Post by account_disabled on Dec 19, 2023 22:39:20 GMT -8
These are situations that . I have obviously invented the names of the people and companies so that no one can know what or who it is (this is not the subject of the article). Customer case #1: When a board member falls from a height Bernard asked me to speak before the board of his group (subsidiary of a CAC 40). The objective is to help it validate its sales team transformation project. Basically, there is a battle between the CMO and the CIO to see who will take the lead on the project. We carefully prepare the presentation in front of the board with the Marketing Director. On the big day, what we prepared was not used (we had to show 1 slide from the document that we spent some time producing).
Indeed, each member of the board has their questions on their subjects. One of them ended up Email Data saying: “LinkedIn, social networks, social selling, it's very good, but it doesn't replace meeting with customers. I organize 1 dinner and I sign 1 million”. A bit provocative. I log in to my LinkedIn profile. We project on the screen. I ask him what is the typical profile of a target for his salespeople. I run the query. More than 100 results appear and profiles are displayed on the screen: he didn't know one of them! He realized in a few seconds that he was “dropped” on part of his market. The project was validated very quickly. Why this example? because it is very revealing of a posture that we often deal with in business: we think we know our market without realizing that the train has passed and that we have remained on the station platform.
Customer case no. 2: When the right solution comes from outside At Greenworld, the Marketing Director tells me, when I submit my analysis and my recommendation: “last week, my team asked me for my opinion between approaches A and B of our next white paper. Given my experience in the sector, I opt for solution B. What I understand from your recommendation is that the best approach is C, which was not considered by our teams and to which I do not I didn't think about it either. However, upon reflection, this is indeed what seems most relevant to me”. Customer case no. 3: When market knowledge is incorrect At Dupont SI, we are a large structure and one of the recognized market leaders. The BtoB division is quite substantial. The marketing team works with a relatively large agency, specializing in BtoB.
Indeed, each member of the board has their questions on their subjects. One of them ended up Email Data saying: “LinkedIn, social networks, social selling, it's very good, but it doesn't replace meeting with customers. I organize 1 dinner and I sign 1 million”. A bit provocative. I log in to my LinkedIn profile. We project on the screen. I ask him what is the typical profile of a target for his salespeople. I run the query. More than 100 results appear and profiles are displayed on the screen: he didn't know one of them! He realized in a few seconds that he was “dropped” on part of his market. The project was validated very quickly. Why this example? because it is very revealing of a posture that we often deal with in business: we think we know our market without realizing that the train has passed and that we have remained on the station platform.
Customer case no. 2: When the right solution comes from outside At Greenworld, the Marketing Director tells me, when I submit my analysis and my recommendation: “last week, my team asked me for my opinion between approaches A and B of our next white paper. Given my experience in the sector, I opt for solution B. What I understand from your recommendation is that the best approach is C, which was not considered by our teams and to which I do not I didn't think about it either. However, upon reflection, this is indeed what seems most relevant to me”. Customer case no. 3: When market knowledge is incorrect At Dupont SI, we are a large structure and one of the recognized market leaders. The BtoB division is quite substantial. The marketing team works with a relatively large agency, specializing in BtoB.