Buyers have fundamentally and permanently changed, and as a result, it's harder to connect and engage, sales cycles are lengthening, and worse, a large portion of your sales pipeline is stuck at status quo. Research shows that the same old sales and marketing techniques aren't effective at breaking the status quo and get buyers from "Do Nothing" to Yes. Do you have the new tools and techniques needed to: Break the status-quo and get buyers to actually connect and engage? Get from "Do Nothing" to Yes? This informative presentation by Tom Pisello, Alinean's founder and the ROI Guy, is transformative, specifically designed for marketers and sales enablement professionals to arm you with the insight and best practices to Fight Frugalnomics, break the status quo, and drive superior sales and marketing performance in 2012.

1. Tom Pisello
CEO & Founder
The ROI Guy
Twitter: @tpisello
@AlineanROI
Challenging Your Prospects from
“Do Nothing” to Yes

2. Today’s Speaker
Tom Pisello
CEO & Founder of Alinean
Who’s Who in B2B Demand Generation
Serial entrepreneur
Ex-Gartner Managing VP
Creating value-based interactive content marketing
campaigns and diagnostic sales tools to break the status-
quo, accelerate sales cycles and reduce discounting

3. What do these numbers have in common?
Of B2B vendors need significantly more
leads in order to generate the same
amount of sales (IDC)
Of deals are not lost to competition,
instead are lost to the status quo (Sales
Benchmark Index)
Lengthening of the average purchase
decision cycle over the past 5 years
(SiriusDecisions)
of buyers focused on price as primary
decision factor, driving increased
discounting by > 10% (U of Dayton)

4. Frugal
Cost of doing nothing + value of change >
risks + costs of change
Skeptical
More risk averse than ever
Tired of traditional pitches
Need personalized & Overloaded
compelling insight Doing-more-with-less
> 100 emails, > 10 calls/day
Less time for vendors
In Control
Fueled by Internet & social media
Opportunities, you & your competition
Inviting sales later (> 65% along)

5. Decision Science
Current Costs & Risks
Priorities
Benefits & Justification
Value Differentiation
Different Stakeholders &
Higher Authority (eg CFO)
New Brain
Risks > Gain
Visual Appeal
Self Centered
Contrast
Old Brain Social Validation
Similarity and Association

6. Barriers to Yes?
- Of prospects stick with business as usual
because not seeing a quantified reason to change
-Are not able to justify change on their own
Turn to you for help
- Require 3rd party proof points & validation in
order to trust results

7. 65%
To those setting
35%
To those winning the
buying need bake-off
Product
Research Micro-sites Brochures Demos /
White
Papers 41% = Ineffective Content
Sales
Trials
Case Competitive
• Not Aligned PPTs Comparisons
Studies
• Too long
Videos
Blogs & Webinars
• Not Relevant Enough
Newsletters
• Not Differentiating Enough
• Customer Intelligence?
Forrester
Content Marketing Institute

9. Interactive White Papers
Personalized
Quantitative + Qualitative
Compelling Insight
http://www.alinean.com/value_marketing/interactive_white_papers

10. Benefit Estimators
Cost of “Doing Nothing”
Benefits
http://www.alinean.com/value_marketing/benefit_estimators

11. Diagnostic Assessments
Issue Illumination
Peer Comparisons
Solution Guidance
http://www.alinean.com/value_selling/assessment_tools

12. ROI Analysis
Cost of “Doing Nothing”
Required Investment
Benefits & Key CFO Financials
http://www.alinean.com/value_selling/roi_tools

13. TCO Comparison
Differentiate Value
Quantify Competitive Advantage
http://www.alinean.com/value_selling/tco_tools

14. You Need an Edge …
Yes = Old Brain Appeal + New Brain Logic
From Status Quo to Yes
From Marketing to Sales
Integrated Customer Intelligence
3rd Party Credibility & Experience

15. Proof

16. Next Steps and Resources
• The Opportunity
• The Solutions
– Value Marketing
– Value Selling
• The Proof
• Resources and Insight
– Fight Frugalnomics Resource Center
– Ask the ROI Guy Resource Center

17. Thank You!