Strategies to B2B Success

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The document discusses strategies for driving loyal and profitable growth through client programs. It shows that a small number of top clients can account for the majority of a company's revenue and recommends targeting decision makers within key client organizations. Focusing retention and growth efforts on major clients and decision makers can significantly impact financial results by increasing retention rates, account growth, and referrals. Data from one company demonstrates that client programs aimed at decision makers improved retention by 18%, growth by 8%, and referencable accounts by 66% compared to those without such programs.

Business

Sales: $100 Billion
Customers: 3,700

Total Sales: $85 Billion
Customers: 600,000,000
© 2012 Geehan Group. All Rights Reserved

Page 2

Total Number of Clients: 487
Client Revenue

Total Revenue

Top 5 Clients

15.3%

Top 10 Clients

24.1%

Top 20 Clients

34.2%

Top 100 Clients

75%

Taken from HCL Technologies’ Fourth Quarter Results FY2013

© 2012 Geehan Group. All Rights Reserved

Page 3

Similar in B2B & B2C

Different in B2B & B2C

Back Office

Go-to-Market

Human Resources
Finance
Manufacturing
Procurement

Strategy
R&D
Marketing
Sales

© 2012 Geehan Group. All Rights Reserved

Page 4

© 2012 Geehan Group. All Rights Reserved

Page 5

© 2012 Geehan Group. All Rights Reserved

Page 6

Decision Maker
Drive Change
Set Direction

10%

Influencer
Run the Business
Business Process

15%
User and Purchasing

Users
Execute
Features/Functions
Workflow

Purchasing
© 2012 Geehan Group. All Rights Reserved

60%
15%
Page 7

$1 Billion

27
customers

3,200
customers

70%

$700M

30%

$300M

Grow these
accounts by 10%

$70 million

Grow these
accounts by 10%

$30 million

It would take 10X the amount
in transactions to get half the
Revenue

© 2012 Geehan Group. All Rights Reserved

Page 8

Broad
Market

Target Market

All Customers

Top
Customers

Decision
Makers

Acquisition

Retention

60%

Influencers

40%

(Prospects)

(Customers)

Users/
Purchasing

© 2012 Geehan Group. All Rights Reserved

Page 9

Targeting
Lower level

Acquisition
Vs.
Retention

=

small deals
© 2012 Geehan Group. All Rights Reserved

Page 10

© 2012 Geehan Group. All Rights Reserved

Page 11

© 2012 Geehan Group. All Rights Reserved

Page 12

MARGIN

Margin
Opportunity

X
Commodity
Supplier

© 2012 Geehan Group. All Rights Reserved

Reliable
Supplier

Problem
Solver

X

Trusted
Advisor

Interdependent

Page 13

Commodity
Supplier

1

Reliable
Supplier

2

3

4

Problem
Solver

5

6

7

Trusted
Advisor

8

9

10

Description

System/Process
Standard Systems
Discipline
Reactive

Industry Experts
Customer Knowledge
Seasoned
Long term employees
Engaging

Innovator
Brain Power
Focus
Constant infusion of new
People

Position

Execution
Low Cost Provider
Predictable
Efficient

Guide
Situation uniqueness
Responsive
Effectiveness

Invent / Design
Competitive Advantage
Change Agents

Relationship

1-5
May not know anyone but it
doesn’t matter

5-8
Likeable and matters

7-10
Know them - likeability not as
important

Keys to Success

Cost

Value / ROI
Transaction to Contract
Industry/Organization
Knowledge
High Switching Costs
Barriers of Entry

Smartest People
Innovation
Push Envelope

Culture &
Philosophy

Laggard to Follower
Operational Excellence

Follower to Fast Follower
Strong marketing and Sales
Solid relationship building
/mngt

First Mover to Innovator
R&D intense
Hire the Best
Peer pressure to perform

© 2012 Geehan Group. All Rights Reserved

Page 14

© 2012 Geehan Group. All Rights Reserved

Page 15

Consolidated Revenues
4,152

In US$ Mn

3,545
2,705

FY 2010

© 2012 Geehan Group. All Rights Reserved

FY 2011

FY 2012

Page 16

© 2012 Geehan Group. All Rights Reserved

Page 17

ROI on Decision Maker Customer Programs
Results are Measureable
No
Decision Maker

Retention
Account Growth
Referencable

With
Decision Maker

72%

90%

4%

12%

28%

94%

“Our executive customer programs have proven to be
the most effective way to positively impact top and
bottom line results.”
Jeff Garrity
CFO, Services

© 2012 Geehan Group. All Rights Reserved

Page 18

937-271-3914
@seangeehan
sean@geehangroup.com
© 2012 Geehan Group. All Rights Reserved

Page 19

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