Building Business Value
Post on 19-May-2015
1271 Views
Preview:
DESCRIPTION
Transcript
Building Business ValueStage 2 Education Series Workshop
Sponsored by Fifth Third Bank
November 9, 2010
Dave Haviland
dave@phimation.com
734 717-4955
Randy Albert
randy@phimation.com
734 255-2747
Phimation – The Natural Force of Evolution
2
Phimation is the force that
organizes systems for function and creativity
phi is the ratio of
spirals
Phimation Strategy Group
Strategy development and strategic execution• Business• Marketing• Operations• Innovation• Funding
Experience• Operating leadership experience with Stage 0/1/2 businesses• Worked with about 4 dozen companies since 2001• On the Boards of 4 companies• Raised $30MM in private and public capital• Managed radical-improvement initiatives for dozens of companies
© Phimation Strategy Group 3
4
Table Introductions
• Your name and what business you’re in
• What caught your eye about this workshop and made you
decide to come?
• If you had a magic wand and could change any one thing
about your company, what would it be and why?
• What do you need out of this workshop to make it worthwhile
for you?
A PRIMER ON STAGE 2 MANAGEMENT
Stage 0
Stage 1
Stage 2
Stage 3
Organizational Growth
© Phimation Strategy Group 5/3 S2ES Workshop6
Complexity Grows Significantly
© Phimation Strategy Group 5/3 S2ES Workshop7
# of components(staff, customers, suppliers)
Interdependencies
The Stage 2 Leadership Playbook
8
Focus Attention
Provide the Right Frame
Define & Ensure
Decision-Making
Lead Creation of
Vision
Stage 2 Leadership
Direction Management
Manage Owners
Ownership
Define & Ensure Culture
Define & Ensure
Governance
Ensure Performance
Stage 1 Stage 2
Analogy Beach volleyball Hockey
Stage 1 Stage 2 Transition
© Phimation Strategy Group 5/3 S2ES Workshop9
Stage 1 Stage 2
Organization Beach volleyball Hockey
Destiny Leader-driven Vision-driven
Stage 1 Stage 2 Transition
© Phimation Strategy Group 5/3 S2ES Workshop10
Stage 1 Stage 2
Organization Beach volleyball Hockey
Destiny Leader-driven Vision-driven
Finances Hand-to-mouth;Results drive survival
Sustainability;Results drive flexibility
Stage 1 Stage 2 Transition
© Phimation Strategy Group 5/3 S2ES Workshop11
= =
Stage 1 Stage 2
Organization Beach volleyball Hockey
Destiny Leader-driven Vision-driven
Finances Hand-to-mouth (cost);Results drive survival
Sustainability (ROI);Results drive flexibility
Key to effectiveness
Small, quick, and good at what you do
Smart, agile, and good at serving customers
Stage 1 Stage 2 Transition
© Phimation Strategy Group 5/3 S2ES Workshop12
Stage 1 Stage 2 Transition
© Phimation Strategy Group 5/3 S2ES Workshop13
1.2.3.
1.2.3.
Stage 1 Stage 2
Organization Beach volleyball Hockey
Destiny Leader-driven Vision-driven
Finances Hand-to-mouth;Results drive survival
Sustainability;Results drive flexibility
Key to effectiveness
Small, quick, and good at what you do
Smart, agile, and good at serving customers
Priorities ReactiveExternally-driven
ProactiveInternal and external inputs
Stage 1 Stage 2
Organization Beach volleyball Hockey
Destiny Leader-driven Vision-driven
Finances Hand-to-mouth;Results drive survival
Sustainability;Results drive flexibility
Key to effectiveness
Small, quick, and good at what you do
Smart, agile, and good at serving customers
Priorities ReactiveExternally-driven
Proactive,Internal and external inputs
Complexity “Service delivery” and customers
…plus…strategy, marketing, people, and finances
Stage 1 Stage 2 Transition
© Phimation Strategy Group 5/3 S2ES Workshop14
AaAbbbBCccDdDd
Stage 1 Stage 2
Organization Beach volleyball Hockey
Destiny Leader-driven Vision-driven
Finances Hand-to-mouth;Results drive survival
Sustainability;Results drive flexibility
Key to effectiveness
Small, quick, and good at what you do
Smart, agile, and good at serving customers
Priorities ReactiveExternally-driven
ProactiveInternal and external inputs
Complexity “Service delivery” and customers
…plus…strategy, marketing, people, and finances
Communication Impromptu,The gory details
Scheduled,Just the highlights
Stage 1 Stage 2 Transition
© Phimation Strategy Group 5/3 S2ES Workshop15
AB
ccc
bbbaaa
CDddd
16
Key Takeaways
• Things are more complicated
• Your job as a leader is to frame and focus
• ROI is more important than cost
• Reacting in the moment is not good enough
• There are several things you should do:– Lead your staff in creating a vision for the company– Manage your investments– Get better at serving customers– Clarify your priorities
17
Table Discussion
• What did we hear?
• What are our reactions?
• What questions do we have?
18
DRIVING REVENUE
The Revenue Generation Funnel
19
1:Many
Education
1:1
Listening & Responding
Marketing
Sales
The Customer Experience
20
Product
Services
Intangibles20% of customer focus80% of company focus 80% of customer focus
20% of company focus
21
IMPROVING YOUR SALES
22
Improved Sales Management Drives Results in Stage 2
Improved customer dialogue
Improved resource allocation
Improved structure & systems
More value with each customer
More value with all customers
More productivity in sales team
23
Valuethat your customercreates (or avoids)
using your solution
Focusing on Value
Costof your solution
How much of this do you help to create?
How much of this do you keep?
The Buyer’s Process
24
Challenge Need Solution Assessment
Playing in the Value Game
25
Challenge Need Solution Assessment
When Value Is Determined
When Many Sales Discussions Begin
Communicating with Customers
26
How does it work?
What does it do?
Why is this competitively better?
Who will benefit from this?
Where can this take us?
Courtesy Jim Pancero Inc.www.pancero.com
Communicating with Customers
27
How does it work?
What does it do?
Why is this competitively better?
Who will benefit from this?
Where can this take us?
Courtesy Jim Pancero Inc. www.pancero.com
X
28
Better Customers Yield Better Profits
CustomerProfitability
CustomerQuality / Fit
Great
Poor
29
Better Customers Yield Better Profits
30
Better Customers Yield Better Profits
Finding the Right Buyers
31
Challenge Need Solution Assessment
CustomerPerception
ofComplexity
&Value
“I know the problem well”
“Oh, that’s all there is to the problem?”
“I had no idea that was the problem”
Scope and Complexity of Responsibility
32
55
5 55
55
55
5 55
55
5
5
5
75
20
33
Segmenting Your Customer Base
Top 20%
Middle 40%
Bottom 40%
Profit
34
Segmenting Your Customer Base
Key Account Management1:1 Programs
Account Management1:Many Programs
Account Service
Top 20%
Middle 40%
Bottom 40%
Profit
35
Stage 1 Sales Ecosystem
Your Company
36
Stage 2 Sales Ecosystem
Your Company
Sales
Manage the complexity with a plan
37
Objectives TacticsChannels /
StaffingBudget Timing
Campaigns & Initiatives
Sales Plan
What to Do How to Do It
Customer Segments
Sales Process
Situation
38
Key Takeaways
• Think value, not cost
• Talk about need, not solution
• Start where your customers’ hearts and minds are
• Focus on great customers
• Segment your customer base
• Be proactive with your best customers
• Plan your sales activities
39
Table Discussion
• How does this fit with how you’re managing sales now?
• What are 1-2 things you could begin doing differently this
afternoon to improve the way you manage sales?
• What do you need to do to follow up on this session?
40
IMPROVING YOUR MARKETING
41
Your Marketing Activities
Brochures
Web site SEO/SEM
Trade ShowsAdvertising
Social Media
The Stages of a Decision
42
Unaware
Aware
Interest
Desire
Commitment
Purchase
Marketing1:Many
Sales1:1
43
The Marketing Plan
Objectives Tactics Staffing Budget TimingCampaigns & Initiatives
Marketing Plan
What to Do How to Do It
Marketing Strategy
44
BusinessStrategy
MarketingStrategy
MarketingPlan
The Basic Strategy Components
45
BusinessStrategy
MarketingStrategy
Targets
Offerings Positioning
Vision & Goals
Resources Value
MarketingPlan
46
Objectives Tactics Staffing Budget TimingCampaigns & Initiatives
Marketing Plan
What to Do How to Do It
Value Communication Sales ManagementOfferings
Marketing Strategy
What to Offer How to Engage How to Do It
Your Value – Engaging The Hedgehog Principle
The fox does many things, but the hedgehog does one important thing.
47
Passionateabout
Bestat
Economicengine
HH
48
Key Takeaways
• Handle the top of your funnel with 1:many activities
• Plan your activities
• Only do activities that serve a clearly-defined objective
• Clarify what you offer, how you engage prospects and customers, and how you handle marketing – before you start planning your activities
• Use the hedgehog principle to clarify your value
• For marketing to really be effective, you need to clarify your business strategy
49
Case Study
• Walk through marketing challenges with volunteer(s)
50
WRAP UP
51
Additional Stage 2 Resources
Stage 2 Consulting
Stage 2 Coaching Program
Stage 2 Education Series
Stage 2 Owner’s Manual
Phimation Products & Services
52
Stage 2 Owner’s Manual - Uses
Leadership Guide
Management Training Course
Business Improvement Tool
53
Stage 2 Owner’s Manual - Topics
• Stage 2 Mindset
• Managing Change
• Leadership
• Strategic Planning
• Marketing
• Sales
• Talent Management
• Hiring
• Compensation
• Innovation
• Productivity
• Trends
54
Stage 2 Owner’s Manual - Contents
~ 20 minute discussion of every topic totaling about 4 hours of DVD video
Over 200 pages of cheat sheets, key concept articles, annotated slides, assessment tools, and templates
Flash drive pen with ready-to-use electronic copies of all cheat sheets, slides, assessment tools and templates
55
top related