Unisys Case Study - New Product Launch Success - From Product Pitch to Value Selling - SiriusDecisions Summit 2015

Assuring New Launch Success: Migrating from Product to Value

Jim Howard

https://www.linkedin.com/pub/jim-howard/14/a4a/469

[email protected]

Tom Pisello

www.linkedin.com/pub/tom-pisello/0/29/640@AlineanROI @[email protected]

Copyright 2015 © All rights reserved.1

Modern Mission Critical

We help clients gain business advantage from emerging technologies by securely and effectively applying these to their most critical operations

25%

of the world’s air freight moves through Unisys systems

10 million user incidents handled in 26 different languages every year

130 million health and human

services transactions processed each year

by Unisys systems

10 of top 15 global banks rely on Unisys systems

5,500Reservations

processed per second for a quarter of the

world’s airline passengers

The Challenge: New Product Launches

New Product LaunchesDesktop as a Service

new Product Failure Rate40 - 50%

newproductsuccess.org

78% of 2nd/3rd year reps revenue comes from 1-2 products15% of companies provide content / tools to sales ahead of a launch

Key Launch Challenges?

Differentiate

Product to Value

Enablement

Sales Training

Content

The Enablement Challenge

Messages Messenger

54% indicate

the #1 challenge = producing right content to effectively engage (

$135k / year spent to enable each rep

5.4 per decision67% have clear picture before engaging reps(SiriusDecisions)

10% are perceived as value-focused83% fail to get a second meeting

58% of opportunitiesend in “No Decision”

Audience

60-70% of content goesunused (SiriusDecisions)

Your biggest revenue growth challenge?

#1 Revenue Growth Issue = Inability to Articulate Your Unique

Value(SiriusDecisions)

Typical Sales and Marketing Your prospects

Formulating Unique Value

Value Map

From Product to Value

Research Benchmarks & Metrics (3rd party)

DiscoveryQuestions

Intelligent Value Messaging &ROI / TCO Analysis Engine

Interactive Value Analysis ROI / TCO Results& Conversation

Leave Behind Business Case /

Proposal

Customer IntelligenceData

Presentation

MAP / CRMSystems

DaaS ROI Calculator

DaaS ROI Calculator

TCO Comparison

Review Detailed TCO / ROI Calculations

ROI Analysis

Review & Edit Detailed Assumptions

Presentation & Business Case Reports

PowerPoint & Word

Tool Design Lessons Learned

Default Values to Guide Discovery

The Team – internal / external experts

Review and Audit Assumptions & Annotations

3rd Party Model Design & Benchmark Metrics

User Experience:Simple DiscoveryLayered ComplexityInfographic Results

Customized / Branded Output – PPT / WordCollaborate with Customer

Internationalized – Currency, Metrics, Languages

Build it and they will come?

Roll-Out Lessons Learned

AwarenessConfidenceCompetent

Support Services and Coaching / MentoringRefresh Model / Metrics / Content

Training and Certification

Access and Promotion

Products

Value

Reshape the conversation

Engage earlier and motivate decisions

Accelerate sales cycles

Reduce discounting / Improving deal size

Realized Value

Not waste time on false opportunities

Next Steps

www.FrugalnomicsSurvivalGuide.com

Frugalnomics Survival GuideUsing your unique value to market better, stand out and sell more.

Value Marketing & Selling Assessment

www.alinean.com