The world has changed because the rules of the game have change. What made you successful in the past will not make you successful in the future. Our world is being transformed by 3 Mega Shifts: Mega Shift #1. B2B shifts to B2C: We are witnessing the emergence of two new types of customers: Corporate Consumers and Connected Customers. Mega Shift #2. The Sales Cycle shifts to The Buyer’s Journey: The sales cycle has reach its “use by date” Success in the adoption of Cloud Services means aligning all your Sales and Marketing efforts with the buyer’s Journey. Mega Shift #3. Quality of Service shifts to the End2End Customer Experience: Longterm competitive advantage is now determined by your ability to differentiate the End2End Customer Experience. What are you doing today to rethink your customer touchpoints and the End2End Customer Experience?

2. The world has changed?

3. Two
Questions?

4. 1. Reality or illusion?
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5. 2. Opportunity or threat?
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6. Is this
going to be
Easy?

7. Small hint!

9. Game-Changer

10. The Game

11. The Game

12. Game Changer
Customers Economy
YOU
Cloud Services

13. A journey into the unknown

14. Get it right
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15. Get it wrong
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17. You feel like this?

18. A fresh perspective
18

19. CLOUD
Delivery
SaaS
Service

21. 1 B2B -> B2C
2 The Sales Cycle -> The Buyer’s Journey
3 Quality of Service -> E2E Customer Experience

22. Gartner Hype Cycle for Cloud Computing, 2012
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23. What is
Driving the

24. The Post-PC area
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26. Smartphone sales surpasses PC sales in 2011
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27. Welcome to the Digital World
*Derek Thompson is a senior editor at The Atlantic
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28. B2B Shifts to B2C
B to B B to C
Customer volume Restricted clientele Large, diversified clientele
B2B buyers buy for their company, are are therefore B2C consumers buy for themselves or their family, for
Reason for purchase
accountable. pleasure.
In B2C, consumers can yield to impulse buying, or buy
B2B buyers make reasoned purchases, using
something theyÕve fallen in love with. The emotional
professional procedures.
component is important.
Buyer behaviour
Product positioning must be very clear, with the sales You have to be able to get people to buy for fun, present
arguments down pat and a focus on specific added value the product attractively, stage it appropriately and use
for the company. sales arguments that appeal to emotions.
The B2B buying process is complex: first, it has to
comply with business management practices (payment
timelines, order approval, logistics, support and For the mass market, the buying process is simple because
Buying process
reporting) and second, the buying decision involves the act of buying is often the decision of a single person.
many players and requires internal decision-making
processes that can be very long.
B2B buyers do not spend their own, but their company's Price is one of the main criteria for end consumers, since it
Means
money, so do not see the expense in the same light. is their own money they are spending.
Since B2B customers are fewer in number,
representatives forge closer and more personalized links Relationships are more limited, with representatives often
Relationship
with them. Relational aspects are more important than never seeing a particular customer again.
emotional factors, and loyalty is crucial.
B2B products are often complex, since they have to
Products are sold at the retail level. They involve all types,
Products meet many requirements and involve a large number of
from very simple to very complex.
people. It can also involve wholesaling.
SalesChannel Europe ©2012 All rights reserved 28

29. Corporate
Consumers
Connected
Customers

30. Bring Your Own Devices
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31. 1 B2B -> B2C
2 The Sales Cycle -> The Buyer’s Journey
3 Quality of Service -> E2E Customer Experience

32. The Buying Process
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33. Start with the Buyer’s Journey
Multiplier Now or Never
Search Moments
Moments
Refer Find
B A
Support Qualify
Differentiate
Base Up-sell Try Acquire
Manage Buy
Keep or Lose Make or Break
Moments Activate Moments

34. Example

35. Constant Contact
35

36. Constant Contact
36

37. Eliminating barriers to sale
37

38. 1 B2B -> B2C
2 The Sales Cycle -> The Buyer’s Journey
3 Quality of Service -> E2E Customer Experience

39. End2End
Customer Experience
Customer Satisfaction
Quality of Service

40. Differentiation: 3 Levels of Perceived Value
E2E Basic Product/Service:
3 Customer Experience • Technology
• Price performance
• Product quality
2 Support Services
Basic Support Services:
• Levels of support
1
Product/Service
Basic • Quality of service
• Systems
YOU
Product/Service • Processes
E2E Customer Experience:
• People
• Perceived value
• High touch
• Exceed customer expectations
• Delight and astound customers
SalesChannel Europe ©2011 All rights reserved 40

41. Example

42. Rackspace

43. WHAT
and
HOW

44. think
dif erent
f

45. Child-like thinking
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46. (r)Evolution
Re-imagine
Re-think
Re-invent
Re-design
Re-align
Re-engage

47. Re-peat
Re-peat
Re-peat

48. “When the rate of
change externally is
greater than the rate
of change internally,
you have a problem.”
- Jack Welch
48
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49. External speed of change
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50. Internal speed of change
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51. Becoming …
Trusted Advisor

52. Drivers of adoption
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53. Get it right
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54. YOU
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55. YOU
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