Scott Salkin, President of BMA Phoenix and Founder/CEO of a B2B marketing firm, as he shares data and insight behind dramatic shifts taking place in the IT sales cycle as customers are literally becoming the ‘hunter’ and sales organizations the ‘hunted.' Learn how to react to this revolution in the sales cycle, as opportunities are still abundant, and how Avnet can continue to help you drive demand in this ever changing marketplace.

1. The Hunt for the Coveted ‘A’ Lead
Adapting Your Pipeline to Marketing’s New Dynamics

2. 2© 2005 Paramount Pictures // 2013 IDC Sales Enablement Overview
57% of B2B customers feel that their sales
reps are not prepared at the first meeting.
33% of deals are being lost because of circumstances within your reps’ control

3. 3
Why?

4. 4

5. 5
1980’s – 1990’s: Calls & Closes
More Calls = More Leads = More Wins
© 1992 New Line Cinema

6. 6
1990’s – 2000’s: Process, Integration, Insight
Know the Process, Work the Process, Build the Pipeline

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We were in control.

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Then cracks started to show.

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21%
15%
35%
24%
4%
48%
32%
10%
18%
11%
0%
10%
20%
30%
40%
50%
60%
Service Price Products Brand Sales
Team
2nd Choice
1st Choice
Source: 2013 IDC Sales Enablement Overview
Relationships with
our sales reps no
longer guarantee
consideration.
Top consideration factors in a
complex b2b sales cycle…

10. 10
Buyers started
having…and
using…more options to
find what they needed
to know.
Source: B2B Content Marketing Report

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12. 12

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We turned from buyers into researchers.
Source: 1999 20th Century Fox

14. 14Source: 2013 gyro “The At-Work State of Mind Project”
Work became a state of mind.
It's imperative to understand their motivations, emotional attitudes and
levels of satisfaction with round-the-clock, all-device messaging.

15. 15
Customers
Suppliers
Co-
Workers
Family
Friends
Personal
Networks
Social
Networks
Review
Sites/Blogs
Buyer

16. 16
We’re living in a four-screen world.

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It Created a Huge Challenge…
Source: 2013 gyro “The At-Work State of Mind Project”

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Self-Directed Decision Making
Prospects/customers started to delay purchasing
conversations with suppliers.
Due Diligence Begins First Engagement
w/ Sales
Purchase
57%-70%
We’ve All Heard it By Now…

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Buyers Have Taken Control.

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It’s no longer simply about “what” you
sell, but “why” and “how” you sell it.

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78%of B2B tech buyers feel that a brand’s reputation
is very important when looking for business
products/services.
Source: Google B2B Customer Study, June 2012 (n=629)

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“Today, B2B sales and lead generation
are about your brand assets,
thought leadership and emotions
built from the vast amount of information that
prospects now have access to.”

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The Search for the “A” Lead is Ending…
YOU ARE THE “A” LEAD

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So what now?

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Step 1: Stop passing the baton.

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Help my team be better. Help me make good
decisions.
CIO
Peers
CIOs
C-LevelsIndustry Influencers
Competitor
s
ProvidersExperts
CEO
Investors
Board
Analysts
C-Level
Peers
Lines of
Business
Channels
Partner
Suppliers
Customers
IT
Department
Competitors
Providers
Peers

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Customers
Suppliers
Co-
Workers
Family
Friends
Personal
Networks
Social
Networks
Review
Sites/Blogs
Buyer

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Self-Directed Decision Making
Prospects/customers started to delay purchasing
conversations with suppliers.
Due Diligence Begins First Engagement
w/ Sales
Purchase
57%-70%
Align and Pull Forward

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“Allbound” is a
Revenue Marketing
Culture

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Step 2: Obsess Over Value

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Price ≠ Value

34. 34Source: 2013 IDC Sales Enablement Overview
43% of IT buyers are willing to
change vendors to save time.

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“You talk to more CIOs in a week than I do in a year. Teach me something.”
"First ask what problem we were trying to solve…
didn't start with a solution.”
"Provide a good demonstration of the product.”
”Go the extra mile to understand my needs and those of my customers.
Then give me excellent communication and accurate quotes.”
”Take me through examples of other companies using the solution and send me
examples of independent research and reviews from companies with similar issues.”
"Follow-up, timely follow-up, let me know you are looking
into it and getting back to us regularly."
“Help me create the bill of materials needed for a project.

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21%
16%
14% 14%
12%
10%
5%
13%
16%
18% 18%
6%
14%
1%
0%
5%
10%
15%
20%
25%
Business
Leader
IT Leader
Source: 2013 IDC Sales Enablement Overview
Most Valued Vendor Content in Decision Process

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Self-Directed Decision Making
Prospects/customers started to delay purchasing
conversations with suppliers.
Due Diligence Begins First Engagement
w/ Sales
Concierge
57%-70%
Be the Concierge…

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Step 3: Stop the BS & Execute

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THIS IS NOT PERSONAL.

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#LOL

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Select the right tools and use
them to get your message to
market most effectively and
most cost efficiently.

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Usage
Effectiveness
Industry Press
Emails
Direct Mail
Website
SEO
Word of MouthEvents/Webinars
Peer Review Sites
Online
Communities
Blogs
White Papers,
Videos, Webinars
Advertising
Calling

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Source: UBM, “The Mind of the Engineer” study, 2012
The Mind of the Engineer in 2014…

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Source: Google/Compete Tech B2B Customer Study, Jan 2013. (n=1024 Tech B2B customers)
+30B Searches in IT B2B in 2013

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Source: Google/Compete Tech B2B Customer Study, June 2012. (n=629 Tech B2B customers)
91% of Tech B2B customers make purchase-related
searches from a mobile device.

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Source: Google/Compete Tech B2B Customer Study, June 2012. (n=1024 Tech B2B customers)
Product/Service Features Customer Reviews “How To” Instructions
66% of Tech B2B customers who view a video are likely
to search for more information or visit your website.
What’s the Worlds’ #2 Search Engine?

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19%
81%
81% of IT Buyers Say they Do Not
Think Social Media Impacts Their
Purchasing Decision Making
Source: 2013 EAG Buyer’s Experience Survey; n=200
So….
• IT buyers don’t think they use
social to buy.
• Use Social to LISTEN (blogs,
communities, forums, LinkedIn
groups, twitter) then become part
of the discussion.
• But they do use social media
to develop trusted peers and
sources because…

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52%
Feel that their colleagues’ opinions are very important
when looking for business products/services.
Source: Google B2B Customer Study, June 2012 (n=629)

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Social Also Builds Credibility

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BUT.

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Step 4: Enable Sales.

53. 53© 2005 Paramount Pictures // 2013 IDC Sales Enablement Overview
57% of B2B customers feel that their sales
reps are not prepared at the first meeting.
33% of deals are being lost because of circumstances within your reps’ control

54. 54
40%
22%
12%
9%
9%
6%
2%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Ability to understand & solve my challenges
Industry knowledge & expertise
Ability to leverage company's resources
Technology expertise
Likability & personality
Ability to communitcate differentiators
Product knowledge
Top Vendor Sales Rep Attributes in Terms of How They Influence Buying Decision
Source: 2013 IDC Sales Enablement Overview; n=204
What Do Your Prospects Want?

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Business
Leaders
IT
Leaders
Overall
Knowledgeable about their
products/solutions
88% 88% 88%
Understands my issues and where
they can help
34% 43% 38%
Can relate to my role and
responsibilities in the company 38% 29% 34%
“When you meet with a vendor salesperson, how often are they
prepared for the meeting with you in the following ways?”
Source: Forrester Research, Inc. (n= 166 North American enterprise business and IT decision makers)
What Are They Receiving?

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#SMH

57. 57© 2005 Paramount Pictures // 2013 IDC Sales Enablement Overview
Sales Enablement:
The delivery of the right information to the
right person at the right time in the right format
and in the right place to assist in moving a
specific sales opportunity forward.

58. 58© 2005 Paramount Pictures // 2013 IDC Sales Enablement Overview
Salespeople spend 7+ hours/week looking for
information to help them prepare for sales calls.
50% of sales tools are pushed via email and only
10% is made available in a useful format.
Is it any wonder that one of three deals is lost due
to the lack of sales preparation?

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But I Want
“A” Leads!

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“A” Leads are out
there looking for
“A” vendors.

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6 Key Takeaways:
1. Buyers are in control
2. Know your why
3. Align sales/marketing
4. Understand “value” and go the extra mile
5. Stop the B.S. and execute
6. Enable sales

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YES! The Customer Revolution IS Here.
Isn’t it nice to feel wanted?

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Scott Salkin
Founder & CEO
ssalkin@idstm.com
602.881.1718
@scottsalkin
@idstm
IDS is a business-to-business (B2B)
marketing and lead generation firm
whose mission is twofold:
1. to help technology companies and
startups grow through smart,
impactful sales and marketing, and
2. to help our local community and
economy grow through technology
and entrepreneurial advocacy and
mentorship.

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Avnet Demand Creation Services
Johanna Hauck, Director, Marketing

65. 65
9401 Leads
Distributed to
Partners Fiscal
YTD
1500 + Leads
converted to
revenue in
Fiscal YTD
$67m leads
converted to
revenue in
Fiscal YTD
202 Unique
partners
participating in
campaigns
306 new
campaigns
Fiscal YTD
1m + unique
contacts in
Avnet
databases

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Avnet’s arsenal of Demand Creation campaigns
include:
• Lead Nurturing and Distribution
• List Acquisition and Management
• Prospecting Strategies
• Search Engine Optimization
• Target Market Analysis
• Telemarketing
• Vertical Programs
• Customizable programs to suit your
needs
• Account and Industry Profiling
• Campaign and Program
Development
• Content and Creative Development
• Database Management
• E-mail and Direct Mail
• Event Planning and Support
• Executive Door Openers
• Landing Pages, Blogs & Webinar Design

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If you are interested in learning more about
how Avnet can help solve your demand
creation needs, please contact your Avnet
sales representative.