Episode 13: Here’s the Secret to the Perfect Sales Moment (Part 2) – Featuring: J.B. Wood, Technology Services Industry Association (TSIA)
Summary: CEO and author J.B. Wood believes that with the right data, you can put the right offer in front of the right buyer at the right time with a high degree of accuracy. Has he discovered the recipe for the perfect sales moment? On today’s Voice of Value episode, we continue our conversation with J.B. where he describes a new customer engagement model his company TSIA calls LAER – Land, Adopt, Expand, Renew. A frequent industry speaker on the topics of business outcome engineering, X-as-a-Service (XaaS) business models, and transformations in the traditional customer-supplier relationship, J.B. explains this four-stage maturity model and gives you the secret to a never ending cycle of building accounts. That cycle is based on Process, and that’s what owns today’s customer. <br> <br> J.B. also describes the Consumption Gap that exists in many B2B relationships and explains that success happens when supplier and customer outcomes are aligned. World-class companies are transitioning from a transactional model to a LAER model. Listen to today’s episode to understand why.<br> <br> J.B. Wood is president and CEO of the Technology Services Industry Association (TSIA), the leading association for today's technology and services organizations. An author and frequent industry speaker on the topics of business outcome engineering, X-as-a-Service (XaaS) business models, and transformations in the traditional customer-supplier relationship, J.B. is redefining the Sales process in the age of cloud and managed services. <br> <br> KEY TAKEAWAYS<br> <br> [1:57] J.B. says we can accomplish amazing things by caring deeply about something that we used to consider the customer’s responsibility -- adopting the value of the asset.<br> <br> [3:15] What did Amazon teach us? With a high degree of accuracy, and with the right data, you can put the right offer in front of the right buyer at the right time. That’s the perfect sales moment.<br> <br> [4:40] Listen to J.B. define LAER.<br> <br> [10:13] When asked, “Who owns the customer?” the answer has always been the salesperson. But J.B. says that is changing. Who owns the customer now? Listen here.<br> <br> [21:16] LAER cuts across every customer-facing task, so who owns the responsibility for redesigning the go-to-market model? At some companies everyone wants to own it, and at other companies no one wants to own it. Listen to why J.B. thinks it’s essential that the right person owns this architecture. (CROs and CCOs, get your resumes ready.)<br> <br> [24:16] J.B. says there are still a lot of people who shy away from the discussion of business outcomes. J.B. believes there will be more contractual relationships that rotate around outcomes in the future, and more outcome-based incentives.<br> <br> [26:28] J.B.’s passion is around insights and research. Here he explains the Consumption Gap, which he says exists because the incentives of the suppliers and the incentives of the customers are not lined up.<br> <br>
