sales journey part 1 gtm and sales tools at your hands sales & marketing airlift, london, april...
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Sales Journey Part 1GTM and Sales Tools at your handsSales & Marketing Airlift, London, April 12th – 14th Meinrad Lay, Corp Partner MarketingAllan Lee, Corp Communication Sector
@Allan: removed the movies for editing comfort – let us add them at the end.
| Copyright© 2011 Microsoft Confidential2
3 Takeaways
No single answer. Every customer and partner is different1
Must align our sales processes with the Buyer’s Journey2
MS offers support and tools to shape the GTM3
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Navigating the GTM Journey
• Why• Joint Initiative to accelerate Time-to-Revenue• Find the Right Bundles for a partner’s specific target markets
• How• End-to-End Workshop Based Program with our partners and
external sales excellence support• Use GTM Tools to leverage MS assets
• What• i.e. Indirect Channel Enablement Workshop to provide
• Provide and understand the Opportunity• Customer Journey and Value Propositions for Solutions to Business
Problems• Define Sales Readiness Initiatives• Provide required Sales Tools• ...
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Partner Onboarding Process
Increase focus on Who to sell to and How to sell
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Sign MOSRA
Customers and Offers
LaunchSales and Channels
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How do we sell to these different customers?
Search Find Qualify Try Buy Activate
Direct Sales
Telesales
Partners
Online
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GTM - From Strategy to Execution
Strategic alignmen
t and kickoff
Workshop
Customers and Offers
Sales and Channels
Marketing
Pre-launch Review
Workshop
Governance and Project PlanningGTM Toolkit
6
Who&
WhatHow How
Goals&
Gover-
nance
Signoff
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Sales Enablement Program – Workshop Framework & Toolkit
Strategic alignment
and kickoff
Workshop
Customers and Offers
Customer Workshop
Offer Definition Workshop
Sales and Channels
Channel Review
Workshop
Channel Enableme
nt Workshop
Marketing
Marketing Workshop
Launch Plan
Workshop
Pre-launch Review
Workshop
Governance and Project PlanningGTM Toolkit
7
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Focus on Customer Needs and Sales Readiness
Strategic alignment and kickoff Workshop
Customers and Offers
Customer
Workshop
Offer Definition Workshop
Sales and Channels
Channel Review
Workshop
Channel Enableme
nt Workshop
Marketing
Marketing Workshop
Launch Plan
Workshop
Pre-launch Review
Workshop
Governance and Project PlanningGTM Toolkit
8
| Copyright© 2011 Microsoft Confidential
• Becoming a Trusted Advisor
• The psychology of change• Navigating the Buyer’s
Journey• The Art of Persuasion• Using Diagnostic
Conversations• Uncovering the Real
Issues• Asking Questions in
Colour• Handling objections• Master the 5 Steps of the
Buyer's Decision Process• How to influence,
persuade and convince others to take action
• Using the Sales Toolkit
Field SalesPartner/Reseller channel
TelesalesPartner/Reseller channel
Online channel
• Becoming a Trusted Advisor
• The psychology of change
• Articulating the value proposition
• Moving from selling products to services
• Communicating the invisible
• Creating 3D business relationships
• Leveraging the web/online channel
• Success in Selling is systematic use of first principles and common sense
• Using the Sales Toolkit
• Becoming a Trusted Advisor
• The psychology of change• Building a “conversation”
call script• Directing the conversation
to desired pain points• Engaging the other party• Creating rapport and trust
over the phone• Moving from selling
products to services• Overcoming objections• Questioning skills• Listening skills• I can hear you smiling• Speaking in Technicolor• Using the Sales Toolkit
• Becoming a Trusted Advisor
• The psychology of change
• Simplicity of layout and visual appeal
• Ease of navigation: 3 clicks and you die
• Landing pages• Self qualification using
black questions• Creating a prospect
incubation process• Making it easy to buy on
line• SOHO & SMB Resource
Center• The online buyer’s
journey
Sales Enablement Program
• Understanding the challenges facing SOHO/SMB customers• Creating Compelling Value Propositions for your O365 bundles• Aligning your sales efforts with the Buyer’s Journey• Leveraging the End2End Customer Experience to drive referrals and recommendations• Determine the optimal Sales Channel Matrix• Re-thinking Demand Generation Programs• Becoming a Trusted Advisor
A Program ready to merge with your processes
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Example: Per Channel: Review+Enablement Charter
Deliverables
• Who are we selling to?
• What is our Value Proposition?
• What is the optimal Sales Channel Mix?
• How do we generate demand?
• How do we segment Partners?
• What is our Sales Readiness Plan?
• Sales Comp structure
• Partner Program and incentives Plan
People Required
• Product Management
• Partner/Reseller Team
• Telesales Team• Direct Sales Team • Online Team• Sales Management• Marketing
Management
Supporting Tools
• GTM Toolkit• Existing Partner
Processes• External Moderation• First principles and
common sense
Based on customer buying behavior and offers, build out a channel strategy to reach the target customers
1010
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Input from Customer/Offering
Workshops
Approach = Channel Review + Enablement Program
• Main activities: • Preparation of as-is-situation through stakeholder
interviews/shadowing• 1-2 days workshop to synthesize and define to-be-situation
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Where are we today?
• Documented current channel structure (sales force, skills, segments, current business mix)
• What is/is not working?
Where do we want to be?
• How are we selling to the “Who”?
• Customer experience
• Tuned Offer & Value Proposition per channel
• Sales Targets and Compensation
How to get there?
• Implementation plan
• Checklists• Training Plans
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How does this work in reality?Example 1: MS Online Buyer Journey
• MS Office 365 Online Buyers Journey
• See Lynn Edmark’s Presentation
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Channel enablement Shared Best Practice:Microsoft Office 365 - Online Buyers Journey
Inform Lead
Why should I care? How do I buy?
Educate site visitors on Office 365 – what it is, what it includes,
and why it matters for their
business
Direct them to the best way to
purchase depending on their needs
Influence
Which plan is right for me?
Help customers to find the plan that is right for
them
Close
Close the sale
Drive customers through the ecommerce
experience and complete the
sale
DemandPost-
PurchaseWhat is Office
365?
Leverage MS network,
partners and SEO to drive
demand
Support existing
customers and create
advocates. Develop/extend
relationship management.
Retain and Extend
Increase relevance by
providing content and tools
pertinent to their business and
where they’re at in the purchase
cycle
Create a fluid path to the “next
step” by directing
customers to the right way to
purchase based on their needs
Support customers in the decision making
process by providing a customized
recommendation based on their
needs
Create a seamless, frictionless ecommerce experience
Try
Buy
Fill funnel Engage Convert
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How does this work in reality?Example 2: UPC Office 365 Launch Planning
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Example: UPC Office 365 Launch Kick-Off Workshops
• Pictures telling the story• External facilitators and
sales excellence SMEs• Joint investment• MSFT in and out of the
workshops
Key Deliverables:• 3 Outcomes• 6 Outputs
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Office 365 Launch Kick-Off Workshop: Outcomes
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1. A shared understanding of the Value Added Services Strategy and positioning of Office 365
2. Agreement on what we want to collectively achieve with the launch of Office 365
3. Commitment to actions, timelines, roles and responsibilities
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Office 365 Launch Kick-Off Workshop: Outputs
1. Challenges facing SOHO customers
2. Office 365 Bundles Values, Messaging & Positioning
3. Office 365 Demand Generation Plan
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Office 365 Launch Kick-Off Workshop: Outputs
4. Sales Channel Matrix
5. GTM Blueprint(Upsell or New SOHO)
6. Office 365 Launch Roadmap
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How?
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Workshop Driven Approach
Collective Intelligence
Take Ownership
Process: From Goals to Launch plan
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Drive to Execution – Program Planning (Illustrative)
Process Definition
Program/ Project Definition
Governance
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Sales and Channels Workshop Summary
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What are we trying to achieve?
•Define scope and success measures
•Create a plan for success
•Identify opportunities and gaps in current and future state
•Assign and prioritize requirements
•Socialize project and gain support of key stakeholders
Who should attend?
•If you are involved in developing or supporting your sales and/or channels you will benefit from this workshop
•Attendees could include:•Managing Directors
•Sales Managers
•Senior Management
•Marketing Managers
•Customer Service Managers
What Partner can expect?
•Clear approach for deciding on the best sales and channels planning strategy for your company
•Practical examples on successful business models and measurements
•Proven methodology for developing your customized sales approach
•Review of industry best practices
•Access to all presentation materials for future reference
When does it take place?
•Where: XXXX•Dates: XXXX-XXXX, 2011
•Location: XXXXX
What are Partner key deliverables
post workshop?•Sales plan and customer journey for each channel, e.g. Direct, Telesales, Online and Partner
•Compensation and benefits plan
•Readiness plans
What assets are available to
support?
•BOM’s – various•Web – tool elements, creative, etc.
•Collateral – white papers, data sheets, etc.
•Readiness – partner training resources, etc.
We have an approach and best proven practices.
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@Allan: video removed put back later
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GTM Tools – Leverage MS Assets
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What do we offer?
• GTM Tools Objectives
• GTM Tools Deliverables
• Project Timeline
• Toolkits - Snapshots
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Objectives
• Provide a framework for IMDMs and PBDMs to support our Syndication partners through the GTM process
• Provide Syndication Partners a set of supported toolkits as you take them thru the Service Onboarding GTM workshops
• Enable Syndication partners to reduce time to market by providing co-branded sales and marketing tools
• Ensure the Office 365 value proposition is consistently delivered together in their bundle offers to market.
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GTM Toolkit Overview
The toolkit is a collection of tools and resources that support the work streams with the partner during their GTM with Office 365 Bundles
Syndication Partner Readiness in a box
• GTM Methodology & Workshops, Establishing Sales and Marketing Motions, Sales Readiness
Activation Handbook
• Framework, Email Templates, Call Scripts & Training PPTs to support partner through post sales life cycle
Campaign in a box
• To partner and Thru partner sales & marketing templates, Call Scripts, Sales Training, Assets to be localized (F,G,S,I)
Industry
Shared Practices
• Document libraries containing Industry sales and marketing examples by GTM pillar and by Offer/Segment/Channel
Microsoft Best Practices
• RM, Campaign/ Messaging and Positioning, Web strategy, Social networking, community
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Tools for Office 365 - ScheduleComponents Timeline Progress
1. Partner Readiness Playbook April 2011 On-Track
2. Campaign-in-a-Box• To Partner Handbook• To Partner & Thru Partner PPT• Thru Partner Datasheet• Thru Partner Discussion Guide• Top reasons to Buy & Sell• Banner Ads• Email Template – Sales/Lead Generation• Web Landing Page• Partner Sales Training Video
End March 2011
Completed & Released to QuickStart
3. Activation Handbook• Email Templates for activation stages• Methodology : Self Serve, Managed IT Service• Definitions & Phases: Migration, Provisioning,
Deployment, Usage• Upsell Value – Loyalty; follow-on services
End April 2011
Ongoing : content gathering stage
4. Shared Practices SharePoint• Databank infrastructure & content framework to
highlight industry sales and marketing practices
End May 2011
Ongoing
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Office 365 BOM Creative – Handbook
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Office 365 GTM Handbook
@Allan: We need some snippets from the GTM and activation handbook and less visuals and flyers.
| Copyright© 2011 Microsoft Confidential
@Allan: we cannot use that video publically and “we are all in” cannot be used any longer – we might use one of the teaser videos – Coho Vineyard – which we can share as well.
| Copyright© 2011 Microsoft Confidential
SummarySales Enablement Framework and GTM Toolkit
Work with your IMDM& PBDM*
Engagement Plan with external Moderation and Sales Excellence SMEs
Strategic Alignment Workshop
Offering, Customer Journey & Channel Readiness
...
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*) IMDM: Industry Marketing & Development ManagerPBDM: Partner Business Development Manager
Questions
Thank you
Backup