marketing's role in driving growth with key accounts
DESCRIPTION
Conference presentation at Technology Services World, May 6, 2013: Sales complaints about unhelpful marketing are nothing new. As enterprise buyers focus more on business value than product features, however, marketing needs to play a much stronger role in directly supporting the sale of professional, educational, and managed services. The need is greatest with key accounts and long-term deals. Sales is less able to go it alone but marketing too often gets bogged down in disconnected activities that contribute little to advancing strategic opportunities and relationships. This presentation highlights four critical ways that marketing can support sales for growth in key accounts: thought leadership positioning, customer proof points, account-based campaigns, and executive relationship development. With examples from PTC Global Services.TRANSCRIPT
A Little Help, Please?
Marketing’s Role in Driving
Growth with Key Accounts
Rob Leavitt | PTC
05.07.2013
#TSIA
A Quick Win?
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Today’s Agenda
• Obligatory Company Background
• Why Sales Needs Help
• How Marketing Can Help
– Thought Leadership Positioning
– Customer Proof Points
– Executive Relationship Programs
– Key Account Marketing
• Getting to Yes
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PTC in Brief: Technology Solutions for
Product and Service Advantage
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Service
Lifecycle
Management
(SLM) Product Lifecycle Management (PLM)
Computer-
Aided
Design
(CAD)
Supply Chain Management (SCM)
Application Lifecycle Management
(ALM)
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PTC Global Services: Delivering on the
Promise of PTC Solutions
25
years
experience
1,400
professionals
globally
Premier
partner
ecosystem
Dedicated
sales/client
management
organization
Tight
alignment with
PTC R&D
• Operational Excellence in Technology
Professional Services
• Innovation in Education Services
Professional,
educational
and managed
services
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WHY SALES NEEDS HELP
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Selling Technology Services:
Harder Than Ever?
Buyer scrutiny
Solution complexity
Industry transformation
PTC Global Services:
– New corporate GTM
– Greater services visibility
– New capabilities and offers
– Market slowdown
– New competition
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Key Accounts Still Matter Most
Key Accounts
Revenue
New Offers
References
Market Insight
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The Good News?
Sales People Still Rule the Roost
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The Bad News?
Sales Can’t Do It Alone
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New commercial
arrangements
“Provocative”
new solutions
Prove the
value
New industry
perspectives
Make my numbers!
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Marketing Wants to Help, But Often
Gets Sidetracked
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Buying cycle in theory:
Revised
Strategy
Selling Reality:
Negative
buzz Competitive
splash
Epiphany Awareness Interest Confidence Loyalty
Department
Reorg Budget Cuts
Marketing Focus:
Executive Events!
Social Media!
Content Marketing!
Net New Leads!
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HOW MARKETING CAN HELP
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Four Ways That Marketing Can Help
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Thought Leadership Positioning
Customer Proof Points
Executive Relationship Programs
Key Account Marketing
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Thought Leadership Can Help… If
Sales Can Use It
• Where do I find it?
• How do I make it relevant to
my client?
• What should I do with it?
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Thought Leadership Positioning
2013 Service Marketing Priorities:
1. Developing thought leadership
content that drives business
Essential skills for services
marketing success:
1. Thought leadership development
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Making Thought Leadership Work…
for Sales
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Thought Leadership Positioning
Enablement focus
Topic recruitment
Internal promotion
Internal repository
Briefings & Tips
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Customer Proof Points Can Help…If
Marketing Provides What Sales Needs
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Customer Proof Points
Your products
are so great! • Where are the services
stories?
• Where have we done this
before?
• I need someone to talk to…
today
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Making Customer Proof Points Work…
for Sales
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Customer Proof Points
Coverage & Depth
Internal & External
Accessibility
Live References
Selling Story
Delivery Story
Adoption Story
Value Story
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Executive Relationship Programs Can
Help…If Marketing Invests and Aligns
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• Do we have an integrated
view?
• Are we recruiting the right
executives?
• Can we keep them
engaged?
• Are we learning what we
need?
Executive Relationship Programs
Advisory Boards
Program Sponsorship
Executive Events
Reference Program
Industry Events
Customer Satisfaction Program
#TSIA
PTC Global Services: PLM Executive Program
Networking: Senior executives
from 30 top accounts
Research: Benchmark analysis on
strategy and performance
Insight: Expert perspectives on
“next practice” priorities
Advice: Private workshops for
strategy and planning
Making Executive Relationship
Programs Work…for Sales
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Executive Relationship Programs
Internal
Alignment
Value Focus
Selective
Recruitment
Long-term
Commitment
?
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Key Account Marketing Can Help…If
Marketing Truly Can Partner with Sales
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• Where are our best
opportunities?
• What are the biggest
obstacles in the account?
• What are the most useful
activities?
Key Account Marketing
Plan
Target
Close
Grow
Key Account
Selling:
Marketing
Support?
Air cover
Content
Lead Gen
Events
#TSIA
Making Key Account Marketing Work…
for Sales
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Selective
Focus
Deep Research
& Insight
Integrated and
Sustained
Client
Collaboration
Key Account Marketing
Accounts as markets of one
• Brand and positioning
• Thought leadership connection
• Relationship development
Strategy beyond revenue
• Innovation
• New offer development
• References and referrals
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GETTING TO YES
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Getting To Yes:
Key Takeaways from Today
Sales needs marketing more than ever
Marketing can help, but only with the proper focus:
• Thought leadership enablement
• Relevant customer proof points
• Sustained executive relationship development
• Integrated key account marketing
Strategic collaboration is critical, not junior partnership
Buy-in is essential up and down the organizations
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More Information?
Rob Leavitt
Director of Thought Leadership
+1-781-370-5719
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