Upcoming Keynote On Channel Enablement At Distree EMEA Next Week

 

Peter O'Neill here. I’ve been invited to speak, again, at the annual Distree EMEA event in Monte Carlo next week. Now in its tenth year, Distree gathers together top executives from tech industry vendors and distributors plus, in recent years, retailers from around EMEA for three days that include a trade show, presentation sessions, and meetings to discuss industry-specific channel topics. The 2011 event drew 950 delegates from 127 tech vendors and over 400 distributors. One of the event highlights for everybody is a process to request and set up formal one-on-one meetings between the various players, similar to our own one-on-one sessions at the Forrester Forums (only their software is better). A total of 5,000 such sessions are scheduled: some at tables in larger rooms around the trade show, many others in private meeting rooms elsewhere in the conference center.  I still have some slots open for those of you who are interested and are going to the event.

My keynote presentation continues on from my speech last year (still being watched on YouTube, I am told) where I described what changes we see happening in the channel due to recent industry trends.  The title is "The Emerging Engagement Channel Model” and leans heavily on Tim Harmon’s October reports with his permission. I will discuss the effect of industry trends such as cloud, consumerization of IT, app stores, and “Apple takes a bite at B2B business” (see below for the agenda).  

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Calling All Sales Enablement Leaders, Wherever You Are: SE Forum 2012

I have the privilege of talking with many of our clients and, surprising as it may sound, many don't have titles that match their real jobs!  Who does these days? Maybe the CFO. So, as we gear up for our second annual Sales Enablement Forum, I want to make sure we don't miss inviting any of our Tech Marketing friends who do a little enablement on the side, or a lot of it as their full-time focus, title or not...

We chose the lead image for this year's Sales Enablement event to grab your attention because we believe you can truly be a HERO to your CEO. But it won't be an everyday task – it will take new skills and strong powers!

Vendor CEOs today want deeper relationships with customers to become their trusted suppliers. And that puts pressure on sales teams – and those who enable them – to cross-sell at higher levels. Is that working?

Our Buyer Insight study found that 13% of executive buyers believe that a salesperson can clearly show they understand their business issues and articulate a way to solve them. When we ask vendor CEOs, "Are you satisfied that your sales force is getting your company to its strategic objectives?" the answer is a resounding "No."

This is the strategy to execution gap that takes up a lot of sales and marketing energy today. It is also filled with well-intentioned but often uncoordinated activity intended to help sales sell.

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Sales Enablement Forum 2012: HEROs In The Making!

We chose the lead image for this year's Sales Enablement event to grab your attention because we believe you can truly be a HERO to your CEO. But it won't be an everyday task – it will take new skills and strong powers!

Vendor CEOs today are communicating strategies that depend on winning deeper relationships with customers. And that is putting pressure on sales teams to cross-sell at higher levels. So how is that working?

Our Buyer Insight study found that on 13% of executive buyers believe that a salesperson can clearly show they understand their business issues and articulate a way to solve them. And when we ask vendor CEOs, "Are you satisfied that your sales force is getting your company to its strategic objectives?" the answer is a resounding "No."

This is the strategy to execution gap that today is filled with well-intentioned but uncoordinated activity all intended to help sales sell.

From within that chaos, an emerging discipline is taking hold. Leaders assigned to "fix the broken things" and their teams are beginning to approach the gap with a new vision and some practical ideas. Making the move from random acts to purpose built plans, and shifting their focus from products and services to customer problems, they are making customer focus a new discipline, not just a catchphrase.

What we are seeing and saying is that it's not about how you go to market, it's about how you go to customer. And if you can get that right, you will be a HERO to your CEO.

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Yes, Content Must Be Managed Internally As Well

 

Peter O'Neill here. My first report on content management came out last week and it has already generated several conversations – please keep those comments and inquiry requests coming. Content management was also a significant part of a one-day workshop I delivered to a client in Lisbon last week. They offer eProcurement and eMarketing software-as-a-service. So an interesting discussion we had was, “Do you need different content as a SaaS provider compared to a product vendor?” We concluded that the information would be the same, but the sense of urgency about delivering digital content to a SaaS audience is greater than a more conventional buyer community, which changes the content style and vehicles. This question is on my 2012 research calendar and will be the basis for a report later in the year, so I would love to hear your opinions on that one.

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