The Conversation Roadmap A Foundation for Better Sales Tools and More
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The document discusses Dow Jones & Company's implementation of a new "Conversation Roadmap" approach to better align marketing, sales, and messaging. It overhauls their messaging to focus on solving customer problems rather than just highlighting features. Key aspects include workshops to develop messaging linked to the customer buying cycle, training sales and marketing, mapping messaging to audiences and products, and integrating it into campaigns, collateral, and sales tools to ensure a coordinated customer-centric approach going forward.
The Conversation Roadmap A Foundation for Better Sales Tools and More
- 1. The Conversa,on Roadmap: A Founda7on for Be;er Sales Tools and More Lisa Singer Fitzpatrick Execu7ve Director, Global Marke7ng Communica7ons ©2011 Dow Jones & Company 1
- 2. Snooki -‐ really Tim?!? ©2011 Dow Jones & Company 2
- 3. Quick facts: Labuto Library Project - Zambia Firm: Dow Jones & Co. Industry: News Media & Publishing Headquarters: New York, NY Corporate Solar Installation Geographic Footprint: Global Ownership: News Corpora7on Revenue: $1.8 billion ©2011 Dow Jones & Company 3
- 4. The Dow Jones Story – It gets complicated... ©2011 Dow Jones & Company 4
- 5. See what I mean? ©2011 Dow Jones & Company 5
- 6. Why Change? • Did you catch the prior slides? They were all about us! • Product messaging was feature-‐focused – not about solving real customers’ problems • Sales and Marke,ng misaligned; at ,mes, even buRng heads • Our porSolio is complex but messages were one size fits all – I call it the “kitchen sink” approach • Pipeline analysis showed we were compe,ng against status quo for majority of prospects ©2011 Dow Jones & Company 6
- 7. Where are we today? 3 13 7 7 Decision Months Catalysts Completed More to go... Workshops ©2011 Dow Jones & Company 7
- 8. Messaging Founda,on Aligned with Teams and Ini,a,ves Brand Architecture Regional Marketing Demand Creation Product Marketing GTM Strategy Global Sales Opps ©2011 Dow Jones & Company 8
- 9. Aligning to SPIN for Authen,c, Customer-‐focused Conversa,ons Power Posi,oning/ SPIN Methodology: Conversa,on Roadmap: Ask the right ques7ons to understand Provide the right responses linked to customer situa7on, uncover problem, need, benefit, payoff -‐ what’s going need or opportunity to improve? Why is our solu7on be;er? ©2011 Dow Jones & Company 9
- 10. Mapping Messaging & Content to Customer Buying Cycle Buying Cycle Stages: Recogni7on Determine Evaluate Resolve Status Quo Nego7a7on of Problem Needs Op7ons Concerns Buyer Situation Stages: ”Am I ”What do I “How do I ”Am I “I have a making the “I’m fine” need to fix my ge?ng the problem” right fix?” problem?” best deal?” choice?” Buyer Messaging and Content Components: Thought Knowledge Value Proof Confirm Value Story Leadership Solu,on Valida,on Points Value/ROI • White papers • White papers • Solutions sheet • Fact sheet • Case studies • Customer reference • Webinars • Webinars • Events • Demos/trials • Analyst reports • ROI tools • Surveys/research • Events • Use scenarios • Analyst reports • Demos/trials • Bylines/blogs • Peer referrals • Case studies • Product reviews • Product reviews • Newsletters • Account plans • Competitive info ©2011 Dow Jones & Company 10
- 11. High-‐level Implementa,on Timeline February/March April April – December Jan – March 2012 Knowledge Phased Power Posi7oning Transfer Training Implementa7on Sales Delivery Workshop -‐ for Product of workshops by Training; Rollout Fac7va Pilot (POC) Marke7ng & target audience to Global Sales Marcomms ©2011 Dow Jones & Company 11
- 12. Upstream Output from Conversa,on Roadmap SEO/SEM – Keywords & Demand Genera,on Phrases Campaign & Event Collateral New Target Audience Website Copy/ Focused Sales Tools Architecture Adver,sing Social Media Campaigns Print and Online PR – Media Calls Training & Learning Development ©2011 Dow Jones & Company 12
- 13. Demand Genera,on Campaigns Landing Page Print and Digital Ads Marketing Email Blast Offer ©2011 Dow Jones & Company 13
- 14. Next Steps • Con,nue to leverage messaging in global campaign development & sales enablement tools • Map sales tools to buying cycle, target audience and product suite in SalesForce.com • Launch DJ Website with new, customer-‐centric messaging • Formalize messaging framework with ownership and a “going forward” plan to keep it fresh (new products, enhancements, new audiences, etc.) • Rollout to Global Sales via Power Messaging Training ©2011 Dow Jones & Company 14