At the 2015 Chief Sales Executive Forum, keynote speaker Katharyn White, Global Sales and GTM Leader – Apple Partnership at IBM, shared her knowledge of improving the customer experience and the challenges IBM faced with the Apple partnership.
Some highlights:
- The Challenge Is to Start – There is a functional shift in buyer decision-making that defines where you need to start. Your company should consider the customers and the simplicity of a product or service and merge it with the sellers’ knowledge and the analytical data to create the most successful client experience engagement.
- Experience Becomes Expectation – In delivering any product or service, you should make it simple for your customer. Consider the ease of capability, and don’t make your customers feel like they need training to use/do something. Use industry experts, engage your sellers and look at different successful industries to boost the experience better, faster and with customers at the focus.
- Collective Intelligence – You must address the data that exists today to survive and grow in your company. You can also use this data to improve your business model and to engage customers and their experience.
With 70 percent of Fortune 1000 companies from 2004 no longer in existence today, your company must take client expectations into every facet of your business. Katharyn and her team are successfully growing the IBM and Apple partnership by “changing the game at the speed of expectation.”
The illustration below from graphic recorder Kelly Kingman illustrates Katharyn’s presentation. Enjoy!
We look forward to sharing more graphic recordings of more keynote presentations from the 2015 CSE Forum in the coming weeks.
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About the Author
Gary Tubridy is a principal of the Alexander Group and the general manager in charge of the firm’s management consulting business. Gary’s consulting work is focused on increasing marketing and sales effectiveness with particular emphasis in technology and medical products industries. Gary has deep expertise in diagnosing sales management issues and helping clients execute action plans to improve results. His research is focused on best practices of leading sales organizations in North America with particular emphasis on sales force transformation and the role of sales leadership. He leads the Alexander Group executive events series and hosts the Operations and Executive Forums. He is one of three founding stockholders of the Alexander Group.
Gary has been with the Alexander Group for over 35 years. Prior to that, Gary was in sales with the IBM Corporation. Gary holds a B.A. from Brown University and an MBA from the Graduate School of Business at Columbia University.
