NNBS BS Co Consul nsultiting G ng r G oroup, up, Inc I. nc. Te Tell::

Transcription

1 NBS NBS Consulting Consulting Group, Group, Inc. Inc. Tel: Tel:

2 Customers are constantly re-framing how they interact with you based on: how well you fit their evolving needs, their opinions on what you re selling, and how well past interactions with you matched their expectations.

3 What is Customer Experience? A buyer s satisfaction and perceived benefit with or about a brand s messages, people, processes, products or services, through any interaction across all touch points, over a relationship s lifetime journey New Business Strategies

4 The Challenge... CEOs believe their management teams do not understand customer expectations. CMOs own the largest share of the customer journey - yet - feel underprepared to deliver on the buyers experience.

5 What s solving the challenge worth? 20+% more

6 Sellers Compass A services path that shows companies how to deliver customer experiences that become their biggest brand and sales differentiator.

7 The Customer Journey Open Loop Opportunities Sales Validate Purchase Deliver Traditional linear sales funnels look at the buyer from the sellers perspective. Contacts Marketing Evaluate Search Sellers Compass Nurture Value Customer Care Customers The Sellers Compass looks at the journey from the perspective of the buyer trying to solve a problem. Define Expand Evangelize

8 Buyer Enablement Stage Sales Purchase Buyer Enablement Stage Validate Deliver Define: Commit to solving the problem Buyer Enablement Marketing Evaluate Search Define Sellers Compass Evangelize Nurture Value Expand Customer Care Search Understand the approach Peers selected & start business case Evaluate Evaluate alternatives, vendors and short-list Validate Test short-list & end-user benefits & validate selection

9 Buyer Engagement Stage Sales Buyer Engagement Stage Marketing Validate Evaluate Search Define Purchase Sellers Compass Evangelize Deliver Nurture Value Expand Customer Care Buyer Engagement Deliver Implement solution, train users & address any initial issues Nurture Evaluate quality of relationship & initial ROI is realized Value Expect various value streams & deeper relationship Expand Promote & expand product(s) adoption internally & repeat buy Evangelize Self-initiated WOM endorsement of product, seller value & relationship

10 Where Sellers shoot themselves in the foot, repeatedly Disrupters Marketing Validate Evaluate Search Define Sales Purchase B2B Sellers Compass Evangelize Deliver Nurture Value Expand Customer Care 1st Disrupter Marketing content doesn t meet buyer need 2nd Disrupter Marketing to Sales handoff 3rd Disrupter Sales to Service/Support Handoff 4th Disrupter Churn from unmet expectations 5th Disrupter Vendor stays tactically focused and can t step into strategic relationship

11 SELLERS COMPASS SERVICES

12 4 Steps to Customer Leadership (and More Revenue) Innovate Learn Map buyers journey and conduct gap analysis to define where and why experience negatively impacts growth. Fix Implement needlemover fixes to drive higher conversions, close rates, service scores and reduce churn. Align Align people, strategy, process and technology to buyers and help employee consistently deliver on expectations. Innovate a differentiated customer experience and operationalize it through business model and strategy changes.

13 Sellers Compass Services Path Innovate Learn 45 days Journey Fix 90 days Grow Lead2Close Sales Enablement Technology & Data Journey Map...and more Content Strategy Omni-Campaigns. 1 2 Qtrs Align Empower Organizational Alignment Training VOC, VOE and more Excel Experience Innovation Market Strategy Change Management and more

14 How to get started Learn Journey Step 1: BLUEPRINT WORKSHOP (1 day) Comprehensive assessment Step-by-step prioritized action plan to achieve objectives Step 2: JOURNEY MAP (30-45 days) Detailed map of what prospects do, want, value Understand how to drive WOW interactions Step 3: CONTENT & OFFER STRATEGY (14 days) Know exactly what content to offer when, where and to whom Optimize offers to pull buyers through their own journey and build preference along the way 4 OMNI-CHANNEL CAMPAIGN FRAME (14 days) Know exactly what to do in campaigns based on where buyers are in their journey and what they value

15 What s the ROI from the Learn step?. 50 % REDUCTION OF MARKETING CONTENT Aligns content development with buying process 100 % INCREASE IN CAMPAIGN RESULTS 40 % INCREASE IN MARKETING ROI 30 % INCREASE IN ACCEPTED LEADS 20 % INCREASE IN REVENUE

16 Why the Sellers Compass works. Proven Fast time-to-value Measurable results From the buyer s perspective Comprehensive yet easy understand Doesn t require a lot your team s time Actionable deliverables & recommendations

17 SOME CLIENTS WE VE HELPED

18 Reduce churn... The Sellers Compass is a unique. It guided us through to more effectively enable, engage and establish enduring relationships with our customers. CEO Company Overview Great Place To Work Institute is a company with a global partner network that delivers culture, training, organization advisory services along with their renowned lists of best places to work. Challenge Inside-out and internally focused culture that was negatively impacting revenue. New products were late, not to customer expectations and teams were not aligned to business goals. Benefits With NBS, GPTW employees visioned a valued customer experience, developed a strategic annual plan, tied employee MBOs to deliver the plan which resulted a 30% increase in revenue.

19 Break into new markets... The Sellers Compass is really about understanding your customer.. Without it we can only GUESS what that is. It allows us permission to engage the target audience in a way that is helpful, trusted and relevant Dir Demand Gen Company Overview Lithium is a leading social customer care, marketing and community software vendor serving over 400 iconic brands. Challenge Lithium sales was not successful gaining market share in new target markets. The BoD and CEO wanted to know why. The CMO and CRO wanted to know how to implement more effective sales and marketing methods. Benefits NBS work resulted in new go-to-market strategy and blueprints, sales playbook, and integrated campaign framework. It also drove was new messaging, content strategy, tools which all drove increased wins and growth.

20 A new way. In short, their approach and services work with quick time-to-value. The philosophy around their Sellers Compass is so powerful, I have aligned my marketing, sales and support teams to this approach. Brian Carr Chief Revenue Officer

21 CASE STUDY

22 Drive faster growth... We could not have achieved this in less than 6 months without New Business Strategies drive and commitment to our success. SVP Marketing & Product Management Company Overview Good Technology delivers the world's most comprehensive secure mobility solution to over 5,000 companies in 130 countries including all of the Fortune 100. Challenge Good s selling and marketing model, fieldlevel partner collaboration, and campaign-tocash processes would not scale to meet the BoD s aggressive growth expectations. Benefits NBS aligned sales and marketing, reengineered marketing/sales processes and technology systems, and product strategy. The result was 40% increase in marketing ROI and 30% increase in pipeline.

23 Good Technology s F500 Journey Map Buyer Enablement Short-List & Contact Kick Tires & Learn Long Run Trial Corporate Standard B2B Customer Journey Deliver Nurture Value Educate : Educate themselves on issues, market trends, technology & outcomes Learn : Understand trends, relevance to their situation, technology architecture & identify vendors Short-List : Build business case, backchannel vendors, short list to 2 and contact Long Running Trial : Gain benefits without vendor lock-in Research & Educate Evangelize Expand Purchase : Select a corporate standard and review every 3 years NBS Consulting Group, Inc. Tel:

24 Small changes with big impact Campaigns Redefined Frequency Set campaign/touch frequency based on research findings Content Dropped 50% of assets & tailored remaining to meet expectations for each Journey step Call-to-Actions Matched specific CTAs to Journey Step Tollgates Digital Strategy Narrowed & matched channels with content based on research Sales Enablement Restructured lead hand-off to include detailed contact background & interaction history Selling Redefined Language Changed language & messaging to match customers tone, terminology, & benefits/value Call-to-Actions Matched specific CTAs and Sales Tools to Journey Step Tollgates Align Sales Cycle to Journey Matched major account selling strategy to buyers business cycles to remove QE friction Social Selling Roadmap of how to engage with target buyers early on via social Sales Enablement Restructured lead hand-off to include detailed contact background & interaction history NBS Consulting Group, Inc. Tel:

25 Good Technology s results. Overall: 30% increase in marketing generated pipeline 40% increase in lead velocity 50% reduction in marketing asset inventory 3 month Payback on Sellers Compass Journey services Net new and Install Base Campaign Performance: Over 293% Increase in campaign open rates Over 772% increase in clickthroughs

26 Who we are... We help companies turn customer experience into their biggest sales and brand differentiator with our Sellers Compass services..

27 How Can We Help?