Sales and Marketing skills are changing. In the new virtual, digital, online world a Marketing Manager -> a Community Manager. Seles and Marketing will migrate to the ultimate desired outcome = customer adoption. Community, inclusive culture and social collaboration will be critical to Sales and Marketing success in 2020.

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The world has changed

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Everything is moving to the web

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Externally focused thinking
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5. Destination postcard

6. Identify barriers to entry
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7. Wishing for change
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Change your thinking
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Child-like thinking
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10. AND thinking

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AND thinking

12. 5 Key Sales & Marketing Priorities:
Packaging & Pricing2
Customer Experience3
Sales Processes4
5 Organizational Readiness
Messaging & Positioning1

13. Messaging & Positioning

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Target tomorrow’s customers

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15
Buyer Personas

16. Target different buyer personas

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Humanize

19. Persona-Based Website

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Understand your Buyer’s Personas

21. 5 Key Sales & Marketing Priorities:
Packaging & Pricing2
Customer Experience3
Sales Processes4
5 Organizational Readiness
Messaging & Positioning1

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Target specific customer groups
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Create simple
Value Propositions

24. Example of Low Price
Provider

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28. 5 Key Sales & Marketing Priorities:
Packaging & Pricing2
Customer Experience3
Sales Processes4
5 Organizational Readiness
Messaging & Positioning1

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Put your customer at the
centre of everything you do
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Focusing all your efforts on how they think

31. Web-
Centric
Web-
Agnostic
Self-
Guided
Online
Sales
Chats
Online
to Close
Deal
Qualifies
Online but
Calls to
Close
Qualifies
Online but
takes
Face2Face
to Close
Never looks at
web-site, wants
face-2-face
meeting
Uses Web Site
to find
Contact
Information
Visits web-site
briefly, then
calls to Qualify
A Spectrum of Buyer Behavior

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Easy to buy
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Remove barriers to sale

34. Choice preference

35. A
C
B
Triplicate of choice

36. A
C
X %
Y %
B
Triplicate of choice

37. Consistency
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Adaptability
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39. 5 Key Sales & Marketing Priorities:
Packaging & Pricing2
Customer Experience3
Sales Processes4
5 Organizational Readiness
Messaging & Positioning1

40. Motivate them to take action….

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Everything is
under control?

42. Channels to Market
SOHO & SMB
Online Channel
Telesales
Partners
MidmarketOnline & Partners
EnterpriseDirect & Partners

43. 43
Direct
Sales
In-Direct
Sales
Online
Sales
Channels to Market

44. 44
Integrated Sales Machine
Channels to Market

45. Being Found/Findable

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Standing out from the crowd

47. Capture their attention

48. 48
Connecting with people
on their terms

49. 5 Key Sales & Marketing Priorities:
Packaging & Pricing2
Customer Experience3
Sales Processes4
5 Organizational Readiness
Messaging & Positioning1

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Get everyone moving
in the same direction

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Collective focus

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Help them to see their better future

53. Help! Where do I start?
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54. This is too hard!

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Together we can do more
+ +

56. Enjoy the benefits of life

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Next up: What? and How?

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David R Ednie
President & CEO
SalesChannel Europe
Ph: +33 676 60 09 25 (FRA)
Ph: +61 415 94 51 57 (AUS)
Email: david@saleschannel-europe.com
Website: www.saleschannel-europe.com