Managed Services Becoming a Vendor Lane Smith Ken Vanderweel

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1 Managed Services Becoming a Vendor Lane Smith Ken Vanderweel 2012

2 Introductions Ken Vanderweel Sr. Director, Global Service Providers CA Nimsoft Lane Smith Business Coach 4-Profit Inc. 2

3 About CA Nimsoft First to Unified Monitoring First to Usage Monitoring First to Vblock Monitoring First to Full Featured SaaS First to Datacenter Power First to Unified IT Management GROWTH MOMENTUM: NIMSOFT SINCE ACQUISITION 3

4 Bridging the Gap between Business and IT MONITOR SERVICE DESK INCIDENT SERVICE CATALOG AND REQUEST MESSAGE BUS APPLICATION USER EXPERIENCE CLOUD PROBLEM CHANGE CONFIGURATION KNOWLEDGE SERVICE LEVEL MESSAGE BUS VIRTUALIZATION STORAGE DCIM DATABASE NETWORK SERVER 4

5 CA Nimsoft MSP Center of Excellence Areas of Focus: Team of individuals focused solely on the Business Enablement of our Service Provider partners Focused in supporting the growth of our service provider partners by delivering advisory and enablement services to sustain momentum and success Core Principles of the COE: We succeed only when you succeed How you define success is unique Simple doesn t mean basic Service Catalog Pricing and Packaging Contracting Onboarding Service Level Agreements Service Offering Launch Marketing Collateral Sales Enablement & Training Demonstrating Value Avoiding Commoditization 5

6 About 4-Profit Helping Solution Providers find their chosen destination on purpose Market Focus Types of Services Offered Guiding and inspiring business leaders to reach their "chosen" business destination Business Assessments Business Coaching for Owners and Managers Strategic Planning & CEO Development Candidate Recruitment & Hiring Strategies Business, Sales, Operations and Marketing Peer Groups Workshop Training and Speaking Engagements 6

7 Nature of your Business Today Your Vendor Brands are Your Brand 7

8 Nature of your Business Today Vendor You The IT Reseller Creates product Creates value proposition Creates brand awareness Creates and invests inmarketing programs Generates leads Help close deals from leads Provides reseller with product training, technical escalation, collateral, pricing guidelines, certification, etc. Resell vendors product installs & supports Follows vendors lead Follows vendors lead Markets vendors product typically as part of MDF or other vendor paid funds Takes leads from vendors Closes deals heavily relies on vendor for support Attends vendortraining, certifies technicians, provides installation and support services 8

9 9

10 Microsoft Office Case Studies most with video testimonials 9 dedicated product detail pages all with videos & detailed info Many, many online product demos Cost calculator Plan decision tools 10

11 Microsoft Training Technical Deployment guides Performance and tuning guides How to videos Virtual labs Sales Self Paced training guide Proposal templates Sizing tools. 11

12 Your Service is your Product Be like a vendor and bring your service (aka product) to market Our Services Relax, IT is Done. Get Started Now! IT IT Tips for Managing IT Experienced. Reliable. Our People 12

13 The Typical MSP NOT Thinking like a Vendor 1 Marketing Slick 1 proposal/agreement/sla No training No case studies No testimonial No pricing tools No experts No lead generation activities = No Sales Success 13

14 Time To Put Your Vendor Hat On 14

15 Nature of your Business Tomorrow You Lead With Your Brand 15

16 Nature of your Business Tomorrow You The Service Provider Creates service offering(s)/product Creates value proposition Creates brand awareness Creates and invests inmarketing programs Generates leads Close deals from leads Provides your team with product training, sales training, technical escalation, collateral, pricing guidelines, etc. Vendor Products support your service offering(s) Products are a piece of your value proposition Creates their brand awareness Mayprovide marketing supportfor your service offerings May still provide leads though as your secondary source May provide support in closing deals May provide supporting training and documentation 16

17 How Do You Become a Vendor? Develop an MSP Task team to launch YOUR productized service Develop your service offering HOW? Productize your service Build your brand Generate interest/leads Continuously improve 17

18 Developing Your MSP Task Force You Sales Service Marketing Finance Operation Individuals that have a solid understanding of your market as well as your skill sets Sales reps that are always open for new solutions Engineers with a solid understanding of managed / cloud services along with a sales skillset People that can build the processes you will need to succeed Individuals who have proven training skills (leverage for future training and development) 18

19 MSP Task Force What do they do? Develop & productize initial service offering Build the processes needed to deliver your service offering Perform the initial sales efforts Evangelize the product internally and externally. Support the service offering moving forward Help sales teams with customer engagements Understanding customers needs and ensuring that your offerings continue to meet them 19

20 Developing Your Service Offering Know Your Product / Service and the Value to Your Customers Your Service! Value to Your Customer Assess Stabilize & Secure Monitor & Manage 24 x 7 Support Increased Productivity & Profitability Clear definition of your services should be in your Service Catalog 20

21 Developing Your Service Offering PRODUCTIZE YOUR SERVICE Develop supporting sales & technical documentation Develop supporting processes from sales, through legal, delivery, billing and account management 21

22 Developing Your Service Offering Develop a new service/product checklist to ensure all components of service offering are created Check out our upcoming webinar on Developing your 1st Service Offering GENERAL INFO NEW PRODUCT COMMENTS Organizational chart update/requirements 6 First round has been completed will need to re-evaluate a later date Practice business plan/goals identified 7 Business plan is at vision stage will need to put budgetary numbers in place SALES & MARKETING Unique value proposition 5 Market opportunity 10 Vertical market opportunity 10 Foundation will bring a vertical of non-profits in Elevator pitch 7 Need to get more details to see if the current rep has a specific recurring serve Sales compensation plan 3 Documented sales process 1 Sales training process 1 Sales team trained on on product 1 1 st call script 3 Pre-sales/customer network assesment 3 Sales proposal 2 Sales presentation 2 Jason is working on this one now Marketing collateral 7 Need to review 22

23 Productizing Categories General Info Sales & Marketing Finance & Legal Business Plan, Org Chart, etc. Sales Processes, collateral, proposals, etc. Service agreements, billing processes, licensing, etc.. Technology Ensure technology is scalable, fault tolerant,.. Service Processes Pilot Program Core support process, customer satisfaction, employee training, Test offering viability, create case studies, refine processes.. 23

24 New Product/Service Checklist GENERAL INFO NEW PRODUCT COMMENTS Organizational chart update/requirements Practice business plan/goals identified SALES & MARKETING Unique value proposition Market opportunity Vertical market opportunity Elevator pitch Sales compensation plan Checklist Categories include: General Info Sales & Marketing Finance & Legal Technology Service Processes Pilot Program 24

25 New Product/Service Checklist GENERAL INFO NEW PRODUCT COMMENTS Organizational chart update/requirements 6 First round has been completed will need to re-evaluate a later date Practice business plan/goals identified 7 Business plan is at vision stage will need to put budgetary numbers in place SALES & MARKETING Unique value proposition 5 Market opportunity 10 Vertical market opportunity 10 Foundation will bring a vertical of non-profits in Elevator pitch 7 Need to get more details to see if the current rep has a specific recurring serve Sales compensation plan 3 Documented sales process 1 Sales training process 1 Sales team trained on on product 1 Use the following guidelines when completing the New Product column: 10 Benchmark Best effort with current resources and capital 7 Average Working well but could use some improvement 5 Weak Likely to be increasingly detrimental without change 3 Poor Highly detrimental to this business area 1 Deficit Risky/barrier to success N/A Does not apply to this product/service 25

26 Create Your Project Plan OWNER ASSOCIATES TASK (highlight strategic in yellow) COMPLETE TARGET STATUS Sales & Marketing Tasks Jerry Define Sales Process Q3 Not Started Jerry Develop Sales Proposal Q3 In Progress Finance & Legal Tasks Beth New contract billing process Q1 Not Started Beth Contract change process Q2 Not Started Beth Contract termination process Q3 Not Started Technology Deployment Team Ensure scalable Q1 Completed Deployment Team Ensure high availability Q1 Not Started Deployment Team Ensure licensing can be tracked and is legal Q1 Not Started Service Offering / Delivery John Change Management Process Q2 Not Started Fred Patch & Configuration Management Process Q3 Not Started Beth Ensure licensing can be tracked and is legal Q2 Not Started Jeremy Review and Analysis Process Q3 Not Started Jeremy Quarterly Review Process Q3 Not Started 26

27 Update Checklist and Keep Moving On GENERAL INFO NEW PRODUCT COMMENTS Organizational chart update/requirements 6 First round has been completed will need to re-evaluate a later date Practice business plan/goals identified 7 Business plan is at vision stage will need to put budgetary numbers in place SALES & MARKETING Unique value proposition 5 Market opportunity 10 Vertical market opportunity 10 Foundation will bring a vertical of non-profits in Elevator pitch 7 Need to document and make sure everyone Sales compensation plan 8 Need to get more details to see if the current rep has a specific recurring serve Documented sales process 7 Sales training process 7 Sales team trained on product 6 1 st Call Script 5 27

28 A MSPThinking like a Vendor Expert Team Full marketing initiative Detailed sales process Customer case studies and testimonials To support your sales efforts Generating leads All supporting collateral ready Sales training program Detailed process for selling, delivering and support your service offering = Sales Success 28

29 Developing Your Sales Leads You are now marketing YOUR Product / Service NOT your vendors Create a marketing plan for your new product/service Develop your own lead generation strategy View our upcoming webinars on: Creating a Marketing Plan Selling Managed Services 29

30 What s Next You won t get everything right the 1st time Focus on continuous improvements Leverage your experts to expand your sales force Sales training Technical training Process improvements Customer Satisfaction improvements 30

31 Webcast Series Why do your customers need managed services? Why you need to get in the game or be left out The managed service model, explained The 5 fallacies of doomed MSPs Building your MSP Self Assessment - developing your plan Building your MSP Creating and developing your offering Building your MSP Pricing and packaging your offering Building your MSP Developing your service delivery engine Growing your MSP Developing a marketing plan Growing your MSP Developing a sales strategy Growing your MSP Creating a scalable MSP practice 31

32 Where Can I Get More Information? CA Nimsoft 4-Profit Socialize with CA Nimsoft! Socialize with linkedin.com/company/4-profit linkedin.com/company/nimsoft/ slideshare.net/nimsoftmonitoring youtube.com/user/nimsoft 32

33 Thank You Contact Us

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