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The future has changed
Moving to the Cloud means change
4
5
is
CHANGING
SalesChannel Europe ©2012 All rights reserved 6
Change is Changing
source: www.flickr.com/photos/davegray/6261268977
SalesChannel Europe ©2012 All rights reserved 8
Change is Changing
source: www.flickr.com/photos/davegray/6266375337
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We want more Predictability
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Uncertainty We want less
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The Cloud is the answer to
BUSINESS UNCERTAINTY
SalesChannel Europe ©2012 All rights reserved 13
“The rate of change in business today really puts you at a disadvantage if you make long-term investments in anything.”
- a customer
Business Uncertainty
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
www.flickr.com/photos/winemegup/3641912321
Get it right
www.flickr.com/photos/roome/3390682853
Get it wrong
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Customer Adoption is the new
SalesChannel Europe ©2012 All rights reserved
Customer Adoption is the new ROI
• 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 Market
• Demand generation and incubation programs • Thought Leader/Influencer seeding programs • Getting talked about, creating a tipping point • Sales channels trained, enabled and activated • Simple to purchase, easy to try before buy • On-boarding innovators and early adopters • Creating a remarkable customer experience • Building buzz: recommendations & referrals • Maintaining buzz: staying connected to tribe
Adoption Customer
Time to Revenue
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Customer Adoption is the new
You feel like this?
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A higher level perspective
CLOUD
SaaS Delivery
Service
Customer Adoption is the new ROI 3
The Psychology of Adoption 2
The Corporate Consumer 1
SalesChannel Europe ©2012 All rights reserved 30
Gartner Hype Cycle for Cloud Computing, 2012
What is driving
Adoption?
www.flickr.com/photos/gsfc/5958581666
The Post-PC era
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No cloud No BYOD
No cloud No clients
No company No clients
The Post-PC era
It’s all about empowering the individual
SalesChannel Europe ©2012 All rights reserved 35
Smartphone sales surpasses PC sales in 2011
SalesChannel Europe ©2012 All rights reserved 36
Welcome to the Digital World
*Derek Thompson is a senior editor at The Atlantic
SalesChannel Europe ©2012 All rights reserved 37
B to B B to C Customer volume Restricted clientele Large, diversified clientele
Reason for purchase B2B buyers buy for their company, are are therefore accountable.
B2C consumers buy for themselves or their family, for pleasure.
Buyer behaviour
B2B buyers make reasoned purchases, using professional procedures.
In B2C, consumers can yield to impulse buying, or buy something theyÕve fallen in love with. The emotional component is important.
Product positioning must be very clear, with the sales arguments down pat and a focus on specific added value for the company.
You have to be able to get people to buy for fun, present the product attractively, stage it appropriately and use sales arguments that appeal to emotions.
Buying process
The B2B buying process is complex: first, it has to comply with business management practices (payment timelines, order approval, logistics, support and reporting) and second, the buying decision involves many players and requires internal decision-making processes that can be very long.
For the mass market, the buying process is simple because the act of buying is often the decision of a single person.
Means B2B buyers do not spend their own, but their company's money, so do not see the expense in the same light.
Price is one of the main criteria for end consumers, since it is their own money they are spending.
Relationship
Since B2B customers are fewer in number, representatives forge closer and more personalized links with them. Relational aspects are more important than emotional factors, and loyalty is crucial.
Relationships are more limited, with representatives often never seeing a particular customer again.
Products B2B products are often complex, since they have to meet many requirements and involve a large number of people. It can also involve wholesaling.
Products are sold at the retail level. They involve all types, from very simple to very complex.
B2B Shifts to B2C
Corporate Consumer
Birth of the…
www.flickr.com/photos/edyson/4494308719
Bring Your Own Devices
Customer Adoption is the new ROI 3
The Psychology of Adoption 2
The Corporate Consumer 1
Buyer behaviour www.flickr.com/photos/jetboy2007/1098551291
Understand how they decide
Buyer Personas
Delight tomorrow’s customers
www.flickr.com/photos/thms/6700014993
Barriers
ADOPTION to
Need to understand
Barriers to adoption
www.flickr.com/photos/fuckyouninja/3774273742
www.flickr.com/photos/electrospray/127471156
Barriers to adoption
Barriers to adoption
www.flickr.com/photos/koffiemetkoek/6012189679
No. #1 unasked question
www.flickr.com/photos/coreytempleton/3935005227
What is the “return path”?
Predictors
ADOPTION of
What are we searching for?
SalesChannel Europe ©2012 All rights reserved 52
The Technology Adoption Life Cycle
Ch
as
m
End of Life
Bowling Alley
Niche based adoption by verticals
In advance of mass market
Keep providing whole product to new verticals
Customer-centric phase, until mass-market
Main Street
Base infrastructure deployed
+1 marketing
Commoditization
Downward price pressure
Get to new (lower) price points first
”Tornado” Hypergrowth
Mass market adoption
New Paradigm accepted by market
Just ship product / operational efficiency
Aim: establish ‘gorilla’ status
Win customers for life
Early Market
Visionaries are influenced by techies
Provide break-through competitive
advantage to pilot customers
Immature product & custom solutions
Innovators 2%
Visionaries 14%
Pragmatists 34%
Conservatives 34%
Skeptics 16%
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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
Implications for Marketing
SalesChannel Europe ©2012 All rights reserved 54
Implications for Sales
Customer adoption
www.flickr.com/photos/poptech2006/2972685098
Search
Find
Qualify
Try
Buy
Activate
Manage
Up-sell
Support
Refer
Starts with the Buyer’s Journey
Differentiate
Now or Never
Moments
Make or Break
Moments
Multiplier
Moments
Keep or Lose
Moments
A Acquire
B Base
Example
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Constant Contact
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Constant Contact
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Re-think your assumptions
SalesChannel Europe ©2012 All rights reserved 61
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.
Customer Adoption is the new ROI 3
The Psychology of Adoption 2
The Corporate Consumer 1
It’s not about
Selling More Stuff
www.flickr.com/photos/michaelholden/4148616920
It’s about something far
more important to us all
Customer Service
Customer Satisfaction
SalesChannel Europe ©2012 All rights reserved 66
“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.”
Delivering a great E2E Customer Experience
- Gareth Beer, Ecommerce Manager Speedo International
SalesChannel Europe ©2011 All rights reserved 68
Basic Product/Service: • Technology • Price performance • Product quality
E2E Customer Experience: • People • Perceived value • High touch • Exceed customer expectations • Delight and astound customers
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2 Support Services
Differentiation: 3 Levels of Perceived Value
3 E2E
Customer Experience
Your Cloud
Services
Basic Product/Service
Support Services: • Levels of support • Quality of service • Systems • Processes
Example
Rackspace
WHAT
HOW and
erent f
dif think
Child-like thinking
www.flickr.com/photos/toekneesan/3847444842
SalesChannel Europe ©2012 All rights reserved
Favorite App?
(r)Evolution Re-imagine
Re-think
Re-align Re-design Re-invent
Re-engage
Re-peat Re-peat
Re-peat Re-peat
Break through the glass ceiling
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“When the rate of change externally is greater than the rate of change internally, you have a problem.”
- Jack Welch
www.flickr.com/photos/nathaninsandiego/3466495191
www.flickr.com/photos/sergei24/306212854
External speed of change
Internal speed of change
www.flickr.com/photos/14degrees/440515255
Trusted Advisor
By becoming a…
…and drive Customer adoption
www.flickr.com/photos/carbonnyc/3150765076
SalesChannel Europe ©2012 All rights reserved
Business Drivers of Cloud Adoption
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Source: Survey conducted by IDG Connect on behalf of CA Technologies, October 2012
Drivers of adoption
www.flickr.com/photos/daniele_sartori/2371157397
Get it right
www.flickr.com/photos/winemegup/3641912321
www.flickr.com/photos/horacio/3781750
Your Cloud
Services
www.flickr.com/photos/horacio/3781750
David R Ednie President & CEO
SalesChannel Europe Ph: +33 676 60 09 25 (FRA)
Email: [email protected] Website: www.saleschannel-europe.com
Your Cloud
Services