Differentiate or Die

Find 3 Take Aways

www.flickr.com/photos/jamesjordan/3026672665

The world has changed?

4

“It is not the strongest of the species that

survive, nor the most intelligent, but rather

the one most adaptable to change.”

- Charles Darwin 1809 - 1882

5

“Digital Darwinism is the evolution of consumer behaviour when society and technology evolve faster than your ability to adapt.”

- Brian Solis _

The end of business as usual

www.flickr.com/photos/vek/4665924239

or be

Disrupted

www.flickr.com/photos/mwichary/3690887427

Disruptive change

Experimental thinking

www.flickr.com/photos/johnnyjet/3290272880

Anticipate change

www.flickr.com/photos/mwichary/3246110827

#1. Opportunity or threat?

www.flickr.com/photos/squeakywheel/252715820

www.flickr.com/photos/maestropastelero/258000448

#2. How are you going to

develop your business?

14

“If we are to achieve results never before

accomplished, we must employ

methods never before attempted.”

- Sir Francis Bacon

- Sir Francis Bacon (1561-1626)

A journey into the unknown

Differentiation in the cloud

www.flickr.com/photos/blackbeltjones/5449579698

Communicating

INVISIBLE the

Is this going to be

Small hint!

Game-Changer

The Game

The Game

Game Changer

Customers Economy

Cloud Services

New

Collaboration

Technology

The

PROBLEM

26

View _Allen_'s map

Taken in Paris, Ile-de-France (See more photos or videos here)

48°51' 58" N, 2°19' 30" E48.8660452.32488

How do you escape the Red Ocean?

The

SOLUTION

www.flickr.com/photos/76029035@N02/6829438075

Starts here

The real office

http://flickr.com/photos/laughingsquid/2395531279

The mobile office

Give people the

tools they need

www.flickr.com/photos/artwithrays/2743271943

or they will use their own

www.flickr.com/photos/casamatita/7034989405

Today’s Office worker

www.flickr.com/photos/venturebeatpix/6685333353

Today’s Office

New ways of Communicating

Information

New ways of consuming and sharing

www.flickr.com/photos/yourdon/5085610893

New ways of communicating

www.flickr.com/photos/yourdon/5022289365

Communicating on the go

Tomorrow’s office worker

www.flickr.com/photos/good_day/3086916806

www.flickr.com/photos/maxbraun/149270753

Tomorrow’s office worker

COLLABORATION Enterprise

Enablement

Prototype of Enterprise

Collaboration Enablement

A journey into the unknown

www.flickr.com/photos/winemegup/3641912321

Get it right

www.flickr.com/photos/roome/3390682853

Get it wrong

You feel like this?

47

A higher level perspective

A journey into the unknown

www.flickr.com/photos/mtsofan/3618271222

Show customers

how to get there

www.flickr.com/photos/19779889@N00/4098873568

The way forward is

never straight forward

www.flickr.com/photos/dotpolka/3710843358

There will be

obstacles ahead

www.flickr.com/photos/executionsinfo/2115921367

CLOUD

SaaS Delivery

Service

CLOUD = CUSTOMER

CLOUD = COLLABORATION

Enterprise COLLABORATION Enablement

What business are you in?

Product focus -> Business Solution focus 3

The Sales Cycle -> The Buyer’s Journey 2

B2B -> B2C 1

Driving the What is

The Post-PC Era

BYOD

www.flickr.com/photos/betchaboy/5508595958

C-Generation

www.flickr.com/photos/csaila/3648816968

SalesChannel Europe ©2013 All rights reserved 64

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 behavior

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 Consumers Connected Customers

1

2

www.flickr.com/photos/cc511/1975196563

Connected customers

Product focus -> Business Solution focus 3

The Sales Cycle -> The Buyer’s Journey 2

B2B -> B2C 1

Consumerization

Consumerization

Commoditization

Race to the bottom

www.flickr.com/photos/carquestguy/4335716783

Focus on the Buyer

and not Price

www.flickr.com/photos/poptech2006/2972685098

SalesChannel Europe ©2013 All rights reserved 73

The Buying Process

Search

Find

Qualify

Try

Buy

Activate

Manage

Up-sell

Support

Refer

Start 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 The Buyer’s Journey

76

Constant Contact

77

Constant Contact

78

Eliminating barriers to sale

Unchain your mind

Product focus -> Business Solution focus 3

The Sales Cycle -> The Buyer’s Journey 2

B2B -> B2C 1

Standing out from the crowd

www.flickr.com/photos/29233640@N07/5131195458

Differentiation

www.flickr.com/photos/heraldpost/3817195392

Differentiation

Opportunity platform

www.flickr.com/photos/36182550@N08/3347465868

Differentiation = different thinking

“Every battle is won_ before it is fought.”

Sun Tzu 544 - 496 BC

Strategy before

Technology

before

erent f

dif think

Change your thinking

www.flickr.com/photos/oriol_gascon/2172565951

The hard way

AND thinking

www.flickr.com/photos/artwithrays/3919906312

AND thinking

AND Thinking

www.flickr.com/photos/thelastminute/4754410169

www.flickr.com/photos/carolyncoles/3097883695

AND Thinking

AND thinking

www.flickr.com/photos/koffiemetkoek/238250538

Constraint-based

thinking

www.flickr.com/photos/squonk/651697384

Recurrent constraints

www.flickr.com/photos/johnduffell/3646401418

Collective constraint based thinking

Bring about the possible

www.flickr.com/photos/morberg/3842815564

Resilient thinking

www.flickr.com/photos/stewartmorris/5743763864

Child-like thinking

www.flickr.com/photos/toekneesan/3847444842

Create simple offers with

3 clear business benefits

Design an E2E Customer Experience

Products Services Experience Customer

SalesChannel Europe ©2013 All rights reserved

Your Cloud Services

106

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

3 E2E

Customer Experience

Differentiation: 3 Levels of Perceived Value

Basic Product/Service

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

are The DIFFERENCE

Example Differentiation

Rackspace

Sales & Marketing

Machin

e

By building a

Tipping the

“Victory in marketing doesn’t happen when you sell something, but when you

cultivate advocates for your

brand.” - Steve Knox, CEO of Tremors,

P&G’s Word of Mouth Business Unit

www.flickr.com/photos/hyku/4837236187

Advocates are your

best influencers

Trusted Advisor

Becoming a…

Help them achieve

Value Migration

C o - C r e a t e Brainstorm, learn, create

Share, contribute, improve

Chat, talk, exchange information and ideas

• Efficiency, productivity, creativity, innovation • Effectiveness, more desired outcomes • Motivated, Engaged and Energised • Sense of satisfaction, contribution, feel valued • Maximise Discretionary effort • Sense of purpose, meaning and fulfilment

Connect

Communicate

Collaborate

Presence, click to connect, anytime/anywhere

Drivers of adoption

www.flickr.com/photos/daniele_sartori/2371157397

Social media

121

“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

www.flickr.com/photos/14degrees/440515255

“Genius is one percent inspiration and ninety- nine percent perspiration.” - Thomas A. Edison

Help customers achieve Value Migration 8

Differentiate at Level 2 and Level 3 4

Innovate or Die 1

Focus on the Challenges facing Customers 2

Aligning with The Buyer’s Journey 5

Create Compelling Value Propositions 3

Design the End2End Customer Experience 6

Tipping the Funnel 7

Eco-system thinking 9

Become a Cloud Trusted Advisor 10

Get it right

www.flickr.com/photos/winemegup/3641912321

www.flickr.com/photos/horacio/3781750

YOU

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

Your Cloud

Services