The challenge is not technology. The challenge is accelerating adoption of your cloud services. Shift your thinking from "Time to Market" to "Time to Revenue." In the new connected world your cloud services are being adopted by "Corporate Consumers." In the new world Marketing shifts to Demand Generation and Sales shifts to Customer Adoption.

1. www.flickr.com/photos/dvids/7241801914

2. The world has changed?

3. “It is not the strongest
of the species that
survive, nor the most
intelligent, but rather
the one most
adaptable to change.”
- Charles Darwin
1809 - 1882
3

4. “Digital Darwinism
is the evolution of
consumer behaviour
when society and
technology evolve
faster than your
ability to adapt.”
- Brian Solis _
4

5. The end of business as usual
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6. or be
Disrupted

7. Disruptive change
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8. Experimental thinking
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9. Anticipate change
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11. #1. Opportunity or threat?
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12. #2. How are you going to
develop your business?
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13. “If we are to achieve
results never before
accomplished, we
must employ
methods never
before attempted.”
- Sir Francis Bacon
- Sir Francis Bacon (1561-1626)
13

14. A journey into the unknown

15. Get it right
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16. Get it wrong
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18. You feel like this?

19. A higher level perspective
19

20. Gartner Hype Cycle for Cloud Computing, 2012
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21. CLOUD
Delivery
SaaS
Service

22. CLOUD =
CUSTOMER

24. 1 B2B -> B2C
2 The Sales Cycle -> The Buyer’s Journey
3 Product focus -> Marketing Engine focus

25. What is
Driving the

26. The Post-PC Era

28. BYOD
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29. iGeneration
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30. Smartphone sales surpasses PC sales in 2011
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31. Welcome to the Digital World
*Derek Thompson is a senior editor at The Atlantic
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32. B2B Shifts to B2C
B to B B to C
Customer volume Restricted clientele Large, diversified clientele
B2B buyers buy for their company, are are therefore B2C consumers buy for themselves or their family, for
Reason for purchase
accountable. pleasure.
In B2C, consumers can yield to impulse buying, or buy
B2B buyers make reasoned purchases, using
something theyÕve fallen in love with. The emotional
professional procedures.
component is important.
Buyer behaviour
Product positioning must be very clear, with the sales You have to be able to get people to buy for fun, present
arguments down pat and a focus on specific added value the product attractively, stage it appropriately and use
for the company. sales arguments that appeal to emotions.
The B2B buying process is complex: first, it has to
comply with business management practices (payment
timelines, order approval, logistics, support and For the mass market, the buying process is simple because
Buying process
reporting) and second, the buying decision involves the act of buying is often the decision of a single person.
many players and requires internal decision-making
processes that can be very long.
B2B buyers do not spend their own, but their company's Price is one of the main criteria for end consumers, since it
Means
money, so do not see the expense in the same light. is their own money they are spending.
Since B2B customers are fewer in number,
representatives forge closer and more personalized links Relationships are more limited, with representatives often
Relationship
with them. Relational aspects are more important than never seeing a particular customer again.
emotional factors, and loyalty is crucial.
B2B products are often complex, since they have to
Products are sold at the retail level. They involve all types,
Products meet many requirements and involve a large number of
from very simple to very complex.
people. It can also involve wholesaling.
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33. 1 Corporate
Consumers
2 Connected
Customers

34. Connected customers
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35. The post-PC Era
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36. The post-PC Era
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37. 1 B2B -> B2C
2 The Sales Cycle -> The Buyer’s Journey
3 Product focus -> Marketing Engine focus

38. Commoditisation

39. Commoditisation

40. Race to the bottom
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41. The Buyer’s Journey
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42. The Buying Process
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43. Start with the Buyer’s Journey
Multiplier Now or Never
Search Moments
Moments
Refer Find
B A
Support Qualify
Differentiate
Base Up-sell Try Acquire
Manage Buy
Keep or Lose Make or Break
Moments Activate Moments

44. The Buyer’s Journey
Example

45. Constant Contact
45

46. Constant Contact
46

47. Eliminating barriers to sale
47

48. 1 B2B -> B2C
2 The Sales Cycle -> The Buyer’s Journey
3 Product focus -> Marketing Engine focus

49. Standing out from the crowd

50. Differentiation
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51. Differentiation
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52. Opportunity platform
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53. Differentiation = different thinking

54. “Every battle is won_
before it is fought.”
Sun Tzu
544 - 496 BC

55. Differentiation: 3 Levels of Perceived Value
E2E Basic Product/Service:
3 Customer Experience • Technology
• Price performance
• Product quality
2 Support Services
Basic Support Services:
• Levels of support
1
Product/Service • Quality of service
• Systems
Your Cloud • Processes
Services E2E Customer Experience:
• People
• Perceived value
• High touch
• Exceed customer expectations
• Delight and astound customers
SalesChannel Europe ©2012 All rights reserved 55

56. are
The DIFFERENCE

57. Differentiation
Example

58. Rackspace

59. Building a
Marketing
Machine

60. Tipping
the

61. “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
www.flickr.com/photos/hyku/4837236187

62. Advocates are your
best influencers

63. Typical Conversion Rates
1. Cold calling: Between 1-5%
4%
2. External Recommendation:
44%
10 X Cold calling
3. Internal Recommendation:
88%
20 X Cold calling

64. Applying the
Sales Formula

65. Basically, it works like this
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66. P = Number of prospects
P x CR = SALES
CR = Conversion Ratio
66

67. 10 33% (Typically 25%-50%)
P x CR = SALES
S=3
Example 1
67

68. 10 40% *
P x CR = SALES
S=4
*Requires considerable effort. Not easily sustainable
Example 2
68

69. 20 * 33%
P x CR = SALES
S=6
*Requires less effort. Is sustainable
Example 3
69

70. Becoming a…
Trusted Advisor

71. “If I had asked people what
they wanted, they would
have said faster horses.”
- Henry Ford
- 1854 - 2014

72. Guide them to the right solution
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73. Show them the best way forward
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74. Show them a better future
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75. Be their cloud architect
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76. Help them achieve
Value Migration

77. Drivers of adoption
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78. Social media

79. “When the rate of
change externally is
greater than the rate
of change internally,
you have a problem.”
- Jack Welch
79
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80. External speed of change
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81. Internal speed of change
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82. “Genius is one percent
inspiration and ninety-
nine percent perspiration.”
- Thomas A. Edison

83. 1 Innovate or Die
2 Focus on the Challenges facing Customers
3 Create Compelling Value Propositions
4 Differentiate at Level 2 and Level 3
5 Aligning with The Buyer’s Journey
6 Design the End2End Customer Experience
7 Tipping the Funnel
8 Help customers achieve Value Migration
9 Eco-system thinking
10 Become a Cloud Trusted Advisor

84. Customer Experience
Customer Satisfaction
Quality of Service

85. One more thing

86. Milk

87. Cow

88. Get it right
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89. YOU
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90. Your Cloud
Services
David R Ednie
President & CEO
SalesChannel Europe
Ph: +33 676 60 09 25 (FRA)
Email: david@saleschannel-europe.com
Website: www.saleschannel-europe.com
www.flickr.com/photos/horacio/3781750