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Accelerating Ingram Partners Into The Cloud MARKETING 101 Webcast #3 HCS-Overview Partner Cloud Acceleration

HCS-Overview Partner Cloud Acceleration - Ingram Micro · HCS-Overview Partner Cloud Acceleration . ... Pervasive integration of ingredient brand into Cisco go-to-market (campaigns,

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Accelerating Ingram Partners Into The Cloud

MARKETING 101

Webcast #3

HCS-Overview Partner Cloud Acceleration

Acumen Management:

Building Organizations through

the Execution Of Strategic Management 13 Years of Partner Consulting Services

14 Years Consulting: Partners, Vendors, Distribution

25 Years in Channel & Partner Sales Leadership Experience

Online Interactive Sales Mgr. Tool Kit

DVDs/Books/Articles, Video’s on Sales Leadership

Keynotes, Seminars & Presentations

Management and Strategic Sales Management Expertise

Web: www.AcumenManagement.com

Blog: www.YourSalesManagementGuru.com

Whitepaper on : The Job of Sales Management

[email protected]

• Review Program Purpose & Content with Yourself and

other Ingram Micro/Cisco Partners in Mind

• Provide Feedback on the Program Flow and Agenda

• Provide Interactive Forum for Group Discussion

• Content, Tools, Guidebooks are Proprietary/Confidential

to Acumen/C3 and Are Not to be Distributed or Used

Without Written Permission

Ingram / Cisco HCS Program Overview

Program Flow

• 4/23/13 HCS Overview Maturity Model

• 4/26/13 Operations 101 Practice Stmt

Project Plan

• 4/30/13 Marketing 101 Market

Planning

Best Practices

• 5/3/12 Sales 101 Sales Process

Discovery

Best Practices

Program Overview

Program Flow

• 5/7/12 Sales Extra Cross Sell/Up Sell

Account Planning

• 5/10/13 Marketing 201 Building a Plan

Vertical Programs

• 5/14/13 Sales 201 ROI/Business

Guidance/ Case

Study

Program Overview

Program Flow

• 5/17/13 Sales Extra ROI/Case Study

• 5/21/13 Marketing 301 Building Thought

Leadership

• 5/28/13 Sales 301 Compensation

Program Overview

2000 2005 2011

Adoption Curve

Cloud Computing

Public or Private Traditional

Data Centers

By 2015, 50 percent of all CIOs

expect to operate the majority

of their applications /

infrastructures via the cloud

Gartner 2011

2013 2015

Optimizing Indirect Channels

through Efficiency and Productivity

10 Years of Channel Consulting Services

21 Years in Channel Leadership and Operations Roles

Channel Development Toolkits

Channel Optimization Consulting Cloud Based Channels Expertise

Enablement , Demand Gen, Communication “Gears”

Productivity Acceleration

Keynotes, Seminars, & Presentations

Regular columnist for Redmond Channel Partner

Channel Efficiency and Productivity Continuum : Utilizing Cloud Technologies to Enhance Core Channel Functions

Keith Lubner, Managing Partner

Web: www.channelconsultingcorp.com

[email protected]

Today’s Agenda

Purpose & Premise

Wrap-up

Discussion on Marketing Tools/Programs

5

4

3

2

1

Marketing HCS Cloud Acceleration Tools

Discussion of Homework

Purpose & Premise

Prescriptive Approach – Sales, Marketing, Operations

3

5

1 2 4

6

Clo

ud

Matu

rity

Increase Maturity = Increasing HCS Cloud Acceleration

FOCUS

Drivers For HCS Cloud Adoption

Cisco addressable WW Hosted Collaboration Market is forecasted to reach

$8.4 B by 2013

US, 3.3

Market Opportunity for some major Geographies in $B

Cisco-Addressable” size includes IP Telephony, UM, mobility, presence, conferencing & Contact Center

Emerging markets include Brazil, China, India, Korea and Mexico

Sources: Cisco MI analysis on Hosted Collaboration Market; Canalys – WW Call Control market overview

Direct; 10%

WW Market Opportunity distribution by Channel

Emerging, 1.8

Australia, 0.3

Japan,

0.6

Germany,

0.5 UK, 1.0

Resellers

and Regional

SIs, 60%

Service

Providers,

30%

Examples of Collateral

Call to Action

• Questions ?

• Group Discussion: Perceived Issues w/Marketing

• Survey Results

• Cloud Maturity Model - Marketing

• Examples and Exercises

• Marketing Best Practices

• Marketing Messaging

• Market Planning & Communications

•MarketingTools Review

Marketing Workshop

1. Your marketplace Perceptions.

2. Your own company Perceptions

3. Maturity Model & Survey Results

Group Discussion Perceived Issues with Marketing - CLOUD

Maturity Model

Results

Sales average rating: 2

Marketing average rating: 2.4

Operations average rating: 2.1

Your have a consistent level of marketing campaigns each quarter, minimum of 3

You web site speaks to the Cloud solutions you offer and the business challenges

they solve

Your marketing materials clearly outline your company's value

proposition

2.8

1

2.4

Your Marketing Plan and Execution is well aligned to the sales organization's objectives

You have budgets for

list acquisition

email campaigns

in person events

web casts

collateral development

2.5

1.6

2.3

2.1

2.3

1.6

Marketing “Pains” with Cloud Movement

Establishing themselves as authorities with cloud and/or

vertical markets

Creating thought leadership (Leaders in Online Services

are currently doing this)

Creating specific campaigns for Partners’ online

capabilities

Reinventing funnel development to focus on volume (becoming more efficient in

categorizing leads etc)

cognizing Need to have more services around business improvement

Messaging to existing customers and prospects regarding financial and

operational benefits of the cloud

Driving toward Trials or Proof of Concepts via web techniques

Turning marketing to focus on educating customers and prospects first

Marketing “Pains” with Cloud Movement

Cloud-Marketing Tactics to Solve

• Increase Marketing Functions

• Go Vertical

• Thought Leadership Campaigns

• Developing “Cadence” with

Marketing Programs

Marketing Concerns & Benefits Messaging Related

• Security

• Privacy

• Reliability of cloud provider

• Long term costs

• Lack of cloud model understanding

• No budget for transition

• Integrating on premise solutions

• Disruption to business

• Vendor lock in

• Reliability of internal network

• Mobile/Remote access

• Expand capabilities

• Lower total cost of ownership

• More/better features

• Experience with new tech

models

• Ease of implementation

• Lower energy costs

• Avoid software

licensing/upgrades

• Reduce internal IT headcount

• Outsourcing IT administration

Concerns Benefits

Marketing Best Practices

Cisco’s Collaboration Strategy

ON PREMISE ON DEMAND

Creating Marketing Messages to

Separate You From the Competition

HCS: Create Cloud Messaging Tool Review

Determining Market Opportunity Tool

Marketing Scenario #1

Pain in the Cloud

Solution to Pain

Example/Exercise

Becoming efficient

in targeting

prospects b/c of

the need for larger

funnels

Definitive market

plans around

geographical and

vertical targets, with

concise messaging

Market Planning

&

Communications

Market Planning & Communications Exercise

Drive Lower TCO

PR

Cost of Capital

Hardware

and Software

One time setup

SOURCE: Forrester, 2009; Business Insights 2008; IDC 2009; McKinsey 2009

The correct approach:

Save the customer 42% of their

TCO for UC ($45 vs. $26)

and….

Eliminate the need for

capital – opex play

Outsource operations

Provide stream of

enhancements

Eliminate complexity

Increase speed

Ongoing and

Operations Ops, HW & S/W

maintenance,

connectivity, labor,

Floor space, utilities

Total Cost of Ownership: CPE vs. Hosted

On Premise Solution Hosted Solution

• Geographic Market/Regional

• Line of Product/Service Offering

• Specialized by ...Market Choice

– Banking, Credit Unions, Brokerage, Insurance

– Healthcare, Hospitals, LTC, Offices

Market Segmentation

Cloud: Marketing Tools

• Marketing Best Practices Guide: A Cloud practice demands an increased focus on marketing and lead generation; this guide will assist you in understanding the essentials behind the marketing concepts, as well as tips for things such as social media, blogging, email blasts, and web site layout.

• Determining Market Opportunity Guide: How large is the market for your Cloud practice(s)? How many opportunities are there each year and how many leads per month do you need to generate to exceed your sales targets? This Guide will assist you in understanding your opportunity to prosper.

• Practice Marketing Plan Guide: Increasing your marketing efforts and lead generation are critical in building a Cloud Practice, this tool will assist you in increasing your focus, understanding of your market and prepare you prior to developing a specific marketing plan.

• Vertical Market Guide: Every partner should dominate at least one vertical market, this guide will provide the insights and actions required to develop and succeed within a vertical market.

Cloud: Marketing Tools

• Create Cloud Messaging Guide/Value Proposition Guide: Differentiating your Cloud

Practice and your organization are critical in increasing your Won/Lost Ratio’s. This

Guide assist you in working “why organizations should buy from you” vs your

competition.

• Market Planning and Communications Plan Guide: Use this guide to plan your

communications as well as your marketing cost projections, frequency of events, and

overall marketing plan for the year.

• Thought Leadership Campaign Worksheet: This worksheet will assist you in

creating unique marketing campaigns that will separate you from the competition, use

this worksheet to help develop programs that add value, increase market awareness

and make your organization the Go-to-firm for Cloud services.

• Case Study Outline: Use this helpful tool to develop success stories or case studies

from your own Cloud customer base. Use this tool with your Thought Leadership

Campaigns.

• Sample Promotions Worksheet & Calendar: This tool is a handy worksheet to plan

your promotions to your customers and schedule such initiatives with a calendar. Use

this in conjunction with your overall marketing planning.

• New Cloud Marketplace “Micro-Site” for partners and customers on Cisco.com

• Provide a full page dedicated to each partner allowing the partner to control the collateral/videos/offers and updates

Customer Benefits

• Offer customers a “one stop shop” Cloud Marketplace that is searchable by region and technology, expertise and XaaS offers

Partner Benefits

• Deliver a tool that allows Cisco Cloud Builder and Cloud Providers partners to market their services/offers to end-user customers, Cisco sales teams and other partners

• Provide a lead generation tool where all “Additional Information” leads from Marketplace will be forwarded to the Partner

Cisco Cloud Partner Marketplace

http://marketplace.cisco.com/cloud

Educate

your Partner

& Cisco

TRAIN

Get started with your partner today!

< Back Fwd > Onboarding Governance Train Activate Accelerate Resource Kit Value Prop Measure Market Resource *

Marketing Benefits

Learn more about Cisco Powered: http://iwe.cisco.com/web/cisco-powered-program/home

On Partner Central: http://www.cisco.com/web/partners/pr11/mscp/cisco_powered_services.html#learn

Partner Logos: http://www.cisco.com/web/partners/market/partner-marks.html

Cisco funded and executed end user awareness and demand generation campaigns to create customer preference for CP services (US)

Pervasive integration of ingredient brand into Cisco go-to-market (campaigns, events, programs, AR/PR, sales enablement…)

A portfolio of validated cloud and managed services

Supplemental joint marketing funds and resources

Partner-ready marketing and sales enablement tools

Cisco direct sales commission uplift on sale of partner cloud services

Identify

Funding &

Resources

RESOURCE

< Back Fwd > Onboarding Governance Train Activate Accelerate Resource Kit Value Prop Measure Market Resource *

Partner Marketing Kit

• Brand guideline

• Cisco media calendar (US)

• Web locator

• Digital assets for custom campaigns

• Relevant messaging and copy blocks

• Event integration opportunities (US)

• Joint marketing engagement

• CMSP site:

• Cloud and Managed Services Program (CMSP)

Identify

Funding &

Resources

RESOURCE

< Back Fwd > Onboarding Governance Train Activate Accelerate Resource Kit Value Prop Measure Market Resource *

What other Marketing Tools would be

helpful ? Discussion

Marketing Operations

Sales

HOMEWORK

1. We will send you the Market Planning Worksheet

2. Complete it by the End of Thursday, May 1

3. Send your completed homework with your company named as

the document name.

4. Send to: [email protected]

5. Register for Friday, May 3rd,11AM EST session

Questions ?

THANK YOU!