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www.flickr.com/photos/freefoto/2539768604
The future has changed
Moving to the Cloud means change
4
is
CHANGING5
Change is Changing




                                                                 source: www.flickr.com/photos/davegray/6261268977

                     SalesChannel Europe ©2012 All rights reserved                                             6
Customer Adoption is the new ROI
Change is Changing




                                                                 source: www.flickr.com/photos/davegray/6266375337

                     SalesChannel Europe ©2012 All rights reserved                                             8
We want more
Predictability
             9
10
We want less
Uncertainty
           11
The Cloud is the answer to

BUSINESS
UNCERTAINTY
                         12
Business Uncertainty


“The rate of change in
 business today really puts
 you at a disadvantage if
 you make long-term
 investments in anything.”
                                                                  - a customer
                  SalesChannel Europe ©2012 All rights reserved                  13
Moving to the Cloud:
opportunity or threat?
       www.flickr.com/photos/squeakywheel/252715820
Let’s take a closer look




                           www.flickr.com/photos/katerha/7071545621
The Challenge is navigating the journey




                      www.flickr.com/photos/aricee/62032975
A journey into the unknown
Get it right
www.flickr.com/photos/winemegup/3641912321
Get it wrong




               www.flickr.com/photos/roome/3390682853
Customer Adoption
is the new


                20
Customer Adoption is the new ROI


               Time to Market                        Time to Revenue


                                                     Customer
                                                     Adoption
  •   Business/Offer strategy       •   Demand generation and incubation programs
  •   Value proposition             •   Thought Leader/Influencer seeding programs
  •   Marketing Plan                •   Getting talked about, creating a tipping point
  •   Pricing and positioning       •   Sales channels trained, enabled and activated
  •   Communications campaigns      •   Simple to purchase, easy to try before buy
  •   Training sales channels       •   On-boarding innovators and early adopters
  •   Sales incentives              •   Creating a remarkable customer experience
  •   Customer promotions           •   Building buzz: recommendations & referrals
  •   Ready for first customers     •   Maintaining buzz: staying connected to tribe
                          SalesChannel Europe ©2012 All rights reserved
Customer Adoption
is the new


                23
Customer Adoption is the new ROI
You feel like this?
A higher level perspective
                             26
CLOUD
    Delivery
 SaaS
    Service
Customer Adoption is the new ROI
1   The Corporate Consumer


2   The Psychology of Adoption


3   Customer Adoption is the new ROI
Gartner Hype Cycle for Cloud Computing, 2012




                   SalesChannel Europe ©2012 All rights reserved   30
What is driving


Adoption?
The Post-PC era
                  www.flickr.com/photos/gsfc/5958581666
The Post-PC era



   No BYOD        No cloud
  No cloud        No clients
 No clients       No company
                               33
It’s all about empowering the individual
Smartphone sales surpasses PC sales in 2011




                  SalesChannel Europe ©2012 All rights reserved   35
Welcome to the Digital World




                                                                  *Derek Thompson is a senior editor at The Atlantic

                  SalesChannel Europe ©2012 All rights reserved                                                  36
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.

                                         SalesChannel Europe ©2012 All rights reserved                                                 37
Birth of the…




Corporate
Consumer
Bring Your Own Devices




                         www.flickr.com/photos/edyson/4494308719
1   The Corporate Consumer


2   The Psychology of Adoption


3   Customer Adoption is the new ROI
www.flickr.com/photos/jetboy2007/1098551291


Buyer behaviour
Understand how they decide
Buyer Personas
Delight tomorrow’s customers
                               www.flickr.com/photos/thms/6700014993
Need to understand




     Barriers
            to
ADOPTION
Barriers to adoption
                       www.flickr.com/photos/fuckyouninja/3774273742
Barriers to adoption




www.flickr.com/photos/electrospray/127471156
Barriers to adoption




    www.flickr.com/photos/koffiemetkoek/6012189679
No. #1 unasked question




        www.flickr.com/photos/coreytempleton/3935005227
What is the “return path”?
What are we searching for?




    Predictors
            of
ADOPTION
The Technology Adoption Life Cycle

                                                                                      Main Street
                                                                                      Base infrastructure deployed
     ”Tornado” Hypergrowth
                                                                                      +1 marketing
     Mass market adoption
                                                                                      Commoditization
     New Paradigm accepted by market
                                                                                      Downward price pressure
     Just ship product / operational efficiency
                                                                                      Get to new (lower) price points first
     Aim: establish ‘gorilla’ status
     Win customers for life


                                              Chasm

                                                                                                  End of Life



           Innovators          Visionaries            Pragmatists         Conservatives             Skeptics
               2%                  14%                   34%                  34%                     16%
Early Market                                          Bowling Alley
Visionaries are influenced by techies                 Niche based adoption by verticals
Provide break-through competitive                     In advance of mass market
advantage to pilot customers                          Keep providing whole product to new verticals
Immature product & custom solutions                   Customer-centric phase, until mass-market


                                                  SalesChannel Europe ©2012 All rights reserved                               52
Implications for Marketing
  Traditional Marketing / Brands   Marketing 2.0 / Smart Brands
  Strategy                         Beliefs
  Plan                             Actions
  Process                          Principles
  Annual/quarterly horizon         Daily adaption
  ROI                              Meaning
  Control                          Permanent crisis
  Consistency                      Surprise
  Data                             Intuition
  Fast turn-around                 Real time
  Centralised knowledge            Decentralised knowledge
  Command and coordination         Empowerment and networks
  Go-To-Market                     Distributed presence
  Message                          Content                     53
Implications for Sales




                    SalesChannel Europe ©2012 All rights reserved   54
Customer adoption




   www.flickr.com/photos/poptech2006/2972685098
Starts 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
Example
Constant Contact
               58
Constant Contact




               59
Re-think your assumptions




           60
Rethink your IT Assumptions
What are these assumptions? The current convention assumes the following:

  •   Everyone works in an office.
  •   The company owns the infrastructure, endpoints and applications.
  •   Everything is eventually connected by a wire.
  •   All applications are on-premise.
  •   IT is a monolithic paradigm.
  •   Applications come in suites.

The new assumptions are actually today’s policy exceptions, meaning they add
incremental costs to incorporate into the IT fabric:

  •   Everything is mobile.
  •   Endpoints and devices are more consumer-oriented and user-owned.
  •   Everything is wireless.
  •   Every device and user will consume cloud services.
  •   The IT paradigm is “microcentric.”
  •   Applications come from stores.


                              SalesChannel Europe ©2012 All rights reserved    61
1   The Corporate Consumer


2   The Psychology of Adoption


3   Customer Adoption is the new ROI
It’s not about
Selling More Stuff
                     www.flickr.com/photos/michaelholden/4148616920
It’s about something far
more important to us all
Customer Satisfaction

  Customer Service
Delivering a great E2E Customer Experience

“The business is all about the customer. We
 need to be in as many channels as
 customers are in and align them as closely
 as we can, whether the customer is on
 smart phone, iPad or in a brick and mortar
 store. The goal is to have consistency and
 visibility across these channels and heighten
 our understanding of the customer.”
                                                 - Gareth Beer, Ecommerce Manager
                                                                Speedo International

                    SalesChannel Europe ©2012 All rights reserved                      66
Customer Adoption is the new ROI
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 ©2011 All rights reserved               68
Example
Rackspace
WHAT
 and

HOW
think
dif erent
  f
Child-like thinking




   www.flickr.com/photos/toekneesan/3847444842
Favorite App?




                SalesChannel Europe ©2012 All rights reserved
(r)Evolution
   Re-imagine
     Re-think
    Re-invent
    Re-design
     Re-align
   Re-engage
Re-peat
Re-peat
Re-peat
Break through the glass ceiling
“When the rate of
change externally is
greater than the rate
of change internally,
you have a problem.”
                - Jack Welch




                                                                     78
                               www.flickr.com/photos/nathaninsandiego/3466495191
External speed of change




                           www.flickr.com/photos/sergei24/306212854
Internal speed of change




          www.flickr.com/photos/14degrees/440515255
By becoming a…




Trusted Advisor
…and drive Customer adoption




  www.flickr.com/photos/carbonnyc/3150765076
Business Drivers of Cloud Adoption


                    1                                                                                                     3


                                                                                                                          4
                   2

Source: Survey conducted by IDG Connect on behalf of CA Technologies, October 2012


                                                                          SalesChannel Europe ©2012 All rights reserved
Drivers of adoption




   www.flickr.com/photos/daniele_sartori/2371157397
Get it right
www.flickr.com/photos/winemegup/3641912321
Your Cloud
 Services




             www.flickr.com/photos/horacio/3781750
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

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Customer Adoption is the new ROI

  • 2. The future has changed
  • 3. Moving to the Cloud means change
  • 4. 4
  • 6. Change is Changing source: www.flickr.com/photos/davegray/6261268977 SalesChannel Europe ©2012 All rights reserved 6
  • 8. Change is Changing source: www.flickr.com/photos/davegray/6266375337 SalesChannel Europe ©2012 All rights reserved 8
  • 10. 10
  • 12. The Cloud is the answer to BUSINESS UNCERTAINTY 12
  • 13. Business Uncertainty “The rate of change in business today really puts you at a disadvantage if you make long-term investments in anything.” - a customer SalesChannel Europe ©2012 All rights reserved 13
  • 14. Moving to the Cloud: opportunity or threat? www.flickr.com/photos/squeakywheel/252715820
  • 15. Let’s take a closer look www.flickr.com/photos/katerha/7071545621
  • 16. The Challenge is navigating the journey www.flickr.com/photos/aricee/62032975
  • 17. A journey into the unknown
  • 19. Get it wrong www.flickr.com/photos/roome/3390682853
  • 21. Customer Adoption is the new ROI Time to Market Time to Revenue Customer Adoption • Business/Offer strategy • Demand generation and incubation programs • Value proposition • Thought Leader/Influencer seeding programs • Marketing Plan • Getting talked about, creating a tipping point • Pricing and positioning • Sales channels trained, enabled and activated • Communications campaigns • Simple to purchase, easy to try before buy • Training sales channels • On-boarding innovators and early adopters • Sales incentives • Creating a remarkable customer experience • Customer promotions • Building buzz: recommendations & referrals • Ready for first customers • Maintaining buzz: staying connected to tribe SalesChannel Europe ©2012 All rights reserved
  • 24. You feel like this?
  • 25. A higher level perspective 26
  • 26. CLOUD Delivery SaaS Service
  • 28. 1 The Corporate Consumer 2 The Psychology of Adoption 3 Customer Adoption is the new ROI
  • 29. Gartner Hype Cycle for Cloud Computing, 2012 SalesChannel Europe ©2012 All rights reserved 30
  • 31. The Post-PC era www.flickr.com/photos/gsfc/5958581666
  • 32. The Post-PC era No BYOD No cloud No cloud No clients No clients No company 33
  • 33. It’s all about empowering the individual
  • 34. Smartphone sales surpasses PC sales in 2011 SalesChannel Europe ©2012 All rights reserved 35
  • 35. Welcome to the Digital World *Derek Thompson is a senior editor at The Atlantic SalesChannel Europe ©2012 All rights reserved 36
  • 36. 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. SalesChannel Europe ©2012 All rights reserved 37
  • 38. Bring Your Own Devices www.flickr.com/photos/edyson/4494308719
  • 39. 1 The Corporate Consumer 2 The Psychology of Adoption 3 Customer Adoption is the new ROI
  • 43. Delight tomorrow’s customers www.flickr.com/photos/thms/6700014993
  • 44. Need to understand Barriers to ADOPTION
  • 45. Barriers to adoption www.flickr.com/photos/fuckyouninja/3774273742
  • 47. Barriers to adoption www.flickr.com/photos/koffiemetkoek/6012189679
  • 48. No. #1 unasked question www.flickr.com/photos/coreytempleton/3935005227
  • 49. What is the “return path”?
  • 50. What are we searching for? Predictors of ADOPTION
  • 51. The Technology Adoption Life Cycle Main Street Base infrastructure deployed ”Tornado” Hypergrowth +1 marketing Mass market adoption Commoditization New Paradigm accepted by market Downward price pressure Just ship product / operational efficiency Get to new (lower) price points first Aim: establish ‘gorilla’ status Win customers for life Chasm End of Life Innovators Visionaries Pragmatists Conservatives Skeptics 2% 14% 34% 34% 16% Early Market Bowling Alley Visionaries are influenced by techies Niche based adoption by verticals Provide break-through competitive In advance of mass market advantage to pilot customers Keep providing whole product to new verticals Immature product & custom solutions Customer-centric phase, until mass-market SalesChannel Europe ©2012 All rights reserved 52
  • 52. Implications for Marketing Traditional Marketing / Brands Marketing 2.0 / Smart Brands Strategy Beliefs Plan Actions Process Principles Annual/quarterly horizon Daily adaption ROI Meaning Control Permanent crisis Consistency Surprise Data Intuition Fast turn-around Real time Centralised knowledge Decentralised knowledge Command and coordination Empowerment and networks Go-To-Market Distributed presence Message Content 53
  • 53. Implications for Sales SalesChannel Europe ©2012 All rights reserved 54
  • 54. Customer adoption www.flickr.com/photos/poptech2006/2972685098
  • 55. Starts 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
  • 60. Rethink your IT Assumptions What are these assumptions? The current convention assumes the following: • Everyone works in an office. • The company owns the infrastructure, endpoints and applications. • Everything is eventually connected by a wire. • All applications are on-premise. • IT is a monolithic paradigm. • Applications come in suites. The new assumptions are actually today’s policy exceptions, meaning they add incremental costs to incorporate into the IT fabric: • Everything is mobile. • Endpoints and devices are more consumer-oriented and user-owned. • Everything is wireless. • Every device and user will consume cloud services. • The IT paradigm is “microcentric.” • Applications come from stores. SalesChannel Europe ©2012 All rights reserved 61
  • 61. 1 The Corporate Consumer 2 The Psychology of Adoption 3 Customer Adoption is the new ROI
  • 62. It’s not about Selling More Stuff www.flickr.com/photos/michaelholden/4148616920
  • 63. It’s about something far more important to us all
  • 64. Customer Satisfaction Customer Service
  • 65. Delivering a great E2E Customer Experience “The business is all about the customer. We need to be in as many channels as customers are in and align them as closely as we can, whether the customer is on smart phone, iPad or in a brick and mortar store. The goal is to have consistency and visibility across these channels and heighten our understanding of the customer.” - Gareth Beer, Ecommerce Manager Speedo International SalesChannel Europe ©2012 All rights reserved 66
  • 67. 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 ©2011 All rights reserved 68
  • 72. Child-like thinking www.flickr.com/photos/toekneesan/3847444842
  • 73. Favorite App? SalesChannel Europe ©2012 All rights reserved
  • 74. (r)Evolution Re-imagine Re-think Re-invent Re-design Re-align Re-engage
  • 76. Break through the glass ceiling
  • 77. “When the rate of change externally is greater than the rate of change internally, you have a problem.” - Jack Welch 78 www.flickr.com/photos/nathaninsandiego/3466495191
  • 78. External speed of change www.flickr.com/photos/sergei24/306212854
  • 79. Internal speed of change www.flickr.com/photos/14degrees/440515255
  • 81. …and drive Customer adoption www.flickr.com/photos/carbonnyc/3150765076
  • 82. Business Drivers of Cloud Adoption 1 3 4 2 Source: Survey conducted by IDG Connect on behalf of CA Technologies, October 2012 SalesChannel Europe ©2012 All rights reserved
  • 83. Drivers of adoption www.flickr.com/photos/daniele_sartori/2371157397
  • 85. Your Cloud Services www.flickr.com/photos/horacio/3781750
  • 86. 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