Download - Accelerating Time To Adoption
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www.flickr.com/photos/dvids/7241801914
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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 _
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The end of business as usual
www.flickr.com/photos/vek/4665924239
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or be
Disrupted
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Disruptive change
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Experimental thinking
www.flickr.com/photos/johnnyjet/3290272880
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Anticipate change
www.flickr.com/photos/mwichary/3246110827
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#1. Opportunity or threat?
www.flickr.com/photos/squeakywheel/252715820
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www.flickr.com/photos/maestropastelero/258000448
#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)
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A journey into the unknown
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www.flickr.com/photos/winemegup/3641912321
Get it right
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www.flickr.com/photos/roome/3390682853
Get it wrong
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You feel like this?
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A higher level perspective
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SalesChannel Europe ©2012 All rights reserved 20
Gartner Hype Cycle for Cloud Computing, 2012
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CLOUD
SaaS Delivery
Service
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CLOUD = CUSTOMER
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Product focus -> Marketing Engine focus 3
The Sales Cycle -> The Buyer’s Journey 2
B2B -> B2C 1
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Driving the What is
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The Post-PC Era
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BYOD
www.flickr.com/photos/betchaboy/5508595958
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iGeneration
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SalesChannel Europe ©2012 All rights reserved 30
Smartphone sales surpasses PC sales in 2011
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SalesChannel Europe ©2012 All rights reserved 31
Welcome to the Digital World
*Derek Thompson is a senior editor at The Atlantic
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SalesChannel Europe ©2012 All rights reserved 32
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
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Corporate Consumers Connected Customers
1
2
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www.flickr.com/photos/cc511/1975196563
Connected customers
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The post-PC Era
www.flickr.com/photos/teflon/5430927903
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The post-PC Era
www.flickr.com/photos/athomeinscottsdale/4045258941
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Product focus -> Marketing Engine focus 3
The Sales Cycle -> The Buyer’s Journey 2
B2B -> B2C 1
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Commoditisation
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Commoditisation
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Race to the bottom
www.flickr.com/photos/carquestguy/4335716783
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The Buyer’s Journey
www.flickr.com/photos/poptech2006/2972685098
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SalesChannel Europe ©2012 All rights reserved 42
The Buying Process
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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
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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
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Product focus -> Marketing Engine focus 3
The Sales Cycle -> The Buyer’s Journey 2
B2B -> B2C 1
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Standing out from the crowd
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www.flickr.com/photos/29233640@N07/5131195458
Differentiation
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www.flickr.com/photos/heraldpost/3817195392
Differentiation
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Opportunity platform
www.flickr.com/photos/36182550@N08/3347465868
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Differentiation = different thinking
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“Every battle is won_ before it is fought.”
Sun Tzu 544 - 496 BC
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SalesChannel Europe ©2012 All rights reserved
Your Cloud Services
55
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
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are The DIFFERENCE
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Example Differentiation
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Rackspace
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Building a Marketing Machine
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Tipping the
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“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
www.flickr.com/photos/hyku/4837236187
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Advocates are your
best influencers
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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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Applying the
Sales Formula
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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 *
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Trusted Advisor
Becoming a…
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“If I had asked people what they wanted, they would have said faster horses.”
- Henry Ford - 1854 - 2014
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SalesChannel Europe ©2011 All rights reserved
Guide them to the right solution
www.flickr.com/photos/pursuethepassion/3822008906
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SalesChannel Europe ©2011 All rights reserved
Show them the best way forward
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SalesChannel Europe ©2011 All rights reserved
Show them a better future
www.flickr.com/photos/sziszo/2632802003
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SalesChannel Europe ©2011 All rights reserved
Be their cloud architect
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Help them achieve
Value Migration
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Drivers of adoption
www.flickr.com/photos/daniele_sartori/2371157397
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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
www.flickr.com/photos/nathaninsandiego/3466495191
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External speed of change
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Internal speed of change
www.flickr.com/photos/14degrees/440515255
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“Genius is one percent inspiration and ninety- nine percent perspiration.” - Thomas A. Edison
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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
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Quality of Service
Customer Satisfaction
Customer Experience
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One more thing
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Milk
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Cow
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Get it right
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