January 2009

DriveTime Positioning and Messaging Framework – Customer Audience

Situation Analysis Today, the economic environment weighs heavily on corporate IT spend. In order to build a compelling case for further investment, SMSG employees must be equipped with the most essential product and industry knowledge. They have access to in-depth technical, product, and business courses, but sometimes they need additional delivery channels and content. For that important customer call, they may need the most current, mission-critical data, accessible just-in-time to inform their discussion. To accommodate busy schedules, they may need shorter segments of information and mobile delivery that maximize travel and wait time productivity. The result of not having access to various sources of vital customer, competitor, industry, or solution data on-demand may be lost opportunity.

Framework Objectives

The objectives of this framework are to: Create clarity and consistency regarding how DriveTime is defined and positioned across SMSG Enable SMSG management to articulate the value that DriveTime delivers to their key audiences Define where DriveTime fits within the SMSG Readiness learning landscape

Target AudiencesThis framework provides key messaging targeted toward the DriveTime audience within Microsoft:

SMSG consumers of the learning content (sales and technical sales) Program sponsors Content contributors, including sales and product group experts

DriveTime ScopeWhat is DriveTime?

An SMSGR global program that has, for over a decade, strengthened the business by helping sales/technical sales personnel position and sell Microsoft products and solutions to enterprise customers.

A monthly, subscription-based audio series, downloadable as a Podcast to your mobile device, delivered in three series – the Sales Series, the Technical Series, and the Executive Series (WWSMM). Each edition in the series features several 10-20 minute interviews with Microsoft product experts and top sales people who deliver case studies, competitive updates, solution selling strategies, and objection-handling tips.

A program targeted to FTEs rather than partners or vendors due to confidential content focusing on Microsoft products, solutions, or the annual WWSMM memo.

A delivery channel serving over 10,000 subscribers annually with an NSAT rating of 151. A vehicle for delivering and preserving the knowledge, wisdom, style, and voices of Microsoft technical subject matter experts and business

leaders.

What DriveTime is not: A delivery channel for required training An delivery channel for structured courses A repository for recorded classroom training An Academy Mobile program

Microsoft Confidential || For Internal Use Only

January 2009

DriveTime Positioning and Messaging Framework – Messaging Snapshot

DriveTime Definition:Short Statement(50 word)

Within SMSGR, DriveTime is a unique entity providing audio interviews delivered by top Microsoft sales and technical sales personnel, product experts, and other insiders. Monthly editions deliver competitive updates, sales opportunities, case studies, solution selling strategies, and objection handling tips, distilled down to what’s essential and targeted to SMSG sales and technical sales personnel, helping the field effectively sell Microsoft products and solutions to enterprise customers.

DriveTime Definition:Short Statement(100 word)

Within SMSGR, DriveTime is a unique entity delivering concise, downloadable product and solution information in an easy-to-consume interview format. These audio interviews are delivered by top Microsoft sales and technical sales personnel, product experts and other insiders. Monthly editions deliver competitive updates, sales opportunities, case studies, solution selling strategies, and objection handling tips, distilled down to what’s essential. The primary DriveTime audience is SMSG sales and technical sales personnel who use this information to position Microsoft products and solutions to enterprise customers. DriveTime is packaged-to-go, in either Podcast or CD format, making it the perfect tool for sales personnel who want to maximize travel and wait time.

DriveTime Definition:Long Statement (200 word)

Within SMSGR, DriveTime is a unique entity delivering concise, downloadable product and solution information in an easy-to-consume interview format. These audio interviews are delivered by top Microsoft sales and technical sales personnel, product experts and other insiders. Monthly editions deliver competitive updates, sales opportunities, case studies, solution selling strategies, and objection handling tips, distilled down to what’s essential. The primary DriveTime audience is SMSG sales and technical sales personnel who use this information to position Microsoft products and solutions to enterprise customers. DriveTime is packaged-to-go, in either Podcast or CD format, making it the perfect tool for sales personnel who want to maximize travel and wait time.

DriveTime is sponsored by Microsoft corporate and business groups worldwide, empowering the production of monthly sales and technical sales editions and the annual WWSMM Edition. Through a partnership with Academy Mobile, DriveTime is “Digital by Choice”, reaching over 10,000 subscribers with an NSat of 151. These strong partnerships enable DriveTime to equip the field to sell more products and solutions, thus generating additional revenue.

Microsoft content providers are the voice of DriveTime. These sales, technical sales, and business experts, carefully selected by management, deliver short segments of real-time, real-world information while spotlighting their expertise and projects, building a virtual network among their listening audience, and furthering their careers.

Microsoft Confidential || For Internal Use Only

January 2009

DriveTime Core Value Proposition DriveTime consists of downloadable monthly interviews with sales, technical sales, and business experts who deliver current product, industry, competitor, and technical information. Sales and technical sales professionals use this content to achieve their business commitments, become trusted advisors, grow their team’s business, and advance their careers.

Value Proposition Audience Target: Information Consumers (The Field)

DriveTime provides downloadable, world-class quality information that enables you to achieve your business commitments and become a trusted advisor.

Achieve Their Business Commitments As a seasoned sales veteran or a New Hire, ramp up quickly on

key products to meet your commitments, build your business, and increase your earning potential.

Maximize travel and wait time productivity by listening to selected DriveTime content pertinent to your next sales meeting.

Become a Trusted Advisor Increase product and solution knowledge.

Evidence DriveTime Delivers product positioning, competitive updates, sales opportunities, case

studies, solution selling strategies, and objection handling tips. DriveTime has a decade-long history of successfully helping the field build revenue. DriveTime is “Digital by Choice”; in 2007, DriveTime partnered with Academy Mobile to

create the DriveTime Channel where listeners can download programs as a Podcast. DriveTime content is also available on InfoWeb at http://InforWeb/ DriveTime or

orderable in CD format at MS Market.

Value Proposition Audience Target: Program Sponsors and PartnersDriveTime sponsorship or partnership enables your corporate or business group to raise the visibility of valuable products and solutions to over 10,000 unique subscribers.

Increase revenue by giving the sales force unique, insider information in condensed and mobile format.

Help them become trust advisors by giving them customized content that increases their knowledge base.

Target the audience that sells your product for improved performance.

Associate your business segment with a leader in Readiness providing vital, trustworthy, and current content.

Gain product or solution visibility in the DriveTime Newsletter and

Evidence Sixty-eight percent (68%) of listeners have roles in sales or technical sales, 25% in

business groups, and 9% in marketing roles. Sales editions spotlight the strength of your product or solution including new features,

how it solves business problems, solution scenarios, and how to position any weaknesses.

Technical editions discuss architecture, security, technology, and how to prepare for a successful deployment.

There are over 5,000 downloads monthly of DriveTime Podcasts. Over 10,000 unique sales and technical sales professionals subscribe to the monthly

email or visit the web site. DriveTime FY09 WWSMM Edition won an Academy Award from Academy Mobile for

“Best Impact”.Microsoft Confidential || For Internal Use Only

January 2009

SharePoint sites for increased content consumption.

Value Proposition Audience Target: Content Providers

DriveTime content providers influence the field and further their careers.Further your career

Establish yourself as a subject matter expert. Spotlight your expertise and projects. Raise your visibility through exposure to other Microsoft

professionals. Build a virtual network among your audience.

Influence your team Establish yourself as a trusted advisor to the field.

Evidence The FY08 DriveTime NSAT was 151, above the establish goal. Content is available on DriveTime home page and Academy Mobile. Over 92% agree that DriveTime focuses on Microsoft’s key products and initiatives. Over 83% agree that DriveTime helps them to sell, market or provide services

effectively on Microsoft products and solutions.

Microsoft Confidential || For Internal Use Only