#MATI-Marketing & Ad:Tech Israel, Hanan Laschover, CEO, AOL Israel: TV of Tomorrow
Marketing Transformation: Marketing Today Becomes Sales Tomorrow
-
Upload
ingram-micro-cloud -
Category
Technology
-
view
205 -
download
0
Transcript of Marketing Transformation: Marketing Today Becomes Sales Tomorrow
Internally facing
operations automation
Cloud = IT Transformation
Cloud = Business Transformation
Externally facing
customer interactions
Business Transformation
Drivers of Digital Disruption:
1. Mass Adoption of Digital Technology
2. The Age of the Customer
3. B2B-> B2C -> The Engagement Economy
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
“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.”
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
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
Disruptive Opportunity Matrix
ExtendWhiteSpace
Defend ExtendCurrent
New
Current New
Source: Create Marketplace Disruption by Adam Hartung, Pearson Education, Inc. 2009
Products
Customers
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
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
“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
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
Sales Transformation
OLD NEWThe 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
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
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
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:
Early Adopter Market Mainstream Market
DANGER - CHASM!
Accelerating Customer Adoption of Cloud Services
TIME
Create capacityto service demand
Technology Vendors Channel Partners
Build the buzz!!!!
Build sales channels
• Distributors• Retailers• Resellers• VARs• Service Providers• System Integrators• Consulting Partners
TechnologyInnovators
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
PER
CEN
TAG
E O
F P
OP
ULA
TIO
N
AB
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
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
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
www.flickr.com/photos/horacio/3781750
David R Ednie
President & CEO
SalesChannel Europe
Ph: +33 676 60 09 25 (FRA)
Email: [email protected]
Website: www.saleschannel-europe.com