Upload
thor
View
54
Download
5
Tags:
Embed Size (px)
DESCRIPTION
2012 Global Campaign – Applications DevOps : Application development through deployment without compromising security or quality Campaign implementation guide. WW Partner Marketing November , 2012. Content. Help Translations Campaign Overview Campaign Tactics - PowerPoint PPT Presentation
Citation preview
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
2012 Global Campaign – ApplicationsDevOps: Application development through deployment without compromising security or quality
Campaign implementation guide
WW Partner MarketingNovember, 2012
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.2
Help
Translations
Campaign Overview
Campaign Tactics Customer Journeys, Apps Touches and Offers
Content
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.3
Generic guidelines, contacts & information for your campaign implementation
Help
Partner Central• HP Application Transformation Initiative• Marketing Initiatives• Marketing Insights
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.4
Global contacts: HP WW Executive Sponsor: Mike GallagherHP WW Global Campaign Owner: Brian MacDonaldHP WW Global Campaign Manager (EMEA/APJ): Stefan DanisovskyHP WW Global Campaign Manager (AMS): Denise Lowney
HP Regional contacts:AMS: Erin CrestaAPJ: Kenneth TanEMEA: Jill Hevey
Contacts
Zift Solutions Concierge Service contacts:AMS: Julie Pfouts EMEA: Christina ThurmannAPJ: Sarah Ferren
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.5
TranslationsCampaign Syndication programs will be available in the following languages
AMS Region Languages
APJ Region Languages
EMEA Region Languages
English (US) Chinese (simplified)
Castilian Spanish
Portuguese (Brazil)
Japanese French (European)
Korean GermanItalianRussian
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Campaign Overview
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.7
Campaign OverviewBackground• The upcoming Apps campaign for Q1 will emphasize HP’s approach for businesses seeking
to increase agility across the application lifecycle and empower teams to collaborate effectively to deliver better applications, faster.
• The campaign is intended to drive awareness and generate leads for HP Software’s DevOps related solutions.
• DevOps is an overarching strategy that spans a broad suite of solutions. This new approach is focused on helping enterprises move faster from application development through deployment without compromising security or quality.
Objectives• Establish HP as a leader in improving agility, efficiency, and quality through
implementation of the DevOps approach• Generate demand for ALM 11.5, LoadRunner, Performance Center, Countinuous Deliver
Automation, Enterprise collaboration, Lab Management, Functional Testing.
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.8
Target• The campaign focuses on a single track, communicating to both the Exec
and Practitioner audiences, therefore focusing on the CIO’s direct reports on down through the side of IT that is focused on application development and deployment.
• This change means we will need to balance the higher-level, strategic message with the “how-to,” implementation message - especially during the initial communication tactics
Campaign Overview
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.9
Campaign OverviewTouch Offer Title
Touch 1 White paper Finding agility in the age of applications
Touch 2 White paper Target the disconnects between development and operations
Touch 3 Web event series
Application Agility and DevOps
Touch 4 White paper Introducing production into performance testing
Touch 5 White paper A closer look at HP LoadRunner software
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.10
Sales Play Targets: DevOps:• Cross Sell APM/BSM to Apps customers• Cross Sell CDA with a focus on Lab Management to ALM 11.5 customers• Upsell PC to LR customers (to get Lab Management & Continuous App Performance
Delivery)• Upsell ALM to LR customers to get Lab management• Upsell APM 360 to any OMC/BAC/LR/PC customers• Upsell Diagnostics to LR and BPM customers• Upsell RUM to BPM customers
Sales Play Alignment
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.11
Campaign ConceptValue PropositionDevOps represents a fundamental shift in people and process to solve a real business issue: lack of agility and accountability to deploy applications into production to align with the same agile model with which those applications are being built.
Customer Insight/RationaleWith the fast growth of IaaS computing, DevOps is on the rise primarily due to the realization that there is a big gap between developing end-user systems and bare-bones systems administration.
MastheadPre-header and sub-header- example:
ImageryDifferent images were used for each touch to provide a sense of variability between the touches- example:
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.12
Message MapSW MessageAlways Perform BetterCampaign MessageBreak down the silos between app development and IT operations to dramatically increase agility and innovation.Customer BenefitsConnects the critical functions of development, quality assurance, performance and operations - enabling Apps and IT to increase agility across the application lifecycle and driving releases by business needs, not operational constraints.Quality - Identify and fix functional/non-functional issues earlier, resulting in a limited build-up of defects, a more precise view of progress, and reduced volatility before release to productionAutomation - Accelerate release times, eliminate manual handoffs, and reduce errorsCollaboration - Avoid disjointed communications, helps these teams focus on common goals, and learn lessons in one environment without having to reinvent for the next
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Campaign Tactics
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.14
Customer journey – Existing contactsAwarenes
sConsideration
Email touch 2- Download white paper:“Target the Disconnects Between Development and Operations”
Email touch 3 On-demand web series: “Application Agility and DevOps”
Qualification
Email touch 1- Download white paper:“Finding Agility in the Age of Applications”
Load
par
tner
lis
t
Campaign Syndication
Program Flow
Send personal email and/or follow-up with phone call (call, voicemail, email scripts available)
Email touch 4- Download white paper:“Introducing Production into Performance Testing”
Email touch 5- Download white paper:“A Closer Look at HP LoadRunner Software”
Each touch can also be also be promoted through
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.15
Customer journey – New contactsAwareness
Consideration
Email touch 2- Download white paper:“Target the Disconnects Between Development and Operations”
Email touch 3 On-demand web series: “Application Agility and DevOps”
Qualification
Email touch 1- Download white paper:“Finding Agility in the Age of Applications”
Load
par
tner
lis
t
Campaign Syndication
Program Flow
Send personal email and/or follow-up with phone call (call, voicemail, email scripts available)
Email touch 4- Download white paper:“Introducing Production into Performance Testing”
Email touch 5- Download white paper:“A Closer Look at HP LoadRunner Software”
On-line ador
purchase list
Note: Additional fees may apply for Google Ads or list purchases Each touch can also be promoted
through
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.16
Email (1-2)eMail Touch 1
• Subject Line : Eliminate the gaps between apps and ops
• Primary Offer: Read the white paper Finding Agility in the Age of Applications.• Secondary Offer: Partner Discover Performance Newsletter.
eMail Touch 2
• Subject Line : Gain end-to-end agility from apps to ops
• Primary Offer: Read the white paper Target the Disconnects Between Development and Operations.• Secondary Offer: Partner Discover Performance Newsletter
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.17
Email (3-4)eMail Touch 3
Subject Line: Agile IT boosts quality for 72% of enterprises
• Primary Offer: Register for the Web event series "Application Agility and DevOps.“• Secondary Offer: Partner Discover Performance Newsletter.
eMail Touch 4 Confirmation
• Subject Line: Thank you for your HP web series registration
• Primary Offer: Use the session links below to watch this exclusive content.• Secondary Offer: Partner Discover Performance Newsletter.
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.18
Email (5-6)eMail Touch 5
• Subject Line: Better app performance testing in seven steps
• Primary Offer: Read the white paper Introducing Production into Performance Testing.• Secondary Offer: Partner Discover Performance Newsletter.
eMail Touch 6
• Subject Line 1: White paper takes a closer look at HP LoadRunner
• Primary Offer: Read the white paper A Closer Look at HP LoadRunner Software.• Secondary Offer: Partner Discover Performance Newsletter.
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.19
Email (Sales 1:1)eMail Sales 1:1
• Subject Line: Reduce application complexity with DevOps
• Primary Offer: Read the white paper Target the Disconnects Between Development and Operations.• Secondary Offer: Partner Discover Performance Newsletter.
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.20
Landing Page Experience (1/4)
• Touch 2 Landing and Thank You Page
eMail,etc.
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.21
Landing Page Experience (2/4)
• Touch 3 Landing and Thank You Page Session 1: Application Agility and DevOps: Unlocking the Secrets of True Application AgilitySession 2: Application Agility and DevOps: Lab ManagementSession 3: Application Agility and DevOps: Collaboration and the Continuous Delivery of Application PerformanceSession 4: Application Agility and DevOps: Visibility into Quality across the Application Lifecycle
eMail,etc.
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.22
Landing Page Experience (3/4)
• Touch 4 Landing and Thank You Page
eMail,etc.
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.23
Landing Page Experience (4/4)
• Touch 5 Landing and Thank You Page
eMail,etc.
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.24
Landing Page Experience (Discover Performance)
• Discover Performance newsletter Landing page
eMail,etc.
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.25
Applications Follow up kit
Call script Email script Voicemail message
Call guide
apps_followup_kit.zip
This kit contains a sales call guide, call script, email script, voicemail script, sales plays (cross-sell/up sell) and battle cards to support telemarketing/telesales follow-up programs.
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.26
Campaign Syndication Execution
This campaign is available as a Full Service program or Self-service program. For Full Service please contact Zift Solutions Concierge Service. (see slide 4)
For self service please following the following steps:
1. Login into HP Campaign Syndication at www.zift123.com
2. Select Activate Campaign from the Dashboard
3. Select Global Campaign – Applications – (DevOps)
4. Select the Executive Email program or Practitioner Email program or both
5. Select your Recipient (contact) list
6. Activate the program
© Copyright 2012 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Thank you