Digital Disruption -> The New Reality: Acronis Keynote_20.11.14

Drivers of Digital Disruption:1. Mass Adoption of Digital Technology

2. The Age of the Customer

3. The Engagement Economy

Customer Adoption

Basic Human Needs

The Cloud = IT Transformation

The Cloud = Business Transformation

Digital Disruption

Big Data = Big Opportunity

Key Data Points:• Hybrid cloud

• Exploding “big data”

• The Internet of Things

• SMBs and start-ups

• Cloud adoption shift

Big Data = Big Data Management Challenge

Data Loss:of PC users have lost all of their files due to events beyond their control.31%

34% of companies fail to test their tape backups, and of those that do, 77% have found tape back-up failures.

60% of companies that lose their data will shut down within 6 months of the disaster.

93%of companies that lost their data center for 10 days or more due to a disaster filed for bankruptcy within one year of the disaster. (National Archives & Records Administration in Washington)

Death by data loss

Data Loss = Bankruptcy

Big Data =

Big Customer Problem1

Big Customer Problem =

BIG Business Opportunity2

What have we learnt so far?

What is your Growth Strategy?

Growth strategy I

Growth strategy II

Where are you on the curve?

Where are you on the curve - ahead or behind, which is the essence of strategy.

Behind:

If you are behind the curve and chasing the market

then you have ceded a great deal of control and you

must have the ability to execute and be very agile in

execution. Your bets are defined. Your strategic

posture is reactive and defensive.

Ahead:

If you are ahead of the curve you are trying to drive

the market, which requires a very different agility -

there you require a set of controlled bets in execution

with the ability to constantly probe the frontier and

execute on success. Here you are reacting to yourself

and your direction instead of where others have been.

Disruptive Opportunity Matrix

ExtendWhiteSpace

Defend ExtendCurrent

New

Current New

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

Products

Customers

Irrational complacency

OLD THINKING

NEW TECHNOLOGY

FAIL

X

=

Overcoming change

Horizon 10 - 6 months

Horizon 26 - 12 months

Horizon 312 - 36 months

Thinking at 3 Time Horizons

Get it right

Get it wrong

- Geoffrey A. Moore

“Well, first off, realize you are in afight for your life. The new businessmodel is not a competitive threat, itis an existential threat.”

The status quo is not

a growth strategy

The End of Business as Usual1

Innovate or Die2

The Customer Adoption Cycle3

Remember these?

Business Model Innovation

Disruptive change

Game Changer

Access Assets Purchase

before Adoption

Adoption

before Purchase≠

The end of business as Usual

See things differently

Long-term focus

Accelerators & Barriers to Growth

Accelerate your journey to the Cloud

Prisoners of the past

Growth Mindset

The End of Business as Usual1

Innovate or Die2

The Customer Adoption Cycle3

Innovation

www.flickr.com/photos/mwichary/3690887427

Disruptive change

Adaptive to change

Strategic choices

B4B Operating Model Framework

Product Focused

Outcome Focused

Supplier Operating Model

Source: B4B: How Technology and Big Data are Reinventing the Customer-Supplier Relationship by J. B. Wood, Todd Hewlin and Thomas Lah, 2013

Basic Offer:

LEVEL 1

SUPPLIER

Best Product, Fair Price

StandardReliableProduct

MakeSellShip

Complex Offer:

LEVEL 2

SUPPLIER

Fast and Sure Availability

Implementation and Maintenance

ServicesTailored Product

+

Optimise Offer:

LEVEL 3

SUPPLIER

Optimal ROIAdoption Services

Operate (Managed) Services

Connected Products

+

Outcome Offer:

LEVEL 4

SUPPLIER

Ease

Outcome as a Service

+

Services+

Supplier Customer

Cloud business model strategy?

The End of Business as Usual1

Innovate or Die2

The Customer Adoption Cycle3

The problem is that customers don’t buy

the way we sell

Cloud services don’t require what the Channel

provides (today)

The Buying Decision Process

Search

Find

Qualify

Try

Buy

Activate

Manage

Up-sell

Support

Refer

The Customer Adoption Cycle

Adoption

Cycle Sales

Model

Transactional

Sales Model

Adoption

Cycle Sales

Model

“Customers are completing

57% of a buying cycle before

ever coming into contact with

a sales rep.”

- A CEB study of more than 1,400 customers

Product

Place

Price

Promotion

4P's

Solution

Access

Value

Education

SAVE

Educate

Inspire

Create a sense of urgency

3 levels of Value

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

Consulting Services

Migration Services

Integration Services

Data Management

Services

Business Process Consulting Services

Adoption Services

BCaaSBusiness Continuity

as a Service

Value Differentiation

SaaSPaaSIaaS

BupaaSRecaaSSecaaS

12

3

Price vs Value

Products ServicesExperienceCustomer

Sales Transformation

OLD NEWThe IT Buyer The Business Buyer

Selling into CapEx Budgets Selling into OpEx BudgetsTechnical Expertise Business Expertise

Geographic Sales Territories Vertical Industry TerritoriesSelling Features Selling Results

Fixed-Price Contracts Outcome-Based ContractsDemonstrating 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

The End of Business as Usual1

Innovate or Die2

The Customer Adoption Cycle3

Quick Review:

Competing to remain relevant to tomorrow’s customers

- 4Ps -> S A V E, Marketing -> Sales

- 4 stages of Business Model Evolution

- Disrupt or be disrupted

Get it right

Where do you go from here?

Get it right

Get it right

Unique Value Promise

Differentiation Strategy

The Sales Toolkit

Creating an unpaid sales force

SalesChannelEurope©2014Allrightsreserved

DOIT

NOW!:

_______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

WHO:

WHAT:

HOW:

DiscoveringyourInnerAdvantageExercise

SalesChannelEurope©2014Allrightsreserved

BasicProduct/Service:• _____________________________• _____________________________• _____________________________• _____________________________

EnhancedServices:• _____________________________• _____________________________• _____________________________• _____________________________• _____________________________

SupportServices:• _____________________________• _____________________________• _____________________________• _____________________________

Differen a on:3LevelsofPerceivedValue

BasicProduct/Servic

SupportServices

EnhancedServices

1

2

3

BasicProduct/Service

Your Hosted

Services SalesChannelEurope©2014Allrightsreserved

Tipping the Funnel Clients: Actions:

A

B

Cloud GTM Strategies, Sales Acceleration- Programs and Tools

GTM / Sales Acceleration Strategic Framework

Accelerating Time to Activation

Search

Find

Qualify

Try

Buy

Activate

Manage

Up-sell

Support

Refer

Differentiate

Accelerating Time to Activation

The Sales Channel Mix

GTM Action Plan

Get it right

www.flickr.com/photos/horacio/3781750

David R Ednie

President & CEO

SalesChannel Europe

Ph: +33 676 60 09 25 (FRA)

Email: david@saleschannel-europe.com

Website: www.saleschannel-europe.com