Selling to the Marketing Organization : : A Workshop on Reaching and Moving Decision MakersMarcus R. Tewksbury 1

Selling to the Marketing OrganizationA workshop on being persuasive and delivering unique selling propositions

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Today’s Agenda

• Tough sledding• Marketing profile• Unique selling proposition• Persuasive pitches

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A Comprehensive Social Media Management Solution

Heartbreak Hill

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Limited net logo growth Budget constrained by alternatives

Fierce competition with like capabilities

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Commodity Offerings

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Commodity OfferingsEfficient Operations

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… Compounded by economics

– Media spends reduced– IT projects on hold or

canceled– Risk taking is minimized– Lower level client

associates are grumpy due to pressure (fear)

– Higher level executives are looking for alternatives.

– Outside experts called in for new perspective

– Consultants work to understand visible and ‘invisible’ problems

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Tough Sledding

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Exercise

Do a Sunset Review for …

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Today’s Agenda

• Tough sledding• Marketing profile• Unique selling proposition• Persuasive pitches

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Anatomy of a Marketing Organization

Typical B2C organization. Could include Retailers, Catalogers, Commercial Credit, Telco, etc. Various disciplines could roll up through different stacks. For example, email could roll to online, CRM, or maybe it’s own stack.

VP or Budget Line

Selling to the Marketing Organization : : A Workshop on Reaching and Moving Decision MakersMarcus R. Tewksbury 12

The Problem

Declining mkt. share, margins, profit

Decrease budgets, control spending

No budget , potential layoffs

Who owns the problem? Who makes the decision?

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Identify the Buyers

While at a certain level, everyone in this hierarchy are marketers and will have some shared perspectives, at the end of the day they will act to serve their own interests. Quoting Cesar Milan, you need to satisfy the dog 1st, and the breed 2nd.

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Understand needs and motivations

“Stamp Lickers”One of the main functions direct marketers still play is the preparation and distribution of traditional mail. Not sexy, but there is still plenty of money made by doing things the old way. In some instances their domain reaches to include email and SMS.

Top concern is maintaining their revenue production while minimizing execution costs.

“Data Dynamites”Marketing organizations have long known the value of using data and research to improve the way they target and message to customers. In a way, it is this history that makes it difficult for them to embrace new sources of data and ways of doing analysis. Their past success leads to paralysis.

Top concerns are producing new insights that positively impact marketing and proving out effectiveness (accountability) of marketing.

Selling to the Marketing Organization : : A Workshop on Reaching and Moving Decision MakersMarcus R. Tewksbury 15

Building a Buyer Profile

Titles:• Director of Marketing Database• Senior Director, Circulation and Forecasting• Senior Director, Business Analytics• Director of Application Development• Marketing Database Manager• Senior Circulation Manager• Director of CRM

Priorities:1. Maintaining revenue levels2. Reducing circulation costs by mailing less3. Create new revenue opportunities with triggered responses4. Increasing response rates by leveraging new channels5. Improving the customer experience by reacting to their

preferences6. Build customer loyalty by delivering individualized

communications7. Demonstrating financial contribution

KPI’s:• Circulation• Cost per• Store over Store Revenue• Member / Non-Member Basket• Turn time

BudgetSome likelihood this group will struggle to get incremental

budget for capital projects. Much of funding is likely to come from cost savings generated by evolving them off of traditional list processing in terms of more efficient physical mailings and enablement of cheaper channels.

With exception, they aren’t going to be top of mind from an investment perspective.

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CHANNEL EXECUTION

CHANNEL OPTIMIZATION

MULTI CHANNEL MARKETING

CROSS CHANNEL OPTIMIZATION

Doing the very basics of getting the laundry out. Using store purchase history, membership data, and rented lists to execute campaigns based on static marketing calendar.

Inefficiently spending on data hygiene and delivering many irrelevant messages.

Doing the very basics of getting the laundry out. Using store purchase history, membership data, and rented lists to execute campaigns based on static marketing calendar.

Inefficiently spending on data hygiene and delivering many irrelevant messages.

The “Stamp Licker” Sophistication Curve

Some ability to track an individual member across campaign. Ability to optimize list pulls for more targeted offers.

Persisting notion of customer across campaigns reduces wasteful spend on hygiene and certification.

Some ability to track an individual member across campaign. Ability to optimize list pulls for more targeted offers.

Persisting notion of customer across campaigns reduces wasteful spend on hygiene and certification.

The ability to recognize a customer and deliver a uniform message to the preferred direct channel (mail, email, SMS, or social).

Extending and deepening the information tracked about a customer to include on and offline data sources.

Still focusing on outbound communication.

The ability to recognize a customer and deliver a uniform message to the preferred direct channel (mail, email, SMS, or social).

Extending and deepening the information tracked about a customer to include on and offline data sources.

Still focusing on outbound communication.

The ability to respond to a client interaction with customized, triggered message that is optimized around all the organization knows about the customer.

Dramatically reducing circulation and execution costs through optimized targeting. Only mail those people that are going to respond.

Creating top lift by augmenting outbound calendars with the ability to deliver targeted messages in response to interactions.

The ability to respond to a client interaction with customized, triggered message that is optimized around all the organization knows about the customer.

Dramatically reducing circulation and execution costs through optimized targeting. Only mail those people that are going to respond.

Creating top lift by augmenting outbound calendars with the ability to deliver targeted messages in response to interactions.

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Exercise

Build a profile and sophistication curve for…

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Today’s Agenda

• Tough sledding• Marketing profile• Unique selling proposition• Persuasive pitches

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Sales 101

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Lets review…

• Woo• Solution Selling• Blue Oceans• Covey• Carnegie• Demo 1.2.3

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People don’t buy tools

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They buy outcomes

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Where does it hurt?

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Insert Quote

Breakthroughs can redefine the problem

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Chart your own course

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Alterian Social Media Engagement SolutionsChange the Rules

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Define your own “North”

Insert Quotes

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Exercise

Build a USP for…

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Today’s Agenda

• Tough sledding• Marketing profile• Unique selling proposition• Persuasive pitches

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Carnegie quote

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Only a mother…

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How do you reach and move them?

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Deals don’t close on the 1st Date

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Establish a plan of attack

Never accept a “no” from someone who’s not empowered to say “yes”!

Play Bigs on Bigs

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Set a goal for each engagement

• Changing Attitudes• Endorsement• Facilitating the Process• Brainstorming or Idea Polishing• Authorization and Decisions• Implementation

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Build credibility

• Competence• Expertise• Trustworthiness

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Use the power of the pack

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Recognize the “unwritten” Hierarchy

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Political Jungle

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Connect in terms relevant to them

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Present a compelling argument

• Define the Problem• State the Cause• Present your Answer• Argue the Net Benefits

PCAN Model

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Some things do roll up hill

Selling to the Marketing Organization : : A Workshop on Reaching and Moving Decision MakersMarcus R. Tewksbury 43Always monetize the benefit…

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When is 2% not 2%?

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$ 10,948,054

$ 2,154,516

When it translates to a 500% difference in revenue!

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Tiger slide

Tiger 2009 Tiger 2010% Difference

298.4 Driving Distance 292 2.14%

64.29% Driving Accuracy 63.19% 1.71%

68.46% Greens in Regulation 67.01% 2.12%

1.743 Putting Average 1.781 -2.18%

4.15 Birdie Average 4.06 2.20%

68.05 Scoring Average 69.65 -2.35%

28.44 Putts per Round 29.07 -2.22%

Selling to the Marketing Organization : : A Workshop on Reaching and Moving Decision MakersMarcus R. Tewksbury 47Don’t forget the story

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Make the message memorable

• Make it vivid – Use physical and mental pictures.

• Use demonstrations and symbolic actions• Put your heart into it• Tell a story• Personalize it – use your own experience• Build bridges with analogies and metaphors

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Exercise

Create a pitch for …