accelerating time to customer adoption

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The world has changed?

3

“It is not the strongest of the species that

survive, nor the most intelligent, but rather

the one mostadaptable to change.”

- Charles Darwin1809 - 1882

4

“Digital Darwinismis the evolution ofconsumer behaviourwhen society andtechnology evolvefaster than yourability to adapt.”

- Brian Solis _

The end of business as usual

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or be

Disrupted

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Disruptive change

Experimental thinking

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Anticipate change

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#1. Opportunity or threat?

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#2. How are you going to

develop your business?

“Customers are completing57% of a buying cycle before

ever coming into contactwith a sales rep.”

- A CEB study of more than 1,400 customers

Massive change

14

“If we are to achieveresults never before

accomplished, we must employ

methods never before attempted.”

- Sir Francis Bacon

- Sir Francis Bacon (1561-1626)

7P's -> 7C’s:

Product -Price -

Promotion -Place -

ConnectedCollaborativeCustomizedConversationsCommunityCollectiveContent

Physical -

People -Process -

Audience

2

A journey into the unknown

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Get it right

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Get it wrong

You feel like this?

22

A higher level perspective

CLOUD

XaaSDelivery

Services

CLOUD

XaaSDevices

Servicesand

CLOUD =CUSTOMER

CLOUD =

Product focus -> Marketing Engine focus3

The Sales Cycle -> The Buyer’s Journey2

B2B -> B2C1

Driving theWhat is

The Post-PC Era Devices and Services Era

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BYOD

iGeneration

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SalesChannel Europe ©2013 All rights reserved 34

Welcome to the Digital World

*Derek Thompson is a senior editor at The Atlantic


B to B B to CCustomer volume Restricted clientele Large, diversified clientele

Reason for purchase B2B buyers buy for their company, are are therefore accountable.

B2C consumers buy for themselves or their family, for pleasure.

Buyer behaviour

B2B buyers make reasoned purchases, using professional procedures.

In B2C, consumers can yield to impulse buying, or buy something theyÕve fallen in love with. The emotional component is important.

Product positioning must be very clear, with the sales arguments down pat and a focus on specific added value for the company.

You have to be able to get people to buy for fun, present the product attractively, stage it appropriately and use sales arguments that appeal to emotions.

Buying process

The B2B buying process is complex: first, it has to comply with business management practices (payment timelines, order approval, logistics, support and reporting) and second, the buying decision involves many players and requires internal decision-making processes that can be very long.

For the mass market, the buying process is simple because the act of buying is often the decision of a single person.

Means B2B buyers do not spend their own, but their company's money, so do not see the expense in the same light.

Price is one of the main criteria for end consumers, since it is their own money they are spending.

Relationship

Since B2B customers are fewer in number, representatives forge closer and more personalized links with them. Relational aspects are more important than emotional factors, and loyalty is crucial.

Relationships are more limited, with representatives often never seeing a particular customer again.

Products B2B products are often complex, since they have to meet many requirements and involve a large number of people. It can also involve wholesaling.

Products are sold at the retail level. They involve all types, from very simple to very complex.

B2B Shifts to B2C

CorporateConsumersConnectedCustomers

1

2

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Connected customers

The post-PC Era

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Devices and Services Era



B2B -> B2C1

It’s not about your products

it’s about the Buyer

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The Buying Process

Search

Find

Qualify

Try

Buy

Activate

Manage

Up-sell

Support

Refer

Start with the Buyer’s Journey

Differentiate

Now or Never

Moments

Make or Break

Moments

Multiplier

Moments

Keep or Lose

Moments

AAcquire

BBase

ExampleThe Buyer’s Journey

45

Constant Contact

46

Constant Contact

47

Eliminating barriers to sale



B2B -> B2C1

Standing out from the crowd

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Differentiation

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Differentiation

Opportunity platform

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Differentiation = different thinking

“Every battle is won_before it is fought.”

Sun Tzu544 - 496 BC


Basic Product/Service:• Technology• Price performance• Product quality

E2E Customer Experience:• People• Perceived value• High touch• Exceed customer expectations• Delight and astound customers

1

2Support Services

3E2E

Customer Experience

Differentiation: 3 Levels of Perceived Value

BasicProduct/Service

Support Services:• Levels of support• Quality of service• Systems• Processes

areThe DIFFERENCE

ExampleDifferentiation

Rackspace

Building aMarketingMachine

Tippingthe

“Victory in marketing doesn’t happen when you sell something, but when you

cultivate advocates for your

brand.”- Steve Knox, CEO of Tremors,

P&G’s Word of Mouth Business Unit

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Advocates are your

best influencers

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


The Conversation Prism*

*by Brian Solis & JESS3


Digital Disruption

Applying the

Sales Formula

Basically, it works like this

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68

P CRx SALES=

P = Number of prospects

CR = Conversion Ratio

69

P CRx SALES=

10 33% (Typically 25%-50%)

Example 1

S = 3

70

P CRx SALES=

10 40%

Example 2

S = 4*Requires considerable effort. Not easily sustainable

*

71

P CRx SALES=

33%

Example 3

S = 6*Requires less effort. Is sustainable

20 *

Trusted Advisor

Becoming a…

“If I had asked people whatthey wanted, they wouldhave said faster horses.”

- Henry Ford- 1854 - 2014


Show them the best way forward


Show them a better future

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Be their cloud architect

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Help them achieve

Value Migration

Drivers of adoption

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Social media

81

“When the rate of change externally is greater than the rate of change internally, you have a problem.”

- Jack Welch

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External speed of change

Internal speed of change

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“Genius is one percentinspiration and ninety-nine percent perspiration.”

- Thomas A. Edison

Help customers achieve Value Migration8

Differentiate at Level 2 and Level 34

Innovate or Die1

Focus on the Challenges facing Customers2

Aligning with The Buyer’s Journey5

Create Compelling Value Propositions3

Design the End2End Customer Experience6

Tipping the Funnel7

Eco-system thinking9

Become a Cloud Trusted Advisor10

Quality of Service

Customer Satisfaction

Customer Experience

One more thing

A glass of milk

Get it right

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David R EdniePresident & CEO

SalesChannel EuropePh: +33 676 60 09 25 (FRA)

Email: [email protected]: www.saleschannel-europe.com