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Accelerating Time to Revenue
Time to Market
•
•
•
•
•
•
•
•
•

Business/Offer strategy
Value proposition
Marketing Plan
Pr...
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
...
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 ...
Capture their imaginations
www.flickr.com/photos/camdiluv/5788194542
Thinking at 3 Time Horizons

Horizon 3
12 - 36 months
Horizon 2
6 - 12 months
Horizon 1
0 - 6 months
Get it right
www.flickr.com/photos/winemegup/3641912321
Get it wrong

www.flickr.com/photos/roome/3390682853
OLD THINKING
X
NEW TECHNOLOGY
=
FAIL
Think outside the box
Think outside the box
Change strategy

www.flickr.com/photos/12023825@N04/2898021822
Overcoming change
You can’t teach an old dog new tricks
What is your Growth Strategy?
Where are you on the curve?
Where are you on the curve - ahead or behind, which is the essence of strategy.
Behind:
If you...
Disruptive Opportunity Matrix
New

Extend

White
Space

Defend

Extend

Products
Current

Current

Customers

New

Source:...
1

Growth Mindset

2

Product Market Fit

3

The Buyer’s Journey

4

Customer Acquisition

5

Tipping the Funnel
Future focus
Innovation
Commercial excellence
“Customers are completing
57% of a buying cycle before
ever coming into contact with
a sales rep.”
- A CEB study of more t...
Reactivity
Agility
Adaptability
Extreme adaptability
Disruptive change
Align Business Value with Buyer Personas

Source: IBM Institute for Business Value analysis, 2012
1

Growth Mindset

2

Product Market Fit

3

The Buyer’s Journey

4

Customer Acquisition

5

Tipping the Funnel
Cart before the horse

http://tabernaclefortoday.files.wordpress.com/2012/03/cart_before_the_horse.jpg
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 ...
1

Growth Mindset

2

Product Market Fit

3

The Buyer’s Journey

4

Customer Acquisition

5

Tipping the Funnel
Know your early adopters

www.flickr.com/photos/poptech2006/2972685098
The Buying Process
The Buyer’s Journey
Search
Refer

B

Base

Find

Support

Qualify

Differentiate
Try

Up-Sell

Manage

Buy
Activate

A

Ac...
1

Growth Mindset

2

Product Market Fit

3

The Buyer’s Journey

4

Customer Acquisition

5

Tipping the Funnel
4Ps
Product
Place
Price
Promotion

SAVE
Solution
Access
Value
Education
Educate
Inspire
Selling: Getting a YES to 3 Why’s

1
•
•
•
•
•
•

Challenge them
Destabilise them
Destroy their complacency
Take them to t...
GTM / Sales Acceleration Business Plan
GTM Action Plan
Inspire early adopters
The mobile generation
1

Growth Mindset

2

Product Market Fit

3

The Buyer’s Journey

4

Customer Acquisition

5

Tipping the Funnel
Tipping the Funnel
Audience

2
Crowd sourcing
Typical Conversion Rates
1. Cold calling:

(Between 1-5%)

2. External Recommendation:

4%

44%

10 X Cold calling

3. Int...
Get it right
www.flickr.com/photos/winemegup/3641912321
Demand Generation Breakout Session

GTM Questionnaire

Elevator Pitch

6 Reasons Why?

Key Challenges
facing Customers

Cl...
David R Ednie
President & CEO
SalesChannel Europe
Ph: +33 676 60 09 25 (FRA)
Email: david@saleschannel-europe.com
Website:...
Achieving Growth: 5 Steps to Accelerating Adoption of your Cloud Services
Achieving Growth: 5 Steps to Accelerating Adoption of your Cloud Services
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Achieving Growth: 5 Steps to Accelerating Adoption of your Cloud Services

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Transcript of "Achieving Growth: 5 Steps 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. Thinking at 3 Time Horizons Horizon 3 12 - 36 months Horizon 2 6 - 12 months Horizon 1 0 - 6 months
  9. 9. Get it right www.flickr.com/photos/winemegup/3641912321
  10. 10. Get it wrong www.flickr.com/photos/roome/3390682853
  11. 11. OLD THINKING X NEW TECHNOLOGY = FAIL
  12. 12. Think outside the box
  13. 13. Think outside the box
  14. 14. Change strategy www.flickr.com/photos/12023825@N04/2898021822
  15. 15. Overcoming change
  16. 16. You can’t teach an old dog new tricks
  17. 17. What is your Growth Strategy?
  18. 18. 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.
  19. 19. 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
  20. 20. 1 Growth Mindset 2 Product Market Fit 3 The Buyer’s Journey 4 Customer Acquisition 5 Tipping the Funnel
  21. 21. Future focus
  22. 22. Innovation
  23. 23. Commercial excellence
  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. Reactivity
  26. 26. Agility
  27. 27. Adaptability
  28. 28. Extreme adaptability
  29. 29. Disruptive change
  30. 30. Align Business Value with Buyer Personas Source: IBM Institute for Business Value analysis, 2012
  31. 31. 1 Growth Mindset 2 Product Market Fit 3 The Buyer’s Journey 4 Customer Acquisition 5 Tipping the Funnel
  32. 32. Cart before the horse http://tabernaclefortoday.files.wordpress.com/2012/03/cart_before_the_horse.jpg
  33. 33. Build a better mouse trap www.flickr.com/photos/clementlivolsi/4596430458
  34. 34. “If I had asked people what they wanted, they would have said faster horses.” - Henry Ford 1863 - 1947
  35. 35. Clarity of vision
  36. 36. 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
  37. 37. 1 Growth Mindset 2 Product Market Fit 3 The Buyer’s Journey 4 Customer Acquisition 5 Tipping the Funnel
  38. 38. Know your early adopters www.flickr.com/photos/poptech2006/2972685098
  39. 39. The Buying Process
  40. 40. The Buyer’s Journey Search Refer B Base Find Support Qualify Differentiate Try Up-Sell Manage Buy Activate A Acquire
  41. 41. 1 Growth Mindset 2 Product Market Fit 3 The Buyer’s Journey 4 Customer Acquisition 5 Tipping the Funnel
  42. 42. 4Ps Product Place Price Promotion SAVE Solution Access Value Education
  43. 43. Educate
  44. 44. Inspire
  45. 45. Selling: Getting a YES to 3 Why’s 1 • • • • • • Challenge them Destabilise them Destroy their complacency Take them to the negative future Get them out of comfort zone Sell your insights 2 • • • • Justification Sell your insights Take them to the beach Lead them through the process 3 • • • • • • Take them to the negative future Create a sense of urgency Monetise the cost of delay Decision maximisation Take them to the beach Ask for permission to take www.corporatevisions.com action
  46. 46. GTM / Sales Acceleration Business Plan
  47. 47. GTM Action Plan
  48. 48. Inspire early adopters
  49. 49. The mobile generation
  50. 50. 1 Growth Mindset 2 Product Market Fit 3 The Buyer’s Journey 4 Customer Acquisition 5 Tipping the Funnel
  51. 51. Tipping the Funnel
  52. 52. Audience 2
  53. 53. Crowd sourcing
  54. 54. Typical Conversion Rates 1. Cold calling: (Between 1-5%) 2. External Recommendation: 4% 44% 10 X Cold calling 3. Internal Recommendation: 88% 20 X Cold calling
  55. 55. Get it right www.flickr.com/photos/winemegup/3641912321
  56. 56. Demand Generation Breakout Session GTM Questionnaire Elevator Pitch 6 Reasons Why? Key Challenges facing Customers Cloud Services Value Proposition
  57. 57. 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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