Turning concepts into revenues

1. TARGET DRIVEN CONSULTING
TOUCH
Relationship building
Orchestrated multi-level / multi-phase contact process
Focused, relevant, valuable information flow
Targeted communications – Highly cost effective
© G4H LIMITED, 2001-2008. ALL RIGHTS RESERVED.

2. About G4h
TARGET DRIVEN CONSULTING
G4h Focus – Turning Concepts into Revenues
Colin Spiller – Touch – a New Way to Sell
proposition channel major account
development building development
marketing consulting
ROI solution
Touch
positioning
campaign
go-to-market
strategy execution
market
market market relationships demand
evaluation entry mapping generation
© G4H LIMITED, 2001-2011. ALL RIGHTS RESERVED.

3. Theory: Demand Generation Issues
TARGET DRIVEN CONSULTING
meeting How many contacts get
wasted on the way?
Does your marketing
support sales?
contact • Unfocused message
• Irrelevant
• No budget
• Wrong person
• Wrong impression / image
• Too much data to digest
Result - Asked to be
target removed from list
LIST • Inaccurate list
• Impersonal generic
messages
How big is your • Interesting but not
potential market? compelling
© G4H LIMITED, 2001-2011. ALL RIGHTS RESERVED.

4. Theory: Today’s World
TARGET DRIVEN CONSULTING
• Large purchases are a team decision
• Multiple decision-makers
IT
Business
Finance
• Multiple influencers
Internal – colleagues, specialists, consultants
External – Press, Analysts, etc.
Personal – network, memberships, vendor relationships
• Does your CRM store this information?
© G4H LIMITED, 2001-2011. ALL RIGHTS RESERVED.

5. Theory: Issues - 1
TARGET DRIVEN CONSULTING
• Making first contact is hard in today’s market:
Tele marketing
Mail & email shots
Advertising and PR
Events, exhibitions and seminars
Networking
Little black books
• Today you need to establish a relationship with your potential
customers before you can sell to them to address:
Trust
Risk adverse
Name awareness
Comfort
© G4H LIMITED, 2001-2011. ALL RIGHTS RESERVED.

6. Theory: Issues - 2
TARGET DRIVEN CONSULTING
• Developing and maintaining an accurate database of
your prospective market is hard
Lost in CRM systems which are not updated
In the sales person’s mind / black book
Only focused on the current deals
Whose job is it? +
Hard to source initially
Lack of clarity &
measurement
• Protecting your relationships / knowledge is hard
Relationships reside with individual staff (sales), who can leave
Relationships often focus on companies and not tracking individuals
Maintaining relationships is often not a sales but a marketing function
© G4H LIMITED, 2001-2011. ALL RIGHTS RESERVED.

7. Touch: Objective
TARGET DRIVEN CONSULTING
What You Need Overcome The Challenges
• Who decides? • Inaccurate data
• Who influences? • One Hit Wonders – too much, too
early
• Do we know them?
• Mismatching message to recipient
• How are they connected?
• Focus on offering, not need
• What motivates them?
• Poor follow-up
• What are the organisation’s
priorities? • Inadequate / unappealing follow-
on activity
• What do they need?
• Data lost in the CRM system
• Have they a budget?
• Focus on now prospects
• How do they make decisions?
• Too much data -
• Is there an incumbent supplier?
- Too little knowledge!!!!!
© G4H LIMITED, 2001-2011. ALL RIGHTS RESERVED.

8. Touch Process: Overview
TARGET DRIVEN CONSULTING
Targets … Topics … Touch
1. Identify 1. Market Issues 1. Collateral
- people - Stumbleupon
- issues - Digg
2. Map relationships 2. Call to Action
- internal 2. Company Issues - Meeting
- external - Event
- Web Trawl
- Benchmark
- Contacts
- Survey
- Survey
3. Profile 3. Alliances 3. Follow - up
“PA to PA”
© G4H LIMITED, 2001-2011. ALL RIGHTS RESERVED.

9. © G4H LIMITED, 2001-2011. ALL RIGHTS RESERVED.
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TARGET DRIVEN CONSULTING

10. Process: Touch Quality Assurance
TARGET DRIVEN CONSULTING
Campaign QA
Specification Clean
Database
Update
Database
Define QA QA Maintain
Build raw
Universe of Operational
database
targets database
QA
Touches Call Results
QA
Create Mail-merge Send
Concept Touch Item
Mailing List Touch Item Touch Item
QA
Review
© G4H LIMITED, 2001-2011. ALL RIGHTS RESERVED.

11. What makes a good TOUCH?
TARGET DRIVEN CONSULTING
• Topical, on the ‘radar’ of the target, something that they are
worrying about. Something it is hard to get straight information on
• Strong head line, saying ‘ how it really is’, empathy with what
people are thinking, posing a question, fear of a possible disaster
• Forming an industry body in some way or telling what a respected
competitor is doing
• Something of value to the target – sources – Stumbleupon or Digg
Information perhaps about the industry or future developments
Survey, Event, Conference speaker slot
• Novelty or different but not sensational
• Clear message & clear call to action
• Professional approach
Quality letter, well written, lots of white space, attachments
Professional follow up, polite, efficient, responsive
• Low key follow up, not selling being helpful - “PA to PA”
© G4H LIMITED, 2001-2011. ALL RIGHTS RESERVED.

12. Benefits of TOUCH
TARGET DRIVEN CONSULTING
• Builds a sustainable relationship over time
• Allows you to uncover and track opportunities
• Low key, non-aggressive marketing
• Allows you to develop an accurate database which is ’self
cleaning’
• The relationship is with your company not an individual
• Your can track a contact when they move
• Can be executed and maintained in-house
• It is cost effective to implement
• Bulk of effort is low level professional admin/tele staff
• It is more effective and targeted than other forms of demand
generation such advertising, tele marketing etc.
© G4H LIMITED, 2001-2011. ALL RIGHTS RESERVED.

13. TARGET DRIVEN CONSULTING
G4h Clients
DENE
NESS
© G4H LIMITED, 2001-2011. ALL RIGHTS RESERVED.

14. G4h Limited
TARGET DRIVEN CONSULTING
proposition
development market
Colin Spiller market
evaluation
entry
W: www.g4h.co.uk consulting go-to-market
strategy
M: 07770465011 marketing
ROI
market
relationships
mapping
demand execution solution
generation positioning
channel major account
building
E: colin.spiller @g4h.co.uk development
www .3cscommunity.com
© G4H LIMITED, 2001-2011. ALL RIGHTS RESERVED.