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Capturing and Keeping CxO EngagementFOR CUSTOMER ADVOCATE SUCCESS
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WIIFM WIIFM WIIFM WIIFM WIIFM WIIFM WIIFM WIIFM WIIFM WIIFM WIIFM WIIFM WIIFM WIIFM WIIFM WIIFM
David Sroka
March 13, 2019 © POINT OF REFERENCE, INC. 2
Accepted Wisdom
Executive engagement is needed to:
• Get resources (IT, agencies, staff, etc.)
• Get budget (technology, travel, rewards/spiffs)
• Champion (and enforce) change management
• Sustain a program long-term
March 13, 2019 © POINT OF REFERENCE, INC. 3
CMO Priorities
October 10, 2018 Heinz Marketing blog
Sales and marketing alignment Defining and operationalizing. Closing the gap in
performance and impact from B2B marketing
organizations.
Attribution Understanding what’s working, what’s influencing
pipeline velocity and closed deals in a complex, multi-
touch sale.
Culture and team structure Optimizing individual roles, skill sets, cross-
departmental working relationships and more.
Account-based marketing Effectively and efficiently scaling the operation and
impact of ABM beyond initial or limited campaigns.
Balancing the art and science of
B2B marketing
New and big ideas vs. focusing on metrics-driven
marketing performance and ROI.
March 13, 2019 © POINT OF REFERENCE, INC. 4
Executives and CAPs
How are you
relevant?
Show me.
• VPs and CxOs typically
◦ Don’t have customer marketing on their radar
◦ Don’t know that a CAP can strategically support their
business goals
• How to rank your executives’ CAP savvy?
◦ By the goals they set (or accept)
• Executive support is neither automatic nor altruistic
March 13, 2019 © POINT OF REFERENCE, INC. 6
A model for program relevance
ALIGN
to company goals
EXECUTE
to meet goals
COMMUNICATE
contributions
ADAPT
to change
March 13, 2019 © POINT OF REFERENCE, INC. 7
Growth Strategies
Do you know your company’s strategies?
Source: 2018 The CMO Survey, cmosurvey.org © Christine Moorman
March 13, 2019 © POINT OF REFERENCE, INC. 8
Existing
products/
services
New
products/
services
Existing
markets
Market
penetration
Product/service
development
New
Markets
Market
developmentDiversification
How about the execution plan?
Exercise
• Growth tactics may include:
◦ Partner channel(s)
◦ New geographies
◦ New product(s)
◦ Acquisitions
My Company’s Growth Goals
◦ New delivery model
◦ New customer segment(s)
◦ Industry specialization/focus
Q1
March 13, 2019 © POINT OF REFERENCE, INC. 9
Stellar Software’s Growth Plan
Increase revenue by 18% in 2019
• Grow mid-market share by 15%◦ Includes 8% growth in services
• Expand into two new verticals◦ Green Energy – Grow to $8.8M
◦ FinTech – Grow to $24M
• Upgrade initiative ◦ Migrate 40% of customers to StellarXR
• Double Intl. revenue by 2021◦ $18M to $28M / EOY 2019
◦ $28M to $36M / EOY 2020
How?
March 13, 2019 © POINT OF REFERENCE, INC. 10
International Growth - Example
• What are the target countries?
• Are there sufficient advocates, by market, to tell our ideal story?
• What are the buyer profiles?
• What stories will resonate with those buyers?
• What are the localization considerations?
• What are the anticipated advocate assets/activities?
• Best channels to reach buyers with customer advocate stories (webinars, social media, events, etc.)?
• What local company resources can be leveraged?
CAP Considerations
March 13, 2019 © POINT OF REFERENCE, INC. 11
Exercise
What are my CAP considerations?Q2
Pick 1 goal
March 13, 2019 © POINT OF REFERENCE, INC. 12
Stakeholder Goal Support
Customer
Advocate
Program
Events
Demand
Generation
Public
Relations
Analyst
Relations
Executives
Sales
Content
Social
Media
Growth Goals
• Double international revenue
• Grow mid-market market share
• Upgrade growth
• Vertical expansion
What do these teams need?
Investor
Relations
March 13, 2019 © POINT OF REFERENCE, INC. 13
Exercise
What am I Missing & Who has the Answers?Q3
March 13, 2019 © POINT OF REFERENCE, INC. 14
Set Your Aligned GoalsInternational Growth Example
• Advocate use goal: Ensure 85% of opportunities can leverage references
• Increase referenceable international accounts by 90
◦ 45 in Q1, 45 in Q2
◦ 30: UK, 20: DE, 20: FR, 20: ES
◦ 75% sr. mgr./director; 25% VP and up
• Referenceability priorities1. Sales calls
2. Event speakers
3. Webinars
4. Content
5. PR
March 13, 2019 © POINT OF REFERENCE, INC. 15
Exercise
What are my program goals?Q4
March 13, 2019 © POINT OF REFERENCE, INC. 16
Exercise
What are my obstacles?Q5
March 13, 2019 © POINT OF REFERENCE, INC. 17
Reality Check
• Share & validate goals with leadership
• Review obstacles and impacts
• Refine plans as needed to gain full buy-in & support
March 13, 2019 © POINT OF REFERENCE, INC. 18
Ask: “Will my CEO care about my plan?”
Finalize Execution Plan
• What do you need?
◦ Bandwidth
◦ Staff
◦ Agencies
◦ Colleague support
◦ Technology
• Define/Finalize timelines
◦ Consider time to impact
March 13, 2019 © POINT OF REFERENCE, INC. 19
A Word of Advice
Your Strategy Support Planis your North Star
March 13, 2019 © POINT OF REFERENCE, INC. 20
FocusFlexibility
Plan
Quantify & Share Results• Customize to the audience
• Choose the communication channel carefully
• Format is important
• Limit what you report on
• Make information easily consumable
• Confirm receipt, seek feedback
March 13, 2019 © POINT OF REFERENCE, INC. 21
Exceeded our goal of
influencing 85% of intl.
deals, amounting to $15.2M
in new revenue
Met or exceeded 3 of 4
international recruiting
goals.
March 13, 2019 © POINT OF REFERENCE, INC. 22
Program Performance
Executive Summary
Q2
International Growth
Goal Support
Program Performance
Executive Summary
Q2
International Growth
Goal Support
Just short of exec
contact goal. Will get
back on track in Q3.
Our post-win survey
shows that references
are the #1 influence on
buyers’ decisions.
March 13, 2019 © POINT OF REFERENCE, INC. 23
Review & Adapt
• Establish feedback loop(s)
• Re-Sync with company goal adjustments
• Confirm plan change with leadership
• Revise metrics and reporting
March 13, 2019 © POINT OF REFERENCE, INC. 24
Option A: Don’t Align…Survive
March 13, 2019 © POINT OF REFERENCE, INC. 25
Opportunistic
Approach
Execs view
CAP as
tactical
CAP struggles
for resources
CAP remains
reactive and
“underwater”
Option B: Align & Thrive
March 13, 2019 © POINT OF REFERENCE, INC. 26
Align
Prove
Strategic
Value
Earn Support
& Resources
Grow &
Amplify
Impact
Questions
Follow Up Questions?
David Sroka
Point of Reference
+1 303-399-0338
Resources:
point-of-reference.com/blog
point-of-reference.com/resources
Get our eBook!
March 13, 2019 © POINT OF REFERENCE, INC. 27