adapt or die: hybrid cloud means the end of business as usual
TRANSCRIPT
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Digital Transformation - Obstacles and
Challenges*
*Source: Saugatuck Technology, “Digital Business” Survey(Nov. 2014, N=102 “C-level” IT / Bus. / Finance Leaders)
“The past cannot be changed.
The future is still in your power.”
- Hugh Lawson White
(1773-1840) American Politician
Drivers of Digital Disruption:
1. Mass Adoption of Digital Technology
2. The Age of the Customer
3. B2B-> B2C -> The Engagement Economy
Digital Disruption
Don't seek to Disrupt, seek to Delight
- Jeff Bezos
"Disruption is a consequence of customers
liking the new way." So the question
becomes and our mind-set is: "How do we
delight customers?”
If there is one thing that is certain
about the future it is this:
Sticking to the status quo will grow
increasingly expensive.
Is the riskiest place to be.SAFE
ChangeCultureCustomerCo-creationCreativityCollaboration
DeliveryDeployment
© SalesChannel Europe, 2015
Horizon 10 - 6 months
Horizon 26 - 12 months
Horizon 312 - 36 months
Hybrid Thinking at 3 Time Horizons
Selling what you have:
• Winning deals with
your current Hosted
ServicesBuilding Tomorrow’s Business:
• Exploiting Industry trends
• Understanding customer’s
Industry challenges
• Collaborating with customers
• Delivering Hybrid solutions
Selling what customers want:
• Providing solutions to Customer’s
business challenges
• Hybrid Value Propositions
• Selling Business Outcomes
ExtendWhiteSpace
Defend Extend
Disruptive Opportunity Matrix
Current New
Source: Create Marketplace Disruption by Adam Hartung, Pearson Education, Inc. 2009
Products
Customers
Current
New
- Peter Drucker
“The greatest danger in
times of turbulence is not
the turbulence - it is to act
with yesterday’s logic”.
The Challenge of Change
“Today’s customers are online
explorers, seeking out online ratings,
peer reviews, videos and in-depth
product details as they move through
the buying decision process.”
Adapt or Die?
Which will get you to your
2016 Revenue Goal?
a)Staying the Course or
b) Making a Change?
“The rate of change inbusiness today really putsyou at a disadvantage if
you make long-terminvestments in anything.”
- unknown
Business uncertainty
Create a Hybrid Mindset1
Selling Business Outcomes2
Differentiate or Die3
Help your customers to join the dots4
Building a culture of growth5
Today Buy is Reality.
Hybrid Business Thinking
"Nothing gets a room of techies going likea good old build versus buy debate."
Therefore customer acquisition becomes
your #1 Business Imperative.
Create a Hybrid Mindset1
Selling Business Outcomes2
Differentiate or Die3
Help your customers to join the dots4
Building a culture of growth5
Sales Transformation = Selling Business Outcomes
OLD NEWThe 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
Create a Hybrid Mindset1
Selling Business Outcomes2
Differentiate or Die3
Help your customers to join the dots4
Building a culture of growth5
http://tabernaclefortoday.files.wordpress.com/2012/03/cart_before_the_horse.jpg
Cart before the horse
“If I had asked people whatthey wanted, they wouldhave said faster horses.”
- Henry Ford
1863 - 1947
Basic Product/Service:• Technology• Price performance• Product quality
E2E Customer Experience:• People• Perceived value• High touch• Exceed customer expectations• Delight and astound customers
12 Support Services
3E2E
Customer Experience
Differentiation: 3 Levels of Perceived Value
BasicProduct/Service
Support Services:• Levels of support• Quality of service• Systems• Processes
Your Cloud Services
Create a Hybrid Mindset1
Selling Business Outcomes2
Differentiate or Die3
Help your customers to join the dots4
Building a culture of growth5
Create a Hybrid Mindset1
Selling Business Outcomes2
Differentiate or Die3
Help your customers to join the dots4
Building a culture of growth5
Fixed Mindset Growth Mindset
Intelligence is static Intelligence can be developed
Leads to a desire to look smart and
therefore a tendency to:
Leads to a desire to learn and therefore a
tendency to:
avoid challenges embrace challenges
give up easily due to obstacles persist despite obstacles
see effort as fruitless see effort as path to mastery
ignore useful feedback learn from criticism
be threatened by others’ success be inspired by others' success
Mindset Shift
*source: Carol S. Dweck, Ph.D
1. Create a Hybrid Mindset
2. Selling Business Outcomes
3. Differentiate or Die
4. Help customers "join the dots"
5. Building a culture of growth
Quick Review:
4Ps -> S A V E, Assets vs Access
Differentiation: 3 Levels of Perceived Value
Align all Sales & Mktg actions
Focus on customer outcomes
Competing to remain relevant to tomorrow’s customers
Predictive -> Adaptive thinking
www.flickr.com/photos/horacio/3781750
David R Ednie
President & CEO
SalesChannel Europe
Ph: +33 676 60 09 25 (FRA)
Email: [email protected]
Website: www.saleschannel-europe.com