gtm masterclass deck

Microsoft Office GTM MasterclassCreating a Compelling Value Proposition

Creating Competitive Separation

A step-by-step action plan to accelerate growth of Partner Cloud services

Land grab mindset

People don't want to buy Cloud service they want to own

the business outcomes those services deliver

People don't buy the way you sell

You cannot grow your business fast enough or cost effectively

the way we are doing it today

The sales cycle -> The buyer’s journey

Selling IT outcomes -> Selling business outcomes

Transforming sales & marketing

Making changes -> Sustainable change -> Transformation

Three key challenges

1

2

3

Growth strategy I

Growth strategy II

is not a growth strategy

THE STATUS QUO

Think Beyond Products

1. Out-think

2. Out-innovate

3. Out-execute

Future success means you must…

OLD THINKING

NEW TECHNOLOGY

FAIL

X

=

You can’t teach an old dog new tricks

VP of GrowthVP Cloud Services

VP of CustomerSuccess

Old dog, new tricks

Get it right…

Get it wrong…

Agenda for today

Create a Compelling Value Proposition1

Differentiation at 3 levels of perceived value2

Strategy vs Execution3

3 Levels of DifferentiationWhat happens when weThink Beyond Products?

Compelling Value PropositionChallenges facing your

target customers?

Outcomes for today

Re-think your approach to GTM strategy and execution1

Capture actionable insights that you can use in your

Cloud Services business starting tomorrow2

Create a compelling and differentiated value

proposition using the two GTM / sales acceleration

tools presented

3

GTM / Sales Acceleration Toolkit

Visioning ExerciseWhat does success look like

in 2020?

Compelling Value Proposition

Challenges facing yourtarget customers?

3 Levels of Differentiation

What happens when weThink Beyond Products?

Demand Creation Campaign

How do we start moresales conversations?

Sales ToolkitHow do we close more sales conversations?

GTM Action PlanHow do we execute across

the organisation?

GTM MASTERCLASS VIDEO

Agenda for today




Value proposition?

Target prospect

What are the key business

challenges facing your

target customers?

The question

What is the problem for

which your Cloud Services

are the solution?

The ultimate question

Business challenges Problems they don’t want1

Results they don’t have2

Operational efficiency1

Business transformation2

Innovating operations in the age of the Cloud

Using the Cloud to drive growth & enhancing CX

Focus on the problem

Compelling value proposition template

Challenges = Why change?

Why? What?

How?and

Compelling value proposition template

3 Examples

Sample framework

35

O365 Skype for Business Dynamics 365 Azure Site Recovery

Why? Productivity Collaboration Business Effectiveness Business Continuity

Operational Effeciency Operational Effeciency Operational Effeciency Operational Effeciency

1. Get more done 1. Get more done

2. Get it done faster / less effort 2. Get it done faster / less effort

3. Be more responsive to customers 3. Faster /more effective Decision Making

Business Transformation Business Transformation Business Transformation Business Transformation

1. Personal Productivity: 1. Collaboration: 1. Transform your ability to:

> Team / Group Productivity > Team / Group Effectiveness > Shape Customer Experience

> Organizational Effectiveness

> Company Results

2. Organizational Effectiveness

> greater responsiveness to changing priorities

> ability to adapt to change

> increased agility

3. Ability to Innovate:

> better serve/retain existing customers

> serve new customers

> revenue growth

How? O365

What? Product Description (SKU) Product Description (SKU) Product Description (SKU) Product Description (SKU)

O365 E4 SfB E6

Framing your CVP

Framing your Compelling Value Proposition

1

The assertionNo 1 Challenge facing

companies today is

responding to change.

4

Provide evidenceThe best way to provide

evidence is by sharing

Customer Success Stories.

2

The validation

Companies need to

increase revenues,

lower costs, and delight

customers. Doing that

requires reinventing the

operating model.

The next-generation operating

model for the digital world

by McKinsey&Company, March ‘17

3

How we can help We provide companies

undergoing change with

all the Digital Infrastructure

that they will need to be

successful in their digital

transformation, such as:

1. _______________________

2. _______________________

3. _______________________

Key learning points - creating a CVP

1

Help customers identify

and prioritize their key

business challenges

2

Translate the customer’s

IT challenges into desired

Business Outcomes

3

Provide compelling

answers to the 3

unasked questions:

‘Why Change?’

‘Why Now?’

‘Why You?’

using the ‘What?’

and the ‘How?’

Successful Cloud Service Providers:

Agenda for today




Why differentiate?

1

Industry viewDigital Disruption =

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

Stand out from the crowd

Avoid the red ocean

Navigate to blueoceans

Differentiate or die

Cart before the horse

www.flickr.com/photos/clementlivolsi/4596430458

Build a better mouse trap

“If I had asked people whatthey wanted, they wouldhave said faster horses.”

- Henry Ford1863 - 1947

3 levels of clarity

Differentiation: 3 levels of perceived value

Basic Product/ServiceTechnology

Price performance

Product quality

1

Support ServicesLevels of support

Quality of service

Systems

Processes

2

E2E Customer ExperiencePeople

Perceived value

High touch

Exceed customer expectations

Delight and astound customers

3

Your Cloud

Services

1

2

3

Price vs Value

3 Examples

Competitive separation

What makes you different?

Customer Messaging Framework

56

Key learning points - Differentiation at 3 Levels

1

Think Beyond Products.

They think in terms of the

problem the customer is

trying to solve.

2

Create competitive

separation by answering

the question: “what

makes us different” and

therefore better.

3

Create sustainable

competitive advantage by

answering to the question:

“what makes us different

at 3 levels of Customer

Perceived Value”.

Successful Cloud Service Providers:

Agenda for today




“The greatest danger intimes of turbulence is notthe turbulence - it is to actwith yesterday’s logic”. - Peter Drucker

Say goodbye to the past

The end of . . .

is not a growth strategy

THE STATUS QUO

Strategy vs Execution

Strategy-Execution matrix

Missed opportunityCannot validate if strategy is

good or should be reformulated

Succeed fastFocus on next strategic

opportunity

Slow deathCannot determine what is

working/not working

Fail fast

Revise strategy quickly

and start over

Poo

rG

reat

Poor Effective

STR

ATEG

Y

EXECUTION

“Change is difficult.Not changing is fatal”

Quick review




Competing to remain relevant to tomorrow’s customers

GTM / Sales Acceleration Toolkit

Visioning ExerciseWhat does success look like

in 2020?

Compelling Value Proposition

Challenges facing yourtarget customers?

3 Levels of Differentiation

What happens when weThink Beyond Products?

Demand Creation Campaign

How do we start moresales conversations?

Sales ToolkitHow do we close more sales conversations?

GTM Action PlanHow do we execute across

the organisation?

Moving to the Cloud means business transformation

69

• The client has changed

• The buying process has changed

• The Sales Cycle -> The Customer’s Journey

• Market segmentation -> Buyer personas

• Marketing -> Digital

-> Social Media

-> Social Influence -> Social Selling

• Demand Generation

• User Value Proposition and Persona Messaging

• Marketing Manger -> Community Manager

• Internal Alignment

• Execution

• Sales Channel alignment

• Multi-channel touchpoint experience

• E2E Customer Experience

Rethink the customer

Rethink sales & marketing

Rethink your organization

Business transformation

Channel transformationThe Cloud = massive change

“You do not discover the future,

you create it with the actions

you take today.”

Hope is not a strategy

You create your future reality

Discipline & prioritization

“Focus on the critical few…

NOT the insignificant many.”

1

2

3

My #3 actions:

4

5

If it is to beit is up to me

Get it right…

Where do I go from here?

“The final Workshop deliverable was a GTM Action Plan that mapped to functional owners inMarketing, Sales and Support. What I witnessed over those 2 days was remarkable andtransformational. The workshop exceeded my expectations on multiple levels and this was sharedby all participants who came away inspired and energized.!"

Nick Sone, Director Cloud, Optus, Australia

Who is David Ednie? What do clients say?

“The workshop defined major changes for the company in the light of the market developmentand the management team went back, rewrote the Corporate Strategy, defined 5 KeyWorkstreams and implemented the changes over a short period of time. David was an inspirationfor the whole process and the future strategy. As he said: The answer is in the room!”

Christian Winther, CEO, Hostnordic Group

“In a fast changing world, planning is the first critical step to successful evolution and change. Ifeel very fortunate that David Ednie assisted Interactive through our important planningworkshops. His energy, experience and technical knowledge were critical to the step-changes weachieved – he challenged us to find new ways to think and solve problems. I highly recommendDavid as brilliant facilitator.”

Christopher Ride, Managing Director, Interactive Pty Ltd

David R Ednie is President and CEO of SalesChannel Europe. He is acknowledged as anexpert in Cloud GTM Strategy and Execution, Cloud Sales Acceleration, Acceleration ofCustomer Adoption of Cloud Services and End2End Customer Experience. David has over25 years international business experience working in culturally diverse markets inEurope, 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 successfulimplementation. We work very closely with David to educate our Top Direct CSPs and transformthem to leading Managed Service Providers.”

Thilo Kraus, CSP Program Lead, Microsoft Germany

Offer Definition

Workshops

GTM Workshop Programs

Demand Creation

Campaigns

Sales Execution

Cloud Services GTM and Sales Acceleration Workshops

Get it right…

David R Ednie

President & CEO

SalesChannel Europe

Ph: +33 676 60 09 25 (FRA)

Email: [email protected]

Website: www.saleschannel-europe.com