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Multi-Touch Marketing Protecting a Late Stage Market & Winning an Early Stage Software Market. February 28, 2005 Mark Morrissey, Director zSeries Software Marketing. Agenda. Personal background Early and late stage markets Multi-touch marketing best practices Career Thoughts. - PowerPoint PPT Presentation
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IBM Software Group
®
Multi-Touch MarketingProtecting a Late Stage Market &Winning an Early Stage Software Market
February 28, 2005Mark Morrissey, Director zSeries Software Marketing
IBM Software Group
2
Agenda
Personal background
Early and late stage markets
Multi-touch marketing best practices
Career Thoughts
IBM Software Group
3
10 years in enterprise software marketing & product marketing IBM – Director zSeries Software Marketing
• Multi-touch marketing model for $7B product line in late stage market
Candle Corporation – VP Worldwide Marketing• Turned around $1B market leader losing share. Acquired by IBM
Siebel Systems – VP Marketing, Siebel ERM• Helped define new ERM market and grow business unit revenue to $100M
Allegis Corporation – VP Product Management• Defined PRM product and category that grew company to 200 employees & $20M revenue
Continuus Software – Development Manager, Product Manager• Built two category creating products that grew company to 175 employees & $25M revenue
Design Intent – Chief Technical Officer• Founded, funded and built product in failed start-up venture for early market
10 years as software developer and architect
Personal Background
IBM Software Group
4
Techies“Try it”
VisionariesMove ahead of the herd
PragmatistsStick with the herd
ConservativesMove only when necessary
SkepticsNo way
The Chasm
Early and Late Stage Markets
Tornado
LateMain Street
BowlingAlley
IBM Software Group
5
Market segment contact with applicable:• Company (size, industry)• Title• Technology
Value-Add Multi-Touch
Emails
WebMarketing
Telesales & Sales Tools
Field Events
Multi-Touch Marketing Model
eNewsletters
The Mainstreamibm.com/software/zseries/mainstreamThe Mainstreamibm.com/software/zseries/mainstream
Launches, PR & Analysts
IBM Software Group
6
Multi-Touch Marketing Best Practices - Summary
1. Validate “on message” whole solution positioning
2. Align campaign and revenue goals by target
3. Consistent multi-touch, value-add marketing to each target
4. Invest in organization and execution model
5. Measure each tactic, each region, each rep weekly
6. Focus on lead qualification and speed of follow through
7. Train and enable Sales with tools that reinforce same value proposition
8. Adjust tactics, positioning, volume and spend each week to meet goals
IBM Software Group
7
1. Validate “on message” position and whole solution for target market
IBM Software Group
8
2. Align campaign & revenue goals by target
FY04 Revenue: $5.9M1H04 Leads: 1841H04 Responses: 1,844List Size: 55,000Touches: 220,000
FY04 Revenue: $4.3M1H04 Leads: 1341H04 Responses: 1,344List Size: 41,000Touches: 164,000
EAI
FY04 Revenue: $13.1M1H04 Leads: 4091H04 Responses: 4,095List Size: 220,000Touches: 880,000
FY04 Revenue: $11M1H04 Leads: 3441H04 Responses: 3,438List Size: 136,000Touches: 544,000
FY04 Revenue: $1.6M1H04 Leads: 501H04 Responses: 500List Size: 24,000Touches: 96,000
J2EE
Operational Managers
Testers and TunersInfrastructure
Builders
IBM Software Group
9
3. Consistent multi-touch, value-add marketing for response generation
Multi-touch e-mail
Informational, brief, professional
Aligned to important issue for target
Best practices, tips & tricks
Value-add off (white paper, article)
Each tactic
Marketing template
Qualification call script
Offer
Self-Identified Response Lead Qualification
NA: January February March April May June
Email 4 Email 5Webinar Email 6 Webinar Email 7Email 3 Email 8
Sales
E-mail 1 E-mail 2 E-mail 3 E-mail 4
EU/AP: January February March April June
Lists
May
IBM Software Group
10
In-source model enables fastest tactic execution and corrective adjustments
Product Marketing Manager – selects offer, lists sizes and develops draft content
Writer – creates compelling, professional content
Creative – creates HTML
Market Intelligence – generates lists
Operations – executes and analyzes results
4. Organize for fast cost-effective tactic execution (2 weeks, $500/lead)
Cost per lead: $1100 in 1H03 $842 in 2H03 $570 in 1H04 $416 in 2H04
IBM Software Group
11
5. Measure each tactic, each region, each rep weekly
Weekly scorecard measures:
Responses
Leads
Lead conversion
Sales opportunities
Revenue
IBM Software Group
12
5. Measure each tactic, each region, each rep weekly
AIM Goal Actual Goal Actual Goal ActualJ2EE MULTI TOUCH 9200 6689 600 553 360 216EAI MULTI TOUCH 1000 310 50 79 30 26PREVIOUS RESPONDERS 2000 5037 350 437 210 186REFERRAL PROSPECTING 1000 95 100 71 60 27WEBSPHERE ADMINISTRATORS 1000 1463 100 309 60 171MANAGERS 1000 851 50 42 30 0WEB MKT 2350 3569 50 429 30 165PARTNER MKT 1000 445 50 23 30 0TRADE SHOWS 200 350 50 38 30 35DOWNLOADS 150 363 150 112 90 161H04 - CARRYOVER - MULTI TOUCH 0 341 120 202 72 1881H04 - CARRYOVER - WEB MARKETING 0 219 50 17 30 522H03 - CARRYOVER - MULTI TOUCH 0 4 15 0 9 12H03 - CARRYOVER - WEB MARKETING 0 0 15 1 9 0FIELD MARKETING 2100 3215 350 580 210 110
Total: AIM Marketing 21,000 22,951 2,100 2,893 1,260 1,193
DCM Goal Actual Goal Actual Goal ActualCCR2 400 1088 0 5 0 3WEBINARS 1000 1236 70 87 42 24TRADESHOWS & CONFERENCES 500 464 100 97 60 34eMARKETING TACTICS 0 1445 0 154 0 15USER GROUPS 100 0 20 0 12 0FIELD MARKETING (ALL REGIONS) 1000 898 187 109 112 34
Total: DCM Marketing 3,000 5,131 377 452 226 110
TOTAL 24,000 28,082 2,477 3,345 1,486 1,303
WW MARKETING SCORECARD SUMMARY 2H04 Opportunities2H04 Leads2H04 Responses
3 $7,260.0010 $169,343.0410 $558,267.70
23 $734,870.74
1 $35,000.006 $391,927.00
68 $6,673,007.00
75 $7,099,934.0098 $7,834,804.74
MARKETING OPPORTUNITY SUMMARY
Closed - Won Opportunities
Revenue
TOTAL
AIM MARKETING
DCM MARKETING
1H04 (06/28/03 - 12/31/03)2H03 (12/02/02 - 06/27/03)
2H04 (01/01 - TO DATE)
DCM SUBTOTAL
AIM SUBTOTAL
2H03 (12/02/02 - 06/27/03)1H04 (06/28/03 - 12/31/03)2H04 (01/01 - TO DATE)
IBM Software Group
13
6. Focus on lead qualification and speed of follow through
• LDR Qualified Opportunities
• Telesales campaigns
LDRs ziSSRs zSSRs
• Multi-touch marketing campaigns
•Field Sales Plays
•ziSSR-Generated Opportunities
Sales
Programs
• Lead Qualification
• V2V• Opportunity Identification (OI)
• Opportunity Ownership (OO)
Opportunity?
MarketingPrograms
Win Revenue
Win?
Yes OI
OO
Yes
No No
Opportunity?
IBM Software Group
14
6. Focus on lead qualification and speed of follow through
Designed for Speed of Follow ThroughInside sales receives responses daily
Calling begins with 24 hours of tactic execution
Qualified leads assigned to Inside Sales reps daily
Sales reps contact new leads with 48 hours
Tactic resolution typically completed within 3 weeks
Marketing manager has complete tactic analytics prior to next tactic
Candle Inside Sales ReportLeads Produced
0 029 44 52 61 73
105134
173213
303
405
521
636
726 726
902
1029
1129
12011260
0
200
400
600
800
1000
1200
1400
Aug - wk 6 Sept - wk 10 Sept - wk 14 Oct - wk 18 Nov - wk 22 Dec - wk 26
Actual Leads
Goal Leads
Candle Inside Sales ReportLeads Produced
0 029 44 52 61 73
105134
173213
303
405
521
636
726 726
902
1029
1129
12011260
0
200
400
600
800
1000
1200
1400
Aug - wk 6 Sept - wk 10 Sept - wk 14 Oct - wk 18 Nov - wk 22 Dec - wk 26
Actual Leads
Goal Leads
IBM Software Group
15
7. Train and enable Sales with tools that reinforce same value proposition
IBM Software Group
®
End-to-End zSeries Infrastructure Management
zSSR, Candle Reps8/3EMEAWebinar 2 – Roadmap
zSSR, Candle Reps8/4North AmericaWebinar 2 – Roadmap
zSSR, Candle Reps8/5APWebinar 2 – Roadmap
zSSR, Candle Reps7/22North AmericaWebinar 1 – Play, Tools
zSSR, Candle Reps7/27EMEAWebinar 1 – Play, Tools
zSSR, Candle Reps7/28APWebinar 1 – Play, Tools
AttendeesDateEvent Geo
zSSR, Candle Reps8/3EMEAWebinar 2 – Roadmap
zSSR, Candle Reps8/4North AmericaWebinar 2 – Roadmap
zSSR, Candle Reps8/5APWebinar 2 – Roadmap
zSSR, Candle Reps7/22North AmericaWebinar 1 – Play, Tools
zSSR, Candle Reps7/27EMEAWebinar 1 – Play, Tools
zSSR, Candle Reps7/28APWebinar 1 – Play, Tools
AttendeesDateEvent Geo
Sales Presentation Recorded Demo Scripted Whiteboard
Sales Program Enablement Training
IBM Software Group
16
First campaign adjustments – redesign managers campaign, previous responders campaign begins, etc.
Second campaign adjustments – collapse J2EE campaigns into WAS focus, collapse EAI campaigns into WMQ and WBI focus
8. Adjust tactics, positioning, volume and spend each week to meet goals
IBM Software Group
17
New sales tools and training to increase promoted leads
Management focus to reduce No Action to less than 10%
Establish SandBox for ongoing prospecting
8. Adjust tactics, positioning, volume and spend each week to meet goals
IBM Software Group
18
Multi-Touch Marketing Best Practices - Summary
1. Validate “on message” whole solution positioning
2. Align campaign and revenue goals by target
3. Consistent multi-touch, value-add marketing to each target
4. Invest in organization and execution model
5. Measure each tactic, each region, each rep weekly
6. Focus on lead qualification and speed of follow through
7. Train and enable Sales with tools that reinforce same value proposition
8. Adjust tactics, positioning, volume and spend each week to meet goals
IBM Software Group
®
Multi-Touch MarketingProtecting a Late Stage Market &Winning an Early Stage Software Market
February 28, 2005Mark Morrissey, Director zSeries Software Marketing
IBM Software Group
20
Career Thoughts
Do what you love
Never stop learning
Be an expert on market guiding customer challenge scenarios
Learn (and appreciate) related roles by doing
Always have a mentor that’s 1+ steps ahead in your career path
Be willing to fail (and not defensive when you do)
Learn to hire and lead great people
Find and manage your life and career balance