National Instruments: Engaging Executive Decision Makers with it's Customer Reference Program

Sugato will show how National Instruments' customer engagement programs are leading a dramatic shift from selling technical products to mid-level tactical buyers, to selling business impact solutions (with the same products) to higher level VP and C-level executives. Targeted business focussed customer engagement programs have played a key role in this transformation. Two new focus areas that have been implemented are Business Impact Case Studies (BICS) and Best Practices Scorecard (BPS). BICS document the ROI financial impact along with the strategy, people, process, technology aspects of the customer's transformation. BPS are best practices extracted out of the BICS & National Instrument's 30 year history of engaging with customers which benchmarks the customer against peers & identifies business areas of improvement. This high impact business knowledge is now being used to train the senior National Instruments' sales team on engaging higher level executive buyers at customers effectively. The presentation will also discuss how to implement similar programs in your organization.