programs to drive loyalty and profitable growth
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Client Programs that Drive Client Programs that Drive Client Programs that Drive Client Programs that Drive Loyalty and Profitable Loyalty and Profitable GrowthGrowthLoyalty and Profitable Loyalty and Profitable GrowthGrowthGrowthGrowthGrowthGrowth
National Best Seller
Sean Geehan Sean Geehan Sean Geehan Sean Geehan
National Best-Seller
Author The B2B Executive Playbook@seangeehan
Author The B2B Executive Playbook@seangeehan
Sales: $80 BillionCustomers: 3,700
Total Sales: $70 Billion
© 2012 Geehan Group. All Rights Reserved Page 2
Total Sales: $70 BillionCustomers: 500,000,000
The Fate of B2BCompanies Rests
in the hands of Just a
Few People.© 2012 Geehan Group. All Rights Reserved Page 3
p
Simila in B2B & B2C Diffe ent in B2B & B2C
Back Office
Similar in B2B & B2C Different in B2B & B2C
Go to Market
Human ResourcesFinance
Back Office
StrategyR&D
Go-to-Market
FinanceManufacturing
Service
R&DMarketing
Sales
© 2012 Geehan Group. All Rights Reserved Page 4
The official organization Chart
CEOCEO
MarketingMarketing R & DR & D FinanceFinance StrategyStrategy SalesSalesMarketingMarketing R & DR & D FinanceFinance StrategyStrategy SalesSales
© 2012 Geehan Group. All Rights Reserved Page 5
CEOCEO
R & DR & D FinanceFinance StrategyStrategy SalesSales
IT, HR, IT, HR, OperationsOperations
Everyone Everyone elseelseelseelse
© 2012 Geehan Group. All Rights Reserved Page 6
MarketingMarketing
© 2012 Geehan Group. All Rights Reserved Page 7Source: Study by The Fournaise Marketing Group
73%73% say their
marketing executives marketing executives
l k b i dibilitlack business credibility.
Why?© 2012 Geehan Group. All Rights Reserved Page 8
Why?Source: Study by The Fournaise Marketing Group
77% said marketers 77% said marketers
talk too much brand and talk too much brand and
not enough revenue.
© 2012 Geehan Group. All Rights Reserved Page 9
Source: Study by The Fournaise Marketing Group
74% think marketing 74% think marketing
focuses too much on
trendstrends.
© 2012 Geehan Group. All Rights Reserved Page 10
Source: Study by The Fournaise Marketing Group
© 2012 Geehan Group. All Rights Reserved Page 11
72% say marketing 72% say marketing
can’t demonstrate ROI.can t demonstrate ROI.
© 2012 Geehan Group. All Rights Reserved Page 12
Source: Study by The Fournaise Marketing Group
© 2012 Geehan Group. All Rights Reserved Page 13Source: IBM Global CMO Study, 2011.
CMOs say proving
Marketing ROI is the Marketing ROI is the
#1 f t f k ti ’ #1 factor for marketing’s
success and credibility.
© 2012 Geehan Group. All Rights Reserved Page 14
Source: IBM Global CMO Study, 2011.
© 2012 Geehan Group. All Rights Reserved Page 15
Decision MakerDecision MakerDecision MakerDecision MakerDecision MakerDecision Maker
Drive ChangeSet DirectionDrive ChangeSet Direction
10%
InfluencerInfluencerInfluencerInfluencer
Run the BusinessBusiness ProcessRun the BusinessBusiness Process
15%
Users
User and PurchasingUser and Purchasing
ExecuteFeatures/Functions
Workflow 60%
© 2012 Geehan Group. All Rights Reserved Page 16
Purchasing 15%
$1 Billion
27 customers
Grow these accounts by 10%
$70 million70%$700M
3,200 customers
30%$300M
Grow these accounts by 10% $30 million
It would take 10X the amount
© 2012 Geehan Group. All Rights Reserved Page 17
in transactions to get half the Revenue
TargetingTargetingLower level
AcquisitionAcquisitionVs.
Retention=
Retention
small deals
© 2012 Geehan Group. All Rights Reserved Page 18
© 2012 Geehan Group. All Rights Reserved Page 19
© 2012 Geehan Group. All Rights Reserved Page 20
d l bl bl dCommodity Reliable Problem TrustedSupplier Supplier Solver Advisor
1 2 3 4 5 6 7 8 9 10
Description System/ProcessStandard SystemsDi i li
Industry ExpertsCustomer KnowledgeS d
InnovatorBrain PowerFDiscipline
ReactiveSeasonedLong term employeesEngaging
FocusConstant infusion of new People
Position ExecutionLow Cost Provider
GuideSituation uniqueness
Invent / DesignCompetitive AdvantageLow Cost Provider
PredictableEfficient
Situation uniquenessResponsiveEffectiveness
Competitive AdvantageChange Agents
Relationship 1‐5May not know anyone but it
5‐8Likeable and matters
7‐10Know them ‐ likeability not as
doesn’t matter important
Keys to Success Cost Value / ROITransaction to ContractIndustry/OrganizationKnowledgeHigh Switching Costs
Smartest PeopleInnovationPush Envelope
© 2012 Geehan Group. All Rights Reserved Page 21
High Switching CostsBarriers of Entry
Culture & Philosophy
Laggard to FollowerOperational Excellence
Follower to Fast FollowerStrong marketing and SalesSolid relationship building /mngt
First Mover to InnovatorR&D intenseHire the BestPeer pressure to perform
R G
I N
R G
I N
Margin Opportunity
M A
RM
A R
Perception GapPerception Gap
TodayTodayPerceptionPerception
XXTodayToday
CapabilityCapability
XXCommodityCommodity ReliableReliable ProblemProblem TrustedTrusted InterdependentInterdependent
SupplierSupplier SupplierSupplier SolverSolver AdvisorAdvisor
© 2012 Geehan Group. All Rights Reserved Page 22
CEOCEO
MarketingMarketing
R & DR & D FinanceFinance StrategyStrategy SalesSalesR & DR & D FinanceFinance StrategyStrategy SalesSales
© 2012 Geehan Group. All Rights Reserved Page 23
Consolidated RevenuesConsolidated Revenues
3 545
4,152
2,705
3,545
n U
S$ M
nIn
FY 2010 FY 2011 FY 2012
© 2012 Geehan Group. All Rights Reserved Page 24
© 2012 Geehan Group. All Rights Reserved Page 25
Most important Customers
Decision maker level
Leadership team
© 2012 Geehan Group. All Rights Reserved Page 26
Councils enable and deliver:
Retention and account growth
Industry insight and directionIndustry insight and direction
Sales and margin growth
Sparks relevant innovation
G t d
© 2012 Geehan Group. All Rights Reserved Page 27
Generates advocacy
ROI on Decision Maker Customer Programs
l bll bl
No Decision Maker
With Decision Maker
Results are MeasureableResults are Measureable
Decision Maker Decision Maker
Retention 72% 90%
Account Growth 4% 12%
Referencable 28% 94%Referencable 28% 94%
“Our executive customer programs have proven to be the most effective way to positively impact top and the most effective way to positively impact top and
bottom line results.”
Jeff GarrityCFO Services
© 2012 Geehan Group. All Rights Reserved Page 28
CFO, Services
Sweet Sweet SpotSpot
MarketC ll iMarket
C ll i
pp
CollectiveCollective
AcquireAcquire EvolveEvolve
1
4 3
Core Competency
Business Model
Core Competency
Business Model 2
© 2012 Geehan Group. All Rights Reserved Page 30
DivestDivest
Sweet Sweet SpotSpot
MarketC ll iMarket
C ll i
pp
CollectiveCollective
AcquireAcquire EvolveEvolve
1
4 3
Core Competency
Business Model
Core Competency
Business Model 2
© 2012 Geehan Group. All Rights Reserved Page 31
DivestDivest
Wells Fargo
Sweet SpotCEO Workstation Solution
MarketCollective
AcquireWachovia
EvolveMobility for critical
Core Business
1
4 3Treasury Suite Services
yservicesBusiness services move from a la carte to fixed fee pricingCore
CompetencyBusiness
Model 2
p g
EliminateOld bill payment solution
© 2012 Geehan Group. All Rights Reserved Page 32
Accounting software solution development
Harris
Sweet SpotExpand FAME, DOOH
MarketCollective
AcquireNon-Linear
EvolveLow-cost next gen
Core Business
1
4 3capabilitiesg
channelAccount engagement business models
Core Competency
Business Model 2
EliminateIdentify products to kill
© 2012 Geehan Group. All Rights Reserved Page 33
Identify partners to services unattractive market needs
Driving Revenue
ResultsResults
Sales Close Rate Increased: 21-330%
Sales Cycle Time Accelerated: 18-60%
Customer Satisfaction Scores Increased: 15-31%
Referenceable Accounts Climbed: 23-420%
“Our Executive-Level programs delivered significant sales results where g
other tactics failed.”
Keith HawkSenior Vice President
© 2012 Geehan Group. All Rights Reserved Page 35
Senior Vice President
Keys to Keys to TangibleTangible
M k ti Marketing gROI
© 2012 Geehan Group. All Rights Reserved Page 36
ROI
==
© 2012 Geehan Group. All Rights Reserved Page 38
937-271-3914@seangeehan937-271-3914@seangeehan
© 2012 Geehan Group. All Rights Reserved Page 39