Post on 24-Jun-2020
transcript
About Mark:
Founder – Chief Engagement Officer
25 year sales professional (CA, Pivotal CRM, PeopleSoft,
SAP)
Advisor to Microsoft & Tier 1 & 2 Microsoft AX/NAV/CRM
Partners: Europe, North America, Asia
Creator: Microsoft Accelerated Selling Methodology
Creator: Microsoft Industry Acceleration Content
Mark’s contact info:
(604) 617-8522
Website
Cloud Adjustments
Develop IP
(Differentiation)
Make
Marketing
Strategic
Adjust Sales
Process
Create New
Packaged
Services
Determine
Business Model
Implications
EIPP Program – Key Outcomes/Takeaways
5 Leadership & 8 Industry Sales & Marketing workshops delivered to over
500 partner leaders
65 Industry Acceleration Workshops delivered in 1:1 sessions with partners
100 Partners in Program today: FR, UK, GER, WE (SWE, FIN, AUS, CH, SP, BL,
NL), MEA
Only 31% of partners have a structured end-to-end marketing motion
Very limited BDM/WHY messaging and content
Heavy dependence on referrals and outbound telemarketing for lead
generation
Numerous cancelled or delayed website projects
Majority of Dynamics AX partners drive a 20% win rate sales motion
Why are you here?
Workbook Exercise
Primary Workshop Objectives
Agenda Changing Buyer Behavior
Differentiation
The Psychology of Engagement
Emotional Engagement & Messaging
Lunch
Digital Engagement
Tribal Engagement
Outbound to Inbound
The Cloud Buyer
HISTORICAL PROOFRESEARCH
Differentiation
Document your organization’s primary differentiators.
Workbook Exercise
Differentiation
Logical
(Historical)
Differentiation
Product Advantage
Pricing Advantage
Geographical Advantage
People Advantage
Emotional
(Modern)
Differentiation
Industry/Vertical Content
Knowledge Advantage – Teaching Moment
Change Selection Criteria/Process
Executive Bias
Lower Risk Profile/Safety
Differentiated
Competitive
Position
Undifferentiated
Market Pricing Premium
Relevant to
Needs of
Customer
Irrelevant to
The Experience Economy – Pine & Gilmore (2011)
Commodities
Extract
Goods
Manufacture
Services
Deliver
Experiences
Stage
$1.35
$14.99
$50
$150
$600
Differentiated
Competitive
Position
Undifferentiated
Market Pricing Premium
Relevant to
Needs of
Customer
Irrelevant to
The Experience Economy – Pine & Gilmore (2011)
Applications
Configure
Solutions
Implement
Business Services
Outsource
Transformation
Advise
Psychology of Engagement
5%Conscious
Logical
Price
Features
Functions
Emotions
Cognitive Biases
Engagement Experience
95%Unconscious
Intuitive
Primacy &
Recency
Premature
Cognitive
Commitment
Confirmation
Bias
Consistency
Principle
Profile Anchor Collaborate Confirm Commit
Emotional
Discovery
BDM
Whiteboard
BIA
Workshop
Solution
Demo
Proposal
Presentation
STP
Strategic
Tipping
Point STP
Bias
Creation
Customer Acquisition Summary
Buying Decisions Are Made Early
Emotions Drive Decisions
Tribal Member = Safety
Safety (Fear) > Greed
Why > (How + What)
Creating Emotional Industry Messaging
No Window Shopping for AX
Industry
Drivers &
Market
Forces
Industry
Driver
Impacts
Project
Objectives
Challenges
& Barriers
Solution
Requirements
Business
Case Impact
EXTERNAL pressures that FORCE organizations to invest in new business systems!
Economy
Regulatory Change
Suppliers
Competition
Customers Behavior
Declining Revenue
Margin Pressure
Limited Differentiation
Industry Drivers &
Market ForcesMeasurable Impacts
Document your Focus Industry‘s Industry Drivers & Impacts
Workbook Exercise
Emotional Messaging Framework:
Industry Drivers/Market Forces & Impacts Metrics
Improve profitability
Accelerate growth (revenue)
Decrease costs
Reduce riskCompliance
Control (Reporting and forecasting)
System obsolescence
Increase control
Usually a surprise
Identifies a significant business challenge
• Lost a strategic customer
• Missed earnings call
• Key metric violation
• Inventory write off
• Merger or acquisition
• Bad decision
Workbook Exercise
Document your Focus Industry Trigger Events
Workbook Exercise
Trigger Events & Business Challenges
GrowthMerger or acquisition
Large or complex new project
Service/Geo expansion
FearLost a key customer
Lost a strategic bid
Signed a bad/high risk contract
Project overrun or missed milestone
Project write-off
Utilization <70%
Increase margins/profitability
RiskSystem Failure/obsolescence
Compliance penalty
Litigation
ControlPoor decision (due to bad data)
Change in leadership
“WH
Y”
Em
otio
nal
Trigger Eve
nts
The ROOT CAUSE/SOURCE of the Trigger Event
Inventory
Management
Scheduling
Billing
Merchandising
Loyalty Mgmt.
Mobile, EDI, POS Integration
Business Challenge or
Business ProcessKey Requirement
Workbook Exercise
Complete the exercise: Document your Focus Industry‘s Business Challenges (processes) and Key Requirements
Workbook Exercise
Business Challenges & Key Requirements
Project Collaboration
Resource Planning
Project Management
Field Service
Budgeting & Forecasting
Time & Expense, Billing
Project Accounting
Scheduling
Billing
Estimating
Inventory Control
Client/Opportunity Mgmt
Marketing Campaign Mgmt
“HO
W”
Str
ategic
Business
Pro
cess
es
Team Workspaces
Compliance Reporting
Dashboards – KPIs/Reporting
Jobsite Mobility
Mobile Time Capture
Web Services
BMI Integration
Records Management
Cloud
EDI
Subscription Licensing
“WH
AT”
Key
Feat
ure
s &
Tech
nolo
gy
Features
Requirement
IT
Team Workspaces
Compliance Reporting
Dashboards –
KPIs/Reporting
Jobsite Mobility
Mobile Time Capture
Web Services
BMI Integration
Records Management
Cloud
EDI
Subscription Licensing
Text
HOW
Function
Business Process
Management
Fin. Consolidation
Project Collaboration
Resource Planning
Project Management
Field Service
Budgeting & Forecasting
Time & Expense, Billing
Project Accounting
Scheduling
Billing
Estimating
Inventory Control
Talent Mgmt
Project Profitability
Subcontractor Mgmt
Equipment Mgmt.
Client/Opportunity Mgmt
Marketing Campaign
Mgmt
RFI/Bid/Proposal Mgmt.
Forecasting
HR/Payroll
Billing
Text/Video
WHY
(Trigger Event)
Metric
Business Challenge
Leadership
GrowthMerger or acquisition
Large or complex new project
Increase margins/profitability
FearLost a key customer
Lost a strategic bid
Signed a bad/high risk contract
Project overrun or missed milestone
Project write-off
Utilization <70%
Increase margins/profitability
RiskSystem Failure/obsolescence
Compliance penalty
Litigation
ControlPoor decision (due to bad data)
Change in leadership
Dialogue/Video
WHATMarket Forces &
Industry Drivers
Economic:All major private sectors
showing growth
Federally funded construction
down sharply
Recession flooded market with
independent contractors
Regulatory:Rapidly changing
building/zoning codes
Global “green/sustainable”
standardization
Impending demand based on
pending legislation
Competitive:M&A - larger, specialized
competitors
Aggressive discounting
New solution/service offerings
Predatory hiring practices
Customer:Risk resistant buyers (fixed fee
projects/penalties)
Price driven award criteria
Changing solution
requirements (green)
Increasing expectations
Impacts
Economic:Growing backlog
Larger projects
Resource scarcity
Increasing employee attrition
Increasing labor costs
Regulatory:Requirement for specialization
and training in new “green”
standards/building practices
Increase in compliance and
litigation risk
Capacity planning
Competitive:Increasing lost bids
Declining margins (BMR)
Increasing sales cost
Declining project profitability
Limited differentiation
Customer:Declining customer loyalty
Increased project risk
Declining project profitability
Increasing litigation, legal costs
& settlements
Increase in “rework”
Declining utilization
IP/Product
Development
Prioritization
Marketing
Messaging &
Assets
Sales
Engagement &
Assets
Redefining Customer Acquisition
HISTORICAL PROOFRESEARCH
Get Found Convert PromoteNurture
Industry Focus
Thought Leadership
SEO, SEM, Social
Digital Engagement
Calls-to-Action
High Value Offers
Build Relevance
Remain in Conscience
CRM/Automation
Frictionless Sales
Hand-Off
Few partners currently nurture their prospects.
In the past marketing created a lead (10%) handed it to sales for closure.
Outbound marketing (telemarketing, e-mail, events) no longer works
Triage has become strategic
to.
Triage
Sales Engagement
Nurture Marketing
Lead
Conversion
(Arm
Raised)
Introduction
(Credential)
Voicemail
#1
(Curiosity)
E-mail # 2
(Value)
Voicemail
#2 (Risk)
E-mail #3
(Fear of
Loss)
Nurture
E-mail #2:Value Message
E-mail #3:Closure Message
Outbound to Inbound
Get Found Convert PromoteNurture
Industry Focus
Thought Leadership
SEO, SEM, Social
Digital Engagement
Calls-to-Action
High Value Offers
Build Relevance
Remain in Conscience
CRM/Automation
Frictionless Sales
Hand-Off
50% more sales
(source: Forrester Research)
Triage
Sales Engagement
Nurture Marketing
Lead
WHAT
Personas help you create the right contentThe right content will engage the right personas.
.
HOWWHY
Workbook Exercise
Document your current marketing assets and align them to buying personas.
Workbook Exercise
Marketing Asset Inventory
What: IT/End User - features
How: Managers - business process/departmental focus
Why: Leadership – results oriented ($ and risk)
Quarterly business themes:
Bi-weekly, monthly, bi-monthly contact
Mix digital and human engagement
Always have a purpose and reason for calling
Always for the prospect’s benefit – what can you teach?
Workbook Exercise
Nurture & Content Calendar
Develop a three month nurture and content calendar.
Orchestrating Digital Engagement
Content and messaging filters:
Greater productivity
Improve customer satisfaction
Better visibility
Scalable
Manageable
Reliable
Powerful
Easy to use
Dynamic
Business software
World leader
Market leader
Best-in-class
Best-of breed
Cost effective
End-to-end
solution
Increase revenues
Reduce costs
Competitive
advantage
Mission critical
Award winning
Value add
Best
Unique
Great
Innovative
Exclusive
Business solutions
Greater productivity
Improve customer satisfaction
Better visibility
Scalable
Manageable
Reliable
Powerful
Easy to use
Dynamic
Business software
World leader
Market leader
Best-in-class
Best-of breed
Cost effective
End-to-end
solution
Increase revenues
Reduce costs
Competitive
advantage
Mission critical
Award winning
Value add
Best
Unique
Great
Innovative
Exclusive
Business solutions
70% of the population is primarily visual
Brains are WIRED to follow faces
Unconsciously drawn to the human face
Moving pictures evoke emotions.
25% of brain activity is involved in visual processing
70% of the body’s sense receptors are in the eyes
2X conversion
70% of humans primarily visual
Our brains are designed to seek out motion.
Drawn to the human face
Moving pictures evoke emotions.
25% of brain activity is involved in visual processing
70% of the body’s sense receptors are in the eyes
Video: No longer just for the professionals!
Simplicity
Brain Facts• 3% of body mass, consumes 20+% energy
• punishes complexity
Punishes:• Tasks that take too long to resolve
• Clutter
• Messages that distract or do not apply
• Ease of processing is rewarded
• Complicated messaging
• Results in negative priming
Workbook Exercise
Digital Engagement Gap:
Review your current home or industry page to determine your current level of digital engagement.
Workbook Exercise
Digital Engagement Gap
Executing The Industry Shift
350,000,000
40,000
10,000
151
A phenomenon characterized by the unconscious redirection of feelings from one person to another
Drives an unconscious affinity for people who are similar to you
A tribe, is a social group of humans connected by a shared
system of values and organized for mutual care, defense,
and survival beyond that which could be attained by a lone
individual or family.
Workbook Exercise
Credibility Gap:
Review your current website for evidence of tribal/industry membership.
Workbook Exercise
Credibility Gap
Next Steps
Workbook Exercise
Document next steps/action plan, accountability and target completion dates.
Workbook Exercise
Cloud Action Plan
What ‘landed’ today?
Workbook Exercise
Key Takeaways