Achieving Growth: 3 Keys to Accelerating Adoption of Your Cloud Services

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Achieving Growth: 3 Keys to Accelerating Adoption of Your Cloud Services

  1. 1. Accelerating Time to Revenue Time to Market • • • • • • • • • Business/Offer strategy Value proposition Marketing Plan Pricing and positioning Communications campaigns Training sales channels Sales incentives Customer promotions Ready for first customers Time to Revenue • • • • • • • • • Customer Demand generation and incubation programs Adoption Thought Leader/Influencer seeding programs Getting talked about, creating a tipping point Simple to purchase, easy to try before buy Sales channels trained, enabled and activated On-boarding innovators and early adopters Creating a remarkable customer experience Building buzz: recommendations & referrals Maintaining buzz: staying connected to tribe
  2. 2. Customer Adoption is the New ROI
  3. 3. Target early adopters Think outside the box
  4. 4. Accelerating Customer Adoption of Cloud Services Influencer/Adopter Programs Influence Generation: Capture the hearts and minds of Tech savvy early adopters, opinion leaders and influencers Early Adopter Market Channel Partners GTM Strategy & Business Plan Channel readiness & activation Demand Generation Mainstream Market DANGER - CHASM! A Build the buzz!!!! B • • • • • • • Build sales channels Create capacity to service demand Create a tipping point Technology Innovators 2% Distributors Retailers Resellers VARs Service Providers System Integrators Consulting Partners Visionaries Pragmatists Conservatives Sceptics 14% 34% 34% 16% PERCENTAGE OF POPULATION Technology Vendors TIME
  5. 5. The old Golden Rule in Sales was: Find out what your customers want, and give it to them.
  6. 6. The new Golden Rule in Sales is: Give your customers the ability to do what they can’t currently do but would want to if they only knew it was possible.
  7. 7. Capture their imaginations www.flickr.com/photos/camdiluv/5788194542
  8. 8. Get it right www.flickr.com/photos/winemegup/3641912321
  9. 9. Get it wrong www.flickr.com/photos/roome/3390682853
  10. 10. Think outside the box
  11. 11. Get professional advice
  12. 12. What is your Growth Strategy?
  13. 13. Growth strategy www.flickr.com/photos/12023825@N04/2898021822
  14. 14. 1 Growth Mindset 2 Product Market Fit 3 Customer Adoption
  15. 15. Future focus
  16. 16. You can’t teach an old dog new tricks
  17. 17. OLD THINKING X NEW TECHNOLOGY = FAIL
  18. 18. Overcoming barriers to change
  19. 19. Where are you on the curve? Where are you on the curve - ahead or behind, which is the essence of strategy. Behind: If you are behind the curve and chasing the market then you have ceded a great deal of control and you must have the ability to execute and be very agile in execution. Your bets are defined. Your strategic posture is reactive and defensive. Ahead: If you are ahead of the curve you are trying to drive the market, which requires a very different agility there you require a set of controlled bets in execution with the ability to constantly probe the frontier and execute on success. Here you are reacting to yourself and your direction instead of where others have been.
  20. 20. Disruptive Opportunity Matrix New Extend White Space Defend Extend Products Current Current Customers New Source: Create Marketplace Disruption by Adam Hartung, Pearson Education, Inc. 2009
  21. 21. Keep it simple www.flickr.com/photos/xrrr/2321685873
  22. 22. Meaningful usage scenarios www.flickr.com/photos/toniblay/52445415
  23. 23. Align Business Value with Buyer Personas Source: IBM Institute for Business Value analysis, 2012
  24. 24. “Customers are completing 57% of a buying cycle before ever coming into contact with a sales rep.” - A CEB study of more than 1,400 customers
  25. 25. Agile
  26. 26. Adaptive
  27. 27. Anticipate change
  28. 28. Adapt and adjust
  29. 29. Transformational change
  30. 30. 1 Growth Mindset 2 Product Market Fit 3 Customer Adoption
  31. 31. Build a better mouse trap www.flickr.com/photos/clementlivolsi/4596430458
  32. 32. “If I had asked people what they wanted, they would have said faster horses.” - Henry Ford 1863 - 1947
  33. 33. Clarity of vision
  34. 34. Differentiation: 3 Levels of Perceived Value 3 2 1 E2E Customer Experience Support Services Basic Product/Service Your Cloud Services Basic Product/Service: • Technology • Price performance • Product quality Support Services: • Levels of support • Quality of service • Systems • Processes E2E Customer Experience: • People • Perceived value • High touch • Exceed customer expectations • Delight and astound customers
  35. 35. Go-To-Market Leadership Design Products Services Customer Experience
  36. 36. Rackspace
  37. 37. 1 Growth Mindset 2 Product Market Fit 3 Customer Adoption
  38. 38. Educate
  39. 39. Inspire
  40. 40. Inspire early adopters
  41. 41. Know your early adopters www.flickr.com/photos/poptech2006/2972685098
  42. 42. Problem Solving Lifecycle source: www.corporatevisions.com
  43. 43. Marketing and Sales Alignment source: www.corporatevisions.com
  44. 44. Acceleration adoption = Take a high level view eliminating barriers to growth
  45. 45. Thinking at 3 Time Horizons Business Transformation Business Drivers Executive Management Operations Operational Needs Thinking Time Horizon Drivers of change Operational Excellence Organisation Value Cost Price
  46. 46. Go-To-Market Mapping Partnership Profiles Technology Partners OEMs Channel Structure TEMs Services Providers Residential & Enterprise Customers SI&NI /Geographic Partnerships T1 MNC System Integrators & Network Integrators T2 ENT T1 Partners T3 SME VSP Strategic Alliances VSE Direct Sales / BCS Smaller SPs & ASPs TEMs: MyCall® Telephony & Video MyCall® Media MyCall® Triple Play Secured IP Trunking & VPN IPCentrex™ Telephony & Video IPCentrex™ Telephony & Video Contact Center & IVR  Nokia  Alcatel  Sonus  Siemens  Nortel  Huawei  Ericsson SIs:  Logica/CMG  T-Systems  Atos/Origin  Capgemini  Accenture  HP / IBM  Local /Global SIs  Local SIs NIs:  Telindus  Getronics  PABX Installers  Local NIs T1 Partners:  HP  IBM  BEA ASP (W/S):  Private Label Influencers:  BEA  Microsoft  Oracle  Intel  Industry A’lysts Service Providers Types:  Incumbents  Tier 1 Operators  Alternate Operators: Tier 2/3  ISPs  VSPs, VNOs  Mobile Operators  MVNO. MVNE  ASP Residential Customer Segmentation:  MNC: multiple Int’l sites  ENT: 500+ ext  SME: 20-500 ext  Retail: 10-20 ext  VSE: 2 -10 ext  Residential
  47. 47. Customer Experience Mapping
  48. 48. Get it right www.flickr.com/photos/winemegup/3641912321
  49. 49. David R Ednie President & CEO SalesChannel Europe Ph: +33 676 60 09 25 (FRA) Email: david@saleschannel-europe.com Website: www.saleschannel-europe.com www.flickr.com/photos/horacio/3781750

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