Marketing's Role in Driving Growth with Key Accounts
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Transcript of Marketing's Role in Driving Growth with Key Accounts
A Little Help, Please?
Marketing’s Role in Driving
Growth with Key Accounts
Rob Leavitt | PTC
05.07.2013
#TSIA
A Quick Win?
2
#TSIA
Today’s Agenda
• Obligatory Company Background
• Why Sales Needs Help
• How Marketing Can Help
– Thought Leadership Positioning
– Customer Proof Points
– Executive Relationship Programs
– Key Account Marketing
• Getting to Yes
3
#TSIA
PTC in Brief: Technology Solutions for
Product and Service Advantage
4
Service
Lifecycle
Management
(SLM) Product Lifecycle Management (PLM)
Computer-
Aided
Design
(CAD)
Supply Chain Management (SCM)
Application Lifecycle Management
(ALM)
#TSIA
PTC Global Services: Delivering on the
Promise of PTC Solutions
25
years
experience
1,400
professionals
globally
Premier
partner
ecosystem
Dedicated
sales/client
management
organization
Tight
alignment with
PTC R&D
• Operational Excellence in Technology
Professional Services
• Innovation in Education Services
Professional,
educational
and managed
services
#TSIA
WHY SALES NEEDS HELP
6
#TSIA
Selling Technology Services:
Harder Than Ever?
Buyer scrutiny
Solution complexity
Industry transformation
PTC Global Services:
– New corporate GTM
– Greater services visibility
– New capabilities and offers
– Market slowdown
– New competition
7
#TSIA
Key Accounts Still Matter Most
Key Accounts
Revenue
New Offers
References
Market Insight
8
#TSIA
The Good News?
Sales People Still Rule the Roost
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#TSIA
The Bad News?
Sales Can’t Do It Alone
10
New commercial
arrangements
“Provocative”
new solutions
Prove the
value
New industry
perspectives
Make my numbers!
#TSIA
Marketing Wants to Help, But Often
Gets Sidetracked
11
Buying cycle in theory:
Revised
Strategy
Selling Reality:
Negative
buzz Competitive
splash
Epiphany Awareness Interest Confidence Loyalty
Department
Reorg Budget Cuts
Marketing Focus:
Executive Events!
Social Media!
Content Marketing!
Net New Leads!
#TSIA
HOW MARKETING CAN HELP
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#TSIA
Four Ways That Marketing Can Help
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Thought Leadership Positioning
Customer Proof Points
Executive Relationship Programs
Key Account Marketing
#TSIA
Thought Leadership Can Help… If
Sales Can Use It
• Where do I find it?
• How do I make it relevant to
my client?
• What should I do with it?
14
Thought Leadership Positioning
2013 Service Marketing Priorities:
1. Developing thought leadership
content that drives business
Essential skills for services
marketing success:
1. Thought leadership development
#TSIA
Making Thought Leadership Work…
for Sales
15
Thought Leadership Positioning
Enablement focus
Topic recruitment
Internal promotion
Internal repository
Briefings & Tips
#TSIA
Customer Proof Points Can Help…If
Marketing Provides What Sales Needs
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Customer Proof Points
Your products
are so great! • Where are the services
stories?
• Where have we done this
before?
• I need someone to talk to…
today
#TSIA
Making Customer Proof Points Work…
for Sales
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Customer Proof Points
Coverage & Depth
Internal & External
Accessibility
Live References
Selling Story
Delivery Story
Adoption Story
Value Story
#TSIA
Executive Relationship Programs Can
Help…If Marketing Invests and Aligns
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• Do we have an integrated
view?
• Are we recruiting the right
executives?
• Can we keep them
engaged?
• Are we learning what we
need?
Executive Relationship Programs
Advisory Boards
Program Sponsorship
Executive Events
Reference Program
Industry Events
Customer Satisfaction Program
#TSIA
PTC Global Services: PLM Executive Program
Networking: Senior executives
from 30 top accounts
Research: Benchmark analysis on
strategy and performance
Insight: Expert perspectives on
“next practice” priorities
Advice: Private workshops for
strategy and planning
Making Executive Relationship
Programs Work…for Sales
19
Executive Relationship Programs
Internal
Alignment
Value Focus
Selective
Recruitment
Long-term
Commitment
?
#TSIA
Key Account Marketing Can Help…If
Marketing Truly Can Partner with Sales
20
• Where are our best
opportunities?
• What are the biggest
obstacles in the account?
• What are the most useful
activities?
Key Account Marketing
Plan
Target
Close
Grow
Key Account
Selling:
Marketing
Support?
Air cover
Content
Lead Gen
Events
#TSIA
Making Key Account Marketing Work…
for Sales
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Selective
Focus
Deep Research
& Insight
Integrated and
Sustained
Client
Collaboration
Key Account Marketing
Accounts as markets of one
• Brand and positioning
• Thought leadership connection
• Relationship development
Strategy beyond revenue
• Innovation
• New offer development
• References and referrals
#TSIA
GETTING TO YES
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#TSIA
Getting To Yes:
Key Takeaways from Today
Sales needs marketing more than ever
Marketing can help, but only with the proper focus:
• Thought leadership enablement
• Relevant customer proof points
• Sustained executive relationship development
• Integrated key account marketing
Strategic collaboration is critical, not junior partnership
Buy-in is essential up and down the organizations
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#TSIA
More Information?
Rob Leavitt
Director of Thought Leadership
+1-781-370-5719
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