NAM Channel Marketing Guide for Field Sales

Transcription

1 NAM Channel Marketing Guide for Field Sales

2 Table of Contents Summary Ambitions NAM Channel Marketing Who to contact Suggested marketing activities Strategic Event Types by role and audience... 5 Strategic Event descriptions Review & Approval process IT, National, CFE 5 8 Marketing Resources.. 9 Channel Partner Program.. 11 Contacts FAQ s... 11

3 Summary In an effort to provide Field Sales with detailed information on how to engage with Channel Marketing, we ve created this Guide to provide clarity around who to contact for different types of marketing requests, suggested demand generating activities and who to contact for Partner Program Questions. We hope that this Guide will help you when engaging with your partners on marketing activities or programs Ambitions The Channel Marketing Team has aligned our programs and activities to Take Share Initiatives and these are the results we look to help drive: Increase Data Center Project Detection Increase Net New Data Center Customers Increase Agent Engagements Increase CFE Found Business Increase SETC Visits Increase Active Reseller Base NAM IT & CFE Marketing The Channel Marketing Team determines the strategy for marketing plans and programs that will align with our 2010 Ambitions and drive results. Suggested types of marketing activities include, but are not limited to: Events Direct Mail Campaigns HTML Campaigns Webinars Telemarketing Campaigns Promotions Co-branded advertising Web Marketing 3

4 Who to contact Please engage the team as outlined below for approval on demand generating and relational activities with Consulting Engineers, Contractors, End-Users and Partners. NAM Marketing Contacts by Request Type Strategic Marketing: The following contacts are responsible for reviewing all marketing requests for budget approval. Contact Susan DeAngelis Nicole Houle Jenn Zorner Type of Request Regional Managed IT Partner Events and Marketing National IT Partner Events and Marketing CFE Events and Marketing Customer Segment ESMDC, EBN, Premier managed accounts (Excluding National and ELDC s) National Accounts & Electrical Distributors ELDC s Contractors Electrical & Mechanical Consulting Engineers Field Sales Contact TM s DM s Enterprise Channels DM s TM s CDM s Event Execution: Once the event is approved it is handed over to the following contacts to handle all event logistics and execution. Events: Contact TBD (contact Nicole Houle) Jackie Gilliland Sheila Westerfield Barbara Boutin Type of Request National IT Partner Event Logistics and Execution Regional IT and CFE Partner Event Logistics and Execution National Tradeshows CFE Partner Event Logistics Regional Associations Schneider Bike Logistics Design Engineer Events at the SETC Regional Tradeshows Together with Sales Leadership, The Channel Marketing Team has identified several Strategic Events that the field sales reps should be promoting in their regions. In addition to these events, we also have the opportunity to participate in partner led and partner organized events/activities. The partner-led events should be reviewed to ensure we are tying back to our company s key priorities and ambitions. 4

5 Strategic Event Types See below for a listing of strategic, APC-led events by audience type and by field sales role. Event Type Audience TM DM CDM Driving Innovation Event Series (with Schneider Bike) Consulting Engineers Electrical Contractors IT Partners CFE Partners Data Center Experience Events* End User Association/Chapter Meetings* Consulting Engineers Electrical Contractors SETC Events (Exec & Technical)* Consulting Engineers Alliance Events (ex. Cisco)* End Users Cross Schneider Events Consulting Engineers CFE Partners Relational CFE Events Consulting Engineers Regional CFE Tradeshows Consulting Engineers Electrical Contractors Regional IT Partner Tradeshows End Users Partner Sales Meetings IT Partners *Priority A events. These events should be a top priority for 2010 Driving Innovation Event Series (revised) 2010 This is a regional event tour that will travel to multiple cities October through November Morning Session: IT Partner Event for Premier, Select, Registered and non-programmed partners that will focus on: Innovation o Who is Schneider? o Products Next Generation Smart-UPS, Pelco, IS Management including Demo o Data Center Market Opportunity o Programs Rewards Program, Partner to Partner Collaboration Program o OCC Production Bike viewing Evening Session: CFE: Electrical Contractor/Consulting Engineer - Ride Of A Lifetime Winner Events. Contractors who have earned keys in the promotion will attend to see if they have the winning key. In addition to the Production Bike Winner announcement, there will also be a brief speaking program focusing on APC s Innovation as well as the opportunity for engineers and contractors to meet with the Schneider Business Units. Driving Innovation destinations will include: Chicago, IL Philadelphia, PA Mohegan Sun, CT Raleigh, NC Reston, VA Dallas, T Los Angeles, CA More details to follow on locations, dates, recruitment efforts, etc. 5

6 Data Center Experience Events: This is an end-user event hosted by an APC Partner at their customer s data center. The format is similar to former Customer Advocacy Events, but a much more targeted and qualified approach. Goals: Target net new 3 phase customers Identify incremental data center opportunities Peer to Peer recommendation by customer why they chose APC & Partner Format: Event is usually hosted after working hours i.e. 5:00 PM Target net new 3 phase customers in attendance APC sales rep acts as Master of Ceremonies Welcome by Partner including details of working with their customer Customer s problem, what was the APC solution, Results Customer Testimonial End user shares their experience Working with the Partner, choosing APC solution, satisfaction with results Partner and APC Rep present Customer with an Appreciation Certificate Tour of Demo Center Networking activity to follow: Suggestions: Dinner at local restaurant, tickets to a local sporting event or concert, cocktail reception at customer facility, etc. Association/Chapter Meetings Sponsorship funding is available for qualified local chapter association meetings/activities. For example sponsorship of the New England AFCOM chapter s July Meeting on Disaster Recovery. SETC Events The Design Engineer Executive and Technical Events will be hosted at the SETC in St. Louis, MO throughout These events should be used as a Call to Action (next step) following the CFE Relational Activities Schedule: July 14-15: Technical Event September 15-16: Technical Event October 13-14: Executive Event November 17-18: Technical Event Localized or Custom SETC Events We are also offering set funding for localized or custom SETC Events, where an ELDC or TM/CDM may host a group of CE s they personally recruit. The event would look and feel like a Design Engineer Event, but the content and agenda would be customized to meet the goals and objectives of the ELDC/hosting region and their CE guests. These types of localized custom events require a minimum of 15 CE s and are subject to approval for funding by Jenn Zorner. If the request is to host at the SETC, the event is also subject to the availability of t he SETC. Alliance Events Alliance Events are hosted in conjunction with another strategic vendor (Cisco, IBM, VM Ware) and an APC partner. We have two existing event campaigns with Cisco already packaged up and ready to go. These events in a box include an Event Guide, direct mail template, template, signage, and presentations (available through the Online Marketing Center and Personal Pages) and should be leveraged with your Cisco Partners for the following events: 6

7 Build a Better Data Center Event Build a Better Network Closet Event Cross Schneider Events These events should promote EcoStruxure and cross Schneider solutions. These events can be done in conjunction with another Schneider Business Unit and we should leverage existing approved funding when possible. Relational CFE Events Channel Marketing will allocate funding for ELDC partners to be used for relational activities with Consulting Engineer and Design Build Firms. Goal: To engage, create awareness and begin building relationships within the CFE community. Audience: Consulting Engineers Format: Should include some form of an educational component (visit to ELDC demo center, Lunch and Learn, etc.) followed by networking activity (sporting event, golf, dinner) Call to action following event: attend an SETC event Measurable results: Drive net new SETC attendance It is at the discretion of the TM to arrange and execute the relational event. Regional CFE Tradeshows Funding is available for participation in regional and national CFE tradeshows. Regional tradeshows are held at the local level but may be tied into a national association. Example: Independent Electrical Contractors (IEC) Mid-South Tradeshow. Regional IT Partner Tradeshow This is a tradeshow event in which we participate with an IT Partner and share booth expenses. Regional tradeshows are held at the local level, and may or may not be tied into a national group or association. Example: Exhibit at the South Carolina IT Directors Spring Conference. These events should incorporate tactic to gather attendee contact information (ie. Drop a business card here for a chance to win a $100 AME gift card). When possible, Rep should have product or v-osk display. Partner Sales Meeting Partners (especially those with multiple branch locations) often host a yearly meeting for their sales reps and engineers. These events should be used to educate, gain mind share and push the value of selling APC solutions. Participation in Sales Meetings should be limited and focused on accounts where relationship building and education are a top priority. Things to consider prior to submitting an event or marketing activity: 1. Does the partner have access to marketing funds? If so, how much? All requests for funding should first be approved by Channel Marketing before commitment is communicated to the partner. Premier and Elite level partners in good standing have access to marketing funds. Marketing funds are available on a proposal basis, not an accrual basis. When qualifying an activity for funding we look at the partner s previous year s APC sales, sales YTD, last year s marketing activities and ROI results, strategic account and or activity focus, partner commitment i.e. is their certification and training up to date, etc. 7

8 Generally we look at a potential of up to 1% of previous year s sales as a guideline for marketing funds for the year. We have the ability to dedicate more (or less) to an activity based on the qualification process outlined above. 2. Suggested type of activities and requirements? Partner Events: Partner Events should first have an educational component and if possible, include one or more of the following: Presentation Hands on demo at a customer site, partner site, APC mini-truck, v-osk Table Top or Booth display with the ability to display literature, product, etc. Once the educational component has been met, a relational (networking) activity can then be added on to the event: Sporting Event Concert Golf Cocktail reception Example: Efficiency presentation and tour at Partner Demo Center, followed by tickets to a local sporting event For more examples, see the Strategic Event Types in the outline above. Demand Marketing (excluding Partner Events) All non-event marketing should try to meet one or more of the following objectives: Target net new customers Drive new opportunities Drive customer engagements (follow up visits) Example: Send out a co-branded demand generating Direct Mailer on Upgrading your Server Room with call to action to contact the partner by June 30 th for 10% off. 3. What is the cost of the activity? How is the partner reimbursed? Reimbursement for marketing expenses is in the form of a credit memo. If the partner does not buy direct from APC and buys solely through distribution, an exception can be made to have a check cut for reimbursement. 4. What do we want to accomplish? Some examples below: Increased sales Increased profitability Win new customers Increase market share Promote a specific product Build customer loyalty Improve partner relationship Gain partner mindshare 5. Are other vendors participating? If so, who? Is there equality in sponsorship? 6. Who is the target audience? Estimated # of attendees? End-user CIO, CTO, IT Manager, Facilities Manager, etc. Internal Account Reps 7. What are the logistics? Date, Time, Location, Address, etc. 8

9 8. What is expected of the APC rep? Presentation Table Top/Booth Display Demo Equipment 20kw IS, v-osk display 9. What is the focus product/campaign/theme? 10. Is this a repeat activity? If Yes, what was the ROI resulting? (# of opportunities, Invoiced Revenue?) 11. What is the call to action after the event? Joint Sales calls Planning Sessions Assessments 12. How will we measure the event? Identify the following targets for each event: # of Opportunities Invoiced Revenue # of attendees # of new customer engagements (follow up appointments) 13. Next Step - Submit marketing activity request for approval Partner Event Enter Request in Events & Demo Sites Database on Barracuda Refer to How to Enter an Event Request ppt for instructions Other marketing activity contact the applicable Channel Marketing Contact as outlined above in the Who to contact section Marketing Resources: Partner Online Marketing Center The APC Partner Online Marketing Center is a portal available for partners to access customizable marketing templates for demand generation. Pre-populated templates provide partners with access to proven marketing materials which can be co-branded and send out to their customer base. What s available on the Marketing Center? Direct Mail templates HTML blast templates Partner Event Invitations (Direct Mail and HTML ) Flyers Signage List purchase options Co-branded promotional items Link to Marketing Center: Test Login: apctest Password: apc 9

10 Templates available on the Partner Online Marketing Center: Environment Campaign Direct Mail Event Direct Mail Efficient Enterprise Event Flyer Large Data Center Small-Medium Data Center Server Room / Network Closet Desktop / Mobile Workforce Digital Home Virtualization Cisco - Build a Better data Center Custom Data Center NetShelter S Efficient Enterprise Virtualization Cisco - Build a Better data Center Custom Data Center NetShelter S Efficient Enterprise Battery Failure Upgrade Your Server Room Smart UPS Cisco - Build a Better data Center Cisco Network Closet Event Invitation Zero Employees Recharged Peace of Mind Who's Minding the Closet? Netbotz Managed, Secured Closets Enviably Green Don't Trust the Power Grid Your Data Should Last Forever Efficient Enterprise Battery Failure Zero Employees Recharged Peace of Mind Enviably Green Don't Trust the Power Grid Your Data Should Last Forever Efficient Enterprise Battery Failure Zero Employees Recharged Peace of Mind Enviably Green Don't Trust the Power Grid Your Data Should Last Forever Forrester Research Articles One of the benefits of being an APC Partner is access to quarterly industry analyst research articles and reports from Forrester Research. Reports can be found on the APC Partner Pages, under the Program Benefits Tab, Industry Research. 10

11 Channel Partner Program NAM Channel Partner Program Contacts: Laura Mahoney Manager Channel Marketing and Programs Carolyne Meyer Channel Marketing Program Administrator Harry Benson Partner Training Manager Beckie Bursey Partner Training Coordinator Partner Program Information Sales Home is a reference for all program and sub program materials. Information can be found on Sales Home > Marketing > Channel Marketing > Channel Partner Program - or by CLICKING HERE. Experience Innovation New Partner Webinar Series launching in Q A new webinar series for our partner communities will launch in Q The goal of the new Experience Innovation Series is to educate our partner segments on the industry trends as well as APC solutions surrounding the many topics of the data center. The series is organized into five unique webinar segments and will address the business opportunity of each respective segment. All Channels (for all programmed partners) Elite Large Data Center Partners Elite Small/Medium Data Center Partners CFE Channel (electrical contractors) CFE Channel (consulting engineers) Each webinar will feature an industry expert, an APC subject matter expert as well as a partner or end user testimonial. Webinar dates and topics will be announced soon. Please check Sales Home for this updated communication. Questions? Contact Harry Benson harry.benson@apcc.com Top 10 Program FAQ s 1. How can I tell if a partner has met their program revenue requirements for certification? 1. Check to be sure competency (training) requirements have been met first 2. Send a request to validate revenue to Carolyne Meyer carolyne.meyer@apcc.com All other revenue requests not associated with Program Certification should be sent directly to your regional sales operations contact. 2. Who do I contact for questions on Channel Partner Training? Questions regarding the training schedule, training portal, on-demand modules, classroom trainings, Webinars, registration and attendance for training contact Harry Benson (harry.benson@apcc.com) or Beckie Bursey (beckie.bursey@apcc.com) All other Channel Partner Training questions not mentioned above should be directed to Laura Mahoney laura.mahoney@apcc.com 3. Who do I contact for questions on the Opportunity Registration Program (ORP) Report requests should be directed to your regional sales operations contact. Requests to move ORP s from one contact to another (within the same company) should be directed to Carolyne Meyer Please refer to the ORP Program Guide posted on Sales Home for general information. 4. Who do I contact for questions on the Design Portal? Technical Issues access, etc. Please contact your local configuration team member. 11

12 Requests to move configurations from one contact to another (within the same company) should be directed to Carolyne Meyer IS Edit BOM rights (by invitation only, training is required before access is granted) Contact Harry Benson for details 5. How does a Partner become eligible for the Partner Opportunity Program? (POP) 1. First ensure the partner contact is entered into InTouch. 2. Provide contact name and company account ID (from InTouch) to Carolyne Meyer 6. Who do I contact to make changes to a Partner s contact record in ccentral? To have contacts moved from one record to another or to delete contacts, contact Carolyne Meyer 7. Who do I go to with questions on the Certified Service Sales Program? All questions regarding the Certified Service Sales Partner Program including pricing, spare parts pricing, program requirements, etc. should be directed to Jonna Quintana or refer to the Service Sales tab on Sales Home. 8. Who do I contact for Pricing Issues? Partner is seeing the wrong Price list? Send request to Carolyne Meyer to ensure program level and Oracle Price list are aligned. Spare Parts Pricing questions should be directed to Jonna Quintana Canadian Conversion Price List Questions should be directed to Jim Baronian Issue Distributor Pricing to Certified Service Pricing- losing pricing on core products contact Jonna Quintana Eligibility for setting up a Direct Account? Contact Jim Baronian 9. Who do I contact for questions on our Incentive/Rewards Programs? APC Rewards Program The new APC Rewards Program is an incentive program that rewards partners for selling APC products and solutions. The more they sell; the more they will earn (up to 5% return on eligible sales). The APC Rewards Program is open to partners of APC Registered, Select, Premier, or Elite Business Network program levels. Partners who currently have incentive or other special pricing provisions with APC (e.g. contract pricing, co-op, market development funding, etc.) may be deemed ineligible. Where to find more information? Visit Sales Home> Marketing > Channel Marketing > Channel Partner Program or by CLICKING HERE. Who to contact? Laura Mahoney Data Center Incentive Program The Data Center Incentive Program is designed reward ESMDC partners for selling Data Center Solutions. This program is open to ESMDC partners who are not currently receiving incentive or other special pricing provisions with APC (e.g. contract pricing, MDF, etc.). Partners receive quarterly rebates in the form of 70% cash payout and 30% MDF. Where to find more information? Sales Home >Marketing>Channel Marketing>Channel Partner Program or by CLICKING HERE. Who to contact? Susan DeAngelis susan.deangelis@apcc.com 10. How can I get a partner added to the Reseller Partner Locator? To get your partner added to the reseller locator, please send Carolyne Meyer a listing of area codes and one zip code per area code of where the partner should be listed. Please note: The locator is segmented out by Partner Certification Level. 12