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Achieving Growth: 3 Keys to Accelerating Adoption of Your Cloud Services
The document discusses strategies for accelerating time to revenue and customer adoption of new products or services. It emphasizes the importance of developing the business strategy, value proposition, marketing plan and sales channels early on. It also stresses the need to generate demand, influence early adopters and opinion leaders, create buzz in the market to reach a tipping point, and provide an easy and remarkable customer experience. The goal is to transition customers efficiently through the adoption curve from early adopters to the mainstream market.
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Achieving Growth: 3 Keys to Accelerating Adoption of Your Cloud Services
- 2. Accelerating Time toRevenue Time to Market • • • • • • • • • Business/Offer strategy Value proposition Marketing Plan Pricing and positioning Communications campaigns Training sales channels Sales incentives Customer promotions Ready for first customers Time to Revenue • • • • • • • • • Customer Demand generation and incubation programs Adoption Thought Leader/Influencer seeding programs Getting talked about, creating a tipping point Simple to purchase, easy to try before buy Sales channels trained, enabled and activated On-boarding innovators and early adopters Creating a remarkable customer experience Building buzz: recommendations & referrals Maintaining buzz: staying connected to tribe
- 3. Customer Adoption is theNew ROI
- 4. Target early adopters Thinkoutside the box
- 5. Accelerating Customer Adoptionof Cloud Services Influencer/Adopter Programs Influence Generation: Capture the hearts and minds of Tech savvy early adopters, opinion leaders and influencers Early Adopter Market Channel Partners GTM Strategy & Business Plan Channel readiness & activation Demand Generation Mainstream Market DANGER - CHASM! A Build the buzz!!!! B • • • • • • • Build sales channels Create capacity to service demand Create a tipping point Technology Innovators 2% Distributors Retailers Resellers VARs Service Providers System Integrators Consulting Partners Visionaries Pragmatists Conservatives Sceptics 14% 34% 34% 16% PERCENTAGE OF POPULATION Technology Vendors TIME
- 6. The old GoldenRule in Sales was: Find out what your customers want, and give it to them.
- 7. The new GoldenRule in Sales is: Give your customers the ability to do what they can’t currently do but would want to if they only knew it was possible.
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- 13. What is yourGrowth Strategy?
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- 15. 1 Growth Mindset 2 Product MarketFit 3 Customer Adoption
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- 18. You can’t teachan old dog new tricks
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- 20. Overcoming barriers tochange
- 21. Where are youon the curve? Where are you on the curve - ahead or behind, which is the essence of strategy. Behind: If you are behind the curve and chasing the market then you have ceded a great deal of control and you must have the ability to execute and be very agile in execution. Your bets are defined. Your strategic posture is reactive and defensive. Ahead: If you are ahead of the curve you are trying to drive the market, which requires a very different agility there you require a set of controlled bets in execution with the ability to constantly probe the frontier and execute on success. Here you are reacting to yourself and your direction instead of where others have been.
- 22. Disruptive Opportunity Matrix New Extend White Space Defend Extend Products Current Current Customers New Source:Create Marketplace Disruption by Adam Hartung, Pearson Education, Inc. 2009
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- 25. Align Business Valuewith Buyer Personas Source: IBM Institute for Business Value analysis, 2012
- 26. “Customers are completing 57%of a buying cycle before ever coming into contact with a sales rep.” - A CEB study of more than 1,400 customers
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- 32. 1 Growth Mindset 2 Product MarketFit 3 Customer Adoption
- 33. Build a bettermouse trap www.flickr.com/photos/clementlivolsi/4596430458
- 34. “If I hadasked people what they wanted, they would have said faster horses.” - Henry Ford 1863 - 1947
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- 36. Differentiation: 3 Levelsof Perceived Value 3 2 1 E2E Customer Experience Support Services Basic Product/Service Your Cloud Services Basic Product/Service: • Technology • Price performance • Product quality Support Services: • Levels of support • Quality of service • Systems • Processes E2E Customer Experience: • People • Perceived value • High touch • Exceed customer expectations • Delight and astound customers
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- 39. 1 Growth Mindset 2 Product MarketFit 3 Customer Adoption
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- 43. Know your earlyadopters www.flickr.com/photos/poptech2006/2972685098
- 44. Problem Solving Lifecycle source:www.corporatevisions.com
- 45. Marketing and SalesAlignment source: www.corporatevisions.com
- 46. Acceleration adoption = Takea high level view eliminating barriers to growth
- 47. Thinking at 3Time Horizons Business Transformation Business Drivers Executive Management Operations Operational Needs Thinking Time Horizon Drivers of change Operational Excellence Organisation Value Cost Price
- 48. Go-To-Market Mapping Partnership Profiles Technology Partners OEMs Channel Structure TEMs ServicesProviders Residential & Enterprise Customers SI&NI /Geographic Partnerships T1 MNC System Integrators & Network Integrators T2 ENT T1 Partners T3 SME VSP Strategic Alliances VSE Direct Sales / BCS Smaller SPs & ASPs TEMs: MyCall® Telephony & Video MyCall® Media MyCall® Triple Play Secured IP Trunking & VPN IPCentrex™ Telephony & Video IPCentrex™ Telephony & Video Contact Center & IVR Nokia Alcatel Sonus Siemens Nortel Huawei Ericsson SIs: Logica/CMG T-Systems Atos/Origin Capgemini Accenture HP / IBM Local /Global SIs Local SIs NIs: Telindus Getronics PABX Installers Local NIs T1 Partners: HP IBM BEA ASP (W/S): Private Label Influencers: BEA Microsoft Oracle Intel Industry A’lysts Service Providers Types: Incumbents Tier 1 Operators Alternate Operators: Tier 2/3 ISPs VSPs, VNOs Mobile Operators MVNO. MVNE ASP Residential Customer Segmentation: MNC: multiple Int’l sites ENT: 500+ ext SME: 20-500 ext Retail: 10-20 ext VSE: 2 -10 ext Residential
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- 51. David R Ednie President& CEO SalesChannel Europe Ph: +33 676 60 09 25 (FRA) Email: david@saleschannel-europe.com Website: www.saleschannel-europe.com www.flickr.com/photos/horacio/3781750