Customer Adoption is the new ROI

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The future has changed

Moving to the Cloud means change

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is

CHANGING

SalesChannel Europe ©2012 All rights reserved 6

Change is Changing

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Change is Changing

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We want more Predictability

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Uncertainty We want less

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The Cloud is the answer to

BUSINESS UNCERTAINTY


“The rate of change in business today really puts you at a disadvantage if you make long-term investments in anything.”

- a customer

Business Uncertainty

Moving to the Cloud:

opportunity or threat? www.flickr.com/photos/squeakywheel/252715820

Let’s take a closer look

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The Challenge is navigating the journey

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A journey into the unknown

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Get it right

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Get it wrong

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Customer Adoption is the new

SalesChannel Europe ©2012 All rights reserved

Customer Adoption is the new ROI

• 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 • Sales channels trained, enabled and activated • Simple to purchase, easy to try before buy • On-boarding innovators and early adopters • Creating a remarkable customer experience • Building buzz: recommendations & referrals • Maintaining buzz: staying connected to tribe

Adoption Customer

Time to Revenue

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Customer Adoption is the new

You feel like this?

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A higher level perspective

CLOUD

SaaS Delivery

Service

Customer Adoption is the new ROI 3

The Psychology of Adoption 2

The Corporate Consumer 1


Gartner Hype Cycle for Cloud Computing, 2012

What is driving

Adoption?

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The Post-PC era

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No cloud No BYOD

No cloud No clients

No company No clients

The Post-PC era

It’s all about empowering the individual


Smartphone sales surpasses PC sales in 2011


Welcome to the Digital World

*Derek Thompson is a senior editor at The Atlantic


B to B B to C Customer volume Restricted clientele Large, diversified clientele

Reason for purchase B2B buyers buy for their company, are are therefore accountable.

B2C consumers buy for themselves or their family, for pleasure.

Buyer behaviour

B2B buyers make reasoned purchases, using professional procedures.

In B2C, consumers can yield to impulse buying, or buy something theyÕve fallen in love with. The emotional component is important.

Product positioning must be very clear, with the sales arguments down pat and a focus on specific added value for the company.

You have to be able to get people to buy for fun, present the product attractively, stage it appropriately and use sales arguments that appeal to emotions.

Buying process

The B2B buying process is complex: first, it has to comply with business management practices (payment timelines, order approval, logistics, support and reporting) and second, the buying decision involves many players and requires internal decision-making processes that can be very long.

For the mass market, the buying process is simple because the act of buying is often the decision of a single person.

Means B2B buyers do not spend their own, but their company's money, so do not see the expense in the same light.

Price is one of the main criteria for end consumers, since it is their own money they are spending.

Relationship

Since B2B customers are fewer in number, representatives forge closer and more personalized links with them. Relational aspects are more important than emotional factors, and loyalty is crucial.

Relationships are more limited, with representatives often never seeing a particular customer again.

Products B2B products are often complex, since they have to meet many requirements and involve a large number of people. It can also involve wholesaling.

Products are sold at the retail level. They involve all types, from very simple to very complex.

B2B Shifts to B2C

Corporate Consumer

Birth of the…

www.flickr.com/photos/edyson/4494308719

Bring Your Own Devices

Buyer behaviour www.flickr.com/photos/jetboy2007/1098551291

Understand how they decide

Buyer Personas

Delight tomorrow’s customers

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Barriers

ADOPTION to

Need to understand

Barriers to adoption

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No. #1 unasked question

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What is the “return path”?

Predictors

ADOPTION of

What are we searching for?


The Technology Adoption Life Cycle

Ch

as

m

End of Life

Bowling Alley

Niche based adoption by verticals

In advance of mass market

Keep providing whole product to new verticals

Customer-centric phase, until mass-market

Main Street

Base infrastructure deployed

+1 marketing

Commoditization

Downward price pressure

Get to new (lower) price points first

”Tornado” Hypergrowth

Mass market adoption

New Paradigm accepted by market

Just ship product / operational efficiency

Aim: establish ‘gorilla’ status

Win customers for life

Early Market

Visionaries are influenced by techies

Provide break-through competitive

advantage to pilot customers

Immature product & custom solutions

Innovators 2%

Visionaries 14%

Pragmatists 34%

Conservatives 34%

Skeptics 16%

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Traditional Marketing / Brands Marketing 2.0 / Smart Brands Strategy Beliefs Plan Actions Process Principles Annual/quarterly horizon Daily adaption ROI Meaning Control Permanent crisis Consistency Surprise Data Intuition Fast turn-around Real time Centralised knowledge Decentralised knowledge Command and coordination Empowerment and networks Go-To-Market Distributed presence

Message Content

Implications for Marketing


Implications for Sales

Customer adoption

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Search

Find

Qualify

Try

Buy

Activate

Manage

Up-sell

Support

Refer

Starts with the Buyer’s Journey

Differentiate

Now or Never

Moments

Make or Break

Moments

Multiplier

Moments

Keep or Lose

Moments

A Acquire

B Base

Example

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Constant Contact

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Constant Contact

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Re-think your assumptions


Rethink your IT Assumptions

What are these assumptions? The current convention assumes the following:

• Everyone works in an office. • The company owns the infrastructure, endpoints and applications. • Everything is eventually connected by a wire. • All applications are on-premise. • IT is a monolithic paradigm. • Applications come in suites.

The new assumptions are actually today’s policy exceptions, meaning they add incremental costs to incorporate into the IT fabric:

• Everything is mobile. • Endpoints and devices are more consumer-oriented and user-owned. • Everything is wireless. • Every device and user will consume cloud services. • The IT paradigm is “microcentric.” • Applications come from stores.

It’s not about

Selling More Stuff

www.flickr.com/photos/michaelholden/4148616920

It’s about something far

more important to us all

Customer Service

Customer Satisfaction


“The business is all about the customer. We need to be in as many channels as customers are in and align them as closely as we can, whether the customer is on smart phone, iPad or in a brick and mortar store. The goal is to have consistency and visibility across these channels and heighten our understanding of the customer.”

Delivering a great E2E Customer Experience

- Gareth Beer, Ecommerce Manager Speedo International


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

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

1

2 Support Services

Differentiation: 3 Levels of Perceived Value

3 E2E

Customer Experience

Your Cloud

Services

Basic Product/Service

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

Example

Rackspace

WHAT

HOW and

erent f

dif think

Child-like thinking

www.flickr.com/photos/toekneesan/3847444842


Favorite App?

(r)Evolution Re-imagine

Re-think

Re-align Re-design Re-invent

Re-engage

Re-peat Re-peat

Re-peat Re-peat

Break through the glass ceiling

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“When the rate of change externally is greater than the rate of change internally, you have a problem.”

- Jack Welch

www.flickr.com/photos/nathaninsandiego/3466495191

www.flickr.com/photos/sergei24/306212854

External speed of change

Internal speed of change

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Trusted Advisor

By becoming a…

…and drive Customer adoption

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Business Drivers of Cloud Adoption

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2

3

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Source: Survey conducted by IDG Connect on behalf of CA Technologies, October 2012

Drivers of adoption

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Get it right

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www.flickr.com/photos/horacio/3781750

Your Cloud

Services

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David R Ednie President & CEO

SalesChannel Europe Ph: +33 676 60 09 25 (FRA)

Email: [email protected] Website: www.saleschannel-europe.com

Your Cloud

Services

Customer Adoption is the new ROI

Business

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