Keynote presentation by Tim Riesterer, Chief Strategy and Marketing Officer of Corporate Visions to the BMA Phoenix / Arizona Technology Council 5th Annual Marketing Technology Summit August 22, 2013. Tim presented a powerful session that taught the audience how to be more effective presenters, marketers and sales people. Tim Riesterer is responsible for leading the strategic direction of Corporate Visions in thought leadership, positioning and product development. Tim has more than 20 years experience in Marketing and Sales. Prior to joining Corporate Visions, Tim co-founded Customer Message Management, LLC (CMM Group), where he was CEO until it was acquired by Corporate Visions in 2008. Before CMM Group, Tim was CMO and VP of Strategic Services for Ventaso. Additionally Tim was President and CEO of Brady Marketing Group and has worked in marketing, communication and sales support for world-class technology manufacturers such as Rockwell Automation and GE Medical Systems. Tim is co-author of Customer Message Management: Increasing Marketing’s Impact on Selling (Thomson/AMA) and Conversations that Win the Complex Sale: Using Power Messaging to Create More Opportunities, Differentiate Your Solution, and Close More Deals (McGraw Hill).

1. Visual Storytelling
The power to break the status quo and differentiate

2. 70%70%70%70%
20%20%20%20%
100%100%100%100%
HotHotHotHot
SpikeSpikeSpikeSpike
HotHotHotHot
The Hammock

5. AVOID
THE HAMMOCK

6. 10%10%10%10%
Enhancing the Spoken Word

7. 10%10%10%10%
65%65%65%65%
Enhancing the Spoken Word

8. Which visual story works best?
1 2 3

9. Improving customer conversations
is the #1 strategy for improving
sales performance.
NEW PRODUCTS
GO-TO-MARKET STRATEGY
SOLUTIONS APPROACH
Why Marketers Need to Care

10. 30,000 ft
3 ft
No Brand’s Land

11. PRODUCTKNOWLEDGEPRODUCTKNOWLEDGEPRODUCTKNOWLEDGEPRODUCTKNOWLEDGE BUSINESSEXPERTISEBUSINESSEXPERTISEBUSINESSEXPERTISEBUSINESSEXPERTISE
VALUE4XMOREVALUE4XMOREVALUE4XMOREVALUE4XMORE
80808080%%%% OFOFOFOF
MEETINGS FAILMEETINGS FAILMEETINGS FAILMEETINGS FAIL
What makes a great conversation?

12. ENGAGE
YOU
THEM
STATUS
QUO
WHY YOU?WHY YOU?WHY YOU?WHY YOU?
60%

13. ENGAGE
YOU
THEM
STATUS
QUO
WHY YOU?WHY YOU?WHY YOU?WHY YOU?
60%
WHY CHANGE?WHY CHANGE?WHY CHANGE?WHY CHANGE?
MISSING!!MISSING!!MISSING!!MISSING!!

14. POINTOF VIEWPOINTOF VIEWPOINTOF VIEWPOINTOF VIEW
StatusQuo
Threatened
Identify
NewNeeds
Define
Solution
Identify
ViableVendors
Review
Approaches
Make
Decision
65656565
“Why Change?” “Why You”
VALUEPROPOSITIONVALUEPROPOSITIONVALUEPROPOSITIONVALUEPROPOSITION
35353535%%%% %%%%
BUYINGVISIONBUYINGVISIONBUYINGVISIONBUYINGVISION BAKEBAKEBAKEBAKE----OFFOFFOFFOFF
-3 -1 +1 +2 +3-2
• Makethe statusquo unsafe
• Definenew setof needs
• Alignw/ yourStrengths
• Here’swhatwe do
• Howwe think we doit better
• Here’sthe benefityou will get

15. Point of View
Insight
Unsafe New Safe
Proof

16. Point of View
Insight
Unsafe New Safe
Proof
Tell them
something
they didn’t
know to
disrupt
Make
status quo
unsafe to
create
context for
urgency
Show clear
contrast to
show value
for change
Tell
comparable
story to
prove they
can do it
too

17. Point of View
Insight

18. “Meaning-
Maker”

19. • Don’t play 20 questions
• You got 30 seconds to
tell me something I don’t
already know
• You see more people who
look like me than I do
• So act like it!

20. Point of View
Insight
Unsafe

21. Prospect Theory
Kahneman, D. and Tversky, A. (1984). “Choices, Values, and Frames.”
American Psychologist39 (4): 341–350
GainLoss
Value
2X stronger preference
to avoid loss vs. acquire
gains = “Loss Aversion”
Prefer risk that might
mitigate a loss = “Risk
Seeking”
Outcome

22. New Brain
Designed for Analysis
Old Brain
Designed for Survival
Decision-Making Engine
Creating Urgency to Change

23. Context Creates Urgency

24. Point of View
Insight
Unsafe New Safe

25. The pains I’m living with…
Are bigger than the painAre bigger than the painAre bigger than the painAre bigger than the pain of changeof changeof changeof change…………

26. Value lies in Contrast
New WayStatus Quo
From To 23

27. Point of View
Insight
Unsafe New Safe
Proof

28. Product Lifecycle
Visionary Buyers
“What took you
so long?”
Laggard Buyers
“Everybody else
is doing it.”
Mid-Market Majority
“Who else is doing it?”

29. Third-Party ROI Results

30. Point of View
Insight
Unsafe New Safe
Proof

31. 10%10%10%10%
65%65%65%65%
Enhancing the Spoken Word

32. Concrete– Action
Context – Urgent
Contrast – Value
Visual Story Requirements

33. Malcolm Gladwell

34. Scientist for Tipping Point
Morton M. Grodzins
Scientist for Tipping Point
Morton M. Grodzins

35. What was the difference?
Gladwell told a better story!