THE ORACLE CHANNEL MARKETING HANDBOOK - … · THE ORACLE CHANNEL MARKETING HANDBOOK. ... (Zift...

YOUR GUIDE TO GETTING MAXIMUM VALUE FROM YOUR ORACLE PARTNERSHIP

THE ORACLE CHANNEL MARKETING HANDBOOK

2/17Maximise the value of your Oracle Channel Partner relationship. © 2014 Oracle Corporation. All rights reserved.

Marketing Automation

NextSteps

MSE Project

Campaign as a Service

One Magazine

Sales Velocity

Days

Key Engagement

Events

Additional Resources

Sales Bootcamps

Specialised Campaigns

Introduction

MAXIMISE THE VALUE OF YOUR ORACLE PARTNERSHIP

The idea that Oracle was looking to embrace something which disrupts the norm

when it comes to marketing was something that really got us excited and made us want

to be part of it.

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Oracle has always worked closely with its partners to provide the marketing support that helps them discover new opportunities and build a platform for profitable and sustainable growth. But now it’s investing an unprecedented level of resources into accelerating the pace of its joint marketing efforts with partners.

Oracle’s channel marketing initiatives are about to get smarter, more integrated and more finely tuned to the specific needs of each partner. Everything is designed to generate more, higher-quality leads for partners – helping you uncover new revenue streams, build your profile in the Oracle partner community, and ensure sales efforts are targeted at the right prospects.

This guide looks at how detailed insight into key markets is transforming Oracle’s approach to channel marketing. It also takes you on a tour of all the current programmes to show how they work and why you should get involved – with insights from partners who’ve seen first-hand how valuable these initiatives can be. Read on to discover how you can maximise the value of your Oracle partnership.


IntroductionMarketing

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REAL MARKET INTELLIGENCE FOR REAL BUSINESS RESULTS

Everything changes…In the age of the empowered customer, traditional approaches to sales and marketing are quickly becoming obsolete. To remain competitive, every business now needs to think differently about how it engages with customers throughout the buying cycle. It’s only by having relevant interactions with the right customers at the right time that organisations can drive revenue. That’s why Oracle Channel Marketing has developed a smarter approach to helping partners identify, engage and convert the right prospects.

Understanding the opportunityOracle Channel Marketing has conducted extensive research to gain a holistic view of the midsize business landscape in the UK. As well as looking at customer priorities and emerging trends across the midsize market, this project drills down into key industries to ensure a pinpoint focus on exactly the right customers. This detailed customer information has been combined with data on which businesses currently run Oracle, and which divisions they’re dealing with, to provide a complete map of the opportunities for partners.

Precision targetingThe MarketMap enables a new data-driven approach to identifying the best cross-sell and up-sell opportunities, as well as highlighting the white space that will yield the highest returns. This allows partners to identify the quickest wins – and the biggest opportunities – and target customer profiles where there are the strongest references.

Driving engagementOnce the right targets are identified, marketing resources can be invested with confidence, knowing that you’ll be targeting the right customers with the right products and the right messaging. It means that joint marketing initiatives with Oracle become part of a long-term customer engagement plan, rather than the one-off campaigns of the past.

A solid marketing foundation for sales successWorking with your Oracle Partner Account Manager and Channel Marketing Manager, you can design integrated campaigns that combine elements from across the programmes outlined in this handbook, with a clear focus on specific target customers – all based on real market intelligence and proven, repeatable processes.



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CAMPAIGN AS A SERVICEA complete marketing campaign – ready to run

Quickly and easily create demand generation programmes and accelerate growth opportunities with Oracle Marketing Kits.

Our ready-to-use campaign material and templates will help you target your audience and run effective marketing activities while saving time and money.

Just take the content from the portal, drop in your company logo and go!

Each marketing kit typically includes:

• Partner Guidance Document: Background information on the specific campaign as well as copy blocks for customer-facing e-blasts and landing pads.

• Demand Generation: Online or direct mail marketing materials and a variety of other templates that reflect Oracle’s marketing strategies, allowing you to customise your message, branding, call-to-action and company contact information.

• Offers: iSeminars, White Papers, Business Briefs and other valuable assets you can use as a part of your campaign to drive leads.

• Sales Enablement and Support: Campaign-specific sales material that will enable your sales force to qualify new marketing contacts and develop opportunities.

For more details please log into the OPN portal.

One of the prime marketing aims of

any reseller is to generate new opportunities

for their respective sales teams to explore and

convert into revenue. The combination of

Oracle Channel Marketing programmes, our

distribution partner Arrow, and its telemarketing resource CPB,

has allowed BSI to reach out to both net-new and existing clients

with some innovative messaging – enabling us to generate a

valuable sales pipeline.

Kevin Evans, Sales Manager, %XVLQHVV�6\VWHPV�,QWHUQDWLRQDO

Partners say…

If you have any questions or want to discuss your Oracle marketing CaaS plans please contact your VAD Marketing Manager.

• Arrow - [email protected]• Avnet - [email protected]

http://www.oracle.com/partners/en/partner-with-oracle/market-and-sell/marketing-kits/secure/index.html

mailto:[email protected]




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SPECIALISED PARTNER PROGRAMMES Supporting partners to invest in growing their Oracle business

Becoming an Oracle Specialised Partner brings many benefits, demonstrating your expertise to prospects and helping increase your industry profile. It also gives you access to incremental funding, through innovative programmes.

Act-OnThe Act-On programme focuses on specific Oracle on Oracle Solutions to create bespoke campaigns for specialised partners, offering everything from business plan guidance to demand generation co-funding and sales enablement training kits.

Your Oracle Partner Account Manager will work with you to:

• Establish a robust business plan• Create a marketing plan based on careful targeting• Show how ROI will be achieved; get funding approved• Find the right combination of marketing demand

generation and sales enablement

Systems Campaign Ideas Factory Initiative for PartnersIf you have an innovative and creative idea for demand generation then take part in this exciting initiative.

Submit your entry and if selected, you will be invited to present to the Oracle panel.

If your pitch is successful you will receive incremental funding to execute the campaign.

Our Act On campaign resulted in a number of full-stack Oracle solutions – storage, systems and software – being delivered to customers. Act On and the associated marketing support from Oracle allowed us to

run incremental campaigns that were not originally planned, and delivered great results.$EGXO�6KHLNK��&KLHI �7HFKQRORJ\�2IÀFHU��&LQWUD

The ideas factory allowed us to think creatively how we could drive new pipeline and win incremental business for DSI and Oracle. Not only did we achieve this, closing business within a month and generating a

KHDOWK\�SLSHOLQH��EXW�RQH�XQIRUHVHHQ�EHQHÀW�KDV�EHHQ�WKH�UDLVLQJ�RI �'6,·V�SURÀOH�ZLWKLQ�2UDFOH��$FWXDOO\�VLWWLQJ�LQ�IURQW�of the panel of senior Oracle execs, discussing our submission, working through the process and being awarded the additional funds gave us a great opportunity to present how DSI works with Oracle. 0LNH�/\RQV��0DQDJLQJ�'LUHFWRU��'6,

Partners say…

Partners say…



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SPECIALISED PARTNER PROGRAMMES Supporting partners to invest in growing their Oracle business

Act-OnCriteriaVADs jointly with Oracle will select qualifying partners and engage Channel Marketing and Enablement to build business plans with partners • Specialisations – certain mandatory and/or preferred

specialisations apply to Act-On campaigns • Partner must match campaign funds provided by

Oracle (50/50) • Campaign must be started and demonstrable in

quarter to adhere to compliance requirements

SubjectIn FY15, we are driving the following campaigns as part of the ActOn program: VCA for Cloud Providers; Middleware Consolidation and Innovation; Database Storage Optimisation; Database as a Service on Private Cloud

TimescalesWe now need to wait for FY16 for the new round of programmes to be released. We will be able to give you some information from May 2015.

RequirementsFor those running the campaigns at the moment please use the correct Marketing Campaign Code for OMM registrations influenced by ActOn Campaigns.

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Systems Campaign Ideas Factory Initiative for PartnersCriteriaAll campaigns need to drive business for Oracle Systems products and solutions and are subject to some basic criteria:• Submissions must align to one of the four Systems Sales

Plays and mandatory specialisations

• Focus on demand generation • Campaign must be started and demonstrable in quarter to

adhere to compliance requirements

Timescales• Submission Friday 30th January 2015• Panel Presentation week commencing 10th February 2015• Notification of success 16th February 2015• Campaign review call week commencing 23rd March 2015

Requirements Please use the correct Marketing Campaign Code for OMM registrations influenced by Systems Campaign Ideas Factory Initiative for Partners Campaign.

Contact

Sales Plays’ SpecialisationsDatabase as a Service (DBaaS) Database / ES / OVCA

(accredited)Engineered Systems for Applications (ES4Apps)

ES / OVCA (accredited)

SPARC the Base SPARC T or M SeriesStorage ZS3 / Tape

&DUROH�%RXOG\[email protected]




IntroductionNextSteps

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MARKETING AUTOMATIONEnhance, automate and personalise your marketing programmes

The buying cycle has changed massively in the last 10 years so we need to adapt. With hundreds of different ways to reach customers, we have to be relevant in this new complex and crowded environment. A top market analyst claims “Today’s buyers might be from 66% to 90% through their journey before they reach out … buyers now put off talking to a salesperson until they are ready for price quotes”. That’s why we need to implement new modern tactics and Marketing Automation is one of them - shown to increase response rates and leads.

Oracle has been through this process internally and has seen substantial increases in marketing performance and ROI. We would like to offer this best practice to our partner community as a service. Oracle has chosen a third-party solution (Zift Solutions) who provide all the functionality required.

This new platform gives you all the tools you need to promote your Oracle services and solutions, including:

• Content syndication• Email automation• Social media syndication• Lead distribution• CRM integration• Shared analytics

Why is this good for your business? • Better response rate• Better-quality leads to opportunities• Improve productivity• Enhance prospect relations

What benefits you get from the tool?• Collect and understand potential buyers’ needs• Send personalised and more relevant communication• Nurture prospects and contact them when ready to engage• Flow leads from the platform to your own CRM

e-DBA’s relationship with Oracle Marketing has been the backbone to driving successful end to end campaigns and building a solid pipeline. Having been approached to participate in the Marketing Automation Pilot by Oracle, e-DBA were keen and excited

from the outset. It’s a great step towards understanding the customers needs better and moving forward with the latest Marketing trends. The content platform, delivery, and content creation has been second to none and has been excellent quality. It’s a great project to be involved in, and the results so far have been fantastic.'KDUPHVK�+DUML�� 0DUNHWLQJ�0DQDJHU��H�'%$

Partners say…


IntroductionNextSteps

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MARKETING AUTOMATIONEnhance, automate and personalise your marketing programmes

RequirementsIf you’re interested in taking part in this innovative initiative please register your interest; you could be part of our H2 campaigns currently running (under approval). In FY16, we are planning to expand the programme even further so if you don’t qualify now you might be able to run these activities in our next fiscal year from June 2015. Let us know if you want to be involved!

Criteria• Must be an OPN registered partner• Relevant skills aligned to the campaign• Managed by an Oracle Partner Account Manager• Marketing resources• Database of approximately 5,000 contacts

OMM• Please use the correct Marketing Campaign Code for OMM registrations

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Contact




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One Magazine

ONE MAGAZINE Get your brand in front of 90,000 Oracle users

One Magazine is a quarterly publication aimed specifically at midsize businesses and sent to 90,000 subscribers in the UK and Ireland, either online or in print.

Each issue features several advertisements and short articles from Oracle partners, based on quarterly focus topics, offering a simple way to reach out to a large cross-section of the Oracle user community.

With themes ranging from data quality management to customer experience design, there are opportunities for all partners to get involved.

The themes are set well in advance of publication. Click on the link below for a breakdown of what’s coming up and see if your business could be a good fit for a future edition.

We’re always keen to demonstrate our

capabilities to the widest possible audience, so

when the opportunity arose to place an ad in

One Magazine we jumped at the chance. With

fantastic support, both from our distribution

partner and from the Oracle Channel Marketing Team, the whole

process was fast and seamless. A really successful collaboration

exercise that we’ll certainly repeat.

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Partners say…

ONEORACLE MAGAZINE FOR MIDSIZE COMPANIES

Click here for One Magazine.

http://www.oracle.com/us/dm/one-magazine/home.html



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ONE MAGAZINE Get your brand in front of 90,000 Oracle users

CriteriaWe are looking for an alignment between the partner’s business and the quarterly theme

Subject Varies

Timescales Quarterly edition• January• April• June• September

Requirements Please use the correct Marketing Campaign Code for OMM registrations influenced by One Magazine.

Contact

Margaretha [email protected]

ONEORACLE MAGAZINE FOR MIDSIZE COMPANIES

What’s coming nextSubmission details for June edition will be available in March 2015.

Technology portfolio focus:• Platform as a Service (DBaaS & MWaaS)• Oracle BI & OBI Mobile• DB Consolidation & Cloud with Multitenant Option• Oracle DB + DB Appliance• Analytics with In-Memory Option• DWH Modernization incl. Big Data• 12c Upgrade• Mobile• Security

Applications portfolio focus• SaaS CX and HCM

Systems portfolio focus:• SPARC Refresh / Take Out Programmes• Storage FS1• ES4Apps• SPARC• Storage• DBaaS




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Sales Bootcamps

PARTNER SALES BOOTCAMPS A crash course in selling Oracle solutions

Partner sales bootcamps are based on the Oracle five-day Sales bootcamp that all its new sales employees attend as part of their induction.

This bootcamp is a two-day, sales-cycle based programme. It provides an understanding of Oracle’s key differentiators and market-leading solutions (Technology and Hardware) while developing individual sales skills.

There are a couple of options available to partners. You can attend a two-day bootcamp which is run every quarter for all partners, or you can request a one-day bootcamp specifically tailored for your sales team.

Contact

CriteriaOpen to OPN partners who have sales people who are either new to sales or to selling Oracle. Appropriate for either Internal or Field Sales.

Submission processPlease express your interest to either your Partner Account Manager or Samantha Pavia, UKI Partner Enablement Manager. Dates for the two-day Partner Sales bootcamps are communicated at least two months in advance – invitation is strictly by Partner Account Manager.

Alternatively, if you are interested in running a one-day Sales bootcamp at your premises you will need to have at least 10 sales people able to attend.

RequirementsTo ensure continued investment in this programme it is essential that all partners who attend record OMM registrations afterwards to help demonstrate success.

Please choose a relevant Marketing Campaign Code for the OMM registration.

6DPDQWKD�[email protected]




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SALES VELOCITY DAYS Soft skills, hard results

Sales Velocity Days are designed to help partner sales teams to improve their selling skills over the telephone. These intensive one-day courses feature a blended training approach to ensure your sales team has a productive calling day and generates measurable results.

Experts from Oracle’s sales training partner, Natural Training, work with you throughout the day to establish how to pitch your key messaging, analyse performance on the phones with real customers or prospects, and use one-to-one coaching to develop the soft skills needed to drive successful engagement and deliver hard results for your pipeline and revenue.

A combination of theory and practical exercises provides Oracle partner sales teams with the skills and confidence to deliver the right messages to the right customers – creating opportunities and meetings not just on the day, but continuing after the training has been completed.

Natural Training energises, challenges and re-emphasises messaging to our sales staff. Our most recent

training day generated 18 leads.

Russell Flower, 6DOHV�'LUHFWRU��(VWHHP�/WG

Partners say…



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SALES VELOCITY DAYS Soft skills, hard results

CriteriaOpen to OPN partners who have a minimum of 8 internal or customer facing sales people who can attend the training. Some Oracle product knowledge is essential.

Submission ProcessPlease submit a proposal to your Partner Account Manager which contains the following information:

• Proposed Date • Duration: 1 day • Location• No of participants and Job role:

(ie Internal and/or Field sales) • Objectives: For example number of confirmed

appointments or number of qualified leads leading to follow-up meeting

• Data• Message/Proposition

6DPDQWKD�[email protected]

Contact

Timescales Proposals are submitted on a quarterly basis with detailed information required for an application to be considered and approved.

Requirements A key measurement for the success and continual investment in this programme as well as criteria for all partners who take part is to ensure all opportunities generated on the day and afterwards are recorded as OMM registrations with the correct Marketing Campaign Code.




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KEY PARTNER ENGAGEMENT EVENTS

Date: 29 January 2015Event: Ireland Partner DayLocation: Conrad Hotel, Earlsfort Terrace, Dublin 2, IrelandInvitation 29th January 2015 Ireland Partner Day

Date: 5 March 2015Event: Enterprise Architects Club for Partners Location: Londonhttp://www.oracle-eac.com/

JAN29

MAR5

These business-focused events are not technical or training sessions, but are designed to give you a deeper understanding of Oracle’s Channel strategies and provide an opportunity to network with Oracle contacts as well as other partners.

To see a full list of Oracle global events, please click here.

http://my.oracle.com/content/web/CNT2316562

http://www.oracle-eac.com/

http://events.oracle.com/search/search?group=Events&keyword=OPN+Only.



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ADDITIONAL RESOURCES Build and promote your brand

Promote your eventsIf you are a specialised partner running live or virtual events, then list them on Oracle.com/events • Complete the Oracle Publishing Services Request Form • Submit completed form with company logo (.jpeg) via

email to [email protected]

RequirementsMust be a partner led and executed event (web or in-person) and submitted four weeks before event.

Partner Press Release ProcessBuild brand awareness by developing announcements related to your OPN Program achievements that mention Oracle. All press releases mentioning Oracle or its products must go through the approval process.

Tips and TemplatesBefore you develop your press release, check out the templates and tips for a full list of requirements and essential advice on creating a high-impact announcement.

Contact$PDQGD�[email protected]

6WHSKHQ�[email protected]

+DUSLQGHU�[email protected]

Partner/Customer Reference Programme Be recognised – your reference matters.

The Oracle Partner/Customer Reference Programme showcases successes through references that take the form of:• Press Opportunities• Analyst Interviews• Success Stories on Oracle.com• Videos • Speaking Engagements (by invitation only)• Oracle OpenWorld • Sales Referencing• Forums

To be considered for the programme, partners are required to submit the Online Reference Request Form which will guide users in providing the required information.

Contact

http://www.oracle.com/events

http://www.oracle.com/partners/secure/marketing/partner-event-publishing-form-151300.xlsx


http://www.oracle.com/partners/en/partner-with-oracle/market-and-sell/press-release-guidelines/secure/index.html




http://www.oracle.com/go/?&Src=4020042&Act=31



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GET FROM LEAD TO REVENUE FASTER WITH ORACLE CHANNEL MARKETING

Oracle Channel Marketing is changing. It’s getting more integrated, more sophisticated and more orchestrated – helping Oracle partners generate more high-quality pipeline and streamline the conversion of that pipeline into revenue.

And this is just the beginning. As the MSE project continues to expand, and new initiatives like the Channel Marketing Automation programme come online, Oracle’s joint marketing efforts with its partners will become even smarter and even simpler to execute.

Get started todayWith a new level of genuine market insight – and so many exciting initiatives to choose from – there’s never been a better time to engage with Oracle Channel Marketing. Get in touch with your Oracle Partner Account Manager and Channel Marketing Manager today to start building a marketing plan that delivers sales success.

SUBMITTING AN OMM?Don’t forget to add a marketing campaign code!

Valid to May 2015Please assign the most appropriate Campaign Code from the following to your OMMs in the “Marketing Initiative Field”

Please click on the campaign to expand

Install Base

Database 12c/Options

Engineered Systems

Storage

Competitive Take-Out

Systems Partner Ideas Factory Initiative


ActOn Codes

Sales Velocity Days

2

3

4

5

1

6

7

8

9

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