3. Accelerating Time to Revenue
Time to Market
•
•
•
•
•
•
•
•
•
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 Revenue
•
•
•
•
•
•
•
•
•
Customer
Demand generation and incubation programs
Adoption
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

4. Customer Adoption
is the New ROI

5. Target early adopters
Think outside the box

6. Accelerating Customer Adoption of Cloud Services
Influencer/Adopter Programs
Influence Generation: Capture the hearts and
minds of Tech savvy early adopters, opinion
leaders and influencers
Early Adopter Market
Channel Partners
GTM Strategy & Business Plan
Channel readiness & activation
Demand Generation
Mainstream Market
DANGER - CHASM!
A
Build the buzz!!!!
B
•
•
•
•
•
•
•
Build sales channels
Create capacity
to service demand
Create a tipping point
Technology
Innovators
2%
Distributors
Retailers
Resellers
VARs
Service Providers
System Integrators
Consulting Partners
Visionaries
Pragmatists
Conservatives
Sceptics
14%
34%
34%
16%
PERCENTAGE OF POPULATION
Technology Vendors
TIME

7. The old Golden Rule in Sales was:
Find out what your customers
want, and give it to them.

8. The new Golden Rule in Sales is:
Give your customers the ability to
do what they can’t currently do
but would want to if they only
knew it was possible.

9. Capture their imaginations
www.flickr.com/photos/camdiluv/5788194542

10. Thinking at 3 Time Horizons
Horizon 3
12 - 36 months
Horizon 2
6 - 12 months
Horizon 1
0 - 6 months

11. Get it right
www.flickr.com/photos/winemegup/3641912321

12. Get it wrong
www.flickr.com/photos/roome/3390682853

13. OLD THINKING
X
NEW TECHNOLOGY
=
FAIL

14. Think outside the box

15. Think outside the box

16. Change strategy
www.flickr.com/photos/12023825@N04/2898021822

17. Overcoming change

18. You can’t teach an old dog new tricks

19. What is your Growth Strategy?

20. 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.

21. Disruptive Opportunity Matrix
New
Extend
White
Space
Defend
Extend
Products
Current
Current
Customers
New
Source: Create Marketplace Disruption by Adam Hartung, Pearson Education, Inc. 2009

22. 1
Growth Mindset
2
Product Market Fit
3
The Buyer’s Journey
4
Customer Acquisition
5
Tipping the Funnel

23. Future focus

24. Innovation

25. Commercial excellence

26. “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

27. Reactivity

28. Agility

29. Adaptability

30. Extreme adaptability

31. Disruptive change

32. Align Business Value with Buyer Personas
Source: IBM Institute for Business Value analysis, 2012

33. 1
Growth Mindset
2
Product Market Fit
3
The Buyer’s Journey
4
Customer Acquisition
5
Tipping the Funnel

34. Cart before the horse
http://tabernaclefortoday.files.wordpress.com/2012/03/cart_before_the_horse.jpg

35. Build a better mouse trap
www.flickr.com/photos/clementlivolsi/4596430458

36. “If I had asked people what
they wanted, they would
have said faster horses.”
- Henry Ford
1863 - 1947

37. Clarity of vision

38. Differentiation: 3 Levels of Perceived Value
3
2
1
E2E
Customer Experience
Support Services
Basic
Product/Service
Your Cloud
Services
Basic Product/Service:
• Technology
• Price performance
• Product quality
Support Services:
• Levels of support
• Quality of service
• Systems
• Processes
E2E Customer Experience:
• People
• Perceived value
• High touch
• Exceed customer expectations
• Delight and astound customers

39. 1
Growth Mindset
2
Product Market Fit
3
The Buyer’s Journey
4
Customer Acquisition
5
Tipping the Funnel

40. Know your early adopters
www.flickr.com/photos/poptech2006/2972685098

41. The Buying Process

42. The Buyer’s Journey
Search
Refer
B
Base
Find
Support
Qualify
Differentiate
Try
Up-Sell
Manage
Buy
Activate
A
Acquire

43. 1
Growth Mindset
2
Product Market Fit
3
The Buyer’s Journey
4
Customer Acquisition
5
Tipping the Funnel

44. 4Ps
Product
Place
Price
Promotion
SAVE
Solution
Access
Value
Education

45. Educate

46. Inspire

47. Selling: Getting a YES to 3 Why’s
1
•
•
•
•
•
•
Challenge them
Destabilise them
Destroy their complacency
Take them to the negative future
Get them out of comfort zone
Sell your insights
2
•
•
•
•
Justification
Sell your insights
Take them to the beach
Lead them through the
process
3
•
•
•
•
•
•
Take them to the negative future
Create a sense of urgency
Monetise the cost of delay
Decision maximisation
Take them to the beach
Ask for permission to take
www.corporatevisions.com
action

48. GTM / Sales Acceleration Business Plan

49. GTM Action Plan

50. Inspire early adopters

51. The mobile generation

52. 1
Growth Mindset
2
Product Market Fit
3
The Buyer’s Journey
4
Customer Acquisition
5
Tipping the Funnel

53. Tipping the Funnel

54. Audience
2

55. Crowd sourcing

56. Typical Conversion Rates
1. Cold calling:
(Between 1-5%)
2. External Recommendation:
4%
44%
10 X Cold calling
3. Internal Recommendation:
88%
20 X Cold calling

57. Get it right
www.flickr.com/photos/winemegup/3641912321

58. Demand Generation Breakout Session
GTM Questionnaire
Elevator Pitch
6 Reasons Why?
Key Challenges
facing Customers
Cloud Services Value
Proposition

59. David R Ednie
President & CEO
SalesChannel Europe
Ph: +33 676 60 09 25 (FRA)
Email: david@saleschannel-europe.com
Website: www.saleschannel-europe.com
www.flickr.com/photos/horacio/3781750