The document discusses strategies for accelerating a SaaS business in a changing world. It outlines key business challenges like the speed of change and customer demands. It then provides recommendations across different areas like business models, go-to-market strategies, and channels. Specific topics covered include the top drivers and challenges of direct sales, partner channels, and online channels. The document emphasizes the need to rethink approaches to meet customer needs in today's environment.

1. SalesChannel
Europe
SaaS Business
Acceleration 2.0
©2009 SalesChannel Europe. All rights reserved
1

2. SalesChannel
Europe
©2009 SalesChannel Europe. All rights reserved

3. SalesChannel
The world has changed Europe
= SaaS
©2009 SalesChannel Europe. All rights reserved

4. It’s all about leading…. SalesChannel
Europe
©2009 SalesChannel Europe. All rights reserved
4

5. Change or pay the price

6. The Game

7. Learning the Game

8. A new Business Model

9. A Game Changer
Customers The Economy
Online Services

10. Game Changer +
Financial Crisis =
OPPORTUNITY
10

11. adaptive behavior
(organizations + individuals)

12. Find 3 Take Aways

13. Rethink your business
13

14. Rethink your business environment

15. Rethink your Go-To-Market Strategy

16. Rethink your Value Proposition

17. Rethink your Channels to Market

18. Rethink the opportunity

19. Traditional Enterprise Software is dead

20. Help! Where do I start?

21. A toolkit of actionable ideas

22. Top 7 Business Challenges
1

23. 1. Speed of Change

24. 2. Increasing complexity
24

25. 3. Everything is moving to the web
25

26. 4. New Value Propositions

27. 5. Pay as you go

28. 6. User ability vs Usability

29. 7. Targeting tomorrow’s Buyers

30. Top 5 SaaS
Business Drivers 2

31. 1. Computing in the cloud
Anywhere
Anytime
Any device

32. > Mobile computing

33. > The new office

34. > Continuous collaboration

35. 2. Laptops become disposable

36. -> set up and configuration effort

37. 3. NetBooks take off

38. 4. Applications interoperate with Mobile Devices

39. -> Online personal branding

40. 5. SmartPhone = Mobile computing

41. Smart mobility = SaaS applications

42. Smart mobility = Web + Applications

44. Go-To-Market Strategy
3

45. You need a map

46. Go-To-Market tools

47. Understand who our customers are

48. Understand their needs

49. Create highly targeted
Value Propositions

50. 1 2 3
Channels
to Market

51. 1. GTM Direct
2. GTM Partners (Indirect)
3. GTM Online channel

52. Channels to Market
Direct & Partners Enterprise
Online & Partners Midmarket
Online Channel SOHO & SMB

53. Channels to Market
Direct In-Direct Online
Sales Sales Sales
53

54. Channels to Market
Integrated Sales Machine
54

55. Get the mix right
55

56. Target different customers
using different channels

57. Helping customers find what they want

58. Top 5 GTM Direct
Business Challenges 4

59. #1. Resistance to change (SaaS)

60. #2. Articulating the Value Proposition

61. #3. Recommendation Marketing

62. #4. Sales force remuneration

63. #5. Cost of sale
63

64. Top 5 GTM Partners (Indirect)
Business Challenges 5

65. #1. Partner profiling
65

66. #2. Partner Value Proposition

67. #3. Continuous training and support

68. #4. Completing the puzzle

69. #5. Partner motivation

70. Go-To-Market Model by Market Segmentation
Provider Channel Channel Business Markets
Partners
MNC
Direct Sales
ENT
SaaS
Partners
Biz Partner Channels MM
Apps
SME
Online Channel
Consumer
Channel Partners: Market Segmentation:
 System Integrators  MNC: multiple Int’l sites
 IT Service Providers  ENT: 250+ employees
 Local ISVs  MM: 30-250 employees
 VARs  SB: 2-30 employees
 Resellers  Consumer

71. SaaS GTM through Business Partners
• Partner Strategy
– Skills
– Expertise
– Market presence: Industry/Sector/Segment/Geography
– Existing customers for our offering?
• Partner Selection
– Define Target Partner Profile
• Can they sell?
• Can they sell our product/service?
• Do they share our vision, values and desire to succeed?
– Active in our target geography?

72. SaaS GTM through Business Partners
• Partner Value Proposition
– Business Value to ISV
– Business Value to Partner
– Geography
• Partner Recruitment
– Set fair and realistic expectations
– Negotiate Partner sign-on commitments
– Agree assignment of Roles and Responsibilities b/w ISV
and Business Partner
– Mutually agreed performance mile stones
– Schedule regular and frequent Business Reviews

73. SaaS GTM through Business Partners
• Partner On-Ramp
– Joint sales calls
– Joint proposals
– Target early wins – pilot customers
– Build the foundation of future business
• Channel Management
– Partner Manager
• Relationship Manager
• Sales Manager
• Partner Champion
– Sales Performance Reviews
• Gap Analysis
• Corrective actions
• Agree investment, effort and resources

74. SaaS GTM KSFs for Business Partnering
• KSF 1: Create a “Partner Culture”
– Share information, knowledge, experience & resources
– Develop and nurture
– Take a mid-term view
• KSF 2: Partner Selection
– Partner qualification checklist
• KSF 3: Partner Value Proposition
• KSF 4: Partner Recruitment
– Recruit Partners who can sell
– Don’t recruit Partners who can’t sell
• Partner On-Ramp
– Invest in them – training, access to ISV’s knowledge base
• Channel Management

75. Top 5 GTM Online
Business Challenges 6

76. #1. Driving traffic to your website

77. > Being Found/Findable

78. #2. Standing out from the crowd

79. #3. Capturing their attention

80. > Relevant and engaging

81. #4. Removing barriers to sale

82. > Easy to navigate Website

83. #5. Try & Buy

84. #5. Try, Buy, Activate & Use

85. Implications for
SaaS Service Providers 7

86. Misperception

87. Help customers see their better future

88. Customers want simplicity
88

89. ….and they want choice

90. SalesChannel
Europe
They want to use it right away
©2009 SalesChannel Europe. All rights reserved

91. They expect immediate benefits

92. Reduced training and support costs

93. 93

94. 94

96. Total security

97. SalesChannel
Europe
Total reliability
©2009 SalesChannel Europe. All rights reserved

98. World-class references

99. ….and gain work/life balance

100. Enjoy the benefits of life

101. ….without a worry in the world

102. If you get it right….

103. the rewards could be unlimited

104. David R Ednie
President & CEO
SalesChannel Europe SARL
Ph: +33 676 600 925
Email: david@saleschannel-europe.com
Blog: http://saleschannel.blogspot.com
Website: www.saleschannel-europe.com
SaaS Business
Acceleration 2.0