End-User Computing: VMware Horizon 6 Campaign Partner Marketing Program Overview and Campaign Deployment Guide
A Smart New Approach to Partner Sales Enablement What is Partner Sales Enablement? The partner sales enablement support materials combine robust marketing assets with expert third-party assistance to help you market and sell VMware Horizon. VMware will provide you with the tools you need to execute an integrated pain-point led marketing campaign aligned to your go-to-market strategy. VMware has been extremely successful in growing its end-user computing suite of technologies and, based on Gartner s evaluation criteria for [VDI], has become the technology leader (Webinar VDI Punchout: Comparing the Citrix, Microsoft, and VMware Solutions ) The Partner Opportunity Over 500,000 VMware vsphere customers are looking to extend the power of virtualization from data center to devices and deliver virtual desktops or applications as a service. With an issue-led campaign, you can sell customers Horizon solutions that address their most pressing needs. Growing Market Expand Opportunities More Dollars in Your Pocket $1B Virtual Desktop Infrastructure (VDI) License TAM by 2017 (IDC) End-user computing (EUC) is growing 4x faster than the rest of general IT infrastructure (Gartner) Potential for higher average sale price Broaden portfolio across desktop and mobility Horizon built on and optimized for software-defined data center 11x drag opportunity with additional services and products Up to 35% margins Desktop Competency partners sell up to 4x more How You Benefit Differentiate yourself: VMware is proud to offer valuable partners like you access to these marketing campaigns. Select the messaging pillars that best align to your customer pain points to differentiate yourself. Drive demand: VMware provides you with customizable campaigns and assets. Grow your share of wallet: Target your vsphere install base to cross-sell customers on virtualizing their desktops with VMware to drive incremental revenue. CAMPAIGN DEPLOYMENT GUIDE / 01
CAMPAIGN OPPORTUNITY End-User Computing Target Audience Your vsphere install base. We recommend focusing on the following roles across Enterprise and Large Commercial (500 seats+) customers: CIO and CXO VP of IT, Director of IT, and Director of Infrastructure Key Verticals For the best results, focus on the following verticals: Financial Services Government Education Healthcare Did you know? In 2014, there is a $312 Million global market opportunity for Horizon. This makes selling Horizon a great way to grow your share of wallet and expand your services footprint with your customers. End-User Computing Today Gone are the days of client-server computing when Windows ruled and end users were tasked to do their work from one device and one location. Today, end users are leveraging new types of devices for work, accessing Windows applications alongside non-windows-based applications, and are more mobile than ever. In this new mobile cloud world, managing and delivering services to end users with traditional PC-centric tools has become increasingly difficult. Data loss and image drift are real security and compliance concerns. And organizations are struggling to contain costs. Horizon provides the IT department with a new streamlined approach to deliver, protect, and manage Windows desktops and applications while containing costs and ensuring that end users can work anytime, anywhere, on any device. Addressing Changing Demands with VMware Horizon VMware Horizon delivers virtualized and remoted desktops and applications to end users through a single platform. These desktop and application services including RDS hosted apps, packaged apps with VMware ThinApp, Software-as-a-Service (SaaS) apps, and even virtualized apps from Citrix can all be accessed from one unified workspace across devices, locations, media, and connections. Leveraging closed-loop management and optimized for the software-defined data center, Horizon helps the IT department control, manage, and protect all of the Windows resources end users want, with the efficiency business demands. CAMPAIGN DEPLOYMENT GUIDE / 02
CAMPAIGN OPPORTUNITY End-User Computing Customer Challenges and Pain Points Depending on the challenges your customers are facing, they will have differing pain points. Customer Pain Points Difficulty in providing a consistent user experience across devices and locations Multiple points of access and control for end-user applications (including Windows and non-windowsbased assets) leading to a poor user experience and added management complexity Lack of visibility into end-user computing environment hindering issue troubleshooting and resolution Complex desktop and application provisioning requiring a lot of manual input Poor visibility into costs, quality, users, and consumption of desktop services leading to cost overages Expensive hardware outlays that don t scale linearly Horizon Benefit Unified workspace for application and desktop delivery with great user experience Unified workspace for application and desktop delivery with great user experience Closed-loop manageability Closed-loop manageability Closed-loop manageability Optimized for the software-defined data center Time and resources required to properly size infrastructure for virtual desktop and application workloads Difficulty scaling resources up and down on demand to meet fluctuating business dynamics Lack of budget resources and time needed to quickly procure required hardware and deliver desktops and applications to end users on-demand Inability to dynamically move end users to and between different types of machines (physical and virtual) to provide the best possible experience Optimized for the software-defined data center Optimized for the software-defined data center Hybrid-cloud flexibility Hybrid-cloud flexibility End-to-End Infrastructure Desktop and Application Virtualization Delivered Through a Single Platform Deliver virtual desktops and applications through a single platform to streamline management, easily entitle end users, and quickly deliver Windows desktops and applications to end users across devices and locations. CAMPAIGN DEPLOYMENT GUIDE / 03
CAMPAIGN OPPORTUNITY End-User Computing Product Offerings We will be introducing three desktop bundles into the market to allow customers to deliver the software-defined virtual workspace. These include: VMware Horizon View Standard Edition: Delivering simple, high-performance desktop virtualization with great user experience VMware Horizon Advanced Edition: Delivering the lowest-cost, best-management solution for virtual desktops and applications leveraging the industry s leading platform VMware Horizon Enterprise Edition: Delivering a cloud-ready solution for virtual desktops and applications with advanced management capabilities Management Infrastructure Cloud Automation Infrastructure Provisioning & Chargeback (vcac Desktop & ITBM) Operations Management Operations Dashboard Health Monitoring & Perf. Analytics (V4V) Storage Virtual Storage (vsan Desktop) Application Application Catalog XA, RDSH, SaaS, ThinApp Application Remoting Application Packaging (ThinApp) Desktop Infrastructure View Standard Advanced Enterprise License portability to VMware-branded DaaS (must be current on SnS) Image Management for Physical Desktops (Mirage) Image Management for Virtual Desktops (Mirage) Virtual Desktop Infrastructure (Horizon View) Cloud Infrastructure (vsphere Desktop & vcenter Desktop) CAMPAIGN DEPLOYMENT GUIDE / 04
MESSAGING PILLARS AND CAMPAIGNS Campaign Content The program is divided into five individual campaigns categorized within the three primary benefits of Horizon, each focused on different messaging with its own distinct pain-point-led theme and visual identity. Select the Proper Campaign Based on client pain points, decide which campaign is most applicable. Deliver Flexibility and Control 1. Adapt to Change, Stay in Control Identifies the centralized control and security of Horizon and how that extends the benefits and flexibility of the complete IT infrastructure. Themes: Easily manage and control vast numbers of desktops with automated provisioning. Maximize Operational Efficiency 2. Higher Performance, Lower Cost Highlights the efficiencies Horizon brings to users and the organization as a whole with powerful proof points. Themes: Save money and see increased productivity with Horizon. 3. Drive Business Change Articulates key benefits and cost savings of adopting virtualized desktops, which enables organizations to overcome budget constraints. Themes: Streamlined virtual desktops enable significant operational efficiencies. Deliver Services That Respond 4. Respond Faster, Grow Stronger Explains the quick-response organizational change Horizon allows. Themes: Integrate seamlessly and respond immediately. 5. Greater Control Through the Cloud Articulates the benefits of provisioning and managing virtual desktops from the cloud. Themes: Provision apps, media, and data in no time from any private, public, or hybrid cloud. Campaign Design Identifiers In addition to the unique messaging for each campaign, there are differing visual identifiers. Deliver Flexibility and Control Maximize Operational Efficiency Deliver Services That Respond CAMPAIGN DEPLOYMENT GUIDE / 05
CAMPAIGN ASSETS What s Included Each campaign contains a full suite of execution-ready assets that combine to form a powerful integrated-marketing campaign: Multi-Touch edm Templates Three co-branded customizable edm templates, each with a separate call-to-action, which culminates in the Hands-on Lab call-to-action in the final touch. Landing Pages Three landing pages which you, or a third party can host. Each has a gated call-to-action which collects lead information. Online Banners Place these online banners on your site or on third-party sites to create awareness and interest and drive targets to a campaign landing page. Promotional Copy Copy promoting the campaign, which you can place on your website or in newsletter communications to generate interest and drive traffic to your campaign landing page. Social Media Copy Blocks Recommended copy that you can use on Twitter, LinkedIn, and your newsletters or blogs to drive customers to your campaign landing page. Direct Mail Select campaigns include physical direct mail assets you can print and send to targets, each with a call-to-action directing back to your campaign landing page. CAMPAIGN DEPLOYMENT GUIDE / 06
CAMPAIGN FLOW Recommended Approach Database Services: List cleanse and/or build Sales Cheat Sheet Landing Pages Social Media Review and share metrics/ results Campaign Playbook edm Series (three touches) Online Banners Lead Follow-Up Campaign Execution Tips Campaign assets have been provided to support you in the execution of a multi-touch, multi-media campaign. As you prepare to take your custom campaign to market, please use the provided assets, including this playbook and the sales cheat sheet developed as a quick overview for your sales reps to understand the campaign and be prepared to follow up on the leads in order to meet with customers and walk through Hands-on Labs. We have included three co-branded and customizable edm campaigns to send to prospects. The recommended cadence for each touch is seven days apart, with non-responders from the previous campaign to be included in subsequent touches. Following this schedule, you would execute edms on Day 1, Day 8 and Day 15. For maximum results, execute email campaigns so that they arrive between 8:00 and 9:00 a.m. or between 3:00 and 4:00 p.m. on a Tuesday, Wednesday, or Thursday. Remember to account for differences in time zones. Landing pages will feature gated assets to capture lead information. These pages are designed to capture responses from all outbound marketing you execute, including edms, online banners, social media, direct mail, etc. If telemarketing is part of your strategy, it should commence after touch two, approximately nine days after the campaign start. CAMPAIGN DEPLOYMENT GUIDE / 07
CAMPAIGN DEPLOYMENT Maximizing Results To help you execute your campaign smoothely, we have compiled this list of recommended steps. Check off each one as you go to ensure a successful campaign. Before the Campaign Refresh your skills. Your Strategic Partner Marketing Manager, Partner Marketing Manager, or Concierge can provide resources to help you get up to speed on End-User Computing and Horizon. Determine your target audience. The assets are designed to work across Large Commercial and Enterprise customers. If you are unsure who to target, we recommend these roles in particular: CIO and CXO Need to control costs. VP of IT, Director of IT, and Director of Infrastructure Need to control the infrastructure cost of meeting demand. Set campaign timing plan. Your Strategic Partner Marketing Manager, Partner Marketing Manager, or Concierge is available to help with your timing plan and discuss any additional support you may need. Prepare your database. If you don t feel you have a healthy database, or the records aren t clean, engage your Strategic Partner Marketing Manager, Partner Marketing Manager, or Conciergee for help should you not have internal database marketing resources or a third party you already work with. Determine your follow-up strategy. You can have your sales team conduct the follow-up or get help your Strategic Partner Marketing Manager, Partner Marketing Manager, or Concierge. Equip your sales team. Brief them on the campaign, let them know what to expect, and share the one-page follow-up Sales Cheat Sheet. Executing the Campaign Organize your social strategy and content. Have a plan for when you ll push out the social content and set milestones along the way. You may consider augmenting the content with your own personalization or additional messages, or simply use it as is. You should be promoting complementary social-media messaging for the duration of the campaign. Place your banner(s). They are crucial to drive targets to the landing page, so ensure you get them up and running. Customize your emails and execute for success. Email open rates tend to peak at roughly an hour after they are sent. For instance, emails sent at 8:00 a.m. will have the highest probability of being opened at 9:00 a.m. For maximum results, execute email campaigns so that they arrive between 8:00 and 9:00 a.m. or between 3:00 and 4:00 p.m. on a Tuesday, Wednesday, or Thursday. Remember to account for differences in time zones. Follow up on all leads. If you are using a proactive outbound telemarketing strategy, start your follow-up after the second touch. If you would like help conducting timely lead follow-up, your Strategic Partner Marketing Manager, Partner Marketing Manager, or Concierge is available to assist. After the Campaign Continue follow-up efforts. Build upon your campaign follow-up and continue to drive revenue. Analyze your results. Track your milestones, pipeline, sales, and ROI, and share results with your Strategic Partner Marketing Manager, Partner Marketing Manager, or Concierge. Your feedback is critical to help us improve. CAMPAIGN DEPLOYMENT GUIDE / 08
CAMPAIGN DEPLOYMENT Maximizing Results Campaign Summary: Mutual Investment Our goal is for every partner participating to be successful. As we move through the program, VMware will continue to invest in partners who commit to engagement, follow process, and show returns. What You Get from VMware: Exclusive opportunity Horizon sales and tech pre-sales training Access to marketing support to augment your marketing capabilities VMware programs and campaigns to create awareness Customizable multi-touch demand-generation campaigns Tools to accelerate sales Process for tracking success What We Need from You: Trained sales and tech pre-sales professionals Database development and lead follow-up capabilities in place Flawless execution of the campaign through your marketing-automation system Consistent reporting of campaign metrics VMware, Inc. 3401 Hillview Avenue Palo Alto CA 94304 USA Tel 877-486-9273 Fax 650-427-5001 www.vmware.com CAMPAIGN DEPLOYMENT GUIDE / 09