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From Idea to ^ Commercialization
Fast Learner
Problem Solver
Relationship Focused
About Me
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Low High
High
Low
Bad Ideas
Risky, Disruptive
Decent Good Opportunities
Opportunity, Market Size (Real, Win, Worth)
Difficulty Level (new or Existing Products)
Mapping Opportunities for Demand Gen.
3 [email protected], +1.650.339.3202
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Outliers: Pay close attention to them as they are likely to be high value customers or eat up resources.
•Total Leads • Leads closed • All leads are not equal • Calculate opportunity on a lead by lead basis
Demand Gen.
Segmentation and Micro-segmentation
Building Customer
Profile
Channels Of Comms
Timely And
Scarce Offers
Multi-level
Comms
Call To Action
Make ROI
Tools Personal
Deep Cust/Mkt
Intel
Sales Guides
Trade Assoc. Mgmt
Predictive Analytics
Develop KPIs and Critical Y for Demand Gen.
Better Targeting Better Conversion
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High Conver-
sion Formats
Search Engine
Mavens
Market Makers
Sentiment Analysis
Competitive Affinity
Partner Programs
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Predictive Analytics
Sentiment Analysis
Competitive Affinity
Is the customer interested in your solution?
Is the customer aligned with competition?
Inside and Outside View
Campaigning for Demand Gen.
Events
Website / Blogs
Social Media
Search Engine
Channel Funds
Webinars Segmentation Customer Profile Analysis & Follow
Up
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Channels of Communication Image Source: Teradata.com
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Roadshows/Beta
Channel Funds
Email Lists
Webinars
Partner Open Houses
Tradeshows
Partner Conferences*
Direct Mail
Social Media*
Online / Print* Media -10%
10%
30%
50%
70%
90%
110%
$(250) $750 $1,750 $2,750 $3,750 $4,750
Res
po
nse
Rat
e
Budget
Hundreds
Lead to Close Rate: 20% ASP: $30,000 Rev. Increase: $9.2 Million
Dig Deep with Leads to close faster
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Time to close
Aff
init
y to
C
om
pet
ito
rs
Opportunity (size of the bubble)
Develop content strategy Develop sales strategy Develop POC strategy Develop sales forecast
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Respond faster to leads to close them faster
Source: http://hbr.org/2011/03/the-short-life-of-online-sales-leads
Language Influences Buyers
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The Productivity Handbook for Busy Marketers 7 Apps That Will Change the Way You Do Marketing
Source: http://www.hubspot.com/
Intelligent Lead & Demand Gen.
• Get Personal
• Faster Discovery + Influence
• Better Insights + PLC + MA
• Multi-channel Communication
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Image Source: 3VR.com
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Identify a keystone habit that you wish to change. Find a replacement routine. Incentivize.
Replacement
Image source: The Power of Habit by Charles Duhigg
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Prioritize Investigate Assist Evaluate Plan Acquire
Prospect Qualify Demo Propose Negotiate Close
Customer Requirements Presentations
Case Studies
Competitive Analysis White Papers Event Mgmt
Phone Calls Social Media
Customer Testimonials Blogs
Positioning – good, better, best Pricing Models – License, Usage, User, instance, etc.
PR/Events/Webinars Analyst Reach Out Video Content and Training
Route to Market – Can you simplify?
Voice of Customer
Sales Guides
Partner Education
Direct Channel – SI, VAR, Hybrid Distributors OEM
Price and Cost Benefit
Price / Value Parity
Pain Points/Aversions
What’s your next big idea?
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These feature are nice to have.
These features are a must have!
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Atul Chawla +1.650.339.3202 [email protected] @atul411 LinkedIn | My Blog
