Cloud Business Transformation

2. Industry Cloud Adoption

3. Customer Cloud Adoption

4. 4
Digital Transformation - Obstacles and Challenges*
*Source: Saugatuck Technology, “Digital Business” Survey
(Nov. 2014, N=102 “C-level” IT / Bus. / Finance Leaders)

5. Your job is this

6. “Change is difficult.
Not changing is fatal”

7. New Sales Toolkit

8. “Fire your sales force”

9. The old Golden Rule in Sales was:
Find out what your customers
want, and give it to them.

10. 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:

11. Capture their imaginations

12. “Reasons lead to conclusions.
Emotions lead to actions.”
- Saatchi & Saatchi

13. 13
Decision
Drivers

14. Horizon 1
0 - 6 months
Horizon 2
6 - 12 months
Horizon 3
12 - 36 months
Selling at 3 Time Horizons
Closing Current
Opportunities:
• Winning Deals
• Pitching to Win
• Closing
Building Tomorrow’s
Business:
• Industry trends
• Industry competitive
challenges
• Collaborative strategy
Building the Pipeline:
• Solutions to Customer
business challenges
• Value Propositions
• Account Sales Plan

15. Get it right

16. Get it wrong

17. The status quo is not
a growth strategy

18. Disruptive Opportunity Matrix
Extend
White
Space
Defend ExtendCurrent
New
Current New
Source: Create Marketplace Disruption by Adam Hartung, Pearson Education, Inc. 2009
Products
Customers

19. Business Transformation
Operational Efficiency
Customer
Collaboration
Creativity
Co-creation
Change
Culture
Delivery
© SalesChannel Europe, 2014

20. Strategic choices

21. Delusional
Thinking

22. #1: Irrational complacency

23. #2: Catch the train

24. OLD THINKING
NEW TECHNOLOGY
FAIL
X
=

25. Think outside the box

26. Think outside the box

27. www.flickr.com/photos/12023825@N04/2898021822
Growth strategy

28. - Peter Drucker
“The greatest danger in
times of turbulence is not
the turbulence - it is to act
with yesterday’s logic”.
The Challenge of Change

29. Prisoners of the past

30. Destination Thinking

31. Compete for the
future, not just
the present

32. You can’t teach an old dog new tricks

33. Old dog, new tricks
VP of Growth
VP of Sales

34. Rethink the sales funnel

35. Radically rethink the sales funnel

36. 36
Focus on Selling Above the Funnel
• Prospection
• Qualifying
• Needs
• Proposal
• Negotiation
• Close
Demand
Creation
Demand
Capture
• Market identification
• Requirements analysis
• Demand creating
• Lead Generation and
Management
• Engagement
The Sales Toolkit
Q1 Q2 Q3 Q4 Q1
Demand Generation Campaigns

37. Create Systems of Engagement1
Selling Business Outcomes2
Differentiate or Die3
Help your customers to join the dots4
Building a culture of growth5

39. “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

40. Interruption Marketing:
Targeting Audiences with
messages through channels
to drive transactions
The OLD World
Engagement Marketing:
Engaging communities
with shared purpose
through experiences to
sustain relationships
The NEW World

41. Sales Transformation
Old Sales Model New Sales Model

42. Systems of Engagement

43. Creating Systems of Engagement

44. source: www.corporatevisions.com
Marketing Today = Sales Tomorrow

45. source: www.corporatevisions.com
1 32
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

46. Create Systems of Engagement1
Selling Business Outcomes2
Differentiate or Die3
Help your customers to join the dots4
Building a culture of growth5

47. Game Changer
Purchase
before Adoption
Adoption
before Purchase
AccessAssets

48. Educate

49. Inspire

50. Create a sense of urgency

51. Sales Transformation = Selling Business Outcomes
OLD NEW
The IT Buyer The Business Buyer
Selling into CapEx Budgets Selling into OpEx Budgets
Technical Expertise Business Expertise
Geographic Sales Territories Vertical Industry Territories
Selling Features Selling Results
Fixed-Price Contracts Outcome-Based Contracts
Demonstrating Features Business Process Discussions
Your Complexity and
Underlying Architecture
Your Consumption Model
and Service Capability
Maintenance Contracts "Apps Mindset"
Face2Face Sales Skills Social Media Knowledge
Source: Consumption Economics: The New Rules of Tech
by J. B. Wood, Todd Hewlin and Thomas Lah, 2011

52. 52
Selling Business Outcomes
• Increased revenues or profitability
• Faster time to market
• Decreased costs
• Improved operational efficiency
• Revitalizing the organization
• Enhancing customer loyalty
• Increased market share
• Decreased employee turnover
• Improved customer retention levels
• Increased competitive differentiation
• Faster response time
• Decreased operational expenses
• Increased sales per customer
• Improved asset utilization
• Faster collections
• Reduced cost of goods sold
• Minimized risk
• Additional revenue streams
• Improved time-to-profitability
• Increased billable hours
• Reduced cycle time
• Increased inventory turns
• Faster sales cycles
• Reduced direct labor costs

53. Create Systems of Engagement1
Selling Business Outcomes2
Differentiate or Die3
Help your customers to join the dots4
Building a culture of growth5

54. http://tabernaclefortoday.files.wordpress.com/2012/03/cart_before_the_horse.jpg
Cart before the horse

55. Build a better mouse trap
www.flickr.com/photos/clementlivolsi/4596430458

56. “If I had asked people what
they wanted, they would
have said faster horses.”
- Henry Ford
1863 - 1947

57. 3 levels of clarity

58. 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
E2E
Customer Experience
Differentiation: 3 Levels of Perceived Value
Basic
Product/Service
Support Services:
• Levels of support
• Quality of service
• Systems
• Processes
Your Cloud
Services

59. Price vs Value
Products Services
Experience
Customer

60. Competitive separation

61. Create Systems of Engagement1
Selling Business Outcomes2
Differentiate or Die3
Help your customers to join the dots4
Building a culture of growth5

62. The problem is that
customers don’t buy
the way we sell

63. The Buying Decision Process

65. Search
Find
Qualify
Try
Buy
Activate
Manage
Up-sell
Support
Refer
The Customer Adoption Cycle

66. The Adoption Cycle

67. Cloud Adoption starts here

68. Evolution

69. Devolution

70. Customer Adoption

71. Create Systems of Engagement1
Selling Business Outcomes2
Differentiate or Die3
Help your customers to join the dots4
Building a culture of growth5

72. Anticipate change

73. Business Agility

74. Adapting to change

75. Predictive Mindset

76. Adaptive Mindset

77. 1. Create Systems of Engagement
2. Selling Business Outcomes
3. Differentiate or Die
4. Help customers to join the dots
5. Building a culture of growth
Quick Review:
Assets vs Access (to Assets)
Differentiation: 3 Levels of Perceived Value
Align all Sales & Marketing actions
Demand Generation Campaigns
Competing to remain relevant to tomorrow’s customers
Predictive -> Adaptive mindset

78. Get it right

79. 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