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Citrix Service Provider Program
Go-to-Market and Launch Planning Guide
© 2014 Citrix. Confidential.4
Launch Overview
Name: Sourced from the Messaging and Positioning Guide Key Dates:Positioning: Sourced from the Messaging and Positioning Guide Packaging and Pricing:Key Partnerships:Sales Strategy: Announcement and Marketing Strategy Training Strategy :
© 2014 Citrix | Confidential – Do Not Distribute
2014 2015
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May
Milestones
Readiness Milestones
Sample Key Milestones
Technical
Go-to-Market Plan
Business Strategy
Sales Enablement and Execution
Public Launch
Tech Preview
Internal Milestone or Event
Project Commit
Pilot
© 2014 Citrix. Confidential.6
•Detailed information on naming, pricing and packing of your solution.
•Include any early release efforts (Pilots, Beta Programs)
Naming, Pricing and Packaging
© 2014 Citrix. Confidential.7
Sales Strategy
Summarize the sales strategy for selling your hosted services
Describe role and contribution of your teams that are expected to drive sales:• Inside sales, Named account teams, Sales specialists, Systems engineers (SEs), etc.
Include…• Timing of sales efforts by area or geo• Sales and technical training requirements• Overview of required sales tools• Sales quota planning and strategy
© 2014 Citrix. Confidential.8
Category Description Status Owner Mitigation Plan
Dependencies ETA
Technical
Business
Marketing
Risk Mitigation Table
Messaging & Positioning
© 2014 Citrix. Confidential.10
2 Benefit 2
3 Benefit 3
Simple Position Statement
1 Benefit 1
Sourced from the Messaging and Positioning Guide
© 2014 Citrix. Confidential.11
Strategic Features
2 Feature 2
3 Feature 3
4 Feature 4
1 Feature 1
5 Feature 5
Sourced from the Messaging and Positioning Guide
© 2014 Citrix. Confidential.12
Business Buyer
Key Messages
A
B
C
Benefits
A
B
C
© 2014 Citrix. Confidential.13
Technical Buyer
Key Messages
A
B
C
Benefits
A
B
C
Launch Plan
© 2014 Citrix | Confidential – Do Not Distribute
2014 2015
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May
Milestones
Go-to-Market
Milestones
Activities
Sample Go-to-Market Work Stream
Launch • Live launch event• Social media • Press Release• AR/PR/IA BriefingsPilot Program
• Internal training• Customer references• Feedback loop
Marketing Preparation • Messaging • Marketing and launch plan• PR/AR Plan• Content development • Sales and customer tools• Website
MSD &G2M Plan Complete
Core Sales Tools
Complete
Core Customer
Tools Complete
AllLaunch
Deliverables Complete
Public Launch
Tech Preview
Internal Milestone or Event
Project Commit
Pilot
© 2014 Citrix | Confidential – Do Not Distribute
Core Marketing Deliverables
• Customer• Customer Presentation
• Sourced from MSD• Product Brochure
• Sourced from MSD• Product Datasheet
• Sourced from MSD• Product Video
• TBD• Customer Demo
• TBD
• Launch• Launch Event• Press Release• IA/AR/PR Strategy• Social Media Strategy • Customer Newsletter• Website Go-Live
• Sales• Selling & Positioning PPT
• Templates provided• Sales Reference Card
• Template provided• Pricing Guide• FAQ• Demo Guide/Script
•Messaging• MSD Guide
© 2014 Citrix. Confidential.17
Sales Readiness Plan
Audience Readiness Goals Planned Activities
Inside Sales Team •Train sale organization on how to sell our hosted desktop solution
•Ability to being engaging with customers by X
• Introduction webinar• Live, full day training
Channel Sales Team •Train channel organization on how to sell our hosted desktop solution
• Introduction webinar• Live, full day training
Sample Data Provided
© 2014 Citrix. Confidential.18
Support Readiness Plan
Audience Readiness Goals Planned Activities
Technical Support Team
•Train support organization to handle all level 1-2 technical support calls.
• Introduction webinar• 2 days of hands on training and troubleshooting• Training videos, knowledge bases and
troubleshooting guide
Sample Data Provided
© 2014 Citrix. Confidential.19
Operations Readiness Plan
Audience Readiness Goals Planned Activities
Operations team
© 2014 Citrix. Confidential.21
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