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Accelerating Customer Adoption in the Cloud
1.
2.
3. Accelerating Time to Revenue
• 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 Market
• Demand generation and incubation programs
• 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
Time to Revenue
Adoption
Customer
6. Early Adopter Market Mainstream Market
DANGER - CHASM!
Accelerating Customer Adoption of Cloud Services
TIME
Technology Vendors Channel Partners • Distributors
• Retailers
• Resellers
• VARs
• Service Providers
• System Integrators
• Consulting Partners
Technology
Innovators
2%
Visionaries
14%
Pragmatists
34%
Conservatives
34%
Sceptics
16%
Influencer/Adopter Programs
Demand Generation
Influence Generation: Capture the hearts and
minds of Tech savvy early adopters, opinion
leaders and influencers
Channel readiness & activation
GTM Strategy & Business Plan
PERCENTAGEOFPOPULATION
Build the buzz!!!!
Create a tipping point
A Create capacity
to service demand
Build sales channels
B
7. The old Golden Rule in Sales was:
Find out what your customers
want, and give it to them.
8. Give your customers the ability to
do what they can’t currently do
but would want to if they only
knew it was possible.
The new Golden Rule in Sales is:
21. Where are you on 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.
41. 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
46. source: www.corporatevisions.com
1 32
Lead your customers through the Buyer’s Journey
• Challenge them
• Destabilise them
• Challenge the status quo
• Get them out of comfort zone
• Take them to the negative
future
• Sell your insights
• Provide evidence
• Cost justify
• Lead them through the
process
• Take them to the beach
• Sell your insights
• Sell your experience
• Take them to the negative
future
• Create a sense of urgency
• Monetise the cost of delay
• Take them to the beach
• Guide them to take action
• Take the order
52. Build the Foundations of your Success
GTM Questionnaire
6 Reasons Why?
Elevator Pitch
Key Challenges
facing Customers
Cloud Services Value
Proposition
62. 1. Growth Mindset -> Business Model innovation
2. Product/Market Fit -> Differentiation at 3 Levels of Value
3. The Buyer’s Journey -> Align your Sales & Marketing actions
4. Customer Acquisition -> Marketing 4Ps = SAVE
5. Tipping the Funnel -> Customers are your unpaid sales force
Success Factors for the Cloud
6. Profit from the Cloud expertise at Ingram Micro France