accelerating time to adoption
DESCRIPTION
The challenge is not technology. The challenge is accelerating adoption of your cloud services. Shift your thinking from "Time to Market" to "Time to Revenue." In the new connected world your cloud services are being adopted by "Corporate Consumers." In the new world Marketing shifts to Demand Generation and Sales shifts to Customer Adoption.TRANSCRIPT
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The world has changed?
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“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
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“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
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Welcome to the Digital World
*Derek Thompson is a senior editor at The Atlantic
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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
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2
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Connected customers
The post-PC Era
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The post-PC Era
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Product focus -> Marketing Engine focus 3
The Sales Cycle -> The Buyer’s Journey 2
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
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Constant Contact
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Eliminating barriers to sale
Product focus -> Marketing Engine focus 3
The Sales Cycle -> The Buyer’s Journey 2
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
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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
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Guide them to the right solution
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Show them the best way forward
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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