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Window of opportunity




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18 February 2011   3
4
The world has changed
Everything is moving to the web




               www.flickr.com/photos/netphotography/2563348357
The Game

http://cache.daylife.com/imageserve/00hJ6wC4t695x/610x.jpg
The Game




http://www.chess-center.com/images/tournament.jpg
Game Changer


Customers                         Economy
                You

               Online Services
                             www.flickr.com/photos/dweinberger/896628236
Get it right
www.flickr.com/photos/winemegup/3641912321
Get it wrong




               www.flickr.com/photos/roome/3390682853
Find 3 Take Aways
Game
 changing
questions
Q1. Are the risks high?

Q2. Do you need to change?

Q3. Will some of you fail?
…and the answer is?

      www.flickr.com/photos/rankenjordan/3403645155
www.flickr.com/photos/rankenjordan/3402723752
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Who are the Cloud Computing Losers?*
*according to Quora respondents




                            SalesChannel Europe ©2011 All rights reserved   18
Why? Hosting Industry Evolution




                                                                                                 What is Your Strategy?
Value to customers




                                                                                           BSP
                                                                                Managed
                                                                                Services
                                                                                Provider

                                                          ASP
                                                                                    HSP
                                   Server Farms

                     Data Center

                                                     Time
                                         SalesChannel Europe ©2011 All rights reserved                                    19
Innovation before Profitability




                    SalesChannel Europe ©2011 All rights reserved   20
You probably feel...
…you should feel like this




           www.flickr.com/photos/darkpatator/395215642
…and this
Value Migration: 5 Key Trends:

 1   Massive disruptive change

 2   Everything is moving to the web

 3   Customers want to enjoy the benefits

 4   They want services not infrastructure

 5   HSP -> BSP
Change =
Opportunity
think
dif erently
  f
A fresh perspective
            27
By looking outside

     www.flickr.com/photos/cverdier/4402868869
Start with the Buyer’s Journey

                          Search
               Refer                    Find



         Support         How do you         Qualify
                         differentiate
                     at each point of the
                    customer’s journey?        Try
          Up-sell



              Manage                    Buy
                          Activate
Helping your customers move
their business to the cloud




Value Migration

                              www.flickr.com/photos/julishannon/2233750434
Value Migration: 5 Killer Questions:

 1   What is your Business Strategy?

 2 What is your Value Proposition?
 3 What are your Channels to Market?
 4 What is your Message & Positioning?
 5 How are you going to get there?
Destination postcard
Identify barriers to success
            www.flickr.com/photos/myklroventine/480909595
Change your thinking




      www.flickr.com/photos/oriol_gascon/2172565951
The hard way
AND thinking
Change your view point




       www.flickr.com/photos/miikka_skaffari/4632166297
Child-like thinking




    www.flickr.com/photos/toekneesan/3847444842
Value Migration: 5 Killer Questions:

 1   What is your Business Strategy?

 2 What is your Value Proposition?
 3 What are your Channels to Market?
 4 What is your Message & Positioning?
 5 How are you going to get there?
Target specific customer groups




                 www.flickr.com/photos/superzelle/4608034587
Investment Strategy
                           Skills (People)




             Enterprise


  Needs
             Midmarket



             SOHO & SMB
                           Infrastructure
                          Marketing: Brand
                             Awareness
                            (Investment)
Value Migration: 5 Killer Questions:

 1   What is your Business Strategy?

 2 What is your Value Proposition?
 3 What are your Channels to Market?
 4 What is your Message & Positioning?
 5 How are you going to get there?
Rethink your Value Proposition




                 www.flickr.com/photos/kanaka/2395419030
Create a compelling Value Proposition




              Product     Service        Customer
                                        Experience
Create simple
Value Propositions
                     www.flickr.com/photos/xrrr/2321685873
Value Migration: 5 Killer Questions:

 1   What is your Business Strategy?

 2 What is your Value Proposition?
 3 What are your Channels to Market?
 4 What is your Message & Positioning?
 5 How are you going to get there?
Channels to Market


  Direct & Partners   Enterprise




 Online & Partners    Midmarket



  Online Channel
     Telesales        SOHO & SMB
     Partners
Channels to Market




       Direct   In-Direct   Online
       Sales      Sales     Sales


                                     48
Channels to Market




           Integrated Sales Machine


                                      49
Tipping the funnel




Josh Bernoff & Charlene Li
                             Josh Bernoff & Ted Schadler
Capture their attention
Value Migration: 5 Killer Questions:

 1   What is your Business Strategy?

 2 What is your Value Proposition?
 3 What are your Channels to Market?
 4 What is your Message & Positioning?
 5 How are you going to get there?
Messaging & Positioning
Influence is spread
through social media
Target tomorrow’s customers
Being Found/Findable
Standing out from the crowd
Value Migration: 5 Killer Questions:

 1   What is your Business Strategy?

 2 What is your Value Proposition?
 3 What are your Channels to Market?
 4 What is your Message & Positioning?
 5 How are you going to get there?
Wishing for change




     www.flickr.com/photos/superzelle/3853482206
It not a game of chance!
                           www.flickr.com/photos/kubina/185489325
Put your customer at the
centre of everything you do
              www.flickr.com/photos/nnova/2841741385
Focusing all your efforts on how they think




                                       www.flickr.com/photos/yanivg/418470817
Get everyone moving
in the same direction
                        www.flickr.com/photos/36665622@N00/253527065
Collective focus




                   64
Continuous adaptability




                          www.flickr.com/photos/josephrobertson/2693259390
Innovate continuously




                        www.flickr.com/photos/sundazed/2976653570
Think outside the box

                        www.flickr.com/photos/katerha/4813106031
Practical dilemma




    www.flickr.com/photos/sundazed/2940001447
You/Your
 company
    +
Your Hosted
  Services
    +

Together we can do more

                          www.flickr.com/photos/xrrr/2478140383
Next: What? and How?
Value Migration: 5 Killer Questions:

 1   What is your Business Strategy?

 2 What is your Value Proposition?
 3 What are your Channels to Market?
 4 What is your Message & Positioning?
 5 How are you going to get there?
The Killer Question:
The Killer Question:


  What is the problem
   for which you are
     the solution?
Strategic direction




                      www.flickr.com/photos/caribb/4694032267
Strategic direction




                      http://www.flickr.com/photos/ferranp/2333698704
Get it right
www.flickr.com/photos/winemegup/3641912321
David R Ednie
                      President & CEO
                  SalesChannel Europe
            Ph: +33 676 60 09 25 (FRA)
            Ph: +61 415 94 51 57 (AUS)
Email: david@saleschannel-europe.com
Website: www.saleschannel-europe.com
                   www.flickr.com/photos/horacio/3781750
                  www.flickr.com/photos/horacio/3781750
8 Key Success Factors
8 KSF’s in Actions
                                                                                                                                                                                           Mural's SaaS Key Success Factors ©




                                          1
1. SaaS Business Acceleration 2.0
                                                                            Competitive                                                                                                                                                                                     Online Customer                     Direct/Indirect Sales                     Organizational
                                                    Level                  Differentiation                  Messaging & Positioning                    Packaging & Pricing                        Web-Driven                       Demand Generation                          Experience                              Process                             Effectiveness                 Focus & Behavior
                                                                   Provider has created true Blue          Vertical (e.g. Real Estate),            Micro-market specific                Micro-market sales sites for          Micro-market specific demand            Integrated up-sell and cross-sell     Vertical or micro-market focused      Organization is designed and
                                                                   Ocean (aka uncontested market           Horizontal specialization (e.g.         packaging/bundling of service        specific vertical markets (e.g. real- generation campaigns with               activities into customer "control     channel partners with lead flow       internally aligned for change.
                                                                   space) by differentiating along a       Finance), or other micro-market         with vertically focused add-ons.     estate). Fully integrated PPC/SEO integration across all forms of             panel". Pro-active and ongoing        integrated into micro-marketing       Specific processes for continuous       Target Market
                                                      5            unique axis that reaches beyond         specific positioning. User focus        Market research used to              and pro-active analysis of web-       demand generation (e.g. PPC,            customer feedback management          campaigns. Channel partner            improvement. Healthy balance of          Focused w/
                                                 (Optimized)       current market boundaries and           groups or surveys are pro-actively      understand customer price-point      analytics                             Banner Ads, email, direct mail,         (surveys of customer panels by        branded sales sites. Integration of   management (stability) and               Continuous
                                                                   existing demand                         used to incorporate customer            sensitivities.                                                             print)                                  segment to assess overall             channel partner into knowledge        leadership (fostering change).
                                                                                                                                                                                                                                                                                                                                                                                          Improvement




   Workshop self-scoring snap shot of
                                                                                                           feedback into product life-cycle.                                                                                                                          customer experience, satisfaction,    base, live chat, etc.
                                                                                                                                                                                                                                                                      and future needs).




                                         Today
                                                                   Provider has differentiated with a Best Practice positioning based    Some type of unique                            Differentiated sub-sites and/or        Demand generation campaigns            Integrated online knowledge-base      Integrated lead/opportunity flow      Strong executive sponsorship for
                                                                   vertical market focus with vertical on a well-defined messaging &     differentiation of packaging or                landing pages aligned with best-       drive to a specific sub-site or        and live-chat for both sales          for channel partners. Mature          improving existing offerings and      Transition Phase -
                                                                   (or micro-market) specific add-on position framework (see             pricing that sets the provider apart           practice positioning of value          landing page. All campaign             support and post-sales support.       process for lead qualification and    adding new value-added service           Focused on
                                                      4            capabilities/features.              template). Customer centric       of the reset of the pack.                      proposition according to               activities are well coordinated and    Pro-active email communication        routing of leads. Customer            offerings. Proven organizational         Competitive
                                                 (Competitive)                                         positioning that blends customer-                                                messaging & positioning                integrated. Pro-active PPC/SEO         during first 30-60 days provides      segmentation and qualification        agility and rapid time-to-market in    Differentiation &
                                                                                                       benefit as the solution for the                                                  framework                              campaign management with               training, tips, tricks, etc.          "drives" the opportunity              response to competitive threats.
                                                                                                                                                                                                                                                                                                                                                                                             Discrete
                                                                                                       customer pain point/problem.                                                                                            periodic (e.g. bi-weekly)                                                    management. Willing to "walk




   your business today
                                                                                                                                                                                                                               refinement.                                                                  away" from bad opportunities.                                                 Improvements

                                                                   Provider has differentiated from Customer centric positioning with              Small number (2-3) of different      Best-practice site that allows         Makes use of pro-active             Self-guided sales experience, self- Pro-active management of direct            Organizational alignment around
                                                                   the competition by bundling         Benefits (e.g. Anytime, Anywhere            customer/user "plans" that align     customers to 1) Search; 2) Find;       PPC/SEO campaigns. All demand admin capabilities, no barriers to sales, inside sales, and channel                  business objectives and customer
                                                                   additional services or capabilities access), then supporting benefits           correctly with end-user or           3) Self Qualify; 4) Try (Free Trial    generation activities lead to one sale via web, or phone. Easy          partners. Focus on customer                needs. Organizational ability to       End-Customer
                                                       3           not offered by the competition.     points, then features as                    customer personas. Value             where possible); 5) Make the           place -- the web-site.              signup and activation.              segmentation and lead                      repeatedly follow a relatively short
                                                                                                                                                                                                                                                                                                                                                                                       Focused & Service-
                                                 (Predictable)                                         appropriate. Consistent                     differentiation between different    buying decision; 6) Buy; 7)                                                                                    qualification. Pro-active training.        and defined life-cycle for the
                                                                                                       application of messaging                    price plans is clear and             Activate. Web-site is the focal                                                                                Overlay sales team with deep               successful introduction of new or         Driven
                                                                                                       throughout ALL collateral.                  significant.                         point of the business.                                                                                         solution expertise supports all            revised product offerings.
                                                                                                                                                                                                                                                                                                       channels.
                                                                   Provider's offering is functionaly      Still product and feature centric Competitive pricing and correct            Customers can search, find, and        PPC/SEO and other demand            Self-guided signup, support,        Direct Sales, indirect channels,           Good executive leadership in
                                                                   equivalent to that of other             positioning with progress towards packaging, but actively working to         buy. Provider is actively working      generation capabilities are         and/or self-administration but      telesales, but with ineffective            place and committed to drive
                                                                   providers, resulting in a "my           customer-centric benefits         eliminate other inhibitors (e.g.           to ensure that all of the              leveraged, but with some            inhibited in some way -- e.g.       processes for lead qualification           change and improve business




2. Identify key actions / improvements
                                                                   feature X beats your feature X"         positioning. Typically a lack of  contract minimums).                        information required to make a         inhibiting factors that limit their overly complex registration         and routing of leads to "best              performance by driving                Transition Phase -
                                                       2
                                                                   competitive differentiation tactic,     consistent application of                                                    successful buying decision is on       effectiveness (e.g. mismatch        process, complex activation.        qualified" channel. Provider is            improvements in accordance with       Focused on Initial
                                                  (Inhibited)      but ultimately resulting in a price-    messaging across all channels                                                the site and correctly presented,      between PPC terms and landing Active progress is being made to actively working to train sales and                 the "key success factors".                 Change
                                                                   competitive sale.                       and collateral.                                                              eliminating any final inhibitors to    page positioning). Active progress eliminate remaining inhibitors.      revise processes to improve
                                                                                                                                                                                        selling.                               is being made to eliminate                                              effectiveness.
                                                                                                                                                                                                                               remaining inhibitors
                                                                   Provider is offering the exact          Positioning is completely product       Typically characterized by         Customers are unable to find             No PPC/SEO campaigns. Other No self-signup capability, direct           Direct sales only. No pro-active           Ad-hoc organizational and
                                                                   same service offering as other          and feature centric. Positioning is     uncompetitive pricing, minimum offering, presentation is                    demand generation activities (e.g. sales interaction required. No       lead qualification. No customer            departmental behaviors with a
                                                                   providers (perhaps based on third-      effective only for customers who        contract terms, minimum # of       confusing, no online self-               Print ads, direct mail, etc) do not offering self-administration.       segmentation by size or industry.          lack of internal alignment towards




   you can undertake for each KSF
                                                                   party technologies) with no             already know what they need and         users, confusing pricing, too many subscription is available.               leverage the web-site.                                                  Characterized by tendancy to               achieving a common vision or          Product-Dependent
                                                       1
                                                                   opportunity for true differentiation,   are already familiar with the           tiers of service, multiple tiers                                                                                                                    focus too far up-market. Long              business objectives.                   Focus & Ad-Hoc
                                                 (Ineffective)     resulting in a Red Ocean in which       specific application domain.            instead of "add-on" options.                                                                                                                        sales cycles. Lack of "solution                                                      Behavior
                                                                   the only remaining competetive                                                                                                                                                                                                      specialist" capability results in
                                                                   differentiator is price.                                                                                                                                                                                                            inability to overcome common ob




   area                                                                                                                                                                                      Mural's SaaS Key Success Factors ©




                                          2           Level
                                                                              Competitive
                                                                             Differentiation                  Messaging & Positioning                   Packaging & Pricing                        Web-Driven                       Demand Generation
                                                                                                                                                                                                                                                                             Online Customer
                                                                                                                                                                                                                                                                               Experience
                                                                                                                                                                                                                                                                                                                Direct/Indirect Sales
                                                                                                                                                                                                                                                                                                                      Process
                                                                                                                                                                                                                                                                                                                                                          Organizational
                                                                                                                                                                                                                                                                                                                                                          Effectiveness                 Focus & Behavior




3. Implement actions / improvements
                                                                    Provider has created true Blue           Vertical (e.g. Real Estate),           Micro-market specific                Micro-market sales sites for          Micro-market specific demand           Integrated up-sell and cross-sell     Vertical or micro-market focused      Organization is designed and
                                                                    Ocean (aka uncontested market            Horizontal specialization (e.g.        packaging/bundling of service        specific vertical markets (e.g. real- generation campaigns with              activities into customer "control     channel partners with lead flow       internally aligned for change.
                                                                    space) by differentiating along a        Finance), or other micro-market        with vertically focused add-ons.     estate). Fully integrated PPC/SEO integration across all forms of            panel". Pro-active and ongoing        integrated into micro-marketing       Specific processes for continuous       Target Market
                                                        5           unique axis that reaches beyond          specific positioning. User focus       Market research used to              and pro-active analysis of web-       demand generation (e.g. PPC,           customer feedback management          campaigns. Channel partner            improvement. Healthy balance of          Focused w/
                                                   (Optimized)      current market boundaries and            groups or surveys are pro-actively     understand customer price-point      analytics                             Banner Ads, email, direct mail,        (surveys of customer panels by        branded sales sites. Integration of   management (stability) and               Continuous
                                                                    existing demand                          used to incorporate customer           sensitivities.                                                             print)                                 segment to assess overall             channel partner into knowledge        leadership (fostering change).
                                                                                                                                                                                                                                                                                                                                                                                          Improvement




                                    + 6 m.
                                                                                                             feedback into product life-cycle.                                                                                                                        customer experience, satisfaction,    base, live chat, etc.
                                                                                                                                                                                                                                                                      and future needs).




   giving priority to the Top 3 KSF
                                                                    Provider has differentiated with a Best Practice positioning based    Some type of unique                            Differentiated sub-sites and/or       Demand generation campaigns            Integrated online knowledge-base      Integrated lead/opportunity flow      Strong executive sponsorship for
                                                                    vertical market focus with vertical on a well-defined messaging &     differentiation of packaging or                landing pages aligned with best-      drive to a specific sub-site or        and live-chat for both sales          for channel partners. Mature          improving existing offerings and      Transition Phase -
                                                                    (or micro-market) specific add-on position framework (see             pricing that sets the provider apart           practice positioning of value         landing page. All campaign             support and post-sales support.       process for lead qualification and    adding new value-added service           Focused on
                                                       4            capabilities/features.              template). Customer centric       of the reset of the pack.                      proposition according to              activities are well coordinated and    Pro-active email communication        routing of leads. Customer            offerings. Proven organizational         Competitive
                                                  (Competitive)                                         positioning that blends customer-                                                messaging & positioning               integrated. Pro-active PPC/SEO         during first 30-60 days provides      segmentation and qualification        agility and rapid time-to-market in    Differentiation &
                                                                                                        benefit as the solution for the                                                  framework                             campaign management with               training, tips, tricks, etc.          "drives" the opportunity              response to competitive threats.
                                                                                                                                                                                                                                                                                                                                                                                             Discrete
                                                                                                        customer pain point/problem.                                                                                           periodic (e.g. bi-weekly)                                                    management. Willing to "walk
                                                                                                                                                                                                                               refinement.                                                                  away" from bad opportunities.                                                 Improvements




   areas for your business
                                                                    Provider has differentiated from Customer centric positioning with              Small number (2-3) of different      Best-practice site that allows        Makes use of pro-active             Self-guided sales experience, self- Pro-active management of direct            Organizational alignment around
                                                                    the competition by bundling         Benefits (e.g. Anytime, Anywhere            customer/user "plans" that align     customers to 1) Search; 2) Find;      PPC/SEO campaigns. All demand admin capabilities, no barriers to sales, inside sales, and channel                  business objectives and customer
                                                                    additional services or capabilities access), then supporting benefits           correctly with end-user or           3) Self Qualify; 4) Try (Free Trial   generation activities lead to one sale via web, or phone. Easy          partners. Focus on customer                needs. Organizational ability to       End-Customer
                                                        3           not offered by the competition.     points, then features as                    customer personas. Value             where possible); 5) Make the          place -- the web-site.              signup and activation.              segmentation and lead                      repeatedly follow a relatively short
                                                                                                                                                                                                                                                                                                                                                                                       Focused & Service-
                                                  (Predictable)                                         appropriate. Consistent                     differentiation between different    buying decision; 6) Buy; 7)                                                                                   qualification. Pro-active training.        and defined life-cycle for the
                                                                                                        application of messaging                    price plans is clear and             Activate. Web-site is the focal                                                                               Overlay sales team with deep               successful introduction of new or         Driven
                                                                                                        throughout ALL collateral.                  significant.                         point of the business.                                                                                        solution expertise supports all            revised product offerings.
                                                                                                                                                                                                                                                                                                       channels.
                                                                    Provider's offering is functionaly       Still product and feature centric Competitive pricing and correct           Customers can search, find, and       PPC/SEO and other demand            Self-guided signup, support,        Direct Sales, indirect channels,           Good executive leadership in
                                                                    equivalent to that of other              positioning with progress towards packaging, but actively working to        buy. Provider is actively working     generation capabilities are         and/or self-administration but      telesales, but with ineffective            place and committed to drive
                                                                    providers, resulting in a "my            customer-centric benefits         eliminate other inhibitors (e.g.          to ensure that all of the             leveraged, but with some            inhibited in some way -- e.g.       processes for lead qualification           change and improve business
                                                                    feature X beats your feature X"          positioning. Typically a lack of  contract minimums).                       information required to make a        inhibiting factors that limit their overly complex registration         and routing of leads to "best              performance by driving                Transition Phase -
                                                         2
                                                                    competitive differentiation tactic,      consistent application of                                                   successful buying decision is on      effectiveness (e.g. mismatch        process, complex activation.        qualified" channel. Provider is            improvements in accordance with       Focused on Initial
                                                    (Inhibited)




4. Evaluate results based on changes
                                                                    but ultimately resulting in a price-     messaging across all channels                                               the site and correctly presented,     between PPC terms and landing Active progress is being made to actively working to train sales and                 the "key success factors".                 Change
                                                                    competitive sale.                        and collateral.                                                             eliminating any final inhibitors to   page positioning). Active progress eliminate remaining inhibitors.      revise processes to improve
                                                                                                                                                                                         selling.                              is being made to eliminate                                              effectiveness.
                                                                                                                                                                                                                               remaining inhibitors
                                                                    Provider is offering the exact           Positioning is completely product      Typically characterized by         Customers are unable to find            No PPC/SEO campaigns. Other No self-signup capability, direct           Direct sales only. No pro-active           Ad-hoc organizational and
                                                                    same service offering as other           and feature centric. Positioning is    uncompetitive pricing, minimum offering, presentation is                   demand generation activities (e.g. sales interaction required. No       lead qualification. No customer            departmental behaviors with a
                                                                    providers (perhaps based on third-       effective only for customers who       contract terms, minimum # of       confusing, no online self-              Print ads, direct mail, etc) do not offering self-administration.       segmentation by size or industry.          lack of internal alignment towards
                                                                    party technologies) with no              already know what they need and        users, confusing pricing, too many subscription is available.              leverage the web-site.                                                  Characterized by tendancy to               achieving a common vision or          Product-Dependent
                                                         1
                                                                    opportunity for true differentiation,    are already familiar with the          tiers of service, multiple tiers                                                                                                                   focus too far up-market. Long              business objectives.                   Focus & Ad-Hoc




   made and update scoring on each
                                                   (Ineffective)    resulting in a Red Ocean in which        specific application domain.           instead of "add-on" options.                                                                                                                       sales cycles. Lack of "solution                                                      Behavior
                                                                    the only remaining competetive                                                                                                                                                                                                     specialist" capability results in
                                                                    differentiator is price.                                                                                                                                                                                                           inability to overcome common ob




   KSF                                                                                                                                                                                       Mural's SaaS Key Success Factors ©




                                          3            Level
                                                                               Competitive
                                                                              Differentiation
                                                                     Provider has created true Blue
                                                                                                              Messaging & Positioning
                                                                                                             Vertical (e.g. Real Estate),
                                                                                                                                                         Packaging & Pricing
                                                                                                                                                    Micro-market specific
                                                                                                                                                                                                    Web-Driven
                                                                                                                                                                                         Micro-market sales sites for
                                                                                                                                                                                                                                    Demand Generation
                                                                                                                                                                                                                               Micro-market specific demand
                                                                                                                                                                                                                                                                             Online Customer
                                                                                                                                                                                                                                                                               Experience
                                                                                                                                                                                                                                                                       Integrated up-sell and cross-sell
                                                                                                                                                                                                                                                                                                                 Direct/Indirect Sales
                                                                                                                                                                                                                                                                                                                       Process
                                                                                                                                                                                                                                                                                                            Vertical or micro-market focused
                                                                                                                                                                                                                                                                                                                                                          Organizational
                                                                                                                                                                                                                                                                                                                                                          Effectiveness
                                                                                                                                                                                                                                                                                                                                                  Organization is designed and
                                                                                                                                                                                                                                                                                                                                                                                        Focus & Behavior




5. Translate lessons-learned from one
                                                                     Ocean (aka uncontested market           Horizontal specialization (e.g.        packaging/bundling of service        specific vertical markets (e.g. real- generation campaigns with               activities into customer "control    channel partners with lead flow       internally aligned for change.
                                                                     space) by differentiating along a       Finance), or other micro-market        with vertically focused add-ons.     estate). Fully integrated PPC/SEO integration across all forms of             panel". Pro-active and ongoing       integrated into micro-marketing       Specific processes for continuous       Target Market
                                                        5            unique axis that reaches beyond         specific positioning. User focus       Market research used to              and pro-active analysis of web-       demand generation (e.g. PPC,            customer feedback management         campaigns. Channel partner            improvement. Healthy balance of          Focused w/
                                                   (Optimized)       current market boundaries and           groups or surveys are pro-actively     understand customer price-point      analytics                             Banner Ads, email, direct mail,         (surveys of customer panels by       branded sales sites. Integration of   management (stability) and               Continuous
                                                                     existing demand                         used to incorporate customer           sensitivities.                                                             print)                                  segment to assess overall            channel partner into knowledge        leadership (fostering change).




                                      + 12 m.
                                                                                                                                                                                                                                                                                                                                                                                          Improvement
                                                                                                             feedback into product life-cycle.                                                                                                                         customer experience, satisfaction,   base, live chat, etc.
                                                                                                                                                                                                                                                                       and future needs).
                                                                     Provider has differentiated with a Best Practice positioning based    Some type of unique                           Differentiated sub-sites and/or        Demand generation campaigns            Integrated online knowledge-base     Integrated lead/opportunity flow      Strong executive sponsorship for
                                                                     vertical market focus with vertical on a well-defined messaging &     differentiation of packaging or               landing pages aligned with best-       drive to a specific sub-site or        and live-chat for both sales         for channel partners. Mature          improving existing offerings and      Transition Phase -




   KSF area to another, share across
                                                                     (or micro-market) specific add-on position framework (see             pricing that sets the provider apart          practice positioning of value          landing page. All campaign             support and post-sales support.      process for lead qualification and    adding new value-added service           Focused on
                                                        4            capabilities/features.              template). Customer centric       of the reset of the pack.                     proposition according to               activities are well coordinated and    Pro-active email communication       routing of leads. Customer            offerings. Proven organizational         Competitive
                                                   (Competitive)                                         positioning that blends customer-                                               messaging & positioning                integrated. Pro-active PPC/SEO         during first 30-60 days provides     segmentation and qualification        agility and rapid time-to-market in    Differentiation &
                                                                                                         benefit as the solution for the                                                 framework                              campaign management with               training, tips, tricks, etc.         "drives" the opportunity              response to competitive threats.
                                                                                                                                                                                                                                                                                                                                                                                             Discrete
                                                                                                         customer pain point/problem.                                                                                           periodic (e.g. bi-weekly)                                                   management. Willing to "walk
                                                                                                                                                                                                                                refinement.                                                                 away" from bad opportunities.                                                 Improvements

                                                                     Provider has differentiated from Customer centric positioning with             Small number (2-3) of different      Best-practice site that allows         Makes use of pro-active             Self-guided sales experience, self- Pro-active management of direct           Organizational alignment around
                                                                     the competition by bundling         Benefits (e.g. Anytime, Anywhere           customer/user "plans" that align     customers to 1) Search; 2) Find;       PPC/SEO campaigns. All demand admin capabilities, no barriers to sales, inside sales, and channel                 business objectives and customer




   the organisation
                                                                     additional services or capabilities access), then supporting benefits          correctly with end-user or           3) Self Qualify; 4) Try (Free Trial    generation activities lead to one sale via web, or phone. Easy          partners. Focus on customer               needs. Organizational ability to       End-Customer
                                                         3           not offered by the competition.     points, then features as                   customer personas. Value             where possible); 5) Make the           place -- the web-site.              signup and activation.              segmentation and lead                     repeatedly follow a relatively short
                                                                                                                                                                                                                                                                                                                                                                                       Focused & Service-
                                                   (Predictable)                                         appropriate. Consistent                    differentiation between different    buying decision; 6) Buy; 7)                                                                                    qualification. Pro-active training.       and defined life-cycle for the
                                                                                                         application of messaging                   price plans is clear and             Activate. Web-site is the focal                                                                                Overlay sales team with deep              successful introduction of new or         Driven
                                                                                                         throughout ALL collateral.                 significant.                         point of the business.                                                                                         solution expertise supports all           revised product offerings.
                                                                                                                                                                                                                                                                                                        channels.
                                                                     Provider's offering is functionaly      Still product and feature centric Competitive pricing and correct           Customers can search, find, and        PPC/SEO and other demand            Self-guided signup, support,        Direct Sales, indirect channels,          Good executive leadership in
                                                                     equivalent to that of other             positioning with progress towards packaging, but actively working to        buy. Provider is actively working      generation capabilities are         and/or self-administration but      telesales, but with ineffective           place and committed to drive
                                                                     providers, resulting in a "my           customer-centric benefits         eliminate other inhibitors (e.g.          to ensure that all of the              leveraged, but with some            inhibited in some way -- e.g.       processes for lead qualification          change and improve business
                                                                     feature X beats your feature X"         positioning. Typically a lack of  contract minimums).                       information required to make a         inhibiting factors that limit their overly complex registration         and routing of leads to "best             performance by driving                Transition Phase -
                                                         2
                                                                     competitive differentiation tactic,     consistent application of                                                   successful buying decision is on       effectiveness (e.g. mismatch        process, complex activation.        qualified" channel. Provider is           improvements in accordance with       Focused on Initial
                                                    (Inhibited)      but ultimately resulting in a price-    messaging across all channels                                               the site and correctly presented,      between PPC terms and landing Active progress is being made to actively working to train sales and                the "key success factors".                 Change
                                                                     competitive sale.                       and collateral.                                                             eliminating any final inhibitors to    page positioning). Active progress eliminate remaining inhibitors.      revise processes to improve




6. Repeat cycle, starting at 2 (above)
                                                                                                                                                                                         selling.                               is being made to eliminate                                              effectiveness.
                                                                                                                                                                                                                                remaining inhibitors
                                                                     Provider is offering the exact          Positioning is completely product      Typically characterized by         Customers are unable to find             No PPC/SEO campaigns. Other No self-signup capability, direct           Direct sales only. No pro-active          Ad-hoc organizational and
                                                                     same service offering as other          and feature centric. Positioning is    uncompetitive pricing, minimum offering, presentation is                    demand generation activities (e.g. sales interaction required. No       lead qualification. No customer           departmental behaviors with a
                                                                     providers (perhaps based on third-      effective only for customers who       contract terms, minimum # of       confusing, no online self-               Print ads, direct mail, etc) do not offering self-administration.       segmentation by size or industry.         lack of internal alignment towards
                                                                     party technologies) with no             already know what they need and        users, confusing pricing, too many subscription is available.               leverage the web-site.                                                  Characterized by tendancy to              achieving a common vision or          Product-Dependent
                                                         1
                                                                     opportunity for true differentiation,   are already familiar with the          tiers of service, multiple tiers                                                                                                                    focus too far up-market. Long             business objectives.                   Focus & Ad-Hoc
                                                   (Ineffective)     resulting in a Red Ocean in which       specific application domain.           instead of "add-on" options.                                                                                                                        sales cycles. Lack of "solution                                                     Behavior
                                                                     the only remaining competetive                                                                                                                                                                                                     specialist" capability results in
                                                                     differentiator is price.                                                                                                                                                                                                           inability to overcome common ob
David R Ednie
                      President & CEO
                  SalesChannel Europe
            Ph: +33 676 60 09 25 (FRA)
            Ph: +61 415 94 51 57 (AUS)
Email: david@saleschannel-europe.com
Website: www.saleschannel-europe.com
                 www.flickr.com/photos/kubina/441918214

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Value Migration: Capturing the Transformational Impact of Cloud Services

  • 2. Window of opportunity www.flickr.com/photos/samikrc/2880877343
  • 4. 4
  • 5. The world has changed
  • 6. Everything is moving to the web www.flickr.com/photos/netphotography/2563348357
  • 9. Game Changer Customers Economy You Online Services www.flickr.com/photos/dweinberger/896628236
  • 11. Get it wrong www.flickr.com/photos/roome/3390682853
  • 12. Find 3 Take Aways
  • 14. Q1. Are the risks high? Q2. Do you need to change? Q3. Will some of you fail?
  • 15. …and the answer is? www.flickr.com/photos/rankenjordan/3403645155
  • 18. Who are the Cloud Computing Losers?* *according to Quora respondents SalesChannel Europe ©2011 All rights reserved 18
  • 19. Why? Hosting Industry Evolution What is Your Strategy? Value to customers BSP Managed Services Provider ASP HSP Server Farms Data Center Time SalesChannel Europe ©2011 All rights reserved 19
  • 20. Innovation before Profitability SalesChannel Europe ©2011 All rights reserved 20
  • 22. …you should feel like this www.flickr.com/photos/darkpatator/395215642
  • 24. Value Migration: 5 Key Trends: 1 Massive disruptive change 2 Everything is moving to the web 3 Customers want to enjoy the benefits 4 They want services not infrastructure 5 HSP -> BSP
  • 28. By looking outside www.flickr.com/photos/cverdier/4402868869
  • 29. Start with the Buyer’s Journey Search Refer Find Support How do you Qualify differentiate at each point of the customer’s journey? Try Up-sell Manage Buy Activate
  • 30. Helping your customers move their business to the cloud Value Migration www.flickr.com/photos/julishannon/2233750434
  • 31. Value Migration: 5 Killer Questions: 1 What is your Business Strategy? 2 What is your Value Proposition? 3 What are your Channels to Market? 4 What is your Message & Positioning? 5 How are you going to get there?
  • 33. Identify barriers to success www.flickr.com/photos/myklroventine/480909595
  • 34. Change your thinking www.flickr.com/photos/oriol_gascon/2172565951
  • 37. Change your view point www.flickr.com/photos/miikka_skaffari/4632166297
  • 38. Child-like thinking www.flickr.com/photos/toekneesan/3847444842
  • 39. Value Migration: 5 Killer Questions: 1 What is your Business Strategy? 2 What is your Value Proposition? 3 What are your Channels to Market? 4 What is your Message & Positioning? 5 How are you going to get there?
  • 40. Target specific customer groups www.flickr.com/photos/superzelle/4608034587
  • 41. Investment Strategy Skills (People) Enterprise Needs Midmarket SOHO & SMB Infrastructure Marketing: Brand Awareness (Investment)
  • 42. Value Migration: 5 Killer Questions: 1 What is your Business Strategy? 2 What is your Value Proposition? 3 What are your Channels to Market? 4 What is your Message & Positioning? 5 How are you going to get there?
  • 43. Rethink your Value Proposition www.flickr.com/photos/kanaka/2395419030
  • 44. Create a compelling Value Proposition Product Service Customer Experience
  • 45. Create simple Value Propositions www.flickr.com/photos/xrrr/2321685873
  • 46. Value Migration: 5 Killer Questions: 1 What is your Business Strategy? 2 What is your Value Proposition? 3 What are your Channels to Market? 4 What is your Message & Positioning? 5 How are you going to get there?
  • 47. Channels to Market Direct & Partners Enterprise Online & Partners Midmarket Online Channel Telesales SOHO & SMB Partners
  • 48. Channels to Market Direct In-Direct Online Sales Sales Sales 48
  • 49. Channels to Market Integrated Sales Machine 49
  • 50. Tipping the funnel Josh Bernoff & Charlene Li Josh Bernoff & Ted Schadler
  • 52. Value Migration: 5 Killer Questions: 1 What is your Business Strategy? 2 What is your Value Proposition? 3 What are your Channels to Market? 4 What is your Message & Positioning? 5 How are you going to get there?
  • 57. Standing out from the crowd
  • 58. Value Migration: 5 Killer Questions: 1 What is your Business Strategy? 2 What is your Value Proposition? 3 What are your Channels to Market? 4 What is your Message & Positioning? 5 How are you going to get there?
  • 59. Wishing for change www.flickr.com/photos/superzelle/3853482206
  • 60. It not a game of chance! www.flickr.com/photos/kubina/185489325
  • 61. Put your customer at the centre of everything you do www.flickr.com/photos/nnova/2841741385
  • 62. Focusing all your efforts on how they think www.flickr.com/photos/yanivg/418470817
  • 63. Get everyone moving in the same direction www.flickr.com/photos/36665622@N00/253527065
  • 65. Continuous adaptability www.flickr.com/photos/josephrobertson/2693259390
  • 66. Innovate continuously www.flickr.com/photos/sundazed/2976653570
  • 67. Think outside the box www.flickr.com/photos/katerha/4813106031
  • 68. Practical dilemma www.flickr.com/photos/sundazed/2940001447
  • 69. You/Your company + Your Hosted Services + Together we can do more www.flickr.com/photos/xrrr/2478140383
  • 71. Value Migration: 5 Killer Questions: 1 What is your Business Strategy? 2 What is your Value Proposition? 3 What are your Channels to Market? 4 What is your Message & Positioning? 5 How are you going to get there?
  • 73. The Killer Question: What is the problem for which you are the solution?
  • 74. Strategic direction www.flickr.com/photos/caribb/4694032267
  • 75. Strategic direction http://www.flickr.com/photos/ferranp/2333698704
  • 77. David R Ednie President & CEO SalesChannel Europe Ph: +33 676 60 09 25 (FRA) Ph: +61 415 94 51 57 (AUS) Email: david@saleschannel-europe.com Website: www.saleschannel-europe.com www.flickr.com/photos/horacio/3781750 www.flickr.com/photos/horacio/3781750
  • 78. 8 Key Success Factors
  • 79. 8 KSF’s in Actions Mural's SaaS Key Success Factors © 1 1. SaaS Business Acceleration 2.0 Competitive Online Customer Direct/Indirect Sales Organizational Level Differentiation Messaging & Positioning Packaging & Pricing Web-Driven Demand Generation Experience Process Effectiveness Focus & Behavior Provider has created true Blue Vertical (e.g. Real Estate), Micro-market specific Micro-market sales sites for Micro-market specific demand Integrated up-sell and cross-sell Vertical or micro-market focused Organization is designed and Ocean (aka uncontested market Horizontal specialization (e.g. packaging/bundling of service specific vertical markets (e.g. real- generation campaigns with activities into customer "control channel partners with lead flow internally aligned for change. space) by differentiating along a Finance), or other micro-market with vertically focused add-ons. estate). Fully integrated PPC/SEO integration across all forms of panel". Pro-active and ongoing integrated into micro-marketing Specific processes for continuous Target Market 5 unique axis that reaches beyond specific positioning. User focus Market research used to and pro-active analysis of web- demand generation (e.g. PPC, customer feedback management campaigns. Channel partner improvement. Healthy balance of Focused w/ (Optimized) current market boundaries and groups or surveys are pro-actively understand customer price-point analytics Banner Ads, email, direct mail, (surveys of customer panels by branded sales sites. Integration of management (stability) and Continuous existing demand used to incorporate customer sensitivities. print) segment to assess overall channel partner into knowledge leadership (fostering change). Improvement Workshop self-scoring snap shot of feedback into product life-cycle. customer experience, satisfaction, base, live chat, etc. and future needs). Today Provider has differentiated with a Best Practice positioning based Some type of unique Differentiated sub-sites and/or Demand generation campaigns Integrated online knowledge-base Integrated lead/opportunity flow Strong executive sponsorship for vertical market focus with vertical on a well-defined messaging & differentiation of packaging or landing pages aligned with best- drive to a specific sub-site or and live-chat for both sales for channel partners. Mature improving existing offerings and Transition Phase - (or micro-market) specific add-on position framework (see pricing that sets the provider apart practice positioning of value landing page. All campaign support and post-sales support. process for lead qualification and adding new value-added service Focused on 4 capabilities/features. template). Customer centric of the reset of the pack. proposition according to activities are well coordinated and Pro-active email communication routing of leads. Customer offerings. Proven organizational Competitive (Competitive) positioning that blends customer- messaging & positioning integrated. Pro-active PPC/SEO during first 30-60 days provides segmentation and qualification agility and rapid time-to-market in Differentiation & benefit as the solution for the framework campaign management with training, tips, tricks, etc. "drives" the opportunity response to competitive threats. Discrete customer pain point/problem. periodic (e.g. bi-weekly) management. Willing to "walk your business today refinement. away" from bad opportunities. Improvements Provider has differentiated from Customer centric positioning with Small number (2-3) of different Best-practice site that allows Makes use of pro-active Self-guided sales experience, self- Pro-active management of direct Organizational alignment around the competition by bundling Benefits (e.g. Anytime, Anywhere customer/user "plans" that align customers to 1) Search; 2) Find; PPC/SEO campaigns. All demand admin capabilities, no barriers to sales, inside sales, and channel business objectives and customer additional services or capabilities access), then supporting benefits correctly with end-user or 3) Self Qualify; 4) Try (Free Trial generation activities lead to one sale via web, or phone. Easy partners. Focus on customer needs. Organizational ability to End-Customer 3 not offered by the competition. points, then features as customer personas. Value where possible); 5) Make the place -- the web-site. signup and activation. segmentation and lead repeatedly follow a relatively short Focused & Service- (Predictable) appropriate. Consistent differentiation between different buying decision; 6) Buy; 7) qualification. Pro-active training. and defined life-cycle for the application of messaging price plans is clear and Activate. Web-site is the focal Overlay sales team with deep successful introduction of new or Driven throughout ALL collateral. significant. point of the business. solution expertise supports all revised product offerings. channels. Provider's offering is functionaly Still product and feature centric Competitive pricing and correct Customers can search, find, and PPC/SEO and other demand Self-guided signup, support, Direct Sales, indirect channels, Good executive leadership in equivalent to that of other positioning with progress towards packaging, but actively working to buy. Provider is actively working generation capabilities are and/or self-administration but telesales, but with ineffective place and committed to drive providers, resulting in a "my customer-centric benefits eliminate other inhibitors (e.g. to ensure that all of the leveraged, but with some inhibited in some way -- e.g. processes for lead qualification change and improve business 2. Identify key actions / improvements feature X beats your feature X" positioning. Typically a lack of contract minimums). information required to make a inhibiting factors that limit their overly complex registration and routing of leads to "best performance by driving Transition Phase - 2 competitive differentiation tactic, consistent application of successful buying decision is on effectiveness (e.g. mismatch process, complex activation. qualified" channel. Provider is improvements in accordance with Focused on Initial (Inhibited) but ultimately resulting in a price- messaging across all channels the site and correctly presented, between PPC terms and landing Active progress is being made to actively working to train sales and the "key success factors". Change competitive sale. and collateral. eliminating any final inhibitors to page positioning). Active progress eliminate remaining inhibitors. revise processes to improve selling. is being made to eliminate effectiveness. remaining inhibitors Provider is offering the exact Positioning is completely product Typically characterized by Customers are unable to find No PPC/SEO campaigns. Other No self-signup capability, direct Direct sales only. No pro-active Ad-hoc organizational and same service offering as other and feature centric. Positioning is uncompetitive pricing, minimum offering, presentation is demand generation activities (e.g. sales interaction required. No lead qualification. No customer departmental behaviors with a providers (perhaps based on third- effective only for customers who contract terms, minimum # of confusing, no online self- Print ads, direct mail, etc) do not offering self-administration. segmentation by size or industry. lack of internal alignment towards you can undertake for each KSF party technologies) with no already know what they need and users, confusing pricing, too many subscription is available. leverage the web-site. Characterized by tendancy to achieving a common vision or Product-Dependent 1 opportunity for true differentiation, are already familiar with the tiers of service, multiple tiers focus too far up-market. Long business objectives. Focus & Ad-Hoc (Ineffective) resulting in a Red Ocean in which specific application domain. instead of "add-on" options. sales cycles. Lack of "solution Behavior the only remaining competetive specialist" capability results in differentiator is price. inability to overcome common ob area Mural's SaaS Key Success Factors © 2 Level Competitive Differentiation Messaging & Positioning Packaging & Pricing Web-Driven Demand Generation Online Customer Experience Direct/Indirect Sales Process Organizational Effectiveness Focus & Behavior 3. Implement actions / improvements Provider has created true Blue Vertical (e.g. Real Estate), Micro-market specific Micro-market sales sites for Micro-market specific demand Integrated up-sell and cross-sell Vertical or micro-market focused Organization is designed and Ocean (aka uncontested market Horizontal specialization (e.g. packaging/bundling of service specific vertical markets (e.g. real- generation campaigns with activities into customer "control channel partners with lead flow internally aligned for change. space) by differentiating along a Finance), or other micro-market with vertically focused add-ons. estate). Fully integrated PPC/SEO integration across all forms of panel". Pro-active and ongoing integrated into micro-marketing Specific processes for continuous Target Market 5 unique axis that reaches beyond specific positioning. User focus Market research used to and pro-active analysis of web- demand generation (e.g. PPC, customer feedback management campaigns. Channel partner improvement. Healthy balance of Focused w/ (Optimized) current market boundaries and groups or surveys are pro-actively understand customer price-point analytics Banner Ads, email, direct mail, (surveys of customer panels by branded sales sites. Integration of management (stability) and Continuous existing demand used to incorporate customer sensitivities. print) segment to assess overall channel partner into knowledge leadership (fostering change). Improvement + 6 m. feedback into product life-cycle. customer experience, satisfaction, base, live chat, etc. and future needs). giving priority to the Top 3 KSF Provider has differentiated with a Best Practice positioning based Some type of unique Differentiated sub-sites and/or Demand generation campaigns Integrated online knowledge-base Integrated lead/opportunity flow Strong executive sponsorship for vertical market focus with vertical on a well-defined messaging & differentiation of packaging or landing pages aligned with best- drive to a specific sub-site or and live-chat for both sales for channel partners. Mature improving existing offerings and Transition Phase - (or micro-market) specific add-on position framework (see pricing that sets the provider apart practice positioning of value landing page. All campaign support and post-sales support. process for lead qualification and adding new value-added service Focused on 4 capabilities/features. template). Customer centric of the reset of the pack. proposition according to activities are well coordinated and Pro-active email communication routing of leads. Customer offerings. Proven organizational Competitive (Competitive) positioning that blends customer- messaging & positioning integrated. Pro-active PPC/SEO during first 30-60 days provides segmentation and qualification agility and rapid time-to-market in Differentiation & benefit as the solution for the framework campaign management with training, tips, tricks, etc. "drives" the opportunity response to competitive threats. Discrete customer pain point/problem. periodic (e.g. bi-weekly) management. Willing to "walk refinement. away" from bad opportunities. Improvements areas for your business Provider has differentiated from Customer centric positioning with Small number (2-3) of different Best-practice site that allows Makes use of pro-active Self-guided sales experience, self- Pro-active management of direct Organizational alignment around the competition by bundling Benefits (e.g. Anytime, Anywhere customer/user "plans" that align customers to 1) Search; 2) Find; PPC/SEO campaigns. All demand admin capabilities, no barriers to sales, inside sales, and channel business objectives and customer additional services or capabilities access), then supporting benefits correctly with end-user or 3) Self Qualify; 4) Try (Free Trial generation activities lead to one sale via web, or phone. Easy partners. Focus on customer needs. Organizational ability to End-Customer 3 not offered by the competition. points, then features as customer personas. Value where possible); 5) Make the place -- the web-site. signup and activation. segmentation and lead repeatedly follow a relatively short Focused & Service- (Predictable) appropriate. Consistent differentiation between different buying decision; 6) Buy; 7) qualification. Pro-active training. and defined life-cycle for the application of messaging price plans is clear and Activate. Web-site is the focal Overlay sales team with deep successful introduction of new or Driven throughout ALL collateral. significant. point of the business. solution expertise supports all revised product offerings. channels. Provider's offering is functionaly Still product and feature centric Competitive pricing and correct Customers can search, find, and PPC/SEO and other demand Self-guided signup, support, Direct Sales, indirect channels, Good executive leadership in equivalent to that of other positioning with progress towards packaging, but actively working to buy. Provider is actively working generation capabilities are and/or self-administration but telesales, but with ineffective place and committed to drive providers, resulting in a "my customer-centric benefits eliminate other inhibitors (e.g. to ensure that all of the leveraged, but with some inhibited in some way -- e.g. processes for lead qualification change and improve business feature X beats your feature X" positioning. Typically a lack of contract minimums). information required to make a inhibiting factors that limit their overly complex registration and routing of leads to "best performance by driving Transition Phase - 2 competitive differentiation tactic, consistent application of successful buying decision is on effectiveness (e.g. mismatch process, complex activation. qualified" channel. Provider is improvements in accordance with Focused on Initial (Inhibited) 4. Evaluate results based on changes but ultimately resulting in a price- messaging across all channels the site and correctly presented, between PPC terms and landing Active progress is being made to actively working to train sales and the "key success factors". Change competitive sale. and collateral. eliminating any final inhibitors to page positioning). Active progress eliminate remaining inhibitors. revise processes to improve selling. is being made to eliminate effectiveness. remaining inhibitors Provider is offering the exact Positioning is completely product Typically characterized by Customers are unable to find No PPC/SEO campaigns. Other No self-signup capability, direct Direct sales only. No pro-active Ad-hoc organizational and same service offering as other and feature centric. Positioning is uncompetitive pricing, minimum offering, presentation is demand generation activities (e.g. sales interaction required. No lead qualification. No customer departmental behaviors with a providers (perhaps based on third- effective only for customers who contract terms, minimum # of confusing, no online self- Print ads, direct mail, etc) do not offering self-administration. segmentation by size or industry. lack of internal alignment towards party technologies) with no already know what they need and users, confusing pricing, too many subscription is available. leverage the web-site. Characterized by tendancy to achieving a common vision or Product-Dependent 1 opportunity for true differentiation, are already familiar with the tiers of service, multiple tiers focus too far up-market. Long business objectives. Focus & Ad-Hoc made and update scoring on each (Ineffective) resulting in a Red Ocean in which specific application domain. instead of "add-on" options. sales cycles. Lack of "solution Behavior the only remaining competetive specialist" capability results in differentiator is price. inability to overcome common ob KSF Mural's SaaS Key Success Factors © 3 Level Competitive Differentiation Provider has created true Blue Messaging & Positioning Vertical (e.g. Real Estate), Packaging & Pricing Micro-market specific Web-Driven Micro-market sales sites for Demand Generation Micro-market specific demand Online Customer Experience Integrated up-sell and cross-sell Direct/Indirect Sales Process Vertical or micro-market focused Organizational Effectiveness Organization is designed and Focus & Behavior 5. Translate lessons-learned from one Ocean (aka uncontested market Horizontal specialization (e.g. packaging/bundling of service specific vertical markets (e.g. real- generation campaigns with activities into customer "control channel partners with lead flow internally aligned for change. space) by differentiating along a Finance), or other micro-market with vertically focused add-ons. estate). Fully integrated PPC/SEO integration across all forms of panel". Pro-active and ongoing integrated into micro-marketing Specific processes for continuous Target Market 5 unique axis that reaches beyond specific positioning. User focus Market research used to and pro-active analysis of web- demand generation (e.g. PPC, customer feedback management campaigns. Channel partner improvement. Healthy balance of Focused w/ (Optimized) current market boundaries and groups or surveys are pro-actively understand customer price-point analytics Banner Ads, email, direct mail, (surveys of customer panels by branded sales sites. Integration of management (stability) and Continuous existing demand used to incorporate customer sensitivities. print) segment to assess overall channel partner into knowledge leadership (fostering change). + 12 m. Improvement feedback into product life-cycle. customer experience, satisfaction, base, live chat, etc. and future needs). Provider has differentiated with a Best Practice positioning based Some type of unique Differentiated sub-sites and/or Demand generation campaigns Integrated online knowledge-base Integrated lead/opportunity flow Strong executive sponsorship for vertical market focus with vertical on a well-defined messaging & differentiation of packaging or landing pages aligned with best- drive to a specific sub-site or and live-chat for both sales for channel partners. Mature improving existing offerings and Transition Phase - KSF area to another, share across (or micro-market) specific add-on position framework (see pricing that sets the provider apart practice positioning of value landing page. All campaign support and post-sales support. process for lead qualification and adding new value-added service Focused on 4 capabilities/features. template). Customer centric of the reset of the pack. proposition according to activities are well coordinated and Pro-active email communication routing of leads. Customer offerings. Proven organizational Competitive (Competitive) positioning that blends customer- messaging & positioning integrated. Pro-active PPC/SEO during first 30-60 days provides segmentation and qualification agility and rapid time-to-market in Differentiation & benefit as the solution for the framework campaign management with training, tips, tricks, etc. "drives" the opportunity response to competitive threats. Discrete customer pain point/problem. periodic (e.g. bi-weekly) management. Willing to "walk refinement. away" from bad opportunities. Improvements Provider has differentiated from Customer centric positioning with Small number (2-3) of different Best-practice site that allows Makes use of pro-active Self-guided sales experience, self- Pro-active management of direct Organizational alignment around the competition by bundling Benefits (e.g. Anytime, Anywhere customer/user "plans" that align customers to 1) Search; 2) Find; PPC/SEO campaigns. All demand admin capabilities, no barriers to sales, inside sales, and channel business objectives and customer the organisation additional services or capabilities access), then supporting benefits correctly with end-user or 3) Self Qualify; 4) Try (Free Trial generation activities lead to one sale via web, or phone. Easy partners. Focus on customer needs. Organizational ability to End-Customer 3 not offered by the competition. points, then features as customer personas. Value where possible); 5) Make the place -- the web-site. signup and activation. segmentation and lead repeatedly follow a relatively short Focused & Service- (Predictable) appropriate. Consistent differentiation between different buying decision; 6) Buy; 7) qualification. Pro-active training. and defined life-cycle for the application of messaging price plans is clear and Activate. Web-site is the focal Overlay sales team with deep successful introduction of new or Driven throughout ALL collateral. significant. point of the business. solution expertise supports all revised product offerings. channels. Provider's offering is functionaly Still product and feature centric Competitive pricing and correct Customers can search, find, and PPC/SEO and other demand Self-guided signup, support, Direct Sales, indirect channels, Good executive leadership in equivalent to that of other positioning with progress towards packaging, but actively working to buy. Provider is actively working generation capabilities are and/or self-administration but telesales, but with ineffective place and committed to drive providers, resulting in a "my customer-centric benefits eliminate other inhibitors (e.g. to ensure that all of the leveraged, but with some inhibited in some way -- e.g. processes for lead qualification change and improve business feature X beats your feature X" positioning. Typically a lack of contract minimums). information required to make a inhibiting factors that limit their overly complex registration and routing of leads to "best performance by driving Transition Phase - 2 competitive differentiation tactic, consistent application of successful buying decision is on effectiveness (e.g. mismatch process, complex activation. qualified" channel. Provider is improvements in accordance with Focused on Initial (Inhibited) but ultimately resulting in a price- messaging across all channels the site and correctly presented, between PPC terms and landing Active progress is being made to actively working to train sales and the "key success factors". Change competitive sale. and collateral. eliminating any final inhibitors to page positioning). Active progress eliminate remaining inhibitors. revise processes to improve 6. Repeat cycle, starting at 2 (above) selling. is being made to eliminate effectiveness. remaining inhibitors Provider is offering the exact Positioning is completely product Typically characterized by Customers are unable to find No PPC/SEO campaigns. Other No self-signup capability, direct Direct sales only. No pro-active Ad-hoc organizational and same service offering as other and feature centric. Positioning is uncompetitive pricing, minimum offering, presentation is demand generation activities (e.g. sales interaction required. No lead qualification. No customer departmental behaviors with a providers (perhaps based on third- effective only for customers who contract terms, minimum # of confusing, no online self- Print ads, direct mail, etc) do not offering self-administration. segmentation by size or industry. lack of internal alignment towards party technologies) with no already know what they need and users, confusing pricing, too many subscription is available. leverage the web-site. Characterized by tendancy to achieving a common vision or Product-Dependent 1 opportunity for true differentiation, are already familiar with the tiers of service, multiple tiers focus too far up-market. Long business objectives. Focus & Ad-Hoc (Ineffective) resulting in a Red Ocean in which specific application domain. instead of "add-on" options. sales cycles. Lack of "solution Behavior the only remaining competetive specialist" capability results in differentiator is price. inability to overcome common ob
  • 80. David R Ednie President & CEO SalesChannel Europe Ph: +33 676 60 09 25 (FRA) Ph: +61 415 94 51 57 (AUS) Email: david@saleschannel-europe.com Website: www.saleschannel-europe.com www.flickr.com/photos/kubina/441918214