Presentation on theme: "Sales Journey Part 1 GTM and Sales Tools at your hands"— Presentation transcript:
1Sales Journey Part 1 GTM and Sales Tools at your hands Sales & Marketing Airlift, London, April 12th – 14thMeinrad Lay, Corp Partner Marketing Allan Lee, Corp Communication Sector@Allan: removed the movies for editing comfort – let us add them at the end.
3Navigating the GTM Journey WhyJoint Initiative to accelerate Time-to-RevenueFind the Right Bundles for a partner’s specific target marketsHowEnd-to-End Workshop Based Program with our partners and external sales excellence supportUse GTM Tools to leverage MS assetsWhati.e. Indirect Channel Enablement Workshop to provideProvide and understand the OpportunityCustomer Journey and Value Propositions for Solutions to Business ProblemsDefine Sales Readiness InitiativesProvide required Sales Tools...
4Partner Onboarding Process Increase focus on Who to sell to and How to sellSales and ChannelsSign MOSRACustomers and OffersLaunch4
5How do we sell to these different customers? SearchFindQualifyTryBuyActivateDirect SalesTelesalesPartnersOnline5
6GTM - From Strategy to Execution Strategic alignment and kickoff WorkshopCustomers and OffersSales and ChannelsMarketingPre-launch Review WorkshopGoals&Gover-nanceWho&WhatHowHowSignoffThere is no chronological orderMarketing and Sales go in parallel.No silos, interdependent, happen iteratively in parallel.Shift to a conversation with the partner in these key areasWe need to over emphasize in some key areas: customer, salesNo sequential approach – details are defined in initial strategic alignmentWe have the details behind each of the boxesWe adjust to the partner situation to mix and match and combineDeliverables are not variableGTM Toolkit6Governance and Project Planning
7Sales Enablement Program – Workshop Framework & Toolkit Strategic alignment and kickoff WorkshopCustomers and OffersCustomer WorkshopOffer Definition WorkshopSales and ChannelsChannel Review WorkshopChannel Enablement WorkshopMarketingMarketing WorkshopLaunch Plan WorkshopPre-launch Review WorkshopNo sequential approach – details are defined in initial strategic alignmentWe have the details behind each of the boxesDetails meansGo over all workshopsTwo folded – analysis (as is) and execution (to be)We adjust to the partner situation to mix and match and combineDeliverables and Goals are not variableEnd goal is the same: to have Office 365 integrated into the resellers sales motion with an action plan and the required governance establishedGTM Toolkit7Governance and Project Planning
8Focus on Customer Needs and Sales Readiness Strategic alignment and kickoff WorkshopCustomers and OffersCustomer WorkshopOffer Definition WorkshopSales and ChannelsChannel Review WorkshopChannel Enablement WorkshopMarketingMarketing WorkshopLaunch Plan WorkshopPre-launch Review WorkshopWe need to over emphasize in some key areas:Customer insightOffer definition your bundlesSales Execution and Channel ReadinessProvide the right toolsGTM Toolkit8Governance and Project Planning
9A Program ready to merge with your processes Sales Enablement ProgramUnderstanding the challenges facing SOHO/SMB customersCreating Compelling Value Propositions for your O365 bundlesAligning your sales efforts with the Buyer’s JourneyLeveraging the End2End Customer Experience to drive referrals and recommendationsDetermine the optimal Sales Channel MatrixRe-thinking Demand Generation ProgramsBecoming a Trusted AdvisorField SalesPartner/Reseller channelPartner/Reseller channelTelesalesOnline channelBecoming a Trusted AdvisorThe psychology of changeNavigating the Buyer’s JourneyThe Art of PersuasionUsing Diagnostic ConversationsUncovering the Real IssuesAsking Questions in ColourHandling objectionsMaster the 5 Steps of the Buyer's Decision ProcessHow to influence, persuade and convince others to take actionUsing the Sales ToolkitBecoming a Trusted AdvisorThe psychology of changeArticulating the value propositionMoving from selling products to servicesCommunicating the invisibleCreating 3D business relationshipsLeveraging the web/online channelSuccess in Selling is systematic use of first principles and common senseUsing the Sales ToolkitBecoming a Trusted AdvisorThe psychology of changeBuilding a “conversation” call scriptDirecting the conversation to desired pain pointsEngaging the other partyCreating rapport and trust over the phoneMoving from selling products to servicesOvercoming objectionsQuestioning skillsListening skillsI can hear you smilingSpeaking in TechnicolorUsing the Sales ToolkitBecoming a Trusted AdvisorThe psychology of changeSimplicity of layout and visual appealEase of navigation: 3 clicks and you dieLanding pagesSelf qualification using black questionsCreating a prospect incubation processMaking it easy to buy on lineSOHO & SMB Resource CenterThe online buyer’s journeyA 80% frameworkNo micro detailed methodologyBut a approach to combine our experience with your experienceBuild an ICT offering for your segment
10Example: Per Channel: Review+Enablement Charter Based on customer buying behavior and offers, build out a channel strategy to reach the target customersDeliverablesWho 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 structurePartner Program and incentives PlanPeople RequiredProduct ManagementPartner/Reseller TeamTelesales TeamDirect Sales TeamOnline TeamSales ManagementMarketing ManagementSupporting ToolsGTM ToolkitExisting Partner ProcessesExternal ModerationFirst principles and common senseWorkshop CharterAligns stakeholdersdefines channel approachDefines Execution10
11Approach = Channel Review + Enablement Program Main activities:Preparation of as-is-situation through stakeholder interviews/shadowing1-2 days workshop to synthesize and define to-be-situationWhere 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 experienceTuned Offer & Value Proposition per channelSales Targets and CompensationHow to get there?Implementation planChecklistsTraining PlansInput from Customer/Offering WorkshopsThis does not mean every detail is handled with Microsoft but these are the topics/questions to be covered.11
12How does this work in reality? Example 1: MS Online Buyer Journey MS Office 365 Online Buyers JourneySee Lynn Edmark’s Presentation12
13Which plan is right for me? Channel enablement Shared Best Practice: Microsoft Office Online Buyers JourneyTryBuyFill funnelEngageConvertDemandInformInfluenceLeadClosePost-PurchaseWhat is Office 365?Why should I care?Which plan is right for me?How do I buy?Close the saleRetain and ExtendLeverage MS network, partners and SEO to drive demandEducate site visitors on Office 365 – what it is, what it includes, and why it matters for their businessHelp customers to find the plan that is right for themDirect them to the best way to purchase depending on their needsDrive customers through the ecommerce experience and complete the saleSupport 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 cycleSupport customers in the decision making process by providing a customized recommendation based on their needsCreate a fluid path to the “next step” by directing customers to the right way to purchase based on their needsCreate a seamless, frictionless ecommerce experience13
14Customer Journey – Through The Click Stream TryBuyDemandInformInfluenceLeadCloseFill funnelEngageConvertPost-PurchaseWhat is Office 365?Why should I care?Which plan is right for me?How do I buy?Close the saleRetain and ExtendThe unified site design will deliver customers from all audience segments the information they need in <3 clicks from the homepageKey:Content on site14# Clicks from homepage
15How does this work in reality How does this work in reality? Example 2: UPC Office 365 Launch PlanningExample: UPC Office 365 Launch Kick-Off WorkshopsPictures telling the storyExternal facilitators and sales excellence SMEsJoint investmentMSFT in and out of the workshopsKey Deliverables:3 Outcomes6 OutputsCombination of best practices from MSFT and a Sales Excellence consulting partner.UPC in the Room.
16Office 365 Launch Kick-Off Workshop: Outcomes A shared understanding of the Value Added Services Strategy and positioning of Office 365Agreement on what we want to collectively achieve with the launch of Office 365Commitment to actions, timelines, roles and responsibilitiesNon concrete tools but a joint understanding guiding principlesReal but difficult to measure.
20Workshop Driven Approach Collective IntelligenceTake OwnershipProcess: From Goals to Launch plan
21Drive to Execution – Program Planning (Illustrative) Process DefinitionProgram/ Project DefinitionGovernance
22Sales and Channels Workshop Summary What are we trying to achieve?Define scope and success measuresCreate a plan for successIdentify opportunities and gaps in current and future stateAssign and prioritize requirementsSocialize project and gain support of key stakeholdersWho should attend?If you are involved in developing or supporting your sales and/or channels you will benefit from this workshopAttendees could include:Managing DirectorsSales ManagersSenior ManagementMarketing ManagersCustomer Service ManagersWhat Partner can expect?Clear approach for deciding on the best sales and channels planning strategy for your companyPractical examples on successful business models and measurementsProven methodology for developing your customized sales approachReview of industry best practicesAccess to all presentation materials for future referenceWhen does it take place?Where: XXXXDates: XXXX-XXXX, 2011Location: XXXXXWhat are Partner key deliverables post workshop?Sales plan and customer journey for each channel, e.g. Direct, Telesales, Online and PartnerCompensation and benefits planReadiness plansWhat assets are available to support?BOM’s – variousWeb – tool elements, creative, etc.Collateral – white papers, data sheets, etc.Readiness – partner training resources, etc.We have an approach and best proven practices.
25What do we offer? GTM Tools Objectives GTM Tools Deliverables Preview3/9/2011What do we offer?GTM Tools ObjectivesGTM Tools DeliverablesProject TimelineToolkits - Snapshots
26ObjectivesProvide a framework for IMDMs and PBDMs to support our Syndication partners through the GTM processProvide Syndication Partners a set of supported toolkits as you take them thru the Service Onboarding GTM workshopsEnable Syndication partners to reduce time to market by providing co-branded sales and marketing toolsEnsure the Office 365 value proposition is consistently delivered together in their bundle offers to market.
27Microsoft Best Practices GTM Toolkit OverviewThe toolkit is a collection of tools and resources that support the work streams with the partner during their GTM with Office 365 BundlesSyndication Partner Readiness in a boxGTM Methodology & Workshops, Establishing Sales and Marketing Motions, Sales ReadinessCampaign in a boxTo partner and Thru partner sales & marketing templates, Call Scripts, Sales Training, Assets to be localized (F,G,S,I)Microsoft Best PracticesRM, Campaign/ Messaging and Positioning, Web strategy, Social networking, communityActivation HandbookFramework, Templates, Call Scripts & Training PPTs to support partner through post sales life cycleIndustry Shared PracticesDocument libraries containing Industry sales and marketing examples by GTM pillar and by Offer/Segment/Channel27
28Tools for Office 365 - Schedule ComponentsTimelineProgress1. Partner Readiness PlaybookApril 2011On-Track2. Campaign-in-a-BoxTo Partner HandbookTo Partner & Thru Partner PPTThru Partner DatasheetThru Partner Discussion GuideTop reasons to Buy & SellBanner AdsTemplate – Sales/Lead GenerationWeb Landing PagePartner Sales Training VideoEnd March 2011Completed & Released to QuickStart3. Activation HandbookTemplates for activation stagesMethodology : Self Serve, Managed IT ServiceDefinitions & Phases: Migration, Provisioning, Deployment, UsageUpsell Value – Loyalty; follow-on servicesEnd April 2011Ongoing : content gathering stage4. Shared Practices SharePointDatabank infrastructure & content framework to highlight industry sales and marketing practicesEnd May 2011Ongoing
30Office 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.
32Summary Sales Enablement Framework and GTM Toolkit Work with your IMDM& PBDM*Engagement Plan with external Moderation and Sales Excellence SMEsStrategic Alignment WorkshopOffering, Customer Journey & Channel Readiness...*) IMDM: Industry Marketing & Development ManagerPBDM: Partner Business Development Manager
36Syndicated Partner Workshop Series Syndicated Partners need to plan, resource and execute across multiple work streams within their organization to effectively sell Microsoft products and solutionsPlanning is criticalPlanning takes effortPlanning doesn’t stopDefine rolesTimingMetricsClarify deliverablesResourcesOptimizationSecure stakeholder supportExecutionBest practicesDeliver workshop series supporting commercial onboarding with focus on:Sales and ChannelsLaunch (Marketing)Offers (Product)
37Pictogram - Chart (make green for navigation) Strategic alignment and kickoff WorkshopCustomers and OffersCustomer WorkshopOffer Definition WorkshopSales and ChannelsChannel Review WorkshopChannel Enablement WorkshopMarketingMarketing WorkshopLaunch Plan WorkshopPre-launch Review WorkshopGTM Toolkit37Governance and Project Planning