Starting conversations with strangers - tomorrow's customers - is the role of Marketing. Helping customers answer 2 critical questions: 1) Why change? and 2) Why us? is the role of Marketing. Guiding customers through the Buyer's Journey from selection to purchase to usage to recommendation is the role of marketing. If Marketing is doing all this what is Sales going to be doing?
In the age of digital disruption everything changes. Marketing
5. “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.”
21. Technology Adoption Curve
Influencer/Adopter Programs
Influence Generation: Capture the hearts and
minds of Tech savvy early adopters, opinion
leaders and influencers
Early Adopter Market
Channel Partners
GTM Strategy & Business Plan
Channel readiness & activation
Demand Generation
Mainstream Market
DANGER - CHASM!
A
Build the buzz!!!!
B
•
•
•
•
•
•
•
Build sales channels
Create capacity
to service demand
Create a tipping point
Technology Innovators Visionaries
2%
14%
Pragmatists
34%
Distributors
Retailers
Resellers
VARs
Service Providers
System Integrators
Consulting Partners
Conservatives
34%
Sceptics
16%
PERCENTAGE OF POPULATION
Technology Vendors
TIME
43. 1. A mobile device is an extension of the owner’s personality
and personal identity
2. Target early adopters/opinion leaders to create an “unpaid
sales force” of fans, influencers and recommenders
3. Design and deliver a superior End2End Customer
Experience. Align all your marketing actions with customer
touch points along the Buyer’s Journey from creating buzz
to adoption to recommendation.
45. David R Ednie
President & CEO
SalesChannel Europe
Ph: +33 676 60 09 25 (FRA)
Email: david@saleschannel-europe.com
Website: www.saleschannel-europe.com
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