At the 2015 Chief Sales Executive Forum, keynote speaker Bob Skea, Head of Americas at Dun & Bradstreet, shared his experience with using insights gained regarding customer relationships to create data-inspired growth and a better overall customer experience.
Create a New Conversation – Target personas (CFO, CDO, CAO) and understand how that person goes about their day. Stop selling and start educating by helping the customer rather than selling them. Customers are demanding better business value.
Build New Relationships – Data trumps the classic relationship. Using analytics can improve both the sales motion and customer experience. This data can generate predictive targeting, allow for segmentation and prioritization, prevent attrition, and anticipate company growth.
By engaging the customer, your company receives the true value. Educate your sales organization on an account based-approach and accelerate their understanding of the better customer experience.
The illustration below from graphic recorder Kelly Kingman illustrates Bob’s presentation. Enjoy!
We look forward to sharing more visual notes of other keynote presentations from the 2015 CSE Forum in the coming weeks.
Gary Tubridy is a senior vice president 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.