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An Introduction toProgramme Selling
Why use “Programme Sales”?  1.   Share a singular vision for your markets and product across the company  2.   Create and ...
What is involved?   Create a Value                    Create a Programme        Go-to-Market    Proposition 1. Who are the...
Four Principles of Programme Sales1. Create Value Propositions that solve market needs2. Align the whole company to delive...
Where we start                                                                        3. Competitive Positioning     1. Ma...
Example of a Programme Sales Process                   4 step gates                                            Programme S...
What’s next?We can help if you want to:  1.   Start programme selling  2.   Build compelling value propositions  3.   Unde...
Want to know more? Let’s talk…bayberryconsult.comAbout Bayberry                         Bayberry ConsultingBayberry is a b...
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An Introduction to Programme Selling

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An introduction to programme selling

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An Introduction to Programme Selling

  1. 1. An Introduction toProgramme Selling
  2. 2. Why use “Programme Sales”? 1. Share a singular vision for your markets and product across the company 2. Create and share customer value propositions 3. Achieve shared product ownership across the organisation 4. Use the Product Roadmap to reassure and excite your customers 5. Match business resource plans to your product life cycles 6. Refocus sales collateral and enable a broader team of customer-facing staff to sell consultatively 7. Improve the quality of interactions with prospects and customers 8. Enter the buying process earlier – Be the thought leader and needs influencer
  3. 3. What is involved? Create a Value Create a Programme Go-to-Market Proposition 1. Who are the 1. Market-oriented 1. Enable customer Buyers? Business Case for facing team Programme 2. What are the 2. Get found by more Buyers Needs? 2. Agree a cross prospects company 3. Create Value Programme Plan 3. Get invited to more Propositions Parties 3. Execute Programme Plan 4. Monitor, Measure & Correct
  4. 4. Four Principles of Programme Sales1. Create Value Propositions that solve market needs2. Align the whole company to deliver the “Programme”3. Ensure early buy-in to the “Programme” from all Customer facing members of your team4. Continuously monitor measure and adjust the “programme”© 2011 Bayberry Consulting Limited. All rights reserved.
  5. 5. Where we start 3. Competitive Positioning 1. Market 2. Buyer Persona 3. Competitive i. Who are the competitors? Assessment Analysis ii. Positioning Where do they win business? iii. How do they sell? iv. Why are they successful? v. How can we provide better value to the customer? VALUE PROPOSITION • Create a business case that is aligned to a customer need • Align product offering, sales, and marketing to customer need • Build compelling stories and collateral BASIS FOR STRATEGY ACROSS THE FULL LIFECYCLE Programme Demand Sales Sales Collateral Business Plan Generation Propositions
  6. 6. Example of a Programme Sales Process 4 step gates Programme Sales LifecycleProgramme Management Board Evaluation Enablement Realisation 1 2 3 4 L A U Profiles GTM Readiness N Prime Sales Pipeline C HTechnology Professional Services Organisational C Customer Services O Readiness - M General End Market PMB Kick GR M Support Define Organisational I Release Programme of Approval Off T Sales Readiness - Beta Marketing Execution Outline Validate Life PMB PMB Regional Campaign Inception Market Campaign Vision Approval Approval C C H H Build E Alpha E Beta C C K K Measure & Correct Measure & Correct Measure & CorrectMeasure & Correct
  7. 7. What’s next?We can help if you want to: 1. Start programme selling 2. Build compelling value propositions 3. Understand and profile your buyer personas 4. Evaluate a business case for a new product opportunity 5. Get assistance in go-to-market execution 6. Generate demand for your productsFind out more www.bayberryconsult.com + 353 1 2872103Get in touch with us info@bayberryconsult.com
  8. 8. Want to know more? Let’s talk…bayberryconsult.comAbout Bayberry Bayberry ConsultingBayberry is a business strategy and Alexandra House, The Sweepstakesconsulting firm. We specialise in Ballsbridgebanking and payments, hi-tech and Dublin 4B2B marketing, and company growth. IrelandWhat makes us different is our focus Tel: + 353 1 2827103on turning the ideas we create into www.bayberryconsult.comresults for your company. info@bayberryconsult.com twitter: @bayberryconsult

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