New Business Strategies helps companies increase revenue through strategic consulting. They use a proprietary methodology called the Seller's Compass to understand buyer journeys and align marketing and sales. A case study showed how using this approach helped Good Technology double annual revenue by improving customer engagement, new product adoption, and strategic planning. Attendees were encouraged to start a pilot project focusing on buyer expectations to test and refine the Seller's Compass approach.

1. Christine Crandell
President, New Business Strategies
September 13, 2012
11am ET
© 2012 NBS Consulting Group, Inc. | Tel: 415.309.7017
© 2012 NBS Consulting Group, Inc. | Tel: 415.309.7017

2. Agenda…
• Who Are We
• Sellers’ Compass
• B2B Expectations
• Step-by-Step Approach
• Case Study
• Discussion
© 2012 NBS Consulting Group, Inc. | Tel: 415.309.7017

3. Who We Are
New Business Strategies helps companies succeed
by accelerating revenue.
• Deep, proven track record in strategy expertise that
achieves outcomes.
• Proprietary and tested Sellers’ Compass™
methodology for uncovering and aligning to buyers’
Journeys.
• Consistently builds high performance marketing and
sales processes, teams and strategies.
• Unique partnership approach to service delivery that
focused on building internal capabilities.
• Practical advice, tools, and training to sustain success.
© 2012 NBS Consulting Group, Inc. | Tel: 415.309.7017

4. Our Services
FastStart Sellers’ Strategy & Outsourced
Services Compass Planning Services
Sales &
Buyer Journey Focus Competitive
Marketing
GamePlan Framework Intelligence
Assessment
Preference
Positioning Market Win / Loss
Marketing
Workshop Strategy Analysis
Product Revenue
Go-To-Market Market
Launch Acceleration
Plan Intelligence
Framework BluePrint
© 2012 NBS Consulting Group, Inc. | Tel: 415.309.7017

5. Loyalty Comes From ….
• Flexibility in interactions. • Unique benefits of the seller.
• Understand business & budget • Value/ROI/TCO.
cycles. • Value benefits from the
• Broad based relationships relationship (not in product).
beyond just the economic buyer.
Adaptability Benefits
Credibility Experience
• Consistent behavior across • Alignment to buyers’
time, steps and teams. processes, needs and interaction
• Trustworthiness, accuracy, and models.
responsiveness. • Depth & breadth of knowledge
• Shared values. seller has of buyer.
• Consistent tone, engagement
style, & information depth.
© 2012 NBS Consulting Group, Inc. | Tel: 415.309.7017

6. The Sellers‘ Compass ™
Opportunities
Sales
Purchase
Validate Deliver
The Sellers Compass™
methodology enables, engages
Customer Care
Evaluate Nurture
“Customers”
and establishes
Marketing
Contacts
Sellers enduring, profitable
Compass™ relationships with prospects and
Search Value
customers.
Define Expand
Evangelize
© 2012 NBS Consulting Group, Inc. | Tel: 415.309.7017

7. The Sellers‘ Compass ™
Opportunities
Sales Buyer Engagement Stage
• Deliver
Purchase
Implement solution, train users
Validate Deliver & address any initial issues
• Nurture
Evaluate ‘quality’ of relationship
Customer Care
Evaluate Nurture
“Customers”
& initial ROI is realized
Marketing
Contacts
Sellers • Value
Compass™ Expect various value streams &
Search Value
deeper relationship
• Expand
Promote & expand product(s)
Define Expand
adoption internally & repeat buy
Evangelize
• Evangelize
Self-initiated WOM endorsement
of product, seller value &
relationship
© 2012 NBS Consulting Group, Inc. | Tel: 415.309.7017

8. Disruptors …
2nd
1st Disrupter
Disrupter
3rd
Disrupter -
Point of Churn
ZMOT
Trigger 4th
Event Disrupter
© 2012 NBS Consulting Group, Inc. | Tel: 415.309.7017

9. Putting It All Together…
3. Socialize, 4. Operationalize
Share, Cross Teams and
Educate 3
Functions
4 7. Mobilize
Educate, train &
2
empower
employees
2. Pilot
5 5. Measure
Experiment with a
Identify
1 slice of Sellers’ 7
Metrics &
Compass
ROI
6
6. Full Sellers’ Compass
Marketing and Support
1. Discover define the end-to-end
Start with a detailed buyers’ experience then
investigation of your buyers’ align it with business
journey (who, what, when, why) objectives.
© 2012 NBS Consulting Group, Inc. | Tel: 415.309.7017

10. Expectations of …
The Seller : Interactions:
• Long-term partner orientation • Accurate
• Sustain market leader • Accessible & knowledgeable
• Trusted business advisor • Consistent & predictable
• Products perform ‘as advertised • Consultative selling
• Sells solutions • Enthusiastic yet patient
• Positive & broad reputation • Fair & flexible
• Endorsed by industry analysts • Help beyond the product
• Participate on product roadmap • Relevant & credible
• Transparent & forthright • Responsive & reliable
• Active in customer’s IT strategy • Sense of urgency & care
• Multiple, persistent organizational • Set realistic expectations &
touch points across multiple honor their word
functions and levels • Focus on success vs. transaction
© 2012 NBS Consulting Group, Inc. | Tel: 415.309.7017

11. Engagement Storyboard…
Source: www.uxmatters.com
© 2012 NBS Consulting Group, Inc. | Tel: 415.309.7017

12. Engagement Storyboard…
Source: www.uxmatters.com
© 2012 NBS Consulting Group, Inc. | Tel: 415.309.7017

13. Content…
Deliver
• Videos
• Implementation
Guide
• Tips & Tricks
• Customer Community
Value
• Internal Content
ZMOT
• QBRs
• Best practices, market
research on trends
• Networking w/ peers
• Free training
Expand
• Internal
Trigger • “Onsite” Events
Event • Market Research
• Peers / Social Graph
• Case Studies
© 2012 NBS Consulting Group, Inc. | Tel: 415.309.7017

14. Social Media Role
POWER OF INFLUENCERS VALUABLE INFORMATION
Engage credible, trusted Don’t be stingy with
influencers to discuss the technical, research and
merits of your vision and market information . Make it
solutions. easy to find and access.
VOICE OF THE BUYER
Unsolicited customer
feedback and open dialog RESPONSIVENESS
around consistency of Consistency, speed and
experience, trust, and accuracy are critical to
value. credibility. Empower all
employers to respond and
enable buyers.
Use social media to
inform, engage, enable and
showcase buyer success
and accomplishments with
your product/service
© 2012 NBS Consulting Group, Inc. | Tel: 415.309.7017

15. Case Study: Good Technology
• STRATEGY: Accelerate Growth
– Challenge: Accelerate market penetration of existing and new
products to double annual revenue.
• SOLUTION: Launch Sellers Compass
– Align all market-touching teams and define processes based on
how customers’ preferred interaction models.
– Improve marketing and sales ROI, and customer satisfaction
and NPS scores by establishing a customer-centric culture
• RESULTS:
– Customer engagement increased 100% in product
planning, advocacy programs, private communities, and
media
– 100% increase in new product adoption
– Sellers’ Compass findings foundation for 2013 planning
– Grass-roots changes in how teams interact with customers
– Expectation-driven and interaction preference campaigns
© 2012 NBS Consulting Group, Inc. | Tel: 415.309.7017

16. What You Can Do Today …
1. Launch a pilot Sellers’ Compass project
– Focus on buyer expectations, processes & changing
definitions of Value
2. Draft Experience Storyboard
– Include online and off-line interactions and assets
3. Validate Storyboard with pilot customers
– Socialize approach and findings internally
4. Implement and refine
– Test, measure, and adjust
5. Socialize, socialize, socialize
© 2012 NBS Consulting Group, Inc. | Tel: 415.309.7017

17. Thank You
and
Questions?
Christine.crandell@newbizs.com
+1.415.309.7017
www.christinecrandell.com
Forbes Blog:
blogs.forbes.com/christinecrandell
LinkedIn:
http://www.linkedin.com/in/christinecrandell
Twitter: @chriscrandell