Understand the Customer

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Understanding the customer must lie at the foundation of your Business Strategy, your Business Model(s) resulting in Competitive Advantage. Not understanding the customer accounts for everything else we do in business.

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Understand the Customer

  1. 1. Dawning of the post-digital age
  2. 2. Adapt or die
  3. 3. New (Digitally Disrupted) Office
  4. 4. New (Digitally Disrupted) Lifestyles
  5. 5. BIG Opportunities
  6. 6. Seeing the (Digitally Disrupted) future
  7. 7. Reasonable people “When they imagine the future, they only see the present.”
  8. 8. OLD THINKING NEW TECHNOLOGY FAIL X =
  9. 9. Future reality
  10. 10. The End2End Customer Experience How do you measure success?
  11. 11. 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
  12. 12. Customer Adoption is the New ROI
  13. 13. Think outside the boxTarget tomorrow’s customers
  14. 14. Inspire early adopters
  15. 15. Capture their imaginations
  16. 16. “Reasons lead to conclusions. Emotions lead to actions.” - Saatchi & Saatchi
  17. 17. Get it right
  18. 18. Get it wrong
  19. 19. What is your Growth Strategy?
  20. 20. Growth strategy
  21. 21. Growth strategy
  22. 22. Growth Mindset1 Product/Market Fit2 Constant Adaption3
  23. 23. Future focus
  24. 24. Innovation
  25. 25. 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.
  26. 26. Disruptive Opportunity Matrix Extend White Space Defend ExtendCurrent New Current New Source: Create Marketplace Disruption by Adam Hartung, Pearson Education, Inc. 2009 Products Customers
  27. 27. Be disruptive, not sustaining Defend & Extend Thinking Attack & Explore Thinking Source: Create Marketplace Disruption by Adam Hartung, Pearson Education, Inc. 2009
  28. 28. Business uncertainty Business
  29. 29. Change your thinking www.flickr.com/photos/oriol_gascon/2172565951
  30. 30. The hard way
  31. 31. AND Thinking
  32. 32. AND Thinking
  33. 33. AND Thinking
  34. 34. Be disruptive, not sustaining Source: Create Marketplace Disruption by Adam Hartung, Pearson Education, Inc. 2009 Defend & Extend Thinking Attack & Explore Thinking
  35. 35. Growth Mindset1 Product/Market Fit2 Constant Adaption3
  36. 36. Build a better mouse trap
  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 Constant Adaption3
  41. 41. Speed of change
  42. 42. Responding to change
  43. 43. Change happens
  44. 44. Competingfor Relevance
  45. 45. New levels of business value
  46. 46. GTM / Sales Acceleration Business Plan
  47. 47. GTM Action Plan
  48. 48. The Sales Channel Mix
  49. 49. Accelerating Time to Activation Search Find Qualify Try Buy Activate Manage Up-sell Support Refer Differentiate Accelerating Time to Activation
  50. 50. Inspire early adopters
  51. 51. The mobile generation Understand the Customer
  52. 52. “Change is difficult. Not changing is fatal”
  53. 53. Customer Adoption Acceleration Workshop Differentiation Strategy The Sales Toolkit Creating an unpaid sales forceSalesChannel Europe ©2014 All rights reserved Basic Product/Service: • _____________________________ • _____________________________ • _____________________________ • _____________________________ Enhanced Services: • _____________________________ • _____________________________ • _____________________________ • _____________________________ • _____________________________ Support Services: • _____________________________ • _____________________________ • _____________________________ • _____________________________ Differen a on: 3 Levels of Perceived Value Basic Product/Servic Support Services Enhanced Services 1 2 3 Basic Product/Service Your Hosted Services SalesChannel Europe ©2014 All rights reserved Tipping the Funnel Clients: Actions: A B
  54. 54. The Cloud is . . .
  55. 55. 1. Customer Adoption is the new ROI 3 Takeaways from Today’s Session: 3. Business Agility is your ultimate competitive advantage 2. Lead with your unique value promise Understand the Customer
  56. 56. Get it right
  57. 57. 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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