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Extract from article by Michael E. Smith and Kevin Jackson

Traditional technology hardware and software companies are seeing a significant share of their growth from the cloud. With legacy revenue streams declining – and in some cases declining rapidly – it is imperative that companies make the transition to cloud effectively. This is no simple task. The shift has major implications for all elements of the go-to-market (GTM) approach, from customer/strategy to enablement and management. Some of these changes are not entirely unique to the cloud, but all are magnified or accelerated with cloud delivery.

There are 14 major differences between the GTM approach for traditional systems and the approach for the cloud. Some of these changes may not be applicable to certain businesses, and the way in which each company approaches them will differ based on size, market, structure and other factors. However, all 14 are such significant shifts that each must be considered by every tech player transitioning to the cloud.

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