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Programs to Drive Loyalty and Profitable Growth
- 1. Client Programs that Drive
Loyalty and Profitable
Growth
National Best Seller
Best-Seller
Sean Geehan
Author
The B2B Executive Playbook
@seangeehan
- 2. Sales: $80 Billion
Customers: 3,700
Total Sales: $70 Billion
Customers: 500,000,000
© 2012 Geehan Group. All Rights Reserved Page 2
- 3. The Fate of B2B
Companies Rests
in the hands
of Just a
Few People.
p
© 2012 Geehan Group. All Rights Reserved Page 3
- 4. Similar
Simila in B2B & B2C Different
Diffe ent in B2B & B2C
Back Office Go-to-Market
Go to Market
Human Resources Strategy
Finance R&D
Manufacturing Marketing
Service Sales
© 2012 Geehan Group. All Rights Reserved Page 4
- 6. CEO
R&D Finance Strategy Sales
IT, HR,
Operations
Everyone
else
Marketing
© 2012 Geehan Group. All Rights Reserved Page 6
- 7. Source: Study by The Fournaise Marketing
© 2012 Geehan Group. All Rights Reserved Group Page 7
- 8. 73% say their
marketing executives
lack b i
l k business credibility.
dibilit
Source: Study by The Fournaise Marketing Group
Why?
© 2012 Geehan Group. All Rights Reserved Page 8
- 9. 77% said marketers
talk too much brand and
not enough revenue.
Source: Study by The Fournaise Marketing Group
© 2012 Geehan Group. All Rights Reserved Page 9
- 10. 74% think marketing
focuses too much on
trends.
Source: Study by The Fournaise Marketing Group
© 2012 Geehan Group. All Rights Reserved Page 10
- 12. 72% say marketing
can’t demonstrate ROI.
can t
Source: Study by The Fournaise Marketing Group
© 2012 Geehan Group. All Rights Reserved Page 12
- 14. CMOs say proving
Marketing ROI is the
#1 ffactor for marketing’s
t f k ti ’
success and credibility.
Source: IBM Global CMO Study, 2011.
© 2012 Geehan Group. All Rights Reserved Page 14
- 16. Decision Maker
Drive Change
Set Direction
10%
Influencer
Run the Business
Business Process
15%
User and Purchasing
Users
Execute
Features/Functions
Workflow 60%
Purchasing 15%
© 2012 Geehan Group. All Rights Reserved Page 16
- 17. $1 Billion
Grow these
27 70% accounts by 10%
$70 million
customers $700M
3,200 30% Grow these
$30 million
customers $300M accounts by 10%
It would take 10X the amount
in transactions to get half the
Revenue
© 2012 Geehan Group. All Rights Reserved Page 17
- 18. Targeting
Lower level
Acquisition
Vs.
Retention
=
small deals
© 2012 Geehan Group. All Rights Reserved Page 18
- 21. Commodity
d Reliable
l bl Problem
bl Trusted
d
Supplier Supplier Solver Advisor
1 2 3 4 5 6 7 8 9 10
Description System/Process Industry Experts Innovator
Standard Systems Customer Knowledge Brain Power
Discipline
Di i li Seasoned
S d Focus
F
Reactive Long term employees Constant infusion of new
Engaging People
Position Execution Guide Invent / Design
Low Cost Provider
Low Cost Provider Situation uniqueness Competitive Advantage
Competitive Advantage
Predictable Responsive Change Agents
Efficient Effectiveness
Relationship 1‐5 5‐8 7‐10
May not know anyone but it Likeable and matters Know them ‐ likeability not as
doesn’t matter important
Keys to Success Cost Value / ROI Smartest People
Transaction to Contract Innovation
Industry/Organization Push Envelope
Knowledge
High Switching Costs
High Switching Costs
Barriers of Entry
Culture & Laggard to Follower Follower to Fast Follower First Mover to Innovator
Philosophy Operational Excellence Strong marketing and Sales R&D intense
Solid relationship building Hire the Best
© 2012 Geehan Group. All Rights Reserved Page 21
/mngt Peer pressure to perform
- 22. MARGIN
Margin
Opportunity
Perception Gap
Today Today
Perception Capability
X X
Commodity Reliable Problem Trusted Interdependent
Supplier Supplier Solver Advisor
© 2012 Geehan Group. All Rights Reserved Page 22
- 23. CEO
Marketing
R&D Finance Strategy Sales
© 2012 Geehan Group. All Rights Reserved Page 23
- 24. Consolidated Revenues
4,152
3,545
3 545
In US$ Mn
2,705
n
FY 2010 FY 2011 FY 2012
© 2012 Geehan Group. All Rights Reserved Page 24
- 27. Councils enable and deliver:
Retention and account growth
Industry insight and direction
Sales and margin growth
Sparks relevant innovation
Generates advocacy
G t d
© 2012 Geehan Group. All Rights Reserved Page 27
- 28. ROI on Decision Maker Customer Programs
Results are Measureable
l bl
No With
Decision Maker Decision Maker
Retention 72% 90%
Account Growth 4% 12%
Referencable 28% 94%
“Our executive customer programs have proven to be
the most effective way to positively impact top and
bottom line results.”
Jeff Garrity
CFO,
CFO Services
© 2012 Geehan Group. All Rights Reserved Page 28
- 29. Sweet Spot
p
Market
C ll
Collective
i
Acquire Evolve
4 3
1
Business Core
Model Competency
2
Divest
© 2012 Geehan Group. All Rights Reserved Page 30
- 30. Sweet Spot
p
Market
C ll
Collective
i
Acquire Evolve
4 3
1
Business Core
Model Competency
2
Divest
© 2012 Geehan Group. All Rights Reserved Page 31
- 31. Wells Fargo
Sweet Spot
CEO Workstation Solution
Market
Collective
Acquire Evolve
Wachovia Mobility for critical
y
Treasury Suite services
4 3
Services Business services
1 move from a la carte
Business Core
to fixed fee pricing
p g
Model 2 Competency
Eliminate
Old bill payment solution
Accounting software solution
development
© 2012 Geehan Group. All Rights Reserved Page 32
- 32. Harris
Sweet Spot
Expand FAME, DOOH
Market
Collective
Acquire Evolve
Non-Linear Low-cost next gen
g
capabilities channel
4 3
Account engagement
1 business models
Business Core
Model 2 Competency
Eliminate
Identify products to kill
Identify partners to services
unattractive market needs
© 2012 Geehan Group. All Rights Reserved Page 33
- 33. Driving Revenue
Results
Sales Close Rate Increased: 21-330%
Sales Cycle Time Accelerated: 18-60%
Customer Satisfaction Scores Increased: 15-31%
Referenceable Accounts Climbed: 23-420%
“Our Executive-Level programs delivered
significant sales results where
g
other tactics failed.”
Keith Hawk
Senior Vice President
© 2012 Geehan Group. All Rights Reserved Page 35
- 34. Keys to
Tangible
Marketing
M k ti g
ROI
© 2012 Geehan Group. All Rights Reserved Page 36
- 36. 937-271-3914
@seangeehan
sean@geehangroup.com
© 2012 Geehan Group. All Rights Reserved Page 39