The document discusses the necessary transformations for service providers to achieve growth in a cloud-dominated market, emphasizing the shift from project-based to managed services business models. Key challenges include recognizing the need for change, thinking beyond products, and fostering a culture of continuous transformation. It highlights the importance of adapting to new customer expectations and the changing sales landscape to drive business success.

1. Northern Europe SP Event, Madrid 27th November 2018

2. Transformation required to achieve Growth
Why Transformation?
1. Accelerated Growth
2. Continuous Growth
3. Sustainable Growth

3. abc at theTransformation blindness
McKinsey&Company

4. Embracing Cloud

5. Get it right

6. Sleepwalking into irrelevance

7. Get it wrong

8. Customers don't want to buy Cloud services they want to own the
business outcomes those services deliver
Customers don't buy the way you sell
Customers are moving to Cloud MSP services to achieve IT business outcomes
The sales cycle -> The buyer’s journey
Selling IT outcomes -> Selling business outcomes
Become A Cloud Trusted Advisor
KeyBusinessChallengesFacingServiceProvidersToday
1
2
3
Project based business model -> Managed Services business model
-> Transforming Sales & Marketing

9. 3 Major Barriers to Transformation:
1 Recognise need for change
2 TBP: Think Beyond Products
3 Create a culture of continuous transformation

10. Land Grab mindset

11. 1. Out-think
2. Out-innovate
3. Out-execute
Future success means you must:

12. 1. Challenge the status quo
3. Challenge your culture and beliefs
2. Challenge your assumptions
3 Challenges for Service Providers:
Recognise need for change

13. What is a Service Provider’s #1 Challenge?

14. What is your Growth Strategy?

15. The status quo is not
a growth strategy

16. Focus on change

17. Understand the new rules

18. Change is a fact of life. We cannot
cling to what’s worked in the past
and hope for the best

19. Your past does not
determine your future

20. CHANGE
Unless you can not

21. “Staying too long with what worked.”

22. 5 Mistakes Companies Make
1. Miss Market Transitions
2. Right / Same Thing Too Long…. Differentiation
3. Innovate…. Speed / Process
4. Customer First
5. Leadership no change / Overconfident
Source: John Chamber’s keynote @ VivaTech Conference, 25th May 2018

23. 3 Major Barriers to Transformation:
1 Recognise need for change
2 TBP: Think Beyond Products
3 Create a culture of continuous transformation

24. The status quo is not
a growth strategy

25. TBPThink Beyond Products

26. • Think customer journey
• Think customer adoption
• Think user experience
• Think E2E Customer Experience

27. What is the problem for which your
Cloud Services are the solution?
The Ultimate Question:

28. Compelling Value Proposition Template
Challenges = Why Change?
Why? What?
How?
and

30. Differentiation: 3 levels of Perceived Value
Basic Offer
Technology
Price performance
Product quality
1
Professional Services
Assessment, Design & Planning Services
Levels of Customer Support
Quality of service
Systems & Processes
2
E2E Customer Experience
Perceived value
High touch
People
Exceed customer expectations
Delight and astound customers
3
1
2
3
Your
Cloud
Services

32. A community and digital platform to accelerate growth
Digital
Business
Platform
Ecosystems
& catalog
manage-
ment
Content-
based
marketing,
matching &
GTM
accelerator
Things,
apps & IT
provisioning
Customer
experience,
trust &
community-
driven
www.cloud28plus.com
− Innovation, visibility and business
growth through a community play
− Available in every region of the
world
− Open to all HPE Partner Ready
Service and Solution Providers and
also ISVs, SIs, distributors and
public sector organizations
− No cost to join, no brokerage fees!

33. 3 Major Barriers to Transformation:
1 Recognise need for change
2 TBP: Think Beyond Products
3 Create a culture of continuous transformation

34. Anticipate change

35. Business Agility

36. Adapting to change

37. Predictive Mindset

38. Adaptive Mindset

39. Overcoming
Complacency

40. Navigating Change

41. 1. Recognise need for change
2. TBP: Think Beyond Products
3. Create a culture of continuous transformation
Quick Review:
Competing to remain relevant to tomorrow’s Customers

42. • The customer has changed
• The buying process has changed
• The Sales Cycle -> The Customer Adoption Cycle
• Market segmentation -> Buyer personas
• Marketing -> Digital Marketing
-> Social Media -> Social Influence -> Social Selling
• Demand Generation Programs & Campaigns
• User Value Proposition and Persona Messaging
• Marketing Manger -> Community Manager
• Internal Alignment
• Execution accountability
• Sales Channel alignment
• Multi-channel touchpoint experience
• E2E Customer Experience
Rethink the Customer
Rethink Sales & Marketing
Rethink your Organization
Business Transformation
and GTM Transformation
The Cloud =
42
Massive Opportunity
and Massive Change
KeyChallengesFacingServiceProvidersToday

43. Rethink your role
VP of Growth
VP of IT Services
VP of Cloud Services
VP of Customer
Success

44. Digital Disruption: Service Provider Transformation
Build and Operate focus
• Install, Deploy and Operate
Managed Services focus
• Assessment Planning
• Migration and Deployment Services
• Infrastructure Services (BU/DR, ID Mgt, Auto/DevOps)
• Management and Monitoring Services
• Security Services
• Support Services
Business Growth focus
1. Value Innovation
• Offer Design
• Productized Professional Services
2. GTM Transformation
• Digital Marketing
• Demand Generation Campaigns
• Sales Toolkits
Traditional IT
Service Providers
Traditional MSP
Hybrid MSP
Commercial
Cloud MSP
IT Outcomes
Focused
Business Outcomes
Focused
Partner
Focus

45. “Change is difficult.
Not changing is fatal”
Two Barriers to Change
• Fear
• Habit
-> Courage
-> Discipline

46. Where do I go from here?

47. 2. Barriers/Accelerators to Success
Key challenges & opportunities facing
your business to get there?
6. Demand Creation Campaign
How do we start more
sales conversations?
7. Sales Toolkit
How do we close more
sales conversations?
8. 90 day GTM Action Plan
How do we drive execution
across the organisation?
GrowthAccelerationProgramWorkshops
1. Vision Exercise
Where do you see your company
in 3 years time?
3. Offer Design
What do we want to offer
our target customers?
4. Compelling Value Proposition
Key challenges facing your
target customers?
5. Differentiation at
3 Levels of Value
Think Beyond Products
Offer Design & GTM Accelerate Program
Service Provider Transformation Program
GTM Accelerate Program

48. The answer is in the room

49. Get it right

50. www.flickr.com/photos/horacio/3781750
David R Ednie
President & CEO
SalesChannel International
Ph: +33 676 60 09 25 (FRA)
Email: david@saleschannel.cloud
Website: www.saleschannel.cloud