The document provides guidance on transforming a sales organization to sell cloud services. It recommends focusing on systems of engagement to build relationships, selling business outcomes rather than features, and differentiating at multiple levels of customer experience. The key is helping customers join the dots between needs and solutions by moving from interruption to engagement marketing and capturing imaginations rather than just responding to current demands.

2. A Cloud Sales Toolkit

3. “Fire your sales force”

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

5. 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:

6. Capture their imaginations

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

8. 8
Decision
Drivers

9. Horizon 1
0 - 6 months
Horizon 2
6 - 12 months
Horizon 3
12 - 36 months
Selling at 3 Time Horizons
Closing Current
Opportunities:
• Winning Deals
• Pitching to Win
• Closing
Building Tomorrow’s
Business:
• Industry trends
• Industry competitive
challenges
• Collaborative strategy
Building the Pipeline:
• Solutions to Customer
business challenges
• Value Propositions
• Account Sales Plan

10. Get it right

11. Get it wrong

12. The status quo is not
a growth strategy

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

14. Strategic choices

15. Destination Thinking

16. Compete for the
future, not just
the present

17. “Today’s customers are online
explorers, seeking out online ratings,
peer reviews, videos and in-depth
product details as they move through
the buying decision process.”

18. Move to tomorrow’s battleground

19. Ride the next wave

20. Old dog, new tricks
VP of Growth
VP of Sales

21. Rethink the sales funnel

22. Radically rethink the sales funnel

23. 23
Focus on Selling Above the Funnel
• Prospection
• Qualifying
• Needs
• Proposal
• Negotiation
• Close
Demand
Creation
Demand
Capture
• Market identification
• Requirements analysis
• Demand creating
• Lead Generation and
Management
• Engagement
The Sales Toolkit
Q1 Q2 Q3 Q4 Q1
Demand Generation Campaigns

24. Create Systems of Engagement1
Selling Business Outcomes2
Differentiate or Die3
Help your customers to join the dots4

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. Interruption Marketing:
Targeting Audiences with
messages through channels
to drive transactions
The OLD World
Engagement Marketing:
Engaging communities
with shared purpose
through experiences to
sustain relationships
The NEW World

28. Sales Transformation
Old Sales Model New Sales Model

29. Systems of Engagement

30. source: www.corporatevisions.com
Why Systems of Engagement?

31. source: www.corporatevisions.com
1 32
• 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
Why Systems of Engagement?

32. Create Systems of Engagement1
Selling Business Outcomes2
Differentiate or Die3
Help your customers to join the dots4

33. Product
Place
Price
Promotion
4P's
Solution
Access
Value
Education
SAVE

34. Educate

35. Inspire

36. Create a sense of urgency

37. Game Changer
Purchase
before Adoption
Adoption
before Purchase
AccessAssets

38. Sales Transformation = Selling Business Outcomes
OLD NEW
The IT Buyer The Business Buyer
Selling into CapEx Budgets Selling into OpEx Budgets
Technical Expertise Business Expertise
Geographic Sales Territories Vertical Industry Territories
Selling Features Selling Results
Fixed-Price Contracts Outcome-Based Contracts
Demonstrating Features Business Process Discussions
Your Complexity and
Underlying Architecture
Your Consumption Model
and Service Capability
Maintenance Contracts "Apps Mindset"
Face2Face Sales Skills Social Media Knowledge
Source: Consumption Economics: The New Rules of Tech
by J. B. Wood, Todd Hewlin and Thomas Lah, 2011

39. Create Systems of Engagement1
Selling Business Outcomes2
Differentiate or Die3
Help your customers to join the dots4

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

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

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

43. 3 levels of clarity

44. 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

45. Price vs Value
Products Services
Experience
Customer

46. Competitive separation

47. Create Systems of Engagement1
Selling Business Outcomes2
Differentiate or Die3
Help your customers to join the dots4

48. The problem is that
customers don’t buy
the way we sell

49. The Buying Decision Process

51. Search
Find
Qualify
Try
Buy
Activate
Manage
Up-sell
Support
Refer
The Customer Adoption Cycle

52. 1. Create Systems of Engagement
2. Selling Business Outcomes
3. Differentiate or Die
4. Help customers to join the dots
Quick Review:
4Ps -> S A V E, Assets vs Access
Differentiation: 3 Levels of Perceived Value
Align all Sales & Marketing actions
Demand Generation Campaigns
Competing to remain relevant to tomorrow’s customers

53. Get it right

54. 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