Understand the Customer

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