Value Migration: The future for Hosters lies in moving up the value chain into Hosted business applications and services to avoid low-end commoditization. What is your strategy to successfully sell, service and support these high value/high touch hosted business services?

1. www.flickr.com/photos/caribb/4694032267

2. Window of opportunity
www.flickr.com/photos/samikrc/2880877343

3. 18 February 2011 3

4. 4

5. The world has changed

6. Everything is moving to the web
www.flickr.com/photos/netphotography/2563348357

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

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

9. Game Changer
Customers Economy
You
Online Services
www.flickr.com/photos/dweinberger/896628236

10. Get it right
www.flickr.com/photos/winemegup/3641912321

11. Get it wrong
www.flickr.com/photos/roome/3390682853

12. Find 3 Take Aways

13. Game
changing
questions

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

16. www.flickr.com/photos/rankenjordan/3402723752

17. www.flickr.com/photos/rankenjordan/3401922415

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

21. You probably feel...

22. …you should feel like this
www.flickr.com/photos/darkpatator/395215642

23. …and this

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

25. Change =
Opportunity

26. think
dif erently
f

27. A fresh perspective
27

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?

32. Destination postcard

33. Identify barriers to success
www.flickr.com/photos/myklroventine/480909595

34. Change your thinking
www.flickr.com/photos/oriol_gascon/2172565951

35. The hard way

36. AND thinking

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

51. Capture their attention

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?

53. Messaging & Positioning

54. Influence is spread
through social media

55. Target tomorrow’s customers

56. Being Found/Findable

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

64. Collective focus
64

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

70. Next: What? and How?

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?

72. The Killer Question:

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

76. Get it right
www.flickr.com/photos/winemegup/3641912321

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