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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 …

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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  • 1. Dawning of the post-digital age
  • 2. Adapt or die
  • 3. New (Digitally Disrupted) Office
  • 4. New (Digitally Disrupted) Lifestyles
  • 5. BIG Opportunities
  • 6. Seeing the (Digitally Disrupted) future
  • 7. Reasonable people “When they imagine the future, they only see the present.”
  • 8. OLD THINKING NEW TECHNOLOGY FAIL X =
  • 9. Future reality
  • 10. The End2End Customer Experience How do you measure success?
  • 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. Customer Adoption is the New ROI
  • 13. Think outside the boxTarget tomorrow’s customers
  • 14. Inspire early adopters
  • 15. Capture their imaginations
  • 16. “Reasons lead to conclusions. Emotions lead to actions.” - Saatchi & Saatchi
  • 17. Get it right
  • 18. Get it wrong
  • 19. What is your Growth Strategy?
  • 20. Growth strategy
  • 21. Growth strategy
  • 22. Growth Mindset1 Product/Market Fit2 Constant Adaption3
  • 23. Future focus
  • 24. Innovation
  • 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. 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. Be disruptive, not sustaining Defend & Extend Thinking Attack & Explore Thinking Source: Create Marketplace Disruption by Adam Hartung, Pearson Education, Inc. 2009
  • 28. Business uncertainty Business
  • 29. Change your thinking www.flickr.com/photos/oriol_gascon/2172565951
  • 30. The hard way
  • 31. AND Thinking
  • 32. AND Thinking
  • 33. AND Thinking
  • 34. Be disruptive, not sustaining Source: Create Marketplace Disruption by Adam Hartung, Pearson Education, Inc. 2009 Defend & Extend Thinking Attack & Explore Thinking
  • 35. Growth Mindset1 Product/Market Fit2 Constant Adaption3
  • 36. Build a better mouse trap
  • 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 Constant Adaption3
  • 41. Speed of change
  • 42. Responding to change
  • 43. Change happens
  • 44. Competingfor Relevance
  • 45. New levels of business value
  • 46. GTM / Sales Acceleration Business Plan
  • 47. GTM Action Plan
  • 48. The Sales Channel Mix
  • 49. Accelerating Time to Activation Search Find Qualify Try Buy Activate Manage Up-sell Support Refer Differentiate Accelerating Time to Activation
  • 50. Inspire early adopters
  • 51. The mobile generation Understand the Customer
  • 52. “Change is difficult. Not changing is fatal”
  • 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. The Cloud is . . .
  • 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. Get it right
  • 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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