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Disruption proceeds transformation. Digital disruption proceeds Digital transformation. Business transformation will follow digital transformation. Two major trends to consider: the rise of the Corporate Consumer and the emergence of the Social Enterprise, which will create enormous opportunities for some and existential threats for others.
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The world has changed?
A journey into the unknown
Problemthe
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Disruptive change
You feel like this?
OLD THINKING
NEW TECHNOLOGY
FAIL
X
=
Disruptive thinking
Overcoming barriers to change
Solutionthe
erentf
difthink
Change your thinking
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The hard way
AND Thinking
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AND Thinking
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AND thinking
What is your Transformation Strategy?
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Transformation strategy
Accelerating Time to Revenue
• 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• Simple to purchase, easy to try before buy• Sales channels trained, enabled and activated• On-boarding innovators and early adopters• Creating a remarkable customer experience• Building buzz: recommendations & referrals• Maintaining buzz: staying connected to tribe
Time to Revenue
AdoptionCustomer
Customer Adoption
is the New ROI
Think outside the boxTarget early adopters
Early Adopter Market Mainstream Market
DANGER - CHASM!
Accelerating Customer Adoption of Cloud Services
TIME
Create capacityto service demand
Technology Vendors Channel Partners
Build the buzz!!!!
Build sales channels
• Distributors• Retailers• Resellers• VARs• Service Providers• System Integrators• Consulting Partners
TechnologyInnovators
2%
Visionaries
14%
Pragmatists
34%
Conservatives
34%
Sceptics
16%
Create a tipping point
Influencer/Adopter Programs
Demand Generation
Influence Generation: Capture the hearts and minds of Tech savvy early adopters, opinion
leaders and influencers
Channel readiness & activation
GTM Strategy & Business Plan
PER
CEN
TAG
E O
F P
OP
ULA
TIO
N
AB
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Capture their imaginations
Horizon 10 - 6 months
Horizon 26 - 12 months
Horizon 312 - 36 months
Thinking at 3 Time Horizons
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Get it right
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Get it wrong
SellersEasy to sell
Easy to support
Easy to buy
Easy to use & support
USER-ability USE-abilityvs
Vendors UsersBuyersvs
vs
Mindset Shift1
Barriers to Adoption2
Accelerators to Adoption3
Future focus
Divergent rates of change
by Scott Brinker http://chiefmartec.com
You can’t teach an old dog new tricks
Keep it simple
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Customer use scenarios
Source: IBM Institute for Business Value analysis, 2012
Align Business Value with Buyer Personas
Agile
Adaptive
Anticipate change
Adapt and adjust
Transformational change
Mindset Shift1
Barriers to Adoption2
Accelerators to Adoption3
Unlocking human potentialw
ww
.flic
kr.c
om
/ph
oto
s/sh
ove
llin
gso
n/5
14
58
23
87
8
Information security
Cloud adoption maturity
Build a better mouse trap
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“If I had asked people whatthey wanted, they wouldhave said faster horses.”
- Henry Ford1863 - 1947
Clarity of vision
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
Mindset Shift1
Barriers to Adoption2
Accelerators to Adoption3
Create a GTM Plan
GTM / Sales Acceleration Business Plan
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New levels of business value
Create a tipping point
Educate
Inspire
Customer Touchpoint Mapping
source: adapted from socialmarketingforum
Business Transformation
Operational Excellence
Value
Cost
Price
Executive
Management
Operations
OrganisationThinking Time Horizon Drivers of change
BusinessDrivers
OperationalNeeds
Thinking at 3 Time Horizons
1. The Cloud is here to stay
2. Best way to reach the beach is to ride the wave
3. Align your sales actions with customer adoption
4. Use the Cloud to create a collaborative workplace
5. Leverage ease of use and ease of installation
6. Put power and control in the hands of your people
7. Leverage the transformational impact of co-creation,
innovation and competitive advantage
Cloud Success Factors:
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Get it right
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David R Ednie
President & CEO
SalesChannel Europe
Ph: +33 676 60 09 25 (FRA)
Email: david@saleschannel-europe.com
Website: www.saleschannel-europe.com
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