Apc Marketing Aug 2007
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Transcript of Apc Marketing Aug 2007
Making the Microsoft Customer Campaigns work for your business
Mike Heald – Microsoft Through Partner Marketing
Natalie Jackway – SDM Marketing
Kylie Summerhayes – Microsoft Midmarket Lead
Three Proven Steps – Campaigns Working For You
Plan
Close Sales
CreateDemand
Training
Create a Partner Solution Plan with a Marketing Plan embedded
Partner ready marketing resources on Partner Marketing Center
Solution Finder/Profiler
Telesales Campaign -ISVs
Presales Technical Team
Infrastructure Assessment Framework
…Customer Campaigns deliver support in all three areas
Plan & Prepare
Partner Business Planning
• Partner Business Plans set up the framework for the partnership. Direction that governs the alliance / partnership
• Partner Solution Plans provide the local action plans to drive initiatives deliver inside of this framework
Partner Sales & Marketing Readiness Requirements
Partner Sales & Marketing Readiness Survey Results
To Register – https://partner.microsoft.com/Australia/trainingevents
Course Description Venues
Effectively Selling Solutions for Microsoft Partners Day 1 & 2
Melbourne, Sydney, Brisbane, Adelaide & Perth
Realising Platform Value Melbourne, Sydney, Brisbane, Adelaide & Perth
Key Marketing Concepts and Techniques for Microsoft Partners
Melbourne, Sydney, Brisbane, Adelaide & Perth
Effectively Generating and converting Leads with Microsoft Infrastructure Optimisation (IO) Campaigns
Melbourne, Sydney, Brisbane, Adelaide & Perth
To ensure your place at the Microsoft Readiness training events, take advantage of these special Microsoft Partner Readiness Offers NOW*!
Partners that uptake this offer, have first option to register for all the Readiness training – as part of the Readiness schedule.
Schedule will be publicly available September 3, 2007.
Training Days Cost
50 Training Days * $275 per day (ex GST)
25 Training Days* $335 per day (ex GST)
Pay As You Go $395 per day (ex GST)
Partner Readiness Offer
Demand Generation
• Partner Solution Profiler is the starting point for partners to promote their solutions to customers who visit the microsoft.com.site.
• Expose your solutions today
• Five Easy Steps:
1. Sign In
2. Prepare Solution – pre populated templates
3. Profile – References, key words
4. Review
5. Repeat
Increase Visibility with Customers
Form for adding detailed information about solution and company
Checkboxes that identify search criteria for solutions
https://partner.microsoft.com/Australia/salesmarketing/createdemand/marketingcenter
Step by step wizard to build your campaign:Learn how the partner marketing center can help you generate more leads and reach more customers.
Campaigns that highlight your expertise: Search for the campaigns that match your expertise.
Easy to Download and Print: Use easy to customize marketing templates and print in house
Send out your campaign to new and existing customers.
Professional Looking Campaigns without the cost of an agency
Partner Marketing Center
ISV Telesales Campaign
• The ISV Telesales Service is a Microsoft-developed, third-party telesales engine designed to quickly generate actionable sales leads
• Joint Call Script
– Delivers 20% MSSP qualified business opportunities
• Telesales vendors are selected by Microsoft based on their proven capabilities in the marketplace
– Skilled at solution selling in an IT environment
– Strong knowledge of Microsoft products and technologies
• Service cost
– *$9,500AUD
ISV Telesales Service
*pricing varies by country
• Participated in the ISV telesales campaign in April 2007
– Completed Marketing Development Funds proposal
• CNET provided the telesales services on behalf of Microsoft and K2
– Engaged with Project Manager from CNET to plan campaign
– Co-designed call scripts and call strategy
– K2 and SDM provided a list of 2,000 contacts to CNET
– Call campaign continued for 20 days with regular updates provided by CNET via online portal
• 25 qualified leads provided by CNET
• All leads to be of a very high quality with excellent prospects of closing within the next 3 months
K2.NET - ISV Telesales Campaign
Accelerate the Sale
Partner Technology Specialist team
• 5 people nationwide
• Split into two groups: Information Worker and Advanced Infrastructure
Team
• Maximising the utilisation of existing software investments
• Position value of IT investment to the business
• Partner awarenessCustomers
• Driving the adoption of new technologies
• Assisting Partners to develop new service offerings
• Linking Partners with Partners
• Drive deals with partners
Partners
Tele Pre-sales Technical Support (TPTS) : Opportunities Support
Customer Opportunity
TPTS Assistance
My customer is considering migration from competitive product to Exchange. I need to:
1. Understand how to define the solution
2. Compete against competition
3. Position Exchange as the right solution
4. Understand migration process
1. Competitive information
2. Detailed migration plans
3. Talking points on benefits of Exchange
4. Tailored Presentations
TPTS Help You Win Deals!!!
Demo Showcase
Demo Showcase is a set of pre sales tools to enable robust platform demonstrations through scenarios aligned with Microsoft Customer Campaigns that are relevant to the decision-maker’s specific role, business requirements and technology needs.
Infrastructure Assessment Framework
Website: www.assessmentframework.com
Strategic Data Management
Natalie Jackway
3 stages Tools Enterprise Search
Plan & Prepare • Partner Solution Plan• Marketing Development
Funds
• Identify search as an offer• Key messages• Survey• Mailing Lists
Demand Generation
• Solution Profiler• Partner Marketing Center
• Publicity• Events
• Offer for delegates• Telemarketing follow up• Conference• Seminars• Mailouts
Qualify Sales & Close
• CRM• Account Management• Follow-up• Tracking
• Reporting template
SDM - Leveraging Microsoft for effective campaigns
Participate in a Campaign
Through Partner – This Past Year
Campaign Number Partners
ROI
Security 24 26.2
Collaboration 29 19.9
BusinessIntelligence
12 14.0
Search 8 3.7
TOTAL 79 18.6
CAS
26%
Core Mid Market
50%
Lower Mid Market
9%
Upper Mid Market
13%
Weighted Opps by Segment
CAS
22%
Core Mid
Market
53%
Lower Mid
Market
12%
Upper Mid
Market
13%
Collaboration Campaign -
Segment View
CAS
40%
Core Mid
Market
36%
Lower Mid
Market
6%
Upper Mid
Market
18%
Infrastructure Campaign -
Segment View
FY08 Customer Campaign Architecture
Breadth Extension
Business Productivity
Security & Reliability
Customer Acquisition &
Retention
Business Solutions
+ +
Breadth (Some IT) Customer Campaigns
Core Breadth Product Stack
Advanced Breadth Product Stack
Depth (Big IT) Customer
Campaigns
• Campaign effort led by Breadth marketing team, rather than individual business groupsSegment Led
• Unified approach, with specific campaign messaging, executed under one unified creative approach
Unified Campaign Platform
• Drive demand To and Through Breadth partners (Distis, VARs, ISVs, and hosters).
• Address both upper and lower ends of spectrumStreamlined Focus
• Help prospects easily get the relevant information that they need to understand the benefits of Microsoft Technology, what solution they need to talk to their Partner about, and ultimately Buy
Solutions Level Focus
Breadth Campaign Approach
Breadth Campaign Structure
Basic SolutionBenefit
Product Stack
Advanced SolutionBenefit
Product Stack
How to buy(License Options, Hosted,
MS Finance, PS)
Special Offer!
Where to buySolution Finder Hosters Buy now
Based on customer size/industry
Customer Level
Solution Level
Offer Level
Customer Pain/Need
SMB customers want peace of mind – they want to stay productive and focus on their business:• Rely on IT and make sure it supports the business to be up & running• Store company information centrally in order to protect it better• Reduce security risks (viruses, worms, unauthorized access, hackers, …)• Reduce data loss & down time in the unfortunate event that something does happen
• Security is #1 priority in Some IT (AMI2006) • Security spend is expected to grow 16% to $7,7B FY08 (IDC2007)
No longer worry about losing your critical data and keeping important business information secure
Protect your Data
Vista / OneCare / Forefront / Exchange Hosted Services
Disti/Breadth VAR/DMR/LAR/SBC/Hosting(NI, AI, Sec)
Breadth partners, Web, PR, Partner Telemarketing
Keep your IT up & running
Vista / SBS2003 / WS LH / SCE
Disti/Breadth VAR/DMR/LAR/SBC/Hosting(NI, AI, Sec)
Breadth partners, Web, PR, Partner Telemarketing
Customer pain
Opportunity
Value Proposition
Scenarios
Products
Partners
Levers
Security & Reliability Customer Campaign
Marketing Development Funds
Campaign Focus? # Partners PAMs Receive ‘Give Gets’ Email
MDF Due CustomerCampaign Dates
Unified Comms Exchange Upgrades & Windows Mobile.
10 Aug 23 Sept 13 Oct - May
Application Platform
BizTalk Server 3 Sept 12 Sept 26
OSCI Security, reliability and managing core infrastructure i.e. Forefront
Sept 12 Sept 26
Collaboration Collaboration technologies i.e. Sharepoint
Sept 20 Oct 11
Business Intelligence
SQL Server / Performance Point–Data Warehousing
Sept 20 Oct 11
Security Phase 2 of OSCI campaign –exclusive focus on Forefront
TBD
Windows / SQL Server 2008 Launch
MDF & Sponsorship opportunities TBD
Aligning to Mid-Market Campaigns (50-500 PCs)
• Plan with your Account Manager
– Creation of Partner Solution Plan ‘PSP’
– Attend appropriate technical & marketing training
• Create Demand
– Campaign ‘give gets’ email from Partner Manager
– Agree to the campaign ‘give gets’
– Complete MDF Form
– Campaign objectives, resources required etc
• Submit MDF form to Partner Manager
• Partner Manager will confirm participation
Marketing Development Funds (MDF)
• Microsoft Provides
– Dollars $$ (Pending approval –Funds are limited)
– Your offers, events & solution on the customer campaign site
– Presales resources
– Preferred partner for campaign led opportunities
– Monthly ROI reports
• Partner Commits
– Pipeline report on a monthly basis
– 15:1 ROI – Microsoft product revenue
– Equal contribution to funds
Campaign Reports
• Plan and Prepare
– Marketing & Technical Training
– Partner Solution Plan
• Demand Generation
– Partner ready marketing resources on Partner Marketing Center for all customer segments
– Solution Finder/Profiler
• Qualify Sales and Close
– Assessment tools – Infrastructure Optimization and Infrastructure Assessment Framework
• Participate in a Campaign Today!
• Marketing Blog: blogs.msdn.com/marketingforpartners
– Do you want to contribute? Contact: [email protected]
Call to Action
THANK YOU!