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TRANSCRIPT
Accelerating Ingram Partners Into The Cloud
MARKETING 101
Webcast #3
HCS-Overview Partner Cloud Acceleration
Acumen Management:
Building Organizations through
the Execution Of Strategic Management 13 Years of Partner Consulting Services
14 Years Consulting: Partners, Vendors, Distribution
25 Years in Channel & Partner Sales Leadership Experience
Online Interactive Sales Mgr. Tool Kit
DVDs/Books/Articles, Video’s on Sales Leadership
Keynotes, Seminars & Presentations
Management and Strategic Sales Management Expertise
Web: www.AcumenManagement.com
Blog: www.YourSalesManagementGuru.com
Whitepaper on : The Job of Sales Management
• Review Program Purpose & Content with Yourself and
other Ingram Micro/Cisco Partners in Mind
• Provide Feedback on the Program Flow and Agenda
• Provide Interactive Forum for Group Discussion
• Content, Tools, Guidebooks are Proprietary/Confidential
to Acumen/C3 and Are Not to be Distributed or Used
Without Written Permission
Ingram / Cisco HCS Program Overview
Program Flow
• 4/23/13 HCS Overview Maturity Model
• 4/26/13 Operations 101 Practice Stmt
Project Plan
• 4/30/13 Marketing 101 Market
Planning
Best Practices
• 5/3/12 Sales 101 Sales Process
Discovery
Best Practices
Program Overview
Program Flow
• 5/7/12 Sales Extra Cross Sell/Up Sell
Account Planning
• 5/10/13 Marketing 201 Building a Plan
Vertical Programs
• 5/14/13 Sales 201 ROI/Business
Guidance/ Case
Study
Program Overview
Program Flow
• 5/17/13 Sales Extra ROI/Case Study
• 5/21/13 Marketing 301 Building Thought
Leadership
• 5/28/13 Sales 301 Compensation
Program Overview
2000 2005 2011
Adoption Curve
Cloud Computing
Public or Private Traditional
Data Centers
By 2015, 50 percent of all CIOs
expect to operate the majority
of their applications /
infrastructures via the cloud
Gartner 2011
2013 2015
Optimizing Indirect Channels
through Efficiency and Productivity
10 Years of Channel Consulting Services
21 Years in Channel Leadership and Operations Roles
Channel Development Toolkits
Channel Optimization Consulting Cloud Based Channels Expertise
Enablement , Demand Gen, Communication “Gears”
Productivity Acceleration
Keynotes, Seminars, & Presentations
Regular columnist for Redmond Channel Partner
Channel Efficiency and Productivity Continuum : Utilizing Cloud Technologies to Enhance Core Channel Functions
Keith Lubner, Managing Partner
Web: www.channelconsultingcorp.com
Today’s Agenda
Purpose & Premise
Wrap-up
Discussion on Marketing Tools/Programs
5
4
3
2
1
Marketing HCS Cloud Acceleration Tools
Discussion of Homework
Purpose & Premise
Prescriptive Approach – Sales, Marketing, Operations
3
5
1 2 4
6
Clo
ud
Matu
rity
Increase Maturity = Increasing HCS Cloud Acceleration
FOCUS
Cisco addressable WW Hosted Collaboration Market is forecasted to reach
$8.4 B by 2013
US, 3.3
Market Opportunity for some major Geographies in $B
Cisco-Addressable” size includes IP Telephony, UM, mobility, presence, conferencing & Contact Center
Emerging markets include Brazil, China, India, Korea and Mexico
Sources: Cisco MI analysis on Hosted Collaboration Market; Canalys – WW Call Control market overview
Direct; 10%
WW Market Opportunity distribution by Channel
Emerging, 1.8
Australia, 0.3
Japan,
0.6
Germany,
0.5 UK, 1.0
Resellers
and Regional
SIs, 60%
Service
Providers,
30%
• Group Discussion: Perceived Issues w/Marketing
• Survey Results
• Cloud Maturity Model - Marketing
• Examples and Exercises
• Marketing Best Practices
• Marketing Messaging
• Market Planning & Communications
•MarketingTools Review
Marketing Workshop
1. Your marketplace Perceptions.
2. Your own company Perceptions
3. Maturity Model & Survey Results
Group Discussion Perceived Issues with Marketing - CLOUD
Maturity Model
Results
Sales average rating: 2
Marketing average rating: 2.4
Operations average rating: 2.1
Your have a consistent level of marketing campaigns each quarter, minimum of 3
You web site speaks to the Cloud solutions you offer and the business challenges
they solve
Your marketing materials clearly outline your company's value
proposition
2.8
1
2.4
Your Marketing Plan and Execution is well aligned to the sales organization's objectives
You have budgets for
list acquisition
email campaigns
in person events
web casts
collateral development
2.5
1.6
2.3
2.1
2.3
1.6
Marketing “Pains” with Cloud Movement
Establishing themselves as authorities with cloud and/or
vertical markets
Creating thought leadership (Leaders in Online Services
are currently doing this)
Creating specific campaigns for Partners’ online
capabilities
Reinventing funnel development to focus on volume (becoming more efficient in
categorizing leads etc)
cognizing Need to have more services around business improvement
Messaging to existing customers and prospects regarding financial and
operational benefits of the cloud
Driving toward Trials or Proof of Concepts via web techniques
Turning marketing to focus on educating customers and prospects first
Marketing “Pains” with Cloud Movement
Cloud-Marketing Tactics to Solve
• Increase Marketing Functions
• Go Vertical
• Thought Leadership Campaigns
• Developing “Cadence” with
Marketing Programs
Marketing Concerns & Benefits Messaging Related
• Security
• Privacy
• Reliability of cloud provider
• Long term costs
• Lack of cloud model understanding
• No budget for transition
• Integrating on premise solutions
• Disruption to business
• Vendor lock in
• Reliability of internal network
• Mobile/Remote access
• Expand capabilities
• Lower total cost of ownership
• More/better features
• Experience with new tech
models
• Ease of implementation
• Lower energy costs
• Avoid software
licensing/upgrades
• Reduce internal IT headcount
• Outsourcing IT administration
Concerns Benefits
Creating Marketing Messages to
Separate You From the Competition
HCS: Create Cloud Messaging Tool Review
Determining Market Opportunity Tool
Marketing Scenario #1
Pain in the Cloud
Solution to Pain
Example/Exercise
Becoming efficient
in targeting
prospects b/c of
the need for larger
funnels
Definitive market
plans around
geographical and
vertical targets, with
concise messaging
Market Planning
&
Communications
Drive Lower TCO
PR
Cost of Capital
Hardware
and Software
One time setup
SOURCE: Forrester, 2009; Business Insights 2008; IDC 2009; McKinsey 2009
The correct approach:
Save the customer 42% of their
TCO for UC ($45 vs. $26)
and….
Eliminate the need for
capital – opex play
Outsource operations
Provide stream of
enhancements
Eliminate complexity
Increase speed
Ongoing and
Operations Ops, HW & S/W
maintenance,
connectivity, labor,
Floor space, utilities
Total Cost of Ownership: CPE vs. Hosted
On Premise Solution Hosted Solution
• Geographic Market/Regional
• Line of Product/Service Offering
• Specialized by ...Market Choice
– Banking, Credit Unions, Brokerage, Insurance
– Healthcare, Hospitals, LTC, Offices
Market Segmentation
Cloud: Marketing Tools
• Marketing Best Practices Guide: A Cloud practice demands an increased focus on marketing and lead generation; this guide will assist you in understanding the essentials behind the marketing concepts, as well as tips for things such as social media, blogging, email blasts, and web site layout.
• Determining Market Opportunity Guide: How large is the market for your Cloud practice(s)? How many opportunities are there each year and how many leads per month do you need to generate to exceed your sales targets? This Guide will assist you in understanding your opportunity to prosper.
• Practice Marketing Plan Guide: Increasing your marketing efforts and lead generation are critical in building a Cloud Practice, this tool will assist you in increasing your focus, understanding of your market and prepare you prior to developing a specific marketing plan.
• Vertical Market Guide: Every partner should dominate at least one vertical market, this guide will provide the insights and actions required to develop and succeed within a vertical market.
Cloud: Marketing Tools
• Create Cloud Messaging Guide/Value Proposition Guide: Differentiating your Cloud
Practice and your organization are critical in increasing your Won/Lost Ratio’s. This
Guide assist you in working “why organizations should buy from you” vs your
competition.
• Market Planning and Communications Plan Guide: Use this guide to plan your
communications as well as your marketing cost projections, frequency of events, and
overall marketing plan for the year.
• Thought Leadership Campaign Worksheet: This worksheet will assist you in
creating unique marketing campaigns that will separate you from the competition, use
this worksheet to help develop programs that add value, increase market awareness
and make your organization the Go-to-firm for Cloud services.
• Case Study Outline: Use this helpful tool to develop success stories or case studies
from your own Cloud customer base. Use this tool with your Thought Leadership
Campaigns.
• Sample Promotions Worksheet & Calendar: This tool is a handy worksheet to plan
your promotions to your customers and schedule such initiatives with a calendar. Use
this in conjunction with your overall marketing planning.
• New Cloud Marketplace “Micro-Site” for partners and customers on Cisco.com
• Provide a full page dedicated to each partner allowing the partner to control the collateral/videos/offers and updates
Customer Benefits
• Offer customers a “one stop shop” Cloud Marketplace that is searchable by region and technology, expertise and XaaS offers
Partner Benefits
• Deliver a tool that allows Cisco Cloud Builder and Cloud Providers partners to market their services/offers to end-user customers, Cisco sales teams and other partners
• Provide a lead generation tool where all “Additional Information” leads from Marketplace will be forwarded to the Partner
Cisco Cloud Partner Marketplace
http://marketplace.cisco.com/cloud
Educate
your Partner
& Cisco
TRAIN
Get started with your partner today!
< Back Fwd > Onboarding Governance Train Activate Accelerate Resource Kit Value Prop Measure Market Resource *
Marketing Benefits
Learn more about Cisco Powered: http://iwe.cisco.com/web/cisco-powered-program/home
On Partner Central: http://www.cisco.com/web/partners/pr11/mscp/cisco_powered_services.html#learn
Partner Logos: http://www.cisco.com/web/partners/market/partner-marks.html
Cisco funded and executed end user awareness and demand generation campaigns to create customer preference for CP services (US)
Pervasive integration of ingredient brand into Cisco go-to-market (campaigns, events, programs, AR/PR, sales enablement…)
A portfolio of validated cloud and managed services
Supplemental joint marketing funds and resources
Partner-ready marketing and sales enablement tools
Cisco direct sales commission uplift on sale of partner cloud services
Identify
Funding &
Resources
RESOURCE
< Back Fwd > Onboarding Governance Train Activate Accelerate Resource Kit Value Prop Measure Market Resource *
Partner Marketing Kit
• Brand guideline
• Cisco media calendar (US)
• Web locator
• Digital assets for custom campaigns
• Relevant messaging and copy blocks
• Event integration opportunities (US)
• Joint marketing engagement
• CMSP site:
• Cloud and Managed Services Program (CMSP)
Identify
Funding &
Resources
RESOURCE
< Back Fwd > Onboarding Governance Train Activate Accelerate Resource Kit Value Prop Measure Market Resource *
HOMEWORK
1. We will send you the Market Planning Worksheet
2. Complete it by the End of Thursday, May 1
3. Send your completed homework with your company named as
the document name.
4. Send to: [email protected]
5. Register for Friday, May 3rd,11AM EST session
Questions ?