Digital Disruption: 5 Steps to Growth with Cloud OS
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Customer Adoption is the new ROI. Creating SOE (Systems of Engagement) is how you maximise customer adoption. The entry point to SOE is the Smart phone. Are you maximising Smart Adoption of your cloud services?
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Digital Disruption: 5 Steps to Growth with Cloud OS
- 2. Internally facingoperations automation Cloud = IT Transformation Cloud = Externally facingcustomer interactions Business Transformation
- 3. Drivers of Digital Disruption: 1.Mass Adoption of Digital Technology 2.The Age of the Customer 3.B2B-> B2C -> The Engagement Economy
- 5. “We are in the Age of the Cloud” -David Ednie
- 7. Platform: Build or Buy?
- 10. What is your Growth Strategy?
- 11. 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.
- 12. Disruptive Opportunity Matrix Extend WhiteSpace Defend Extend Current New Current New Source: Create Marketplace Disruption by Adam Hartung, Pearson Education, Inc. 2009 Products Customers
- 14. “Fire your sales force”
- 15. The old Golden Rule in Sales was: Find out what your customers want, and give it to them.
- 16. 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:
- 18. “Reasons lead to conclusions. Emotions lead to actions.” -Saatchi & Saatchi
- 20. Horizon 1 0 -6 months Horizon 2 6-12 months Horizon 3 12 -36 months Thinking at 3 Time Horizons
- 21. Get it right
- 22. Get it wrong
- 23. -Geoffrey A. Moore “Well, first off, realize you are in afight for your life. The new businessmodel is not a competitive threat, itis an existential threat.”
- 24. OLD THINKING NEW TECHNOLOGY FAIL X =
- 25. Think outside the box
- 26. Think outside the box
- 29. You can’t teach an old dog new tricks
- 30. Cloud Adoption starts here
- 31. Evolution
- 32. Devolution
- 34. Growth Mindset 1 Differentiate or Die 2 Marketing Today = Sales Tomorrow 3 The Customer Adoption Cycle 4 Tipping the Funnel 5
- 35. Future focus
- 36. Innovation
- 38. Business Agility
- 41. Adaptive Mindset
- 42. Growth Mindset
- 43. Fixed Mindset Growth Mindset Intelligence is static Intelligence can be developed Leads to a desire to look smartand therefore a tendency to: Leads to a desire to learnand therefore a tendency to: avoid challenges embrace challenges give up easily due to obstacles persist despite obstacles see effort as fruitless see effort as path to mastery ignore useful feedback learn from criticism be threatened by others’ success be inspired by others' success Mindset Shift *source: Carol S. Dweck, Ph.D
- 44. Growth Mindset 1 Differentiate or Die 2 Marketing Today = Sales Tomorrow 3 The Customer Adoption Cycle 4 Tipping the Funnel 5
- 45. http://tabernaclefortoday.files.wordpress.com/2012/03/cart_before_the_horse.jpg Cart before the horse
- 46. Build a better mouse trap www.flickr.com/photos/clementlivolsi/4596430458
- 47. “If I had asked people what they wanted, they wouldhave said faster horses.” -Henry Ford 1863 -1947
- 48. 3 levels of clarity
- 49. Basic Product/Service: •Technology •Price performance •Product quality E2E Customer Experience: •People •Perceived value •High touch •Exceed customer expectations •Delight and astound customers 1 2 Support Services 3 E2ECustomer Experience Differentiation: 3 Levels of Perceived Value Basic Product/Service Support Services: •Levels of support •Quality of service •Systems •Processes Your Cloud Services
- 50. Price vsValue Products Services Experience Customer
- 51. Growth Mindset 1 Differentiate or Die 2 Marketing Today = Sales Tomorrow 3 The CustomerAdoption Cycle 4 Tipping the Funnel 5
- 52. The problem is that customers don’t buy the way we sell
- 53. The Age of the Customer Make people want things 20thcentury Make things people want 21stcentury
- 54. Product Place Price Promotion 4P's Solution Access Value Education SAVE
- 55. Educate
- 56. Inspire
- 57. Create a sense of urgency
- 58. Growth Mindset 1 Differentiate or Die 2 Marketing Today = Sales Tomorrow 3 The Customer Adoption Cycle 4 Tipping the Funnel 5
- 60. “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
- 61. The Buying Decision Process
- 62. Transactional Sales Model Adoption Cycle Sales Model
- 63. Search Find Qualify Try Buy Activate Manage Up-sell Support Refer The Customer Adoption Cycle
- 64. source: www.corporatevisions.com Marketing Today = Sales Tomorrow
- 65. source: www.corporatevisions.com 1 3 2 Marketing Today = Sales Tomorrow •Challenge them •Destabilise them •Challenge the status quo •Get them out of comfort zone •Take them to the negative future •Sell your insights •Provide evidence •Cost justify •Lead them through the process •Take them to the beach •Sell your insights •Sell your experience •Take them to the negative future •Create a sense of urgency •Monetise the cost of delay •Take them to the beach •Guide them to take action •Take the order
- 66. Growth Mindset 1 Differentiate or Die 2 Marketing Today = Sales Tomorrow 3 The Customer Adoption Cycle 4 Tipping the Funnel 5
- 68. Clients: Actions: Tipping the Funnel Source:Empowered, by Josh Bernoffand Ted Schadler
- 69. Audience 2
- 70. 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
- 71. Social Influence
- 72. 1.Growth Mindset 2.Differentiate or Die 3.Marketing Today = Sales Tomorrow 4.The CustomerAdoption Cycle 5.Tipping the Funnel Quick Review: 4Ps => S A V E Differentiation: 3 Levels of Perceived Value Turn customers into your unpaid sales force Align all Sales & Marketing actions Predictive -> Adaptive Thinking= Business agility Competing to remain relevant to tomorrow’s customers
- 73. 73 •The client has changed •The buying process has changed •The Sales Cycle -> The Customer’s Journey •Market segmentation -> Buyer personas Moving to the Cloud means Business Transformation •Marketing -> Digital -> Social Media -> Social Influence -> Social Selling •Demand Generation •User Value Proposition and Persona Messaging •Marketing Manger -> Community Manager •Internal Alignment •Execution •Sales Channel alignment •Multi-channel touchpointexperience •E2E Customer Experience Rethink the Customer Rethink Sales & Marketing Rethink your Organisation Business Transformation Channel Transformation The Cloud = Massive Change
- 74. Get it right
- 75. Where do you go from here?
- 76. Cloud is now prime time
- 77. Get it wrong
- 78. Get it right
- 79. Customer Adoption Acceleration Tools Differentiation Strategy The Sales Toolkit Creating an unpaid sales force SalesChannel Europe ©2014 All rights reserved Basic Product/Service: • _____________________________ • _____________________________ • _____________________________ • _____________________________ Enhanced Services: • _____________________________ • _____________________________ • _____________________________ • _____________________________ • _____________________________ Support Services: • _____________________________ • _____________________________ • _____________________________ • _____________________________ Differen a on: 3 Levels of Perceived Value Basic Product/Servic Support Services Enhanced Services 1 2 3 Basic Product/Service Your Hosted Services SalesChannel Europe ©2014 All rights reserved Tipping the Funnel Clients: Actions: A B
- 80. GTM / Sales Acceleration Strategic Framework
- 81. Accelerating Time to Activation Search Find Qualify Try Buy Activate Manage Up-sell Support Refer Differentiate Accelerating Time to Activation
- 82. The Sales Channel Mix
- 83. GTM Action Plan
- 84. Get it right
- 85. www.flickr.com/photos/horacio/3781750 David R Ednie President & CEO SalesChannel Europe Ph: +33 676 60 09 25 (FRA) Email: david@saleschannel-europe.com Website: www.saleschannel-europe.com