Buy My Cloud: On-Boarding Customers to Cloud Offerings, Part 1
So you’ve got your nice new cloud offering, in fact you’ve probably got more cloud offerings than you ever thought possible. What, with secure versions, multi-tenant, single-tenant, public, enterprise-public, managed, private-managed and even hybrid. Having multiple cloud offerings is more of a common occurrence than you might think. In fact, most cloud service providers I visit and talk to have multiple cloud platforms, all with differing capabilities, service-levels, and geographic reach.
However, having all of these various cloud go-to-market offerings can be complicated to keep up with and continually manage. It’s a mystery how the global sales force that are meeting potential and existing customers daily to position these cloud credentials and unique differentiating selling points can keep up with these ever changing offerings.
Let’s now take a look at what can happen if these cloud offerings are not positioned or sold properly or optimally.
What is the impact of incorrectly positioning and potentially providing a cloud platform that isn’t fit for purpose?
In all likelihood, the customer (new or existing), is only just ‘dipping their toe’ into the cloud, so a bad start at this point could lead to missed opportunity for follow-on engagements that would have had a direct positive impact to your bottom line.
This can be quickly added to the CIO/CTO rumour mill, and has potential to damage both your brand, and your cloud go-to-market plan, as it can be seen now in the market as being not fit for purpose.
No one wants this outcome. In addition, the cost of failed launches and re-launches is not insignificant. You could also find yourself with orphaned cloud platforms that have only one or two paying customers utilising the compute, storage and service team, which was built to manage and support multiple times this amount of customers.
So, what does this lead to? You have a sunk investment that isn’t delivering on the returns promised by the business case, a growing reputation (not the one you wanted), and on-going operating costs that are stifling growth, customer confidence and credibility.
This is not a good place to be – for anyone.
The funny thing is, strip it back and you may actually have had some really good platforms that, positioned in the right way and sold to meet the customers business, application, and technical requirements, would have been tremendously successful.
The proper positioning of your cloud offerings is critical to their selling success, and it is imperative that you take the time to position your cloud offerings as fit for purpose and based specifically on your customer’s requirements.
It’s just too late – or is it?
In my next post, I will talk more about how you can turn things around if you have gotten to this point with positioning your cloud platforms, and also how to correctly position your cloud platform from the start so that this situation is avoided altogether.