Customer Adoption is the new ROI

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Time to Market is a misguided measure of success. Time to Market is necessary, but not sufficient. Time to Revenue is what really counts. How do you accelerate Time to Revenue? By focusing everything you do on maximising Customer Adoption. Because Customer Adoption is the ultimate measure of ROI.

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Customer Adoption is the new ROI

  1. 1. www.flickr.com/photos/freefoto/2539768604
  2. 2. The future has changed
  3. 3. Moving to the Cloud means change
  4. 4. 4
  5. 5. isCHANGING5
  6. 6. Change is Changing source: www.flickr.com/photos/davegray/6261268977 SalesChannel Europe ©2012 All rights reserved 6
  7. 7. Change is Changing source: www.flickr.com/photos/davegray/6266375337 SalesChannel Europe ©2012 All rights reserved 8
  8. 8. We want morePredictability 9
  9. 9. 10
  10. 10. We want lessUncertainty 11
  11. 11. The Cloud is the answer toBUSINESSUNCERTAINTY 12
  12. 12. Business Uncertainty“The rate of change in business today really puts you at a disadvantage if you make long-term investments in anything.” - a customer SalesChannel Europe ©2012 All rights reserved 13
  13. 13. Moving to the Cloud:opportunity or threat? www.flickr.com/photos/squeakywheel/252715820
  14. 14. Let’s take a closer look www.flickr.com/photos/katerha/7071545621
  15. 15. The Challenge is navigating the journey www.flickr.com/photos/aricee/62032975
  16. 16. A journey into the unknown
  17. 17. Get it rightwww.flickr.com/photos/winemegup/3641912321
  18. 18. Get it wrong www.flickr.com/photos/roome/3390682853
  19. 19. Customer Adoptionis the new 20
  20. 20. Customer Adoption is the new ROI Time to Market Time to Revenue Customer Adoption • Business/Offer strategy • Demand generation and incubation programs • Value proposition • Thought Leader/Influencer seeding programs • Marketing Plan • Getting talked about, creating a tipping point • Pricing and positioning • Sales channels trained, enabled and activated • Communications campaigns • Simple to purchase, easy to try before buy • Training sales channels • On-boarding innovators and early adopters • Sales incentives • Creating a remarkable customer experience • Customer promotions • Building buzz: recommendations & referrals • Ready for first customers • Maintaining buzz: staying connected to tribe SalesChannel Europe ©2012 All rights reserved
  21. 21. Customer Adoptionis the new 23
  22. 22. You feel like this?
  23. 23. A higher level perspective 26
  24. 24. CLOUD Delivery SaaS Service
  25. 25. 1 The Corporate Consumer2 The Psychology of Adoption3 Customer Adoption is the new ROI
  26. 26. Gartner Hype Cycle for Cloud Computing, 2012 SalesChannel Europe ©2012 All rights reserved 30
  27. 27. What is drivingAdoption?
  28. 28. The Post-PC era www.flickr.com/photos/gsfc/5958581666
  29. 29. The Post-PC era No BYOD No cloud No cloud No clients No clients No company 33
  30. 30. It’s all about empowering the individual
  31. 31. Smartphone sales surpasses PC sales in 2011 SalesChannel Europe ©2012 All rights reserved 35
  32. 32. Welcome to the Digital World *Derek Thompson is a senior editor at The Atlantic SalesChannel Europe ©2012 All rights reserved 36
  33. 33. B2B Shifts to B2C B to B B to CCustomer volume Restricted clientele Large, diversified clientele B2B buyers buy for their company, are are therefore B2C consumers buy for themselves or their family, forReason for purchase accountable. pleasure. In B2C, consumers can yield to impulse buying, or buy B2B buyers make reasoned purchases, using something theyÕve fallen in love with. The emotional professional procedures. component is important.Buyer behaviour Product positioning must be very clear, with the sales You have to be able to get people to buy for fun, present arguments down pat and a focus on specific added value the product attractively, stage it appropriately and use for the company. sales arguments that appeal to emotions. The B2B buying process is complex: first, it has to comply with business management practices (payment timelines, order approval, logistics, support and For the mass market, the buying process is simple becauseBuying process reporting) and second, the buying decision involves the act of buying is often the decision of a single person. many players and requires internal decision-making processes that can be very long. B2B buyers do not spend their own, but their companys Price is one of the main criteria for end consumers, since itMeans money, so do not see the expense in the same light. is their own money they are spending. Since B2B customers are fewer in number, representatives forge closer and more personalized links Relationships are more limited, with representatives oftenRelationship with them. Relational aspects are more important than never seeing a particular customer again. emotional factors, and loyalty is crucial. B2B products are often complex, since they have to Products are sold at the retail level. They involve all types,Products meet many requirements and involve a large number of from very simple to very complex. people. It can also involve wholesaling. SalesChannel Europe ©2012 All rights reserved 37
  34. 34. Birth of the…CorporateConsumer
  35. 35. Bring Your Own Devices www.flickr.com/photos/edyson/4494308719
  36. 36. 1 The Corporate Consumer2 The Psychology of Adoption3 Customer Adoption is the new ROI
  37. 37. www.flickr.com/photos/jetboy2007/1098551291Buyer behaviour
  38. 38. Understand how they decide
  39. 39. Buyer Personas
  40. 40. Delight tomorrow’s customers www.flickr.com/photos/thms/6700014993
  41. 41. Need to understand Barriers toADOPTION
  42. 42. Barriers to adoption www.flickr.com/photos/fuckyouninja/3774273742
  43. 43. Barriers to adoptionwww.flickr.com/photos/electrospray/127471156
  44. 44. Barriers to adoption www.flickr.com/photos/koffiemetkoek/6012189679
  45. 45. No. #1 unasked question www.flickr.com/photos/coreytempleton/3935005227
  46. 46. What is the “return path”?
  47. 47. What are we searching for? Predictors ofADOPTION
  48. 48. The Technology Adoption Life Cycle Main Street Base infrastructure deployed ”Tornado” Hypergrowth +1 marketing Mass market adoption Commoditization New Paradigm accepted by market Downward price pressure Just ship product / operational efficiency Get to new (lower) price points first Aim: establish ‘gorilla’ status Win customers for life Chasm End of Life Innovators Visionaries Pragmatists Conservatives Skeptics 2% 14% 34% 34% 16%Early Market Bowling AlleyVisionaries are influenced by techies Niche based adoption by verticalsProvide break-through competitive In advance of mass marketadvantage to pilot customers Keep providing whole product to new verticalsImmature product & custom solutions Customer-centric phase, until mass-market SalesChannel Europe ©2012 All rights reserved 52
  49. 49. Implications for Marketing Traditional Marketing / Brands Marketing 2.0 / Smart Brands Strategy Beliefs Plan Actions Process Principles Annual/quarterly horizon Daily adaption ROI Meaning Control Permanent crisis Consistency Surprise Data Intuition Fast turn-around Real time Centralised knowledge Decentralised knowledge Command and coordination Empowerment and networks Go-To-Market Distributed presence Message Content 53
  50. 50. Implications for Sales SalesChannel Europe ©2012 All rights reserved 54
  51. 51. Customer adoption www.flickr.com/photos/poptech2006/2972685098
  52. 52. Starts with the Buyer’s Journey Multiplier Now or Never Search Moments Moments Refer Find B A Support Qualify Differentiate Base Up-sell Try Acquire Manage Buy Keep or Lose Make or Break Moments Activate Moments
  53. 53. Example
  54. 54. Constant Contact 58
  55. 55. Constant Contact 59
  56. 56. Re-think your assumptions 60
  57. 57. Rethink your IT AssumptionsWhat are these assumptions? The current convention assumes the following: • Everyone works in an office. • The company owns the infrastructure, endpoints and applications. • Everything is eventually connected by a wire. • All applications are on-premise. • IT is a monolithic paradigm. • Applications come in suites.The new assumptions are actually today’s policy exceptions, meaning they addincremental costs to incorporate into the IT fabric: • Everything is mobile. • Endpoints and devices are more consumer-oriented and user-owned. • Everything is wireless. • Every device and user will consume cloud services. • The IT paradigm is “microcentric.” • Applications come from stores. SalesChannel Europe ©2012 All rights reserved 61
  58. 58. 1 The Corporate Consumer2 The Psychology of Adoption3 Customer Adoption is the new ROI
  59. 59. It’s not aboutSelling More Stuff www.flickr.com/photos/michaelholden/4148616920
  60. 60. It’s about something farmore important to us all
  61. 61. Customer Satisfaction Customer Service
  62. 62. Delivering a great E2E Customer Experience“The business is all about the customer. We need to be in as many channels as customers are in and align them as closely as we can, whether the customer is on smart phone, iPad or in a brick and mortar store. The goal is to have consistency and visibility across these channels and heighten our understanding of the customer.” - Gareth Beer, Ecommerce Manager Speedo International SalesChannel Europe ©2012 All rights reserved 66
  63. 63. Differentiation: 3 Levels of Perceived Value E2E Basic Product/Service: 3 Customer Experience • Technology • Price performance • Product quality 2 Support Services Basic Support Services: • Levels of support 1 Product/Service • Quality of service • Systems Your Cloud • Processes Services E2E Customer Experience: • People • Perceived value • High touch • Exceed customer expectations • Delight and astound customers SalesChannel Europe ©2011 All rights reserved 68
  64. 64. Example
  65. 65. Rackspace
  66. 66. WHAT andHOW
  67. 67. thinkdif erent f
  68. 68. Child-like thinking www.flickr.com/photos/toekneesan/3847444842
  69. 69. Favorite App? SalesChannel Europe ©2012 All rights reserved
  70. 70. (r)Evolution Re-imagine Re-think Re-invent Re-design Re-align Re-engage
  71. 71. Re-peatRe-peatRe-peat
  72. 72. Break through the glass ceiling
  73. 73. “When the rate ofchange externally isgreater than the rateof change internally,you have a problem.” - Jack Welch 78 www.flickr.com/photos/nathaninsandiego/3466495191
  74. 74. External speed of change www.flickr.com/photos/sergei24/306212854
  75. 75. Internal speed of change www.flickr.com/photos/14degrees/440515255
  76. 76. By becoming a…Trusted Advisor
  77. 77. …and drive Customer adoption www.flickr.com/photos/carbonnyc/3150765076
  78. 78. Business Drivers of Cloud Adoption 1 3 4 2Source: Survey conducted by IDG Connect on behalf of CA Technologies, October 2012 SalesChannel Europe ©2012 All rights reserved
  79. 79. Drivers of adoption www.flickr.com/photos/daniele_sartori/2371157397
  80. 80. Get it rightwww.flickr.com/photos/winemegup/3641912321
  81. 81. Your Cloud Services www.flickr.com/photos/horacio/3781750
  82. 82. Your Cloud Services David R Ednie President & CEO SalesChannel Europe Ph: +33 676 60 09 25 (FRA)Email: david@saleschannel-europe.comWebsite: www.saleschannel-europe.com www.flickr.com/photos/horacio/3781750

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