Accelerating Time To Adoption

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The world has changed?

3

“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

4

“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

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or be

Disrupted

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Disruptive change

Experimental thinking

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Anticipate change

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#1. Opportunity or threat?

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#2. How are you going to

develop your business?

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“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

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Get it right

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Get it wrong

You feel like this?

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A higher level perspective

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Gartner Hype Cycle for Cloud Computing, 2012

CLOUD

SaaS Delivery

Service

CLOUD = CUSTOMER

Product focus -> Marketing Engine focus 3

The Sales Cycle -> The Buyer’s Journey 2

B2B -> B2C 1

Driving the What is

The Post-PC Era

BYOD

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iGeneration

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Smartphone sales surpasses PC sales in 2011


Welcome to the Digital World

*Derek Thompson is a senior editor at The Atlantic


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 behaviour

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

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Connected customers

The post-PC Era

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The post-PC Era

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B2B -> B2C 1

Commoditisation

Commoditisation

Race to the bottom

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The Buyer’s Journey

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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

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Constant Contact

46

Constant Contact

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Eliminating barriers to sale



B2B -> B2C 1

Standing out from the crowd

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Differentiation

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Differentiation

Opportunity platform

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Differentiation = different thinking

“Every battle is won_ before it is fought.”

Sun Tzu 544 - 496 BC

SalesChannel Europe ©2012 All rights reserved

Your Cloud Services

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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

Building a Marketing Machine

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

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Advocates are your

best influencers

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

Applying the

Sales Formula

Basically, it works like this

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P CR x SALES =

P = Number of prospects

CR = Conversion Ratio

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P CR x SALES =

10 33% (Typically 25%-50%)

Example 1

S = 3

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P CR x SALES =

10 40%

Example 2

S = 4 *Requires considerable effort. Not easily sustainable

*

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P CR x SALES =

33%

Example 3

S = 6 *Requires less effort. Is sustainable

20 *

Trusted Advisor

Becoming a…

“If I had asked people what they wanted, they would have said faster horses.”

- Henry Ford - 1854 - 2014


Guide them to the right solution

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Show them the best way forward


Show them a better future

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Be their cloud architect

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Help them achieve

Value Migration

Drivers of adoption

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Social media

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“When the rate of change externally is greater than the rate of change internally, you have a problem.”

- Jack Welch

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External speed of change

Internal speed of change

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“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

Quality of Service

Customer Satisfaction

Customer Experience

One more thing

Milk

Cow

Get it right

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YOU

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David R Ednie President & CEO

SalesChannel Europe Ph: +33 676 60 09 25 (FRA)

Email: [email protected] Website: www.saleschannel-europe.com

Your Cloud

Services