FY15 Partner Marketing Direction & Global Best …images.autodesk.com/apac_grtrchina_main/files/fy15...Autodesk Confidential FY15 Partner Marketing Direction & Global Best Practices

Autodesk Confidential

FY15 Partner Marketing Direction & Global Best Practices Terri Smith Channel Marketing Manager, Autodesk Americas Partner Marketing


Agenda

MDF Alignment

Global Partner Marketing Best Practices

The Value of Alignment

Specialization Framework

Marketing Scorecard


Industry Specific

Messaging

Autodesk Awareness

Industry Awareness / Messaging

Cus

tom

er

General Awareness Message

Industry Awareness

Partner Network

Marketing Alignment & Amplification

Customer Facing Demand Gen Demand Gen Field Mkting


Aligned Brand & Marketing Programs

Landing page –

Email –

Banners – 300x250

Autodesk Marketing Partner Marketing

Cus

tom

er


Partner Marketing Strategy—Simple

Align ADSK message, brand, imagery,

etc.

Amplify Partners leverage campaign assets & MDF to increase message volume

Differentiate There is a time and a method


Agenda

MDF Alignment




Marketing Scorecard

© 2013 Autodesk © 2013 Autodesk

What’s Changing? = drives ACE, Base for to all partners

= products only available to Specialized Partners

Specializations

AEC / ENI Industries

Product Focus

Manufacturing Industry M&E Industry

Civil Infra

Building

Advanced MEP

Advanced Structure

Advanced Construction

Process & Power

Product Design &

Manufacturing

Simulation PLM Industrial Design & Vis

M&E Creative Finishing


FY15 Partner Marketing Programs

FY14 Product Focus FY15 Specializations FY15 AMPs* FY15 Add’l Toolkits (ATKs) AEC&ENI

MFG

M&E

Call-out Day Cross-Industry

*To received AMP credit on the marketing scorecard, partners must complete the required marketing activities as outlined in Quarterly Reseller Guide.

Building Advanced Structure Advanced MEP Advanced Construction Civil Infrastructure Process & Power

Product Design & MFG Simulation PLM Industrial Design CAM

M&E Creative Finishing

All

All

Specializations / Product Groupings

AutoCAD LT

AutoCAD

Advanced Construction

Advanced MEP

Advanced Structure

Building

Civil Infrastructure

Creative Finishing

Industrial Design and Visualization

M&E

Process & Power

Product Design & MFG

Simulation

Specializations/Product Groupings Details

Specializations/Product Groupings

AutoCAD Product Design & MFG M&E Building Process & Power Civil Infrastructure

Building


Product Focus

Specialization

APAC Emerging AMP & Additional Toolkits Guide FY15 Q2

Building Specialization ▶ AEC AMP BIM for

Building 2015 Solutions FY15 Q2

Civil Infrastructure Specialization ▶ ENI AMP BIM for

Infrastructure 2015 Solutions FY15 Q2

Product Design & Manufacturing Specialization ▶ MFG AMP Digital

Prototyping 2015 Solutions FY15 Q2

Media & Entertainment Specialization ▶ Media &

Entertainment AMP Industry Events FY15 Q2

Aligned Marketing Programs (AMP)

Additional Toolkits (ATK) None available

None available

All campaigns and promotions described in this document are subject to reseller participation. Resellers are independent and free to set their own prices. Reseller prices may vary.

None available

All Partners ▶ Cross GFP AMP Call

out Day & Upgrade Discontinuation FY15 Q2

None available

Creative Finishing Specialization ▶ <<TBC Theme

Placeholder>> FY15 Q2

About ▶ Benefits, Questions, Lead Naming Convention, and More


Month 3 Month 2 Month 1 AMP - QUARTER PREPARATION

Aligned Marketing Programs Timeline

GO LIVE

week 1 week 4 week 2 week 3 week 5 week 8 week 6 week 7 week 9 week 12 week 10 week 11

• Quarterly Marketing Scorecard Delivered

• QBP’s Scheduled

AMP

• 80-90% MDF Funded

MDF

• Partner AMP Guide provided (6 weeks in advance)

AMP

• VAR’s (Gold/Platinum) and VAD’s start submitting next quarters MDF activities

MDF

Partner Campaign Tool Kit: • Partner AMP Guide • Assets (emails, banners,

landing pages, etc) • Imagery (3 weeks in advance)

AMP

• Autodesk reviews MDF requests • MDF approved or rejected

MDF

• Partner Briefing • Campaign Autocast • Live AMP Briefing • Quarterly Marketing

Briefing in local Languages

• Internal Briefing – Japan & Apac

BREIFINGS


Agenda

MDF Alignment




Marketing Scorecard

Marketing Development Funds (MDF)

VAR MDF

Customized Packaged (AMP/Additional Toolkits)

Guiding Principal: Autodesk MDF should align with Autodesk’s strategic direction.

MDF Gates: Brand Alignment and Marketing Certification

VAD MDF Program

Merit - infrastructure Activities

VAD

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Merit - Channel Supporting

Multi-Partner Channel Activities

Tele

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nts/

Fairs

Merit – VAR Supporting

Autodesk Industry Campaigns

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Aligned Marketing

Campaigns Additional Toolkits

Customized Aligned

Quarterly Marketing

Plan

Submission Alignment - FY15

FY15 – Partners to submit separate fund requests for each AMP, Additional Toolkit(ATK) or Customized campaign.

MFG Product Design & Manufacturing AMP Design Validation with Digital Prototyping FY15 Q1 Primary Target Specialization: Product Design & Manufacturing Secondary Target Specialization: Industrial Design & Visualization, PLM, Simulation Countries Available: North America, Canada

Opportunity In addition to representing the highest overall sales potential for Autodesk® in the manufacturing industry, Industrial Machinery manufacturers, Automotive OEMs, and the Automotive supply chain also share common challenges: meeting customer expectations for complexity, reliability, and affordability; tighter delivery schedules; compliance with regulations; and increasing competition. Show your customers and prospects how Autodesk® Digital Prototyping – one of the most open scalable, and cost-effective solution for product design and manufacturing professionals today – can help them communicate ideas faster, simulate and validate designs in 3D, and get to market faster.

Marketing Objective Drive sales of Autodesk® Product Design Suite 2014 software as an entry point to the full Digital Prototyping Portfolio.

Target Audience • Customers (users of Autodesk® AutoCAD®, AutoCAD® Electrical®, AutoCAD®

Mechanical®, Autodesk® Inventor®) • Prospects (e.g. users of Solidworks, SolidEdge, Creo)

Key Customer Message Join a webinar or a live event near you, and discover how you can bring innovative, high-quality products to market faster with Autodesk® Product Design Suite, part of the Autodesk solution for Digital Prototyping.

Offer Live event or webinar.

Recommended Activities and Metrics for Success • Recommended activities:

– Leverage the assets listed in the section below – Promote your event through:

• Online/social media/SEM • Purchase 3rd party email lists • Telemarketing/lead qualification • Cross-promotion at tradeshows and other events • Online user community posts

– Set a time for telemarketing follow up • Metrics for success: Host one or more face-to-face event(s) or webinar(s) in Q1,

resulting in at least 40 registrants/event. List the event or webinar in GEP by selecting the event series: MFG Product Design & Manufacturing AMP Design Validation with Digital Prototyping FY15 Q1.

Assets • Host one or more face-to-face event(s) or webinar(s) in Q1—required for AMP credit • Partner Express Email or corresponding assets for upload • Web assets • Imagery • Event kit (content for face-to-face event or webinar + demo data set) • Customer testimonials • Sales enablement tools

Campaign Dates Go live: February 1, 2014 End date: April 30, 2014

Home

About

Design R US


Agenda

MDF Alignment




Marketing Scorecard


Measurement for partner marketing success, aligned with annual objectives Differentiate partners based on Partner Marketing success Best in Class Partners at Risk Eligibility for MDF

Marketing Scorecard Dashboard

Partner Marketing Scorecard


FY15 Partner Marketing Scorecard Category Details

CAPACITY & CAPABILITY*

Certified Marketing Personnel FY15 = Certification + Continued Education Credits (CECs) (New)

BRAND ALIGNMENT* (Partner websites)

Autodesk VAR Logo – Updated with Specializations (New) Web Aligned Content – Updated Content (New Q2)

ALIGNMENT & AMPLIFICATION

Aligned Marketing Program (AMP) Utilization (No Change)

Lead Acceptance Reporting (Not Applicable in China)

ROI Tracking & Reporting

*Minimun requirements in order to be eligible for MDF!

© 2013 Autodesk

Marketing Capacity & Capability: Training & Certification

Bi-Annual Certification

If certified in FY14 Online exam due for FY16 If a new partner after Nov 1, 2013 Pass exam by May 1, 2014

Countinued EDU Credits

Minimum CEC credits per half year May 1 – Oct 31 Nov 1 – April 30

Training course options: 2 new online marketing courses/term Face-to-face training - OTC China : 19 June - Marketing Bootcamp : 20 June - Q3 QMB : July - Q4 QMB : January

Objective: simplify & align marketing training with sales training

New


Required for MDF eligibility: Standard Partner logo – now Specialization logo – as of April 1 Industry designations removed...July 31

Brand Alignment NEW - Autodesk Partner Logo & Web Content Alignment

Web Aligned Content types AutoCAD: Design every detail

Subscription: Maximize value. Minimize hassle.

AEC: Articulate your design vision while delivering projects more efficiently ENI: Deliver More Efficiently with BIM for Infrastructure

M&E: Create Amazing Entertainment Content MFG: Make Great Products with Autodesk Digital Prototyping

OTS > Marketing Resources > Co-branding Identity and Guidance

© 2013 Autodesk

Requirements Reporting for all funded campaigns FY15 ROI Reporting Guidelines Within 90 days of campaign execution

Reported Data # of Attendees # of Email Opens # of Clicks # of Telemarketing Calls Completed # of Marketing Qualified Leads(MQL’s) $$ Quotes Generated $$ Revenue Generated

Score % of campaigns had ROI submitted 5 100% 4 >75% 3 >50% 2 >25% 1 <24%

ROI Tracking & Reporting


Aligned Marketing Program (AMP) Utilization

AUTODESK ACTIVITIES RESELLER MEASUREMENT

Call Out Day (Quarterly Promotion or Offering)

Call-out Day Execution Completion of 85% of Autodesk-provided

Call-out program data

1 AMP per Product Specialization Buildings / Civil Infrastructure/ Product Design & MFG / M&E

Execute required AMPs activities as outlined in quarterly reseller guides

Full score

1 AMP per Cross Industry GFP

Execute required AMPs activities as outlined in quarterly reseller guides


NEW for FY15 Platinum Club Marketing Award


Beginning in FY15, our Channel partners in APAC will be eligible to be awarded a seat at Platinum Club based on their Marketing alignment

Criteria include: Strong Marketing Scorecard results each quarter Consistent participation in all marketing trainings (e.g., Quarterly Marketing

Briefings, Marketing Summits and/or Boot Camps, as available) Tie breaker: partner with highest demonstrated ROI on unique campaign

NEW for FY15 Platinum Club Marketing Award


Agenda

MDF Alignment




Marketing Scorecard


Live Events Shared Ownership


Long-time resellers left region; Applied Software new player in town

Re-engage customers; engage new customer prospects

Key Metrics

Increase sales pipeline

Achieve 20-25% attendance

Tie contacts to leads, leads to quotes, quotes to sales, and sales to revenue

Challenge: increase engagement in events


Solution: Shared Ownership…The Set-up


Solution: Shared Ownership…


Alignment with Autodesk: Autodesk Programs & Resources Utilized

Print & Banner Ads

Email Templates

Assets on OTS

MDF / Tracking & Reporting ROI Effective Events

Certification Training on ALC


Results

Measurable Expectations Actual Results # of Customers & Prospects Reached 4500 10096

# of Emails opened 2000 3679 (36%)

# of Click-throughs 140 516 (14%)

# of Registrants 75 195 (38%)

# of Attendees 50 165 (85%)

# of Qualified Leads/More Information Requested 45 84 (51%)

# of Calls Made/Customers Reached Post-event 50 71 (85%)


Autodesk is a registered trademark of Autodesk, Inc., and/or its subsidiaries and/or affiliates in the USA and/or other countries. All other brand names, product names, or trademarks belong to their respective holders. Autodesk reserves the right to alter product and services offerings, and specifications and pricing at any time without notice, and is not responsible for typographical or graphical errors that may appear in this document.

Documents

FY15 Partner Marketing Direction & Global Best …images.autodesk.com/apac_grtrchina_main/files/fy15...Autodesk Confidential FY15 Partner Marketing Direction & Global Best Practices