Exploit the SaaS window of opportunity. What are the barriers to moving to the cloud? Platform, Processes or People? Clearly at least to some degree all 3 play a role in a successful migration. As with any change initiative getting people fully on board and sharing a common vision of the future is vital and that means migrating mindsets and behaviours to ensure successful deployment and effective usage across the organsation.

1. The SaaS window
of opportunity
www.flickr.com/photos/myklroventine/3764110233

2. How do you get there?
www.flickr.com/photos/myklroventine/480909743

3. Create a GTM Blueprint

4. Rethink your business

5. Identify barriers to entry
www.flickr.com/photos/myklroventine/480909595

6. The Brain

7. Change your thinking
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8. 1. Limiting beliefs
8

9. 2. Constraint-based thinking
www.flickr.com/photos/talllguy/878668889

10. www.flickr.com/photos/64958688@N00/4350674487

11. Playful thinking
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12. Recognise the past
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13. Focus on the future
13

14. 3 Time Horizons:

15. Paint a compelling picture
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16. Create a Value Innovation Curve

17. Target key customer groups
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18. Buyer Personas
18

19. Messaging and positioning

20. Mural’s 8 Key Success Factors
SaaS GTM Key Success Factors
Competitive Online Customer Direct/Indirect Sales Organizational
Level Differentiation Messaging & Positioning Packaging & Pricing Web-Driven Demand Generation Experience Process Effectiveness Focus & Behavior
Provider has created true Blue Vertical (e.g. Real Estate), Micro-market specific Micro-market sales sites for Micro-market specific demand Integrated up-sell and cross-sell Vertical or micro-market focused Organization is designed and
Ocean (aka uncontested market Horizontal specialization (e.g. packaging/bundling of service specific vertical markets (e.g. real- generation campaigns with activities into customer "control channel partners with lead flow internally aligned for change.
space) by differentiating along a Finance), or other micro-market with vertically focused add-ons. estate). Fully integrated PPC/SEOintegration across all forms of panel". Pro-active and ongoing integrated into micro-marketing Specific processes for continuous
unique axis that reaches beyond specific positioning. User focus Market research used to and pro-active analysis of web- demand generation (e.g. PPC, customer feedback management campaigns. Channel partner improvement. Healthy balance of
current market boundaries and groups or surveys are pro-actively understand customer price-point analytics Banner Ads, email, direct mail, (surveys of customer panels by branded sales sites. Integration of management (stability) and Target Market
5 existing demand used to incorporate customer sensitivities. print) segment to assess overall channel partner into knowledge leadership (fostering change). Focused w/
(Optimized) feedback into product life-cycle. customer experience, satisfaction, base, live chat, etc. Continuous
and future needs). Improvement
Provider has differentiated with a Best Practice positioning based Some type of unique Differentiated sub-sites and/or Demand generation campaigns Integrated online knowledge-base Integrated lead/opportunity flow Strong executive sponsorship for
vertical market focus with vertical on a well-defined messaging & differentiation of packaging or landing pages aligned with best- drive to a specific sub-site or and live-chat for both sales for channel partners. Mature improving existing offerings and
(or micro-market) specific add-on position framework (see pricing that sets the provider apart practice positioning of value landing page. All campaign support and post-sales support. process for lead qualification and adding new value-added service
capabilities/features. template). Customer centric of the reset of the pack. proposition according to activities are well coordinated and Pro-active email communication routing of leads. Customer offerings. Proven organizational Transition Phase -
positioning that blends customer- messaging & positioning integrated. Pro-active PPC/SEO during first 30-60 days provides segmentation and qualification agility and rapid time-to-market in Focused on
4 benefit as the solution for the framework campaign management with training, tips, tricks, etc. "drives" the opportunity response to competitive threats. Competitive
(Competitive) customer pain point/problem. periodic (e.g. bi-weekly) management. Willing to "walk Differentiation &
refinement. away" from bad opportunities.
Discrete
Improvements
Provider has differentiated from Customer centric positioning with Small number (2-3) of different Best-practice site that allows Makes use of pro-active Self-guided sales experience, Pro-active management of direct Organizational alignment around
the competition by bundling Benefits (e.g. Anytime, Anywhere customer/user "plans" that align customers to 1) Search; 2) Find; PPC/SEO campaigns. All demandself-admin capabilities, no barriers sales, inside sales, and channel business objectives and customer
additional services or capabilities access), then supporting benefits correctly with end-user or 3) Self Qualify; 4) Try (Free Trial generation activities lead to one to sale via web, or phone. Easy partners. Focus on customer needs. Organizational ability to
not offered by the competition. points, then features as customer personas. Value where possible); 5) Make the place -- the web-site. signup and activation. segmentation and lead repeatedly follow a relatively short
appropriate. Consistent differentiation between different buying decision; 6) Buy; 7) qualification. Pro-active training. and defined life-cycle for the End-Customer
3 application of messaging price plans is clear and Activate. Web-site is the focal Overlay sales team with deep successful introduction of new or Focused &
(Predictable) throughout ALL collateral. significant. point of the business. solution expertise supports all revised product offerings.
Service-Driven
channels.
Provider's offering is functionaly Still product and feature centric Competitive pricing and correct Customers can search, find, and PPC/SEO and other demand Self-guided signup, support, Direct Sales, indirect channels, Good executive leadership in
equivalent to that of other positioning with progress towards packaging, but actively working to buy. Provider is actively working generation capabilities are and/or self-administration but telesales, but with ineffective place and committed to drive
providers, resulting in a "my customer-centric benefits eliminate other inhibitors (e.g. to ensure that all of the leveraged, but with some inhibited in some way -- e.g. processes for lead qualification change and improve business
feature X beats your feature X" positioning. Typically a lack of contract minimums). information required to make a inhibiting factors that limit their overly complex registration and routing of leads to "best performance by driving
competitive differentiation tactic, consistent application of successful buying decision is on effectiveness (e.g. mismatch process, complex activation. qualified" channel. Provider is improvements in accordance with
but ultimately resulting in a price- messaging across all channels the site and correctly presented, between PPC terms and landing Active progress is being made to actively working to train sales and the "key success factors". Transition Phase -
2
competitive sale. and collateral. eliminating any final inhibitors to page positioning). Active progress eliminate remaining inhibitors. revise processes to improve Focused on Initial
(Inhibited) selling. is being made to eliminate effectiveness. Change
remaining inhibitors.
Provider is offering the exact Positioning is completely product Typically characterized by Customers are unable to find No PPC/SEO campaigns. Other No self-signup capability, direct Direct sales only. No pro-active Ad-hoc organizational and
same service offering as other and feature centric. Positioning is uncompetitive pricing, minimum offering, presentation is confusing,demand generation activities (e.g. sales interaction required. No lead qualification. No customer departmental behaviors with a
providers (perhaps based on effective only for customers who contract terms, minimum # of no online self-subscription is Print ads, direct mail, etc) do not offering self-administration. segmentation by size or industry. lack of internal alignment towards
third-party technologies) with no already know what they need and users, confusing pricing, too many available. leverage the web-site. Characterized by tendancy to achieving a common vision or
opportunity for true differentiation, are already familiar with the tiers of service, multiple tiers focus too far up-market. Long business objectives.
resulting in a Red Ocean in which specific application domain. instead of "add-on" options. sales cycles. Lack of "solution Product-
1
the only remaining competetive specialist" capability results in Dependent Focus
(Ineffective) differentiator is price. inability to overcome common & Ad-Hoc Behavior
objections.

21. The Mural KSF’s in Action
Mural's SaaS Key Success Factors ©
1 BDS Level
Competitive
Differentiation
Provider has created true Blue
Messaging & Positioning
Vertical (e.g. Real Estate),
Packaging & Pricing
Micro-market specific
Web-Driven
Micro-market sales sites for
Demand Generation
Micro-market specific demand
Online Customer
Experience
Integrated up-sell and cross-sell
Direct/Indirect Sales
Process
Vertical or micro-market focused
Organizational
Effectiveness
Organization is designed and
Focus & Behavior
1. Take the Mural KSFs and refine them
Ocean (aka uncontested market Horizontal specialization (e.g. packaging/bundling of service specific vertical markets (e.g. real- generation campaigns with activities into customer "control channel partners with lead flow internally aligned for change.
space) by differentiating along a Finance), or other micro-market with vertically focused add-ons. estate). Fully integrated PPC/SEO integration across all forms of panel". Pro-active and ongoing integrated into micro-marketing Specific processes for continuous Target Market
5 unique axis that reaches beyond specific positioning. User focus Market research used to and pro-active analysis of web- demand generation (e.g. PPC, customer feedback management campaigns. Channel partner improvement. Healthy balance of Focused w/
(Optimized) current market boundaries and groups or surveys are pro-actively understand customer price-point analytics Banner Ads, email, direct mail, (surveys of customer panels by branded sales sites. Integration of management (stability) and Continuous
existing demand used to incorporate customer sensitivities. print) segment to assess overall channel partner into knowledge leadership (fostering change).
Improvement
feedback into product life-cycle. customer experience, satisfaction, base, live chat, etc.
and future needs).
Provider has differentiated with a Best Practice positioning based Some type of unique Differentiated sub-sites and/or Demand generation campaigns Integrated online knowledge-base Integrated lead/opportunity flow Strong executive sponsorship for
vertical market focus with vertical on a well-defined messaging & differentiation of packaging or landing pages aligned with best- drive to a specific sub-site or and live-chat for both sales for channel partners. Mature improving existing offerings and Transition Phase -
based on the type of provider (pure
(or micro-market) specific add-on position framework (see pricing that sets the provider apart practice positioning of value landing page. All campaign support and post-sales support. process for lead qualification and adding new value-added service Focused on
4 capabilities/features. template). Customer centric of the reset of the pack. proposition according to activities are well coordinated and Pro-active email communication routing of leads. Customer offerings. Proven organizational Competitive
(Competitive) positioning that blends customer- messaging & positioning integrated. Pro-active PPC/SEO during first 30-60 days provides segmentation and qualification agility and rapid time-to-market in Differentiation &
benefit as the solution for the framework campaign management with training, tips, tricks, etc. "drives" the opportunity response to competitive threats.
Discrete
customer pain point/problem. periodic (e.g. bi-weekly) management. Willing to "walk
refinement. away" from bad opportunities. Improvements
Provider has differentiated from Customer centric positioning with Small number (2-3) of different Best-practice site that allows Makes use of pro-active Self-guided sales experience, self- Pro-active management of direct Organizational alignment around
the competition by bundling Benefits (e.g. Anytime, Anywhere customer/user "plans" that align customers to 1) Search; 2) Find; PPC/SEO campaigns. All demand admin capabilities, no barriers to sales, inside sales, and channel business objectives and customer
play, hosters, telcos) and specific
additional services or capabilities access), then supporting benefits correctly with end-user or 3) Self Qualify; 4) Try (Free Trial generation activities lead to one sale via web, or phone. Easy partners. Focus on customer needs. Organizational ability to End-Customer
3 not offered by the competition. points, then features as customer personas. Value where possible); 5) Make the place -- the web-site. signup and activation. segmentation and lead repeatedly follow a relatively short
Focused & Service-
(Predictable) appropriate. Consistent differentiation between different buying decision; 6) Buy; 7) qualification. Pro-active training. and defined life-cycle for the
application of messaging price plans is clear and Activate. Web-site is the focal Overlay sales team with deep successful introduction of new or Driven
throughout ALL collateral. significant. point of the business. solution expertise supports all revised product offerings.
channels.
Provider's offering is functionaly Still product and feature centric Competitive pricing and correct Customers can search, find, and PPC/SEO and other demand Self-guided signup, support, Direct Sales, indirect channels, Good executive leadership in
equivalent to that of other positioning with progress towards packaging, but actively working to buy. Provider is actively working generation capabilities are and/or self-administration but telesales, but with ineffective place and committed to drive
providers, resulting in a "my customer-centric benefits eliminate other inhibitors (e.g. to ensure that all of the leveraged, but with some inhibited in some way -- e.g. processes for lead qualification change and improve business
environment.
feature X beats your feature X" positioning. Typically a lack of contract minimums). information required to make a inhibiting factors that limit their overly complex registration and routing of leads to "best performance by driving Transition Phase -
2
competitive differentiation tactic, consistent application of successful buying decision is on effectiveness (e.g. mismatch process, complex activation. qualified" channel. Provider is improvements in accordance with Focused on Initial
(Inhibited) but ultimately resulting in a price- messaging across all channels the site and correctly presented, between PPC terms and landing Active progress is being made to actively working to train sales and the "key success factors". Change
competitive sale. and collateral. eliminating any final inhibitors to page positioning). Active progress eliminate remaining inhibitors. revise processes to improve
selling. is being made to eliminate effectiveness.
remaining inhibitors
Provider is offering the exact Positioning is completely product Typically characterized by Customers are unable to find No PPC/SEO campaigns. Other No self-signup capability, direct Direct sales only. No pro-active Ad-hoc organizational and
same service offering as other and feature centric. Positioning is uncompetitive pricing, minimum offering, presentation is demand generation activities (e.g. sales interaction required. No lead qualification. No customer departmental behaviors with a
providers (perhaps based on third- effective only for customers who contract terms, minimum # of confusing, no online self- Print ads, direct mail, etc) do not offering self-administration. segmentation by size or industry. lack of internal alignment towards
party technologies) with no already know what they need and users, confusing pricing, too many subscription is available. leverage the web-site. Characterized by tendancy to achieving a common vision or Product-Dependent
1
opportunity for true differentiation, are already familiar with the tiers of service, multiple tiers focus too far up-market. Long business objectives. Focus & Ad-Hoc
(Ineffective) resulting in a Red Ocean in which specific application domain. instead of "add-on" options. sales cycles. Lack of "solution Behavior
the only remaining competetive specialist" capability results in
differentiator is price. inability to overcome common ob
2. Implement changes against each KSF Mural's SaaS Key Success Factors ©
based on the provider’s current 2 + 6 m. Level
Competitive
Differentiation
Provider has created true Blue
Ocean (aka uncontested market
space) by differentiating along a
Messaging & Positioning
Vertical (e.g. Real Estate),
Horizontal specialization (e.g.
Finance), or other micro-market
Packaging & Pricing
Micro-market specific
packaging/bundling of service
with vertically focused add-ons.
Web-Driven
Micro-market sales sites for
Demand Generation
Micro-market specific demand
specific vertical markets (e.g. real- generation campaigns with
estate). Fully integrated PPC/SEO integration across all forms of
Online Customer
Experience
Integrated up-sell and cross-sell
activities into customer "control
panel". Pro-active and ongoing
Direct/Indirect Sales
Process
Vertical or micro-market focused
channel partners with lead flow
integrated into micro-marketing
Organizational
Effectiveness
Organization is designed and
internally aligned for change.
Specific processes for continuous
Focus & Behavior
Target Market
5 unique axis that reaches beyond specific positioning. User focus Market research used to and pro-active analysis of web- demand generation (e.g. PPC, customer feedback management campaigns. Channel partner improvement. Healthy balance of Focused w/
target customer (SMB, Enterprise,
(Optimized) current market boundaries and groups or surveys are pro-actively understand customer price-point analytics Banner Ads, email, direct mail, (surveys of customer panels by branded sales sites. Integration of management (stability) and Continuous
existing demand used to incorporate customer sensitivities. print) segment to assess overall channel partner into knowledge leadership (fostering change).
Improvement
feedback into product life-cycle. customer experience, satisfaction, base, live chat, etc.
and future needs).
Provider has differentiated with a Best Practice positioning based Some type of unique Differentiated sub-sites and/or Demand generation campaigns Integrated online knowledge-base Integrated lead/opportunity flow Strong executive sponsorship for
vertical market focus with vertical on a well-defined messaging & differentiation of packaging or landing pages aligned with best- drive to a specific sub-site or and live-chat for both sales for channel partners. Mature improving existing offerings and Transition Phase -
(or micro-market) specific add-on position framework (see pricing that sets the provider apart practice positioning of value landing page. All campaign support and post-sales support. process for lead qualification and adding new value-added service Focused on
4 capabilities/features. template). Customer centric of the reset of the pack. proposition according to activities are well coordinated and Pro-active email communication routing of leads. Customer offerings. Proven organizational Competitive
Consumer) and product portfolio.
(Competitive) positioning that blends customer- messaging & positioning integrated. Pro-active PPC/SEO during first 30-60 days provides segmentation and qualification agility and rapid time-to-market in Differentiation &
benefit as the solution for the framework campaign management with training, tips, tricks, etc. "drives" the opportunity response to competitive threats.
Discrete
customer pain point/problem. periodic (e.g. bi-weekly) management. Willing to "walk
refinement. away" from bad opportunities. Improvements
Provider has differentiated from Customer centric positioning with Small number (2-3) of different Best-practice site that allows Makes use of pro-active Self-guided sales experience, self- Pro-active management of direct Organizational alignment around
the competition by bundling Benefits (e.g. Anytime, Anywhere customer/user "plans" that align customers to 1) Search; 2) Find; PPC/SEO campaigns. All demand admin capabilities, no barriers to sales, inside sales, and channel business objectives and customer
additional services or capabilities access), then supporting benefits correctly with end-user or 3) Self Qualify; 4) Try (Free Trial generation activities lead to one sale via web, or phone. Easy partners. Focus on customer needs. Organizational ability to End-Customer
3 not offered by the competition. points, then features as customer personas. Value where possible); 5) Make the place -- the web-site. signup and activation. segmentation and lead repeatedly follow a relatively short
Focused & Service-
(Predictable) appropriate. Consistent differentiation between different buying decision; 6) Buy; 7) qualification. Pro-active training. and defined life-cycle for the
application of messaging price plans is clear and Activate. Web-site is the focal Overlay sales team with deep successful introduction of new or Driven
throughout ALL collateral. significant. point of the business. solution expertise supports all revised product offerings.
channels.
Provider's offering is functionaly Still product and feature centric Competitive pricing and correct Customers can search, find, and PPC/SEO and other demand Self-guided signup, support, Direct Sales, indirect channels, Good executive leadership in
equivalent to that of other positioning with progress towards packaging, but actively working to buy. Provider is actively working generation capabilities are and/or self-administration but telesales, but with ineffective place and committed to drive
providers, resulting in a "my customer-centric benefits eliminate other inhibitors (e.g. to ensure that all of the leveraged, but with some inhibited in some way -- e.g. processes for lead qualification change and improve business
feature X beats your feature X" positioning. Typically a lack of contract minimums). information required to make a inhibiting factors that limit their overly complex registration and routing of leads to "best performance by driving Transition Phase -
2
competitive differentiation tactic, consistent application of successful buying decision is on effectiveness (e.g. mismatch process, complex activation. qualified" channel. Provider is improvements in accordance with Focused on Initial
(Inhibited) but ultimately resulting in a price- messaging across all channels the site and correctly presented, between PPC terms and landing Active progress is being made to actively working to train sales and the "key success factors". Change
3. Evaluate product additions and
competitive sale. and collateral. eliminating any final inhibitors to page positioning). Active progress eliminate remaining inhibitors. revise processes to improve
selling. is being made to eliminate effectiveness.
remaining inhibitors
Provider is offering the exact Positioning is completely product Typically characterized by Customers are unable to find No PPC/SEO campaigns. Other No self-signup capability, direct Direct sales only. No pro-active Ad-hoc organizational and
same service offering as other and feature centric. Positioning is uncompetitive pricing, minimum offering, presentation is demand generation activities (e.g. sales interaction required. No lead qualification. No customer departmental behaviors with a
providers (perhaps based on third- effective only for customers who contract terms, minimum # of confusing, no online self- Print ads, direct mail, etc) do not offering self-administration. segmentation by size or industry. lack of internal alignment towards
party technologies) with no already know what they need and users, confusing pricing, too many subscription is available. leverage the web-site. Characterized by tendancy to achieving a common vision or Product-Dependent
1
opportunity for true differentiation, are already familiar with the tiers of service, multiple tiers focus too far up-market. Long business objectives. Focus & Ad-Hoc
(Ineffective) resulting in a Red Ocean in which specific application domain. instead of "add-on" options. sales cycles. Lack of "solution
updates to fill gaps and enhance
Behavior
the only remaining competetive specialist" capability results in
differentiator is price. inability to overcome common ob
differentiation in the market. Mural's SaaS Key Success Factors ©
3 + 12 m. Level
Competitive
Differentiation
Provider has created true Blue
Ocean (aka uncontested market
space) by differentiating along a
Messaging & Positioning
Vertical (e.g. Real Estate),
Horizontal specialization (e.g.
Finance), or other micro-market
Packaging & Pricing
Micro-market specific
packaging/bundling of service
with vertically focused add-ons.
Web-Driven
Micro-market sales sites for
specific vertical markets (e.g. real-
estate). Fully integrated PPC/SEO
Demand Generation
Micro-market specific demand
generation campaigns with
integration across all forms of
Online Customer
Experience
Integrated up-sell and cross-sell
activities into customer "control
panel". Pro-active and ongoing
Direct/Indirect Sales
Process
Vertical or micro-market focused
channel partners with lead flow
integrated into micro-marketing
Organizational
Effectiveness
Organization is designed and
internally aligned for change.
Specific processes for continuous
Focus & Behavior
Target Market
5 unique axis that reaches beyond specific positioning. User focus Market research used to and pro-active analysis of web- demand generation (e.g. PPC, customer feedback management campaigns. Channel partner improvement. Healthy balance of Focused w/
(Optimized) current market boundaries and groups or surveys are pro-actively understand customer price-point analytics Banner Ads, email, direct mail, (surveys of customer panels by branded sales sites. Integration of management (stability) and Continuous
existing demand used to incorporate customer sensitivities. print) segment to assess overall channel partner into knowledge leadership (fostering change).
Improvement
feedback into product life-cycle. customer experience, satisfaction, base, live chat, etc.
4. Translate lessons-learned from the
and future needs).
Provider has differentiated with a Best Practice positioning based Some type of unique Differentiated sub-sites and/or Demand generation campaigns Integrated online knowledge-base Integrated lead/opportunity flow Strong executive sponsorship for
vertical market focus with vertical on a well-defined messaging & differentiation of packaging or landing pages aligned with best- drive to a specific sub-site or and live-chat for both sales for channel partners. Mature improving existing offerings and Transition Phase -
(or micro-market) specific add-on position framework (see pricing that sets the provider apart practice positioning of value landing page. All campaign support and post-sales support. process for lead qualification and adding new value-added service Focused on
4 capabilities/features. template). Customer centric of the reset of the pack. proposition according to activities are well coordinated and Pro-active email communication routing of leads. Customer offerings. Proven organizational Competitive
(Competitive) positioning that blends customer- messaging & positioning integrated. Pro-active PPC/SEO during first 30-60 days provides segmentation and qualification agility and rapid time-to-market in Differentiation &
benefit as the solution for the framework campaign management with training, tips, tricks, etc. "drives" the opportunity response to competitive threats.
Discrete
customer pain point/problem. periodic (e.g. bi-weekly) management. Willing to "walk
Improvements
current target customer to alternate
refinement. away" from bad opportunities.
Provider has differentiated from Customer centric positioning with Small number (2-3) of different Best-practice site that allows Makes use of pro-active Self-guided sales experience, self- Pro-active management of direct Organizational alignment around
the competition by bundling Benefits (e.g. Anytime, Anywhere customer/user "plans" that align customers to 1) Search; 2) Find; PPC/SEO campaigns. All demand admin capabilities, no barriers to sales, inside sales, and channel business objectives and customer
additional services or capabilities access), then supporting benefits correctly with end-user or 3) Self Qualify; 4) Try (Free Trial generation activities lead to one sale via web, or phone. Easy partners. Focus on customer needs. Organizational ability to End-Customer
3 not offered by the competition. points, then features as customer personas. Value where possible); 5) Make the place -- the web-site. signup and activation. segmentation and lead repeatedly follow a relatively short
Focused & Service-
(Predictable) appropriate. Consistent differentiation between different buying decision; 6) Buy; 7) qualification. Pro-active training. and defined life-cycle for the
application of messaging price plans is clear and Activate. Web-site is the focal Overlay sales team with deep successful introduction of new or Driven
throughout ALL collateral. significant. point of the business. solution expertise supports all revised product offerings.
channels.
markets/customers and channels.
Provider's offering is functionaly Still product and feature centric Competitive pricing and correct Customers can search, find, and PPC/SEO and other demand Self-guided signup, support, Direct Sales, indirect channels, Good executive leadership in
equivalent to that of other positioning with progress towards packaging, but actively working to buy. Provider is actively working generation capabilities are and/or self-administration but telesales, but with ineffective place and committed to drive
providers, resulting in a "my customer-centric benefits eliminate other inhibitors (e.g. to ensure that all of the leveraged, but with some inhibited in some way -- e.g. processes for lead qualification change and improve business
feature X beats your feature X" positioning. Typically a lack of contract minimums). information required to make a inhibiting factors that limit their overly complex registration and routing of leads to "best performance by driving Transition Phase -
2
competitive differentiation tactic, consistent application of successful buying decision is on effectiveness (e.g. mismatch process, complex activation. qualified" channel. Provider is improvements in accordance with Focused on Initial
(Inhibited) but ultimately resulting in a price- messaging across all channels the site and correctly presented, between PPC terms and landing Active progress is being made to actively working to train sales and the "key success factors". Change
competitive sale. and collateral. eliminating any final inhibitors to page positioning). Active progress eliminate remaining inhibitors. revise processes to improve
selling. is being made to eliminate effectiveness.
remaining inhibitors
Provider is offering the exact Positioning is completely product Typically characterized by Customers are unable to find No PPC/SEO campaigns. Other No self-signup capability, direct Direct sales only. No pro-active Ad-hoc organizational and
same service offering as other and feature centric. Positioning is uncompetitive pricing, minimum offering, presentation is demand generation activities (e.g. sales interaction required. No lead qualification. No customer departmental behaviors with a
providers (perhaps based on third- effective only for customers who contract terms, minimum # of confusing, no online self- Print ads, direct mail, etc) do not offering self-administration. segmentation by size or industry. lack of internal alignment towards
party technologies) with no already know what they need and users, confusing pricing, too many subscription is available. leverage the web-site. Characterized by tendancy to achieving a common vision or Product-Dependent
1
opportunity for true differentiation, are already familiar with the tiers of service, multiple tiers focus too far up-market. Long business objectives. Focus & Ad-Hoc
(Ineffective) resulting in a Red Ocean in which specific application domain. instead of "add-on" options. sales cycles. Lack of "solution Behavior
the only remaining competetive specialist" capability results in
differentiator is price. inability to overcome common ob

22. When done: time to party

23. Value
David Ednie
Ph: +33 676 600 925 (FR)
Ph: +61 415 94 51 57 (AUS)
Email: david@value-migration.com
Migration Adrian Sanders
Ph: +33 (650) 95 28 87
Email: adrian@value-migration.com
Website: www.value-migration.com