The document discusses digital disruption and transformation in business. It provides strategies and frameworks to help companies adapt, including developing systems of engagement, selling business outcomes rather than technology, differentiating at multiple levels, creating an unpaid sales force through advocacy, and fostering a culture of growth. Key challenges discussed are the changing buying process and need for predictive and adaptive thinking to anticipate customer needs and remain relevant through disruption.

2. Future reality
Digital
Disruption =
Business
Transformation

3. Drivers of Digital Disruption:
1. Mass Adoption of Digital Technology
2. The Age of the Customer
3. B2B-> B2C -> The Engagement Economy

4. 4
Digital Transformation - Obstacles and Challenges*
*Source: Saugatuck Technology, “Digital Business” Survey
(Nov. 2014, N=102 “C-level” IT / Bus. / Finance Leaders)

5. Your job is this

6. “Change is difficult.
Not changing is fatal”
- William Pollard

7. Future reality

9. New Thinking Toolkit

10. “Fire your sales force”

11. The old Golden Rule in Sales was:
Find out what your customers
want, and give it to them.

12. 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:

13. Capture their imaginations

14. “Reasons lead to conclusions.
Emotions lead to actions.”
- Saatchi & Saatchi

15. 15
Decision
Drivers

16. Horizon 1
0 - 6 months
Horizon 2
6 - 12 months
Horizon 3
12 - 36 months
Selling at 3 Time Horizons
Closing Current
Opportunities:
• Winning Deals
• Pitching to Win
• Closing
Building Tomorrow’s
Business:
• Industry trends
• Industry competitive
challenges
• Collaborative strategy
Building the Pipeline:
• Solutions to Customer
business challenges
• Value Propositions
• Account Sales Plan

17. Get it right

18. Get it wrong

19. The status quo is not
a growth strategy

20. Disruptive Opportunity Matrix
Extend
White
Space
Defend ExtendCurrent
New
Current New
Source: Create Marketplace Disruption by Adam Hartung, Pearson Education, Inc. 2009
Products
Customers

21. Strategic choices

22. Delusional
Thinking

23. #1: Irrational complacency

24. #2: Catch the train

25. OLD THINKING
NEW TECHNOLOGY
FAIL
X
=

26. Think outside the box

27. Think outside the box

28. www.flickr.com/photos/12023825@N04/2898021822
Growth strategy

29. - Peter Drucker
“The greatest danger in
times of turbulence is not
the turbulence - it is to act
with yesterday’s logic”.
The Challenge of Change

30. Prisoners of the past

31. Overcoming change

32. Destination Thinking

33. Compete for the
future, not just
the present

34. “Today’s customers are online
explorers, seeking out online ratings,
peer reviews, videos and in-depth
product details as they move through
the buying decision process.”

35. Move to tomorrow’s battleground

36. Ride the next wave

37. You can’t teach an old dog new tricks

38. Old dog, new tricks
VP of Growth
VP of Sales

39. Rethink the sales funnel

40. Radically rethink the sales funnel

41. 41
Focus on Selling Above the Funnel
• Prospection
• Qualifying
• Needs
• Proposal
• Negotiation
• Close
Demand
Creation
Demand
Capture
• Market identification
• Requirements analysis
• Demand creating
• Lead Generation and
Management
• Engagement
The Sales Toolkit
Q1 Q2 Q3 Q4 Q1
Demand Generation Campaigns

42. Create Systems of Engagement1
Sell Business Outcomes not Technology2
Differentiate or Die3
Create an Unpaid Sales Force4
Develop a Culture of Growth5

44. “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
57%

45. Interruption Marketing:
Targeting Audiences with
messages through channels
to drive transactions
The OLD World
Engagement Marketing:
Engaging communities
with shared purpose
through experiences to
sustain relationships
The NEW World

46. Sales Transformation
Old Sales Model New Sales Model

47. Systems of Engagement

48. source: www.corporatevisions.com
Why Systems of Engagement?

49. source: www.corporatevisions.com
1 32
• Challenge them
• Destabilise them
• Challenge the status quo
• Get them out of comfort zone
• Take them to the negative
future
• Sell your insights
• Provide evidence
• Cost justify
• Lead them through the
process
• Take them to the beach
• Sell your insights
• Sell your experience
• Take them to the negative
future
• Create a sense of urgency
• Monetise the cost of delay
• Take them to the beach
• Guide them to take action
• Take the order
Why Systems of Engagement?

50. Create Systems of Engagement1
Sell Business Outcomes not Technology2
Differentiate or Die3
Create an Unpaid Sales Force4
Develop a Culture of Growth5

51. Product
Place
Price
Promotion
4P's
Solution
Access
Value
Education
SAVE

52. Educate

53. Inspire

54. Create a sense of urgency

55. Game Changer
Purchase
before Adoption
Adoption
before Purchase
AccessAssets

56. Sales Transformation = Selling Business Outcomes
OLD NEW
The IT Buyer The Business Buyer
Selling into CapEx Budgets Selling into OpEx Budgets
Technical Expertise Business Expertise
Geographic Sales Territories Vertical Industry Territories
Selling Features Selling Results
Fixed-Price Contracts Outcome-Based Contracts
Demonstrating Features Business Process Discussions
Your Complexity and
Underlying Architecture
Your Consumption Model
and Service Capability
Maintenance Contracts "Apps Mindset"
Face2Face Sales Skills Social Media Knowledge
Source: Consumption Economics: The New Rules of Tech
by J. B. Wood, Todd Hewlin and Thomas Lah, 2011

57. Create Systems of Engagement1
Sell Business Outcomes not Technology2
Differentiate or Die3
Create an Unpaid Sales Force4
Develop a Culture of Growth5

58. http://tabernaclefortoday.files.wordpress.com/2012/03/cart_before_the_horse.jpg
Cart before the horse

59. Build a better mouse trap
www.flickr.com/photos/clementlivolsi/4596430458

60. “If I had asked people what
they wanted, they would
have said faster horses.”
- Henry Ford
1863 - 1947

61. 3 levels of clarity

62. Basic Product/Service:
• Technology
• Price performance
• Product quality
E2E Customer Experience:
• People
• Perceived value
• High touch
• Exceed customer expectations
• Delight and astound customers
1
2 Support Services
3
E2E
Customer Experience
Differentiation: 3 Levels of Perceived Value
Basic
Product/Service
Support Services:
• Levels of support
• Quality of service
• Systems
• Processes
Your
Products &
Services

63. Price vs Value
Products Services
Experience
Customer

64. Competitive separation

65. Create Systems of Engagement1
Sell Business Outcomes not Technology2
Differentiate or Die3
Create an Unpaid Sales Force4
Develop a Culture of Growth5

66. The problem is that
customers don’t buy
the way we sell

67. The Buying Decision Process

69. Search
Find
Qualify
Try
Buy
Activate
Manage
Up-sell
Support
Refer
The Customer Adoption Cycle

70. The Adoption Cycle

71. Digital Transformation starts here

72. Evolution

73. Devolution

74. Customer Adoption

75. Create Systems of Engagement1
Sell Business Outcomes not Technology2
Differentiate or Die3
Create an Unpaid Sales Force4
Develop a Culture of Growth5

76. Anticipate change

77. Business Agility

78. Adapting to change

79. Predictive Mindset

80. Adaptive Mindset

81. 1. Create System of Engagement
2. Sell Business Outcomes not Technology
3. Differentiate or Die
4. Create an Unpaid Sales Force
5. Develop a Growth Mindset
Quick Review:
4Ps => S A V E
Differentiation: 3 Levels of Perceived Value
Align all Sales & Marketing actions
Predictive -> Adaptive Thinking
Competing to remain relevant to tomorrow’s customers
Demand Creation Campaigns

82. Get it right

83. www.flickr.com/photos/horacio/3781750
David R Ednie
President & CEO
SalesChannel Europe
Ph: +33 676 60 09 25 (FRA)
Email: david@saleschannel-europe.com
Website: www.saleschannel-europe.com