Colin spiller presentation may 2011

© G4H LIMITED, 2001-2008. ALL RIGHTS RESERVED.

TARGET DRIVEN CONSULTINGTOUCHRelationship building

Orchestrated multi-level / multi-phase contact process

Focused, relevant, valuable information flow

Targeted communications – Highly cost effective

TARGET DRIVEN CONSULTING

About G4h

channelbuilding

marketing

propositiondevelopment

major accountdevelopment

consulting

G4h Focus – Turning Concepts into Revenues

Colin Spiller – Touch – a New Way to Sell


marketingROI

demandgeneration

go-to-marketstrategy

solutionpositioning

marketentry

marketevaluation

marketrelationships

mapping

consulting

execution

Touchcampaign


Theory: Demand Generation Issues

• Unfocused message• Irrelevant• No budget• Wrong person

contact

meeting How many contacts get

wasted on the way?Does your marketing

support sales?


LIST • Inaccurate list

• Impersonal generic

messages

• Interesting but not

compelling

• Wrong impression / image• Too much data to digest

Result - Asked to be

removed from listtarget

How big is your

potential market?


Theory: Today’s World

• Large purchases are a team decision

• Multiple decision-makers

� IT

� Business

� Finance

• Multiple influencers


• Multiple influencers

� Internal – colleagues, specialists, consultants

� External – Press, Analysts, etc.

� Personal – network, memberships, vendor relationships

• Does your CRM store this information?


Theory: Issues - 1

• Making first contact is hard in today’s market:

� Tele marketing

� Mail & email shots

� Advertising and PR

� Events, exhibitions and seminars

� Networking

� Little black books


� Little black books

• Today you need to establish a relationship with your potential customers before you can sell to them to address:

� Trust

� Risk adverse

� Name awareness

� Comfort


Theory: Issues - 2

• Developing and maintaining an accurate database of your prospective market is hard

� Lost in CRM systems which are not updated

� In the sales person’s mind / black book

� Only focused on the current deals

� Hard to source initiallyWhose job is it? +Lack of clarity &


• Protecting your relationships / knowledge is hard

� Relationships reside with individual staff (sales), who can leave

� Relationships often focus on companies and not tracking individuals

� Maintaining relationships is often not a sales but a marketing function

Lack of clarity & measurement


Touch: Objective

What You Need

• Who decides?

• Who influences?

• Do we know them?

• How are they connected?

• What motivates them?

Overcome The Challenges

• Inaccurate data

• One Hit Wonders – too much, too early

• Mismatching message to recipient

• Focus on offering, not need

• Poor follow-up


• What are the organisation’s priorities?

• What do they need?

• Have they a budget?

• How do they make decisions?

• Is there an incumbent supplier?

• Poor follow-up

• Inadequate / unappealing follow-on activity

• Data lost in the CRM system

• Focus on now prospects

• Too much data -

- Too little knowledge!!!!!


Touch Process: Overview

1. Identify- people

- issues

1. Market Issues- Stumbleupon

- Digg

Targets … Topics … Touch

1. Collateral


2. Map relationships- internal- external

3. Profile

2. Company Issues- Web Trawl- Contacts- Survey

3. Alliances

2. Call to Action- Meeting- Event- Benchmark- Survey

3. Follow - up

“PA to PA”


TOUCH Types

Res

earc

h

Thought Leadership

Market issues

Sector media& events

Analy

sts N

ational

Media

Finance

Bus

ines

s

BriefingsPress releases

By-lined articles

White P

apers

Com

men

tG

artn

er, I

DC

, Blo

orFT, B

BC

, PA

Res

earc

h

Thought Leadership

Market issues


Analy

sts N

ational

Media

Finance

Bus

ines

s


By-lined articles

White P

apers

Com

men

tG

artn

er, I

DC

, Blo

orFT, B

BC

, PA

Res

earc

h

Thought Leadership

Market issues


Analy

sts N

ational

Media

Finance

Bus

ines

s


By-lined articles

White P

apers

Com

men

tG

artn

er, I

DC

, Blo

orFT, B

BC

, PA


Legislatio

n /

Channels

Users

Pol

icy

Industry

Bodie

s

Consultants

IT M

edi

a

Analy

sts N

ational

Media

Sponsored eventsPartnership events

Governance

Finance

Bus

ines

s Eve

nts

Pre

ss T

our

ProfilesSponsorship

Collaboration

Speeches

White P

apers

Gar

tner

, ID

C,

Legislatio

n /

Channels

Users

Pol

icy

Industry

Bodie

s

Consultants

IT M

edi

a

Analy

sts N

ational

Media


Governance

Finance

Bus

ines

s Eve

nts

Pre

ss T

our

ProfilesSponsorship

Collaboration

Speeches

White P

apers

Gar

tner

, ID

C,

Legislatio

n /

Channels

Users

Pol

icy

Industry

Bodie

s

Consultants

IT M

edi

a

Analy

sts N

ational

Media


Governance

Finance

Bus

ines

s Eve

nts

Pre

ss T

our

ProfilesSponsorship

Collaboration

Speeches

White P

apers

Gar

tner

, ID

C,


Process: Touch Quality Assurance

CampaignSpecification

DefineUniverse of

targets

MaintainOperational database

Build raw database

CleanDatabase

Touches Call Results

QA

QA

QA

QA

Update Database


Concept Touch ItemCreate

Mailing ListMail-mergeTouch Item

Review

SendTouch Item

QA

QA


What makes a good TOUCH?

• Topical, on the ‘radar’ of the target, something that they are worrying about. Something it is hard to get straight information on

• Strong head line, saying ‘ how it really is’, empathy with what people are thinking, posing a question, fear of a possible disaster

• Forming an industry body in some way or telling what a respected competitor is doing

• Something of value to the target – sources – Stumbleupon or Digg

� Information perhaps about the industry or future developments


� Survey, Event, Conference speaker slot

• Novelty or different but not sensational

• Clear message & clear call to action

• Professional approach

� Quality letter, well written, lots of white space, attachments

� Professional follow up, polite, efficient, responsive

• Low key follow up, not selling being helpful - “PA to PA”


Benefits of TOUCH

• Builds a sustainable relationship over time

• Allows you to uncover and track opportunities

• Low key, non-aggressive marketing

• Allows you to develop an accurate database which is ’self cleaning’

• The relationship is with your company not an individual


• Your can track a contact when they move

• Can be executed and maintained in-house

• It is cost effective to implement

• Bulk of effort is low level professional admin/tele staff

• It is more effective and targeted than other forms of demand generation such advertising, tele marketing etc.


G4h Clients

DENE


DENE

N E S S


G4h Limited

marketingROI

go-to-marketstrategy

marketentry

propositiondevelopment market

evaluation

marketrelationships

consulting

Colin Spiller

W: www.g4h.co.uk

M: 07770465011


channelbuilding

demandgeneration

solutionpositioning

major accountdevelopment

relationships

mapping

execution

E: colin.spiller @g4h.co.uk

www .3cscommunity.com

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