The Conversation Roadmap A Foundation for Better Sales Tools and More

©2011 Dow Jones & Company

The Conversa,on Roadmap: A Founda7on for Be;er Sales Tools and More

Lisa Singer Fitzpatrick Execu7ve Director, Global Marke7ng Communica7ons

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Snooki -‐ really Tim?!?

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Quick facts:

Firm: Dow Jones & Co.

Industry: News Media & Publishing

Headquarters: New York, NY

Geographic Footprint: Global

Ownership: News Corpora7on

Revenue: $1.8 billion

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Labuto Library Project - Zambia

Corporate Solar Installation


The Dow Jones Story – It gets complicated...

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See what I mean?

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Why Change?

• Did you catch the prior slides? They were all about us! • Product messaging was feature-‐focused – not about solving real customers’ problems •  Sales and Marke,ng misaligned; at ,mes, even buRng heads

•  Our porSolio is complex but messages were one size fits all – I call it the “kitchen sink” approach

•  Pipeline analysis showed we were compe,ng against status quo for majority of prospects

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Where are we today?

3 13 7 7

Months Decision Catalysts

Completed Workshops

More to go...

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Messaging Founda,on Aligned with Teams and Ini,a,ves

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Brand Architecture

Regional Marketing Demand Creation

Product Marketing GTM Strategy

Global Sales Opps


Aligning to SPIN for Authen,c, Customer-‐focused Conversa,ons

SPIN Methodology:

Ask the right ques7ons to understand customer situa7on, uncover problem,

need or opportunity

Power Posi,oning/ Conversa,on Roadmap:

Provide the right responses linked to need, benefit, payoff -‐ what’s going to improve? Why is our solu7on

be;er?

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Mapping Messaging & Content to Customer Buying Cycle

Status Quo Recogni7on of Problem

Determine Needs

Evaluate Op7ons

Resolve Concerns Nego7a7on

“I’m fine” “I have a problem”

”What do I need to fix?”

“How do I fix my

problem?”

”Am I making the

right choice?”

”Am I ge?ng the best deal?”

Buying Cycle Stages:

Buyer Situation Stages:

Buyer Messaging and Content Components:

Thought Leadership

Knowledge Solu,on Value Story

Value Valida,on

Proof Points

Confirm Value/ROI

• White papers • Webinars • Surveys/research • Bylines/blogs • Newsletters

• White papers • Webinars • Events • Peer referrals

• Solutions sheet • Events • Use scenarios • Case studies

• Fact sheet • Demos/trials • Analyst reports • Product reviews

• Competitive info

• Case studies • Analyst reports • Demos/trials • Product reviews • Account plans

• Customer reference • ROI tools

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High-‐level Implementa,on Timeline

February/March

Power Posi7oning Workshop -‐

Fac7va Pilot (POC)

April

Knowledge Transfer Training

for Product Marke7ng & Marcomms

April – December

Phased Implementa7on of workshops by target audience

Jan – March 2012

Sales Delivery Training; Rollout to Global Sales

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Upstream Output from Conversa,on Roadmap

SEO/SEM – Keywords & Phrases

New Target Audience Focused Sales Tools

Adver,sing Print and Online

Social Media Campaigns

Website Copy/Architecture

Demand Genera,on Campaign & Event

Collateral

PR – Media Calls Training & Learning Development

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Demand Genera,on Campaigns

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Landing Page

Email Blast Print and Digital Ads Marketing

Offer 13


Next Steps

• Con,nue to leverage messaging in global campaign development & sales enablement tools • Map sales tools to buying cycle, target audience and product suite in SalesForce.com •  Launch DJ Website with new, customer-‐centric messaging

•  Formalize messaging framework with ownership and a “going forward” plan to keep it fresh (new products, enhancements, new audiences, etc.)

• Rollout to Global Sales via Power Messaging Training

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Thank you!

Ques,ons?

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The Conversation Roadmap A Foundation for Better Sales Tools and More

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