1. The Disappearing Sales
Process
and the Impact on Marketing
gyro:
Scott Gillum, Channel Practice Leader

2. HOW WE USED TO SELL

3. The 80’s – CALLS & CLOSES
# of Calls
# Leads
$ Wins
“Work the
Numbers”
“Make it
Sizzle”

4. The 90’s – PROCESS &
PRODUCTS
“Know the Process…Work the Process

5. 2000’s – INTEGRATION &
INSIGHT
“It’s the Pipeline stupid”

6. Impressions
Solicits
Responders
Leads
Wins
12,454
40,536
55,858
2,203,580
35,994,704
CALA APAC
EMEA
NAR
323
4,508
65,630
138,273
36,809,920
1,278
21,099
135,659
411,587
2,518,137
4,150
10,772
96,176
5,297,874
26,695,508
31%
73%
3%
6%
7%
7%
48%
0.4%
6%
16%
33%
16%
39%
11%
2%
20%
IT’S ABOUT THE PIPELINE

7. Impressions
Solicits
Registrants
01
Pre-Qualified
Leads
02
Qualified
Leads
03
Proposed
04
Pre-Contract
05
Agreement
to
Purchase
Marketing Funnel
Sales Funnel
Contract Negotiation
Closing the Deal
Sales Activities
Sales Prospecting
Tactical Campaigns
2
Lead Qualification
Opportunity Management
Cross- and Up-sell
Solution Customization
Competitive Positioning
3
4
• Offers and Promotions
• Competitive Intelligence
• Closing Events
• Executive Briefings
• Qualification Tools
• Customer References
• Case Studies
• Sales Collateral
• RFP Support
Marketing Activities
Awareness
Programs to
Condition Market
AR, PR, Ads,
Web, Trade Events
DG Programs to
Expand Funnel
• Corporate Programs
• Local Programs
• Response Nurturing
• Tele-qualification
Sales Enablement to
Speed Qualification
1 2 3 4 Closing Programs to
Enhance Conversion & Close
Marketing Involvement
Sales Involvement

8. SALES ALIGNED MARKETING

9. WE WERE IN CONTROL

10. Web 1.0
Corporate Websites
E-Marketing
E-Commerce E-Newsletters
Webcast
Podcast
OnDemand
Communities
Web 1.0
Portals
Extranet

11. Cracks Begin to Show
Xero
x
Non-
Xerox
Channel
Preference
Agent
Internet
Other
Warehouse Club
Direct
Contract Stationer
Key:
1998
Purchase Channel
2001
78%
4%
10%
3%5%
48%
10%
14%
10%
8%
10%
75%
8%
2%
9%
6%
33%
17%
4%
10%
30%
6%

12. Customers are Shifting
% Customers Utilizing Source for Vendor/Product
Information in Past Year
Advertisin
g
Medical Journals /
Articles
In-Person Events
Traditional Direct
Marketing
Electronic Marketing
Web Sites
TRADITIONAL
DIGITAL
Sales Rep/Team
0% 20% 60%
Online Events
40
%
2002 2005
0% 20% 60%
40
%
67%
63%
58%
57%
13%
31%
18%
13%
63%
44%
41%
40%
9%
47%
30%
28%

13. Some Things Reps Just Can’t Do
First Choice Second Choice
% Top-Two Consideration Factors)
48% 47% 45% 42% 15%
The relationship with
the rep will not get
you into the
consideration set.
0.21
0.15
0.35
0.24
0.04
27%
32%
10%
18%
11%
0%
20%
40%
60%

14. CHANGE IS HAPPENING

16. Buyers Have Many Options, and They
Use Them
Source: Buyersphere, Report 2012 The annual survey of changing B2B buyer behavior

17. Buyers Have Taken Control of the
Process
Source: CEB MLC Customer Purchase Research Survey 2011
Customers are choosing to
delay commercial
conversation with suppliers
57%
Complete
Customer Due
Diligence Begins
Customer First
Serious Engagement
with Sales
Purchase
N=1500

18. “Work” is a State of Mind…Not a
Place

19. The NEW Buyers
Journey
Creating a Challenge for Marketers
Source: Forrester research 2012

20. BUYERS ARE IN
CONTROL
...AND PERHAPS ALWAYS WERE

21. 0H $#*! NOW WHAT?

22. #1 Web 1.0 is Still Powerful
Source: Buyersphere, Report 2012 The annual survey of changing B2B buyer behavior
Higher
Lower
AVERAGE
USEFULLNESS
OF
CHANNEL
Other
Social Media
Word of
Mouth
Web
Searches
Online Communities
LinkedIn
Facebook
Twitter
OVERALL USE OF CHANNEL Higher
Usage and Usefulness of Channels
Other Social Media

23. #1 Web 1.0 is Still Powerful
Source: Buyersphere, Report 2012 The annual survey of changing B2B buyer behavior
Higher
Lower
AVERAGE
INFLUENCE
OF
CHANNEL
Offline events/
webinars
Supplier e-mails Supplier websites
Whitepapers +
Videos/webinars/podcasts
Blogs
Direct mail
Press
advertising
OVERALL USE OF CHANNEL Higher
Usage and Influence of Sources
Word of Mouth
Industry press

24. #2 Search is Essential
Source: CEB, McKinsey, Hubspot, MarketingSherpa
Traditional Process New Process
Number of Brands Number of Brands
Awareness
Consideration
Decision
Purchase
Research
Awareness
Consideration
Decision
Purchase
Research
Small Business Owner Purchase Process

25. #2 Search is Essential
• #1 source of information
• 38% lower cost lead source (vs OB)
• 70% links clicked on are Organic
• 75% never go past the 1st page
Source: CEB, McKinsey, Hubspot, MarketingSherpa

26. #3 Relevancy is King
“When you meet with a vendor salesperson, how often are
they prepared for the meeting with you in the following
ways?”
Business
Leaders
IT Leaders Overall
Knowledgeable about their company
and products
88% 88% 88%
Understands my issues and where
they can help
34% 43% 38%
Can relate to my role and
responsibilities in the organization
38% 29% 34%
Source: Forrester Research, Inc
Base: 166 North American enterprise business and IT decision-makers
Source: Q1 2009 North American Buyer Expectations Of Sales Interactions Online

27. #3 Relevancy is King
CIOs C-Level
Industry
Investors
Analysts
Board
Channels
Partner
Suppliers
Customers
Peers
Providers
Competitors
Experts
Providers
Competitors
CIO
CEO
Lines of
Business
IT
Departme
nt
Influencer
s
Peers
“Help me make
good
decisions”
“Help my team
be a better
partner”
“Help me
enable the
business”
“Help me
align and
deliver”
Source: gyro Purchase Path

28. #4 Know Who You Are
Corporate Character
“In other words, what an organization
stands for is as important as what it sells.”
Source: IBM CMO Research 2012

29. #5 Gen Y Will Drive More Change
Up to 30
31-40
41-50
51-60
Older
USE OF SOCIAL MEDIA FOR INFORMATION
OR ADVICE, BY AGE
CREATE AND PUBLISH
OWN PROFESSIONAL CONTENT, BY
Up to 30
31-40
41-50
51-60
Older
14%
13%
23%
26%
49%
14%
16%
29%
40%
47%
Source: Buyersphere, Report 2012 The annual survey of changing B2B buyer behavior

30. “Technology Changes,
Customers Follow,
Companies Catch up”

31. KEY TAKEAWAYS
1.Buyers are in Control
It’s a Great Time to be a Marketer!
2.Get the Basics Right First
3.Be Relevant

32. THANK
YOU gyro
Scott Gillum
@sgillum
scott.gillum@gyro.com
www.b2bknowledgesharing.com
The Disappearing Sales Process