Craig Rispin Keynote for Cincom 16 December 2016
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Transcript of Craig Rispin Keynote for Cincom 16 December 2016
Craig Rispin CSP
“Craig we’ve seen more change in the last 3 years
than in the last 30.”
2. The World Future Society
A.T. Kearney Studied Why Strategic Plans
Tend to Fail...
Strategy Formulation What Goes Wrong?
88%Lack of Understanding of Future Trends
Did You Know - That in 2028?
Video & Discussion
Discuss with a Partner:
What Did You Find Most Interesting in the Video?
“If change is happening on
the outside faster than on
the inside -the end is in
sight.”
-Jack Welch
151 Startups are Valued at More Than
$1 Billion
Uber - World’s Largest Transport Company, Owns No Vehicles
Airbnb - World’s Largest Accommodation Provider, Owns No Real Estate
Alibaba, The Most ValuableRetailer, Has No Inventory
Facebook - World’s Most Biggest Media Owner, Creates No Content
400,000+
Billions of Customers are Having Incredible
Experiences...
And Sitting Right in the Middle of These
Massive Changes is...
andYou!
Would You Like to Steal Some of Their Ideas?
Machine Learning
aka: Artificial Intelligence, Deep Learning, Computer Cognition
Enterprise Software Trends
Gartner Says the Future of IT Sales is a
Flipped Organisation:Focused on the Customer
SmarketingTrends
Where Sales Becomes More Like
Marketing & Vice-Versa
The convergence of marketing and sales, combined with the wealth of data that
modern technology has made available to prospects, has led to the emergence of
new ideas like “social selling” and “smarketing.”
- HubSpot.com
The sales rep is no longer in charge; in fact, it’s quite the opposite, as prospects now hold the power. This change in the buyer-seller power
structure demands a corresponding change in the way sales reps interact with prospects. It’s
no longer about selling, it’s about helping.
- Hubspot.com
2016 Stackies Awards
for sharing visualizations of how marketing technology stacks are
organized and managed
judged by
41Marketing
Stacks
Connective DX PitchBook Data
Delphic Digital Acrolinx Uberflip
Congratulations to the Winners
82
83
Sales & Marketing Experts You Should
Learn From...
DEFINITION
INSIDE SALES Professional Sales
Done Remotely
2.00$2.25$2.50$2.75$3.00$3.25$3.50$3.75$
2008$ 2009$ 2010$ 2011$ 2012$
Millions'
Outside$Sales$Inside$Sales$
Source:720097infoUSA/MIT7Study7
15x
2009 / 2013 MARKET STUDY
CONTACT METHOD #1
Immediacy
100x Contacts 21x Qualify 39:22 Hours
DECAY & DELAY
0%
10%
20%
30%
40%
50%
60%
70%
0 1 2 3 4
Show Rate Qualify Rate Close Rate
63%
38%
7%
52%
33%
7%
48%
31%
3%
32%
18%
3%
28%
9%
0%The Downside of
Specialization
SPECIALIZATION
Generalist
Sales Support
Lead Gen Closer
Inbound Outbound Segments
TOP CHALLENGES Sales Rep
71%
55%
45% 43% 38%
Accessing a Decision Maker
Leads Manager Calendar Events
Motivation Lack of Product Knowledge
Rep
CONTACT METHOD #2
Persistence
1.5 attempts
CONTACT METHOD #3
Time of Day
147%
49
Let’s Check Out Your Social Selling Index (SSI):
linkedin.com/sales/ssi
When Was the Last Time You Asked Your Client,
“How do you like to be sold or marketed to?”
Thought Leadership Marketing –Tops for Marketers & Buyers
� 9'of'the'top'11'effective'ways'of'getting'a'����������� ������� of'involve'Thought'Leadership'Marketing
How would you rate the effectiveness of the following marketing vehicles in getting your attention? Mean Rating (N~344)
Speech or presentation at a conference or trade showCase studies describing successful customer solution implementations
Article in the business or trade pressInvitation to a Webinar, seminar, or workshop
Sporting or cultural event sponsorshipOnline advertisement
Vendor's blogTV or print advertisement
Phone call from a sales representative from the service firmEmail from a sales representative from the service firm
Direct mail brochureConference sponsorship
Electronic newsletter from the service firmWhite paper offered on the Internet
Search engine hits when doing research or surfing the WebAnalyst firm recommendation (such as Gartner/IDC/Forrester)
Speech or presentation at a conference or trade showCase studies describing successful customer solution implementations
Article in the business or trade pressInvitation to a Webinar, seminar, or workshop
Sporting or cultural event sponsorshipOnline advertisement
Vendor's blogTV or print advertisement
Phone call from a sales representative from the service firmEmail from a sales representative from the service firm
Direct mail brochureConference sponsorship
Electronic newsletter from the service firmWhite paper offered on the Internet
Search engine hits when doing research or surfing the WebAnalyst firm recommendation (such as Gartner/IDC/Forrester)
2.02.22.32.32.32.3
2.52.82.9
3.13.23.33.43.4
3.73.7
Source: ITSMA, How Customers Choose Study, North America, 2007
Reaching Global Executives:12Megatrends in B2B Marketing
sked to rate the value of various marketing activities on a five-point scale, meetings/conferences and research/surveys top the list.
Today B2B providers view a broad array of sponsored programmes, such as conferences and white papers, as a valuable means of capturing attention and persuading decision makers.
This is not to say that traditional advertising has lost its appeal. Instead, the conclusion is that organisations seeking to promote their businesses are increasingly relying on a range of channels, including print.
Specifically, these cross-channel programmes
user communities) and passive (print) promotional channels.
The way forward is clearly a heavier reliance on creating a programme of thought leadership that takes advantage of multiple-entry-point messaging.
The shift to 360º thought leadership
1. How important are the following non-traditional categories of marketing activity to your organisation? (Mean score out of 5)
Meetings/conferences
Research/surveys
White papers, executive summaries, articles3.76
3.85
3.61
1M E G A T R E N D O N E
A
Thought Leadership Defined
The term was first coined in 1994, by Joel Kurtzman, editor-in-chief of the magazine, Strategy+Business
“Thought leaders are individuals or organisations that are recognised by peers, customers and industry experts as someone who deeply understand the business they are in, the needs of their customers, and the broader marketplace in which they operate.”
“Thought leaders have a distinctively original idea, a unique point of view or an insight.”
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75%
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