The world has changed?

A journey into the unknown

Problemthe

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Disruptive change

You feel like this?

OLD THINKING

NEW TECHNOLOGY

FAIL

X

=

Disruptive thinking

Overcoming barriers to change

Solutionthe

erentf

difthink

Change your thinking

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The hard way

AND Thinking

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AND Thinking

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AND thinking

What is your Transformation Strategy?

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Transformation strategy

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

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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

SellersEasy to sell

Easy to support

Easy to buy

Easy to use & support

USER-ability USE-abilityvs

Vendors UsersBuyersvs

vs

Mindset Shift1

Barriers to Adoption2

Accelerators to Adoption3

Future focus

Divergent rates of change

by Scott Brinker http://chiefmartec.com

You can’t teach an old dog new tricks

Keep it simple

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Customer use scenarios

Source: IBM Institute for Business Value analysis, 2012

Align Business Value with Buyer Personas

Agile

Adaptive

Anticipate change

Adapt and adjust

Transformational change

Mindset Shift1

Barriers to Adoption2

Accelerators to Adoption3

Unlocking human potentialw

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kr.c

om

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oto

s/sh

ove

llin

gso

n/5

14

58

23

87

8

Information security

Cloud adoption maturity

Build a better mouse trap

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“If I had asked people whatthey wanted, they wouldhave said faster horses.”

- Henry Ford1863 - 1947

Clarity of vision

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

Mindset Shift1

Barriers to Adoption2

Accelerators to Adoption3

Create a GTM Plan

GTM / Sales Acceleration Business Plan

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New levels of business value

Create a tipping point

Educate

Inspire

Customer Touchpoint Mapping

source: adapted from socialmarketingforum

Business Transformation

Operational Excellence

Value

Cost

Price

Executive

Management

Operations

OrganisationThinking Time Horizon Drivers of change

BusinessDrivers

OperationalNeeds

Thinking at 3 Time Horizons

1. The Cloud is here to stay

2. Best way to reach the beach is to ride the wave

3. Align your sales actions with customer adoption

4. Use the Cloud to create a collaborative workplace

5. Leverage ease of use and ease of installation

6. Put power and control in the hands of your people

7. Leverage the transformational impact of co-creation,

innovation and competitive advantage

Cloud Success Factors:

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Get it right

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David R Ednie

President & CEO

SalesChannel Europe

Ph: +33 676 60 09 25 (FRA)

Email: david@saleschannel-europe.com

Website: www.saleschannel-europe.com