If you’re going to dominate your market, you have to make the customer organization measurably better at their business, from the top down. Products and services are the means to the end, but every customer-facing function in your organization plays a role in delivering customer value. It’s like relay race. Everyone understands their role, knows where the baton is at all times, and knows exactly what to do when they run their leg of the race.
There are seven legs in the race for market leadership. Here are the runners and the goals of each.
1. Market & Product Strategists
Strategy roles exist for one reason: To align every part of your organization with the most lucrative markets and the business goals of customers in those markets. The stronger the alignment, the easier it is to meet your growth and profitability targets year in and year out.
2. Product Managers, Designers & Developers/Engineers
The end-game is twofold:
- Deliver products that make people measurably better at their jobs.
- Deliver integrated solutions that break down silos between customer departments so that the overall business operates more effectively.
3. Marketing & Sales Enablement
The marketing and sales enablement function has three goals:
- Create a corporate résumé (positioning) that communicates your strategic value to the market in the customers’ vocabulary.
- Execute demand generation programs that open doors for salespeople at the decision-maker level.
- Equip the salesforce to facilitate credible and consultative business conversations with executives (strategic), managers (operational) and users (tactical) to distinguish your organization from the competition.
4. Inside Sales & Lead Nurturing Teams
The easiest way to establish a rapport with people you don’t know or can’t see is to talk to them about what’s happening in their world. You’ll be amazed at how many doors that conversation will open.
5. Sales & Pre-Sales
The secret to selling strategic value and improving win rates lies in your ability to understand what the buying organization is ultimately trying to accomplish with your solutions and why they have strategic value at the executive level. Do it early in the sales process and your presentations and demos will flat out “nail it.”
6. Client Services & Professional Services Teams
The ultimate goal of every customer implementation is to make sure your solutions deliver the strategic value that was identified during the sales process. The more quantifiable the customer goals are at the start of the onboarding process, the more successful the implementation and the customer will be.
7. Account Managers & Customer Relationship Managers
Wallet share is the name of the game! The more quantifiable value customers get from the solutions they’re using, the more money they’ll spend on additional solutions.
The Key to Winning the Relay Race and Dominating Your Market
The key to market leadership is creating a “customer value” culture where every part of your organization aligns itself to the goals of the customer, then executes to make sure your portfolio is making customers measurably better at what they do. Do it consistently and your growth goals will take care of themselves.
If you want your product management team to lead the “customer value” transformation, contact Proficientz about a personalized workshop. We’ll help every part of your organization align to the business goals of your target customers — from the top of their organization down to the people doing the work in the trenches. Then you’ll learn how to deliver, market and sell solutions that make those customers better at what they do, and grow profitably doing it.