NAVIGATING THE ABPM’s “CHARACTERISTICS OF A WORLD …€¦ · 11. IMPACT: DEFINE YOUR BRIEFING...
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NAVIGATING THE ABPM’s “CHARACTERISTICS OF A WORLD CLASS BRIEFING PROGRAM” Marcy Nelsen, ATT Ann Benett, Benett Communications
Transcript of NAVIGATING THE ABPM’s “CHARACTERISTICS OF A WORLD …€¦ · 11. IMPACT: DEFINE YOUR BRIEFING...
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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