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3.5
Cloud Economics
3.5.1
The selling process of Cloud vs. Traditional IT solutions
The Cloud changes everything for resellers and for buyers of IT applications
and services. In particular, it moves us right away from that whole linear
sales process which we have all followed for so long. Instead it puts control
into the buyer’s hands.
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Figure 7: Buying process
Instead of simply taking a product or a solution to market and pushing it
through the funnel, through the stages of awareness, consideration,
decision‐making and finally, buying, it is the user that drives the whole cycle.
A number of trends are driving this, most of all BYOD. Buying power is
moving from the commercial strategy‐makers to the individual. Instead of
Business to Business (B2B), we are moving to what’s much more of a
Business to Consumer market model, one in which every user wants to
make their own decisions.
What you have to do is make sure that you understand the buyer’s journey,
and adapt your approach accordingly.
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An expanded version of this chapter can be found under
