Executive Briefings: The Progressive Policy Institute: Focusing on Growth and Innovation for the Future

The C-Suite is a vast audience of leaders who all have a little extra insight into their industry and the current business world. I sit down with these leaders to give them the opportunity to share that insight and give a glimpse to their personal stories as a business leader. I recently had the opportunity to interview Dr. Michael Mandel.  Dr. Mandel is the chief economic strategist at the Progressive Policy Institute in Washington.

 

What is the Progressive Policy Institute? What do you do?

We are a Washington-based think tank research institute. We are pro-growth, pro-market, and pro-trade. There are exceedingly partisan views in Washington, however we believe most people want something in the center that is about growth and innovation and the future. That is what we focus on.

 

Business owners are concerned about innovation.  How does regulatory policy impact innovation?

Regulatory accumulation has actually had a negative effect on productivity and innovation over the last 10 or 15 years.  Democrats and Republicans have continued to layer on regulations without worrying about their impact on businesses.

As an example, manufacturing companies are hit by an enormous amount of regulations. Eventually, people develop a compliance mentality that makes it difficult for them to innovate.

Regulations get passed and they become outmoded, obsolete, and overlap new ones.  We are suggesting a regulatory improvement commission that would have that power to propose a package of regulations to eliminate or to improve upon existing regulations.

 

What do you see happening with the modification of the banking regulations that helped free this market up for small businesses to get out of this strangulation hold they’re in?

The first thing that needs to be done is to accelerate the rate at which the SEC approves the regulations which allow small businesses to raise money.

We, as pragmatic progressives who believe in growth and innovation in the market, see that this movement in regulation has not brought about what was expected. We want to be able to pare away and then improve the system, and do this in a way that enables small businesses to raise money and allows bigger businesses access to the capital they need without putting the economy at risk.

 

What are your thoughts relating to the long-term economic impact in the areas of tech?

I think that tech is moving into the internet of things and we are headed for another burst. Right now, tech in the U.S. has only transformed about 20 percent of the economy. It has not transformed manufacturing. It has not transformed health care yet. It has not transformed transportation and the physical industries.  Because of this, we may see the rise of new tech giants that are on the interface between tech and manufacturing, on the interface between tech and health care.

 

If industrial technology is the next wave, it will certainly reshape manufacturing. Will that be a positive thing? Will we see improvement in the manufacturing world?

It’s going to be a positive thing because as we will see gains in productivity, we’re actually seeing real gains in productivity, real drops in cost that will have the effect of helping people’s living standards and bringing jobs back, although they will be very different types of jobs than we are used to seeing in the manufacturing industry.

What has happened over the last few years is that productivity growth in manufacturing, what we call multi-factor productivity growth, has not been strong. It has been negative in a lot of industries. We have seen relative growth in prices for a lot of manufactured goods, especially ones that are made in the U.S. We need great amounts of investment in technology in the U.S.  We need a big leap forward in manufacturing.

Over the last 10 years the two biggest technological innovations were the smart phone and factory tech.  In 2006, nobody could have predicted this.

I believe we will see the same type of innovations… things will look very different than they do now.

See our article on Huffington Post.

Executive Briefings: Thirstie, Exceptional Spirits Delivered to Your Door

The C-Suite is a vast audience of leaders who all have a little extra insight into their industry and the current business world. I sit down with these leaders to give them the opportunity to share that insight and give a glimpse to their personal stories as a business leader. I recently had the opportunity to interview Devaraj Southworth, CEO and Co-founder of Thirstie.

Alcohol is a heavily regulated industry, and because of that the way consumers have traditionally purchased alcohol has not changed much. Thirstie has created quite a disruption within this industry; how did this come about?

There are companies delivering products within the food, transportation, grocery industries, however within the wine and beverage industry we immediately noticed there was no one clear technology leader. We wanted to be the technology company to take an innovative approach to alcoholic beverage distribution. Of course, we had to address the legal challenges and that was about solving business challenges on a consumer side as well as the distribution aspect.

I’m having a party, I’m about to run out, or I want to have a party and I need to stock up – I can now call Thirstie.

Yes, call Thirstie! We created a system that would enable the consumer to use their mobile device to purchase alcoholic beverages and have them delivered to their home within the hour. We also offer more specialized products that can be delivered within 3 days as well as integrated recipes as a way to wrap our consumers in a fabulous value added experience.

Regarding wrapping your consumer in a value added experience, what didn’t work and what did work and what do you do as an ongoing process to continue to learn?

Early on we did a lot of testing. Our first tests involved a very niche approach. We assumed that our viewers and our readers would want a more limited group of products. We were wrong; we quickly learned our consumers wanted the largest selection possible. Our customers asked for more so we created a mail order division to better serve them.

Listen to your consumers.

Our early customers were asking for more information and education. The traditional model involves going to the liquor store, seeing thousands of items and generally leaving with the same product you usually buy. That’s not the ideal purchasing experience, so presenting information that is not overwhelming is part of our customer experience.

Five years from now how do you see change, if at all, in the primary distribution of liquor and spirits.

I think technology much like ours will enable the large massive brands to sell directly, as well as the smaller and early ones. This is the future. Using a mobile device to order alcohol does not mean we are cutting out a person, or tier. The reality is we’re not, we’re working within that system and the system’s being – first tier manufacturers, the second being distributors, and the third being retailers.

What we are doing is leading additional demand, which is beneficial to the retailers, the distributors, the brands and ultimately the consumer.

This article is also featured on Huffington Post.

 

Shipping Industry Dynamics – How Businesses React

January 26, 2017 10:36 ET

John Haber Discusses Cutting Costs, Innovations and Supply Chain Management

NEW YORK, NY–(Marketwired – Jan 26, 2017)Executive Perspectives Live, a primetime digital television show on C-Suite TV, today announced a feature with John Haber, Founder and CEO, Spend Management Experts.

Haber sat down with host Jeffrey Hayzlett to talk about the dynamics of the shipping industry and how businesses are reacting to the challenges of increasing costs, consumer expectations, and the new “disruptors” to the transportation industry. The shipping industry has seen a transformation in recent years through technology, with the emergence of alternative shipping options such as drop box locations, crowdsourcing and drones.

“When we think of the shipping industry, we think of freighters and cargo planes, but not how its intricacies affect every day consumers. John relates how shipping and logistics affect everyone who has ever ordered a package online,” Hayzlett said. “As many of these tech companies look to transform themselves into logistics companies, having the ‘insider track’ will help our audience understand the industry and the changes taking place.”

“We’re in an incredibly fast paced and dynamic industry that requires being plugged in to real time information,” said Haber. “It was a pleasure sitting down with Jeffrey and discussing the shipping landscape and sharing our insight with the other C-Suite members in the audience.”

All episodes of Executive Perspectives Live are hosted by Jeffrey Hayzlett and can be seen on demand via C-Suite TV. To watch this episode: http://bit.ly/2k7CtQ1.

To learn more about Spend Management experts, please contact solutions@spendmgmt.com.

 


About C-Suite TV:
C-Suite TV is a web-based digital on-demand business channel featuring interviews and shows with business executives, thought leaders, authors and celebrities providing news and information for business leaders. C-Suite TV is your go-to resource to find out the inside track on trends and discussions taking place in businesses today. This online channel is home to such shows as C-Suite with Jeffrey Hayzlett, Executive Perspectives Live and Best Seller TV, and more. C-Suite TV is part of C-Suite Network, the world’s most powerful network of C-Suite leaders. Connect with C-Suite TV on Twitter and Facebook.

About Jeffrey Hayzlett:
Jeffrey Hayzlett is the primetime television host of C-Suite with Jeffrey Hayzlett and Executive Perspectives Live on C-Suite TV and is the host of the award-winning All Business with Jeffrey Hayzlett on the CBS on-demand podcast network, Play.It. Hayzlett is a global business celebrity, Hall of Fame speaker, best-selling author, and Chairman of C-Suite Network, home of the world’s most trusted network of C-Suite leaders. Connect with Hayzlett on Twitter, Facebook, LinkedIn, Google+ or www.hayzlett.com

Helping People Walk Again with Robotics

January 11, 2017 10:00 ET

C-Suite TV’s Executive Perspectives Live talks wearable exoskeletons that teach spinal cord injury and stroke patients to walk again.

 

NEW YORK, NY–(Marketwired – Jan 11, 2017)Executive Perspectives Live, a primetime digital television show on C-Suite TV, is kicking off 2017 with a one-on-one interview with Max Scheder-Bieschin, Chief Financial Officer, Ekso Bionics.

 

Scheder-Bieschin sat down with Executive Perspectives Live host Jeffrey Hayzlett to talk about how Ekso Bionics is investing in technology that is helping hospitals provide mobility to spinal cord injury and stroke patients as well as injured military personnel with the help of a “wearable exoskeleton.” This device is capable of helping increase mobility in patients, while still managing to keep costs manageable for hospitals.

The wearable exoskeleton, Scheder-Bieschin tells Hayzlett, has thirty-five to forty different sensors total — divided into two groups: one that measures the intent of the user, mimicking their movements, and one that determines how much assistance the user needs. Science is constantly advancing and the heavy responsibility isn’t lost on Scheder-Bieschin. He adds, “We have to believe that it’s not just flashy technology. When we say we’re helping millions of people walk, we built the hopes of millions. We don’t want to disappoint.”

 

The business of medical technology is an expensive one and the results are almost never immediate, but the rewards are immense. Scheder-Bieschin says keeping investors informed on what’s being done with their money, being transparent about their milestones and delivering on those milestones allows the company to take those investors on their journey along with them. Being a publicly-traded company helps create a high level of transparency, a best-practice of sorts, and evangelizes the new technology to clients and investors. He described running a publicly-traded company as “messy, like democracy.”

 

The company received FDA clearance in April of last year and placed 200 units in hospitals at a revenue of $200 million. While the device is costly, retail price is $150,000, their main focus is safety and reliability. If the device benefits patients safely, hospitals are more willing to make the investment in order to help more people gain mobility.

 

All episodes of Executive Perspectives Live are hosted by Jeffrey Hayzlett and can be seen on demand via C-Suite TV.

 

Best-selling author, speaker, and former Fortune 100 CMO Jeffrey Hayzlett created C-Suite TV to give top-tier business executives a forum for sharing thought-provoking insights, in-depth business analysis, and their compelling personal narratives.

 

“2017 should be a year with a lot of changes and I’m excited to kick off the new year with an episode about the business of science. Medical research takes money and what better way to help educate the public than having a numbers guy talk about the great things happening in science and robotics,” Hayzlett said. “The responsibility for companies in technology is pretty daunting, but the rewards make up for all the work up front.”

 

For more information on TV episodes, visit www.csuitetv.com.

 


About C-Suite TV:
C-Suite TV is a web-based digital on-demand business channel featuring interviews and shows with business executives, thought leaders, authors and celebrities providing news and information for business leaders. C-Suite TV is your go-to resource to find out the inside track on trends and discussions taking place in businesses today. This online channel is home to such shows as C-Suite with Jeffrey Hayzlett, Executive Perspectives Live and Best Seller TV, and more. C-Suite TV is part of C-Suite Network, the world’s most powerful network of C-Suite leaders. Connect with C-Suite TV on Twitter and Facebook.

About Jeffrey Hayzlett:
Jeffrey Hayzlett is the primetime television host of C-Suite with Jeffrey Hayzlett and Executive Perspectives Live on C-Suite TV and is the host of the award-winning All Business with Jeffrey Hayzlett on the CBS on-demand podcast network, Play.It. Hayzlett is a global business celebrity, Hall of Fame speaker, best-selling author, and Chairman of C-Suite Network, home of the world’s most trusted network of C-Suite leaders. Connect with Hayzlett on Twitter,Facebook, LinkedIn, Google+ or www.hayzlett.com

Creating Buzzworthy Campaigns with Alan Gellman

December 28, 2016 09:00 ET

C-Suite TV’s Executive Perspectives LIVE talks embracing changes that create possibilities and how to determine a company’s purpose.

 

NEW YORK, NY–(Marketwired – Dec 28, 2016)Executive Perspectives LIVE, one of the top online business shows on C-Suite TV, is closing the year with a one-on-one interview with Alan Gellman, Managing Director and Chief Marketing Officer, esurance.

 

Gellman sat down with host Jeffrey Hayzlett to talk about finding a company’s purpose, how to embrace changes that create great possibilities, bridging the marketing gap, finding the right target audience, and crafting timely and relevant campaigns, including election season insurance and MLB’s All-Star Game ballots that engaged all thirty teams.

 

Esurance is a company that’s looking to help people make smarter, more efficient choices and Alan Gellman tells Hayzlett that the company’s starting point is asking “what’s the purpose? What are we in for?” Their core belief system ’embraces changes that bring possibilities,’ such as having a brand that’s modern and relevant to their target audience.

 

Gellman also recounted some unique and timely campaigns that helped them create some buzz in the media. He described their “election insurance” campaign — launched last April 1 as an April Fool’s joke, but it resonated with the audience, especially during the highly-contentious election season. Another campaign that struck a chord was for Major League Baseball’s All-Star Game ballots, as it was the first time people could only vote via mobile or desktop. As a result, the campaign got the most votes ever, more ballots were tabulated, which led to more engagement (from all thirty teams) and more impressions overall.

 

Gellman also tells Hayzlett about the changing roles of marketers. Historically, there has been two types of marketers: big brand marketers and deep performance marketers, or those who use direct mailers and other collaterals to communicate with clients. However, good marketers need to — not only play multiple roles, but bridge the gap between big slogan/campaign marketing and deep performance marketers. Gellman says marketers have to think in 360 degrees and learn how to fully integrate the brand performance side of marketing and the metrics/ROI.

 

All episodes of Executive Perspectives Live are hosted by Jeffrey Hayzlett and can be seen throughout the month on C-Suite TV.

 

Best-selling author, speaker, and former Fortune 100 CMO Jeffrey Hayzlett created C-Suite TV to give top-tier business executives a forum for sharing thought-provoking insights, in-depth business analysis, and their compelling personal narratives.

 

“We are closing out 2016 with a bang! It was a pleasure sitting down with Alan Gellman to talk marketing – something we’re both very passionate about,” Hayzlett said. “The future for marketers looks bright and I’m excited for our audience to learn a few things about ideating campaigns that will generate great impressions and buzz, like their ‘Election Insurance’ campaign.”

 

For more information on TV episodes, visit www.csuitetv.com.

 


About C-Suite TV:
C-Suite TV is a web-based digital on-demand business channel featuring interviews and shows with business executives, thought leaders, authors and celebrities providing news and information for business leaders. C-Suite TV is your go-to resource to find out the inside track on trends and discussions taking place in businesses today. This online channel is home to such shows as C-Suite with Jeffrey Hayzlett, Executive Perspectives Live and Best Seller TV, and more. C-Suite TV is part of C-Suite Network, the world’s most powerful network of C-Suite leaders. Connect with C-Suite TV on Twitter and Facebook.

 

About Jeffrey Hayzlett:
Jeffrey Hayzlett is the primetime television host of C-Suite with Jeffrey Hayzlett and Executive Perspectives Live on C-Suite TV and is the host of the award-winning All Business with Jeffrey Hayzlett on the CBS on-demand podcast network, Play.It. Hayzlett is a global business celebrity, Hall of Fame speaker, best-selling author, and Chairman of C-Suite Network, home of the world’s most trusted network of C-Suite leaders. Connect with Hayzlett on Twitter, Facebook, LinkedIn, Google+ or www.hayzlett.com

C-Suite TV’s Executive Perspectives LIVE Enters 7th Digital Television Season

December 07, 2016 12:25 ET

 

NEW YORK, NY–(Marketwired – Dec 7, 2016) – C-Suite Network announced today that Executive Perspectives LIVE, on C-Suite TV, will begin its seventh season on December 14th. Executive Perspectives LIVE is an online television show hosted by Jeffrey Hayzlett that features one-on-one interviews with business executives who are innovators and game-changers.

 

The upcoming season was filmed live at the C-Suite Network Conference in San Francisco where the conversations centered around innovation, disruption, and diversity in business. Some highlights include a discussion on how the shipping industry will evolve in the next five years and a live demo on stage with an exoskeleton that can help a paraplegic walk again. Conversations also covered digital transformation, disruptions in the marketing field, and the power of business relationships.

 

“We’re ready to kick off our seventh season with a number of great interviews, each one is full of engaging and educational content from some of the most disruptive companies in business today,” said show host and C-Suite Network Chairman Jeffrey Hayzlett. Adding, “You won’t want to miss it.”

 

The seventh season of Executive Perspectives LIVE will include interviews with:

 

Tom Edwards, Chief Digital Officer, Agency, Epsilon
Alan Gellman, Chief Marketing Officer, Esurance
Max Scheder-Bieschin, CFO, Ekso Bionics
John Haber, Founder & CEO, Spend Management Experts
Gregory Johnson, Head of Business Relationships, Capital One Spark Business Card

 

All episodes of Executive Perspectives LIVE are hosted by Jeffrey Hayzlett and can be seen exclusively on C-Suite TV.

 


About C-Suite TV:
C-Suite TV, an entity of the C-Suite Network, is a web-based digital on-demand business channel featuring interviews and shows with business executives, thought leaders, authors and celebrities providing news and information for business leaders. C-Suite TV is your go-to resource to find out the inside track on trends and discussions taking place in businesses today. This online channel is home to such shows as C-Suite with Jeffrey Hayzlett, Executive Perspectives LIVE and Best Seller TV, and more. C-Suite TV is part of C-Suite Network, the world’s most powerful network of C-Suite leaders. Connect with C-Suite TV on Twitter and Facebook.

 

About Jeffrey Hayzlett:
Jeffrey Hayzlett is a primetime television and radio host of C-Suite with Jeffrey Hayzlett and Executive Perspectives on C-Suite TV and All Business with Jeffrey Hayzlett on CBS on-demand radio network Play.It. Hayzlett is a global business celebrity, speaker, best-selling author, and Chairman of C-Suite Network, home of the world’s most powerful network of C-Suite leaders. Connect with Hayzlett on Twitter, Facebook, LinkedIn, Google+ or www.hayzlett.com

Executive Briefings: From Dropbox to Fitbit – On the Cutting Edge of Emerging Technology

Thomas White, CEO of the C-Suite Network, hosts Executive Briefings. The online event brings together top thought leaders to provide insights into the most pressing challenges of being successful.

He would like to introduce Erick Schonfeld, a founding partner of Traction Technology Partners. Erick is a pioneer in understanding how new technologies both arise and how they impact our life. Shonfeld has worked with start-ups his entire professional career as a technology journalist, a start-up event producer, and founder of many companies.

In fact, he’s the co-founder of TouchCast, leading interactive video platform, and a partner at bMuse, a start-up studio in New York City. He’s also the former executive producer of the DEMO conferences, as well as the former editor–in-chief of TechCrunch.

Mr. Shonfeld discusses topics such as:
– Is Technology the Right Career Path? How Do You Know?
– Finding Hidden Companies to Make a Huge Difference
– Artificial Intelligence – How Chatbots Effect User Experience
– and more!

For more on this article, please visit this link: http://bit.ly/HuffPost_ErickS

 

 


The C-Suite Network is a vast audience of leaders who all have a little extra insight into their industry and the current business world. I sit down with these leaders to give them the opportunity to share that insight and give a glimpse to their personal stories as a business leader.

 

Captivate Video Network to Feature C-Suite Best Seller TV

November 21, 2016 09:00 ET

Captivate Video Network to Feature Best Selling Business Authors to 1,600 Offices Across the United States

NEW YORK, NY–(Marketwired – Nov 21, 2016) – C-Suite Network, announced today that their over the top television (OTT) business channel, C-Suite TV, will begin a new strategic partnership with Captivate, the leading location-based digital video network. Captivate will air highlights from Best Seller TV, a television show featuring business authors and content from their top-selling business books.

C-Suite TV features interviews and shows with business executives, thought leaders, authors and celebrities providing news and information for business leaders. This programming platform will be aired across Captivate’s vast network of 10,000 elevator and lobby screens located in 1,600 premier office buildings across the U.S. Millions of professionals will engage with episode teasers that encourage viewers to learn more via Twitter and tune into C-Suite TV.

This partnership brings together both of the brands like-minded audience of hard-to-reach, senior level executives. Together, they will provide a robust platform of relevant content that influences the professional and personal behavior of this high value audience.

“C-Suite Network content strives to offer a unique understanding on issues that directly effect today’s business leaders,” said Jeffrey Hayzlett, Chairman of C-Suite Network. Adding, “Captivate gives us the ability to deliver those issues directly to the upscale audiences in the elevators and lobbies we use at work every day.”

Every Monday, content will feature business tips from the C-Suite Network community of c-level executives and best selling business authors including, Daymond John, Peter Shankman, Billie Howard, and more.

“We are pleased to add C-Suite TV to our portfolio of top content providers,” said Scott Marden, Chief Marketing Officer at Captivate. “With a mutual commitment to providing impactful content and multiple touchpoints for the hard-to-reach, c-level executive, this platform is just the beginning of an innovative marketing partnership.”


About C-Suite Network

C-Suite Network is the world’s most trusted network of C-Suite leaders, with a focus on providing growth, development and networking opportunities for business executives with titles of vice president and above.

C-Suite Network brings leaders together through C-Suite Collective, a private online community for executives. C-Suite Network also offers invitation-only conferences held three times per year, custom-tailored content on the C-Suite Network blog, C-Suite TV, C-Suite Radio, C-Suite Book Club, and educational programs from C-Suite Academy. Learn more at www.c-suitenetwork.com, or connect on LinkedIn, Twitter and Facebook.

About Captivate

Known for its vast network of 10,000 elevator and lobby displays located in 1,600 premier office buildings across the United States, Captivate connects advertisers with more than 10 million unique monthly viewers through creative, research-driven and Nielsen-measured advertising and marketing programs. By engaging its viewers with timely news and actionable information, Captivate provides advertisers with a highly desirable and difficult-to-reach audience of affluent and influential business professionals. Founded in 1997, Captivate is owned by Generation Partners and Gannett.

Learn more at www.captivate.com, or connect on LinkedIn, Twitter, and Facebook

From the Flintstones to the Jetsons: Digital Transformation and Agnosticism in Technology

November 16, 2016 13:59 ET

C-Suite TV’s Executive Perspectives November programming talks digital transformation and how mobile has become an extension of your enterprise

NEW YORK, NY–(Marketwired – Nov 16, 2016) –  Executive Perspectives Live, one of the top online business shows on C-Suite TV, has announced its November programming. Executive Perspectives Live will feature one-on-one interviews with Sudhir Kulkarni, President, Digital at Persistent Systems and Neal Campbell, Senior Vice President, Strategic Solutions and Services at CDW.

Sudhir Kulkarni, President, Digital at Persistent Systems, believes there has been a fundamental shift in business relating to digital transformation and that software is the driver for most, if not all, things business. Kulkarni says that companies are internally changing how they take a product to market and most of that process is driven by software. It’s not just about selling to companies anymore, but changing the nature of how they do business.

He believes that the digital transformation of enterprises has taken root and the fundamental shift that has taken place also affects the way companies engage with their customers, but there’s always risk. While c-suite executives don’t want to deal with risk, Kulkarni says risk and compliance are two things to think about when looking at cloud-based software and products. He adds that continuous transformation means companies are staying ahead of the game at all times; if not, they risk being ten steps behind.

Kulkarni said, “Yesterday’s world is not going to be tomorrow’s world.”

Neal Campbell, Senior Vice President, Strategic Solutions and Services at CDW, talks about the importance of mobile technology and how it’s key to have agnosticism in technology. At CDW, they have a large tech organization — about twenty-five thousand, from product specialists to solution architects. Campbell says the winning formula is having technology teams that are well-versed across a variety of products in regards to mobility and that, once again, software plays a big role in how companies are dealing with this shift.

Campbell states, “Mobile is an extension of your enterprise,” but that the ultimate goal is understanding the customer. Trying to understand the customer, both on the product solutions side and the marketing side, helps with scalability.

All episodes of Executive Perspectives Live are hosted by Jeffrey Hayzlett and can be seen throughout the month on C-Suite TV.

Best-selling author, speaker, and former Fortune 100 CMO Jeffrey Hayzlett created C-Suite TV to give top-tier business executives a forum for sharing thought-provoking insights, in-depth business analysis, and their compelling personal narratives.

“This month’s episodes are tailor made for B2B enterprises. Whether you’re in the product engineering industry or manage a P&L, the fact remains that both digital transformation and mobile have had a significant impact in the way we do business,” Hayzlett said. “Sudhir talks about how innovation is equal to digital transformation in today’s world and Neal talks about people underestimating the power of culture. I always say, ‘culture eats strategy for lunch.'”

For more information on TV episodes, visit www.csuitetv.com.


About C-Suite TV:
C-Suite TV is a web-based digital on-demand business channel featuring interviews and shows with business executives, thought leaders, authors and celebrities providing news and information for business leaders. C-Suite TV is your go-to resource to find out the inside track on trends and discussions taking place in businesses today. This online channel is home to such shows as C-Suite with Jeffrey Hayzlett, Executive Perspectives Live and Best Seller TV, and more. C-Suite TV is part of C-Suite Network, the world’s most powerful network of C-Suite leaders. Connect with C-Suite TV on Twitter and Facebook.

About Jeffrey Hayzlett:
Jeffrey Hayzlett is the primetime television host of C-Suite with Jeffrey Hayzlett and Executive Perspectives Live on C-Suite TV and is the host of the award-winning All Business with Jeffrey Hayzlett on the CBS on-demand podcast network, Play.It. Hayzlett is a global business celebrity, Hall of Fame speaker, best-selling author, and Chairman of C-Suite Network, home of the world’s most trusted network of C-Suite leaders. Connect with Hayzlett on Twitter, Facebook, LinkedIn, Google+ or www.hayzlett.com

Disrupting the Market: Two Opposing Sales Strategies & Who Wins?

by Lee Bartlett

 

The benefits and shortfalls of two strategic approaches to entering an immature market.

 

Strategic Approach #1

 

Company A identifies the opportunity, has an existing product suite and successful track record of releasing similar products. They assemble their best team and build a competing product. The support of potential customers has been gained, the price point has been set, and pre-orders have been booked.

 

The price point is slightly under the highest competitor price to represent the premium value of the company brand, yet cheaper, as a compelling negotiation tool in a competitive pitch, when all other things are equal. The profit margins are healthy, and due diligence has shown there is ample time to reap the rewards before more players enter the market and push down the price.

 

A Senior Vice President of Sales is appointed. They are a big hitter with a long job title and corporate legacy, and this is the final piece in driving a market-leading product. With all of their corporate rules, processes, and jargon, they have experience managing hundreds of salespeople and have every angle covered. Everything is so beautifully predictable, and the only thing standing in the way of success is execution. It is a proven path to market that has stood the test of time. The product launches, sales are made, and Company A dominates through excellence. Perfect right?

 

Wrong.

 

Strategic Approach #2

 

Company B has identified the same opportunity. Their values are of equal merit – to do a great job and positively impact their clients – only, they approach it differently. The person driving this process is a maverick, whose only remit is to win. They are not governed by the same set of rigid rules as the corporate leader. This person also has an irrefutable legacy of delivery. They conclude that the existing suppliers are making outrageous profit margins, and it’s only a matter of time until someone takes advantage of this. It may as well be them.

 

They utilize their experience to set up a smaller, nimbler team with a sustainable lower cost base. The service is equally excellent, but more focused on a deliberate market segment to gain case studies. These deals are leveraged to move into the wider arena, as strategic partnership channels are formed and utilized to strengthen the offering. This maverick continues to leverage his contacts and senior level experience to build relationships with the bigger companies, subsequently, cutting everyone a compelling deal.

 

The price point is 50% less than the highest competitor, and the market dives into turmoil. Existing players align to discredit the new entrant, but it’s too late. They have gained the trust of credible clients and can prove it. Company A watches their customers change allegiance, because they can’t justify paying double for the same service.

 

Company B and their leader used a disruptive pricing tactic to smash their way into the market and rebuild it in their favor. They have taken a short-term view and ruined it for everyone. So, why would they do it? There are many reasons to exploit this tactic.

 

Most commonly, I see disruptive tactics when a large company wants to diversify or balance their product portfolio. They might choose to use this method to enter new geographical locations, demonstrate to investors their ability to invest in high growth areas, or maximize their multiple prior to sale.

 

Which approach is better?

 

Neither is more effective than the other. Each is equally legitimate and capable of defeating the other. Both were built on sound business practices, and the predictability of process is a weakness that can be exploited the same way as a strategy that relies on high-risk antics. There must be balance and, as the barriers to technological innovation disappear, the modern day VP Sales faces a greater set of challenges. They must be more adaptable and better prepared for every eventuality, as part of their immediate and ongoing strategy.

 

What could company A have done to negate this risk?

 

Pressure on price is an inevitable consequence of competition entering the market. Company B accelerated this process and caught their adversary off guard, with the speed in which they did so. The short-term strategy of Company A should have neutralised this disruption from the outset by focusing on their most powerful attribute – selling their new offering as part of their entire product suite.

 

All of this is high level, and pricing policy is just one example of a potentially disruptive tactic. It has allowed me to demonstrate the point I want to make: Is there a gap in your strategy that a disruptive tactic could expose? Is there a disruptive tactic you are missing to gain market share?

 

Please comment, share, connect…

 

Happy Selling!

 


ABOUT THE AUTHOR

Lee Bartlett has enjoyed a highly successful sales career working for a variety of tier 1 institutions. He has held roles in large US, UK and European-based corporations, and sold extensively across most countries in these regions, as well as in Asia. With extensive experience selling to the financial sector and C-Level executives, He has built multi-national sales teams, been co-founder and CEO of a tech start-up and has recently authored his first publication “The No.1 Best Seller”. He shares his personal sales methodology and experiences in his book and blog, both of which discuss the mindset, strategies and processes of top salespeople. They can be found at LeeBartlettBestSeller.com