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Moving To The Cloud Means Business Transformation
The world has changed
Two
Questions?
1. Reality or illusion?




                          www.flickr.com/photos/tomwachtel/5765694718
2. Opportunity or threat?

         www.flickr.com/photos/squeakywheel/252715820
Is this
going to be
   Easy?
Small hint!
Moving To The Cloud Means Business Transformation
Game-Changer
The Game
The Game
Game Changer


Customers                        Economy
                  SaaS-Suite




               SaaS/Online Services
What is SaaS?


Software as a Service (SaaS) is a software
distribution model in which applications
are hosted by a vendor or service provider
and made available to customers over a
network, typically the Internet.



                SalesChannel Europe ©2012 All rights reserved   13
What is
driving
#1. The Post-PC area




www.flickr.com/photos/40137058@N07/4573180041
#2. Consumerisation of IT
SaaS = IT transformation
www.flickr.com/photos/e2conf/6348172393
Get it right
www.flickr.com/photos/winemegup/3641912321
Get it wrong




               www.flickr.com/photos/roome/3390682853
Always room for more




     www.flickr.com/photos/40137058@N07/4719315756
Moving To The Cloud Means Business Transformation
You feel like this?
Help! Where do I start?
think
dif erent
  f
“Every battle is won_
 before it is fought.”
                Sun Tzu
                544 - 496 BC
A fresh perspective
                      26
Strategic questions
If SaaS is the
 ANSWER
What is the
QUESTION?
What is the problem
for which you are
the SOLUTION?
Moving To The Cloud Means Business Transformation
1   The Buyer’s Journey


2   The End2End Customer Experience


3   SaaS Success Factors
Start with the Buyer’s Journey

                         Search
              Refer                   Find



         Support                         Qualify

                      Differentiate

         Up-sell                             Try



             Manage                   Buy
                         Activate
Start with the Buyer’s Journey
  Multiplier                                             Now or Never
                               Search                     Moments
  Moments
                    Refer                   Find




 B                                                            A
               Support                         Qualify

                            Differentiate
 Base          Up-sell                             Try      Acquire


                   Manage                   Buy
Keep or Lose                                             Make or Break
 Moments                       Activate                    Moments
Eliminating barriers to success




           34
1   The Buyer’s Journey


2   The End2End Customer Experience


3   SaaS Success Factors
Sales
Centric thinking
   The E2E
 Customer
Experience
WHAT
 and

HOW
Understand how they decide
Buyer Personas
Target different buyer personas
MIT Experiment
“I am the world's worst
salesman, therefore I
must make it easy for
customers to buy.”
                      F. W. Woolworth
         April 13, 1852 – April 8, 1919
Customer Experience Map
 Phases          Feelings         Memory   Impact on Loyalty

  WOW           “I Love it”        High     Share with Many


 Enjoyable       “I like it”       Mid       Share with few


Functional    “Works for me”       Low          Neutral


Uneventful         “OK”            None        Decrease


 Missed it    “I Don’t Like it”    Mid       66% decrease


Never Again      “I hate it”       High        100% Loss
Change your thinking




      www.flickr.com/photos/oriol_gascon/2172565951
The hard way
AND thinking
Child-like thinking




    www.flickr.com/photos/toekneesan/3847444842
Create simple
Value Propositions
Social media
Tipping the Funnel




Josh Bernoff & Charlene Li
                             Josh Bernoff & Ted Schadler
Avoid ‘Hole-in-one’ thinking




             www.flickr.com/photos/turbotoddi/2932650574
1   The Buyer’s Journey


2   The End2End Customer Experience


3   SaaS Success Factors
Saas Success Factors = Cloud Adoption
SaaS Success Factors




                SalesChannel Europe ©2012 All rights reserved   54
SaaS Success Factors: Do’s
1. Remember the Cloud = business model transformation
2. Get an Executive Sponsor
3. Use key monthly business metrics: CMRR, Churn and Cash flow
4. Measure Customer Acquisition Costs (CAC) and Customer Life
   Time Value (CLTV)
5. Separate ‘Hunters’ from ‘Farmers’
6. Focus your business Development efforts on Business Service
   Channels
7. Savvy Online Marketing is a core competence
8. Stay local. Local relationships/global solutions
9. The most important part of SaaS isn’t ‘Software’, it’s ‘Service’.
10.Evangelise, evangelise, evangelise
                        SalesChannel Europe ©2012 All rights reserved   55
SaaS Success Factors: Don'ts
1. Don’t think that this will be easy
2. Don’t think of SaaS as just an other new product
3. Don’t think customers are ready and waiting for your SaaS offers
4. Don’t have an “attach strategy”
5. Don’t make symmetric GTM investments
6. Don’t think everyone in your company will “walk the talk”
   Resulting in: Organisational issues, excessive time to execute, FUD
7. Don’t expect everyone to be able to move to the new world
8. Don’t keep the same motivation and compensation metrics
9. Don’t believe in certainty or practice “hole-in-one” thinking
10.Don’t forget that SaaS is a journey. Are you prepared to cross the
   desert?
                       SalesChannel Europe ©2012 All rights reserved   56
SaaS Success Factors

                        Business
                        Strategy
 Operations




                                                         SaaS Transformation
               Product &
              Development
                                                                               Aligned
                                                                                SaaS
                    Sales &                                                    Business
                   Marketing
   Support
                       Services
                       & Training

                       SalesChannel Europe ©2012 All rights reserved                      57
SaaS Mindset


  Old Paradigm                               New Paradigm
  Be rational                                Be passionate
  Be cautious                                Lead, don’t follow
  Aim to satisfy                            Aim to surprise
  Be practical                               Be unreasonable
  Innovate when necessary                    Innovate incessantly
  Get it mostly right                        Sweat the details
   Think like an engineer and               Think like an engineer and
  feel like an accountant                  feel like an artist


                        SalesChannel Europe ©2012 All rights reserved    58
SaaS Success Factors



Software
                           Service
    Past
                                 Future
                SalesChannel Europe ©2012 All rights reserved   59
Cloud adoption




SalesChannel Europe ©2012 All rights reserved
                                                www.flickr.com/photos/koffiemetkoek/6012189679
Cloud Business Reports




                     61
Cloud Adoption Advisor
SalesChannel Europe ©2012 All rights reserved   62
Major Cloud wins
SalesChannel Europe ©2012 All rights reserved           63
Cloud Jobs




SalesChannel Europe ©2012 All rights reserved                64
New Competitors
enter the market
               65
Taxi Driver




              SalesChannel Europe ©2012 All rights reserved   66
SaaS Acceleration Workshop Outputs


1. 7 KSFs Self-Scoring Matrix



1. Visioning Exercise: What will
   success look like in 2014



2. Identify key Enablers &
   Barriers to SaaS Success
                     SalesChannel Europe ©2012 All rights reserved
SaaS Acceleration Workshop Outputs


4. What is our Offer?
   Value Proposition


5. Who do we sell to and how
   do we Generate Demand?



6. Sales Acceleration Action Plan


                    SalesChannel Europe ©2012 All rights reserved
Failure
 comes early
 success
Takes time
Drive Execution Through Program Management



                                                                         Process Definition




     Program/ Project Definition                                         Governance

                         SalesChannel Europe ©2012 All rights reserved
Get it right
www.flickr.com/photos/winemegup/3641912321
Get it right




               www.flickr.com/photos/littlebabyjesus/123838009
SaaS-Suite




                        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

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