1. The
Conversa,on
Roadmap:
A
Founda7on
for
Be;er
Sales
Tools
and
More
Lisa
Singer
Fitzpatrick
Execu7ve
Director,
Global
Marke7ng
Communica7ons
©2011
Dow
Jones
&
Company
1

2. Snooki
-­‐
really
Tim?!?
©2011
Dow
Jones
&
Company
2

3. Quick
facts:
Labuto Library Project - Zambia
Firm:
Dow
Jones
&
Co.
Industry:
News
Media
&
Publishing
Headquarters:
New
York,
NY
Corporate Solar Installation
Geographic
Footprint:
Global
Ownership:
News
Corpora7on
Revenue:
$1.8
billion
©2011
Dow
Jones
&
Company
3

4. The
Dow
Jones
Story
–
It
gets
complicated...
©2011
Dow
Jones
&
Company
4

5. See
what
I
mean?
©2011
Dow
Jones
&
Company
5

6. Why
Change?
• Did
you
catch
the
prior
slides?
They
were
all
about
us!
• Product
messaging
was
feature-­‐focused
–
not
about
solving
real
customers’
problems
•
Sales
and
Marke,ng
misaligned;
at
,mes,
even
buRng
heads
•
Our
porSolio
is
complex
but
messages
were
one
size
fits
all
–
I
call
it
the
“kitchen
sink”
approach
•
Pipeline
analysis
showed
we
were
compe,ng
against
status
quo
for
majority
of
prospects
©2011
Dow
Jones
&
Company
6

7.
Where
are
we
today?
3 13 7 7
Decision
Months
Catalysts
Completed
More
to
go...
Workshops
©2011
Dow
Jones
&
Company
7

8. Messaging
Founda,on
Aligned
with
Teams
and
Ini,a,ves
Brand Architecture
Regional Marketing
Demand Creation
Product Marketing
GTM Strategy
Global Sales Opps
©2011
Dow
Jones
&
Company
8

9. Aligning
to
SPIN
for
Authen,c,
Customer-­‐focused
Conversa,ons
Power
Posi,oning/
SPIN
Methodology:
Conversa,on
Roadmap:
Ask
the
right
ques7ons
to
understand
Provide
the
right
responses
linked
to
customer
situa7on,
uncover
problem,
need,
benefit,
payoff
-­‐
what’s
going
need
or
opportunity
to
improve?
Why
is
our
solu7on
be;er?
©2011
Dow
Jones
&
Company
9

10. Mapping
Messaging
&
Content
to
Customer
Buying
Cycle
Buying Cycle Stages:
Recogni7on
Determine
Evaluate
Resolve
Status
Quo
Nego7a7on
of
Problem
Needs
Op7ons
Concerns
Buyer Situation Stages:
”Am
I
”What
do
I
“How
do
I
”Am
I
“I
have
a
making
the
“I’m
fine”
need
to
fix
my
ge?ng
the
problem”
right
fix?”
problem?”
best
deal?”
choice?”
Buyer Messaging and Content Components:
Thought
Knowledge
Value
Proof
Confirm
Value
Story
Leadership
Solu,on
Valida,on
Points
Value/ROI
• White papers • White papers • Solutions sheet • Fact sheet • Case studies • Customer reference
• Webinars • Webinars • Events • Demos/trials • Analyst reports • ROI tools
• Surveys/research • Events • Use scenarios • Analyst reports • Demos/trials
• Bylines/blogs • Peer referrals • Case studies • Product reviews • Product reviews
• Newsletters • Account plans
• Competitive info
©2011
Dow
Jones
&
Company
10

11. High-­‐level
Implementa,on
Timeline
February/March
April
April
–
December
Jan
–
March
2012
Knowledge
Phased
Power
Posi7oning
Transfer
Training
Implementa7on
Sales
Delivery
Workshop
-­‐
for
Product
of
workshops
by
Training;
Rollout
Fac7va
Pilot
(POC)
Marke7ng
&
target
audience
to
Global
Sales
Marcomms
©2011
Dow
Jones
&
Company
11

12. Upstream
Output
from
Conversa,on
Roadmap
SEO/SEM
–
Keywords
&
Demand
Genera,on
Phrases
Campaign
&
Event
Collateral
New
Target
Audience
Website
Copy/
Focused
Sales
Tools
Architecture
Adver,sing
Social
Media
Campaigns
Print
and
Online
PR
–
Media
Calls
Training
&
Learning
Development
©2011
Dow
Jones
&
Company
12

13. Demand
Genera,on
Campaigns
Landing
Page
Print and Digital Ads Marketing
Email Blast Offer
©2011
Dow
Jones
&
Company
13

14. Next
Steps
• Con,nue
to
leverage
messaging
in
global
campaign
development
&
sales
enablement
tools
• Map
sales
tools
to
buying
cycle,
target
audience
and
product
suite
in
SalesForce.com
• Launch
DJ
Website
with
new,
customer-­‐centric
messaging
• Formalize
messaging
framework
with
ownership
and
a
“going
forward”
plan
to
keep
it
fresh
(new
products,
enhancements,
new
audiences,
etc.)
• Rollout
to
Global
Sales
via
Power
Messaging
Training
©2011
Dow
Jones
&
Company
14

15.
Thank
you!
Ques,ons?
©2011
Dow
Jones
&
Company
15