Sales Journey Part 1 GTM and Sales Tools at your hands Sales & Marketing Airlift, London, April 12...

Sales Journey Part 1GTM and Sales Tools at your handsSales & Marketing Airlift, London, April 12th – 14th Meinrad Lay, Corp Partner MarketingAllan Lee, Corp Communication Sector

@Allan: removed the movies for editing comfort – let us add them at the end.

| Copyright© 2011 Microsoft Confidential2

3 Takeaways

No single answer. Every customer and partner is different1

Must align our sales processes with the Buyer’s Journey2

MS offers support and tools to shape the GTM3

| Copyright© 2011 Microsoft Confidential

Navigating the GTM Journey

• Why• Joint Initiative to accelerate Time-to-Revenue• Find the Right Bundles for a partner’s specific target markets

• How• End-to-End Workshop Based Program with our partners and

external sales excellence support• Use GTM Tools to leverage MS assets

• What• i.e. Indirect Channel Enablement Workshop to provide

• Provide and understand the Opportunity• Customer Journey and Value Propositions for Solutions to Business

Problems• Define Sales Readiness Initiatives• Provide required Sales Tools• ...

3


Partner Onboarding Process

Increase focus on Who to sell to and How to sell

4

Sign MOSRA

Customers and Offers

LaunchSales and Channels


How do we sell to these different customers?

Search Find Qualify Try Buy Activate

Direct Sales

Telesales

Partners

Online

5


GTM - From Strategy to Execution

Strategic alignmen

t and kickoff

Workshop


Sales and Channels

Marketing

Pre-launch Review

Workshop

Governance and Project PlanningGTM Toolkit

6

Who&

WhatHow How

Goals&

Gover-

nance

Signoff


Sales Enablement Program – Workshop Framework & Toolkit

Strategic alignment

and kickoff

Workshop


Customer Workshop

Offer Definition Workshop

Sales and Channels

Channel Review

Workshop

Channel Enableme

nt Workshop

Marketing

Marketing Workshop

Launch Plan

Workshop

Pre-launch Review

Workshop


7


Focus on Customer Needs and Sales Readiness

Strategic alignment and kickoff Workshop


Customer

Workshop

Offer Definition Workshop

Sales and Channels

Channel Review

Workshop

Channel Enableme

nt Workshop

Marketing

Marketing Workshop

Launch Plan

Workshop

Pre-launch Review

Workshop


8


• Becoming a Trusted Advisor

• The psychology of change• Navigating the Buyer’s

Journey• The Art of Persuasion• Using Diagnostic

Conversations• Uncovering the Real

Issues• Asking Questions in

Colour• Handling objections• Master the 5 Steps of the

Buyer's Decision Process• How to influence,

persuade and convince others to take action

• Using the Sales Toolkit

Field SalesPartner/Reseller channel

TelesalesPartner/Reseller channel

Online channel


• The psychology of change

• Articulating the value proposition

• Moving from selling products to services

• Communicating the invisible

• Creating 3D business relationships

• Leveraging the web/online channel

• Success in Selling is systematic use of first principles and common sense

• Using the Sales Toolkit


• The psychology of change• Building a “conversation”

call script• Directing the conversation

to desired pain points• Engaging the other party• Creating rapport and trust

over the phone• Moving from selling

products to services• Overcoming objections• Questioning skills• Listening skills• I can hear you smiling• Speaking in Technicolor• Using the Sales Toolkit


• The psychology of change

• Simplicity of layout and visual appeal

• Ease of navigation: 3 clicks and you die

• Landing pages• Self qualification using

black questions• Creating a prospect

incubation process• Making it easy to buy on

line• SOHO & SMB Resource

Center• The online buyer’s

journey

Sales Enablement Program

• Understanding the challenges facing SOHO/SMB customers• Creating Compelling Value Propositions for your O365 bundles• Aligning your sales efforts with the Buyer’s Journey• Leveraging the End2End Customer Experience to drive referrals and recommendations• Determine the optimal Sales Channel Matrix• Re-thinking Demand Generation Programs• Becoming a Trusted Advisor

A Program ready to merge with your processes


Example: Per Channel: Review+Enablement Charter

Deliverables

• Who are we selling to?

• What is our Value Proposition?

• What is the optimal Sales Channel Mix?

• How do we generate demand?

• How do we segment Partners?

• What is our Sales Readiness Plan?

• Sales Comp structure

• Partner Program and incentives Plan

People Required

• Product Management

• Partner/Reseller Team

• Telesales Team• Direct Sales Team • Online Team• Sales Management• Marketing

Management

Supporting Tools

• GTM Toolkit• Existing Partner

Processes• External Moderation• First principles and

common sense

Based on customer buying behavior and offers, build out a channel strategy to reach the target customers

1010


Input from Customer/Offering

Workshops

Approach = Channel Review + Enablement Program

• Main activities: • Preparation of as-is-situation through stakeholder

interviews/shadowing• 1-2 days workshop to synthesize and define to-be-situation

11

Where are we today?

• Documented current channel structure (sales force, skills, segments, current business mix)

• What is/is not working?

Where do we want to be?

• How are we selling to the “Who”?

• Customer experience

• Tuned Offer & Value Proposition per channel

• Sales Targets and Compensation

How to get there?

• Implementation plan

• Checklists• Training Plans


How does this work in reality?Example 1: MS Online Buyer Journey

• MS Office 365 Online Buyers Journey

• See Lynn Edmark’s Presentation

12


Channel enablement Shared Best Practice:Microsoft Office 365 - Online Buyers Journey

Inform Lead

Why should I care? How do I buy?

Educate site visitors on Office 365 – what it is, what it includes,

and why it matters for their

business

Direct them to the best way to

purchase depending on their needs

Influence

Which plan is right for me?

Help customers to find the plan that is right for

them

Close

Close the sale

Drive customers through the ecommerce

experience and complete the

sale

DemandPost-

PurchaseWhat is Office

365?

Leverage MS network,

partners and SEO to drive

demand

Support existing

customers and create

advocates. Develop/extend

relationship management.

Retain and Extend

Increase relevance by

providing content and tools

pertinent to their business and

where they’re at in the purchase

cycle

Create a fluid path to the “next

step” by directing

customers to the right way to

purchase based on their needs

Support customers in the decision making

process by providing a customized

recommendation based on their

needs

Create a seamless, frictionless ecommerce experience

Try

Buy

Fill funnel Engage Convert

13


How does this work in reality?Example 2: UPC Office 365 Launch Planning

15

Example: UPC Office 365 Launch Kick-Off Workshops

• Pictures telling the story• External facilitators and

sales excellence SMEs• Joint investment• MSFT in and out of the

workshops

Key Deliverables:• 3 Outcomes• 6 Outputs


Office 365 Launch Kick-Off Workshop: Outcomes

16

1. A shared understanding of the Value Added Services Strategy and positioning of Office 365

2. Agreement on what we want to collectively achieve with the launch of Office 365

3. Commitment to actions, timelines, roles and responsibilities


Office 365 Launch Kick-Off Workshop: Outputs

1. Challenges facing SOHO customers

2. Office 365 Bundles Values, Messaging & Positioning

3. Office 365 Demand Generation Plan


Office 365 Launch Kick-Off Workshop: Outputs

4. Sales Channel Matrix

5. GTM Blueprint(Upsell or New SOHO)

6. Office 365 Launch Roadmap


How?


Workshop Driven Approach

Collective Intelligence

Take Ownership

Process: From Goals to Launch plan


Drive to Execution – Program Planning (Illustrative)

Process Definition

Program/ Project Definition

Governance


Sales and Channels Workshop Summary

22

What are we trying to achieve?

•Define scope and success measures

•Create a plan for success

•Identify opportunities and gaps in current and future state

•Assign and prioritize requirements

•Socialize project and gain support of key stakeholders

Who should attend?

•If you are involved in developing or supporting your sales and/or channels you will benefit from this workshop

•Attendees could include:•Managing Directors

•Sales Managers

•Senior Management

•Marketing Managers

•Customer Service Managers

What Partner can expect?

•Clear approach for deciding on the best sales and channels planning strategy for your company

•Practical examples on successful business models and measurements

•Proven methodology for developing your customized sales approach

•Review of industry best practices

•Access to all presentation materials for future reference

When does it take place?

•Where: XXXX•Dates: XXXX-XXXX, 2011

•Location: XXXXX

What are Partner key deliverables

post workshop?•Sales plan and customer journey for each channel, e.g. Direct, Telesales, Online and Partner

•Compensation and benefits plan

•Readiness plans

What assets are available to

support?

•BOM’s – various•Web – tool elements, creative, etc.

•Collateral – white papers, data sheets, etc.

•Readiness – partner training resources, etc.

We have an approach and best proven practices.


@Allan: video removed put back later


GTM Tools – Leverage MS Assets


What do we offer?

• GTM Tools Objectives

• GTM Tools Deliverables

• Project Timeline

• Toolkits - Snapshots


Objectives

• Provide a framework for IMDMs and PBDMs to support our Syndication partners through the GTM process

• Provide Syndication Partners a set of supported toolkits as you take them thru the Service Onboarding GTM workshops

• Enable Syndication partners to reduce time to market by providing co-branded sales and marketing tools

• Ensure the Office 365 value proposition is consistently delivered together in their bundle offers to market.


GTM Toolkit Overview

The toolkit is a collection of tools and resources that support the work streams with the partner during their GTM with Office 365 Bundles

Syndication Partner Readiness in a box

• GTM Methodology & Workshops, Establishing Sales and Marketing Motions, Sales Readiness

Activation Handbook

• Framework, Email Templates, Call Scripts & Training PPTs to support partner through post sales life cycle

Campaign in a box

• To partner and Thru partner sales & marketing templates, Call Scripts, Sales Training, Assets to be localized (F,G,S,I)

Industry

Shared Practices

• Document libraries containing Industry sales and marketing examples by GTM pillar and by Offer/Segment/Channel

Microsoft Best Practices

• RM, Campaign/ Messaging and Positioning, Web strategy, Social networking, community

27


Tools for Office 365 - ScheduleComponents Timeline Progress

1. Partner Readiness Playbook April 2011 On-Track

2. Campaign-in-a-Box• To Partner Handbook• To Partner & Thru Partner PPT• Thru Partner Datasheet• Thru Partner Discussion Guide• Top reasons to Buy & Sell• Banner Ads• Email Template – Sales/Lead Generation• Web Landing Page• Partner Sales Training Video

End March 2011

Completed & Released to QuickStart

3. Activation Handbook• Email Templates for activation stages• Methodology : Self Serve, Managed IT Service• Definitions & Phases: Migration, Provisioning,

Deployment, Usage• Upsell Value – Loyalty; follow-on services

End April 2011

Ongoing : content gathering stage

4. Shared Practices SharePoint• Databank infrastructure & content framework to

highlight industry sales and marketing practices

End May 2011

Ongoing


Office 365 BOM Creative – Handbook


Office 365 GTM Handbook

@Allan: We need some snippets from the GTM and activation handbook and less visuals and flyers.


@Allan: we cannot use that video publically and “we are all in” cannot be used any longer – we might use one of the teaser videos – Coho Vineyard – which we can share as well.


SummarySales Enablement Framework and GTM Toolkit

Work with your IMDM& PBDM*

Engagement Plan with external Moderation and Sales Excellence SMEs

Strategic Alignment Workshop

Offering, Customer Journey & Channel Readiness

...

32

*) IMDM: Industry Marketing & Development ManagerPBDM: Partner Business Development Manager

Questions

Thank you

Backup

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Sales Journey Part 1 GTM and Sales Tools at your hands Sales & Marketing Airlift, London, April 12...

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