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: mheald@microsoft.com

Call to Action

THANK YOU!