Digital Disruption -> Business Transformation Marketing -> Sales Align all your Marketing Actions with the Customer Adoption Cycle

2. Internally facing
operations automation
Cloud = IT Transformation
Cloud = Business Transformation
Externally facing
customer interactions
Business Transformation

3. Drivers of Digital Disruption:
1. Mass Adoption of Digital Technology
2. The Age of the Customer
3. B2B-> B2C -> The Engagement Economy

4. Generation C

5. 5
The Age of the Customer
Source: October 10, 2013, “Competitive Strategy In The Age Of The Customer” Forrester report
1900 1960 1990 2010
Age of Manufacturing
Mass manufacturing
makes industrial
powerhouses
successful
Age of Distribution
Global connections
and transportation
systems make
distribution key
Age of Information
Connected PCs and
supply chains mean
those that control
information flow dominate
Age of the Customer
Empowered buyers
demand a new level
of customer obsession
Beyond
• Ford
• Boeing
• GE
• RCA
• Wal-Mart
• Toyota
• P&G
• UPS
• Amazon
• Google
• Comcast
• Capital One
• Macy’s
• Salesforce.com
• USAA
• Amazon

6. B2B -> B2C

7. Digital Disruption

8. Unintended consequences

9. Digital Disruption = Big Opportunity

10. Basic Human Needs

11. Product
Place
Price
Promotion
4P's
Solution
Access
Value
Education
SAVE

12. Educate

13. Inspire

14. Create a sense of urgency

15. Horizon 1
0 - 6 months
Horizon 2
6 - 12 months
Horizon 3
12 - 36 months
Thinking at 3 Time Horizons

16. Get it right

17. Get it wrong

18. Strategic choices

19. What are the key
business challenges
facing your target
customers?

20. Target Decision Maker

21. Delusional
Thinking

22. #1: Irrational complacency

23. #2: Catch the train

24. OLD THINKING
NEW TECHNOLOGY
FAIL
X
=

25. Think outside the box

26. Think outside the box

27. www.flickr.com/photos/12023825@N04/2898021822
Growth strategy

28. Overcoming change

29. Destination Thinking

30. “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.”

31. Move to tomorrow’s battleground

32. Ride the next wave

33. You can’t teach an old dog new tricks

34. Old dog, new tricks
VP of Growth
VP of Marketing

35. Rethinking the funnel

36. Rethinking the funnel

37. 37
Focus on Selling Above the Funnel
• Prospection
• Qualifying
• Needs
• Proposal
• Negotiation
• Close
Demand
Creation
Demand
Capture
• Market identification
• Requirements analysis
• Demand creating
• Lead Generation and
Management
• Engagement
The Sales Toolkit
Q1 Q2 Q3 Q4 Q1
Demand Generation Campaigns

38. The Status Quo is not a Growth Strategy1
Marketing Today = Sales Tomorrow2
Creating Systems of Engagement3
Reasons -> Conclusions. Emotions -> Actions4
5 Creating an Unpaid Sales Force

39. Drivers of Adoption

40. The status quo is not
a growth strategy

41. Disruptive Opportunity Matrix
Extend
White
Space
Defend ExtendCurrent
New
Current New
Source: Create Marketplace Disruption by Adam Hartung, Pearson Education, Inc. 2009
Products
Customers

42. Digital reality

43. Interruption Marketing:
Targeting Audiences with
messages through channels
to drive transactions
The OLD World
Engagement Marketing:
Engaging communities
with shared purpose
through experiences to
sustain relationships
The NEW World

44. Interruption Marketing

45. Engagement Marketing

46. Anticipate change

47. Business Agility

48. Adapting to change

49. Where do I go from here?

50. The Status Quo is not a Growth Strategy1
Marketing Today = Sales Tomorrow2
Creating Systems of Engagement3
Reasons -> Conclusions. Emotions -> Actions4
5 Creating an Unpaid Sales Force

51. “Customers are completing
57% of a buying cycle before
ever coming into contact with
a sales rep.”
- A CEB study of more than 1,400 customers

52. source: www.corporatevisions.com
Marketing Today = Sales Tomorrow

53. source: www.corporatevisions.com
1 32
Marketing Today = Sales Tomorrow
• Challenge them
• Destabilise them
• Challenge the status quo
• Get them out of comfort zone
• Take them to the negative
future
• Sell your insights
• Provide evidence
• Cost justify
• Lead them through the
process
• Take them to the beach
• Sell your insights
• Sell your experience
• Take them to the negative
future
• Create a sense of urgency
• Monetise the cost of delay
• Take them to the beach
• Guide them to take action
• Take the order

54. Sales Transformation
OLD NEW
The IT Buyer The Business Buyer
Selling into CapEx Budgets Selling into OpEx Budgets
Technical Expertise Business Expertise
Geographic Sales Territories Vertical Industry Territories
Selling Features Selling Results
Fixed-Price Contracts Outcome-Based Contracts
Demonstrating Features Business Process Discussions
Your Complexity and
Underlying Architecture
Your Consumption Model
and Service Capability
Maintenance Contracts "Apps Mindset"
Face2Face Sales Skills Social Media Knowledge
Source: Consumption Economics: The New Rules of Tech
by J. B. Wood, Todd Hewlin and Thomas Lah, 2011

55. The Status Quo is not a Growth Strategy1
Marketing Today = Sales Tomorrow2
Creating Systems of Engagement3
Reasons -> Conclusions. Emotions -> Actions4
5 Creating an Unpaid Sales Force

56. Capture their attention

57. Keep their attention

58. Sales Transformation
Old Sales Model New Sales Model

59. Systems of Engagement

60. Demand Generation 2.0

61. Creating Systems of Engagement

62. The Status Quo is not a Growth Strategy1
Marketing Today = Sales Tomorrow2
Creating Systems of Engagement3
Reasons -> Conclusions. Emotions -> Actions4
5 Creating an Unpaid Sales Force

63. Give your customers the ability to
do what they can’t currently do
but would want to if they only
knew it was possible.
The new Golden Rule in Sales is:

64. Capture their imaginations

65. “Reasons lead to conclusions.
Emotions lead to actions.”
- Saatchi & Saatchi

66. 66
Decision
Drivers

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

68. The Status Quo is not a Growth Strategy1
Marketing Today = Sales Tomorrow2
Creating Systems of Engagement3
Reasons -> Conclusions. Emotions -> Actions4
5 Creating an Unpaid Sales Force

69. Tipping the Funnel

70. Clients: Actions:
Tipping the Funnel
Source:Empowered, by Josh Bernoff and Ted Schadler

71. Audience
2

72. Typical Conversion Rates
1. Cold calling:
2. External Recommendation:
3. Internal Recommendation:
44%10 X Cold calling
(Between 1-5%) 4%
88%20 X Cold calling

73. Social Influence

74. 1. The Status Quo is Not a Growth Strategy
2. Marketing Today = Sales Tomorrow
3. Creating Systems of Engagement
4. Reasons lead to Conclusions
5. Creating an Unpaid Sales Force
Quick Review:
4Ps => S A V E
Start the (sales) conversation
Tipping the Funnel
Emotions lead to Actions
Competing to remain relevant to tomorrow’s customers
Adaptive Mindset

75. Get it right

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