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1© 2019 SOAR Performance Group | Proprietary and Confidential | All rights reserved
Winning“In the World of the Subscription Business Model”
2© 2017 SOAR Performance Group | Proprietary and Confidential | All rights reserved
Winning in Baseball
3© 2017 SOAR Performance Group | Proprietary and Confidential | All rights reserved
Winning in Sales
“Up to 17 people influence the typical enterprise purchase —up from 10 in 2011”
-IDC Enterprise Role & Influence of the Technology Decision-Maker Survey
“If you’re not shifting to the subscription business model now, chances are that, in a few years, you might not have any business left to shift.”
- Tien Tzuo, Founder, Zuora
“The sales guys don’t follow up on my leads” – CMO
“The leads we get aren’t good” – CRO
“Proper expectations and handoff wasn’t provided after we closed.” –Head of Customer Success
-Overheard at the Watercooler….© 2019 SOAR Performance Group | Proprietary and Confidential | All rights reserved
Buying is Changing Faster than Selling
Buyer World Supplier World
Next Generation Customer Engagement
Traditional Engagement
Account Based Engagement
Transaction Consumption
Top Down Top Down + Bottom Up
Horizontal Solutions Use Cases by Industry
Enterprise Wide Deployments Proof of Concept = Land + Expand
© 2019 SOAR Performance Group | Proprietary and Confidential | All rights reserved
General Messaging Specific Messaging
Seller Centric View of Modern Customer Engagement
LandFind beach head for
services deployment
AdoptEnsure adoption of
services within initial beach head
RenewEnsure renewal of services through
recognition of value delivered
ExpandExpand through
new areas of deployment or
incremental services
© 2019 SOAR Performance Group | Proprietary and Confidential | All rights reserved
Renew Land
AdoptExpand
SellerCentered
Value
Customer Centric View of The Modern Engagement
© 2019 SOAR Performance Group | Proprietary and Confidential | All rights reserved
Identify
04 01
0203
CustomerDefinedValue
RealizeValue of Solution
Deployment and Identify New Ways to Create Value
DeployThe Solution(s)
Selected
Potential Solutions
SelectOne or Multiple
Solutions
Old World
Marketing Sales Service
New World
8© 2019 SOAR Performance Group | Proprietary and Confidential | All rights reserved
Changing Customer Engagement Roles
Client Defined Value
Changing the Message to Drive Unicorn Valuation
9© 2019 SOAR Performance Group - Proprietary and Confidential
From To
2 Companies 1 Company
Workflow Focused Value Message Business Outcome Value Message
Pockets of Success Repeatable Results
$1b Valuation
Value Focused Engagement Drives 2nd Biggest Security Deal 2019
10© 2019 SOAR Performance Group - Proprietary and Confidential
From To
Product Focused Value/Outcome Focused
Inconsistent Upsell Process Predictable, Repeatable Upsell Process
Focus on ‘Customer Success’ Focus on Customer Value
$780mm Acquisition
11© 2019 SOAR Performance Group | Proprietary and Confidential | All rights reserved
Operational Keys to Aligning with Modern Buyer Expectations
Align Roles, Responsibilities and Handoffs
Clearly Define Role Based Capability Requirements
Connect Skills and Tools to Client Focused Engagement Process
Enable for New Skills Required
Compensation, Leadership Alignment & Coaching
5 Keys
Key Takeaways
• Focus on Customer Defined Value (Outcomes)• Eliminate the Silos Between Marketing, Sales & Service• Drive Account Based Engagement Across the Customer Lifecycle• Measure and Capture Value Created
© 2019 SOAR Performance Group - Proprietary and Confidential 12
Call To Action
13© 2019 SOAR Performance Group - Proprietary and Confidential
Understand Your Organizational Readiness:
SOAR Change Velocity Readiness Assessment:a) http://www.soarperformancegroup.com/change-velocity/b) Receive a Free Digital Copy of “Change Velocity: The Secret to Leading a Successful Sales
Transformation”
Contact Me If I Can Help You on Your Winning Journey:
https://www.linkedin.com/in/Charlie-Thackston-65308b1/
@SOARwithCharlie
