b2b sales enablement & the customer journey
TRANSCRIPT
Crea%ng Insanely Great Customers Series
Insanely Great B2B Sales Enablement Using the Customer Journey Framework
Expand Explore Op%ons
Evaluate Solu%ons
Internal Buy In
Business Case
Refer
Mike Connor | Principal | Spice Catalyst [email protected]
Status Quo
www.spicecatalyst.com
Trigger Point
Purchase
Deploy Solu%on
Validate Value
Crea%ng Insanely Great Customers Series
Presenta>on Summary Create an Insanely Great Sales Enablement Program Using the Customer Journey to facilitate planning
What is covered? • Why suppor>ng personal sales interac>ons is cri>cal • Challenges to effec>ve sales enablement • Using customer journey to overcome challenges • Starter set of stage by stage recommenda>ons
Download the planning workbook & this presenta%on at (hKp://spicecatalyst.com/sales-‐enablement-‐of-‐the-‐customer-‐journey/)
Addi>onal resources
Crea%ng Insanely Great Customers Series
“Crea%ng Insanely Great Customers” An Agile Marke%ng Methodology by Spice Catalyst
The Crea%ng Insanely Great Customers Series
• High value customers
• Con%nual -‐ mutual learning and innova%on
• Delivering breakthrough value at each stage of the journey
Crea%ng Insanely Great Customers Series
B2B Sales Enablement Using the Customer Journey Framework
Expand Explore Op%ons
Evaluate Solu%ons
Internal Buy In
Business Case
Refer
Status Quo Trigger
Point
Purchase
Deploy Solu%on
Validate Value
Crea%ng Insanely Great Customers Series
Despite all of the focus on content marke%ng, social media and marke%ng automa%on
Crea%ng Insanely Great Customers Series
The bar for sales is higher than ever
“60% of the purchasing decision process is completed before a sales rep is contacted.”
The Conference Board
Crea%ng Insanely Great Customers Series
B2B Sales Is Personal!
“Today more than ever, it's the personal interac6ons with prospec6ve customers that determines winners from losers”
Steve Mar>n USC Marshall School of Business
Harvard Business Review
Crea%ng Insanely Great Customers Series
It s%ll takes sales people to close deals
Crea%ng Insanely Great Customers Series
To close those deals they need informa%on
Crea%ng Insanely Great Customers Series
The right informa%on!
Crea%ng Insanely Great Customers Series
For the right person!
Crea%ng Insanely Great Customers Series
At the right %me
Expand Explore Op%ons
Evaluate Solu%ons
Internal Buy In
Business Case
Refer
Status Quo Trigger
Point
Purchase
Deploy Solu%on
Validate Value
Crea%ng Insanely Great Customers Series
Sales people spend a day a week trying to find the right informa%on and structuring it to meet customer needs
X%#@**^
Crea%ng Insanely Great Customers Series
Sales %me lost is %me gained by compe%tors
X%#@**^
Compe%tors & your lost customers
Crea%ng Insanely Great Customers Series
Explore Op%ons
Evaluate Solu%ons
Internal Buy In
Business Case
Validate Value
Expand Use Refer Deploy
Solu%on Status Quo
Trigger Point
The customer journey provides a framework to define “who”, needs “what”, “when”!
Purchase
Crea%ng Insanely Great Customers Series
Explore Op%ons
Evaluate Solu%ons
Internal Buy In
Business Case
Validate Value
Expand Use Refer Deploy
Solu%on Status Quo
Trigger Point Purchase
“Who” Are the decision makers and influencers
They are typically defined in “personas” created by marke%ng
Crea%ng Insanely Great Customers Series
B2B purchases involve mul%ple decision makers (personas)
Crea%ng Insanely Great Customers Series
In B2B crea%ng in-‐depth personas is key to crea%ng great content
Content and engagement that lead to sales
Crea%ng Insanely Great Customers Series
Explore Op%ons
Evaluate Solu%ons
Internal Buy In
Business Case
Validate Value
Expand Use Refer Deploy
Solu%on Status Quo
Trigger Point Purchase
“What” is needed is defined by the requirements of the personas
Crea%ng Insanely Great Customers Series
Explore Op%ons
Evaluate Solu%ons
Internal Buy In
Business Case
Validate Value
Expand Use Refer Deploy
Solu%on Status Quo
Trigger Point Purchase
“When” specific content is needed depends on where the prospect or customer is in the
buyers journey, their specific needs and preceding ac%vi%es
Crea%ng Insanely Great Customers Series
Different content is valuable a different stages depends on your market, solu%on and the stage based needs of the personas
Crea%ng Insanely Great Customers Series
Explore Op%ons
Evaluate Solu%ons
Internal Buy In
Business Case
Validate Value
Expand Use Refer Deploy
Solu%on Status Quo
Trigger Point
The greatest value your solu%on offers B2B customers. . .
Purchase
Time & Money
Crea%ng Insanely Great Customers Series
The informa%on most valuable as decisions are finalized?
Financial Jus%fica%on / ROI
Product Features / Technical Informa%on Product Demo / Proof of
Concept
Product Reviews / Test Results
Peer / Customer References
Alignment with Industry Trends
Vision and Thought Leadership
Customer Case Studies
IDC Survey of IT Solu6on Decision Makers
Crea%ng Insanely Great Customers Series
Explore Op%ons
Evaluate Solu%ons
Internal Buy In
Business Case
Validate Value
Expand Use Refer Deploy
Solu%on Status Quo
Trigger Point Purchase
Sales / Systems Engineering / Customer Success Driven
Marke>ng Driven
Interac>ons with prospects and customers are driven by different groups at a different stages
Crea%ng Insanely Great Customers Series
Explore Op%ons
Evaluate Solu%ons
Internal Buy In
Business Case
Validate Value
Expand Use Refer Deploy
Solu%on Status Quo
Trigger Point Purchase
Sales Enablement Requirements
Crea%ng Insanely Great Customers Series
Explore Op%ons
Evaluate Solu%ons
Internal Buy In
Business Case
Validate Value
Expand Use Refer Deploy
Solu%on Status Quo
Trigger Point Purchase
Con%nual learning and innova%on between marke%ng, sales and customers
Crea%ng Insanely Great Customers Series
Explore Op%ons
Evaluate Solu%ons
Internal Buy In
Business Case
Validate Value
Expand Use Refer Deploy
Solu%on Status Quo
Trigger Point Purchase
Training / updates on Personas and their use of content
Crea%ng Insanely Great Customers Series
Explore Op%ons
Evaluate Solu%ons
Internal Buy In
Business Case
Validate Value
Expand Use Refer Deploy
Solu%on Status Quo
Trigger Point Purchase
Training / updates on content & where its being used an how to access it
Crea%ng Insanely Great Customers Series
Explore Op%ons
Evaluate Solu%ons
Internal Buy In
Business Case
Validate Value
Expand Use Refer Deploy
Solu%on Status Quo
Trigger Point Purchase
The Objec%ve: Support sales in crea%ng %mely – valuable customer engagements
Prospect / customer ac%vity, content use and status con%nually captured and shared
Crea%ng Insanely Great Customers Series
Explore Op%ons
Evaluate Solu%ons
Internal Buy In
Business Case
Validate Value
Expand Use Refer Deploy
Solu%on Status Quo
Trigger Point Purchase
Fast Turn Around on requests for support and access to internal experts
Crea%ng Insanely Great Customers Series
Modular design and content management reduce sales %me lost finding and repurposing content
Thought Leadership
Proof of Concept / Trial
Suppor%ng Material
Product Reviews / Results
Financial / ROI
Product / Technical
Peer Reviews / Case Studies
Suppor%ng Material
Suppor%ng Material
Suppor%ng Material
Suppor%ng Material
Crea%ng Insanely Great Customers Series
Explore Op%ons
Evaluate Solu%ons
Internal Buy In
Business Case
Validate Value
Expand Use Refer Deploy
Solu%on Status Quo
Trigger Point Purchase
Sales Enablement Requirements by Stage
Crea%ng Insanely Great Customers Series
Validate Value
Expand
Deploy Solu%on
Explore Op%ons
Evaluate Solu%ons
Status Quo
Trigger Point
Internal Buy In
Business Case
Purchase
Refer
Status Quo: Starts before prospects know they need a solu>on
• Excel at Job • Stay on top of trends & drivers
• Objec%ve thought leadership on their industry and job func>on
• Bound to your solu>on
Champion Needs / Ac%ons What you should provide Status Quo
Crea%ng Insanely Great Customers Series
Validate Value
Expand
Deploy Solu%on
Explore Op%ons
Evaluate Solu%ons
Status Quo
Trigger Point
Internal Buy In
Business Case
Purchase
Refer
Champion Needs / Ac%ons What you should provide • Convey solid grasp of issues • Establish leadership role • Define ini>al needs, decision
makers and influencers
• Objec%ve Overview • Key solu>on
requirements • Impact, deployment
& risk factors • Decision making
Trigger Point: A business driver creates need for change and ac>on (A cross func>onal team (mul>ple personas) is formed)
Trigger Point
Crea%ng Insanely Great Customers Series
Validate Value
Expand
Deploy Solu%on
Explore Op%ons
Evaluate Solu%ons
Status Quo
Trigger Point
Internal Buy In
Business Case
Purchase
Refer
Champion Needs / Ac%ons What you should provide • Framework to narrow field
• Define constraints • Needs of users & influencers • Understand impact of change /
adop>on / deployment, and training / support and costs
• Objec%ve Framework
• Comparisons of key high value use scenarios, impact, deployment & risk areas.
• Evalua>on method and process
• Modular informa%on
Explore Op%ons: The team explores a broad range of solu>ons
Explore Op%ons
Crea%ng Insanely Great Customers Series
Validate Value
Expand
Deploy Solu%on
Explore Op%ons
Evaluate Solu%ons
Status Quo
Trigger Point
Internal Buy In
Business Case
Purchase
Refer
Champion Needs / Ac%ons What you should provide • Rank value of core needs • Refine with influencers input • Compare capability &
reputa>on
• Analyst reports, peer discussions, vendor presenta>ons, live trial
• Meet w/ reference customers
• Contrast & compare vendor proof points re high value use areas
• Modular 3rd party info for key use / concern areas
• Demo / Proof of Concept
• Validate capability in high value use areas
Evaluate Solu%ons: Detailed evalua>ons of a handful of alterna>ves
Evaluate Solu%ons
Crea%ng Insanely Great Customers Series
Validate Value
Expand
Deploy Solu%on
Explore Op%ons
Evaluate Solu%ons
Status Quo
Trigger Point
Internal Buy In
Business Case
Purchase
Refer
Champion Needs / Ac%ons What you should provide • Build business case to move
forward with recommended vendor
• Review with key stakeholders • Iden>fy key proof points • Define areas of nego>a>on
• Objec%ve Framework for Business Case
• Modular suppor>ng content
• Succinct descrip>on of need • Proof of business value
delivered / ROI
• How need is addressed • Differen>a>ng elements • Proof points, 3rd party
input • Full view of cost / impact of
ownership and risk areas
Business case: Findings and recommenda>ons created / presented
Business Case
Crea%ng Insanely Great Customers Series
Validate Value
Expand
Deploy Solu%on
Explore Op%ons
Evaluate Solu%ons
Status Quo
Trigger Point
Internal Buy In
Business Case
Purchase
Refer
Champion Needs / Ac%ons What you should provide
Internal buy in: Champion resolves internal concerns / differences
Internal Buy In
• Present to internal decision makers
• Address requests for addi%onal inves%ga%on, proof points and pet peeves
• Re-‐present to specific stakeholders
• Fast turn around on new requests
• Objec>ve / Balanced Response
• Modular content / proof points
• 3rd party references to support needs of specific stakeholders
Crea%ng Insanely Great Customers Series
Validate Value
Expand
Deploy Solu%on
Explore Op%ons
Evaluate Solu%ons
Status Quo
Trigger Point
Internal Buy In
Business Case
Purchase
Refer
Champion Needs / Ac%ons What you should provide
Purchase: Nego>a>ons are completed – Deal is signed
Purchase
• Nego%ate key areas • Set up vendor
• Clear understandable, descrip%on of what is being purchased and why
• Clear understanding / balanced view of tradeoffs
• Industry acceptable terms, condi>ons and payment structure
• Well structured, enterprise ready legal agreements
Crea%ng Insanely Great Customers Series
Validate Value
Expand
Deploy Solu%on
Explore Op%ons
Evaluate Solu%ons
Status Quo
Trigger Point
Internal Buy In
Business Case
Purchase
Refer
Champion Needs / Ac%ons What you should provide
Deploy Solu%on: People are trained and the solu>on is deployed
Deploy Solu%on
• Review and priori>ze deployment, training and support issues
• Establish metrics for value created.
• Train, rollout and support users in being successful in key use areas
• Best prac>ce deployment and training workbook / guidelines
• Support to improve acceptance / reduce risk, disrup%on and abandonment
• Support escala>on path • Community support
• Searchable reference materials
Crea%ng Insanely Great Customers Series
Validate Value
Expand
Deploy Solu%on
Explore Op%ons
Evaluate Solu%ons
Status Quo
Trigger Point
Internal Buy In
Business Case
Purchase
Refer
Champion Needs / Ac%ons What you should provide
Validate Value: Value of solu>on is revealed though use and support
Validate Value
• Gather input from stakeholders
• Assess value promised versus results
• Evaluate vendor responsiveness
• Build case to con>nue or abandon
• Present findings / recommenda%ons – value promised versus delivered
• Data from use, users and support / training
• Framework to capture / present ROI
Crea%ng Insanely Great Customers Series
Validate Value
Expand
Deploy Solu%on
Explore Op%ons
Evaluate Solu%ons
Status Quo
Trigger Point
Internal Buy In
Business Case
Purchase
Refer
Champion Needs / Ac%ons What you should provide
Expand
Expand: If value is demonstrated customer may expand rela>onship
• Make business case to expand
• Business case materials and informa%on to support incremental deployment
• Valida>on that vendor & solu>on is delivering value
• Data from use, users
• Framework to capture / present ROI / business case
Crea%ng Insanely Great Customers Series
Validate Value
Expand
Deploy Solu%on
Explore Op%ons
Evaluate Solu%ons
Status Quo
Trigger Point
Internal Buy In
Business Case
Purchase
Refer
Champion Needs / Ac%ons What you should provide
Refer
Refer: Willing to tell others about your great company and products!
• Convey the good, bad and the ugly of their experience
• Scorecard -‐ Improvements
• Templates / examples of case studies, quotes, PR releases
• Support in dealing with PR, Legal / Purchasing
Crea%ng Insanely Great Customers Series
Explore Op%ons
Evaluate Solu%ons
Internal Buy In
Business Case
Validate Value
Expand Use Refer Deploy
Solu%on Status Quo
Trigger Point
How well does your current approach address the needs of customers and sales?
Purchase
Current Sales Enablement Assessment
X%#@**^
Crea%ng Insanely Great Customers Series
Explore Op%ons
Evaluate Solu%ons
Internal Buy In
Business Case
Validate Value
Expand Use Refer Deploy
Solu%on Status Quo
Trigger Point Purchase
Rate each cell from – 5 to + 5. ( -‐-‐ 5 = Losing momentum & credibility, 0 = Good Enough, +5 Provides Breakthrough Compe%%ve Value)
Customer Insight Requirements
How well do your personas reflect the prospect’s and influencer’s needs at each stage?
Crea%ng Insanely Great Customers Series
Explore Op%ons
Evaluate Solu%ons
Internal Buy In
Business Case
Validate Value
Expand Use Refer Deploy
Solu%on Status Quo
Trigger Point Purchase
Rate each cell from – 5 to + 5. ( -‐-‐ 5 = Losing momentum & credibility, 0 = Good Enough, +5 Provides Breakthrough Compe%%ve Value)
Content How well does your content support prospect / customer / sales needs at each stage?
Crea%ng Insanely Great Customers Series
Explore Op%ons
Evaluate Solu%ons
Internal Buy In
Business Case
Validate Value
Expand Use Refer Deploy
Solu%on Status Quo
Trigger Point Purchase
Rate each cell from – 5 to + 5. ( -‐-‐ 5 = Losing momentum & credibility, 0 = Good Enough, +5 Provides Breakthrough Compe%%ve Value)
Process / Informa%on Exchange
How well do your current approach and systems support:
• Geong the right informa>on to the right prospect or customer at the right >me?
• Exchanging informa>on between sales and marke>ng and the systems that engage with or track customers and their ac>vi>es?
Crea%ng Insanely Great Customers Series
hKp://spicecatalyst.com/sales-‐enablement-‐of-‐the-‐customer-‐journey/
Download our free workbook
Crea%ng Insanely Great Customers Series
Explore Op%ons
Evaluate Solu%ons
Internal Buy In
Business Case
Validate Value
Expand Use Refer Deploy
Solu%on Status Quo
Trigger Point Purchase
Urgency Test
5
• Must be done immediately • Other high priority items can’t be completed without this
• If not completed now, its value is lost
4 • Highly >me constrained • Other high level of priori>es depend on this • Customer or contractual requirements are dependent on this
3 • Moderately >me constrained • Other items have moderate dependency on this task • Desirable to complete in the next one or two sprints
2 • Minimally >me constrained • Other items have a minimal dependence on this task • Comple>on in the next two or three sprints is adequate
1 • Not >me constrained • No dependencies • LiKle or no impact
Value Test
5
• Extremely Important / high value to most or all high value customers
• Extreme impact on brand or reputa%on • Cri%cal to the success of the business
4 • Important to many customers • Significant impact on brand or reputa>on • Significant compe>>ve advantage
3 • Important to a moderate number of customers • Moderate significant impact on brand or reputa>on • Moderate important compe>>ve advantage
2 • Important to only few customers • Minor impact on brand or reputa>on • Minor compe>>ve advantage
1 • Important to only a few or even no customers • LiKle or no impact on brand or reputa>on • LiKle or no compe>>ve advantage
Selng Priori%es: Don’t try to everything at once. Pick one or two that provide the greatest benefit.
Crea%ng Insanely Great Customers Series
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