Making Money in the Cloud Part 3: Essential Steps to Build a Cloud Service Practice
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Transcript of Making Money in the Cloud Part 3: Essential Steps to Build a Cloud Service Practice
MSP Best Practices
Making Money in the Cloud | Essential Steps to Build a Cloud Service Practice (Part 3 of 3)
March 4, 2014
Agenda
• Introductions • Recap of Parts 1 & 2
– Understanding the market opportunity– Internal Readiness
• Cloud service pricing strategies• Marketing campaigns to promote your new Cloud
services effectively• Aligning sales compensation with revenue goals• Common pitfalls and mistakes made by MSPs when
introducing Cloud services• Q&A
You could win!
Winner drawn at end of session
About Kaseya
• Founded in 2000• Over 10,000 customers and a presence in over 20 countries• Award-winning IT systems management software offered as SaaS
and on-premise• Serving customers across industries including government, military,
retail, healthcare, education, financial, and more• Serving both Managed Service Providers and IT departments• Gartner Magic Quadrant 2013 – Visionary: Client Management Tools• New management team and backing from Insight Venture Partners
in 2013• New acquisitions:
– Rover Apps for BYOD – Zyrion Traverse for Cloud & Network Monitoring– 365 Command for Office 365 administration
Kaseya: The IT Management Solution for MSPs and Mid-Market Enterprises
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Why MSPs Choose Kaseya
A single Kaseya user can proactively manage 1,000s of automated IT systems and network tasks in the same amount of time required by a team of technicians using other techniques
It’s the industry’s only patented single-server-single-agent architecture; MSPs get enterprise-class capability that is easy to use and easy to afford
With 50+% of top MSPs worldwide using Kaseya, they get access to the most robust community available
And with so many ISVs plugging in to Kaseya via a seamless integration process, they get an easy way to leverage their existing strategic technology partnerships
About ClikCloud
• Pay-as-you-go Digital Marketing Firm– Custom Tailored Website– Bi-Monthly Blog Content– Monthly Newsletter– Pay-per-click Ad Management– Hosting & Web Analytics Included
• Kaseya Industry Expert since 2012
Recap of Part 1
• Understanding the Cloud Market Opportunity– Market Drivers– Service Opportunities– Cloud Security Concerns– Pitfalls to Avoid
http://goo.gl/785uGb
Recap of Part 2
• Is Your MSP Team Ready for the Cloud?– Channel Models for Cloud– Aligning Sales & Marketing– Service & Support Models– Operational Metrics– Pitfalls to avoid
http://goo.gl/YDAiP8
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Making Money in the Cloud | Essential Steps to Build a Cloud Service Practice
Agenda
• Pricing Models and Operational Metrics• Marketing Considerations• Sales Compensation and Revenue Alignment• Pitfalls to Avoid
Cloud Business Model Comparison
• Migration• Design• Integrate
Cloud Designer/ Builder
• Broker/Agent• Manage• Support
Cloud Reseller
• SaaS Publisher• IaaS Owner• Operator
Cloud Service Provider
Metrics to Drive Success
• For Cloud Designers and Builders– Percentage (%) billable services per project– Percentage (%) attach rate of services per project (100%
should be your target)– Target a percentage (%) of company top line revenue
derived from services– Specific services sales goals– Margin targets on service transactions
Metrics to Drive Success
• For Cloud Services Resellers or Cloud Services Providers more of a shift may be required– Recurring revenue growth vs. transactional revenue– Front-end lead generation metrics to drive down-stream
recurring revenue– Customer-by-customer increases in recurring revenue– Forecasting for customer churn– Projected annual total contract value– Cost of customer acquisition– Level of customer satisfaction– Rate of new customer acquisition
Prepaid / Multi-Year
Pay as you go
Low Commitment
On Demand
Focus on Retention
High Commitment
Forces Negotiation
Additional Pricing Considerations
Marketing Considerations
Application Micro Small Medium Large
Business productivity 19% 43% 60% 52%
Email 23% 48% 52% 48%
Web presence 23% 50% 48% 44%
Virtual desktop 15% 44% 54% 44%
Collaboration 6% 34% 52% 53%
Analytics 8% 33% 36% 35%
CRM 2% 28% 36% 43%
HR management 8% 29% 32% 34%
Expense management 8% 22% 28% 41%
Help desk 2% 27% 31% 32%
Invoicing 4% 23% 25% 21%
ERP 4% 15% 24% 28%
Payroll 8% 26% 22% 18%
Call center 4% 14% 22% 24%
Source: CompTIA’s 2nd Annual Trends in Cloud Computing studyBase: 373 U.S. businesses (aka end users) currently using cloud solutions
Other Key Benefits Reported by Users
Website Considerations
• Have a Strong, Easy to Find “Call to Action”
• Include Keyword Rich Content
• Ensure Phone Number is Prominent
• Mobile Friendly
Optimized Landing Page
• Support Call To Action• Add a Human Element• Set Expectations• Keep Your Qualification
Form “Above the Fold”
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On Page Search Engine Optimization
• Keyword Research• Unique Titles &
Descriptions• Search Engine
Submission• Webmaster Tools• Reporting & Analysis
Relevant Blog Content
• Provide IT Best Practices• Write with Business
Owner in Mind• Stay Vendor Neutral• SEO Optimize• Discuss News & Trends:
– Cloud Computing– Mobility– IT Security– Data Protection
Email Newsletter to Stay Top of Mind
• Branded• RSS Feed from Blog• Social Media Links• Offer & Features
Service• Best Practice Footer w/
Address & Unsubscribe Links & List Management
Social Media Integration
• Up Cycle Blogs & Videos
• Automate Blog Feeds• Include Links in Your
Newsletter Links• Build a Fan Base• Join LinkedIn Groups
Sales Considerations
Align Sales Goals With Business Goals
Accounts
Pipeline
ProspectsSuspects
Review Compensation Models
• Evergreen Commissions• Upfront Commissions• Life Cycle Commissions• Retention Bonuses
What skills and knowledge is your talent missing?
• Retail, healthcare, education, hospitality, etc.– Products– Competitors– Challenges– Strategic positions within
the industry– Industry terminology
(churn, rework, etc.)
• Knowledge of the operations of an organization– Financial
• CAPEX vs. OPEX• Revenue vs. profit• Annual report
– Workflow through departments
• Understands the business value of cloud
Vertical Knowledge Business Acumen
Avoiding the Pitfalls
Understand the Challenges
Understand the Challenges
Do’s & Don’ts
• Don’t Assume Cloud is “Just Another Product”
• Do Consider the Impact on: – Team/Skills– Operating Model– Sales & Marketing
• Don’t Neglect Your Sales & Marketing Tools
• Get Help When/Where You Need It
Wrap UpPay-as-you-go Digital Marketing Service• Custom Tailored Website• Syndicated Blog Content• Monthly Newsletter• Social Media Integration• Hosting & Web Analytics Included
Attendee Offer:Free 30 Min. Marketing ConsultationEmail: info@ ClikCloud.comSubject: “Consultation”
“ClikCloud is brilliant – they take the hassle out of digital marketing. It’s more than a website, it’s like having a digital marketing team available as a pay as you go subscription.."
Anthony M.NSW Australia
For More Info visit:ClikCloud.com/Kaseya
Next Steps
• More on ClikCloudwww.clikcloud.com/kaseya
• Learn more about Kaseya for MSPswww.kaseya.com/msp
• For a free live product demowww.kaseya.com/mspdemo
• For a free trialwww.kaseya.com/trynow
• To speak with uswww.kaseya.com/contactme
@kaseyacorp/company/kaseya/KaseyaFan community.kaseya.com
Kaseya Industry Expert Webinarswww.kaseya.com/resources/webinars