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WebEx Confidential
Increasing Productivity through Just-in-time training…Webcasts
Channa Mestas,Sr. Sales Training Manager, NetApp UniversityPaul Krueger,Online Learning Systems Administrator , NetApp University
2 WebEx Confidential
Agenda
• About Network Appliance (NetApp)
• Global Sales Webcast Programs
• Webcast Process
• Always Improving
• Increasing Productivity through webcast training
• WebEx Support & Specifics
• Summary and Questions
3 WebEx Confidential
NetApp…
• Worldwide, enterprise customers
• Fastest growing storage company
– Outpacing the industry by 3x
• Data Center proven solutions portfolio
• Industry-leading partners
• Comprehensive professional services
• Global support
$500M
$1B
$1.5B
• 5500+ Employees
• Distributed in 138+ countries
• 75,000+ installed systems
$2.0B
FY06:$2.07 Billion
FY06:$2.07 Billion
• Fortune 1000
• S&P 500
• NASDAQ 100
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NetApp University’s Charter
Audiences
• Sales
• Systems Engineers
• Channel Resellers
• Engineering
• Professional Services
• Partners
• Customers
Delivery Mechanisms
• ILT (instructor-led)
• eLearning Self-paced
• Webcasts
Charter for webcasts
• University-wide– Training Center
– Event Center
• Internal ad-hoc training– Training Center
– Event Center
– Meeting Center
• Company-wide– Meeting Center
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Polling Question #1
• Are currently deploying webcasts to Sales?
– Yes
– No
• If you answered NO, please do poll #2
– Do you want to deploy content via webcasts to sales?
• Yes
• No
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Before webcasting …
• Content we offered:
• Static web pages
• eLearning self-paced modules – from 1-3+ hrs duration
Issues we faced:
• Static web pages not for our sales force
– Too much information
– No sense of priority
– No incentive to review from management
• Dynamic content = expensive maintenance fees
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Webcasts: a shaky start …
• Initial focus on solutions training for Sales:
– 25 people maximum per class
– 2 hour classes
– Very interactive – case study-based model
– Break-out sessions
• Results well-below plan
– 2-3 people per class, if any
– Feedback: Boring
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Lessons Learned
• Deployed content via webcast too fast - before we fully understood how to effectively use, create and deploy content via webcast
• No training plan for presenters
• No program plan …used the “on-the-fly” model
• Did not market, brand or advertise the webcast tool to our target audience
• No executive sponsorship or leadership
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Best Practices
• Create a program and BRAND it with executive sponsorship!
• Create a program like a weekly TV show…same day, same time, same channel, same duration
• Ensure your support team understands the tool inside and out
• Encourage participation from key sales leaders and field interests
• Offer Incentives! E.g. District with most participation gets rewards
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Global Sales Webcast Programs• Americas:
– Specific Day: 3 weeks of every month
– Duration: 1 Hour
– Live Presenter-led Webcasts twice per day
• Sessions targeted for different time zones
• Same content and messages delivered
– Executive Sales VP hosts every webcast
• EMEA:
– Once per month: Specific day of each month
– Duration: 1 Hour
– 1 Live Presenter-led Webcast per day
– Executive VP hosts every webcast
• APAC:
– Every other week: 2 times a month
– Duration: 1 Hour
– In 4 local geographies, in local languages (Korean, Chinese, Japanese, English)
– 1 Live Presenter-led Webcast per geography/local language
– Local Management hosts every webcast in local languages
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Types of Content deployed via webcast
• New Product Introductions
• Selling and Positioning of solutions, products, and/or services (existing or new)
• Sales Success Stories
• Working with Partners
• Analyst Case Studies
• Competitive Information and Responses
• Sales Process, Initiatives and Goals
• Urgent “Call to Action” from Sales Leadership
• Sales Leadership Collaboration/Communication
• Sales Tools
Create Events in Webex
CalendarUpdated
Funnel Requests to Sales Advisory
Board & Sales VP
Final Topics& Dates
SME’sReview V.1
Conduct Interviewsto Review Final
Content For Dress Rehearsal
V.3 Created
Conduct Agenda Call
Entering the Content Development Process for Webcasts
REQUEST FOR Topics
V.1 Draft Script
Obtain SMEFeedback
Conduct IndividualPre-Interviews
IntegrateFeedback into
V.2 Draft
Assemble Webcast
Project Team
Prepare & CreateContent in
WebEx
Sales to Prioritize Topics
Agenda & Content Outline
Final Content Sent To WebEx Producer
30 Minutes Prior to Webcast Start,
Presenters Meet
Review anyOpen questions
& concerns
WebEx producerRuns Reports
Send Q&A From Session to
SME’s
WebcastBegins
Attendance, Evaluation,
Tests & Quizzes
FAQ DOC
Debrief / CoachWebcast
Interview participants to improve future
webcasts
ImprovementReport
To Team
SME’s to send out any existing
content/materials
Follow-up/Thank You
Email to team
URL’s are Posted to
web
Conduct Dress
Rehearsal
V.4 Make Changes to Content &
Interactivity
Send out invites
WebcastEnds
Resolve any Technical
issues
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Polling Question #2
• How long do you think it takes us to create content for a 1 hour webcasts?
– Less than 10 hours
– 15-20 hours
– 40-60 hours
– 61-80 hours
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Content Development Process and Ratios
Average of 18 hours preparation for each hour of content:
• 30 minutes Agenda Call
• 1-2 hours of Pre-Interviews
• 1-2 hours of content development of slides by SME’s
• 2-3 hours of development of draft script
• 1-2 hours SME review/SME feedback integration
• 0.5-1 hour of scripting
• 1.5 hours of dress rehearsal
• 0.5 - 1 hour of rewrite
• 1-2 hours of prepare content/build content
• 3 hours of live ILT Webcast
• 1 hour of post webcast work
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Webcast Content Best Practices
• Utilize 3rd party partner for content development/scripting
• Communicate the process when a topic is requested
• Start content development 7 business days from webcast delivery date
• Always have a script
• Always conduct dress rehearsals
• Leverage content for global audiences
• Regionalize scripts for international geographies
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Why Script?
• Guideline to direct the webcast
• Focus on clear crisp messaging
• Time efficiency
It’s not about …
• Rigid discussion
• Impromptu dialogue
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Example Agenda and Timing
• 1 minute before webcast begins: Sales Announcements
• Host Intro: 2 minutes
• Interactive Polling: 2 minutes
• Content: 15 minutes - repeat 3 times per webcast
– Presentation: 10 minutes
– Interactivity: 2 minutes
– Q&A: 3 minutes
• Resources/Where to go for more information: 3 minutes
• Interactive Polling: 2 minutes
• Top of Mind/Call to Action: 2 minutes
• Evaluation: 2 minutes
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Changes we’ve made to keep’em coming!
• Pre & Post Quizzes
• Survey quiz questions sprinkled throughout
• Increase survey participation
• Audience downloads
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Future Changes to Content Format & Interactivity
• Round tables
• Hot Spot
• Web safari's
• Story telling
• Role plays or scenario-based role playing
• Recall games
• Exciting/engaging intro's
• Branching scenario using Flash MX 2004 Pro
• Script variations
• Streaming video of presenters
25 WebEx Confidential
Increased Sales Productivity
• Real-time information
• Learn from real-world peer experiences
• Best practice collaboration
• Call to Action – immediate response to issues
• Drive strategy alignment
• Keeps Sales Reps and SE’s in the field and focused
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Return on Investment
Where we started… Phase 1
Before…May ‘03 through August ‘03
• 825 total participants attended
• 23 average participants per webcast, 17 webcasts w/zero participation
Where we got to…3 Months later… Phase 2
Example of Nov ‘03
• 1266 total participants attended
• 63 average participants per webcast
Where we got…Phase 3
Jan ’04 through April ‘04
• 2,205 total participants attended
• 84 average participants per webcast
Where we are now currently at…
Jan ’07 through April ‘07
• 4012 total participants attended
• 308 average participants per webcast
4012
82522051266
308
842363
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Phase 1 Pase 2 Phase 3 Now
Time Period
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Total Participation Average Attendees / Webcast
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Challenges we face
Initial
• Introducing audience to new tool
• Understanding different flavors of the tools
Current
• Security issues
• Audio quality
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In April ’07…our first 500+ sales webcast
• Guest speaker- Dan Warmenhoven CEO
• Expected audience of 500+
• 2 power outages
• WebEx support present
• Best highest rated webcast of the year!
30 WebEx Confidential
Producing Best Practices
• Know your customer!
• Be prepared for anything, have alternate avenues
• Set expectations for content delivery timeline
• Be calm and confident
• Support your presenters and your audience
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#2 Element of Success
Webcast Support!
You want presenters to focus on delivering a crisp, strong message!
#2
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#3 Element of Success
Dress Rehearsals!
• Presenters often edit slides 5 minutes before events start
• Presenters are “afraid” of the tool’s interactivity functions
• Presenters underestimate their ability to continue if “something”goes wrong!
#3
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#5 Element of Success
Create an “Advisory Board”
• Made-up of an audience pool that you can bounce feedback off of and validate content with…
• The voice of your target audience
#5
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