B2BCamp Session: Engaging Your Sales Team to Help Drive Innovation By Kevin Sasser
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The document discusses the importance of marketing and innovation in business, as illustrated through various anecdotes and strategies. It emphasizes the need for businesses to define their target markets accurately, avoid weak strategic behaviors, and engage in both sustaining and disruptive innovation. Additionally, Kevin Sasser highlights methods to validate ideas and adapt to market needs while avoiding common pitfalls.
B2BCamp Session: Engaging Your Sales Team to Help Drive Innovation By Kevin Sasser
- 1. KevinSasser.com Business has two functions marketing and innovation Peter Drucker
- 2. KevinSasser.com Q: How do you sell an Eskimo a refrigerator?
- 3. KevinSasser.com A: Sell on the fact that their food wont freeze.
- 5. KevinSasser.com You are raising quotas for next year? Whats our strategy?
- 6. KevinSasser.com Next year we will need to keep our heads down, work on blocking and tackling, and throwing elbows
- 7. KevinSasser.com What do you think about these hosted solutions in the cloud? Its a fad.
- 8. KevinSasser.com Kevin Sasser Engaging the Sales Team to Drive Innovation B2BCamp 2015
- 9. KevinSasser.com Symptoms of a Weak Strategy
- 10. KevinSasser.com Every Sales Rep Who Has Ever Been Asked the Question Do We Need This Feature? Yes
- 11. KevinSasser.com thats in there because we lost a big deal when we didnt have it Mystery Features
- 12. KevinSasser.com They are a partner, but we dont really do much with them. Kardashian Marriages
- 13. KevinSasser.com But we just pivoted Jumping the line between Innovative Pioneer and Being lost as all hell
- 14. KevinSasser.com we are not going to pidgeon-hole ourselves... Doesnt know target market
- 15. KevinSasser.com This is a by product of.
- 18. KevinSasser.com Defining Your Target Market Too Small Too Broad Leaving Revenue on the Table Weak Messaging
- 19. KevinSasser.com Defining Your Target Market Too Small Too Broad Leaving Revenue on the Table Weak Messaging
- 20. KevinSasser.com The Goal TARGET MARKETS PRODUCT MANAGEMENT SALES & MARKETING
- 22. KevinSasser.com Fear of the Unknown Eliminate These Behaviors
- 23. KevinSasser.com Focusing Only on the Features Eliminate These Behaviors
- 24. KevinSasser.com Engaging Only With Those Who Come to You Eliminate These Behaviors
- 25. KevinSasser.com Defining Your Targets in General Terms Eliminate These Behaviors The SMB vs. Bob
- 26. KevinSasser.com Finding Common Ground The First Step
- 27. KevinSasser.com Take Product Team on Demos Finding Common Ground
- 28. KevinSasser.com Build & Validate Customer Personas Finding Common Ground
- 29. KevinSasser.com
- 30. KevinSasser.com Build a Value Proposition Canvas Together Finding Common Ground
- 32. KevinSasser.com Value Proposition Canvas Work This Way
- 36. KevinSasser.com Sustaining Innovation Use Prototypes and Smoke Tests to Validate Proposed New Features Use Charitable Contributions as Motivators to Engage with Non Customers
- 38. KevinSasser.com Disruptive Innovators Enter at the low end of the market Have a lower cost structure and price point Not taken seriously by competition Work way up from low to mid to high end of market
- 39. KevinSasser.com Disruptive Innovators Watch for competitors on low end Track their wins against you Run campaigns to gather competitive intel If you price match you will most likely lose money with your current cost structure
- 40. KevinSasser.com Disruptive Innovators Consider setting up new division/company with different cost structure to compete