Accelerating Time To Adoption

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The challenge is not technology. The challenge is accelerating adoption of your cloud services. Shift your thinking from "Time to Market" to "Time to Revenue." In the new connected world your cloud services are being adopted by "Corporate Consumers." In the new world Marketing shifts to Demand Generation and Sales shifts to Customer Adoption.

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Accelerating Time To Adoption

  1. 1. www.flickr.com/photos/dvids/7241801914
  2. 2. The world has changed?
  3. 3. “It is not the strongest of the species that survive, nor the most intelligent, but rather the one mostadaptable to change.” - Charles Darwin 1809 - 1882 3
  4. 4. “Digital Darwinism is the evolution of consumer behaviour when society and technology evolve faster than your ability to adapt.” - Brian Solis _ 4
  5. 5. The end of business as usual www.flickr.com/photos/vek/4665924239
  6. 6. or beDisrupted
  7. 7. Disruptive change www.flickr.com/photos/mwichary/3690887427
  8. 8. Experimental thinking www.flickr.com/photos/johnnyjet/3290272880
  9. 9. Anticipate change www.flickr.com/photos/mwichary/3246110827
  10. 10. #1. Opportunity or threat? www.flickr.com/photos/squeakywheel/252715820
  11. 11. #2. How are you going to develop your business? www.flickr.com/photos/maestropastelero/258000448
  12. 12. “If we are to achieveresults never before accomplished, we must employ methods never before attempted.” - Sir Francis Bacon - Sir Francis Bacon (1561-1626) 13
  13. 13. A journey into the unknown
  14. 14. Get it rightwww.flickr.com/photos/winemegup/3641912321
  15. 15. Get it wrong www.flickr.com/photos/roome/3390682853
  16. 16. You feel like this?
  17. 17. A higher level perspective 19
  18. 18. Gartner Hype Cycle for Cloud Computing, 2012 SalesChannel Europe ©2012 All rights reserved 20
  19. 19. CLOUD Delivery SaaS Service
  20. 20. CLOUD =CUSTOMER
  21. 21. 1 B2B -> B2C2 The Sales Cycle -> The Buyer’s Journey3 Product focus -> Marketing Engine focus
  22. 22. What isDriving the
  23. 23. The Post-PC Era
  24. 24. BYODwww.flickr.com/photos/betchaboy/5508595958
  25. 25. iGenerationwww.flickr.com/photos/csaila/3648816968
  26. 26. Smartphone sales surpasses PC sales in 2011 SalesChannel Europe ©2012 All rights reserved 30
  27. 27. Welcome to the Digital World *Derek Thompson is a senior editor at The Atlantic SalesChannel Europe ©2012 All rights reserved 31
  28. 28. B2B Shifts to B2C B to B B to CCustomer volume Restricted clientele Large, diversified clientele B2B buyers buy for their company, are are therefore B2C consumers buy for themselves or their family, forReason for purchase accountable. pleasure. In B2C, consumers can yield to impulse buying, or buy B2B buyers make reasoned purchases, using something theyÕve fallen in love with. The emotional professional procedures. component is important.Buyer behaviour Product positioning must be very clear, with the sales You have to be able to get people to buy for fun, present arguments down pat and a focus on specific added value the product attractively, stage it appropriately and use for the company. sales arguments that appeal to emotions. The B2B buying process is complex: first, it has to comply with business management practices (payment timelines, order approval, logistics, support and For the mass market, the buying process is simple becauseBuying process reporting) and second, the buying decision involves the act of buying is often the decision of a single person. many players and requires internal decision-making processes that can be very long. B2B buyers do not spend their own, but their companys Price is one of the main criteria for end consumers, since itMeans money, so do not see the expense in the same light. is their own money they are spending. Since B2B customers are fewer in number, representatives forge closer and more personalized links Relationships are more limited, with representatives oftenRelationship with them. Relational aspects are more important than never seeing a particular customer again. emotional factors, and loyalty is crucial. B2B products are often complex, since they have to Products are sold at the retail level. They involve all types,Products meet many requirements and involve a large number of from very simple to very complex. people. It can also involve wholesaling. SalesChannel Europe ©2012 All rights reserved 32
  29. 29. 1 Corporate Consumers2 Connected Customers
  30. 30. Connected customers www.flickr.com/photos/cc511/1975196563
  31. 31. The post-PC Era www.flickr.com/photos/teflon/5430927903
  32. 32. The post-PC Erawww.flickr.com/photos/athomeinscottsdale/4045258941
  33. 33. 1 B2B -> B2C2 The Sales Cycle -> The Buyer’s Journey3 Product focus -> Marketing Engine focus
  34. 34. Commoditisation
  35. 35. Commoditisation
  36. 36. Race to the bottom www.flickr.com/photos/carquestguy/4335716783
  37. 37. The Buyer’s Journey www.flickr.com/photos/poptech2006/2972685098
  38. 38. The Buying Process SalesChannel Europe ©2012 All rights reserved 42
  39. 39. Start with the Buyer’s Journey Multiplier Now or Never Search Moments Moments Refer Find B A Support Qualify Differentiate Base Up-sell Try Acquire Manage BuyKeep or Lose Make or Break Moments Activate Moments
  40. 40. The Buyer’s JourneyExample
  41. 41. Constant Contact 45
  42. 42. Constant Contact 46
  43. 43. Eliminating barriers to sale 47
  44. 44. 1 B2B -> B2C2 The Sales Cycle -> The Buyer’s Journey3 Product focus -> Marketing Engine focus
  45. 45. Standing out from the crowd
  46. 46. Differentiationwww.flickr.com/photos/29233640@N07/5131195458
  47. 47. Differentiation www.flickr.com/photos/heraldpost/3817195392
  48. 48. Opportunity platform www.flickr.com/photos/36182550@N08/3347465868
  49. 49. Differentiation = different thinking
  50. 50. “Every battle is won_ before it is fought.” Sun Tzu 544 - 496 BC
  51. 51. Differentiation: 3 Levels of Perceived Value E2E Basic Product/Service: 3 Customer Experience • Technology • Price performance • Product quality 2 Support Services Basic Support Services: • Levels of support 1 Product/Service • Quality of service • Systems Your Cloud • Processes Services E2E Customer Experience: • People • Perceived value • High touch • Exceed customer expectations • Delight and astound customers SalesChannel Europe ©2012 All rights reserved 55
  52. 52. areThe DIFFERENCE
  53. 53. DifferentiationExample
  54. 54. Rackspace
  55. 55. Building aMarketingMachine
  56. 56. Tipping the
  57. 57. “Victory in marketing doesn’t happenwhen you sell something, but when youcultivate advocates for yourbrand.” - Steve Knox, CEO of Tremors, P&G’s Word of Mouth Business Unit www.flickr.com/photos/hyku/4837236187
  58. 58. Advocates are your best influencers
  59. 59. Typical Conversion Rates 1. Cold calling: Between 1-5% 4% 2. External Recommendation: 44% 10 X Cold calling 3. Internal Recommendation: 88% 20 X Cold calling
  60. 60. Applying theSales Formula
  61. 61. Basically, it works like this www.flickr.com/photos/atomicity/14570249
  62. 62. P = Number of prospectsP x CR = SALES CR = Conversion Ratio 66
  63. 63. 10 33% (Typically 25%-50%)P x CR = SALES S=3 Example 1 67
  64. 64. 10 40% * P x CR = SALES S=4*Requires considerable effort. Not easily sustainable Example 2 68
  65. 65. 20 * 33% P x CR = SALES S=6*Requires less effort. Is sustainable Example 3 69
  66. 66. Becoming a…Trusted Advisor
  67. 67. “If I had asked people what they wanted, they would have said faster horses.” - Henry Ford - 1854 - 2014
  68. 68. Guide them to the right solutionSalesChannel Europe ©2011 All rights reserved www.flickr.com/photos/pursuethepassion/3822008906
  69. 69. Show them the best way forward SalesChannel Europe ©2011 All rights reserved
  70. 70. Show them a better futureSalesChannel Europe ©2011 All rights reserved www.flickr.com/photos/sziszo/2632802003
  71. 71. Be their cloud architect SalesChannel Europe ©2011 All rights reserved http://ad009cdnb.archdaily.net/wp-content/uploads/2012/06/20120110_JG_2901dusk-1000x752.jpg
  72. 72. Help them achieve Value Migration
  73. 73. Drivers of adoption www.flickr.com/photos/daniele_sartori/2371157397
  74. 74. Social media
  75. 75. “When the rate ofchange externally isgreater than the rateof change internally,you have a problem.” - Jack Welch 79 www.flickr.com/photos/nathaninsandiego/3466495191
  76. 76. External speed of change www.flickr.com/photos/sergei24/306212854
  77. 77. Internal speed of change www.flickr.com/photos/14degrees/440515255
  78. 78. “Genius is one percent inspiration and ninety- nine percent perspiration.” - Thomas A. Edison
  79. 79. 1 Innovate or Die2 Focus on the Challenges facing Customers3 Create Compelling Value Propositions4 Differentiate at Level 2 and Level 35 Aligning with The Buyer’s Journey6 Design the End2End Customer Experience7 Tipping the Funnel8 Help customers achieve Value Migration9 Eco-system thinking10 Become a Cloud Trusted Advisor
  80. 80. Customer Experience Customer Satisfaction Quality of Service
  81. 81. One more thing
  82. 82. Milk
  83. 83. Cow
  84. 84. Get it rightwww.flickr.com/photos/winemegup/3641912321
  85. 85. YOU www.flickr.com/photos/horacio/3781750
  86. 86. Your Cloud Services David R Ednie President & CEO SalesChannel Europe Ph: +33 676 60 09 25 (FRA)Email: david@saleschannel-europe.comWebsite: www.saleschannel-europe.com www.flickr.com/photos/horacio/3781750

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