Internally facingoperations automation

Cloud = IT Transformation

Cloud = Business Transformation

Externally facingcustomer interactions

Business Transformation

Drivers of Digital Disruption:

1. Mass Adoption of Digital Technology

2. The Age of the Customer

3. B2B-> B2C -> The Engagement Economy

Example

Law of unintended consequences

Example

Competitive turbulence

Irrational complacency

“Fire your sales force”

The old Golden Rule in Sales was:

Find out what your customers

want, and give it to them.

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:

Capture their imaginations

“Reasons lead to conclusions.Emotions lead to actions.”

- Saatchi & Saatchi

13

DecisionDrivers

Horizon 10 - 6 months

Horizon 26 - 12 months

Horizon 312 - 36 months

Thinking at 3 Time Horizons

Get it right

Get it wrong

OLD THINKING

NEW TECHNOLOGY

FAIL

X

=

Think outside the box

Think outside the box

www.flickr.com/photos/12023825@N04/2898021822

Growth strategy

Overcoming change

You can’t teach an old dog new tricks

Growth Mindset1

Differentiate or Die2

Marketing Today = Sales Tomorrow3

The Customer Adoption Cycle4

Tipping the Funnel5

Future focus

Innovation

Anticipate change

Business Agility

Adapting to change

Predictive

Adaptive

Fixed Mindset Growth Mindset

Intelligence is static Intelligence can be developed

Leads to a desire to look smart and therefore a tendency to:

Leads to a desire to learn and 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

Growth Mindset

Growth Mindset1

Differentiate or Die2

Marketing Today = Sales Tomorrow3

The Customer Adoption Cycle4

Tipping the Funnel5

http://tabernaclefortoday.files.wordpress.com/2012/03/cart_before_the_horse.jpg

Cart before the horse

Build a better mouse trap

www.flickr.com/photos/clementlivolsi/4596430458

“If I had asked people what

they wanted, they would

have said faster horses.” - Henry Ford

1863 - 1947

3 levels of clarity

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

Price vs Value

Products ServicesExperienceCustomer

Growth Mindset1

Differentiate or Die2

Marketing Today = Sales Tomorrow3

The Customer Adoption Cycle4

Tipping the Funnel5

The problem is that customers don’t buy

the way we sell

The Age of the Customer

Make people

want things20th century

Make things

people want21st century

Product

Place

Price

Promotion

4P's

Solution

Access

Value

Education

SAVE

Educate

Inspire

Create a sense of urgency

Growth Mindset1

Product Market Fit2

Marketing Today = Sales Tomorrow3

The Customer Adoption Cycle4

Tipping the Funnel5

Commercial excellence

“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

The Buying Decision Process

Adoption Cycle Sales

Model Transactional

Sales Model

Search

Find

Qualify

Try

Buy

Activate

Manage

Up-sell

Support

Refer

The Customer Adoption Cycle

Growth Mindset1

Differentiate or Die2

Marketing Today = Sales Tomorrow3

The Customer Adoption Cycle4

Tipping the Funnel5

Tipping the Funnel

Clients: Actions:

Tipping the Funnel

Audience 2

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

Social Influence

1. Growth Mindset

2. Differentiate or Die

3. Marketing Today = Sales Tomorrow

4. The Customer Adoption 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

6. Competing to remain relevant to tomorrow’s customers

61

• 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 touchpoint experience • E2E Customer Experience

Rethink the Customer

Rethink Sales & Marketing

Rethink your Organisation

Business Transformation

Channel TransformationThe Cloud = Massive Change

Get it right

Where do I go from here?

Customer Adoption Acceleration Tools

Differentiation Strategy

The Sales Toolkit

Creating an unpaid sales force

SalesChannelEurope©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

GTM / Sales Acceleration Strategic Framework

Accelerating Time to Activation

Search

Find

Qualify

Try

Buy

Activate

Manage

Up-sell

Support

Refer

Differentiate

Accelerating Time to Activation

The Sales Channel Mix

GTM Action Plan

Get it right

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