Leverage Microsoft’s position

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3

Office 365 is the

BIG opportunity

Lead the way forward

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©2009 SalesChannel Europe. All rights reserved

SalesChannel Europe

5

It’s all about leading….

Rethink your business

…and enable all sales channels

…and get a handle

on the key levers

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Find 3 Take Aways

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3 Drivers of Sales

Transformation

Implications of the Buyer’s Journey 2

The Buyer’s Decision Making Process 3

Implications of Selling Cloud Services 1

1. Product vs solution selling

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Office 365 Airlift, London, UK. 12th - 14th April 2011

14

Product or solution?

Or usage scenario?

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2. Communicate the invisible

3. Use Partners to augment

the customer experience

19

SOHO/SMB

Customer

Sales Activation

Eco-system Migration

Service Business Process

Migration

Training

Consulting &

Advice Support

Sales

Partner Channel

SOHO/SMB

Customer SOHO/SMB

Customer

Syndication

Partner

Trusted Advisors

The Buyer’s Decision Making Process 3

Implications of Selling Cloud Services 1

Implications of the Buyer’s Journey 2

1. Selling vs Buying

www.flickr.com/photos/superzelle/4608034587

Search

Find

Qualify

Try

Buy

Activate

Manage

Up-sell

Support

Refer

Remember the Buyer’s Journey

Josh Bernoff & Charlene Li

Josh Bernoff & Ted Schadler

Tipping the funnel

Influence is spread

through social media

Target tomorrow’s customers

Capture their attention

Office 365 Airlift, London, UK. 12th - 14th April 2011 27

Eliminating barriers to success

AND thinking

Office 365 Airlift, London, UK. 12th - 14th April 2011 www.flickr.com/photos/artwithrays/3919906312

AND execution

Office 365 Airlift, London, UK. 12th - 14th April 2011 www.flickr.com/photos/turbotoddi/2932650574

Avoid ‘Hole-in-one’ thinking

Co-creation thinking

SOHO & SMB Online Channel

Telesales Partners

Midmarket Online & Partners

Enterprise Direct & Partners

2. Manage multiple touch

points/multiple channels

Office 365 Airlift, London, UK. 12th & 14th April 2011

Go-To-Market Mapping by Solution

Smaller SPs & ASPs

T1

Services Providers

T3

T2

Residential

SOHO/SMB

SME

Residential & Enterprise

Customers

ENT

MNC

VSP

Partnership

Profiles

Strategic Alliances

OEMs

Channel Structure

SI&NI /Geographic

Partnerships

Direct Sales / BCS

TEMs

System Integrators &

Network Integrators

T1 Partners

IPCentrex™ Telephony & Video

MyCall® Telephony & Video

MyCall® Media

MyCall® Triple Play

Contact Center & IVR

Secured IP Trunking & VPN

IPCentrex™ Telephony & Video

NIs: Telindus

Getronics

PABX Installers

Local NIs

T1 Partners: HP

IBM

BEA

ASP (W/S): Private Label

Influencers: BEA

Microsoft

Oracle

Intel

Industry A’lysts

Service Providers Types:

Incumbents

Tier 1 Operators

Alternate Operators:

Tier 2/3

ISPs

VSPs, VNOs

Mobile Operators

MVNO. MVNE

ASP

Customer Segmentation:

MNC: multiple Int’l sites

ENT: 500+ ext

SME: 20-500 ext

Retail: 10-20 ext

SOHO/SMB: 2 -10 ext

Residential

TEMs: Nokia

Alcatel

Sonus

Siemens

Nortel

Huawei

Ericsson

SIs: Logica/CMG

T-Systems

Atos/Origin

Capgemini

Accenture

HP / IBM

Local /Global SIs

Local SIs

Web-

Centric

Web-

Agnostic

Self-Guided Online Sales

Chats Online

to Close Deal

Qualifies Online but

Calls to Close

Qualifies Online but

takes Face2Face to Close

Never looks at web-site, wants

face-2-face meeting

Uses Web Site to find

Contact Information

Visits web-site briefly, then

calls to Qualify

Learning preferences

by Channels of Choice

www.flickr.com/photos/1suisse/4206046108

Buyer’s Journey or

Channel of Choice?

Create a compelling Value Proposition

Product Service Experience Customer

3. Keep it simple

www.flickr.com/photos/xrrr/2321685873

Implications of the Buyer’s Journey 2

The Buyer’s Decision Making Process 3

Implications of Selling Cloud Services 1

1. B2B vs B2C. Who is

the Decision Maker?

www.flickr.com/photos/orangeacid/1383051245

Understand how they decide

SalesChannel Europe ©2010 All rights reserved

Buyer Personas

Target different buyer personas

MIT GSM Experiment

44

2. Channels of Choice

Office 365 Airlift, London, UK. 12th - 14th April 2011

Let them choose

3. Help them to self-qualify

Office 365 Airlift, London, UK. 12th - 14th April 2011

SPAM: (R = 0) Persona-Based Website

Office 365 Airlift, London, UK. 12th - 14th April 2011

48

Persona-Based Website

Implications of the Buyer’s Journey 2

The Buyer’s Decision Making Process 3

Implications of Selling Cloud Services 1

Key Take Away:

www.flickr.com/photos/jamesjordan/3026672665

Sales Centric thinking

Customer Experience

The E2E

Office 365 Airlift, London, UK. 12th - 14th April 2011

Customer Experience Map

Phases

WOW

Enjoyable

Functional

Uneventful

Missed it

Never Again

Feelings

“I Love it”

“I like it”

“Works for me”

“OK”

“I Don’t Like it”

“I hate it”

Memory

High

Mid

Low

None

Mid

High

Impact on Loyalty

Share with Many

Share with few

Neutral

Decrease

66% decrease

100% Loss

Why is Customer Experience critical?

How do you create a great Customer Experience?

Retention 50%

Sales

Innovation, new ideas

and trial and error

www.flickr.com/photos/nationaalarchief/4193508328

55

Be available for the customer

Surpass their expectations

www.flickr.com/photos/hadaway/237339127

success Takes time

Failure comes early

Office 365 Airlift, London, UK. 12th - 14th April 2011

Get it right

www.flickr.com/photos/winemegup/3641912321

Office 365 Airlift, London, UK. 12th - 14th April 2011 www.flickr.com/photos/horacio/3781750

Office 365 Airlift, London, UK. 12th - 14th April 2011 www.flickr.com/photos/horacio/3781750