Hello again. I appreciate your continued interest in these subjects. This blog is focused on how to identify, qualify, develop and publish an economic benefit analysis and enhance your customer reference program in the process.

Many organizations that have participated in reference activity rarely see the benefit of sharing intimate information with suppliers, much less the public at large. Historically, content developed around the subject of business value lacks the forensic detail and independent validation to be relevant to existing or future customers. All too often, marketing organizations are far too quick to settle for a nice story, rather than providing research the customer can use internally to protect budgets and justify future expenditures.

We have learned the recipe for navigating these conversations and encouraging customers to participate is very straightforward — give them something credible they can use to promote internal success, protect existing budgets and secure future expenditures, and they just might let you share some of the information in a public format. Anything less and they may reluctantly comply with your request to use them as a poster child for your products and services. The former will enhance your relationships with your customers and be an added benefit to your customer reference program.

It is ultimately the customer’s decision as to how this forensic economic information is repurposed, both inside and outside their organization. In cases where budgets are under attack, the strategic decision may be to provide private research to give your customer the support required to secure funding for future expenditures. In this case, the strategic decision is to place the protection of future budgets above reference activity and product promotions.

This is sometimes the case, as not all research efforts have a positive outcome. As part of the initial qualification process, you should validate several key parameters before fully investing resources, including communication guidelines that may restrict the collection or distribution of this information. Alchemy Group normally secures a bonded non-disclosure agreement recognizing the potential risk of this information moving outside of the customer operating environment. Until the results are confirmed and validated by the customer, the use of this information is off limits for public distribution.

The economic benefit you provide is best defined by your customer and validated by an independent third party. Your customer will need to provide access to information that will provide insight and details, before and after the sale, that allow accurate financial calculations. These calculations should then be reviewed by a business analyst, financial analyst and an independent auditor to ensure the integrity of the research. Finally, you need the customer to sign off on the research.

It is not the voice of the market analyst that will enhance your customer reference program. There are many market analysts today who are quick to step in front of the customer to state what they think the benefit of your products were, as if their interpretation or translation is of more value than the unfiltered opinion of the customer.

Only with the voice of the customer (VOC) will you be able to capture the intimate details and accurately apply this information at sufficient depth. The definition of value does not get any clearer than using the VOC to validate not only the formulas to accurately assess the economic impact, but the operating scenarios that allow the entire story to be told on behalf of the stakeholders. Why would you or your customer settle for anything else?

Let us know the issues you are facing, what questions you may have and thoughts regarding this blog. You can email us at blog@alchemygroupinc.com.

This blog is intended to provide insight on the issues that client-facing organizations are experiencing…on the edge of the storm. In this edition, we look at the sales and marketing organization.
Despite the current weather conditions, creating an organization to ensure the customer is being taken care of before and after the sale remains critical. Having the right sales and marketing organization to execute this plan and make the most of the market opportunity is top of mind for any executive who has revenue responsibility. With the winds howling outside and the waves getting higher, now may be the best time to consider a renewal and begin plotting new waypoints away from the storm track.

In a recent survey conducted by Alchemy Group, we learned that most buyers are making fundamental changes in the evaluation and selection process specifically as it relates to operational and economic benefits. This change will force many sales and marketing leaders to re-tool their organizations and develop tightly integrated sales and marketing best practices emphasizing the economic benefits available to customers.

This is the front edge of an unusual storm pattern that most client-facing organizations are not prepared to confront. In our opinion, this is a game changer. As the customer becomes more focused on the economic benefit and moves away from features and functions, sales and marketing functions will increase in complexity. It will require expert navigation skills to reach the economic buyers, along with an independent economic benefit analysis to develop credible financial arguments — most of them tailored for specific customer operating environments and vertical markets.
With the complexities inherent in most buying cycles, likely prerequisites to navigate this change include having repeatable sales processes to reduce the cost of sales and the business acumen to communicate effectively with financial buyers. A challenge for most organizations is educating the sales and marketing teams to compete on value instead of features and functions. The more adept your sales professionals are at being subject matter experts, the more success they will have at filling the pipeline with qualified prospects and improving the close ratios. The selling environment today demands an effective engagement process to capture new business revenues. The degree to which your sales organization is lacking these attributes is the same degree that your current engagement processes will require some changes.

The combination of a slowing economy, little economic research, lack of business acumen, low morale, atrophied time management skills and the lack of repeatable sales processes are not uncommon conditions for organizations just entering this storm pattern. It has been our experience that these attributes serve as a bellwether for a high degree of variability in the revenue forecast and an inability to meet quarterly revenue objectives.

We anticipate a fundamental transformation of most sales and marketing organizations in the next five years. Knowing what to do and in what sequence will largely define the outcome for these organizations. Alchemy Group acts as an independent and experienced resource to help these organizations navigate to safe harbor and identify the shortest time to benefit.
Let us know the issues you are facing, what questions you may have and thoughts regarding this blog. You can email us at blog@alchemygroupinc.com.

Well, if we were selling “As Seen on TV” products, then that might be possible. Try our Ginsu Sales Consulting – it chops and dices, cuts and slices your sales problems away! Unfortunately, as we all know, revenue growth is not that simple. It requires bold strategic thinking, courageous leadership, talented people and the basic blocking and tackling of sales.

Hello, I am Skip King, CEO and founder of Alchemy Group, Inc. and I, along with my colleagues Greg Malacane, John Yeager and Roger Carlsen, will be providing our thoughts and opinions on these issues through our new blog, Alchemy Insights. Our goal is to create a place to have conversations about driving higher revenues and margins — resulting in accelerated corporate performance.

As a former global sales leader, I am acutely aware of the issues and problems you are facing in today’s market. Slow growth…fight for talent…more to do with fewer resources…shrinking margins…uncertain future. In other words, it is the Perfect Storm! These are the reasons why I founded Alchemy Group six years ago. I felt there was a need for an integrated delivery platform that would meet most of the needs of sales and marketing professionals. Why did I have to work with five or six different vendors, tell my dilemma each time, receive virtually no expertise in integrating the various programs…and in many cases, work with people who had never been in my position and had a very limited understanding of what it was like to be on the front line with customers and consistently hit the numbers?

Alchemy Group’s sole focus is on helping our clients drive higher revenues and margin. Through an integrated platform of C-level advisory services, strategic consulting, market research and education services, Alchemy acts as a sole source for the critical functions in most sales and marketing organizations.

One area of focus for many of our clients is in understanding the economic benefit they are providing their customers. It has been top of mind for buyers for years and the supplier community is taking notice. Approaching the marketplace from the perspective of economic benefit instead of features and functions is a major shift in culture for most sales and marketing organizations. It begins with a trusted relationship with your customer and defining the value in their terms. Do you know the measureable impact of your products or services from the perspective of your customer? Your customer does.

To provide structure to this conversation, we will be addressing specific issues facing the five executive groups that we work with on a regular basis. They include executives in the C-suite, sales, marketing, global learning and most importantly the IT executive. We will tackle this and other topics in regular editions of Alchemy Insights, starting with a more detailed discussion of the Perfect Economic Storm.

Let’s make this a two-way conversation. Let us know the issues you are facing, what questions you may have and thoughts regarding this blog. You can email us at blog@alchemygroupinc.com.

Insights is a blog exploring issues related to achieving predictable revenue and margin contribution on a quarterly basis. Authored by Skip King, Greg Malacane, Roger Carlsen and John Yeager (principals at the Alchemy Group), the blog draws on their respective experience in restructuring and process optimization, revenue enhancement and sales enablement, market research and analysis and professional skills development directed toward improving corporate performance. Offering practical approaches to credibly influencing the economic buyer, Insights fosters productive thought and discussion among C-level, sales, marketing and global learning executives.