This

Case

Study

Deck

is at:

DavidCutler.net - Inform & Connect

Marketing

Business Development

Technology

Consulting

For: B2B “Disruptors” … All of us!

Who Need A: 1:1 Coach for P2P sellers and teams

Who Want To: Pump up salespeople to find and solve

the RIGHT client problems and close the RIGHT deals

Communication Strategy

& Sales Tactics

On-Demand

I apply lessons learned

with some Great Brands

and their “Innovation Labs” ...

To the individual needs of:

  • Feisty Startups
  • Small Dynamos
  • Midsize Scalers

In Summary…

Your Best Sales Process Starts Simple...

Direct Actions Get Results & Inspire Reactions, Conversations, Ideas!

https://bit.ly/Customer_Success_Advocates

  • Small profitable technology platform and services company
  • Expanding into new markets
  • Needs new client sales … and a validation of sales strategy and in-market tactics
  • Wants tactics tested and tweaked to set a predictable investment and growth plan

STEP ONE - Assess

Fee = $1,000

ROI

Get Started!

Support Sales

Understand Options

Understand Your Possibilities

STEP TWO - Playbook

Fee = $2,500

ROI

Product / Market Fit

Validate Promise

Build Prospects List

Deploy, Assess, Refine

$50,000 deal from a “Beta Tester”

STEP THREE - Scale

Fee = $7,500

ROI

Customize Collateral

Amplify Network

Expand With Next Salesperson

Partner Channels

$500k from 3 w/ 100 in pipeline

Case Study - B2B SaaS

The Right Questions:

Why Now?

Why You?

Who Are We Talking To?

What Should They Do?

Anther ROI: Risk Of Inactivity?

Good Words for my Services:

BANT Rant who really cares?

Sales Actions / Reactions Start!

Riff Report jam on connections ...

DOD set times for your own Disruption On Demand

Slideas Custom options across targets & test campaign ideas

Product / Market Fit For Your Sweet Spot

See more of my hands-on discovery and sharing of what works … and doesn’t

Thank You!

More.

There’s Always More.

12 Ps of Product and Profit

  • Products… Priority Projects
  • Packages... Focused and aligned messaging
  • Process … Steps for each of the Priorities
  • Prospect ... Goals and alternatives
  • Promise ... Pitch... Conversation... User Experience ...
  • Position ... Differentiate versus alternatives… Competitive Analysis
  • Platform Performance … Automated
  • People ... Customer Service and systems for Customer Success
  • Place ... Presence ... Omnichannel Journeys for each of the Priorities
  • Promotion … Exposure options… Test creative conversations
  • Partners ... Ecosystem... Channel Resellers ... Referrals
  • Price ... Models and Methods

Track KPIs that actually match buyer journey

- ROI by channel

- Deeper account-based marketing metrics

- ROI by content influence

- Lifetime Value of a customer (LTV)

- Customer acquisition cost (CAC)

- Closed-won deal analysis

Obsess on Customer Success

Demonstrate Insights with Testimonials

Data Gems

Disclose to differentiate

Creative Business Development:

The product is your marketing

Product development = marcom budget

EventAdvisor.com continues to watch and aggregate ratings and the new best practices from all these combinations of New Methods and New Models

Business Models from all combinations of:

  • Live access fees
  • Freemium content
  • On-demand fees
  • Sponsored Promo/Ads
  • Micro-Payments of Micro-Events
  • Profit from Participation Gamification
  • Membership Subscriptions
  • Paywalls
  • VIP access
  • Movement Crowdfunding and Donations
  • Persona Packages
  • Course Curriculum
  • Revenue-sharing Products/Services
  • Channel Partner management
  • Lead fees

and...

  • Dynamic royalty-distributed smart contracts

based on value from ratings and market activity

(That last one is reference to the “velocity of Trust” capabilities of the Enterprise Blockchain and NFT platform at NuArca.com)

Example of Models: Conferences

10 Prep Questions to help define priorities on our path to profit

  • How do you contribute to your client’s goals?
  • Describe your BEST prospects - industry, size, revenue, budgets, brands, etc?
  • What are your sales goals?
  • How are you earning the right to … get to the next: topic, meeting, whatever
  • Do you have well-defined core Sales and Marketing systems?
  • How are you discovering and accommodating New Methods and New Models?
  • Who is selling for you now?
  • How do you align with Marketing support?
  • Got Gaps? How can I add value to your sales people?
  • If you had a magic wand… What is the best next step?

DETAILS: 10 Prep Questions to help define priorities on our path to sales success

  • How do you contribute to your client’s goals?
    • What is your Unique Value Proposition to their needs and problems?
      • What is your Competitive Strategic Sweet Spot?
    • How do you find, engage, and qualify prospects?
  • Describe your BEST prospects - industry, size, revenue, budgets, brands, etc?
    • Do you understand their un/official research and buying journey
      • Do your KPIs match these
    • What are THEIR options for what you provide?
    • How are they taking advantage their Industry’s shifts and opportunities?
    • How do you discover the multiple personas in their buying process?
      • Do you know each Persona’s BANT?
  • What are your sales goals?
    • Short-term and long-term revenue expectations
    • Cost of sales
    • Capabilities… How much can you handle now? Later?
  • How are you earning the right to:
    • get a meeting? get the next meeting?
    • dig inside their official and unofficial buying processes?
    • share their personal long-term agenda?
  • Do you have well-defined core Sales and Marketing systems?
    • Interrelation of: Product, Price, Prospects (Personas), Promise, Process
    • Materials - collateral, presence, testimonials, …
  • How are you discovering and accommodating New Methods and New Models?
    • “Disruption on Demand” sessions to consider and test opportunities

7. Who is selling for you now?

  • Quotas? Size of deals?
  • Lead metrics for Inbound / Outbound
  • Process for prospecting, promising, pushing?
  • Leveraging feedback signals from actions / reactions?
  • What do they bring? What do they need?

8 . How do you align with Marketing support?

  • Acquisition - Your metrics for both Inbound and Outbounding leadgen
  • Retention - How do you focus on customer success, loyalty, cross-selling…?
  • Do you have an ongoing system for reminders to your network that you are a Referral-based business?

9. Got Gaps? How can I add value to your sales people?

  • Sales push
  • Assessment sessions
  • Building teams
  • Coaching on Demand

10. If you had a magic wand…?

What do you want prospects

to do next?... and then?

Structure of our stuff together

Internal - Keep us on the same page ... Next steps ... No surprises

  • GDoc Master - Ongoing “Notes” with priorities, shared links, ranked discussions
  • Gsheet Sandbox - Internal slides of ideas, infographics, visuals, videos, ...
    • Do you have Testimonials?

External - Collateral to impress and test - Expose the steps ... Build trust ... No surprises

Consistent narratives that demonstrate your specific value, benefits, and being easy to work with

  • Emails, scripts, referrals - be helpful and shareable… your best infographic?

Demonstrate you understand THEIR situation, needs, process, etc.

  • Site with Landing pages for campaigns, custom ideas, tests

Example: Toolkit Page with all links for the buyer’s journey

  • Vertical niche versions of your 1-page overview
  • Deck with custom personalized first slide
  • Strategy and tactics for follow-up on promises and their expectations

Details at bit.ly/Structure_of_Engagement_Cutler

Why?

… Speed of change

Catching up, keeping up, staying ahead ...

Gartner B2B Buying Cycle … It’s Complicated…

Start

Buy

Start

Gartner B2B Buying Cycle

Buy

Buyers Rely on Specific Media at Specific Phases . . .?

Buyers Rely on Specific Media at Specific Phases...? NO, it’s complicated

Support Buyer’s Own Research

& Their Path

of Understanding

Is There a Disconnect between your Sales and your Buyers?

Ask Them!

Match your selling process and metric goals to

prospect’s overall process, research needs,

and official/unofficial buying journey

Tips,

Tools, & Techniques

David Cutler Network - www.DavidCutler.net david@davidcutler.net 617-331-7852

Business Model Canvas

Designed for:

Designed by:

Date:

Version:

Key Partners

Cost Structure

Key Activities

Key Resources

Value Propositions

Customer Relationships

Channels

Customer Segments

Revenue Streams

Your Milestones of Value and Momentum

Mission

Lorem ipsum dolor sit amet, nibh est. A magna maecenas, quam magna nec quis, lorem nunc. Suspendisse viverra sodales mauris, cras pharetra proin egestas arcu erat dolor, at amet.

Momentum

Lorem ipsum dolor sit amet, nibh est. A magna maecenas, quam magna nec quis, lorem nunc. Suspendisse viverra sodales mauris, cras pharetra proin egestas arcu erat dolor, at amet.

Market Needs

Lorem ipsum dolor sit amet, nibh est. A magna maecenas, quam magna nec quis, lorem nunc. Suspendisse viverra sodales mauris, cras pharetra proin egestas arcu erat dolor, at amet.

Your Participation

Lorem ipsum dolor sit amet, nibh est. A magna maecenas, quam magna nec quis, lorem nunc. Suspendisse viverra sodales mauris, cras pharetra proin egestas arcu erat dolor, at amet.

Partners

Lorem ipsum dolor sit amet, nibh est. A magna maecenas, quam magna nec quis, lorem nunc. Suspendisse viverra sodales mauris, cras pharetra proin egestas arcu erat dolor, at amet.

Success is Certain!

Lorem ipsum dolor sit amet, nibh est. A magna maecenas, quam magna nec quis, lorem nunc. Suspendisse viverra sodales mauris, cras pharetra proin egestas arcu erat dolor, at amet.

David Cutler Network - www.DavidCutler.net david@davidcutler.net 617-331-7852

  • Match your value proposition ALONG your buyer’s journey

Acknowledge their process and options beyond you (they are!)

  • Earn trust by supporting their existing capabilities

Solve problems and fill gaps

  • Discuss new opportunities from changes in business and society

internal, customer expectations, competitors, etc.

  • Connect with adjacent influencers for buy-in and cross-selling

Deliver market insights and adjacent tech disruptions

4 Steps of Sales Success

from

Thinking Beyond Sales

5 benefits from a Partner

with an external perspective

(and not years of experience in your specific business)

  • Some of the best ideas are an industry away
  • Persuasion is in human nature… not in a vertical market
  • New opportunities are seen beyond your internal methods, customs, habits, and all too often, “sacred cows”
  • Diversity of thought and capabilities - uncertain market shifts require diverse methods to overcome distractions and delays
  • Add Tech to Sales - Understanding tech disruption lets us assess your competitor’s advantage and vulnerabilities

Two Slides on

Referral

Thinking

What Used to Convert…. Now Real relationships and Referrals are more important than ever

Referral Thinking = Actions/Reactions

Align with their network

Make their business your business

1) Take Action - you are a referral-based business … Earn it

  • Make them yourself - Reciprocity = Netweaving

2) Ask - Be specific - The right stories at the right time

  • After something good you did (“who else would appreciate this?”)
  • After something good they did (connect to their story and amplify it)

3) Feed the Beasts - Test creative content for EASY shareability

  • Analyze and reveal new helpful industry insights and data gems
  • Do your Referrer’s job for them. Deliver with “handles” for easy participation
  • Written so they can take credit pride (and profit!)

Ideas ...

Inspiration, Challenges

Do More.

My current favorite Infographic.

More inspiration at http://bit.ly/YourStoryMap

Do More.

don’t think too much… click it

The key to building products is customer success. Provide any level of value so you better understand them. Learn by observing, asking, and collecting data. Then iterate functions towards your best customers.

Focus on the critical functions of a Minimum Viable Product with Product / Market Fit.

Innovating Towards Value at Each Step

What is your priority criteria for prospects?

Who should you be talking to?

Get BANT!

That’s fun to say… but the truth is the reverse:

  • What is THEIR Timing
  • Do they REALLY Need you?
  • Who has the Authority to approve?
  • Then you can get creative with their Budget

Flip Your Funnel

$implify

The Step Back - ABI aspires to engage and leverage partners and employees but existing methods were inefficient and uninspiring

Bold Leap Forward - Idea scouting in a single custom dashboard of normalized feeds with dynamic ranking tied to ongoing corporate initiatives

Results Driven by Participation - Live accurately scored idea-flow (versus hours or days of research). Increased investment velocity by 30%

Details

inside one of my client’s needs

Win or Lose… With Data

In a world where everything and everyone is represented by data, those who are best at turning data into action will win, and those who do not have access to it or cannot make it actionable will lose.

Since the volume of data already exceeds the human capacity to comprehend it, and the velocity of data is increasing and will always increase, your ability to make evidence-based decisions will be directly proportional to your level of literacy in the fields of:

distributed ledger technologies, AI, machine learning, big data, data science, computer science, automation, robotics, data privacy, cybersecurity, and the role of governments and regulatory agencies.

— CONFIDENTIAL —

-- Confidential --

-- Confidential --

ACCELERATING CORPORATE INNOVATION

COREIP | DESIGN THINKING | PROVEN DEVELOPMENT RESOURCES | BLOCKCHAIN EXPERTISE | FINANCE | LEGAL | PRODUCT MANAGEMENT

NAVIGATING THE COMPLEXITIES OF BRINGING IDEAS TO MARKET WHILE AVOIDING THE STUMBLING BLOCKS IN THE ‘PIT OF DESPAIR’

-- Confidential --

Current State

Well begins producing

Oil Company issues Division Order to  Interest Owners.

Well produces and oil company records production, sale and price.

Oil company distributes checks, statements and reports to:

- Royalty Owners

-Working Interest Owners

-State/Federal Regulatory and Tax Agencies

Owners and Agencies record required information from statements.

Distribution of this data to multiple parties is redundant, burdensome and expensive and leads to mistakes, disputes and costly maintenance resolving issues across multiple parties.

Confidential and Proprietary Information

How it works:

A private distributed ledger allows different node holders across banks, oil companies and regulators to track relevant detail around well ownership, oil production, oil company expenses related to oil production, oil sales and payment of royalties back to mineral rights owners.  Currently this is managed through several distinct software systems owned by the oil companies and banks as well as county registration of ownership.  To this day, there is still a good deal of paper tracking of ownership as well as hundreds of thousands of paper checks being cut to distribute payments to mineral rights holders.  There is a great deal of distrust between the four major participants involved in the process and a large amount of inefficiency. There are a few major software providers that are providing custom solutions for oil production tracking and payments and they are charging other stakeholders for access to the tracking data by the line.  For individual banks, this can add up to hundreds of thousands of dollars just to access the relevant data related to mineral rights payments and oil production.  By creating a distributed ledger, we will be allowing for access to that data in real time and at a much lower cost.  Additionally we will be eliminating the need to create unique paper checks for each individual payment as all relevant payment detail will be tracked via the distributed ledger. 

 

Three individual portal experiences will be created:

Mineral Rights Owner – This portal will allow a mineral rights owner to view their current ownership rights, the associated oil and gas production from associated with those rights, any payments that have been made on behalf of past production and relevant deductions or other metadata associated with those payments.  Additionally, mineral rights owners can update their bank information as well as initiate updates to their ownership of mineral rights.

 

Oil & Gas Company – This portal will allow an oil and gas company to report on oil production, necessary expenses and oil sales.  It will automatically calculate all necessary deductions and provide them with the detail necessary to process payments to the individual mineral rights holders based on their ownership stake.  It will provide them with a running balance of their total owed to each bank that maintains accounts on behalf of their shareholders.

 

Banks – The portal will allow banks to identify the individual account payment amounts and associated detail for their accounting systems. They can use the system to update confirmation of net payment and any unbalanced payment at the end of the payment cycle.  They will also use the system to manage account registration data related to mineral rights holders

 

Additionally, as a fourth stakeholder, regulators will have access to the data from an audit/oversight perspective.  In certain circumstances regulators can also play a role in providing or certifying ownership access rights to individual wells.

 

In addition to the portals all data input/output will be supported through Authenticated API’s.

 

With PipelineDL - the process is shared with all parties at one time cutting steps in half

  • Distributed ledger records transactions and executes payments based on the terms of the smart contract to Royalty and Working Interest owners
  • Revenues and expenses are also available to Interest Owners, resulting in better controls and reporting
  • Payments for multiple owners at a single institution can be grouped into one transaction and then credited back to sub-accounts
  • Through custom Portals the data set is distributed to State and Federal Regulatory and Tax Agencies in the format they require
  • Provides central source of truth acceptable to all members as a report or a digital download, minimizing payment disputes and onerous duplications/revisions
  • The Oil Company records the production volume, sales volume, and price from the well
  • Oil Company issues division order through its portal and Interest Owner confirms through its portal
  • Smart contract is established on distributed ledger
  • Provides immutable, secure and transparent record of the division order and its confirmation

Confidential and Proprietary Information

How it works:

A private distributed ledger allows different node holders across banks, oil companies and regulators to track relevant detail around well ownership, oil production, oil company expenses related to oil production, oil sales and payment of royalties back to mineral rights owners.  Currently this is managed through several distinct software systems owned by the oil companies and banks as well as county registration of ownership.  To this day, there is still a good deal of paper tracking of ownership as well as hundreds of thousands of paper checks being cut to distribute payments to mineral rights holders.  There is a great deal of distrust between the four major participants involved in the process and a large amount of inefficiency. There are a few major software providers that are providing custom solutions for oil production tracking and payments and they are charging other stakeholders for access to the tracking data by the line.  For individual banks, this can add up to hundreds of thousands of dollars just to access the relevant data related to mineral rights payments and oil production.  By creating a distributed ledger, we will be allowing for access to that data in real time and at a much lower cost.  Additionally we will be eliminating the need to create unique paper checks for each individual payment as all relevant payment detail will be tracked via the distributed ledger. 

 

Three individual portal experiences will be created:

Mineral Rights Owner – This portal will allow a mineral rights owner to view their current ownership rights, the associated oil and gas production from associated with those rights, any payments that have been made on behalf of past production and relevant deductions or other metadata associated with those payments.  Additionally, mineral rights owners can update their bank information as well as initiate updates to their ownership of mineral rights.

 

Oil & Gas Company – This portal will allow an oil and gas company to report on oil production, necessary expenses and oil sales.  It will automatically calculate all necessary deductions and provide them with the detail necessary to process payments to the individual mineral rights holders based on their ownership stake.  It will provide them with a running balance of their total owed to each bank that maintains accounts on behalf of their shareholders.

 

Banks – The portal will allow banks to identify the individual account payment amounts and associated detail for their accounting systems. They can use the system to update confirmation of net payment and any unbalanced payment at the end of the payment cycle.  They will also use the system to manage account registration data related to mineral rights holders

 

Additionally, as a fourth stakeholder, regulators will have access to the data from an audit/oversight perspective.  In certain circumstances regulators can also play a role in providing or certifying ownership access rights to individual wells.

 

In addition to the portals all data input/output will be supported through Authenticated API’s.

 

Discover and Deliver the Paths to Profit with Next Steps in a New Market

We aligned with IBM and Oil & Gas industry leaders to transform

current and future efficiencies between Operators and their partners

PROBLEMS

  • Fragmented definitions of terms, priorities, & priorities
  • Redundancy of processes waste resources
  • Unnecessary delays
  • Endless disputes in and out of court

BIGGER OPPORTUNITIES

  • For survival and M&A in a chaotic industry, quantifiable assets and systems are now critical
  • The efficiency of a single ecosystem-wide ledger will disclose opportunities to add royalty-based distribution for renewable energy sources like geothermal

SOLUTIONS & INSIGHTS

  • Production data is shared with the entire Ecosystem in real time
  • All parties having reports on time and in the format they require
  • Significantly reducing paper checks and statements
  • Eliminate redundancy and increase reliability of data accuracy as it is shared with multiple partners from a single source of truth
  • Reduce disputes, errors, customer service and costly duplication of report while giving access to historical data

Pilot:

Strategy and benchmarks set for department-level

efficiencies of data: onboarding. mapping,

API Integration,

and reporting

Production Launch:

Expanding value and speed of progress across your company with

less redundancy and

more streamlined permissionless decisions and

workflows

Ecosystem:

NuArca facilitates connections across your existing clients and partners

with Smart Contracts that also allow new engagements to accelerate business development

Industry-wide

Network Effects:

You are now prepared for market disruption because the entire industry and adjacent markets can plug into your smarter, simpler, more efficient, and accommodating

value exchange

Rebuilding Right …

Value Delivered From Expanding Network Effects at and Between Every Phase

Collateral that Demonstrates Promise and Process

Chock Blain

- Rocket Pilot

- Rugged yet nerdy adventurer

- Turns problems on their heads as he rockets over them with

efficiency, security, and dashing good looks.

Since the expected frequency before prospects "get it" is 4x

A 4 part journey from launch to landing - each revealing key attributes of our 4 Phases ...

Our hero in Episode 1 of 4 prepares for his mission to save the solar system with a brilliant idea. He acknowledges all inefficiencies because he knows that tech can be a solution and competitive advantage... In the right hands.

Episode 2 of 4 - Launch! - All systems go as data aligns to accelerate navigation and progress.

Episode 3 of 4 - Efficiency of connections between internal crew and external planets of partners … Network Effects!

Episode 4 of 4 - Ecosystem Exchange is working for the citizens! He rides off into the sunset to help the next industry in need...

Gear = Value Prop: HUD Visibility Security/Risk Connections

The Truth Refinery is a union of tech veterans compelled to fix the Digital mess we helped create. This is where we educate, innovate, and celebrate the latest opportunities between our businesses, technologies, and Society.

Let’s tame our transformation with AI, Cognitive Computing and Blockchain.

www.TruthRefinery.com

FYI:

10 Reasons Why Blockchain

http://bit.ly/10_Reasons_Why

Create Alternative Marketing Vehicles for Reference and Influence

In the weeds

A few places where I try to leverage Digital for a better Analog life…

EatMedia.com

TruthRefinery.com

David Cutler Photography

Testing A Live Feed of Randomness

The Socials… In this order:

OTHER FUN PRESENTATIONS!

How to engage receptive “Upscale Actives”

http://bit.ly/Upscale_Actives_Presentation

Google Slides - http://bit.ly/Active_Brand_Engagement

A new business partnership because the Conference Industry has changed for the better

David Cutler - B2B Sales Case Study- CreativeBusinessDevelopment.com - Google Slides