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

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

    • 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
    • Customer Adoption is the New ROI
    • Target early adopters Think outside the box
    • 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
    • The old Golden Rule in Sales was: Find out what your customers want, and give it to them.
    • 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.
    • Capture their imaginations www.flickr.com/photos/camdiluv/5788194542
    • Get it right www.flickr.com/photos/winemegup/3641912321
    • Get it wrong www.flickr.com/photos/roome/3390682853
    • Think outside the box
    • Get professional advice
    • What is your Growth Strategy?
    • Growth strategy www.flickr.com/photos/12023825@N04/2898021822
    • 1 Growth Mindset 2 Product Market Fit 3 Customer Adoption
    • Future focus
    • You can’t teach an old dog new tricks
    • OLD THINKING X NEW TECHNOLOGY = FAIL
    • Overcoming barriers to change
    • 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.
    • 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
    • Keep it simple www.flickr.com/photos/xrrr/2321685873
    • Meaningful usage scenarios www.flickr.com/photos/toniblay/52445415
    • Align Business Value with Buyer Personas Source: IBM Institute for Business Value analysis, 2012
    • “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
    • Agile
    • Adaptive
    • Anticipate change
    • Adapt and adjust
    • Transformational change
    • 1 Growth Mindset 2 Product Market Fit 3 Customer Adoption
    • Build a better mouse trap www.flickr.com/photos/clementlivolsi/4596430458
    • “If I had asked people what they wanted, they would have said faster horses.” - Henry Ford 1863 - 1947
    • Clarity of vision
    • 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
    • Go-To-Market Leadership Design Products Services Customer Experience
    • Rackspace
    • 1 Growth Mindset 2 Product Market Fit 3 Customer Adoption
    • Educate
    • Inspire
    • Inspire early adopters
    • Know your early adopters www.flickr.com/photos/poptech2006/2972685098
    • Problem Solving Lifecycle source: www.corporatevisions.com
    • Marketing and Sales Alignment source: www.corporatevisions.com
    • Acceleration adoption = Take a high level view eliminating barriers to growth
    • 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
    • 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
    • Customer Experience Mapping
    • Get it right www.flickr.com/photos/winemegup/3641912321
    • 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