Slides from a special webinar with transformational sales leader Randy Riemersma and Orbitera VP Brian Singer. You will learn: * How buyer expectation are driving changes in delivery and consumption * Which roles define the framework for the transition to cloud based services * How to find the highest impact areas for accelerating the transition to cloud service delivery

1. Orbitera Webinar
Three Secrets of a Successful
Transition to Cloud-Based Services
Randy Riemersma
President / Co-Founder
Span the Chasm
Brian Singer
VP of Products & Co-Founder
Orbitera, Inc.
For audio: use headphones/speakers or call +1(646)307-1706, access code 458-235-810

2. For audio: use headphones/speakers or call +1(646)307-1706, access code 458-235-810

3. Barriers to Transition
3
Speed
Financial
Reporting
Operations Economic
Change
Value
Unclear
Personnel
Modeling
For audio: use headphones/speakers or call +1(646)307-1706, access code 458-235-810

4. Should we do it?
Changes in Customer Expectations:
Element Then Now
License Model Perp/Term/ELA Consumption
Selling Model Sold ‘To’, high touch Sold ‘With’, low touch
Control Vendor Prospect
Goal Derived Value Derived Value
Deployment Lifecycle Monolithic Iterative
Business Case Enterprise mapped Use Case measured
Success Responsibility Client Ecosystem
Deployment Strategy Enterprise Use Case
For audio: use headphones/speakers or call +1(646)307-1706, access code 458-235-810

5. 3 Secrets to Success
Transition to Cloud-Based
Services:
1. Unified and concerted effort
across all key organizations.
2. Your engagement model puts
the prospect in control.
3. Each organization ‘owns’ their
part of the customer’s ongoing
journey.
5
MarketingFinance
Customer Sales
ProductDelivery

6. Changes to Product
Modeling
• Impact on corporate finances
• Margin across portfolio options
• Target client/market sector forecasting
• Client behaviors:
• Adoption
• Stickiness

7. Changes to Product
Portfolio structure
• Enable Configuration vs Customization
• Layered portfolio:
• Base configurations with value-added options
• Adoption rates matter

8. Changes to Marketing
Prospect engagement
• Context sensitive interaction to rapidly engage the buyer journey.
• Inform but not sell
• Identify and short-cut key insertion points
Prospect empowerment
• Sandbox to Pilot to Production
• Vendor data, client data: create an experiential exercise

9. Changes to Sales
Compensation planning
• Lifecycle and use case focus
• ARR vs big event
Account mapping
• Better early success prediction needs
• More efficient use of ISR/BDR
Account lifecycle engagement
• Deeper use case competencies
• Longer term involvement in account discovery
• Shelfware is dead
• Predict growth realities (1 – N use case growth)
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10. Changes to Delivery Ecosystem
• Use Case success, not just implementation
• Use Case growth
• Deliver utility-like SLAs
• Service kits to accelerate adoption and proliferation
• Focus on Configuration vs Customization
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11. Changes to Finance
Planning
• Change velocity mapping: what can the company handle?
• Budgeting impacts
Communication
• BoD and C-suite on changes in rev rec, etc.
• Long-term forecasting impacts
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12. 12
Four Benefits to
Embracing this Transition

13. Benefit #1
Change
13

14. Benefit #2
Transformation
14

15. Benefit #3
Acceleration
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16. Benefit #4
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17. 3 Secrets to
Success:
1. You must have a cross-organizational plan that maps a path to a
Cloud-based delivery model.
2. Your engagement model and tooling must accelerate and enable
prospect autonomy.
3. You must truly ‘own’ client success at an individual client level.
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18. Break for Q&A
• Before we talk about tooling up
for the cloud transition with
Orbitera, we’ll take one or two
questions for Randy
• Use the Q&A Section of the
Webinar toolbar
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• Write to info@spanthechasm.com
for details of Randy’s on-site
workshops:
• Help you to effectively navigate this
complicated ‘if’ and ‘how’ process
• Focus on the 3 Secrets to Success
• Three-part process
• Pre-work across all 5
organizations
• Onsite 1 day workshop with all 5
orgs
• 3 follow up meetings spread
across 6 months for follow up and
coaching

20. Bill customers for cloud services in a
manner that maximizes reseller margin
Market and sell pre-packaged bundles of
cloud, software, and services
Automate the business processes
associated with servicing customers that
purchase cloud services
Key Use Cases
Orbitera for Cloud Resellers
Resellers use Orbitera to

21. Key Use Cases
Orbitera for Software Providers
Showcase cloud solutions built by
ecosystem partners in a marketplace
Convert customer interest in cloud based
solutions to leads and POCs for the ISV
and their software
Provide customers with a straightforward
way to purchase and use their software
across multiple clouds
ISVs use Orbitera to

22. Automate the billing and invoicing for cloud services by using Orbitera C2M to process billing
from cloud providers. Customers don’t place orders with salespeople for cloud services. They
deploy cloud services and simply get charged for what they use. The on-demand nature of cloud
puts a premium on delivering timely and accurate billing data.
Orbitera C2M
Orbitera C2M optimizes your billing to generate additional margin with reserved instance
optimization, custom pricebooks, support plans, and per-customer volume tiering. Reporting
helps you maximize profit margins across your customer base. Build a highly profitable cloud
business by understanding the intricacies of how you are billed for services..
MANAGE BILLING
OPTIMIZE MARGINS

23. Cloud makes it easier than ever to get enterprise software directly into your customers hands.
Orbitera C2M helps you package your software so that it’s easy for your customers to purchase
without creating an operational nightmare for your business. Whether you are an software
provider, solution provider, or VAR, C2M optimizes your software sales on cloud.
Customers looking for solutions that run on cloud platforms aren’t content to wait for your rep
to call them back. In the on-demand world, customers make purchase decisions before they
contact you. Orbitera C2M puts your solutions in the spotlight with customer-launched
testdrives and POCs, showcasing the ease of running your software on the cloud. Use cloud
to reduce your cost of sales and accelerate your customers through the pipeline from a lead
to POC to a full production deployment.
Orbitera C2M
PACKAGE SOFTWARE
ACQUIRE CUSTOMERS

24. Sell your solution – provide customers an straightforward way to purchase your solutions through
the Orbitera C2M store. Take advantage of the automation inherent in cloud to deploy complex
solutions seamlessly after purchase. Eliminate obstacles to customers acquiring your software
and services.
Get a clear picture of your cloud business from resold cloud services to cloud bundles and more.
Optimize your marketing to generate more leads and sales of cloud solutions.
Orbitera C2M
SELL SOLUTIONS
ANALYZE & FINE TUNE

25. Thank You!
• Thank you for coming!
• We’ll take more questions now. Use the Q&A section of the
webinar toolbar
• For more information on Span the Chasm, visit
www.spanthechasm.com
• For more information on Orbitera, visit www.orbitera.com
• We will mail a link to the slides and recording to all attendees
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Randy Riemersma
President / Co-Founder
Span the Chasm
Brian Singer
VP of Products & Co-Founder
Orbitera, Inc.