Scaling a Cloud Services Brokerage By Building a Lean Customer Acquisition Engine. Underwritten by

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1 Scaling a Cloud Services Brokerage By Building a Lean Customer Acquisition Engine Underwritten by

2 PRESENTER Dave Zwicker Partner and Co-founder

3 Intro and Agenda Quick Market Update IT Channel Transformation Defining Your CSB Business Model Differentiating Your CSB Business Scaling Your CSB Business (Profitably) Lean Customer Acquisition Ensuring Business Alignment Resources, Questions & Comments

4 Quick Market Update

5 IT Channel Transformation VAR/Agent MSP CSB In-House IT Staff Outsourced IT Staff Outsourced IT Staff OPEX SAVINGS CAPEX SAVINGS Sells Products & Services Remotely Manages IT Manages the Cloud Business Model Attributes: Efficient Product Sales Engine Provides Break-Fix Support Earns Margin & Commissions Business Model Attributes: Sells the Value of Services Manages On-Premise IT Earns Margin on MSP Services Business Model Attributes: Sells the Value of Solutions Adds Value to Commodity Cloud Earns Margin on Blended Service One-Time Revenue Recurring Revenue (Premise) Recurring Revenue (Cloud)

6 Differentiating Your CSB Business 277,713 channel partners globally* 244,905 VARs 20,981 MSPs 11,827 Cloud Hosters What is your business model? What are your core competencies? What are your target markets? What are your cloud solutions? Hosted Apps & Services Managed & Professional Services Business Outcomes * Data Compiled by AMI Partners

7 Defining Your CSB Business Model Cloud Services Mobility & BYOD Collaboration & UC CSB Growth Plan Business Strategy Cloud Solutions Portfolio Sales & Marketing Metrics Target Markets Virtual Infrastructure Business Continuity SaaS-based Business Apps Information Security Hybrid IT Cloud Service Broker Reseller Integrator Hoster Aggregator Managed & Professional Services Enterprise Mid-Market SMB Market

8 Scaling Your CSB Business (Profitably) Measure the Metrics That Matter Average Deal Value OTR Value MRR Value GM Value Cost of Acquisition Sales Expenses Marketing Expenses Ratio to Deal Value Deal Volume Deals/Month Close Rate Cycle Time Funnel Metrics Lead Volume Cost/Lead Conversion Rate

9 Recurring Revenue LEAN Customer Acquisition Customer Acquisition Cost Comparison Traditional Breakeven Lean Breakeven Traditional Sales & Marketing Lean Sales & Marketing Wasted Profits Months to Recover Customer Acquisition Cost

10 LEAN Customer Acquisition Traditional Sales & Marketing Audience Outbound Marketing Outside Sales Not Targeted Sales-Driven Customer Acquisition Expensive Customer Acquisition Cost Audience Lean Sales & Marketing Inbound Marketing Inside Sales Highly Targeted Awareness Consideration Decision Purchase Marketing-Driven Customer Acquisition Low Customer Acquisition Cost

11 What is Inbound Marketing? SEO Many Site Conversion Rate To Disciplines Working Together Website Content Lead Nurturing Leads Produce Quality Leads Social Media

12 An Inbound Marketing Engine SEO Fuels Site Conversion Rate And Your Funnel Website Content Lead Nurturing Leads Drives Growth! Social Media

13 Fueling Your Sales Funnel The Buyer s Journey: Realize a Problem or Need Website Visitors Inbound Marketing: Generates Traffic to Your Website Perform Research Establish Buying Criteria Select a Vendor Solution Top of Funnel Suspects Middle of Funnel Prospects Bottom of Funnel Opportunities Converts Website Visitors into Suspects Converts Suspects into Prospects Converts Prospects into Sales Opportunities More Satisfied Buyers Customers Scalable Customer Acquisition

14 Ensuring Business Alignment Growth Plan Create a Scalable Business Model Execute Against That Model Deal Economics Average deal size? Monthly deal volume? Funnel Metrics Average deal value? Cost of customer acquisition?

15 Create a Cloud Business Growth Plan

16 Build High Value Cloud Solutions

17 Align Business Goals & Funnel Metrics

18 Inbound Marketing Assessment Provided by:

19 Online Business Resource Center

20 Resources For Attendees CSB Business Modeling Tools (Give me your business card I will today) Business Growth Modeling Tool Portfolio Planning Modeling Tool Funnel Metrics Modeling Tool FREE Inbound Marketing Assessment Visit CSBcommunity.com Online Resource Center Visit

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22 PRESENTER Dave Zwicker Partner and Co-founder