The world has changed
TwoQuestions?
1. Reality or illusion?                          www.flickr.com/photos/tomwachtel/5765694718
2. Opportunity or threat?         www.flickr.com/photos/squeakywheel/252715820
Is thisgoing to be   Easy?
Small hint!
Game-Changer
The Game
The Game
Game ChangerCustomers                        Economy                  SaaS-Suite               SaaS/Online Services
What is SaaS?Software as a Service (SaaS) is a softwaredistribution model in which applicationsare hosted by a vendor or s...
What isdriving
#1. The Post-PC areawww.flickr.com/photos/40137058@N07/4573180041
#2. Consumerisation of IT
SaaS = IT transformationwww.flickr.com/photos/e2conf/6348172393
Get it rightwww.flickr.com/photos/winemegup/3641912321
Get it wrong               www.flickr.com/photos/roome/3390682853
Always room for more     www.flickr.com/photos/40137058@N07/4719315756
You feel like this?
Help! Where do I start?
thinkdif erent  f
“Every battle is won_ before it is fought.”                Sun Tzu                544 - 496 BC
A fresh perspective                      26
Strategic questions
If SaaS is the ANSWERWhat is theQUESTION?
What is the problemfor which you arethe SOLUTION?
1   The Buyer’s Journey2   The End2End Customer Experience3   SaaS Success Factors
Start with the Buyer’s Journey                         Search              Refer                   Find         Support   ...
Start with the Buyer’s Journey  Multiplier                                             Now or Never                       ...
Eliminating barriers to success           34
1   The Buyer’s Journey2   The End2End Customer Experience3   SaaS Success Factors
SalesCentric thinking   The E2E CustomerExperience
WHAT andHOW
Understand how they decide
Buyer Personas
Target different buyer personas
MIT Experiment
“I am the worlds worstsalesman, therefore Imust make it easy forcustomers to buy.”                      F. W. Woolworth   ...
Customer Experience Map Phases          Feelings         Memory   Impact on Loyalty  WOW           “I Love it”        High...
Change your thinking      www.flickr.com/photos/oriol_gascon/2172565951
The hard way
AND thinking
Child-like thinking    www.flickr.com/photos/toekneesan/3847444842
Create simpleValue Propositions
Social media
Tipping the FunnelJosh Bernoff & Charlene Li                             Josh Bernoff & Ted Schadler
Avoid ‘Hole-in-one’ thinking             www.flickr.com/photos/turbotoddi/2932650574
1   The Buyer’s Journey2   The End2End Customer Experience3   SaaS Success Factors
Saas Success Factors = Cloud Adoption
SaaS Success Factors                SalesChannel Europe ©2012 All rights reserved   54
SaaS Success Factors: Do’s1. Remember the Cloud = business model transformation2. Get an Executive Sponsor3. Use key month...
SaaS Success Factors: Donts1. Don’t think that this will be easy2. Don’t think of SaaS as just an other new product3. Don’...
SaaS Success Factors                        Business                        Strategy Operations                           ...
SaaS Mindset  Old Paradigm                               New Paradigm  Be rational                                Be passi...
SaaS Success FactorsSoftware                           Service    Past                                 Future             ...
Cloud adoptionSalesChannel Europe ©2012 All rights reserved                                                www.flickr.com/...
Cloud Business Reports                     61
Cloud Adoption AdvisorSalesChannel Europe ©2012 All rights reserved   62
Major Cloud winsSalesChannel Europe ©2012 All rights reserved           63
Cloud JobsSalesChannel Europe ©2012 All rights reserved                64
New Competitorsenter the market               65
Taxi Driver              SalesChannel Europe ©2012 All rights reserved   66
SaaS Acceleration Workshop Outputs1. 7 KSFs Self-Scoring Matrix1. Visioning Exercise: What will   success look like in 201...
SaaS Acceleration Workshop Outputs4. What is our Offer?   Value Proposition5. Who do we sell to and how   do we Generate D...
Failure comes early successTakes time
Drive Execution Through Program Management                                                                         Process...
Get it rightwww.flickr.com/photos/winemegup/3641912321
Get it right               www.flickr.com/photos/littlebabyjesus/123838009
SaaS-Suite                        David R Ednie                      President & CEO                  SalesChannel Europe ...
Moving To The Cloud Means Business Transformation
Moving To The Cloud Means Business Transformation
Moving To The Cloud Means Business Transformation
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 all common sense, but common sense is seldom common practice.

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Transcript of "Moving To The Cloud Means Business Transformation"

  1. 1. The world has changed
  2. 2. TwoQuestions?
  3. 3. 1. Reality or illusion? www.flickr.com/photos/tomwachtel/5765694718
  4. 4. 2. Opportunity or threat? www.flickr.com/photos/squeakywheel/252715820
  5. 5. Is thisgoing to be Easy?
  6. 6. Small hint!
  7. 7. Game-Changer
  8. 8. The Game
  9. 9. The Game
  10. 10. Game ChangerCustomers Economy SaaS-Suite SaaS/Online Services
  11. 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. 12. What isdriving
  13. 13. #1. The Post-PC areawww.flickr.com/photos/40137058@N07/4573180041
  14. 14. #2. Consumerisation of IT
  15. 15. SaaS = IT transformationwww.flickr.com/photos/e2conf/6348172393
  16. 16. Get it rightwww.flickr.com/photos/winemegup/3641912321
  17. 17. Get it wrong www.flickr.com/photos/roome/3390682853
  18. 18. Always room for more www.flickr.com/photos/40137058@N07/4719315756
  19. 19. You feel like this?
  20. 20. Help! Where do I start?
  21. 21. thinkdif erent f
  22. 22. “Every battle is won_ before it is fought.” Sun Tzu 544 - 496 BC
  23. 23. A fresh perspective 26
  24. 24. Strategic questions
  25. 25. If SaaS is the ANSWERWhat is theQUESTION?
  26. 26. What is the problemfor which you arethe SOLUTION?
  27. 27. 1 The Buyer’s Journey2 The End2End Customer Experience3 SaaS Success Factors
  28. 28. Start with the Buyer’s Journey Search Refer Find Support Qualify Differentiate Up-sell Try Manage Buy Activate
  29. 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. 30. Eliminating barriers to success 34
  31. 31. 1 The Buyer’s Journey2 The End2End Customer Experience3 SaaS Success Factors
  32. 32. SalesCentric thinking The E2E CustomerExperience
  33. 33. WHAT andHOW
  34. 34. Understand how they decide
  35. 35. Buyer Personas
  36. 36. Target different buyer personas
  37. 37. MIT Experiment
  38. 38. “I am the worlds worstsalesman, therefore Imust make it easy forcustomers to buy.” F. W. Woolworth April 13, 1852 – April 8, 1919
  39. 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. 40. Change your thinking www.flickr.com/photos/oriol_gascon/2172565951
  41. 41. The hard way
  42. 42. AND thinking
  43. 43. Child-like thinking www.flickr.com/photos/toekneesan/3847444842
  44. 44. Create simpleValue Propositions
  45. 45. Social media
  46. 46. Tipping the FunnelJosh Bernoff & Charlene Li Josh Bernoff & Ted Schadler
  47. 47. Avoid ‘Hole-in-one’ thinking www.flickr.com/photos/turbotoddi/2932650574
  48. 48. 1 The Buyer’s Journey2 The End2End Customer Experience3 SaaS Success Factors
  49. 49. Saas Success Factors = Cloud Adoption
  50. 50. SaaS Success Factors SalesChannel Europe ©2012 All rights reserved 54
  51. 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. 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. 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. 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. 55. SaaS Success FactorsSoftware Service Past Future SalesChannel Europe ©2012 All rights reserved 59
  56. 56. Cloud adoptionSalesChannel Europe ©2012 All rights reserved www.flickr.com/photos/koffiemetkoek/6012189679
  57. 57. Cloud Business Reports 61
  58. 58. Cloud Adoption AdvisorSalesChannel Europe ©2012 All rights reserved 62
  59. 59. Major Cloud winsSalesChannel Europe ©2012 All rights reserved 63
  60. 60. Cloud JobsSalesChannel Europe ©2012 All rights reserved 64
  61. 61. New Competitorsenter the market 65
  62. 62. Taxi Driver SalesChannel Europe ©2012 All rights reserved 66
  63. 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. 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. 65. Failure comes early successTakes time
  66. 66. Drive Execution Through Program Management Process Definition Program/ Project Definition Governance SalesChannel Europe ©2012 All rights reserved
  67. 67. Get it rightwww.flickr.com/photos/winemegup/3641912321
  68. 68. Get it right www.flickr.com/photos/littlebabyjesus/123838009
  69. 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
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