building_a_successful_saas_business
DESCRIPTION
Sales and Marketing skills are changing. In the new virtual, digital, online world a Marketing Manager -> a Community Manager. Seles and Marketing will migrate to the ultimate desired outcome = customer adoption. Community, inclusive culture and social collaboration will be critical to Sales and Marketing success in 2020.TRANSCRIPT
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SalesChannel Europe ©2010 All rights reserved www.flickr.com/photos/myklroventine/480909743
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SalesChannel Europe ©2010 All rights reserved
The world has changed
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SalesChannel Europe ©2010 All rights reserved 3
Everything is moving to the web
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SalesChannel Europe ©2010 All rights reserved
Externally focused thinking
www.flickr.com/photos/cverdier/4402868869
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Destination postcard
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Identify barriers to entry
www.flickr.com/photos/myklroventine/480909595
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Wishing for change
www.flickr.com/photos/superzelle/3853482206
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SalesChannel Europe ©2010 All rights reserved
Change your thinking
www.flickr.com/photos/oriol_gascon/2172565951
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SalesChannel Europe ©2010 All rights reserved
Child-like thinking
www.flickr.com/photos/toekneesan/3847444842
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AND thinking
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AND thinking
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5 Key Sales & Marketing Priorities:
Packaging & Pricing
2
Customer Experience
3
Sales Processes
4
5 Organizational Readiness
Messaging & Positioning
1
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Messaging & Positioning
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SalesChannel Europe ©2010 All rights reserved
Target tomorrow’s customers
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SalesChannel Europe ©2010 All rights reserved
15
Buyer Personas
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Target different buyer personas
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Humanize
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Persona-Based Website
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SalesChannel Europe ©2010 All rights reserved
Understand your Buyer’s Personas
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5 Key Sales & Marketing Priorities:
Packaging & Pricing
2
Customer Experience
3
Sales Processes
4
5 Organizational Readiness
Messaging & Positioning
1
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SalesChannel Europe ©2010 All rights reserved
Target specific customer groups
www.flickr.com/photos/superzelle/4608034587
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SalesChannel Europe ©2010 All rights reserved
Create simple
Value Propositions
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Example of Low Price
Provider
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SalesChannel Europe ©2010 All rights reserved
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5 Key Sales & Marketing Priorities:
Packaging & Pricing
2
Customer Experience
3
Sales Processes
4
5 Organizational Readiness
Messaging & Positioning
1
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SalesChannel Europe ©2010 All rights reserved
Put your customer at the
centre of everything you do
www.flickr.com/photos/nnova/2841741385
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SalesChannel Europe ©2010 All rights reserved
Focusing all your efforts on how they think
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Web-
Centric
Web-
Agnostic
Self-Guided Online Sales
Chats Online
to Close Deal
Qualifies Online but
Calls to Close
Qualifies Online but
takes Face2Face to Close
Never looks at web-site, wants
face-2-face meeting
Uses Web Site to find
Contact Information
Visits web-site briefly, then
calls to Qualify
A Spectrum of Buyer Behavior
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Easy to buy
www.flickr.com/photos/1suisse/3504595493
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Remove barriers to sale
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Choice preference
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A
C B
Triplicate of choice
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A
C
X %
Y %
B
Triplicate of choice
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Consistency
www.flickr.com/photos/good_day/38181398
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SalesChannel Europe ©2010 All rights reserved
Adaptability
www.flickr.com/photos/josephrobertson/2693259390
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5 Key Sales & Marketing Priorities:
Packaging & Pricing
2
Customer Experience
3
Sales Processes
4
5 Organizational Readiness
Messaging & Positioning
1
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Motivate them to take action….
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SalesChannel Europe ©2010 All rights reserved
Everything is
under control?
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Channels to Market
SOHO & SMB Online Channel
Telesales Partners
Midmarket Online & Partners
Enterprise Direct & Partners
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43
Direct Sales
In-Direct Sales
Online Sales
Channels to Market
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44
Integrated Sales Machine
Channels to Market
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Being Found/Findable
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Standing out from the crowd
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Capture their attention
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48
Connecting with people
on their terms
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5 Key Sales & Marketing Priorities:
Packaging & Pricing
2
Customer Experience
3
Sales Processes
4
5 Organizational Readiness
Messaging & Positioning
1
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Get everyone moving
in the same direction
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Collective focus
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Help them to see their better future
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Help! Where do I start?
www.flickr.com/photos/darkpatator/395215642
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This is too hard!
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Together we can do more
+ +
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Enjoy the benefits of life
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SalesChannel Europe ©2010 All rights reserved
Next up: What? and How?
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SalesChannel Europe ©2010 All rights reserved
David R Ednie President & CEO
SalesChannel Europe Ph: +33 676 60 09 25 (FRA) Ph: +61 415 94 51 57 (AUS)
Email: [email protected] Website: www.saleschannel-europe.com