rallying your sales channel around today’s customer

WEBINARRallying Your Sales Channel Around Today’s Customer@goallbound#NeverSellAlone

Jen SpencerDirector of Sales & [email protected]@jenspencer

Hey! It’s nice to meet you.

Matt HenslerDirector of Customer [email protected]@matthensler

Today’s Agenda• Relevancy• Accuracy• Delivery• Consistency• Synergy• Q&A

“By 2020, customers will manage 85% of their interaction with the enterprise without interacting with a human.” - Gartner

#NeverSellAlone

You must be downright frightened

#NeverSellAlone

Today’s B2B customer expects more

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The New Customer Journey (does not end at point of purchase)

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#NeverSellAlone

Relevancy“Our biggest competitors are our customers.”

- Brent Adamson

“B2B buyers are learning on their own and delaying their contact with suppliers until late in the purchase.” - CEB

#NeverSellAlone

#NeverSellAlone

Customer Journey of the Past

Attention Interest Desire Action

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Today’s Customer Journey:Problem-specific, not product-specific

Awareness Consideration Decision

Enjoy

BondAdvocate

Buy

#NeverSellAlone

AccuracyWhat your reps don’t know can hurt you.

“Nearly 57% of prospects feel their sales teams are not prepared for their very first meeting.” - IDC

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Customers have too much at stake to be mis-informed

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Millennials rank trust and authenticity high on the list of scrutinized factors when making brand choices …

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Only 10% of U.S. adults feel advertising ethics are high

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#NeverSellAlone

DeliveryCustomers today perform more due diligence

than ever

Deliver your product in a way that lives up to the promotion your customers encountered pre-sales

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Post-sales customer experiences also need to be valuable and authentic.

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Quality of delivery builds trust and eventually loyalty … which leads to renewal …

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#NeverSellAlone

ConsistencyConsistency is critical across the entire customer

experience

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Don’t …Communicate to you customers the same way you communicate to prospects.

Send highly promotional messages that don’t account for the recipients’ shift in status from buyer to owner.

#NeverSellAlone

Do …Evaluate the communications you are sending your customers.

Are you just sharing ‘nice to know’ information or is it ‘need to know’ information?

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Do …Leverage the in-depth customer understanding that customer success teams possess in order to enhance communications.

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Do …Ensure your customer marketing continues to drive those owners of your solutions back to the product so that they can achieve the desired outcome that drove the original purchase.

#NeverSellAlone

SynergyIt is critical to create synergy between your

efforts and those of your partners.

You must work to avoid the friction that can be created if synergy doesn’t exist.

#NeverSellAlone

#NeverSellAlone

Aligning content to the buyer’s journey and creating customer personas help partners create more relevancy and consistency of experience.

Aberdeen Group Study

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Empowering quota-carriers with the training, skills and especially cloud-based content with which to adapt their messaging, content and collateral to their individual territories and accounts.


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Reducing contract/proposal errors at over 3x the rate of non-adopters.


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Contributing to higher overall customer renewal rates.


In Conclusion …

#NeverSellAlone

Empower your channel teams with knowledge

#NeverSellAlone

Focus on accurate and consistent delivery

#NeverSellAlone

Create synergy between your enterprise and partners

#NeverSellAlone

Questions?Questions?

#NeverSellAlone

Jen SpencerDirector of Sales & Marketing |

[email protected]

@jenspencer

Matt HenslerDirector of Customer Success|

[email protected]

@matthensler

For information about Allbound, visitwww.allbound.com or call us at 480.685.5474