Rethinking Growth in the Digitally Disrupted Age of the Customer
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Transcript of Rethinking Growth in the Digitally Disrupted Age of the Customer
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What is your Growth Strategy?
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Growth strategy I
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Growth strategy II
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Opportunity or Threat?
Digital Disruption
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Drivers of Digital Disruption:
1. Mass Adoption of Digital Technology
2. The Age of the Customer
3. B2B-> B2C -> The Engagement Economy
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Focus on the future
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Think outside the boxFocus on tomorrow’s customers
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Horizon 10 - 6 months
Horizon 26 - 12 months
Horizon 312 - 36 months
Thinking at 3 Time Horizons
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Get it right
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Get it wrong
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OLD THINKING
NEW TECHNOLOGY
FAIL
X
=
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Think outside the box
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Think outside the box
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www.flickr.com/photos/12023825@N04/2898021822
Growth strategy
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Where are you on the curve?
Where are you on the curve - ahead or behind, which is the essence of strategy.
Behind:
If you are behind the curve and chasing the market
then you have ceded a great deal of control and you
must have the ability to execute and be very agile in
execution. Your bets are defined. Your strategic
posture is reactive and defensive.
Ahead:
If you are ahead of the curve you are trying to drive
the market, which requires a very different agility -
there you require a set of controlled bets in execution
with the ability to constantly probe the frontier and
execute on success. Here you are reacting to yourself
and your direction instead of where others have been.
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Disruptive Opportunity Matrix
ExtendWhite
Space
Defend ExtendCurrent
New
Current New
Source: Create Marketplace Disruption by Adam Hartung, Pearson Education, Inc. 2009
Products
Customers
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You can’t teach an old dog new tricks
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Growth Mindset1
Differentiate or Die2
The Customer Adoption Cycle3
Disrupt the Status Quo4
Tipping the Funnel5
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Growth Mindset
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Product
Place
Price
Promotion
4P's
Solution
Access
Value
Education
SAVE
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Educate
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Inspire
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Create a sense of urgency
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Inspire Gen C Customers
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The mobile generation
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Growth Mindset1
Differentiate or Die2
The Customer Adoption Cycle3
Disrupt the Status Quo4
Tipping the Funnel5
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http://tabernaclefortoday.files.wordpress.com/2012/03/cart_before_the_horse.jpg
Cart before the horse
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Build a better mouse trap
www.flickr.com/photos/clementlivolsi/4596430458
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“If I had asked people what
they wanted, they would
have said faster horses.” - Henry Ford
1863 - 1947
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3 Levels of vision
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Basic Product/Service:• Technology• Price performance• Product/Service quality
E2E Customer Experience:• People• Perceived value• High touch• Exceed customer expectations• Delight and astound customers
12 Support Services
3E2E
Customer Experience
Differentiation: 3 Levels of Perceived Value
BasicProduct/Service
Support Services:• Levels of support• Quality of service• Systems• Processes
Your Products &
Services
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Price vs Value
Products ServicesExperienceCustomer
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Growth Mindset1
Differentiate or Die2
The Customer Adoption Cycle3
Disrupt the Status Quo4
Tipping the Funnel5
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The problem is that
customers don’t buy
the way we sell
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The Buying Decision Process
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“Customers are completing
57% of a buying cycle before
ever coming into contact with
a sales rep.”
- A CEB study of more than 1,400 customers
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Search
Find
Qualify
Try
Buy
Activate
Manage
Up-sell
Support
Refer
The Customer Adoption Cycle
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Growth Mindset1
Differentiate or Die2
The Customer Adoption Cycle3
Disrupt the Status Quo4
Tipping the Funnel5
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“Fire your sales force”
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The old Golden Rule in Sales was:
Find out what your customers
want, and give it to them.
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Give your customers the ability to
do what they can’t currently do
but would want to if they only
knew it was possible.
The new Golden Rule in Sales is:
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Capture their imaginations
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“Reasons lead to conclusions.
Emotions lead to actions.”- Saatchi & Saatchi
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Growth Mindset1
Differentiate or Die2
The Customer Adoption Cycle3
Disrupt the Status Quo4
Tipping the Funnel5
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Tipping the Funnel
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Clients: Actions:
Tipping the Funnel
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Audience 2
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Typical Conversion Rates
1. Cold calling:
2. External Recommendation:
3. Internal Recommendation:
44%10 X Cold calling
(Between 1-5%) 4%
88%20 X Cold calling
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Social Media
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1. Growth Mindset
2. Differentiate or Die
3. The Customer Adoption Cycle
4. Disrupting the Status Quo
5. Tipping the Funnel
Quick Review:
4Ps => SAVE: Solution, Access, Value & Educate
Differentiation: 3 Levels of Perceived Value
Turn customers into your unpaid sales force
Align all Sales & Marketing actions
Fire your Sales Force
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• The client has changed
• The buying process has changed
• The Sales Cycle -> The Customer’s Journey
• Market segmentation -> Buyer personas
Digital Disruption = Business Transformation
• Marketing -> Digital
-> Social Media
-> Social Influence -> Social Selling
• Demand Generation
• User Value Proposition and Persona Messaging
• Marketing Manger -> Community Manager
• Internal Alignment
• Execution
• Sales Channel alignment
• Multi-channel touchpoint experience
• E2E Customer Experience
Rethink the Customer
Rethink Sales & Marketing
Rethink your Organisation
Business Transformation
Channel TransformationDigital
Disruption
Massive
Change=
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Get it right
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www.flickr.com/photos/horacio/3781750
David R EdniePresident & CEOSalesChannel Europe
Ph: +33 676 60 09 25 (FRA)
Email: [email protected]
Website: www.saleschannel-europe.com