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Scaling a Cloud Services Brokerage by Building a "Lean" Customer Acquisition Engine
Through 2015, the Cloud Services Brokerage will represent the single largest revenue growth opportunity in cloud computing, according to researchers at Gartner, who coined the phrase. In order to exploit that opportunity, CSBs must redefine their approach to customer acquisition to scale their businesses rapidly and cost-effectively. This session will describe an approach for modeling the financial impact of the CSB business model in terms of recurring revenue, deal profitability and customer acquisition cost. It will then describe a "lean" customer acquisition strategy that replaces the traditional and expensive product-centric sales approach with a more solutions-centric inbound marketing approach. Attendees will be provided with modeling tools they can use for their own business planning as well as best practices for building a lean customer acquisition engine.
Dave Zwicker, Partners and Co-founder, CSPexcellence