Messaging: A New Approach for Executive Conversations: Addressing the 3 Whys

What Is Sales Messaging? FOCUSED ON A SPECIFIC CUSTOMER AUDIENCE Focused on their business problem / opportunity and a specific business value proposition. PURPOSE: Advance a sales campaign OPERATIVE WORD: “Conversations” BROAD AS POSSIBLE Focused on establishing a corporate identity PURPOSE: Defining your company OPERATIVE WORD: “Positioning” CORPORATE STRATEGY MARKETING STRATEGY BRAND MESSAGING SALES MESSAGING

Messaging Change Priorities From To Selling products Leading with features and functions Ad-hoc, ‘roll-your’ own messaging Majority of sales conversations with technology leadership Selling enterprise solutions (consultative sales approach) Uncovering business need and demonstrating business value Consistent delivery of differentiated messaging in every conversation Sales confidence and ability to engage both technology leaders and LOB executives

Why Change Approach & Why Now? Exponential Growth At Inflection Point Increasing Competition As Now “Above The Radar” The Early Market Buys The Mainstream Market needs to be Sold

Customer Buying Cycle & Sales Engagement PHASE I Why Do Something Different? PHASE II Why Now? PHASE III Why Tableau? Awareness Investigation Interest Education Strategy Initiative Project Recommendation Evaluation Decision Execs Mgt Staff TIME Initial Interest Project Definition Solution Decision

Sales Engagement & Approach Business Leader Ease of Use Time to Value Interactivity & Discovery Collaboration & Communication Capability Analytics Leader Ease of Use Self-Reliance Deployment & Publishing Visual Best Practices Data Access & Metadata Management IT Leader Governance & Compliance Architecture & Integration Security & Scalability Performance Total Cost of Ownership Standards

Leading an Executive Sales Conversation The Product Expert The Solution Partner The Trusted Advisor Salesman Technical Resource Business Resource Business Consultant Event Interruption Sales Presentation Business Meeting Conclusion “At least it was only 30 minutes…” “I learned something new…” “There is compelling value here…” Outcome Referred down in the organization Open to a potential next meeting Executive Sponsorship

Changing Our Mindset – “O Factor” When we interact with senior customer executives and focus solely on their business issues (O-focus), our recognition as business advisors improves dramatically. SELF Focus OTHER Focus Focus on product capability Focus on business value Mastery of technical and competitive details Mastery of the customer’s business problems Seeks to win with features and functions Thorough industry and process knowledge leads to credible recommendation Defaults to product demonstrations and presentations Maps recommended solutions onto customer business problems Urgency to close deal Urgency to deliver results

BI / Industry Knowledge Engaging Executives BI / Industry Knowledge Insight Selling insight, not software “Tell me something I don’t know” Customer Knowledge

Depth of Industry Insights & Trends Posing specific insights, questions, and provocations that will lead to epiphanies for the customer and clarity on how the solution can add significant value.

Depth of Industry Insights & Trends

Depth of Customer Knowledge Understanding the business objectives and challenges by audience role. Discovery questions as well as Tableau perspectives and insights for each audience enabling a conversation track that is valuable to the customer.

Depth of Customer Knowledge

Tailoring Around Messaging & Knowledge Messaging Tailored At Each Level Data Environment Industry “Vertical” Company Role “Horizontal” Individual Marketing Tailored Sales Tailored

Expanding The Value & Urgency

Ensuring Consistency in Value Proposition

Providing Solution Insight & Application

Changing The Approach - Whiteboarding Whiteboarding is a critical tool for leading consultative conversations that will challenge customers with Tableau insight.

Sales Engagement & Whiteboard Objectives

Value to You Improve Effectiveness Reduce Inefficiencies Win Rate Deal Size Optimal Opportunities Improve Effectiveness Reduce Inefficiencies Ramp Sales Cycle Inefficiency

Q & A

Upcoming Webinars Executive Conversation: Whiteboarding for the Business Executive for the IT Executive

Thank You!