Download as PDF, PPTX
Uploaded bySalesChannel International
GTM Transformation
The document outlines key topics from a GTM strategy session, including understanding GTM tools, rethinking GTM strategies and plans, and overcoming barriers to GTM innovation. It also discusses digital transformation and adopting a digital mindset, differentiating at multiple levels of perceived value, helping customers connect initiatives to outcomes, and building partner ecosystems. The overall goal is to compete by staying relevant to customers through GTM strategies focused on engagement, outcomes, differentiation, and partnerships.
More Related Content
GTM Transformation
- 2. Desired Outcomes fromToday’s Session: • Understand key GTM Tools in the GTM Toolkit • Rethink your GTM strategy and action plan GTM Transformation • Know how and when to use them
- 3. Barriers to GTMInnovation: • We are all blinded by our own expertise • You can't learn what you think you already know Transformation = Innovation • It’s OK to fail if you capture and apply insightful learnings. Experimental culture
- 4. Smart companies Harness theDisruption Transformation = Innovation
- 5. 2 Models incollision CORE Business: • Slow change • Rules • Risk averse • Transaction oriented Digital Experience: • Rapid change • Experimentation • Risk tolerance • Outcome oriented Traditional Mindset Digital Mindset vs
- 6. The problem isthat customers don’t buy the way we sell
- 7. Customers can’t findyou 1 Customer don’t want what you are selling 2 Customers don’t understand how you are different 3 Customers don’t reach buying decisions4 Customer don’t want to buy through your channel 5 5 Major Barriers to Growth: Create Systems of Engagement Sell Business Outcomes Differentiate at 3 Levels of Perceived Value Help your customers to join the dots Build an eco-system of Partners who add value
- 8. Be Findable! 2. Jointhe conversation they are already having Great Marketing 1. Meet customers where they are (It’s all about them and not you)
- 9.
- 10. source: www.corporatevisions.com Marketing Today= Sales Tomorrow
- 11. source: www.corporatevisions.com 1 Marketing Today= Sales Tomorrow • Challenge them • Destabilise them • Challenge the status quo • Get them out of comfort zone • Take them to the negative future • Sell your insights • 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 • Provide evidence • Cost justify • Lead them through the process • Take them to the beach • Sell your insights • Sell your experience 2 3
- 12. 12 Demand Generation CampaignExercise
- 16.
- 17.
- 19. No 1 Challengein Digital Marketing? Producing engaging content consistently CONSTANTLY and
- 20. Customers can’t findyou 1 Customer don’t want what you are selling 2 Customers don’t understand how you are different 3 Customers don’t reach buying decisions4 Customer don’t want to buy through your channel 5 5 Major Barriers to Growth: Create Systems of Engagement Sell Business Outcomes Differentiate at 3 Levels of Perceived Value Help your customers to join the dots Build an eco-system of Partners who add value
- 21. Sell the Problem Notthe Solution
- 22. Sell the Problemnot the Solution
- 23. Business Continuity vs£100M Loss
- 24. Sell the problem,not the Solution 1. Problems they don’t want 2. Results they don’t have Only two types of messages attract the interest of your ideal prospects:
- 25. Sales Transformation OLD NEW TheIT 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
- 26. Selling Business Outcomes(Examples) • Increased revenues or profitability • Faster time to market • Decreased costs • Improved operational efficiency • Revitalizing the organization • Enhancing customer loyalty • Increased market share • Decreased employee turnover • Improved customer retention levels • Increased competitive differentiation • Faster response time • Decreased operational expenses • Increased sales per customer • Improved asset utilization • Faster collections • Reduced cost of goods sold • Minimized risk • Additional revenue streams • Improved time-to-profitability • Increased billable hours • Reduced cycle time • Increased inventory turns • Faster sales cycles • Reduced direct labor costs
- 27. • Functional benefit •Economic benefit • Emotional benefit Compelling Value Proposition
- 28. Customers can’t findyou 1 Customer don’t want what you are selling 2 Customers don’t understand how you are different 3 Customers don’t reach buying decisions4 Customer don’t want to buy through your channel 5 5 Major Barriers to Growth: Create Systems of Engagement Sell Business Outcomes Differentiate at 3 Levels of Perceived Value Help your customers to join the dots Build an eco-system of Partners who add value
- 29. Why differentiate? 1 Industry view DigitalDisruption = 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
- 30. Stand out fromthe crowd
- 31. Avoid the redocean
- 32.
- 33.
- 34. Cart before thehorse
- 35.
- 36. “If I hadasked people what they wanted, they would have said faster horses.” - Henry Ford 1863 - 1947
- 37. 3 levels ofclarity
- 38. Differentiation: 3 levelsof perceived value Basic Offer Technology Price performance Product quality 1 Professional 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 1 2 3 Your Cloud Services
- 39.
- 40.
- 42. Competitive separation What makes youdifferent?
- 43. Customers can’t findyou 1 Customer don’t want what you are selling 2 Customers don’t understand how you are different 3 Customers don’t reach buying decisions4 Customer don’t want to buy through your channel 5 5 Major Barriers to Growth: Create Systems of Engagement Sell Business Outcomes Differentiate at 3 Levels of Perceived Value Help your customers to join the dots Build an eco-system of Partners who add value
- 44.
- 45. • Accept thatthey need to change • Leverage your Visual Evidence Department (Marketing) • Build a library of: • Customer References • Customer success stories • Customer Video testimonials • Create an Unpaid Sales Force Help your customers to join the dots
- 46. Customers can’t findyou 1 Customer don’t want what you are selling 2 Customers don’t understand how you are different 3 Customers don’t reach buying decisions4 Customer don’t want to buy through your channel 5 5 Major Barriers to Growth: Create Systems of Engagement Sell Business Outcomes Differentiate at 3 Levels of Perceived Value Help your customers to join the dots Build an eco-system of Partners who add value
- 47. • Trusted Advisor •Solutions, Expertise, Industry knowledge, Support • Own the end customer relationship • Enhance the E2E Customer Experience • Extend or Augment your Value Proposition • Deliver real and measurable Value to the End Customer Build an eco-system of Partners who Add Value How do they add value To End Customers?
- 48. Differentiation: 3 levelsof perceived value Basic Offer Technology Price performance Product quality 1 Professional 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 1 2 3 Your Cloud Services
- 49. • Can theysell? Extend your sales coverage? • Take you into new markets; segments, verticals, geo’s? • Add IP, Industry expertise. Local support? • Provide new customer requirements & market insights? • Provide you with new business at lower selling costs? Build an eco-system of Partners who Add Value How do they add value To You? 1. Partner Recruitment Checklist 2. Partner Value Proposition 2 Key Tools:
- 50. 1. Create Systemsof Engagement 2. Sell Business Outcomes 3. Differentiate at 3 Levels of Perceived Value 4. Help your Customers to join the dots 5. Build an eco-system of Partners who Add Value Quick Review: Competing to remain relevant to tomorrow’s customers
- 51. Where do Igo from here?
- 52. SalesChannel Europe ©2017All rights reserved Cloud Services GTM and Sales Acceleration Workshops Worldwide “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? Christian Winther, CEO, Hostnordic Group “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!” “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
- 54.
- 55. David R Ednie President& CEO SalesChannel Europe Ph: +33 676 60 09 25 (FRA) Email: david@saleschannel-europe.com Website: www.saleschannel-europe.com