NAVIGATING THE ABPM’s“CHARACTERISTICS OF A WORLD CLASS BRIEFING

PROGRAM”Marcy Nelsen, ATTAnn Benett, Benett Communications

WORKSHOP AGENDA

1. What does WORLD CLASS mean in the Briefing world? 2. What’s the benefit of WORLD CLASS to YOU?3. Navigating the World Class Characteristics

• PLANNING• MEASUREMENT• CUSTOMER EXPERIENCE• MANAGEMENT

4. Action Planning

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WHAT IS WORLD CLASS?

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ABPM WORLD CLASS CHARACTERISTICS

Our Blueprint, Guidelines

and Standards of Practice

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HOW CAN WORLD CLASS HELP YOU?

• Assess your program or start your program• Identify gaps and opportunities• Get funding and management support• Rally and focus your team – or yourself!• Architect a World Class Awards entry

The journey is the reward

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ABPM CHARACTERISTICS OF WORLD CLASSMANAGEMENT

1. Recognizedfor strategicvalue2. Abusinessstrategyguidestheprogram3. EBCisavaluedworkexperience4. InternalAdvisoryBoardinplace5. MarketingPlanpositionstheEBC

PLANNING1. Salesengagementstrategydrivesactivity2. DLProgramensures resourcing3. Optimizedprocessesdriveefficiency4. Servicelevels,rolesandresponsibilitiesare

communicated

CUSTOMER EXPERIENCE

1. Eachbriefingishighlycustomized2. Astrategyisinplaceforengagingcustomers3. BriefingsareFacilitated4. TheVoiceofCustomeriscultivated5. ExperiencesalignwiththeBrandStrategy

MEASUREMENT1. Performance measurementstrategyinforms2. Immediatefeedbackisgathered3. Integratedtoolsareinplaceforplanning,management

andreporting4. Salesclosureanddelayedsurveyprocessfocuseson

businessresults

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WORLD CLASS PLANNING

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Intheplanningstageofabook,don'tplantheending.Ithastobeearnedbyallthatwillgobeforeit.

-- RoseTremain,awardwinningauthor

PLANNING CHARACTERISTICS

1. Sales Engagement

Strategy

2. DL/Speaker Engagement

Strategy

3. Briefing Resource Strategy

4. Polices & procedures are documented & communicated

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ADVICE AND COUNSEL

IntroductionWheretoget

Started

ImpactWhatMakestheMostDifference

InvestmentWheretoallocatebudget

FOR THE PLANNING CATEGORY

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INTRODUCTION: KNOW YOUR RESOURCES

DiscussionLeaders

SiteContacts

LogisticsContacts

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KNOW YOUR RESOURCES

DiscussionLeaders SiteContacts LogisticsContacts

• Executives/Admins• ProductManagement• ProductMarketing• Labs• TechnicalSales• Sales/Marketingresources• IndustrySpecialists• EBCstaffdiscussionleaders

• Security• Catering• Cleaning• Parking• BuildingServices• Maintenance• AVand/orTechnicalSupport(ifnotonteam)

• GroundTransportation• LocalHotels• LocalRestaurants• TranslationServices• SpecialtyFoodCaterers• LocalEntertainmentvenues

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IMPACT: DEFINE YOUR BRIEFING PROCESS

Pre-Briefing

DayofBriefing

Post-Briefing

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BRIEFING PLANNING CHECKLISTPre-Briefing DayBefore/DayofBriefing Post-Briefing

4-6weeksprior• Reserveresources• Researchcustomer• Conductplanningcalls• Developagenda• Securecustomerconfirmation

2-4weeksprior• Sourcediscussionleaders• Prepdiscussionleaders• Coordinatelogistics

1week• Securepresentations• Confirmlogistics• Preparebriefingmaterials

DayBefore• Reviewandloadpresentations• Preparetentcards/namebadges• Createfeedbacksurveys• Setuproom

DayOfBriefing• Meetcustomerandsalesteam• Facilitatebriefing• CaptureVOCandactionitems• Ensurecompletionoffeedback

Dayafterbriefing• Closeoutbriefing• Reviewfeedbackresults• Sendfeedbacksummaryto

salesanddiscussionleaders

Weekafterbriefing• Conductdebriefcallwithsales

team

Ongoing• Continuetoevolveprogram

basedonfeedback

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INVESTMENT: VISIT MANAGEMENT SOLUTION

ScheduleCalendar/Rooms

BuildAgendas

CreateSurveys

AccessReports

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WORLD CLASS MEASUREMENT

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Whatgetsmeasuredgetsmanaged- evenwhenit'spointlesstomeasureandmanageit,andevenifitharmsthepurposeoftheorganizationtodoso.

-- PeterDruker

MEASUREMENT CHARACTERISTICS

1.APerformanceMeasurement

Strategy

2.PlanandProcessforImmediateFeedback

3.IntegratedToolsAndSystems

4.PlanandProcessforSalesTrackingand

DelayedFeedback16

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ADVICE AND COUNSEL

IntroductionWheretoget

Started

ImpactWhatMakestheMostDifference

InvestmentWheretoallocatebudget

FOR THE MEASUREMENT CATEGORY

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Startwithyourcompany’spriorities

Considerhowyourprogramcontributes

Identifywhatinitiativesdrive

yourcontributions

Createmetricstodemonstratemeasureablecontributions

INTRODUCTION: ALIGNMENT OF PRIORITIES

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ALIGN OBJECTIVES WITH PRIORITIES

GrowRevenue

ImproveCustomerExperience

IncreaseEfficiency

DriveInnovation

InvestinEmployees

ProgramMetricsProgramObjectivesCorporatePriorities

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GrowRevenue

ImproveCustomerExperience

IncreaseEfficiency

DriveInnovation

InvestinEmployees

ProgramMetricsProgramObjectivesCorporatePriorities

• Reachtargetedaudiences• Acceleratethesalescycle• Drivenewrevenueopportunities

• Strengthencustomerrelationships• Increasecustomeradvocacy

• Achievetargetedvolumes• Achievefinancialtargets

• Developstaffcompetency• Improvediscussionleaderperformance

• Showcasesolutionsthroughdemonstrations

• Accountscovered:%oftargetedaccountswithbriefings• RevenueImpact:$open/closedrevenue• SalesAcceleration:%customerswithashortenedsalescycle

• Relationship:%customerratinggood/excellent• NetPromoter:%upliftinlikelihoodtorecommend

• Volumes:#ofbriefings,bybriefingtype• Budget: withinallocatedfunding

• EmployeeDevelopment:Staffdevelopment• DiscussionLeaderCompetency:customerandaccountteamfeedback(%good/excellent)

• Innovation:#ofnewdemosadded

ALIGN OBJECTIVES WITH PRIORITIES

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IMPACT: IMMEDIATE FEEDBACK SURVEYS

ProgramValue

CustomerSentiment

Voiceofthe

Customer

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FEEDBACK SURVEY SAMPLE QUESTIONSProgramValue CustomerSentiment VoiceoftheCustomer

Overallbriefingvalue• Pleaseratethevalueofyour

briefingexperienceoverall.(scale1-5)

DiscussionLeaderRelevance• Pleaseindicatehowwelltoday’s

discussionsaddressedyourcompany’sbusinessobjectives.(scale1-5)

CompanyPerception• Pleaserateyourperceptionof

Companyasasolutionsprovider.(before:scale1-5)and(after:scale1-5)

Relationship• Pleaseindicatehowwellthebriefing

helpedtostrengthenyourbusinessrelationshipwithCompany.(scale1-5)

NetPromoter• Howlikelyareyoutorecommend

Company?(before:scale1-5)and(after:scale1-5)

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Insights• Whatinsightson(Company’s)

strategicdirectionwouldyouliketosharewithourleadership?(openended)

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INVESTMENT: ABPM MULTI-CLIENT STUDY

CustomerSatisfaction

RelationshipBuilding

BusinessResults

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WORLD CLASS CUSTOMER EXPERIENCE

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I'velearnedthatpeoplewillforgetwhatyousaid,peoplewillforgetwhatyoudid,butpeoplewillneverforgethowyoumadethemfeel.

-- MayaAngelou

CUSTOMER EXPERIENCE CHARACTERISTICS

1.HighlyCustomizedBriefings

2.CustomerEngagementStrategy

3.BriefingFacilitationStrategy

4.VoiceoftheCustomerProgram

5.BriefingExperiencealignswiththeCompany

Brand25

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ADVICE AND COUNSEL

IntroductionWheretoget

Started

ImpactWhatMakestheMostDifference

InvestmentWheretoallocatebudget

FOR THE CUSTOMER EXPERIENCE CATEGORY

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INTRODUCTION: CUSTOMIZATION

Researchand

Background

PlanningCalls

Speaker/DLPrep

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DO YOUR HOMEWORK AND HELP OTHERS DO THEIRS

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IMPACT: VOICE OF THE CUSTOMER

CustomerSessionatthetopoftheAgenda

FeedbackSurveys

IntegratingwithCompanyVOCInitiatives

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INVESTMENT: FACILITATION

DevelopYour

Strategy

TrainYourFacilitators

CoachAccountManagers

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FACILITATION: ORCHESTRATING THE CUSTOMER EXPERIENCE

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WORLD CLASS MANAGEMENTWhen the effective leader is finished with his work, the people say

it happened naturally.-- Lao Tse

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MANAGEMENT CHARACTERISTICS

1. Valued by Senior

Management2. Business

Strategy 3. Attracts

and Develops a Great Team

4. Internal Advisory

Board5. Marketing

Plan

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ADVICE AND COUNSEL

IntroductionWheretoget

Started

ImpactWhatMakestheMostDifference

InvestmentWheretoallocatebudget

FOR THE MANAGEMENT CATEGORY

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INTRODUCTION: MARKETING PLAN

CreateanInternalWebsite

ReachouttoSalesTeams/SalesOps

Look forInternalVehicles

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INTRODUCTION: EXECUTIVE SUPPORT

CreateaOnePageDashboard

PublishaTwoWeekOutlook

ShareAnecdotalFeedback

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MARKETING YOUR PROGRAM VALUE

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IMPACT: INTERNAL ADVISORY BOARD

CrossCompanySupport

BusinessStrategy

ValueProposition

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ADVISORY BOARD MAKEUPSeniorLeadershipTeam ExecutivePrograms/Voiceofthe

CustomerSalesLeaders SalesOperations

Marketing– Solutions,Segments,Markets

Finance

R&D/ProductDevelopment andProductMarketing

FieldSalesSupport/Communications

Facilities/RealEstate AdministrativeLead

IT/Technology EBCStaffMembersHumanResources CorporateMarketingandBrand

TeamsInvestorRelations Customers

Others?39

INVESTMENT: BENCHMARK & BUSINESS PLAN

ConductaBenchmark

AnalyzeandShareResults

MakeYourCaseforChange

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BUSINESS PLAN AND/OR BENCHMARK

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2017 WORLD CLASS BENCHMARK SCORE

Category YOUR PROGRAM

Possible Points

Planning (4) 24

Measurement (4) 24

Customer Experience (5) 30

Management (5) 30

TOTAL 10842

YOUR ACTION PLAN PRIORITIES

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Toaccomplishgreatthings…wemustnotonlyactbutalsodream…

notonlyplanbutalsobelieve.

-- AnatoleFrance

THANK YOUMARCY NELSEN AND ANN BENETT

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