Seven Ways to Matter More to Customers
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The document discusses 7 ways for companies to better matter to their B2B customers. It recommends pursuing markets where the company matters most in terms of opportunity and ability. It also suggests understanding customers' needs and wants, delivering value through collaboration, focusing on industry-specific solutions, specializing vertically within industries, and empowering channels through skills development and role-based training. The overall goal is to create relevant interactions that improve a company's ability to execute and build context with its customers.
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Seven Ways to Matter More to Customers
- 1. 7 Ways to Matter More to Your Customers Presented by Lilia Shirman, Author of 42 Rules for Growing Enterprise Revenue
- 2. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.com About Lilia Shirman CEO of The Shirman Group Managing Director at Golden Seeds Stanford Global Entrepreneurial Marketing Coach Past lives at BEA Systems, Accenture, Applied Materials Website: www.ShirmanGroup.com Blog: www.RevenueOrchard.com
- 3. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.com What are the 42 Rules for Growing Enterprise Revenue? Proven ideas to matter more to your B2B customers
- 4. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.com CUSTOMER RELEVANCE Market Size Functions Features & Benefits Sales & Marketing Products Horizontal Training
- 5. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.com CUSTOMER RELEVANCE Ability to ExecuteMarket Size Functions Features & Benefits Sales & Marketing Products Horizontal Training Context Collaboration Solutions Vertical Empowerment Interactions
- 6. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.com © 2009 The Shirman Group, Inc. All rights Reserved Pursue markets in which YOU MATTER most AbilityOpportunity
- 7. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.com © 2009 The Shirman Group, Inc. All rights Reserved Where do YOU MATTER most? Opportunity Addressable market size Spending growth rates Competitive pressure Customer demands Potential revenue from expansion in existing accounts Potential revenue from new accounts Market trends that may spur demand Ability Product superiority or acquisition capabilities Sales acceptance Sales skills and expertise Market domain expertise Ability to leverage partnerships Channel relationships Success with early customers Expertise of service and support organizations
- 8. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.com INTERNAL VIEW Toss the FUNCTIONAL org chart
- 9. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.com Purchase Process Events Deployment / Installation User / Admin Training Usage Experience Service & Support Billing Upgrades Press / Social Media / Publications Contracts Delivery / Activation CUSTOMER VIEW Create relevant INTERACTIONS
- 10. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.com Contextis mostly invisible at first glace Environment Company CREDIBILITY © 2012 The Shirman Group, Inc. All rights Reserved
- 11. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.com Contextis mostly invisible at first glace Environment Company CREDIBILITY © 2012 The Shirman Group, Inc. All rights Reserved Use Cases People RELEVANCE
- 12. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.com USE CASE Know What It’s For
- 13. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.com USE CASE Know What It’s For Scenarios People Processes Systems Common corporate objective
- 14. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.com
- 15. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.com YOU deliver THEY want © 2012 The Shirman Group, Inc. All rights Reserved
- 16. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.com Features Technologies Interfaces Ease of use Performance Customization Integration Services / Expertise Support Company initiatives Department objectives Career advancement Job security Ego Income MBOs Process metrics Commitments to boss/colleagues YOU deliver THEY want © 2012 The Shirman Group, Inc. All rights Reserved
- 17. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.com VALUE © 2012 The Shirman Group, Inc. All rights Reserved YOU deliver THEY want
- 18. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.com Opportunities to COLLABORATE Messaging Collateral Websites Content Trade Shows Live Webinars In-person Events Events Sales Meetings Consulting Support Calls Interactions
- 19. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.com SOLUTIONS WHAT WHY HOW Products Solutions Products or Services Integrated blend of products, services, and expertise Perform a task or function Address strategic imperative (driver of budget allocation) Rich feature set Reliable performance Rapid deployment Simple, low-cost maintenance Integration Clear roles Adaptability Changes behavior
- 20. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.com “Those industries that have been in place the longest are the most productive and have the biggest increase in revenue.” The benefits of being VERTICAL
- 21. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.com 2Years Notable or Significant Improvement The benefits of being VERTICAL 90% 80% 70% 55% 50% 40% Leads Brand Awareness Revenue Over 2 Years Under 2 Years SOURCE: Vertical Market Specialization by B2B Vendors Benchmarking Study, Shirman Group
- 22. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.com EMPOWER YOUR CHANNELS
- 23. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.com EMPOWER YOUR CHANNELS Products and Solutions Use Cases & Industries Skills Development • Interviewing • Listening • Negotiation ROLE-BASED Buying Process
- 24. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.com SUMMARY Ability to Execute Context Collaboration Solutions Verticals Nurturing Interactions
- 25. © 2013, The Shirman Group 42 Rules for Growing Enterprise Revenuewww.42rules.com Book Website: 42rules.com/book/42-rules-for-growing-enterprise-revenue Blog: www.RevenueOrchard.com Web: www.ShirmanGroup.com Email: lilia@ShirmanGroup.com Twitter: @B2BGuru THANKS!
Notas do Editor
- Messaging Ask customers to describe valueOpen-ended questions in annual surveyCustomer advisory council Trade ShowsMake learning an objectiveAsk questions or give a short (5 questions max) survey before handing out the tchachkis, or organize mixers and events that have information gathering as an explicit objective.Collateral and White Papers Moderated Wiki’s Websites Don't hide customer feedback and support Feature request and comment links on product pages Press Releases Build relationships with customers' and partners' PR staffsAssist partners and customers with replying to PR opportunities. Live Webinars Interactive tools: offer polls, chat, Q&ABefore and after surveys Share the results In-person Events Workshop formatTime to interact Listen and take notes