Customer Programs

Carlos F. CamargoSenior Director

Business Development &Corporate Communications

June 1999

Enterprise Marketing Funnel

Prospects

$$$

Get In:•Advertising•PR•Web Site•Trade shows

Get Evaluated:•Tech. seminars•White papers

“In”

“Considered”

“Evaluated”

“Selected” 3

5

8

10

Get Considered:•Case studies•Bus. solutions

Get Selected:•Sales tools•Sales training

Enterprise Marketing Focus

Prospects

$$$

Get In:•Advertising•PR•Web Site•Trade shows

Get Evaluated:•Tech. seminars•White papers

“In”

“Considered”

“Evaluated”

“Selected” 3

5

8

10

Get Considered:•Case studies•Bus. solutions

Get Selected:•Sales tools•Sales training

CustomerCustomerReferencesReferencesShould beShould beLeveragedLeveragedThroughoutThroughout

thisthisProcess!Process!

Leveraging Our Enterprise Customers’ Success

• Corporate– Customer Advisory Board

• R&D– Beta programs

• Sales– Sales presentations– Sales references (vertical markets)

• Investor Relations– Proof of success

Marketing Our Enterprise Customers’ Success

• Web case studies• Presentations for Marketing, ESP, PSO• Quotes for Web site & Direct Mail• Solution-focused advertising• Quotes & Case Studies for white papers• ICON, Seminar, & Tradeshow speakers• Vertical marketing

PRomoting Our Enterprise Customers’ Success

• Public Relations:– ‘Customer Sales Win’ press releases– ‘Case Study’ press releases– PR references– Quotes for press releases– ‘Success Stories’ pitched to publications– Vertical PR

How the Customer Program Works Today

Press ReleasesPR References

Quotes

Press ReleasesPR References

Quotes

Web Case StudiesPR References

Quotes

Web Case StudiesPR References

Quotes

PublicRelations

PublicRelations

AnneGreenlee

AnneGreenlee

DirectSales

PSO

VisiBrokerMarketing

ToolsMarketing EIP

MarketingOEMSales

Executives

R&D ESP

Web

Marketing PresentationsAdvertisements

White PapersWeb Quotes

Sales Tools/ReferencesAnnual Report/Earnings

Marketing PresentationsAdvertisements

White PapersWeb Quotes

Sales Tools/ReferencesAnnual Report/Earnings

Limitations of Today’s Process

• Minimal Staffing --• No Sales or Executive involvement• No Marketing involvement in customer qualification

or in better leveraging references• Little incentive for customers to participate

• PR has been reactive instead of pro-active

• Very product- & tool-focused, not Inprise solutions• If customer says NO, process hits dead-end• Guerrilla & last-minute activities lead to customers

being used without their permission

Defining a New Process

• Need centralized team who coordinates ALL customer reference/testimonial activities– Everyone knows who is in charge of this

program• Need strong understanding of sales process and

enterprise IT– Credibility/Involvement of Inprise Sales

• Direct Executive Involvement– Solve Problems -- able to talk to CEOs, CIOs,

and VPs

Defining A New Process…

• Corporate, enterprise, & solution-based– Inprise references, not product references

• Aligning program with marketing objectives, especially targeted verticals

• Offer strong incentive to customers to be involved

• PR to focus on ‘Customer Win’ Press Releases & pitched success stories

• Database of happy Enterprise customers at fingertips

• Enterprise & Product Marketing able to maximize these customers and their solutions

InterviewCustomerInterviewCustomer

ParticipationPermission

ParticipationPermission

QualificationQualification

Customer Marketing TeamCustomer Marketing Team

A Centralized Process...

DirectSalesDirectSales

OEMSalesOEMSales

ExecutivesExecutivesVisiBrokerMarketing

PSO

ToolsMarketing

EIPMarketing

R&D

ESP

Web

DirectSales

OEMSales

Executives

PublicRelations

PublicRelations

ProductMarketingProduct

Marketing

WebGroupWeb

Group

MarketingServices

MarketingServices

InvestorRelationsInvestor

Relations

EnterpriseMarketing

PSOESP

VerticalPrograms

EnterpriseMarketing

PSOESP

VerticalPrograms

InternationalInternational

InSite

Leveraging Our Customers’ Success

Customer Mktg. Team

SalesCustomer

Customer Marketing Team

• Based on Core Team concept, made up of:– VP of Enterprise Marketing

– Full-time director or senior manager– Writer(s) and/or contractor(s) – Sales representatives– Product marketing and MarCom

representatives– PSO representatives– ESP representatives– PR representatives