Craig Rispin CSP

“Craig we’ve seen more change in the last 3 years

than in the last 30.”

2. The World Future Society

A.T. Kearney Studied Why Strategic Plans

Tend to Fail...

Strategy Formulation What Goes Wrong?

88%Lack of Understanding of Future Trends

Did You Know - That in 2028?

Video & Discussion

Discuss with a Partner:

What Did You Find Most Interesting in the Video?

“If change is happening on

the outside faster than on

the inside -the end is in

sight.”

-Jack Welch

151 Startups are Valued at More Than

$1 Billion

Uber - World’s Largest Transport Company, Owns No Vehicles

Airbnb - World’s Largest Accommodation Provider, Owns No Real Estate

Alibaba, The Most ValuableRetailer, Has No Inventory

Facebook - World’s Most Biggest Media Owner, Creates No Content

400,000+

Billions of Customers are Having Incredible

Experiences...

And Sitting Right in the Middle of These

Massive Changes is...

andYou!

Would You Like to Steal Some of Their Ideas?

Machine Learning

aka: Artificial Intelligence, Deep Learning, Computer Cognition

Enterprise Software Trends

Gartner Says the Future of IT Sales is a

Flipped Organisation:Focused on the Customer

SmarketingTrends

Where Sales Becomes More Like

Marketing & Vice-Versa

The convergence of marketing and sales, combined with the wealth of data that

modern technology has made available to prospects, has led to the emergence of

new ideas like “social selling” and “smarketing.”

- HubSpot.com

The sales rep is no longer in charge; in fact, it’s quite the opposite, as prospects now hold the power. This change in the buyer-seller power

structure demands a corresponding change in the way sales reps interact with prospects. It’s

no longer about selling, it’s about helping.

- Hubspot.com

2016 Stackies Awards

for sharing visualizations of how marketing technology stacks are

organized and managed

judged by

41Marketing

Stacks

Connective DX PitchBook Data

Delphic Digital Acrolinx Uberflip

Congratulations to the Winners

82

83

Sales & Marketing Experts You Should

Learn From...

DEFINITION

INSIDE SALES Professional Sales

Done Remotely

2.00$2.25$2.50$2.75$3.00$3.25$3.50$3.75$

2008$ 2009$ 2010$ 2011$ 2012$

Millions'

Outside$Sales$Inside$Sales$

Source:720097infoUSA/MIT7Study7

15x

2009 / 2013 MARKET STUDY

CONTACT METHOD #1

Immediacy

100x Contacts 21x Qualify 39:22 Hours

DECAY & DELAY

0%

10%

20%

30%

40%

50%

60%

70%

0 1 2 3 4

Show Rate Qualify Rate Close Rate

63%

38%

7%

52%

33%

7%

48%

31%

3%

32%

18%

3%

28%

9%

0%The Downside of

Specialization

SPECIALIZATION

Generalist

Sales Support

Lead Gen Closer

Inbound Outbound Segments

TOP CHALLENGES Sales Rep

71%

55%

45% 43% 38%

Accessing a Decision Maker

Leads Manager Calendar Events

Motivation Lack of Product Knowledge

Rep

CONTACT METHOD #2

Persistence

1.5 attempts

CONTACT METHOD #3

Time of Day

147%

49

Let’s Check Out Your Social Selling Index (SSI):

linkedin.com/sales/ssi

When Was the Last Time You Asked Your Client,

“How do you like to be sold or marketed to?”

Thought Leadership Marketing –Tops for Marketers & Buyers

� 9'of'the'top'11'effective'ways'of'getting'a'����������� ������� of'involve'Thought'Leadership'Marketing

How would you rate the effectiveness of the following marketing vehicles in getting your attention? Mean Rating (N~344)

Speech or presentation at a conference or trade showCase studies describing successful customer solution implementations

Article in the business or trade pressInvitation to a Webinar, seminar, or workshop

Sporting or cultural event sponsorshipOnline advertisement

Vendor's blogTV or print advertisement

Phone call from a sales representative from the service firmEmail from a sales representative from the service firm

Direct mail brochureConference sponsorship

Electronic newsletter from the service firmWhite paper offered on the Internet

Search engine hits when doing research or surfing the WebAnalyst firm recommendation (such as Gartner/IDC/Forrester)

Speech or presentation at a conference or trade showCase studies describing successful customer solution implementations

Article in the business or trade pressInvitation to a Webinar, seminar, or workshop

Sporting or cultural event sponsorshipOnline advertisement

Vendor's blogTV or print advertisement

Phone call from a sales representative from the service firmEmail from a sales representative from the service firm

Direct mail brochureConference sponsorship

Electronic newsletter from the service firmWhite paper offered on the Internet

Search engine hits when doing research or surfing the WebAnalyst firm recommendation (such as Gartner/IDC/Forrester)

2.02.22.32.32.32.3

2.52.82.9

3.13.23.33.43.4

3.73.7

Source: ITSMA, How Customers Choose Study, North America, 2007

Reaching Global Executives:12Megatrends in B2B Marketing

sked to rate the value of various marketing activities on a five-point scale, meetings/conferences and research/surveys top the list.

Today B2B providers view a broad array of sponsored programmes, such as conferences and white papers, as a valuable means of capturing attention and persuading decision makers.

This is not to say that traditional advertising has lost its appeal. Instead, the conclusion is that organisations seeking to promote their businesses are increasingly relying on a range of channels, including print.

Specifically, these cross-channel programmes

user communities) and passive (print) promotional channels.

The way forward is clearly a heavier reliance on creating a programme of thought leadership that takes advantage of multiple-entry-point messaging.

The shift to 360º thought leadership

1. How important are the following non-traditional categories of marketing activity to your organisation? (Mean score out of 5)

Meetings/conferences

Research/surveys

White papers, executive summaries, articles3.76

3.85

3.61

1M E G A T R E N D O N E

A

Thought Leadership Defined

The term was first coined in 1994, by Joel Kurtzman, editor-in-chief of the magazine, Strategy+Business

“Thought leaders are individuals or organisations that are recognised by peers, customers and industry experts as someone who deeply understand the business they are in, the needs of their customers, and the broader marketplace in which they operate.”

“Thought leaders have a distinctively original idea, a unique point of view or an insight.”

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75%

Thought'Leadership'Marketing'Toolkit