Isa Marketing Sales Summit Ppt Final

Standards

Certification

Education & Training

Publishing

Conferences & Exhibits

Industry Focused Selling

and Delivery Collaboration

Produces More Effective

Results

2

Brief Bio, Marlene E. Eeg

• 25 Years Experience in Sales & Marketing Management and

Business Consulting, focus on Instrumentation, Controls,

Enterprise and Manufacturing Software – ERP & Manufacturing Solutions Manager at BDO Seidman LLP.

– Industry Sales Manager for Rockwell Automation

– MES Industry Business Developer for Siemens

– VP Sales & Strategic Alliances Sequence Software

• Currently Consulting with various software

providers to increase business development

and sales results.

• Continue to work with C-Level Manufacturers and Automation

Providers recommending leading technology and software

solutions for improving processes and profits …

translation, I do maintain a sales quota and sell every day!

Presentation OutlineWhy, What, How … Vertical Industry Selling & Team Collaboration

Improve Your “Go To Market’ Teams with Collaboration

For Increased Success in Vertical Industry Selling

• Business Case For Vertical Industry Selling

• View the Collaborative Selling Approach

• Best Practices and Models

• Traditional Approaches to Selling + Collaboration

• Vertical Industry Selling + Collaboration Examples

Goal today is to understand how to be more successful

with Vertical Industry sales pursuits …

which is not just for large organizations!

3

Growth In Vertical Industry Selling

• Organizing Your Marketing and Sales Teams Toward Vertical

Industry Selling is NOT NEW!

– Large organizations and niche product companies

have been doing this for years

– SAP, Oracle, Microsoft, Rockwell, Siemens, and many others have very

strategic to elaborate plans; tight integration between Marketing, Sales,

Development and Delivery Service Teams

– Customers are seeking out more

industry-specific expertise and solutions

from their providers …

leading edge solutions, more value

4

Why Vertical Industry Selling

• Differentiate by Industry to Add Value and Reduce

Competition

– Position your company with specific solutions and industry expertise to

increase value to customers … and profits to you!

– Articulate industry-specific product capabilities to separate you from the

general competition in your product sector

– Build a larger customer base in a specific industry to gain top supplier

or preferred supplier position

• Improve Marketing Results

– More cost effective from “Lead generation to

Satisfied Customer” with increased Sales

– Electronic marketing tools enable focused industry campaigns

(database sources, prospect profiling and contact alignment)

– SFA and BI systems enable tracking and analysis of metrics on both

marketing activities and sales results5

Why Vertical Industry Selling

• Increase Sales Effectiveness

– Shorten sales process with laser focus sales strategy and increased

wins

– Easier to sell value to vertical industry

with solutions, expertise, and experience

to match

– Strengthen customer relationships and

develop longer-term loyalty

– Possible increased profits based on industry

demands and less competition

– Build confidence and success with industry „team‟ collaboration

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Develop A Collaborative Approach

With Your “Go To Market” Team

• It‟s More than Just Marketing

• Does NOT have to be dedicated teams of people

• NOT just for large organizations

• More technology and processes available (CRM, PDM, PLM, PM systems)

• DOES require

– Process Framework for Industry Selling

– Communication and Joint Planning

– Support By Executive Management

with Corporate Goals

– Vertical Industry Pursuit Plan Involving

– Marketing

– Product Development

– Sales

– Technical Services7

Good Collaboration Example?

8

Product Development

has designed the best

products on the market!

They should be able to

sell our stuff!

Our Sales Numbers and

Forecasts are down. Are

we using our new sales

framework on the new

lead program we set up?

How about we try to

work TOGETHER

toward one goal …

building satisfied

customers!

… I think NOT!

Better Vertical Selling Collaboration?

9

MARKETING

The new ad campaign is looking

good. Does Sales have enough

new leads in the pipeline for our

key industries? Or, do we need to

supplement this with some

additional programs?

DELIVERY SERVICES

One of our Technical Support will

be speaking at ISA. Can we bring

any materials back to on the

Pharmaceutical focus?

Competition? Key customers we

should look for?

ENGINEERING

The Product Deign team is

working on next year’s new

development. Do we have a

list of which customers we

want to talk with to get their

input? Do we have a

consensus with Management

on which market(s) we want

to focus?

SALES

Our installation at

ABC Company was

very well received by

their senior

management.

They’re a leader in

our #1 target

industry and we

have the opportunity

to do a case study

with them now.

Can we set up a

marketing and

technical team to

discuss their

application?

… Yes!

Vertical Industry Collaboration PlanningFunctional Group Alignment

10

Vertical

Industry

Sales Goals

Marketing

Sales

Delivery

Services

Support

Engineering

Product Dev

How Well Do Your Functional Groups Work as a Team?

Vertical Industry Collaboration Planning

• Marketing + Product Development Alignment

– Usually good collaboration exists, based on combined efforts with

market research, product development, new product launch

– Trends moving from „generic‟ products

to unique „versions‟ with specific features

for industry users

– Share customer information

and seek input from

key customers on target

industries

11

Vertical

Industry

Sales Goals

Marketing

Engineering

Product Dev


• Marketing + Sales Alignment

– Common „silos‟, not always aligned properly for Vertical Industry Selling

– Needs clear messaging (industry + your product value language)

for target industries; not just published collateral, but sales letters,

proposals, presentations, etc., with industry knowledge to illustrate

expertise

– Develop lead generation and marketing programs to support industry

sales goals

– Clearly defined metrics

to track progress and industry costs

– Work with customers and associations

to participate in industry events

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Vertical

Industry

Sales Goals

Marketing

Sales


• Sales Team + Technical Pre-Sales, Implementation &

Delivery Alignment

– Change your „generic‟ Sales Process to

include Industry-specific messaging,

strategy and tactics

– Expand Industry knowledge for Sales

to understand Industry applications and

requirements?

– Review Sales process to leverage Industry

or Technical Service people to add value

to Industry discussions

13

Vertical

Industry

Sales Goals

Sales

Delivery

Services

Support

Vertical Industry Selling Best Practices

• Organization Models

• Examples of Collaboration and Integrated Activities

– Marketing

– Sales

– Delivery Services

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Common Organizational Models

15

Large Enterprise

Sales Organization

DIRECT

SALES TEAM

Geographic,

Products

VERTICAL

INDUSTRY

TEAMS

IN-DIRECT

Rep Channel

Distributors

Partners

• Industry Sales Developers

• Industry Consultants

• Applications Engineers

• Marketing Rep

• Customer Success Team

(Delivery & Support

Services)

FOOD

AUTOMOTIVE

AEROSPACE

LIFE SCIENCES

ELECTRONICS

CORPORATE

MARKETING

TECHNICAL

SERVICES

• Pre-Sales

• Engineering

• Installation

• Training

• Support

BEVERFAGES

Traditional Departmental Organization

Integrated

Vertical Teams


• Assign 1-2 industry assignments to individuals to create

Industry Teams – Choose industries with similar regulatory or process requirements

– Food, Beverage, Life Sciences (FDA, Batch Processes)

– Military, Aerospace, Contract Manufacturing,

Automotive (Discrete Processes, ISO Compliance)

– Review knowledgebase, develop Industry

training plan (as needed)

– Apply Industry-specific messaging from

lead response through customer delivery materials

& activities

– Engage Industry technical or marketing people

in critical steps in the sales process to

strengthen position as provider with Industry expertise

16

Vertical

Industry

Sales Goals

Marketing

Sales

Delivery

Services

Support

Engineering

Product Dev

Common Organizational Models

SMB Sales

Organization

DIRECT

SALES TEAM

Geographic,

Products

IN-DIRECT

Rep Channel

Distributors

Partners

FOOD, BEVERAGE

AUTOMOTIVE

AEROSPACE

LIFE SCIENCES

ELECTRONICS

MARKETING

TECHNICAL

SERVICES

• Pre-Sales

• Engineering

• Installation

• Training

• Support

Traditional Departmental

Organization,

Assignments to Industry

Larry

Mary

Jill

Bill

PreSales Joan

Engineering

Installation

Training Gene

Support

Similar

Processes,

Regulatory

Requirements,

Industry Events

Discrete,

Common

Manufacturing

Challenges,

Compliance

Issues

Learn More About Your Industry

• Learn the Language and Landscape of your Industry– What are the industry trends?

– Who are the leading business giants?

– Which of your general competitors has similar industry focus?

And, what can you do to further differentiate from that competitor?

• What Business Process Standards and Metrics Are Used?– General Manufacturing ISA S95, Six Sigma, Performance Metrics

– Process Industries ISA S88 Batch Control

– Discrete Manufacturing ISO 9001

– Aerospace SAE International

– Automotive SAE International

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Standards, Business Models

• What Are the Regulatory/Compliance Requirements or

Industry Standards?– Food, Beverage FDA

– Life Sciences FDA, DEA

– Meat USDA

– Automotive US & EPA

– Aerospace, Defense US – EPA

• What Functional Area(s) Does Your Product/Service Impact?

– Design Engineering Compliance Documentation

– Product Sourcing Tracking, Tracing Source Materials

– Manufacturing Genealogy of Products Produced

– Packaging Labeling Requirements

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Vertical Industry Selling Examples

• Marketing & Website Presence

– Vertical Industry Selling may start with Marketing

– Look at websites of other companies to view their „industry focus‟ and

related Marketing materials

– What‟s under the Marketing message?

– Standard product information, or Industry focus solutions?

– Do support materials support the Industry focus?

– Is literature and technical information generic, or Industry specific?

– What Industry experience and activities are described?

– Industry-specific customer references? Case Studies? Association

Participation?

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21

SMB Companies Market to VerticalsWebsite Example – Good Vertical Industry Focus

Northwest Analytical, Inc.Quality Information Systems

and Analytics

• Quality data collection,

management and reporting.

• SPC and Process Capability

Analytics

• Integrates with other

enterprise systems such as

MES and ERP to deliver

process based analytics

throughout company.

• Strategic focus on selected verticals with strong capabilities and experience to

differentiate from other competitors

22

SMB Companies Market to Verticals

Website Example – Good Vertical Industry Focus

• Increased value to customers with increased expertise and capabilities

• Within industry reference selling increases marketing and sales efficiency.

• Developed vertical market collaboration with publications, websites, pundits, etc.

• Gained partnerships with industry specific enterprise software companies.

Northwest Analytical, Inc.Quality Information Systems

and Analytics.



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FFD Inc.

Sequence Software

• Electronic Work Instructions

for Manufacturing

• Point Solution for General

Manufacturing

• Now Offers Industry Solution

and Expertise Where Standard

Work Regulatory Compliance Is

Key to Customer Success

• Orient marketing by both Vertical Industry AND Enterprise or SMB Company

• Offers standard, small-user version of product at lower cost to SMB‟s

• Enterprise customers can select multi-plant, multi-server versions



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FFD Inc.

Sequence Software

• Changed marketing, sales approach and delivery processes slightly

• Increased size of projects and average sale 50-75%

• Expanded customers in single industry, enabling more effective sales pursuits

• Increased value to customers with increased expertise and capabilities

• Now have stronger „go to market‟ plan overall

Vertical Selling Starts with Vertical Marketing

• A Growing Escalation of Vertical Focus in last 20 years

– 1990‟s Industry Leaders of Various Products

– Early 2000‟s Automation Products Companies

– 2005 + Enterprise Software Companies

– Current Most Major Companies, Products & Services

• Use of SIC Codes and Third Party Database Sources to Profile

Specific Target Prospects

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SAMPLE - BUSINESS SIC, CATEGORY AND SEGMENTS

20 FOOD AND KINDRED PRODUCTS

203 CANNED, FROZEN, AND PRESERVED FRUITS, VEGETABLES, SPECIAL

2032 CANNED SPECIALTIES

2033 CANNED FRUITS, VEGETABLES, PRESERVES, JAMS, JELLIES

2034 DRIED AND DEHYDRATED FRUITS, VEGETABLES, SOUP MIXES

2035 PICKLED FRUITS AND VEGETABLES, VEGETABLE SAUCES,

SEASONINGS,

2037 FROZEN FRUITS, FRUIT JUICES, AND VEGETABLES

2038 FROZEN SPECIALTIES, NOT ELSEWHERE CLASSIFIED

37 TRANSPORTATION EQUIPMENT

372 AIRCRAFT AND PARTS

3721 AIRCRAFT

3724 AIRCRAFT ENGINES AND ENGINE PARTS

3728 AIRCRAFT PARTS AND AUXILIARY EQUIPMENT,

Prospect List and Profile Sources:

… Hoovers ... InfoUSA.com

… experian.com … star-list.com

… corptech.com … goleads.com

… dmdatabases.com

Get target profiles of prospects by SIC and

… size business revenue

… number of employees

… number of plant locations

… market position

Other options

Lead Generation From Marketing Lead … to Sales Pursuit

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• How Are Your Leads Processed to the Sales Team?

• Generic Contact Information?

• Additional Industry-Specific Info?

Date xxxxxx Lead Source xxxxxxxxxxxxxxxxx

Name xxxxxxxx Title xxxxxxxxxxxxxxxxxxxxxxx

Company xxxxxxxxxxxx Address xxxxxxxxxxxxx xx xxxxx

Telephone xxx – xxx – xxxx Ext xxxx

Email xxxxxxxxxxxxx @ xxxxxxxxxxxxxxxxxxxxxxxx

Requested Info xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx

SIC / Industry Food Industry Segment Frozen Foods

Annual Revenue $52M Employees 1200

Additional Locations 11 processing plants

C-Level Telephone

John Doe, President, CEO xxx xxx xxxx

Wm Smith, VP Operations xxx xxx xxxx

Joe Brown, Engineering Manager xxx xxx xxxx

Previous Leads Jenny O‟Brien, Engineering xxx xxx xxxx

A New Lead … Now What?

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• Marketing Can Identify Industry leads …

• But are your Selling & Delivery Teams similarly focused

on Verticals in their processes?

• A Process for Industry-Specific Leads?

• Identified Best Practices for Industry Selling?

• Sales Tools and Collateral

• A Tracking System for

Measuring Results

Evolution of Selling

• Numerous Changes in the Last 30+ Years in How We Sell

– Organization Changes and New Models

– Direct Sales, Reps, Resell Channels, System Integrators, Business

Partners, Technology Partners …

– Synchronization with Marketing Planning and Activities

– New Roles in Sales Process

– Presales, Consulting, Application Engineer, Business Developer,

Account Manager, Vertical Industry Manager, Demo King/Queen …

– New Technology and Tools

– CRM and SFA technology supports lead tracking, account

management, partner development, vertical industry

pursuits, and multi-person collaboration

– Strategies and Customer Tactics

– Large Accounts, SMB, Vertical Focus, Purchase/Lease

– Sales Process and Methodologies

– Never-ending list of new selling approaches and styles28

Sales Process Example

Step Activity Leader

1 Response to Initial New

Lead/Inquiry

Sales

2 Initial Discovery &

Qualification

Discussion

Sales

3 Provide Additional

Information

Sales

4 + Further Discovery,

Application Discussions

Sales + ?

5 + Requirements

Definition

Sales + ?

6 + Presentation, Demo Sales + ?

7 + Proposal/Pricing Sales

8 Customer Reference Sales

9 Close Sales 29

Very Basic Sales Process

Sales Process Example

Step Activity Leader

1 Response to Initial New

Lead/Inquiry

Sales

2 Initial Discovery &

Qualification

Discussion

Sales

3 Provide Additional

Information

Sales

4 + Further Discovery,

Application Discussions

Sales + ?

5 + Requirements

Definition

Sales + ?

6 + Presentation, Demo Sales + ?

7 + Proposal/Pricing Sales

8 Customer Reference Sales

9 Close Sales 30

Very Basic Sales Process

Possible Changes

• Did marketing send a generic response or industry specific

response?

• Is this industry source of this lead known?

• Do you quickly discuss their industry & related industry issues?

• Establish your experience in their industry?

• Suggest your website with more industry information?

• Based on account size, opportunity, individual role, offer to

arrange a telecon with your „industry‟ expert to discuss this further

with you/them

• Provide more industry specific info (case study, white paper,

industry brochure, etc)

• Provide a industry bio(s) of individual(s) who may be involved

• Possible discussion with your industry expert (Marketing, Pre-

Sales, Engineering, as you determine)

• May be typical to engage a technical resource here, but does

your Functional Requirements Spec focus or reference industry

issues? Simple presentation change, templates for industries

• Is your proposal a standard non-industry format?

• Include your services plan with description of industry focus

• Are you providing references in the same industry?

• If a site visit, are you coordinating this to match industry issues,

similar customer (non-compete) but orchestrating the flow and

discussion on that site visit? Industry specialist accompany?

• Can you leverage your technical support in the closing?

Which Sales Process or Methodology

Do You Use?

• Inspirational, Motivational Classics

– Og Mandino, Dale Carnegie,

Zig Zigler, Tom Hopkins, Denis Waitley

• Conceptual, Spin, Key & Major Account,

Solution, Vito, Consultative

Selling

– Larry Wilson, Neil Rackham,

Anthony Parinello, Michael Bosworth, Mack Hanan

• Visionary, Value-Based Selling

– Barbara Geraghty, Tom Reilly,

J. Nicholas DeBonis, Eric Balinski,

Phil Allen

All are good processes with proven success; determine which one(s)

match your business, product, sales team & industry.31

Sales Process is Important,

Flexible Framework is Better

• “Flexible” Framework Methods Prove Successful. Support

Vertical Industry Selling– Neil Rackham, Peter Scott-Morgan,

Marc Miller & Jason M. Sinkovitz

• “Rules of the Game” – Organizational change reading, transition to „collaborative‟ team

performance philosophy

• “Rethinking the Sales Force”– “One-size fits all” approach to selling is outdated; rather, three distinct

selling modes (transactional, consultative, enterprise) used separately or in

combination to match your business model and industry; all based on

creating value, breaking down internal silos

• “Selling Is Dead”– Fasted pace business environment inhibits „traditional‟ selling techniques;

customers are more sophisticated; transform your sales team to

“businesspeople who sell”32

Keys To Vertical Industry Selling Success

• Use a repeatable „framework‟ with benchmarks, critical

decision points, points of engagement for industry resources,

and consistent communication in your sales process

• Planning and Communication is critical to collaboration with

Sales, Marketing, Pre-Sales and Delivery teams for Vertical

Industry Selling to work successfully

Let’s take a look

at More examples!

33

Vertical Industry Selling

Recommendations On Sales Materials

34

• Whether your lead response is via email or direct mail, do

NOT send a standard „form‟ response

• Rather, acknowledge their Industry along with

– Your experience in their Industry

– Reference your website (if there‟s a vertical presence)

– Describe knowledge of business issues

– Mention awareness of regulatory or compliance requirements

– Any Associations or Industry events you may be both aligned

Turn a Standard Letter

Into a Vertical Industry Introduction

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DifferentiatorsAcknowledge Industry

Industry Business Issues

Industry Regulatory

Compliance Alignment

Performance Results,

Sell Value

Industry Events

Turn A Quote …

Into An Industry Solution Agreement

• Simple Price Quote

– Product Information

– Model #‟s

– Pricing

– Terms

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• Industry-Specific Proposal Agreement

– Describe Prospect‟s Business Issues

– Desire for Change,

Improvements

– Reference Industry

Requirements or

Compliance Needs and Alignment with

Your Product/Solution

– Define Project Scope, Goals

– Describe Service and Support from

Industry Specialists

– Overall summary with timeframe,

deliverables and picture of how this

project will be done

– Mutual Agreement DocumentNeed Collaboration with

Delivery Teams

Order to Delivery Collaboration

• Detailed Proposal Becomes “Game Plan” Specific to

Customer and Project Requirements

– Hardware/Software Requirements

– Installation/Training Outline

– Any Important Sequence of Events

• Establishes Customer Readiness

• Sets Expectation for

Successful Delivery

37

Vertical

Industry

Sales Goals

Marketing

Sales

Delivery

Services

Support

Engineering

Product Dev

Post-Sale Collaboration

• Continuing feedback from Delivery Services & Support

Teams to Sales and Engineering/Product Development

is critical to continuing success overall

– Product design and use information shared

with both Sales & Engineering/Product Dev

– Customer satisfaction or dissatisfaction

shared with Sales & Marketing

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Vertical

Industry

Sales Goals

Marketing

Sales

Delivery

Services

Support

Engineering

Product Dev

Summary Best Practices

• Industry-specific messaging is not just for Marketing

– Extend with all Sales Materials, Demonstrations, Project Plans and

Delivery Documentation

– Demonstrate your industry experience to your prospects early and at

critical points to add value to the customer experience (and your Sales

process)

– Use reference customers from the related Industry, rather than

geographical region … obvious? Amazing how often I see references

poorly used and site visits arranged without the proper planning.

• Whatever sales process your Salespeople use, define a

framework with consistent “points of entry” where you engage

your industry experts

• Plan and communicate sales pursuits as a collaborative team

for better results

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Questions & Answers

Marlene Eeg, Tempo Resources

[email protected]

Toll free 877.207.3801

Thank you for attending.

Feel free to contact me to continue this discussion.

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mailto:[email protected]

Glossary

• CRM Customer Resource Management

• DEA Drug Enforcement Administration

• EPA Environmental Protection Association

• ERP Enterprise Resource Planning

• FDA Federal Drug Administration

• ISA Instrumentation Society America

• MES Manufacturing Enterprise Systems

• MESA Manufacturing Enterprise Society America

• SAE Society Automotive Engineers

• SFA Sales Force Automation

• SIC Standard Industry Code

• SMB Small Medium Businesses

• SME Society Manufacturing Engineers

• SPC Statistical Process Control

• USDA United States Dept Agriculture 41

Isa Marketing Sales Summit Ppt Final

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Transcript of Isa Marketing Sales Summit Ppt Final