bridging the marketing-sales chasm
DESCRIPTION
Graeme Wood, A/NZ Marketing Director, Trend MicroTRANSCRIPT
Copyright 2010 Trend Micro Inc.
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Graeme Wood ,
A/NZ Marketing Director
Bridging the Marketing-Sales chasm
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Copyright 2010 Trend Micro Inc.
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Introduction
• Channelling Influential Brand Messages to your Sales teams for perfect execution.
– Bridging the marketing-sales chasm has never been so important and delivering the right tools and adequately equipping your sales team will ensure successful completion.
– Ensuring seamless sales execution from a marketing point of view
– Closing the gap between sales and marketing by directing marketing content towards business excellence and customer-centric approaches
– Reinforcing and repeating your message for maximum drive on ground level
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Communication Chasm
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What Sales think
Marketing do
http://www.marketing-content.com/marketing_cartoons.htm
What Marketing think
Sales do
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Agenda
• Brand Proposition
• Business issues and messages
• Route to market options
• Message delivery vehicles
– Traditional vs new wave (social media)
• Marketing /Sales engagement
• Message engagement and delivery effectiveness measurements
– Sales vs marketing effectiveness
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What is the Trend Micro Brand?
5CONFIDENTIAL
“The Brand is not what you say it is. Its what your customers, partners and critics say it is.”Marty Neumier, The Brand Gap
• .
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Classification 9/30/2011 6
Trend Micro Branding
Security That Fits: IT InfrastructureTrend Micro innovation enables benefits of next-generation
IT platforms
1st LANServer
Security
1st GatewaySecurity
1st ThreatManagement
Solution(Network)
1st in NetbooksSecurity
1st IntegratedVirtualization
Security
1st CloudComputing
Security
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Classification 9/30/2011 7
Changing Business Need
Security That Fits: Customer EnvironmentTrend Micro’s ubiquitous protection secures your data
wherever it resides
Hosted / Managed
Security
Smart
Phones
Servers
Netbooks
PSP/PS3
Routers
Cloud
Computing
Virtual
Servers
Virtual Appliances
Networks
Windows/OSX
Android
NAS
USBBack to
Security that Fits
Any device ..
Any time …
Anywhere….
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Market Research - Survey
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New Brand Positioning
Trend Micro is leading a revolution in security, enabling you to do more online, on the network, or
in the cloud with the confidence that you are safe and protected.
• Why this changed:
– To focus on Trend Micro’s “enablement” power
– To incorporate the cloud computing …a major IT platform shift
– To reflect the vast array of ways that Trend Micro provides protection
Classification 9/30/2011 9
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Classification 9/30/2011 10
Why “Securing Your Journey to the Cloud”?
“Cloud computing is revolutionizing the way people share digital
information, making access to information and computing power
easier, faster and more affordable.
By providing security “from the cloud” with our Smart Protection
Network, and security “for the cloud” with our server, data storage
and encryption technologies, Trend Micro is the clear leader
in securing physical, virtual and
cloud environments, and the
best choice for Securing Your
Journey to the Cloud.”
-Eva Chen, Trend Micro Co-Founder and CEO
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New B:B Branding Deliverables
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Cloud Solutions Awareness in SMB
Classification 9/30/2011 12
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New Branding Roll out Program
• .
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Agenda
• Brand Proposition
• Business issues and messages
• Route to market options
• Message delivery vehicles
– Traditional vs new wave (social media)
• Marketing /Sales engagement
• Message engagement and delivery effectiveness measurements
– Sales vs marketing effectiveness
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Multi Channel Marketing Execution
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Customer Segments for Trend Micro Products
End User
Enterprise+ 500+ 750
Medium Business101 ~ 499101 - 749
Small Business< 100 users
Consumer
< 5
Channel
•Large SI , Alliances
•Affinity One Resellers
•Affinity Plus Resellers
•SIs
•Affinity Partners
•Retail
•SIs
•Online Shop
•Retail
•Online Shop
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Channel Mapping to Accounts and Solutions
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Inside Sales
Team
Traditional
Reseller
Vendor
Product
Specialist
Local SI and
Apps ISV
Major SI and
local Ecosystem
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Multi Channel Marketing Action Plans
• IT Alliances Endorsement everywhere
• External Analysts, Press, Channel, Customers
• Joint GTM Virtualization Security
Alliance Team
• Influence analyst & media
• Customer case studies
• PR topics & Contents
Product MktTeam
• Key Press coverage
• In-depth interview
• Identify key editors and journalists.PR Team
• Integrate thought leadership marketing elements
• Execution plan/timeline across APAC
Campaign Team
• Cloud Security in web real estate
• Integration of Affinity Portal
• Web 2.0 - Blogs
E-Marketing Team
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Marketing Communication
Cloud Security Campaign
Secure Cloud Launch
• Media Gathering
Deep Security Launch
• Media Gathering
• Alliances endorsement
Co-Branded Alliance Campaign
• Joint customer / channel briefing & workshops
• Channel awareness thru Alliances distributors
Alliance - Formation a cloud security consortium
Cloud Computing Security Alliance
• Jointly with key Alliances
• Media gathering
• Tie to an event
• Invite strategic channel partner to join to drive channel interest in media
Partner & Customer ExposureTrend CIO Summit
• Analysts speaker
• Reference customer
• Prospects
• Trend Execs
Cloud Computing
CIO Summits
Security Challenge Tour
CCSA Preferred Partners
Alliance own Conferences and User Groups
E-Marketing
Dedicated Cloud Section on Corporate Web
Search Engine
Newsletters
• Tie-up with by-line articles
• Channel & EU
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eLearning Training Portal (LMS)
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Agenda
• Brand Proposition
• Business issues and messages
• Route to market options
• Message delivery vehicles
– Traditional vs new wave (social media)
• Marketing /Sales engagement
• Message engagement and delivery effectiveness measurements
– Sales vs marketing effectiveness
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Enterprise Communication Tactics -
Tactics CIO IT Security IT Infra Channel
Analyst Endorsement from APAC and in-country
analysts.
PR Quarterly topics. Business and technical media. Consortium.
Alliances Cloud Security Consortium
Events CIO Summit – Analyst, CIO & IT execs.
Vertical targeting
Alliance
Events
Security
Challenge
Campaigns Cloud Security & VMware Co-branded Campaign
Product launch Secure Cloud 1.1
Deep Security 7.6
Website Online Search Engine Affinity Portal
Cloud Security
Certification
Inclusion in
Affinity PortalConfidential 22
1
2
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Classification 30/09/2011 23
ANZ TM Lead
Manage Process
15 JAN Internal
Use Only
Lead Identification Management (APAC)
InterestNeed
identifiedOps Qualified
AnalysisEvaluation
POC Started
Selling
Bias for
Action
Complete
POC
Decision
Trend
Selected
Negotiation WON
10% 20% 30% 60% 70% 80% 90%
Technical
Introduction
Short
ListedContracts
P.O.
Received
Bant
ReviewTechnical Review
L2 L4L3L
0L5L1 L6 L7 L8
Marketing “Buyer Journey”
Unaw
are
0%
TrendMicro PERSPECTIVE
- Appointment to
review Specific
Business Need
and Solution
review
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Campaign Metrics for Planning
• Business Unit Objectives
– Products , segments , geographic mix
– Channel revenue split
– Marketing delivered “opportunities “
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Marketing Engagment with SalesQtr Campaign Plan
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Sales Team “Marketing” Tools
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Channel Co- Marketing Portal
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Copyright 2010 Trend Micro Inc.
28Traditional vs Non Traditional Engagements
• Customer /Channel Focused
– Database marketing
– Buyer Journey marketing (MAT)
– Newsletter
– Events – Seminars/Workshops/Conferences/Roadshows
– Website , Blogs , Channel Portals\
– Webinars
• Prospect Focused
– SEM/SEO
– E-media demand generation (eg ZNET, CSO, TechTarget)
– External Conferences/virtual conferences/Alliance partner initiatives
– Channel based co-marketing / Portals
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Traditional vs New Media
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How to make Webinars a success
• Channel versions available first
• Business Focused not product push
• Significant promotions and 30 minutes
• On demand offering
• Multiple delivery formats
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Classification 9/30/2011 31
Exploiting the Social Media Community
The more you showcase
the human side of your
business, your products
and your people, the more
authentic you will appear.
Build relationships with
community members
to facilitate brand
loyalty. Listen to what
they say and be ready
to respond.
Create an environment
that stimulates productive
conversations and
interactions with
the consumer.
Make friends with your visitors,
engage them in non-commercial
conversations so that they will share
your authenticity with others.
Make Your Business Personal Update Your Public
Profiles Frequently
SNS properties are geared
toward fresh content. Create
and/or optimize editorial
calendars to frequently push
engaging media to foster
maximum buzz and community
interaction.
Share information with
your community to
announce events, special
promotions, new
services, activities, etc.
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Trend Micro Social Media Options
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Social Media Property Information Trend Owner
Trend Community Support Christina Tsai, Support
TrendMicro
Malware and
CounterMeasures Blog
headlines
Corp Mktg
TrendOnCloud Cloud Security Blog
headlinesCorp Mktg
TrendLabs Malware info TrendLabs
TrendMicro Corp Mktg
FearlessWeb Consumer threat and
product infoConsumer
Trend Micro SPN, SB, ENT, PR, threat
infoCorporate Mktg
Trend Micro Australia & New Zealand Keylogger demo, ANZ
promos??
Trend Micro Threat info, customer
success videosMartin Johnson (ex-Trend)
Rethink Endpoint Rethink Endpoint Security
campaignENT
Trend Micro SPN Corporate Mktg
TrendLabs Malware Blog Threat-related TrendLabs
CounterMeasures Threat-related, solutions,
issuesEMEA Mktg (Declan, Rik)
The Internet Threat Landscape Internet threats and
protectionSG Mktg (Terrence Tang)
TrendLabs Security Blog Threat-related JP Threat Mktg
Internet Safety Blog ISKF (Lynette)
Cloud Security Blog Securing cloud, cloud-
based securityCorporate (Kristen)
Blogs
Other
YouTube
SlideShare
Communities
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Agenda
• Brand Proposition
• Business issues and messages
• Route to market options
• Message delivery vehicles
– Traditional vs new wave (social media)
• Marketing /Sales engagement
• Message engagement and delivery effectiveness measurements
– Sales vs marketing effectiveness
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Marketing Metrics – Leads for sales
• Database Accuracy, L2 Leads
• E-media CPL , L2 Leads
• Telemarketing Conversion ROI
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Full Sales Cycle , MQL and SQL
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MQL/SQL Conversion = 90%
• What is the best L3 BANT actionable outcome
– Prospect has compelling event to drive enquiry
– Prospect have BANT supporting content, and ready to engage
– Agreement to meet sales rep within 6 weeks
– All engagements with TM are recorded in CRM
• Sales teams SHOULD not reject MQL if..
– Ongoing opportunity contact is different to initial contact for opportunity (as ENT have large DMUs)
– The opportunity solution “Progresses” within a category (eg IWSVA become CPVM become DS)
– MQL key contact is “cross sold other opportunities” outside initial call and solution (as we need to track all engagements where one solution could lead to another solution)
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Lead Tracking and Reporting
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Thank you
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