achieving growth: 5 steps to accelerating adoption of your cloud services

Accelerating Time to Revenue

• Business/Offer strategy• Value proposition• Marketing Plan• Pricing and positioning• Communications campaigns• Training sales channels• Sales incentives• Customer promotions• Ready for first customers

Time to Market

• Demand generation and incubation programs• Thought Leader/Influencer seeding programs• Getting talked about, creating a tipping point• Simple to purchase, easy to try before buy• Sales channels trained, enabled and activated• On-boarding innovators and early adopters• Creating a remarkable customer experience• Building buzz: recommendations & referrals• Maintaining buzz: staying connected to tribe

Time to Revenue

AdoptionCustomer

Customer Adoption

is the New ROI

Think outside the boxTarget early adopters

Early Adopter Market Mainstream Market

DANGER - CHASM!

Accelerating Customer Adoption of Cloud Services

TIME

Create capacityto service demand

Technology Vendors Channel Partners

Build the buzz!!!!

Build sales channels

• Distributors• Retailers• Resellers• VARs• Service Providers• System Integrators• Consulting Partners

TechnologyInnovators

2%

Visionaries

14%

Pragmatists

34%

Conservatives

34%

Sceptics

16%

Create a tipping point

Influencer/Adopter Programs

Demand Generation

Influence Generation: Capture the hearts and minds of Tech savvy early adopters, opinion

leaders and influencers

Channel readiness & activation

GTM Strategy & Business Plan

PER

CEN

TAG

E O

F P

OP

ULA

TIO

N

AB

The old Golden Rule in Sales was:

Find out what your customers

want, and give it to them.

Give your customers the ability to

do what they can’t currently do

but would want to if they only

knew it was possible.

The new Golden Rule in Sales is:

www.flickr.com/photos/camdiluv/5788194542

Capture their imaginations

Horizon 10 - 6 months

Horizon 26 - 12 months

Horizon 312 - 36 months

Thinking at 3 Time Horizons

www.flickr.com/photos/winemegup/3641912321

Get it right

www.flickr.com/photos/roome/3390682853

Get it wrong

OLD THINKING

NEW TECHNOLOGY

FAIL

X

=

Think outside the box

Think outside the box

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Change strategy

Overcoming change

You can’t teach an old dog new tricks

What is your Growth Strategy?

Where are you on the curve?Where are you on the curve - ahead or behind, which is the essence of strategy.

Behind:

If you are behind the curve and chasing the market

then you have ceded a great deal of control and you

must have the ability to execute and be very agile in

execution. Your bets are defined. Your strategic

posture is reactive and defensive.

Ahead:

If you are ahead of the curve you are trying to drive

the market, which requires a very different agility -

there you require a set of controlled bets in execution

with the ability to constantly probe the frontier and

execute on success. Here you are reacting to yourself

and your direction instead of where others have been.

Disruptive Opportunity Matrix

ExtendWhite

Space

Defend ExtendCurrent

New

Current New

Source: Create Marketplace Disruption by Adam Hartung, Pearson Education, Inc. 2009

Products

Customers

Growth Mindset1

Product Market Fit2

The Buyer’s Journey3

Customer Acquisition4

Tipping the Funnel5

Future focus

Innovation

Commercial excellence

“Customers are completing

57% of a buying cycle before

ever coming into contact with

a sales rep.”

- A CEB study of more than 1,400 customers

Reactivity

Agility

Adaptability

Extreme adaptability

Disruptive change

Source: IBM Institute for Business Value analysis, 2012

Align Business Value with Buyer Personas

Growth Mindset1

Product Market Fit2

The Buyer’s Journey3

Customer Acquisition4

Tipping the Funnel5

http://tabernaclefortoday.files.wordpress.com/2012/03/cart_before_the_horse.jpg

Cart before the horse

Build a better mouse trap

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“If I had asked people what

they wanted, they would

have said faster horses.” - Henry Ford

1863 - 1947

Clarity of vision

Basic Product/Service:• Technology• Price performance• Product quality

E2E Customer Experience:• People• Perceived value• High touch• Exceed customer expectations• Delight and astound customers

12 Support Services

3E2E

Customer Experience

Differentiation: 3 Levels of Perceived Value

BasicProduct/Service

Support Services:• Levels of support• Quality of service• Systems• Processes

Your Cloud Services

Growth Mindset1

Product Market Fit2

The Buyer’s Journey3

Customer Acquisition4

Tipping the Funnel5

Know your early adopters

www.flickr.com/photos/poptech2006/2972685098

The Buying Process

Search

Find

Qualify

Try

Buy

Activate

Manage

Up-Sell

Support

Refer

AAcquire

BBase

The Buyer’s Journey

Differentiate

Growth Mindset1

Product Market Fit2

The Buyer’s Journey3

Customer Acquisition4

Tipping the Funnel5

Product

Place

Price

Promotion

4Ps

Solution

Access

Value

Education

SAVE

Educate

Inspire

Selling: Getting a YES to 3 Why’s

www.corporatevisions.com

• Challenge them

• Destabilise them

• Destroy their complacency

• Take them to the negative future

• Get them out of comfort zone

• Sell your insights

• Justification

• Sell your insights

• Take them to the beach

• Lead them through the

process

• Take them to the negative future

• Create a sense of urgency

• Monetise the cost of delay

• Decision maximisation

• Take them to the beach

• Ask for permission to take

action

1 2 3

GTM / Sales Acceleration Business Plan

GTM Action Plan

Inspire early adopters

The mobile generation

Growth Mindset1

Product Market Fit2

The Buyer’s Journey3

Customer Acquisition4

Tipping the Funnel5

Tipping the Funnel

Audience 2

Crowd sourcing

Typical Conversion Rates

1. Cold calling:

2. External Recommendation:

3. Internal Recommendation:

44%10 X Cold calling

(Between 1-5%) 4%

88%20 X Cold calling

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Get it right

Demand Generation Breakout Session

GTM Questionnaire

6 Reasons Why?

Elevator PitchKey Challenges

facing CustomersCloud Services Value

Proposition

www.flickr.com/photos/horacio/3781750

David R Ednie

President & CEO

SalesChannel Europe

Ph: +33 676 60 09 25 (FRA)

Email: david@saleschannel-europe.com

Website: www.saleschannel-europe.com