adapt or die: hybrid cloud means the end of business as usual

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Industry Cloud Adoption

Customer Cloud Adoption

4

Digital Transformation - Obstacles and

Challenges*

*Source: Saugatuck Technology, “Digital Business” Survey(Nov. 2014, N=102 “C-level” IT / Bus. / Finance Leaders)

Your job is this

“Change is difficult.Not changing is fatal”

- William Pollard

“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

Customer Adoption

The end of Business as Usual

Digital Disruption

Disrupt or be Disrupted

Disrupt or Delight?

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?”

Defending the past

Disruptive thinking

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

Hybrid Thinking Toolkit

ChangeCultureCustomerCo-creationCreativityCollaboration

DeliveryDeployment

© SalesChannel Europe, 2015

Value Migration

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

Get it right

Get it wrong

The status quo is not a growth strategy

ExtendWhiteSpace

Defend Extend

Disruptive Opportunity Matrix

Current New

Source: Create Marketplace Disruption by Adam Hartung, Pearson Education, Inc. 2009

Products

Customers

Current

New

Strategic choices

DelusionalThinking

Irrational complacency

Excessive short-term planning

OLD THINKING

NEW TECHNOLOGY

FAIL

X

=

Think outside the box

Think outside the box

www.flickr.com/photos/12023825@N04/2898021822

Growth strategy

- 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

Prisoners of the past

Overcoming change

Destination Thinking

Chance mindset

Compete for the future, not just

the present

“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.”

Move to tomorrow’s battleground

Ride the next wave

You can’t teach an old dog new tricks

Old dog, new tricks

VP of GrowthVP Hosted Services

VP of CustomerSuccess

Expired thinking

Adapt or Die?

Which will get you to your

2016 Revenue Goal?

a)Staying the Course or

b) Making a Change?

Prisoner of the past?

Reset your thinking

Dilemma of choice

“The rate of change inbusiness today really putsyou at a disadvantage if

you make long-terminvestments in anything.”

- unknown

Business uncertainty

BusinessBusiness uncertainty

Disruptive change

Future reality

Change has happened

Old reality

New reality

Hybrid thinking

Create a Hybrid Mindset1

Selling Business Outcomes2

Differentiate or Die3

Help your customers to join the dots4

Building a culture of growth5

Navigating Change

Anticipate change

Business Agility

Conventional thinking

Adapting to change

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.

Hybrid Business Thinking

= Customer Acquisition

+ Demand Capture

Demand Creation

Hybrid Thinking

Hybrid pioneers

Hybrid Thinking

Hybrid pioneers

Hybrid reality

Game Changer #1

Selling what

you host

Selling what the

customer needs

Create a Hybrid Mindset1

Selling Business Outcomes2

Differentiate or Die3

Help your customers to join the dots4

Building a culture of growth5

Product

Place

Price

Promotion

4P's

Solution

Access

Value

Education

SAVE

Educate

Inspire

Create a sense of urgency

Purchase

before Adoption

Adoption

before Purchase

Access Assets

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

Game Changer #2

Selling what

the customer

needs

Selling

Business

Outcomes

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

Build a better mouse trap

www.flickr.com/photos/clementlivolsi/4596430458

“If I had asked people whatthey wanted, they wouldhave said faster horses.”

- Henry Ford

1863 - 1947

3 levels of clarity

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

Price vs Value

Products ServicesExperienceCustomer

Competitive separation

Game Changer #3

Products

& Services

The E2E

Customer

Experience

Create a Hybrid Mindset1

Selling Business Outcomes2

Differentiate or Die3

Help your customers to join the dots4

Building a culture of growth5

The problem is that customers don’t buy

the way we sell

The Buying Decision Process

Search

Find

Qualify

Try

Buy

Activate

Manage

Up-sell

Support

Refer

The Customer Adoption Cycle

The Adoption Cycle

Cloud Adoption starts here

Evolution

Devolution

Customer Adoption

Game Changer #4

The Sales

Cycle

The Customer

Adoption Cycle

Create a Hybrid Mindset1

Selling Business Outcomes2

Differentiate or Die3

Help your customers to join the dots4

Building a culture of growth5

Moving into an uncertain future

Organisations don’t

change - people do

Do your people feel like this?

Belief systems

Possibility Mindset

Predictive Mindset

Adaptive Mindset

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

Growth Mindset

Adaptive Thinking

Adaptive Thinking

Adaptive Thinking

Game Changer #5

Fixed

Mindset

Growth

MindsetPredictive

Thinking

Adaptive

Thinking

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

Future reality

Hybrid thinking

Get it right

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