Rethinking Growth in the Digitally Disrupted Age of the Customer

What is your Growth Strategy?

Growth strategy I

Growth strategy II

Opportunity or Threat?

Digital Disruption

Drivers of Digital Disruption:

1. Mass Adoption of Digital Technology

2. The Age of the Customer

3. B2B-> B2C -> The Engagement Economy

Focus on the future

Think outside the boxFocus on tomorrow’s customers

Horizon 10 - 6 months

Horizon 26 - 12 months

Horizon 312 - 36 months

Thinking at 3 Time Horizons

Get it right

Get it wrong

OLD THINKING

NEW TECHNOLOGY

FAIL

X

=

Think outside the box

Think outside the box

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Growth strategy

Where are you on the curve?

Where are you on the curve - ahead or behind, which is the essence of strategy.

Behind:

If you are behind the curve and chasing the market

then you have ceded a great deal of control and you

must have the ability to execute and be very agile in

execution. Your bets are defined. Your strategic

posture is reactive and defensive.

Ahead:

If you are ahead of the curve you are trying to drive

the market, which requires a very different agility -

there you require a set of controlled bets in execution

with the ability to constantly probe the frontier and

execute on success. Here you are reacting to yourself

and your direction instead of where others have been.

Disruptive Opportunity Matrix

ExtendWhite

Space

Defend ExtendCurrent

New

Current New

Source: Create Marketplace Disruption by Adam Hartung, Pearson Education, Inc. 2009

Products

Customers

You can’t teach an old dog new tricks

Growth Mindset1

Differentiate or Die2

The Customer Adoption Cycle3

Disrupt the Status Quo4

Tipping the Funnel5

Growth Mindset

Product

Place

Price

Promotion

4P's

Solution

Access

Value

Education

SAVE

Educate

Inspire

Create a sense of urgency

Inspire Gen C Customers

The mobile generation

Growth Mindset1

Differentiate or Die2

The Customer Adoption Cycle3

Disrupt the Status Quo4

Tipping the Funnel5

http://tabernaclefortoday.files.wordpress.com/2012/03/cart_before_the_horse.jpg

Cart before the horse

Build a better mouse trap

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“If I had asked people what

they wanted, they would

have said faster horses.” - Henry Ford

1863 - 1947

3 Levels of vision

Basic Product/Service:• Technology• Price performance• Product/Service quality

E2E Customer Experience:• People• Perceived value• High touch• Exceed customer expectations• Delight and astound customers

12 Support Services

3E2E

Customer Experience

Differentiation: 3 Levels of Perceived Value

BasicProduct/Service

Support Services:• Levels of support• Quality of service• Systems• Processes

Your Products &

Services

Price vs Value

Products ServicesExperienceCustomer

Growth Mindset1

Differentiate or Die2

The Customer Adoption Cycle3

Disrupt the Status Quo4

Tipping the Funnel5

The problem is that

customers don’t buy

the way we sell

The Buying Decision Process

“Customers are completing

57% of a buying cycle before

ever coming into contact with

a sales rep.”

- A CEB study of more than 1,400 customers

Search

Find

Qualify

Try

Buy

Activate

Manage

Up-sell

Support

Refer

The Customer Adoption Cycle

Growth Mindset1

Differentiate or Die2

The Customer Adoption Cycle3

Disrupt the Status Quo4

Tipping the Funnel5

“Fire your sales force”

The old Golden Rule in Sales was:

Find out what your customers

want, and give it to them.

Give your customers the ability to

do what they can’t currently do

but would want to if they only

knew it was possible.

The new Golden Rule in Sales is:

Capture their imaginations

“Reasons lead to conclusions.

Emotions lead to actions.”- Saatchi & Saatchi

Growth Mindset1

Differentiate or Die2

The Customer Adoption Cycle3

Disrupt the Status Quo4

Tipping the Funnel5

Tipping the Funnel

Clients: Actions:

Tipping the Funnel

Audience 2

Typical Conversion Rates

1. Cold calling:

2. External Recommendation:

3. Internal Recommendation:

44%10 X Cold calling

(Between 1-5%) 4%

88%20 X Cold calling

Social Media

1. Growth Mindset

2. Differentiate or Die

3. The Customer Adoption Cycle

4. Disrupting the Status Quo

5. Tipping the Funnel

Quick Review:

4Ps => SAVE: Solution, Access, Value & Educate

Differentiation: 3 Levels of Perceived Value

Turn customers into your unpaid sales force

Align all Sales & Marketing actions

Fire your Sales Force

52

• The client has changed

• The buying process has changed

• The Sales Cycle -> The Customer’s Journey

• Market segmentation -> Buyer personas

Digital Disruption = Business Transformation

• Marketing -> Digital

-> Social Media

-> Social Influence -> Social Selling

• Demand Generation

• User Value Proposition and Persona Messaging

• Marketing Manger -> Community Manager

• Internal Alignment

• Execution

• Sales Channel alignment

• Multi-channel touchpoint experience

• E2E Customer Experience

Rethink the Customer

Rethink Sales & Marketing

Rethink your Organisation

Business Transformation

Channel TransformationDigital

Disruption

Massive

Change=

Get it right

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David R EdniePresident & CEOSalesChannel Europe

Ph: +33 676 60 09 25 (FRA)

Email: [email protected]

Website: www.saleschannel-europe.com