gtm gbs process. gbs operating model gbs marketing / plm offers st strategy / npd input corporate...
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GTMGTMGBS ProcessGBS ProcessGBS ProcessGBS Process
GBS OPERATING GBS OPERATING MODEL MODEL
GBS Marketing / PLM Offers ST Strategy / NPD Input
Corporate Marketing Team Offers LT Strategic Input / NPD Input
Corporate New Product Development
NPD Idea Creation
Idea Validation
Business Case Development
GTM Plan
Systems and M&Ps
Project Closeout
Trials Completed
Test / Launch
STAGE GATE 0 STAGE GATE 1
STAGE GATE 4
STAGE GATE 2
STAGE GATE 3STAGE GATE 5STAGE GATE 6
NPD PLM OwnerAssigned
GBS PLM Sponsor Assigned - co-owns business case
development with NPD lead
GBS Governance Council Provides Input and Assigns GTM PM
GBS GTM Plan runs parallel to
NPD GTM Stage Gate 3 thru Stage Gate 6
Lifecycle Management
GBS PLMAssumption – GBS GTM Tool would p to stage gates for milestone management – avoid duplication
GTM Process Flow GTM Process Flow – GBS– GBS
Decision Rendered:
Go / No Go
PM Assigned?
GTM Database and 30-60-90 Report are updated by GTM GM
YES NO
GBS PLM / Mktg Sponsor develops initiative that impacts GBS
GTM Governance Council reviews and renders decision or recommendation
GBS PLM / Mktg Sponsor fills out & submits GTM Checklist to GTM
Governance Council
GO NO GO
Rejected with rationale and returned to GBS PLM / Mktg
Sponsor
Return to GBS PLM / Mktg Sponsor for more information
and resubmission
GBS PLM / Mktg Sponsor manages through VIA tool
GBS PLM / Mktg Sponsor fills out VIA tool
- Holds kickoff and sets/manages next steps
- Updates GTM Database and 30-60-90 Report
Post Launch Feedback provided to GTM Governance
Council by PM
PM executes through VIA tool
No Go Feedback provided to GTM Governance Council by
GTM GM
- Engages functional stakeholders
- Updates GTM Database
VzB Existing Product GBS Existing Product – Price Up VzW Existing Product
LAUNCH to BSG/Regions
GTM Process Flow GTM Process Flow – NPD Corporate Marketing– NPD Corporate Marketing
Decision Rendered:
Go / No Go
PM Assigned?GTM Database and 30-60-90 Report are updated
by GTM GM
YES NO
GTM Governance Council reviews and renders decision or recommendation
GBS PLM / Mktg Sponsor fills out & submits GTM Checklist to GTM Governance Council
GONO GO
Rejected with rationale and returned to GBS PLM / MktgSponsor
Return to GBS PLM / Mktg Sponsor for more information and
resubmission
GBS PLM / Mktg Sponsor manages through VIA tool
GBS PLM / Mktg Sponsor fills out VIA tool
Post Launch Feedback provided to GTM Governance Council by PM
PM executes through VIA tool
No Go Feedback provided to GTM Governance Council by GTM GM
LAUNCH
Concept and Requirement Planning
STAGE 0 STAGE 2STAGE 1
Idea Captured Idea Validated
Product evaluation PM/sponsor assigned
Business Case
BSG /National
Mass LAUNCH?
Plan – Design – Schedule
Develop and Build
Test and Launch
Project Closeout
STAGE 3 STAGE 4 STAGE 5 STAGE 6
GTM plan Systems and M&Ps Trials completed Lifecycle management
YES
NO
Holds kickoff & updates GTM Database Engages functional stakeholders & Updates GTM Database
GBS PLM / Mktg Sponsor
NPD – Corporate Owner
Strategic input provided by GBS PLM and Mktg Strategy
GTM ChecklistGTM Checklist
Created url and database to capture key business case Created url and database to capture key business case elements for GTM Governance Council Reviewelements for GTM Governance Council Review
Track, manage and report on initiatives requesting Track, manage and report on initiatives requesting launch into GBS Channellaunch into GBS Channel
Allow for integration of key business case elements into Allow for integration of key business case elements into GTM project management tools and methodologyGTM project management tools and methodology
GTM ChecklistGTM Checklist
GTM ChecklistGTM Checklist
GTM Governance GTM Governance ProcessProcess
1. Overview of Product (Campaign) Business Plan1. Overview of Product (Campaign) Business Plan
Type of InitiativeType of Initiative(Is this a Product, Campaign, or Channel initiative?)(Is this a Product, Campaign, or Channel initiative?)
Strategic StatementStrategic Statement(What the initiative is and what we are we trying to accomplish, by when?)(What the initiative is and what we are we trying to accomplish, by when?)
Link to Verizon strategyLink to Verizon strategy(How does this initiative support Verizon’s Strategic Imperatives & GBS strategies?)(How does this initiative support Verizon’s Strategic Imperatives & GBS strategies?)
Marketing strategyMarketing strategy(Acquisition and/or Retention, including customer target market?)(Acquisition and/or Retention, including customer target market?)
Target Launch DateTarget Launch Date(Estimated date of tariff or product launch and why?) (Estimated date of tariff or product launch and why?)
FundingFunding(Is the funding Departmental or IT approved?)(Is the funding Departmental or IT approved?)
GTM Governance GTM Governance ProcessProcess2. Sales/Revenue Objectives and Strategy2. Sales/Revenue Objectives and Strategy
Sales Objectives/Revenue ImpactSales Objectives/Revenue Impact(What are the sales goals for this initiative? Is it incremental or enabling existing (What are the sales goals for this initiative? Is it incremental or enabling existing
business? What is projected ROE for program/campaign? )business? What is projected ROE for program/campaign? )
Channel IdentificationChannel Identification(What Sales channels are impacted, along with Training, Back Office systems, tools, (What Sales channels are impacted, along with Training, Back Office systems, tools,
and/or applications?)and/or applications?)
Sales Strategy by ChannelSales Strategy by Channel(What titles will be selling product and how? HDNO, Always offer, offer with certain (What titles will be selling product and how? HDNO, Always offer, offer with certain
product?)product?)
Incentive Strategy by ChannelIncentive Strategy by Channel(Are there sales compensation {QRV?, AwardPerqs?} for this initiative? (Are there sales compensation {QRV?, AwardPerqs?} for this initiative? Are they same for all channels? What is the impact on Systems and Are they same for all channels? What is the impact on Systems and
Compensation?)Compensation?) FundingFunding
(Is the funding Departmental or IT approved?)(Is the funding Departmental or IT approved?)
GTM Governance GTM Governance ProcessProcess3. Product/Campaign Description3. Product/Campaign Description
Product/Campaign Description/Offer Product/Campaign Description/Offer (Describe the product/campaign offer or description)(Describe the product/campaign offer or description)
Benefits Benefits (To customer, to Verizon)(To customer, to Verizon)
Pricing OverviewPricing Overview(What is the estimated pricing information?)(What is the estimated pricing information?)
Process ImpactsProcess Impacts(Is this replacing an existing process or creating new one(s)? Does IT impact the (Is this replacing an existing process or creating new one(s)? Does IT impact the overall timeline for target launch? Is there a Process Diagram?)overall timeline for target launch? Is there a Process Diagram?)
SME Impact TeamSME Impact Team(Has a cross functional SME team developed and submitted an Impact Statement, (Has a cross functional SME team developed and submitted an Impact Statement, including regulatory, customer communications, fulfillment, affiliates, and/or LOBs ?)including regulatory, customer communications, fulfillment, affiliates, and/or LOBs ?)
GTM Process GTM Process StakeholdersStakeholders
GBS PLM LOBs (VzB & VzW) via GBS PLM NPD via GBS PLM Channel (e.g. One Source) Diane BrownDiane Brown
Mike McLaughlinMike McLaughlin David FrendoDavid Frendo Carrie GrayCarrie Gray Maria MonganMaria Mongan Mike KalinaMike Kalina Elizabeth RichardsonElizabeth Richardson Sue MolnarSue Molnar Steve ThomsonSteve Thomson Chair: GTM Group Manager (GM)Chair: GTM Group Manager (GM)
GTM Governance Council MembersGTM Governance Council Members
Sponsors (Business Owners)Sponsors (Business Owners)
GTM Process GTM Process StakeholdersStakeholders
Bi weekly review of requestsBi weekly review of requests
Develop, publish, and manage 30-60-90 day Develop, publish, and manage 30-60-90 day launch calendarlaunch calendar
Manage GTM Data Base informationManage GTM Data Base information
Coordinate GTM Data Base and VIA user Coordinate GTM Data Base and VIA user trainingtraining
Provide updates to and solicit feedback from Provide updates to and solicit feedback from Channel leadershipChannel leadership
GTM Governance Council - Functional roles, lead by the GTM GM:GTM Governance Council - Functional roles, lead by the GTM GM:
GTM Process GTM Process Execution GapsExecution Gaps
Process execution gaps include:Process execution gaps include:
Identify and assign dedicated GTM GM from existing GBS Identify and assign dedicated GTM GM from existing GBS GM resource poolGM resource pool
Identify, reassign, and train individual contributor (Level 6) Identify, reassign, and train individual contributor (Level 6) from GBS pool that matches Project Management skill setfrom GBS pool that matches Project Management skill set
Ensure BSC and Regions properly engage and support the Ensure BSC and Regions properly engage and support the GBS GTM Governance process in order to launch their GBS GTM Governance process in order to launch their initiatives that impact the channel – identify Regional SPOCs initiatives that impact the channel – identify Regional SPOCs to handle National Mass Launches – Who would handle to handle National Mass Launches – Who would handle Launches to Alt Channels in Mass?Launches to Alt Channels in Mass?
Evaluate VIA with Kelly Moore as the baseline GTM project Evaluate VIA with Kelly Moore as the baseline GTM project management tool – does it work for new products, price-ups management tool – does it work for new products, price-ups and campaigns? Are there any changes/updates that need and campaigns? Are there any changes/updates that need to be added to cover all types of launches?to be added to cover all types of launches?
Develop and roll out training on the GTM Process, including Develop and roll out training on the GTM Process, including use of the GTM Checklist/Data Base and VIA project use of the GTM Checklist/Data Base and VIA project management tool management tool
GTM Key Decision GTM Key Decision DriversDriversGo/No GoGo/No Go
Strategic importance, alignment with GBS goals, and channel Strategic importance, alignment with GBS goals, and channel impacts as detailed in the GTM Checklistimpacts as detailed in the GTM Checklist
Assignment of GTM Project ManagerAssignment of GTM Project Manager High strategic value to meeting GBS business objectivesHigh strategic value to meeting GBS business objectives Involves two (2) or more Business UnitsInvolves two (2) or more Business Units Requires a broad base of cross functional participationRequires a broad base of cross functional participation
Sponsor lead initiativesSponsor lead initiatives Requires limited cross functional participationRequires limited cross functional participation Involves GBS only business unitInvolves GBS only business unit
GTMGTMGBS ProcessGBS Process