gtm transformation

Desired Outcomes from Today’s Session:

• Understand key GTM Tools in the GTM Toolkit

• Rethink your GTM strategy and action plan

GTM Transformation

• Know how and when to use them

Barriers to GTM Innovation:

• We are all blinded by our own expertise

• You can't learn what you think you already

know

Transformation = Innovation

• It’s OK to fail if you capture and apply

insightful learnings. Experimental culture

Smart companies

Harness the Disruption

Transformation = Innovation

2 Models in collision

CORE Business:• Slow change• Rules• Risk averse • Transaction oriented

Digital Experience:• Rapid change• Experimentation• Risk tolerance• Outcome oriented

Traditional Mindset

DigitalMindset

vs

The problem is that customers don’t buy

the way we sell

Customers can’t find you1

Customer don’t want what you are selling2

Customers don’t understand how you are different3

Customers don’t reach buying decisions4

Customer don’t want to buy through your channel5

5 Major Barriers to Growth:

Create Systems of Engagement

Sell Business Outcomes

Differentiate at 3 Levels of Perceived Value

Help your customers to join the dots

Build an eco-system of Partners who add value

Be Findable!

2. Join the conversation they are already having

Great Marketing

1. Meet customers where they are

(It’s all about them and not you)

Demand Creation

source: www.corporatevisions.com

Marketing Today = Sales Tomorrow

source: www.corporatevisions.com

1

Marketing Today = Sales Tomorrow

• Challenge them

• Destabilise them

• Challenge the status quo

• Get them out of comfort zone

• Take them to the negative

future

• Sell your insights

• Take them to the negative

future

• Create a sense of urgency

• Monetise the cost of delay

• Take them to the beach

• Guide them to take action

• Take the order

• Provide evidence

• Cost justify

• Lead them through the

process

• Take them to the beach

• Sell your insights

• Sell your experience

2 3

12

Demand Generation Campaign Exercise

You’ve got followers

Example

No 1 Challenge in Digital Marketing?

Producing engaging content

consistently

CONSTANTLYand

Sell the ProblemNot the Solution

Sell the Problem not the Solution

Business Continuity vs £100M Loss

Sell the problem, not the Solution

1. Problems they don’t want

2. Results they don’t have

Only two types of messages attract the interest of your ideal prospects:

Sales Transformation

OLD NEWThe IT Buyer The Business Buyer

Selling into CapEx Budgets Selling into OpEx Budgets

Technical Expertise Business Expertise

Geographic Sales Territories Vertical Industry Territories

Selling Features Selling Results

Fixed-Price Contracts Outcome-Based Contracts

Demonstrating Features Business Process Discussions

Your Complexity and

Underlying Architecture

Your Consumption Model

and Service Capability

Maintenance Contracts "Apps Mindset"

Face2Face Sales Skills Social Media Knowledge

Source: Consumption Economics: The New Rules of Tech by J. B. Wood, Todd Hewlin and Thomas Lah, 2011

Selling Business Outcomes (Examples)

• Increased revenues or profitability

• Faster time to market

• Decreased costs

• Improved operational efficiency

• Revitalizing the organization

• Enhancing customer loyalty

• Increased market share

• Decreased employee turnover

• Improved customer retention levels

• Increased competitive differentiation

• Faster response time

• Decreased operational expenses

• Increased sales per customer

• Improved asset utilization

• Faster collections

• Reduced cost of goods sold

• Minimized risk

• Additional revenue streams

• Improved time-to-profitability

• Increased billable hours

• Reduced cycle time

• Increased inventory turns

• Faster sales cycles

• Reduced direct labor costs

• Functional benefit

• Economic benefit

• Emotional benefit

Compelling Value Proposition

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 Ford

1863 - 1947

3 levels of clarity

Differentiation: 3 levels of perceived value

Basic OfferTechnology

Price performance

Product quality

1

Professional ServicesLevels of support

Quality of service

Systems

Processes

2

E2E Customer ExperiencePeople

Perceived value

High touch

Exceed customer expectations

Delight and astound customers

3

1

2

3

Your Cloud

Services

Price vs Value

Example

Competitive separation

What makes you different?

Join-the-dots

• Accept that they need to change

• Leverage your Visual Evidence Department (Marketing)

• Build a library of:

• Customer References

• Customer success stories

• Customer Video testimonials

• Create an Unpaid Sales Force


• Trusted Advisor

• Solutions, Expertise, Industry knowledge, Support

• Own the end customer relationship

• Enhance the E2E Customer Experience

• Extend or Augment your Value Proposition

• Deliver real and measurable Value to the End Customer

Build an eco-system of Partners who Add Value

How do they add value To End Customers?

Differentiation: 3 levels of perceived value

Basic OfferTechnology

Price performance

Product quality

1

Professional ServicesLevels of support

Quality of service

Systems

Processes

2

E2E Customer ExperiencePeople

Perceived value

High touch

Exceed customer expectations

Delight and astound customers

3

1

2

3

Your Cloud

Services

• Can they sell? Extend your sales coverage?

• Take you into new markets; segments, verticals, geo’s?

• Add IP, Industry expertise. Local support?

• Provide new customer requirements & market insights?

• Provide you with new business at lower selling costs?

Build an eco-system of Partners who Add Value

How do they add value To You?

1. Partner Recruitment Checklist

2. Partner Value Proposition

2 Key Tools:

1. Create Systems of Engagement

2. Sell Business Outcomes

3. Differentiate at 3 Levels of Perceived Value

4. Help your Customers to join the dots

5. Build an eco-system of Partners who Add Value

Quick Review:

Competing to remain relevant to tomorrow’s customers

Where do I go from here?

SalesChannel Europe ©2017 All rights reserved

Cloud Services GTM and Sales Acceleration Workshops Worldwide

“The final Workshop deliverable was a GTM Action Plan that mapped to functional owners

in Marketing, Sales and Support. What I witnessed over those 2 days was remarkable and

transformational. The workshop exceeded my expectations on multiple levels and this was

shared by all participants who came away inspired and energized.!"

Nick Sone, Director Cloud, Optus, Australia

Who is David Ednie? What do clients say?

Christian Winther, CEO, Hostnordic Group

“The workshop defined major changes for the company in the light of the market

development and the management team went back, rewrote the Corporate Strategy,

defined 5 Key Workstreams and implemented the changes over a short period of time.

David was an inspiration for the whole process and the future strategy. As he said: The

answer is in the room!”

“In a fast changing world, planning is the first critical step to successful evolution and

change. I feel very fortunate that David Ednie assisted Interactive through our important

planning workshops. His energy, experience and technical knowledge were critical to the

step-changes we achieved – he challenged us to find new ways to think and solve

problems. I highly recommend David as brilliant facilitator.”

Christopher Ride, Managing Director, Interactive Pty Ltd

David R Ednie is President and CEO of SalesChannel Europe. He is acknowledged

as an expert in Cloud GTM Strategy and Execution, Cloud Sales Acceleration,

Acceleration of Customer Adoption of Cloud Services and End2End Customer

Experience. David has over 25 years international business experience working in

culturally diverse markets in Europe, 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 successful

implementation. We work very closely with David to educate our Top Direct CSPs and

transform them to leading Managed Service Providers.”

Thilo Kraus, CSP Program Lead, Microsoft Germany

Offer

Definition

Workshops

GTM

Workshop

Programs

Demand

Creation

Campaigns

Sales

Execution

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