Understanding the customer must lie at the foundation of your Business Strategy, your Business Model(s) resulting in Competitive Advantage. Not understanding the customer accounts for everything else we do in business.

2. Dawning of the post-digital age

3. Adapt or die

4. New (Digitally Disrupted) Office

5. New (Digitally Disrupted) Lifestyles

7. BIG Opportunities

8. Seeing the (Digitally Disrupted) future

9. Reasonable people
“When they imagine the future,
they only see the present.”

10. OLD THINKING
NEW TECHNOLOGY
FAIL
X
=

11. Future reality

12. The End2End
Customer
Experience
How do you measure success?

13. 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

14. Customer Adoption
is the New ROI

15. Think outside the boxTarget tomorrow’s customers

16. Inspire early adopters

17. Capture their imaginations

18. “Reasons lead to conclusions.
Emotions lead to actions.”
- Saatchi & Saatchi

19. Get it right

20. Get it wrong

21. What is your Growth Strategy?

22. Growth strategy

23. Growth strategy

24. Growth Mindset1
Product/Market Fit2
Constant Adaption3

25. Future focus

26. Innovation

27. 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.

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

29. Be disruptive, not sustaining
Defend & Extend Thinking
Attack & Explore Thinking
Source: Create Marketplace Disruption by Adam Hartung, Pearson Education, Inc. 2009

30. Business uncertainty
Business

31. Change your thinking
www.flickr.com/photos/oriol_gascon/2172565951

32. The hard way

33. AND Thinking

34. AND Thinking

35. AND Thinking

36. Be disruptive, not sustaining
Source: Create Marketplace Disruption by Adam Hartung, Pearson Education, Inc. 2009
Defend & Extend Thinking
Attack & Explore Thinking

37. Growth Mindset1
Product/Market Fit2
Constant Adaption3

38. Build a better mouse trap

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
Constant Adaption3

43. Speed of change

44. Responding to change

45. Change happens

46. Competingfor
Relevance

47. New levels of business value

48. GTM / Sales Acceleration Business Plan

49. GTM Action Plan

50. The Sales Channel Mix

51. Accelerating Time to Activation
Search
Find
Qualify
Try
Buy
Activate
Manage
Up-sell
Support
Refer
Differentiate
Accelerating Time to Activation

52. Inspire early adopters

53. The mobile generation
Understand
the Customer

54. “Change is difficult.
Not changing is fatal”

55. Customer Adoption Acceleration Workshop
Differentiation
Strategy
The Sales
Toolkit
Creating an unpaid
sales forceSalesChannel 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

56. The Cloud is . . .

57. 1. Customer Adoption is the new ROI
3 Takeaways from Today’s Session:
3. Business Agility is your ultimate
competitive advantage
2. Lead with your unique value promise
Understand the Customer

58. Get it right

59. 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