Recommended audience

• Sales Management & Leadership Professionals

Type of audience

English-speaking UK and International

Description

It has never been easier to produce great marketing content and sales collateral. And yet, 90% of the content that marketing produces is never used by sales.

Why not? Because it’s not relevant to the audience or the prospect doesn’t even know the content exists. Furthermore 58% of deals end up in “no decision” because Sales has not presented value effectively.

With most buyers being 60% through the buying process before speaking to a salesperson,it’s imperative that sales and marketing work together to develop relevant and distinct value propositions.

Companies are creating lots of noise but failing to resonate with the customers.

Inspired by their book ‘Value-ology: Aligning sales and marketing to shape and deliver profitable customer value propositions', Dr Paul Johnston and Simon Kelly provided relevant insights from their customer research.

They explain why it’s important to understand this and how to develop a value proposition for your business and sales territory.

Key takeaways

· The need and justification for quantified value propositions

· The benefits of value propositions

· The key considerations and practical steps to producing quantified value propositions

CPD Points

CPD Points: One

Presenters

Dr Paul Johnston – Nottingham Trent University

Dr Paul Johnston joined Sheffield Business School (part of Sheffield Hallam University) over ten years ago. Prior to this, he spent 20 years in the gambling and electronic games industry. He served on the boards of several companies in competitive strategy, research and product innovation roles. Paul has recently been involved with a customer-centric services module of the Sheffield City Leadership Programme and a range of large corporate projects, as well as undergraduate and postgraduate student tutoring.

Dr Simon Kelly – President, Shake Marketing Group

Dr Simon Kelly has 35 years’ experience in the ICT industry in customer service, sales and marketing. He was Marketing Director for BT Major Business where he pioneered the move from ‘product push’ to ‘value-based’ selling and marketing. He led a canon of knowledge for the CIM on best practice B2b marketing. Now a ‘pracademic’. he has developed innovative marketing and sales skills modules for Sheffield Business School where is is a Senior Lecturer. He is President of SHAKE Marketing Group, based in London.