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  • 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. Customer Adoption is the New ROI
  • 3. Target early adopters Think outside the box
  • 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. The old Golden Rule in Sales was: Find out what your customers want, and give it to them.
  • 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. Capture their imaginations www.flickr.com/photos/camdiluv/5788194542
  • 8. Thinking at 3 Time Horizons Horizon 3 12 - 36 months Horizon 2 6 - 12 months Horizon 1 0 - 6 months
  • 9. Get it right www.flickr.com/photos/winemegup/3641912321
  • 10. Get it wrong www.flickr.com/photos/roome/3390682853
  • 11. OLD THINKING X NEW TECHNOLOGY = FAIL
  • 12. Think outside the box
  • 13. Think outside the box
  • 14. Change strategy www.flickr.com/photos/12023825@N04/2898021822
  • 15. Overcoming change
  • 16. You can’t teach an old dog new tricks
  • 17. What is your Growth Strategy?
  • 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. 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. 1 Growth Mindset 2 Product Market Fit 3 The Buyer’s Journey 4 Customer Acquisition 5 Tipping the Funnel
  • 21. Future focus
  • 22. Innovation
  • 23. Commercial excellence
  • 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. Reactivity
  • 26. Agility
  • 27. Adaptability
  • 28. Extreme adaptability
  • 29. Disruptive change
  • 30. Align Business Value with Buyer Personas Source: IBM Institute for Business Value analysis, 2012
  • 31. 1 Growth Mindset 2 Product Market Fit 3 The Buyer’s Journey 4 Customer Acquisition 5 Tipping the Funnel
  • 32. Cart before the horse http://tabernaclefortoday.files.wordpress.com/2012/03/cart_before_the_horse.jpg
  • 33. Build a better mouse trap www.flickr.com/photos/clementlivolsi/4596430458
  • 34. “If I had asked people what they wanted, they would have said faster horses.” - Henry Ford 1863 - 1947
  • 35. Clarity of vision
  • 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. 1 Growth Mindset 2 Product Market Fit 3 The Buyer’s Journey 4 Customer Acquisition 5 Tipping the Funnel
  • 38. Know your early adopters www.flickr.com/photos/poptech2006/2972685098
  • 39. The Buying Process
  • 40. The Buyer’s Journey Search Refer B Base Find Support Qualify Differentiate Try Up-Sell Manage Buy Activate A Acquire
  • 41. 1 Growth Mindset 2 Product Market Fit 3 The Buyer’s Journey 4 Customer Acquisition 5 Tipping the Funnel
  • 42. 4Ps Product Place Price Promotion SAVE Solution Access Value Education
  • 43. Educate
  • 44. Inspire
  • 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. GTM / Sales Acceleration Business Plan
  • 47. GTM Action Plan
  • 48. Inspire early adopters
  • 49. The mobile generation
  • 50. 1 Growth Mindset 2 Product Market Fit 3 The Buyer’s Journey 4 Customer Acquisition 5 Tipping the Funnel
  • 51. Tipping the Funnel
  • 52. Audience 2
  • 53. Crowd sourcing
  • 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. Get it right www.flickr.com/photos/winemegup/3641912321
  • 56. Demand Generation Breakout Session GTM Questionnaire Elevator Pitch 6 Reasons Why? Key Challenges facing Customers Cloud Services Value Proposition
  • 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