In March, I had the opportunity to kick off the Sales 2.0 Conference at the Four Seasons in San Francisco. The conference was sold out, with a total of 580 sales and marketing leaders registered. The fact that this show has grown by 50 percent over last year is a sign that Sales 2.0 has moved mainstream. The keynote speakers included top executives from Oracle, Salesforce.com, Gartner Group, and Kodak.
Below is the PowerPoint of my keynote presentation.
Here are the key takeaways:
- Business is a dance around values. We create customers by offering value. Everybody wants value. Companies want value from their sales teams. Salespeople want value from their companies. Customers want value from our companies. CEOs want value from their board members. Shareholders want value from their companies.
- Values will decline over time. What we sell today will have less value six months from now and even less a year from now. What erodes the value we offer today is tomorrow’s innovation, tomorrow’s tougher competition and buyers, tomorrow’s slow economy, tomorrow’s change in customer preferences, etc.
- The Internet is the greatest economic alchemist. In the Middle Ages, alchemists tried to turn lead into gold. Some companies, such as Google, turn lead into gold. For otherorganizations, such as newspaper publishers, the Internet turns gold into lead.
- The Internet itself is not a threat. The Internet is not the revolution; the revolution comes from what savvy companies do with the Internet.
- We live in an ultradynamic system in which we are forced to adapt to multiple revolutions at the same time. Many companies don’t respond to these threats fast enough and keep repeating what they have been doing in the past. For example, five years ago, Kodak’s film business was worth $5 billion. Today its film business is worth less than $200 million.
- To survive in business, our core business strategy must align with the fresh opportunities created by the revolutionary trends that govern our business segment. If we are not agile, we will risk becoming a victim of change.
- The key strategic decisions business leaders need to make are A) aligning with the opportunities that emerge from outside revolutions andB) promoting ongoing refinement on the inside – people, process, and technology.
- Increasing efficiencies isn’t enough. As Warren Buffett once said, “We are tempted to see where the arrow of performance lands and then draw a bull’s eye around it.”
- Success comes from improving our effectiveness. Reaching the right goals, creating the right values, developing the right people are the core challenges that require our total focus.
- The mission of Sales 2.0 is to get the right results – what we value most – with the right means and in the most efficient way.
- Anneke Seley, the author of the book Sales 2.0, defines Sales 2.0 as a technology-enabled, more efficient and effective – for the buyer and seller – way of selling..
- Sales 2.0 is about results. Sales 2.0 integrates customer-focused processes with efficient technologies that drive greater value to sales reps, so they can create greater customer value.
Discover how successful companies align sales with marketing at the Sales 2.0 Conference East in Boston June 28h
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