unisys case study - new product launch success - from product pitch to value selling -...
TRANSCRIPT
Assuring New Launch Success: Migrating from Product to Value
Jim Howard
https://www.linkedin.com/pub/jim-howard/14/a4a/469
Tom Pisello
www.linkedin.com/pub/tom-pisello/0/29/640@AlineanROI @[email protected]
Copyright 2015 © All rights reserved.1
Modern Mission Critical
We help clients gain business advantage from emerging technologies by securely and effectively applying these to their most critical operations
25%
of the world’s air freight moves through Unisys systems
10 million user incidents handled in 26 different languages every year
130 million health and human
services transactions processed each year
by Unisys systems
10 of top 15 global banks rely on Unisys systems
5,500Reservations
processed per second for a quarter of the
world’s airline passengers
The Challenge: New Product Launches
New Product LaunchesDesktop as a Service
new Product Failure Rate40 - 50%
newproductsuccess.org
78% of 2nd/3rd year reps revenue comes from 1-2 products15% of companies provide content / tools to sales ahead of a launch
Key Launch Challenges?
Differentiate
Product to Value
Enablement
Sales Training
Content
The Enablement Challenge
Messages Messenger
54% indicate
the #1 challenge = producing right content to effectively engage (
$135k / year spent to enable each rep
5.4 per decision67% have clear picture before engaging reps(SiriusDecisions)
10% are perceived as value-focused83% fail to get a second meeting
58% of opportunitiesend in “No Decision”
Audience
60-70% of content goesunused (SiriusDecisions)
Your biggest revenue growth challenge?
#1 Revenue Growth Issue = Inability to Articulate Your Unique
Value(SiriusDecisions)
Typical Sales and Marketing Your prospects
Formulating Unique Value
Value Map
From Product to Value
Research Benchmarks & Metrics (3rd party)
DiscoveryQuestions
Intelligent Value Messaging &ROI / TCO Analysis Engine
Interactive Value Analysis ROI / TCO Results& Conversation
Leave Behind Business Case /
Proposal
Customer IntelligenceData
Presentation
MAP / CRMSystems
DaaS ROI Calculator
DaaS ROI Calculator
TCO Comparison
Review Detailed TCO / ROI Calculations
ROI Analysis
Review & Edit Detailed Assumptions
Presentation & Business Case Reports
PowerPoint & Word
Tool Design Lessons Learned
Default Values to Guide Discovery
The Team – internal / external experts
Review and Audit Assumptions & Annotations
3rd Party Model Design & Benchmark Metrics
User Experience:Simple DiscoveryLayered ComplexityInfographic Results
Customized / Branded Output – PPT / WordCollaborate with Customer
Internationalized – Currency, Metrics, Languages
Build it and they will come?
Roll-Out Lessons Learned
AwarenessConfidenceCompetent
Support Services and Coaching / MentoringRefresh Model / Metrics / Content
Training and Certification
Access and Promotion
Products
Value
Reshape the conversation
Engage earlier and motivate decisions
Accelerate sales cycles
Reduce discounting / Improving deal size
Realized Value
Not waste time on false opportunities
Next Steps
www.FrugalnomicsSurvivalGuide.com
Frugalnomics Survival GuideUsing your unique value to market better, stand out and sell more.
Value Marketing & Selling Assessment
www.alinean.com