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.

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.

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 ...

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

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

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

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

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

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

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

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

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

Which plan is right for me? Channel enablement Shared Best Practice: Microsoft Office 365 - 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

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

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.

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.

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

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.

How?

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

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

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.

@Allan: video removed put back later

GTM Tools – Leverage MS Assets

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

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.

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, Email 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

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 Email Template – Sales/Lead Generation Web Landing Page Partner Sales Training Video End March 2011 Completed & Released to QuickStart 3. Activation Handbook Email 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

Office 365 BOM Creative – Handbook

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

@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.

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

Questions

Thank you

Backup

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)

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