Published on November 6, 2009
Sales Dream Team Sales Leader Series – TeleBriefing #6 November 5, 2009
Sales Leader Series – Fall 2009 Escaping Pipeline Purgatory - view Sept, 17 2009 Creating Qualified Opportunities (Not Just Leads) - view September 24, 2009 Sales Readiness for 2010 –view Ocer 1, 2009 2.0 Sales Tools for the Real World - view October 19, 2009 Outsourcing Buyers Panel: “Why We (Really) Buy” - view October 27, 2009 Sales Leaders Dream Team - view November 5, 2009 Q4 State of the Outsourcing Industry – Buyers Viewpoint November 19, 2009 - click to register The Outsourcing Institute / 3forward All Rights Reserved 1
Sales Leader Series: Hosts and Sponsors Dan Hudson Frank Casale Matt Smith President, Co-Founder CEO and Founder, EVP, Co-Founder 3forward The Outsourcing Institute 3forward The Outsourcing Institute / 3forward All Rights Reserved 2
Sales Dream Team Guest Panel Tony Coretto Brenna Garratt Pablo Hernández O’Hagan Co-CEO CEO CEO PNT Marketing Services The Delve Group Ingenia Group The Outsourcing Institute / 3forward All Rights Reserved 3
Outsourcing Database Marketing Challenges, Opportunities, Benefits Tony Coretto Co-CEO PNT Marketing Services, Inc. 24-20 Jackson Ave, Suite 203 Long Island City, NY 11101 email@example.com 1-888-PNT-2210 x202
Background and Challenges What is Database Marketing? Database Marketing is the art and science of leveraging customer data to create Customer Intelligence for: ◦ Creating improved, actionable understanding of customers and prospects: Segmentation Sources of revenue/profitability Preferred communication channels ◦ Driving higher profitability ◦ Matching services to customer needs: finding the “best fit” customers and prospects ◦ Right message on right service/product to right customer/prospect at right time to produce best-value result for both company and customer November 5, 2009 Outsourcing Database Marketing 5
Background and Challenges Why Now? Why do it now? ◦ Create maximum value from under-exploited customer and prospect databases ◦ Leverage data from online marketing efforts (emails, banner ads, blogs, social media, etc.) ◦ Create true Customer Intelligence to “crack the code” on customer/prospect databases: Which are the most valuable customers and prospects? Know which customers and prospects are worth the investment of precious sales and marketing dollars to get the greatest return on these efforts Communicate with them for optimum marketing, sales, and relationship management effectiveness Track efforts for maximum learning and tuning Even more important with smaller number of high-complexity, high- value engagements ◦ Do it all faster and with limited resources in today’s leaner environment November 5, 2009 Outsourcing Database Marketing 6
Background and Challenges Challenges Data are stranded in multiple silos: point-of-sale systems, accounting systems, CRM systems, SFA Marketing Action systems and others Data must be integrated and organized to create meaningful Insight information Information must be transformed into customer insight Information Insight must be acted on with measurable marketing programs Data Data Data November 5, 2009 Outsourcing Database Marketing 7
Opportunities and Benefits Outsourcing Database Marketing Why outsource Database Marketing? ◦ Database Marketing’s value and complexities make it an ideal candidate for outsourcing Lack of internal technology resources, or insufficient capacity Need to focus on sales and marketing, not databases Flexibility and ability to shift focus and resources as needed What size firms should outsource Database Marketing? ◦ Any size firm can benefit, although typically medium-to-larger firms get the greatest benefit from their investment ◦ Databases can be as small as 1,000 customers or leads; anything smaller is not cost-effective When should you not outsource Database Marketing? ◦ Very small firm (< $5MM sales) ◦ Very small database of customers/prospects (< 1,000) ◦ Very small number of data sources ◦ Very limited budget for database efforts (< $25K) November 5, 2009 Outsourcing Database Marketing 8
Opportunities and Benefits Benefits Unlock hidden value in customer data to maximum advantage: ◦ More targeted customer communications, ◦ Increased “operational tempo” of more communications via more channels to more qualified leads more often ◦ Better fit of offer/message/medium/channel to customer need ◦ Higher profitability Remove internal bottlenecks ◦ Lack of resources, ◦ Miscommunications, ◦ Budget allocations, or ◦ Inappropriate resources, Get better sales and marketing results faster, more cost-effectively November 5, 2009 Outsourcing Database Marketing 9
For More Information Contact Information Free Video: “10 Database Marketing Tips” For more information, please call or e-mail: Tony Coretto firstname.lastname@example.org 914-588-7278 Adam Isler email@example.com 212-932-7898 November 5, 2009 Outsourcing Database Marketing 10
Brand as a Sales Accelerator in the Outsourcing Marketplace Brenna Garratt CEO, The Delve Group, Inc.
What is Brand? Brand is ….. □ Your promise to the market □ Your point of differentiation □ An expression of your value proposition □ Your point of view □ The identity of your company □ The heart and soul of your organization □ Your most powerful sales tool □ All of the Above 12 Brand Development is Business Development delvegroup.com
Buyers are looking for short cuts to select providers Accenture Deloitte Touche Tohmatsu PeopleSoft Global Capabilities? Accenture BPO Services iGATE Global Solutions EDS Perot Systems Infosys Technologies Ltd Accountant Anywhere Geller & Company Rehmann Group ACS Full Service Provider? Intelenet Global Services Convergys Corporation SAP America IQ BackOffice ADP Satyam Computer Services Ltd. Best-of-Breed Solution? Core3 Karvy Global Services Limited American Outsourcing Group Tata Consultancy Services Keane Worldzen Deloitte Touche Tohmatsu BearingPoint Process Specific Service Provider? Brigade Corporation KPMG International EDS Texoft The BISYS Group Liberata PLC Caliber Point Business Solutions& Company Geller VSource Large or Mid-Market Focused? Cap Gemini Mellon Financial Corporation Genpact Wipro Technologies Oracle Corporation Capita Group Plc HCL TechnologiesPartners Global Services WNS Customized Solution? Outsource Ltd. CGI Group Inc. Hewitt Associates Inc. (OPI) International, Xchanging Computer Sciences Corporation (CSC) One Stop Shop? Hewlett Packard Company Technologies Ltd. Zensar Best-in-Class? Convergys Corporation HighRoads IBM Global Services Core3 13 Brand Development is Business Development delvegroup.com
Service provider’s are trying to differentiate themselves • Increasingly difficult to stand out - What were once key differentiators such as technology, best practices, location, certifications, and aggressive pricing are now “me-too” fodder • “Sales is king” – Short term objectives and immediate results take precedent over long-term strategic efforts such as branding 14 Brand Development is Business Development delvegroup.com
Messaging is critical. Does this sound like you? We are global leaders in deploying flexible, scalable, integrated best practice client-centric solutions that imbed continuous process improvement and deliver outsourcing or BPO services efficiently and effectively to significantly reduce costs and meet business objectives. 15 Brand Development is Business Development delvegroup.com
Who is defining what your company stands for? If you don’t make the effort to define who you are in the marketplace, the market will do it for you… …And chances are, they won’t get it right! 16 Brand Development is Business Development delvegroup.com
5 Key Steps to Build Your Brand Strong Brands are Built from a Solid Strategic Foundation 1. Be clear who you are and what makes you different 2. Understand your competitors and your prospect’s alternatives 3. Define your ideal client – industry, role, needs etc. 4. Build a Message Platform to reach your key audiences 5. Execute a plan to apply this foundation 17 Brand Development is Business Development delvegroup.com
5 Key Steps to Build Your Brand 1) Be clear who you are and what makes you different • Understand your perceptions – Internally: from a cross-section of the company - e.g. leadership, managers, line workers etc. – Externally: Understand why client’s engage you and how would they describe your strengths and capabilities 18 Brand Development is Business Development delvegroup.com
5 Key Steps to Build Your Brand 2) Understand your competitors and your prospect’s alternatives – Who are they and what are their marketplace perceptions? – What are their strengths and weaknesses? – How do they sell against you? – What other choices do clients have to fulfill their needs? 19 Brand Development is Business Development delvegroup.com
5 Key Steps to Build Your Brand 3) Define your ideal client – industry, role, needs, etc. • Understand their: – Demographics – Psychographics – Needs 20 Brand Development is Business Development delvegroup.com
5 Key Steps to Build Your Brand 4) Build a Message Platform to reach your key audiences • Components: – Value Proposition Expressing the benefits clients receive – Elevator Pitch Memorable summary of what the company does – Key Messages 3-5 salient points clients need to know • Successful Positioning Criteria: – Relevant Addresses needs of target audiences – Credible Based on believable & achievable business attributes and goals – Differentiated Highlights the desirable, unique attributes and capabilities – Sustainable Defensible over the long term 21 Brand Development is Business Development delvegroup.com
5 Key Steps to Build Your Brand Key Message Hierarchy Preferred Provider Unique Valued Short List of Providers Table Stakes Table Stakes Market Player Robust brands address all levels of messaging expected and desired in the market 22 22 Brand Development is Business Development delvegroup.com
5 Key Steps to Build Your Brand 5) Execute a plan to apply this foundation • Articulate how you are different • Know your target audience and what their needs and priorities are • Infuse consistent messaging in all sales and marketing efforts • Build a plan to increase demand and grow the business – Sales Strategy and Execution – Prospect Information and Insight – Multi-Channel Go-to-Market Plan – Internal Communications 23 Brand Development is Business Development delvegroup.com
SUMMARY Strong brands are built from a solid strategic foundation 1. Be clear who you are and what makes you different 2. Understand your competitors and your prospect’s alternatives 3. Define your ideal client – industry, role, needs etc. 4. Build a Message Platform to reach your key audiences 5. Execute a plan to apply this foundation 24 Brand Development is Business Development delvegroup.com
Brenna L. Garratt Chief Executive Officer The Delve Group, Inc. firstname.lastname@example.org 122 West 26th Street, Suite 1204 New York, NY 10001 United States +1 212-255-3870 x16 www.delvegroup.com
HOW TO GET THE BEST OUT OF The Digital Ecosystem? November 5th, 2009 Pablo Hernández O’Hagan @PabloHernandezO CEO / Founder
Good Design is Good Business A poorly designed website is like a bad sales person.... Your Website is your: #1 Sales Person
Clone your Salespeople VS
Brain Rules Everything we see on a site affects the online conversion rate.
If we understand the internal motivations & barriers that take part in the internal decision-making process, we can make our clients do what we want them to do...
Visual Impact We only remember: 10% of what we read and hear.. Source: Brady, 2008
Visual Impact We remember: 90% OF WHAT WE SEE... Source: John Medina, Brain Rules, 2008
Back to the Brain Rules Psychologists have known for years about the nonconscious forces that persuade people to take action.
Back to the Brain Rules Now we have applied this research on persuasion & decision making to the design of websites
First Things First Establish a Persuasion Objective What are your company goals? Translate them on to your site... Will people be moved to do them? How can we motivate them?
#1 Social Validation It´s even more powerful if we know more about the person behing the testimonial.
#1 Social Validation 14% trust Advertisements V.S. 74% trust their colleagues We all want to be accepted, we all want to be a part of something.
Feeling Indebted Newsletter every 15 days with tons of promotions VS Newsletter every month with valuable information for me.
Scarcity & Urgency
Few Options If we have a lot of options it takes us longer to decide...
Few Options Be Clear!
Using Similarity, Association & Atractiveness
Online Persuasion If my site was a person, what questions would it ask? Make sure your copy is clear and consise. Make sure it answers questions... TEST IT.
Muchas Gracias AMIGOS linkedin.com/in/pablohdzohagan @PabloHernandezO @ingeniagroup
TAKING OI ON THE ROAD… Outsourcing 2.0: From Theory to Reality Are you still doing it the old fashioned way? London, Dallas, San Francisco, Miami, Washington DC, New York, Chicago Outsourcing 2.0 - the new outsourcing and what it means to you - your strategy, your process and your career. More Cities coming soon… Check out www.outsourcing.com/roadshow With the largest outsourcing network in the world and the most trafficked outsourcing portal on the internet at Outsourcing.com, OI is the go-to-source for those seeking targeted sales and marketing traction and ROI in the outsourcing space. If you need: - Qualified Outsourcing Leads, - Exposure to outsourcing decision-makers - Thought Leadership opportunities Contact Jared Gleason at 516-279-6850 x712 or e-mail email@example.com to request an 2009 The Outsourcing Institute overview summary on promotional vehicles.
Outsourcing 2.0 Roadshow London October 8, 2009 Register Dallas October 13, 2009 Register San Francisco October 15, 2009 Register Washington, DC November 12, 2009 Register New York City December 3, 2009 Register Chicago December 8, 2009 Register The Outsourcing Institute / 3forward All Rights Reserved 47
Sales Readiness 2010 Workshop For Information: To Discuss: Sales Readiness 2010 Workshop Dan.Hudson@3forward.net 3forward, LLC; All Rights Reserved 48
Resources The Outsourcing Institute Group 3forward – Sales Readiness OI 3forward The OI Roadshow 3forward Sales Leaders Blog 3forward’s New Tools Directory Other OI’s Recruiting Home Page Outsourcing 2.0 The Outsourcing Institute / 3forward All Rights Reserved 49
Sales Leader Series – Fall 2009 Escaping Pipeline Purgatory - view Sept, 17 2009 Creating Qualified Opportunities (Not Just Leads) - view September 24, 2009 Sales Readiness for 2010 –view Ocer 1, 2009 2.0 Sales Tools for the Real World - view October 19, 2009 Outsourcing Buyers Panel: “Why We (Really) Buy” - view October 27, 2009 Sales Leaders Dream Team - view November 5, 2009 Q4 State of the Outsourcing Industry – Buyers Viewpoint November 19, 2009 - click to register The Outsourcing Institute / 3forward All Rights Reserved 50
Thank You For Joining Sales Dream Team Sales Leader Series – TeleBriefing #6 November 5, 2009
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