SAP Crystal Solutions 2011
Launch Campaign Overview for Partners
SAP Global DRC Marketing
July 2011
SAP Crystal Solutions 2011
Launch Campaign
Introduction:
This presentation is designed to summarize the SAP Crystal Solutions 2011 launch campaign as it pertains
to our Partners. It highlights communication assets, associated resources, and the various campaign
deployment options available to SAP partners.
Outline of Content:
Slides 3
Slides 4
Slides 7
Slides 10
Slides 18
Slide 25
Campaign Overview and Background
Campaign Objectives & Messaging
Campaign Flow & Communication Assets
Go To Market Strategic Assets
Partner Enablement
Extending the Campaign Reach
See ‘Notes’ section of the slides for additional information
© 2011 SAP AG. All rights reserved.
2
Campaign Overview & Background
In the third quarter of 2011, the next release of the business intelligence platform supporting SAP Edge BI and
SAP Crystal Solutions software will be generally available. For SAP Crystal solutions this will bring a new
common semantic layer, exciting data exploration, ease of use and auditing functionality to the SAP Crystal
Reports Server, with many of these benefits trickling down into the client reporting and dashboard tools.
To build awareness and excitement for this latest release SAP has compiled global, localized campaign
communication assets and supporting resources for execution by SAP partners. This slide deck outlines the
partner led communication elements, providing instruction and guidance for deployment and messaging flow.
Campaign Communication Assets:
Supporting Resources:
SAP Crystal Solutions – Entry-level BI video2 (2 minutes)
• PLDG eDM2 (Prospect version only)
Solutions Configurator2– to align BI pains with solutions
 PLDG Banners2
Self-service – an essential capability of BI1 2
• PLDG Landing Pages2
The Travel Challenge Dashboard – a fun dashboard example
SAP Crystal Solutions ‘What’s New’ 2 and FAQ2
Developer paper on managed BI and Developer Brochure
Developer pre-recorded webinars
1
2
A commissioned study conducted by Forrester consulting on behalf of SAP - April 2011
Creative assets will be versioned by audience (IT, Developer and LOB) and will be translated into multiple languages for international usage
© 2011 SAP AG. All rights reserved.
3
Campaign Objectives And Messaging
Campaign Objectives & Messaging
Objectives:
1. Excite and educate BI prospects around the latest SAP Crystal Solutions portfolio
2. Position portfolio as entry-level BI: affordable, self-serve, easy-to-use, quick time to value,
grows as you grow, open and flexible)
3. Build awareness of the new SAP Crystal Server functionality: Common semantic layer and
data exploration for self-serve BI
4. Leverage SAP Run Better corporate theme and new SAP Brand elements*
5. Create something that works for all: regions, target audiences
6. Give prospects engagement options to support education, consideration and purchasing
* SAP led campaign communication only. Partner led campaign assets will not include this theme
© 2011 SAP AG. All rights reserved.
5
Campaign Objectives & Messaging
Messaging Pillars
• Is affordable
• Provides quick time to value
Entry-level BI
• Delivers information that is easy-t o-use and consume
• Offers flexible, open licensing and deployment options
• Grows as your BI needs grow
• Open
• Empowering
SAP Crystal solutions
Brand
• Approachable
• Positive
• “Can do”
• Friendly, fun and inspiring
© 2011 SAP AG. All rights reserved.
6
Campaign Flow & Communication Assets
Campaign Flow
Theme: Under Pressure To Drive Results? Turn To SAP Crystal Solutions And Run Better
Campaign Outreach
Cross Audience Landing Page
Sub-Landing Pages
Developer
Banner
Ads
Under pressure to
make informed
decisions?
SAP Crystal
Solutions
 Video
Turn to
SAP Crystal Solutions
and run better.
Prospect
eDM
© 2011 SAP AG. All rights reserved.
IT
professional
Business
professional
Business Professional
IT Professional
Forrester
Application Developers
sub-landing page
Paper
sees better productivity
Business professionals
Get the latest
see better decisions
SAP Crystal solutions
Developer
Solution
Configurator
Travel
Challenge
Dashboard
8
PLDG Communication Assets
Demand Gen
Cross Audience Landing Page
2ndary Landing Pages
Link
Link
Link
© 2011 SAP AG. All rights reserved.
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Go To Market Strategic Assets
Go-To-Market Supporting Resources
Video
The SAP Crystal solutions
2011 video is the primary
introductory element for the
campaign.
The video is included as the
CTA for the banners and the
eDM that drive to the
landing pages.
Link
It gives prospects a quick
overview of the value of BI,
reminding them of today’s
fast paste business world
and the pressure we’re all
under to deliver fast,
informed decisions.
It highlights the common
semantic layer, our new data
exploration functionality
and the importance of selfserve BI – leading into the
other assets that act as
proof points.
© 2011 SAP AG. All rights reserved.
11
Go-To-Market Supporting Resources
Forrester Study
This study: ‘Self-Service – An
Essential Capability Of BI’
was commissioned by SAP
and conducted by Forrester.
It resides on the IT and
business professional
campaign sub-landing pages
and emphasizes the impact
self-serve BI can have on an
organization in terms of
empowering the business
and reducing reliance on IT.
Self-service BI is a key
message and differentiator
for SAP Crystal solutions
2011.
© 2011 SAP AG. All rights reserved.
12
Go-To-Market Supporting Resources
Solution Configurator - Overview
The Solution Configurator, available on the Crystal Reseller Information Center, is an online tool that
enables prospects to scope their business intelligence needs by answering related pain point
questions. The Configurator takes the answers given and recommends the solutions which address
the issues. The configurator also hosts 3 assets: 1) Forrester Whitepaper 2) What’s New Brochure 3)
SAP Crystal solution BI Video, as next steps. Access an overview video for the Solution Configurator
Deployment Options
Configurator
deployment
options
Generic: Deploy via Webfeed
Partner Branded: Deploy via Crystal Solutions 2011 Campaign-in-a-box platform
Translations and Assets
Configurator
EMEA
APJ
LA
What's New Brochure
Entry Level BI Video
EN*, DE, FR, ES, IT, DU, SV
Forrester Whitepaper
DE, FR, ES, IT, SV
(Use EN for DU, SV)
DE, FR, ES, IT, DU, SV
DE, FR, ES, IT, DU, SV
EN* , CH, TW, Ko,
CH,TW, Ko
CH, TW, Ko
CH, TW, Ko
PT, CO
PT, (Use ES for CO)
PT, (Use ES for CO)
PT, (Use ES for CO)
* With localized phone numbers, disclaimer and privacy terms
© 2011 SAP AG. All rights reserved.
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Go-To-Market Supporting Resources
Solution Configurator – Questions & Recommendations
Case #1 example - The Configurator hosted within SAP Crystal solutions launch campaign
© 2011 SAP AG. All rights reserved.
14
Go-To-Market Supporting Resources
Solution Configurator – Personal Report & Next Steps
Case #1 example - The Configurator hosted within SAP Crystal solutions launch campaign
© 2011 SAP AG. All rights reserved.
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Go-To-Market Supporting Resources
Travel Challenge Dashboard
Engage prospects with a
fun travel dashboard for
fast, fact-based decision
making.
Built using SAP Crystal
Dashboard Design, the
Ultimate Travel Challenge
Dashboard challenges
participants to plan a
group trip in 3.5 minutes
and spend their budget
without going broke.
The Travel Challenge
Dashboard is hosted on
the IT and business sublanding pages.
Participants compete for
the top spot on the leader
board and gain insight into
the value of business
intelligence for better,
informed decisions.
Try It Now
© 2011 SAP AG. All rights reserved.
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Go-To-Market Supporting Resources
Travel Challenge Dashboard
#1
Receive your
travel plan
challenge and
kick things off by
picking your travel
destination
#2
Maps and
charts guide
informed
decision
making
Work your way
through 5 stages
of extravagant
travel options
#3
© 2011 SAP AG. All rights reserved.
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Partner Enablement
Partner Enablement
Assets Outlined In This Section
Strategic Partner Enablement Assets
 Reseller Campaign In-A-Box
 Partner Event In-A-Box
 SAP Crystal Solutions 2011 Reseller Launch Playbook
Other Assets:
 SAP Crystal Solutions 2011 Launch Webinar: A Guide for Partners
 Sales Guide
 Competitive Battle Card
© 2011 SAP AG. All rights reserved.
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Partner Enablement
Reseller Campaign-In-A-Box - Description

Objective: To offer an efficient and cost effective platform to enable non-contractual partners to selfexecute the SAP Crystal solutions 2011 campaign

Positioning: PLDG Campaign-in-a-box is a self-service tool for the non-contractual 5,000+ Crystal
Resellers. (Virtual Agency is for managed (elite) Crystal Distributors/Reseller and VARS)

Value Proposition: Partners can easily generate partner branded campaign landing pages, free trial
registration forms, eDMs, banners and nurturing emails. All leads generated belong to the partners. SAP has
no access to these leads.

Training: There are two campaign-in-a-box pre-recorded trainings available for partners and reseller
account managers to help you get up and running: Overview Training | Setup Guide and training


Promotion: Program description on CRIC. eDM to the partners through regional managers.
Deliverables:
 (4) eDM (Partner Branded)
 (4) Banner (Partner Branded)
 (4) Landing Pages (Partner Branded)
 (1) Registration Page (Partner Branded)
 (2) Curriculum eDMs (Partner Branded)
 SAP to Partner program recruiting eDM
 Online reporting/Lead download
 Program page on CRIC
 Training sessions and manual
© 2011 SAP AG. All rights reserved.

Launch Dates and Languages:
 NA: July 2011 (English)
 EMEA: July 2011 (FR, GR, DU, ES, IT)
 APJ: July 2011 (CN, Ko, TW)
 LA: August 2011 (Co)
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Partner Enablement
Reseller Campaign In-A-Box - Overview
 Target: IT, LOB and Developer
 Objective: Drive demand & awareness for SAP Crystal solutions 2011
 Primary Message: Turn to SAP Crystal Solutions and Run Better
 Primary Product Focus: Crystal Server 2011
 Launch Date: July
Integrated
 Scope: Global
Partner Led
Campaign in a box
Region
Leads
CRIC
 Deliverables:
 Traditional: Landing Page,
Interactive Dashboard, Solutions
Configurator, Banner, eDM, Video,
Whitepaper, Customer Reference,
Webinars
Campaign
Reseller
Partner Led: Partner branded
landing page, eDM and banners
packaged in Campaign-in-a-box
© 2011 SAP AG. All rights reserved.
Social Media

Banner
Social Media: Travel Challenge,
Blogger Outreach
eDM

IT/LOB/DEV
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Partner Enablement
Reseller Campaign In-A-Box - Components
Audience
Landing Pages
Media
Registration
Curriculum
Cross
Cross
Audience
IT
eDM & Banner
Audience
Cross Audience
IT LP
eDM & Banner
IT
eDM & Banner
LOB
Cross
Cross
Audience
LOB
Download
CRS
Audience
LOB LP
Download
CR
LP
Configurator
Developer
eDM & Banner
Developer
Dev LP
Cross
Name
Capture
Audience
Download
IA
Follow-up
eDMs
Cross
Audience
Download
DD
© 2011 SAP AG. All rights reserved.
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Partner Enablement
Event In A Box
Outline:
The SAP Crystal Solutions Event In-A-Box represents a set of end-user/prospect facing
presentation content designed specifically for SAP Crystal solution partners. The
presentation assets introduce top-level value propositions aligned to common business
intelligence pains and highlight specific functionality in the 2011 release as proof points and
differentiators. The content will be available in two stages: Phase 1, for partners to
customize, manage and deliver, and phase 2, where the presentation will be managed and
delivered by SAP.
Content Options:
July 8th – Phase 1 – (partner managed) Learn more get zip file
 Comprehensive slide deck (short and long versions)
 Scripts in notes section of slide decks
 Invite and thank you/confirmation e-mail letters (HTML)
Late Q3 – Phase 2 (SAP managed)
 eDM content for partners to customize and execute
 SAP hosted presentation for partners to invite customers and prospect to
© 2011 SAP AG. All rights reserved.
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Extending The Campaign Reach
SAP Crystal Solutions 2011 Reseller Launch Playbook
• Links to Demand Generation Campaign Assets
• Partner lead communication assets - Generic
• Campaign in a Box – Customizable communication assets
• Hot links and brief descriptions of:
• Sales Tools
• Solution and Product Briefs
• Messaging Docs
SAP Crystal Solutions 2011 Launch Webinar
 A Guide for Partners to all aspects of the launch
© 2011 SAP AG. All rights reserved.
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Extending the Campaign Reach
Extending The Campaign Reach
Websites Updated for Marketing Launch
crystalreports.com
 Desktop product information tied to sap.com changes (wk. of 5/2)
 Launch of Crystal Solutions 2011 – July 2011
 New home page and all new look throughout (align with sap.com
Experience)
 Entry Level BI Messaging
 Reseller pages updated with new tools and push to CRIC
sap.com
 Desktop products updated week of 5/2
 Launch of Crystal Solutions 2011 – July 2011
 New messaging on Solutions home page
 Banners announcing release on key pages
 Crystal Server added for launch
Crystal Reseller Information Center (CRIC)
 New home page, banners, links and navigation
 Highlights new messaging (Entry Level BI), new solutions,
Authorized Reseller Program
© 2011 SAP AG. All rights reserved.
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