Generating Greater Pipeline Together

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Guy Jacobus

Channel Marketing Manager - BeNeLux

Generating Greater

Pipeline Together

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© 2012 IBM Corporation

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Demand Generation that Works

Our 2012 Demand Generation efforts are focused on

Passing more leads

to you

Helping you create more leads

Working with you to

win more business

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Software Quick Start

The IBM Software Quick

Start for Business

Partners is designed to

help you navigate the

IBM PartnerWorld

program – step by step

– and optimize your use

of the most important

software focused tools

and resources that

optimize your business

growth.

Note: All Pages titles are hyperlink

to the Software Quick Start page in

PartnerWorld

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© 2012 IBM Corporation

Grow Your Business With IBM Software Tool

The Grow Your Business

tool allows you to easily

find additional products

to add to your current

software portfolio

offerings.

Identify products of

interest

View estimated

return on

investment

View sales and

marketing materials

for each offering

Grow Your Investments and Portfolio

(5)

Business Partner Profitability Tool

The IBM Business Partner

Profitability Tool allows

Business Partners to view

an estimated return on

their investment for select

products.

It also offers the flexibility

to tailor much of the data

to reflect the Business

Partner's individual

business model.

Grow Your Investments and Portfolio

(6)

© 2012 IBM Corporation

IBM Market Insights (COMP)

IBM Market Insights is IBM’s

worldwide portal for

competitive information on

hardware, software and

services.

It provides no-charge access

to competitive tools.

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4Q SWG Business Partner Sales Plays

SAI = Sales Accelerator Incentive

Business Need

IBM Software Capability

SAI

Sales Play

X

Get Insight Into Your Business: IBM Smart Analytics System, InfoSphere

Warehouse and Netezza

Data Management

X

Reduce IT Costs

X

Information Integration for the Midmarket - Deliver Trusted Information

Turning Information into Insight

X

Financial Statement Reporting

Business Analytics

X

Business Intelligence Led Business Analytics

X

Business Analytics for Midmarket

X

Selling Business Analytics to the Office of Finance

Enterprise Content Management

X

Advanced Case Management

X

Win in Key Industries with Social Business Agenda

Deepen engagement with

Social Collaboration

X

CMO's Want to Get Social

customers, partners and

X

Web Experience Inside Out!

employees

X

Reinstate -Get Social with Collaboration, Mobile, and Cloud

X

Attack Whitespace with new SmartCloud email options

X

Use Benchmarking as a Competitive Advantage for Web Analytics

Commerce IBM Sterling MFT FTP Remediation

IBM Cloud File Transfer

Enterprise Market Management

Starting Conversations with the CMO (EMM)

Collaborative Life Cycle Management

X

Achieve faster software ROI with Application Life cycle Management

Accelerate product and service Compilers and Modernization

X

Power your Innovation with RDPower, Compilers, and Hats

innovation

Quality Life Cycle Management

X

Deliver higher quality software to minimize operational risk and cost

Complex and embedded systems

X

Innovate to develop smart products and systems

Business Service Management

IBM SmartCloud Application Performance Management

Optimize IT and business

Storage Management

Instant Opportunity - Tap into the success of TSM Suite for Unified Recovery

infrastruture

TRIRIGA for Lease Accounting

Asset Management

Asset & Facilities Management for Smarter Buildings

Maximo for Health, Safety and Environment

Business Process Management

X

Expand the reach and value of your customer's applications with Websphere

Enable the agile business

Connectivity and Integration

Reduce Costs & Accelerate Integration across organizations of all sizes with

Websphere MQ & Websphere Message Broker Express

Increase your Customer Business Agility and Capture New Opportunities with

Business Process and Operational Decision Management

Application Infrastructure

X

Build, Connect, Manage and Secure a Smarter Mobile Enterprise

Manage Security, Risk and

Security Intelligence, Analytics and Compliance

Compliance

Security Intelligence

Optimizing Identity & Access Management

X

Address Emerging Threats - All Life cycle Stages

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© 2012 IBM Corporation

© 2012 IBM Corporation

IBM Software Business Partner Plays

For IBM and IBM Business Partner Use Only

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Win in key industries with Social Business Agenda

Social Business: From Liking to Leading! Industry leaders are disrupting their markets with Social Business and achieving ROI across the organization. Product Development can develop products in 1/3 the time. Marketing can increase market exposure by 100%. Sales can increase efficiency by 50%. And Customer Service can achieve 5% reduction in customer defection, thereby growing profitability. To stay ahead businesses need a social business engagement platform to activate a smarter workforce. To delight customers a comprehensive social customer experience is needed. Leverage IBM’s Platform for Social Business to provide this foundation for improving business outcomes.

Market Opportunity:

Social Business opportunity will reach $73B in 2012

across Software, Services & Hardware: reaching $99B by

2015 at $11% CAGR between 2011 to 2015. There is a

$17 Billion software opportunity to capture.

Why you want to sell:

Well positioned in the Marketplace

IBM Named Worldwide Marketshare Leader in

Social Software for Third Consecutive Year

IBM Social Business Leadership Video on

Youtube

IBM Named Leader in Forrester Wave: Web Analytics

Q4 2011

(Oct 2011)

Well positioned within IBM

Social business is a key IBM strategy. See our new

website for Social Business – live on September 13

th

.

www.ibm.com/social-business

Learn more from

IBM customers!

Register here

© 2012 IBM Corporation

IBM Software Business Partner Plays

For IBM and IBM Business Partner Use Only

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ICS: Win in key industries with Social Business Agenda

Play Description

Target mid to large enterprises in key industries including insurance, banking, healthcare, industrial and telco to introduce industry specific Social Business Agenda. Utilize new sales tools such as social business template proposals and assets including new customer references to create a compelling vision and offer. Capitalize on new capabilities such as Social ECM (Enterprise Content Management), Social Bridging (secure link between external and internal social networks), Analytics (Cognos), Mobility and more!

Customer Value Proposition

A social business applies social networking tools and culture to business roles, processes, and outcomes to achieve unprecedented return on time invested. The ways in which people interact, form relationships, make decisions, accomplish work, or purchase goods are fundamentally changing. Help your customers to take part in this transformation and reap the benefits of becoming a social business.

Lead Offerings Software:

•IBM Connections / Connections Suite IBM Exceptional Web / IBM Websphere Portal / Sametime / Lotus Notes & Domino / SmartCloud Engage Advanced and Premium

Brand Cross Sell Opportunities •GBS / Business Analytics / Smarter

Commerce, ECM, Lombardi,Cognos

Hardware: •POWER7 systems

•System x and z

Competitive Differentiation: •Breadth of integration – horizontal (Social, Mobile,

Content, Analytics and Cloud) and vertical per key industries

•IBM is a recognized market leader

Sales Scenario Company sizecustomer with 1500 users: $150,000. : 100+ employees. Audience:Typical sales cycleC-Level Executive, LOB Executive, IT Manager. : 90 to 180 days. Average software deal sizefor a Partners

IBM Software Value Plus (SVP) Authorized Business Partners and their Value-Added Distributors (VAD) and ISV’s with current WebSphere Portal, Web Content Manager, Connections, Connections Suite, Sametime, Cognos, and Smarter Commerce skills and certifications.

Reasons to Sell

Attract new LOB audiences and close quick sales that solve an immediate business need while opening the door to broad, business-based discussions that lead to large opportunities. Average Connections deal size is $65,000. WebSphere Portal NOW project types range from $25K to 125K.. Earn up to double SVIfees on qualifying competitive sales. Leverage the Cost Busters Solutions for Small Deals and the IBM Software Volume OfferingsIBM PartnerWorld programs. Engage in cross brand selling opportunities to grow your business.

Demand Gen Web Assets

Use the newConnections 4 “Core” presentation for customers and QRG – both posted in the Connections sales kit. NEWRTE (Ready to Execute) campaign for “Socially enable your business process”. Watch the Connections 4 Overview on Youtube! Show Connections for free as part of IBM Greenhouse– customers and partners can sign up for free. Leverage sales and marketing content for Connections Suite available in the PW sales kit for a comprehensive social solution with robust Document Management and real-time Unified Communication. Get started with IBM's Social Business event-in-a-box to help you plan and execute an event, whether face-to-face, virtual or a combination of both. Show your clients and prospects how they can tap into the power of Social to drive real business value. "Liking to Leading 2012 Launch event-in-a-box," is now available for IBM Business Partners at the IBM Business Partner Community.

Key Links: Win in key industries with Social Business Agenda andthe Quick Reference Guide.

Global Play Owner: Fran PolanecPlay Date: 4Q 2012Target: GB-LE / GB-MM Tactic Codes: Enter leads into GPP with appropriate tactic code

Business Area/Need: A social business disrupts their market, creates lasting competitive advantage, and gains ROI across the organization.

Product Groups: Social Business Program Framework:Social Business/Mid Market Smarter Planet: Social Business Industries: Cross Industry

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Q4 - Sales Plays build up

Quick Reference Guide (QRG):

• Contains detail on the play

• Links to assets and case studies

• Scenarios and questions for

customers

•Included inside the sales play on

IBM PartnerWorld

Introduction Chart provides:

• High level Market Opportunity overview

• Position of solution in the marketplace

• Details on “why you want to sell it”

Overview Chart provides:

• Customer value proposition

• Reasons to sell and demand generation web assets

• Access to Quick Reference Guides

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Building the Marketing plan

Example Category: Connect and

Collaborate, Manage Risk,

Security, Turning Information into

Insights

Capability

Area 1

-XXX

Capability

Area

2-XXX

IBM Software

Capability Area

Connect and

Collaborate

2

Turn Information

into Insights

1

IBM SWG

Revenue Targets

Current

SWG

Revenue

Target

SWG

Revenue

Determine Growth needed

$2,000,000

$1,000,000

4

Volume or Value/

Deal Size

Volume or

Value,

Deal Size

Value or

Value,

Deal Size

Determine if Volume or Value

part of Business & Average

Deal Size

Volume

$25,000

Value

$125,000

Projected Revenue

Capability Area

3

How much of Target Revenue

for each Capability Area

Capability

Area 1 –

Revenue

Capability

Area

2-Revenue

$1,500,000

$500,000

What is Current IBM Software Transactional Revenue?

What is target growth for IBM Software Revenue?

What IBM Software Capability are focus areas to obtain this growth?

What is projected Revenue from each Capability area?

Is Capability area Volume or Value?

What is Average Deal Size?

Example

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© 2012 IBM Corporation

Understanding the Required leads from New and Existing

Customers to achieve Revenue Target

Using 3x-6x multiplier that best matches how much pipeline is needed, what is the Projected Lead

Revenue that is required to achieve target revenue?

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

What is actual $ amount of lead revenue needed in each part of the business?

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Projected lead revenue

needed

Can range between 3x Revenue

to 6x Revenue

Connect&

Collab –

Lead

amount

Info into

Insights-Lead

amount

$4,500,000

$1,500,000

What is the Target mix % from

New & Existing Customers

6

Volume

New

Existing

Value

New

Existing

20%

80%

50%

50%

Required lead

revenue from

New & Existing

7

$300,000

$1,200,000

$2,250,000

$2,250,000

Example

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Understanding Business Partner’s Marketing & Sales Resources

Is business model primarily Sales Driven, Technology Driven, Marketing Driven?

How are Leads currently being generated? What is working? What changes are needed? Is there a

new source of leads that needs to be added or % shifted?

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Sales, Technical, Marketing

Resources in the Company

Determine current staffing capacity to

create and progress leads

3 inside

2 outside

# of Sales

People

3

# of

Technical

1

# of

Marketing

9

Source of Leads

Sales

Tech

Mkg

0%

Sales

Tech

Mkg

100%

0%

0%

0%

0%

0%

80%

0%

20%

0%

20%

Now

Shift

Connect&

Collab –

Lead

amount

Info into

Insights-Lead

amount

Sales

-Inside

100%

80%

Sales

-Inside

0%

0%

Example

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© 2012 IBM Corporation

Determining Target Customers, Industry and Profile of Customer

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Audience

Message

Industry: Banking

Need, Conversation: increased

productivity due to staff in

different locations around city

Audience

Message

Audience

Message

Customer

Size

Less than 1,000 employees

500-100 employees

xxx

Where

Gent

Where

Brussels

Where

Luxembourg

Industry Utilities

Need, Conversation: smart

metering information exchange

Industry: Public

Need, Conversation: need

for fraud detection in Eurozone

Customer

Size

Customer

Size

Audience

Message

xxx

Where

xxx

Industry xxx

Need, Conversation

Customer

Size

Connect

&

Collaborat

e

Info into

Insights

Target Audience Selection and Main Message for Conversation

For each Software Capability Category, what are the target industries?

Target audience needs, vision for their business? Identify Opportunities and match with Solutions

What is the main message to start and continue the conversation with the Target audience?

Size of Customer?

Where are Customers located? Area of country, cities

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Go-To-Market Plan for Demand Generation

Key Go-to-Market Activities to achieve business objective in selected market segments

Integrate Web and Social Media into Marketing Mix for Demand Generation

When and where in Market

Forecasted results to determine if you have enough pipe

Measure against target and make adjustments

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Plan Specifics – Go-To-Market

Putting it all together

Example

<Name>

200,000

<Date>

BP fund

Face to Face Event Breakfast Series with Key Banks (Existing)

Connect and

Collaborate

Volume

Line of Business in Banking, Mid Size Less than 1,000

Employees, Gent

Required Lead Amount $1,500,000

Campaign Tactics

When in

Market

Month

Expected

Result

Lead

Amount

Owner

Get Web Syndication from IBM on Lotus – Registration to download

Collaboration Video (New Customers)

PW Benefit

Q4 2011

$50,000

<Name>

Drive Lead to Web Cast event in 2 weeks – event topics designed by Online

Banking community feedback (New Customers)

BP fund

Q1 2012

$50,000

<Name>

Telesales – Inside Sales Campaign

Funding source

Q1, Q2

1,000,000

<Name>

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© 2012 IBM Corporation

Financial Model for Marketing Planning

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Web Content Syndication

IBM Web Content Syndication enables

you to embed product content that

automatically updates on your

websites. The benefit is designed to

provide your customers with timely,

compelling and rich web content

reinforcing your expertise and the

power of IBM.

+1500 BPs registered

Adoption rate 85%

Fastest growing benefit +124% yty

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© 2012 IBM Corporation

Publish Your Case Study

This benefit provides you

with a brochure that will

showcase your client's

success, featuring your

solution with IBM software

and hardware. After a small

investment of your time, IBM

will write and design this

color PDF brochure for you at

no charge.

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Customer References

Leverage IBM Sales tools

to find customer

references by client size,

location, industry and area

of focus.

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© 2012 IBM Corporation

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Marketing Partners

Lillan Baruch

Mariette Hamer

Astrid Patz

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Accelerate Your Profitability in 2012

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© 2012 IBM Corporation

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Closing

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Wrap Up

Finalize Q4 Co-Marketing plans together with Nathalie,

the VAD’s and Agencies

Evaluate Lead Progression Tactics

Reflect all 2012 Co-Marketing results in GPP for ROI

measurement

Prepare for 2013 full-year Marketing planning

See Sales Plays

Leverage all PartnerWorld, CMC and RTE resources

Consult our Marketing Partners where applicable

Contact our Channel Marketing Team BeLux for any

topic:

SWG Co-Marketing: Nathalie Verbeeck

(M +32 479 87 68 75)

ISV & Developer Relations Marketing: Sandra Gorwill

(M +31 6 479

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© 2012 IBM Corporation

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