©2009 SalesChannel Europe. All rights reserved

SalesChannelEurope

1

SaaS Business

Acceleration 2.0

©2009 SalesChannel Europe. All rights reserved

SalesChannelEurope

©2009 SalesChannel Europe. All rights reserved

SalesChannelEuropeThe world has changed

= SaaS

©2009 SalesChannel Europe. All rights reserved

SalesChannelEurope

4

It’s all about leading….

Change or pay the price

The Game

Learning the Game

A new Business Model

A Game Changer

Customers The Economy

Online Services

10

Game Changer +

Financial Crisis =

OPPORTUNITY

adaptive behavior(organizations + individuals)

Find 3 Take Aways

13

Rethink your business

Rethink your business environment

Rethink your Go-To-Market Strategy

Rethink your Value Proposition

Rethink your Channels to Market

Rethink the opportunity

Traditional Enterprise Software is dead

Help! Where do I start?

A toolkit of actionable ideas

Top 7 Business Challenges 1

1. Speed of Change

24

2. Increasing complexity

25

3. Everything is moving to the web

4. New Value Propositions

5. Pay as you go

6. User ability vs Usability

7. Targeting tomorrow’s Buyers

Top 5 SaaSBusiness Drivers 2

1. Computing in the cloud

Anywhere

Anytime

Any device

> Mobile computing

> The new office

> Continuous collaboration

2. Laptops become disposable

-> set up and configuration effort

3. NetBooks take off

4. Applications interoperate with Mobile Devices

-> Online personal branding

5. SmartPhone = Mobile computing

Smart mobility = SaaS applications

Smart mobility = Web + Applications

Go-To-Market Strategy 3

You need a map

Go-To-Market tools

Understand who our customers are

Understand their needs

Create highly targeted

Value Propositions

1 2 3Channels

to Market

1. GTM Direct

2. GTM Partners (Indirect)

3. GTM Online channel

Channels to Market

SOHO & SMBOnline Channel

MidmarketOnline & Partners

EnterpriseDirect & Partners

53

Direct Sales

In-Direct Sales

Online Sales

Channels to Market

54

Integrated Sales Machine

Channels to Market

55

Get the mix right

Target different customers

using different channels

Helping customers find what they want

Top 5 GTM Direct Business Challenges 4

#1. Resistance to change (SaaS)

#2. Articulating the Value Proposition

#3. Recommendation Marketing

#4. Sales force remuneration

63

#5. Cost of sale

Top 5 GTM Partners (Indirect)Business Challenges 5

65

#1. Partner profiling

#2. Partner Value Proposition

#3. Continuous training and support

#4. Completing the puzzle

#5. Partner motivation

Go-To-Market Model by Market Segmentation

Channel Partners

Business Markets

Consumer

SME

MM

ENT

MNC

Provider Channel

Market Segmentation:MNC: multiple Int’l sites ENT: 250+ employeesMM: 30-250 employees SB: 2-30 employees Consumer

Channel Partners: System Integrators IT Service Providers Local ISVs VARs Resellers

Direct Sales

Partner Channels

Online ChannelPa

rtn

ersSaaS

BizApps

SaaS GTM through Business Partners

• Partner Strategy

– Skills

– Expertise

– Market presence: Industry/Sector/Segment/Geography

– Existing customers for our offering?

• Partner Selection

– Define Target Partner Profile• Can they sell?

• Can they sell our product/service?

• Do they share our vision, values and desire to succeed?

– Active in our target geography?

SaaS GTM through Business Partners

• Partner Value Proposition

– Business Value to ISV

– Business Value to Partner

– Geography

• Partner Recruitment

– Set fair and realistic expectations

– Negotiate Partner sign-on commitments

– Agree assignment of Roles and Responsibilities b/w ISV and Business Partner

– Mutually agreed performance mile stones

– Schedule regular and frequent Business Reviews

SaaS GTM through Business Partners

• Partner On-Ramp– Joint sales calls

– Joint proposals

– Target early wins – pilot customers

– Build the foundation of future business

• Channel Management– Partner Manager

• Relationship Manager

• Sales Manager

• Partner Champion

– Sales Performance Reviews

• Gap Analysis

• Corrective actions

• Agree investment, effort and resources

SaaS GTM KSFs for Business Partnering

• KSF 1: Create a “Partner Culture”– Share information, knowledge, experience & resources

– Develop and nurture

– Take a mid-term view

• KSF 2: Partner Selection– Partner qualification checklist

• KSF 3: Partner Value Proposition

• KSF 4: Partner Recruitment– Recruit Partners who can sell

– Don’t recruit Partners who can’t sell

• Partner On-Ramp– Invest in them – training, access to ISV’s knowledge base

• Channel Management

Top 5 GTM OnlineBusiness Challenges 6

#1. Driving traffic to your website

> Being Found/Findable

#2. Standing out from the crowd

#3. Capturing their attention

> Relevant and engaging

#4. Removing barriers to sale

> Easy to navigate Website

#5. Try & Buy

#5. Try, Buy, Activate & Use

Implications forSaaS Service Providers 7

Misperception

Help customers see their better future

88

Customers want simplicity

….and they want choice

©2009 SalesChannel Europe. All rights reserved

SalesChannelEurope

They want to use it right away

They expect immediate benefits

Reduced training and support costs

93

94

Total security

©2009 SalesChannel Europe. All rights reserved

SalesChannelEurope

Total reliability

World-class references

….and gain work/life balance

Enjoy the benefits of life

….without a worry in the world

If you get it right….

the rewards could be unlimited

David R EdniePresident & CEOSalesChannel Europe SARLPh: +33 676 600 925Email: david@saleschannel-europe.comBlog: http://saleschannel.blogspot.comWebsite: www.saleschannel-europe.com

SaaS Business

Acceleration 2.0