Business Transformation: 5 Steps to Growth
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Transcript of Business Transformation: 5 Steps to Growth
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Uncertainty
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Future certainty
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Navigate the changes ahead
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Keep them on the track
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Your customers are:
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Your customers probably feel like this?
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Your job is this
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“Change is difficult.Not changing is fatal”
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Change has happened
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Old reality
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New reality
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Hybrid reality
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CHANGEbefore you have to
CHANGE
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SalesChannel Europe ©2015 All rights reserved 16
• The client has changed• The buying process has changed• The Sales Cycle -> The Buyer’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
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Get it right
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Get it wrong
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CHANGEbefore you have to
CHANGE
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The status quo is not a growth strategy
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Strategic choices
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OLD THINKING
NEW TECHNOLOGY
FAIL
X
=
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You can’t teach an old dog new tricks
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Old dog, new tricks
VP of GrowthVP IT Solutions
VP of CustomerSuccess
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Focus on Selling Above the Funnel
• Prospection• Qualifying• Needs• Proposal• Negotiation• Close
DemandCreation
DemandCapture
• Market identification• Requirements analysis• Demand creating• Lead Generation and
Management• Engagement
The Sales Toolkit
Q1 Q2 Q3 Q4 Q1Demand Generation Campaigns
© SalesChannel Europe, 2015
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Cloud Success Toolkit
5 Steps to Accelerating Adoption of your Cloud
Services
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Hybrid Mindset1
Differentiate or Die2
Marketing Today = Sales Tomorrow3
The Customer Adoption Cycle4
Tipping the Funnel5
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Anticipate change
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Business Agility
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Adapting to change
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Predictive Mindset
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Adaptive Mindset
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Possibility Mindset
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Sales Transformation = Selling Business Outcomes
OLD NEWThe IT Buyer The Business Buyer
Selling into CapEx Budgets Selling into OpEx BudgetsTechnical Expertise Business Expertise
Geographic Sales Territories Vertical Industry TerritoriesSelling Features Selling Results
Fixed-Price Contracts Outcome-Based ContractsDemonstrating 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
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Hybrid Mindset1
Differentiate or Die2
Marketing Today = Sales Tomorrow3
The Customer Adoption Cycle4
Tipping the Funnel5
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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
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Hybrid Mindset1
Differentiate or Die2
Marketing Today = Sales Tomorrow3
The Customer Adoption Cycle4
Tipping the Funnel5
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57%
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“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
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OLD NEW
Out bound 80% 10%
In bound 20% 90%
PUSH PULL
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Hybrid Mindset1
Product Market Fit2
Marketing Today = Sales Tomorrow3
The Customer Adoption Cycle4
Tipping the Funnel5
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The Buying Decision Process
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Search
Find
Qualify
Try
Buy
Activate
Manage
Up-sell
Support
Refer
The Customer Adoption Cycle
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Hybrid Mindset1
Differentiate or Die2
Marketing Today = Sales Tomorrow3
The Customer Adoption Cycle4
Tipping the Funnel5
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Telling stories in sales conversations
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Tipping the Funnel
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Social Influence
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1. Hybrid Mindset
2. Differentiate or Die
3. Marketing Today = Sales Tomorrow
4. The Customer Adoption Cycle
5. Tipping the Funnel
Quick Review:
Digital Marketing: 57%
Differentiation: 3 Levels of Perceived Value
Turn customers into your unpaid sales force
Align all Sales & Marketing actions
Predictive -> Adaptive Thinking = Business agility
Competing to remain relevant to tomorrow’s customers
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Get it right
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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