MARS PROGRAM FOR DEVs... · Is there an appropriate way of displaying your service ... Is your...

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MARS PROGRAM – CLOUD FOR DEVS WWW.CONSALTA.SICopyright © Consalta Ltd.WWW.CONSALTA.SI

TARGET CUSTOMERS – HOW TO IDENTIFY FIRST

CLIENTS FOR YOUR SERVICE

CLOUD FOR DEVS - GROW YOUR SOFTWARE BUSINESS IN THE CLOUD

DAVID BALAZIC

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MARS PROGRAM – CLOUD FOR DEVS WWW.CONSALTA.SICopyright © Consalta Ltd.

Every business deserves an opportunity to grow! We support IT companies at growing their business

in the Cloud. We are the Cloud Business Enablers!

About Consalta

1000+ CLIENTS

200+ ONSITE ENGAGEMENTS

140+ WEBINARS

35+ COUNTRIES

4,84 RATING

CONSALTA

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• Chief Client Satisfier

• Senior Consultant

• Managing partner

• Entertainment industry

• Energy market

• Microsoft

• Consalta

• Electrical Engineering

• Sales and Marketing

• Executive MBA – Business

management

• Family

• Friends

• Sport

• Cloud computing

ROLE@CONSALTA WORK

BACKGROUND PLEASURE

David Balazic - Business

http://si.linkedin.com/in/davidbalazic/


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CUSTOMERS, SERVICES AND THE CASH COWS – THE

CLOUD OPPORTUNITY

Apr 11 – 13:30

Apr 14 – 10:30

1

LEARN FROM GOOD PRACTICE PARTNERS –

ISVS MONETIZING WITH AZURE

Apr 18 – 13:30

Apr 22 – 10:30

3

TARGET CUSTOMERS – HOW TO IDENTIFY FIRST CLIENTS FOR

YOUR SERVICE

Apr 22 – 13:30

Apr 25 – 10:30

4

MARKETING TACTICS & ORGANIZATION – HOW

TO GENERATE THE INTEREST FOR YOUR

SERVICE

Apr 25 – 13:30

Apr 28 – 10:30

5

SALES TACTICS – THE CLIENT

CONVERSATION AND CLOUD OBJECTION

HANDLING

Apr 28 – 13:30

May 5 – 10:30

6

THE CHOICE OF CLOUD –

UNDERSTANDING THE AZURE STORY

Apr 14 - 13:30

Apr 18 - 10:30

2

Timeline – Business sessions (60min, CET)

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THE CLOUD PROVIDERS’

LANDSCAPE - AZURE AND THE OPEN

SOURCE

Apr 11 – 16:30

Apr 14 – 11:30

1

FIRST AZURE DECISION: HOW TO

DEPLOY MY SOLUTION (IAAS VS

PAAS)

Apr 18 – 14:30

Apr 22 – 11:30

3

SECOND AZURE DECISION: AZURE

DATA MIX -CHOOSING THE DATA TECHNOLOGIES (PART

1)

Apr 22 – 14:30

Apr 25 – 11:30

4

SECOND AZURE DECISION: AZURE DATA MIX - CHOOSING THE DATA TECHNOLOGIES

(PART 2)

Apr 25 – 14:30

Apr 28 – 11:30

5

ARCHITECTURAL CONSIDERATIONS

FOR A SAAS SOLUTION IN AZURE

Apr 28 – 14:30

May 5 – 11:30

6

DEV/TEST WITH AZURE FOR ISVS,

CUSTOM SOFTWARE AND OUTSOURCING

TEAMS

Apr 14 - 14:30

Apr 18 - 11:30

2

Timeline – Technical Sessions (60min, CET)

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Agenda for the following 45’

The Five Faces of the Cloud

what really matters

Profiling the Customers

in the Digital Age

What is Next

the upcoming Webinar

A quick Re-cap of our

previous Webinar

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A quick Re-cap of our previous webinar

1. THE RESEARCH

2. NEW IDEAS

3. THE GAP

4. THE CHANGE

5. THE PLAN

6. THE

EVALUATION

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Abe Gubegna

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Product

Price

Place

Promotion

People

Process

Physical evidence

Is your product about what customers need & want?

Are the customers prepared to pay the price?

Is there an appropriate way of displaying your service

and channel in place?

Are you communicating what you do and offer to

customers appropriately?

Are your employees appropriately trained, well

motivated and have the right attitude?

Is the process of delivery and giving a service meeting

customer expectations?

Is there an appropriate level of customer trust &

certainty in your credibility giving a service?

YES

NOT SURE

NO

NOT SURE

NOT SURE

NOT SURE

NOT SURE

Is your service 7Ps ready?

Source: http://www.cim.co.uk/files/7ps.pdf

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2 3

4 5

Person interviewed: Bartosz Aninowski, CEO

Custom development, specialized in

IT system implementation, system

integration (SAP, MS Dynamics…)

consulting services, process analyses,

automatization, information

architecture/usability (UX)

We always look at what’s best for the

client. We manage the project at

every stage of implementation and

our expertise makes it possible to

finish the project within assumed

deadline and budget.

At the beginning we’ve started with

Amazon.1/2 year ago we won a very

important client, high availability

solution. We needed a platform that

will enable us to keep control over the

environment & a strong vendor

support.

Business reasons and intuition. We

were looking for added value,

supportive partner, long term

cooperation and vision. Microsoft is

also a well know brand and door-

opener in Poland.

COMPANY’S OFFERING ADVANTAGES OVER

COMPETITION

REASONS BEHIND

DECISION FOR AZURE?

DECISION PROCESS

BEHIND SUCH DECISION?

ABOUT THE COMPANY:

Efficiency, scalability,

system integration, remote

communication and data

processing is what we do.

Strong competency in

Linux server architecture.

We have implemented over

100 projects and help our

Clients to solve their

problems. We are not a

body leasing company, we

think solutions.

ESTABLISHED: 2007

# OF EMPLOYEES: +25

GOOD PRACTICE – POLAND

http://edgetechnology.pl/

http://edgetechnology.pl/

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6

7

8

10

9

GOOD PRACTICE – EDGE

TECHNOLOGYOur target market is SMB & Enterprise,

evolving clients with special needs with

budget to spend on customization (vs

packaged). We check them before, how

they sell, profile of the company. At the moment most of our marketing

is about 1:1 referrals and digital

marketing (assistance from our sister

company). Relationship development

& nurturing.

Everybody in the company is selling! 2

people dedicated to new accounts, 6 for

expanding the business with existing

clients. Addressing both Business & IT.

Process: PoC > Solution > Price >

Timeline > Negotiation > Deal

Expanding portfolio of cloud based product and solutions. Privacy is still a concern for Public Sector. We work mostly with

Linux, php (OSS) and NodeJS after we start using Azure we had to rebuilt some libraries from scratch (existing very “easy”).

Things in Azure are evolving very quickly, we had to change part of our products after MS made some changes.

HOW DO YOU PROFILE

TARGET CUSTOMERS

MARKETING ORG & LEAD

GENERATION

SALES PROCESS &

ORGANIZATION

CHALLENGES ON YOUR CLOUD

JOURNEY

We charge for the SW delivery,

support, solution expansion. Evolving

over time, in the next months we

want to start with recurring

revenue/project mix offerings.

HOW DO YOU MONETIZE

– BUSINESS MODEL

3Y CAGR

GROWING

10Y IN THE

CLOUD

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KEY LEARNINGS

Takeaways

• Mentality and attitude

• Flexible offerings

• Targeted customers

• Strong customer education

• Modern marketing

• Sales intensity

• Sales incentives to ramp-

up

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Profiling the Customers - in the Digital Age

1. THE RESEARCH

2. NEW IDEAS

3. THE GAP

4. THE CHANGE

5. THE PLAN

6. THE

EVALUATION

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Arthur Schopenhauer

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THEN

(interaction)

The “Purchasing Power” is shifting from Sellers to Buyers

Understand the Changes in Buying!

Source: MarketoSource: Marketo

NOW

(interaction)

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Technology Buyers in the Business

Changes in Buying Centers

Source: IDC

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Business Leaders are taking control of their IT3rd Platform is a Business Platform

My functional area is becoming

more tech savvy and we feel

comfortable driving our own IT

projects

We are able to access technology

more easily because of cloud

computing

The link between technology and

business results is increasing and

my functional area feels a sense

of urgency to implement new

technology initiatives

TECH SAVVY CLOUDURGENCY

Source: IDC

43% 39%40%

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Within Your Existing Accounts

Who are the Prospects for Your Service(s)?

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• Demo- and geographic centric

– Company size

– Number of employees

– Vertical industry

– Yearly income

– IT expenditure budget

• Focus on given facts and

number(s) about the company

Driven primarily by Sales teams

Profiling the customers – traditional approach

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Profiling the

customers

• Holistic view on the customer:

– Demo- and geographic

– Value, needs and pain points

– How they think?

– How they make buying decisions

– Who makes buying decisions

– Buyer personas

• Focus on the people, buying behaviors and motivation

In the digital age

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We should learn from other industries

Profiling the customers – what is the difference

Demographic or Firmographic

Pain Points

Values

Research Habits

Priorities

Identifying Factors

Psychographic Characteristics

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Prototype – IT Director

Source: Demand Metric

Who they are?

How they think?

What they do?

Where they operate?

KEY QUESTIONS TO ASK

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Prototype – Marketing Manager


Who they are?

How they think?

What they do?

Where they operate?

KEY QUESTIONS TO ASK

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B2B and B2C profile template

Profiling the customers – Template


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Size of the company,

industry, data from

financial reports, budget,

expenditure etc.

FIRMOGRAPHIC

A problem or a need to

be solved? Aspiration to

grow the company?

PAINS & VALUES

Early adopters or

apathetic toward

technology? Buying

behavior insights?

PSYCHOGRAPHIC

What makes your buyer

persona different? How

do you distinguish hot

leads?

IDENTIFYING

Go Beyond Demo and Geo Characteristics

Profiling the customers –What makes the difference?

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The Five Faces of the Cloud - what really matters

1. THE RESEARCH

2. NEW IDEAS

3. THE GAP

4. THE CHANGE

5. THE PLAN

6. THE

EVALUATION

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Back to basis

Crossing the chasm – Technology adoption lifecycle

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Technology Adoption Life Cycle

Laggards /

Skeptics

(cca 16%)

Late majority /

Conservatives

(cca 34%)

Early majority /

Pragmatists

(cca 34 %)

Early adopters

/ Visionaries

(cca 13,5%)

Innovators /

Enthusiasts

(cca 2,5%)

Early Markets

Mainstream Markets

Late Markets

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Cloud Services vs Traditional IT

LaggardsLate majorityEarly MajorityEarly AdoptersInnovators

Cloud

vendors,

global and

local...

Traditional On-premise IT

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Growth of the Cloud – is the Chasm already crossed?

LaggardsLate majorityEarly MajorityEarly AdoptersInnovators

The growth of the

Cloud will require

crossing the Chasm

Cloud

vendors,

global and

local...

Traditional On-premise IT

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• Is about how your (potential)

customers make buying decisions!

• How to address the right people

with the right message at the right

time – efficient selling!

• Understanding them will help you

to plan well in advance!

• It has strong implications to your

business development!

SUMMARY: Buying behaviours

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HOW TO IDENTIFY THE FIRST CLIENTS?

The Five Faces of the Cloud - What Really Matters

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The Five Faces of Cloud

Note: Cloud Services spend includes SaaS, PaaS, IaaS, and private cloud spending

Source: The Five Faces of Cloud, Bain & Company

Transformational Heterogeneous Safety-Conscious Price-Conscious Slow and Steady

Percent of companies 11% 11% 22% 12% 44%

2010 percent of IT in

Cloud44% 13% 14% 5% 1%

2013 percent of IT in

cloud49% 42% 26% 19% 10%

2013 Cloud Spend €12B €8B €10B €5B €8B

Primary Cloud Model Public Public Private & Hybrid Public Private & Hybrid

Top IT PriorityTransforming

IT Environment

Evolving IT

over time

Balancing security

With growth

Lowering total cost

of ownership

Minimizing

disruption

CIO PerspectiveChange agents on

a mission

Optimize many

factors for individual

workloads

Both aggressive and

cautious, depending

on risks

See IT as a cost

center; all about

savings

Let early adopters

take risk and see

how they fare

Business Needs

Business depends

on efficient, flexible

IT capabilities

IT is critical to

business but highly

complex

IT manages

particularly sensitive

data

IT delivers basic

functionality; not a

differentiator

Barriers like

regulation constrain

IT decision making

Early Adopters Opportunistic Adopters Late Adopters

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• BUSINESS NEEDS: Business depends on efficient, flexible IT capabilities.

• CIO PERSPECTIVE: Change agent on a mission. Transforming IT environment.

• % OF IT IN CLOUD (2013): 49 %

• PRIMARY CLOUD MODELS: Public

• % OF COMPANIES: 11 % (Professional services, ecommerce, technology and telecommunications…)

• WHAT IT ALL MEANS: Cloud already captures a quite large share of spending.

Company cluster: Transformational

Source: The five faces of Cloud, Bain & Company

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• BUSINESS NEEDS: IT is critical to business but highly complex.

• CIO PERSPECTIVE: Optimize many factors for individual workloads. Evolving IT over time.

• % OF IT IN CLOUD (2013): 42 %


• % OF COMPANIES: 11 % (Professional services, ecommerce, technology and telecommunications...)

• WHAT IT ALL MEANS: Largest increase in cloud penetration.

Company cluster: Heterogeneous


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• BUSINESS NEEDS: IT manages particularly

• sensitive data.

• CIO PERSPECTIVE: Both aggressive and cautious,

• depending on risks. Balancing security with growth.

• % OF IT IN CLOUD (2013): 26 %

• PRIMARY CLOUD MODELS: Private and Hybrid

• % OF COMPANIES: 22 % (Media, retail, transportation…)

• WHAT IT ALL MEANS: Biggest opportunity for

• private cloud providers.

Company cluster: Safety-conscious


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• BUSINESS NEEDS: IT delivers basic functionality; not a differentiator.

• CIO PERSPECTIVE: See IT as a cost centre; all about savings. Lowering total cost of ownership.

• % OF IT IN CLOUD (2013): 19 %


• % OF COMPANIES: 12 % (Media, retail, transportation…)

• WHAT IT ALL MEANS: Significant cloud adoption expected, but toward lower margin offerings.

Company cluster: Price-conscious


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• BUSINESS NEEDS: Barriers like regulation constrain IT decision making.

• CIO PERSPECTIVE: Let early adopters take risk and see how they fare. Minimizing disruption.

• % OF IT IN CLOUD (2013): 10 %

• PRIMARY CLOUD MODELS: Private & Hybrid

• % OF COMPANIES: 44 % (Government, financial services, energy…)

• WHAT IT ALL MEANS: Largest segment, but most opportunistic in how they adopt cloud.

Company cluster: Slow and Steady


”…He has occupied his position

for more than a decade, and he

has worked in IT at the company

for virtually his entire career. He

manages a large mainframe

environment and eight highly

virtualized data centres, but he

does not use a public cloud today

nor does he have plans to create

a private cloud…”

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Business context?

• Companies growing faster than 10% per year use 145% more cloud services than slower-growing companies.

CIO philosophy?

• CIOs who have moved into the position within the past 12 months use 141% more cloud services than leaders with

greater than six years on the job

• CIOs with diverse business experience use 82% more cloud services than those who have spent their professional

careers predominantly in IT.

Workload characteristics?

• Workloads for which IT administration represents more than 10 percent of the total cost of ownership show the

highest rate of cloud adoption (dev & test, custom web applications, websites, productivity apps & email, etc.)

Economics

• Is a company considering a new workload or one in need of an upgrade?

• Price conscious companies make up only 12 percent of customers, they have a high likelihood of purchasing if they

can reach 20 percent TCO savings hurdle.

Key questions to ask?


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A strong preference for

Cloud, they are

embracing Cloud

wherever Cloud possible

ENTHUSIASTIC

A moderate preference

for Cloud, they are

embracing Cloud as part

of hybrid scenarios or

independently where

Cloud provides a strong

competitive advantage.

VISIONARY

A slight preference for

on-premises IT,

embracing the cloud in a

very pragmatic way; as

part of the hybrid

scenarios - best of both

worlds or independently

where it provides a

strong business

justification

PRAGMATIC

A strong preference for

on-premises IT and, in

most cases, are not yet

ready for Cloud. This

could be due to

regulatory or legal

reasons and in some

cases also an

unwillingness to change

CONSERVATIVE

And Their Approach Towards Cloud Solutions

Different types of Customers!

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Exercise – Profiling the customer(s)

FIRMOGRAPHIC

• Risk Taker

• Challenger

• Confident

• Visionary

• Opportunistic

• Extrovert

• “Optimist”

• Open Minded

• Not a Control Freak

• Etc.

• CIO/BDM: Diverse Business Background

• BDM: New in role

• BDM: Young (in spirit )

• BDM: Strong presence on Social networks

• COMP: Already consuming other Cloud Services

• COMP: Outsourcing IT & non-IT workloads

• COMP: Digital Savvy

PSYCHOGRAPHIC IDENTIFYING

Few Ideas to Discuss

COMPANY BUSINESS DECISION MAKERS COMPANY OR BDM

NUMBERS & FACTS BEHAVIOURS DIFFERENTIATORS

• SMB

• Specific Industry

• Geo-location

• “Age” of company

• Branches?

• Profitability and Growth

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KEY LEARNINGS

Takeaways

• Changes in buying

• Changes in Buying Centers

• Different types of buyers

• Set of new profiling

characteristics:

– Psychographic

– Identifying

• Five faces of Cloud

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What is Next – the Upcoming Webinar

1. THE RESEARCH

2. NEW IDEAS

3. THE GAP

4. THE CHANGE

5. THE PLAN

6. THE

EVALUATION

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Henry Ford

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The Inbound Sales

The roles of Marketing & Sales are changing

AWARENESS INTEREST CONSIDERATION INTENT EVALUATION PURCHASE

THEN…

NOW…

MARKETING SALES

MARKETING SALES

“Salespeople are the confirmation buyers need that they are making the right purchase”.

57%

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• 9 out of 10 business buyers say

when they are ready to buy, they

will find you

• 93% of them start the process with

a web search

• 78% are looking for information

around their business challenge

• 84% said word of mouth

recommendations influence their

purchase decisions

• 58% engage with peers, 48%

follow industry conversations, and

41% read research papers and

postings from thought leaders

The world of buying and selling has Changed

Source: iMediaConnection, Serious Connection, DemendGen, HubSpot

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Lead generation – 2 different approaches

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Case study: Vivonet

• PROFILE: Vivonet turns everyday point-of-sale (POS) transactions into valuable and actionable business insights to help restaurants accelerate growth through data

• PRODUCT/SERVICE OFFERING: on-demand enterprise resource management (ERP), point-of-sale (POS) and payment processing solutions that enable transactions to configure to the unique needs of the restaurant industry.

• CHALLENGE: Vivonet couldn't attract quality leads. They were using ineffective lead generation channels that produced mostly unqualified, low quality leads.

Source: HobSpot

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CUSTOMERS, SERVICES AND THE CASH COWS – THE

CLOUD OPPORTUNITY

Apr 11 – 13:30

Apr 14 – 10:30

1

LEARN FROM GOOD PRACTICE PARTNERS –

ISVS MONETIZING WITH AZURE

Apr 18 – 13:30

Apr 22 – 10:30

3

TARGET CUSTOMERS –HOW TO IDENTIFY FIRST CLIENTS FOR

YOUR SERVICE

Apr 22 – 13:30

Apr 25 – 10:30

4

MARKETING TACTICS & ORGANIZATION –HOW TO GENERATE THE INTEREST FOR

YOUR SERVICE

Apr 25 – 13:30

Apr 28 – 10:30

5

SALES TACTICS – THE CLIENT

CONVERSATION AND CLOUD OBJECTION

HANDLING

Apr 28 – 13:30

May 5 – 10:30

6

THE CHOICE OF CLOUD –

UNDERSTANDING THE AZURE STORY

Apr 14 - 13:30

Apr 18 - 10:30

2

Timeline – Business sessions (60min, CET)

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About Consalta

1. THE RESEARCH

2. NEW IDEAS

3. THE GAP

4. THE CHANGE

5. THE PLAN

6. THE

EVALUATION

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MARS program consultants

DAVID BALAZIC

Managing partner

SAMO KANELLOPULOS

Consultant

GREGOR DEDIC

Consultant

David is a consultant and managing partner at

Consalta. He has more than 15 years of

professional experience in the IT services

industry throughout EMEA and a track record

of more than 100 satisfied clients in 26

countries and 5 continents. His consultancy

focus is new business development and sales

& marketing. On a mission to help providers

of IT services transform and grow their

business in the emerging Cloud market place.

He holds an Executive MBA degree

specializing in Sales and Business

Management

Samo is a consultant and business

development manager at Consalta. He has

more than 20 years of professional experience

in the IT services industry throughout EMEA

and a track record of more than 100 satisfied

clients in 15 countries and 2 continents. Before

joining Consalta he spent 6 years as a business

and area manager responsible for sales,

profitability and team management at one of

the biggest Microsoft Dynamics partners. He

holds an Executive MBA degree specializing in

Sales and Business Management.

Gregor is a consultant and business

development manager at Consalta. He has

more than 15 years of professional experience

in the IT services industry throughout Europe

and APAC. His understanding of various

business models & industries, together with a

multicultural approach, gives him a unique

edge in identifying and addressing the needs

of clients & partners. Before joining Consalta

he spent 7 years with Microsoft CEE & APAC.

He holds a BBA in marketing from DOBA

University



http://si.linkedin.com/in/samokanellopulos/


http://si.linkedin.com/in/gregordedic/


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DAVID BALAZICe: [email protected]

m: +386 31 699 622

Skype: davidb-consalta

Thank you for your attention!

SAMO

KANELLOPULOSe: [email protected]

m: +386 41 781 761

Skype: samok-consalta

GREGOR DEDICe: [email protected]

m: +386 41 745 164

Skype: gregord-consalta

https://www.facebook.com/Consalta

https://www.facebook.com/Consalta

https://twitter.com/consaltaonline

https://twitter.com/consaltaonline

http://www.linkedin.com/company/2097206

http://www.linkedin.com/company/2097206

skype:davidb-consalta?call

skype:davidb-consalta?call

https://plus.google.com/u/0/b/106526072772729705193/+ConsaltaSi

https://plus.google.com/u/0/b/106526072772729705193/+ConsaltaSi







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