Starting conversations with strangers - tomorrow's customers - is the role of Marketing. Helping customers answer 2 critical questions: 1) Why change? and 2) Why us? is the role of Marketing. Guiding customers through the Buyer's Journey from selection to purchase to usage to recommendation is the role of marketing. If Marketing is doing all this what is Sales going to be doing? In the age of digital disruption everything changes. Marketing

2. The world has changed?

3. the
Problem

4. Moving to tomorrow’s battlefield

5. “Today’s customers are online
explorers, seeking out online ratings,
peer reviews, videos and in-depth
product details as they move through
the buying decision process.”

6. Tomorrow’s battlefield?

7. Today’s battlefield is here
www.flickr.com/photos/csaila/3648816968

8. Tomorrow’s battlefield is here

9. Tomorrow’s winner is here

10. the
Solution

11. What is your Marketing Strategy?

12. Customer Adoption
is the New ROI

13. What is your Customer
Adoption strategy?
www.flickr.com/photos/12023825@N04/2898021822

14. Get it right
www.flickr.com/photos/winemegup/3641912321

15. Get it wrong
www.flickr.com/photos/roome/3390682853

16. 1
Marketing Mindset Shift: B2B -> B2C
2
Channel Strategy -> Customer Touchpoint Strategy
3
Sales & Marketing -> Weapons of Mass Adoption

17. OLD THINKING
X
NEW TECHNOLOGY
=
FAIL

18. Future focused

20. Target early adopters
Think outside the box

21. Technology Adoption Curve
Influencer/Adopter Programs
Influence Generation: Capture the hearts and
minds of Tech savvy early adopters, opinion
leaders and influencers
Early Adopter Market
Channel Partners
GTM Strategy & Business Plan
Channel readiness & activation
Demand Generation
Mainstream Market
DANGER - CHASM!
A
Build the buzz!!!!
B
•
•
•
•
•
•
•
Build sales channels
Create capacity
to service demand
Create a tipping point
Technology Innovators Visionaries
2%
14%
Pragmatists
34%
Distributors
Retailers
Resellers
VARs
Service Providers
System Integrators
Consulting Partners
Conservatives
34%
Sceptics
16%
PERCENTAGE OF POPULATION
Technology Vendors
TIME

22. think
dif erent
f

23. Change your thinking
www.flickr.com/photos/oriol_gascon/2172565951

24. The hard way

25. AND Thinking

26. The Buying Process

27. The Buyer’s Journey
Search
Refer
Find
Support
Qualify
Up-Sell
Try
Manage
Buy
Use

28. Audience
2

29. Create a tipping point

30. 1
Marketing Mindset Shift: B2B -> B2C
2
Channel Strategy -> Customer Touchpoint Strategy
3
Sales & Marketing -> Weapons of Mass Adoption

31. Build a better mouse trap
www.flickr.com/photos/clementlivolsi/4596430458

32. Capture their imaginations
www.flickr.com/photos/camdiluv/5788194542

33. Clarity of vision

34. Sales Channel Strategy

35. Physical
Touchpoints
Digital
Touchpoints
Customer Touchpoint Mapping
source: adapted from socialmarketingforum

36. 1
Marketing Mindset Shift: B2B -> B2C
2
Channel Strategy -> Customer Touchpoint Strategy
3
Sales & Marketing -> Weapons of Mass Adoption

37. Demand Generation

38. The power of influence

39. Help Customers to Solve for Why?
source: www.corporatevisions.com

40. Educate

41. Inspire

42. Marketing is Sales Tomorrow
source: www.corporatevisions.com

43. 1. A mobile device is an extension of the owner’s personality
and personal identity
2. Target early adopters/opinion leaders to create an “unpaid
sales force” of fans, influencers and recommenders
3. Design and deliver a superior End2End Customer
Experience. Align all your marketing actions with customer
touch points along the Buyer’s Journey from creating buzz
to adoption to recommendation.

44. Get it right
www.flickr.com/photos/winemegup/3641912321

45. David R Ednie
President & CEO
SalesChannel Europe
Ph: +33 676 60 09 25 (FRA)
Email: david@saleschannel-europe.com
Website: www.saleschannel-europe.com
www.flickr.com/photos/horacio/3781750