Cloud = Business Transformation

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

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

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  • 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. Customer Adoption is the New ROI
  • 3. Think outside the boxTarget early adopters
  • 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. The old Golden Rule in Sales was: Find out what your customers want, and give it to them.
  • 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. www.flickr.com/photos/camdiluv/5788194542 Capture their imaginations
  • 8. “Fire your sales force”
  • 9. Horizon 1 0 - 6 months Horizon 2 6 - 12 months Horizon 3 12 - 36 months Thinking at 3 Time Horizons
  • 10. www.flickr.com/photos/winemegup/3641912321 Get it right
  • 11. www.flickr.com/photos/roome/3390682853 Get it wrong
  • 12. OLD THINKING NEW TECHNOLOGY FAIL X =
  • 13. Digital Disruption 2014
  • 14. Think outside the box
  • 15. Think outside the box
  • 16. www.flickr.com/photos/12023825@N04/2898021822 Change strategy
  • 17. Overcoming change
  • 18. What is your Growth Strategy?
  • 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. 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. Drivers/Inhibitors of Adoption* *source: Michael Skok, North Bridge Venture Partners www.mjskok.com
  • 22. You can’t teach an old dog new tricks
  • 23. Growth Mindset1 Product Market Fit2 The Buyer’s Journey3 Customer Acquisition4 Tipping the Funnel5
  • 24. Future focus
  • 25. Innovation
  • 26. Commercial excellence
  • 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. Anticipate change
  • 29. Agility
  • 30. Adaptability
  • 31. Extreme adaptability
  • 32. Disruptive change
  • 33. Source: IBM Institute for Business Value analysis, 2012 Align Business Value with Buyer Personas
  • 34. Growth Mindset1 Product Market Fit2 The Buyer’s Journey3 Customer Acquisition4 Tipping the Funnel5
  • 35. http://tabernaclefortoday.files.wordpress.com/2012/03/cart_before_the_horse.jpg Cart before the horse
  • 36. Build a better mouse trap www.flickr.com/photos/clementlivolsi/4596430458
  • 37. “If I had asked people what they wanted, they would have said faster horses.” - Henry Ford 1863 - 1947
  • 38. Clarity of vision
  • 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. Growth Mindset1 Product Market Fit2 The Buyer’s Journey3 Customer Acquisition4 Tipping the Funnel5
  • 41. Know your early adopters www.flickr.com/photos/poptech2006/2972685098
  • 42. The Buying Process
  • 43. source: www.corporatevisions.com Lead your customers through the Buyer’s Journey
  • 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. Growth Mindset1 Product Market Fit2 The Buyer’s Journey3 Customer Acquisition4 Tipping the Funnel5
  • 46. Product Place Price Promotion 4Ps Solution Access Value Education SAVE
  • 47. Educate
  • 48. Inspire
  • 49. GTM / Sales Acceleration Business Plan
  • 50. Build the Foundations of your Success GTM Questionnaire 6 Reasons Why? Elevator Pitch Key Challenges facing Customers Cloud Services Value Proposition
  • 51. GTM Action Plan
  • 52. Inspire early adopters
  • 53. The mobile generation
  • 54. Growth Mindset1 Product Market Fit2 The Buyer’s Journey3 Customer Acquisition4 Tipping the Funnel5
  • 55. Tipping the Funnel
  • 56. Clients: Actions: Tipping the Funnel
  • 57. Audience 2
  • 58. Crowd sourcing
  • 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. 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. www.flickr.com/photos/winemegup/3641912321 Get it right
  • 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