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Marketing is tomorrow's Sales. A recent study by CEB suggests that up to 60% of a customer's decision-making process is completed before they speak to/meet with a salesperson. That means that Sales is moving to the backend of the Buyer's Journey and Marketing is now critical to start customer conversations and keep them engaged before they interact directly with Sales. This is more than Sales and Marketing alignment. Tomorrow's successful companies will align all their Sales and Marketing activities with their Buyer's Journey.
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The world has changed?
3
“It is not the strongest of the species that
survive, nor the most intelligent, but rather
the one mostadaptable to change.”
- Charles Darwin1809 - 1882
4
“Digital Darwinismis the evolution ofconsumer behaviourwhen society andtechnology evolvefaster than yourability to adapt.”
- Brian Solis _
The end of business as usual
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or be
Disrupted
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Disruptive change
Experimental thinking
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Anticipate change
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#1. Opportunity or threat?
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#2. How are you going to
develop your business?
“Customers are completing57% of a buying cycle before
ever coming into contactwith a sales rep.”
- A CEB study of more than 1,400 customers
Massive change
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“If we are to achieveresults never before
accomplished, we must employ
methods never before attempted.”
- Sir Francis Bacon
- Sir Francis Bacon (1561-1626)
7P's -> 7C’s:
Product -Price -
Promotion -Place -
ConnectedCollaborativeCustomizedConversationsCommunityCollectiveContent
Physical -
People -Process -
Audience
2
A journey into the unknown
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Get it right
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Get it wrong
You feel like this?
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A higher level perspective
CLOUD
XaaSDelivery
Services
CLOUD
XaaSDevices
Servicesand
CLOUD =CUSTOMER
CLOUD =
Product focus -> Marketing Engine focus3
The Sales Cycle -> The Buyer’s Journey2
B2B -> B2C1
Driving theWhat is
The Post-PC Era Devices and Services Era
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BYOD
iGeneration
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Welcome to the Digital World
*Derek Thompson is a senior editor at The Atlantic
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B to B B to CCustomer volume Restricted clientele Large, diversified clientele
Reason for purchase B2B buyers buy for their company, are are therefore accountable.
B2C consumers buy for themselves or their family, for pleasure.
Buyer behaviour
B2B buyers make reasoned purchases, using professional procedures.
In B2C, consumers can yield to impulse buying, or buy something theyÕve fallen in love with. The emotional component is important.
Product positioning must be very clear, with the sales arguments down pat and a focus on specific added value for the company.
You have to be able to get people to buy for fun, present the product attractively, stage it appropriately and use sales arguments that appeal to emotions.
Buying process
The B2B buying process is complex: first, it has to comply with business management practices (payment timelines, order approval, logistics, support and reporting) and second, the buying decision involves many players and requires internal decision-making processes that can be very long.
For the mass market, the buying process is simple because the act of buying is often the decision of a single person.
Means B2B buyers do not spend their own, but their company's money, so do not see the expense in the same light.
Price is one of the main criteria for end consumers, since it is their own money they are spending.
Relationship
Since B2B customers are fewer in number, representatives forge closer and more personalized links with them. Relational aspects are more important than emotional factors, and loyalty is crucial.
Relationships are more limited, with representatives often never seeing a particular customer again.
Products B2B products are often complex, since they have to meet many requirements and involve a large number of people. It can also involve wholesaling.
Products are sold at the retail level. They involve all types, from very simple to very complex.
B2B Shifts to B2C
CorporateConsumersConnectedCustomers
1
2
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Connected customers
The post-PC Era
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Devices and Services Era
Product focus -> Marketing Engine focus3
The Sales Cycle -> The Buyer’s Journey2
B2B -> B2C1
It’s not about your products
it’s about the Buyer
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The Buying Process
Search
Find
Qualify
Try
Buy
Activate
Manage
Up-sell
Support
Refer
Start with the Buyer’s Journey
Differentiate
Now or Never
Moments
Make or Break
Moments
Multiplier
Moments
Keep or Lose
Moments
AAcquire
BBase
ExampleThe Buyer’s Journey
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Constant Contact
46
Constant Contact
47
Eliminating barriers to sale
Product focus -> Marketing Engine focus3
The Sales Cycle -> The Buyer’s Journey2
B2B -> B2C1
Standing out from the crowd
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Differentiation
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Differentiation
Opportunity platform
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Differentiation = different thinking
“Every battle is won_before it is fought.”
Sun Tzu544 - 496 BC
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Basic Product/Service:• Technology• Price performance• Product quality
E2E Customer Experience:• People• Perceived value• High touch• Exceed customer expectations• Delight and astound customers
1
2Support Services
3E2E
Customer Experience
Differentiation: 3 Levels of Perceived Value
BasicProduct/Service
Support Services:• Levels of support• Quality of service• Systems• Processes
areThe DIFFERENCE
ExampleDifferentiation
Rackspace
Building aMarketingMachine
Tippingthe
“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
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Advocates are your
best influencers
Typical Conversion Rates
1. Cold calling:
2. External Recommendation:
3. Internal Recommendation:
44%10 X Cold calling
Between 1-5% 4%
88%20 X Cold calling
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The Conversation Prism*
*by Brian Solis & JESS3
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Digital Disruption
Applying the
Sales Formula
Basically, it works like this
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P CRx SALES=
P = Number of prospects
CR = Conversion Ratio
69
P CRx SALES=
10 33% (Typically 25%-50%)
Example 1
S = 3
70
P CRx SALES=
10 40%
Example 2
S = 4*Requires considerable effort. Not easily sustainable
*
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P CRx SALES=
33%
Example 3
S = 6*Requires less effort. Is sustainable
20 *
Trusted Advisor
Becoming a…
“If I had asked people whatthey wanted, they wouldhave said faster horses.”
- Henry Ford- 1854 - 2014
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Guide them to the right solution
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Show them the best way forward
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Show them a better future
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Be their cloud architect
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Help them achieve
Value Migration
Drivers of adoption
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Social media
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“When the rate of change externally is greater than the rate of change internally, you have a problem.”
- Jack Welch
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External speed of change
Internal speed of change
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“Genius is one percentinspiration and ninety-nine percent perspiration.”
- Thomas A. Edison
Help customers achieve Value Migration8
Differentiate at Level 2 and Level 34
Innovate or Die1
Focus on the Challenges facing Customers2
Aligning with The Buyer’s Journey5
Create Compelling Value Propositions3
Design the End2End Customer Experience6
Tipping the Funnel7
Eco-system thinking9
Become a Cloud Trusted Advisor10
Quality of Service
Customer Satisfaction
Customer Experience
One more thing
A glass of milk
A Cow
Get it right
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David R EdniePresident & CEO
SalesChannel EuropePh: +33 676 60 09 25 (FRA)
Email: david@saleschannel-europe.comWebsite: www.saleschannel-europe.com
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