5 major changes: the road to change

Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration

Welcome!


2

Founder and Publisher of

Selling Power magazine

Author of 17 books on

selling and motivation

Keynote: Gerhard Gschwandtner


3

5 Major Changes


Business is about creating value


Everyone wants value

• Customers from vendors

• Managers from salespeople

• Salespeople from companies

• CEO’s from sales and marketing

teams


Value = true north


All values decline

The value of any product or service is destined to decline…


Value threats

1. Better ideas

2. Better competitors

3. Smarter buyers

4. Change in business climate


Internet = Platform for Change


Change # 1: The Internet drives change


Ongoing revolution


Chaos is a factory….

…that creates golden opportunities


Adapt, innovate or become

irrelevant

Lesson # 1


Move your business processes online

Action step


Change # 2: Social media


Customers Drive the Conversation

“…social media has become massively more important because customers have stopped listening to vendors and analyst/reviewers.

Most of your marketing and press/analyst relations are being trumped by customers talking to customers. ”

Geoffrey JamesBNET


Lesson # 2

Join the conversation


Action steps

• Create a social media policy

• Make Twitter, FB, LinkedIn

part of your sales process

• Don’t cold call, social call


Change # 3: Tech = Acceleration

Leaders

Salesforce, Apple, Google, Cisco

Followers

Dell, Garmin

Victims of change

Kodak, Encyclopedia Britannica,


Salesforce.com

Market cap: $18 Billion


Dell

Market cap: $26 Billion


Kodak

Market cap: $1.4 Billion


Our core business strategy must be aligned with the opportunities that emerge from the revolutionary trends that transform our world…

Lesson # 3


or we will become victims of change

Lesson # 3


Lead, follow or get left behind

Action step:


Change # 4. The Sales 2.0 Revolution

“Sales 2.0 is a more efficient

and effective way of selling

for the buyer and the seller

enabled by technology.”

(Anneke Seley, Author Sales 2.0)


Sales 2.0 Companies Overachieve

Sales Performance Across

Levels Comparison

Performance Level 1

Performance Level 2

Performance Level 3

% Reps Making Quota 45% 52% 60%

% of Company Plan Attainment 75% 80% 84%

% Forecast − Wins 42% 47% 53%

Sales 2.0Sales 1.0


Sales 1.0 is dead

Lesson # 4


Sales 1.0 is dead

• Cold calling

• Transactional selling

• The traditional sales funnel

• Sequential dialing

• Lead response delays (MIT Study)

• The sales pitch

• Sales processes without metrics


Adopt Sales 2.0and improve your revenue cycle

Action step


Brainshark’s Sales 2.0 Platform (as of 5/1/10)

Contact

DataTime &

Materials

Marketing

Automation

Event

Management

E-Mail / Chat

Sales

Intelligence

Sales

Portal

Proposal

Creation

Web

Conferencing

Web &

Social Media

Corvent

SalesforceCRM

Analytics

On-DemandRich Media Content

http://www.dreamfactory.com/


Change # 5. The Customer Revolution


Chief Listening Officer


Customer Success Manager


Chief Customer Officer


Co-Create


Co-create with customers

•Ads

•Marketing message

•Products (Threadless, Fiat 500, Nike)


Collaborate


Lesson # 5

In the past we

tried to get inside

the customer’s

mind so we could

get a bigger share

of the customer’s

wallet


Lesson # 5

Today we need to

bring the

customer’s mind

into our company

so we can

collaborate and co-

create our future


Change is not enough

1. Adapt, Innovate or become irrelevant

2. Join the social media revolution

3. Align with emerging opportunities

4. Adopt Sales 2.0 to improve revenues

5. Co-create with your customers – make customers

part of your value chain


Create a customer centric revolution


True north


True North

5 major changes: the road to change

Documents

marketing teamssales

change sales marketing

billionsales marketing

san francisconovember

metricssales marketing

motivationsales marketing

worldsales marketing

declinesales marketing