cloud champion - week 5: go to market
DESCRIPTION
This is round five of our Cloud Champion course, focusing on Going to Market. Mobility, social, Big Data and the cloud – these are the four megatrends driving budgets out of IT and into lines of business including HR, Finance and Marketing. It means a profound shift in how we reach and influence Business Decision Makers. And a rethink on how we focus our sales and marketing efforts on industries with the biggest opportunities for Microsoft Partners. Catherine Vissiere, a senior marketer at Microsoft, shares local research on the Australian market opportunity and what to consider when building a marketing plan targeting Business Decision Markers. Cloud Champion is Microsoft Australia's 12-week step-by-step program to help our partners be successful with selling Cloud solutions. For more information on the course, please visit www.aka.ms/CloudChampionBlog.TRANSCRIPT
THE CLOUD CHAMPION JOURNEY
Full agenda listed on www.aka.ms/CloudChampionBlog
Join MPN Training Time
Eye on the Opportunity
Transform the Business
Go To Market
Demo Army
Compete
Sell Cloud
5
Marketing in the new eraCatherine VissiereSenior Marketing ManagerMicrosoft Australia
Agenda
- What’s different?- The opportunity- The mega trends
What is different?
What’s different?
Different environment
Different behaviours
Same rules
Rules of marketers & sellers
We are all storytellers
Know your market
Know your audience
Know your competition
Where is the opportunity?
Industry opportunity index comparison
Financial Services
Government
Manufacturing
Retail and consumer goods
Professional services
Education
Telecommunications
Mining, Oil and Gas
Healthcare
Small Business
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
58.7%
46.6%
37.6%
31.7%
62.1%
56.5%
37.4%
49.8%
53.7%
59.2%
$522m
$70m
$599m
$318m
$489m
$838m
$802m
$1,977m
$1,632m
$220m
FY14 addressable SW
market (AUD)Opportunity index
Very Low0%
Very High100%
1st
2nd
3rd
Opportunity index created by rating and ranking industries based on 20 factors that indicate level of IT Maturity and the potential impact of disruptive forces. Source: Capitalis, 2013
4th
5th
$659m Software
$477m Services
#1 Professional Services - AU
$543m Hardware
Forecast addressable market
Database ERP Productivity Virt & Mgt OS0
20
40
60
80
100
120
58
9298
31
59$m
Top Workloads/SW addressable ($M)
Industry overviewAnalysts predictions Business service /
outsourcing Creative & enabling
software Cloud computing Big Data & Analytics
110k businesses 914k employees Projected growth 4.1% p.a to
2017
$2.257m Software
$2.328m Services
#2 Small Businesses- AU
$2.095m Hardware
Forecast addressable market
Database ERP Productivity Indentity & Security
OS0
50
100
150
200
250
300
350
400
450
224.5
381.5
300
246.6 261
$m
Top Workloads/SW addressable ($m)
Industry overview Analysts predictions
BYOD eCommerce Apps to
compete
Remote workers Cloud Mobility
820k businesses 4.5m employees Will outpace enterprise (8.7% vs
5.5%) Swing towards tactical IT spend
driven by solution & productivity not price
$2.015m Software
$4.814m Services
#3 Financial Services - AU
$1.890m Hardware
Forecast addressable market
Database Identity & Security
Productivity Virt & Mgt OS0
50
100
150
200
250
300
350
400360.4
184.6
148
227
149.7$m
Top Workloads/SW addressable ($M)
Industry overviewAnalysts predictions Commoditisation of
transactions Video conferencing Outsourcing of non core
functions Big Data and BI Cloud IT BYOD
33.7k businesses 421k employees Projected growth 4% p.a to
2017
Source:
$486m Software
$444m Services
#4 Education- AU
$760m Hardware
Forecast addressable market
Database Identity & Security
Productivity Virt & Mgt OS0
10
20
30
40
50
60
50.753
46.744.6
37.7
$m
Top Workloads/SW addressable ($m)
Industry overviewAnalysts predictions
Virtual delivery Cloud computing BYOD
12K businesses 898K people Projected growth 4.5% p.a to
2017
$220m Software
$778m Services
#5 Healthcare - AU
$607m Hardware
Forecast addressable market
Industry overviewAnalysts predictions
Top Workloads/SW addressable ($m)
Database ERP Productivity Virt & Mgt OS0
5
10
15
20
25
30
35
40 37
24.7
30
26 26.5
$m
Analytics & Research BYOD & Mobility Remote Health &
Telemedicine Remote Data Capture
49.4k businesses 1.35m people Projected growth 4.5% p.a #1 with oldest OS technology
The Mega Trends
IT megatrends
Mobility Big Data
Cloud Social
42% CIOs: ‘workers want to
be mobile’ Priorities: Mobile
(52%) & Tablets (66%)
Growing importance
globally, but CIOs struggle to
reconcile big data projects
Locally 44% CIO have no opinion
on the issue
40% of CIOs say very important,
40% not Website hosting &
e-commerce 41% regulatory
compliance = top priority
25% of business are exploring
social initiative (collab &
knowledge base) 20% social tools to
connect outside of org
But… things are changing
• Simple • IT speak• Single or dual audience
• Business decides, IT implements• In a connected world we can’t just talk to a single workload
Old NewWe need to tell a better story!
Know your market.
Get out of your comfort zone & get used to it!
Now your audience.
Connect the dots. Partner up!
My top 3’s
© 2014 Microsoft Corporation. All rights reserved. Microsoft, Windows and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.