Moving To The Cloud Means Business Transformation
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Moving To The Cloud Means Business Transformation

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How do you impact adoption of cloud services? 1. Align your GTM efforts with the Buyer's Journey. 2. Create an unmatchable E2E Customer Experience and 3. Learn from others: Do's and Don'ts. Yes, it's ...

How do you impact adoption of cloud services? 1. Align your GTM efforts with the Buyer's Journey. 2. Create an unmatchable E2E Customer Experience and 3. Learn from others: Do's and Don'ts. Yes, it's all common sense, but common sense is seldom common practice.

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Moving To The Cloud Means Business Transformation Presentation Transcript

  • 1. The world has changed
  • 2. TwoQuestions?
  • 3. 1. Reality or illusion? www.flickr.com/photos/tomwachtel/5765694718
  • 4. 2. Opportunity or threat? www.flickr.com/photos/squeakywheel/252715820
  • 5. Is thisgoing to be Easy?
  • 6. Small hint!
  • 7. Game-Changer
  • 8. The Game
  • 9. The Game
  • 10. Game ChangerCustomers Economy SaaS-Suite SaaS/Online Services
  • 11. What is SaaS?Software as a Service (SaaS) is a softwaredistribution model in which applicationsare hosted by a vendor or service providerand made available to customers over anetwork, typically the Internet. SalesChannel Europe ©2012 All rights reserved 13
  • 12. What isdriving
  • 13. #1. The Post-PC areawww.flickr.com/photos/40137058@N07/4573180041
  • 14. #2. Consumerisation of IT
  • 15. SaaS = IT transformationwww.flickr.com/photos/e2conf/6348172393
  • 16. Get it rightwww.flickr.com/photos/winemegup/3641912321
  • 17. Get it wrong www.flickr.com/photos/roome/3390682853
  • 18. Always room for more www.flickr.com/photos/40137058@N07/4719315756
  • 19. You feel like this?
  • 20. Help! Where do I start?
  • 21. thinkdif erent f
  • 22. “Every battle is won_ before it is fought.” Sun Tzu 544 - 496 BC
  • 23. A fresh perspective 26
  • 24. Strategic questions
  • 25. If SaaS is the ANSWERWhat is theQUESTION?
  • 26. What is the problemfor which you arethe SOLUTION?
  • 27. 1 The Buyer’s Journey2 The End2End Customer Experience3 SaaS Success Factors
  • 28. Start with the Buyer’s Journey Search Refer Find Support Qualify Differentiate Up-sell Try Manage Buy Activate
  • 29. 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
  • 30. Eliminating barriers to success 34
  • 31. 1 The Buyer’s Journey2 The End2End Customer Experience3 SaaS Success Factors
  • 32. SalesCentric thinking The E2E CustomerExperience
  • 33. WHAT andHOW
  • 34. Understand how they decide
  • 35. Buyer Personas
  • 36. Target different buyer personas
  • 37. MIT Experiment
  • 38. “I am the worlds worstsalesman, therefore Imust make it easy forcustomers to buy.” F. W. Woolworth April 13, 1852 – April 8, 1919
  • 39. Customer Experience Map Phases Feelings Memory Impact on Loyalty WOW “I Love it” High Share with Many Enjoyable “I like it” Mid Share with fewFunctional “Works for me” Low NeutralUneventful “OK” None Decrease Missed it “I Don’t Like it” Mid 66% decreaseNever Again “I hate it” High 100% Loss
  • 40. Change your thinking www.flickr.com/photos/oriol_gascon/2172565951
  • 41. The hard way
  • 42. AND thinking
  • 43. Child-like thinking www.flickr.com/photos/toekneesan/3847444842
  • 44. Create simpleValue Propositions
  • 45. Social media
  • 46. Tipping the FunnelJosh Bernoff & Charlene Li Josh Bernoff & Ted Schadler
  • 47. Avoid ‘Hole-in-one’ thinking www.flickr.com/photos/turbotoddi/2932650574
  • 48. 1 The Buyer’s Journey2 The End2End Customer Experience3 SaaS Success Factors
  • 49. Saas Success Factors = Cloud Adoption
  • 50. SaaS Success Factors SalesChannel Europe ©2012 All rights reserved 54
  • 51. SaaS Success Factors: Do’s1. Remember the Cloud = business model transformation2. Get an Executive Sponsor3. Use key monthly business metrics: CMRR, Churn and Cash flow4. Measure Customer Acquisition Costs (CAC) and Customer Life Time Value (CLTV)5. Separate ‘Hunters’ from ‘Farmers’6. Focus your business Development efforts on Business Service Channels7. Savvy Online Marketing is a core competence8. Stay local. Local relationships/global solutions9. The most important part of SaaS isn’t ‘Software’, it’s ‘Service’.10.Evangelise, evangelise, evangelise SalesChannel Europe ©2012 All rights reserved 55
  • 52. SaaS Success Factors: Donts1. Don’t think that this will be easy2. Don’t think of SaaS as just an other new product3. Don’t think customers are ready and waiting for your SaaS offers4. Don’t have an “attach strategy”5. Don’t make symmetric GTM investments6. Don’t think everyone in your company will “walk the talk” Resulting in: Organisational issues, excessive time to execute, FUD7. Don’t expect everyone to be able to move to the new world8. Don’t keep the same motivation and compensation metrics9. Don’t believe in certainty or practice “hole-in-one” thinking10.Don’t forget that SaaS is a journey. Are you prepared to cross the desert? SalesChannel Europe ©2012 All rights reserved 56
  • 53. SaaS Success Factors Business Strategy Operations SaaS Transformation Product & Development Aligned SaaS Sales & Business Marketing Support Services & Training SalesChannel Europe ©2012 All rights reserved 57
  • 54. SaaS Mindset Old Paradigm New Paradigm Be rational Be passionate Be cautious Lead, don’t follow Aim to satisfy Aim to surprise Be practical Be unreasonable Innovate when necessary Innovate incessantly Get it mostly right Sweat the details Think like an engineer and Think like an engineer and feel like an accountant feel like an artist SalesChannel Europe ©2012 All rights reserved 58
  • 55. SaaS Success FactorsSoftware Service Past Future SalesChannel Europe ©2012 All rights reserved 59
  • 56. Cloud adoptionSalesChannel Europe ©2012 All rights reserved www.flickr.com/photos/koffiemetkoek/6012189679
  • 57. Cloud Business Reports 61
  • 58. Cloud Adoption AdvisorSalesChannel Europe ©2012 All rights reserved 62
  • 59. Major Cloud winsSalesChannel Europe ©2012 All rights reserved 63
  • 60. Cloud JobsSalesChannel Europe ©2012 All rights reserved 64
  • 61. New Competitorsenter the market 65
  • 62. Taxi Driver SalesChannel Europe ©2012 All rights reserved 66
  • 63. SaaS Acceleration Workshop Outputs1. 7 KSFs Self-Scoring Matrix1. Visioning Exercise: What will success look like in 20142. Identify key Enablers & Barriers to SaaS Success SalesChannel Europe ©2012 All rights reserved
  • 64. SaaS Acceleration Workshop Outputs4. What is our Offer? Value Proposition5. Who do we sell to and how do we Generate Demand?6. Sales Acceleration Action Plan SalesChannel Europe ©2012 All rights reserved
  • 65. Failure comes early successTakes time
  • 66. Drive Execution Through Program Management Process Definition Program/ Project Definition Governance SalesChannel Europe ©2012 All rights reserved
  • 67. Get it rightwww.flickr.com/photos/winemegup/3641912321
  • 68. Get it right www.flickr.com/photos/littlebabyjesus/123838009
  • 69. SaaS-Suite 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