programs to drive loyalty and profitable growth
DESCRIPTION
TRANSCRIPT
![Page 1: Programs to Drive Loyalty and Profitable Growth](https://reader031.vdocuments.us/reader031/viewer/2022020122/54beefb74a7959811e8b45f6/html5/thumbnails/1.jpg)
Client Programs that Drive Client Programs that Drive Client Programs that Drive Client Programs that Drive Loyalty and Profitable Loyalty and Profitable GrowthGrowthLoyalty and Profitable Loyalty and Profitable GrowthGrowthGrowthGrowthGrowthGrowth
National Best Seller
Sean Geehan Sean Geehan Sean Geehan Sean Geehan
National Best-Seller
Author The B2B Executive Playbook@seangeehan
Author The B2B Executive Playbook@seangeehan
![Page 2: Programs to Drive Loyalty and Profitable Growth](https://reader031.vdocuments.us/reader031/viewer/2022020122/54beefb74a7959811e8b45f6/html5/thumbnails/2.jpg)
Sales: $80 BillionCustomers: 3,700
Total Sales: $70 Billion
© 2012 Geehan Group. All Rights Reserved Page 2
Total Sales: $70 BillionCustomers: 500,000,000
![Page 3: Programs to Drive Loyalty and Profitable Growth](https://reader031.vdocuments.us/reader031/viewer/2022020122/54beefb74a7959811e8b45f6/html5/thumbnails/3.jpg)
The Fate of B2BCompanies Rests
in the hands of Just a
Few People.© 2012 Geehan Group. All Rights Reserved Page 3
p
![Page 4: Programs to Drive Loyalty and Profitable Growth](https://reader031.vdocuments.us/reader031/viewer/2022020122/54beefb74a7959811e8b45f6/html5/thumbnails/4.jpg)
Simila in B2B & B2C Diffe ent in B2B & B2C
Back Office
Similar in B2B & B2C Different in B2B & B2C
Go to Market
Human ResourcesFinance
Back Office
StrategyR&D
Go-to-Market
FinanceManufacturing
Service
R&DMarketing
Sales
© 2012 Geehan Group. All Rights Reserved Page 4
![Page 5: Programs to Drive Loyalty and Profitable Growth](https://reader031.vdocuments.us/reader031/viewer/2022020122/54beefb74a7959811e8b45f6/html5/thumbnails/5.jpg)
The official organization Chart
CEOCEO
MarketingMarketing R & DR & D FinanceFinance StrategyStrategy SalesSalesMarketingMarketing R & DR & D FinanceFinance StrategyStrategy SalesSales
© 2012 Geehan Group. All Rights Reserved Page 5
![Page 6: Programs to Drive Loyalty and Profitable Growth](https://reader031.vdocuments.us/reader031/viewer/2022020122/54beefb74a7959811e8b45f6/html5/thumbnails/6.jpg)
CEOCEO
R & DR & D FinanceFinance StrategyStrategy SalesSales
IT, HR, IT, HR, OperationsOperations
Everyone Everyone elseelseelseelse
© 2012 Geehan Group. All Rights Reserved Page 6
MarketingMarketing
![Page 7: Programs to Drive Loyalty and Profitable Growth](https://reader031.vdocuments.us/reader031/viewer/2022020122/54beefb74a7959811e8b45f6/html5/thumbnails/7.jpg)
© 2012 Geehan Group. All Rights Reserved Page 7Source: Study by The Fournaise Marketing Group
![Page 8: Programs to Drive Loyalty and Profitable Growth](https://reader031.vdocuments.us/reader031/viewer/2022020122/54beefb74a7959811e8b45f6/html5/thumbnails/8.jpg)
73%73% say their
marketing executives marketing executives
l k b i dibilitlack business credibility.
Why?© 2012 Geehan Group. All Rights Reserved Page 8
Why?Source: Study by The Fournaise Marketing Group
![Page 9: Programs to Drive Loyalty and Profitable Growth](https://reader031.vdocuments.us/reader031/viewer/2022020122/54beefb74a7959811e8b45f6/html5/thumbnails/9.jpg)
77% said marketers 77% said marketers
talk too much brand and talk too much brand and
not enough revenue.
© 2012 Geehan Group. All Rights Reserved Page 9
Source: Study by The Fournaise Marketing Group
![Page 10: Programs to Drive Loyalty and Profitable Growth](https://reader031.vdocuments.us/reader031/viewer/2022020122/54beefb74a7959811e8b45f6/html5/thumbnails/10.jpg)
74% think marketing 74% think marketing
focuses too much on
trendstrends.
© 2012 Geehan Group. All Rights Reserved Page 10
Source: Study by The Fournaise Marketing Group
![Page 11: Programs to Drive Loyalty and Profitable Growth](https://reader031.vdocuments.us/reader031/viewer/2022020122/54beefb74a7959811e8b45f6/html5/thumbnails/11.jpg)
© 2012 Geehan Group. All Rights Reserved Page 11
![Page 12: Programs to Drive Loyalty and Profitable Growth](https://reader031.vdocuments.us/reader031/viewer/2022020122/54beefb74a7959811e8b45f6/html5/thumbnails/12.jpg)
72% say marketing 72% say marketing
can’t demonstrate ROI.can t demonstrate ROI.
© 2012 Geehan Group. All Rights Reserved Page 12
Source: Study by The Fournaise Marketing Group
![Page 13: Programs to Drive Loyalty and Profitable Growth](https://reader031.vdocuments.us/reader031/viewer/2022020122/54beefb74a7959811e8b45f6/html5/thumbnails/13.jpg)
© 2012 Geehan Group. All Rights Reserved Page 13Source: IBM Global CMO Study, 2011.
![Page 14: Programs to Drive Loyalty and Profitable Growth](https://reader031.vdocuments.us/reader031/viewer/2022020122/54beefb74a7959811e8b45f6/html5/thumbnails/14.jpg)
CMOs say proving
Marketing ROI is the Marketing ROI is the
#1 f t f k ti ’ #1 factor for marketing’s
success and credibility.
© 2012 Geehan Group. All Rights Reserved Page 14
Source: IBM Global CMO Study, 2011.
![Page 15: Programs to Drive Loyalty and Profitable Growth](https://reader031.vdocuments.us/reader031/viewer/2022020122/54beefb74a7959811e8b45f6/html5/thumbnails/15.jpg)
© 2012 Geehan Group. All Rights Reserved Page 15
![Page 16: Programs to Drive Loyalty and Profitable Growth](https://reader031.vdocuments.us/reader031/viewer/2022020122/54beefb74a7959811e8b45f6/html5/thumbnails/16.jpg)
Decision MakerDecision MakerDecision MakerDecision MakerDecision MakerDecision Maker
Drive ChangeSet DirectionDrive ChangeSet Direction
10%
InfluencerInfluencerInfluencerInfluencer
Run the BusinessBusiness ProcessRun the BusinessBusiness Process
15%
Users
User and PurchasingUser and Purchasing
ExecuteFeatures/Functions
Workflow 60%
© 2012 Geehan Group. All Rights Reserved Page 16
Purchasing 15%
![Page 17: Programs to Drive Loyalty and Profitable Growth](https://reader031.vdocuments.us/reader031/viewer/2022020122/54beefb74a7959811e8b45f6/html5/thumbnails/17.jpg)
$1 Billion
27 customers
Grow these accounts by 10%
$70 million70%$700M
3,200 customers
30%$300M
Grow these accounts by 10% $30 million
It would take 10X the amount
© 2012 Geehan Group. All Rights Reserved Page 17
in transactions to get half the Revenue
![Page 18: Programs to Drive Loyalty and Profitable Growth](https://reader031.vdocuments.us/reader031/viewer/2022020122/54beefb74a7959811e8b45f6/html5/thumbnails/18.jpg)
TargetingTargetingLower level
AcquisitionAcquisitionVs.
Retention=
Retention
small deals
© 2012 Geehan Group. All Rights Reserved Page 18
![Page 19: Programs to Drive Loyalty and Profitable Growth](https://reader031.vdocuments.us/reader031/viewer/2022020122/54beefb74a7959811e8b45f6/html5/thumbnails/19.jpg)
© 2012 Geehan Group. All Rights Reserved Page 19
![Page 20: Programs to Drive Loyalty and Profitable Growth](https://reader031.vdocuments.us/reader031/viewer/2022020122/54beefb74a7959811e8b45f6/html5/thumbnails/20.jpg)
© 2012 Geehan Group. All Rights Reserved Page 20
![Page 21: Programs to Drive Loyalty and Profitable Growth](https://reader031.vdocuments.us/reader031/viewer/2022020122/54beefb74a7959811e8b45f6/html5/thumbnails/21.jpg)
d l bl bl dCommodity Reliable Problem TrustedSupplier Supplier Solver Advisor
1 2 3 4 5 6 7 8 9 10
Description System/ProcessStandard SystemsDi i li
Industry ExpertsCustomer KnowledgeS d
InnovatorBrain PowerFDiscipline
ReactiveSeasonedLong term employeesEngaging
FocusConstant infusion of new People
Position ExecutionLow Cost Provider
GuideSituation uniqueness
Invent / DesignCompetitive AdvantageLow Cost Provider
PredictableEfficient
Situation uniquenessResponsiveEffectiveness
Competitive AdvantageChange Agents
Relationship 1‐5May not know anyone but it
5‐8Likeable and matters
7‐10Know them ‐ likeability not as
doesn’t matter important
Keys to Success Cost Value / ROITransaction to ContractIndustry/OrganizationKnowledgeHigh Switching Costs
Smartest PeopleInnovationPush Envelope
© 2012 Geehan Group. All Rights Reserved Page 21
High Switching CostsBarriers of Entry
Culture & Philosophy
Laggard to FollowerOperational Excellence
Follower to Fast FollowerStrong marketing and SalesSolid relationship building /mngt
First Mover to InnovatorR&D intenseHire the BestPeer pressure to perform
![Page 22: Programs to Drive Loyalty and Profitable Growth](https://reader031.vdocuments.us/reader031/viewer/2022020122/54beefb74a7959811e8b45f6/html5/thumbnails/22.jpg)
R G
I N
R G
I N
Margin Opportunity
M A
RM
A R
Perception GapPerception Gap
TodayTodayPerceptionPerception
XXTodayToday
CapabilityCapability
XXCommodityCommodity ReliableReliable ProblemProblem TrustedTrusted InterdependentInterdependent
SupplierSupplier SupplierSupplier SolverSolver AdvisorAdvisor
© 2012 Geehan Group. All Rights Reserved Page 22
![Page 23: Programs to Drive Loyalty and Profitable Growth](https://reader031.vdocuments.us/reader031/viewer/2022020122/54beefb74a7959811e8b45f6/html5/thumbnails/23.jpg)
CEOCEO
MarketingMarketing
R & DR & D FinanceFinance StrategyStrategy SalesSalesR & DR & D FinanceFinance StrategyStrategy SalesSales
© 2012 Geehan Group. All Rights Reserved Page 23
![Page 24: Programs to Drive Loyalty and Profitable Growth](https://reader031.vdocuments.us/reader031/viewer/2022020122/54beefb74a7959811e8b45f6/html5/thumbnails/24.jpg)
Consolidated RevenuesConsolidated Revenues
3 545
4,152
2,705
3,545
n U
S$ M
nIn
FY 2010 FY 2011 FY 2012
© 2012 Geehan Group. All Rights Reserved Page 24
![Page 25: Programs to Drive Loyalty and Profitable Growth](https://reader031.vdocuments.us/reader031/viewer/2022020122/54beefb74a7959811e8b45f6/html5/thumbnails/25.jpg)
© 2012 Geehan Group. All Rights Reserved Page 25
![Page 26: Programs to Drive Loyalty and Profitable Growth](https://reader031.vdocuments.us/reader031/viewer/2022020122/54beefb74a7959811e8b45f6/html5/thumbnails/26.jpg)
Most important Customers
Decision maker level
Leadership team
© 2012 Geehan Group. All Rights Reserved Page 26
![Page 27: Programs to Drive Loyalty and Profitable Growth](https://reader031.vdocuments.us/reader031/viewer/2022020122/54beefb74a7959811e8b45f6/html5/thumbnails/27.jpg)
Councils enable and deliver:
Retention and account growth
Industry insight and directionIndustry insight and direction
Sales and margin growth
Sparks relevant innovation
G t d
© 2012 Geehan Group. All Rights Reserved Page 27
Generates advocacy
![Page 28: Programs to Drive Loyalty and Profitable Growth](https://reader031.vdocuments.us/reader031/viewer/2022020122/54beefb74a7959811e8b45f6/html5/thumbnails/28.jpg)
ROI on Decision Maker Customer Programs
l bll bl
No Decision Maker
With Decision Maker
Results are MeasureableResults are Measureable
Decision Maker Decision Maker
Retention 72% 90%
Account Growth 4% 12%
Referencable 28% 94%Referencable 28% 94%
“Our executive customer programs have proven to be the most effective way to positively impact top and the most effective way to positively impact top and
bottom line results.”
Jeff GarrityCFO Services
© 2012 Geehan Group. All Rights Reserved Page 28
CFO, Services
![Page 29: Programs to Drive Loyalty and Profitable Growth](https://reader031.vdocuments.us/reader031/viewer/2022020122/54beefb74a7959811e8b45f6/html5/thumbnails/29.jpg)
Sweet Sweet SpotSpot
MarketC ll iMarket
C ll i
pp
CollectiveCollective
AcquireAcquire EvolveEvolve
1
4 3
Core Competency
Business Model
Core Competency
Business Model 2
© 2012 Geehan Group. All Rights Reserved Page 30
DivestDivest
![Page 30: Programs to Drive Loyalty and Profitable Growth](https://reader031.vdocuments.us/reader031/viewer/2022020122/54beefb74a7959811e8b45f6/html5/thumbnails/30.jpg)
Sweet Sweet SpotSpot
MarketC ll iMarket
C ll i
pp
CollectiveCollective
AcquireAcquire EvolveEvolve
1
4 3
Core Competency
Business Model
Core Competency
Business Model 2
© 2012 Geehan Group. All Rights Reserved Page 31
DivestDivest
![Page 31: Programs to Drive Loyalty and Profitable Growth](https://reader031.vdocuments.us/reader031/viewer/2022020122/54beefb74a7959811e8b45f6/html5/thumbnails/31.jpg)
Wells Fargo
Sweet SpotCEO Workstation Solution
MarketCollective
AcquireWachovia
EvolveMobility for critical
Core Business
1
4 3Treasury Suite Services
yservicesBusiness services move from a la carte to fixed fee pricingCore
CompetencyBusiness
Model 2
p g
EliminateOld bill payment solution
© 2012 Geehan Group. All Rights Reserved Page 32
Accounting software solution development
![Page 32: Programs to Drive Loyalty and Profitable Growth](https://reader031.vdocuments.us/reader031/viewer/2022020122/54beefb74a7959811e8b45f6/html5/thumbnails/32.jpg)
Harris
Sweet SpotExpand FAME, DOOH
MarketCollective
AcquireNon-Linear
EvolveLow-cost next gen
Core Business
1
4 3capabilitiesg
channelAccount engagement business models
Core Competency
Business Model 2
EliminateIdentify products to kill
© 2012 Geehan Group. All Rights Reserved Page 33
Identify partners to services unattractive market needs
![Page 33: Programs to Drive Loyalty and Profitable Growth](https://reader031.vdocuments.us/reader031/viewer/2022020122/54beefb74a7959811e8b45f6/html5/thumbnails/33.jpg)
Driving Revenue
ResultsResults
Sales Close Rate Increased: 21-330%
Sales Cycle Time Accelerated: 18-60%
Customer Satisfaction Scores Increased: 15-31%
Referenceable Accounts Climbed: 23-420%
“Our Executive-Level programs delivered significant sales results where g
other tactics failed.”
Keith HawkSenior Vice President
© 2012 Geehan Group. All Rights Reserved Page 35
Senior Vice President
![Page 34: Programs to Drive Loyalty and Profitable Growth](https://reader031.vdocuments.us/reader031/viewer/2022020122/54beefb74a7959811e8b45f6/html5/thumbnails/34.jpg)
Keys to Keys to TangibleTangible
M k ti Marketing gROI
© 2012 Geehan Group. All Rights Reserved Page 36
ROI
![Page 35: Programs to Drive Loyalty and Profitable Growth](https://reader031.vdocuments.us/reader031/viewer/2022020122/54beefb74a7959811e8b45f6/html5/thumbnails/35.jpg)
==
© 2012 Geehan Group. All Rights Reserved Page 38
![Page 36: Programs to Drive Loyalty and Profitable Growth](https://reader031.vdocuments.us/reader031/viewer/2022020122/54beefb74a7959811e8b45f6/html5/thumbnails/36.jpg)
937-271-3914@seangeehan937-271-3914@seangeehan
© 2012 Geehan Group. All Rights Reserved Page 39