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Managed ServicesBecoming a Vendor
Lane Smith
Ken Vanderweel
2012
Introductions
Sr. Director,
Global Service Providers
CA Nimsoft
Ken VanderweelKen Vanderweel Lane SmithLane Smith
Business Coach
4-Profit Inc.
2
About CA Nimsoft
First to Unified Monitoring
First to Usage Monitoring
First to Vblock Monitoring
First to Full Featured SaaS
First to Datacenter Power
First to Unified IT Management
GROWTH MOMENTUM: NIMSOFT SINCE ACQUISITION
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Bridging the Gap between Business and IT
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PROBLEM CHANGE
CONFIGURATION
KNOWLEDGE
SERVICE LEVEL
VIRTUALIZATION
STORAGE
DCIM
SERVERNETWORK
DATABASE
CLOUD
USER EXPERIENCE
APPLICATION
INCIDENT
SERVICE CATALOG
AND REQUEST
MESSAGE BUS
MO
NIT
OR
SE
RV
ICE
DE
SK
MESSAGE BUS
CA Nimsoft MSP Center of Excellence
• Team of individuals focused solely on the
Business Enablement of our Service Provider
partners
• Focused in supporting the growth of our service
provider partners by delivering advisory and
enablement services to sustain momentum and
success
• Core Principles of the COE:
₋ We succeed only when you succeed
₋ How you define success is unique
₋ Simple doesn’t mean basic
• Service Catalog
• Pricing and Packaging
• Contracting
• Onboarding
• Service Level Agreements
• Service Offering Launch
• Marketing Collateral
• Sales Enablement & Training
• Demonstrating Value
• Avoiding Commoditization
Areas of Focus:Areas of Focus:
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About 4-Profit
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• Business Assessments
• Business Coaching for Owners and Managers
• Strategic Planning & CEO Development
• Candidate Recruitment & Hiring Strategies
• Business, Sales, Operations and Marketing Peer Groups
• Workshop Training and Speaking Engagements
Helping Solution Providers find
their chosen destination on purpose
Market FocusMarket Focus
Types of Services
Offered
Types of Services
Offered
Guiding and inspiring business leaders to reach their "chosen" business destination
Nature of your Business Today
Your Vendor Brands are Your Brand
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Nature of your Business Today
Vendor You – The IT Reseller
Creates product Resell vendors’ product – installs & supports
Creates value proposition Follows vendors’ lead
Creates brand awareness Follows vendors’ lead
Creates and invests in marketing programs Markets vendors product typically as part of MDF
or other vendor paid funds
Generates leads Takes leads from vendors
Help close deals from leads Closes deals – heavily relies on vendor for support
Provides reseller with product training, technical
escalation, collateral, pricing guidelines,
certification, etc.
Attends vendor training, certifies technicians,
provides installation and support services
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Microsoft Office 365
35+ Case Studies most with video testimonials
9 dedicated product detail pages all with videos & detailed info
Many, many online product demos
Cost calculator
Plan decision tools
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Microsoft Training
• Deployment guides
• Performance and tuning guides
• How to videos
• Virtual labs
TechnicalTechnical
• Self Paced training guide
• Proposal templates
• Sizing tools….
SalesSales
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Your ‘Service’ is your ProductBe like a vendor and bring your service (aka product) to market
IT
Tips for Managing IT
Relax, IT is Done.
IT
Our Services Get Started Now!
Experienced.
Reliable.
Our People
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The Typical MSP NOT Thinking like a Vendor
1 Marketing Slick1 Marketing Slick
1 proposal/agreement/SLA1 proposal/agreement/SLA
No trainingNo training
No case studiesNo case studies
No testimonialNo testimonial
No pricing toolsNo pricing tools
No expertsNo experts
No lead generation activitiesNo lead generation activities
= No Sales Success
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Time To Put Your Vendor Hat On
Nature of your Business Tomorrow
You Lead With Your Brand
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Nature of your Business Tomorrow
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You – The Service Provider Vendor
Creates service offering(s)/product Products support your service offering(s)
Creates value proposition Products are a piece of your value proposition
Creates brand awareness Creates their brand awareness
Creates and invests in marketing programs May provide marketing support for your service
offerings
Generates leads May still provide leads though as your secondary
source
Close deals from leads May provide support in closing deals
Provides your team with product training, sales
training, technical escalation, collateral, pricing
guidelines, etc.
May provide supporting training and
documentation
How Do You Become a Vendor?
Develop an MSP Task team to launch YOUR productized service
Develop your service offering
Productize your service
Build your brand
Generate interest/leads
Continuously improve
HOW?
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Developing Your MSP Task Force
You
Sales Service Marketing Finance Operation
• Individuals that have a solid understanding of your market as well as your skill sets
• Sales reps that are always open for new solutions
• Engineers with a solid understanding of managed / cloud services along with a sales
skillset
• People that can build the processes you will need to succeed
• Individuals who have proven training skills (leverage for future training and development)
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MSP Task Force– What do they do?
Develop & productize initial service offeringDevelop & productize initial service offering
• Build the processes needed to deliver your service offering
• Perform the initial sales efforts
• Evangelize the product internally and externally.
• Help sales teams with customer engagements
• Understanding customers’ needs and ensuring that your offerings
continue to meet them
Support the service offering moving forwardSupport the service offering moving forward
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Developing Your Service Offering
Know Your Product / Service and the Value to Your Customers
Your Service ! Value to Your Customer
Monitor
& Manage
Increased Productivity
& Profitability
Stabilize
& Secure
24 x 7
SupportAssess
Clear definition of your services should be in your Service Catalog
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• Develop supporting sales & technical documentation
• Develop supporting processes from sales, through legal,
delivery, billing and account management
Developing Your Service Offering
PRODUCTIZEYOUR SERVICE
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Developing Your Service Offering
GENERAL INFO NEW PRODUCT COMMENTS
Organizational chart update/requirements 6 First round has been completed will need to re-evaluate a later date
Practice business plan/goals identified 7 Business plan is at vision stage will need to put budgetary numbers in place
SALES & MARKETING
Unique value proposition 5
Market opportunity 10
Vertical market opportunity 10 Foundation will bring a vertical of non-profits in
Elevator pitch 7 Need to get more details to see if the current rep has a specific recurring serve
Sales compensation plan 3
Documented sales process 1
Sales training process 1
Sales team trained on on product 1
1st call script 3
Pre-sales/customer network assesment 3
Sales proposal 2
Sales presentation 2 Jason is working on this one now
Marketing collateral 7 Need to review
Develop a new service/product checklist to ensure all components of service offering are created
Check out our upcoming webinar on “Developing your 1st Service Offering”
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“Productizing” Categories
General
Info Business Plan, Org Chart, etc.
Sales &
MarketingSales Processes, collateral, proposals, etc.
Finance &
LegalService agreements, billing processes, licensing, etc..
Technology Ensure technology is scalable, fault tolerant, ..
Service
ProcessesCore support process, customer satisfaction, employee training,
Pilot
Program Test offering viability, create case studies, refine processes..
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Checklist Categories include:
� General Info
� Sales & Marketing
� Finance & Legal
� Technology
� Service Processes
� Pilot Program
New Product/Service Checklist
GENERAL INFO NEW PRODUCT COMMENTS
Organizational chart update/requirements
Practice business plan/goals identified
SALES & MARKETING
Unique value proposition
Market opportunity
Vertical market opportunity
Elevator pitch
Sales compensation plan
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Use the following guidelines when completing the “New Product” column:
� “10” Benchmark – Best effort with current resources and capital
� “7” Average – Working well but could use some improvement
� “5” Weak – Likely to be increasingly detrimental without change
� “3” Poor – Highly detrimental to this business area
� “1” Deficit – Risky/barrier to success
� “N/A” – Does not apply to this product/service
New Product/Service Checklist
GENERAL INFO NEW PRODUCT COMMENTS
Organizational chart update/requirements 6 First round has been completed will need to re-evaluate a later date
Practice business plan/goals identified 7 Business plan is at vision stage will need to put budgetary numbers in place
SALES & MARKETING
Unique value proposition 5
Market opportunity 10
Vertical market opportunity 10 Foundation will bring a vertical of non-profits in
Elevator pitch 7 Need to get more details to see if the current rep has a specific recurring serve
Sales compensation plan 3
Documented sales process 1
Sales training process 1
Sales team trained on on product 1
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OWNER ASSOCIATES TASK (highlight strategic in yellow) COMPLETE TARGET STATUS
Sales & Marketing Tasks
Jerry Define Sales Process Q3 Not Started
Jerry Develop Sales Proposal Q3 In Progress
Finance & Legal Tasks
Beth New contract billing process Q1 Not Started
Beth Contract change process Q2 Not Started
Beth Contract termination process Q3 Not Started
Technology
Deployment Team Ensure scalable Q1 Completed
Deployment Team Ensure high availability Q1 Not Started
Deployment Team Ensure licensing can be tracked and is legal Q1 Not Started
Service Offering / Delivery
John Change Management Process Q2 Not Started
Fred Patch & Configuration Management Process Q3 Not Started
Beth Ensure licensing can be tracked and is legal Q2 Not Started
Jeremy Review and Analysis Process Q3 Not Started
Jeremy Quarterly Review Process Q3 Not Started
Create Your Project Plan
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Update Checklist and Keep Moving On
GENERAL INFO NEW PRODUCT COMMENTS
Organizational chart update/requirements 6 First round has been completed will need to re-evaluate a later date
Practice business plan/goals identified 7 Business plan is at vision stage will need to put budgetary numbers in place
SALES & MARKETING
Unique value proposition 5
Market opportunity 10
Vertical market opportunity 10 Foundation will bring a vertical of non-profits in
Elevator pitch 7 Need to document and make sure everyone
Sales compensation plan 8 Need to get more details to see if the current rep has a specific recurring serve
Documented sales process 7
Sales training process 7
Sales team trained on product 6
1st Call Script 5
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A MSP Thinking like a Vendor
= Sales Success
Customer case studies and
testimonials
Customer case studies and
testimonials
Detailed process for selling,
delivering and support your
service offering
Detailed process for selling,
delivering and support your
service offering
• To support your sales effortsExpert Team Expert Team
• Generating leads Full marketing initiativeFull marketing initiative
• All supporting collateral readyDetailed sales process Detailed sales process
• Sales training program
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Developing Your Sales Leads
You are now marketing YOUR Product / Service NOT your vendors’
• Create a marketing plan for your new product/service
• Develop your own lead generation strategy
View our upcoming webinars on:
• “Creating a Marketing Plan”
• “Selling Managed Services”
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What’s Next
You won’t get everything right the 1st time
Leverage your experts to expand your sales
force
• Sales training
• Technical training
• Process improvements
• Customer Satisfaction
improvements
Focus on continuous improvements
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Webcast Series
• Building your MSP – Self Assessment - developing your plan
• Building your MSP – Creating and developing your offering
• Building your MSP – Pricing and packaging your offering
• Building your MSP – Developing your service delivery engine
• Growing your MSP – Developing a marketing plan
• Growing your MSP – Developing a sales strategy
• Growing your MSP – Creating a scalable MSP practice
• Why do your customers need managed services?
• Why you need to get in the game or be left out
• The managed service model, explained
• The 5 fallacies of doomed MSPs
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Where Can I Get More Information?
CA NimsoftCA Nimsoft 4-Profit4-Profit
www.nimsoft.com/mspzone www.4-profit.com
Socialize with CA Nimsoft!
@nimsoft
facebook.com/Nimsoft
linkedin.com/company/Nimsoft/
slideshare.net/NimsoftMonitoring
youtube.com/user/Nimsoft
@4profitWay
linkedin.com/company/4-profit
Socialize with 4-Profit!
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