Accelerating Time to Revenue
• Business/Offer strategy
• Value proposition
• Marketing Plan
• Pricing and positioning
• Co...
Customer Adoption
is the New ROI
Think outside the boxTarget early adopters
Early Adopter Market Mainstream Market
DANGER - CHASM!
Accelerating Customer Adoption of Cloud Services
TIME
Technology Ve...
The old Golden Rule in Sales was:
Find out what your customers
want, and give it to them.
Give your customers the ability to
do what they can’t currently do
but would want to if they only
knew it was possible.
Th...
www.flickr.com/photos/camdiluv/5788194542
Capture their imaginations
“Fire your sales force”
Horizon 1
0 - 6 months
Horizon 2
6 - 12 months
Horizon 3
12 - 36 months
Thinking at 3 Time Horizons
www.flickr.com/photos/winemegup/3641912321
Get it right
www.flickr.com/photos/roome/3390682853
Get it wrong
OLD THINKING
NEW TECHNOLOGY
FAIL
X
=
Digital Disruption 2014
Think outside the box
Think outside the box
www.flickr.com/photos/12023825@N04/2898021822
Change strategy
Overcoming change
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
Extend
White
Space
Defend ExtendCurrent
New
Current New
Source: Create Marketplace Disruptio...
Drivers/Inhibitors of Adoption*
*source: Michael Skok, North Bridge Venture Partners www.mjskok.com
You can’t teach an old dog new tricks
Growth Mindset1
Product Market Fit2
The Buyer’s Journey3
Customer Acquisition4
Tipping the Funnel5
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...
Anticipate change
Agility
Adaptability
Extreme adaptability
Disruptive change
Source: IBM Institute for Business Value analysis, 2012
Align Business Value with Buyer Personas
Growth Mindset1
Product Market Fit2
The Buyer’s Journey3
Customer Acquisition4
Tipping the Funnel5
http://tabernaclefortoday.files.wordpress.com/2012/03/cart_before_the_horse.jpg
Cart before the horse
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
Basic Product/Service:
• Technology
• Price performance
• Product quality
E2E Customer Experience:
• People
• Perceived va...
Growth Mindset1
Product Market Fit2
The Buyer’s Journey3
Customer Acquisition4
Tipping the Funnel5
Know your early adopters
www.flickr.com/photos/poptech2006/2972685098
The Buying Process
source: www.corporatevisions.com
Lead your customers through the Buyer’s Journey
source: www.corporatevisions.com
1 32
Lead your customers through the Buyer’s Journey
• Challenge them
• Destabilise them
...
Growth Mindset1
Product Market Fit2
The Buyer’s Journey3
Customer Acquisition4
Tipping the Funnel5
Product
Place
Price
Promotion
4Ps
Solution
Access
Value
Education
SAVE
Educate
Inspire
GTM / Sales Acceleration Business Plan
Build the Foundations of your Success
GTM Questionnaire
6 Reasons Why?
Elevator Pitch
Key Challenges
facing Customers
Clou...
GTM Action Plan
Inspire early adopters
The mobile generation
Growth Mindset1
Product Market Fit2
The Buyer’s Journey3
Customer Acquisition4
Tipping the Funnel5
Tipping the Funnel
Clients: Actions:
Tipping the Funnel
Audience
2
Crowd sourcing
Typical Conversion Rates
1. Cold calling:
2. External Recommendation:
3. Internal Recommendation:
44%10 X Cold calling
(Be...
1. Growth Mindset -> Business Model innovation
2. Product/Market Fit -> Differentiation at 3 Levels of Value
3. The Buyer’...
www.flickr.com/photos/winemegup/3641912321
Get it right
www.flickr.com/photos/horacio/3781750
David R Ednie
President & CEO
SalesChannel Europe
Ph: +33 676 60 09 25 (FRA)
Email: ...
Cloud = Business Transformation
Cloud = Business Transformation
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Cloud = Business Transformation

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5 Steps to Accelerating Customer Adoption of your Cloud Services. Step 1: Fire your Sales Force.

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Cloud = Business Transformation

  1. 1. Accelerating Time to Revenue • 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 Market • Demand generation and incubation programs • 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 Time to Revenue Adoption Customer
  2. 2. Customer Adoption is the New ROI
  3. 3. Think outside the boxTarget early adopters
  4. 4. Early Adopter Market Mainstream Market DANGER - CHASM! Accelerating Customer Adoption of Cloud Services TIME Technology Vendors Channel Partners • Distributors • Retailers • Resellers • VARs • Service Providers • System Integrators • Consulting Partners Technology Innovators 2% Visionaries 14% Pragmatists 34% Conservatives 34% Sceptics 16% Influencer/Adopter Programs Demand Generation Influence Generation: Capture the hearts and minds of Tech savvy early adopters, opinion leaders and influencers Channel readiness & activation GTM Strategy & Business Plan PERCENTAGEOFPOPULATION Build the buzz!!!! Create a tipping point A Create capacity to service demand Build sales channels B
  5. 5. The old Golden Rule in Sales was: Find out what your customers want, and give it to them.
  6. 6. Give your customers the ability to do what they can’t currently do but would want to if they only knew it was possible. The new Golden Rule in Sales is:
  7. 7. www.flickr.com/photos/camdiluv/5788194542 Capture their imaginations
  8. 8. “Fire your sales force”
  9. 9. Horizon 1 0 - 6 months Horizon 2 6 - 12 months Horizon 3 12 - 36 months Thinking at 3 Time Horizons
  10. 10. www.flickr.com/photos/winemegup/3641912321 Get it right
  11. 11. www.flickr.com/photos/roome/3390682853 Get it wrong
  12. 12. OLD THINKING NEW TECHNOLOGY FAIL X =
  13. 13. Digital Disruption 2014
  14. 14. Think outside the box
  15. 15. Think outside the box
  16. 16. www.flickr.com/photos/12023825@N04/2898021822 Change strategy
  17. 17. Overcoming change
  18. 18. What is your Growth Strategy?
  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 Extend White Space Defend ExtendCurrent New Current New Source: Create Marketplace Disruption by Adam Hartung, Pearson Education, Inc. 2009 Products Customers
  21. 21. Drivers/Inhibitors of Adoption* *source: Michael Skok, North Bridge Venture Partners www.mjskok.com
  22. 22. You can’t teach an old dog new tricks
  23. 23. Growth Mindset1 Product Market Fit2 The Buyer’s Journey3 Customer Acquisition4 Tipping the Funnel5
  24. 24. Future focus
  25. 25. Innovation
  26. 26. Commercial excellence
  27. 27. “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
  28. 28. Anticipate change
  29. 29. Agility
  30. 30. Adaptability
  31. 31. Extreme adaptability
  32. 32. Disruptive change
  33. 33. Source: IBM Institute for Business Value analysis, 2012 Align Business Value with Buyer Personas
  34. 34. Growth Mindset1 Product Market Fit2 The Buyer’s Journey3 Customer Acquisition4 Tipping the Funnel5
  35. 35. http://tabernaclefortoday.files.wordpress.com/2012/03/cart_before_the_horse.jpg Cart before the horse
  36. 36. Build a better mouse trap www.flickr.com/photos/clementlivolsi/4596430458
  37. 37. “If I had asked people what they wanted, they would have said faster horses.” - Henry Ford 1863 - 1947
  38. 38. Clarity of vision
  39. 39. Basic Product/Service: • Technology • Price performance • Product quality E2E Customer Experience: • People • Perceived value • High touch • Exceed customer expectations • Delight and astound customers 1 2 Support Services 3 E2E Customer Experience Differentiation: 3 Levels of Perceived Value Basic Product/Service Support Services: • Levels of support • Quality of service • Systems • Processes Your Cloud Services
  40. 40. Growth Mindset1 Product Market Fit2 The Buyer’s Journey3 Customer Acquisition4 Tipping the Funnel5
  41. 41. Know your early adopters www.flickr.com/photos/poptech2006/2972685098
  42. 42. The Buying Process
  43. 43. source: www.corporatevisions.com Lead your customers through the Buyer’s Journey
  44. 44. source: www.corporatevisions.com 1 32 Lead your customers through the Buyer’s Journey • Challenge them • Destabilise them • Challenge the status quo • Get them out of comfort zone • Take them to the negative future • Sell your insights • Provide evidence • Cost justify • Lead them through the process • Take them to the beach • Sell your insights • Sell your experience • Take them to the negative future • Create a sense of urgency • Monetise the cost of delay • Take them to the beach • Guide them to take action • Take the order
  45. 45. Growth Mindset1 Product Market Fit2 The Buyer’s Journey3 Customer Acquisition4 Tipping the Funnel5
  46. 46. Product Place Price Promotion 4Ps Solution Access Value Education SAVE
  47. 47. Educate
  48. 48. Inspire
  49. 49. GTM / Sales Acceleration Business Plan
  50. 50. Build the Foundations of your Success GTM Questionnaire 6 Reasons Why? Elevator Pitch Key Challenges facing Customers Cloud Services Value Proposition
  51. 51. GTM Action Plan
  52. 52. Inspire early adopters
  53. 53. The mobile generation
  54. 54. Growth Mindset1 Product Market Fit2 The Buyer’s Journey3 Customer Acquisition4 Tipping the Funnel5
  55. 55. Tipping the Funnel
  56. 56. Clients: Actions: Tipping the Funnel
  57. 57. Audience 2
  58. 58. Crowd sourcing
  59. 59. Typical Conversion Rates 1. Cold calling: 2. External Recommendation: 3. Internal Recommendation: 44%10 X Cold calling (Between 1-5%) 4% 88%20 X Cold calling
  60. 60. 1. Growth Mindset -> Business Model innovation 2. Product/Market Fit -> Differentiation at 3 Levels of Value 3. The Buyer’s Journey -> Align your Sales & Marketing actions 4. Customer Acquisition -> Marketing 4Ps = SAVE 5. Tipping the Funnel -> Customers are your unpaid sales force Success Factors for the Cloud 6. Profit from the Cloud expertise at Ingram Micro France
  61. 61. www.flickr.com/photos/winemegup/3641912321 Get it right
  62. 62. www.flickr.com/photos/horacio/3781750 David R Ednie President & CEO SalesChannel Europe Ph: +33 676 60 09 25 (FRA) Email: david@saleschannel-europe.com Website: www.saleschannel-europe.com
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