Workshop:
Up-Selling and Cross-Selling to your
Small and Mid-Sized Customers
Bill Vlandis - Microsoft
Wendy Smith - Microsoft
Clayton Moulynox – Evolve IT
Mark Giles – Phrixus Technologies
Kim Heras – Ensyst
Ursula Paddon – Go To Market
panel
Taking the message to market
Upgrade The
Desktop
Office No Better
Time
Virtualisation
& Management
The Value of VL
Business
Insights
LOB Apps
Business
Servers
Web Platform
Comms &
Collaboration
Business Ready
Security
Helping you generate demand
Messaging and Value Props
Insert image
Insert image
Customer Emails and Images
Banner Ads , HTML, Flyers
Insert image
Insert image
Sales Cards & Telesales Scripts
partner.microsoft.com/australia
5
Attend the Marketing Workshop and you
could win...
$5000
in marketing funds for
your business
... or a new Lenovo S10e
All you need to do is:
• attend the workshop “How to develop successful marketing strategies for the small to
mid-size business space”;
• complete the marketing template provided in the workshop; and
• submit your marketing plan to to wesmith@microsoft.com prior to 19/09/2009
The best plan, as judged by Microsoft will win $5000 in marketing spend, with the runner up
winning a Lenovo s10e IdeaPad!
* Terms and Conditions apply. See reverse for details
The Panel:
Clayton Moulynox – Evolve IT
Mark Giles – Phrixus Technologies
Kim Heras - Ensyst
About your org.
Number of employees
Business focus
Customer Segment
Customer size
Provide an overview of how you use marketing in
your company?
Is it incorporated into your core business, or adhoc? Do you have a marketing resource?
What sort of marketing activities do you engage
in?
Do you leverage Microsoft marketing resources such as
the PMC (Partner Marketing Centre)? If so, how has this
worked for you?
Have you used the Customer Opportunity Insights Tool? If
so, in what way – for sales research? Running a sales or
marketing campaign?
What do you think we could improve,
how could we support you better?
Do you have any advice for the
audience?
Audience questions
Getting Started:
Wendy Smith
PART B:
Workshop
Ursula Paddon (Go To Market)
Marketing
Marketing
Workshop
Workshop
Outcome:
Outcome:
AAmarketing
marketing plan
plan for
for aa
campaign
campaign you
you can
can
execute
execute on
on Monday
Monday
1.
2.
3.
4.
5.
6.
7.
Revenue Objectives
Lead Definition
Value Proposition
Messaging
Quarterly Marketing Plan
Customer Data
Actions
Target…..Execute………Convert
1. Setting revenue objectives
Revenue planning
Campaign 1
Average sales value
Total Number of target accounts
Total opportunity size (Revenue)
Sales Cycle
Sales Coverage
Projected Forecast Month
Target market
Solution Selling
Hitrate
Leads
Qualified
Leads
No of Deals:
Win Revenue:
Conversion Rate:
1. Setting revenue objectives
Revenue planning
Campaign 1
Average sales value
$20k
Total Number of target accounts
50
Total opportunity size (Revenue)
$1m
Sales Cycle
2mths
Sales Coverage
1/2TM, 1 rep
Projected Forecast Month
Nov
Target market
50
Solution Selling
Hitrate
50%
Leads
25
Qualified
Leads
20
No of Deals:
10
Win Revenue:
Conversion Rate:
2:1
200k
1. Setting revenue objectives
Revenue planning
Campaign 1
Average sales value
$20k
Total Number of target accounts
300
Total opportunity size (Revenue)
?
Sales Cycle
3-4mths
Sales Coverage
1/2TM, 1 rep
Projected Forecast Month
Dec/Jan
Target market
300
Solution Selling
Hitrate
20%
Leads
60
Qualified
Leads
30
No of Deals:
10
Win Revenue:
Conversion Rate:
3:1
200k
2. What is a lead?
Latent
Opportunity
Need
Budget
Timeframe
Power
Not identified, “live
with issues”
Problem
Recognized
Identified, made a
decision to act
Not set, unknown
Sizing, Scoping of
budget
Not set, unknown
Vague timelines
May or may not be
aware
Is involved and sets
boundaries,
Evaluators and
stakeholders have
input
Exploring
Solutions
Evaluation
Selection
Project Team in
place
Project Team in
place with clear
selection criteria
Buying Team
reaches consensus
High level budget
approval
Negotiation, budget
allocated
Budget
committed
Firm Timelines
Agreed evaluation
plan
Negotiation,
Procurement
Buying teams
evaluate options
Buying teams make
decisions
Authorized
Signatory
Mark lead definition:
How to use this definition:
- Create a common language between sales and marketing
- Clear goals for briefing for marketing and external agencies
2. What is a lead?
Define a scorecard – align sales and marketing
Score with 1-5 rating
Budget
Budget approved
Budget in approval proc
Budget sizing
No budget
Authority
Decision Maker
Influencer/Stakeholder
Evaluator
Need
Project Team in place
Clearly defined Need
Problem recognized
Timeframe
Within 3 months
Within 6 months
Within 12 months
Score Rating:
Top Mark: 20
Low Mark: 5
A lead rating:
Action: Pass to Sales
B lead:
C lead:
Action: Pass to marketing
for nurturing
3. Value Proposition
Step 1: What does your industry compete on?
(What are the evaluation criteria of your customers?)
No more than 10, Price is one of them
Use only tangible criteria (eg NOT branding, reputation etc)
3. Value Proposition
Step 2: Name your closest 2 competitors,
-Rank their performance relative to each other with High-Medium-Low scores
-If Price is high means they score high
Criteria
Competitor 1
Competitor 2
You
3. Value Proposition
Step 3: Draw the strategy canvas
-What is the pattern?
-Where can you lead with strength?
-What do you need to work on?
Competitor B
High
Competitor A
Med
Competitor C
Low
3. Value Proposition
Step 3: Draw the strategy canvas
High
Medium
Low
4. Messaging
4. Messaging
Question
Industry
Role/Audience
What are their business objectives?
What are their key obstacles to achieve their
objectives?
What is the business impact?
What are your core competencies to assist?
What customer problem does this solve?
What are your proof statements?
Your focus
5. Defining a quarterly marketing plan
5. Defining a quarterly marketing plan
Example
Your
campaign
Campaign
Customer Value
Offer
Target
Market
Microsoft
Content
Your
Content
Upgrade the
Desktop
Speed
Reliability
Search functions
Access for mobile
workers….
Save x% of
Windows 7
upgrade
CIT results
200 companies
300 contacts
Presentation
Case Study
6. Planning a quarterly marketing plan
Touch 1
Touch 2
Touch 3
Touch 4
Touch 5
Nurture 1
Nurture 2
Objective
Educate
Create
Interest
Capture
Interest
Follow-up
Engage
Convert
Develop
When
Week1
Week 4
Week 8
Week 9
Week 12
Week 13
Week 16
Tactic
Eg eDM, DM,
Telemarketing,
Event etc
Content,
Eg “How to
..”whitepaper,
case study”
Budget
Lead targets
6. Planning a quarterly marketing plan
Touch 1
Touch 2
Touch 3
Touch 4
Touch 5
Nurture 1
Nurture 2
Objective
Educate
Create
Interest
Capture
Interest
Follow-up
Engage
Convert
Develop
When
Week1
Week 4
Week 8
Week 9
Week 12
Week 13
Week 16
Tactic
Eg eDM, DM,
Telemarketing,
Event etc
Postcard
eDM and
Seminar invite
Telemarketing
Appoointment
+registrations
eDM reminder
Seminar
eDM with
casestudy
and offer
Postcard
Content,
Mobilityopportunity
“Come and
see..”,
customer
presenter,
Whitepaper
Microsoft
telescript
“Don’t
forget..”
announce
offer
Demo?
Case study
and offer
Mobility –
business case
Budget
$1.2k
$1.5k
$3k
$1k
$2k
$.5k
$1.2k
Lead targets
5
15
20
-
10
10
Eg “How to
..”whitepaper,
case study”
7. Customer Data
Data Check List
Action
Who
Where will your data come from? (if from multiple sources, how will
you de-dupe and merge them?)
Which companies fall into your target market?
-Does your data have SIC codes?
-Does your data have revenue and no of employee details?
Do you have contact details with appropriate titles and correct postal
address details?
How many contacts have e-mail addresses with opt-ins?
Does the database have Telephone Numbers?
Are the contacts (by title) relevant?
Have all companies with active sales opportunities been taken out?
How much lead time do you need to allow for data preparation before
the campaign start?
How will campaign feedback data be loaded into the CRM ?
Getting more value from Customer data:
-Consider Data Cleansing and De-duping services, enhancing data with SIC codes, Revenue etc
-Create a single customer view allowing segmentation and prioritization by buying potential
8. Your next actions
What
Notes:
Who
When
Comment
Go To Market Rate Card - Your Campaign Services Menu
No of Contacts
300
500
1000
Partner Planning
$575
$575
$575
List Management
$1,400
$1,400
$1,400
Template adaption for DM/eDM
$1,500
$1,500
$1,500
Print and Mail
$1,150
$1,495
$2,300
Telemarketing
$3,500
$5,083
$9,560
Reporting
$300
$300
TOTAL
$8,425
$10,353
$300
$15,635
Campaign Center
Options:
Value Proposition
from $3,000
Marketing Strategy
from $6,000
e DM , List Management and Dispatch
$750 (up to 1000 contacts)
Campaign List Preparation
$2,000 per thousand records
(up to 3 files, merge, de-dupe, cleanse/update contact details)
Innovate with:
Blue Oceans Strategy
from $10,000
Terms and conditions apply, limited to Microsoft Business Partners, valid for 30 days
All prices quoted are excl. GST, and subject to confirmation
Through out experience, systems and people we plan and deliver more
programs, faster and targeted resulting in significantly higher ROI
www.gotomarket.com.au
info@gotomarket.com.au
David Paddon: 0414 997942
Ursula Paddon: 0401 147 493
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WIN - An HTC SNAP at this session!
1.
2.
3.
Be the first one to answer the question (from your presenter)!
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Winner to redeem their HTC Snap prize at the ICT booth.
HTC Snap – fast facts
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