how to create sales & marketing tools that sales & customers will actually use
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How to Create Effective Sales & Marketing Tools That Actually Get
Used By Sales and Prospects!
Tom Evans
CompellingPM
@compellingpm
Copyright 2013. The Lûcrum Group, Inc. 1
DFW Product Group
• DFW Product Group is the premier product management and marketing association in the Dallas/Fort Worth metroplex
• 300+ active members
• 2013 - 2015 roadmap includes webinar series, networking mixers, and ProductCamp DFW
• Website: http://dfwproductgroup.org/
• LinkedIn: https://www.linkedin.com/groups?gid=2796125
• Twitter: @DFWProductGroup
• Email: info@dfwproductgroup.org
• Actively seeking new members, volunteers, and sponsors
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Special offer from CompellingPM at the end of the webinar.
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How to Create Effective Sales & Marketing Tools That Actually Get
Used By Sales and Prospects!
Tom Evans
CompellingPM
@compellingpm
Copyright 2013. The Lûcrum Group, Inc. 4
PM2 Levers of Control™
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Executional LeversProduct
•Define Whole Product
•Effective Requirements
Price
•Value-Based Pricing
Place (Channel)
•Sales Tools
•Sales Enablement
•Channel Programs
Promotions
•Product Marketing Tools & Content
•Product Marketing Programs
Go-to-Market Strategy
Target Markets PositioningCompetitive
StrategiesMessaging Platform
Alignment to Business Drivers
Market Analysis
VOC Competitive Analysis Ecosystem Analysis
Poll Question 1
How effective is your marketing collateral (that is sales people and customers like it and use it)?
a) < 25% effective
b) 25 to 50% effective
c) 50 to 75% effective
d) > 75% effective
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How Bad Is Marketing Collateral?
• From 50 to 90% of marketing collateral does not get used by sales! (AMA)
• Salespeople (B2B) spend 30 hours/month searching for and creating their own selling materials (AMA)
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Is It Really That Bad?
• “My marketing department produced some nice looking stuff but it mostly had nothing to do with what I needed to close deals.” (Anonymous)
• “Customers are familiar with the traditional collateral material that salespeople send out or leave behind after a visit. And guess what? Everyone hates it. Marketing people hate to bang it out, and salespeople hate to use it.” (Customer Centric Selling)
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Why is Collateral So Bad?
• (Product) Marketing sits in ivory tower and “creates a promotional potpourri … of sweet smelling stuff” that is appealing to them.
• They never ask sales what they need.
• They don’t understand the buying process.
• Product Marketing is separated from the real sales discussions.
• We replicate what we did elsewhere.
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Poll Question 2
Have you as a product marketer participated in sales calls?
a) Never
b) A few times
c) Regular practice
d) Why would I want to do that?
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Starting Point to Improve Collateral
• Change from telling our story to telling our prospects/customer stories.
• Develop a deep understanding of our customers
• Ask sales team and channel partners what they need
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Deep Understanding of Customers
• Who they are
– Personas
• Why they buy
– Problems they want to solve
• How they buy
– What is their buying process
– Where do they look
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June 11 Webinar
http://compellingpm.com/developing-a-deep-understanding-of-your-target-markets-
the-starting-point-for-great-product-management-marketing/
How Do You Learn This Detail
• Speak to customers
• Discover as part of Win-loss analysis
• Participate in sales calls and observe the process (all phases)
• Discover as part of market validation process
• Insights from Executives, Sales Team, Customer Support, Professional Services
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Determine What Sales Channel Needs
• What types of problems do you encounter during the sales process?
• What questions do prospects ask?
• What objections do you hear?
• What kinds of tools will make you more effective?
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Poll Question 3
In my organization, the following role is the primary role that defines which marketing collateral/tools to develop?
a) CEO
b) Top marketing exec
c) Top sales exec
d) Product marketing
e) It just happens
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Generic Buying Process
Recognize Problem/Need
Information Search
Evaluation of Alternatives
Purchase Decision
Post-purchase Behavior
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Discovering the Buying Process
• What are the typical phases of the buying process?
• Who are the typical buyers & influencers?
• Who is involved at each phase?
• What are their main concerns at each phase?
• What are they doing at each phase?
• What are the typical barriers to moving ahead?
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Help Buyers Through Buying Process
• Top of the funnel (lead generation & awareness)
– Move suspects to leads & leads to prospects.
• Bottom of funnel (sales).
– Helps sales convert prospects to sales.
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How to Help Buyers?
• Buyers want content that helps:
– Educate them,
– Improves their decision-making capabilities,
– Increases their confidence level in their final purchase decision.
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Basic Questions From Buyers
• Do I have a problem?
• How do I solve this problem?
• Who can help me solve this problem?
• How can I be sure your company is the right decision?
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Do I Have a Problem?
• What are their competitors doing?
• How do I determine if I have a problem?
• What’s it costing me to have this problem?
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How & Who to Solve My Problem
• What options exist to solve this problem?
• How do the options compare?
• What are good decision criteria?
• What is the total cost of ownership?
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How Can I Be Sure?
• Are others successfully solving this problem?
• How can I be sure this works for me?
• How is your product better than your competitors and by how much will it impact my bottom line?
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Shifting Buyer Concerns
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Customer Centric Selling by Michael Bosworth, based on research by Neil Rackham
Develop Tools/Collateral
• Answers questions
• Specific to each buying persona
• For each phase of buying process
• Keep concise, relevant, focused and in buyers terms!
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Train Sales to Use Collateral
• 41% of sales people don’t know which collateral to use, when to use and how to use it. (IDC)
• Teach them:
– The intended buyer persona
– Which stage of buying process to use it
– Key messages for each stage & buyer persona
• Demonstrate in actual sales process
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Summary
• Deeply understand our customers
• Write to each target buyer persona
• Write collateral in the buyer’s terms that answers their questions
• Train sales how to use the tools
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Poll Question 4
My next step to improve our collateral is?
a) Speak to the sales team/channel
b) Participate in sales calls
c) Speak to customers to discover buying process
d) I have no need to speak with customers or sales
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Go-to-Market Webinar Serieshttp://compellingpm.com/go-to-market-webinar-series-with-dfw-product-group/
Webinar Title Date
The Strategic Role of Product Management & Product Marketing in Driving Product Revenue & Success
Apr 23
Developing a Deep Understanding of Your Target Markets – The Starting Point for Great Product Marketing
June 11
Define a Powerful Go-to-Market Strategy That Sets Your Product Apart June 25
Great Requirements Form the Foundation for Successful Products July 16
Profitable Products Sell Value: Why Value-Based Pricing Wins August 13
From Messaging Nightmare to Messaging Delight: How to Create a Powerful Messaging Platform
Sept 17
Create Effective Sales & Marketing Tools That Actually Get Used By Sales & Prospects Oct 15
Nothing Happens Until Someone Sells Something: Enabling Your Sales Channel to Success Nov
Driving the Marketing and Sales Funnel to Close Deals: What Product Marketers Must Know and Do
Dec
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My Next Webinar
Nothing Happens Until Someone Sells Something: Enabling Your Sales Channel to Success!
Nov xx, 2015
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Upcoming Austin PM2 Training
• Optimal Product Management & Product Marketing
– Dec 7- 9
• AIPMM Certifications – Certified Product Manager (CPM)
– Feb 16 – 17
More dates/locations - www.280group.com
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Free 1 Hour PM/PMM Consult
• First ten to submit information on form
• http://compellingpm.com/freeonehour/
• Please include background on topic or issue
• Must include company info (no Gmail)
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Thank You!
Tom Evans
CompellingPM
tevans@compellingpm.com
@compellingpm
www.compellingpm.com
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