winning budgets and engaging sales - jim cassidy, chief marketing officer - stepstone

Winning budgets anWinning budgets an

Jim Cassidy Chief Marketing Officer - StepS

nd engaging salesnd engaging sales

Stone ASA

Reaching f ifor opportunity

TODAYTODAY…Not like any other day

WWWe are allWe are all out of shapeout of shape…

Current Market ForcesCurrent Market Forces

• The vast majority of business executij ygot out of shape during the boom

• Businesses are looking to restructureslowdown but talent gaps are holdingslowdown, but talent gaps are holding

Recruitment freezes

What the public sees

Wage freezes

Working hours reduced

Redundancies

ives believe their organisations g

e in order to weather the g them upg them up

Redeploying existing talent

What’s also happening

Improved training & development

Maintained graduate recruitment

Targeting competitors for recruitment

How do we get baack in shape?

You YouYou, Youd Yand Your

ur Peopleur PeopleA hApproach

DDo you se h I ?ee what I see?

One ViewO e e

Market Trends Customer Insight

Business

Go-To-Mark

Analyst Insight Business Trends

Objectives

ket Strategy

One ViewOne View

Sales Focused P

Partner Enablement

Sales Enablement

Md

Customer M

ing

rogrammes

TeleQualMarketing Integrated Programme

Bi-weeklmetricsKey Metr

Marketing

Key MetrPipeline Generati

Clarity…

Go-To Market (GTM) Framew

• Supports the strategy and vision

• Ensures continuity and consistency o

• Increases qualified pipeline for Sales

• Achieves better Sales and Marketingc e es bette Sa es a d a et g

• Provides timely, consolidated, integraGo-To-Market plansGo To Market plans

• Ensures headcount/resource allocatiocentralised and regional execution reqg q

work - Why?

of message

alignmenta g e t

ated and field-relevant

on is balanced betweenquirementsq

Go-To-Market Framewo

Your V

Core Capa

GTM Campaign FYour Partner / C

VAD/VAR Global / L

p g

Your Industry / So

Audience

rk

Vision

abilities

Focal PointsChannel View

Local SIs ISVs

olution Themes

e Views

Go-To-Market (GTM) HGo To Market (GTM) H

AcMa

Country/SS f

Ma

WW Sale

Specific

Prog

Brand ABrand, AThought Leade

ierarchyierarchy

1:1 ccount arketing

Sector/Product

arketing

es Opportunity

Programmes

pp ygrammes

wareness and wareness and ership Programmes

s everybody hapy y pppy?ppy

Voting and Scoring to PrioritisVoting and Scoring to Prioritis

Built based on:Specific regional sales inp t• Specific regional sales input

• Managed via Marketing• Aligned with Product Management and “delivery”

Customer/Market ReadinesCustomer/Market Readines

Worldwide Relevance

Multi-product Proposition

Potential for a Platinum Cu

We have Reference Custom

Sales ReadinessSa s ad ss

Upsell Potential

se Themesse Themes

1 2 3 4 5

Them

e 1

Them

e 2

Them

e 3

Them

e 4

Them

e 5

s Alignment s Alignment

1 = Low/Disagreed

2 = Medium/Neutra

stomer 3 = High/Agree

mers

0 0 0 0 0

RRefresh and reuse?

What can you bring to thWhat can you bring to th

• Ask and analyse what’s importaAsk and analyse what s importa• See dangers and opportunities t• Establish ‘one’ view• Establish one view • Experience and knowledge - the• Be bold - take action – get resul• Be ready for the upturn

he table?he table?

antantthat others cannot see

e best you can afford!!!lts…