Dawning of the post-digital age
Adapt or die
New (Digitally Disrupted) Office
New (Digitally Disrupted) Lifestyles
BIG Opportunities
Seeing the (Digitally Disrupted) future
Reasonable people
“When they imagine the future,
they only see the present.”
OLD THINKING
NEW TECHNOLOGY
FAIL
X
=
Future reality
The End2End Customer
Experience
How do you measure success?
Accelerating Time to Revenue
• 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• Simple to purchase, easy to try before buy• Sales channels trained, enabled and activated• On-boarding innovators and early adopters• Creating a remarkable customer experience• Building buzz: recommendations & referrals• Maintaining buzz: staying connected to tribe
Time to Revenue
AdoptionCustomer
Customer Adoption is the New ROI
Think outside the boxTarget tomorrow’s customers
Inspire early adopters
Capture their imaginations
“Reasons lead to conclusions.
Emotions lead to actions.”- Saatchi & Saatchi
Get it right
Get it wrong
What is your Growth Strategy?
Growth strategy
Growth strategy
Growth Mindset1
Product/Market Fit2
Constant Adaption3
Future focus
Innovation
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.
Disruptive Opportunity Matrix
ExtendWhite
Space
Defend ExtendCurrent
New
Current New
Source: Create Marketplace Disruption by Adam Hartung, Pearson Education, Inc. 2009
Products
Customers
Be disruptive, not sustaining
Defend & Extend Thinking
Attack & Explore Thinking
Source: Create Marketplace Disruption by Adam Hartung, Pearson Education, Inc. 2009
Business uncertainty
Business
Change your thinking
www.flickr.com/photos/oriol_gascon/2172565951
The hard way
AND Thinking
AND Thinking
AND Thinking
Be disruptive, not sustaining
Source: Create Marketplace Disruption by Adam Hartung, Pearson Education, Inc. 2009
Defend & Extend Thinking
Attack & Explore Thinking
Growth Mindset1
Product/Market Fit2
Constant Adaption3
Build a better mouse trap
“If I had asked people what
they wanted, they would
have said faster horses.” - Henry Ford
1863 - 1947
Clarity of vision
Basic Product/Service:• Technology• Price performance• Product quality
E2E Customer Experience:• People• Perceived value• High touch• Exceed customer expectations• Delight and astound customers
12 Support Services
3E2E
Customer Experience
Differentiation: 3 Levels of Perceived Value
BasicProduct/Service
Support Services:• Levels of support• Quality of service• Systems• Processes
Your Cloud Services
Growth Mindset1
Product/Market Fit2
Constant Adaption3
Speed of change
Responding to change
Change happens
Competingfor
Relevance
New levels of business value
GTM / Sales Acceleration Business Plan
GTM Action Plan
The Sales Channel Mix
Accelerating Time to Activation
Search
Find
Qualify
Try
Buy
Activate
Manage
Up-sell
Support
Refer
Differentiate
Accelerating Time to Activation
Inspire early adopters
The mobile generation
Understand
the Customer
“Change is difficult.
Not changing is fatal”
Customer Adoption Acceleration Workshop
Differentiation
Strategy
The Sales
Toolkit
Creating an unpaid
sales forceSalesChannelEurope©2014Allrightsreserved
BasicProduct/Service:• _____________________________• _____________________________• _____________________________• _____________________________
EnhancedServices:• _____________________________• _____________________________• _____________________________• _____________________________• _____________________________
SupportServices:• _____________________________• _____________________________• _____________________________• _____________________________
Differen a on:3LevelsofPerceivedValue
BasicProduct/Servic
SupportServices
EnhancedServices
1
2
3
BasicProduct/Service
Your Hosted
Services SalesChannelEurope©2014Allrightsreserved
Tipping the Funnel Clients: Actions:
A
B
The Cloud is . . .
1. Customer Adoption is the new ROI
3 Takeaways from Today’s Session:
3. Business Agility is your ultimate competitive advantage
2. Lead with your unique value promise
Understand the Customer
Get it right
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