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

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

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

10. 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.

11. Depth of Industry Insights & Trends

12. 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.

13. Depth of Customer Knowledge

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

15. Expanding The Value & Urgency

16. Ensuring Consistency in Value Proposition

17. Providing Solution Insight & Application

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

19. Sales Engagement & Whiteboard Objectives

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

21. Q & A

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

23. Thank You!