Category Archives: Frost & Sullivan

Yes you CAN sell ice to Eskimos – Part I

Yes you CAN sell ice to Eskimos – Part I.

via Yes you CAN sell ice to Eskimos – Part I.

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 Ever been to an Executive MindXchange? Read on to find out why this Sales & Marketing Executive MindXchange is THE EVENT to attend. This year’s 13th Annual MARKETING WORLD 2012: A Frost & Sullivan Executive MindXchange, is your opportunity to draw insight, practical solutions and perspectives influencing the Sales & Marketing landscape. Through an interactive format, capped by powerful speakers and thought leaders from multiple industries, this experience will provide you with the tools necessary to design & implement new strategies, network with a large group of managers and executive-level attendees who have the same challenges that you do, and grow your sales & market development efforts.

Interacting with senior-level executives is a huge part of the MARKETING WORLD experience. The non-stop networking opportunities at this event are extremely conducive to fostering relationship building that can produce great returns for your organization. Better still….. this year’s speakers and facilitators hail from premiere global companies in a multitude of industries. Here are just a few:

  • Drew Mitchell, Head of Industry- Local, Google

  • John Costello, Chief Global marketing and innovation Officer, Dunkin Brands

  • Joseph Batista, Director & Chief Creatologist, Hewlett-Packard

  • Mark Philips, Chief Marketing Officer, Healthcare Systems, GE Healthcare

  • Michael Harrison, Chief Brand Officer, Timberland

  • Scott Monty, Global Head of Social Media, Ford Motor Company

  • to get the complete list of speakers, click here

  • To contact us for more information regarding the agenda and/or your significant savings rate, drop us a line and mention code: “MAR350,” so we can award you with our special package.

    Join our 13th Annual MARKETING WORLD 2012: A Frost & Sullivan Executive MindXchange, scheduled for July 16 -18 2012, at the Hyatt Regency in Boston, MA.

    See you there!

    Thanks

    Integrated Marketing that Delivers Results


    By Keith Piques
    Chief Marketing Officer
    Ply Gem Industries, Inc

    One of the most interesting topics of discussion among marketing executives today is the allocation of marketing spend. How much of the total marketing spend should be allocated to digital marketing and social media versus traditional marketing? What is the most effective and cost efficient marketing mix to achieve the sales and profit goals in a sluggish economy and intensely competitive environment? How do we invest enough money in social media marketing to determine if this is an effective medium to help drive sales growth? The discussion is more important and the topic is even more interesting as marketing spend remains flat at best for most businesses. And in industries on a slower pace of recovery from the economic downturn, marketing budgets continue to decline. For most businesses, any increase in spending on digital marketing and social media requires an equal decrease in spending on traditional media – leaving little room for experimentation with new media. These are tough decisions.

    While it is important to assemble the right mix of new and traditional media to ensure the optimal integration of marketing tactics, these decisions are of secondary importance when it comes to creating customer demand and driving sales. The bigger question is “How do the marketing and sales teams work together most effectively to create demand?” Well, it’s about taking the critical prerequisite steps to truly understand the customer’s business – to grasp what really helps the customer make more money. Armed with this keen insight about the customer, the organization can proceed to develop a compelling and differentiated value proposition – one that delivers value to both parties. When a business truly understands its customers’ perspectives and the specific things it can provide to help customers make more money, it is well positioned to capture a fair share of profit growth for itself. These are the key ingredients to deliver sales and profit growth.

    A new approach has been introduced to guide integrated marketing to deliver on what is most important – clear understanding and communication of a winning value proposition that drives profitable sales growth. The approach, called Customer Value Creation (CVC), begins with a new customer conversation centered on “customer value.” The sales and marketing teams guide customers through a structured discussion that results in a list of what is most important to the customer’s business and the associated financial payoff for the customer in the form of additional operating profit dollars. The financial payoff is measured with a new metric – the Differential Value Proposition Percentage or DVP. This is a simple metric that shows how much more money a customer makes doing business with you versus competitors in incremental operating profit dollars. This metric reduces everything an organization provides to a simple bottom-line metric. This powerful metric brings a new level of clarity to the relationship between two organizations. In some cases this new conversation results in confirmation and in other cases a major wake-up call – some organizations are not delivering as much value to their customers as they may think. The DVP removes the guesswork or uncertainty.

    Customer Value Creation also delivers the most important ingredient to effective integrated marketing – the “short list” of differential value attributes that any mix of integrated marketing must clearly communicate to customers. What moves customers to buy? Well, nothing moves the customer to take action more than a compelling value proposition. You can design the most creative digital marketing campaign, send a tantalizing Twitter tweet, create a loveable Linked-In discussion group, develop a fan-tastic Facebook fan page, enable a rockin’ RSS feed, or launch the killer iPhone app. But, if the social media tool is void of a vivid value proposition that helps customers make more money doing business with you relative to your competitors, it will likely be a big waste of time and money.

    In these exciting times of seemingly endless options of marketing tools, the executives that remain focused on the fundamentals will be most successful. The CEOs, COOs, CFOs, CMOs and other senior leaders that stay focused on separating their organizations from competitors by gaining deeper insight into customers, quantifying customer insight in financial terms, and using this data to improve decision-making will be the real winners. The marketing leaders that develop a supporting integrated marketing strategy to best communicate the compelling value proposition and deliver profitable sales growth will make the greatest contribution to their organization’s winning score. Integrated marketing guided by a winning value proposition delivers results.

    About the author:

    D. Keith Pigues, CMO of Ply Gem Industries, Adjunct Professor of Leadership at UNC’s Kenan-Flagler Business School and past chairman of the Business Marketing Association, is co-author with Jerry Alderman of “Wining with Customers: A Play book for B2B,” which was published in August 2010 by Wiley & Sons (www.winningwithcustomers.com). He can be reached at Keith.Pigues@plygem.com

    To read more from Keith and other Growth, Innovation and Leadership experts, visit Frost & Sullivan’s GIL eBulletin archive.

    Upcoming eBroadcast – Actionable Analytics: The Key to Creating Self-Service Satisfaction

    Contact center managers are forced to make important decisions every day based on incomplete and inaccurate data, turning what should be a process of continuous improvement into a frustrating exercise in trial and error. While metrics like automation rate and first call resolution can indicate cost savings, they cannot give leaders insights into the customer experience, direction for new investments, or accurate measurement of ROI.

    Join Frost & Sullivan and Microsoft Tellme’s Grant Shirk to learn current trends and repeatable best practices to optimize the performance of self-service applications.

    During this live complimentary eBroadcast, learn how:

    • Customers preferences for communicating with companies are changing and other current trends
    • Using customer oriented metrics like Task Completion Rate (TCR) is beneficial to both business & technical leaders
    • Social media is encroaching on traditional notions of self-service, changing the dynamics of interactions and metrics
    • To use TCR to identify, plan and measure improvements in self-service
    • Companies have successfully used TCR to achieve business goals

    Join us as we discuss optimizing the performance of self-service applications. Share your viewpoints with our experts during the interactive Q&A.

    Upcoming eBroadcast – Innovating Sales Prospecting: 3 New Trends to Reduce Costs and Accelerate Sales

    New innovations have driven significant change in areas of lead generation, making greater use of technologies such as the web and social media. Additionally, sales prospecting can now evolve through the proper applications of these innovations.

    Join Frost & Sullivan, Infogroup OneSource and OnBrand24 as they discuss 3 new trends in sales prospecting guaranteed to accelerate sales and reduce costs:

    1. Harnessing buying triggers to find sales opportunities
    2. Using efficient ways to tap into social media
    3. Prioritizing prospects to focus reps where there is the greatest opportunity.

    Click here to register and join us as we discuss how you can apply these sales prospecting innovations to accelerate your sales pipeline. Share and exchange your experience and viewpoints with our panel of experts during our live, interactive Q&A following the presentation.

    After the eBroadcast, we have asked Infogroup OneSource to stay on for ten minutes to demonstrate their new sales prospecting tool, iSell from OneSource. This demo will exemplify the best practices presented in this eBroadcast and may inspire some improvements to your own sales prospecting.

    This eBroadcast's Pannel of Speakers

    Upcoming eBroadcast – Smart Grid: A New Customer Experience

    With the evolution of the energy industry affecting every aspect of electricity in today’s society, utilities are facing critical decisions about integrating these technologies without compromising and affecting power reliability, safety, and most importantly, customer service. Smart grid promises to enable the transition to this “new energy economy”.

    The utility industry is spending hundreds of millions of dollars over the next five years on smart grid technologies such as advanced metering infrastructure, demand side management, enhanced distribution automation, and upgraded network infrastructure.  The roll out of smart meters and the subsequent demand side management programs will inherently increase interaction between utilities and customers at unprecedented levels. In parallel to smart grid deployments, utilities are compelled to revamp their customer service programs to address the anticipated increase in customer and utility interaction.

    Join Frost & Sullivan, Elster, and West Corporation as they share real-world experiences and insights gained from large-scale meter deployments across North America.  While smart grid technologies promise a new customer experience, the deployment of these technologies during the transition period can greatly affect a utility’s customer satisfaction, and ultimately its long-term operational and financial success.

    During this 60-minute complimentary eBroadcast, we’ll explore:

    • Overview of the demand side management sector and its influence on the utility market
    • Summary of the Frost & Sullivan consumer survey on new energy trends
    • What the utility industry is doing in reaction to consumer demands, grid management & mitigation, and government stimulus spending
    • A customer centric approach to utilities care. Dealing with customers on their terms
    • Review of End to End customer service best practices and contact strategy

    Click here to register and join us as we discuss how you can provide a smarter quality service and increase your bottom line. Share and exchange your experience and viewpoints with our panel of experts during our live, interactive Q&A following the presentation.

    Pannel of Presenters

    Customer Contact 2010, West – Presentation Slide Decks

    As a gift to our followers, I have posted up the presentation slide decks from Customer Contact 2010, West below… days before they will be up on Frost.com.  For those who were lucky enough to be on-site to see the speakers deliver their presentations, use these as a supplement to your notes.  For those that couldn’t make it, use them as a benchmarking tool to gauge the caliber of our keynotes and leverage them to try and make it out next time!  Please contact me if you have any question.