Workshop:Up-Selling and Cross-Selling to your Small and Mid-Sized Customers

Bill Vlandis - MicrosoftWendy Smith - MicrosoftClayton Moulynox – Evolve ITMark Giles – Phrixus TechnologiesKim Heras – EnsystUrsula Paddon – Go To Market

panel

Taking the message to marketUpgrade The

Desktop

Virtualisation& Management

Business Insights

Business Servers

Comms & Collaboration

Office No Better Time

The Value of VL

LOB Apps

Web Platform

Business Ready Security

Helping you generate demand

partner.microsoft.com/australia

Messaging and Value Props

Customer Emails and Images

Banner Ads , HTML, Flyers

Sales Cards & Telesales Scripts

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5

Attend the Marketing Workshop and you could win...

... or a new Lenovo S10e

All you need to do is:• attend the workshop “How to develop successful marketing strategies for the small to mid-size business space”; • complete the marketing template provided in the workshop; and• submit your marketing plan to to wesmith@microsoft.com prior to 19/09/2009

The best plan, as judged by Microsoft will win $5000 in marketing spend, with the runner up winning a Lenovo s10e IdeaPad!

in marketing funds for your business

$5000

* Terms and Conditions apply. See reverse for details

The Panel:Clayton Moulynox – Evolve ITMark Giles – Phrixus TechnologiesKim Heras - Ensyst

About your org. Number of employees Business focus Customer Segment Customer size

Provide an overview of how you use marketing in your company?

Is it incorporated into your core business, or ad-hoc? Do you have a marketing resource?

What sort of marketing activities do you engage in?

Do you leverage Microsoft marketing resources such as the PMC (Partner Marketing Centre)? If so, how has this worked for you?

Have you used the Customer Opportunity Insights Tool? If so, in what way – for sales research? Running a sales or marketing campaign?

What do you think we could improve, how could we support you better?

Do you have any advice for the audience?

Audience questions

Getting Started:Wendy Smith

PART B:Workshop

Ursula Paddon (Go To Market)

Marketing Workshop

Outcome:A marketing plan for a campaign you can execute on Monday

Marketing Workshop

Outcome:A marketing plan for a campaign you can execute on Monday

1. Revenue Objectives2. Lead Definition3. Value Proposition4. Messaging5. Quarterly Marketing Plan6. Customer Data7. Actions

Target…..Execute………Convert

1. Setting revenue objectivesRevenue planning Campaign 1

Average sales value

Total Number of target accounts

Total opportunity size (Revenue)

Sales Cycle

Sales Coverage

Projected Forecast Month

Target market

Leads Qualified Leads

Hitrate No of Deals:

Win Revenue:

Solution Selling

Conversion Rate:

1. Setting revenue objectivesRevenue planning Campaign 1

Average sales value $20kTotal Number of target accounts 50Total opportunity size (Revenue) $1mSales Cycle 2mthsSales Coverage 1/2TM, 1 repProjected Forecast Month Nov

Target market

Leads Qualified Leads

Hitrate No of Deals:

Win Revenue:

Solution Selling

Conversion Rate:

50

10

202550%200k2:1

1. Setting revenue objectivesRevenue planning Campaign 1

Average sales value $20kTotal Number of target accounts 300Total opportunity size (Revenue) ?Sales Cycle 3-4mthsSales Coverage 1/2TM, 1 repProjected Forecast Month Dec/Jan

Target market

Leads Qualified Leads

Hitrate No of Deals:

Win Revenue:

Solution Selling

Conversion Rate:

300

10

306020%200k3:1

2. What is a lead?

Need Not identified, “live with issues”

Identified, made a decision to act

Project Team in place

Project Team in place with clear selection criteria

Buying Team reaches consensus

Budget Not set, unknown Sizing, Scoping of budget

High level budget approval

Negotiation, budget allocated

Budget committed

Timeframe Not set, unknown Vague timelines Firm TimelinesAgreed evaluation plan

Negotiation, Procurement

Power May or may not be aware

Is involved and sets boundaries,Evaluators and stakeholders have input

Buying teams evaluate options

Buying teams make decisions

Authorized Signatory

Latent Opportunit

y

Problem Recognize

dExploring Solutions Evaluation Selection

Mark lead definition:

How to use this definition: - Create a common language between sales and marketing- Clear goals for briefing for marketing and external agencies

Define a scorecard – align sales and marketing

2. What is a lead?

Score with 1-5 rating

BudgetBudget approved

Budget in approval procBudget sizingNo budget

AuthorityDecision MakerInfluencer/StakeholderEvaluator

NeedProject Team in placeClearly defined NeedProblem recognized

TimeframeWithin 3 monthsWithin 6 monthsWithin 12 months

Score Rating:Top Mark: 20Low Mark: 5

A lead rating:Action: Pass to Sales

B lead:C lead:

Action: Pass to marketing for nurturing

3. Value PropositionStep 1: What does your industry compete on? (What are the evaluation criteria of your customers?)No more than 10, Price is one of themUse only tangible criteria (eg NOT branding, reputation etc)

3. Value Proposition

Step 2: Name your closest 2 competitors, -Rank their performance relative to each other with High-Medium-Low scores-If Price is high means they score high

Criteria Competitor 1 Competitor 2 You

Refe

renc

e Cu

stom

ers f

or R

OI

Competitor A

Desk

top

inte

grati

on

Fix co

st p

roje

cts

Indu

stry

spec

ific I

P

Trai

ning

and

Supp

ort

ERP

and

CRM

Inte

grati

on

Unde

rsta

ndin

g of B

usin

ess N

eeds

Resp

onsiv

enes

s

Competitor B

Competitor C

High

Med

Low

3. Value PropositionStep 3: Draw the strategy canvas-What is the pattern?-Where can you lead with strength?-What do you need to work on?

3. Value Proposition

Step 3: Draw the strategy canvas

High

Medium

Low

Question Your focus

Industry

Role/Audience

What are their business objectives?

What are their key obstacles to achieve their objectives?

What is the business impact?

What are your core competencies to assist?

What customer problem does this solve?

What are your proof statements?

4. Messaging 4. Messaging

5. Defining a quarterly marketing plan

Campaign Customer Value Offer Target Market

Microsoft Content

Your Content

Example Upgrade the Desktop

SpeedReliabilitySearch functionsAccess for mobile workers….

Save x% of Windows 7 upgrade

CIT results200 companies300 contacts

Presentation Case Study

Your campaign

5. Defining a quarterly marketing plan

Touch 1 Touch 2 Touch 3 Touch 4 Touch 5 Nurture 1 Nurture 2

Objective Educate Create Interest

Capture Interest

Follow-up Engage Convert Develop

When Week1 Week 4 Week 8 Week 9 Week 12 Week 13 Week 16

TacticEg eDM, DM, Telemarketing, Event etc

Content,

Eg “How to ..”whitepaper, case study”

Budget

Lead targets

6. Planning a quarterly marketing plan

Touch 1 Touch 2 Touch 3 Touch 4 Touch 5 Nurture 1 Nurture 2

Objective Educate Create Interest

Capture Interest

Follow-up Engage Convert Develop

When Week1 Week 4 Week 8 Week 9 Week 12 Week 13 Week 16

TacticEg eDM, DM, Telemarketing, Event etc

Postcard eDM and Seminar invite

TelemarketingAppoointment+registrations

eDM reminder Seminar eDM with casestudy and offer

Postcard

Content,

Eg “How to ..”whitepaper, case study”

Mobility-opportunity

“Come and see..”, customer presenter,Whitepaper

Microsoft telescript

“Don’t forget..” announce offer

Demo? Case study and offer

Mobility – business case

Budget $1.2k $1.5k $3k $1k $2k $.5k $1.2k

Lead targets 5 15 20 - 10 10

6. Planning a quarterly marketing plan

7. Customer Data

Data Check List Action Who

Where will your data come from? (if from multiple sources, how will you de-dupe and merge them?)Which companies fall into your target market? -Does your data have SIC codes?-Does your data have revenue and no of employee details?Do you have contact details with appropriate titles and correct postal address details?How many contacts have e-mail addresses with opt-ins?

Does the database have Telephone Numbers?

Are the contacts (by title) relevant?

Have all companies with active sales opportunities been taken out?How much lead time do you need to allow for data preparation before the campaign start?

How will campaign feedback data be loaded into the CRM ?

Getting more value from Customer data:-Consider Data Cleansing and De-duping services, enhancing data with SIC codes, Revenue etc-Create a single customer view allowing segmentation and prioritization by buying potential

8. Your next actions

What Who When Comment

Notes:

Go To Market Rate Card - Your Campaign Services MenuNo of Contacts 300 500 1000

Partner Planning $575 $575 $575

List Management $1,400 $1,400 $1,400

Template adaption for DM/eDM$1,500 $1,500 $1,500

Print and Mail $1,150 $1,495 $2,300

Telemarketing $3,500 $5,083 $9,560

Reporting $300 $300 $300

TOTAL $8,425 $10,353 $15,635

Options:

Value Proposition from $3,000

Marketing Strategy from $6,000

e DM , List Management and Dispatch $750 (up to 1000 contacts)

Campaign List Preparation $2,000 per thousand records

(up to 3 files, merge, de-dupe, cleanse/update contact details)

Innovate with:

Blue Oceans Strategy from $10,000

Terms and conditions apply, limited to Microsoft Business Partners, valid for 30 days

All prices quoted are excl. GST, and subject to confirmation www.gotomarket.com.auinfo@gotomarket.com.au

David Paddon: 0414 997942Ursula Paddon: 0401 147 493

Campaign Center

Through out experience, systems and people we plan and deliver more programs, faster and targeted resulting in significantly higher ROI

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Find out more - go to the Telstra or ICT booth; Let your customers know! (Drive incremental Exchange activations, deployments); Sign-up for the Microsoft Mobile e-mail plan;

WIN - An HTC SNAP at this session!1. Be the first one to answer the question (from your presenter)!2. Winner will be given a “certified” Mobile e-mail flyer3. Winner to redeem their HTC Snap prize at the ICT booth.

HTC Snap – fast facts Ready for Microsoft Mobile e-mail Plan activation; “Inner Circle” – one touch button to get to your most important e-mails “Windows Live” – messenger button to chat/IM with your family and friends; Telstra “Blue tick” approved – recommended for country usage. HTC SNAP is updateable to Windows Mobile 6.5!