55
IMDM & PBDM Summit, Bellevue, WA, USA. 28th & 29th March 2011
8.30 - 9.30 Welcome and Overview of FY12 Priorities - Mayra Luis-Castillo 8.30 - 8.45
9.30 - 9.45 Introductions and Setting the Scene - David Ednie 8.45 - 9.15 Update on Offer Matrix - Meinrad Lay
9.15 - 10.00 Business Model Update (Performance Rebate) - Danny Bohm, Gavin Gee
9.45 - 10.45 10.00 - 10.45
10.45 - 11.00 Coffee Break 10.45 - 11.00 Coffee Break
Office 365 Update 11.00 - 12.15
11.00 - 11.45 SMB Demo & Value Prop/Compete - Pete Ricci
11.45 - 12.15 Launch Campaigns Overview & Timing - Christine Lukasik
12.15 - 12.45 Launch Communications/Joint PR - Clint Patterson
12.45 - 1.45 LUNCH 12.15 - 1.15 LUNCH
Office 365 Steps to Success 1.15 - 2.30
1.45 -2.00 Onboarding Framework - Gavin Gee2.00 -2.30 GTM Toolkit - Allan Lee
2.30 - 3.00 Online Buyers Journey - Gavin Gee3.00 - 4.00 2.30 - 3.00 Coffee Break
3.00 - 4:15
4.00 - 4.15 Coffee Break4.15 - 5.00 Enhanced Opportunity Assessment - AMI-Partners
4.15 - 5.15
5.00 - 5.30 Summary and Close (Conference Moderator) 5.15 END
6.00 Dinner Event at Januik Winery 6.00 Hosting Summit Networking Event and Dinner at Power Play
DESIRED
OUTCOMES
Corporate Update, Office 365 Launch Plan, Exchange of ideas and
experience around: Opportunities and Barriers to Success
DESIRED
OUTCOMES
Create community, Capture collective intelligence, Actionable ideas,
Define future deliverables, Actions and Next Steps
Office 365 Support and Community
Pete Ricci, Jamie Mann, Heidi Berday, Andy Hoag
Sales Enablement: Review existing Partner capabilities -Sales, Channels,
Services, Support
Identify and prioritize key requirements and current gaps. What else is
needed to sell to target customers?
Review, Summary & Close
Key Takeaways and Learning Points
Actions, Progress Review Process and Next Steps
Navigating Change Inside the Partner
Activating Sales Channels vs. Enabling Customer Onboarding
1. Understanding the Customer/Segment
2. Building the right Offer
3. Getting the Sales & Channels Infrastructure in place
Introduction to Day 2 - David Ednie
Review of Day 1 - key learning points / intro to Day 2
Who are we are selling to?
Understand the needs, challenges, pain points and buying preferences of
target customers. Identify buyer personas and usage scenarios
Creating sales success by aligning with the Buyer's Journey
Understand the implications of the Buyer's Journey. Putting together an
effective Sales & Channel Plan (Direct, Indirect, Telesales, Online, Retail) for
each step in the Buyer's Journey
Microsoft IMDM+PBDM Summit 201128 - 29 March, 2011, Bellevue, WA, USA
Day 1 Day 2
Understanding the Customer
Top 5 Challenges faced by SMB Customers in 2011/2012
IMDM & PBDM Summit, Bellevue, WA, USA. 28th & 29th March 2011
IMDM & PBDM Summit Outputs
1. Challenges facing SMB customers
2. Office 365 Update
3. Who are we selling to? Buyer Personas
IMDM & PBDM Summit, Bellevue, WA, USA. 28th & 29th March 2011
4. Sales Enablement: What do we need to succeed?
5. Aligning with the Buyer’s Journey
6. Your 3 Take ways
IMDM & PBDM Summit Outputs
Update Office 365
Continued…
Find 3 Take Aways
www.flickr.com/photos/jamesjordan/3026672665
Leverage our position
www.flickr.com/photos/brandondoran/5427637688
Lead the way forward
www.flickr.com/photos/36182550@N08/3347465868
9
Office 365
The BIG opportunity
10 04 April 2011 10
Old way
11
New way
Co-create
Collaboration: the answer is the room
IMDM & PBDM Summit, Bellevue, WA, USA. 28th & 29th March 2011
Built to Change • Adaptive • Future focused • Responsive • Pro-active • Collaborative • Informal • Non-hierarchical • Creative • Innovative • Motivating • Exhilarating to work for
1. Who are we selling to?
2. Sales Enablement: have vs need
3. The Buyer’s Journey
1. Who are we selling to?
2. Sales Enablement: have vs need
3. The Buyer’s Journey
SalesChannel Europe ©2010 All rights reserved
17
Buyer Personas
Target different buyer personas
Gender simulation machine
www.flickr.com/photos/pittcaleb/2326866820
Generation Z customers
IMDM & PBDM Summit, Bellevue, WA, USA. 28th & 29th March 2011
Expressive
Driver Analytical
Amiable
Spontaneous
Cautious Decisive
Controlled
Buyer Personas
IMDM & PBDM Summit, Bellevue, WA, USA. 28th & 29th March 2011
Expressive Amiable
Analytical Driver
Spontaneous
Controlled
Cautious
Easy Going
Decisive
Assertive
Recognition
Achievement
Harmony
Correctness
Who & What Q’s Who & How Q’s
What & When Q’s How & Why Q’s
Loud Quiet FASTER PACE SLOWER Ask Tell
Task
Detail Results
People
Ego Group
Buyer Personas
www.flickr.com/photos/chiotsrun/5241118564
8 Buyer Personas
1. Who are we selling to?
2. Sales Enablement: have vs need
3. The Buyer’s Journey
Sales Toolkit
Rethink your Value Proposition
www.flickr.com/photos/kanaka/2395419030
IMDM & PBDM Summit, Bellevue, WA, USA. 28th & 29th March 2011
The Psychology of Change*
Positive Present
Sustain
Positive Future
Attain
Negative Present
Change
Negative Future
Avoid
Neg
ativ
e
Posi
tive
Present Future
*Source: The Prime Solution by Jeff Thull, Dearborn © 2005
www.primeresource.com
Create a compelling Value Proposition
Product Service Customer Experience
Create simple
Value Propositions
www.flickr.com/photos/xrrr/2321685873
30
Messaging & Positioning
Capture their attention
Choice preference
A
C B
Triplicate of choice
A
C
X %
Y %
B
Triplicate of choice
Triplicate of choice
www.flickr.com/photos/campru/4356304693
Office 365 Demand Generation
Social Media objectives: Listening/Dialogue Advocacy /Energize
Leverage social media
Target tomorrow’s customers
Josh Bernoff & Charlene Li
Josh Bernoff & Ted Schadler
Tipping the funnel
Web-
Centric
Web-
Agnostic
Self-Guided Online Sales
Chats Online
to Close Deal
Qualifies Online but
Calls to Close
Qualifies Online but
takes Face2Face to Close
Never looks at web-site, wants
face-2-face meeting
Uses Web Site to find
Contact Information
Visits web-site briefly, then
calls to Qualify
A Spectrum of Buyer Behavior
Channels to Market
SOHO & SMB Online Channel
Telesales Partners
Midmarket Online & Partners
Enterprise Direct & Partners
IMDM & PBDM Summit, Bellevue, WA, USA. 28th & 29th March 2011
Go-To-Market Mapping by Solution
Smaller SPs & ASPs
T1
Services Providers
T3
T2
Residential
SOHO
SME
Residential & Enterprise
Customers
ENT
MNC
VSP
Partnership
Profiles
Strategic Alliances
OEMs
Channel Structure
SI&NI /Geographic
Partnerships
Direct Sales / BCS
TEMs
System Integrators &
Network Integrators
T1 Partners
IPCentrex™ Telephony & Video
MyCall® Telephony & Video
MyCall® Media
MyCall® Triple Play
Contact Center & IVR
Secured IP Trunking & VPN
IPCentrex™ Telephony & Video
NIs: Telindus
Getronics
PABX Installers
Local NIs
T1 Partners: HP
IBM
BEA
ASP (W/S): Private Label
Influencers: BEA
Microsoft
Oracle
Intel
Industry A’lysts
Service Providers Types:
Incumbents
Tier 1 Operators
Alternate Operators:
Tier 2/3
ISPs
VSPs, VNOs
Mobile Operators
MVNO. MVNE
ASP
Customer Segmentation:
MNC: multiple Int’l sites
ENT: 500+ ext
SME: 20-500 ext
Retail: 10-20 ext
VSE: 2 -10 ext
Residential
TEMs: Nokia
Alcatel
Sonus
Siemens
Nortel
Huawei
Ericsson
SIs: Logica/CMG
T-Systems
Atos/Origin
Capgemini
Accenture
HP / IBM
Local /Global SIs
Local SIs
1. Who are we selling to?
2. Sales Enablement: have vs need
3. The Buyer’s Journey
IMDM & PBDM Summit, Bellevue, WA, USA. 28th & 29th March 2011
Search
Find
Qualify
Try
Buy
Activate
Manage
Up-sell
Support
Refer
Start with the Buyer’s Journey
How do you differentiate
at each point of the customer’s journey?
IMDM & PBDM Summit, Bellevue, WA, USA. 28th & 29th March 2011 45
Eliminating barriers to success
IMDM & PBDM Summit, Bellevue, WA, USA. 28th & 29th March 2011
Customer Experience Map
Phases
WOW
Enjoyable
Functional
Uneventful
Missed it
Never Again
Feelings
“I Love it”
“I like it”
“Works for me”
“OK”
“I Don’t Like it”
“I hate it”
Memory
High
Mid
Low
None
Mid
High
Impact on Loyalty
Share with Many
Share with few
Neutral
Decrease
66% decrease
100% Loss
Why is Customer Experience critical?
Sales
Retention
How do you create a great Customer Experience?
50%
IMDM & PBDM Summit, Bellevue, WA, USA. 28th & 29th March 2011
Marketing & Sales Process: Iterative Execution
AND thinking
IMDM & PBDM Summit, Bellevue, WA, USA. 28th & 29th March 2011 www.flickr.com/photos/artwithrays/3919906312
AND thinking
IMDM & PBDM Summit, Bellevue, WA, USA. 28th & 29th March 2011 www.flickr.com/photos/turbotoddi/2932650574
Avoid ‘Hole-in-one’ thinking
IMDM & PBDM Summit, Bellevue, WA, USA. 28th & 29th March 2011
Help Syndication Partners
see their better future
IMDM & PBDM Summit, Bellevue, WA, USA. 28th & 29th March 2011
Get it right
www.flickr.com/photos/winemegup/3641912321
IMDM & PBDM Summit, Bellevue, WA, USA. 28th & 29th March 2011 www.flickr.com/photos/horacio/3781750
IMDM & PBDM Summit, Bellevue, WA, USA. 28th & 29th March 2011 www.flickr.com/photos/horacio/3781750
