Presentation by Dr. Juha Mattsson in Teknologiateollisuus event "Myyntiosaamisesta kilpailuetua" 14.5.2013.

1. Driving Growth & Profitability through Sales Excellence
Dr. Juha Mattsson
Managing Director & Co-Founder, Symbioosi
juha.mattsson@symbioosi.fi
Teknologiateollisuus
May 14th, 2013
We transform sales into a competitive advantage

2. Symbioosi:
Trusted Sales Transformation Partner and Sales Innovator
© Symbioosi Partners, Juha Mattsson
We drive Sales Excellence
from strategy to hands-on execution
Our key Industry Experience
The Unique Combination that makes us
a leading partner in sales development
Vision, strategy,
business model
Organization, processes,
practices, tools, systems
People, competencies,
culture, action
I
II
III
2
Technology
IT & telecom
Logistics
Financial services
Metal & engineering
Industrial services
Wood products
Construction
Senior experience
in leadership and
transformation
International
business and
academic network
Proven track record in
agile improvement
of sales capabilities
Significant profitability &
growth impacts in 100+
client assignments
Top talent and
solid knowledge base
Project
delivery experience
in multiple countries
Some of our Reference Customers
14.5.2013

3. Sales
Transformation
Operational Sales
Excellence
Sales
Innovation
Our Service Offering focuses on driving top-line growth and
profitability through excellence in sales
© Symbioosi Partners, Juha Mattsson3
End-to-end sales
transformation programs
to drive a strategic change.
 Adopting service business
models
 From selling products to
selling life-cycle solutions
 From cost-plus to value-
based pricing
Development programs
to improve efficiency and build
sales capabilities.
 Funnel management &
reporting
 Account management
 Value-based pricing
 Sales tools, systems & data
 Win-plans & bid
management
Customized projects for
creating, validating and
executing a new model.
 New product/concept
validation
 Customer development
 Go-to-market
 Channel strategy
 Product launch
 Expansion to new market
markets & segments
I II III
14.5.2013

4. How to drive growth, profitability, innovation and renewal
through sales excellence?
© Symbioosi Partners, Juha Mattsson4 14.5.2013

5. Customers
&
Markets
Product
Offering
Sales &
Marketing
Model
Make buying
"dangerously"
easy
Optimize
product-
market fit
Build
scalability
II
Profitable
Growth
I
III
Understand how, why and
when your customers make
a purchase decision
Create an end-to-end sales
and marketing machine
Understand how your
offering generates value to
your customers
Customer and sales driven strategy
© Symbioosi Partners, Juha Mattsson14.5.20135

6. 'Customer Development' is a proven methodology to validate
and build a customer base during R&D
© Symbioosi Partners, Juha Mattsson6 14.5.2013
PROBLEM
 Core 'Customer-
Problem-Solution'
hypothesis
 Positioning
 Customer acquisition
 Market size
SOLUTION
 Platform
 Architecture
 FeaturesCUSTOMER PRODUCT
CUSTOMER
DEVELOPMENT
PRODUCT
DEVELOPMENT
Feedback
ITERATIVE VALIDATION OF PRODUCT/MARKET FIT

7. Grow
Revenues
Reduce
Operational
Expenses
(OPEX)
Reduce Capital
Expenditure
(CAPEX)
Remove
Disturbances
(risk)
1. 2.
3. 4.
7
Sell business impacts & value
14.5.2013 © Symbioosi Partners, Juha Mattsson
III Features
II Benefits
I Business value

8. Grow
Revenues
Reduce
Operational
Expenses
(OPEX)
Reduce Capital
Expenditure
(CAPEX)
Remove
Disturbances
(risk)
1. 2.
3. 4.
8
Sell business impacts & value
14.5.2013 © Symbioosi Partners, Juha Mattsson
Feature
FeatureEnergy
efficiency
III Features
II Benefits
I Business value
Need for
less capacity
Feature
Desirability
of products
Optimization
of installed
base
Service
Feature
Reliability,
durability
Fewer
production
stops
Less service
cost

9. Building an end-to-end sales and marketing machine
9
Existing
accounts
2. DELIVERY &
ACCOUNT MGMT
3. CUSTOMER
HARVESTING &
PRIORITIZATION
1. SALES PROCESS &
FUNNEL
0. MARKETING &
PRODUCTIZATION
Brand marketing
Product
development &
management
Sales-driven
marketing
Market intelligence
and segmentation
© Symbioosi Partners, Juha Mattsson14.5.2013
Strategy & Business Model
Product-market
fit
Leadgen, e-sales,
marketing
autom.
Sales process &
funnel mgmt
Account mgmt
Customer
management/
priorization

10. Fine-tuning sales operations
© Symbioosi Partners, Juha Mattsson10
SYMBIOOSI SALES AUDIT
14.5.2013

11. Vision,
Strategy,
Business model
Organization,
Processes,
Practices, Tools
People,
Competence,
Culture, Action
Strategic Management
Process Management
Leadership
Professional sales management
I
II
III
• Customer focus & market positioning
• Value proposition and product offering
• Sales & marketing model
• Business model: revenue sources,
operational models, drivers of profitability
Establish a shared, crystal clear
Customer-Offering-Sales strategy
Establish structures & practices that
enable the systematic execution of
the staretegy and business model
• Reporting, funnel management, KPIs
• Opportunity management & steering
• Sales processes, roles & responsibilities
• Tools, systems & data
• Sales management practices
• Coaching and authentic leadership
• Competence development
• Incentives & compensation
• Sales spirit, culture, motivation
• Sales HR
Maximize the scalability of customer
acquisition & earning models
Establish high-motivation and
high-performance teams that
deliver superior results – and
lead them accordingly
14.5.2013 © Symbioosi Partners, Juha Mattsson11

12. Operate
Transformation to service & solution business
14.5.2013 © Symbioosi Partners, Juha Mattsson12
Concept Planning Installation Decommission
Maintain
System
Component Product business
Project business
Service business for
continuing partnership
Solution business for
value co-creation
 Need mapping
 Requirements
 Special need &
innovation
 Technical
specifications
 Product selection
 Schedules
 Supply & logistics
 Installation &
testing
 Handover
 Process
optimization
 Spare parts
 Service
 Modifications
 Refurbishment
Typical life cycle of customer's business (B2B)
Evolution of suppliers business scope and value creation

13. Service selling is often the limiting factor for successful
solution selling
Product
SolutionSolution
Service Product Service
Solution
Product Service
Solution
Product Service
14.5.2013 © Symbioosi Partners, Juha Mattsson13

14. Reactive
 End-to-end solutions to run
and develop business
critical processes for the
customer
Proactive
Consultative
Partnership
Business co-creation
Typical steps in service transformation
14.5.2013 © Symbioosi Partners, Juha Mattsson14
Repair
Support / Maintenance
Development program
Operation partner
Business value partner
Comments
 Spare parts
 Repair service
 Scheduled maintenance
 Expert services
 Tailored service programs
to extend customer's
operative performance
 Operation of machines/
facility/site/process
Examples
 Most profitable
 Supports core equipment sales
 Open to direct competition
 Service contracts along with
core equipment sales
 Moderate customer lock-in
 Customer's value chain known
 Life cycle support
 Value-based pricing
 Involved in customer business
 Shared business risk
 Shared business opportunity
 Taking over customer
operational processes
 Operational targets and
guarantees

15. Summary: How to drive growth, profitability, innovation and
renewal through sales excellence
© Symbioosi Partners, Juha Mattsson15
Customer & sales driven strategy
Building an"end-to-end sales &
marketing machine"
"Customer Development" to
accompany product development
Selling business impacts & value;
value-based pricing
Fine-tuning all parts of your
sales operations
Sales-driven
strategic transformation
Professional sales management
Scalability & agility
I
II
III
IV
V
VI
VII
VIII
14.5.2013

16. My final words.. is buying dangerously easy?
The three simple rules of sales excellence:
1. Prioritize customers. Only sell to the RIGHT customers.
2. Shift emphasis on the "front yard" in R&D, innovation and product management.
3. Build a scalable, end-to-end sales and marketing machine.
A checklist to see if you've already got it right:
1. Is buying (and selling) of your product/offering dangerously easy?
2. Product-market fit: How large share of the market would miss you
if your offering was drawn away from the markets?
3. Scalability: Would you be able to start a franchise?
© Symbioosi Partners, Juha Mattsson16 14.5.2013

17. Best Cases in B2B
Sales Management
Mattsson & Parvinen,
2011
Finalist,
Pro Oeconomica
Award 2012
THANK YOU!
Symbioosi Partners Oy
Minervankatu 2 A 10
00100 Helsinki, Finland
www.symbioosi.fi
first.last@symbioosi.fi
Dr. Juha Mattsson
Mobile +358 41 533 6400