Digital Disruption: 5 Steps to Growth with Cloud OS
85
-
Upload
saleschannel-europe -
Category
Business
-
view
849 -
download
1
description
Customer Adoption is the new ROI. Creating SOE (Systems of Engagement) is how you maximise customer adoption. The entry point to SOE is the Smart phone. Are you maximising Smart Adoption of your cloud services?
Transcript of Digital Disruption: 5 Steps to Growth with Cloud OS
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: [email protected]
Website: www.saleschannel-europe.com
