workshop: up-selling and cross-selling to your small and mid-sized customers bill vlandis -...
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Workshop:Up-Selling and Cross-Selling to your Small and Mid-Sized Customers
Bill Vlandis - MicrosoftWendy Smith - MicrosoftClayton Moulynox – Evolve ITMark Giles – Phrixus TechnologiesKim Heras – EnsystUrsula Paddon – Go To Market
panel
Taking the message to marketUpgrade The
Desktop
Virtualisation& Management
Business Insights
Business Servers
Comms & Collaboration
Office No Better Time
The Value of VL
LOB Apps
Web Platform
Business Ready Security
Helping you generate demand
partner.microsoft.com/australia
Messaging and Value Props
Customer Emails and Images
Banner Ads , HTML, Flyers
Sales Cards & Telesales Scripts
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5
Attend the Marketing Workshop and you could win...
... or a new Lenovo S10e
All you need to do is:• attend the workshop “How to develop successful marketing strategies for the small to mid-size business space”; • complete the marketing template provided in the workshop; and• submit your marketing plan to to [email protected] prior to 19/09/2009
The best plan, as judged by Microsoft will win $5000 in marketing spend, with the runner up winning a Lenovo s10e IdeaPad!
in marketing funds for your business
$5000
* Terms and Conditions apply. See reverse for details
The Panel:Clayton Moulynox – Evolve ITMark Giles – Phrixus TechnologiesKim Heras - Ensyst
About your org.
Number of employees
Business focus
Customer Segment
Customer size
Provide an overview of how you use marketing in your company?
Is it incorporated into your core business, or ad-hoc? Do you have a marketing resource?
What sort of marketing activities do you engage in?
Do you leverage Microsoft marketing resources such as the PMC (Partner Marketing Centre)? If so, how has this worked for you?
Have you used the Customer Opportunity Insights Tool? If so, in what way – for sales research? Running a sales or marketing campaign?
What do you think we could improve, how could we support you better?
Do you have any advice for the audience?
Audience questions
Getting Started:
Wendy Smith
PART B:
WorkshopUrsula Paddon (Go To Market)
Marketing Workshop
Outcome:
A marketing plan for a campaign you can execute on Monday
Marketing Workshop
Outcome:
A marketing plan for a campaign you can execute on Monday
1. Revenue Objectives
2. Lead Definition
3. Value Proposition
4. Messaging
5. Quarterly Marketing Plan
6. Customer Data
7. Actions
Target…..Execute………Convert
1. Setting revenue objectivesRevenue planning Campaign 1
Average sales value
Total Number of target accounts
Total opportunity size (Revenue)
Sales Cycle
Sales Coverage
Projected Forecast Month
Target market
Leads Qualified Leads
Hitrate No of Deals:
Win Revenue:
Solution Selling
Conversion Rate:
1. Setting revenue objectivesRevenue planning Campaign 1
Average sales value $20kTotal Number of target accounts 50Total opportunity size (Revenue) $1mSales Cycle 2mthsSales Coverage 1/2TM, 1 repProjected Forecast Month Nov
Target market
Leads Qualified Leads
Hitrate No of Deals:
Win Revenue:
Solution Selling
Conversion Rate:
50
10
202550%200k2:1
1. Setting revenue objectivesRevenue planning Campaign 1
Average sales value $20kTotal Number of target accounts 300Total opportunity size (Revenue) ?Sales Cycle 3-4mthsSales Coverage 1/2TM, 1 repProjected Forecast Month Dec/Jan
Target market
Leads Qualified Leads
Hitrate No of Deals:
Win Revenue:
Solution Selling
Conversion Rate:
300
10
306020%200k3:1
2. What is a lead?
Need Not identified, “live with issues”
Identified, made a decision to act
Project Team in place
Project Team in place with clear selection criteria
Buying Team reaches consensus
Budget Not set, unknown Sizing, Scoping of budget
High level budget approval
Negotiation, budget allocated
Budget committed
Timeframe Not set, unknown Vague timelines Firm TimelinesAgreed evaluation plan
Negotiation, Procurement
Power May or may not be aware
Is involved and sets boundaries,Evaluators and stakeholders have input
Buying teams evaluate options
Buying teams make decisions
Authorized Signatory
Latent Opportunit
y
Problem Recognize
dExploring Solutions Evaluation Selection
Mark lead definition:
How to use this definition: - Create a common language between sales and marketing- Clear goals for briefing for marketing and external agencies
Define a scorecard – align sales and marketing
2. What is a lead?
Score with 1-5 rating
BudgetBudget approved
Budget in approval procBudget sizingNo budget
AuthorityDecision MakerInfluencer/StakeholderEvaluator
NeedProject Team in placeClearly defined NeedProblem recognized
TimeframeWithin 3 monthsWithin 6 monthsWithin 12 months
Score Rating:Top Mark: 20Low Mark: 5
A lead rating:Action: Pass to Sales
B lead:C lead:
Action: Pass to marketing for nurturing
3. Value Proposition
Step 1: What does your industry compete on? (What are the evaluation criteria of your customers?)No more than 10, Price is one of themUse only tangible criteria (eg NOT branding, reputation etc)
3. Value Proposition
Step 2: Name your closest 2 competitors, -Rank their performance relative to each other with High-Medium-Low scores-If Price is high means they score high
Criteria Competitor 1 Competitor 2 You
Refe
renc
e Cu
stom
ers f
or R
OI
Competitor A
Desk
top
inte
grati
on
Fix
cost
pro
ject
s
Indu
stry
spec
ific I
P
Trai
ning
and
Sup
port
ERP
and
CRM
Inte
grati
on
Unde
rsta
ndin
g of
Bus
ines
s Nee
ds
Resp
onsiv
enes
s
Competitor B
Competitor C
High
Med
Low
3. Value Proposition
Step 3: Draw the strategy canvas-What is the pattern?-Where can you lead with strength?-What do you need to work on?
3. Value Proposition
Step 3: Draw the strategy canvas
High
Medium
Low
Question Your focus
Industry
Role/Audience
What are their business objectives?
What are their key obstacles to achieve their objectives?
What is the business impact?
What are your core competencies to assist?
What customer problem does this solve?
What are your proof statements?
4. Messaging 4. Messaging
5. Defining a quarterly marketing plan
Campaign Customer Value Offer Target Market
Microsoft Content
Your Content
Example Upgrade the Desktop
SpeedReliabilitySearch functionsAccess for mobile workers….
Save x% of Windows 7 upgrade
CIT results200 companies300 contacts
Presentation Case Study
Your campaign
5. Defining a quarterly marketing plan
Touch 1 Touch 2 Touch 3 Touch 4 Touch 5 Nurture 1 Nurture 2
Objective Educate Create Interest
Capture Interest
Follow-up Engage Convert Develop
When Week1 Week 4 Week 8 Week 9 Week 12 Week 13 Week 16
TacticEg eDM, DM, Telemarketing, Event etc
Content,
Eg “How to ..”whitepaper, case study”
Budget
Lead targets
6. Planning a quarterly marketing plan
Touch 1 Touch 2 Touch 3 Touch 4 Touch 5 Nurture 1 Nurture 2
Objective Educate Create Interest
Capture Interest
Follow-up Engage Convert Develop
When Week1 Week 4 Week 8 Week 9 Week 12 Week 13 Week 16
TacticEg eDM, DM, Telemarketing, Event etc
Postcard eDM and Seminar invite
TelemarketingAppoointment+registrations
eDM reminder Seminar eDM with casestudy and offer
Postcard
Content,
Eg “How to ..”whitepaper, case study”
Mobility-opportunity
“Come and see..”, customer presenter,Whitepaper
Microsoft telescript
“Don’t forget..” announce offer
Demo? Case study and offer
Mobility – business case
Budget $1.2k $1.5k $3k $1k $2k $.5k $1.2k
Lead targets 5 15 20 - 10 10
6. Planning a quarterly marketing plan
7. Customer Data
Data Check List Action Who
Where will your data come from? (if from multiple sources, how will you de-dupe and merge them?)Which companies fall into your target market? -Does your data have SIC codes?-Does your data have revenue and no of employee details?Do you have contact details with appropriate titles and correct postal address details?How many contacts have e-mail addresses with opt-ins?
Does the database have Telephone Numbers?
Are the contacts (by title) relevant?
Have all companies with active sales opportunities been taken out?How much lead time do you need to allow for data preparation before the campaign start?
How will campaign feedback data be loaded into the CRM ?
Getting more value from Customer data:-Consider Data Cleansing and De-duping services, enhancing data with SIC codes, Revenue etc-Create a single customer view allowing segmentation and prioritization by buying potential
8. Your next actions
What Who When Comment
Notes:
Go To Market Rate Card - Your Campaign Services MenuNo of Contacts 300 500 1000
Partner Planning $575 $575 $575
List Management $1,400 $1,400 $1,400
Template adaption for DM/eDM$1,500 $1,500 $1,500
Print and Mail $1,150 $1,495 $2,300
Telemarketing $3,500 $5,083 $9,560
Reporting $300 $300 $300
TOTAL $8,425 $10,353 $15,635
Options:
Value Proposition from $3,000
Marketing Strategy from $6,000
e DM , List Management and Dispatch $750 (up to 1000 contacts)
Campaign List Preparation $2,000 per thousand records
(up to 3 files, merge, de-dupe, cleanse/update contact details)
Innovate with:
Blue Oceans Strategy from $10,000
Terms and conditions apply, limited to Microsoft Business Partners, valid for 30 days
All prices quoted are excl. GST, and subject to confirmation [email protected]
David Paddon: 0414 997942Ursula Paddon: 0401 147 493
Campaign Center
Through out experience, systems and people we plan and deliver more programs, faster and targeted resulting in significantly higher ROI
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Find out more - go to the Telstra or ICT booth; Let your customers know! (Drive incremental Exchange activations, deployments); Sign-up for the Microsoft Mobile e-mail plan;
WIN - An HTC SNAP at this session!1. Be the first one to answer the question (from your presenter)!2. Winner will be given a “certified” Mobile e-mail flyer3. Winner to redeem their HTC Snap prize at the ICT booth.
HTC Snap – fast facts Ready for Microsoft Mobile e-mail Plan activation; “Inner Circle” – one touch button to get to your most important e-mails “Windows Live” – messenger button to chat/IM with your family and friends; Telstra “Blue tick” approved – recommended for country usage. HTC SNAP is updateable to Windows Mobile 6.5!