5 Steps to Accelerating Customer Adoption of your Cloud Services. Step 1: Fire your Sales Force.

3. 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
Adoption
Customer

4. Customer Adoption
is the New ROI

5. Think outside the boxTarget early adopters

6. Early Adopter Market Mainstream Market
DANGER - CHASM!
Accelerating Customer Adoption of Cloud Services
TIME
Technology Vendors Channel Partners • Distributors
• Retailers
• Resellers
• VARs
• Service Providers
• System Integrators
• Consulting Partners
Technology
Innovators
2%
Visionaries
14%
Pragmatists
34%
Conservatives
34%
Sceptics
16%
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
PERCENTAGEOFPOPULATION
Build the buzz!!!!
Create a tipping point
A Create capacity
to service demand
Build sales channels
B

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

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

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

10. “Fire your sales force”

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

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

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

14. OLD THINKING
NEW TECHNOLOGY
FAIL
X
=

15. Digital Disruption 2014

16. Think outside the box

17. Think outside the box

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

19. Overcoming change

20. What is your Growth Strategy?

21. 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.

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

23. Drivers/Inhibitors of Adoption*
*source: Michael Skok, North Bridge Venture Partners www.mjskok.com

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

25. Growth Mindset1
Product Market Fit2
The Buyer’s Journey3
Customer Acquisition4
Tipping the Funnel5

26. Future focus

27. Innovation

28. Commercial excellence

29. “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

30. Anticipate change

31. Agility

32. Adaptability

33. Extreme adaptability

34. Disruptive change

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

36. Growth Mindset1
Product Market Fit2
The Buyer’s Journey3
Customer Acquisition4
Tipping the Funnel5

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

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

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

40. Clarity of vision

41. 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
Your Cloud
Services

42. Growth Mindset1
Product Market Fit2
The Buyer’s Journey3
Customer Acquisition4
Tipping the Funnel5

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

44. The Buying Process

45. source: www.corporatevisions.com
Lead your customers through the Buyer’s Journey

46. source: www.corporatevisions.com
1 32
Lead your customers through the Buyer’s Journey
• Challenge them
• Destabilise them
• Challenge the status quo
• Get them out of comfort zone
• Take them to the negative
future
• Sell your insights
• Provide evidence
• Cost justify
• Lead them through the
process
• Take them to the beach
• Sell your insights
• Sell your experience
• Take them to the negative
future
• Create a sense of urgency
• Monetise the cost of delay
• Take them to the beach
• Guide them to take action
• Take the order

47. Growth Mindset1
Product Market Fit2
The Buyer’s Journey3
Customer Acquisition4
Tipping the Funnel5

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

49. Educate

50. Inspire

51. GTM / Sales Acceleration Business Plan

52. Build the Foundations of your Success
GTM Questionnaire
6 Reasons Why?
Elevator Pitch
Key Challenges
facing Customers
Cloud Services Value
Proposition

53. GTM Action Plan

54. Inspire early adopters

55. The mobile generation

56. Growth Mindset1
Product Market Fit2
The Buyer’s Journey3
Customer Acquisition4
Tipping the Funnel5

57. Tipping the Funnel

58. Clients: Actions:
Tipping the Funnel

59. Audience
2

60. Crowd sourcing

61. 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

62. 1. Growth Mindset -> Business Model innovation
2. Product/Market Fit -> Differentiation at 3 Levels of Value
3. The Buyer’s Journey -> Align your Sales & Marketing actions
4. Customer Acquisition -> Marketing 4Ps = SAVE
5. Tipping the Funnel -> Customers are your unpaid sales force
Success Factors for the Cloud
6. Profit from the Cloud expertise at Ingram Micro France

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

64. 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