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Internally facingoperations automation 
Cloud = IT Transformation 
Cloud = Externally facingcustomer interactions 
Busines...
Drivers of Digital Disruption: 
1.Mass Adoption of Digital Technology 
2.The Age of the Customer 
3.B2B-> B2C -> The Engag...
Basic Human Needs
“We are in the Age of the Cloud” 
-David Ednie
Digital Disruption
Platform: Build or Buy?
Competitive turbulence
What is your Growth Strategy?
Where are you on the curve? 
Where are you on the curve -ahead or behind, which is the essence of strategy. 
Behind: 
If y...
Disruptive Opportunity Matrix 
Extend 
WhiteSpace 
Defend 
Extend 
Current 
New 
Current 
New 
Source: Create Marketplace ...
Irrational complacency
“Fire your sales force”
The old Golden Rule in Sales was: 
Find out what your customers want, and give it to them.
Give your customers the ability to do what they can’t currently do but would want to if they only knew it was possible. 
T...
Capture their imaginations
“Reasons lead to conclusions. 
Emotions lead to actions.” 
-Saatchi & Saatchi
19 
DecisionDrivers
Horizon 1 
0 -6 months 
Horizon 2 
6-12 months 
Horizon 3 
12 -36 months 
Thinking at 3 Time Horizons
Get it right
Get it wrong
-Geoffrey A. Moore 
“Well, first off, realize you are in afight for your life. The new businessmodel is not a competitive ...
OLD THINKING 
NEW TECHNOLOGY 
FAIL 
X 
=
Think outside the box
Think outside the box
www.flickr.com/photos/12023825@N04/2898021822 
Growth strategy
Overcoming change
You can’t teach an old dog new tricks
Cloud Adoption starts here
Evolution
Devolution
Customer Adoption
Growth Mindset 
1 
Differentiate or Die 
2 
Marketing Today = Sales Tomorrow 
3 
The Customer Adoption Cycle 
4 
Tipping t...
Future focus
Innovation
Anticipate change
Business Agility
Adapting to change
Predictive Mindset
Adaptive Mindset
Growth Mindset
Fixed Mindset 
Growth Mindset 
Intelligence is static 
Intelligence can be developed 
Leads to a desire to look smartand t...
Growth Mindset 
1 
Differentiate or Die 
2 
Marketing Today = Sales Tomorrow 
3 
The Customer Adoption Cycle 
4 
Tipping t...
http://tabernaclefortoday.files.wordpress.com/2012/03/cart_before_the_horse.jpg 
Cart before the horse
Build a better mouse trap 
www.flickr.com/photos/clementlivolsi/4596430458
“If I had asked people what 
they wanted, they wouldhave said faster horses.” 
-Henry Ford 
1863 -1947
3 levels of clarity
Basic Product/Service: 
•Technology 
•Price performance 
•Product quality 
E2E Customer Experience: 
•People 
•Perceived v...
Price vsValue 
Products 
Services 
Experience 
Customer
Growth Mindset 
1 
Differentiate or Die 
2 
Marketing Today = Sales Tomorrow 
3 
The CustomerAdoption Cycle 
4 
Tipping th...
The problem is that customers don’t buy the way we sell
The Age of the Customer 
Make people want things 
20thcentury 
Make things people want 
21stcentury
Product 
Place 
Price 
Promotion 
4P's 
Solution 
Access 
Value 
Education 
SAVE
Educate
Inspire
Create a sense of urgency
Growth Mindset 
1 
Differentiate or Die 
2 
Marketing Today = Sales Tomorrow 
3 
The Customer Adoption Cycle 
4 
Tipping t...
Commercial excellence
“Customers are completing 57% of a buying cycle before ever coming into contact with a sales rep.” 
-A CEB study of more t...
The Buying Decision Process
Transactional Sales Model 
Adoption Cycle Sales Model
Search 
Find 
Qualify 
Try 
Buy 
Activate 
Manage 
Up-sell 
Support 
Refer 
The Customer Adoption Cycle
source: www.corporatevisions.com 
Marketing Today = Sales Tomorrow
source: www.corporatevisions.com 
1 
3 
2 
Marketing Today = Sales Tomorrow 
•Challenge them 
•Destabilise them 
•Challeng...
Growth Mindset 
1 
Differentiate or Die 
2 
Marketing Today = Sales Tomorrow 
3 
The Customer Adoption Cycle 
4 
Tipping t...
Tipping the Funnel
Clients: 
Actions: 
Tipping the Funnel 
Source:Empowered, by Josh Bernoffand Ted Schadler
Audience 
2
Typical Conversion Rates 
1.Cold calling: 
2.External Recommendation: 
3.Internal Recommendation: 
44% 
10 X Cold calling ...
Social Influence
1.Growth Mindset 
2.Differentiate or Die 
3.Marketing Today = Sales Tomorrow 
4.The CustomerAdoption Cycle 
5.Tipping the ...
73 
•The client has changed 
•The buying process has changed 
•The Sales Cycle -> The Customer’s Journey 
•Market segmenta...
Get it right
Where do you go from here?
Cloud is now prime time
Get it wrong
Get it right
Customer Adoption Acceleration Tools 
Differentiation 
Strategy 
The Sales 
Toolkit 
Creating an unpaid 
sales force Sales...
GTM / Sales Acceleration Strategic Framework
Accelerating Time to Activation 
Search Find Qualify Try Buy Activate Manage Up-sell Support Refer Differentiate Accelerat...
The Sales Channel Mix
GTM Action Plan
Get it right
www.flickr.com/photos/horacio/3781750 
David R Ednie 
President & CEO 
SalesChannel Europe 
Ph: +33 676 60 09 25 (FRA) 
Em...
Digital Disruption: 5 Steps to Growth with Cloud OS
Digital Disruption: 5 Steps to Growth with Cloud OS
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Digital Disruption: 5 Steps to Growth with Cloud OS

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Customer Adoption is the new ROI. Creating SOE (Systems of Engagement) is how you maximise customer adoption. The entry point to SOE is the Smart phone. Are you maximising Smart Adoption of your cloud services?

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Digital Disruption: 5 Steps to Growth with Cloud OS

  1. 1. Internally facingoperations automation Cloud = IT Transformation Cloud = Externally facingcustomer interactions Business Transformation
  2. 2. Drivers of Digital Disruption: 1.Mass Adoption of Digital Technology 2.The Age of the Customer 3.B2B-> B2C -> The Engagement Economy
  3. 3. Basic Human Needs
  4. 4. “We are in the Age of the Cloud” -David Ednie
  5. 5. Digital Disruption
  6. 6. Platform: Build or Buy?
  7. 7. Competitive turbulence
  8. 8. What is your Growth Strategy?
  9. 9. 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.
  10. 10. Disruptive Opportunity Matrix Extend WhiteSpace Defend Extend Current New Current New Source: Create Marketplace Disruption by Adam Hartung, Pearson Education, Inc. 2009 Products Customers
  11. 11. Irrational complacency
  12. 12. “Fire your sales force”
  13. 13. The old Golden Rule in Sales was: Find out what your customers want, and give it to them.
  14. 14. 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:
  15. 15. Capture their imaginations
  16. 16. “Reasons lead to conclusions. Emotions lead to actions.” -Saatchi & Saatchi
  17. 17. 19 DecisionDrivers
  18. 18. Horizon 1 0 -6 months Horizon 2 6-12 months Horizon 3 12 -36 months Thinking at 3 Time Horizons
  19. 19. Get it right
  20. 20. Get it wrong
  21. 21. -Geoffrey A. Moore “Well, first off, realize you are in afight for your life. The new businessmodel is not a competitive threat, itis an existential threat.”
  22. 22. OLD THINKING NEW TECHNOLOGY FAIL X =
  23. 23. Think outside the box
  24. 24. Think outside the box
  25. 25. www.flickr.com/photos/12023825@N04/2898021822 Growth strategy
  26. 26. Overcoming change
  27. 27. You can’t teach an old dog new tricks
  28. 28. Cloud Adoption starts here
  29. 29. Evolution
  30. 30. Devolution
  31. 31. Customer Adoption
  32. 32. Growth Mindset 1 Differentiate or Die 2 Marketing Today = Sales Tomorrow 3 The Customer Adoption Cycle 4 Tipping the Funnel 5
  33. 33. Future focus
  34. 34. Innovation
  35. 35. Anticipate change
  36. 36. Business Agility
  37. 37. Adapting to change
  38. 38. Predictive Mindset
  39. 39. Adaptive Mindset
  40. 40. Growth Mindset
  41. 41. Fixed Mindset Growth Mindset Intelligence is static Intelligence can be developed Leads to a desire to look smartand therefore a tendency to: Leads to a desire to learnand therefore a tendency to: avoid challenges embrace challenges give up easily due to obstacles persist despite obstacles see effort as fruitless see effort as path to mastery ignore useful feedback learn from criticism be threatened by others’ success be inspired by others' success Mindset Shift *source: Carol S. Dweck, Ph.D
  42. 42. Growth Mindset 1 Differentiate or Die 2 Marketing Today = Sales Tomorrow 3 The Customer Adoption Cycle 4 Tipping the Funnel 5
  43. 43. http://tabernaclefortoday.files.wordpress.com/2012/03/cart_before_the_horse.jpg Cart before the horse
  44. 44. Build a better mouse trap www.flickr.com/photos/clementlivolsi/4596430458
  45. 45. “If I had asked people what they wanted, they wouldhave said faster horses.” -Henry Ford 1863 -1947
  46. 46. 3 levels of clarity
  47. 47. 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 E2ECustomer Experience Differentiation: 3 Levels of Perceived Value Basic Product/Service Support Services: •Levels of support •Quality of service •Systems •Processes Your Cloud Services
  48. 48. Price vsValue Products Services Experience Customer
  49. 49. Growth Mindset 1 Differentiate or Die 2 Marketing Today = Sales Tomorrow 3 The CustomerAdoption Cycle 4 Tipping the Funnel 5
  50. 50. The problem is that customers don’t buy the way we sell
  51. 51. The Age of the Customer Make people want things 20thcentury Make things people want 21stcentury
  52. 52. Product Place Price Promotion 4P's Solution Access Value Education SAVE
  53. 53. Educate
  54. 54. Inspire
  55. 55. Create a sense of urgency
  56. 56. Growth Mindset 1 Differentiate or Die 2 Marketing Today = Sales Tomorrow 3 The Customer Adoption Cycle 4 Tipping the Funnel 5
  57. 57. Commercial excellence
  58. 58. “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
  59. 59. The Buying Decision Process
  60. 60. Transactional Sales Model Adoption Cycle Sales Model
  61. 61. Search Find Qualify Try Buy Activate Manage Up-sell Support Refer The Customer Adoption Cycle
  62. 62. source: www.corporatevisions.com Marketing Today = Sales Tomorrow
  63. 63. source: www.corporatevisions.com 1 3 2 Marketing Today = Sales Tomorrow •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
  64. 64. Growth Mindset 1 Differentiate or Die 2 Marketing Today = Sales Tomorrow 3 The Customer Adoption Cycle 4 Tipping the Funnel 5
  65. 65. Tipping the Funnel
  66. 66. Clients: Actions: Tipping the Funnel Source:Empowered, by Josh Bernoffand Ted Schadler
  67. 67. Audience 2
  68. 68. 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
  69. 69. Social Influence
  70. 70. 1.Growth Mindset 2.Differentiate or Die 3.Marketing Today = Sales Tomorrow 4.The CustomerAdoption Cycle 5.Tipping the Funnel Quick Review: 4Ps => S A V E Differentiation: 3 Levels of Perceived Value Turn customers into your unpaid sales force Align all Sales & Marketing actions Predictive -> Adaptive Thinking= Business agility Competing to remain relevant to tomorrow’s customers
  71. 71. 73 •The client has changed •The buying process has changed •The Sales Cycle -> The Customer’s Journey •Market segmentation -> Buyer personas Moving to the Cloud means Business Transformation •Marketing -> Digital -> Social Media -> Social Influence -> Social Selling •Demand Generation •User Value Proposition and Persona Messaging •Marketing Manger -> Community Manager •Internal Alignment •Execution •Sales Channel alignment •Multi-channel touchpointexperience •E2E Customer Experience Rethink the Customer Rethink Sales & Marketing Rethink your Organisation Business Transformation Channel Transformation The Cloud = Massive Change
  72. 72. Get it right
  73. 73. Where do you go from here?
  74. 74. Cloud is now prime time
  75. 75. Get it wrong
  76. 76. Get it right
  77. 77. Customer Adoption Acceleration Tools Differentiation Strategy The Sales Toolkit Creating an unpaid sales force SalesChannel Europe ©2014 All rights reserved Basic Product/Service: • _____________________________ • _____________________________ • _____________________________ • _____________________________ Enhanced Services: • _____________________________ • _____________________________ • _____________________________ • _____________________________ • _____________________________ Support Services: • _____________________________ • _____________________________ • _____________________________ • _____________________________ Differen a on: 3 Levels of Perceived Value Basic Product/Servic Support Services Enhanced Services 1 2 3 Basic Product/Service Your Hosted Services SalesChannel Europe ©2014 All rights reserved Tipping the Funnel Clients: Actions: A B
  78. 78. GTM / Sales Acceleration Strategic Framework
  79. 79. Accelerating Time to Activation Search Find Qualify Try Buy Activate Manage Up-sell Support Refer Differentiate Accelerating Time to Activation
  80. 80. The Sales Channel Mix
  81. 81. GTM Action Plan
  82. 82. Get it right
  83. 83. 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

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