gyro disappearing sales process
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The Disappearing Sales Process and the Impact on Marketing
gyro:
Scott Gillum, Channel Practice Leader
HOW WE USED TO SELL
The 80’s – CALLS & CLOSES
# of Calls # Leads$ Wins
“Work the
Numbers”
“Make it Sizzle”
The 90’s – PROCESS & PRODUCTS
“Know the Process…Work the Process”
2000’s – INTEGRATION & INSIGHT
“It’s the Pipeline stupid”
Impressions
Solicits
Responders
Leads
Wins12,454
40,536
55,858
2,203,580
35,994,704CALA APACEMEANAR
323
4,508
65,630
138,273
36,809,920
1,278
21,099
135,659
411,587
2,518,137
4,150
10,772
96,176
5,297,874
26,695,508
31%
73%
3%
6%
7%
7%
48%
0.4%
6%
16%
33%
16%
39%
11%
2%
20%
IT’S ABOUT THE PIPELINE
Imp
ressio
ns
Solicit
s
Reg
istr
an
ts
01
Pre
-Qualifi
ed
Le
ad
s
02
Qu
alifi
ed
Lead
s
03
Pro
pose
d
04
Pre
-Contr
act
05
Agre
em
ent
to
Purc
hase
Marketing Funnel
Sales FunnelContract Negotiation Closing the Deal
Sales Activities
Sales ProspectingTactical Campaigns
2
Lead QualificationOpportunity ManagementCross- and Up-sellSolution CustomizationCompetitive Positioning
3
4
• Offers and Promotions• Competitive Intelligence• Closing Events• Executive Briefings
• Qualification Tools• Customer References• Case Studies• Sales Collateral• RFP Support
Marketing ActivitiesAwareness Programs toCondition MarketAR, PR, Ads, Web, Trade Events
DG Programs to Expand Funnel
• Corporate Programs
• Local Programs• Response
Nurturing• Tele-qualification
Sales Enablement toSpeed Qualification
1 2 3 4 Closing Programs to Enhance Conversion & Close
Marketing Involvement
Sales Involvement
SALES ALIGNED MARKETING
WE WERE IN CONTROL
Web 1.0Corporate Websites
E-Marketing
E-Commerce E-Newsletters
Webcast
Podcast
OnDemand
Communities
Web 1.0
Portals
Extranet
Cracks Begin to Show Xerox
Non-Xerox
Ch
an
nel P
refe
ren
ce
Agent
Internet
Other
Warehouse Club
Direct
Contract Stationer
Key:
1998
Purchase Channel
2001
78%
4%
10%
3%5%
48%
10%
14%
10%
8%
10%
75%
8%
2%
9%
6%
33%
17%4%
10%
30%
6%
Customers are Shifting % Customers Utilizing Source for Vendor/Product Information in Past Year
Advertising
Medical Journals / Articles
In-Person Events
Traditional Direct Marketing
Electronic Marketing
Web Sites
TR
AD
ITIO
NA
LD
IGIT
AL
Sales Rep/Team
0% 20% 60%
Online Events
40%
2002 2005
0% 20% 60%40%
67%
63%
58%
57%
13%
31%
18%
13%
63%
44%
41%
40%
9%
47%
30%
28%
Some Things Reps Just Can’t Do
First Choice Second Choice
% Top-Two Consideration Factors)
48% 47% 45% 42% 15%
The relationship with the rep will not get you into the consideration set.
Serv
ice
Price
Produ
cts
Brand
Sale
s Te
am
0%
20%
40%
60%
0.210.15
0.350.24
0.04
27%32%
10%
18%
11%
CHANGE IS HAPPENING
Buyers Have Many Options, and They Use Them
Source: Buyersphere, Report 2012 The annual survey of changing B2B buyer behavior
Buyers Have Taken Control of the Process
Source: CEB MLC Customer Purchase Research Survey 2011
Customers are choosing to delay commercial conversation with suppliers 57%
Complete
Customer Due Diligence Begins
Customer First Serious Engagement
with Sales
Purchase
N=1500
“Work” is a State of Mind…Not a Place
The NEW Buyers Journey
Creating a Challenge for Marketers
Source: Forrester research 2012
BUYERS ARE IN CONTROL
...AND PERHAPS ALWAYS WERE
0H $#*! NOW WHAT?
#1 Web 1.0 is Still Powerful
Source: Buyersphere, Report 2012 The annual survey of changing B2B buyer behavior
Higher
Lower
AV
ER
AG
E U
SEFU
LLN
ESS O
F C
HA
NN
EL
Other Social Media
Word of Mouth
Web Searches
Online Communities
OVERALL USE OF CHANNEL Higher
Usage and Usefulness of Channels
Other Social Media
#1 Web 1.0 is Still Powerful
Source: Buyersphere, Report 2012 The annual survey of changing B2B buyer behavior
Higher
Lower
AV
ER
AG
E IN
FLU
EN
CE O
F C
HA
NN
EL Offline events/
webinars
Supplier e-mails Supplier websites
Whitepapers +Videos/webinars/podcasts
Blogs
Direct mail
Press advertising
OVERALL USE OF CHANNEL Higher
Usage and Influence of Sources
Word of Mouth
Industry press
#2 Search is Essential
Source: CEB, McKinsey, Hubspot, MarketingSherpa
Traditional Process
New Process
Number of Brands Number of Brands
Awareness
Consideration
Decision
Purchase
Research
Awareness
Consideration
Decision
Purchase
Research
Small Business Owner Purchase Process
#2 Search is Essential
• #1 source of information
• 38% lower cost lead source (vs OB)
• 70% links clicked on are Organic
• 75% never go past the 1st page
Source: CEB, McKinsey, Hubspot, MarketingSherpa
#3 Relevancy is King
“When you meet with a vendor salesperson, how often are they prepared for the meeting with you in the following ways?”
Business Leaders
IT Leaders
Overall
Knowledgeable about their company and products 88% 88% 88%
Understands my issues and where they can help 34% 43% 38%
Can relate to my role and responsibilities in the organization
38% 29% 34%
Source: Forrester Research, IncBase: 166 North American enterprise business and IT decision-makersSource: Q1 2009 North American Buyer Expectations Of Sales Interactions Online Survey
#3 Relevancy is King
CIOs C-Level
Industry
InvestorsAnalysts
Board
Channels
PartnerSuppliers
Customers
Peers
Providers
Competitors
Experts
Providers
Competitors CIO
CEO
Lines of Business
IT Department
Influencers
Peers“Help me
make good decisions”
“Help my team be a
better partner”
“Help me enable the business”
“Help me align and deliver”
Source: gyro Purchase Path
#4 Know Who You Are
Corporate Character
“In other words, what an organization stands for is as important as what it sells.”
Source: IBM CMO Research 2012
#5 Gen Y Will Drive More Change
Up to 30
31-40
41-50
51-60
Older
USE OF SOCIAL MEDIA FOR INFORMATION OR ADVICE, BY AGE
CREATE AND PUBLISH OWN PROFESSIONAL CONTENT, BY AGE
Up to 30
31-40
41-50
51-60
Older14%
13%
23%
26%
49%
14%
16%
29%
40%
47%
Source: Buyersphere, Report 2012 The annual survey of changing B2B buyer behavior
“Technology Changes,Customers Follow,
Companies Catch up”
KEY TAKEAWAYS1.Buyers are in Control
It’s a Great Time to be a Marketer!
2.Get the Basics Right First
3.Be Relevant
THANKYOU
gyroScott Gillum
@sgillumscott.gillum@gyro.com
www.b2bknowledgesharing.comThe Disappearing Sales Process
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