SiriusDecisions -The Transformation of B2B Sales, Marketing and Product - at MassTLC Marketing...
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Transcript of SiriusDecisions -The Transformation of B2B Sales, Marketing and Product - at MassTLC Marketing...
A First Look at Some New Models
The Transformation of B2B Sales, Marketing and Product
Heather Loisel Vice President, Consulting & CMO Practice Leader 4 April 2014
© 2014 SiriusDecisions. All Rights Reserved
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SiriusDecisions Demand Waterfall
© 2014 SiriusDecisions. All Rights Reserved
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New Models The SiriusDecisions Transformation Framework: Focuses efforts to transform an organization in an aligned manner by streamlining the implementation of new strategies and tactics, while delicately dismantling legacy structures and incentives The SiriusDecisions Intelligent Growth Framework: Enables organizations to understand the implications of growth choices on a broad variety of sales, marketing and product-related functions and what happens when an organization’s revenue-producing functions are unable to support strategic growth levers. The SiriusDecisions Aligned Measurement Framework: Aligns actions against business results and consolidates measurement across sales, marketing and product functions The SiriusDecisions Messaging Nautilus: A breakthrough messaging methodology that transforms the way b-to-b marketers create content and connect with buyers in support of organizational growth. The SiriusDecisions Analytics Proficiency Model: Pinpoints current state of analytics-driven decision-making and identifies the drivers that will accelerate go-to-market planning and pipeline velocity. The SiriusDecisions Competitive Intelligence (CI) Framework: Identifies the factors b-to-b organizations need to consider when investing in CI and what components should be part of a CI initiative. The SiriusDecisions Global Teleprospecting Models: A decision support framework for applying various teleprospecting models across regions and business units.
© 2014 SiriusDecisions. All Rights Reserved
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Transformation is Widespread Today
93%
R: 0 G: 51 B: 89
R: 128 G: 153 B: 172
R: 204 G: 214 B: 222
R: 122 G: 184 B: 0
R: 189 G: 220 B: 128
R: 228 G: 241 B: 204
R: 0 G: 115 B: 207
R: 128 G: 185 B: 231
R: 204 G: 227 B: 245
R: 99 G: 177 B: 229
R: 177 G: 216 B: 242
R: 204 G: 227 B: 245
R: 97 G: 99 B: 101
R: 176 G: 177 B: 178
R: 223 G: 224 B: 224
R: 224 G: 82 B: 6
R: 240 G: 169 B: 131
R: 249 G: 220 B: 205
R: 240 G: 171 B: 0
R: 248 G: 213 B: 128
R: 252 G: 238 B: 204
trans�for�ma�tion a complete or major change in someone's or something's appearance, form, etc.
Customer Demand
33% Technological
Change
30% Competition
29%
Source: KPMG Transformation Study
A New Approach to Change
© 2014 SiriusDecisions. All Rights Reserved
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Transformational Change
1. Buyer must be at the center of change 2. Change must be of sufficient scope 3. Change must consider Sales, Marketing & Product
© 2014 SiriusDecisions. All Rights Reserved
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Transformational Change
1. Degree of change 2. Commitment to change 3. Alignment in change
© 2014 SiriusDecisions. All Rights Reserved
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Transformational Change
- Transformational change requires alignment - Plotting organizational implications ensures alignment
© 2014 SiriusDecisions. All Rights Reserved
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Transformational Change
NOT Transformational:
- Implementation of a universal lead definition - Implementation of SLAs - Implementation of marketing automation - Implementation of buyer personas - Optimization of conversion rates
© 2014 SiriusDecisions. All Rights Reserved
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Transformational Change
Transformational:
- Lead to revenue process - Purchase to adoption process - Adoption to advocacy process - Products to solutions initiative - New industry initiative - New capabilities initiative
First: A New Way of Thinking
© 2014 SiriusDecisions. All Rights Reserved
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Should we be looking at things differently?
• Motivation is there • Technology is there • Data is there • Customer value becoming clearer
• So why are B2Bs still struggling with alignment?
© 2014 SiriusDecisions. All Rights Reserved
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SiriusDecisions Intelligent Growth Model
© 2014 SiriusDecisions. All Rights Reserved
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SiriusDecisions Intelligent Growth Model
Sales Marketing Product
X X X
X X X
X X X
X X X
X X X
© 2014 SiriusDecisions. All Rights Reserved
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Implications for Chief Sales Officers
Buyers Reviewing enablement strategy with product/marketing to reflect new personas
Adapting current measurement and reporting to track new buyer success
Communicating strategy to sales management so they can properly coach
Communicating to the field force before, during and after initiative launch
Buyers
Formal targeting of new buying centers and personas 2
© 2014 SiriusDecisions. All Rights Reserved
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Implications for Chief Marketing Officers
Buyers Leading enterprise to customer/buyer-centric go-to-market strategies
Building planning process that enables development of integrated campaigns
Assessing skill of marketers to ensure ability to understand, message to new buyers
Assessing brand positioning, messaging requirements/gaps
Buyers
Formal targeting of new buying centers and personas 2
© 2014 SiriusDecisions. All Rights Reserved
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Implications for Product Management Leaders
Buyers
Formal targeting of new buying centers and personas 2
Product Understanding and prioritizing buyer and user personas and identifying their primary needs
Taking a solution strategy when targeting new/different buyers
Understanding the buying process and implications on product requirements
Striking the right balance between customer and prospect-focused development
© 2014 SiriusDecisions. All Rights Reserved
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Implications for Sales Enablement Leaders
Buyers
Formal targeting of new buying centers and personas 2
Sales Enablement
Training managers to coach to new buying and/or influence centers
Establishing accurate personas/buying cycle changes, then educating reps
Developing certification to ensure reps are confident to call on new buyers
Providing enhanced tools/messaging that will help build rep knowledge
© 2014 SiriusDecisions. All Rights Reserved
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Channels Arming partners with skills/knowledge to target new buying centers
Helping partners to craft messages for specific buyer personas
Delivering data/intelligence on new buyers to partners efficiently
Developing demand programs to partners selling to new buying centers
Implications for Channel Leaders
Buyers
Formal targeting of new buying centers and personas 2
© 2014 SiriusDecisions. All Rights Reserved
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Account Based Marketing
Defining post-sale lifecycle for new buying centers in order to nurture
Identifying early wins/ advocates in new buying centers that will share their story
Identifying advocates in current buying centers that will sponsor into new
Developing a marketing plan to support sellers in reaching new buyers
Implications for Account Based Marketing Leaders
Buyers
Formal targeting of new buying centers and personas 2
Next: A New Approach
© 2014 SiriusDecisions. All Rights Reserved
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Action Items Consider a#ending SiriusDecisions Annual Summit May 21 – 23 in Orlando, FL
• Marketing • Assess if transformational change is required for
growth • Consider if current efforts are transformational with
the right expectations for impact • Sales
• Assess if transformational change is required for growth
• Validate that the organization is aligned behind the growth strategy
• Product • Define the solutions that will yield growth • Ensure buyer value and alignment relative to market
dynamics and competitive pressures