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5 Steps to Accelerating Customer Adoption of your Cloud Services. Step 1: Fire your Sales Force.
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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
Technology Vendors Channel Partners • Distributors• Retailers• Resellers• VARs• Service Providers• System Integrators• Consulting Partners
TechnologyInnovators
2%
Visionaries
14%
Pragmatists
34%
Conservatives
34%
Sceptics
16%
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
Build the buzz!!!!
Create a tipping point
A Create capacityto service demand
Build sales channelsB
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:
www.flickr.com/photos/camdiluv/5788194542
Capture their imaginations
“Fire your sales force”
Horizon 10 - 6 months
Horizon 26 - 12 months
Horizon 312 - 36 months
Thinking at 3 Time Horizons
www.flickr.com/photos/winemegup/3641912321
Get it right
www.flickr.com/photos/roome/3390682853
Get it wrong
OLD THINKING
NEW TECHNOLOGY
FAIL
X
=
Digital Disruption 2014
Think outside the box
Think outside the box
www.flickr.com/photos/12023825@N04/2898021822
Change strategy
Overcoming change
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
Drivers/Inhibitors of Adoption*
*source: Michael Skok, North Bridge Venture Partners www.mjskok.com
You can’t teach an old dog new tricks
Growth Mindset1
Product Market Fit2
The Buyer’s Journey3
Customer Acquisition4
Tipping the Funnel5
Future focus
Innovation
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
Anticipate change
Agility
Adaptability
Extreme adaptability
Disruptive change
Source: IBM Institute for Business Value analysis, 2012
Align Business Value with Buyer Personas
Growth Mindset1
Product Market Fit2
The Buyer’s Journey3
Customer Acquisition4
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 what
they wanted, they would
have said faster horses.” - Henry Ford
1863 - 1947
Clarity of vision
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
Growth Mindset1
Product Market Fit2
The Buyer’s Journey3
Customer Acquisition4
Tipping the Funnel5
Know your early adopters
www.flickr.com/photos/poptech2006/2972685098
The Buying Process
source: www.corporatevisions.com
Lead your customers through the Buyer’s Journey
source: www.corporatevisions.com
1 32
Lead your customers through the Buyer’s Journey
• 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
Product Market Fit2
The Buyer’s Journey3
Customer Acquisition4
Tipping the Funnel5
Product
Place
Price
Promotion
4Ps
Solution
Access
Value
Education
SAVE
Educate
Inspire
GTM / Sales Acceleration Business Plan
Build the Foundations of your Success
GTM Questionnaire
6 Reasons Why?
Elevator PitchKey Challenges
facing Customers
Cloud Services Value
Proposition
GTM Action Plan
Inspire early adopters
The mobile generation
Growth Mindset1
Product Market Fit2
The Buyer’s Journey3
Customer Acquisition4
Tipping the Funnel5
Tipping the Funnel
Clients: Actions:
Tipping the Funnel
Audience 2
Crowd sourcing
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
1. Growth Mindset -> Business Model innovation
2. Product/Market Fit -> Differentiation at 3 Levels of Value
3. The Buyer’s Journey -> Align your Sales & Marketing actions
4. Customer Acquisition -> Marketing 4Ps = SAVE
5. Tipping the Funnel -> Customers are your unpaid sales force
Success Factors for the Cloud
6. Profit from the Cloud expertise at Ingram Micro France
www.flickr.com/photos/winemegup/3641912321
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