Get Aligned or Get Left Behind - Funnel 2013
•Als PPTX, PDF herunterladen•
3 gefällt mir•1,921 views
My presentation from Funnel 2013 - the UK B2B Marketing Event on 8th October - on the critical importance of aligning the B2B sales and marketing process with the customer's buying decision journey. I hope you enjoy it - and I'd welcome your comments.
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Ähnlich wie Get Aligned or Get Left Behind - Funnel 2013
Ähnlich wie Get Aligned or Get Left Behind - Funnel 2013 (20)
Mehr von Inflexion-Point Strategy Partners
Mehr von Inflexion-Point Strategy Partners (14)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Get Aligned or Get Left Behind - Funnel 2013
- 1. ip @bobapollo | #FoM13 PLAN: Get Aligned – or Get Left Behind Funnel 2013 Bob Apollo | Inflexion-Point | @bobapollo @bobapollo | #FoM13
- 2. ip @bobapollo | #FoM13 B2B Focus Complex Sale Considered Purchase Growing Market
- 3. ip @bobapollo | #FoM13 The plan is nothing… Planning is everything @bobapollo | #FoM13
- 4. ip @bobapollo | #FoM13 No plan survives first contact with the enemycustomer
- 5. ip @bobapollo | #FoM13 How can technology help?
- 7. ip @bobapollo | #FoM13 Hoping for Harry Potter… @bobapollo | #FoM13
- 8. ip @bobapollo | #FoM13 Ending up with Valdemort @bobapollo | #FoM13
- 10. ip @bobapollo | #FoM13 Examples “Customer Relationship Management” solutions that are really no more than Sales Force Administration systems “Marketing Automation” systems that are used to spew out more unwanted emails than ever before Over-Complex Scoring systems that do nothing to increase sales confidence in the leads generated by marketing Measuring the success of marketing on the volume of leads generated rather than value of business created
- 11. ip @bobapollo | #FoM13 So what should we be planning to do?
- 12. ip @bobapollo | #FoM13 What CEOs expect you to plan for… 1 Accelerate Revenue Growth 2 Improve Sales Performance 3 Increase Marketing Effectiveness
- 13. ip @bobapollo | #FoM13 SALES MARKETINGALIGNMENT
- 14. ip @bobapollo | #FoM13 Traditional approach to alignment Define your sales and marketing process Agree common definitions Agree roles and responsibilities Agree hand-off points Agree measures and metrics Establish a contract Review and refine INTERNALLY FOCUSED
- 15. ip @bobapollo | #FoM13 What’s Missing?
- 16. ip @bobapollo | #FoM13 SALES + MARKETING PLAN
- 17. ip @bobapollo | #FoM13 YOUR CUSTOMER- AND THEIR BUYING JOURNEY SALES + MARKETING PLAN
- 18. ip @bobapollo | #FoM13 Identify with your most valuable customers and understand how and why they make buying decisions Facilitate their buying decision process, eliminate any obstacles and make it easy for them to choose you
- 19. ip @bobapollo | #FoM13 Get your CUSTOMERS to design your SALES + MARKETING PROCESSES
- 20. ip @bobapollo | #FoM13 IDEAL CUSTOMERS ORGANISATIONS STAKEHOLDERS OPERATIONAL TECHNICAL COMMERCIAL
- 21. ip @bobapollo | #FoM13 the most valuable organisations @bobapollo | #FoM13
- 23. ip @bobapollo | #FoM13 Key targeting factors… What systems do they already have in place? What relationships have they already established? How are they organised? Where does the power lie? Are they innovators or late adopters? What is their position in their markets? What are their key goals, drivers and initiatives? What’s happening to them or to their markets? How do they make buying decisions? Which stakeholders are leading the process?
- 24. ip @bobapollo | #FoM13 Key Stakeholders (buyer personas) Roles and Responsibilities Key Performance Metrics Issues and Priorities Motivations and Concerns Role in Buying Decision Process Who they influence Who they are influenced by OPERATIONAL TECHNICAL COMMERCIAL
- 25. ip @bobapollo | #FoM13 Building your Ideal Customer Profile Talk to your sales people… Interview your customers… Observe their behaviour Look for: Common situations Common structures Patterns of activity Trigger Events ASK AND OBSERVE
- 26. ip @bobapollo | #FoM13 The Buyer’s Journey: How and why they choose to buy
- 27. ip @bobapollo | #FoM13 It’s the buyer’s journey that really matters… …not your sales and marketing process Measure progress by what they do… …not what your sales people have done
- 28. ip @bobapollo | #FoM13 The Funnel is a flawed metaphor The Funnel leaks Deals defy gravity Buyers bail out Deals go into limbo
- 29. ip @bobapollo | #FoM13 Gartner B2B Buying Decision Process
- 30. ip @bobapollo | #FoM13 A more manageable perspective… ABSORB IMPLEMENTEXPLORE TRIGGEREVENT IDENTIFY NEED INVESTIGATE EVALUATE VALIDATE ESTABLISH CRITERIA PREFERRED OPTION PLACE ORDER CASE FOR CHANGE Critical Milestones
- 31. ip @bobapollo | #FoM13 Traditional responsibilities ABSORB IMPLEMENTEXPLORE TRIGGEREVENT IDENTIFY NEED INVESTIGATE EVALUATE VALIDATE ESTABLISH CRITERIA PREFERRED OPTION PLACE ORDER CASE FOR CHANGE WHAT MARKETING DOES WHAT SALES DOES
- 32. ip @bobapollo | #FoM13 Aligned throughout the journey ABSORB IMPLEMENTEXPLORE TRIGGEREVENT IDENTIFY NEED INVESTIGATE EVALUATE VALIDATE ESTABLISH CRITERIA PREFERRED OPTION PLACE ORDER CASE FOR CHANGE WHAT THE CUSTOMER DOES WHAT MARKETING DOES WHAT SALES DOES WHAT THE CUSTOMER DOES WHAT MARKETING DOES WHAT SALES DOES WHAT THE CUSTOMER DOES WHAT MARKETING DOES WHAT SALES DOES WHAT THE CUSTOMER DOES WHAT MARKETING DOES WHAT SALES DOES WHAT THE CUSTOMER DOES WHAT MARKETING DOES WHAT SALES DOES
- 33. ip @bobapollo | #FoM13 Buyer mind-set evolves along the way ABSORB IMPLEMENTEXPLORE INVESTIGATE EVALUATE VALIDATE EXCITING/NEW SAFE/PROVEN DIFFERENT BETTER THEMES LISTS STRATEGIC VALUES TACTICAL NEEDS WHY CHANGE? WHY YOU?WHY NOW? YOUR APPROACH YOUR CAPABILITIES
- 34. ip @bobapollo | #FoM13 Align tactics to buying process ENABLE THEM TO RECOGNISE THE NEED Thought leadership materials | Social media engagement | Industry body involvement | Issue/impact-led campaigns | Profile high-potential prospects | Prospecting conversations ABSORB IMPLEMENTEXPLORE INVESTIGATE EVALUATE VALIDATE KEY QUESTIONS AT EACH STAGE: Where is the organisation on their journey? Which of the stakeholders are involved? Current issues, concerns or motivations? Most effective way of moving them forwards? What can we do to eliminate any obstacles?
- 35. ip @bobapollo | #FoM13 Align tactics to buying process HIGHLIGHT THE COST OF INACTION Provocative messages | Exploratory conversations | Lead towards, not with | Key issue keywords | Key solution keywords | Cost/consequences of inaction | Executive Briefing ABSORB IMPLEMENTEXPLORE INVESTIGATE EVALUATE VALIDATE
- 36. ip @bobapollo | #FoM13 Align tactics to buying process SHAPE THEIR DECISION CRITERIA Functional checklists | War stories, anecdotes | Journey-based demos | Datasheets | Case studies | Frequently asked questions ABSORB IMPLEMENTEXPLORE INVESTIGATE EVALUATE VALIDATE
- 37. ip @bobapollo | #FoM13 Align tactics to buying process GET SELECTED AS PREFERRED OPTION Evaluation guides | Trials/Proofs-of-Concept | Detailed functional demos | Detailed technical documents | Solution proposal | Reference calls ABSORB IMPLEMENTEXPLORE INVESTIGATE EVALUATE VALIDATE
- 38. ip @bobapollo | #FoM13 Align tactics to buying process ABSORB IMPLEMENTEXPLORE INVESTIGATE EVALUATE VALIDATE GET APPROVED, BOUGHT AND IMPLEMENTED Negotiation guidelines | Support your champion | Reference visits | Reinforce case for change | Eliminate remaining concerns | Make it easy to buy
- 39. ip @bobapollo | #FoM13 Create content paths ABSORB IMPLEMENTEXPLORE INVESTIGATE EVALUATE VALIDATE + ISSUE BLOG ARTICLE WHITE PAPER PRODUCT DEMO CASE STUDY EXEC BRIEFING WEBINAR EVAL GUIDE PROOF OF CONCEPT REF VISIT
- 40. ip @bobapollo | #FoM13 Observing behaviours What do we know about them? What web pages have they visited? What content have they downloaded? Which videos have they watched? What information have they shared? What interaction have we had? What evidence do we have of their current stage?
- 41. ip @bobapollo | #FoM13 What happens when we look at our Sales + Marketing Process from the perspective of the Buyer’s Journey?
- 42. ip @bobapollo | #FoM13 Sales + marketing actions that add no value to the buying decision process Apparently qualified sales opportunities that have no chance of ever closing Sales pipeline value appears to decline (but deals were never real to start with) At first… @bobapollo | #FoM13
- 43. ip @bobapollo | #FoM13@bobapollo | #FoM13
- 44. ip @bobapollo | #FoM13 Three examples of waste UP TO 90% OF MARKETING-GENERATED SALES SUPPORT MATERIALS REMAIN UNUSED ONLY 1 in 8 MEETINGS WITH SALES PEOPLE RATED “VALUABLE” BY PROSPECTS GROWING TREND FOR COMPLEX B2B SALES CYCLES TO END IN “NO DECISION” Sources: Forrester, CMM Group, CSO Insights
- 45. ip @bobapollo | #FoM13 But once you eliminate the waste… ip @bobapollo | #FoM13
- 46. ip @bobapollo | #FoM13 But even more important…
- 47. ip @bobapollo | #FoM13 Your pipeline will be far less pants… Flabby Fit
- 48. ip @bobapollo | #FoM13 Building the Buyer’s Journey into your plans for 2014 And how technology can help
- 49. ip @bobapollo | #FoM13 1: Identify with your audience Identify the common characteristics of your ideal customers – both organisations and stakeholders – as a joint effort between sales and marketing Validate by reviewing against recent sales wins Make sure that you are capturing the relevant data Research the actionable issues that are most likely to drive the need for change Impact: prospecting databases, website, CRM, marketing automation
- 50. ip @bobapollo | #FoM13 2: Map out key stages in buying journey ABSORB IMPLEMENTEXPLORE TRIGGEREVENT IDENTIFY NEED INVESTIGATE EVALUATE VALIDATE ESTABLISH CRITERIA PREFERRED OPTION PLACE ORDER CASE FOR CHANGE WHAT THE CUSTOMER DOES WHAT MARKETING DOES WHAT SALES DOES WHAT THE CUSTOMER DOES WHAT MARKETING DOES WHAT SALES DOES WHAT THE CUSTOMER DOES WHAT MARKETING DOES WHAT SALES DOES WHAT THE CUSTOMER DOES WHAT MARKETING DOES WHAT SALES DOES WHAT THE CUSTOMER DOES WHAT MARKETING DOES WHAT SALES DOES Impact: lead scoring, qualification criteria, CRM, marketing automation
- 51. ip @bobapollo | #FoM13 3: Every piece of content connected Impact: sales playbook, qualification criteria, CRM, marketing automation EXEC BRIEFING SALES TALKING POINTS FAQs WEBINAR BLOG ARTICLE WHITE PAPER PRODUCT DEMO CASE STUDY
- 52. ip @bobapollo | #FoM13 4: Direct the Buyer’s Journey ABSORB IMPLEMENTEXPLORE INVESTIGATE EVALUATE VALIDATE + ISSUE BLOG ARTICLE WHITE PAPER PRODUCT DEMO CASE STUDY EXEC BRIEFING WEBINAR EVAL GUIDE PROOF OF CONCEPT REF VISIT Impact: Content creation, website navigation, calls to action, marketing automation
- 53. ip @bobapollo | #FoM13 5: Pull it all together in a playbook Ideal customer profiles The Buyer’s Journey Stage-Aligned Content Qualification Guidelines FAQs and TAQs Stories and Anecdotes Impact: sales + marketing playbook
- 54. ip @bobapollo | #FoM13 Success formula for 2014 Identify with your most valuable customers and understand how and why they make buying decisions Facilitate their buying decision process, eliminate any obstacles and make it easy for them to choose you
- 55. ip @bobapollo | #FoM13 GET ALIGNED OR GET LEFT BEHIND Bob Apollo Inflexion Point Strategy Partners bob@inflexion-point.com 07802 313300