Customer Adoption is the new ROI
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The future has changed
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Moving to the Cloud means change
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is
CHANGING
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SalesChannel Europe ©2012 All rights reserved 6
Change is Changing
source: www.flickr.com/photos/davegray/6261268977
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Change is Changing
source: www.flickr.com/photos/davegray/6266375337
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We want more Predictability
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Uncertainty We want less
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The Cloud is the answer to
BUSINESS UNCERTAINTY
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“The rate of change in business today really puts you at a disadvantage if you make long-term investments in anything.”
- a customer
Business Uncertainty
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Moving to the Cloud:
opportunity or threat? www.flickr.com/photos/squeakywheel/252715820
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Let’s take a closer look
www.flickr.com/photos/katerha/7071545621
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The Challenge is navigating the journey
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A journey into the unknown
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Get it right
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Get it wrong
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Customer Adoption is the new
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SalesChannel Europe ©2012 All rights reserved
Customer Adoption is the new ROI
• 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 • Sales channels trained, enabled and activated • Simple to purchase, easy to try before buy • On-boarding innovators and early adopters • Creating a remarkable customer experience • Building buzz: recommendations & referrals • Maintaining buzz: staying connected to tribe
Adoption Customer
Time to Revenue
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Customer Adoption is the new
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You feel like this?
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A higher level perspective
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CLOUD
SaaS Delivery
Service
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Customer Adoption is the new ROI 3
The Psychology of Adoption 2
The Corporate Consumer 1
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Gartner Hype Cycle for Cloud Computing, 2012
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What is driving
Adoption?
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The Post-PC era
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No cloud No BYOD
No cloud No clients
No company No clients
The Post-PC era
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It’s all about empowering the individual
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Smartphone sales surpasses PC sales in 2011
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Welcome to the Digital World
*Derek Thompson is a senior editor at The Atlantic
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B to B B to C Customer volume Restricted clientele Large, diversified clientele
Reason for purchase B2B buyers buy for their company, are are therefore accountable.
B2C consumers buy for themselves or their family, for pleasure.
Buyer behaviour
B2B buyers make reasoned purchases, using professional procedures.
In B2C, consumers can yield to impulse buying, or buy something theyÕve fallen in love with. The emotional component is important.
Product positioning must be very clear, with the sales arguments down pat and a focus on specific added value for the company.
You have to be able to get people to buy for fun, present the product attractively, stage it appropriately and use sales arguments that appeal to emotions.
Buying process
The B2B buying process is complex: first, it has to comply with business management practices (payment timelines, order approval, logistics, support and reporting) and second, the buying decision involves many players and requires internal decision-making processes that can be very long.
For the mass market, the buying process is simple because the act of buying is often the decision of a single person.
Means B2B buyers do not spend their own, but their company's money, so do not see the expense in the same light.
Price is one of the main criteria for end consumers, since it is their own money they are spending.
Relationship
Since B2B customers are fewer in number, representatives forge closer and more personalized links with them. Relational aspects are more important than emotional factors, and loyalty is crucial.
Relationships are more limited, with representatives often never seeing a particular customer again.
Products B2B products are often complex, since they have to meet many requirements and involve a large number of people. It can also involve wholesaling.
Products are sold at the retail level. They involve all types, from very simple to very complex.
B2B Shifts to B2C
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Corporate Consumer
Birth of the…
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Bring Your Own Devices
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Customer Adoption is the new ROI 3
The Psychology of Adoption 2
The Corporate Consumer 1
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Buyer behaviour www.flickr.com/photos/jetboy2007/1098551291
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Understand how they decide
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Buyer Personas
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Delight tomorrow’s customers
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Barriers
ADOPTION to
Need to understand
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Barriers to adoption
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Barriers to adoption
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Barriers to adoption
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No. #1 unasked question
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What is the “return path”?
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Predictors
ADOPTION of
What are we searching for?
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SalesChannel Europe ©2012 All rights reserved 52
The Technology Adoption Life Cycle
Ch
as
m
End of Life
Bowling Alley
Niche based adoption by verticals
In advance of mass market
Keep providing whole product to new verticals
Customer-centric phase, until mass-market
Main Street
Base infrastructure deployed
+1 marketing
Commoditization
Downward price pressure
Get to new (lower) price points first
”Tornado” Hypergrowth
Mass market adoption
New Paradigm accepted by market
Just ship product / operational efficiency
Aim: establish ‘gorilla’ status
Win customers for life
Early Market
Visionaries are influenced by techies
Provide break-through competitive
advantage to pilot customers
Immature product & custom solutions
Innovators 2%
Visionaries 14%
Pragmatists 34%
Conservatives 34%
Skeptics 16%
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Traditional Marketing / Brands Marketing 2.0 / Smart Brands Strategy Beliefs Plan Actions Process Principles Annual/quarterly horizon Daily adaption ROI Meaning Control Permanent crisis Consistency Surprise Data Intuition Fast turn-around Real time Centralised knowledge Decentralised knowledge Command and coordination Empowerment and networks Go-To-Market Distributed presence
Message Content
Implications for Marketing
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Implications for Sales
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Customer adoption
www.flickr.com/photos/poptech2006/2972685098
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Search
Find
Qualify
Try
Buy
Activate
Manage
Up-sell
Support
Refer
Starts with the Buyer’s Journey
Differentiate
Now or Never
Moments
Make or Break
Moments
Multiplier
Moments
Keep or Lose
Moments
A Acquire
B Base
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Example
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Constant Contact
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Constant Contact
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Re-think your assumptions
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SalesChannel Europe ©2012 All rights reserved 61
Rethink your IT Assumptions
What are these assumptions? The current convention assumes the following:
• Everyone works in an office. • The company owns the infrastructure, endpoints and applications. • Everything is eventually connected by a wire. • All applications are on-premise. • IT is a monolithic paradigm. • Applications come in suites.
The new assumptions are actually today’s policy exceptions, meaning they add incremental costs to incorporate into the IT fabric:
• Everything is mobile. • Endpoints and devices are more consumer-oriented and user-owned. • Everything is wireless. • Every device and user will consume cloud services. • The IT paradigm is “microcentric.” • Applications come from stores.
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Customer Adoption is the new ROI 3
The Psychology of Adoption 2
The Corporate Consumer 1
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It’s not about
Selling More Stuff
www.flickr.com/photos/michaelholden/4148616920
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It’s about something far
more important to us all
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Customer Service
Customer Satisfaction
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“The business is all about the customer. We need to be in as many channels as customers are in and align them as closely as we can, whether the customer is on smart phone, iPad or in a brick and mortar store. The goal is to have consistency and visibility across these channels and heighten our understanding of the customer.”
Delivering a great E2E Customer Experience
- Gareth Beer, Ecommerce Manager Speedo International
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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
1
2 Support Services
Differentiation: 3 Levels of Perceived Value
3 E2E
Customer Experience
Your Cloud
Services
Basic Product/Service
Support Services: • Levels of support • Quality of service • Systems • Processes
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Example
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Rackspace
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WHAT
HOW and
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erent f
dif think
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Child-like thinking
www.flickr.com/photos/toekneesan/3847444842
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SalesChannel Europe ©2012 All rights reserved
Favorite App?
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(r)Evolution Re-imagine
Re-think
Re-align Re-design Re-invent
Re-engage
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Re-peat Re-peat
Re-peat Re-peat
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Break through the glass ceiling
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“When the rate of change externally is greater than the rate of change internally, you have a problem.”
- Jack Welch
www.flickr.com/photos/nathaninsandiego/3466495191
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External speed of change
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Internal speed of change
www.flickr.com/photos/14degrees/440515255
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Trusted Advisor
By becoming a…
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…and drive Customer adoption
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SalesChannel Europe ©2012 All rights reserved
Business Drivers of Cloud Adoption
1
2
3
4
Source: Survey conducted by IDG Connect on behalf of CA Technologies, October 2012
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Drivers of adoption
www.flickr.com/photos/daniele_sartori/2371157397
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Get it right
www.flickr.com/photos/winemegup/3641912321
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Your Cloud
Services
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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
Your Cloud
Services