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MicrowarehouseCloud Customer Acquisition Acceleration Workshop
Mark StuytChief Engagement OfficerNeural Impact Inc.
Founder – Chief Engagement Officer, Neural Impact Inc. 8 Years management consulting to global Microsoft
community 25 year sales professional (CA, Pivotal CRM, PeopleSoft, SAP) Developed Microsoft Accelerated Selling Methodology (Cloud
SureStep) Developed Microsoft Industry Acceleration Content >100s 1:1 partner workshops Developed and delivered global SMB PSE CAA & PTU
Workshops
Partner Win Rates
20%
50%
80%1-3 Industries (teach)
>3 Industries (service)
1 Industry (disrupt)
Self-educatingAnonymous researchHighly informedIndustry expectationProduct orientationRisk averseConnected/SocialDemanding
Our average attention span has dropped to 8 seconds, one second less than a goldfish.
Buyer 2.0
Buyer 2.0 – Changing Buyer Behavior
Four Core Impacts
Solution Design
MarketingSales
Services
Summary
Buying behavior has changed (forever)Big impacts to four core partner disciplines• Focused solutions• Digital marketing strength• Prescriptive selling• New service offeringsEconomic impacts…
Assessing Cloud Readiness
Customer Acquisition
Solution Maturity
Cloud Capability Gap
Investment Focus
Customer Acquisition Capability
Solu
tion
Mat
urity
Exercise.
Complete a high-level self profiling assessment.
ExerciseAction Plan
http://neuralimpact.ca/microsoftpartnerexecutivesummit2018
Summary
Complete the assessment WITH your PDMIdentify near and long term business prioritiesIdentify key metric prioritiesConvert assessment insights into your partner business planRevisit in six months…..
Leveraging Focus (and IP) to Drive Differentiation & Higher Profitability
Solution Design
MarketingSales
Services
Differentiation 2.0
Product advantage
Pricing advantage
Geographical advantage
People advantage
Industry/vertical solutions
Knowledge advantage –new information
Simplicity
Safety (limited risk)
Logical Differentiation
Emotional Differentiation
IP Staircase
Labeled bundles
Full functional solutions
Packaged extensions
Full vertical solutions
Complexity/Cost/Revenue Potential
Diffe
rent
iatio
n/Cu
stom
er V
alue
/Usa
ge
POTENTIAL ISV PARTNERING
Labelled BundleLabeled bundles
Full functional solutions
Packaged extensions
Full vertical solutions
POTENTIAL ISV PARTNERING
Managed Services
(Contracted Support)
Traditional Professional
Services (Project Based)
Cloud Subscription
Reselling
Financial Impact – Labelled Bundle
39.7%
23.5%
Average Gross Margin Average Annual Revenue Growth
Source is CloudSpeed Realities on the Ground Study 2017
Packaged ExtensionsLabeled bundles
Full functional solutions
Packaged extensions
Full vertical solutions
POTENTIAL ISV PARTNERING
Financial Impact – Packaged Extension
Managed Services (Contracted
Support)
Partner Own IP Subscriptions
Traditional Professional
Services (Project Based)
Cloud Subscription
Reselling40.6%
24.3%
Average Gross Margin Average Annual Revenue Growth
Source is CloudSpeed Realities on the Ground Study 2017
Functional SolutionLabeled bundles
Full functional solutions
Packaged extensions
Full vertical solutions
POTENTIAL ISV PARTNERING
Financial Impact – Functional Solution
44.1%
27.6%
Average Gross Margin Average Annual Revenue Growth
Source is CloudSpeed Realities on the Ground Study 2017
Managed Services (Contracted
Support)
Partner Own IP Subscriptions
Traditional Professional
Services (Project Based)
Cloud Subscription
Reselling
Vertical SolutionLabeled bundles
Full functional solutions
Packaged extensions
Full vertical solutions
POTENTIAL ISV PARTNERING
Financial Impact – Vertical Solution
48.6%
31.6%
Average Gross Margin Average Annual Revenue Growth
Source is CloudSpeed Realities on the Ground Study 2017
Managed Services
(Contracted Support)
Partner Own IP Subscriptions
Traditional Professional
Services (Project Based)
Cloud Subscription
Reselling
Which step of the IP Staircase do you currently occupy? Where would you like to be in three years?Create your own pie chart with revenue streams.
ExerciseExercise
IP Staircase Gap
10%
50%5%
20%
15% IP
Managed Services
Hosting
Project/Professional
Resale
Average Revenue Mix for a Cloud MSP
Source: Cloud MSP research by AMI Partners, Inc. N = 50
IP
Defining Your Solution Area Focus
Defining Your Focus
Development Accelerators
Solve a business problem
Lower risk
Choose a focus
Industry/Vertical Workload /functional (persona)Solution Area
Leverage the work of others (P2P)Speed time to marketLower costs
Who are my customers?What have they purchased?What can we leverage?
Industry Assessment Tool
Complete the vertical assessment tool or reflect on your customer portfolio and strategic organizational competencies to determine your core focus.
Summary
Customer demand is changingServices are being commoditizedDifferentiation requires focusStart with what you knowSolve a business problemPartner to lower risk
Leveraging Neuroscience & Emotional Engagement to Accelerate Cloud Customer Acquisition
24 X 78
e-motion
.
.
5%Conscious
Logical
95%Unconscious
Intuitive
Decision Making is Nonconscious
Behavioral Economics
Primacy AnchoringPrematureCognitive
CommitmentConfirmation
BiasConsistency
Principle Recency
Marketing is the New Sales -Engaging the (Anonymous) Digital Buyer to Increase Online Engagement and Lead Conversion
Solution Design
MarketingSales
Services
Qualify55%
Proof30%
Close15%
Alignment Letter Demonstration Plan
Prop. Pres.
Creating Bias
Create Bias
Marketing Assessment
Marketing is the New Sales
10%
57%
Get Found Convert NurtureTriage
Industry FocusThought Leadership
SEO, SEM, Social
Digital EngagementCalls-to-Action
High Value Offers
Deliver ValueEngagement
Communications
Build RelevanceRemain in Conscience
CRM/Automation
Four Marketing Disciplines….
Tribal Engagement
Tribal Engagement
Persona Engagement
Greater productivity
Improve customer satisfaction
Better visibility
Scalable
Manageable
Reliable
Powerful
Easy to use
Dynamic
Business software
World leader
Market leader
Best-in-class
Best-of breed
Cost effective
End-to-end solution
Increase revenues
Reduce costs
Competitive advantage
Mission critical
Award winning
Value add
Best
Unique
Great
Innovative
Exclusive
Business solutions
Collaboration
Language Engagement
Emotional Engagement
Emotional Engagement
Visual Engagement70% of the population is primarily visualMoving pictures evoke emotions.25% of brain activity is involved in visual processing70% of the body’s sense receptors are in the eyes
2X conversion
Quiz; which one worked better?Visual Engagement
Visual Engagement
SimplicityWhat is the cloud? Where is the cloud? Are we in the cloud now? These are all questions you've probably heard or even asked yourself. The term "cloud computing" is everywhere.In the simplest terms, cloud computing means storing and accessing data and programs over the Internet instead of on your computer's hard drive. The cloud is just a metaphor for the Internet. It goes back to the days of flowcharts and presentations that would depict the gigantic server-farm infrastructure of the Internet as nothing but a puffy, white cumulonimbus cloud, accepting connections and doling out information as it floats.What cloud computing is not about is your hard drive. When you store data on or run programs from the hard drive, that's called local storage and computing. Everything you need is physically close to you, which means accessing your data is fast and easy for that one computer or others on the local network. Working off your hard drive is how the computer industry functioned for decades; some would argue it's still superior to cloud computing, for reasons I'll explain shortly.The cloud is also not about having a dedicated network attached storage (NAS) hardware or server in residence. Storing data on a home or office network does not count as utilizing the cloud. (However, some NAS will let you remotely access things over the Internet.
Digital Engagement Gap
Identify evidence of tribal, persona and emotional engagement on your website.Tribal EngagementPersona EngagementLanguage EngagementEmotional EngagementVisual EngagementSimplicity
Workbook ExerciseDigital Engagement Gap
Accelerating Your Cloud Sales Cycle – Leveraging Cloud & Focus to Drive 50% - 80% Win Rates
Solution Design
MarketingSales
Services
Strategic Tipping Point
Qualify Develop Solution Proof Close
EmotionalDiscovery
BDMWhiteboard
BVAWorkshop
SolutionDemo
Proposal Presentation
STP
StrategicTippingPoint STP
Current Sales Motion (20% Win Rate)
STP
Profile Anchor Collaborate Confirm Commit
Profile Anchor Expand Commit
Profile Confirm Commit
Buyer 2.0 Sales Motions
55% 30% 15%
Confirm Commit Up/X SellProfile
Sales Strategy
STP
Cloud Selling Motion
SolutionSelling
SALES CYCLE
SALE
S SK
ILLS
CloudSelling
Skills Shift
Engagement Communications
Alignment E-mail
Demonstration Plan
Summary
Align your sales motion with your solution offeringPreconfigure ENGAGING prospect communications to create bias and comfort (safety).Drive an early STP (front-end-load sales pursuits)Focus = Differentiation, Safety, 50%+ Win Rate
Re-imaging Cloud Services
Solution Design
MarketingSales
Services
Services$
$$
$$
$
Consult Design Implement Integrate Maintain Manage Adopt
ProjectServices
ManagedServices
Services Offers – Current State
Services$
$$
$$
$
Consult Design Implement Integrate Maintain Manage Adopt
AccelerationServices
OptimizationServices
SelectionServices
Services Offers - Future
Automate Deployment/Project ServicesQuarterly Business Impact/Alignment Review
SelectionServices
OptimizationServices
Cloud Services Strategy
AccelerationServices
Business Case
Industry Benchmarking
Selection Services
Business Impact AssessmentBusiness Alignment WorkshopCloud Readiness Assessment Cloud TCO and ROI analysis Business Opportunity Identification Business Value AssessmentVision and Scope DefinitionBusiness Case Expansion/ValidationBusiness/Project Risk Assessment
But…..Where’s the $?
Solutions
Outsourcing
Advisory
Commodities
Differentiated
Competitiveposition
Undifferentiated
Market Pricing Premium
Relevant to
Needs ofcustomer
Irrelevant to
The Experience Economy – Pine & Gilmore (2011)
Partner Value Delivery/Differentiation
P&L Shift
Download the P&L Modeller and define both current and future state (with a new cloud practice).
ExerciseExercise
P&L Modelling
Cloud Business Model Transition
Source is JB Wood, Technology Services Industry Association
Next Steps….
30-60-90 Day Action Plans
aka.ms/cloudsecurityplaybook aka.ms/dataplatformplaybook aka.ms/cloudappdevplaybook aka.ms/cloudinfraplaybook
NI CCAA Leadership Workshop
https://ubcbusiness.qualtrics.com/jfe/form/SV_8hKw3c7UckkLpFb
What ‘landed’ today?Directions: