MicroWarehouseCloud Customer Acquisition Acceleration Workshop

Mark StuytChief Engagement OfficerNeural Impact Inc.

Founder – Chief Engagement Officer, Neural Impact Inc. 8 Years management consulting to global Microsoft

community 25 year sales professional (CA, Pivotal CRM, PeopleSoft, SAP) Developed Microsoft Accelerated Selling Methodology (Cloud

SureStep) Developed Microsoft Industry Acceleration Content >100s 1:1 partner workshops Developed and delivered global SMB PSE CAA & PTU

Workshops

Self-educatingAnonymous researchHighly informedIndustry expectationProduct orientationRisk averseConnected/SocialDemanding

Our average attention span has dropped to 8 seconds, one second less than a goldfish.

Buyer 2.0

Buyer 2.0 – Changing Buyer Behavior

Focus:• Credentialing Whiteboard

Focus:• Optimization Services

Buying BrainEmotional

Engagement

Digital EngagementSales Engagement

New Cloud Service Offerings

Focus:• Buyer 2.0• Emotional Messaging

Framework

Focus:• Website Audit

Workshop Agenda

Learn by DoingWe retain ….

20% if we just hear it50% if we hear and see it70% if we say it90% if we say and do it

Summary

Buying behavior has changed (forever)Big impacts to four core partner disciplines• Focused solutions• Digital marketing strength• Prescriptive selling• New service offeringsEconomic impacts…

www.neuralimpact.ca/microwarehouse

Leveraging Neuroscience & Emotional Engagement to Accelerate Cloud Customer Acquisition

Emotional Eng.

MarketingSales

Services

24 X 78

e-motion

.

.

5%Conscious

Logical

95%Unconscious

Intuitive

Decision Making is Nonconscious

Behavioral Economics

Primacy AnchoringPrematureCognitive

CommitmentConfirmation

BiasConsistency

Principle Recency

Value vs. Risk

vs.

Strategic Tipping Point

Qualify Develop Solution Proof Close

EmotionalDiscovery

BDMWhiteboard

BVAWorkshop

SolutionDemo

Proposal Presentation

STP

StrategicTippingPoint STP

Create Bias

Differentiation 2.0

Product advantage

Pricing advantage

Geographical advantage

People advantage

Industry/vertical solutions

Knowledge advantage –new information

Simplicity

Safety (limited risk)

Logical Differentiation

Emotional Differentiation

Summary

Buying Decisions Are Made EarlyEmotions Drive DecisionsFear/Risk >Greed/Desire/JoyTribal = SafetyWhy >How + What

Developing Emotional Messaging

Emotional Eng.

MarketingSales

Services

IndustryDrivers &Market Forces

Business Impacts

Project Objectives

Challenges & Barriers

Solution Requirements

Business Case Impact

What Drives Change?

As a result of <industry drivers > we are experiencing an impact on <key operating metrics>. We have recently experienced a (trigger event>, which can be traced to <business challenge> and/or our inability to <operational limitation>. This issue would be resolved if we could <new capability>.

Exercise: Emotional Messaging Framework

EconomyRegulatory Change

Suppliers

CompetitionCustomer Behavior

Declining RevenueMargin Pressure

Limited Differentiation

Industry Drivers & Market Forces Measurable Impacts

Industry Drivers & Market ForcesEXTERNAL pressures that FORCE organizations to invest in new business/technology systems!

“Trigger Events”

MoneyRiskControl

• Compliance Violation• Patient Complaint• Lost a Key Employee• Opened a new

facility/location.

• Open New Branch• Lost Customers• Employee Churn/Turnover• Declining Member Profitability• Financial loss

• New Project• Acquisition• Lost Bid• Inaccurate Estimate• Project Write Off

• Growth• Technology Failure• HW/SW Refresh• Security Breech• Lost Data• Contract Renewal• Provider Outage Traditional IT Professional

Services Firm

Primary Healthcare Provider

Credit Union

Project Trigger Events

Workbook Exercise

Document most likely positive (growth) and negative (contraction) trigger events.

Workbook ExerciseEmotional Messaging Framework

Trigger Events

Inventory ManagementScheduling

BillingMerchandisingLoyalty Mgmt.

Mobile, EDI, POS Integration

Operational Challenge Solution or Technical Requirement

Capability Gap

Workbook Exercise

Identify your focus industry’s four most compelling trigger events. Document their root cause business processes and core functional requirements..

Workbook ExerciseEmotional Messaging FrameworkRoot Cause Business Challenges

Emotional Messaging Framework - RetailIndustry Driver

Economic:• Rebounding economy• More disposable incomeRegulatory:• EMV (chip & pin)• Taxation/Minimum WageSuppliers:• Opening new channels• B2B to B2C• Longer lead timesCompetitors:• New online entrants• Heavy discounting• New specialty entrants• Free shipping (Amazon)• Click & collectCustomers:• On-line shopping increase• Declining brand loyalty• Fast fashion: value (cheap)• Off-price shopping• Show-Rooming• New payment forms• Aging demographic

Impacts

Marketing Costs ↑Returns ↑

Gross Margins ↓Profits ↓

Labour Costs ↑Customers ↓

Differentiation ↓Working Capital ↓

YOYSS Sales ↓Inventory Levels ↑

Sales Per Sq. Foot ↓Inventory Turns ↓

Leasing/Real Estate Costs ↑

Average Purchase Value ↓

Merchandising Costs ↑

WHY (Trigger Event)

Business Issue

Benefit/Outcome

Leadership

M&A (Growth)Expansion (geo)

New product/serviceNegative PR Event

Security BreachDecline in YOY SalesMissed Earnings CallMarket Share LossInventory Write-Off

Store ClosureTechnology Failure

Lost ContractChange of Control

Bad DecisionFine/Penalty

Chip & Pin Reg.Theft/Shrinkage

Incurred Tax Liability

HOW

Function

Business Process

Management

Omni-channelMerchandising

Inv. Control/Mgmt.Warehouse Mgmt.

ForecastingLoyalty Mgmt.

Pricing/Promotions SocialRebates

ReportingStore Management

ServiceDistribution

Demand PlanningContract Management

WHAT

Solution

Key Requirement

IT/End User

Social ListeningIoT

Machine LearningRFID3PL

Point of SaleIFRS

Mobile Chat Support

Multi-XPOS Integration

EDI

IP/Product Development Prioritization

Marketing Messaging &

Collateral

Sales Engagement &

Assets

Where to Start?

33

Where to Start?

34

Marketing is the New Sales -Engaging the (Anonymous) Digital Buyer to Increase Online Engagement and Lead Conversion

Emotional Eng.

MarketingSales

Services

Marketing is the New Sales

10%

57%

Get Found Convert NurtureTriage

Industry FocusThought Leadership

SEO, SEM, Social

Digital EngagementCalls-to-Action

High Value Offers

Deliver ValueEngagement

Communications

Build RelevanceRemain in Conscience

CRM/Automation

Four Marketing Disciplines….

Tribal Engagement

Persona Engagement

Greater productivity

Improve customer satisfaction

Better visibility

Scalable

Manageable

Reliable

Powerful

Easy to use

Dynamic

Business software

World leader

Market leader

Best-in-class

Best-of breed

Cost effective

End-to-end solution

Increase revenues

Reduce costs

Competitive advantage

Mission critical

Award winning

Value add

Best

Unique

Great

Innovative

Exclusive

Business solutions

Collaboration

Language Engagement

Emotional Engagement

Emotional Engagement

Visual Engagement70% of the population is primarily visualMoving pictures evoke emotions.25% of brain activity is involved in visual processing70% of the body’s sense receptors are in the eyes

2X conversion

Quiz; which one worked better?Visual Engagement

Visual Engagement

SimplicityWhat is the cloud? Where is the cloud? Are we in the cloud now? These are all questions you've probably heard or even asked yourself. The term "cloud computing" is everywhere.In the simplest terms, cloud computing means storing and accessing data and programs over the Internet instead of on your computer's hard drive. The cloud is just a metaphor for the Internet. It goes back to the days of flowcharts and presentations that would depict the gigantic server-farm infrastructure of the Internet as nothing but a puffy, white cumulonimbus cloud, accepting connections and doling out information as it floats.What cloud computing is not about is your hard drive. When you store data on or run programs from the hard drive, that's called local storage and computing. Everything you need is physically close to you, which means accessing your data is fast and easy for that one computer or others on the local network. Working off your hard drive is how the computer industry functioned for decades; some would argue it's still superior to cloud computing, for reasons I'll explain shortly.The cloud is also not about having a dedicated network attached storage (NAS) hardware or server in residence. Storing data on a home or office network does not count as utilizing the cloud. (However, some NAS will let you remotely access things over the Internet.

Center StageLite edition

$29/MO

Standard edition

$99/MO

Premium edition

$159/MO

Most Popular

Perfect for…

Ideal for growing…Designed for…

Simplicity

Simplicity

www.neuralimpact.ca/mini-audit

Emotional Website Audit

Accelerating Your Cloud Sales Cycle – Leveraging Cloud & Focus to Drive 50% - 80% Win Rates

Emotional Eng.

MarketingSales

Services

Partner Win Rates

20%

50%

80%1-3 Industries (teach)

>3 Industries (service)

1 Industry (disrupt)

Strategic Tipping Point

Qualify Develop Solution Proof Close

EmotionalDiscovery

BDMWhiteboard

BVAWorkshop

SolutionDemo

Proposal Presentation

STP

StrategicTippingPoint STP

SolutionSelling

SALES CYCLE

SALE

S SK

ILLS

Buyer 2.0Selling

Skills Shift

Profile Anchor Collaborate Confirm Commit

Profile Anchor Expand Commit

Profile Confirm Commit

Buyer 2.0 Sales Motions

55% 30% 15%

Confirm Commit Up/X SellProfile

Sales Strategy

STP

Cloud Selling Motion

20% Sales Motion

50% & 80% Sales Motion

Strategic Tipping Point

Interactivity drives engagement - PowerPoints?Extends interaction timeEngages the limbic/emotional brain

Picture superiority effect10% recall after 1 week (auditory delivery)65% to 70% recall with visual image88% of executive prefer dialogue to PP (Forrester)Reading & listening creates confusionVisual channel > auditory channel

Progressive DisclosureSurprise = NoveltyBrains are drawn to Novelty (survival mechanism)Stimulates: attention, emotion, reward circuits (embeds memory)

Why Whiteboard?

Schema Violation

Must overcome an existing assumption Creates new neural networksDrives a burst of “gamma” brainwaves(bursts of insight and high-level information processing)Triggers a release of dopamine and adrenalinChannels prospects immediately into actionBrain “associates” or anchors the insight with you

Project Drivers & Objectives

Current Challenges

New DesiredCapabilities

ProjectRisks

Impact & Measurement

Credentialing Whiteboard

Credentialing Whiteboard

Today Go Live

Replace legacy systemsReduce spoilage incidentsIncrease production uptime & capacityImprove reporting

Inaccurate inventory Manual schedulingLabeling errorsLot & traceability trackingInflexible reporting

Real-time inventory trackingReal time production capacity monitoringPreventative control reportsQuality control reporting

Limited project window (seasonal)Data conversionNew integrations Technology resources (AS400)

Inventory (↓)Stocks outs (↓)

Spoilage (↓)Reporting (+)

OTD (↑)

Food MFG

Today 09/2017 12/2017

Project Timeline

009/201810/201709/2017

Exercise

Develop and present your Credentialing Whiteboard.

Workbook ExerciseEmotional Messaging FrameworkRoot Cause Business Challenges

Next Steps….

Engagement Communications

Alignment E-mail

Demonstration Plan

Summary

Align your sales motion with your solution offeringPreconfigure ENGAGING prospect communications to create bias and comfort (safety).Drive an early STP (front-end-load sales pursuits)Focus = Differentiation, Safety, 50%+ Win RateWhiteboards result in higher levels of engagementWhiteboard content drives the discovery process

Re-imaging Cloud Services

Emotional Eng.

MarketingSales

Services

Services$

$$

$$

$

Consult Design Implement Integrate Maintain Manage Adopt

ProjectServices

ManagedServices

Services Offers – Current State

Services Offers - Future

Services$

$$

$$

$

Consult Design Implement Integrate Maintain Manage Adopt

AccelerationServices

OptimizationServices

SelectionServices

Selection Services

Business Impact AssessmentBusiness Alignment WorkshopCloud Readiness Assessment Cloud TCO and ROI analysis Business Opportunity Identification Business Value AssessmentVision and Scope DefinitionBusiness Case Expansion/ValidationBusiness/Project Risk Assessment

Selection Services

Underwhelming business caseUnrealistic timelineMissing industry capabilitiesNo clear scope element prioritizationCompliance gapsNo governance model“Current-state” focus

Business/Project Risks

Automate Deployment/Project ServicesQuarterly Business Impact/Alignment Review

Exercise

Develop one new selection or optimization service offerings. Consider scope, cost and outcomes.

ExerciseNew Service Offerings

Summary

Search for why projects will failDevelop and package disruptive selection services

Value expansion or risk reduction“Surprise” the business sponsor with new information

Teaching leads to differentiation (and curiosity)Focus on solving “why” problems

$, risk, control

Next Steps….

30-60-90 Day Action Plans

NI CCAA Leadership Workshop

https://ubcbusiness.qualtrics.com/jfe/form/SV_8hKw3c7UckkLpFb

What ‘landed’ today?Directions: