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Full year Go to market plan template – IBM BA Business Partners

Marketing Planning Approach – Covering key elements of plan

1. IBM Software Revenue Targets - Determine Growth needed

2. Identified Growth Areas - Example Capabilities: Analytics (CFO), Big Data (CIO, IT) – Performance Management (Office of Finance), Customer Analytics (CMO), Risk Analytics (CRO)

3. Projected Revenue for Growth Area - How much of Target Revenue needed

4. Projected amount of Leads Needed - Can range between 3x Revenue to 6x Revenue

5. What is the Target mix % from New & Existing Customers

6. Marketing & Sales Resources in the Company

7. Target Industry, Audience and Target Message for Conversation

8. Marketing Planning Framework to Select right Tactics along Buyers Journey

9. Raising awareness of BP capabilities within IBM

10. IBM benefits - Marketing

Understanding Your Business Model

Example Category: Analytics (CFO), Big Data (CIO, IT), PM (Office of Finance), Customer

Analytics (CMO), Risk Analytics (CRO)

Growth Area -

XXX

Identified growth area

Select Growth Area

21 SWG BAlicence Revenue

Targets

Current Software Revenue

Target Software Revenue

How much do you need to grow?

$xx

$xx

Project Revenue from Growth Category

3

How much of Target Revenue from this Category?

Growth Area - XXX

$ How much

What is Current IBM BA Software Transactional Revenue? What is target growth for IBM BA Software Revenue? What IBM Software Capability Market Growth Categories are focus area to obtain this growth? What is projected Revenue from Market Growth Category area? What is Average Deal Size?

-Do you want to use Marketing to help achieve Revenue target?- Determine Objective of Marketing Plan

How many Validated Leads do you need to achieve Transactional Revenue?Is it from New Customers or Existing Customers?

How much pipeline is needed to meet Target Revenue Objective? Is it 3x amount of Revenue or 5 x amount?

What % of leads need to be from NEW customers? What % leads from Existing Customers?

4 Projected Validated lead revenue needed (Pipeline)

Can range between 3x Revenue to 6x Revenue

Growth Category

–Lead amount

$xx

What is the Target mix % from New & Existing Customers

5

Growth Category

New

Existing

xx%

xx%

- To meet the Objective of Marketing Planwill you need to purchase a customer list or leverage agency, VAD?

Marketing & Sales Resources to support Marketing Plan

6 Marketing & SalesResources in the Company

Determine current staffing capacity to create and progress leads

xx# of

Marketing People

xx# of Sales

xx# of Technical

-Do you have Marketing resources? -Do you have enough sales people to Progress Leads to Win?

Is business model primarily Sales Driven, Technology Driven, Marketing Driven? If leads are generated, will Sales be able to handle the amount of leads and Progress Leads to Win? How do sales and consultants feedback information to marketing to amend marketing campaigns eg

message, medium etc?

Select Industry and Target Audience

7

IndustryIndustry xxx

Audience

Small, medium, large sizeCompanies - all Where City/ Region

Audience profile CustomerSize

Category –xxx

Target Audience Selection and Main Message for Conversation

For your Market Growth Category, what are the target industries? Target audience? CIO, CFO, IT? What is the main message to start and continue the conversation with the Target audience? Size of Customer? Where are Customers located? Cities/ Region

Customer Need

Main Message to solve problemGet the conversation startedContinue the conversation through the Buyers Journey

Objective Grow Revenue by $200K Industry Retail

Target Audience & Customer NeedKey Message

CMO, Marketing DirectorsUsing customer data to determine/understand what customers want.

Specific Customer Need: Predict which customers are at risk of leaving and retain them

IBM Software Capability: Market Growth Category

Analytics (Customer Analytics)

Start conversation Make case Meet Experts Sales Handoff

Buyer Journey Learn Solve Compare Purchase

Information need Problems the industry is focused on. Thought leadership

Looking for Solution that address specific Pain point

Start to compare features & functions

Serious about moving forward & talk to an expert

What format Social media Conversation about problem areas, Success stories, Case Studies

White Papers, Cases Studies Guided tours of products, Online demos. Opportunities to meet with the experts

Client References

How Interaction Online communities, Blogs, web site, Telemarketing to target industry, audience list . Spending Categories: Advertising. Direct Marketing (purchase list) Social Media to generate demand. Digital Marketing, TeleMarketing

Presented by a Speaker at Webinars, Educational videos, on Web Site or Face to Face events. Spending Categories: Digital Marketing, Customer Conference or Marketing Seminar, Trade Shows (IBM Led, Third Party Trade Shows)

Series of small focused face to face Marketing Seminars designed around topics, Customer Conferences with Subject Matter Experts. Spending Category: Digital Marketing, Customer Conference or Marketing Seminar, Trade Shows (IBM Led, Third Party Trade Shows)

Focused marketing seminar meet the expert with Sales team in attendance. Spending Category: Customer Conference or Marketing Seminar

Example of completed Marketing Plan Time period – 2014 (12 months)

Objective xxx Industry xxx

Target Audience & Customer NeedKey Message

xxx IBM Software Capability: Market Growth Category

xxxx

Start conversation Make case Meet Experts Sales Handoff

Buyer Journey Learn Solve Compare Purchase

Information need

What format

How Interaction

Business Partner Name: Marketing Plan Framework Worksheet – Full Year 2014

Business Partner: Marketing Plan Contact: Plan Specifics and Action Items

Capability - Market Growth Category

Industry: Audience:Required Lead Amount $xxx,xxx

Campaign Tactics & Stage in Buyers JourneyWhen in Market

Month/Qt

Expected Result

Lead Amount Owner

<Specific Activities >Funding source & amount <Date> <Target> <Name>

<Specific Activities >Funding source & amount <Date> <Target> <Name>

<Specific Activities >Funding source & amount <Date> <Target> <Name>

<Specific Activities >Funding source & amount <Date> <Target> <Name>

<Specific Activities >Funding source & amount <Date> <Target> <Name>

<Specific Activities >Funding source & amount <Date> <Target> <Name>

Total BP Marketing Budget Total

Calendar of Important dates (may want to consider Partner leveraging IBM local & WW events within their marketing campaign – look at Big Blue planner)

Jan Feb March April May June

IBM marketing activities

Vision

Learn

Solve

Compare

Purchase

July August Sept Oct Nov Dec

IBM marketing activities

IOD (Las Vegas)

Learn

Solve

Compare

Purchase