digital disruption: 5 steps to accelerating adoption of your cloud services

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Digital Disruption = Business Transformation = Industry Disruption. Thinking Music: Vinyl -> CD -> mp3 -> Streaming. Owning Assets -> Access to Assets. Think Print: Books -> eBooks -> Digital eBook Libraries. Owning Assets -> Access to Assets. The message is clear "Adapt or Die".

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Page 1: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services
Page 2: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Internally facingoperations automation

Cloud = IT Transformation

Cloud = Business Transformation

Externally facingcustomer interactions

Business Transformation

Page 3: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Drivers of Digital Disruption:

1. Mass Adoption of Digital Technology

2. The Age of the Customer

3. B2B-> B2C -> The Engagement Economy

Page 4: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Example

Page 5: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Law of unintended consequences

Page 6: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Example

Page 7: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Competitive turbulence

Page 8: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Irrational complacency

Page 9: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

“Fire your sales force”

Page 10: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

The old Golden Rule in Sales was:

Find out what your customers

want, and give it to them.

Page 11: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

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:

Page 12: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Capture their imaginations

Page 13: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

“Reasons lead to conclusions.Emotions lead to actions.”

- Saatchi & Saatchi

Page 14: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

13

DecisionDrivers

Page 15: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Horizon 10 - 6 months

Horizon 26 - 12 months

Horizon 312 - 36 months

Thinking at 3 Time Horizons

Page 16: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Get it right

Page 17: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Get it wrong

Page 18: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

OLD THINKING

NEW TECHNOLOGY

FAIL

X

=

Page 19: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Think outside the box

Page 20: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Think outside the box

Page 21: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

www.flickr.com/photos/12023825@N04/2898021822

Growth strategy

Page 22: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Overcoming change

Page 23: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

You can’t teach an old dog new tricks

Page 24: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Growth Mindset1

Differentiate or Die2

Marketing Today = Sales Tomorrow3

The Customer Adoption Cycle4

Tipping the Funnel5

Page 25: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Future focus

Page 26: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Innovation

Page 27: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Anticipate change

Page 28: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Business Agility

Page 29: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Adapting to change

Page 30: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Predictive

Page 31: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Adaptive

Page 32: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Fixed Mindset Growth Mindset

Intelligence is static Intelligence can be developed

Leads to a desire to look smart and therefore a tendency to:

Leads to a desire to learn and therefore a tendency to:

avoid challenges embrace challenges

give up easily due to obstacles persist despite obstacles

see effort as fruitless see effort as path to mastery

ignore useful feedback learn from criticism

be threatened by others’ success be inspired by others' success

Mindset Shift

*source: Carol S. Dweck, Ph.D

Page 33: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Growth Mindset

Page 34: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Growth Mindset1

Differentiate or Die2

Marketing Today = Sales Tomorrow3

The Customer Adoption Cycle4

Tipping the Funnel5

Page 35: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

http://tabernaclefortoday.files.wordpress.com/2012/03/cart_before_the_horse.jpg

Cart before the horse

Page 36: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Build a better mouse trap

www.flickr.com/photos/clementlivolsi/4596430458

Page 37: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

“If I had asked people what

they wanted, they would

have said faster horses.” - Henry Ford

1863 - 1947

Page 38: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

3 levels of clarity

Page 39: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

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

Page 40: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Price vs Value

Products ServicesExperienceCustomer

Page 41: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Growth Mindset1

Differentiate or Die2

Marketing Today = Sales Tomorrow3

The Customer Adoption Cycle4

Tipping the Funnel5

Page 42: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

The problem is that customers don’t buy

the way we sell

Page 43: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

The Age of the Customer

Make people

want things20th century

Make things

people want21st century

Page 44: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Product

Place

Price

Promotion

4P's

Solution

Access

Value

Education

SAVE

Page 45: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Educate

Page 46: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Inspire

Page 47: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Create a sense of urgency

Page 48: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Growth Mindset1

Product Market Fit2

Marketing Today = Sales Tomorrow3

The Customer Adoption Cycle4

Tipping the Funnel5

Page 49: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Commercial excellence

Page 50: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

“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

Page 51: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

The Buying Decision Process

Page 52: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Adoption Cycle Sales

Model Transactional

Sales Model

Page 53: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Search

Find

Qualify

Try

Buy

Activate

Manage

Up-sell

Support

Refer

The Customer Adoption Cycle

Page 54: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Growth Mindset1

Differentiate or Die2

Marketing Today = Sales Tomorrow3

The Customer Adoption Cycle4

Tipping the Funnel5

Page 55: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Tipping the Funnel

Page 56: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Clients: Actions:

Tipping the Funnel

Page 57: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Audience 2

Page 58: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

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

Page 59: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Social Influence

Page 60: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

1. Growth Mindset

2. Differentiate or Die

3. Marketing Today = Sales Tomorrow

4. The Customer Adoption Cycle

5. Tipping the Funnel

Quick Review:

4Ps => S A V E

Differentiation: 3 Levels of Perceived Value

Turn customers into your unpaid sales force

Align all Sales & Marketing actions

Predictive -> Adaptive Thinking = Business agility

6. Competing to remain relevant to tomorrow’s customers

Page 61: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

61

• The client has changed• The buying process has changed• The Sales Cycle -> The Customer’s Journey• Market segmentation -> Buyer personas

Moving to the Cloud means Business Transformation

• Marketing -> Digital-> Social Media-> Social Influence -> Social Selling

• Demand Generation• User Value Proposition and Persona Messaging• Marketing Manger -> Community Manager• Internal Alignment• Execution• Sales Channel alignment• Multi-channel touchpoint experience • E2E Customer Experience

Rethink the Customer

Rethink Sales & Marketing

Rethink your Organisation

Business Transformation

Channel TransformationThe Cloud = Massive Change

Page 62: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Get it right

Page 63: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Where do I go from here?

Page 64: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Customer Adoption Acceleration Tools

Differentiation Strategy

The Sales Toolkit

Creating an unpaid sales force

SalesChannelEurope©2014Allrightsreserved

BasicProduct/Service:• _____________________________• _____________________________• _____________________________• _____________________________

EnhancedServices:• _____________________________• _____________________________• _____________________________• _____________________________• _____________________________

SupportServices:• _____________________________• _____________________________• _____________________________• _____________________________

Differen a on:3LevelsofPerceivedValue

BasicProduct/Servic

SupportServices

EnhancedServices

1

2

3

BasicProduct/Service

Your Hosted

Services SalesChannelEurope©2014Allrightsreserved

Tipping the Funnel Clients: Actions:

A

B

Page 65: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

GTM / Sales Acceleration Strategic Framework

Page 66: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Accelerating Time to Activation

Search

Find

Qualify

Try

Buy

Activate

Manage

Up-sell

Support

Refer

Differentiate

Accelerating Time to Activation

Page 67: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

The Sales Channel Mix

Page 68: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

GTM Action Plan

Page 69: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

Get it right

Page 70: Digital Disruption: 5 Steps to Accelerating Adoption of your Cloud Services

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