Webinar Preview: Dispelling SMB Market Myths of Unified Communications and Hosted Services
The 5 Myths of Selling Hosted Services to SME Customers
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Transcript of The 5 Myths of Selling Hosted Services to SME Customers
www.flickr.com/photos/squeakywheel/252715820
Myth = unproven or false collective belief
www.flickr.com/photos/1suisse/3504595493
3
Myth = unrecognised barrier to success
Change your thinking
www.flickr.com/photos/oriol_gascon/2172565951
www.flickr.com/photos/miikka_skaffari/4632166297
Change your view point
The 5 Myths: Myth 1. They will find us, if our offer is "good" enough
Myth 2. They know what they want and they want it for free
Myth 3. They understand and will love our offer
Myth 4. They will make a rational purchase decision - in our favor
Myth 5. We sell to Business, not Consumers
Myth 1. They will find us, if our
offer is "good" enough
10
The past
The present
www.flickr.com/photos/nnova/3950714672
The future
> Be Findable / ‘Bingable’
> Stand out from the crowd
Put your customer at the
centre of everything you do
www.flickr.com/photos/nnova/2841741385
Be findable / 'bingable’ What is your bing strategy?
1. Great Content
2. Get talked about
3. Build community
www.flickr.com/photos/katerha/4765332898
Myth 2. They know what they want
and they want it for free
Example of Low Price Provider
Question: Where do they
go for help?
www.flickr.com/photos/darkpatator/395215642
www.flickr.com/photos/katerha/4765332898
Educate your customers: Become a trusted resource for your customers
1. Use clear and simple customer language
2. Describe the problem being solved
3. Tell Client stories
www.flickr.com/photos/myklroventine/480909595
Myth 3. They understand
and love our offer
Self-diagnosis
Prescribe the solution
Make it simple to take
Simple enough for a 7 year
old child to understand
www.flickr.com/photos/toekneesan/3847444842
Triplicate of choice
www.flickr.com/photos/xrrr/2321685873
SPAM: (R = 0)
29
Persona-Based Website
Persona-Based Website
www.flickr.com/photos/myklroventine/480909595
Lead your customers: Help them to self-qualify 1. Guide them through the self-
qualification process
2. Make it easy for them to find, try and buy
3. Triplicate of Choice
www.flickr.com/photos/purplemattfish/2896731898
Myth 4. They will make a rational
purchase decision - in our favor
No, No, No, they won’t!
What is rational for them?
www.flickr.com/photos/coreytempleton/3935005227
Understand their needs (and wants)
Sell to the right brain
…and provide evidence
www.flickr.com/photos/presta/3532993072
…. for the left brain
www.flickr.com/photos/stevenfettig/1390275600
Justify and rationalise
their decision
Together we can do more
+
+
You/Your company
Your Hosted Services
www.flickr.com/photos/purplemattfish/2896731898
Master your message: Business buyers buy on Pain Technical buyers buy on Features
1. Sell to the emotional brain
2. Make it relevant and credible
3. People buy because they feel understood
www.flickr.com/photos/katerha/4953529831
Myth 5. We sell to Business,
not Consumers
WoM -> Virtual WoM
“Victory in marketing doesn’t happen when you sell something, but when you
cultivate advocates for your
brand.” - Steve Knox, CEO of Tremors,
P&G’s Word of Mouth Business Unit
www.flickr.com/photos/hyku/4837236187
Advocates are your
best influencers
Influence is spread
through social media
Let them choose
www.flickr.com/photos/katerha/4953529831
Create an insanely great Customer Experience: 1. Cultivate brand advocates
2. Multi-channel touch points
3. End 2 End CE thinking
The 5 Myths: Myth 1. They will find us, if our offer is ‘good’ enough
Truth 1. Be findable / ‘bingable’
Myth 2. They know what they want and they want it for free
Truth 2. Educate your community
Myth 3. They understand and will love our offer
Truth 3. Lead your customers
Myth 4. They will make a rational purchase decision - in our favor
Truth 4. Master your message
Myth 5. We sell to Business, not Consumers
Truth 5. Create an insanely great Customer Experience
Your future is bright
"I am the world's worst salesman, therefore I must make it easy for customers to buy.”
- F. W. Woolworth
David Ednie President & CEO
SalesChannel Europe Ph: +33 676 60 09 25 (FRA) Ph: +61 415 94 51 57 (AUS)
Email: [email protected] Website: www.saleschannel-europe.com
www.flickr.com/photos/myklroventine/4143699557
Action Plan: Start building your
SaaS future today
It not a game of chance!
www.flickr.com/photos/kubina/185489325
Unique Value Proposition
Create a Value Innovation Curve
Target key influencers
and customer groups
www.flickr.com/photos/superzelle/4608034587
Messaging and positioning
Search
Find
Qualify
Try
Buy
Activate
Manage
Up-sell
Support
Refer
GTM and Sales & Marketing Innovation Workshops
SaaS Sales Acceleration 2.0 Program
SalesChannel Europe Accelerating Time to Revenue
8 Key Success Factors
8 KSF’s in Actions
Level
Competitive
Differentiation Messaging & Positioning Packaging & Pricing Web-Driven Demand Generation
Online Customer
Experience
Direct/Indirect Sales
Process
Organizational
Effectiveness Focus & Behavior
5
(Optimized)
Provider has created true Blue
Ocean (aka uncontested market
space) by differentiating along a
unique axis that reaches beyond
current market boundaries and
existing demand
Vertical (e.g. Real Estate),
Horizontal specialization (e.g.
Finance), or other micro-market
specific positioning. User focus
groups or surveys are pro-actively
used to incorporate customer
feedback into product life-cycle.
Micro-market specific
packaging/bundling of service
with vertically focused add-ons.
Market research used to
understand customer price-point
sensitivities.
Micro-market sales sites for
specific vertical markets (e.g. real-
estate). Fully integrated PPC/SEO
and pro-active analysis of web-
analytics
Micro-market specific demand
generation campaigns with
integration across all forms of
demand generation (e.g. PPC,
Banner Ads, email, direct mail,
print)
Integrated up-sell and cross-sell
activities into customer "control
panel". Pro-active and ongoing
customer feedback management
(surveys of customer panels by
segment to assess overall
customer experience, satisfaction,
and future needs).
Vertical or micro-market focused
channel partners with lead flow
integrated into micro-marketing
campaigns. Channel partner
branded sales sites. Integration of
channel partner into knowledge
base, live chat, etc.
Organization is designed and
internally aligned for change.
Specific processes for continuous
improvement. Healthy balance of
management (stability) and
leadership (fostering change).
Target Market
Focused w/
Continuous
Improvement
4
(Competitive)
Provider has differentiated with a
vertical market focus with vertical
(or micro-market) specific add-on
capabilities/features.
Best Practice positioning based
on a well-defined messaging &
position framework (see
template). Customer centric
positioning that blends customer-
benefit as the solution for the
customer pain point/problem.
Some type of unique
differentiation of packaging or
pricing that sets the provider apart
of the reset of the pack.
Differentiated sub-sites and/or
landing pages aligned with best-
practice positioning of value
proposition according to
messaging & positioning
framework
Demand generation campaigns
drive to a specific sub-site or
landing page. All campaign
activities are well coordinated and
integrated. Pro-active PPC/SEO
campaign management with
periodic (e.g. bi-weekly)
refinement.
Integrated online knowledge-base
and live-chat for both sales
support and post-sales support.
Pro-active email communication
during first 30-60 days provides
training, tips, tricks, etc.
Integrated lead/opportunity flow
for channel partners. Mature
process for lead qualification and
routing of leads. Customer
segmentation and qualification
"drives" the opportunity
management. Willing to "walk
away" from bad opportunities.
Strong executive sponsorship for
improving existing offerings and
adding new value-added service
offerings. Proven organizational
agility and rapid time-to-market in
response to competitive threats.
Transition Phase -
Focused on
Competitive
Differentiation &
Discrete
Improvements
3
(Predictable)
Provider has differentiated from
the competition by bundling
additional services or capabilities
not offered by the competition.
Customer centric positioning with
Benefits (e.g. Anytime, Anywhere
access), then supporting benefits
points, then features as
appropriate. Consistent
application of messaging
throughout ALL collateral.
Small number (2-3) of different
customer/user "plans" that align
correctly with end-user or
customer personas. Value
differentiation between different
price plans is clear and
significant.
Best-practice site that allows
customers to 1) Search; 2) Find;
3) Self Qualify; 4) Try (Free Trial
where possible); 5) Make the
buying decision; 6) Buy; 7)
Activate. Web-site is the focal
point of the business.
Makes use of pro-active
PPC/SEO campaigns. All demand
generation activities lead to one
place -- the web-site.
Self-guided sales experience, self-
admin capabilities, no barriers to
sale via web, or phone. Easy
signup and activation.
Pro-active management of direct
sales, inside sales, and channel
partners. Focus on customer
segmentation and lead
qualification. Pro-active training.
Overlay sales team with deep
solution expertise supports all
channels.
Organizational alignment around
business objectives and customer
needs. Organizational ability to
repeatedly follow a relatively short
and defined life-cycle for the
successful introduction of new or
revised product offerings.
End-Customer
Focused & Service-
Driven
2
(Inhibited)
Provider's offering is functionaly
equivalent to that of other
providers, resulting in a "my
feature X beats your feature X"
competitive differentiation tactic,
but ultimately resulting in a price-
competitive sale.
Still product and feature centric
positioning with progress towards
customer-centric benefits
positioning. Typically a lack of
consistent application of
messaging across all channels
and collateral.
Competitive pricing and correct
packaging, but actively working to
eliminate other inhibitors (e.g.
contract minimums).
Customers can search, find, and
buy. Provider is actively working
to ensure that all of the
information required to make a
successful buying decision is on
the site and correctly presented,
eliminating any final inhibitors to
selling.
PPC/SEO and other demand
generation capabilities are
leveraged, but with some
inhibiting factors that limit their
effectiveness (e.g. mismatch
between PPC terms and landing
page positioning). Active progress
is being made to eliminate
remaining inhibitors
Self-guided signup, support,
and/or self-administration but
inhibited in some way -- e.g.
overly complex registration
process, complex activation.
Active progress is being made to
eliminate remaining inhibitors.
Direct Sales, indirect channels,
telesales, but with ineffective
processes for lead qualification
and routing of leads to "best
qualified" channel. Provider is
actively working to train sales and
revise processes to improve
effectiveness.
Good executive leadership in
place and committed to drive
change and improve business
performance by driving
improvements in accordance with
the "key success factors".
Transition Phase -
Focused on Initial
Change
1
(Ineffective)
Provider is offering the exact
same service offering as other
providers (perhaps based on third-
party technologies) with no
opportunity for true differentiation,
resulting in a Red Ocean in which
the only remaining competetive
differentiator is price.
Positioning is completely product
and feature centric. Positioning is
effective only for customers who
already know what they need and
are already familiar with the
specific application domain.
Typically characterized by
uncompetitive pricing, minimum
contract terms, minimum # of
users, confusing pricing, too many
tiers of service, multiple tiers
instead of "add-on" options.
Customers are unable to find
offering, presentation is
confusing, no online self-
subscription is available.
No PPC/SEO campaigns. Other
demand generation activities (e.g.
Print ads, direct mail, etc) do not
leverage the web-site.
No self-signup capability, direct
sales interaction required. No
offering self-administration.
Direct sales only. No pro-active
lead qualification. No customer
segmentation by size or industry.
Characterized by tendancy to
focus too far up-market. Long
sales cycles. Lack of "solution
specialist" capability results in
inability to overcome common ob
Ad-hoc organizational and
departmental behaviors with a
lack of internal alignment towards
achieving a common vision or
business objectives.
Product-Dependent
Focus & Ad-Hoc
Behavior
Mural's SaaS Key Success Factors ©
2
+ 6 m.
Level
Competitive
Differentiation Messaging & Positioning Packaging & Pricing Web-Driven Demand Generation
Online Customer
Experience
Direct/Indirect Sales
Process
Organizational
Effectiveness Focus & Behavior
5
(Optimized)
Provider has created true Blue
Ocean (aka uncontested market
space) by differentiating along a
unique axis that reaches beyond
current market boundaries and
existing demand
Vertical (e.g. Real Estate),
Horizontal specialization (e.g.
Finance), or other micro-market
specific positioning. User focus
groups or surveys are pro-actively
used to incorporate customer
feedback into product life-cycle.
Micro-market specific
packaging/bundling of service
with vertically focused add-ons.
Market research used to
understand customer price-point
sensitivities.
Micro-market sales sites for
specific vertical markets (e.g. real-
estate). Fully integrated PPC/SEO
and pro-active analysis of web-
analytics
Micro-market specific demand
generation campaigns with
integration across all forms of
demand generation (e.g. PPC,
Banner Ads, email, direct mail,
print)
Integrated up-sell and cross-sell
activities into customer "control
panel". Pro-active and ongoing
customer feedback management
(surveys of customer panels by
segment to assess overall
customer experience, satisfaction,
and future needs).
Vertical or micro-market focused
channel partners with lead flow
integrated into micro-marketing
campaigns. Channel partner
branded sales sites. Integration of
channel partner into knowledge
base, live chat, etc.
Organization is designed and
internally aligned for change.
Specific processes for continuous
improvement. Healthy balance of
management (stability) and
leadership (fostering change).
Target Market
Focused w/
Continuous
Improvement
4
(Competitive)
Provider has differentiated with a
vertical market focus with vertical
(or micro-market) specific add-on
capabilities/features.
Best Practice positioning based
on a well-defined messaging &
position framework (see
template). Customer centric
positioning that blends customer-
benefit as the solution for the
customer pain point/problem.
Some type of unique
differentiation of packaging or
pricing that sets the provider apart
of the reset of the pack.
Differentiated sub-sites and/or
landing pages aligned with best-
practice positioning of value
proposition according to
messaging & positioning
framework
Demand generation campaigns
drive to a specific sub-site or
landing page. All campaign
activities are well coordinated and
integrated. Pro-active PPC/SEO
campaign management with
periodic (e.g. bi-weekly)
refinement.
Integrated online knowledge-base
and live-chat for both sales
support and post-sales support.
Pro-active email communication
during first 30-60 days provides
training, tips, tricks, etc.
Integrated lead/opportunity flow
for channel partners. Mature
process for lead qualification and
routing of leads. Customer
segmentation and qualification
"drives" the opportunity
management. Willing to "walk
away" from bad opportunities.
Strong executive sponsorship for
improving existing offerings and
adding new value-added service
offerings. Proven organizational
agility and rapid time-to-market in
response to competitive threats.
Transition Phase -
Focused on
Competitive
Differentiation &
Discrete
Improvements
3
(Predictable)
Provider has differentiated from
the competition by bundling
additional services or capabilities
not offered by the competition.
Customer centric positioning with
Benefits (e.g. Anytime, Anywhere
access), then supporting benefits
points, then features as
appropriate. Consistent
application of messaging
throughout ALL collateral.
Small number (2-3) of different
customer/user "plans" that align
correctly with end-user or
customer personas. Value
differentiation between different
price plans is clear and
significant.
Best-practice site that allows
customers to 1) Search; 2) Find;
3) Self Qualify; 4) Try (Free Trial
where possible); 5) Make the
buying decision; 6) Buy; 7)
Activate. Web-site is the focal
point of the business.
Makes use of pro-active
PPC/SEO campaigns. All demand
generation activities lead to one
place -- the web-site.
Self-guided sales experience, self-
admin capabilities, no barriers to
sale via web, or phone. Easy
signup and activation.
Pro-active management of direct
sales, inside sales, and channel
partners. Focus on customer
segmentation and lead
qualification. Pro-active training.
Overlay sales team with deep
solution expertise supports all
channels.
Organizational alignment around
business objectives and customer
needs. Organizational ability to
repeatedly follow a relatively short
and defined life-cycle for the
successful introduction of new or
revised product offerings.
End-Customer
Focused & Service-
Driven
2
(Inhibited)
Provider's offering is functionaly
equivalent to that of other
providers, resulting in a "my
feature X beats your feature X"
competitive differentiation tactic,
but ultimately resulting in a price-
competitive sale.
Still product and feature centric
positioning with progress towards
customer-centric benefits
positioning. Typically a lack of
consistent application of
messaging across all channels
and collateral.
Competitive pricing and correct
packaging, but actively working to
eliminate other inhibitors (e.g.
contract minimums).
Customers can search, find, and
buy. Provider is actively working
to ensure that all of the
information required to make a
successful buying decision is on
the site and correctly presented,
eliminating any final inhibitors to
selling.
PPC/SEO and other demand
generation capabilities are
leveraged, but with some
inhibiting factors that limit their
effectiveness (e.g. mismatch
between PPC terms and landing
page positioning). Active progress
is being made to eliminate
remaining inhibitors
Self-guided signup, support,
and/or self-administration but
inhibited in some way -- e.g.
overly complex registration
process, complex activation.
Active progress is being made to
eliminate remaining inhibitors.
Direct Sales, indirect channels,
telesales, but with ineffective
processes for lead qualification
and routing of leads to "best
qualified" channel. Provider is
actively working to train sales and
revise processes to improve
effectiveness.
Good executive leadership in
place and committed to drive
change and improve business
performance by driving
improvements in accordance with
the "key success factors".
Transition Phase -
Focused on Initial
Change
1
(Ineffective)
Provider is offering the exact
same service offering as other
providers (perhaps based on third-
party technologies) with no
opportunity for true differentiation,
resulting in a Red Ocean in which
the only remaining competetive
differentiator is price.
Positioning is completely product
and feature centric. Positioning is
effective only for customers who
already know what they need and
are already familiar with the
specific application domain.
Typically characterized by
uncompetitive pricing, minimum
contract terms, minimum # of
users, confusing pricing, too many
tiers of service, multiple tiers
instead of "add-on" options.
Customers are unable to find
offering, presentation is
confusing, no online self-
subscription is available.
No PPC/SEO campaigns. Other
demand generation activities (e.g.
Print ads, direct mail, etc) do not
leverage the web-site.
No self-signup capability, direct
sales interaction required. No
offering self-administration.
Direct sales only. No pro-active
lead qualification. No customer
segmentation by size or industry.
Characterized by tendancy to
focus too far up-market. Long
sales cycles. Lack of "solution
specialist" capability results in
inability to overcome common ob
Ad-hoc organizational and
departmental behaviors with a
lack of internal alignment towards
achieving a common vision or
business objectives.
Product-Dependent
Focus & Ad-Hoc
Behavior
Mural's SaaS Key Success Factors ©
3
+ 12 m.
1. SaaS Business Acceleration 2.0 Workshop self-scoring snap shot of your business today
2. Identify key actions / improvements you can undertake for each KSF area
3. Implement actions / improvements giving priority to the Top 3 KSF areas for your business
4. Evaluate results based on changes made and update scoring on each KSF
5. Translate lessons-learned from one KSF area to another, share across the organisation
6. Repeat cycle, starting at 2 (above)
Level
Competitive
Differentiation Messaging & Positioning Packaging & Pricing Web-Driven Demand Generation
Online Customer
Experience
Direct/Indirect Sales
Process
Organizational
Effectiveness Focus & Behavior
5
(Optimized)
Provider has created true Blue
Ocean (aka uncontested market
space) by differentiating along a
unique axis that reaches beyond
current market boundaries and
existing demand
Vertical (e.g. Real Estate),
Horizontal specialization (e.g.
Finance), or other micro-market
specific positioning. User focus
groups or surveys are pro-actively
used to incorporate customer
feedback into product life-cycle.
Micro-market specific
packaging/bundling of service
with vertically focused add-ons.
Market research used to
understand customer price-point
sensitivities.
Micro-market sales sites for
specific vertical markets (e.g. real-
estate). Fully integrated PPC/SEO
and pro-active analysis of web-
analytics
Micro-market specific demand
generation campaigns with
integration across all forms of
demand generation (e.g. PPC,
Banner Ads, email, direct mail,
print)
Integrated up-sell and cross-sell
activities into customer "control
panel". Pro-active and ongoing
customer feedback management
(surveys of customer panels by
segment to assess overall
customer experience, satisfaction,
and future needs).
Vertical or micro-market focused
channel partners with lead flow
integrated into micro-marketing
campaigns. Channel partner
branded sales sites. Integration of
channel partner into knowledge
base, live chat, etc.
Organization is designed and
internally aligned for change.
Specific processes for continuous
improvement. Healthy balance of
management (stability) and
leadership (fostering change).
Target Market
Focused w/
Continuous
Improvement
4
(Competitive)
Provider has differentiated with a
vertical market focus with vertical
(or micro-market) specific add-on
capabilities/features.
Best Practice positioning based
on a well-defined messaging &
position framework (see
template). Customer centric
positioning that blends customer-
benefit as the solution for the
customer pain point/problem.
Some type of unique
differentiation of packaging or
pricing that sets the provider apart
of the reset of the pack.
Differentiated sub-sites and/or
landing pages aligned with best-
practice positioning of value
proposition according to
messaging & positioning
framework
Demand generation campaigns
drive to a specific sub-site or
landing page. All campaign
activities are well coordinated and
integrated. Pro-active PPC/SEO
campaign management with
periodic (e.g. bi-weekly)
refinement.
Integrated online knowledge-base
and live-chat for both sales
support and post-sales support.
Pro-active email communication
during first 30-60 days provides
training, tips, tricks, etc.
Integrated lead/opportunity flow
for channel partners. Mature
process for lead qualification and
routing of leads. Customer
segmentation and qualification
"drives" the opportunity
management. Willing to "walk
away" from bad opportunities.
Strong executive sponsorship for
improving existing offerings and
adding new value-added service
offerings. Proven organizational
agility and rapid time-to-market in
response to competitive threats.
Transition Phase -
Focused on
Competitive
Differentiation &
Discrete
Improvements
3
(Predictable)
Provider has differentiated from
the competition by bundling
additional services or capabilities
not offered by the competition.
Customer centric positioning with
Benefits (e.g. Anytime, Anywhere
access), then supporting benefits
points, then features as
appropriate. Consistent
application of messaging
throughout ALL collateral.
Small number (2-3) of different
customer/user "plans" that align
correctly with end-user or
customer personas. Value
differentiation between different
price plans is clear and
significant.
Best-practice site that allows
customers to 1) Search; 2) Find;
3) Self Qualify; 4) Try (Free Trial
where possible); 5) Make the
buying decision; 6) Buy; 7)
Activate. Web-site is the focal
point of the business.
Makes use of pro-active
PPC/SEO campaigns. All demand
generation activities lead to one
place -- the web-site.
Self-guided sales experience, self-
admin capabilities, no barriers to
sale via web, or phone. Easy
signup and activation.
Pro-active management of direct
sales, inside sales, and channel
partners. Focus on customer
segmentation and lead
qualification. Pro-active training.
Overlay sales team with deep
solution expertise supports all
channels.
Organizational alignment around
business objectives and customer
needs. Organizational ability to
repeatedly follow a relatively short
and defined life-cycle for the
successful introduction of new or
revised product offerings.
End-Customer
Focused & Service-
Driven
2
(Inhibited)
Provider's offering is functionaly
equivalent to that of other
providers, resulting in a "my
feature X beats your feature X"
competitive differentiation tactic,
but ultimately resulting in a price-
competitive sale.
Still product and feature centric
positioning with progress towards
customer-centric benefits
positioning. Typically a lack of
consistent application of
messaging across all channels
and collateral.
Competitive pricing and correct
packaging, but actively working to
eliminate other inhibitors (e.g.
contract minimums).
Customers can search, find, and
buy. Provider is actively working
to ensure that all of the
information required to make a
successful buying decision is on
the site and correctly presented,
eliminating any final inhibitors to
selling.
PPC/SEO and other demand
generation capabilities are
leveraged, but with some
inhibiting factors that limit their
effectiveness (e.g. mismatch
between PPC terms and landing
page positioning). Active progress
is being made to eliminate
remaining inhibitors
Self-guided signup, support,
and/or self-administration but
inhibited in some way -- e.g.
overly complex registration
process, complex activation.
Active progress is being made to
eliminate remaining inhibitors.
Direct Sales, indirect channels,
telesales, but with ineffective
processes for lead qualification
and routing of leads to "best
qualified" channel. Provider is
actively working to train sales and
revise processes to improve
effectiveness.
Good executive leadership in
place and committed to drive
change and improve business
performance by driving
improvements in accordance with
the "key success factors".
Transition Phase -
Focused on Initial
Change
1
(Ineffective)
Provider is offering the exact
same service offering as other
providers (perhaps based on third-
party technologies) with no
opportunity for true differentiation,
resulting in a Red Ocean in which
the only remaining competetive
differentiator is price.
Positioning is completely product
and feature centric. Positioning is
effective only for customers who
already know what they need and
are already familiar with the
specific application domain.
Typically characterized by
uncompetitive pricing, minimum
contract terms, minimum # of
users, confusing pricing, too many
tiers of service, multiple tiers
instead of "add-on" options.
Customers are unable to find
offering, presentation is
confusing, no online self-
subscription is available.
No PPC/SEO campaigns. Other
demand generation activities (e.g.
Print ads, direct mail, etc) do not
leverage the web-site.
No self-signup capability, direct
sales interaction required. No
offering self-administration.
Direct sales only. No pro-active
lead qualification. No customer
segmentation by size or industry.
Characterized by tendancy to
focus too far up-market. Long
sales cycles. Lack of "solution
specialist" capability results in
inability to overcome common ob
Ad-hoc organizational and
departmental behaviors with a
lack of internal alignment towards
achieving a common vision or
business objectives.
Product-Dependent
Focus & Ad-Hoc
Behavior
Mural's SaaS Key Success Factors ©
1
Today
David Ednie President & CEO
SalesChannel Europe Ph: +33 676 60 09 25 (FRA) Ph: +61 415 94 51 57 (AUS)
Email: [email protected] Website: www.saleschannel-europe.com