accelerating time to revenue -...
TRANSCRIPT
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
Create capacityto service demand
Technology Vendors Channel Partners
Build the buzz!!!!
Build sales channels
• Distributors• Retailers• Resellers• VARs• Service Providers• System Integrators• Consulting Partners
TechnologyInnovators
2%
Visionaries
14%
Pragmatists
34%
Conservatives
34%
Sceptics
16%
Create a tipping point
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
AB
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:
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Capture their imaginations
Horizon 10 - 6 months
Horizon 26 - 12 months
Horizon 312 - 36 months
Thinking at 3 Time Horizons
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Get it right
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Get it wrong
OLD THINKING
NEW TECHNOLOGY
FAIL
X
=
Think outside the box
Think outside the box
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Change strategy
Overcoming change
You can’t teach an old dog new tricks
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
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
Reactivity
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
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“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
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The Buying Process
Search
Find
Qualify
Try
Buy
Activate
Manage
Up-Sell
Support
Refer
AAcquire
BBase
The Buyer’s Journey
Differentiate
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
47
Selling: Getting a YES to 3 Why’s
www.corporatevisions.com
• Challenge them
• Destabilise them
• Destroy their complacency
• Take them to the negative future
• Get them out of comfort zone
• Sell your insights
• Justification
• Sell your insights
• Take them to the beach
• Lead them through the
process
• Take them to the negative future
• Create a sense of urgency
• Monetise the cost of delay
• Decision maximisation
• Take them to the beach
• Ask for permission to take
action
1 2 3
GTM / Sales Acceleration Business Plan
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
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
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Get it right
Demand Generation Breakout Session
GTM Questionnaire
6 Reasons Why?
Elevator PitchKey Challenges
facing CustomersCloud Services Value
Proposition
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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