How do you impact adoption of cloud services? 1. Align your GTM efforts with the Buyer's Journey. 2. Create an unmatchable E2E Customer Experience and 3. Learn from others: Do's and Don'ts. Yes, it's all common sense, but common sense is seldom common practice.

2. The world has changed

3. Two
Questions?

4. 1. Reality or illusion?
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5. 2. Opportunity or threat?
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6. Is this
going to be
Easy?

7. Small hint!

9. Game-Changer

10. The Game

11. The Game

12. Game Changer
Customers Economy
SaaS-Suite
SaaS/Online Services

13. 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.
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14. What is
driving

15. #1. The Post-PC area
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16. #2. Consumerisation of IT

17. SaaS = IT transformation
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18. Get it right
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19. Get it wrong
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20. Always room for more
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22. You feel like this?

23. Help! Where do I start?

24. think
dif erent
f

25. “Every battle is won_
before it is fought.”
Sun Tzu
544 - 496 BC

26. A fresh perspective
26

27. Strategic questions

28. If SaaS is the
ANSWER
What is the
QUESTION?

29. What is the problem
for which you are
the SOLUTION?

31. 1 The Buyer’s Journey
2 The End2End Customer Experience
3 SaaS Success Factors

32. Start with the Buyer’s Journey
Search
Refer Find
Support Qualify
Differentiate
Up-sell Try
Manage Buy
Activate

33. 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

34. Eliminating barriers to success
34

35. 1 The Buyer’s Journey
2 The End2End Customer Experience
3 SaaS Success Factors

36. Sales
Centric thinking
The E2E
Customer
Experience

37. WHAT
and
HOW

38. Understand how they decide

39. Buyer Personas

40. Target different buyer personas

41. MIT Experiment

42. “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

43. 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

44. Change your thinking
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45. The hard way

46. AND thinking

47. Child-like thinking
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48. Create simple
Value Propositions

49. Social media

50. Tipping the Funnel
Josh Bernoff & Charlene Li
Josh Bernoff & Ted Schadler

51. Avoid ‘Hole-in-one’ thinking
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52. 1 The Buyer’s Journey
2 The End2End Customer Experience
3 SaaS Success Factors

53. Saas Success Factors = Cloud Adoption

54. SaaS Success Factors
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55. 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
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56. 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

57. 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

58. 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

59. SaaS Success Factors
Software
Service
Past
Future
SalesChannel Europe ©2012 All rights reserved 59

60. Cloud adoption
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61. Cloud Business Reports
61

62. Cloud Adoption Advisor
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63. Major Cloud wins
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64. Cloud Jobs
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65. New Competitors
enter the market
65

66. Taxi Driver
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67. 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

68. 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
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69. Failure
comes early
success
Takes time

70. Drive Execution Through Program Management
Process Definition
Program/ Project Definition Governance
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71. Get it right
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72. Get it right
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73. 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
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