Managed Services - Becoming a Vendor

Managed ServicesBecoming a Vendor

Lane Smith

Ken Vanderweel

2012

Introductions

Sr. Director,

Global Service Providers

CA Nimsoft

Ken VanderweelKen Vanderweel Lane SmithLane Smith

Business Coach

4-Profit Inc.

2

About CA Nimsoft

First to Unified Monitoring

First to Usage Monitoring

First to Vblock Monitoring

First to Full Featured SaaS

First to Datacenter Power

First to Unified IT Management

GROWTH MOMENTUM: NIMSOFT SINCE ACQUISITION

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Bridging the Gap between Business and IT

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PROBLEM CHANGE

CONFIGURATION

KNOWLEDGE

SERVICE LEVEL

VIRTUALIZATION

STORAGE

DCIM

SERVERNETWORK

DATABASE

CLOUD

USER EXPERIENCE

APPLICATION

INCIDENT

SERVICE CATALOG

AND REQUEST

MESSAGE BUS

MO

NIT

OR

SE

RV

ICE

DE

SK

MESSAGE BUS

CA Nimsoft MSP Center of Excellence

• Team of individuals focused solely on the

Business Enablement of our Service Provider

partners

• Focused in supporting the growth of our service

provider partners by delivering advisory and

enablement services to sustain momentum and

success

• Core Principles of the COE:

₋ We succeed only when you succeed

₋ How you define success is unique

₋ Simple doesn’t mean basic

• Service Catalog

• Pricing and Packaging

• Contracting

• Onboarding

• Service Level Agreements

• Service Offering Launch

• Marketing Collateral

• Sales Enablement & Training

• Demonstrating Value

• Avoiding Commoditization

Areas of Focus:Areas of Focus:

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About 4-Profit

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• Business Assessments

• Business Coaching for Owners and Managers

• Strategic Planning & CEO Development

• Candidate Recruitment & Hiring Strategies

• Business, Sales, Operations and Marketing Peer Groups

• Workshop Training and Speaking Engagements

Helping Solution Providers find

their chosen destination on purpose

Market FocusMarket Focus

Types of Services

Offered

Types of Services

Offered

Guiding and inspiring business leaders to reach their "chosen" business destination

Nature of your Business Today

Your Vendor Brands are Your Brand

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Nature of your Business Today

Vendor You – The IT Reseller

Creates product Resell vendors’ product – installs & supports

Creates value proposition Follows vendors’ lead

Creates brand awareness Follows vendors’ lead

Creates and invests in marketing programs Markets vendors product typically as part of MDF

or other vendor paid funds

Generates leads Takes leads from vendors

Help close deals from leads Closes deals – heavily relies on vendor for support

Provides reseller with product training, technical

escalation, collateral, pricing guidelines,

certification, etc.

Attends vendor training, certifies technicians,

provides installation and support services

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Microsoft Office 365

35+ Case Studies most with video testimonials

9 dedicated product detail pages all with videos & detailed info

Many, many online product demos

Cost calculator

Plan decision tools

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Microsoft Training

• Deployment guides

• Performance and tuning guides

• How to videos

• Virtual labs

TechnicalTechnical

• Self Paced training guide

• Proposal templates

• Sizing tools….

SalesSales

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Your ‘Service’ is your ProductBe like a vendor and bring your service (aka product) to market

IT

Tips for Managing IT

Relax, IT is Done.

IT

Our Services Get Started Now!

Experienced.

Reliable.

Our People

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The Typical MSP NOT Thinking like a Vendor

1 Marketing Slick1 Marketing Slick

1 proposal/agreement/SLA1 proposal/agreement/SLA

No trainingNo training

No case studiesNo case studies

No testimonialNo testimonial

No pricing toolsNo pricing tools

No expertsNo experts

No lead generation activitiesNo lead generation activities

= No Sales Success

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14

Time To Put Your Vendor Hat On

Nature of your Business Tomorrow

You Lead With Your Brand

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Nature of your Business Tomorrow

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You – The Service Provider Vendor

Creates service offering(s)/product Products support your service offering(s)

Creates value proposition Products are a piece of your value proposition

Creates brand awareness Creates their brand awareness

Creates and invests in marketing programs May provide marketing support for your service

offerings

Generates leads May still provide leads though as your secondary

source

Close deals from leads May provide support in closing deals

Provides your team with product training, sales

training, technical escalation, collateral, pricing

guidelines, etc.

May provide supporting training and

documentation

How Do You Become a Vendor?

Develop an MSP Task team to launch YOUR productized service

Develop your service offering

Productize your service

Build your brand

Generate interest/leads

Continuously improve

HOW?

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Developing Your MSP Task Force

You

Sales Service Marketing Finance Operation

• Individuals that have a solid understanding of your market as well as your skill sets

• Sales reps that are always open for new solutions

• Engineers with a solid understanding of managed / cloud services along with a sales

skillset

• People that can build the processes you will need to succeed

• Individuals who have proven training skills (leverage for future training and development)

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MSP Task Force– What do they do?

Develop & productize initial service offeringDevelop & productize initial service offering

• Build the processes needed to deliver your service offering

• Perform the initial sales efforts

• Evangelize the product internally and externally.

• Help sales teams with customer engagements

• Understanding customers’ needs and ensuring that your offerings

continue to meet them

Support the service offering moving forwardSupport the service offering moving forward

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Developing Your Service Offering

Know Your Product / Service and the Value to Your Customers

Your Service ! Value to Your Customer

Monitor

& Manage

Increased Productivity

& Profitability

Stabilize

& Secure

24 x 7

SupportAssess

Clear definition of your services should be in your Service Catalog

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• Develop supporting sales & technical documentation

• Develop supporting processes from sales, through legal,

delivery, billing and account management


PRODUCTIZEYOUR SERVICE

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GENERAL INFO NEW PRODUCT COMMENTS

Organizational chart update/requirements 6 First round has been completed will need to re-evaluate a later date

Practice business plan/goals identified 7 Business plan is at vision stage will need to put budgetary numbers in place

SALES & MARKETING

Unique value proposition 5

Market opportunity 10

Vertical market opportunity 10 Foundation will bring a vertical of non-profits in

Elevator pitch 7 Need to get more details to see if the current rep has a specific recurring serve

Sales compensation plan 3

Documented sales process 1

Sales training process 1

Sales team trained on on product 1

1st call script 3

Pre-sales/customer network assesment 3

Sales proposal 2

Sales presentation 2 Jason is working on this one now

Marketing collateral 7 Need to review

Develop a new service/product checklist to ensure all components of service offering are created

Check out our upcoming webinar on “Developing your 1st Service Offering”

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“Productizing” Categories

General

Info Business Plan, Org Chart, etc.

Sales &

MarketingSales Processes, collateral, proposals, etc.

Finance &

LegalService agreements, billing processes, licensing, etc..

Technology Ensure technology is scalable, fault tolerant, ..

Service

ProcessesCore support process, customer satisfaction, employee training,

Pilot

Program Test offering viability, create case studies, refine processes..

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Checklist Categories include:

� General Info

� Sales & Marketing

� Finance & Legal

� Technology

� Service Processes

� Pilot Program

New Product/Service Checklist


Organizational chart update/requirements

Practice business plan/goals identified

SALES & MARKETING

Unique value proposition

Market opportunity

Vertical market opportunity

Elevator pitch

Sales compensation plan

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Use the following guidelines when completing the “New Product” column:

� “10” Benchmark – Best effort with current resources and capital

� “7” Average – Working well but could use some improvement

� “5” Weak – Likely to be increasingly detrimental without change

� “3” Poor – Highly detrimental to this business area

� “1” Deficit – Risky/barrier to success

� “N/A” – Does not apply to this product/service

New Product/Service Checklist




SALES & MARKETING




Elevator pitch 7 Need to get more details to see if the current rep has a specific recurring serve

Sales compensation plan 3



Sales team trained on on product 1

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OWNER ASSOCIATES TASK (highlight strategic in yellow) COMPLETE TARGET STATUS

Sales & Marketing Tasks

Jerry Define Sales Process Q3 Not Started

Jerry Develop Sales Proposal Q3 In Progress

Finance & Legal Tasks

Beth New contract billing process Q1 Not Started

Beth Contract change process Q2 Not Started

Beth Contract termination process Q3 Not Started

Technology

Deployment Team Ensure scalable Q1 Completed

Deployment Team Ensure high availability Q1 Not Started

Deployment Team Ensure licensing can be tracked and is legal Q1 Not Started

Service Offering / Delivery

John Change Management Process Q2 Not Started

Fred Patch & Configuration Management Process Q3 Not Started

Beth Ensure licensing can be tracked and is legal Q2 Not Started

Jeremy Review and Analysis Process Q3 Not Started

Jeremy Quarterly Review Process Q3 Not Started

Create Your Project Plan

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Update Checklist and Keep Moving On




SALES & MARKETING




Elevator pitch 7 Need to document and make sure everyone

Sales compensation plan 8 Need to get more details to see if the current rep has a specific recurring serve



Sales team trained on product 6

1st Call Script 5

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A MSP Thinking like a Vendor

= Sales Success

Customer case studies and

testimonials

Customer case studies and

testimonials

Detailed process for selling,

delivering and support your

service offering

Detailed process for selling,

delivering and support your

service offering

• To support your sales effortsExpert Team Expert Team

• Generating leads Full marketing initiativeFull marketing initiative

• All supporting collateral readyDetailed sales process Detailed sales process

• Sales training program

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Developing Your Sales Leads

You are now marketing YOUR Product / Service NOT your vendors’

• Create a marketing plan for your new product/service

• Develop your own lead generation strategy

View our upcoming webinars on:

• “Creating a Marketing Plan”

• “Selling Managed Services”

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What’s Next

You won’t get everything right the 1st time

Leverage your experts to expand your sales

force

• Sales training

• Technical training

• Process improvements

• Customer Satisfaction

improvements

Focus on continuous improvements

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Webcast Series

• Building your MSP – Self Assessment - developing your plan

• Building your MSP – Creating and developing your offering

• Building your MSP – Pricing and packaging your offering

• Building your MSP – Developing your service delivery engine

• Growing your MSP – Developing a marketing plan

• Growing your MSP – Developing a sales strategy

• Growing your MSP – Creating a scalable MSP practice

• Why do your customers need managed services?

• Why you need to get in the game or be left out

• The managed service model, explained

• The 5 fallacies of doomed MSPs

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Where Can I Get More Information?

CA NimsoftCA Nimsoft 4-Profit4-Profit

www.nimsoft.com/mspzone www.4-profit.com

Socialize with CA Nimsoft!

@nimsoft

facebook.com/Nimsoft

linkedin.com/company/Nimsoft/

slideshare.net/NimsoftMonitoring

youtube.com/user/Nimsoft

@4profitWay

linkedin.com/company/4-profit

Socialize with 4-Profit!

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Thank You

Contact Us

Email: [email protected]: [email protected]