About Sellers' Compass

© 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.


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 …


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.


What‘s solving the challenge worth?

20+% more


Sellers’ Compass™ …

A services path that shows companies

how to deliver customer experiences

that become their biggest brand and

sales differentiator.


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


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.


Buyer Enablement Stage …

Evaluate

Validate

Purchase

Deliver

Nurture

Value

Expand

Evangelize

Search

Define

Sales

Buye

r Ena

blem

ent


Customer Care

Mar

ketin

g


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


Buyer Engagement Stage …

Evaluate

Validate

Purchase

Deliver

Nurture

Value

Expand

Evangelize

Search

Define

Sales

Buyer Engagement


Customer Care

Mar

ketin

g


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


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


• 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


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)


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


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


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


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


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...


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


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


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...


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


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


Small changes with big impact…


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


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


Who we are...

We help companies turn customer engagement into their biggest sales and

brand differentiator with our Sellers’ Compass services.

[email protected] +1.415.309.7017

How Can We Help?

Documents

About Sellers' Compass