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I demonstrate why and how B2B-focused organisations need to align and enable the marketing, selling and buying processes
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Bob ApolloCEOINFLEXION-POINT
MAKING THE CONNECTION BETWEEN THE
BUYER’S JOURNEY, YOUR PIPELINE, + YOUR REVENUE
GOALS
CRITICAL
@Sales20Conf • www.sales20conf.com/London2013 • #s20c
[email protected] • @bobapollo
CHALLENGE #1: ELIMINATING THE
DEPENDENCY ON HAND-TO-HAND SALES HEROICS BY
IMPLEMENTING A REPEATABLE, SCALABLE
SALES PROCESS…
CHALLENGE #4: BRIDGING THE
PERFORMANCE GAP BETWEEN YOUR “A”
PLAYERS AND THE REST OF THE SALES
ORGANISATION…
CHALLENGE #3: ENSURING THAT EVERY SALES AND MARKETING
ACTIVITY IS TIGHTLY ALIGNED WITH YOUR PROSPECT'S BUYING
BEHAVIOURS…
CHALLENGE #2: SHIFTING THE FOCUS FROM ONE-OFF TRANSACTIONAL
SALES TO HIGH-VALUE LONG-TERM STRATEGIC
CUSTOMER RELATIONSHIPS…
SO: WHAT’S HOLDING
ORGANISATIONS
BACK?
THE FUNNEL
[Inspiration: Velocity Partners]
GR
AV
ITY
[Inspiration: Velocity Partners]
RE
AL
ITY
[Inspiration: Velocity Partners]
THEFUNNELLEAKS
A TALE OFTWO FUNNELS
EXHIBIT
A
EXHIBIT
B
WASTED
TIME
WASTED
EFFORT
B
A
WINNING DEALS
FLOW THROUGH
THE FUNNEL
2.5 TIMES
FASTER
1: THE SHAPE OF THE FUNNEL MATTERS
2: VELOCITY IS JUST AS IMPORTANT AS VALUE OR VOLUME
3: YOU MUST KNOW WHAT A “WINNING DEAL” LOOKS LIKE
4: IF YOU’RE GOING TO LOSE ANYWAY, YOU’D BETTER LOSE EARLY
THEBUYER’SJOURNEY
IMPLEMENT
APPROVE
SELECT
EVALUATE
IDENTIFY OPTIONS
DEFINE NEEDS
RESEARCH
AWARENESS
STATUS QUO TH
E B
UY
ER
’S J
OU
RN
EY
BUT……THEIR BUYING JOURNEY IS ALMOST NEVER LINEAR
…THEY OFTEN DON’T UNDERSTAND WHERETHEY’RE GOING OR HOW TO GET THERE
…FROM ANY POINT, THEY COULD CHOOSETO MOVE FORWARDS, TO GO BACKWARDS,TO HOLD FAST OR ABANDON THEJOURNEY COMPLETELY
[Inspiration: Professor Eddie Obeng | Pentacle Virtual Business School]
KNOW HOW
they plan to get thereKNO
W W
HERE
they
wan
t to
get t
o
DON’T
KNO
W W
HERE
they
wan
t to
get t
o
DON’T KNOW HOW
they plan to get there
4 STATES
[Inspiration: Professor Eddie Obeng | Pentacle Virtual Business School]
PAINT BYNUMBERS
LOST IN THE
FOG
QUEST FORTHE GRAIL
HEADLESSCHICKEN
KNOW HOW
they plan to get thereKNO
W W
HERE
they
wan
t to
get t
o
DON’T
KNO
W W
HERE
they
wan
t to
get t
o
DON’T KNOW HOW
they plan to get there
4 STATES
PAINT BYNUMBERS
KNOW HOW
they plan to get thereKNO
W W
HERE
they
wan
t to
get t
o
IF YOU CAN’T WIN PLAYING BY THEIR RULES,
CHANGE THE GAME OR WALK AWAY
HEADLESSCHICKEN
DON’T
KNO
W W
HERE
they
wan
t to
get t
o
KNOW HOW
they plan to get there
RESHAPE
THEIR VISION,
INFLUENCE
THEIR
PROCESS, OR
QUALIFY OUT
LOSTIN THE
FOG
DON’T
KNO
W W
HERE
they
wan
t to
get t
o
DON’T KNOW HOW
they plan to get there
GET IN EARLY, GIVE THEM A VISION,
SUPPORT THEM IN THEIR JOURNEY
QUEST FORTHE GRAIL
DON’T KNOW HOW
they plan to get there
KNOW
WHERE
they
wan
t to
get t
o
SUPPORT AND
REFINE THEIR
VISION, SHOW
THEM HOW IT
CAN BE
ACHIEVED
IF YOUR SALES PEOPLE
HAVEN’T RECOGNISED WHAT
STATE THEIR PROSPECT’S
BUYING PROCESS IS IN, HOW
CAN THEY HOPE TO
INFLUENCE IT?
FIRST DEEP
ENGAGEMENT
WITH SUPPLIERS
57%
[Source: CEB]
57%
[Source: CEB]
POTENTIAL SOLUTIONS ALREADY IDENTIFIED
REQUIREMENTS ALREADY DEFINED
PRIORITIES ALREADY ESTABLISHED
NEEDS ALREADY SCOPED
FIRST DEEP
ENGAGEMENT
WITH SUPPLIERS
57%
[Source: CEB]
ARRIVE LATEREFRAME THE PROSPECT’S PERCEIVED
NEEDS, PRIORITIES AND BUYING
DECISION CRITERIA
POTENTIAL SOLUTIONS ALREADY IDENTIFIED
REQUIREMENTS ALREADY DEFINED
PRIORITIES ALREADY ESTABLISHED
NEEDS ALREADY SCOPED
57%
[Source: CEB]
ARRIVE EARLYOPPORTUNITY TO INFLUENCE
THE BUYING DECISION
PROCESS AND CRITERIA
ARRIVE LATEREFRAME THE PROSPECT’S PERCEIVED
NEEDS, PRIORITIES AND BUYING
DECISION CRITERIA
CONSEQUENCES
FOR B2B SALES
AND MARKETING
80-90% OF MARKETING-GENERATED SALES
SUPPORT MATERIALS REMAIN UNUSED
SALES PEOPLE WASTE DOZENS OF HOURS
PER MONTH (RE)CREATING MATERIALS
ONLY 1 in 8 MEETINGS WITH SALES PEOPLE
RATED “VALUABLE” BY PROSPECTS
GROWING TREND FOR COMPLEX B2B SALES
CYCLES TO END IN “NO DECISION”
[Sources: Forrester, CMM Group, CSO Insights]
WASTEDEFFORT
MARKETING MESSAGE+
SALES CONVERSATION+
BUYER’S PRIORITIES
AL
IGN
AL
IGN
GROWING THE SWEET SPOT
7PRESCRIPTIONS
1: IDEAL PROSPECT PROFILES
DEMOGRAPHIC
STRUCTURAL
BEHAVIOURAL
SITUATIONAL
STAKEHOLDERS
YOU CAN’T DEFINE A MARKET THROUGH DEMOGRAPHICS…
…YOU HAVE TO
UNDERSTAND THE
PSYCHOGRAPHICS
2: KEY STAKEHOLDER PROFILES
TITLES, ROLES + RESPONSIBILITIES
ROLE IN DECISION MAKING PROCESS
ISSUES, CONCERNS + MOTIVATIONS
LIKELY PERSONAL PRIORITIES
INTERNAL + EXTERNAL INFLUENCES
THEIR “BUYERSPHERE”
COMMERCIAL TECHNICAL FUNCTIONAL
LEGAL+
PROCUREMENT
YOU’VE GOT TO SATISFY EVERY STAKEHOLDER’S “WIIFM” TEST
WHAT’S IN IT FOR ME?
FOR MY DEPARTMENT?
FOR MY COMPANY?
3:ACTIONABLE ISSUES
A PROBLEM YOUR PROSPECT HAS TO DO SOMETHING ABOUT…
…FOR WHICH YOU HAVE A PROVABLY SUPERIOR SOLUTION
IF THEY DON’T HAVE TO DO SOMETHING ABOUT IT, THEY PROBABLY WON’T
WHY CHANGE?
WHY NOW?
WHY YOU?
EXAMPLE: HR SOFTWARE
BEFOREEXCLUSIVELY DEMOGRAPHIC APPROACH TO SEGMENTATION
FOCUS ON MID-LEVEL FUNCTIONAL MANAGERS
CAMPAIGNED AROUND PRODUCT FUNCTIONALITY
AFTERSTRUCTURAL, BEHAVIOURAL AND SITUATIONAL SEGMENTATION
FOCUS ON C-LEVEL EXECUTIVES
CAMPAIGNED AROUND CRITICAL BUSINESS ISSUES
10xRESPONSE RATE
4xPIPELINE VALUE
2xANNUAL REVENUE
4: ONE UNIFIED PIPELINE
BASED ON BUYING DECISION PROCESS
CLEAR STAGES + MILESTONES
AGREED MQL, SQL, SQO
LEAD SCORING + OPPT’Y QUALIFICATION
CLEAR RESPONSIBILITIES + HANDOFFS
UNTROUBLED IMPLEMENTINGAWARE CONCERNED EVALUATING DECIDING APPROVING
MKTG SALES
THE MORE VERSIONS OF THE TRUTH YOUALLOW…
…THE MORELIKELY IT IS THAT
ALL OF THEM ARE FALSE
5: STAGE-AND-STATE RELEVANT CONTENT
UNTROUBLED IMPLEMENTINGAWARE CONCERNED EVALUATING DECIDING APPROVING
MAKE IT EASIER FOR THE PROSPECT TO MOVE FORWARD WITH YOU TO NEXT STAGE
IF YOU HAVEN’T AGREED WHAT YOUR CONTENT IS INTENDED TO ACHIEVE…
…THEN IT ALMOST CERTAINLY WON’T
ACHIEVE ANYTHING
THEIRCHALLENGES
YOURCAPABILITIES
6: CONVERSATION PLANNERS
TALKING POINTS BASED ON ISSUES RAISED BY MARKETING MESSAGES
KEY INSIGHTS TO SHARE
KEY QUESTIONS TO ASK
LEAD TOWARDS, NOT WITH, YOUR SOLUTION!
IF YOU CREATE CONTENT WITHOUT DEVELOPING TALKING POINTS…
…THEN THE SALESCONVERSATION COULD
(AND ALMOST CERTAINLY WILL) HEAD OFF IN ANY
RANDOM DIRECTION
7: FAQs + TAQs
FREQUENTLY ASKED, YET TOUGH-TO-ANSWER QUESTIONS
SHARE THE COLLECTIVE LEARNING OF YOUR “BEST BRAINS”
!?
IF WE’D EACH HAD TO INDIVIDUALLY REINVENT THE WHEEL…
…THEN MOST OF US WOULD HAVE
ARRIVED HERE ON FOOT (AND PROBABLY MISSED
ALL THE BEST SESSIONS)
7(DECEPTIVELY SIMPLE)
PRESCRIPTIONS
…A PLAN
YOU NEED…
…A PLAYBOOK
YOU NEED…
Ideal Customer Profiles
Key Stakeholder Personas
Actionable Issues
Clear Value Proposition
Key Themes
Points of View
Conversation Planners
Qualification Guides
Anecdotes and Quotes
FAQs and TAQs
ONE TEAMONE PLAN
ONE PIPELINEONE PLAYBOOK
GET ALIGNED…OR GET LEFT BEHIND
Bob Apollo
Inflexion-Point
www.inflexion-point.com
Sales+Marketing Alignment Counsellors
[email protected] | +44 7802 313300