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Sales Journey Part 1 GTM and Sales Tools at your hands Sales & Marketing Airlift, London, April 12 th – 14 th Meinrad Lay, Corp Partner Marketing Allan.

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Presentation on theme: "Sales Journey Part 1 GTM and Sales Tools at your hands Sales & Marketing Airlift, London, April 12 th – 14 th Meinrad Lay, Corp Partner Marketing Allan."— Presentation transcript:

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

2 | Copyright© 2011 Microsoft Confidential 3 Takeaways No single answer. Every customer and partner is different Must align our sales processes with the Buyers Journey MS offers support and tools to shape the GTM 2

3 | Copyright© 2011 Microsoft Confidential Navigating the GTM Journey Why Joint Initiative to accelerate Time-to-Revenue Find the Right Bundles for a partners 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... 3

4 | Copyright© 2011 Microsoft Confidential Partner Onboarding Process 4 Increase focus on Who to sell to and How to sell 4

5 | Copyright© 2011 Microsoft Confidential How do we sell to these different customers? 5 SearchFindQualifyTryBuyActivate Direct Sales Telesales Partners Online 5

6 | Copyright© 2011 Microsoft Confidential GTM - From Strategy to Execution Strategic alignment and kickoff Workshop Customers and Offers Sales and Channels Marketing Pre- launch Review Workshop Governance and Project Planning GTM Toolkit 6 6

7 | Copyright© 2011 Microsoft Confidential 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 Governance and Project Planning GTM Toolkit 7 7

8 | Copyright© 2011 Microsoft Confidential 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 Governance and Project Planning GTM Toolkit 8 8

9 | Copyright© 2011 Microsoft Confidential Becoming a Trusted Advisor The psychology of change Navigating the Buyers 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 Field Sales Partner/Reseller channel Telesales Partner/Reseller channel Online channel 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 buyers journey Sales Enablement Program Understanding the challenges facing SOHO/SMB customers Creating Compelling Value Propositions for your O365 bundles Aligning your sales efforts with the Buyers 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 A Program ready to merge with your processes

10 | Copyright© 2011 Microsoft Confidential Example: Per Channel: Review+Enablement Charter 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 10

11 | Copyright© 2011 Microsoft Confidential 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 11 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 11

12 | Copyright© 2011 Microsoft Confidential How does this work in reality? Example 1: MS Online Buyer Journey MS Office 365 Online Buyers Journey See Lynn Edmarks Presentation 12

13 | Copyright© 2011 Microsoft Confidential Channel enablement Shared Best Practice: Microsoft Office Online Buyers Journey Why should I care? How do I buy? Educate site visitors on Office 365 – what it is, what it includes, and why it matters for their business Direct them to the best way to purchase depending on their needs Which plan is right for me? Help customers to find the plan that is right for them Close the sale Drive customers through the ecommerce experience and complete the sale What is Office 365? Leverage MS network, partners and SEO to drive demand Support existing customers and create advocates. Develop/extend relationship management. Increase relevance by providing content and tools pertinent to their business and where theyre at in the purchase cycle Create a fluid path to the next step by directing customers to the right way to purchase based on their needs Support customers in the decision making process by providing a customized recommendation based on their needs Create a seamless, frictionless ecommerce experience 13

14 | Copyright© 2011 Microsoft Confidential Customer Journey – Through The Click Stream 14 Why should I care? How do I buy? Which plan is right for me? Close the sale What is Office 365? The unified site design will deliver customers from all audience segments the information they need in <3 clicks from the homepage 14

15 | Copyright© 2011 Microsoft Confidential How does this work in reality? Example 2: UPC Office 365 Launch Planning 15 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

16 | Copyright© 2011 Microsoft Confidential Office 365 Launch Kick-Off Workshop: Outcomes A shared understanding of the Value Added Services Strategy and positioning of Office Agreement on what we want to collectively achieve with the launch of Office Commitment to actions, timelines, roles and responsibilities

17 | Copyright© 2011 Microsoft Confidential Office 365 Launch Kick-Off Workshop: Outputs Challenges facing SOHO customers 2. Office 365 Bundles Values, Messaging & Positioning 3. Office 365 Demand Generation Plan

18 | Copyright© 2011 Microsoft Confidential Office 365 Launch Kick-Off Workshop: Outputs Sales Channel Matrix 5. GTM Blueprint (Upsell or New SOHO) 6. Office 365 Launch Roadmap

19 | Copyright© 2011 Microsoft Confidential How?

20 | Copyright© 2011 Microsoft Confidential Workshop Driven Approach Collective Intelligence Take Ownership Process: From Goals to Launch plan

21 | Copyright© 2011 Microsoft Confidential Drive to Execution – Program Planning (Illustrative) Process Definition Program/ Project Definition Governance

22 | Copyright© 2011 Microsoft Confidential Sales and Channels Workshop Summary 22 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? BOMs – various Web – tool elements, creative, etc. Collateral – white papers, data sheets, etc. Readiness – partner training resources, etc.

23 | Copyright© 2011 Microsoft video removed put back later

24 | Copyright© 2011 Microsoft Confidential GTM Tools – Leverage MS Assets 24

25 | Copyright© 2011 Microsoft Confidential What do we offer? GTM Tools Objectives GTM Tools Deliverables Project Timeline Toolkits - Snapshots

26 | Copyright© 2011 Microsoft Confidential 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 | Copyright© 2011 Microsoft Confidential 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 GTM Methodology & Workshops, Establishing Sales and Marketing Motions, Sales Readiness Framework, Templates, Call Scripts & Training PPTs to support partner through post sales life cycle To partner and Thru partner sales & marketing templates, Call Scripts, Sales Training, Assets to be localized (F,G,S,I) Document libraries containing Industry sales and marketing examples by GTM pillar and by Offer/Segment/Channel RM, Campaign/ Messaging and Positioning, Web strategy, Social networking, community 27

28 | Copyright© 2011 Microsoft Confidential Tools for Office Schedule ComponentsTimeline Progress 1. Partner Readiness PlaybookApril 2011On-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 2011Ongoing : content gathering stage 4. Shared Practices SharePoint Databank infrastructure & content framework to highlight industry sales and marketing practices End May 2011Ongoing

29 | Copyright© 2011 Microsoft Confidential Office 365 BOM Creative – Handbook

30 | Copyright© 2011 Microsoft Confidential Office 365 GTM We need some snippets from the GTM and activation handbook and less visuals and flyers.

31 | Copyright© 2011 Microsoft 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 | Copyright© 2011 Microsoft Confidential 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 | Copyright© 2011 Microsoft Confidential 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 36

37 | Copyright© 2011 Microsoft Confidential Pictogram - Chart (make green for navigation) 37 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 Governance and Project Planning GTM Toolkit 37


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