Achieving Growth: 3 Keys to Accelerating Adoption of Your Cloud Services
1.
2. Accelerating Time to Revenue
Time to Market
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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 Revenue
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Customer
Demand generation and incubation programs
Adoption
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
5. Accelerating Customer Adoption of Cloud Services
Influencer/Adopter Programs
Influence Generation: Capture the hearts and
minds of Tech savvy early adopters, opinion
leaders and influencers
Early Adopter Market
Channel Partners
GTM Strategy & Business Plan
Channel readiness & activation
Demand Generation
Mainstream Market
DANGER - CHASM!
A
Build the buzz!!!!
B
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Build sales channels
Create capacity
to service demand
Create a tipping point
Technology
Innovators
2%
Distributors
Retailers
Resellers
VARs
Service Providers
System Integrators
Consulting Partners
Visionaries
Pragmatists
Conservatives
Sceptics
14%
34%
34%
16%
PERCENTAGE OF POPULATION
Technology Vendors
TIME
6. The old Golden Rule in Sales was:
Find out what your customers
want, and give it to them.
7. The new Golden Rule in Sales is:
Give your customers the ability to
do what they can’t currently do
but would want to if they only
knew it was possible.
21. 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.
36. Differentiation: 3 Levels of Perceived Value
3
2
1
E2E
Customer Experience
Support Services
Basic
Product/Service
Your Cloud
Services
Basic Product/Service:
• Technology
• Price performance
• Product quality
Support Services:
• Levels of support
• Quality of service
• Systems
• Processes
E2E Customer Experience:
• People
• Perceived value
• High touch
• Exceed customer expectations
• Delight and astound customers
47. Thinking at 3 Time Horizons
Business Transformation
Business
Drivers
Executive
Management
Operations
Operational
Needs
Thinking Time Horizon
Drivers of change
Operational Excellence
Organisation
Value
Cost
Price
48. Go-To-Market Mapping
Partnership
Profiles
Technology
Partners
OEMs
Channel Structure
TEMs
Services Providers
Residential & Enterprise
Customers
SI&NI /Geographic
Partnerships
T1
MNC
System Integrators & Network
Integrators
T2
ENT
T1 Partners
T3
SME
VSP
Strategic Alliances
VSE
Direct Sales / BCS
Smaller SPs & ASPs
TEMs:
MyCall® Telephony & Video
MyCall® Media
MyCall® Triple Play
Secured IP Trunking & VPN
IPCentrex™ Telephony & Video
IPCentrex™ Telephony & Video
Contact Center & IVR
Nokia
Alcatel
Sonus
Siemens
Nortel
Huawei
Ericsson
SIs:
Logica/CMG
T-Systems
Atos/Origin
Capgemini
Accenture
HP / IBM
Local /Global SIs
Local SIs
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
Residential
Customer Segmentation:
MNC: multiple Int’l sites
ENT: 500+ ext
SME: 20-500 ext
Retail: 10-20 ext
VSE: 2 -10 ext
Residential
51. 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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