achieving growth: 3 keys to accelerating adoption of your cloud services

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

www.flickr.com/photos/winemegup/3641912321

Get it right

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Get it wrong

Think outside the box

Get professional advice

What is your Growth Strategy?

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Growth strategy

Growth Mindset1

Product Market Fit2

Customer Adoption3

Future focus

You can’t teach an old dog new tricks

OLD THINKING

NEW TECHNOLOGY

FAIL

X

=

Overcoming barriers to change

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

Keep it simple

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Meaningful usage scenarios

Source: IBM Institute for Business Value analysis, 2012

Align Business Value with Buyer Personas

“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

Agile

Adaptive

Anticipate change

Adapt and adjust

Transformational change

Growth Mindset1

Product Market Fit2

Customer Adoption3

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

Products ServicesExperienceCustomer

Go-To-Market Leadership Design

Rackspace

Growth Mindset1

Product Market Fit2

Customer Adoption3

Educate

Inspire

Inspire early adopters

Know your early adopters

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Problem Solving Lifecycle

source: www.corporatevisions.com

source: www.corporatevisions.com

Marketing and Sales Alignment

Take a high level viewAcceleration adoption =

eliminating barriers to growth

Business Transformation

Operational Excellence

Value

Cost

Price

Executive

Management

Operations

OrganisationThinking Time Horizon Drivers of change

BusinessDrivers

OperationalNeeds

Thinking at 3 Time Horizons

Tech

no

logy

Par

tne

rsGo-To-Market Mapping

Smaller SPs & ASPs

T1

Services Providers

T3

T2

Residential

VSE

SME

Residential & Enterprise Customers

ENT

MNC

VSP

PartnershipProfiles

Strategic Alliances

OEMs

Channel Structure

SI&NI /GeographicPartnerships

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 VSE: 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

Customer Experience Mapping

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Get it right

David R Ednie

President & CEO

SalesChannel Europe

Ph: +33 676 60 09 25 (FRA)

Email: david@saleschannel-europe.com

Website: www.saleschannel-europe.comwww.flickr.com/photos/horacio/3781750