business transformation: 5 steps to growth

Uncertainty

Future certainty

Navigate the changes ahead

Keep them on the track

Your customers are:

Your customers probably feel like this?

Your job is this

“Change is difficult.Not changing is fatal”

Change has happened

Old reality

New reality

Hybrid reality

CHANGEbefore you have to

CHANGE

SalesChannel Europe ©2015 All rights reserved 16

• The client has changed• The buying process has changed• The Sales Cycle -> The Buyer’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

Get it right

Get it wrong

CHANGEbefore you have to

CHANGE

The status quo is not a growth strategy

Strategic choices

OLD THINKING

NEW TECHNOLOGY

FAIL

X

=

You can’t teach an old dog new tricks

Old dog, new tricks

VP of GrowthVP IT Solutions

VP of CustomerSuccess

Focus on Selling Above the Funnel

• Prospection• Qualifying• Needs• Proposal• Negotiation• Close

DemandCreation

DemandCapture

• Market identification• Requirements analysis• Demand creating• Lead Generation and

Management• Engagement

The Sales Toolkit

Q1 Q2 Q3 Q4 Q1Demand Generation Campaigns

© SalesChannel Europe, 2015

Cloud Success Toolkit

5 Steps to Accelerating Adoption of your Cloud

Services

Hybrid Mindset1

Differentiate or Die2

Marketing Today = Sales Tomorrow3

The Customer Adoption Cycle4

Tipping the Funnel5

Anticipate change

Business Agility

Adapting to change

Predictive Mindset

Adaptive Mindset

Possibility Mindset

Sales Transformation = Selling Business Outcomes

OLD NEWThe IT Buyer The Business Buyer

Selling into CapEx Budgets Selling into OpEx BudgetsTechnical Expertise Business Expertise

Geographic Sales Territories Vertical Industry TerritoriesSelling Features Selling Results

Fixed-Price Contracts Outcome-Based ContractsDemonstrating Features Business Process Discussions

Your Complexity and Underlying Architecture

Your Consumption Model and Service Capability

Maintenance Contracts "Apps Mindset"

Face2Face Sales Skills Social Media Knowledge

Source: Consumption Economics: The New Rules of Tech by J. B. Wood, Todd Hewlin and Thomas Lah, 2011

Hybrid Mindset1

Differentiate or Die2

Marketing Today = Sales Tomorrow3

The Customer Adoption Cycle4

Tipping the Funnel5

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

Hybrid Mindset1

Differentiate or Die2

Marketing Today = Sales Tomorrow3

The Customer Adoption Cycle4

Tipping the Funnel5

57%

“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

OLD NEW

Out bound 80% 10%

In bound 20% 90%

PUSH PULL

Hybrid Mindset1

Product Market Fit2

Marketing Today = Sales Tomorrow3

The Customer Adoption Cycle4

Tipping the Funnel5

The Buying Decision Process

Search

Find

Qualify

Try

Buy

Activate

Manage

Up-sell

Support

Refer

The Customer Adoption Cycle

Hybrid Mindset1

Differentiate or Die2

Marketing Today = Sales Tomorrow3

The Customer Adoption Cycle4

Tipping the Funnel5

Telling stories in sales conversations

Tipping the Funnel

Social Influence

1. Hybrid Mindset

2. Differentiate or Die

3. Marketing Today = Sales Tomorrow

4. The Customer Adoption Cycle

5. Tipping the Funnel

Quick Review:

Digital Marketing: 57%

Differentiation: 3 Levels of Perceived Value

Turn customers into your unpaid sales force

Align all Sales & Marketing actions

Predictive -> Adaptive Thinking = Business agility

Competing to remain relevant to tomorrow’s customers

Get it right

www.flickr.com/photos/horacio/3781750

David R Ednie

President & CEO

SalesChannel Europe

Ph: +33 676 60 09 25 (FRA)

Email: david@saleschannel-europe.com

Website: www.saleschannel-europe.com