1. Sales Journey Part 1 GTM and Sales Tools at your hands
Sales & Marketing Airlift, London, April 12th – 14th
Meinrad Lay, Corp Partner Marketing Allan Lee, Corp Communication Sector
@Allan: removed the movies for editing comfort – let us add them at the end.

2. MGX FY11
3/31/2017
3 Takeaways
No single answer. Every customer and partner is different 1
Must align our sales processes with the Buyer’s Journey 2
MS offers support and tools to shape the GTM 3
Comment on SKU
© 2010 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.
The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

3. Navigating the GTM Journey
Why
Joint Initiative to accelerate Time-to-Revenue
Find the Right Bundles for a partner’s specific target markets
How
End-to-End Workshop Based Program with our partners and external sales excellence support
Use GTM Tools to leverage MS assets
What
i.e. Indirect Channel Enablement Workshop to provide
Provide and understand the Opportunity
Customer Journey and Value Propositions for Solutions to Business Problems
Define Sales Readiness Initiatives
Provide required Sales Tools
...

4. Partner Onboarding Process
Increase focus on Who to sell to and How to sell
Sales and Channels
Sign MOSRA
Customers and Offers
Launch 4

5. How do we sell to these different customers?
Search
Find
Qualify
Try
Buy
Activate
Direct Sales
Telesales
Partners
Online 5

6. GTM - From Strategy to Execution
Strategic alignment and kickoff Workshop
Customers and Offers
Sales and Channels
Marketing
Pre-launch Review Workshop
Goals
&
Gover-nance
Who
&
What
How
How
Signoff
There is no chronological order
Marketing and Sales go in parallel.
No silos, interdependent, happen iteratively in parallel.
Shift to a conversation with the partner in these key areas
We need to over emphasize in some key areas: customer, sales
No sequential approach – details are defined in initial strategic alignment
We have the details behind each of the boxes
We adjust to the partner situation to mix and match and combine
Deliverables are not variable
GTM Toolkit 6
Governance and Project Planning

7. Sales Enablement Program – Workshop Framework & Toolkit
Strategic alignment and kickoff Workshop
Customers and Offers
Customer Workshop
Offer Definition Workshop
Sales and Channels
Channel Review Workshop
Channel Enablement Workshop
Marketing
Marketing Workshop
Launch Plan Workshop
Pre-launch Review Workshop
No sequential approach – details are defined in initial strategic alignment
We have the details behind each of the boxes
Details means
Go over all workshops
Two folded – analysis (as is) and execution (to be)
We adjust to the partner situation to mix and match and combine
Deliverables and Goals are not variable
End goal is the same: to have Office 365 integrated into the resellers sales motion with an action plan and the required governance established
GTM Toolkit 7
Governance and Project Planning

8. Focus on Customer Needs and Sales Readiness
Strategic alignment and kickoff Workshop
Customers and Offers
Customer Workshop
Offer Definition Workshop
Sales and Channels
Channel Review Workshop
Channel Enablement Workshop
Marketing
Marketing Workshop
Launch Plan Workshop
Pre-launch Review Workshop
We need to over emphasize in some key areas:
Customer insight
Offer definition  your bundles
Sales Execution and Channel Readiness
Provide the right tools
GTM Toolkit 8
Governance and Project Planning

9. A Program ready to merge with your processes
Sales Enablement Program
Understanding the challenges facing SOHO/SMB customers
Creating Compelling Value Propositions for your O365 bundles
Aligning your sales efforts with the Buyer’s Journey
Leveraging the End2End Customer Experience to drive referrals and recommendations
Determine the optimal Sales Channel Matrix
Re-thinking Demand Generation Programs
Becoming a Trusted Advisor
Field Sales
Partner/Reseller channel
Partner/Reseller channel
Telesales
Online channel
Becoming a Trusted Advisor
The psychology of change
Navigating the Buyer’s Journey
The Art of Persuasion
Using Diagnostic Conversations
Uncovering the Real Issues
Asking Questions in Colour
Handling objections
Master the 5 Steps of the Buyer's Decision Process
How to influence, persuade and convince others to take action
Using the Sales Toolkit
Becoming a Trusted Advisor
The psychology of change
Articulating the value proposition
Moving from selling products to services
Communicating the invisible
Creating 3D business relationships
Leveraging the web/online channel
Success in Selling is systematic use of first principles and common sense
Using the Sales Toolkit
Becoming a Trusted Advisor
The psychology of change
Building a “conversation” call script
Directing the conversation to desired pain points
Engaging the other party
Creating rapport and trust over the phone
Moving from selling products to services
Overcoming objections
Questioning skills
Listening skills
I can hear you smiling
Speaking in Technicolor
Using the Sales Toolkit
Becoming a Trusted Advisor
The psychology of change
Simplicity of layout and visual appeal
Ease of navigation: 3 clicks and you die
Landing pages
Self qualification using black questions
Creating a prospect incubation process
Making it easy to buy on line
SOHO & SMB Resource Center
The online buyer’s journey
A 80% framework
No micro detailed methodology
But a approach to combine our experience with your experience
Build an ICT offering for your segment

10. Example: Per Channel: Review+Enablement Charter
Based on customer buying behavior and offers, build out a channel strategy to reach the target customers
Deliverables
Who are we selling to?
What is our Value Proposition?
What is the optimal Sales Channel Mix?
How do we generate demand?
How do we segment Partners?
What is our Sales Readiness Plan?
Sales Comp structure
Partner Program and incentives Plan
People Required
Product Management
Partner/Reseller Team
Telesales Team
Direct Sales Team
Online Team
Sales Management
Marketing Management
Supporting Tools
GTM Toolkit
Existing Partner Processes
External Moderation
First principles and common sense
Workshop Charter
Aligns stakeholders
defines channel approach
Defines Execution 10

11. Approach = Channel Review + Enablement Program
Main activities:
Preparation of as-is-situation through stakeholder interviews/shadowing
1-2 days workshop to synthesize and define to-be-situation
Where are we today?
Documented current channel structure (sales force, skills, segments, current business mix)
What is/is not working?
Where do we want to be?
How are we selling to the “Who”?
Customer experience
Tuned Offer & Value Proposition per channel
Sales Targets and Compensation
How to get there?
Implementation plan
Checklists
Training Plans
Input from Customer/Offering Workshops
This does not mean every detail is handled with Microsoft but these are the topics/questions to be covered. 11

12. How does this work in reality? Example 1: MS Online Buyer Journey
MS Office 365 Online Buyers Journey
See Lynn Edmark’s Presentation 12

13. Which plan is right for me?
Channel enablement Shared Best Practice: Microsoft Office Online Buyers Journey
Try
Buy
Fill funnel
Engage
Convert
Demand
Inform
Influence
Lead
Close
Post-Purchase
What is Office 365?
Why should I care?
Which plan is right for me?
How do I buy?
Close the sale
Retain and Extend
Leverage MS network, partners and SEO to drive demand
Educate site visitors on Office 365 – what it is, what it includes, and why it matters for their business
Help customers to find the plan that is right for them
Direct them to the best way to purchase depending on their needs
Drive customers through the ecommerce experience and complete the sale
Support existing customers and create advocates. Develop/extend relationship management.
Increase relevance by providing content and tools pertinent to their business and where they’re at in the purchase cycle
Support customers in the decision making process by providing a customized recommendation based on their needs
Create a fluid path to the “next step” by directing customers to the right way to purchase based on their needs
Create a seamless, frictionless ecommerce experience 13

14. Customer Journey – Through The Click Stream
Try
Buy
Demand
Inform
Influence
Lead
Close
Fill funnel
Engage
Convert
Post-Purchase
What is Office 365?
Why should I care?
Which plan is right for me?
How do I buy?
Close the sale
Retain and Extend
The unified site design will deliver customers from all audience segments the information they need in <3 clicks from the homepage
Key:
Content on site 14
# Clicks from homepage

15. How does this work in reality
How does this work in reality? Example 2: UPC Office 365 Launch Planning
Example: UPC Office 365 Launch Kick-Off Workshops
Pictures telling the story
External facilitators and sales excellence SMEs
Joint investment
MSFT in and out of the workshops
Key Deliverables:
3 Outcomes
6 Outputs
Combination of best practices from MSFT and a Sales Excellence consulting partner.
UPC in the Room.

16. Office 365 Launch Kick-Off Workshop: Outcomes
A shared understanding of the Value Added Services Strategy and positioning of Office 365
Agreement on what we want to collectively achieve with the launch of Office 365
Commitment to actions, timelines, roles and responsibilities
Non concrete tools but a joint understanding guiding principles
Real but difficult to measure.

17. Office 365 Launch Kick-Off Workshop: Outputs
Challenges facing SOHO customers
Office 365 Bundles Values, Messaging & Positioning
Office 365 Demand Generation Plan

18. Office 365 Launch Kick-Off Workshop: Outputs
Sales Channel Matrix
GTM Blueprint
(Upsell or New SOHO)
Office 365 Launch Roadmap
Number 6 shows the overall output.

19. How?

20. Workshop Driven Approach
Collective Intelligence
Take Ownership
Process: From Goals to Launch plan

21. Drive to Execution – Program Planning (Illustrative)
Process Definition
Program/ Project Definition
Governance

22. Sales and Channels Workshop Summary
What are we trying to achieve?
Define scope and success measures
Create a plan for success
Identify opportunities and gaps in current and future state
Assign and prioritize requirements
Socialize project and gain support of key stakeholders
Who should attend?
If you are involved in developing or supporting your sales and/or channels you will benefit from this workshop
Attendees could include:
Managing Directors
Sales Managers
Senior Management
Marketing Managers
Customer Service Managers
What Partner can expect?
Clear approach for deciding on the best sales and channels planning strategy for your company
Practical examples on successful business models and measurements
Proven methodology for developing your customized sales approach
Review of industry best practices
Access to all presentation materials for future reference
When does it take place?
Where: XXXX
Dates: XXXX-XXXX, 2011
Location: XXXXX
What are Partner key deliverables post workshop?
Sales plan and customer journey for each channel, e.g. Direct, Telesales, Online and Partner
Compensation and benefits plan
Readiness plans
What assets are available to support?
BOM’s – various
Web – tool elements, creative, etc.
Collateral – white papers, data sheets, etc.
Readiness – partner training resources, etc.
We have an approach and best proven practices.

23. @Allan: video removed put back later

24. GTM Tools – Leverage MS Assets

25. What do we offer? GTM Tools Objectives GTM Tools Deliverables
Preview
3/9/2011
What do we offer?
GTM Tools Objectives
GTM Tools Deliverables
Project Timeline
Toolkits - Snapshots

26. Objectives
Provide a framework for IMDMs and PBDMs to support our Syndication partners through the GTM process
Provide Syndication Partners a set of supported toolkits as you take them thru the Service Onboarding GTM workshops
Enable Syndication partners to reduce time to market by providing co-branded sales and marketing tools
Ensure the Office 365 value proposition is consistently delivered together in their bundle offers to market.

27. Microsoft Best Practices
GTM Toolkit Overview
The toolkit is a collection of tools and resources that support the work streams with the partner during their GTM with Office 365 Bundles
Syndication Partner Readiness in a box
GTM Methodology & Workshops, Establishing Sales and Marketing Motions, Sales Readiness
Campaign in a box
To partner and Thru partner sales & marketing templates, Call Scripts, Sales Training, Assets to be localized (F,G,S,I)
Microsoft Best Practices
RM, Campaign/ Messaging and Positioning, Web strategy, Social networking, community
Activation Handbook
Framework, Templates, Call Scripts & Training PPTs to support partner through post sales life cycle
Industry Shared Practices
Document libraries containing Industry sales and marketing examples by GTM pillar and by Offer/Segment/Channel 27

28. Tools for Office 365 - Schedule
Components
Timeline
Progress
1. Partner Readiness Playbook
April 2011
On-Track
2. Campaign-in-a-Box
To Partner Handbook
To Partner & Thru Partner PPT
Thru Partner Datasheet
Thru Partner Discussion Guide
Top reasons to Buy & Sell
Banner Ads
Template – Sales/Lead Generation
Web Landing Page
Partner Sales Training Video
End March 2011
Completed & Released to QuickStart
3. Activation Handbook
Templates for activation stages
Methodology : Self Serve, Managed IT Service
Definitions & Phases: Migration, Provisioning, Deployment, Usage
Upsell Value – Loyalty; follow-on services
End April 2011
Ongoing : content gathering stage
4. Shared Practices SharePoint
Databank infrastructure & content framework to highlight industry sales and marketing practices
End May 2011
Ongoing

29. Office 365 BOM Creative – Handbook

30. Office 365 GTM Handbook @Allan:
We need some snippets from the GTM and activation handbook and less visuals and flyers.

31. @Allan: we cannot use that video publically and “we are all in” cannot be used any longer – we might use one of the teaser videos – Coho Vineyard – which we can share as well.

32. Summary Sales Enablement Framework and GTM Toolkit
Work with your IMDM
& PBDM*
Engagement Plan with external Moderation and Sales Excellence SMEs
Strategic Alignment Workshop
Offering, Customer Journey & Channel Readiness
...
*) IMDM: Industry Marketing & Development Manager
PBDM: Partner Business Development Manager

33. Questions

34. Thank you

35. Backup

36. Syndicated Partner Workshop Series
Syndicated Partners need to plan, resource and execute across multiple work streams within their organization to effectively sell Microsoft products and solutions
Planning is critical
Planning takes effort
Planning doesn’t stop
Define roles
Timing
Metrics
Clarify deliverables
Resources
Optimization
Secure stakeholder support
Execution
Best practices
Deliver workshop series supporting commercial onboarding with focus on:
Sales and Channels
Launch (Marketing)
Offers (Product)

37. Pictogram - Chart (make green for navigation)
Strategic alignment and kickoff Workshop
Customers and Offers
Customer Workshop
Offer Definition Workshop
Sales and Channels
Channel Review Workshop
Channel Enablement Workshop
Marketing
Marketing Workshop
Launch Plan Workshop
Pre-launch Review Workshop
GTM Toolkit 37
Governance and Project Planning