Sales and Marketing on the Front Lines: Understanding and Delivering All that the Customer Values
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Standards Certification Education & Training Publishing Conferences & Exhibits Sales and Marketing on the Front Lines Understanding and delivering all that the customer values
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In today’s connected and ultra-competitive environment, you need to understand not just what the customers want to buy, but how and why. Customer 2.0 communicates, collects information, evaluates offerings and disseminates information differently and rapidly – and they are shopping for business outcomes, not always features and specifications. Some of the younger Customer 2.0 buyers do not have the experience to discern which offerings will deliver what they need, and they will believe anyone else more than the solution provider. What does that mean for industrial automation marketing and sales teams? That you need to understand your buyers and their habits, and discover what they are saying about your company and products, your competitors, and your partners. In the ideal world, you engage a multi-disciplinary team, then segment your markets and evaluate the multiple facets of what a each customer group values and how they buy. Beyond getting the messaging right, as the team out on the front lines, you must also spur activities that craft company-wide and eco-system-wide strategies for how to deliver that value effectively. It could be daunting, or it could give you a new perspective that helps boost your success.The audience will learn: How to improve planning by viewing market opportunities through more than one lens How Sales and Marketing can work together more effectively How an even broader team approach can better assess and describe what customers value What content you need for your on-line interactions to be fruitful
Transcript of Sales and Marketing on the Front Lines: Understanding and Delivering All that the Customer Values
Standards
Certification
Education & Training
Publishing
Conferences & Exhibits
Sales and Marketing on the Front Lines
Understanding and delivering all that the customer values
2
Julie Fraser
• President & Principal Industry Analyst, Cambashi Inc.• Firm focus: effective marketing & sales• 25+ years in technology for manufacturing/production • Previous companies: Industry Directions, Baan Supply
Chain via Berclain acquisition, AMR, Cutter Information CIM Strategies, publishing and manufacturing
• Skills: Research, marketing, sales, writing, strategy• Volunteer for MESA, ISA M&S Summit, adult literacy• Hobbies: swimming, gardening, cooking, needlework,
scuba diving, reading
On the front lines?
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Customer world is shifting: Connected companies, smart products
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No company stands alone – industry networks deliver valueinstrumentation and smart equipment connects the players.
Your products are smart – your customers’ products are too!
Your smart products enable customers’ smart offerings
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Source: Cambashi 2011 Embedded Software Market Observatory
Understanding what the customer values
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Components of customer value
IsolatedDepartmental view
Product specifications
Design & Engineering
Speed, Mix and Response
Supply ChainPlanning
Lifecycle Services
CustomerService
Availability Procurement
Product Quality& Consistency Production
Price andTerms
Sales andMarketing
Reliable, On-time Delivery Logistics
Jointinnovation R&D
Intertwined elements of value
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Inno
vatio
n
Specifica
tions
Availability
Delivery
Qua
lity
&
Con
sist
ency
Speed & Response
Price &Terms
Lifecycle
Services
Demand multi-departmentalcontributions to offerings
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R&
D
Design &
Engineering
Procurement
Logistics
Pro
duct
ion
Supply ChainPlanning
Sales &Marketing
Customer
Service
Sales and Marketing on the Front Lines
Main roles:• Reconaissance• Strategy & tactics• Engage prospect• Get to the next step• Win revenue battle• Keep customer loyal,
interested
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Today’s Target:Customer 2.0
• Do not want to be sold to!• Self-informed
– Options available
– Your company
– Your products
– You personally
• More mobile• Expect smart, connected instruments• Some younger
– less experienced
– Meritocracy world view – you must earn it!
• Customer-to-customer social media conversations
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Customer 2.0 reconnaissance
• Who are your best customers and contacts really?– What are you finding out about your customers and prospects?
• What are they talking about? – What might they need as a result?
• Why should they engage with you? – What is timely, relevant, and interesting for them?
• Where are you finding them – where can they find you?– Which sites, groups, forums, publications, associations matter?
• How are they engaging and with whom?– What can you learn about the market, company, business situation,
individuals?
• When will they take the next step toward buying?– How can you be top of mind at the right moment?
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Who: Segmenting to market & sell
• How finely do you segment?
• How fluid are the segments?
• Is your view of segments consistent?
• Do you understand growth by region for each segment?
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Planning to avoid wasting marketing and sales resources
• Need planning data and a disciplined process• Goal : Make sales and marketing into
a reliable profit machine• Apply concepts to sales and marketing• Kaizen from Manufacturing– Improve continuously
• Synchronization from Supply Chain Planning
– Work systematically to a visible and agreed demand plan
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Kaizen
Opportunity attractiveness
Focused Marketing
Spend
Sales ForceAutomation
Custom market size model
Execute
Plan
SalesMarketin
g
Coverage Analysis
Coverage Analysis
Sales Targets Sales
Targets
Lead generationLead generation
Campaign Planning
Campaign PlanningResource
AllocationResource Allocation
Segment Attractivenes
s Analysis
Segment Attractivenes
s Analysis
Market Share
Market Share
New Product
Introduction
New Product
Introduction
LocalizationLocalization
A coherent market data set optimizes your resources
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To support all processes
To fit your organisational
structure
Using your unique
terminology
Consistent from highest to
lowest granularity
Why: Timely and relevant content
• Trick is: timely and relevant to whom?– For a vertical market – For a region – For a buying title – For a buying title in a specific market or region– For a company – For an individual
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What: Internal & external intelligence
• Listen to your peers• Listen to your
partners• Listen to your
customers• Listen to your
prospects• Build buyer profiles
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Sales team getting to engagement &sustaining it through the lifecycle
• Consultative Selling• Understanding their business
pressures & goals• Truly listening and advising• Outlining the role(s) you can play • Helping ensure your whole
company understands the customer needs and delivers
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Matching customer needs & buying preferences as they change
Your jobs: to deliver what people want through technology – and to help them discover what they need in person
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FURTHER DISCUSSION
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Take-aways
• The market is shifting thus history ≠ future• Ask and analyze who buys – and every aspect of why• Trends and topics can you leverage• Marketing: inbound, outbound, traditional, on-line
– Profiling your buyers– Generating content that engages each profile– Contributing to your company vision
• Sales: trusted advisor and listening post all levels– Understanding execs’ business vision– Knowing on-line activities of engineers & ops– Generating urgency to act
• Must keep up with what customer values as it changes!
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Marketing and sales roles shiftingbased on what buyers value
• Goals and need for alignment remain
• Marketing for specs and helping engineers active on-line listening
• Sales to sync with business needs
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Standards
Certification
Education & Training
Publishing
Conferences & Exhibits
Sales and Marketing on the Front Lines
Understanding and delivering all that the customer values
Julie Fraser, [email protected]
