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Tim Riesterer
Co-Author:Customer Message ManagementConversations That Win the Complex SaleThe Three Value Conversations
Chief Strategy and Research OfficerCorporate Visions@TRiesterer
Key moments in the buyer’s journey
Disrupting the status quo and convincing prospects of the need and urgency to change, and differentiating yourself from competitive alternatives (aka Demand Generation)
Identifying key external drivers, connecting them to internal strategic initiatives, aligning them with your potential solutions, confirming financial metrics, and demonstrating business impact to gain executive buy-in.
Managing a complex, consensus-driven decision cycle, communicating enough value to withstand competitive pricing pressures, maximizing deal size and maintaining desired margins.
Documenting results, communicating with and ensuring success of existing customer subscriptions, licenses or similar contractual agreements to increase the renewal rate of recurring revenue business.
Communicating price increases, as well as improving marketing and sales of cross-sells and up-sells to increase the amount of revenue generated per account.
n=312
Q1: What is the most important to driving revenue
57%54%
22%
23%
9%
11%6%
5%
8%4%
57%54%
22%
23%
9%
11%6%
5%
8%4%
Demand Gen more than all others combined
Q2: Where are you investing most of your budget?
Messages and content investments
Training and coaching investments
Messages and content investments
Training and coaching investments
47%49%
28%
22%
11%
15%
3%
8% 10%
6%
Messages and content investments
Training and coaching investments
47%49%
28%
22%
11%
15%
3%
8% 10%
6%
79% spend less than 30%
of companies spend less than 10% of content budget on customer engagement
Q3: Where do you need to improve the most to increase growth
46%50%
17%
20%
10%
12% 11%
9% 11%
14%
46%50%
17%
20%
10%
12% 11%
9% 11%
14%
Demand Generation Obsessed?
What are you at risk of missing?
Are these potential blindspots?
What opportunities are hiding?
Blindspot Detection
1% increase in price = 9% increase in operating margin*
*McKinsey & Co
5% increase in renewals = 25% increase in operating margin*
*Bain & Co
5% increase in renewals = 25% increase in operating margin*
*Bain & CoCosts 5x or more to acquire than keep*
*HBR
Status Quo Buy
Pipe Propose Profits
Status Quo Buy
Pipe Profits
“Why Change?”
“Why You?”
Defeat Status QuoDifferentiate
Propose
CREATE VALUE
Status Quo Buy
Pipe Profits
“Why Change?”
“Why You?”
Defeat Status QuoDifferentiate
Propose
CREATE VALUE
ELEVATE VALUE
Build Business CaseJustify to Executives
“Why Now?”
Status Quo Buy
Pipe Profits
“Why Change?”
“Why You?”
Defeat Status QuoDifferentiate
Propose
CREATE VALUE
ELEVATE VALUE
Build Business CaseJustify to Executives
“Why Now?”
CAPTURE VALUE
Expand Deal SizeMaximize Margins
“Why Pay?”
“Why Stay?”
4 out of 5 companies want more structure in their “customer expansion” communications
79%
Status Quo Buy
Pipe Profits
“Why Change?”
“Why You?”
Defeat Status QuoDifferentiate
Propose
CREATE VALUE
ELEVATE VALUE
Build Business CaseJustify to Executives
“Why Now?”
CAPTURE VALUE
Expand Deal SizeMaximize Margins
“Why Pay?”
“Why Stay?”
Deal Relationship
Maximizing Profitability
Negotiations
x 2Ensuring Renewals1
Protecting Margins
3Increasing Prices
Research Partners
Zakary Tormala, PhD Margaret Neale, PhD Nick Lee, PhDStanford Graduate Business School
Stanford Graduate Business School
Warwick Business School
Introducing CAPTURE VALUE
Specially- DesignedResearch-Backed
Concepts for
Maximizing deal and customer profitability
Deal Relationship
Maximizing Profitability
Create Price Uncertainty
Negotiations
x
Capturing Value
Deal Relationship
Maximizing Profitability
Create Price Uncertainty
Negotiations
x
Deal Relationship
Maximizing Profitability
Create Price Uncertainty
Negotiations
x
Manage Multi-Buyer Consensus
Capturing Value
Deal Relationship
Maximizing Profitability
Create Price Uncertainty
Negotiations
x
Manage Multi-Buyer Consensus
Ensure Renewals(Why Stay)
Price Increase(Why Pay)
Capturing Value
Deal Relationship
Maximizing Profitability
Create Price Uncertainty
Negotiations
x
Manage Multi-Buyer Consensus
Ensure Renewals(Why Stay)
Price Increase(Why Pay)
CAPTURING VALUE
Next Webcast
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