Download - 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?

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#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

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#TSIA

PTC in Brief: Technology Solutions for

Product and Service Advantage

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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

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#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

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#TSIA

Key Accounts Still Matter Most

Key Accounts

Revenue

New Offers

References

Market Insight

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#TSIA

The Good News?

Sales People Still Rule the Roost

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The Bad News?

Sales Can’t Do It Alone

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New commercial

arrangements

“Provocative”

new solutions

Prove the

value

New industry

perspectives

Make my numbers!

#TSIA

Marketing Wants to Help, But Often

Gets Sidetracked

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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?

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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

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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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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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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?


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

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Internal

Alignment

Value Focus

Selective

Recruitment

Long-term

Commitment

?

#TSIA

Key Account Marketing Can Help…If

Marketing Truly Can Partner with Sales

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• Where are our best

opportunities?

• What are the biggest

obstacles in the account?

• What are the most useful

activities?


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


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

[email protected]

+1-781-370-5719

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