Market Responsive vs. Demand Driven
Customer-Centric Business Engagement
Celina Shands Gradijan- President/CEO, Full Capacity Marketing, Inc.
Meet the Team
Celina Shands Gradijan
President/CEO
Full Capacity Marketing, Inc./Business U
Leslie Schneider
Business U – Director, Workforce Division
Margo Turner
Business U – Director, Education Division
Dr. Christine Bosworth
The Rocher Group
Education Partner
Agenda
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California Qualitative Analysis Results
Customer-Centric Framework
Market Responsive Model Kinexus
Business U
What is “demand driven”?
Qualitative Study: California Business Services
In-depth Phone
Interviews
Study Elements
Operational Structure
High chance of duplication among
communication and outreach when engaging
new prospective business customers, or
managing existing ones.
Operational Structure
How many of your business services teams have
developed a process map?
Operational Structure
No definitions of associated roles and
responsibilities, and various customer
touch points within the continuum of a
customer’s experience
Performance Metrics
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Focus on process metrics
Lack of focus on market position
Brand Awareness / Market Perception
Distrust with government entities
& image challenges
 “Best kept secret in town”
 Employers don't see them as
being competent
 Staff doesn't have the private
industry mentality
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Use of Technology
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81% use common technology tool like Access/Excel/Job Posting systems
Systems not designed for CRM
On Boarding
Market
Demands
Broadbased
Solutions
Sales &
Communications
Conclusions
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Organizational systems are not defined in a current or future state
Lack of brand strategy
Consultative selling is misunderstood
Not a data driven system
No accountability metrics/direction
Reengineering Workforce Business Services
Market Responsive vs “Demand Driven”
LMI &
Market
Data
Outreach &
Data
Collection
Consultative
Sales
Protocols
Build
Solutions &
Packaging
Process
Map/Lean
Market Responsive Business Services
The Landscape: SW Michigan Region
Community Background:
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Diverse rural and urban area
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Population: 278,000
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Unemployment Rate Average: 10% (estimate since 2005)
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Key Industries: Mfg, Tourism, Health Care, Agriculture
World Headquarters of Whirlpool
Community Challenges:
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At the Heart of the Region: Benton Harbor (population
10,000), one of the poorest cities in the state of Michigan.
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Extreme example of many economic trends; population
decline, poverty, racial strife, bankruptcy, and income
inequality; economic stagnation (jobless recovery)
From Michigan Works to Kinexus
ProgramBased Brand
WIA Focused
Parent Company
Broader Mission
Kinexus Overview
Kinexus – Overview
Current Business Development Team
Director of
Business
Development
Division
Business
Development
Manager
Business
Development
Specialist,
Van Buren County
Business
Development
Specialist,
Berrien County
Business
Development
Specialist,
Cass County
SBDC Senior
Business
Consultant
Business
Development
Specialist,
Industry-specific
SBDC Business
Consultant
Business and
Talent Resource
Analyst
(Carpe Data)
Director of
Strategic
Partnerships
MMTC Business
Development
Specialist
Types of Data: Using CRM Effectively
Market Data: The What….
 Customer Profiles Via Tracking Tool
o Detailed information to drive customer service
o Sector/Company Size
o Needs Assessment results
o Market Position data
o Reports and dashboards
 Customer Relationships Via Scorecard
o Engagement Levels
o Types of Services Provided
o Outreach functionalities
 Calendar accessibility f or reminders
 Tasks – networking, calls, event
Data Collection Systems
Business Division Tracking Tool & Scorecard
Process Mapping & Operations
 Account Management Structures for Assignments
o Geography
o Industry
o Personal Characteristics
 Internal Team Communication
o “Avoid tripping on each other” & duplication
o Single point of contact
o Universal ownership / Buy-in
Consultative Selling
Broad-based Needs Assessment
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What keeps them up at night?
Current state questions
Future state questions
No assumptions about potential solutions
Strategic Collaboration
Solutions & Packaging
 Data allows for evaluating real-time market
needs
 Data drives product and service offerings &
partnership needs
 Partners need integration into the data
collection systems & consultative selling
protocols and outreach processes
Packaging & Value Propositions
Current Solutions:
Broader than WIA/Workforce
based on market needs.
Brand Management
• Website
• eMarketing
• B2B social media
•Third party credibility
• Sector events
Reengineering Workforce Business Services
Market Responsive vs “Demand Driven”
LMI &
Market
Data
Outreach &
Data
Collection
Consultative
Sales
Protocols
Build
Solutions &
Packaging
Process
Map/Lean
Business U
Our Mission: Business U is a national training company that builds the capacity of
workforce, education, and economic development organizations by shifting their
cultures to effectively engage the business community with their important missions.
Market Responsive Process
Evaluation
Market Responsive Process
Boot Camp
Module 1: Objectives
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How to obtain the right data sets to determine the needs
of their business community (beyond LMI).
The components of building a comprehensive needs
assessment to identify the key challenges of an
employer or business.
Key indicators of success in business services.
How to determine the right communication mediums to
attract and retain employers/businesses.
Examples of successful data collection systems using
case studies of market responsive customer-centric
business services models.
Market Responsive Process
Boot Camp
Module 2: Objectives
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How to package their service portfolio in a manner that
appeals to employers/businesses.
The formula of a communications platform in developing
good messages for employers/businesses.
The successful ingredients in case studies of market
responsive customer-centric business services models
that have expanded their service offerings to better
attract and serve employers/businesses.
Market Responsive Process
Boot Camp
Module 3: Objectives
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Where to look for information that leads to new
prospects.
What strategies are best for building B2B (business-tobusiness) awareness.
How to apply the Needs Assessment from Module 1 to
obtain meetings with initial prospects and use effectively
to build trust and relationships.
Why solutions selling is more effective than “show and
tell” and how to deploy effectively.
Methods for engaging the prospect and building longterm relationships.
Market Responsive Process
Boot Camp
Module 4: Objectives
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The best strategies for improving reach and market
position through technology and social media.
The successful ingredients in case studies of business
services models that have expanded reach and built a
strong market position and brand.
Market Responsive Process
Boot Camp Intensive
“Leaning Out” Business Services
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Process to “lean out” operational structures using Six
Sigma protocols.
Map current state processes and then fine-tune them to
avoid duplication and redundancy.
The end result creates a seamless service delivery
system for the employer/business customer.
Expanding your “Sales Team”
Business Services Partners
CRM & Data Collection System
Monitor Market Position & Business Engagement
Resources
Download Presentation at:
http://bit.ly/1ifKcOU
Go to: www.business-u.net
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A Qualitative Study: California
Workforce Business Services
White Paper: Reengineering
Business Services
Financial Consultation: do you
qualify for training funds to offset
costs?
Contact Information
Celina Shands Gradijan – President/CEO
Business U
Subsidiary of: Full Capacity Marketing, Inc.
3525 Del Mar Heights Rd. #296
San Diego, CA 92130
(858) 793-6694 – phone
Celina@FullCapacityMarketing.com
Twitter: @CelinaAtFCM
Web: www.fullcapacitymarketing.com
Financial Consultation:
Do you qualify for training funds to offset costs?
Dr. Christine Bosworth
(323) 556-9200
Christine@RocherGroup.com.
Follow Full Capacity Marketing, Inc.
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