Unisys Case Study - New Product Launch Success - From Product Pitch to Value Selling - SiriusDecisions Summit 2015
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Assuring New Launch Success: Migrating from Product to Value Jim Howard, Solution Architect at Unisys Unisys, a global IT solutions company, was readying for the launch of two new products: 1. Forward! - a new converged infrastructure solution for the secure data center 2. Desktop as a Service (DaaS) – personal computing delivered more efficiently as a service. It was important to generate immediate demand for these new products, and get new sales reps up to speed in order to effectively sell the solution. But how could Unisys quickly and effectively educate prospects on the value of these solutions, and differentiate them uniquely from other offerings? In this informative session, Jim Howard from Unisys will be interviewed, discussing his new product launch challenges, which are likely similar to your own, and ways he leveraged value messaging, provocative insights, value marketing / ROI tools and training to achieve success.
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Unisys Case Study - New Product Launch Success - From Product Pitch to Value Selling - SiriusDecisions Summit 2015
- 1. Assuring New Launch Success: Migrating from Product to Value Jim Howard https://www.linkedin.com/pub/jim- howard/14/a4a/469 Jim.howard@unisys.com Tom Pisello www.linkedin.com/pub/tom- pisello/0/29/640 @AlineanROI @tpisello tom@alinean.com Copyright 2015 © All rights reserved. 1
- 2. 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 5,500 Reservations processed per second for a quarter of the world’s airline passengers
- 3. The Challenge: New Product Launches New Product Launches Desktop as a Service new Product Failure Rate40 - 50% newproductsuccess.org 78% of 2nd/3rd year reps revenue comes from 1-2 products 15% of companies provide content / tools to sales ahead of a launch
- 4. Key Launch Challenges? Differentiate Product to Value Enablement Sales Training Content
- 5. 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 decision 67% have clear picture before engaging reps (SiriusDecisions) 10% are perceived as value-focused 83% fail to get a second meeting 58% of opportunities end in “No Decision” Audience 60-70% of content goes unused (SiriusDecisions)
- 6. Your biggest revenue growth challenge? #1 Revenue Growth Issue = Inability to Articulate Your Unique Value(SiriusDe cisions) Typical Sales and Marketing Your prospects
- 8. From Product to Value Research Benchmarks & Metrics (3rd party) Discovery Questions Intelligent Value Messaging & ROI / TCO Analysis Engine Interactive Value Analysis ROI / TCO Results & Conversation Leave Behind Business Case / Proposal Customer Intelligence Data Presentation MAP / CRM Systems
- 11. TCO Comparison
- 12. Review Detailed TCO / ROI Calculations
- 13. ROI Analysis
- 14. Review & Edit Detailed Assumptions
- 15. Presentation & Business Case Reports PowerPoint & Word
- 16. 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 Discovery Layered Complexity Infographic Results Customized / Branded Output – PPT / Word Collaborate with Customer Internationalized – Currency, Metrics, Languages
- 17. Build it and they will come? Roll-Out Lessons Learned Awarene ssConfidenc eCompetent Support Services and Coaching / Mentoring Refresh Model / Metrics / Content Training and Certification Access and Promotion
- 18. Produc ts Valu e Reshape the conversation Engage earlier and motivate decisions Accelerate sales cycles Reduce discounting / Improving deal size Realized Value Not waste time on false opportunities
- 19. Next Steps www.FrugalnomicsSurvivalGuide.com Frugalnomics Survival Guide Using your unique value to market better, stand out and sell more. Value Marketing & Selling Assessment www.alinean.com
Notes de l'éditeur
- Assuring New Launch Success: Migrating from Product to Value Jim Howard, Solution Architect at Unisys Unisys, a global IT solutions company, was readying for the launch of two new products: Forward! - a new converged infrastructure solution for the secure data center Desktop as a Service (DaaS) – personal computing delivered more efficiently as a service. It was important to generate immediate demand for these new products, and get new sales reps up to speed in order to effectively sell the solution. But how could Unisys quickly and effectively educate prospects on the value of these solutions, and differentiate them uniquely from other offerings? In this informative session, Jim Howard from Unisys will be interviewed, discussing his new product launch challenges, which are likely similar to your own, and ways he leveraged value messaging, provocative insights, value marketing / ROI tools and training to achieve success.
- Unisys is focused on helping our clients navigate this new world of IT – safely, confidently, successfully. Our purpose is exactly to help our clients exploit new, emerging technologies for their most critical operations – to gain the business advantages those technologies make possible – while modernizing and leveraging their existing investments.
- Actually – 40% is the right failure number. Forward launched January in 2014, Desktop as a Service was launched in mid-2014 Source: http://newproductsuccess.org/white-papers/new-product-failure-rates-2013-jpim-30-pp-976-979/
- Tom lead
- When asked about the biggest revenue growth challenge, sales executives responded that it wasn’t the lack of enough leads, more sales training, social selling skills, the right products / services. The #1 issue has unfortunately been persistent over the past 4 years , and indicated as such by 71% of execs in the last survey - The inability for sales reps to articulate value. And the reason for this, is the Value Gap – a difference between buyer expectations and the current sales and marketing approach. In fact, 95% now require a value-centric approach – requiring sales reps to deliver value positioning and financial justification in order to be successful. On the other side of the divide, unfortunately, most organizations remain mired in a traditional approach, leading with Products, Features and Price. Forrester indicates that only 1 in 10 sales reps are viewed by buyers as being value centric, with most pitching products or implementing pseudo solution selling – asking a few cursory questions before launching into a canned product presentation. Rather than improving, this figure is on the decline, dropping from 12% just a year ago.
- Jim discuss real customer engagement – 185k users, 6 months or more to do typically, use the Alinean models and other data sources, RFP – not enough face time, Alinean tool and business case help to earn business without being able to get the face time …. within a month had a reasonable benchmark and business case $192M over 5 years … shared with gate keeper… over a $180M 5 year contract win…. Not waste time on false opportunities – enough cost of do nothing / current challenges, price, value?