Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services
•
2 likes•1,652 views
The document discusses how cloud computing enables business transformation by changing how customers interact with companies and how internal operations are automated. It emphasizes adopting a growth mindset and differentiating at the levels of product, customer experience and support services. A key aspect is aligning marketing and sales to the customer adoption cycle by using techniques like tipping the funnel to turn customers into unpaid sales representatives through social influence. The cloud represents massive change that requires rethinking the customer, sales/marketing processes and organizational structure.
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (19)
Similar to Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services
Similar to Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services (20)
More from SalesChannel International
More from SalesChannel International (17)
Recently uploaded
Recently uploaded (20)
Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services
- 2. Cloud = IT Transformation Internally facing operations automation Cloud = Externally facing customer interactions Business Transformation
- 3. Drivers of Digital Disruption: 1. Mass Adoption of Digital Technology 2. The Age of the Customer 3. B2B-> B2C -> The Engagement Economy
- 4. Example
- 5. Law of unintended consequences
- 6. Example
- 9. “Fire your sales force”
- 10. The old Golden Rule in Sales was: Find out what your customers want, and give it to them.
- 11. The new Golden Rule 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.
- 13. “Reasons lead to conclusions. Emotions lead to actions.” - Saatchi & Saatchi
- 15. Horizon 1 0 - 6 months Horizon 2 6 - 12 months Horizon 3 12 - 36 months Thinking at 3 Time Horizons
- 16. Get it right
- 17. Get it wrong
- 18. OLD THINKING X NEW TECHNOLOGY = FAIL
- 19. Think outside the box
- 20. Think outside the box
- 23. You can’t teach an old dog new tricks
- 24. 1 Growth Mindset 2 Differentiate or Die 3 Marketing Today = Sales Tomorrow 4 The Customer Adoption Cycle 5 Tipping the Funnel
- 25. Future focus
- 26. Innovation
- 28. Business Agility
- 30. Predictive
- 31. Adaptive
- 32. Mindset Shift Fixed Mindset Growth Mindset Intelligence is static Intelligence can be developed Leads to a desire to look smart and therefore a tendency to: Leads to a desire to learn and therefore a tendency to: avoid challenges embrace challenges give up easily due to obstacles persist despite obstacles see effort as fruitless see effort as path to mastery ignore useful feedback learn from criticism be threatened by others’ success be inspired by others' success *source: Carol S. Dweck, Ph.D
- 33. Growth Mindset
- 34. 1 Growth Mindset 2 Differentiate or Die 3 Marketing Today = Sales Tomorrow 4 The Customer Adoption Cycle 5 Tipping the Funnel
- 35. http://tabernaclefortoday.files.wordpress.com/2012/03/cart_before_the_horse.jpg Cart before the horse
- 36. Build a better mouse trap www.flickr.com/photos/clementlivolsi/4596430458
- 37. “If I had asked people what they wanted, they would have said faster horses.” - Henry Ford 1863 - 1947
- 38. 3 levels of clarity
- 39. Differentiation: 3 Levels of Perceived Value Basic Product/Service: • Technology • Price performance • Product quality E2E Customer Experience: • People • Perceived value • High touch • Exceed customer expectations • Delight and astound customers 2 Support Services 1 3 E2E Customer Experience Basic Product/Service Support Services: • Levels of support • Quality of service • Systems • Processes Your Cloud Services
- 40. Price vs Value Products Services Customer Experience
- 41. 1 Growth Mindset 2 Differentiate or Die 3 Marketing Today = Sales Tomorrow 4 The Customer Adoption Cycle 5 Tipping the Funnel
- 42. The problem is that customers don’t buy the way we sell
- 43. The Age of the Customer Make people want things 20th century Make things people want 21st century
- 44. 4P's Product Place Price Promotion SAVE Solution Access Value Education
- 45. Educate
- 46. Inspire
- 47. Create a sense of urgency
- 48. 1 Growth Mindset 2 Product Market Fit 3 Marketing Today = Sales Tomorrow 4 The Customer Adoption Cycle 5 Tipping the Funnel
- 50. “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
- 51. The Buying Decision Process
- 52. Adoption Cycle Sales Model Transactional Sales Model
- 53. The Customer Adoption Cycle Search Find Qualify Try Buy Activate Refer Support Up-sell Manage
- 54. 1 Growth Mindset 2 Differentiate or Die 3 Marketing Today = Sales Tomorrow 4 The Customer Adoption Cycle 5 Tipping the Funnel
- 56. Clients: Actions: Tipping the Funnel
- 57. Audience 2
- 58. Typical Conversion Rates 1. Cold calling: (Between 1-5%) 4% 2. External Recommendation: 3. Internal Recommendation: 44% 10 X Cold calling 88% 20 X Cold calling
- 59. Social Influence
- 60. Quick Review: 1. Growth Mindset 2. Differentiate or Die 3. Marketing Today = Sales Tomorrow 4. The Customer Adoption Cycle 5. Tipping the Funnel Predictive -> Adaptive Thinking = Business agility Differentiation: 3 Levels of Perceived Value 4Ps => S A V E Align all Sales & Marketing actions Turn customers into your unpaid sales force 6. Competing to remain relevant to tomorrow’s customers
- 61. 61 Moving to the Cloud means Business Transformation • The client has changed • The buying process has changed • The Sales Cycle -> The Customer’s Journey • Market segmentation -> Buyer personas • 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 The Cloud = Massive Change Channel Transformation
- 62. Get it right
- 63. Where do I go from here?
- 64. Customer Adoption Acceleration Tools Differen a on: 3 Levels of Perceived Value Basic Product/Service: • _____________________________ • _____________________________ • _____________________________ • _____________________________ Support Services: • _____________________________ • _____________________________ • _____________________________ • _____________________________ Enhanced Services: • _____________________________ • _____________________________ • _____________________________ • _____________________________ • _____________________________ Enhanced Services Support Services Differentiation Strategy The Sales Toolkit Tipping the Funnel Clients: Actions: Creating an unpaid sales force SalesChannel Europe ©2014 All rights reserved Basic 1 Product/Servic 2 3 Basic Product/Service Your Hosted Services SalesChannel Europe ©2014 All rights reserved A B
- 65. GTM / Sales Acceleration Strategic Framework
- 66. Accelerating Time to Activation Search Find Qualify Try Buy Differentiate Activate Refer Support Up-sell Manage Accelerating Time to Activation
- 67. The Sales Channel Mix
- 68. GTM Action Plan
- 69. Get it right
- 70. 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