GTM Transformation: Overcoming the 5 Key Barriers to Growth

2. Desired Outcomes from Today’s Session:
• Understand key GTM Tools in the GTM Toolkit
• Rethink your GTM strategy and action plan
GTM Transformation
• Know how and when to use them

3. Barriers to GTM Innovation:
• We are all blinded by our own expertise
• You can't learn what you think you already
know
Transformation = Innovation
• It’s OK to fail if you capture and apply
insightful learnings. Experimental culture

4. Smart companies
Harness the Disruption
Transformation = Innovation

5. 2 Models in collision
CORE Business:
• Slow change
• Rules
• Risk averse
• Transaction oriented
Digital Experience:
• Rapid change
• Experimentation
• Risk tolerance
• Outcome oriented
Traditional
Mindset
Digital
Mindset
vs

6. The problem is that
customers don’t buy
the way we sell

7. Customers can’t find you
1
Customer don’t want what you are selling
2
Customers don’t understand how you are different
3
Customers don’t reach buying decisions4
Customer don’t want to buy through your channel
5
5 Major Barriers to Growth:
Create Systems of Engagement
Sell Business Outcomes
Differentiate at 3 Levels of Perceived Value
Help your customers to join the dots
Build an eco-system of Partners who add value

8. Be Findable!
2. Join the conversation they are already having
Great Marketing
1. Meet customers where they are
(It’s all about them and not you)

9. Demand Creation

10. source: www.corporatevisions.com
Marketing Today = Sales Tomorrow

11. source: www.corporatevisions.com
1
Marketing Today = Sales Tomorrow
• Challenge them
• Destabilise them
• Challenge the status quo
• Get them out of comfort zone
• Take them to the negative
future
• Sell your insights
• Take them to the negative
future
• Create a sense of urgency
• Monetise the cost of delay
• Take them to the beach
• Guide them to take action
• Take the order
• Provide evidence
• Cost justify
• Lead them through the
process
• Take them to the beach
• Sell your insights
• Sell your experience
2 3

12. 12
Demand Generation Campaign Exercise

16. You’ve got followers

17. Example

19. No 1 Challenge in Digital Marketing?
Producing engaging content
consistently
CONSTANTLY
and

20. Customers can’t find you
1
Customer don’t want what you are selling
2
Customers don’t understand how you are different
3
Customers don’t reach buying decisions4
Customer don’t want to buy through your channel
5
5 Major Barriers to Growth:
Create Systems of Engagement
Sell Business Outcomes
Differentiate at 3 Levels of Perceived Value
Help your customers to join the dots
Build an eco-system of Partners who add value

21. Sell the Problem
Not the Solution

22. Sell the Problem not the Solution

23. Business Continuity vs £100M Loss

24. Sell the problem, not the Solution
1. Problems they don’t want
2. Results they don’t have
Only two types of messages attract the interest
of your ideal prospects:

25. Sales Transformation
OLD NEW
The IT Buyer The Business Buyer
Selling into CapEx Budgets Selling into OpEx Budgets
Technical Expertise Business Expertise
Geographic Sales Territories Vertical Industry Territories
Selling Features Selling Results
Fixed-Price Contracts Outcome-Based Contracts
Demonstrating Features Business Process Discussions
Your Complexity and
Underlying Architecture
Your Consumption Model
and Service Capability
Maintenance Contracts "Apps Mindset"
Face2Face Sales Skills Social Media Knowledge
Source: Consumption Economics: The New Rules of Tech by
J. B. Wood, Todd Hewlin and Thomas Lah, 2011

26. Selling Business Outcomes (Examples)
• Increased revenues or profitability
• Faster time to market
• Decreased costs
• Improved operational efficiency
• Revitalizing the organization
• Enhancing customer loyalty
• Increased market share
• Decreased employee turnover
• Improved customer retention levels
• Increased competitive differentiation
• Faster response time
• Decreased operational expenses
• Increased sales per customer
• Improved asset utilization
• Faster collections
• Reduced cost of goods sold
• Minimized risk
• Additional revenue streams
• Improved time-to-profitability
• Increased billable hours
• Reduced cycle time
• Increased inventory turns
• Faster sales cycles
• Reduced direct labor costs

27. • Functional benefit
• Economic benefit
• Emotional benefit
Compelling Value Proposition

28. Customers can’t find you
1
Customer don’t want what you are selling
2
Customers don’t understand how you are different
3
Customers don’t reach buying decisions4
Customer don’t want to buy through your channel
5
5 Major Barriers to Growth:
Create Systems of Engagement
Sell Business Outcomes
Differentiate at 3 Levels of Perceived Value
Help your customers to join the dots
Build an eco-system of Partners who add value

29. Why differentiate?
1
Industry view
Digital Disruption = Business
Transformation. Tidal Wave
of business change that’s
happening right now. How
are you going to position
yourself to profit from it?
3
Customer view
Easier to find, engage with,
buy from Cloud Service
Providers that offer services
that lead with their customers
desired business outcomes.
2
Business view
Businesses that successfully differentiate
themselves or their products/services have:
• Higher revenues
• Better margins
• Lower selling costs
• Less price pressure
• Less discounting
• Avoid commoditization
• Lower levels of churn
• Happier customers
• Happier employees
• Higher market valuations
• Happier investors and
shareholders

30. Stand out from the crowd

31. Avoid the red ocean

32. Navigate
to blue
oceans

33. Differentiate or die

34. Cart before the horse

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

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

37. 3 levels of clarity

38. Differentiation: 3 levels of perceived value
Basic Offer
Technology
Price performance
Product quality
1
Professional Services
Levels of support
Quality of service
Systems
Processes
2
E2E Customer Experience
People
Perceived value
High touch
Exceed customer expectations
Delight and astound customers
3
1
2
3
Your
Cloud
Services

39. Price vs Value

40. Example

42. Competitive separation
What makes
you different?

43. Customers can’t find you
1
Customer don’t want what you are selling
2
Customers don’t understand how you are different
3
Customers don’t reach buying decisions4
Customer don’t want to buy through your channel
5
5 Major Barriers to Growth:
Create Systems of Engagement
Sell Business Outcomes
Differentiate at 3 Levels of Perceived Value
Help your customers to join the dots
Build an eco-system of Partners who add value

44. Join-the-dots

45. • Accept that they need to change
• Leverage your Visual Evidence Department (Marketing)
• Build a library of:
• Customer References
• Customer success stories
• Customer Video testimonials
• Create an Unpaid Sales Force
Help your customers to join the dots

46. Customers can’t find you
1
Customer don’t want what you are selling
2
Customers don’t understand how you are different
3
Customers don’t reach buying decisions4
Customer don’t want to buy through your channel
5
5 Major Barriers to Growth:
Create Systems of Engagement
Sell Business Outcomes
Differentiate at 3 Levels of Perceived Value
Help your customers to join the dots
Build an eco-system of Partners who add value

47. • Trusted Advisor
• Solutions, Expertise, Industry knowledge, Support
• Own the end customer relationship
• Enhance the E2E Customer Experience
• Extend or Augment your Value Proposition
• Deliver real and measurable Value to the End Customer
Build an eco-system of Partners who Add Value
How do they add value To End Customers?

48. Differentiation: 3 levels of perceived value
Basic Offer
Technology
Price performance
Product quality
1
Professional Services
Levels of support
Quality of service
Systems
Processes
2
E2E Customer Experience
People
Perceived value
High touch
Exceed customer expectations
Delight and astound customers
3
1
2
3
Your
Cloud
Services

49. • Can they sell? Extend your sales coverage?
• Take you into new markets; segments, verticals, geo’s?
• Add IP, Industry expertise. Local support?
• Provide new customer requirements & market insights?
• Provide you with new business at lower selling costs?
Build an eco-system of Partners who Add Value
How do they add value To You?
1. Partner Recruitment Checklist
2. Partner Value Proposition
2 Key Tools:

50. 1. Create Systems of Engagement
2. Sell Business Outcomes
3. Differentiate at 3 Levels of Perceived Value
4. Help your Customers to join the dots
5. Build an eco-system of Partners who Add Value
Quick Review:
Competing to remain relevant to tomorrow’s customers

51. Where do I go
from here?

52. SalesChannel Europe ©2017 All rights reserved
Cloud Services GTM and Sales Acceleration Workshops Worldwide
“The final Workshop deliverable was a GTM Action Plan that mapped to functional owners
in Marketing, Sales and Support. What I witnessed over those 2 days was remarkable and
transformational. The workshop exceeded my expectations on multiple levels and this was
shared by all participants who came away inspired and energized.!"
Nick Sone, Director Cloud, Optus, Australia
Who is David Ednie? What do clients say?
Christian Winther, CEO, Hostnordic Group
“The workshop defined major changes for the company in the light of the market
development and the management team went back, rewrote the Corporate Strategy,
defined 5 Key Workstreams and implemented the changes over a short period of time.
David was an inspiration for the whole process and the future strategy. As he said: The
answer is in the room!”
“In a fast changing world, planning is the first critical step to successful evolution and
change. I feel very fortunate that David Ednie assisted Interactive through our important
planning workshops. His energy, experience and technical knowledge were critical to the
step-changes we achieved – he challenged us to find new ways to think and solve
problems. I highly recommend David as brilliant facilitator.”
Christopher Ride, Managing Director, Interactive Pty Ltd
David R Ednie is President and CEO of SalesChannel Europe. He is acknowledged
as an expert in Cloud GTM Strategy and Execution, Cloud Sales Acceleration,
Acceleration of Customer Adoption of Cloud Services and End2End Customer
Experience. David has over 25 years international business experience working in
culturally diverse markets in Europe, the Middle East, Africa, Central and Eastern
Europe and Australia.
• GTM Leadership and Execution
• Over 90 Partner Engagements
• 23 Countries
“The workshop concept provides a sustainable framework with a clear path for successful
implementation. We work very closely with David to educate our Top Direct CSPs and
transform them to leading Managed Service Providers.”
Thilo Kraus, CSP Program Lead, Microsoft Germany
Offer
Definition
Workshops
GTM
Workshop
Programs
Demand
Creation
Campaigns
Sales
Execution

54. Get it right…

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