SaaS Business Acceleration 2.0
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©2009 SalesChannel Europe. All rights reserved SalesChannel Europe 1 SaaS Business Acceleration 2.0
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13-Sep-2014 -
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Build a Go-To-Market Model that aligns channels to market with your target customers buying preferences
Transcript of SaaS Business Acceleration 2.0
©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
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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: [email protected]: http://saleschannel.blogspot.comWebsite: www.saleschannel-europe.com
SaaS Business
Acceleration 2.0
