5 major changes: the road to change

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

Welcome!

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

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Founder and Publisher of

Selling Power magazine

Author of 17 books on

selling and motivation

Keynote: Gerhard Gschwandtner

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

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5 Major Changes

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

Business is about creating value

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

Everyone wants value

• Customers from vendors

• Managers from salespeople

• Salespeople from companies

• CEO’s from sales and marketing

teams

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

Value = true north

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

All values decline

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

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

Value threats

1. Better ideas

2. Better competitors

3. Smarter buyers

4. Change in business climate

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

Internet = Platform for Change

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

Change # 1: The Internet drives change

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

Ongoing revolution

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

Chaos is a factory….

…that creates golden opportunities

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

Adapt, innovate or become

irrelevant

Lesson # 1

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

Move your business processes online

Action step

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

Change # 2: Social media

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

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

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

Lesson # 2

Join the conversation

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

Action steps

• Create a social media policy

• Make Twitter, FB, LinkedIn

part of your sales process

• Don’t cold call, social call

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

Change # 3: Tech = Acceleration

Leaders

Salesforce, Apple, Google, Cisco

Followers

Dell, Garmin

Victims of change

Kodak, Encyclopedia Britannica,

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

Salesforce.com

Market cap: $18 Billion

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

Dell

Market cap: $26 Billion

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

Kodak

Market cap: $1.4 Billion

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

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

Lesson # 3

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

or we will become victims of change

Lesson # 3

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

Lead, follow or get left behind

Action step:

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

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

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

Sales 1.0 is dead

Lesson # 4

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

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

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

Adopt Sales 2.0and improve your revenue cycle

Action step

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

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

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

Change # 5. The Customer Revolution

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

Chief Listening Officer

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

Customer Success Manager

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

Chief Customer Officer

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

Co-Create

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

Co-create with customers

•Ads

•Marketing message

•Products (Threadless, Fiat 500, Nike)

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

Collaborate

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

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

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

Lesson # 5

Today we need to

bring the

customer’s mind

into our company

so we can

collaborate and co-

create our future

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

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

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

Create a customer centric revolution

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

True north

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

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

True North