2. Accelerating Time to Revenue
Time to Market
•
•
•
•
•
•
•
•
•
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 Revenue
•
•
•
•
•
•
•
•
•
Customer
Demand generation and incubation programs
Adoption
Thought Leader/Influencer seeding programs
Getting talked about, creating a tipping point
Simple to purchase, easy to try before buy
Sales channels trained, enabled and activated
On-boarding innovators and early adopters
Creating a remarkable customer experience
Building buzz: recommendations & referrals
Maintaining buzz: staying connected to tribe

3. Customer Adoption
is the New ROI

4. Target early adopters
Think outside the box

5. Accelerating Customer Adoption of Cloud Services
Influencer/Adopter Programs
Influence Generation: Capture the hearts and
minds of Tech savvy early adopters, opinion
leaders and influencers
Early Adopter Market
Channel Partners
GTM Strategy & Business Plan
Channel readiness & activation
Demand Generation
Mainstream Market
DANGER - CHASM!
A
Build the buzz!!!!
B
•
•
•
•
•
•
•
Build sales channels
Create capacity
to service demand
Create a tipping point
Technology
Innovators
2%
Distributors
Retailers
Resellers
VARs
Service Providers
System Integrators
Consulting Partners
Visionaries
Pragmatists
Conservatives
Sceptics
14%
34%
34%
16%
PERCENTAGE OF POPULATION
Technology Vendors
TIME

6. The old Golden Rule in Sales was:
Find out what your customers
want, and give it to them.

7. The new Golden Rule in Sales is:
Give your customers the ability to
do what they can’t currently do
but would want to if they only
knew it was possible.

8. Capture their imaginations
www.flickr.com/photos/camdiluv/5788194542

9. Get it right
www.flickr.com/photos/winemegup/3641912321

10. Get it wrong
www.flickr.com/photos/roome/3390682853

11. Think outside the box

12. Get professional advice

13. What is your Growth Strategy?

14. Growth strategy
www.flickr.com/photos/12023825@N04/2898021822

15. 1
Growth Mindset
2
Product Market Fit
3
Customer Adoption

16. Future focus

18. You can’t teach an old dog new tricks

19. OLD THINKING
X
NEW TECHNOLOGY
=
FAIL

20. Overcoming barriers to change

21. Where are you on the curve?
Where are you on the curve - ahead or behind, which is the essence of strategy.
Behind:
If you are behind the curve and chasing the market
then you have ceded a great deal of control and you
must have the ability to execute and be very agile in
execution. Your bets are defined. Your strategic
posture is reactive and defensive.
Ahead:
If you are ahead of the curve you are trying to drive
the market, which requires a very different agility there you require a set of controlled bets in execution
with the ability to constantly probe the frontier and
execute on success. Here you are reacting to yourself
and your direction instead of where others have been.

22. Disruptive Opportunity Matrix
New
Extend
White
Space
Defend
Extend
Products
Current
Current
Customers
New
Source: Create Marketplace Disruption by Adam Hartung, Pearson Education, Inc. 2009

23. Keep it simple
www.flickr.com/photos/xrrr/2321685873

24. Meaningful usage scenarios
www.flickr.com/photos/toniblay/52445415

25. Align Business Value with Buyer Personas
Source: IBM Institute for Business Value analysis, 2012

26. “Customers are completing
57% of a buying cycle before
ever coming into contact with
a sales rep.”
- A CEB study of more than 1,400 customers

27. Agile

28. Adaptive

29. Anticipate change

30. Adapt and adjust

31. Transformational change

32. 1
Growth Mindset
2
Product Market Fit
3
Customer Adoption

33. Build a better mouse trap
www.flickr.com/photos/clementlivolsi/4596430458

34. “If I had asked people what
they wanted, they would
have said faster horses.”
- Henry Ford
1863 - 1947

35. Clarity of vision

36. Differentiation: 3 Levels of Perceived Value
3
2
1
E2E
Customer Experience
Support Services
Basic
Product/Service
Your Cloud
Services
Basic Product/Service:
• Technology
• Price performance
• Product quality
Support Services:
• Levels of support
• Quality of service
• Systems
• Processes
E2E Customer Experience:
• People
• Perceived value
• High touch
• Exceed customer expectations
• Delight and astound customers

37. Go-To-Market Leadership Design
Products
Services
Customer
Experience

38. Rackspace

39. 1
Growth Mindset
2
Product Market Fit
3
Customer Adoption

40. Educate

41. Inspire

42. Inspire early adopters

43. Know your early adopters
www.flickr.com/photos/poptech2006/2972685098

44. Problem Solving Lifecycle
source: www.corporatevisions.com

45. Marketing and Sales Alignment
source: www.corporatevisions.com

46. Acceleration adoption =
Take a high level view
eliminating barriers to growth

47. Thinking at 3 Time Horizons
Business Transformation
Business
Drivers
Executive
Management
Operations
Operational
Needs
Thinking Time Horizon
Drivers of change
Operational Excellence
Organisation
Value
Cost
Price

48. Go-To-Market Mapping
Partnership
Profiles
Technology
Partners
OEMs
Channel Structure
TEMs
Services Providers
Residential & Enterprise
Customers
SI&NI /Geographic
Partnerships
T1
MNC
System Integrators & Network
Integrators
T2
ENT
T1 Partners
T3
SME
VSP
Strategic Alliances
VSE
Direct Sales / BCS
Smaller SPs & ASPs
TEMs:
MyCall® Telephony & Video
MyCall® Media
MyCall® Triple Play
Secured IP Trunking & VPN
IPCentrex™ Telephony & Video
IPCentrex™ Telephony & Video
Contact Center & IVR
 Nokia
 Alcatel
 Sonus
 Siemens
 Nortel
 Huawei
 Ericsson
SIs:
 Logica/CMG
 T-Systems
 Atos/Origin
 Capgemini
 Accenture
 HP / IBM
 Local /Global SIs
 Local SIs
NIs:
 Telindus
 Getronics
 PABX Installers
 Local NIs
T1 Partners:
 HP
 IBM
 BEA
ASP (W/S):
 Private Label
Influencers:
 BEA
 Microsoft
 Oracle
 Intel
 Industry A’lysts
Service Providers Types:
 Incumbents
 Tier 1 Operators
 Alternate Operators:
Tier 2/3
 ISPs
 VSPs, VNOs
 Mobile Operators
 MVNO. MVNE
 ASP
Residential
Customer Segmentation:
 MNC: multiple Int’l sites
 ENT: 500+ ext
 SME: 20-500 ext
 Retail: 10-20 ext
 VSE: 2 -10 ext
 Residential

49. Customer Experience Mapping

50. Get it right
www.flickr.com/photos/winemegup/3641912321

51. David R Ednie
President & CEO
SalesChannel Europe
Ph: +33 676 60 09 25 (FRA)
Email: david@saleschannel-europe.com
Website: www.saleschannel-europe.com
www.flickr.com/photos/horacio/3781750