Generating Greater Pipeline Together

Transcription

1 Guy Jacobus Channel Marketing Manager - BeNeLux Generating Greater Pipeline Together 1

2 Demand Generation that Works Helping to drive more BP revenue and profit Our 2012 Demand Generation efforts are focused on Passing more leads to you Helping you create more leads Working with you to win more business 2

3 Grow Your Investments and Portfolio Software Quick Start The IBM Software Quick Start for Business Partners is designed to help you navigate the IBM PartnerWorld program step by step and optimize your use of the most important software focused tools and resources that optimize your business growth. Note: All Pages titles are hyperlink to the Software Quick Start page in PartnerWorld 3

4 Grow Your Investments and Portfolio Grow Your Business With IBM Software Tool The Grow Your Business tool allows you to easily find additional products to add to your current software portfolio offerings. Identify products of interest View estimated return on investment View sales and marketing materials for each offering 4

5 Grow Your Investments and Portfolio Business Partner Profitability Tool The IBM Business Partner Profitability Tool allows Business Partners to view an estimated return on their investment for select products. It also offers the flexibility to tailor much of the data to reflect the Business Partner's individual business model. 5

6 Understand Your Market & Develop a Sales & Marketing Plan IBM Market Insights (COMP) IBM Market Insights is IBM s worldwide portal for competitive information on hardware, software and services. It provides no-charge access to competitive tools. 6

7 Understand Your Market & Develop a Sales & Marketing Plan 4Q SWG Business Partner Sales Plays Business Need IBM Software Capability SAI Sales Play Get Insight Into Your Business: IBM Smart Analytics System, InfoSphere X Warehouse and Netezza Data Management X Reduce IT Costs X Information Integration for the Midmarket - Deliver Trusted Information Turning Information into Insight X Financial Statement Reporting Business Analytics X Business Intelligence Led Business Analytics X Business Analytics for Midmarket X Selling Business Analytics to the Office of Finance Enterprise Content Management X Advanced Case Management X Win in Key Industries with Social Business Agenda Deepen engagement with Social Collaboration X CMO's Want to Get Social customers, partners and X Web Experience Inside Out! employees X Reinstate -Get Social with Collaboration, Mobile, and Cloud X Attack Whitespace with new SmartCloud options X Use Benchmarking as a Competitive Advantage for Web Analytics Commerce IBM Sterling MFT FTP Remediation IBM Cloud File Transfer Enterprise Market Management Starting Conversations with the CMO (EMM) Collaborative Life Cycle Management X Achieve faster software ROI with Application Life cycle Management Accelerate product and service Compilers and Modernization X Power your Innovation with RDPower, Compilers, and Hats innovation Quality Life Cycle Management X Deliver higher quality software to minimize operational risk and cost Complex and embedded systems X Innovate to develop smart products and systems Business Service Management IBM SmartCloud Application Performance Management Optimize IT and business Storage Management Instant Opportunity - Tap into the success of TSM Suite for Unified Recovery infrastruture TRIRIGA for Lease Accounting Asset Management Asset & Facilities Management for Smarter Buildings Maximo for Health, Safety and Environment Business Process Management X Expand the reach and value of your customer's applications with Websphere Reduce Costs & Accelerate Integration across organizations of all sizes with Enable the agile business Connectivity and Integration Websphere MQ & Websphere Message Broker Express Increase your Customer Business Agility and Capture New Opportunities with Business Process and Operational Decision Management Application Infrastructure X Build, Connect, Manage and Secure a Smarter Mobile Enterprise Manage Security, Risk and Security Intelligence, Analytics and Compliance Compliance Security Intelligence SAI = Sales Optimizing Accelerator Identity & Access Incentive Management 7 X Address Emerging Threats - All Life cycle Stages

8 Understand Your Market & Develop a Sales & Marketing Plan Q4 - Sales Plays build up IBM Software Business Partner Plays Win in key industries with Social Business Agenda Social Business: From Liking to Leading! Industry leaders are disrupting their markets with Social Business and achieving ROI across the organization. Product Development can develop products in 1/3 the time. Marketing can increase market exposure by 100%. Sales can increase efficiency by 50%. And Customer Service can achieve 5% reduction in customer defection, thereby growing profitability. To stay ahead businesses need a social business engagement platform to activate a smarter workforce. To delight customers a comprehensive social customer experience is needed. Leverage IBM s Platform for Social Business to provide this foundation for improving business outcomes. Market Opportunity: Social Business opportunity will reach $73B in 2012 across Software, Services & Hardware: reaching $99B by 2015 at $11% CAGR between 2011 to There is a $17 Billion software opportunity to capture. Why you want to sell: Well positioned in the Marketplace IBM Named Worldwide Marketshare Leader in Social Software for Third Consecutive Year IBM Social Business Leadership Video on Youtube IBM Named Leader in Forrester Wave: Web Analytics Q (Oct 2011) Register here Introduction Chart provides: High level Market Opportunity overview Position of solution in the marketplace Details on why you want to sell it Well positioned within IBM Social business is a key IBM strategy. See our new website for Social Business live on September 13 th Learn more from IBM customers! IBM Software Business Partner Plays ICS: Win in key industries with Social Business Agenda For IBM and IBM Global Business Play Owner: Partner Fran Use Polanec OnlyPlay Date: 4Q 2012 Target: 2012 GB-LE IBM Corporation / GB-MM Tactic Codes: Enter leads into GPP with appropriate tactic code Business Area/Need: A social business disrupts their market, creates lasting competitive advantage, and gains ROI across the organization. Product Groups: Social Business Program Framework: Social Business/Mid Market Smarter Planet: Social Business Industries: Cross Industry Play Description Customer Value Proposition Lead Offerings Sales Scenario Partners Reasons to Sell Demand Gen Web Assets 12 Key Links: Target mid to large enterprises in key industries including insurance, banking, healthcare, industrial and telco to introduce industry specific Social Business Agenda. Utilize new sales tools such as social business template proposals and assets including new customer references to create a compelling vision and offer. Capitalize on new capabilities such as Social ECM (Enterprise Content Management), Social Bridging (secure link between external and internal social networks), Analytics (Cognos), Mobility and more! A social business applies social networking tools and culture to business roles, processes, and outcomes to achieve unprecedented return on time invested. The ways in which people interact, form relationships, make decisions, accomplish work, or purchase goods are fundamentally changing. Help your customers to take part in this transformation and reap the benefits of becoming a social business. Software: IBM Connections / Connections Suite IBM Exceptional Web / IBM Websphere Portal / Sametime / Lotus Notes & Domino / SmartCloud Engage Advanced and Premium Brand Cross Sell Opportunities GBS / Business Analytics / Smarter Commerce, ECM, Lombardi,Cognos Hardware: POWER7 systems System x and z Win in key industries with Social For Business IBM and Agenda IBM Business and the Quick Partner Reference Use Guide. Only Competitive Differentiation: Breadth of integration horizontal (Social, Mobile, Content, Analytics and Cloud) and vertical per key industries IBM is a recognized market leader Company size: 100+ employees. Audience: C-Level Executive, LOB Executive, IT Manager. Average software deal size for a customer with 1500 users: $150,000. Typical sales cycle: 90 to 180 days. IBM Software Value Plus (SVP) Authorized Business Partners and their Value-Added Distributors (VAD) and ISV s with current WebSphere Portal, Web Content Manager, Connections, Connections Suite, Sametime, Cognos, and Smarter Commerce skills and certifications. Attract new LOB audiences and close quick sales that solve an immediate business need while opening the door to broad, businessbased discussions that lead to large opportunities. Average Connections deal size is $65,000. WebSphere Portal NOW project types range from $25K to 125K.. Earn up to double SVI fees on qualifying competitive sales. Leverage the Cost Busters Solutions for Small Deals and the IBM Software Volume Offerings IBM PartnerWorld programs. Engage in cross brand selling opportunities to grow your business. Use the new Connections 4 Core presentation for customers and QRG both posted in the Connections sales kit. NEW RTE (Ready to Execute) campaign for Socially enable your business process. Watch the Connections 4 Overview on Youtube! Show Connections for free as part of IBM Greenhouse customers and partners can sign up for free. Leverage sales and marketing content for Connections Suite available in the PW sales kit for a comprehensive social solution with robust Document Management and real-time Unified Communication. Get started with IBM's Social Business event-in-a-box to help you plan and execute an event, whether face-to-face, virtual or a combination of both. Show your clients and prospects how they can tap into the power of Social to drive real business value. "Liking to Leading 2012 Launch event-in-a-box," is now available for IBM Business Partners at the IBM Business Partner Community. Overview Chart provides: Customer value proposition Reasons to sell and demand generation web assets Access to Quick Reference Guides Quick Reference Guide (QRG): Contains detail on the play Links to assets and case studies Scenarios and questions for customers Included inside the sales play on IBM PartnerWorld 8

9 Understand Your Market & Develop a Sales & Marketing Plan Building the Marketing plan What is Current IBM Software Transactional Revenue? What is target growth for IBM Software Revenue? What IBM Software Capability are focus areas to obtain this growth? What is projected Revenue from each Capability area? Is Capability area Volume or Value? What is Average Deal Size? Example 1 IBM SWG Revenue Targets 2 IBM Software Capability Area 3 Projected Revenue Capability Area 4 Volume or Value/ Deal Size Determine Growth needed Example Category: Connect and Collaborate, Manage Risk, Security, Turning Information into Insights How much of Target Revenue for each Capability Area Determine if Volume or Value part of Business & Average Deal Size Current SWG Revenue $1,000,000 Capability Area 1 - XXX Connect and Collaborate Capability Area 1 Revenue $500,000 Volume or Value, Deal Size Volume $25,000 Target SWG Revenue $2,000,000 Capability Area 2- XXX Turn Information into Insights Capability Area 2- Revenue $1,500,000 Value or Value, Deal Size Value $125,000

10 Understanding the Required leads from New and Existing Customers to achieve Revenue Target Using 3x-6x multiplier that best matches how much pipeline is needed, what is the Projected Lead Revenue that is required to achieve target revenue? What % of leads need to be from NEW customers? What % leads from Existing Customers? What is actual $ amount of lead revenue needed in each part of the business? Example 5 Projected lead revenue needed Can range between 3x Revenue to 6x Revenue 6 What is the Target mix % from New & Existing Customers 7 Required lead revenue from New & Existing Connect& Collab Lead amount $1,500,000 Volume New Existing 20% 80% $300,000 $1,200,000 Info into Insights- Lead amount $4,500,000 Value New 50% $2,250,000 Existing 50% $2,250,000

11 Understanding Business Partner s Marketing & Sales Resources Is business model primarily Sales Driven, Technology Driven, Marketing Driven? How are Leads currently being generated? What is working? What changes are needed? Is there a new source of leads that needs to be added or % shifted? Example 8 Sales, Technical, Marketing Resources in the Company # of Sales People 3 inside 2 outside 9 Source of Leads Connect& Collab Lead amount Sales - Inside Sales Now 0% Shift 100% 80% 0% # of Technical 3 Tech Mkg 0% 0% 0% 20% # of Marketing 1 Info into Insights- Lead amount Sales - Inside Sales 0% 0% 100% 80% Determine current staffing capacity to create and progress leads Tech 0% 0% Mkg 0% 20%

12 Determining Target Customers, Industry and Profile of Customer For each Software Capability Category, what are the target industries? Target audience needs, vision for their business? Identify Opportunities and match with Solutions What is the main message to start and continue the conversation with the Target audience? Size of Customer? Where are Customers located? Area of country, cities Connect & Collaborat e Example Audience Message 10 Target Audience Selection and Main Message for Conversation Industry: Banking Need, Conversation: increased productivity due to staff in different locations around city Customer Size Less than 1,000 employees Where Gent Audience Message Industry Utilities Need, Conversation: smart metering information exchange Customer Size employees Where Brussels Info into Insights Audience Message Industry: Public Need, Conversation: need for fraud detection in Eurozone Customer Size xxx Where Luxembourg Audience Message Industry xxx Need, Conversation Customer Size xxx Where xxx

13 Go-To-Market Plan for Demand Generation Putting it all together Key Go-to-Market Activities to achieve business objective in selected market segments Integrate Web and Social Media into Marketing Mix for Demand Generation When and where in Market Forecasted results to determine if you have enough pipe Measure against target and make adjustments Example 12 Plan Specifics Go-To-Market Connect and Collaborate Volume Line of Business in Banking, Mid Size Less than 1,000 Employees, Gent Campaign Tactics Get Web Syndication from IBM on Lotus Registration to download Collaboration Video (New Customers) Drive Lead to Web Cast event in 2 weeks event topics designed by Online Banking community feedback (New Customers) Required Lead Amount $1,500,000 When in Market Month Expected Result Lead Amount Owner PW Benefit Q $50,000 <Name> BP fund Q $50,000 <Name> Telesales Inside Sales Campaign Funding source Q1, Q2 1,000,000 <Name> Telemarketing Campaign to purchased list drive to WebCast (New) VAD fund Q ,000 <Name> Face to Face Event Breakfast Series with Key Banks (Existing) BP fund <Date> 200,000 <Name>

14 Financial Model for Marketing Planning Model is available for our joined marketing planning!

15 Leverage Marketing Resources Web Content Syndication IBM Web Content Syndication enables you to embed product content that automatically updates on your websites. The benefit is designed to provide your customers with timely, compelling and rich web content reinforcing your expertise and the power of IBM BPs registered Adoption rate 85% Fastest growing benefit +124% yty 15

16 Leverage Marketing Resources Publish Your Case Study This benefit provides you with a brochure that will showcase your client's success, featuring your solution with IBM software and hardware. After a small investment of your time, IBM will write and design this color PDF brochure for you at no charge. 16

17 Leverage Marketing Resources Customer References Leverage IBM Sales tools to find customer references by client size, location, industry and area of focus. 17

18 Marketing Partners Astrid Patz Mariette Hamer Lillan Baruch 18

19 Accelerate Your Profitability in

20 Closing Guy Jacobus 20

21 Wrap Up Finalize Q4 Co-Marketing plans together with Nathalie, the VAD s and Agencies Evaluate Lead Progression Tactics Reflect all 2012 Co-Marketing results in GPP for ROI measurement Prepare for 2013 full-year Marketing planning See Sales Plays Leverage all PartnerWorld, CMC and RTE resources Consult our Marketing Partners where applicable Contact our Channel Marketing Team BeLux for any topic: SWG Co-Marketing: Nathalie Verbeeck (M ) ISV & Developer Relations Marketing: Sandra Gorwill (M )

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