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marketingandcustomermanagementprocessesofthefuture introductiontounleashorganizationalsalespotentialyourcompanymustrealizetheimportanceofknowingandunderstandingyourclient sneeds inthepast top tierlandscapecontractorshadtheirwayintheirmarkets duetotherapidmaturationofourindustry moreandmorecompaniesarecompetingforthesamecustomer sdollar thisintensecompetitivedynamichasledtoever increasingpriceandloyaltypressure thetriedandtrueprocessof hightouch customermanagementisnowbeingchallenged thispresentationwillexplorethemarketingandcustomermanagementprocessesofthefuture marketingandcustomermanagementprocessesofthefuture theindustryisrapidlymaturing inmatureindustriesalltoptiercompanieslookverymuchaliketotheconsumer enduser factstoconsider manyifnotmostofthetoptiercompaniessellandmarketverysimilarly factstoconsider marketingtools commoditizationbeginswhenconsumershavemultipleproduct servicechoicescompetentlydeliveredbytoptiercompanies factstoconsider consumerchoices usvs them manycompaniesinthelandscapetradesusecomparativeexamples comparingthemselvestothecompetitor inanattempttodistinguishthemselves thisstrategyisaleadindicatorofcommoditization i e consumerproducts factstoconsider studiesshowthatmostorganizationsspend7 10xmoretimeanalyzingfinancialandoperationalperformance thantheyspendanalyzingandunderstandingtheircustomer sbusinessmodel spendmoretimeoninternalissuesthanexternalissues factstoconsider allindustrieshavedestructivehabits determining analyzing overcomingdestructivehabitsleadstomarketleadership dominance factstoconsider many mostcompaniesinthelandscapetradesrelyonrelationshipsratherthaninnovationtogainandretaincustomers factstoconsider therelationshipsalesmodelhavebeenknowntostruggle fail searsmodel factstoconsider researchhasconfirmedthatthemostsuccessfulservicesectorcompaniesbuildaggressivemarketingplatformsandare totalsalesorganizations landstarmodel factstoconsider solution becomeavalueinnovatorandatotalsalesorganization therules thetotalsalesorganization theentireorganizationmustbeunifiedaroundasimplemarketmessageandmarketidentitybuildthestorylinedialogueatalllevelsoftheorganizationembedthestorylineateveryleveloftheorganizationcreateorganizationalalignment aligncustomerwantsandyourbusinessobjectivesconsistentexecutionofthemessage hightouch withconsistentexecutionofservicedelivery competencytrust eachandeveryemployeemustbeempoweredtorepresentthecompanyfromthesalesperspectivestartswithsocialarchitectureeducation pricingstrategies servicescheduling serviceofferings disputeresolution customerprofilesandlessonslearnedchallengeassumptionscreateavision longrangeplanning constantlyreaffirmthevision therules thetotalsalesorganization theorganizationmustdeliveroneachandeverycommitmentandpromisemadebytheorganizationssalesrepresentatives everyone consistentdeliveryofcorecompetenciesextremelyhightouch lowtouchcanbehightouch constantlyreaffirmvalueabsolutelynosurprisesspeedkills thecompetitor keepiseasy keepitsimpleorganizationalreflection therules thetotalsalesorganization theorganizationmustbuildallofitsoperational sales financial andsocialtoolsandarchitecturearoundthecustomer startingwiththecustomerandmovingbackunderstandingthemarketdemandchainunderstandthecustomersvaluechainprotect bethe3rdeye coverthecustomers 6 mutuallybeneficial empatheticallyengineeredrelationshipsnetworking economicecosystem homefieldadvantage externalfocusexceedexpectations wwii broadenthevision internally externally therules thetotalsalesorganization theorganizationmustbecomea lowcostserviceprovider eliminatewaste nodumbtaxestreatthecustomers likeitisyourownnosurprisesfinancialrewardsforallpartiesexceptionalvalueforthecustomer lowcostdoesnotmeanthelowestpricelowercostmeans total all incost valueofproductsandservices lowcostserviceprovidersunderstandthepowerofleverage therules thevalueinnovators tobecomeavalueinnovatoranorganizationmustaimforleapfrogadvantagesquestioneverythingyourindustryisdoingexamineeverythingyourcustomerisdoingunderstandtheindustryyouarereallyinlearnabouttheindustryyouarereallyinmodify changeorganizationalvocabularyavoidurgencyaddiction strategicallyplan reflectbreakthegripofcompetitiveimitation pursuitdevelopan uporout culturedonotgiveup therules thevalueinnovators valueinnovatorsplacethecustomeratthecenteroftheirstrategicthinking planningandactionsdonotinvestinanythingthecustomerisnotwillingtopayfordevelopcustomervaluechainsforeverycustomersegmenttheyserveandservicebecomestrategicallyrelevanttothecustomersbusiness moveupthevaluechain developstrategiesthatanticipate keydriver keyrestrictorstoyourcustomersbusinessandthiers nosurprises developmarketing sales networking strategiesthatdrivesyourcustomersbusinessandthiers relentlesslypursuenewinnovations nosacredcowsfoundhere therules thevalueinnovators whatthecustomerthinksofwhentheywakeup objective moveupthevaluechain becomestrategicallyrelevant marketingandcustomermanagementprocessesofthefuture economicfactstoconsider 86 0fallnewbusinesslaunchesare lineextensions metooproductsthatareresultofcompetitiveimprovementsand orcountermeasurestorecentmovesofthecompetition thesebusinesslaunchesaccountforonly62 ofthatlinessalesthesebusinessla
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