Digital Disruption = Change = Transformation, Business Transformation. If your customers, Find, Try, Buy and Consume, Cloud Services differently, shouldn't you be selling them differently? 5 Steps to Accelerating Adoption of Your Cloud Services

2. Uncertainty

3. Future certainty

4. Navigate the changes ahead

5. Keep them on the track

6. Your customers are:

7. Your customers probably feel like this?

8. Your job is this

9. “Change is difficult.
Not changing is fatal”

11. Change has happened

12. Old reality

13. New reality

14. Hybrid reality

15. CHANGEbefore you have to
CHANGE

16. SalesChannel Europe ©2015 All rights reserved 16
• The client has changed
• The buying process has changed
• The Sales Cycle -> The Buyer’s Journey
• Market segmentation -> Buyer personas
Moving to the Cloud means Business Transformation
• 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 Organisation
Business Transformation
Channel TransformationThe Cloud = Massive Change

17. Get it right

18. Get it wrong

19. CHANGEbefore you have to
CHANGE

20. The status quo is not
a growth strategy

21. Strategic choices

22. OLD THINKING
NEW TECHNOLOGY
FAIL
X
=

23. You can’t teach an old dog new tricks

24. Old dog, new tricks
VP of Growth
VP IT Solutions
VP of Customer
Success

25. Focus on Selling Above the Funnel
• Prospection
• Qualifying
• Needs
• Proposal
• Negotiation
• Close
Demand
Creation
Demand
Capture
• Market identification
• Requirements analysis
• Demand creating
• Lead Generation and
Management
• Engagement
The Sales Toolkit
Q1 Q2 Q3 Q4 Q1
Demand Generation Campaigns
© SalesChannel Europe, 2015

26. Cloud Success Toolkit
5 Steps to Accelerating
Adoption of your Cloud
Services

27. Hybrid Mindset1
Differentiate or Die2
Marketing Today = Sales Tomorrow3
The Customer Adoption Cycle4
Tipping the Funnel5

28. Anticipate change

29. Business Agility

30. Adapting to change

31. Predictive Mindset

32. Adaptive Mindset

33. Possibility Mindset

34. Sales Transformation = Selling Business Outcomes
OLD NEW
The IT Buyer The Business Buyer
Selling into CapEx Budgets Selling into OpEx Budgets
Technical Expertise Business Expertise
Geographic Sales Territories Vertical Industry Territories
Selling Features Selling Results
Fixed-Price Contracts Outcome-Based Contracts
Demonstrating Features Business Process Discussions
Your Complexity and
Underlying Architecture
Your Consumption Model
and Service Capability
Maintenance Contracts "Apps Mindset"
Face2Face Sales Skills Social Media Knowledge
Source: Consumption Economics: The New Rules of Tech
by J. B. Wood, Todd Hewlin and Thomas Lah, 2011

35. Hybrid Mindset1
Differentiate or Die2
Marketing Today = Sales Tomorrow3
The Customer Adoption Cycle4
Tipping the Funnel5

36. Basic Product/Service:
• Technology
• Price performance
• Product quality
E2E Customer Experience:
• People
• Perceived value
• High touch
• Exceed customer expectations
• Delight and astound customers
1
2 Support Services
3
E2E
Customer Experience
Differentiation: 3 Levels of Perceived Value
Basic
Product/Service
Support Services:
• Levels of support
• Quality of service
• Systems
• Processes
Your Cloud
Services

38. Hybrid Mindset1
Differentiate or Die2
Marketing Today = Sales Tomorrow3
The Customer Adoption Cycle4
Tipping the Funnel5

40. “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

41. OLD NEW
Out bound 80% 10%
In bound 20% 90%
PUSH PULL

42. Hybrid Mindset1
Product Market Fit2
Marketing Today = Sales Tomorrow3
The Customer Adoption Cycle4
Tipping the Funnel5

43. The Buying Decision Process

44. Search
Find
Qualify
Try
Buy
Activate
Manage
Up-sell
Support
Refer
The Customer Adoption Cycle

45. Hybrid Mindset1
Differentiate or Die2
Marketing Today = Sales Tomorrow3
The Customer Adoption Cycle4
Tipping the Funnel5

46. Telling stories in sales conversations

47. Tipping the Funnel

48. Social Influence

49. 1. Hybrid Mindset
2. Differentiate or Die
3. Marketing Today = Sales Tomorrow
4. The Customer Adoption Cycle
5. Tipping the Funnel
Quick Review:
Digital Marketing: 57%
Differentiation: 3 Levels of Perceived Value
Turn customers into your unpaid sales force
Align all Sales & Marketing actions
Predictive -> Adaptive Thinking = Business agility
Competing to remain relevant to tomorrow’s customers

50. Get it right

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