Unlocking High Impact Go To Market - V3 Exposed
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How do we breakthrough and win in today's crowded, information overloaded market. Unlock Breakthrough Go To Market with V3 - Viewpoint, Value and Velocity.
Unlocking High Impact Go To Market - V3 Exposed
- 1. Viewpoint Value and Velocity Unlocking High Impact SaaS Marketing Ken Rutsky President KJR Associates Strategic Product Marketing Expert ken@kjrassociates.com www.kjrassociates.com
- 2. the world has shifted
- 6. Enterprise IT Cost Cloud Content Collaboration Transparency Management Software Business Virtualization & Flash Storage Intelligence Security Solutions Solutions On Demand Enterprise Social Virtualization Identity Software Software Management
- 7. 115,000 550,000 286,000 5,170,000 1,230,000 2,800,000 220,000 2,030,000 27,500
- 8. we have connected buyers
- 9. The New Buyer Connected Impatient Impulsive Informed Elusive Still Human Still Part of Org Adapted From Joel York, Chaotic Flow, and Ben Horowitz Bens Blog
- 10. we have solution proliferation
- 11. IMPACT Viewpoint Impact = V3
- 12. Viewpoint Value Velocity V=DE2
- 13. Viewpoint Customization Configure Code Software SaaS Delivery
- 14. Value Who Care s Draw Customer Care ($$s)
- 15. Value Who Care s Draw Customer Care ($$s)
- 16. Three Strategies For Breakthrough Positioning
- 18. Strategy 2 : Embrace and Extend
- 19. Strategy 2 : Embrace and Extend
- 20. Velocity V=DE2 Velocity = Delivery * Engagement * Experience
- 21. SOURCE: B2B Content Marketing: 2010 Benchmarks, Budgets and Trends; B2BOnline, Junta42
- 23. The problem is getting the right content to the right people...Producing smart, highly targeted and truly innovative content can be really challenging. Its often difficult to find topics that have not already saturated the market. Putting a different spin on a subject takes time. SOURCE: B2B Content Marketing: 2010 Benchmarks, Budgets and Trends; B2BOnline, Junta42
- 24. Match Delivery to Audience and Buying Cycle Source: http://www.b2bbloggers.com/blog/the-ultimate-content-marketing-infographic/
- 25. Driving Velocity Engagement Trial Online Assessment High Velocity High Video Live Demo Case Study Screen-show Low Low Whitepaper Velocity Datasheet Low High Experience
- 26. Strategy 3 : Copy and Paste
- 27. CASE STUDY: Nimsoft GETTING NOTICED AND WINNING
- 28. Nimsoft: The Big 4 Alternative
- 30. from the datacenter to the cloud Value
- 32. $350,000,000
- 33. SUMMARY Impact Marketing = V3 Viewpoint Value Velocity V=DE2
- 34. Next Steps Find Your Viewpoint 2X2 Set The Value Terrain VENN DIAGRAM Are You Experience DEFINE THE EXPERIENCE TO SHOW VALUE Email ken@kjrassociates.com www.kjrassociates.com
Editor's Notes
- We used to ask Dad
- Now we ask google
- Connected - Has access to wide variety of informationImpatient Whats the answer now, without screeningElusive Independent researchers have more powerImpulsive Shifts prioritiesInformed May likely know more about your value prop than your rep doesStill Human Wants face to face connection and risk adverseBUT Is still in an org- Old buying habits die slow Meet the new enterprise Customer, Same as the oldOrgs dont have credit cards, they have buying processesGroups make decisions, not individualsHigh org commitment and switching costsLow personal motivation for innovation
- Find 2 angles, one market based, one solution charecteristic, create a Viewpoint, the terrain, for Sales force, Solution delivery is moving from Software to Service, where you configure not customize, The end of Software
- Use Viewpoint to Tilt the playing field
- Source:
- Acquired by CA for 350M, 9 months after Unifeid Monitoring launch