Streamlining Your Efforts While Building Strategic Customer Relationships - AIPMM Webcast

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Published on October 3, 2014

Author: aipmm

Source: slideshare.net

Description

Description
In today's faced-paced environment, no relationship can be taken for granted. Vendor consolidation is a growing trend. Purchasing departments have become Strategic Procurement and are led by powerful individuals who go unchallenged. The organizations that will succeed are those that carefully select the customers they do business with. They will invest in building deep and meaningful relationships with these "right-fit" customers. These successful organizations move beyond demand capture to demand creation by uncovering unique opportunities to help their customers succeed. They move from being vendors to being strategic partners and they make the Purchasing department irrelevant. This level of engagement doesn't happen accidentally. It is planned.

About the Speaker:
Adrian Davis, the author of Human-to-Human Selling: How to Sell Real and Lasting Value in an Increasingly Digital and Fast-Paced World, is a Certified Speaking Professional (CSP) and an expert in strategic selling and account management. He is frequently called upon to advise senior management teams and sales groups on the optimization of sales performance and the development of strategic client relationships.

Want To Certify Your Team?
If you have a product team of 10 or more that you want to certify, contact AIPMM at certification@aipmm.com.

Upcoming Events
Reserve your seat for the next AIPMM webinar. Visit: http://aipmm.com/aipmm_webinars/.

About AIPMM
With members in over 60 countries, the Association of International Product Marketing and Management (AIPMM) is the authority in product management knowledge. It is the worldwide certifying body of product team professionals. AIPMM members are strongly encouraged to pursue certification as evidence of their commitment to product management, product marketing and brand management as a profession.

AIPMM is the world's largest professional organization of product managers, brand managers, product marketing managers and other product leaders who are responsible for guiding their companies, or clients, through a constantly changing business landscape.

An AIPMM certification empowers your product team to make smarter decisions and get better results, raise your team's level of effectiveness and competence, and strengthen your company's product portfolio.

Visit: www.aipmm.com.

© 2014 AIPMM www.aipmm.com AIPMM Webinar Series www.aipmm.com

© 2014 AIPMM www.aipmm.com

© 2014 AIPMM www.aipmm.com Follow: @AIPMM @thesalesoracle @hmdelcastillo Use: #AIPMM #ProdBOK Tweet! View slide

© 2014 AIPMM www.aipmm.com Participate and Win! Must be present to win! One lucky winner will get a free copy of the Guide to the Product Management and Marketing Body of Knowledge (ProdBOK®) View slide

© 2014 AIPMM www.aipmm.com Today’s Speaker Moderator: Hector Del Castillo, CPM, CPMM @hmdelcastillo Presenter: Adrian Davis, CSP CEO & President, Whetstone Inc. @thesalesoracle adavis@whetstoneinc.ca www.whetstoneinc.ca

Copyright 2011 Whetstone Inc. All rights reserved. SS - 1 Building Strategic Customer Relationships Streamlining Your Efforts While

Copyright 2014 Whetstone Inc. All rights reserved. SS - 6 Do we sell our customers what we have or what they need?

Relationship Lifecycle Stranger Supplier Desired Supplier Trusted Advisor Strategic Ally

Enterprise Lifecycle Entrepreneurial Preemptive Performing Adaptive Systematic Innovation Scalability Innovation

The Winning Strategic Model Legends (Seduction) Winners (Prosperity) Losers (Poverty) Myths (Deception)

Install Operate Monitor Maintain Repair & Restore Idea Design Develop Manufacture Asset Life Cycle

Driving Profitable Growth Asset Life Cycle Relationship Life Cycle Enterprise Life Cycle

SUSTAINABLE DIFFERENTIATION

Copyright 2011 Whetstone Inc. All rights reserved. SS - 10 10 Types of Innovation Business model Finance Networking 2. Networking enterprise’s structure/ value chain 1. Business model how the enterprise makes money Channel Delivery Brand Customer experience 10. Customer experience how you create an overall experience for customers 8. Channel how you connect your offerings to your customers 9. Brand how you express your offering’s benefit to customers Core process Process. Enabling process 3. Enabling process assembled capabilities 4. Core process proprietary processes that add value 6. Product system extended system that surrounds an offering Product performance Offering Product system Service 7. Service how you service your customers 5. Product performance basic features, performance and functionality Source: Doblin / Rotman

Copyright 2011 Whetstone Inc. All rights reserved. SS - 11 Core competence planning: Offering & process Innovation planning: Business model Customer experience Core process Process. Enabling process Business model Finance Networking Product performance Offering Product system Service Channel Delivery Brand Customer experience Source: Doblin / Rotman 10 Types of Innovation

Copyright 2011 Whetstone Inc. All rights reserved. SS - 12 Volume of Innovation Efforts Hi Lo Last 10 years Source: Doblin analysis Core process Process. Enabling process Business model Finance Networking Product performance Offering Product system Service Channel Delivery Brand Customer experience

Copyright 2011 Whetstone Inc. All rights reserved. SS - 13 Move Beyond Products to Win Hi Lo Cumulative value creation— Last 10 years Source: Doblin analysis Core process Process. Enabling process Business model Finance Networking Product performance Offering Product system Service Channel Delivery Brand Customer experience Pareto revisited: Less than 2% of projects produce More than 90% of value…

CREATE AN “OUTSIDE-IN” CULTURE!

Customer Channels Products Inputs The Value Chain Traditional Value Chain Source: Adrian Slyvotzky, The Profit Zone Assets Modern Value Chain Purchase Criteria Customer Anger Preferences Power Decision-Making Process Purchase Occasion Buyer Behaviour Functional Needs Assets Inputs Offerings Channels Customer

ACCOUNT SCORECARD

Categorize Strategic Accounts Key Customer’s Spend Key Account Attractiveness High High Low Low Strategic Customer Status Customer Star Customer Streamline Customer Strategic investment Proactive maintenance Invest for growth Management for cash Supplier Attractiveness

SS - 39 What’s our frame of reference? Customer’s Total Economic Equation Our Offering

Innovation Process Ideation Unmet needs problems Discover Which ideas will go forward? Decide Design solutions not products Develop World class launch of new products/services Deploy

DEVELOP PRODUCTS THAT YOUR CUSTOMERS WANT AND THAT PROVIDE REAL VALUE TO THEM

Strategic Account Process Account Selection On-boarding Account Planning Categorization Plan Execution Resource Allocation Performance Monitoring Account Exit

Readiness for Change and Strategic Capability Good Poor Anticipatory Change Reactive Change Crisis Change Readiness for Change Strategic Capability Time Source: Joseph Fry, Strategic Analysis & Action, (Pearson Education Canada Inc., 1996), Chapter 10 Profitability

Copyright 2011 Whetstone Inc. All rights reserved. SS - 1 Thank You!

© 2014 AIPMM www.aipmm.com Q & A Moderator: Hector Del Castillo, CPM, CPMM @hmdelcastillo Presenter: Adrian Davis, CSP CEO & President, Whetstone Inc. @thesalesoracle adavis@whetstoneinc.ca www.whetstoneinc.ca

© 2014 AIPMM www.aipmm.com Join AIPMM! For a limited time, get a one-year AIPMM membership when you purchase a copy of the Guide to the Product Management and Marketing Body of Knowledge (ProdBOK®). Learn more here: http://bit.ly/1iUknEx.

© 2014 AIPMM www.aipmm.com Call For Speakers We are seeking qualified speakers, experts, and thought leaders who want to share their knowledge about how to create successful products. Visit: Call For Speakers.

© 2014 AIPMM www.aipmm.com Upcoming Events ProductCamp DC Saturday, October 11, 2014 LivingSocial HQ, Washington, DC ProductCamp SoCal Saturday, November 15, 2014 EventPlex, Anaheim, CA

© 2014 AIPMM www.aipmm.com Upcoming Courses Certified Innovation Leader® Oct 30-31, 2014 – DC Metro Area Certified Product Manager® Dec 8-9, 2014 – DC Metro Area Certified Product Marketing Manager® Dec 10-11, 2014 – DC Metro Area Click on the dates above for more information. If you have a team of 10 or more that you want to certify, contact certification@aipmm.com.

© 2014 AIPMM www.aipmm.com Please Join Us Again! AIPMM Webinar Series: http://aipmm.com/aipmm_webinars Global Product Management Talk http://www.blogtalkradio.com/prodmgmttalk Call For Speakers: http://www.boldpm.com/call_for_speakers Topic Suggestions: support@aipmm.com Announcements: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification/

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