Even though a recovery is at hand, there remains significant pressure to do-more-with-less, and the economic buyer is firmly in control, demanding even more financial accountability on each purchase.

1. Powering B2B sales to economic buyers
TOM PISELLO, Chairman & Founder
http://www.fightfrugalnomics.com
Blog: http://tompiselloroiguy.blogspot.com/
Twitter: @tpisello
http://www.alinean.com
Is Justifying Proposals with ROI Sales & Marketing
Tools a Requirement?

2. A New Buyer Requires New Strategy & Tactics
http://www.fightfrugalnomics.com
© 2011 Alinean, Inc.
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3. Buyers are Economic-Focused
• Size
More Leads to Close Same Executive Scrutiny Reduced Deal Size
Amount of Business
Longer Sales Cycles Increased Competition
More Stakeholders
Stalled Deals
© 2011 Alinean, Inc.
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4. Frugalnomics: the new mantra for B2B Buyers
On average 90% of corporations surveyed require
Quantifiable benefits
quantifiable proof of bottom-line benefits on most
are mandatory
projects.
Two-thirds (65%) of buyers indicate that they do not
Quantifying value is
have the knowledge or tools needed to do business
difficult for buyers
value assessments and calculations.
Buyers turn to vendors 81% of buyers expect vendors to quantify business
for value proof points value of proposed solutions.
Most trusted sources are: Industry Analysts (31.4%),
Third party validation is and Peers (28.7%).
essential
Vendors lag as a trusted source for only 8.1%.
Source: IDC 2010, survey of 200 B2B buyers,
Sirius Decisions 2010 B-to-B Buyer Survey on trusted sources.
© 2011 Alinean, Inc.
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5. Fight Frugalnomics with Value Selling & Marketing
Product Focus Solution Focus Value Focus
Discussion: Discussion:
Discussion:
• Customer knows issue • Prescriptive & Quantified
• Customer knows issues &
• Tie features / functions to desired outcome • Discover… Is customer
needs aware of issue?
• Questions to discover pain
• Compares product points
alternatives • Diagnose… How bad is it?
• Feature • Function • Price • Recommend solution to • Quantify … Value of change
solve pain
• Compare … Value vs. Status
Drive: Sales Led: Product Drive: Sales Led: Pain-Point Quo / Competition
Driven Driven
Drive: Diagnostic Led: What
is issue & value of change?
Solution
Vendor Trusted Advisor
Provider © 2011 Alinean, Inc.
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6. Unfortunately, Product / Solution Selling Still Reigns
Forrester Sales Enablement Forum- 2011
© 2011 Alinean, Inc.
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7. Facilitating the Buyer’s Journey w/ Interactive Sales &
Marketing Tools
BUYER’S JOURNEY
Loosening Exploring Committing Justifying
Committing Making the
of the possible to a the
to change selection
status quo solutions solution decision
DISCOVERY CONSIDERATION DECISION
Content Marketing & Sales Enablement Strategy
Help Align
Align buyer solution Validate/
Create reinforce
problem with identify with Make the
awareness choice
business needs in specific business case
around a new
issues; drive solving sets of for change Prove best
problem
urgency the business value
problem needs
PROVOCATIVE APPROACH VALUE APPROACH
Interactive White Diagnostic Assessment
ROI Analysis Tools TCO Comparison Tools
Papers Tools
© 2011 Alinean, Inc.
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8. Facilitating the Buyer’s Journey w/ Interactive Sales &
Marketing Tools
BUYER’S JOURNEY
Loosening Exploring Committing Justifying
Committing Making the
of the possible to a the
to change selection
status quo solutions solution decision
DISCOVERY CONSIDERATION DECISION
Content Marketing & Sales Enablement Strategy
Help Align
Align buyer solution Validate/
Create reinforce
problem with identify with Make the
awareness choice
business needs in specific business case
around a new
issues; drive solving sets of for change Prove best
problem
urgency the business value
problem needs
PROVOCATIVE APPROACH VALUE APPROACH
Interactive White Diagnostic Assessment
ROI Analysis Tools TCO Comparison Tools
Papers Tools
© 2011 Alinean, Inc.
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9. Driving More Effective Demand Generation and Sales Enablement
Demand-Gen Tools Sales Enablement Tools
• Developed for B2B websites and direct • For global sales enablement programs
marketing campaigns • Empower consultative selling programs
• Provocative: Engage, Connect & Educate • Detailed business case
• High Level Benefits / ROI • Help justify solution to multiple
• Help set agenda and advance sales cycle stakeholders & CFO
© 2011 Alinean, Inc.
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10. Demand-Gen: ROI Marketing Tool Case Study
http://www.fightfrugalnomics.com
© 2011 Alinean, Inc.
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11. HP Networking ROI Calculator
http://roianalyst.hp.com/roianalyst/AutoLogin.do?d=754959295570998302
© 2011 Alinean, Inc.
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12. Company Profile
© 2011 Alinean, Inc.
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13. Benefits and Financials
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14. Assumptions
© 2011 Alinean, Inc.
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15. Registration Options & Reports
Registration Considerations
 Up-front
 To get results
 To get report
 None
Integration
 Lead Nurturing / CRM
 Basic Registration
 Enhanced Profile
 Key Results
Executive Summary vs. Full Report?
Options: PDF / Word / PPT
Additional Examples: http://www.alinean.com/demand-gen/ROI_tools.aspx
© 2011 Alinean, Inc.
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16. Sales Enablement: ROI Sales Tools Case Study
http://www.fightfrugalnomics.com
© 2011 Alinean, Inc.
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17. Solution Selection
© 2011 Alinean, Inc.
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18. Current Practices Assessment
© 2011 Alinean, Inc.
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19. Current Practices Analysis
© 2011 Alinean, Inc.
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20. Survey Questions – As Is Discovery / Sizing
© 2011 Alinean, Inc.
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21. Benefits
© 2011 Alinean, Inc.
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22. Benefit Details
© 2011 Alinean, Inc.
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23. Source – Validating Savings with Research & Case Studies
© 2011 Alinean, Inc.
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24. ROI Analysis
© 2011 Alinean, Inc.
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25. Additional Features
• Template /Reference Models • Deployment Schedule
– Helps sales get a quick start on the • Benefit Realization
case
– Default metrics and research
• Risk Analysis
– Optimized
• Add Additional Benefits – Probable
– Quick Add – Conservative Cases
– Select from Comprehensive Library
– Build / Edit Your Own • Multi-Analysis Roll-up
– Combine N number of business cases
• Flexible Report Options:
– Multiple reports for different
stakeholders / purposes
– Format Options
• PPT
• Word
• PDF
© 2011 Alinean, Inc.
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26. ROI Sales & Marketing Tools Best Practices & Benefits
http://www.fightfrugalnomics.com
© 2011 Alinean, Inc.
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27. Best Practices
• Demand-Gen • Sales Enablement
– Keep inputs & results simple – Keep input & results simple
• 10 minutes maximum for demand-gen • Sales easily intimidated
– Layer details to provide access to – Layer details so sales can work with
review / challenge assumptions customers to review / challenge
assumptions transfer ownership
– Pre-fill with default metrics
– Provide ability to customize /
• Document assumptions
disable / add benefits &
• 3rd party research and validation investments
• Case study examples for savings – Provide multiple report options
claims • Format: Word / PPT
• Exec summary, details, different
stakeholders
– Allow access without registration,
restrict details / report to – Provide Support
registrants • Training
– Strong call to action / next steps • Proposal Center
• Deal Assistance
– Use request to follow-up
© 2011 Alinean, Inc.
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28. Typical Development Project
• Demand-Gen • Sales Enablement
– Week 1: Kickoff – Week 1: Kickoff
– Week 2: Initial Prototype – Week 2: Initial Prototype
Spreadsheet Spreadsheet
– Week 3: 2nd Prototype Spreadsheet – Week 3: 2nd Prototype
– Week 4: Initial Tool Alpha Spreadsheet
– Week 5: Initial Tool Beta – Week 5: Initial Tool Alpha
– Week 6: Initial Tool Pilot – Week 7: Initial Tool Beta
– Week 8: Final – Week 8: Initial Tool Pilot
– Week 10: Final
© 2011 Alinean, Inc.
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29. What is Required of You and Your Team?
• Collect and Provide Prior Art: • Participation
– Benefit statements – Weekly meeting
– Benefit / ROI white papers – Weekly review
– Spreadsheet or other tools – Alpha, Beta & Pilot review
– ROI / Benefit oriented case studies
• Create Tool Development /
Review Team
– Marketing/ sales enablement
usually leads project
– ROI subject matter expert(s)
– Enterprise sales representation
– Channel sales representation
– Pilot review team (select customers
/ partners)
© 2011 Alinean, Inc.
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30. Facilitating the Buyer’s Journey w/ Interactive Sales &
Marketing Tools
BUYER’S JOURNEY
Loosening Exploring Committing Justifying
Committing Making the
of the possible to a the
to change selection
status quo solutions solution decision
DISCOVERY CONSIDERATION DECISION
Content Marketing & Sales Enablement Strategy
Help Align
Align buyer solution Validate/
Create reinforce
problem with identify with Make the
awareness choice
business needs in specific business case
around a new
issues; drive solving sets of for change Prove best
problem
urgency the business value
problem needs
PROVOCATIVE APPROACH VALUE APPROACH
Interactive White Diagnostic Assessment
ROI Analysis Tools TCO Comparison Tools
Papers Tools
© 2011 Alinean, Inc.
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31. Value of Alinean Business Value Selling / Marketing Tools
 Break through the noise with value add / personalized
Connect higher in organization & speak
content
language of economic buyers / CFOs  Elevate relationships from vendor to trusted advisor
 Drive 50% more leads / connections compared to other
Engage on value vs.
initiatives
feature / function / price  Reduce discounting and increase deal size by 20%
Automate development of personalized  Reduce proposal time from days to hours
assessments and business case proposals  Reduce sales cycles by 20-30%
 Convert 240% more prospects to sales than other programs
Prove more value, lower costs and  Convert 240% more prospects to sales than other programs

 Increase the competitive success rate of proposals by over
Increase the competitive success rate of proposals by over
competitive advantages 60%
60%
Deliver credibility with research and 3rd  Increase the credibility and acceptance of proposals by
100%
party validation
 Convert existing Excel sales tools into on-line interactive
Develop sales tools with lower TCO applications with no programming
 SaaS delivery
 Self-authoring for shared workload
 Enable all direct and channel sales teams with a scalable
Standardize and centralize value
sales /marketing tool suite.
selling / marketing efforts  Collect customer data, track and drive usage
© 2011 Alinean, Inc.
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32. Next Steps
Alinean powered tools can significantly upgrade the quality of sales interactions
throughout the buying process, allowing prospects to drive at the beginning
through simpler, self-service tools and sales to provide greater depth as the buying
process proceeds – SiriusDecisions 2010
1. Your Sales & Marketing Ready to Do Business with Frugal Buyers?
Take this Diagnostic Assessment to Find Out.
2. Research White Paper: Sales Enablement and the Economic Buyer
3. Over 200% ROI from a Value Selling Program Sound Impossible?
Find Out for Yourself
4. Why Alinean? Alinean Vendor Profile (SiriusDecisions)
http://www.fightfrugalnomics.com
© 2011 Alinean, Inc.
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33. Thank You!
http://www.fightfrugalnomics.com
© 2011 Alinean, Inc.
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