Post on 15-Jul-2015
transcript
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Digital Transformation - Obstacles and Challenges*
*Source: Saugatuck Technology, “Digital Business” Survey(Nov. 2014, N=102 “C-level” IT / Bus. / Finance Leaders)
Give your customers the ability to
do what they can’t currently do
but would want to if they only
knew it was possible.
The new Golden Rule in Sales is:
Horizon 10 - 6 months
Horizon 26 - 12 months
Horizon 312 - 36 months
Selling at 3 Time Horizons
Closing Current Opportunities:• Winning Deals• Pitching to Win• Closing Building Tomorrow’s
Business:• Industry trends• Industry competitive
challenges• Collaborative strategy
Building the Pipeline:• Solutions to Customer
business challenges• Value Propositions• Account Sales Plan
Disruptive Opportunity Matrix
Extend WhiteSpace
Defend ExtendCurrent
New
Current New
Source: Create Marketplace Disruption by Adam Hartung, Pearson Education, Inc. 2009
Products
Customers
- Peter Drucker
“The greatest danger intimes of turbulence is notthe turbulence - it is to actwith yesterday’s logic”.
The Challenge of Change
“Today’s customers are online explorers, seeking out online ratings,
peer reviews, videos and in-depth product details as they move through
the buying decision process.”
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Focus on Selling Above the Funnel
• Prospection• Qualifying• Needs• Proposal• Negotiation• Close
DemandCreation
DemandCapture
• Market identification• Requirements analysis• Demand creating• Lead Generation and
Management• Engagement
The Sales Toolkit
Q1 Q2 Q3 Q4 Q1
Demand Generation Campaigns
Create Systems of Engagement1
Selling Business Outcomes2
Differentiate or Die3
Help your customers to join the dots4
Building a culture of growth5
“Customers are
completing 57% of a
buying cycle before ever
coming into contact with
a sales rep.”
- A CEB study of more than 1,400 customers
57%
Interruption Marketing: Targeting Audiences with messages through channels to drive transactions
The OLD World
Engagement Marketing: Engaging communitieswith shared purposethrough experiences to sustain relationships
The NEW World
source: www.corporatevisions.com
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Marketing Today = Sales Tomorrow
• Challenge them• Destabilise them• Challenge the status quo• Get them out of comfort zone• Take them to the negative
future• Sell your insights
• Provide evidence• Cost justify• Lead them through the
process• Take them to the beach• Sell your insights• Sell your experience
• Take them to the negative future
• Create a sense of urgency• Monetise the cost of delay• Take them to the beach• Guide them to take action• Take the order
Create Systems of Engagement1
Selling Business Outcomes2
Differentiate or Die3
Help your customers to join the dots4
Building a culture of growth5
Sales Transformation = Selling Business Outcomes
OLD NEWThe IT Buyer The Business BuyerSelling into CapEx Budgets Selling into OpEx BudgetsTechnical Expertise Business ExpertiseGeographic Sales Territories Vertical Industry TerritoriesSelling Features Selling ResultsFixed-Price Contracts Outcome-Based ContractsDemonstrating Features Business Process DiscussionsYour Complexity and Underlying Architecture
Your Consumption Model and Service Capability
Maintenance Contracts "Apps Mindset"Face2Face Sales Skills Social Media Knowledge
Source: Consumption Economics: The New Rules of Tech by J. B. Wood, Todd Hewlin and Thomas Lah, 2011
Create Systems of Engagement1
Selling Business Outcomes2
Differentiate or Die3
Help your customers to join the dots4
Building a culture of growth5
http://tabernaclefortoday.files.wordpress.com/2012/03/cart_before_the_horse.jpg
Cart before the horse
“If I had asked people whatthey wanted, they wouldhave said faster horses.”
- Henry Ford
1863 - 1947
Basic Product/Service:• Technology• Price performance• Product quality
E2E Customer Experience:• People• Perceived value• High touch• Exceed customer expectations• Delight and astound customers
12 Support Services
3E2E
Customer Experience
Differentiation: 3 Levels of Perceived Value
BasicProduct/Service
Support Services:• Levels of support• Quality of service• Systems• Processes
Your Cloud Services
Create Systems of Engagement1
Selling Business Outcomes2
Differentiate or Die3
Help your customers to join the dots4
Building a culture of growth5
Create Systems of Engagement1
Selling Business Outcomes2
Differentiate or Die3
Help your customers to join the dots4
Building a culture of growth5
1. Create Systems of Engagement
2. Selling Business Outcomes
3. Differentiate or Die
4. Help customers to join the dots
5. Building a culture of growth
Quick Review:
4Ps -> S A V E, Assets vs Access
Differentiation: 3 Levels of Perceived Value
Align all Sales & Marketing actions
Demand Generation Campaigns
Competing to remain relevant to tomorrow’s customers
Predictive -> Adaptive mindset