This webinar will show participants how to conduct Voice of the Customer studies that will extend the impact of Marketing into Sales, generating new insights for more effective selling in B2B markets.  A recent study by the Corporate Executive Board concluded that the most effective sales profile is the one that challenges customers with new and helpful insights.  And another study by ISBM’s B2B Leadership Board found that the marketing/sales interface was a key determinant of longer-term business success in 48% of companies studied. The B2B Agenda based on a case study, this webinar will demonstrate how the need for sales insights leads to a “pull” from sales to marketing for market-focused, value-based metrics.  In turn, the delivery of those metrics from marketing to sales enables sales to capitalize on competitor vulnerabilities, and to improve customer loyalty as demonstrated through Net Promoter Scores (NPS).

Topics covered will include:

  • The importance of shifting from Voice of the Customer (VOC) metrics to Voice of the Market (VOM) metrics.
  • Choosing the right metrics to identify value performance gaps relative to competitors.
  • Developing strategically focused sales insights.
  • Leveraging value performance gaps to improve Net Promoter Scores (NPS)
  • Calculating the probability of capitalizing on the vulnerabilities of key competitors.

This webinar is recommended for Chief Marketing Officers (CMOs), Chief Sales Officers (EVP – Sales), marketing and market research managers, sales development managers, and executives in charge of commercial systems.
Webinar Information
Date Presented:
May 21, 2013 1:00 PM Eastern
1 hour
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Value Management from Marketing to Sales
About the Presenter

Reg Goeke is a Principal and founding partner of Market Value Solutions (MVS). Dr. Reg Goeke has consulted on marketing, competitive strategy, sales insights, and business process improvements for such companies as DuPont, Dunn and Bradstreet, the Principal Financial Group, Thrivent Financial, the Caterpillar Inc. Worldwide dealer network, Kraft Foods, Case New Holland, the Southern Companies and other public utilities.  Dr. Goeke has pioneered in the development of customer information systems for these and other companies, and specializes in the systematic deployment of customer information into effective competitive strategies and business performance improvements.
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