prm project
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prm project. many fronts, few troops. - PowerPoint PPT PresentationTRANSCRIPT
teg e-biz/crmtoshiba partner place 2
many fronts, few troops.
to meet the growth challenges in the b2b market, toshiba needs partners -- as many as we
can get. certainly, no one will deny the fact that the best relationship managers are people.
unfortunately, we cannot afford the luxury of individual account managers for all the resellers
we need to grow our business. indeed, the vast majority of resellers we must mobilise in the
smb market will rarely come into direct contact with toshiba. nevertheless, our business
success depends on their loyalty. that's why we are developing new tools and processes to
recruit and engage indirect resellers. as a positive side effect, the tools should also help our
sales managers to do more business with their managed accounts.
recr
uit & en
gage
recruit & engage
recruit & engage
partner place
growth
recru
it & e
ngage
recruit & engage
recruit & engage
partner place
recru
it & e
ngage
recruit & engage
recruit & engage
partner place
teg e-biz/crmtoshiba partner place 3
is a system our path to nirvana?
despite the need for a system, there is a
great temptation to believe that a system
alone can solve the problem. it won't!
systems can only solve the problem if they
are aligned to people and processes. no
system will create a dealer programme or a
update a price list; no system will write the
copy that will explain the benefit of a new
product; no system will select the right bait
to lure the wary customer. people do this.
still, while not doing all the work, certainly
systems and tools should at least make
everyone's job easier.
teg e-biz/crmtoshiba partner place 4
dovetail to what exists.
what if we built a new system and nobody used it? sounds silly? well the fact is that we do
not have the resources to maintain a new system. that's why our approach is not to create
yet another system that people have to fill with content, but rather to leverage the systems
and content that already exists. in the past few years colleagues around europe have been
trained to publish content regularly in the cms and broadvision publishing centre. so our
approach will be to enhance the broadvision system by adding password protected dealer
communities. this will put us in a position to reuse as much of our existing assets and
processes as possible.
teg e-biz/crmtoshiba partner place 5
different folks, different strokes.
by using bv password protected
communities (bv ppc), we meet the
countries requirement for grouping their
partners in segments and deliver targeted
content based on the programmes designed
for these communities. it will be possible to
publish a different set of content depending
on the partner log-in information. standard
elements will be developed in the "build
once, use many" spirit, but countries will
also be able to mix and match the content
according to their own operational
requirements. countries can create as
many or few password-protected
communities as they require.
bvppc
teg e-biz/crmtoshiba partner place 6
the short programme.
we have learned that some of our competitors have introduced extremely complex (and expensive)
systems, with all the bells, whistles and technical artistry to score big points in the freestyle event.
nevertheless, the feedback from subsidiaries and partners tell s us that it is even more important to
get the basics right. keeping it simple is valued even more than highly evolved workflows and process
integration. what works, is what is already working in the daily phone calls from dealers to our call
centres and reception desks; and what partners are asking for daily on the phone is, what else,
information about products, prices and availability. that's why the first objective of the partner place
will be to provide a place to get the basics, quickly and easily - and luckily most of this already exists in
the business.
teg e-biz/crmtoshiba partner place 7
is a system the cure-all?
the good news is that we are already producing a lot of the stuff dealers require. it is already on the public website or in powerpoint presentations, excel sheets and fax forms on various hard disks. the problem is that it has not been collected in an easy to access place designed specifically for dealers. therefore we will collect all content that is relevant to various dealer segments and put it in one place on the community homepage. for example,• the price list, of course, will be a running feature• the popular driver download database will be prominent• there will be an icon for new products and training presentations• a link to the "glass factory", a tro database with every detail on every
product delivered• the bestseller page: information to help dealers plan to take advantage
of toshiba demand generation activities• downloadable forms• and of course all the latest news from toshibaall this will be available on a special password protected area that is visually distinctive from the public web experience - and each visit means one phone call less.
teg e-biz/crmtoshiba partner place 8
one trick at a time.
however, important a good score in the short programme is, competition is all about
differentiation. that's why we need to work on an ongoing artistic programme that will get
dealers in the habit of stopping by regularly. we need to keep toshiba top-of-mind and
dealers constantly engaged in selling our products. so we will teach the system one sticky
trick at time, sticky because it will make them thirsty for more. for the first release, we have
prioritised a feature that we believe more clearly differentiates toshiba from our competitors:
the crystal ball.
teg e-biz/crmtoshiba partner place 9
the crystal ball.
the aim of the crystal ball will be to give the sales
person easy to use tools that makes him (and
toshiba) look good in the eyes of the customer. in
the simplest terms, it will be a presentation with
background material that paints a picture of what
the future of mobile computing holds in store. it
gives a 6-month, 1-year and 3-year perspective on
what technology will be relevant for businesses
and how businesses can gain from new
technology. it will be updated monthly (and
announced in the monthly newsletter): a reason for
the users to come back each month and sell our
vision each day.
what could be more appropriate to our core
positioning strategy of product leadership and a
better way to extend our thought leadership
mission?
OperationalExcellence
CustomerIntimacy
ProductLeadership
TOSHIBA
throughout europe, each morning every
individual engaged in computer sales, whether
within toshiba or at a reseller, faces the same
problem: "what story can i tell my customer
today?" "how can i get the foot in the door?"
teg e-biz/crmtoshiba partner place 10
our best consultants are you.
oh, there is one more trick in the first release. an interesting insight coming out of discussions with
subsidiaries was that resellers often feel like davids when dealing with the goliath computer vendors. and
while the are impressed (perhaps overwhelmed) by the rich set of features of channel extranets of some of
our larger competitors, they often feel as if these systems are being done to them and not for them. there is
an impression that top-down-managed american companies with their big american consulting firms have
delivered systems that the customer in europe never ordered. an essential component is missing: voice of
customer. this gives toshiba an opportunity to position the features we deliver as tailored directly to what
partners are asking for. that's why we plan to include a regular survey feature asking our partners to
consult us on what features would be of value in the future - and then delivering them based on the results.
teg e-biz/crmtoshiba partner place 11
more tricks in the pipeline.
we want the partner place to be perceived as
place that changes as fast as the pace of the
business. that's why we are already planning
the second release in q4/04 to focus on tools
that integrate processes closer, allowing us to
better share business. the following functions
are already being scoped for the next release:
• lead management -- a better way to manage
and share inbound business opportunities
• e-campaigning -- a service to dealers who
register their customers
corporate brandingcorporate branding
distinct relevant banner, clearly differentiated from distinct relevant banner, clearly differentiated from public website.public website.
banner 1 - featured topicbanner 1 - featured topic banner 2 - featured topicbanner 2 - featured topic
generic navigation (only e-selling different / links to distributors)generic navigation (only e-selling different / links to distributors)
log-inlog-insearchsearch
no direct access no direct access links, reseller-links, reseller-specific navigation specific navigation insteadinstead
reseller-specific navigation – reseller-specific navigation – - content basics (pull-up jewels that are hard to find)content basics (pull-up jewels that are hard to find)- ob-yb features - one trick at a timeob-yb features - one trick at a time
distinctive look & feel (icons) to distinguish from public websitedistinctive look & feel (icons) to distinguish from public website
additional additional banners for banners for current topicscurrent topics
teg e-biz/crmtoshiba partner place 15
release plan
release date features
prm 1.0/(bv 4.3)
25 sep 2004 • bv developments– prm ppc functionality– ppc-specific navigation (instead of direct access)– partner-specific product pages (links to distributors)– dealer sign-up– unit details database query in bv
• central content developments– crystal ball (ob-yb)– our best consultant is you (voc)– announcement e-mail
• local content developments– bestsellers– partner programme– new prices– forms– downloads
prm 1.1/(bv 4.4)
oct-nov 2004 • bv developments– your leads (ob-yb)– your campaigns (sign up your customers for campaigns, the more
customers registered, the better the chance to win a trip to the football world cup)
prm 1.2 jan 2004 • tbd (based on results of survey)– distributor availability– support forum– etc
teg e-biz/crmtoshiba partner place 18
getting the good news out.
if we build it, they won't come without a strong initial catalyst and regular communication and
incentives. that's why there will be a monthly newsletter highlighting promoting demand-
generation activities and changes to the partner place. to achieve the objective of recruiting
as many partners as possible we want to use at least one coop e-mail marketing campaign
per quarter with dealer databases of all the major distributors. we hope we can include this in
the european and local bonus conditions. incentives will be needed to encourage viral
effects.
teg e-biz/crmtoshiba partner place 20
busy weeks ahead
websitenewsletter
tisb prm storyboard
25/08/2004 - v25
top navigationno changes (except links to distributors from products)
dealer toegang (left nav)
marketing
service & support
sales
middle-section
bestsellers
new prices
crystal ball
downloads
glass factory
forms
our best consultants are you
new product training
top bannersbanner 1
banner 2
side banners
banner 1
banner 2
banner 3
news
news item 1 (tbd)
news item 2 (tbd)
news item 3 (tbd)
teg e-biz/crmtoshiba partner place 21
issues/risks from tisb meeting
issue mitigation plan owner deadline