Tim Mullane

Tim Mullane
Vice President
Find me on:

Recent Posts

Advice: Don't Assume All Industry Sectors Behave the Same Way

Posted by Tim Mullane on Nov 21, 2018 6:00:00 AM

Building off our recent video blog on the difference between use cases and personas, watch below as Tim Mullane explains how to go deeper to find actionable use cases within the same industry sector. The obvious use cases exist between application and industry. The trick is to look beyond the apparent applications to the use cases that support them. 

Read More

Topics: Negotiating with Backbone

Use Cases: Don't Target the Person, Target the Application

Posted by Tim Mullane on Nov 8, 2018 6:00:00 AM

It's not just about knowing your customer, but also about really knowing your customer's product and how they plan to use it. In this video, Tim expands on Ellen Quackenbush's recent blog to illustrate how you should be thinking about and approaching personas vs. use cases. 

Read More

Topics: Negotiating with Backbone

Value-Based Pricing: Shift Your Sales Conversation into High Gear

Posted by Tim Mullane on Oct 25, 2018 6:00:00 AM

I was speaking with the VP of Pricing Transformation for a Fortune 500 company recently and, as disciples of value-based pricing, we debated the subtleties of modern-day pricing theory. We agreed that a shift to value-based pricing within an organization should achieve the following:

Read More

Topics: Uncovering your Value

The Key to Escaping the Dangerous Discounting Cycle

Posted by Tim Mullane on Oct 18, 2018 6:00:00 AM

Watch as Tim Mullane explains the key to escaping the ever-dangerous discounting cycle. Give-Gets℠ – a valuable tool for any value-centric commercial strategy – follow a simple principle: If I give you something, I get something in return.  What Give-Gets℠ do you have for your team?

Read More

Topics: Negotiating with Backbone

The Downward Effect of Pricing Technology

Posted by Tim Mullane on Jul 11, 2018 5:56:31 PM

Recently, I had an interesting conversation with the VP of Pricing for a $15B manufacturing company. The primary topic of our discussion was the implementation of a pricing technology system that would suggest target prices based on benchmark deals within comparable customer segments. A few interesting trends quickly materialized in the dataset:

Read More

Topics: Negotiating with Backbone

Translating Value for Sellers and Customers

Posted by Tim Mullane on May 23, 2018 1:22:23 PM

I recently spoke with a major supplier to semiconductor manufacturers. The semiconductor industry has a handful of global players owning 80% of the market. Predictably, the supplier’s business model is heavily reliant on a few large customers. Because of this reliance, the supplier’s marketing team is well-schooled in measuring value delivered to customers. They knew critical semiconductor KPIs like cost of ownership, yield, performance, and risk. Their value analyses align with improving performance in these key areas. The value toolset is impressive – I had never seen such models and spreadsheets that calculated value so completely.

Read More

Topics: Newsletter, Uncovering your Value

The Secret to Post-Merger Success

Posted by Tim Mullane on Mar 21, 2018 5:33:05 PM
Mergers can be a terrific way to grow your business, customer base, and product offerings. Given the changes in the regulatory environment, access to capital, and overall market appreciation, we see many companies choose a merger as a growth strategy now. The message to shareholders promises 1+1=3. In other words, the new whole will be greater than the sum of its parts. A single transaction promises that a stronger market position will lead to a significant increase in sales—while reducing costs.

However, the promise of the merger can often fall short of the reality.

Read More

Topics: Newsletter, Selling with Confidence

A Pricing Buzz Saw is Not Exclusive to Procurement: Expect Aggressive Negotiation Tactics from All Angles

Posted by Tim Mullane on Feb 8, 2018 10:21:31 PM

In our book Negotiating with Backbone, Reed Holden describes strategies and tactics designed to combat the Procurement Pricing Buzz Saw. The situation was described well in a white paper by Reed Holden Selling to Procurement: The New Normal.  I strongly urge you to request it and read it. 

Read More

Topics: Negotiating with Backbone

Backbone for Big Law

Posted by Tim Mullane on Oct 5, 2017 2:07:38 AM

Backbone for Big Law

Read More

Topics: Negotiating with Backbone, Selling with Confidence

The Last Mile Imperative

Posted by Tim Mullane on Aug 23, 2017 12:21:01 PM

The 'last mile' is a colloquial phrase widely used in the telecommunications to refer to the portion of the network chain that physically reaches the end-user's premises. This connectivity is critical; it is the link to their paying customers and allows them to receive revenue for their entire network. Without the connection there are no customers, no revenue.

Read More

Topics: Newsletter, Selling with Confidence