Over the past few years, buyers have been inflicted with a condition known as Frugalnomics, where B2B buyers require significant ROI, fast payback and superior value from each investment they make. It is often easier for these buyers to do-nothing, than to change. How can help today's more skeptical and frugal buyer realize that there is a cost of doing nothing and facilitate stalled sales cycle? In this webinar we will discuss ways you can fight Frugalnomics, and answer the following important sales enablement questions: How can you better connect with and engage today's economic-focused buyer? How can you convince buyers that there is a cost of doing nothing? When you have a proposed solution, how can you best provide economic justification and prove ROI? How can you differentiate your value from the competition? At the end of this webinar you will be provided with several real world examples and links that can help shorten sales cycles, recover stalled deals, reduce discounting and improve competitive advantage.

1. Powering B2B sales to economic buyers
TOM PISELLO, Chairman & Founder
http://www.fightfrugalnomics.com
Blog: http://tompiselloroiguy.blogspot.com/
Twitter: @tpisello
http://www.alinean.com
Using Outcome-Based Selling to Achieve
Better Sales Success

2. A New Buyer Requires New Strategy & Tactics
http://www.fightfrugalnomics.com
© 2011 Alinean, Inc.
2

3. Less Discretionary Budget up for Grabs in 2012,
But Opportunity Exists
26.7%
Budget for project was approved and allocated
during beginning of the year
26.1%
Budget was allocated as part of a larger line item
once need was established
20.6%
Budget was determined post multiple bids
15.8%
Budget was taken from another line item after
need was established/clear
10.9%
Determined potential impact through other
adopters and built a business
Demand Creation Specialists B2B Buyer Survey - 2011
Sales needs to proactively help facilitate buyer’s realization that:
1. A need exists and it is a priority
2. If opportunity is not addressed it has a cost
3. If opportunity addressed = tangible and significant financial and competitive reward
4. A viable proposed solution is available w/ significant ROI and fast payback
5. The proposed solution represents a good value vs. competitions
© 2011 Alinean, Inc.
3

4. Buyer’s Decision Process Significantly Changed
Took more time to research and consider solutions 48%
Utilized a wider variety of sources to research options 36%
Did more detailed analysis of costs/ROI of solution before 34%
finalizing the process
More internal team members provided their input into 30%
decision process
Relied more on live customer feedback/recommendations 21%
Fewer internal team members provided their input into 16%
decision process
Demand Creation Specialists B2B Buyer Survey - 2011
Multiple Responses Allowed
Match and facilitate buyer’s decision process:
1. Deliver content to help buyer’s adequately research opportunities and solutions,
2. Provide financial justification and business case tools to prove return on investment
(ROI),
3. Provide live customer testimonials and advocate communities to help buyers learn from
peers the best way to solve opportunities with the proposed solutions.
© 2011 Alinean, Inc.
4

5. B2B Buyers: It’s All About the Benjamins
Focus on Lowest Purchase Price
vs. Best Value
Focus on Total Cost of Ownership
can help facilitate better decision
Source: The Considered Purchase Decision What Matters, What Doesn’t And What It
Means For B2B Marketing and Sales by TriComB2B / University of Dayton School of
Business Administration http://www.cmo.com/conversion/purchase-survey-finds-price-
total-cost-ownership-most-important
© 2011 Alinean, Inc.
5

6. Buyers are Economic-Focused
• Size
More Leads to Close Same Executive Scrutiny Reduced Deal Size
Amount of Business
Longer Sales Cycles Increased Competition
More Stakeholders
Stalled Deals
© 2011 Alinean, Inc.
6

7. Unfortunately, Product / Solution Selling Still Reigns
Forrester Sales Enablement Forum- 2011
Sales Recognizes Issue as Well:
26% of BtoB sales reps surveyed cited “inability to communicate value
messages” as the number one inhibitor to achieving quota - SiriusDecisions
© 2011 Alinean, Inc.
7

8. Fight Frugalnomics™ with Value Selling & Marketing
Product Focus Solution Focus Value Focus
Discussion: Discussion:
Discussion:
• Customer knows issue • Prescriptive & Quantified
• Customer knows issues &
• Tie features / functions to desired outcome • Discover… Is customer
needs aware of issue?
• Questions to discover pain
• Compares product points
alternatives • Diagnose… How bad is it?
• Feature • Function • Price • Recommend solution to • Quantify … Value of change
solve pain
• Compare … Value vs. Status
Drive: Sales Led: Product Drive: Sales Led: Pain-Point Quo / Competition
Driven Driven
Drive: Diagnostic Led: What
is issue & value of change?
Solution
Vendor Trusted Advisor
Provider © 2011 Alinean, Inc.
8

9. Facilitating the Buyer’s Journey w/ Interactive Sales &
Marketing Tools
BUYER’S JOURNEY
Loosening Exploring Committing Justifying
Committing Making the
of the possible to a the
to change selection
status quo solutions solution decision
DISCOVERY CONSIDERATION DECISION
Content Marketing & Sales Enablement Strategy
Help Align
Align buyer solution Validate/
Create reinforce
problem with identify with Make the
awareness choice
business needs in specific business case
around a new
issues; drive solving sets of for change Prove best
problem
urgency the business value
problem needs
PROVOCATIVE APPROACH VALUE APPROACH
Interactive White Diagnostic Assessment
ROI Analysis Tools TCO Comparison Tools
Papers Tools
© 2011 Alinean, Inc.
9

10. Case Study: Microsoft Simple-to-Save
http://www.fightfrugalnomics.com
© 2011 Alinean, Inc.
10

11. Microsoft Simple-to-Save Cost Savings Analysis
http://www.microsoft.com/optimization/tools/overview.mspx
© 2011 Alinean, Inc.
11

12. Quick Savings Analysis
© 2011 Alinean, Inc.
12

13. Few Data Points to Estimate Savings
© 2011 Alinean, Inc.
13

14. Overview of Results
© 2011 Alinean, Inc.
14

15. Capability & Maturity Benchmarks
© 2011 Alinean, Inc.
15

16. IT & Business Savings
© 2011 Alinean, Inc.
16

17. Savings Details
© 2011 Alinean, Inc.
17

18. Review & Customize Results
© 2011 Alinean, Inc.
18

19. Roadmap Recommendations
© 2011 Alinean, Inc.
19

20. White Paper Reports
© 2011 Alinean, Inc.
20

21. PPT Report
© 2011 Alinean, Inc.
21

22. Case Studies: OfficeMax ProForma
http://www.fightfrugalnomics.com
© 2011 Alinean, Inc.
22

23. Proactive Profiling to Generate Provocative Savings Reports
© 2011 Alinean, Inc.
23

24. Profile + Research = Savings Opportunity
© 2011 Alinean, Inc.
24

25. Select Scope of Proposed Services
© 2011 Alinean, Inc.
25

26. Quantifying the Cost of Doing Nothing
© 2011 Alinean, Inc.
26

27. Estimate Savings Potential
© 2011 Alinean, Inc.
27

28. Compelling Savings From Enterprise Programs
© 2011 Alinean, Inc.
28

29. Urgency via “Speed to Savings”
© 2011 Alinean, Inc.
29

30. Word and PPT Report Options
© 2011 Alinean, Inc.
30

31. Tool Development Process & Benefits
http://www.fightfrugalnomics.com
© 2011 Alinean, Inc.
31

32. Typical Development Project
• Demand-Gen • Sales Enablement
– Week 1: Kickoff – Week 1: Kickoff
– Week 2: Initial Prototype – Week 2: Initial Prototype
Spreadsheet Spreadsheet
– Week 3: 2nd Prototype Spreadsheet – Week 3: 2nd Prototype
– Week 4: Initial Tool Alpha Spreadsheet
– Week 5: Initial Tool Beta – Week 5: Initial Tool Alpha
– Week 6: Initial Tool Pilot – Week 7: Initial Tool Beta
– Week 8: Final – Week 8: Initial Tool Pilot
– Week 10: Final
© 2011 Alinean, Inc.
32

33. What is Required of You and Your Team?
• Collect and Provide Prior Art: • Participation
– Benefit statements – Weekly meeting
– Benefit / ROI white papers – Weekly review
– Spreadsheet or other tools – Alpha, Beta & Pilot review
– 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)
© 2011 Alinean, Inc.
33

34. Facilitating the Buyer’s Journey w/ Interactive Sales &
Marketing Tools
BUYER’S JOURNEY
Loosening Exploring Committing Justifying
Committing Making the
of the possible to a the
to change selection
status quo solutions solution decision
DISCOVERY CONSIDERATION DECISION
Content Marketing & Sales Enablement Strategy
Help Align
Align buyer solution Validate/
Create reinforce
problem with identify with Make the
awareness choice
business needs in specific business case
around a new
issues; drive solving sets of for change Prove best
problem
urgency the business value
problem needs
PROVOCATIVE APPROACH VALUE APPROACH
Interactive White Diagnostic Assessment
ROI Analysis Tools TCO Comparison Tools
Papers Tools
© 2011 Alinean, Inc.
34

35. Value of Alinean Business Value Selling / Marketing Tools
 Break through the noise with value add / personalized
Connect higher in organization & speak
content
language of economic buyers / CFOs  Elevate relationships from vendor to trusted advisor
 Drive 50% more leads / connections compared to other
Engage on value vs.
initiatives
feature / function / price  Reduce discounting and increase deal size by 20%
Automate development of personalized  Reduce proposal time from days to hours
assessments and business case proposals  Reduce sales cycles by 20-30%
 Convert 240% more prospects to sales than other programs
Prove more value, lower costs and  Convert 240% more prospects to sales than other programs

 Increase the competitive success rate of proposals by over
Increase the competitive success rate of proposals by over
competitive advantages 60%
60%
Deliver credibility with research and 3rd  Increase the credibility and acceptance of proposals by
100%
party validation
 Convert existing Excel sales tools into on-line interactive
Develop sales tools with lower TCO applications with no programming
 SaaS delivery
 Self-authoring for shared workload
 Enable all direct and channel sales teams with a scalable
Standardize and centralize value
sales /marketing tool suite.
selling / marketing efforts  Collect customer data, track and drive usage
© 2011 Alinean, Inc.
35

36. Questions?
http://www.alinean.com/faq/
© 2011 Alinean, Inc.
36

37. Next Steps
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
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)
http://www.fightfrugalnomics.com
© 2011 Alinean, Inc.
37

38. Thank You!
http://www.fightfrugalnomics.com
© 2011 Alinean, Inc.
38