Success in the Cloud requires 3 things: 1) A Compelling Value Proposition 2) Creating Competitive Separation 3) Strategy vs Execution. Making it happen requires execution

1. Microsoft Office GTM Masterclass
Creating a Compelling Value Proposition
Creating Competitive Separation
A step-by-step
action plan to
accelerate growth
of Partner Cloud
services

2. Land grab mindset

3. People don't want to buy Cloud service they want to own
the business outcomes those services deliver
People don't buy the way you sell
You cannot grow your business fast enough or cost effectively
the way we are doing it today
The sales cycle -> The buyer’s journey
Selling IT outcomes -> Selling business outcomes
Transforming sales & marketing
Making changes -> Sustainable change -> Transformation
Three key challenges
1
2
3

4. Growth strategy I

5. Growth strategy II

6. is not a growth strategy
THE STATUS QUO

7. Think Beyond Products

8. 1. Out-think
2. Out-innovate
3. Out-execute
Future success
means you must…

9. OLD THINKING
NEW TECHNOLOGY
FAIL
X
=

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

11. VP of Growth
VP Cloud Services
VP of Customer
Success
Old dog,
new tricks

12. Get it right…

13. Get it wrong…

14. Agenda for today
Create a Compelling Value Proposition1
Differentiation at 3 levels of perceived value2
Strategy vs Execution3

16. 3 Levels of Differentiation
What happens when we
Think Beyond Products?
Compelling Value Proposition
Challenges facing your
target customers?

17. Outcomes for today
Re-think your approach to GTM strategy and execution1
Capture actionable insights that you can use in your
Cloud Services business starting tomorrow2
Create a compelling and differentiated value
proposition using the two GTM / sales acceleration
tools presented
3

18. GTM / Sales Acceleration Toolkit
Visioning Exercise
What does success look like
in 2020?
Compelling Value
Proposition
Challenges facing your
target customers?
3 Levels of
Differentiation
What happens when we
Think Beyond Products?
Demand Creation
Campaign
How do we start more
sales conversations?
Sales Toolkit
How do we close more
sales conversations?
GTM Action Plan
How do we execute across
the organisation?
GTM MASTERCLASS VIDEO

19. Agenda for today
Create a Compelling Value Proposition1
Differentiation at 3 levels of perceived value2
Strategy vs Execution3

20. Value proposition?

21. Value proposition?

22. Target
prospect

23. What are the key business
challenges facing your
target customers?
The question

24. What is the problem for
which your Cloud Services
are the solution?
The ultimate question

25. Business
challenges Problems they don’t want1
Results they don’t have2

26. Operational efficiency1
Business transformation2
Innovating
operations in the
age of the Cloud
Using the Cloud to
drive growth &
enhancing CX

27. Focus on the problem

28. Compelling value proposition template

29. Challenges = Why change?
Why? What?
How?
and
Compelling value proposition template

30. 3 Examples

35. Sample framework
35
O365 Skype for Business Dynamics 365 Azure Site Recovery
Why? Productivity Collaboration Business Effectiveness Business Continuity
Operational Effeciency Operational Effeciency Operational Effeciency Operational Effeciency
1. Get more done 1. Get more done
2. Get it done faster / less effort 2. Get it done faster / less effort
3. Be more responsive to customers 3. Faster /more effective Decision Making
Business Transformation Business Transformation Business Transformation Business Transformation
1. Personal Productivity: 1. Collaboration: 1. Transform your ability to:
> Team / Group Productivity > Team / Group Effectiveness > Shape Customer Experience
> Organizational Effectiveness
> Company Results
2. Organizational Effectiveness
> greater responsiveness to changing priorities
> ability to adapt to change
> increased agility
3. Ability to Innovate:
> better serve/retain existing customers
> serve new customers
> revenue growth
How? O365
What? Product Description (SKU) Product Description (SKU) Product Description (SKU) Product Description (SKU)
O365 E4 SfB E6

36. Framing
your CVP

37. Framing your Compelling Value Proposition
1
The assertion
No 1 Challenge facing
companies today is
responding to change.
4
Provide evidence
The best way to provide
evidence is by sharing
Customer Success Stories.
2
The validation
Companies need to
increase revenues,
lower costs, and delight
customers. Doing that
requires reinventing the
operating model.
The next-generation operating
model for the digital world
by McKinsey&Company, March ‘17
3
How we can help
We provide companies
undergoing change with
all the Digital Infrastructure
that they will need to be
successful in their digital
transformation, such as:
1. _______________________
2. _______________________
3. _______________________

38. Key learning points - creating a CVP
1
Help customers identify
and prioritize their key
business challenges
2
Translate the customer’s
IT challenges into desired
Business Outcomes
3
Provide compelling
answers to the 3
unasked questions:
‘Why Change?’
‘Why Now?’
‘Why You?’
using the ‘What?’
and the ‘How?’
Successful Cloud Service Providers:

39. Agenda for today
Create a Compelling Value Proposition1
Differentiation at 3 levels of perceived value2
Strategy vs Execution3

40. Why differentiate?
1
Industry view
Digital Disruption =
Business Transformation.
Tidal Wave of business
change that’s happening
right now. How are you
going to position yourself
to profit from it?
3
Customer view
Easier to find, engage with,
buy from Cloud Service
Providers that offer services
that lead with their customers
desired business outcomes.
2
Business view
Businesses that successfully differentiate
themselves or their products/services have:
• Higher revenues
• Better margins
• Lower selling costs
• Less price pressure
• Less discounting
• Avoid commoditization
• Lower levels of churn
• Happier customers
• Happier employees
• Higher market valuations
• Happier investors and
shareholders

41. Stand out from the crowd

42. Avoid the red ocean

43. Navigate
to blue
oceans

44. Differentiate or die

45. Cart before the horse

46. www.flickr.com/photos/clementlivolsi/4596430458
Build a better mouse trap

47. “If I had asked people what
they wanted, they would
have said faster horses.”
- Henry Ford
1863 - 1947

48. 3 levels of clarity

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

50. Price vs Value

51. 3 Examples

55. Competitive separation
What makes
you different?

56. Customer Messaging Framework
56

57. Key learning points - Differentiation at 3 Levels
1
Think Beyond Products.
They think in terms of the
problem the customer is
trying to solve.
2
Create competitive
separation by answering
the question: “what
makes us different” and
therefore better.
3
Create sustainable
competitive advantage by
answering to the question:
“what makes us different
at 3 levels of Customer
Perceived Value”.
Successful Cloud Service Providers:

58. Agenda for today
Create a Compelling Value Proposition1
Differentiation at 3 levels of perceived value2
Strategy vs Execution3

60. “The greatest danger in
times of turbulence is not
the turbulence - it is to act
with yesterday’s logic”. - Peter Drucker

61. Say goodbye to the past

62. The end of . . .

63. is not a growth strategy
THE STATUS QUO

64. Strategy vs Execution

65. Strategy-Execution matrix
Missed opportunity
Cannot validate if strategy is
good or should be reformulated
Succeed fast
Focus on next strategic
opportunity
Slow death
Cannot determine what is
working/not working
Fail fast
Revise strategy quickly
and start over
PoorGreat
Poor Effective
STRATEGY
EXECUTION

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

67. Quick review
Create a Compelling Value Proposition1
Differentiation at 3 levels of perceived value2
Strategy vs Execution3
Competing to remain relevant to tomorrow’s customers

68. GTM / Sales Acceleration Toolkit
Visioning Exercise
What does success look like
in 2020?
Compelling Value
Proposition
Challenges facing your
target customers?
3 Levels of
Differentiation
What happens when we
Think Beyond Products?
Demand Creation
Campaign
How do we start more
sales conversations?
Sales Toolkit
How do we close more
sales conversations?
GTM Action Plan
How do we execute across
the organisation?

69. Moving to the Cloud means business transformation
69
• 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 organization
Business transformation
Channel transformation
The Cloud = massive change 


70. “You do not discover the future,
you create it with the actions
you take today.”

71. Hope is not a strategy

72. You create your
future reality

73. Discipline &
prioritization

74. “Focus on the critical few…
NOT the insignificant many.”

75. 1
2
3
My #3 actions:
4
5

76. If it is to be
it is up to me

77. Get it right…

78. Where do I
go from here?

79. “The final Workshop deliverable was a GTM Action Plan that mapped to functional owners in
Marketing, Sales and Support. What I witnessed over those 2 days was remarkable and
transformational. The workshop exceeded my expectations on multiple levels and this was shared
by all participants who came away inspired and energized.!"
Nick Sone, Director Cloud, Optus, Australia
Who is David Ednie? What do clients say?
“The workshop defined major changes for the company in the light of the market development
and the management team went back, rewrote the Corporate Strategy, defined 5 Key
Workstreams and implemented the changes over a short period of time. David was an inspiration
for the whole process and the future strategy. As he said: The answer is in the room!”
Christian Winther, CEO, Hostnordic Group
“In a fast changing world, planning is the first critical step to successful evolution and change. I
feel very fortunate that David Ednie assisted Interactive through our important planning
workshops. His energy, experience and technical knowledge were critical to the step-changes we
achieved – he challenged us to find new ways to think and solve problems. I highly recommend
David as brilliant facilitator.”
Christopher Ride, Managing Director, Interactive Pty Ltd
David R Ednie is President and CEO of SalesChannel Europe. He is acknowledged as an
expert in Cloud GTM Strategy and Execution, Cloud Sales Acceleration, Acceleration of
Customer Adoption of Cloud Services and End2End Customer Experience. David has over
25 years international business experience working in culturally diverse markets in
Europe, the Middle East, Africa, Central and Eastern Europe and Australia.
GTM Leadership and Execution
Over 90 Partner Engagements
23 Countries
“The workshop concept provides a sustainable framework with a clear path for successful
implementation. We work very closely with David to educate our Top Direct CSPs and transform
them to leading Managed Service Providers.”
Thilo Kraus, CSP Program Lead, Microsoft Germany
Offer
Definition
Workshops
GTM
Workshop
Programs
Demand
Creation
Campaigns
Sales
Execution
Cloud Services GTM and Sales Acceleration Workshops

83. Get it right…

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