a deeper understanding of strengths and opportuni9es • During two-‐week period, DTM interviewed 8 clients about a range of issues that will help us delve into ideal client personas as well as iden9fy a clear point of differen9a9on. Ideally these interviews would be done with each target audience – decision-‐makers, influencers and ideal customers for different products. • These customer interviews are cri9cal to the DTM process and inform both the Audience Personas and the Key Messages. They also help us to understand Internet usage habits and key words or search terms, which can be useful during project implementa9on.
type of informa9on do you consume online? Podcasts, ebooks, newsleOers, blogs? • What social networks do you belong to? • Do you use Internet to buy or research products? • What would make you ready to buy from a company like X? • What causes delays in your purchasing decision? • How long have you been with/owned this company? • What is your job 9tle/role? • What associa9ons do you belong to?
sized business; high pressure to deliver results; mul9ple compe9ng priori9es. Highly visible, belongs to mul9ple orgs. Focused and excels at making decisions. • Priority Ini/a/ves: High achiever who recognizes the need for help iden9fying problems in the organiza9on and focusing efforts on the right priori9es to drive results • Success Factors: Focused efforts to drive results • Perceived Barrier: Budget, office poli9cs, shiZing priori9es, lack of awareness of services to advise on certain issues, afraid to ask for help • Buying Process: Networking, referrals, internet research. • Decision Criteria: Depending on the situa9on value, results, and/or proven name/brand iden9ty heZ.
large organiza9on. Belongs to a number of associa9ons, biggest presence is on LinkedIn, and reads a variety of online material. • Priority Ini/a/ves: Has a specific project need with budget and scope approval that cannot be met internally. Need to fill the gaps on their team for the project period. • Success Factors: Finishing project on 9me and under budget, with consistent results. Surround themselves with educated thinkers. • Perceived Barrier: When it comes to making a big purchase decision in the organiza9on, there are many stakeholders that must weigh in. Clear proposal with cost benefits helps along with understanding the language of the specific business. Also, budget, poli9cs, lack of awareness. • Buying Process: Will first search the Internet in combina9on with relying on internal network for referrals. Willing to work with vendors that offer more flexible solu9ons. • Decision Criteria: Budget, efficient, effec9ve, quality, delivery
and Audience Personas: Strategy Ques+ons: • Why did you choose X in the first place? • Why do you stay with them? • What is the one thing that X does best? • What do they do that others don’t? • Do you refer X? If yes, why? If no, why? • What could they/their products/services do for you that they don’t? • What phrase(s) would you use to search for their product/ service/solu9on?
species that survives, nor the most intelligent, but the one most responsive to change.” – Charles Darwin • Flexible – Good decision makers that respond quickly while framing the RIGHT problem • Focused – Create a scope of work that defines success based on 9mely knowledge on what is going on in the world within and beyond the walls of the organiza9ons we are consul9ng with • Innova/ve – Lean to the point that allows for personalized, innova9ve solu9ons that actually help with a focus on accountability for both sides of the engagement • Effec/ve – A high-‐performing organiza9on that produces results comparable to large firms at a beOer value X-‐company Expertly nimble business consul9ng
are flexible in that we respond quickly while framing the “right” problem. We are focused on the 9mely knowledge that allows us to create a scope of work that defines success. We are lean to the point that allows for personalized, innova9ve solu9ons that actually help. We hold ourselves and our clients to the highest standards of accountability. We are a high-‐ performing organiza9on that produces results comparable to large firms at a frac9on of the cost Execu/ve Advisory: “Cypress Resources is personal and involved. They challenge me, help me think outside the box and iden9fy the real issues in my organiza9on. With X-‐Company at my side I can get down to business and get results” – Name Messaging focus: results, personalized, innova9ve solu9ons, accountability Project Services: “X-‐company doesn’t just point out the problem, they help me fix it.” -‐ Name Messaging focus: framing the right problem, 9mely knowledge, solu9ons that help, accountability Messaging
We provide execu9ves with ease of mind. We help execu9ves think clearly about the strategy and the path that delivers result. We help execu9ves define the problem and actually fix it. Expertly Nimble business consul9ng. Flexible, focused, innova9ve, effec9ve solu9ons. Talking Logo
at $250M+ companies of X-‐company and their core difference. 2. Focus on the Execu9ve Advisory product as leverage for business growth 3. Establish X as the brand spokesperson for X and THE go-‐to expert for EA services 4. Mine current highly sa9sfied customer base to increase referral business 5. Focus on promo9ng and acquiring exper9se and business among key industries including Financial Services, Healthcare and Energy
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