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Microsoft Office GTM Masterclass
Creating a Compelling Value Proposition
Creating Competitive Separation
A step-by-step
ac...
Land grab mindset
People don't want to buy Cloud service they want to own
the business outcomes those services deliver
People don't buy the ...
Growth strategy I
Growth strategy II
is not a growth strategy
THE STATUS QUO
Think Beyond Products
1. Out-think
2. Out-innovate
3. Out-execute
Future success
means you must…
OLD THINKING
NEW TECHNOLOGY
FAIL
X
=
You can’t teach
an old dog new
tricks
VP of Growth
VP Cloud Services
VP of Customer
Success
Old dog,
new tricks
Get it right…
Get it wrong…
Agenda for today
Create a Compelling Value Proposition1
Differentiation at 3 levels of perceived value2
Strategy vs Execut...
3 Levels of Differentiation
What happens when we
Think Beyond Products?
Compelling Value Proposition
Challenges facing you...
Outcomes for today
Re-think your approach to GTM strategy and execution1
Capture actionable insights that you can use in y...
GTM / Sales Acceleration Toolkit
Visioning Exercise
What does success look like
in 2020?
Compelling Value
Proposition
Chal...
Agenda for today
Create a Compelling Value Proposition1
Differentiation at 3 levels of perceived value2
Strategy vs Execut...
Value proposition?
Value proposition?
Target
prospect
What are the key business
challenges facing your
target customers?
The question
What is the problem for
which your Cloud Services
are the solution?
The ultimate question
Business
challenges Problems they don’t want1
Results they don’t have2
Operational efficiency1
Business transformation2
Innovating
operations in the
age of the Cloud
Using the Cloud to
drive gr...
Focus on the problem
Compelling value proposition template
Challenges = Why change?
Why? What?
How?
and
Compelling value proposition template
3 Examples
Sample framework
35
O365 Skype for Business Dynamics 365 Azure Site Recovery
Why? Productivity Collaboration Business Effe...
Framing
your CVP
Framing your Compelling Value Proposition
1
The assertion
No 1 Challenge facing
companies today is
responding to change.
4...
Key learning points - creating a CVP
1
Help customers identify
and prioritize their key
business challenges
2
Translate th...
Agenda for today
Create a Compelling Value Proposition1
Differentiation at 3 levels of perceived value2
Strategy vs Execut...
Why differentiate?
1
Industry view
Digital Disruption =
Business Transformation.
Tidal Wave of business
change that’s happ...
Stand out from the crowd
Avoid the red ocean
Navigate
to blue
oceans
Differentiate or die
Cart before the horse
www.flickr.com/photos/clementlivolsi/4596430458
Build a better mouse trap
“If I had asked people what
they wanted, they would
have said faster horses.”
- Henry Ford
1863 - 1947
3 levels of clarity
Differentiation: 3 levels of perceived value
Basic Product/Service
Technology
Price performance
Product quality
1
Support ...
Price vs Value
3 Examples
Competitive separation
What makes
you different?
Customer Messaging Framework
56
Key learning points - Differentiation at 3 Levels
1
Think Beyond Products.
They think in terms of the
problem the customer...
Agenda for today
Create a Compelling Value Proposition1
Differentiation at 3 levels of perceived value2
Strategy vs Execut...
“The greatest danger in
times of turbulence is not
the turbulence - it is to act
with yesterday’s logic”. - Peter Drucker
Say goodbye to the past
The end of . . .
is not a growth strategy
THE STATUS QUO
Strategy vs Execution
Strategy-Execution matrix
Missed opportunity
Cannot validate if strategy is
good or should be reformulated
Succeed fast
Fo...
“Change is difficult.
Not changing is fatal”
Quick review
Create a Compelling Value Proposition1
Differentiation at 3 levels of perceived value2
Strategy vs Execution3...
GTM / Sales Acceleration Toolkit
Visioning Exercise
What does success look like
in 2020?
Compelling Value
Proposition
Chal...
Moving to the Cloud means business transformation
69
• The client has changed
• The buying process has changed
• The Sales...
“You do not discover the future,
you create it with the actions
you take today.”
Hope is not a strategy
You create your
future reality
Discipline &
prioritization
“Focus on the critical few…
NOT the insignificant many.”
1
2
3
My #3 actions:
4
5
If it is to be
it is up to me
Get it right…
Where do I
go from here?
“The final Workshop deliverable was a GTM Action Plan that mapped to functional owners in
Marketing, Sales and Support. Wh...
Get it right…
David R Ednie
President & CEO
SalesChannel Europe
Ph: +33 676 60 09 25 (FRA)
Email: david@saleschannel-europe.com
Website:...
GTM Masterclass Deck
GTM Masterclass Deck
GTM Masterclass Deck
GTM Masterclass Deck
GTM Masterclass Deck
GTM Masterclass Deck
GTM Masterclass Deck
GTM Masterclass Deck
GTM Masterclass Deck
GTM Masterclass Deck
GTM Masterclass Deck
GTM Masterclass Deck
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GTM Masterclass Deck

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Success in the Cloud requires 3 things:
1) A Compelling Value Proposition
2) Creating Competitive Separation
3) Strategy vs Execution. Making it happen requires execution

Published in: Business

GTM Masterclass Deck

  1. 1. Microsoft Office GTM Masterclass Creating a Compelling Value Proposition Creating Competitive Separation A step-by-step action plan to accelerate growth of Partner Cloud services
  2. 2. Land grab mindset
  3. 3. People don't want to buy Cloud service they want to own the business outcomes those services deliver People don't buy the way you sell You cannot grow your business fast enough or cost effectively the way we are doing it today The sales cycle -> The buyer’s journey Selling IT outcomes -> Selling business outcomes Transforming sales & marketing Making changes -> Sustainable change -> Transformation Three key challenges 1 2 3
  4. 4. Growth strategy I
  5. 5. Growth strategy II
  6. 6. is not a growth strategy THE STATUS QUO
  7. 7. Think Beyond Products
  8. 8. 1. Out-think 2. Out-innovate 3. Out-execute Future success means you must…
  9. 9. OLD THINKING NEW TECHNOLOGY FAIL X =
  10. 10. You can’t teach an old dog new tricks
  11. 11. VP of Growth VP Cloud Services VP of Customer Success Old dog, new tricks
  12. 12. Get it right…
  13. 13. Get it wrong…
  14. 14. Agenda for today Create a Compelling Value Proposition1 Differentiation at 3 levels of perceived value2 Strategy vs Execution3
  15. 15. 3 Levels of Differentiation What happens when we Think Beyond Products? Compelling Value Proposition Challenges facing your target customers?
  16. 16. Outcomes for today Re-think your approach to GTM strategy and execution1 Capture actionable insights that you can use in your Cloud Services business starting tomorrow2 Create a compelling and differentiated value proposition using the two GTM / sales acceleration tools presented 3
  17. 17. GTM / Sales Acceleration Toolkit Visioning Exercise What does success look like in 2020? Compelling Value Proposition Challenges facing your target customers? 3 Levels of Differentiation What happens when we Think Beyond Products? Demand Creation Campaign How do we start more sales conversations? Sales Toolkit How do we close more sales conversations? GTM Action Plan How do we execute across the organisation? GTM MASTERCLASS VIDEO
  18. 18. Agenda for today Create a Compelling Value Proposition1 Differentiation at 3 levels of perceived value2 Strategy vs Execution3
  19. 19. Value proposition?
  20. 20. Value proposition?
  21. 21. Target prospect
  22. 22. What are the key business challenges facing your target customers? The question
  23. 23. What is the problem for which your Cloud Services are the solution? The ultimate question
  24. 24. Business challenges Problems they don’t want1 Results they don’t have2
  25. 25. Operational efficiency1 Business transformation2 Innovating operations in the age of the Cloud Using the Cloud to drive growth & enhancing CX
  26. 26. Focus on the problem
  27. 27. Compelling value proposition template
  28. 28. Challenges = Why change? Why? What? How? and Compelling value proposition template
  29. 29. 3 Examples
  30. 30. Sample framework 35 O365 Skype for Business Dynamics 365 Azure Site Recovery Why? Productivity Collaboration Business Effectiveness Business Continuity Operational Effeciency Operational Effeciency Operational Effeciency Operational Effeciency 1. Get more done 1. Get more done 2. Get it done faster / less effort 2. Get it done faster / less effort 3. Be more responsive to customers 3. Faster /more effective Decision Making Business Transformation Business Transformation Business Transformation Business Transformation 1. Personal Productivity: 1. Collaboration: 1. Transform your ability to: > Team / Group Productivity > Team / Group Effectiveness > Shape Customer Experience > Organizational Effectiveness > Company Results 2. Organizational Effectiveness > greater responsiveness to changing priorities > ability to adapt to change > increased agility 3. Ability to Innovate: > better serve/retain existing customers > serve new customers > revenue growth How? O365 What? Product Description (SKU) Product Description (SKU) Product Description (SKU) Product Description (SKU) O365 E4 SfB E6
  31. 31. Framing your CVP
  32. 32. Framing your Compelling Value Proposition 1 The assertion No 1 Challenge facing companies today is responding to change. 4 Provide evidence The best way to provide evidence is by sharing Customer Success Stories. 2 The validation Companies need to increase revenues, lower costs, and delight customers. Doing that requires reinventing the operating model. The next-generation operating model for the digital world by McKinsey&Company, March ‘17 3 How we can help We provide companies undergoing change with all the Digital Infrastructure that they will need to be successful in their digital transformation, such as: 1. _______________________ 2. _______________________ 3. _______________________
  33. 33. Key learning points - creating a CVP 1 Help customers identify and prioritize their key business challenges 2 Translate the customer’s IT challenges into desired Business Outcomes 3 Provide compelling answers to the 3 unasked questions: ‘Why Change?’ ‘Why Now?’ ‘Why You?’ using the ‘What?’ and the ‘How?’ Successful Cloud Service Providers:
  34. 34. Agenda for today Create a Compelling Value Proposition1 Differentiation at 3 levels of perceived value2 Strategy vs Execution3
  35. 35. Why differentiate? 1 Industry view Digital Disruption = Business Transformation. Tidal Wave of business change that’s happening right now. How are you going to position yourself to profit from it? 3 Customer view Easier to find, engage with, buy from Cloud Service Providers that offer services that lead with their customers desired business outcomes. 2 Business view Businesses that successfully differentiate themselves or their products/services have: • Higher revenues • Better margins • Lower selling costs • Less price pressure • Less discounting • Avoid commoditization • Lower levels of churn • Happier customers • Happier employees • Higher market valuations • Happier investors and shareholders
  36. 36. Stand out from the crowd
  37. 37. Avoid the red ocean
  38. 38. Navigate to blue oceans
  39. 39. Differentiate or die
  40. 40. Cart before the horse
  41. 41. www.flickr.com/photos/clementlivolsi/4596430458 Build a better mouse trap
  42. 42. “If I had asked people what they wanted, they would have said faster horses.” - Henry Ford 1863 - 1947
  43. 43. 3 levels of clarity
  44. 44. Differentiation: 3 levels of perceived value Basic Product/Service Technology Price performance Product quality 1 Support Services Levels of support Quality of service Systems Processes 2 E2E Customer Experience People Perceived value High touch Exceed customer expectations Delight and astound customers 3 Your Cloud Services 1 2 3
  45. 45. Price vs Value
  46. 46. 3 Examples
  47. 47. Competitive separation What makes you different?
  48. 48. Customer Messaging Framework 56
  49. 49. Key learning points - Differentiation at 3 Levels 1 Think Beyond Products. They think in terms of the problem the customer is trying to solve. 2 Create competitive separation by answering the question: “what makes us different” and therefore better. 3 Create sustainable competitive advantage by answering to the question: “what makes us different at 3 levels of Customer Perceived Value”. Successful Cloud Service Providers:
  50. 50. Agenda for today Create a Compelling Value Proposition1 Differentiation at 3 levels of perceived value2 Strategy vs Execution3
  51. 51. “The greatest danger in times of turbulence is not the turbulence - it is to act with yesterday’s logic”. - Peter Drucker
  52. 52. Say goodbye to the past
  53. 53. The end of . . .
  54. 54. is not a growth strategy THE STATUS QUO
  55. 55. Strategy vs Execution
  56. 56. Strategy-Execution matrix Missed opportunity Cannot validate if strategy is good or should be reformulated Succeed fast Focus on next strategic opportunity Slow death Cannot determine what is working/not working Fail fast Revise strategy quickly and start over PoorGreat Poor Effective STRATEGY EXECUTION
  57. 57. “Change is difficult. Not changing is fatal”
  58. 58. Quick review Create a Compelling Value Proposition1 Differentiation at 3 levels of perceived value2 Strategy vs Execution3 Competing to remain relevant to tomorrow’s customers
  59. 59. GTM / Sales Acceleration Toolkit Visioning Exercise What does success look like in 2020? Compelling Value Proposition Challenges facing your target customers? 3 Levels of Differentiation What happens when we Think Beyond Products? Demand Creation Campaign How do we start more sales conversations? Sales Toolkit How do we close more sales conversations? GTM Action Plan How do we execute across the organisation?
  60. 60. Moving to the Cloud means business transformation 69 • The client has changed • The buying process has changed • The Sales Cycle -> The Customer’s Journey • Market segmentation -> Buyer personas • Marketing -> Digital -> Social Media -> Social Influence -> Social Selling • Demand Generation • User Value Proposition and Persona Messaging • Marketing Manger -> Community Manager • Internal Alignment • Execution • Sales Channel alignment • Multi-channel touchpoint experience • E2E Customer Experience Rethink the customer Rethink sales & marketing Rethink your organization Business transformation Channel transformation The Cloud = massive change  
  61. 61. “You do not discover the future, you create it with the actions you take today.”
  62. 62. Hope is not a strategy
  63. 63. You create your future reality
  64. 64. Discipline & prioritization
  65. 65. “Focus on the critical few… NOT the insignificant many.”
  66. 66. 1 2 3 My #3 actions: 4 5
  67. 67. If it is to be it is up to me
  68. 68. Get it right…
  69. 69. Where do I go from here?
  70. 70. “The final Workshop deliverable was a GTM Action Plan that mapped to functional owners in Marketing, Sales and Support. What I witnessed over those 2 days was remarkable and transformational. The workshop exceeded my expectations on multiple levels and this was shared by all participants who came away inspired and energized.!" Nick Sone, Director Cloud, Optus, Australia Who is David Ednie? What do clients say? “The workshop defined major changes for the company in the light of the market development and the management team went back, rewrote the Corporate Strategy, defined 5 Key Workstreams and implemented the changes over a short period of time. David was an inspiration for the whole process and the future strategy. As he said: The answer is in the room!” Christian Winther, CEO, Hostnordic Group “In a fast changing world, planning is the first critical step to successful evolution and change. I feel very fortunate that David Ednie assisted Interactive through our important planning workshops. His energy, experience and technical knowledge were critical to the step-changes we achieved – he challenged us to find new ways to think and solve problems. I highly recommend David as brilliant facilitator.” Christopher Ride, Managing Director, Interactive Pty Ltd David R Ednie is President and CEO of SalesChannel Europe. He is acknowledged as an expert in Cloud GTM Strategy and Execution, Cloud Sales Acceleration, Acceleration of Customer Adoption of Cloud Services and End2End Customer Experience. David has over 25 years international business experience working in culturally diverse markets in Europe, the Middle East, Africa, Central and Eastern Europe and Australia. GTM Leadership and Execution Over 90 Partner Engagements 23 Countries “The workshop concept provides a sustainable framework with a clear path for successful implementation. We work very closely with David to educate our Top Direct CSPs and transform them to leading Managed Service Providers.” Thilo Kraus, CSP Program Lead, Microsoft Germany Offer Definition Workshops GTM Workshop Programs Demand Creation Campaigns Sales Execution Cloud Services GTM and Sales Acceleration Workshops
  71. 71. Get it right…
  72. 72. David R Ednie President & CEO SalesChannel Europe Ph: +33 676 60 09 25 (FRA) Email: david@saleschannel-europe.com Website: www.saleschannel-europe.com

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