Go-to-Market in the Cloud Trends and Challenges

1. Contact: Leahanne.Hobson@Alinea-Partners.com

2. With the Introduction of Cloud Computing …
Where have all our partners gone?
Forrester
‘Cloud transformation will lead to the attrition (read:
elimination) of up to 15% of the channel.’
Gartner Group
‘Attrition under cloud transformation will eliminate 40% of the
existing channel.’

3. Cloud Computing
And where are they going?
Nontraditional Channels
Outsourcery signs partnership agreement
with Virgin Media Business
International Expansion

4. Conventional channel …
business models and customer engagements
will lead to declining
revenue and profit opportunities
unless solution providers change
– and continue to change –
everything they think about the market
and their role in it.

5. Scary?
And a bit uncomfortable?

6. old products & services becoming less valuable
cloud
transformation
is disruptive

7. Easier for vendors to sell direct
... making traditional resellers less relevant

8. Survival – not to mention profitability and viability -
requires radical change in business models & go-to-market structures
– which the majority of solution providers are ill equipped for, and
– the majority of vendors continue with traditional approaches
... Nimble, agile ‚transformation‘ is required

9. It’s not about Programs…
… it’s about experiences …. communities … inflection points… paradigm shift
It’s not about Vendors, VADs, VARs, SI, etc….
… it’s about what you know, what you can do, who you can access/refer to. It’s behaviourial
It’s not even about multichannel ...
… It’s about diversified ecosystems and community building
And, it’s no longer about ‘gives & gets’ either …
… it’s about out of the box GTM combinations for mutual wins
AleneaPartners GmbH
Getting the Context Right

10. Service is the new Value Proposition ….
…. Oh yes….wasn’t it always ??

11. Banks are at risk of losing +50 % of customers
as they struggle to provide more personal customer experiences.
Within the next six months, 10% of retail banking customers
surveyed globally are likely to leave their bank
and an additional 41% of customers
say they are
unsure if they will stay or go.

12. The new Buying Process
Research
Shop
Select
PurchaseUse
Recommend
Repurchase
Support
Potential Relationship End

13. All about Service
Improvement Innovation
• Become a slave to the customer journey
• Create a customer service team
• Support self service, mobile and web interactions
• Use analytics to understand behaviours
• Retain context across channels
• Bridge gap between customers and the business

14. Biggest CMO Challenges
• Explosion of data
– Understand individuals as well as markets
– Mine new digital data sources to discover what individual customers want
• Social media
– What is your Corporate Character?
– How can you use that to create relationships?
– Invest in the right technologies to support you
• The proliferation of channels and devices
– Mix of on and offline community development
• Shifting consumer demographics
– At least 80% of CMOs rely on traditional sources of information such as
market research & competitive benchmarking to make strategic decisions. +
60% rely on sales, campaign analysis, etc.
– Less than 40% are tracking social media dialogue

15. 71% data explosion
68% social media
65% growth of channel
63% shifting customer
demographics

16. Temperature Check – what about you?
• Have you reconciled your direct vs. indirect strategies? How many
nontraditional organsations are targeted?
• Do you know which of your partners are most likely to go under in the next
18 months?
• What does your partners’ hiring funnel for sales and marketing
professionals look like? How strong is marketing?
• What are you doing to support partner service development for support,
licensing, customization, provisioning and management?
– What about advanced business applications and analytics?
• Do you treat your sales force as a homogenous group?
• Do you still treat your custmers as a, somewhat, homogenous group?
• How many hyper-growth partner business plans do you have (+10M)?
• How good is the end customer research that you provide your salesforce?
• How many partners have their own intellectual property as a
differentiator?
• Who thinks this is a phase?

17. Scary?
And a bit uncomfortable?
Need Help?

18. Alinea Partners Consulting
• 2005: HQ: Vienna, Austria (circa. 30 SMEs European-wide)
• 2013: Marketing campaign, lead generation and nurturing capabilities are a global
capability and run through a preferred partner (Offices: Brussels, Sofia, Singapore
circa. 60 SMEs).
A European Business Services Network
We offer strategic go-to-market programs that help companies
achieve new levels of growth – changing or evolving business
models to more effectively compete in new markets, position
more competitively, partner and sell better and define new
revenue opportunities.

20. Competencies
• Strategy, Business Model Design and Go-to-Market
• Multichannel Sales Enablement
• Channel Growth
– New, nontraditional channel development/partnering
• Marketing
• Social Media Mentoring Programs and Analytics
• Big Data Crunching, Analysis and Persona Development
• Lean Start-ups
– Business planning, customer feedback, Board
development, funding contact support
• Cloud Computing: High Technology, Telecommunications –
organisations of all sizes

21. Alinea
Partners
Consulting
Alinea
Partners
Consulting
Cloud Computing
B2B
Telecommunications
Operators
Small and Medium
Businesses
Start-Ups
Salesforce
Partners/Channel Alliances

22. Alinea
Partners
Consulting
Alinea
Partners
Consulting
Strategy, Business
Model Design
and Go-to-Market
Multichannel Sales
Enablement
Channel
Growth
Marketing
Social Media
Mentoring Programs
and Analytics
Data Crunching, Analysis
Segmentation and Persona
Development
Special
Programs

23. Strategy, Business
Model Design
and Go-to-Market
• Due Diligence
• Research
• Value Proposition
Development
• Realtime Customer
Feedback
• Product/Service
Requirements
• Business Plan Deveopment
/Evolution
•Interm Management
•Project Management
•Lean Start-Up

24. Multichannel Sales
Enablement
• Business
Transformation
• Change Management Strategy
and Communications
• Partner/Sales
Programs
• Customer Touchpoint Service
Evaluation
• Channel Mapping
• Cloud, Solution, Innovation
Workshops
• Strategic Alliance/Partner
Relationship Management
• Telesales
• Channel Audits
• Kick-off Meeting
Content/Programs
• ERP Process Analysis
•Mentoring/Education
Channel
Growth

25. Marketing
• Leverage asset value of mountains of customer data
• Monitoring & Measurement
• Traffic Handling/Lead Management
• Marketing Planning & Impact Potential
• Impact Campaigns
• Adoption Push Campaigns
• Competitive Campaigns
• Loyalty Campaigns
• Optimizing resource allocation across channels & silos
• Sales-Marketing Alignment
• Telemarketing
• Lead Nurturing
• Mentoring
• Interim Management
Data Crunching, Analysis
Segmentation and Persona
Development

26. Social Media
Mentoring
Programs and
Analytics
• Getting Started
• Tips & Tricks
• Mentoring
• Content Development
• Creating Impact Moments
• Using Video Effectively
• Referrals/ Influencers
• Website Improvements
• Monitoring & Measurement
• Traffic Handling/Lead Management

27. Special
Programs
• Financing and Management for ‘Orphan’
Projects/Services/Products
• Nearshore Fufillment

28. Addendum

29. CHANNEL MAPPING –
The Foundation Strong Channel Development and Partner Program success

30. BrandingStrategic priorities:
Partner Value Propositions & Benefits
Partner Contributions & Participation
• Program name + logo
• Segment nomenclature
• Level designations + logos
• Artwork & terms of use
• Other relevant terminology
USPs:
• Channel economics (full-spectrum model)
• TCO sensitive
• Commercial entitlements
• Sign-up process
• Participation criteria
• Value-based configurator (calculator)
Program
Administration
• Soft benefits
• Rationale
Implementation & Roadmap:
Preparation
PREVIEW Steady-state industry-
leading programLonger-term evolution
Program
Budget
Project
Plan
Long-term
Comms Plan
On-boarding
& training
Collaterals,
Tools and
Portal
ecosystem
Phase 1
Execution & Support Infrastructure
Customer value:
Channel Map:
Project Framework – Pro Forma

31. Workgroups
Face the
Challenge
• Identification of potential solutions
• Requirements for solution
• Quantification of measureable recovery
•
• Overview of innovation challenge
• Definition of loss (Metric)
• Identification of value chain involved
• Measures to overcome to date & results
• Timing
• Questions
Innovation WorkshopsSAMPLE:ned Community of biased/nonbiased Subject Matter Experts from Ecosys
w product/service launches, go-to-market and other innovation experi
Presentation of
Solutions
• Present
• Vote
• Award
• Plan of Action led by Winner (Actions, Timelines,
Owners, etc.)

32. Integrated
Marketing
and
Communication
Working
Value
Propositions
Ensure you are getting the most out of your
marketing spend. Make sure sales and
marketing are aligned and results are being
achieved.
• What is an integrated approach?
• Best Practices
• How to say ‘No’ and to what
• Sample Plans
Develop a winning value proposition –
Not just Brochureware.’
•What are you building and for whom?
•It is about satisfying a customer need.
•It is not about your product/service.
Marketing Step Change – Training OverviewSAMPLE:

33. Improving
Relationshi
ps
Marketing
& Sales
Using Social
Media Wisely
Training
And
1:1 Mentoring
Options
•Understand the possibilities & define
your goal
• How to get started
• Tips & Tricks
• B2B Successes
• Content Ideas
• Traffic Management
Marketing Step Change – Training OverviewSAMPLE:

34. Cloud
Decision Making
Navigating the Cloud
•Is there a ‘Cloud Option’ for
your company?
•What are your options?
•What are other companies
doing?
•Overview of the affect the Cloud in
having on
•Business Design
•Traditional Channels
•Buyers
• Trends to watch for
• Companies to watch
Cloud Step Change – Training OverviewSAMPLE:
Designing an
agile,
scalable
Cloud
Business
Model
•Value Proposition
•Customer Segments
•Go-to-Market
•Customer Relationships
•Revenue Streams
•Etc….