand how your business will benefit very quickly from having a clear customer focus? Interested in learning more about identifying your Bullseye Target Customer and the Tenego methodology?

1. Pick Your Battles
Your Bullseye Target Customer

2. Questions
Q: We’re a large company launching a
new product – can we do this with
existing sales force? (Joseph)
Q: How can you fully assess the
competition? (Tom)
Q: What if the market is not
big enough in a particular
sector? (Trina)
Q: Are you suggesting we turn
away profitable business and risk
focusing? (Steve)
Q: Should we select a single niche
or is multiple ok? (Sue)
Q: In selecting our focus, how well
does this work with channels and
should we not accept other business?
(Will)
Q: Can we assess
combinations of region
sectors? (David)

3. Welcome
If you have any comments
or questions,
please interrupt…
Type into the Chat/Question screen
www.tenego.com
Donagh Kiernan
Founder and CEO
Tenego Partnering
Software Developer and Deep
Techie Background
29 years experience in Sales
Channel, Direct Sales and
Channel Sales Organisation &
Management.
http://ie.linkedin.com/in/donaghkiernan

4. Pick Your Battles
Your Bullseye Target Customer

5. Agenda
• The Challenge of being a Generalist
• Benefits of Bullseye Customer Focus
• Your Core and Investigative
• Your Bullseye Customer Focus
• Customer Type Evaluation Process
• Steps to Transitioning
• Summary

6. The Challenge of being a Generalist
Solution 1
Solution 2
Solution 3
Solution 4
Who
understands
my business?
Who can
solve my
needs?

7. The Challenge of being a Generalist
• Sending Generalist Message into the Marketplace
• Challenging for Customers to select you as relevant to their needs
• Broad range of opportunity types in your pipeline
• More challenging sales, requiring more experienced sales people
• More difficult to build a strong sales process
– over dependent on salesmanship to close deals
• More effort in projects/proposals to meets customer needs
• More challenging in delivery or implementation
– likely more customisation

8. Benefits of Bullseye Customer Focus
• Specialist Message is More Compelling
• Stand Out Better
• Better Quality Leads
• Sales Process more Clearly Defined, Easier and Faster
• Your Business is More Scalable
• Specialists Can Charge More
• Delivery becomes more Standard, more Specialist
• More relevant Reference Customers

9. Your Core and Investigative
Tenego Webinar
Core
Core:
• The business type that is working well
and you want to continue to build
Investigative:
• Not yet proven in the market
• Possible New Growth Area
• New Region
• New Sector
• New Product

10. Your Bullseye Customer Focus
Bullseye
Target
Customer
Who is the Key Buyer?
5 Questions to
identify the need?
Target Customer: Sector, Size, Needs etc

11. Market Fit & Opportunity
• has the greatest need?
• most immediate need?
• will make decisions faster?
• will see the benefit sooner?
• will pay the most?
• has Budget Availability?
• your Greatest Credibility / Proof / References?
• size of addressable Market Opportunity?
Breakdown and Score Your Customer Proposition:
• How does each customer type value each aspect
of your value proposition?
Competitive Advantage
• How do you compete against key competitors in
each of the target customer types?
Your Bullseye Customer Focus
Customer
Types:
Your Customer
Proposition
Market Fit &
Opportunity
Competitive
Advantage

12. Customer Type Evaluation
Tenego Webinar
• Weighted Scoring
• Group Workshop and Research Based Scoring
• Customer Type detail to Size, Region, Needs etc
• Deciding on Core versus Investigative
CompetitorsCustomer Proposition Market
Customer
Type
Evaluation
Single
Integrated
System
Preloaded
C
ontent
Enterprise
R
eporting
Integrated
Platform
s
has
the
greatest
need
m
ostim
m
ediate
need
w
illm
ake
decisions
faster(1=
very
slow
)
w
illsee
the
benefit
sooner
w
illpay
the
m
ost
BudgetAvailabilitycredibility/proof/
referencesaddressable
m
arketIBM
M
icrosoftO
racleSalesforce.com
Index
R
ank
weighting (0 to 6) 3 5 3 3 3 3 3 3 3 3 6 4 4 4 4 4
Manufacturers 3 2 4 4 4 3 4 5 4 4 4 3 3 4 3 5 199 2
Financial Services 5 6 5 5 5 4 4 5 4 6 5 5 4 5 5 5 265 1
Government 4 3 3 3 4 3 2 3 3 3 3 2 2 2 2 2 149 4
Retail 5 2 5 4 4 3 3 4 3 3 5 3 2 3 3 5 194 3

13. Steps to Transitioning
• Decide on Core and Investigative
• Standardise Core Process
– Build an engine for core - with standard process and
defined capabilities
• Treat Investigative as exceptions in your process
– with more experienced personnel
– Business Development, rather than Sales
• Market to Bullseye Target Customers
• Define Clear Sales Qualification Criteria
• Standard Proposals and Delivery Process
• …

14. Bullseye Customer Focus - Summary
1) Focus on where you can best win
2) Determine Your Bullseye – Your Core Focus
– Customer Value Proposition
– Market Fit & Opportunity
– Competitive Advantage
3) Market to Your Bullseye
4) Standardise Your Core Process for Scale

15. Thank You & Questions
15
Donagh Kiernan
Founder and CEO
Tenego Partnering
http://ie.linkedin.com/in/donaghkiernan

16. Tenego Partnering: Services

17. Tenego Clients

18. Tenego’s Partnering Methodologies

19. Tenego’s Global Network
• To date, executed projects across UK & Ireland,
Across Europe, North America, Mexico & Latin
America, Middle East, North Africa, India, China,
South Asia…
• Growing Global Network of Tenego Offices with on
the ground presence and in discussion in
– Ireland (HQ), UK, Germany, Greece, Middle East
– APAC, Canada, US East Coast, US West Coast …

20. http://www.tenego.com/products-services
At Tenego
• Partnering Readiness Assessment
• Partnering Needs Assessment
• Direct or Indirect Assessment & Business
Case
• Internationalisation Business Case
• Resellers - What Product Should You Sell?
• Partner Type Selection
• Go-to-Market Review
• Market Selection / Prioritization
• Customer Value Proposition Development
• Partner Value Propositions Development
• Building Your Market EcoSystem
• Bullseye Customers: Customer Type
Evaluation
20
• Customer Value Proposition Validation
• Partner Value Proposition Validation
• Partner Recruitment
• Sales Playbook Development
• Propositions/ Messaging for Email Campaigns
• Outbound Email Campaigns Development
• Partnering Playbook Development
• Channel Marketing: Lead Generation
• Partner Fit Evaluation and Business Case
• Market Engagement Planning
• Partner Management
• Partner/Channel Marketing
• PRM Operations
• Channel Audit / Partner Evaluation
• Partner Operations
• Partner Program Development Planning
• PRM Implementation
Products and Services:

21. www.tenego.com/resource www.tenego.com/blog
Further content available online
Presentation can be found here:
https://www.slideshare.net/DonaghKiernan/
21

22. Other Webinars
• Recorded & ready to watch:
– Software Partner Recruitment for Grown-Ups
– Market Selection and Prioritisation - Practical Analysis for Focus
– Sell More & Faster through Market Validation
– SaaS/Cloud Grows Up - Should You and How to Partner for Enterprise?
– Microsoft ISVs: Selling Your Software Solution through Sales Partner Channels
– Q&A Session: How to Partner with SAP
– How to Partner with SAP
– Your Channel Evolution: Early Stage, Established and Beyond
– Software Sales Growth to European Manufacturing Sectors
– Partner Operations: Scaling your Channel Partners
– Learning from the Big Boys' Partner Programs: Microsoft, Oracle, SAP etc.
– International Growth for UK based Software Companies
– Case Study - Bringing a US Company to Europe
And many more…

23. Related Articles/Content
• Many Articles in our Blog
www.tenegopartnering.com/blog
• Specialists Beat Generalists with Bullseye Customer Focus
• Separate Core and Investigative Customer Types for Continued Growth
• New Product Introduction, Sales and Channels - Focus on Where You Can Win
• Finding Your Blue Ocean - Bullseye Customer Focus
• Deep Dive: Reviewing Your Partner Recruitment Program
• Some More Hard, and even Cheeky, Questions in Partner Recruitment
• The Hard Questions in Partner Recruitment
• Top 5 Wasted Miles in Partner Recruitment
• Sales Partner Fit - Are You Being Realistic or Idealistic?
• How Do You Measure-Up on the 7 Key Areas of Sales Channel Success?
• Market Selection: English Capability - a Consideration not a Limitation

24. Build & Manage Sales

Direct and Channels

Executive Hands-on

Your Alliances Team

Software Business
Experts

Practical

Results Focussed
CONTACT DETAILS:
Tenego Partnering
Ireland (HQ), USA, UK, Germany, Benelux, Greece,
Australia, Dubai…
Web: www.tenego.com
Email: info@tenego.com