The Conversation Roadmap A Foundation for Better Sales Tools and More
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Transcript of The Conversation Roadmap A Foundation for Better Sales Tools and More
©2011 Dow Jones & Company
The Conversa,on Roadmap: A Founda7on for Be;er Sales Tools and More
Lisa Singer Fitzpatrick Execu7ve Director, Global Marke7ng Communica7ons
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©2011 Dow Jones & Company
Snooki -‐ really Tim?!?
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©2011 Dow Jones & Company
Quick facts:
Firm: Dow Jones & Co.
Industry: News Media & Publishing
Headquarters: New York, NY
Geographic Footprint: Global
Ownership: News Corpora7on
Revenue: $1.8 billion
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Labuto Library Project - Zambia
Corporate Solar Installation
©2011 Dow Jones & Company
The Dow Jones Story – It gets complicated...
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©2011 Dow Jones & Company
See what I mean?
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©2011 Dow Jones & Company
Why Change?
• Did you catch the prior slides? They were all about us! • Product messaging was feature-‐focused – not about solving real customers’ problems • Sales and Marke,ng misaligned; at ,mes, even buRng heads
• Our porSolio is complex but messages were one size fits all – I call it the “kitchen sink” approach
• Pipeline analysis showed we were compe,ng against status quo for majority of prospects
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©2011 Dow Jones & Company
Where are we today?
3 13 7 7
Months Decision Catalysts
Completed Workshops
More to go...
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©2011 Dow Jones & Company
Messaging Founda,on Aligned with Teams and Ini,a,ves
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Brand Architecture
Regional Marketing Demand Creation
Product Marketing GTM Strategy
Global Sales Opps
©2011 Dow Jones & Company
Aligning to SPIN for Authen,c, Customer-‐focused Conversa,ons
SPIN Methodology:
Ask the right ques7ons to understand customer situa7on, uncover problem,
need or opportunity
Power Posi,oning/ Conversa,on Roadmap:
Provide the right responses linked to need, benefit, payoff -‐ what’s going to improve? Why is our solu7on
be;er?
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©2011 Dow Jones & Company
Mapping Messaging & Content to Customer Buying Cycle
Status Quo Recogni7on of Problem
Determine Needs
Evaluate Op7ons
Resolve Concerns Nego7a7on
“I’m fine” “I have a problem”
”What do I need to fix?”
“How do I fix my
problem?”
”Am I making the
right choice?”
”Am I ge?ng the best deal?”
Buying Cycle Stages:
Buyer Situation Stages:
Buyer Messaging and Content Components:
Thought Leadership
Knowledge Solu,on Value Story
Value Valida,on
Proof Points
Confirm Value/ROI
• White papers • Webinars • Surveys/research • Bylines/blogs • Newsletters
• White papers • Webinars • Events • Peer referrals
• Solutions sheet • Events • Use scenarios • Case studies
• Fact sheet • Demos/trials • Analyst reports • Product reviews
• Competitive info
• Case studies • Analyst reports • Demos/trials • Product reviews • Account plans
• Customer reference • ROI tools
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©2011 Dow Jones & Company
High-‐level Implementa,on Timeline
February/March
Power Posi7oning Workshop -‐
Fac7va Pilot (POC)
April
Knowledge Transfer Training
for Product Marke7ng & Marcomms
April – December
Phased Implementa7on of workshops by target audience
Jan – March 2012
Sales Delivery Training; Rollout to Global Sales
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©2011 Dow Jones & Company
Upstream Output from Conversa,on Roadmap
SEO/SEM – Keywords & Phrases
New Target Audience Focused Sales Tools
Adver,sing Print and Online
Social Media Campaigns
Website Copy/Architecture
Demand Genera,on Campaign & Event
Collateral
PR – Media Calls Training & Learning Development
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©2011 Dow Jones & Company
Demand Genera,on Campaigns
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Landing Page
Email Blast Print and Digital Ads Marketing
Offer 13
©2011 Dow Jones & Company
Next Steps
• Con,nue to leverage messaging in global campaign development & sales enablement tools • Map sales tools to buying cycle, target audience and product suite in SalesForce.com • Launch DJ Website with new, customer-‐centric messaging
• Formalize messaging framework with ownership and a “going forward” plan to keep it fresh (new products, enhancements, new audiences, etc.)
• Rollout to Global Sales via Power Messaging Training
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©2011 Dow Jones & Company
Thank you!
Ques,ons?
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