Internally facingoperations automation

Cloud = IT Transformation

Cloud = Business Transformation

Externally facingcustomer interactions

Business Transformation

Drivers of Digital Disruption:

1. Mass Adoption of Digital Technology

2. The Age of the Customer

3. B2B-> B2C -> The Engagement Economy

Basic Human Needs

“We are in the Age of the Cloud”

- David Ednie

Digital Disruption

Platform: Build or Buy?

Competitive turbulence

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

Irrational complacency

“Fire your sales force”

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:

Capture their imaginations

“Reasons lead to conclusions.Emotions lead to actions.”

- Saatchi & Saatchi

19

DecisionDrivers

Horizon 10 - 6 months

Horizon 26 - 12 months

Horizon 312 - 36 months

Thinking at 3 Time Horizons

Get it right

Get it wrong

- Geoffrey A. Moore

“Well, first off, realize you are in afight for your life. The new businessmodel is not a competitive threat, itis an existential threat.”

OLD THINKING

NEW TECHNOLOGY

FAIL

X

=

Think outside the box

Think outside the box

www.flickr.com/photos/12023825@N04/2898021822

Growth strategy

Overcoming change

You can’t teach an old dog new tricks

Cloud Adoption starts here

Evolution

Devolution

Customer Adoption

Growth Mindset1

Differentiate or Die2

Marketing Today = Sales Tomorrow3

The Customer Adoption Cycle4

Tipping the Funnel5

Future focus

Innovation

Anticipate change

Business Agility

Adapting to change

Predictive Mindset

Adaptive Mindset

Growth Mindset

Fixed Mindset Growth Mindset

Intelligence is static Intelligence can be developed

Leads to a desire to look smart and therefore a tendency to:

Leads to a desire to learn and therefore a tendency to:

avoid challenges embrace challenges

give up easily due to obstacles persist despite obstacles

see effort as fruitless see effort as path to mastery

ignore useful feedback learn from criticism

be threatened by others’ success be inspired by others' success

Mindset Shift

*source: Carol S. Dweck, Ph.D

Growth Mindset1

Differentiate or Die2

Marketing Today = Sales Tomorrow3

The Customer Adoption Cycle4

Tipping the Funnel5

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

Cart before the horse

Build a better mouse trap

www.flickr.com/photos/clementlivolsi/4596430458

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

- Henry Ford

1863 - 1947

3 levels of clarity

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

Price vs Value

Products ServicesExperienceCustomer

Growth Mindset1

Differentiate or Die2

Marketing Today = Sales Tomorrow3

The Customer Adoption Cycle4

Tipping the Funnel5

The problem is that customers don’t buy

the way we sell

The Age of the Customer

Make people

want things20th century

Make things

people want21st century

Product

Place

Price

Promotion

4P's

Solution

Access

Value

Education

SAVE

Educate

Inspire

Create a sense of urgency

Growth Mindset1

Differentiate or Die2

Marketing Today = Sales Tomorrow3

The Customer Adoption Cycle4

Tipping the Funnel5

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

The Buying Decision Process

Adoption

Cycle Sales

Model

Transactional

Sales Model

Adoption

Cycle Sales

Model

Search

Find

Qualify

Try

Buy

Activate

Manage

Up-sell

Support

Refer

The Customer Adoption Cycle

source: www.corporatevisions.com

Marketing Today = Sales Tomorrow

source: www.corporatevisions.com

1 32

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

• Provide evidence• Cost justify• Lead them through the

process• Take them to the beach• Sell your insights• Sell your experience

• 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

Growth Mindset1

Differentiate or Die2

Marketing Today = Sales Tomorrow3

The Customer Adoption Cycle4

Tipping the Funnel5

Tipping the Funnel

Clients: Actions:

Tipping the Funnel

Source:Empowered, by Josh Bernoff and Ted Schadler

Audience 2

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

Social Influence

1. Growth Mindset

2. Differentiate or Die

3. Marketing Today = Sales Tomorrow

4. The Customer Adoption Cycle

5. Tipping the Funnel

Quick Review:

4Ps => S A V E

Differentiation: 3 Levels of Perceived Value

Turn customers into your unpaid sales force

Align all Sales & Marketing actions

Predictive -> Adaptive Thinking = Business agility

Competing to remain relevant to tomorrow’s customers

73

• The client has changed• The buying process has changed• The Sales Cycle -> The Customer’s Journey• Market segmentation -> Buyer personas

Moving to the Cloud means Business Transformation

• 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 Organisation

Business Transformation

Channel TransformationThe Cloud = Massive Change

Get it right

Where do you go from here?

Cloud is now prime time

Get it wrong

Get it right

Customer Adoption Acceleration Tools

Differentiation Strategy

The Sales Toolkit

Creating an unpaid sales force

SalesChannelEurope©2014Allrightsreserved

BasicProduct/Service:• _____________________________• _____________________________• _____________________________• _____________________________

EnhancedServices:• _____________________________• _____________________________• _____________________________• _____________________________• _____________________________

SupportServices:• _____________________________• _____________________________• _____________________________• _____________________________

Differen a on:3LevelsofPerceivedValue

BasicProduct/Servic

SupportServices

EnhancedServices

1

2

3

BasicProduct/Service

Your Hosted

Services SalesChannelEurope©2014Allrightsreserved

Tipping the Funnel Clients: Actions:

A

B

GTM / Sales Acceleration Strategic Framework

Accelerating Time to Activation

Search

Find

Qualify

Try

Buy

Activate

Manage

Up-sell

Support

Refer

Differentiate

Accelerating Time to Activation

The Sales Channel Mix

GTM Action Plan

Get it right

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