Workshop: Up-Selling and Cross-Selling to your Small and Mid-Sized Customers Bill Vlandis - Microsoft Wendy Smith - Microsoft Clayton Moulynox – Evolve IT Mark Giles – Phrixus Technologies Kim Heras – Ensyst Ursula Paddon – Go To Market

panel

Taking the message to market Upgrade The Desktop Virtualisation & Management Business Insights Business Servers Comms & Collaboration Office No Better Time The Value of VL LOB Apps Web Platform Business Ready Security

Helping you generate demand partner.microsoft.com/australia Messaging and Value Props Customer s and Images Banner Ads, HTML, Flyers Sales Cards & Telesales Scripts Insert image

5 Attend the Marketing Workshop and you could win or a new Lenovo S10e All you need to do is: attend the workshop “How to develop successful marketing strategies for the small to mid-size business space”; complete the marketing template provided in the workshop; and submit your marketing plan to to prior to The best plan, as judged by Microsoft will win $5000 in marketing spend, with the runner up winning a Lenovo s10e IdeaPad! in marketing funds for your business $5000 * Terms and Conditions apply. See reverse for details

The Panel: Clayton Moulynox – Evolve IT Mark Giles – Phrixus Technologies Kim Heras - Ensyst

About your org. Number of employees Business focus Customer Segment Customer size

Provide an overview of how you use marketing in your company? Is it incorporated into your core business, or ad- hoc? Do you have a marketing resource? What sort of marketing activities do you engage in?

Do you leverage Microsoft marketing resources such as the PMC (Partner Marketing Centre)? If so, how has this worked for you? Have you used the Customer Opportunity Insights Tool? If so, in what way – for sales research? Running a sales or marketing campaign?

What do you think we could improve, how could we support you better? Do you have any advice for the audience?

Audience questions

Getting Started: Wendy Smith

PART B: Workshop Ursula Paddon (Go To Market)

Marketing Workshop Outcome: A marketing plan for a campaign you can execute on Monday Marketing Workshop Outcome: A marketing plan for a campaign you can execute on Monday

1.Revenue Objectives 2.Lead Definition 3.Value Proposition 4.Messaging 5.Quarterly Marketing Plan 6.Customer Data 7.Actions Target…..Execute………Convert

1. Setting revenue objectives Revenue planningCampaign 1 Average sales value Total Number of target accounts Total opportunity size (Revenue) Sales Cycle Sales Coverage Projected Forecast Month Target market LeadsQualified Leads Hitrate No of Deals: Win Revenue: Solution Selling Conversion Rate:

1. Setting revenue objectives Revenue planningCampaign 1 Average sales value $20k Total Number of target accounts 50 Total opportunity size (Revenue) $1m Sales Cycle 2mths Sales Coverage 1/2TM, 1 rep Projected Forecast Month Nov Target market LeadsQualified Leads Hitrate No of Deals: Win Revenue: Solution Selling Conversion Rate: % 200k 2:1

1. Setting revenue objectives Revenue planningCampaign 1 Average sales value $20k Total Number of target accounts 300 Total opportunity size (Revenue) ? Sales Cycle 3-4mths Sales Coverage 1/2TM, 1 rep Projected Forecast Month Dec/Jan Target market LeadsQualified Leads Hitrate No of Deals: Win Revenue: Solution Selling Conversion Rate: % 200k 3:1

2. What is a lead? Need Not identified, “live with issues” Identified, made a decision to act Project Team in place Project Team in place with clear selection criteria Buying Team reaches consensus Budget Not set, unknown Sizing, Scoping of budget High level budget approval Negotiation, budget allocated Budget committed Timeframe Not set, unknownVague timelinesFirm Timelines Agreed evaluation plan Negotiation, Procurement Power May or may not be aware Is involved and sets boundaries, Evaluators and stakeholders have input Buying teams evaluate options Buying teams make decisions Authorized Signatory Latent Opportunity Problem Recognized Exploring Solutions EvaluationSelection Mark lead definition: How to use this definition: - Create a common language between sales and marketing - Clear goals for briefing for marketing and external agencies

Define a scorecard – align sales and marketing 2. What is a lead? Score with 1-5 rating Budget Budget approved Budget in approval proc Budget sizing No budget Authority Decision Maker Influencer/Stakeholder Evaluator Need Project Team in place Clearly defined Need Problem recognized Timeframe Within 3 months Within 6 months Within 12 months Score Rating: Top Mark: 20 Low Mark: 5 A lead rating: Action: Pass to Sales B lead: C lead: Action: Pass to marketing for nurturing

3. Value Proposition Step 1: What does your industry compete on? (What are the evaluation criteria of your customers?) No more than 10, Price is one of them Use only tangible criteria (eg NOT branding, reputation etc)

3. Value Proposition Step 2: Name your closest 2 competitors, -Rank their performance relative to each other with High-Medium-Low scores -If Price is high means they score high CriteriaCompetitor 1Competitor 2You

Reference Customers for ROI Competitor A Desktop integration Fix cost projects Industry specific IP Training and Support ERP and CRM Integration Understanding of Business Needs Responsiveness Competitor B Competitor C High Med Low 3. Value Proposition Step 3: Draw the strategy canvas -What is the pattern? -Where can you lead with strength? -What do you need to work on?

3. Value Proposition Step 3: Draw the strategy canvas High Medium Low

QuestionYour focus Industry Role/Audience What are their business objectives? What are their key obstacles to achieve their objectives? What is the business impact? What are your core competencies to assist? What customer problem does this solve? What are your proof statements? 4. Messaging

5. Defining a quarterly marketing plan CampaignCustomer ValueOfferTarget Market Microsoft Content Your Content ExampleUpgrade the Desktop Speed Reliability Search functions Access for mobile workers…. Save x% of Windows 7 upgrade CIT results 200 companies 300 contacts PresentationCase Study Your campaign 5. Defining a quarterly marketing plan

Touch 1Touch 2Touch 3Touch 4Touch 5Nurture 1Nurture 2 ObjectiveEducateCreate Interest Capture Interest Follow-upEngageConvertDevelop WhenWeek1Week 4Week 8Week 9Week 12Week 13Week 16 Tactic Eg eDM, DM, Telemarketing, Event etc Content, Eg “How to..”whitepaper, case study” Budget Lead targets 6. Planning a quarterly marketing plan

Touch 1Touch 2Touch 3Touch 4Touch 5Nurture 1Nurture 2 ObjectiveEducateCreate Interest Capture Interest Follow-upEngageConvertDevelop WhenWeek1Week 4Week 8Week 9Week 12Week 13Week 16 Tactic Eg eDM, DM, Telemarketing, Event etc PostcardeDM and Seminar invite Telemarketing Appoointment +registrations eDM reminderSeminareDM with casestudy and offer Postcard Content, Eg “How to..”whitepaper, case study” Mobility- opportunity “Come and see..”, customer presenter, Whitepaper Microsoft telescript “Don’t forget..” announce offer Demo?Case study and offer Mobility – business case Budget$1.2k$1.5k$3k$1k$2k$.5k$1.2k Lead targets Planning a quarterly marketing plan

7. Customer Data Data Check ListActionWho Where will your data come from? (if from multiple sources, how will you de-dupe and merge them?) Which companies fall into your target market? -Does your data have SIC codes? -Does your data have revenue and no of employee details? Do you have contact details with appropriate titles and correct postal address details? How many contacts have addresses with opt-ins? Does the database have Telephone Numbers? Are the contacts (by title) relevant? Have all companies with active sales opportunities been taken out? How much lead time do you need to allow for data preparation before the campaign start? How will campaign feedback data be loaded into the CRM ? Getting more value from Customer data: -Consider Data Cleansing and De-duping services, enhancing data with SIC codes, Revenue etc -Create a single customer view allowing segmentation and prioritization by buying potential

8. Your next actions WhatWhoWhenComment Notes:

Go To Market Rate Card - Your Campaign Services Menu No of Contacts Partner Planning$575 $575 $575 List Management$1,400 $1,400 $1,400 Template adaption for DM/eDM$1,500 $1,500 $1,500 Print and Mail$1,150 $1,495 $2,300 Telemarketing$3,500 $5,083 $9,560 Reporting$300 $300 $300 TOTAL$8,425 $10,353 $15,635 Options: Value Propositionfrom $3,000 Marketing Strategyfrom $6,000 e DM, List Management and Dispatch$750 (up to 1000 contacts) Campaign List Preparation $2,000 per thousand records (up to 3 files, merge, de-dupe, cleanse/update contact details) Innovate with: Blue Oceans Strategyfrom $10,000 Terms and conditions apply, limited to Microsoft Business Partners, valid for 30 days All prices quoted are excl. GST, and subject to confirmation David Paddon: Ursula Paddon: Campaign Center Through out experience, systems and people we plan and deliver more programs, faster and targeted resulting in significantly higher ROI

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