Campaigns Overview

Partner Go-to-MarketData CampaignsCampaign Objective: The purpose of the Partner Go-to-Market Data Campaigns is to help you reach more customers and pre-qualify leads in a faster manner so you can allocate your resources to the immediate customer opportunities. These campaigns focus on some of the most top-of-mind data conversations your customers are having today and align to some of the new opportunities created through recent Microsoft investments.

Campaign Topics: Select one of the three campaigns that you think will resonate best for your particular customer. The three campaigns address how customers can:

1.Extend SQL Server consolidation to their Linux platform 2.Gain a competitive advantage through modern data strategies 3.Choose their own path to modernization4.Build an agile data analytics solution for everyone5.Transform insights into action with data

Go-to-marketActivities & Materials: Each campaign has supporting materials for 3 different go-to-market activities. Go-to-market activities

Activity Description

Materials Engage Microsoft for support

Lead Qualification Criteria

Go Do

Telesales outreach

Call target customers using the telesales conversation guide to qualify the opportunity and understand the customer’s business.

Telesales guides for all 3 campaigns which include: suggested

audience target

suggested introduction

open-ended questioning

call to action (CTA)

Recommended to engage local Microsoft teams

for account targeting.

Customer agrees to CTA which is a 30-60 minute meeting.

1. Customize the suggested introduction to include your company’s profile and details of the caller.

2. Customize the CTA.

Proactive proposal

Email a 2-page proactive customer proposal letter to target customers.

Proactive proposal documents for all 3 campaigns which include: customizable

title page campaign

value proposition

call to action

Customer agrees to CTA which is a 30-60 minute meeting.

1. Customize the title page to include your company’s profile.

2. Customize the CTA.

Hosted event

Invite target customers to an event you host.

Invitation email, presentation decks for all 3 campaigns and an event evaluation form which includes: customizable .o

ft email invitation templates

event presentation decks with call to action

event evaluation form template

Customer signs up for an offer such as an in-person workshop.

Use the evaluation form to get customer contact information, opportunity details, event feedback and opt-in permission for the customer to be contacted.

1. Customize the email invitation template.

2. Customize the deck to include: company profile, your own customer evidence, a customized CTA.

3. Customize and print off copies of the event evaluation form.

Key to Qualifying Great Leads

Your Offer (or Call to Action): We recommend you conclude each conversation, whether it’s on the phone, via email or at your event, with a targeted offer. Customers are looking to you for guidance on the next step and a well-conceived offer from you can motivate them and give them a concrete course of action. In addition, customers that take you up on your offer help you clearly define your priority leads and where to invest your resources.

For your initial offer, we suggest a 30-60 minute one-on-one exploratory session with your technical expert and your customer to unpack their vision for their business and provide you with enough detail to propose ways you can support their goals. Customers who agree to an in-person meeting or on-site customer workshop are essentially qualifying themselves as leads by giving you their most precious resource, time. If they’re prepared to spend the time with you and your company, they need something.

Your role is to help take the customer on a journey. Once you have the first step, which is understanding the customer’s immediate priority, whether it’s an opportunity or a constraint, the next step is helping the customer understand the options available to them.

It’s recommended that you have follow-up actions to propose at the end of your first meeting such as a data estate assessment & planning engagement, proof of concept, demo, or deployment planning service.

How to use the Go-to-Market Materials

Telesales Qualify customer leads over the phone using Microsoft conversation guides.

5guides

Cam

paig

n Extend SQL Server consolidation to your Linux platform

Gain a competitive advantage through modern data strategies

Choose your own path to modernization

Build an agile data analytics solution for everyone

Transform insights into action with data

Audi

ence

This offer works best for customers who have already consolidated SQL Server on Windows. They understand the value of consolidation, have deep investments in SQL Server and run a Linux platform.

This offer is targeted at customers who are looking to modernize their data strategy and get more from their data and big data solutions.

This offer works best with customers who are looking to either modernize their current IT infrastructure, realize the capabilities, scale and pricing of the cloud, or looking to choose a platform that embraces their current investments and open source technologies.

This offer is targeted at customers who are considering or actively investing in advanced analytics technologies with the purpose of helping them build a larger data strategy that will meet them where they are today while catering to their future requirements.

This offer applies to any organizations that are considering or actively making data investments and need a powerful, cost effective solution for sharing insights across the organization. Power BI makes it easy to connect to hundreds of data sources, regardless of the type of data or where it lives.

Step 1: Select your campaign. Edit the call script document as suggested.

Step 2: Build your customer call list. Use the guidance in the table above to target customers. Leverage local Microsoft guidance where possible.

Step 3: Call customer list. Use the telesales conversation guide to qualify customers on your target list. Schedule a 30 or 60 minute in-person meeting to continue the conversation at their office. Get an email address for the person with whom you speak.

Step 4: Send thank you emails. Email unqualified customers thanking them for their time and including links to your other

services. Email qualified customers with next steps.

4steps

How to use the Go-to-Market Materials

Proactive ProposalsQualify customer leads via email or mail using proactive proposal templates.

5proposals

Cam

paig

n Extend SQL Server consolidation to your Linux platform

Gain a competitive advantage through modern data strategies

Choose your own path to modernization

Build an agile data analytics solution for everyone

Transform insights into action with data

Audi

ence

This offer works best for customers who have already consolidated SQL Server on Windows. They understand the value of consolidation, have deep investments in SQL Server and run a Linux platform.

This offer is targeted at customers who are looking to modernize their data strategy and get more from their data and big data solutions.

This offer works best with customers who are looking to either modernize their current IT infrastructure, realize the capabilities, scale and pricing of the cloud, or looking to choose a platform that embraces their current investments and open source technologies.

This offer is targeted at customers who are considering or actively investing in advanced analytics technologies with the purpose of helping them build a larger data strategy that will meet them where they are today while catering to their future requirements.

This offer applies to any organizations that are considering or actively making data investments and need a powerful, cost effective solution for sharing insights across the organization. Power BI makes it easy to connect to hundreds of data sources, regardless of the type of data or where it lives.

Step 1: Select your campaign. Edit the proposal document as suggested.

Step 2: Build your customer list. Use the guidance in the table above to target customers. Leverage local Microsoft guidance where possible.

Step 3: Email or mail potential customers. Share a copy of the proposal with your sellers and Microsoft sellers, where possible.

Step 4: Follow up with a phone call or email. Call/email customers within the week to ask if they have any questions about the proposal. Refer to the corresponding telesales guide for assistance with the conversation. Schedule a 30 or 60 minute in-person meeting to continue the conversation at their office. Get an email address for the person with whom you speak.

Step 5: Send thank you emails to customers you spoke with or who respondedto your emails.

Email unqualified customers thanking them for their time and including links to your other services.

Email qualified customers with next steps.

Consideration for using Go-to-Market materials together: Instead of a 30-60 minute in-person meeting as your call to action, you may want to consider hosting an event and inviting

these customers to the event.

5steps

How to use the Go-to-Market Materials

Hosted events Qualify customer leads at your hosted event using materials provided by Microsoft.

5event themes

Cam

paig

n Extend SQL Server consolidation to your Linux platform

Gain a competitive advantage through modern data strategies

Choose your own path to modernization

Build an agile data analytics solution for everyone

Transform insights into action with data

Audi

ence

This offer works best for customers who have already consolidated SQL Server on Windows. They understand the value of consolidation, have deep investments in SQL Server and run a Linux platform.

This offer is targeted at customers who are looking to modernize their data strategy and get more from their data and big data solutions.

This offer works best with customers who are looking to either modernize their current IT infrastructure, realize the capabilities, scale and pricing of the cloud, or looking to choose a platform that embraces their current investments and open source technologies.

This offer is targeted at customers who are considering or actively investing in advanced analytics technologies with the purpose of helping them build a larger data strategy that will meet them where they are today while catering to their future requirements.

This offer applies to any organizations that are considering or actively making data investments and need a powerful, cost effective solution for sharing insights across the organization. Power BI makes it easy to connect to hundreds of data sources, regardless of the type of data or where it lives.

Step 1: Set up your event. Pick the campaign. Pick the time, date and location. Set the agenda for the event. Edit the email invitation template with event details, your logo and contact information. Edit the presentation deck to include your company profile, case studies and offer

details/call to action. Edit the event evaluation form.

Step 2: Build your invitation list. Use the guidance in the table above to target customers. Leverage local Microsoft guidance where possible.

Step 3: Create a call to action. Create an offer for customers. Examples: in-person workshop, data estate assessment &

planning engagement, proof of concept, demo

Step 4: Send the event invitation email.Step 5: Host the event.

Pass out and collect the event evaluation forms.

Step 6: Make thank you calls. Call customers within the week to thank them for attending your event. Follow-up with the customers who opted in for your offer through the event evaluation

form. Reiterate the offer details for customers who didn’t opt-in for the offer at the event but

gave you permission to contact them. Refer to the corresponding telesales guide for assistance with the conversation.

6steps