Buyers, Sales, and Demand Gen Journeys

Drive Revenue Growth Via Synchronized Journeys

Provide content to generate leads with Demand Gen Journey. Remove barriers to revenue and arm sales teams with that matches the Buyers Journey.

Skills Summary

Overall, my expertise is in creating impactful content to make products, services, and solutions successful even in competition with entrenched gorillas.

  • Buyers Journey: Guide a lead from contact through close, largely by thought leadership content. This approach built required thought leadership and credibility for Nokia in both the Open Source and Cloud communities and the highest growth in awareness across Nokia for my segment.
  • Sales Journey: Empowers the sales team with tools both to shorten and to optimize the sales cycle. This approach drove inroads into 80% of previously locked accounts, sales cycle reduction of up to 12 months, and revenue gains of 30% YoY across multiple years, composed entirely of competitive wins from Cisco, VMware, and Juniper.
  • Demand Gen Journey: Provides content for Demand Gen to leverage in nurture streams that step a lead through the buying process. Impact includes a 300% increase in terms of active projects (qualified leads), improved screening for a 20% improvement in project quality, 5% higher conversion rate than target, and #11 across all of Nokia for social media traffic.

Challenges

Nokia had critical challenges that were impacting success:

  1. Low awareness / credibility for Nokia in cloud and security,
  2. Were locked out of accounts by industry gorillas
  3. Very long buying cycle.

I addressed these strategic needs with a multi-faceted plan (non-confidential summary enclosed).

 

Plan Overview

I created the approach (targeting CISO, CIO, and CFO personas) and wrote all content except for value-added OpenStack content that I outsourced to an industry influencer and an analyst brief for credibility. I also wrote the majority of the vertical (Financial Services) and general business collateral and web page content. Sample page: https://networks.nokia.com/industries/financial-services

- Awareness / Education stage (loosen status quo / commit to change): Created awareness that there was an Open Source-friendly alternative to the major lock-in vendors. Content samples:

- Consideration / Solution stage (establish credibility and get on short list): Showed that it was feasible to consider and relatively straightforward to adopt

- Decision / Selection stage (justify the decision / prioritize above competing vendors and projects): Demonstrated that the use case made sense from multiple perspectives

Results

– Credible Thought Leadership: This approach built required thought leadership and credibility for Nokia in both the Open Source and Cloud communities and the highest growth in awareness across Nokia for my segment.

– Strong sales impact: This approach drove inroads into 80% of previously locked accounts, sales cycle reduction of up to 12 months, and revenue gains of 30% YoY across multiple years, composed entirely of competitive wins from Cisco, VMware, and Juniper.

– Pipeline growth: Impact includes a 300% increase in terms of active projects (qualified leads), improved screening for a 20% improvement in project quality, and 5% higher conversion rate than target.

Proof point: Helped achieve #1 market share while at multiple companies, with revenue growth of up to 30% QoQ,  campaign metrics of up to 300% over goal and 79% penetration into targeted accounts in one year. 

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