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Paths To B2B Growth Tim Riesterer, Chief Strategy Officer, Corporate Visions Jim Ninivaggi, Service Director, SiriusDecisions
© 2014 SiriusDecisions. All Rights Reserved
2
Agenda
• Aligning Around Growth
• The Five Pillars of B2B Growth
• Enabling Growth Across the Five Pillars
Align Around Growth
© 2014 SiriusDecisions. All Rights Reserved
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B-to-B Companies Focus On Growth
SiriusPerspective:
© 2014 SiriusDecisions. All Rights Reserved
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2014 Outlook
How Much Will Your Company Grow?
2% 2%
32%
36%
17%
1%
10%
1% 3%
28%
35%
21%
6% 4%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Contract Flat 1 - 10% 11 - 20% 21 - 40% 41 - 60% 60% +
Under $500M
Over $500M
While economic analysts focus on sluggish capital markets, b-to-b organizations are preparing for growth.
The Five Pillars of Intelligent Growth Alignment around growth starts with a shared strategy
© 2014 SiriusDecisions. All Rights Reserved
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“We are now on the GSA schedule with 10 agencies on pilots.” – Steve Singh, CEO
Markets Entrance into – or expansion of – vertical, horizontal and/or geographic segments using existing/new offerings 1
Five Ways to Grow
7 © 2014 SiriusDecisions. All Rights Reserved
© 2014 SiriusDecisions. All Rights Reserved
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Markets Entrance into – or expansion of – vertical, horizontal and/or geographic segments using existing/new offerings 1
Five Ways to Grow
Buyers
Formal targeting of new buying centers and personas 2 “Who we sell to has evolved.” – Shantanu Narayen, CEO
8 © 2014 SiriusDecisions. All Rights Reserved
© 2014 SiriusDecisions. All Rights Reserved
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“IBM has invested $24 billion in big data and analytics.” – Ginni Rometty, CEO
Markets Entrance into – or expansion of – vertical, horizontal and/or geographic segments using existing/new offerings 1
Five Ways to Grow
Buyers
Formal targeting of new buying centers and personas 2 Offerings
Launch of new products/services, or enhancement of the current portfolio 3
9 © 2014 SiriusDecisions. All Rights Reserved
© 2014 SiriusDecisions. All Rights Reserved
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“…$83 billion in M&A and shareholder returns.” – Ken Bond, VP Investor Relations
Markets Entrance into – or expansion of – vertical, horizontal and/or geographic segments using existing/new offerings 1
Five Ways to Grow
Buyers
Formal targeting of new buying centers and personas 2 Offerings
Launch of new products/services, or enhancement of the current portfolio 3 Acquisition
Purchase of other companies, or the incubation of new business units 4
10 © 2014 SiriusDecisions. All Rights Reserved
© 2014 SiriusDecisions. All Rights Reserved
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“We are simplifying everything we do.” – Jeff Immelt, CEO
Markets Entrance into – or expansion of – vertical, horizontal and/or geographic segments using existing/new offerings 1
Five Ways to Grow
Buyers
Formal targeting of new buying centers and personas 2 Offerings
Launch of new products/services, or enhancement of the current portfolio 3 Acquisition
Purchase of other companies, or the incubation of new business units 4 Productivity
Maximizing efficiency, effectiveness and engagement 5
11 © 2014 SiriusDecisions. All Rights Reserved
© 2014 SiriusDecisions. All Rights Reserved
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Five Ways to Grow: One Common Challenge
SiriusPerspective:
© 2014 SiriusDecisions. All Rights Reserved
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21%
24%
24%
29%
32%
35%
65%
71%
0% 20% 40% 60% 80%
Lack of quality leads from marketing
Our offerings do not have competitive differentiation
Our reps lack the required knowledge
Our reps lack the necessary selling skills
Lack of useful/relevant content from marketing
Inability to manage today's more educated buyer
Our reps spend too much time on non-selling activities
Rep's ability to connect our offerings to client business
Top Business Issues for Sales in 2014 Reps spend too much time on non-sales activities, which limits the
time required to fully understand the needs of the client.
© 2014 SiriusDecisions. All Rights Reserved
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Most Prominent Inhibitors to Sales Achieving Quota
14
Insufficient Leads
Poor Sales Skills
Too Many Products to Know
Information Gap (Industry, Solution, Etc.)
Inability to Communicate Value Messages
26.0%
24.3%
21.4%
16.0%
13.3%
Source: SiriusDecisions SiriusIndex
© 2014 SiriusDecisions. All Rights Reserved
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© 2014 SiriusDecisions. All Rights Reserved
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Sales Enablement’s Role Knowledge, Skills and Assets
© 2014 SiriusDecisions. All Rights Reserved
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Knowledge, Skills and Tools
© 2014 SiriusDecisions. All Rights Reserved
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Three Ways to Have Knowledgeable Reps
Hire Train Augment
© 2014 SiriusDecisions. All Rights Reserved
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Skills: Practice, Feedback, Application
VS
© 2014 SiriusDecisions. All Rights Reserved
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Assets to Enhance the Conversation
• White Boards
• Playbooks
• ROI Tools
• Leave Behinds (Champion Enablement)
• Story here is enhancing the conversation through a better prepared rep and to support the conversation – but not replace the conversation
© 2014 SiriusDecisions. All Rights Reserved
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Three Levels of Certification
Content Mastery
Structured Simulation
In-field
Observation
Wrap-Up