justifying solutions to frugal buyers: roi sales and marketing tools
Post on 20-Oct-2014
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Even though a recovery is at hand, there remains significant pressure to do-more-with-less, and the economic buyer is firmly in control, demanding even more financial accountability on each purchase.TRANSCRIPT
Is Justifying Proposals with ROI Sales & Marketing
Tools a Requirement?
TOM PISELLO, Chairman & Founder
Blog: http://tompiselloroiguy.blogspot.com/
Twitter: @tpisello
http://www.alinean.com
http://www.fightfrugalnomics.com
Powering B2B sales to economic buyers
© 2011 Alinean, Inc.2
A New Buyer Requires New Strategy & Tactics
http://www.fightfrugalnomics.com
© 2011 Alinean, Inc.3
Buyers are Economic-Focused
• Size
Longer Sales Cycles
Reduced Deal SizeMore Leads to Close Same
Amount of Business
Stalled Deals
Increased CompetitionMore Stakeholders
Executive Scrutiny
© 2011 Alinean, Inc.4
Quantifiable benefits
are mandatory
On average 90% of corporations surveyed require
quantifiable proof of bottom-line benefits on most
projects.
Quantifying value is
difficult for buyers
Two-thirds (65%) of buyers indicate that they do not
have the knowledge or tools needed to do business
value assessments and calculations.
Third party validation is
essential
Most trusted sources are: Industry Analysts (31.4%),
and Peers (28.7%).
Vendors lag as a trusted source for only 8.1%.
Buyers turn to vendors
for value proof points
81% of buyers expect vendors to quantify business
value of proposed solutions.
Source: IDC 2010, survey of 200 B2B buyers,
Sirius Decisions 2010 B-to-B Buyer Survey on trusted sources.
Frugalnomics: the new mantra for B2B Buyers
© 2011 Alinean, Inc.5
Fight Frugalnomics with Value Selling & Marketing
Value Focus
Discussion:
• Prescriptive & Quantified
• Discover… Is customer
aware of issue?
• Diagnose… How bad is it?
• Quantify … Value of change
• Compare … Value vs. Status
Quo / Competition
Drive: Diagnostic Led: What
is issue & value of change?
Product Focus
Discussion:
• Customer knows issue
• Tie features / functions to needs
• Compares product alternatives
• Feature • Function • Price
Drive: Sales Led: Product
Driven
Solution Focus
Discussion:
• Customer knows issues &
desired outcome
• Questions to discover pain
points
• Recommend solution to
solve pain
Drive: Sales Led: Pain-Point
Driven
Solution
ProviderTrusted AdvisorVendor
© 2011 Alinean, Inc.6
Unfortunately, Product / Solution Selling Still Reigns
Forrester Sales Enablement Forum- 2011
© 2011 Alinean, Inc.7
Facilitating the Buyer’s Journey w/ Interactive Sales &
Marketing Tools
BUYER’S JOURNEY
Interactive White Papers
Diagnostic Assessment Tools
ROI Analysis Tools TCO Comparison Tools
Create awareness
around a new problem
Align problem with
business issues; drive
urgency
Help buyer
identify needs in solving
the problem
Align solution
with specific sets of
business needs
Make the business case
for change
Validate/reinforce choice
Prove best value
Loosening of the
status quo
Committing to change
Exploring possible solutions
Committing to a
solution
Justifying the
decision
Making the selection
Content Marketing & Sales Enablement Strategy
DISCOVERY CONSIDERATION DECISION
PROVOCATIVE APPROACH VALUE APPROACH
© 2011 Alinean, Inc.8
Facilitating the Buyer’s Journey w/ Interactive Sales &
Marketing Tools
BUYER’S JOURNEY
Interactive White Papers
Diagnostic Assessment Tools
ROI Analysis Tools TCO Comparison Tools
Create awareness
around a new problem
Align problem with
business issues; drive
urgency
Help buyer
identify needs in solving
the problem
Align solution
with specific sets of
business needs
Make the business case
for change
Validate/reinforce choice
Prove best value
Loosening of the
status quo
Committing to change
Exploring possible solutions
Committing to a
solution
Justifying the
decision
Making the selection
Content Marketing & Sales Enablement Strategy
DISCOVERY CONSIDERATION DECISION
PROVOCATIVE APPROACH VALUE APPROACH
© 2011 Alinean, Inc.9
Driving More Effective Demand Generation and Sales Enablement
• Developed for B2B websites and direct
marketing campaigns
• Provocative: Engage, Connect & Educate
• High Level Benefits / ROI
• Help set agenda and advance sales cycle
• For global sales enablement programs
• Empower consultative selling programs
• Detailed business case
• Help justify solution to multiple
stakeholders & CFO
Demand-Gen Tools Sales Enablement Tools
© 2011 Alinean, Inc.10
Demand-Gen: ROI Marketing Tool Case Study
http://www.fightfrugalnomics.com
© 2011 Alinean, Inc.11
HP Networking ROI Calculator
http://roianalyst.hp.com/roianalyst/AutoLogin.do?d=754959295570998302
© 2011 Alinean, Inc.12
Company Profile
© 2011 Alinean, Inc.13
Benefits and Financials
© 2011 Alinean, Inc.14
Assumptions
© 2011 Alinean, Inc.15
Registration Options & Reports
Executive Summary vs. Full Report?
Options: PDF / Word / PPT
Registration Considerations
Up-front
To get results
To get report
None
Integration
Lead Nurturing / CRM
Basic Registration
Enhanced Profile
Key Results
Additional Examples: http://www.alinean.com/demand-gen/ROI_tools.aspx
© 2011 Alinean, Inc.16
Sales Enablement: ROI Sales Tools Case Study
http://www.fightfrugalnomics.com
© 2011 Alinean, Inc.17
Solution Selection
© 2011 Alinean, Inc.18
Current Practices Assessment
© 2011 Alinean, Inc.19
Current Practices Analysis
© 2011 Alinean, Inc.20
Survey Questions – As Is Discovery / Sizing
© 2011 Alinean, Inc.21
Benefits
© 2011 Alinean, Inc.22
Benefit Details
© 2011 Alinean, Inc.23
Source – Validating Savings with Research & Case Studies
© 2011 Alinean, Inc.24
ROI Analysis
© 2011 Alinean, Inc.25
Additional Features
• Template /Reference Models
– Helps sales get a quick start on the case
– Default metrics and research
• Add Additional Benefits
– Quick Add
– Select from Comprehensive Library
– Build / Edit Your Own
• Flexible Report Options:
– Multiple reports for different stakeholders / purposes
– Format Options• PPT
• Word
• Deployment Schedule
• Benefit Realization
• Risk Analysis– Optimized
– Probable
– Conservative Cases
• Multi-Analysis Roll-up– Combine N number of business cases
© 2011 Alinean, Inc.26
ROI Sales & Marketing Tools Best Practices & Benefits
http://www.fightfrugalnomics.com
© 2011 Alinean, Inc.27
Best Practices
• Demand-Gen
– Keep inputs & results simple
• 10 minutes maximum for demand-gen
– Layer details to provide access to review / challenge assumptions
– Pre-fill with default metrics
• Document assumptions
• 3rd party research and validation
• Case study examples for savings claims
– Allow access without registration, restrict details / report to registrants
– Strong call to action / next steps
– Use request to follow-up
• Sales Enablement
– Keep input & results simple• Sales easily intimidated
– Layer details so sales can work with customers to review / challenge assumptions transfer ownership
– Provide ability to customize / disable / add benefits & investments
– Provide multiple report options• Format: Word / PPT
• Exec summary, details, different stakeholders
– Provide Support• Training
• Proposal Center
• Deal Assistance
© 2011 Alinean, Inc.28
Typical Development Project
• Demand-Gen– Week 1: Kickoff
– Week 2: Initial Prototype Spreadsheet
– Week 3: 2nd Prototype Spreadsheet
– Week 4: Initial Tool Alpha
– Week 5: Initial Tool Beta
– Week 6: Initial Tool Pilot
– Week 8: Final
• Sales Enablement – Week 1: Kickoff
– Week 2: Initial Prototype Spreadsheet
– Week 3: 2nd Prototype Spreadsheet
– Week 5: Initial Tool Alpha
– Week 7: Initial Tool Beta
– Week 8: Initial Tool Pilot
– Week 10: Final
© 2011 Alinean, Inc.29
What is Required of You and Your Team?
• Collect and Provide Prior Art:
– Benefit statements
– Benefit / ROI white papers
– Spreadsheet or other tools
– ROI / Benefit oriented case studies
• Create Tool Development / Review Team
– Marketing/ sales enablement usually leads project
– ROI subject matter expert(s)
– Enterprise sales representation
– Channel sales representation
– Pilot review team (select customers / partners)
• Participation
– Weekly meeting
– Weekly review
– Alpha, Beta & Pilot review
© 2011 Alinean, Inc.30
Facilitating the Buyer’s Journey w/ Interactive Sales &
Marketing Tools
BUYER’S JOURNEY
Interactive White Papers
Diagnostic Assessment Tools
ROI Analysis Tools TCO Comparison Tools
Create awareness
around a new problem
Align problem with
business issues; drive
urgency
Help buyer
identify needs in solving
the problem
Align solution
with specific sets of
business needs
Make the business case
for change
Validate/reinforce choice
Prove best value
Loosening of the
status quo
Committing to change
Exploring possible solutions
Committing to a
solution
Justifying the
decision
Making the selection
Content Marketing & Sales Enablement Strategy
DISCOVERY CONSIDERATION DECISION
PROVOCATIVE APPROACH VALUE APPROACH
© 2011 Alinean, Inc.31
Connect higher in organization & speak language of economic buyers / CFOs
Break through the noise with value add / personalized content
Elevate relationships from vendor to trusted advisor
Convert 240% more prospects to sales than other programs Increase the competitive success rate of proposals by over
60%
Prove more value, lower costs and competitive advantages
Automate development of personalized assessments and business case proposals
Reduce proposal time from days to hours Reduce sales cycles by 20-30%
Drive 50% more leads / connections compared to other initiatives
Reduce discounting and increase deal size by 20%
Engage on value vs. feature / function / price
Increase the credibility and acceptance of proposals by 100%
Deliver credibility with research and 3rd party validation
Convert existing Excel sales tools into on-line interactive applications with no programming
SaaS delivery Self-authoring for shared workload
Develop sales tools with lower TCO
Enable all direct and channel sales teams with a scalable sales /marketing tool suite.
Collect customer data, track and drive usage
Standardize and centralize value selling / marketing efforts
Convert 240% more prospects to sales than other programs Increase the competitive success rate of proposals by over
60%
Value of Alinean Business Value Selling / Marketing Tools
© 2011 Alinean, Inc.32
Next Steps
1. Your Sales & Marketing Ready to Do Business with Frugal Buyers? Take this Diagnostic Assessment to Find Out.
2. Research White Paper: Sales Enablement and the Economic Buyer
3. Over 200% ROI from a Value Selling Program Sound Impossible? Find Out for Yourself
4. Why Alinean? Alinean Vendor Profile (SiriusDecisions)
Alinean powered tools can significantly upgrade the quality of sales interactions
throughout the buying process, allowing prospects to drive at the beginning
through simpler, self-service tools and sales to provide greater depth as the buying
process proceeds – SiriusDecisions 2010
http://www.fightfrugalnomics.com
© 2011 Alinean, Inc.33
Thank You!
http://www.fightfrugalnomics.com