How do you get your message

through the clutter?

Tipping the funnel

Josh Bernoff & Charlene Li

Josh Bernoff & Ted Schadler

Influence is spread

through social media

Messaging & Positioning

To target tomorrow’s customers

“Victory in marketing doesn’t happen when you sell something, but when you

cultivate advocates for your

brand.” - Steve Knox, CEO of Tremors,

P&G’s Word of Mouth Business Unit

www.flickr.com/photos/hyku/4837236187

Advocates are your

best influencers

Typical Conversion Rates

1. Cold calling:

2. External Recommendation: “Your company should try O365. You are probably familiar with a lot of the software and everything is backed up in the cloud.”

3. Internal Recommendation:

“Our company should be using O365. Everyone knows how to use the software, we can reduce local IT support costs and everyone’s data will be backed up in the cloud.”

44% 10 X Cold calling

20 X cold calling

Between 1-5% 4%

88% 20 X Cold calling

Tipping the

funnel exercise

www.flickr.com/photos/littlebabyjesus/123838009

Get it right

www.flickr.com/photos/horacio/3781750

David R Ednie President & CEO

SalesChannel Europe Ph: +33 676 60 09 25 (FRA)

Email: david@saleschannel-europe.com Website: www.saleschannel-europe.com