Autodesk Confidential
FY15 Partner Marketing Direction & Global Best Practices Terri Smith Channel Marketing Manager, Autodesk Americas Partner Marketing
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Agenda
MDF Alignment
Global Partner Marketing Best Practices
The Value of Alignment
Specialization Framework
Marketing Scorecard
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Industry Specific
Messaging
Autodesk Awareness
Industry Awareness / Messaging
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General Awareness Message
Industry Awareness
Partner Network
Marketing Alignment & Amplification
Customer Facing Demand Gen Demand Gen Field Mkting
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Aligned Brand & Marketing Programs
Landing page –
Email –
Banners – 300x250
Autodesk Marketing Partner Marketing
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Partner Marketing Strategy—Simple
Align ADSK message, brand, imagery,
etc.
Amplify Partners leverage campaign assets & MDF to increase message volume
Differentiate There is a time and a method
Autodesk Confidential
Agenda
MDF Alignment
Global Partner Marketing Best Practices
The Value of Alignment
Specialization Framework
Marketing Scorecard
© 2013 Autodesk © 2013 Autodesk
What’s Changing? = drives ACE, Base for to all partners
= products only available to Specialized Partners
Specializations
AEC / ENI Industries
Product Focus
Manufacturing Industry M&E Industry
Civil Infra
Building
Advanced MEP
Advanced Structure
Advanced Construction
Process & Power
Product Design &
Manufacturing
Simulation PLM Industrial Design & Vis
M&E Creative Finishing
© 2013 Autodesk © 2013 Autodesk
FY15 Partner Marketing Programs
FY14 Product Focus FY15 Specializations FY15 AMPs* FY15 Add’l Toolkits (ATKs) AEC&ENI
MFG
M&E
Call-out Day Cross-Industry
*To received AMP credit on the marketing scorecard, partners must complete the required marketing activities as outlined in Quarterly Reseller Guide.
Building Advanced Structure Advanced MEP Advanced Construction Civil Infrastructure Process & Power
Product Design & MFG Simulation PLM Industrial Design CAM
M&E Creative Finishing
All
All
Specializations / Product Groupings
AutoCAD LT
AutoCAD
Advanced Construction
Advanced MEP
Advanced Structure
Building
Civil Infrastructure
Creative Finishing
Industrial Design and Visualization
M&E
Process & Power
Product Design & MFG
Simulation
Specializations/Product Groupings Details
Specializations/Product Groupings
AutoCAD Product Design & MFG M&E Building Process & Power Civil Infrastructure
Building
Specialization Framework
Product Focus
Specialization
APAC Emerging AMP & Additional Toolkits Guide FY15 Q2
Building Specialization ▶ AEC AMP BIM for
Building 2015 Solutions FY15 Q2
Civil Infrastructure Specialization ▶ ENI AMP BIM for
Infrastructure 2015 Solutions FY15 Q2
Product Design & Manufacturing Specialization ▶ MFG AMP Digital
Prototyping 2015 Solutions FY15 Q2
Media & Entertainment Specialization ▶ Media &
Entertainment AMP Industry Events FY15 Q2
Aligned Marketing Programs (AMP)
Additional Toolkits (ATK) None available
None available
All campaigns and promotions described in this document are subject to reseller participation. Resellers are independent and free to set their own prices. Reseller prices may vary.
None available
All Partners ▶ Cross GFP AMP Call
out Day & Upgrade Discontinuation FY15 Q2
None available
Creative Finishing Specialization ▶ <<TBC Theme
Placeholder>> FY15 Q2
About ▶ Benefits, Questions, Lead Naming Convention, and More
© 2013 Autodesk © 2013 Autodesk
Month 3 Month 2 Month 1 AMP - QUARTER PREPARATION
Aligned Marketing Programs Timeline
GO LIVE
week 1 week 4 week 2 week 3 week 5 week 8 week 6 week 7 week 9 week 12 week 10 week 11
• Quarterly Marketing Scorecard Delivered
• QBP’s Scheduled
AMP
• 80-90% MDF Funded
MDF
• Partner AMP Guide provided (6 weeks in advance)
AMP
• VAR’s (Gold/Platinum) and VAD’s start submitting next quarters MDF activities
MDF
Partner Campaign Tool Kit: • Partner AMP Guide • Assets (emails, banners,
landing pages, etc) • Imagery (3 weeks in advance)
AMP
• Autodesk reviews MDF requests • MDF approved or rejected
MDF
• Partner Briefing • Campaign Autocast • Live AMP Briefing • Quarterly Marketing
Briefing in local Languages
• Internal Briefing – Japan & Apac
BREIFINGS
© 2013 Autodesk © 2013 Autodesk
Agenda
MDF Alignment
Global Partner Marketing Best Practices
The Value of Alignment
Specialization Framework
Marketing Scorecard
Marketing Development Funds (MDF)
VAR MDF
Customized Packaged (AMP/Additional Toolkits)
Guiding Principal: Autodesk MDF should align with Autodesk’s strategic direction.
MDF Gates: Brand Alignment and Marketing Certification
VAD MDF Program
Merit - infrastructure Activities
VAD
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Merit - Channel Supporting
Multi-Partner Channel Activities
Tele
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Merit – VAR Supporting
Autodesk Industry Campaigns
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© 2013 Autodesk © 2013 Autodesk
Aligned Marketing
Campaigns Additional Toolkits
Customized Aligned
Quarterly Marketing
Plan
Submission Alignment - FY15
FY15 – Partners to submit separate fund requests for each AMP, Additional Toolkit(ATK) or Customized campaign.
MFG Product Design & Manufacturing AMP Design Validation with Digital Prototyping FY15 Q1 Primary Target Specialization: Product Design & Manufacturing Secondary Target Specialization: Industrial Design & Visualization, PLM, Simulation Countries Available: North America, Canada
Opportunity In addition to representing the highest overall sales potential for Autodesk® in the manufacturing industry, Industrial Machinery manufacturers, Automotive OEMs, and the Automotive supply chain also share common challenges: meeting customer expectations for complexity, reliability, and affordability; tighter delivery schedules; compliance with regulations; and increasing competition. Show your customers and prospects how Autodesk® Digital Prototyping – one of the most open scalable, and cost-effective solution for product design and manufacturing professionals today – can help them communicate ideas faster, simulate and validate designs in 3D, and get to market faster.
Marketing Objective Drive sales of Autodesk® Product Design Suite 2014 software as an entry point to the full Digital Prototyping Portfolio.
Target Audience • Customers (users of Autodesk® AutoCAD®, AutoCAD® Electrical®, AutoCAD®
Mechanical®, Autodesk® Inventor®) • Prospects (e.g. users of Solidworks, SolidEdge, Creo)
Key Customer Message Join a webinar or a live event near you, and discover how you can bring innovative, high-quality products to market faster with Autodesk® Product Design Suite, part of the Autodesk solution for Digital Prototyping.
Offer Live event or webinar.
Recommended Activities and Metrics for Success • Recommended activities:
– Leverage the assets listed in the section below – Promote your event through:
• Online/social media/SEM • Purchase 3rd party email lists • Telemarketing/lead qualification • Cross-promotion at tradeshows and other events • Online user community posts
– Set a time for telemarketing follow up • Metrics for success: Host one or more face-to-face event(s) or webinar(s) in Q1,
resulting in at least 40 registrants/event. List the event or webinar in GEP by selecting the event series: MFG Product Design & Manufacturing AMP Design Validation with Digital Prototyping FY15 Q1.
Assets • Host one or more face-to-face event(s) or webinar(s) in Q1—required for AMP credit • Partner Express Email or corresponding assets for upload • Web assets • Imagery • Event kit (content for face-to-face event or webinar + demo data set) • Customer testimonials • Sales enablement tools
Campaign Dates Go live: February 1, 2014 End date: April 30, 2014
Home
About
Design R US
© 2013 Autodesk © 2013 Autodesk
Agenda
MDF Alignment
Global Partner Marketing Best Practices
The Value of Alignment
Specialization Framework
Marketing Scorecard
© 2013 Autodesk © 2013 Autodesk
Measurement for partner marketing success, aligned with annual objectives Differentiate partners based on Partner Marketing success Best in Class Partners at Risk Eligibility for MDF
Marketing Scorecard Dashboard
Partner Marketing Scorecard
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FY15 Partner Marketing Scorecard Category Details
CAPACITY & CAPABILITY*
Certified Marketing Personnel FY15 = Certification + Continued Education Credits (CECs) (New)
BRAND ALIGNMENT* (Partner websites)
Autodesk VAR Logo – Updated with Specializations (New) Web Aligned Content – Updated Content (New Q2)
ALIGNMENT & AMPLIFICATION
Aligned Marketing Program (AMP) Utilization (No Change)
Lead Acceptance Reporting (Not Applicable in China)
ROI Tracking & Reporting
*Minimun requirements in order to be eligible for MDF!
© 2013 Autodesk
Marketing Capacity & Capability: Training & Certification
Bi-Annual Certification
If certified in FY14 Online exam due for FY16 If a new partner after Nov 1, 2013 Pass exam by May 1, 2014
Countinued EDU Credits
Minimum CEC credits per half year May 1 – Oct 31 Nov 1 – April 30
Training course options: 2 new online marketing courses/term Face-to-face training - OTC China : 19 June - Marketing Bootcamp : 20 June - Q3 QMB : July - Q4 QMB : January
Objective: simplify & align marketing training with sales training
New
© 2013 Autodesk © 2013 Autodesk
Required for MDF eligibility: Standard Partner logo – now Specialization logo – as of April 1 Industry designations removed...July 31
Brand Alignment NEW - Autodesk Partner Logo & Web Content Alignment
Web Aligned Content types AutoCAD: Design every detail
Subscription: Maximize value. Minimize hassle.
AEC: Articulate your design vision while delivering projects more efficiently ENI: Deliver More Efficiently with BIM for Infrastructure
M&E: Create Amazing Entertainment Content MFG: Make Great Products with Autodesk Digital Prototyping
OTS > Marketing Resources > Co-branding Identity and Guidance
© 2013 Autodesk
Requirements Reporting for all funded campaigns FY15 ROI Reporting Guidelines Within 90 days of campaign execution
Reported Data # of Attendees # of Email Opens # of Clicks # of Telemarketing Calls Completed # of Marketing Qualified Leads(MQL’s) $$ Quotes Generated $$ Revenue Generated
Score % of campaigns had ROI submitted 5 100% 4 >75% 3 >50% 2 >25% 1 <24%
ROI Tracking & Reporting
© 2013 Autodesk © 2013 Autodesk
Aligned Marketing Program (AMP) Utilization
AUTODESK ACTIVITIES RESELLER MEASUREMENT
Call Out Day (Quarterly Promotion or Offering)
Call-out Day Execution Completion of 85% of Autodesk-provided
Call-out program data
1 AMP per Product Specialization Buildings / Civil Infrastructure/ Product Design & MFG / M&E
Execute required AMPs activities as outlined in quarterly reseller guides
Full score
1 AMP per Cross Industry GFP
Execute required AMPs activities as outlined in quarterly reseller guides
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NEW for FY15 Platinum Club Marketing Award
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Beginning in FY15, our Channel partners in APAC will be eligible to be awarded a seat at Platinum Club based on their Marketing alignment
Criteria include: Strong Marketing Scorecard results each quarter Consistent participation in all marketing trainings (e.g., Quarterly Marketing
Briefings, Marketing Summits and/or Boot Camps, as available) Tie breaker: partner with highest demonstrated ROI on unique campaign
NEW for FY15 Platinum Club Marketing Award
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Agenda
MDF Alignment
Global Partner Marketing Best Practices
The Value of Alignment
Specialization Framework
Marketing Scorecard
Autodesk Confidential
Live Events Shared Ownership
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Long-time resellers left region; Applied Software new player in town
Re-engage customers; engage new customer prospects
Key Metrics
Increase sales pipeline
Achieve 20-25% attendance
Tie contacts to leads, leads to quotes, quotes to sales, and sales to revenue
Challenge: increase engagement in events
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Solution: Shared Ownership…The Set-up
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Solution: Shared Ownership…
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Alignment with Autodesk: Autodesk Programs & Resources Utilized
Print & Banner Ads
Email Templates
Assets on OTS
MDF / Tracking & Reporting ROI Effective Events
Certification Training on ALC
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Results
Measurable Expectations Actual Results # of Customers & Prospects Reached 4500 10096
# of Emails opened 2000 3679 (36%)
# of Click-throughs 140 516 (14%)
# of Registrants 75 195 (38%)
# of Attendees 50 165 (85%)
# of Qualified Leads/More Information Requested 45 84 (51%)
# of Calls Made/Customers Reached Post-event 50 71 (85%)
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Autodesk is a registered trademark of Autodesk, Inc., and/or its subsidiaries and/or affiliates in the USA and/or other countries. All other brand names, product names, or trademarks belong to their respective holders. Autodesk reserves the right to alter product and services offerings, and specifications and pricing at any time without notice, and is not responsible for typographical or graphical errors that may appear in this document.