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
AdoptionCustomer
Customer Adoption
is the New ROI
Think outside the boxTarget early adopters
Early Adopter Market Mainstream Market
DANGER - CHASM!
Accelerating Customer Adoption of Cloud Services
TIME
Create capacityto service demand
Technology Vendors Channel Partners
Build the buzz!!!!
Build sales channels
• Distributors• Retailers• Resellers• VARs• Service Providers• System Integrators• Consulting Partners
TechnologyInnovators
2%
Visionaries
14%
Pragmatists
34%
Conservatives
34%
Sceptics
16%
Create a tipping point
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
PER
CEN
TAG
E O
F P
OP
ULA
TIO
N
AB
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.
The new Golden Rule in Sales is:
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Capture their imaginations
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Get it right
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Get it wrong
Think outside the box
Get professional advice
What is your Growth Strategy?
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Growth strategy
Growth Mindset1
Product Market Fit2
Customer Adoption3
Future focus
You can’t teach an old dog new tricks
OLD THINKING
NEW TECHNOLOGY
FAIL
X
=
Overcoming barriers to change
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.
Disruptive Opportunity Matrix
ExtendWhite
Space
Defend ExtendCurrent
New
Current New
Source: Create Marketplace Disruption by Adam Hartung, Pearson Education, Inc. 2009
Products
Customers
Keep it simple
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Meaningful usage scenarios
Source: IBM Institute for Business Value analysis, 2012
Align Business Value with Buyer Personas
“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
Agile
Adaptive
Anticipate change
Adapt and adjust
Transformational change
Growth Mindset1
Product Market Fit2
Customer Adoption3
Build a better mouse trap
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“If I had asked people what
they wanted, they would
have said faster horses.” - Henry Ford
1863 - 1947
Clarity of vision
Basic Product/Service:• Technology• Price performance• Product quality
E2E Customer Experience:• People• Perceived value• High touch• Exceed customer expectations• Delight and astound customers
12 Support Services
3E2E
Customer Experience
Differentiation: 3 Levels of Perceived Value
BasicProduct/Service
Support Services:• Levels of support• Quality of service• Systems• Processes
Your Cloud Services
Products ServicesExperienceCustomer
Go-To-Market Leadership Design
Rackspace
Growth Mindset1
Product Market Fit2
Customer Adoption3
Educate
Inspire
Inspire early adopters
Know your early adopters
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Problem Solving Lifecycle
source: www.corporatevisions.com
source: www.corporatevisions.com
Marketing and Sales Alignment
Take a high level viewAcceleration adoption =
eliminating barriers to growth
Business Transformation
Operational Excellence
Value
Cost
Price
Executive
Management
Operations
OrganisationThinking Time Horizon Drivers of change
BusinessDrivers
OperationalNeeds
Thinking at 3 Time Horizons
Tech
no
logy
Par
tne
rsGo-To-Market Mapping
Smaller SPs & ASPs
T1
Services Providers
T3
T2
Residential
VSE
SME
Residential & Enterprise Customers
ENT
MNC
VSP
PartnershipProfiles
Strategic Alliances
OEMs
Channel Structure
SI&NI /GeographicPartnerships
Direct Sales / BCS
TEMs
System Integrators & Network Integrators
T1 Partners
IPCentrex™ Telephony & Video
MyCall® Telephony & Video
MyCall® Media
MyCall® Triple Play
Contact Center & IVR
Secured IP Trunking & VPN
IPCentrex™ Telephony & Video
NIs: Telindus Getronics PABX Installers Local NIs
T1 Partners: HP IBM BEA
ASP (W/S): Private Label
Influencers: BEA Microsoft Oracle Intel Industry A’lysts
Service Providers Types: Incumbents Tier 1 Operators Alternate Operators:
Tier 2/3 ISPs VSPs, VNOs Mobile Operators MVNO. MVNE ASP
Customer Segmentation: MNC: multiple Int’l sites ENT: 500+ ext SME: 20-500 ext Retail: 10-20 ext VSE: 2 -10 ext Residential
TEMs: Nokia Alcatel Sonus Siemens Nortel Huawei Ericsson
SIs: Logica/CMG T-Systems Atos/Origin Capgemini Accenture HP / IBM Local /Global SIs Local SIs
Customer Experience Mapping
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Get it right
David R Ednie
President & CEO
SalesChannel Europe
Ph: +33 676 60 09 25 (FRA)
Email: [email protected]
Website: www.saleschannel-europe.comwww.flickr.com/photos/horacio/3781750
