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Optimized for Growth

Mary Adams, I-Capital Advisors

Winchester, MA, USA

ICICKM 2010 – Hong Kong

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Background

• Sales organization looking to grow but needed a “formula”

• Project had two phases:– Top down view of IC as strategic resources– Bottom up view of IC as dynamic system

• Keys to success: visualization to cut through complexity

• IC concepts used in simple but powerful form

Not planned as an “IC” project

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Phase I: How do we grow?

Looked at IC from top down

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How do we get paid?

Human CapitalRelationship

Capital

Structural Capital

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Phase I

• High level view of key human and relationship capital elements:Made it clear that the group was understaffed

• High level inventory of IC:Led to restructuring of sales staff to do

different jobs (project mgmt and referral mktg)

Helped company understand the power of structural capital to help scale and optimize (became Phase II)

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Phase II: How to optimize growth?

Looked at IC from bottom up

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Motivating Referral

Developing Program

Relationships

Developing HCO Relationships

Closing Sale

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Basic Mapping Technique

Role

Role

Intangible exchange

Tangible exchange

Tangible exchange

Intangible exchange

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Value Network Map: Closing Sales

Referrer

Evaluator

Seller

Installer

Subscriber

Distributor

Scheduler

Trainer

Brochure

Referral

Inquiry

Opening questions

Answers

Needs assessment

AnswersConcerns

Comfort

Solution/price

ObjectionsListening,Empathy

Overcoming objections

PurchasingOrder

Appointment

InstallationQuestions/ concerns

Declines service

Training

Drop ship

Orders

Order

OrderUpfront 2-wk

training

Web-based training

Stock

Marketing materials

Product demo

Order marketing materialsGet pricing

Orders

Information on closed sale

Upfront & web-based

Order

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Phase II – Four value maps

• Improved sales closing process• Arm salespeople with competitive info• Created business cases for selling to

programs, HCO’s and referral marketing• Constructed an internal knowledge-

sharing platform for sales group • Longer term: looked to rationalize

channels to markets• Expected time/productivity savings: 1-2

days/month

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Lessons learned

• IC not a separate field of study

• IC is about bottom-up info and solutions

• Visualization cuts through complexity

• IC is critical to growth and innovation

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Resources

Download slides SlideShare.com/MaryAdamsICA

Book IntangibleCapitalBook.com Blogs SmarterCompaniesBlog.comCommunity ICKnowledgeCenter.com

Mary Adams 781-729-9650 adams@i-capitaladvisors.com