WW Partner Marketing November , 2012

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.

2012 Global Campaign – ApplicationsDevOps: Application development through deployment without compromising security or quality

Campaign implementation guide

WW Partner MarketingNovember, 2012

© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.2

Help

Translations

Campaign Overview

Campaign Tactics Customer Journeys, Apps Touches and Offers

Content


Generic guidelines, contacts & information for your campaign implementation

Help

Partner Central• HP Application Transformation Initiative• Marketing Initiatives• Marketing Insights

http://www.hp.com/software/partner

https://h20229.www2.hp.com/partner/protected/bto/portfolio/initiatives/solutions/app_transformation.html

https://h20229.www2.hp.com/partner/protected/marketing/campaigns/index.html

https://h20229.www2.hp.com/partner/protected/marketing/insights.html


Global contacts: HP WW Executive Sponsor: Mike GallagherHP WW Global Campaign Owner: Brian MacDonaldHP WW Global Campaign Manager (EMEA/APJ): Stefan DanisovskyHP WW Global Campaign Manager (AMS): Denise Lowney

HP Regional contacts:AMS: Erin CrestaAPJ: Kenneth TanEMEA: Jill Hevey

Contacts

Zift Solutions Concierge Service contacts:AMS: Julie Pfouts EMEA: Christina ThurmannAPJ: Sarah Ferren

mailto:[email protected]?subject=FY12%20Global%20Apps%20Campaign%202


mailto:[email protected]














TranslationsCampaign Syndication programs will be available in the following languages

AMS Region Languages

APJ Region Languages

EMEA Region Languages

English (US) Chinese (simplified)

Castilian Spanish

Portuguese (Brazil)

Japanese French (European)

Korean GermanItalianRussian


Campaign Overview


Campaign OverviewBackground• The upcoming Apps campaign for Q1 will emphasize HP’s approach for businesses seeking

to increase agility across the application lifecycle and empower teams to collaborate effectively to deliver better applications, faster.

• The campaign is intended to drive awareness and generate leads for HP Software’s DevOps related solutions.

• DevOps is an overarching strategy that spans a broad suite of solutions. This new approach is focused on helping enterprises move faster from application development through deployment without compromising security or quality.

Objectives• Establish HP as a leader in improving agility, efficiency, and quality through

implementation of the DevOps approach• Generate demand for ALM 11.5, LoadRunner, Performance Center, Countinuous Deliver

Automation, Enterprise collaboration, Lab Management, Functional Testing.


Target• The campaign focuses on a single track, communicating to both the Exec

and Practitioner audiences, therefore focusing on the CIO’s direct reports on down through the side of IT that is focused on application development and deployment.

• This change means we will need to balance the higher-level, strategic message with the “how-to,” implementation message - especially during the initial communication tactics

Campaign Overview


Campaign OverviewTouch Offer Title

Touch 1 White paper Finding agility in the age of applications

Touch 2 White paper Target the disconnects between development and operations

Touch 3 Web event series

Application Agility and DevOps

Touch 4 White paper Introducing production into performance testing

Touch 5 White paper A closer look at HP LoadRunner software


Sales Play Targets: DevOps:• Cross Sell APM/BSM to Apps customers• Cross Sell CDA with a focus on Lab Management to ALM 11.5 customers• Upsell PC to LR customers (to get Lab Management & Continuous App Performance

Delivery)• Upsell ALM to LR customers to get Lab management• Upsell APM 360 to any OMC/BAC/LR/PC customers• Upsell Diagnostics to LR and BPM customers• Upsell RUM to BPM customers

Sales Play Alignment


Campaign ConceptValue PropositionDevOps represents a fundamental shift in people and process to solve a real business issue: lack of agility and accountability to deploy applications into production to align with the same agile model with which those applications are being built.

Customer Insight/RationaleWith the fast growth of IaaS computing, DevOps is on the rise primarily due to the realization that there is a big gap between developing end-user systems and bare-bones systems administration.

MastheadPre-header and sub-header- example:

ImageryDifferent images were used for each touch to provide a sense of variability between the touches- example:


Message MapSW MessageAlways Perform BetterCampaign MessageBreak down the silos between app development and IT operations to dramatically increase agility and innovation.Customer BenefitsConnects the critical functions of development, quality assurance, performance and operations - enabling Apps and IT to increase agility across the application lifecycle and driving releases by business needs, not operational constraints.Quality - Identify and fix functional/non-functional issues earlier, resulting in a limited build-up of defects, a more precise view of progress, and reduced volatility before release to productionAutomation - Accelerate release times, eliminate manual handoffs, and reduce errorsCollaboration - Avoid disjointed communications, helps these teams focus on common goals, and learn lessons in one environment without having to reinvent for the next


Campaign Tactics


Customer journey – Existing contactsAwarenes

sConsideration

Email touch 2- Download white paper:“Target the Disconnects Between Development and Operations”

Email touch 3 On-demand web series: “Application Agility and DevOps”

Qualification

Email touch 1- Download white paper:“Finding Agility in the Age of Applications”

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Campaign Syndication

Program Flow

Send personal email and/or follow-up with phone call (call, voicemail, email scripts available)

Email touch 4- Download white paper:“Introducing Production into Performance Testing”

Email touch 5- Download white paper:“A Closer Look at HP LoadRunner Software”

Each touch can also be also be promoted through


Customer journey – New contactsAwareness

Consideration

Email touch 2- Download white paper:“Target the Disconnects Between Development and Operations”

Email touch 3 On-demand web series: “Application Agility and DevOps”

Qualification

Email touch 1- Download white paper:“Finding Agility in the Age of Applications”

Load

par

tner

lis

t

Campaign Syndication

Program Flow

Send personal email and/or follow-up with phone call (call, voicemail, email scripts available)

Email touch 4- Download white paper:“Introducing Production into Performance Testing”

Email touch 5- Download white paper:“A Closer Look at HP LoadRunner Software”

On-line ador

purchase list

Note: Additional fees may apply for Google Ads or list purchases Each touch can also be promoted

through


Email (1-2)eMail Touch 1

• Subject Line : Eliminate the gaps between apps and ops

• Primary Offer: Read the white paper Finding Agility in the Age of Applications.• Secondary Offer: Partner Discover Performance Newsletter.

eMail Touch 2

• Subject Line : Gain end-to-end agility from apps to ops

• Primary Offer: Read the white paper Target the Disconnects Between Development and Operations.• Secondary Offer: Partner Discover Performance Newsletter



Subject Line: Agile IT boosts quality for 72% of enterprises

• Primary Offer: Register for the Web event series "Application Agility and DevOps.“• Secondary Offer: Partner Discover Performance Newsletter.

eMail Touch 4 Confirmation

• Subject Line: Thank you for your HP web series registration

• Primary Offer: Use the session links below to watch this exclusive content.• Secondary Offer: Partner Discover Performance Newsletter.



• Subject Line: Better app performance testing in seven steps

• Primary Offer: Read the white paper Introducing Production into Performance Testing.• Secondary Offer: Partner Discover Performance Newsletter.

eMail Touch 6

• Subject Line 1: White paper takes a closer look at HP LoadRunner

• Primary Offer: Read the white paper A Closer Look at HP LoadRunner Software.• Secondary Offer: Partner Discover Performance Newsletter.


Email (Sales 1:1)eMail Sales 1:1

• Subject Line: Reduce application complexity with DevOps

• Primary Offer: Read the white paper Target the Disconnects Between Development and Operations.• Secondary Offer: Partner Discover Performance Newsletter.


Landing Page Experience (1/4)

• Touch 2 Landing and Thank You Page

eMail,etc.



• Touch 3 Landing and Thank You Page Session 1: Application Agility and DevOps: Unlocking the Secrets of True Application AgilitySession 2: Application Agility and DevOps: Lab ManagementSession 3: Application Agility and DevOps: Collaboration and the Continuous Delivery of Application PerformanceSession 4: Application Agility and DevOps: Visibility into Quality across the Application Lifecycle

eMail,etc.

http://hpbroadband.com/program.aspx?key=14151HPsPointofView




http://hpbroadband.com/program.aspx?key=14151LabMgtAutomation





http://hpbroadband.com/program.aspx?key=14151DeliveryAppPerf




http://hpbroadband.com/program.aspx?key=14151QltyAppLC








eMail,etc.




eMail,etc.


Landing Page Experience (Discover Performance)

• Discover Performance newsletter Landing page

eMail,etc.


Applications Follow up kit

Call script Email script Voicemail message

Call guide

apps_followup_kit.zip

This kit contains a sales call guide, call script, email script, voicemail script, sales plays (cross-sell/up sell) and battle cards to support telemarketing/telesales follow-up programs.


Campaign Syndication Execution

This campaign is available as a Full Service program or Self-service program. For Full Service please contact Zift Solutions Concierge Service. (see slide 4)

For self service please following the following steps:

1. Login into HP Campaign Syndication at www.zift123.com

2. Select Activate Campaign from the Dashboard

3. Select Global Campaign – Applications – (DevOps)

4. Select the Executive Email program or Practitioner Email program or both

5. Select your Recipient (contact) list

6. Activate the program

http://www.zift123.com/


Thank you

Documents

WW Partner Marketing November , 2012