Achieving Growth: 5 Steps to Accelerating Adoption of your Cloud Services
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The document discusses strategies for accelerating time to revenue and customer adoption of cloud services. It emphasizes the importance of targeting early adopters and influencers through programs that generate influence and adoption. It outlines key stages in the customer journey from initial awareness to purchase and provides tips for tipping the sales funnel through tactics like crowd-sourcing and leveraging internal recommendations that have higher conversion rates than cold calling. The overall message is on adapting an agile, disruptive mindset and aligning business strategies to personas in order to accelerate customer adoption of new technologies.
Achieving Growth: 5 Steps to Accelerating Adoption of your Cloud Services
- 3. Accelerating Time to Revenue Time to Market • • • • • • • • • 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 Revenue • • • • • • • • • Customer Demand generation and incubation programs Adoption 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
- 4. Customer Adoption is the New ROI
- 5. Target early adopters Think outside the box
- 6. Accelerating Customer Adoption of Cloud Services Influencer/Adopter Programs Influence Generation: Capture the hearts and minds of Tech savvy early adopters, opinion leaders and influencers Early Adopter Market Channel Partners GTM Strategy & Business Plan Channel readiness & activation Demand Generation Mainstream Market DANGER - CHASM! A Build the buzz!!!! B • • • • • • • Build sales channels Create capacity to service demand Create a tipping point Technology Innovators 2% Distributors Retailers Resellers VARs Service Providers System Integrators Consulting Partners Visionaries Pragmatists Conservatives Sceptics 14% 34% 34% 16% PERCENTAGE OF POPULATION Technology Vendors TIME
- 7. The old Golden Rule in Sales was: Find out what your customers want, and give it to them.
- 8. The new Golden Rule in Sales is: Give your customers the ability to do what they can’t currently do but would want to if they only knew it was possible.
- 10. Thinking at 3 Time Horizons Horizon 3 12 - 36 months Horizon 2 6 - 12 months Horizon 1 0 - 6 months
- 14. Think outside the box
- 15. Think outside the box
- 18. You can’t teach an old dog new tricks
- 19. What is your Growth Strategy?
- 20. 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.
- 21. Disruptive Opportunity Matrix New Extend White Space Defend Extend Products Current Current Customers New Source: Create Marketplace Disruption by Adam Hartung, Pearson Education, Inc. 2009
- 22. 1 Growth Mindset 2 Product Market Fit 3 The Buyer’s Journey 4 Customer Acquisition 5 Tipping the Funnel
- 23. Future focus
- 24. Innovation
- 26. “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
- 27. Reactivity
- 28. Agility
- 29. Adaptability
- 32. Align Business Value with Buyer Personas Source: IBM Institute for Business Value analysis, 2012
- 33. 1 Growth Mindset 2 Product Market Fit 3 The Buyer’s Journey 4 Customer Acquisition 5 Tipping the Funnel
- 34. Cart before the horse http://tabernaclefortoday.files.wordpress.com/2012/03/cart_before_the_horse.jpg
- 35. Build a better mouse trap www.flickr.com/photos/clementlivolsi/4596430458
- 36. “If I had asked people what they wanted, they would have said faster horses.” - Henry Ford 1863 - 1947
- 38. Differentiation: 3 Levels of Perceived Value 3 2 1 E2E Customer Experience Support Services Basic Product/Service Your Cloud Services Basic Product/Service: • Technology • Price performance • Product quality Support Services: • Levels of support • Quality of service • Systems • Processes E2E Customer Experience: • People • Perceived value • High touch • Exceed customer expectations • Delight and astound customers
- 39. 1 Growth Mindset 2 Product Market Fit 3 The Buyer’s Journey 4 Customer Acquisition 5 Tipping the Funnel
- 40. Know your early adopters www.flickr.com/photos/poptech2006/2972685098
- 43. 1 Growth Mindset 2 Product Market Fit 3 The Buyer’s Journey 4 Customer Acquisition 5 Tipping the Funnel
- 45. Educate
- 46. Inspire
- 47. Selling: Getting a YES to 3 Why’s 1 • • • • • • Challenge them Destabilise them Destroy their complacency Take them to the negative future Get them out of comfort zone Sell your insights 2 • • • • Justification Sell your insights Take them to the beach Lead them through the process 3 • • • • • • Take them to the negative future Create a sense of urgency Monetise the cost of delay Decision maximisation Take them to the beach Ask for permission to take www.corporatevisions.com action
- 48. GTM / Sales Acceleration Business Plan
- 49. GTM Action Plan
- 52. 1 Growth Mindset 2 Product Market Fit 3 The Buyer’s Journey 4 Customer Acquisition 5 Tipping the Funnel
- 54. Audience 2
- 55. Crowd sourcing
- 56. Typical Conversion Rates 1. Cold calling: (Between 1-5%) 2. External Recommendation: 4% 44% 10 X Cold calling 3. Internal Recommendation: 88% 20 X Cold calling
- 58. Demand Generation Breakout Session GTM Questionnaire Elevator Pitch 6 Reasons Why? Key Challenges facing Customers Cloud Services Value Proposition
- 59. David R Ednie President & CEO SalesChannel Europe Ph: +33 676 60 09 25 (FRA) Email: [email protected] Website: www.saleschannel-europe.com www.flickr.com/photos/horacio/3781750