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© 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
© 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
© 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
Customers are constantly re-framing how they interact with you based on:
how well you fit their evolving needs,
their opinions on what you’re selling, and
how well past interactions with you matched their expectations.
© 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
Customer Engagement? “A buyer’s satisfaction and perceived benefit with or about a brand’s messages, people, processes, products or services, through any interaction across all touch points, over a relationship’s lifetime journey.” © 2013 New Business Strategies
What is …
© 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
The Challenge...
CEOs believe their management teams do not understand customer expectations.
CMOs own the largest share of the customer journey yet feel unprepared to deliver on engagement expectations.
© 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
What‘s solving the challenge worth?
20+% more
© 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
Sellers’ Compass™ …
A services path that shows companies
how to deliver customer experiences
that become their biggest brand and
sales differentiator.
© 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
The Customer Journey Open Loop
Evaluate
Validate
Purchase
Deliver
Nurture
Value
Expand
Evangelize
Search
Define
Sales
Cont
acts
Opportunities
“Customers”
Sellers’ Compass™
Customer Care
Mar
ketin
g
© 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
Traditional linear sales funnels look at the buyer from the sellers’ perspective. The Sellers’ Compass ™looks at the journey from the perspective of the buyer trying to solve a problem.
© 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
Buyer Enablement Stage …
Evaluate
Validate
Purchase
Deliver
Nurture
Value
Expand
Evangelize
Search
Define
Sales
Buye
r Ena
blem
ent
Sellers’ Compass™
Customer Care
Mar
ketin
g
© 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
Buyer Enablement Stage
• Define: Commit to solving the problem • Search Understand the approach Peers selected & start business case • Evaluate Evaluate alternatives, vendors and short-list • Validate Test short-list & end-user benefits & validate selection
© 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
Buyer Engagement Stage …
Evaluate
Validate
Purchase
Deliver
Nurture
Value
Expand
Evangelize
Search
Define
Sales
Buyer Engagement
Sellers’ Compass™
Customer Care
Mar
ketin
g
© 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
Buyer Engagement Stage
• Deliver Implement solution, train users & address any initial issues • Nurture Evaluate ‘quality’ of relationship & initial ROI is realized • Value Expect various value streams & deeper relationship • Expand Promote & expand product(s) adoption internally & repeat buy • Evangelize Self-initiated WOM endorsement of product, seller value & relationship
© 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
Where Sellers shoot themselves in the foot, repeatedly …
Evaluate
Validate
Purchase
Deliver
Nurture
Value
Expand
Evangelize
Search
Define
Sales
B2B Sellers’
Compass™ Custom
er Care
Mar
ketin
g
© 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
• 1st Disrupter Marketing content doesn’t meet buyer need
• 2nd Disrupter Marketing to Sales handoff
• 3rd Disrupter Sales to Service/Support Handoff
• 4th Disrupter Churn from unmet expectations
• 5th Disrupter Vendor stays tactically focused and can’t step into strategic relationship
Disrupters
SELLERS’ COMPASS SERVICES
© 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
Implement needle-mover fixes to drive higher conversions, close rates, service scores and reduce churn.
Fix
Map buyers’ journey and conduct gap analysis to define where and why experience negatively impacts growth.
Learn
Align people, strategy, process and technology to buyers and help employee consistently deliver on expectations.
Align
Innovate a differentiated customer experience and operationalize it through business model and strategy changes.
Innovate
4 Steps to Customer Leadership (and More Revenue)
© 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
Fix
Learn
Align
Innovate
Sellers’ Compass™ Services Path
Journey
Grow
Empower
Excel
• Journey Map • Content Strategy • Omni-Campaigns….
• Lead2Close • Sales Enablement • Technology & Data • ...and more
• Experience Innovation
• Market Strategy • Change
Management • … and more
• Organizational Alignment
• Training • VOC, VOE • … and more
45 days
90 days
1 – 2 Qtrs
© 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
How to get started …
CONTENT & OFFER STRATEGY (14 days) • Know exactly what content to offer when, where
and to whom • Optimize offers to pull buyers through their own
journey and build preference along the way
OMNI-CHANNEL CAMPAIGN FRAME (14 days) • Know exactly what to do in campaigns based on
where buyers are in their journey and what they value
BLUEPRINT WORKSHOP (1 day) • Comprehensive assessment • Step-by-step prioritized action plan to achieve
objectives
JOURNEY MAP (30 - 45 days) • Detailed map of what prospects do, want, value • Understand how to drive “WOW” interactions
1
2
3
4
Learn
Journey
© 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
INCREASE IN SALES PIPELINE
INCREASE IN REVENUE
30%
20%
What’s the ROI from the “Learn” step? ….
40% INCREASE IN MARKETING ROI
100% INCREASE IN CAMPAIGN RESULTS
© 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
Proven Fast time-to-value Measurable results From the buyer’s perspective Comprehensive yet easy understand Doesn’t require a lot your team’s time Actionable deliverables & recommendations
Why the Sellers’ Compass works….
SOME CLIENTS WE’VE HELPED
© 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
Company Overview • Great Place To Work Institute is a company with
a global partner network that delivers culture, training, organization advisory services along with their renowned lists of best places to work.
Challenge • “Inside-out” and internally focused culture that
was negatively impacting revenue. New products were late, not to customer expectations and teams were not aligned to business goals.
Benefits • With NBS, GPTW employees visioned a ‘valued’
customer experience, developed a strategic annual plan, tied employee MBOs to deliver the plan which resulted a 30% increase in revenue.
“The Sellers’ Compass™ is a unique. It guided us through to more effectively enable, engage and establish enduring relationships with our customers.”
CEO
Reduce churn...
© 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
Company Overview • Lithium is a leading social customer care,
marketing and community software vendor serving over 400 iconic brands.
Challenge • Lithium sales was not successful gaining
market share in new target markets. The BoD and CEO wanted to know why. The CMO and CRO wanted to know how to implement more effective sales and marketing methods.
Benefits • NBS’ work resulted in new go-to-market
strategy and blueprints, sales playbook, and integrated campaign framework. It also drove was new messaging, content strategy, tools which all drove increased wins and growth.
Break into new markets...
“The Sellers’ Compass™ is really about understanding your customer ….. Without it we can only GUESS what that is. It allows us “permission to engage” the target audience in a way that is helpful, trusted and relevant”
Dir Demand Gen
© 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
A new way ….
“In short, their approach and services work…with quick time-to-value. The philosophy around their Sellers’ Compass™ is so powerful, I have aligned my marketing, sales and support teams to this approach.”
Brian Carr Chief Revenue Officer
Appcelerator
CASE STUDY
© 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
Company Overview • Good Technology delivers the world's most
comprehensive secure mobility solution to over 5,000 companies in 130 countries including all of the Fortune 100.
Challenge • Good’s selling and marketing model, field-
level partner collaboration, and campaign-to-cash processes would not scale to meet the BoD’s aggressive growth expectations.
Benefits • NBS aligned sales and marketing, re-
engineered marketing/sales processes and technology systems, and product strategy. The result was 40% increase in marketing ROI and 30% increase in pipeline.
“We could not have achieved this in less than 6 months without New Business Strategies’ drive and commitment to our success.”
SVP Marketing & Product Management
Drive faster growth...
© 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
Good Technology‘s F500 Journey Map
Short-List &
Contact
Long Run Trial
Corporate Standard
Deliver
Nurture
Value
Expand
Evangelize
Kick Tires
& Learn
Research &
Educate
B2B Customer Journey
© 2012 NBS Consulting Group, Inc. | Tel: 415.309.7017
Buyer Enablement
Educate : Educate themselves on issues, market trends, technology & outcomes
Learn : Understand trends, relevance to their situation, technology architecture & identify vendors
Short-List : Build business case, backchannel vendors, short list to 2 and contact
Long Running Trial : Gain benefits without vendor lock-in
Purchase : Select a corporate standard and review every 3 years
© 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
Small changes with big impact…
© 2013 NBS Consulting Group, Inc. | Tel: 415.309.7017
Campaigns Redefined
• Frequency Set campaign/touch frequency based on research findings
• Content Dropped 50% of assets & tailored remaining to meet expectations for each Journey step
• Call-to-Actions Matched specific CTAs to Journey Step Tollgates
• Digital Strategy Narrowed & matched channels with content based on research
• Sales Enablement Restructured lead hand-off to include detailed contact background & interaction history
Selling Redefined • Language
Changed language & messaging to match customers’ tone, terminology, & benefits/value
• Call-to-Actions Matched specific CTAs and Sales Tools to Journey Step Tollgates
• Align Sales Cycle to Journey Matched major account selling strategy to buyers’ business cycles to remove QE friction
• Social Selling Roadmap of how to engage with target buyers early on via social
• Sales Enablement Restructured lead hand-off to include detailed contact background & interaction history
© 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
Good Technology’s results….
• Overall: • 30% increase in marketing generated pipeline • 40% increase in lead velocity • 50% reduction in marketing asset inventory
• 3 month Payback on Sellers’ Compass™ Journey services
• Net new and Install Base Campaign Performance: • Over 293% Increase in campaign open rates • Over 772% increase in clickthroughs
© 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
Who we are...
We help companies turn customer engagement into their biggest sales and
brand differentiator with our Sellers’ Compass services.
Christine.crandell@newbizs.com +1.415.309.7017
How Can We Help?
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