1. Growth Mindset: Direct your focus to what the future will look like. Anticipate likely changes in your customer's needs and preferences to interact with your business. 2. Differentiate or Die: Help your customer understand why and how you are different to other providers in your product/service category. 3. The Customer Adoption Cycle: Create a customer adoption cycle for your business and align all your sales, marketing and support customer interactions at the appropriate steps of the Adoption cycle. 4. Disrupt the Status Quo: People will make key decisions when they face immediate negative consequences. The role of Sales & Marketing’s is to take the customer out of the comfort and complacency of the status quo and let them 'wallow' in the negative future. 5. Tipping the Funnel: Convert your customers into your un-paid sales force.

2. What is your Growth Strategy?

3. Growth strategy I

4. Growth strategy II

5. Opportunity or Threat?
Digital Disruption

6. Drivers of Digital Disruption:
1. Mass Adoption of Digital Technology
2. The Age of the Customer
3. B2B-> B2C -> The Engagement Economy

7. Focus on the future

8. Think outside the boxFocus on tomorrow’s customers

9. Horizon 1
0 - 6 months
Horizon 2
6 - 12 months
Horizon 3
12 - 36 months
Thinking at 3 Time Horizons

10. Get it right

11. Get it wrong

12. OLD THINKING
NEW TECHNOLOGY
FAIL
X
=

13. Think outside the box

14. Think outside the box

15. www.flickr.com/photos/12023825@N04/2898021822
Growth strategy

16. Where are you on the curve?
Where are you on the curve - ahead or behind, which is the essence of strategy.
Behind:
If you are behind the curve and chasing the market
then you have ceded a great deal of control and you
must have the ability to execute and be very agile in
execution. Your bets are defined. Your strategic
posture is reactive and defensive.
Ahead:
If you are ahead of the curve you are trying to drive
the market, which requires a very different agility -
there you require a set of controlled bets in execution
with the ability to constantly probe the frontier and
execute on success. Here you are reacting to yourself
and your direction instead of where others have been.

17. Disruptive Opportunity Matrix
Extend
White
Space
Defend ExtendCurrent
New
Current New
Source: Create Marketplace Disruption by Adam Hartung, Pearson Education, Inc. 2009
Products
Customers

18. You can’t teach an old dog new tricks

19. Growth Mindset1
Differentiate or Die2
The Customer Adoption Cycle3
Disrupt the Status Quo4
Tipping the Funnel5

20. Growth Mindset

21. Product
Place
Price
Promotion
4P's
Solution
Access
Value
Education
SAVE

22. Educate

23. Inspire

24. Create a sense of urgency

25. Inspire Gen C Customers

26. The mobile generation

27. Growth Mindset1
Differentiate or Die2
The Customer Adoption Cycle3
Disrupt the Status Quo4
Tipping the Funnel5

28. http://tabernaclefortoday.files.wordpress.com/2012/03/cart_before_the_horse.jpg
Cart before the horse

29. Build a better mouse trap
www.flickr.com/photos/clementlivolsi/4596430458

30. “If I had asked people what
they wanted, they would
have said faster horses.”
- Henry Ford
1863 - 1947

31. 3 Levels of vision

32. Basic Product/Service:
• Technology
• Price performance
• Product/Service quality
E2E Customer Experience:
• People
• Perceived value
• High touch
• Exceed customer expectations
• Delight and astound customers
1
2 Support Services
3
E2E
Customer Experience
Differentiation: 3 Levels of Perceived Value
Basic
Product/Service
Support Services:
• Levels of support
• Quality of service
• Systems
• Processes
Your
Products &
Services

33. Price vs Value
Products Services
Experience
Customer

34. Growth Mindset1
Differentiate or Die2
The Customer Adoption Cycle3
Disrupt the Status Quo4
Tipping the Funnel5

35. The problem is that
customers don’t buy
the way we sell

36. The Buying Decision Process

37. “Customers are completing
57% of a buying cycle before
ever coming into contact with
a sales rep.”
- A CEB study of more than 1,400 customers

38. Search
Find
Qualify
Try
Buy
Activate
Manage
Up-sell
Support
Refer
The Customer Adoption Cycle

39. Growth Mindset1
Differentiate or Die2
The Customer Adoption Cycle3
Disrupt the Status Quo4
Tipping the Funnel5

40. “Fire your sales force”

41. The old Golden Rule in Sales was:
Find out what your customers
want, and give it to them.

42. Give your customers the ability to
do what they can’t currently do
but would want to if they only
knew it was possible.
The new Golden Rule in Sales is:

43. Capture their imaginations

44. “Reasons lead to conclusions.
Emotions lead to actions.”
- Saatchi & Saatchi

45. Growth Mindset1
Differentiate or Die2
The Customer Adoption Cycle3
Disrupt the Status Quo4
Tipping the Funnel5

46. Tipping the Funnel

47. Clients: Actions:
Tipping the Funnel

48. Audience
2

49. Typical Conversion Rates
1. Cold calling:
2. External Recommendation:
3. Internal Recommendation:
44%10 X Cold calling
(Between 1-5%) 4%
88%20 X Cold calling

50. Social Media

51. 1. Growth Mindset
2. Differentiate or Die
3. The Customer Adoption Cycle
4. Disrupting the Status Quo
5. Tipping the Funnel
Quick Review:
4Ps => SAVE: Solution, Access, Value & Educate
Differentiation: 3 Levels of Perceived Value
Turn customers into your unpaid sales force
Align all Sales & Marketing actions
Fire your Sales Force

52. 52
• The client has changed
• The buying process has changed
• The Sales Cycle -> The Customer’s Journey
• Market segmentation -> Buyer personas
Digital Disruption = Business Transformation
• Marketing -> Digital
-> Social Media
-> Social Influence -> Social Selling
• Demand Generation
• User Value Proposition and Persona Messaging
• Marketing Manger -> Community Manager
• Internal Alignment
• Execution
• Sales Channel alignment
• Multi-channel touchpoint experience
• E2E Customer Experience
Rethink the Customer
Rethink Sales & Marketing
Rethink your Organisation
Business Transformation
Channel Transformation
Digital
Disruption
Massive
Change
=

53. Get it right

54. www.flickr.com/photos/horacio/3781750
David R Ednie
President & CEO
SalesChannel Europe
Ph: +33 676 60 09 25 (FRA)
Email: david@saleschannel-europe.com
Website: www.saleschannel-europe.com