Killer Products Webinar 29 3 10

Advanced Marketing Concepts Ltd- Hot Rivet Ltd. March 29th 2010

Dominic Rowsell and Mark Gibson www.admarco.net

•  Feel free to add comments and questions. •  Please use the GotoMeeting Chat to ask

questions.

Participation = Questions & Feedback

Agenda

•  Introductions •  Buying Cultures •  The unifying process •  Selling innovation •  The Need for Process •  The Need to up-level selling skill •  The need for Aligned Marketing

3-10 Copyright Advanced Marketing Concepts Ltd. 2009-2009

3

Mark Gibson – AMC Ltd.

3-10 © 2004-2010 Advanced Marketing Concepts Ltd. 4

Dominic Rowsell – Hot Rivet


5

Where it all starts

Strategy

Market Segments

Offerings Products, Services

Copyright Hot Rivet 2001 - 2010

Buying Cultures Value Captured.

Change - Futures Value Created.

Risk - Insight

Value Offered. Want - Product

Value Added. Need - Solution


A Single Process

Identify Mentor Position Assess Case Transact

Identify:

Individuals and groups think about and plan the future:

•  creating growth •  avoiding and reducing costs •  improving productivity •  building competitive advantage

Case:

The fully quantified business and investment case: •  checked by the Mentor •  financial and business management issues •  foundation for an ITT / RFQ •  finalised by the Sponsor •  budget assigned

Position:

The project is lobbied inside the organisation:

•  hierarchy, networks and politics •  maximum credibility •  align a Sponsor •  budget available

Transact:

Risk analysis of delivery / vendor proposals:

•  best and finals •  contract awards •  service delivery

Assess:

The Sponsor will sanction an assessment:

•  access to relevant current data •  resources / funding •  pilot or PoC •  quantify good and bad

Mentor:

A Mentor is assigned, the ideas are strategized: •  not for public consumption •  value and reality check •  gather people into the virtual team •  identify potential allies and blockers •  begin to scope options


Value

Captured

Value

Offered

Value

Created

Value

Added

Buying Culture Alignment

I M P A C T


Innovation Adoption

Early Majority

Late Majority

Innovators Laggards Early Adopters

Sales Volume

Time Chasm

Innovation


Early Engagement

I M P A C T


Extraordinary relationship at CxO

level.

Grab attention with insight on risk.

Value Creation Engagement

Identification: • Analysis of targeted segments.

•  Trend analysis •  Identify value for end-user Customers.

• Offering linkage. • Value chain positioning.

Transact: • Closing risk analysis by team.

•  Focus Value, Politics and Competition. • Value Pitches to close.

• Best and finals. • Contracts awarded.

Case: • Assessment data.

• Quantified business and investment case. • Multiple proposal creation.

• Mentor fine tunes. • Presented to Sponsor.

• Sponsor assigns budget. • Case becomes foundation of an RFQ

Assessment: • Sponsor sanctions assessment.

•  Funded work. • Access to data.

• Pilot or PoC. • Attach service options. •  Financial options input. • Assess good and bad.

Mentor: • Build three propositions.

•  Target primary value chain. • AM identify Mentor.

• Primary hi-impact presentation. • Conversation of Possibilities. • Executive engagement plan. • Early Partner engagement.

• AM qualifies opportunity and risk.

Positioning: •  Full team engagement • All hierarchical levels

• Manage politics and networks. • Align a Sponsor. • Early feasibility.

• Breadth lobbying. • Budget “available”

• Close to Assessment.

I M P A C T SG2 SG3 SG1 SG4 SG5


How Can we Help?

3-10 © 2004-2010 Advanced Marketing Concepts Ltd. 13

Create Clarity in Messaging

Generate Leads - HubSpot

Selling Skills – IMPACT Process

Q & A


14

Contact

•  www.admarco.net •  [email protected] •  Skype: rmarkgibson •  Twitter rmarkgibson •  Tel +447961081082

•  www.killer-products.com •  Dominic.rowsell@hotriv

et.com •  Tel +447803588967

3-10 15 © 2004-2010 Advanced Marketing Concepts Ltd.

Technology

Killer Products Webinar 29 3 10