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Optimized for Growth
Mary Adams, I-Capital Advisors
Winchester, MA, USA
ICICKM 2010 – Hong Kong
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Background
• Sales organization looking to grow but needed a “formula”
• Project had two phases:– Top down view of IC as strategic resources– Bottom up view of IC as dynamic system
• Keys to success: visualization to cut through complexity
• IC concepts used in simple but powerful form
Not planned as an “IC” project
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Phase I: How do we grow?
Looked at IC from top down
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How do we get paid?
Human CapitalRelationship
Capital
Structural Capital
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Phase I
• High level view of key human and relationship capital elements:Made it clear that the group was understaffed
• High level inventory of IC:Led to restructuring of sales staff to do
different jobs (project mgmt and referral mktg)
Helped company understand the power of structural capital to help scale and optimize (became Phase II)
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Phase II: How to optimize growth?
Looked at IC from bottom up
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Motivating Referral
Developing Program
Relationships
Developing HCO Relationships
Closing Sale
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Basic Mapping Technique
Role
Role
Intangible exchange
Tangible exchange
Tangible exchange
Intangible exchange
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Value Network Map: Closing Sales
Referrer
Evaluator
Seller
Installer
Subscriber
Distributor
Scheduler
Trainer
Brochure
Referral
Inquiry
Opening questions
Answers
Needs assessment
AnswersConcerns
Comfort
Solution/price
ObjectionsListening,Empathy
Overcoming objections
PurchasingOrder
Appointment
InstallationQuestions/ concerns
Declines service
Training
Drop ship
Orders
Order
OrderUpfront 2-wk
training
Web-based training
Stock
Marketing materials
Product demo
Order marketing materialsGet pricing
Orders
Information on closed sale
Upfront & web-based
Order
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Phase II – Four value maps
• Improved sales closing process• Arm salespeople with competitive info• Created business cases for selling to
programs, HCO’s and referral marketing• Constructed an internal knowledge-
sharing platform for sales group • Longer term: looked to rationalize
channels to markets• Expected time/productivity savings: 1-2
days/month
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Lessons learned
• IC not a separate field of study
• IC is about bottom-up info and solutions
• Visualization cuts through complexity
• IC is critical to growth and innovation
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Resources
Download slides SlideShare.com/MaryAdamsICA
Book IntangibleCapitalBook.com Blogs SmarterCompaniesBlog.comCommunity ICKnowledgeCenter.com
Mary Adams 781-729-9650 [email protected]