“Tri-lignment” is the Key - Get your Product, Marketing and Sales teams aligned to achieve your business success - Sales & Marketing Summit

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<p>PowerPoint Presentation</p> <p>26/10/2016Vice President, ProductsKarl Rumelhart</p> <p>Tri-lignment is the KeyGet Product, Marketing and Sales Aligned for Business Success</p> <p>Sound Familiar...DILBERT 2016 Scott Adams. Used By permission of UNIVERSAL UCLICK. All rights Reserved.</p> <p>Not aligned...</p> <p>3</p> <p>The purpose of business is to create and keep a customer</p> <p> Peter F. Drucker</p> <p>Same Purpose, Different Timeframes</p> <p>CustomerMarketing</p> <p>Product</p> <p>Sales</p> <p>Intrinsically different time horizons makes tension between Sales, Marketing and Product inevitable</p> <p>Managements goal should be to make the tension productive by refocusing on the shared purpose: Customers </p> <p>Typical Cross-Functional Discussion</p> <p>The leads are terrible.</p> <p>The leads are fine. You just arent working them.</p> <p>Lets see how closely these leads resemble our existing customers. </p> <p>Lets use the customers we find as references.Focus on Customers </p> <p>Typical Cross-Functional Discussion</p> <p>The competition has a better product than we do.</p> <p>No they dont. You just arent positioning our advantages correctly.</p> <p> How much value do customers place on our feature differentiators? Are they using them? </p> <p>Lets find high adoption customers for case studies.</p> <p>Focus on Customers </p> <p>Typical Cross-Functional Discussion</p> <p>We need to commit to building X in order to close this deal.</p> <p>That is a one-off and a bad use of resources.</p> <p>Would our other customers benefit from X ? How about we ask them.</p> <p>Could we upsell other customers if we had X ?Focus on Customers </p> <p>Zone of Unproductive TensionZone of Healthy DialogMarketing</p> <p>Product</p> <p>Sales</p> <p>MarketingProduct</p> <p>Sales</p> <p>Customer</p> <p>Focus on departmental perspectivesRefocus to shared context: Customers</p> <p>But Wait...Theres MoreThe purpose of business is to create and keep a customer</p> <p> Peter F. Drucker</p> <p>Yet Another Perspective</p> <p>Customer Success / Account Management</p> <p>Typical Cross-Functional Discussion</p> <p>Why arent they renewing? Your job is to make them successful.</p> <p>You sold to the wrong customer. Our product is not a fit for them.</p> <p>Do we have similar customers that have been successful?</p> <p>What factors have led them to be unhealthy?Focus on Customers </p> <p>Typical Cross-Functional Discussion</p> <p>Customers arent using our fancy new feature. They want the bugs fixed.</p> <p>Sales said that the new feature was critical to closing deals.</p> <p>Are we getting enough product input from our existing customers?</p> <p>How can we use customer satisfaction as a sales weapon?Focus on Customers </p> <p>Practical Guidance: Steps for Each Team</p> <p>SalesMarketingProductExecutivesIdentify similar customers for all prospectsDevelop existing customer adoption &amp; satisfaction as selling weaponSet adoption goals for new features and measure outcome &amp; satisfactionInvest in existing customer feedback (e.g. online community, advisory board) and engage CSMsEqual time to adoption / health as new pipeline Start every executive meeting with a customer storyReframe departmental conflict in terms of customersScore leads based on similarity to existing customers, not just activityInvest in reference &amp; advocacy programs </p> <p>Practical Guidance: Systems and MetricsRepository of customer information that whole company has access to Customer health and satisfaction (e.g. NPS) as top level company metricsAssign a team to engage customers proactively post-sales</p> <p>1</p> <p>2</p> <p>3</p> <p>Sales, Marketing and Product operate on different time horizons resulting in inevitable tensions</p> <p>FrameworkSummary</p> <p>Practical GuidanceTo make the tension productive, refocus discussion to center on customers Hold all teams accountable for framing their work in terms of customer adoption, satisfaction and healthSet up a system and organization for tracking, nurturing and engaging with your customers </p> <p>Example implementation timeline17</p> <p>Thank YouThank You</p>


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