2. 2
Keynote: Gerhard Gschwandtner
Founder and Publisher of
Selling Power magazine
Author of 17 books on
selling and motivation
Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
3. 3
5 Major Changes
Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
4. Business is about creating value
Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
5. Everyone wants value
• Customers from vendors
• Managers from salespeople
• Salespeople from companies
• CEO’s from sales and marketing
teams
Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
6. Value = true north
Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
7. All values decline
The value of any
product or service is
destined to
decline…
Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
8. Value threats
1. Better ideas
2. Better competitors
3. Smarter buyers
4. Change in business climate
Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
9. Internet = Platform for Change
Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
10. Change # 1: The Internet drives change
Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
11. Ongoing revolution
Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
12. Chaos is a factory….
…that creates golden opportunities
Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
13. Lesson # 1
Adapt, innovate
or become
irrelevant
Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
14. Action step
Move your
business
processes online
Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
15. Change # 2: Social media
Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
16. Customers Drive the Conversation
“…social media has become massively more
important because customers have stopped
listening to vendors and analyst/reviewers.
Most of your marketing and press/analyst
relations are being trumped by customers
talking to customers. ”
Geoffrey James
BNET
Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
17. Lesson # 2
Join the conversation
Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
18. Action steps
• Create a social media policy
• Make Twitter, FB, LinkedIn
part of your sales process
• Don’t cold call, social call
Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
19. Change # 3: Tech = Acceleration
Leaders
Salesforce, Apple, Google, Cisco
Followers
Dell, Garmin
Victims of change
Kodak, Encyclopedia Britannica,
Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
20. Salesforce.com
Market cap: $18 Billion
Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
21. Dell
Market cap: $26 Billion
Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
22. Kodak
Market cap: $1.4 Billion
Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
23. Lesson # 3
Our core business strategy
must be aligned with the
opportunities that emerge
from the revolutionary trends
that transform our world…
Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
24. Lesson # 3
or we will become
victims of change
Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
25. Action step:
Lead, follow or get left behind
Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
26. Change # 4. The Sales 2.0 Revolution
“Sales 2.0 is a more efficient
and effective way of selling
for the buyer and the seller
enabled by technology.”
(Anneke Seley, Author Sales 2.0)
Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
27. Sales 2.0 Companies Overachieve
Sales 1.0 Sales 2.0
Sales Performance Across Performance Performance Performance
Levels Comparison Level 1 Level 2 Level 3
% Reps Making Quota 45% 52% 60%
% of Company Plan Attainment 75% 80% 84%
% Forecast − Wins 42% 47% 53%
Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
28. Lesson # 4
Sales 1.0 is dead
Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
29. Sales 1.0 is dead
• Cold calling
• Transactional selling
• The traditional sales funnel
• Sequential dialing
• Lead response delays (MIT Study)
• The sales pitch
• Sales processes without metrics
Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
30. Action step
Adopt Sales 2.0
and improve your
revenue cycle
Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
31. Brainshark’s Sales 2.0 Platform (as of 5/1/10)
Web &
Sales Social Media
Portal
Web
Analytics
Conferencing
On-Demand
Rich Media Content
Marketing Sales
Automation Intelligence
CRM
Salesforce
Time & Contact
Materials Data
Event
Corvent Proposal
Management
Creation
E-Mail / Chat
Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
32. Change # 5. The Customer Revolution
Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
37. Co-create with customers
•Ads
•Marketing message
•Products (Threadless, Fiat 500, Nike)
Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
39. Lesson # 5
In the past we
tried to get inside
the customer’s
mind so we could
get a bigger share
of the customer’s
wallet
Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
40. Lesson # 5
Today we need to
bring the
customer’s mind
into our company
so we can
collaborate and co-
create our future
Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
41. Change is not enough
1. Adapt, Innovate or become irrelevant
2. Join the social media revolution
3. Align with emerging opportunities
4. Adopt Sales 2.0 to improve revenues
5. Co-create with your customers – make customers
part of your value chain
Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
42. Create a customer centric revolution
Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
43. True north
Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
44. Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration
45. True North
Sales & Marketing 2.0 Conference, San Francisco November 2010 sales20conf.com/collaboration