GTM Masterclass Deck
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The document outlines a masterclass aimed at creating a compelling value proposition and competitive separation for cloud services, emphasizing the importance of understanding customer challenges and outcomes. It presents a step-by-step action plan to transform sales and marketing strategies by focusing on differentiation at three levels of perceived value. Key themes include adapting to digital transformation, aligning organizational strategies, and fostering sustainable change to better meet market demands.
GTM Masterclass Deck
- 1. Microsoft Office GTM Masterclass Creating a Compelling Value Proposition Creating Competitive Separation A step-by-step action plan to accelerate growth of Partner Cloud services
- 3. People don't want to buy Cloud service they want to own the business outcomes those services deliver People don't buy the way you sell You cannot grow your business fast enough or cost effectively the way we are doing it today The sales cycle -> The buyer’s journey Selling IT outcomes -> Selling business outcomes Transforming sales & marketing Making changes -> Sustainable change -> Transformation Three key challenges 1 2 3
- 6. is not a growth strategy THE STATUS QUO
- 8. 1. Out-think 2. Out-innovate 3. Out-execute Future success means you must…
- 10. You can’t teach an old dog new tricks
- 11. VP of Growth VP Cloud Services VP of Customer Success Old dog, new tricks
- 12. Get it right…
- 13. Get it wrong…
- 14. Agenda for today Create a Compelling Value Proposition1 Differentiation at 3 levels of perceived value2 Strategy vs Execution3
- 16. 3 Levels of Differentiation What happens when we Think Beyond Products? Compelling Value Proposition Challenges facing your target customers?
- 17. Outcomes for today Re-think your approach to GTM strategy and execution1 Capture actionable insights that you can use in your Cloud Services business starting tomorrow2 Create a compelling and differentiated value proposition using the two GTM / sales acceleration tools presented 3
- 18. GTM / Sales Acceleration Toolkit Visioning Exercise What does success look like in 2020? Compelling Value Proposition Challenges facing your target customers? 3 Levels of Differentiation What happens when we Think Beyond Products? Demand Creation Campaign How do we start more sales conversations? Sales Toolkit How do we close more sales conversations? GTM Action Plan How do we execute across the organisation? GTM MASTERCLASS VIDEO
- 19. Agenda for today Create a Compelling Value Proposition1 Differentiation at 3 levels of perceived value2 Strategy vs Execution3
- 22. Target prospect
- 23. What are the key business challenges facing your target customers? The question
- 24. What is the problem for which your Cloud Services are the solution? The ultimate question
- 25. Business challenges Problems they don’t want1 Results they don’t have2
- 26. Operational efficiency1 Business transformation2 Innovating operations in the age of the Cloud Using the Cloud to drive growth & enhancing CX
- 27. Focus on the problem
- 28. Compelling value proposition template
- 29. Challenges = Why change? Why? What? How? and Compelling value proposition template
- 30. 3 Examples
- 35. Sample framework 35 O365 Skype for Business Dynamics 365 Azure Site Recovery Why? Productivity Collaboration Business Effectiveness Business Continuity Operational Effeciency Operational Effeciency Operational Effeciency Operational Effeciency 1. Get more done 1. Get more done 2. Get it done faster / less effort 2. Get it done faster / less effort 3. Be more responsive to customers 3. Faster /more effective Decision Making Business Transformation Business Transformation Business Transformation Business Transformation 1. Personal Productivity: 1. Collaboration: 1. Transform your ability to: > Team / Group Productivity > Team / Group Effectiveness > Shape Customer Experience > Organizational Effectiveness > Company Results 2. Organizational Effectiveness > greater responsiveness to changing priorities > ability to adapt to change > increased agility 3. Ability to Innovate: > better serve/retain existing customers > serve new customers > revenue growth How? O365 What? Product Description (SKU) Product Description (SKU) Product Description (SKU) Product Description (SKU) O365 E4 SfB E6
- 36. Framing your CVP
- 37. Framing your Compelling Value Proposition 1 The assertion No 1 Challenge facing companies today is responding to change. 4 Provide evidence The best way to provide evidence is by sharing Customer Success Stories. 2 The validation Companies need to increase revenues, lower costs, and delight customers. Doing that requires reinventing the operating model. The next-generation operating model for the digital world by McKinsey&Company, March ‘17 3 How we can help We provide companies undergoing change with all the Digital Infrastructure that they will need to be successful in their digital transformation, such as: 1. _______________________ 2. _______________________ 3. _______________________
- 38. Key learning points - creating a CVP 1 Help customers identify and prioritize their key business challenges 2 Translate the customer’s IT challenges into desired Business Outcomes 3 Provide compelling answers to the 3 unasked questions: ‘Why Change?’ ‘Why Now?’ ‘Why You?’ using the ‘What?’ and the ‘How?’ Successful Cloud Service Providers:
- 39. Agenda for today Create a Compelling Value Proposition1 Differentiation at 3 levels of perceived value2 Strategy vs Execution3
- 40. Why differentiate? 1 Industry view Digital Disruption = Business Transformation. Tidal Wave of business change that’s happening right now. How are you going to position yourself to profit from it? 3 Customer view Easier to find, engage with, buy from Cloud Service Providers that offer services that lead with their customers desired business outcomes. 2 Business view Businesses that successfully differentiate themselves or their products/services have: • Higher revenues • Better margins • Lower selling costs • Less price pressure • Less discounting • Avoid commoditization • Lower levels of churn • Happier customers • Happier employees • Higher market valuations • Happier investors and shareholders
- 41. Stand out from the crowd
- 42. Avoid the red ocean
- 45. Cart before the horse
- 47. “If I had asked people what they wanted, they would have said faster horses.” - Henry Ford 1863 - 1947
- 48. 3 levels of clarity
- 49. Differentiation: 3 levels of perceived value Basic Product/Service Technology Price performance Product quality 1 Support Services Levels of support Quality of service Systems Processes 2 E2E Customer Experience People Perceived value High touch Exceed customer expectations Delight and astound customers 3 Your Cloud Services 1 2 3
- 50. Price vs Value
- 51. 3 Examples
- 55. Competitive separation What makes you different?
- 57. Key learning points - Differentiation at 3 Levels 1 Think Beyond Products. They think in terms of the problem the customer is trying to solve. 2 Create competitive separation by answering the question: “what makes us different” and therefore better. 3 Create sustainable competitive advantage by answering to the question: “what makes us different at 3 levels of Customer Perceived Value”. Successful Cloud Service Providers:
- 58. Agenda for today Create a Compelling Value Proposition1 Differentiation at 3 levels of perceived value2 Strategy vs Execution3
- 60. “The greatest danger in times of turbulence is not the turbulence - it is to act with yesterday’s logic”. - Peter Drucker
- 61. Say goodbye to the past
- 62. The end of . . .
- 63. is not a growth strategy THE STATUS QUO
- 65. Strategy-Execution matrix Missed opportunity Cannot validate if strategy is good or should be reformulated Succeed fast Focus on next strategic opportunity Slow death Cannot determine what is working/not working Fail fast Revise strategy quickly and start over PoorGreat Poor Effective STRATEGY EXECUTION
- 66. “Change is difficult. Not changing is fatal”
- 67. Quick review Create a Compelling Value Proposition1 Differentiation at 3 levels of perceived value2 Strategy vs Execution3 Competing to remain relevant to tomorrow’s customers
- 68. GTM / Sales Acceleration Toolkit Visioning Exercise What does success look like in 2020? Compelling Value Proposition Challenges facing your target customers? 3 Levels of Differentiation What happens when we Think Beyond Products? Demand Creation Campaign How do we start more sales conversations? Sales Toolkit How do we close more sales conversations? GTM Action Plan How do we execute across the organisation?
- 69. Moving to the Cloud means business transformation 69 • The client has changed • The buying process has changed • The Sales Cycle -> The Customer’s Journey • Market segmentation -> Buyer personas • Marketing -> Digital -> Social Media -> Social Influence -> Social Selling • Demand Generation • User Value Proposition and Persona Messaging • Marketing Manger -> Community Manager • Internal Alignment • Execution • Sales Channel alignment • Multi-channel touchpoint experience • E2E Customer Experience Rethink the customer Rethink sales & marketing Rethink your organization Business transformation Channel transformation The Cloud = massive change
- 70. “You do not discover the future, you create it with the actions you take today.”
- 71. Hope is not a strategy
- 72. You create your future reality
- 74. “Focus on the critical few… NOT the insignificant many.”
- 76. If it is to be it is up to me
- 77. Get it right…
- 78. Where do I go from here?
- 79. “The final Workshop deliverable was a GTM Action Plan that mapped to functional owners in Marketing, Sales and Support. What I witnessed over those 2 days was remarkable and transformational. The workshop exceeded my expectations on multiple levels and this was shared by all participants who came away inspired and energized.!" Nick Sone, Director Cloud, Optus, Australia Who is David Ednie? What do clients say? “The workshop defined major changes for the company in the light of the market development and the management team went back, rewrote the Corporate Strategy, defined 5 Key Workstreams and implemented the changes over a short period of time. David was an inspiration for the whole process and the future strategy. As he said: The answer is in the room!” Christian Winther, CEO, Hostnordic Group “In a fast changing world, planning is the first critical step to successful evolution and change. I feel very fortunate that David Ednie assisted Interactive through our important planning workshops. His energy, experience and technical knowledge were critical to the step-changes we achieved – he challenged us to find new ways to think and solve problems. I highly recommend David as brilliant facilitator.” Christopher Ride, Managing Director, Interactive Pty Ltd David R Ednie is President and CEO of SalesChannel Europe. He is acknowledged as an expert in Cloud GTM Strategy and Execution, Cloud Sales Acceleration, Acceleration of Customer Adoption of Cloud Services and End2End Customer Experience. David has over 25 years international business experience working in culturally diverse markets in Europe, the Middle East, Africa, Central and Eastern Europe and Australia. GTM Leadership and Execution Over 90 Partner Engagements 23 Countries “The workshop concept provides a sustainable framework with a clear path for successful implementation. We work very closely with David to educate our Top Direct CSPs and transform them to leading Managed Service Providers.” Thilo Kraus, CSP Program Lead, Microsoft Germany Offer Definition Workshops GTM Workshop Programs Demand Creation Campaigns Sales Execution Cloud Services GTM and Sales Acceleration Workshops
- 83. Get it right…
- 84. David R Ednie President & CEO SalesChannel Europe Ph: +33 676 60 09 25 (FRA) Email: david@saleschannel-europe.com Website: www.saleschannel-europe.com