1. business and industrial

BUSINESS BUILDER
BUILD AND GROW YOUR UNIFIED
COMMUNICATIONS-MESSAGING PRACTICE
BUILD AND GROW YOUR UNIFIED COMMUNICATIONS-MESSAGING PRACTICE
INTRODUCTION
INTRODUCTION
• Ken Thoreson - Acumen Management Group, LTD
• Jemima Herman – Product Manager
• David Alexander – Unified Communications Product Manager
• Nicole Noel – Project Manager
BUILD AND GROW YOUR UNIFIED COMMUNICATIONS-MESSAGING PRACTICE
INTRODUCTION
AGENDA
•
•
•
•
•
Introduction to the workshop and purpose
The business opportunity of a Microsoft UC-Messaging practice
Overview of playbook and how to use it
Building your UC-Messaging practice—workshop activity
Business Builder workshop summary, action plan
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INTRODUCTION
PURPOSE OF WORKSHOP
To provide partners who are planning to or have an existing
Microsoft Unified Communications-Messaging practice with:
• Ideas, concepts, and tools to help increase the growth and
profitability of their practice
• A playbook for building sales and profits, promoting commitment,
and retaining the sustainability of the workshop
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INTRODUCTION
WHY CREATE A PLAYBOOK?
• To learn best practices for growing a new or existing practice
• To learn new principles and techniques for business management,
sales planning, and marketing
• To understand resources from Microsoft to assist you
• To apply these insights and techniques through the Playbook
exercises
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INTRODUCTION
WHY BUSINESS BUILDER FOR
UNIFIED COMMUNICATIONS-MESSAGING
The Microsoft goal is to assist partner community in
building a sustaining business model:
• Develop and strengthen profitable customer relationships
• Increase the volume of business
• Increase existing customer penetration ratios
• Adding increased levels of net-new customers
• Implement innovative products/solutions and services
• Increase market penetration
• Improve operations and reduce costs
• Build high-value connections with partners and suppliers
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INTRODUCTION
MARKET DYNAMICS
•
•
•
•
•
Complex IT systems
Increasing security threats and economic challenges
Increasingly mobile workforce
Regulatory requirements
Geographically and organizationally dispersed project teams
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INTRODUCTION
MARKET DYNAMICS
• Low employee productivity
• Need for increased levels of communication
• Need for better key performance indicators (KPIs) and
dashboard metrics
• Economic justification
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INTRODUCTION
BUSINESS BUILDER PLAYBOOK
FOR UC-MESSAGING
A working playbook
• Tailored to your practice needs
• Microsoft products integrated with Acumen Management
best business practices
• Microsoft resources integrated with product focus
• Partner-focused for ongoing, long-term utilization
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INTRODUCTION
PLAY ONE: PERFORM BUSINESS
ASSESSMENT AND BUSINESS PLANNING
Evaluate your business, your practice, and the elements that should
be included in your business plan:
 Perform a Business Assessment
 Evaluate Your Practice
 Case Studies for Strategy Development
 Developing Your Vision for the Next Two Years
 Building a Management Dashboard
 Learning and Development Plan
 Building Your Practice Statement
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INTRODUCTION
PLAY TWO: MARKET ASSESSMENT AND
MARKETING PLAN CREATION
Analyze your market and create a six-month marketing plan:
 Perform Market Assessment
 Develop a Marketing and Sales Funnel
 Determine Your Ideal Client and Market Focus
 Craft Your Message
 Position your Practice
 Developing a Marketing Plan
 Ready-to-Go Marketing
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INTRODUCTION
PLAY THREE: DEVELOP AND ANALYZE
YOUR SALES STRATEGY
Build a UC-Messaging solutions-based sales team:
 Review, Develop, and Analyze Your Sales Strategy
 Create Sales Training and Development Plans
 Microsoft Incentives
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PLAY ONE
DEVELOPING A PRACTICE ASSESSMENT
AND BUSINESS PLAN
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PLAY ONE
BUSINESS PLANNING
Business Planning must consider:
• The environment of the market and your company
• Overall and Microsoft resources available to you
• Your personnel
• Your marketing capability
• Training programs
• Banking relationships
• Hiring projections
• Growth considerations
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PLAY ONE
BUSINESS PLANNING
A process to establish the goals and objectives
to achieve business success:
• Typically annual
• Frequently financially focused
• The basis for functional plans
• Focused on outcome, not process
• Rarely detailed enough for individual or department action
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PLAY ONE
BUSINESS PLANNING
QUESTIONS
• What are some of the specific factors you will be facing in 2010?
• What assumptions are you making about the market in 2010?
• What assumptions did you make about your product offerings in
2009? Still true?
• What assumptions did you make about your company capability in
2009? Still true?
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PLAY ONE
BUSINESS PLANNING
QUESTIONS
•
•
•
•
•
•
What went well in the past year?
What did not go well?
What are the key drivers?
What are the key metrics?
What are the risks?
What are the opportunities?
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PLAY ONE
KEY BUSINESS DRIVERS
•
•
•
•
Existing products and services to current customers
New products and services to current customers
Existing products and services to new customers
New products and services to new customers
OFFERING
NEW CUSTOMER
CURRENT CUSTOMER
SharePoint®
0%
100%
Unified Communications (UC)
25%
75%
Office®
65%
35%
Microsoft Online Services
70%
30%
Professional services
20%
80%
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PLAY ONE
PLAYBOOK EXERCISE
•
•
•
•
Evaluate Your Practice
Case Studies for Strategy Development
Develop Your Vision for the Next Two Years
Build a Management Scorecard
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PLAY ONE
GROUP EXERCISE
• Rate Your Overall Sales/Marketing/Technical Proficiency
in Each Category
• Rate Management, Sales, Marketing, Consulting
and Score Your Results
• Complete Current and Planned %’s of Revenue
• Review Pertinent Case Studies
• White Papers
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PLAY ONE
BUILDING YOUR UC-MESSAGING PRACTICE
Product Information
• Office Communications Servicer 2007 R2 & OCS R2 Online Services
Enterprise IM presence platform. A robust, flexible, Session Initiation
Protocol (SIP) standards-based, real-time communication platform
that enables: presence-based VoIP call management; audio, video,
and Web conferencing; and instant messaging communication within
and across existing software applications, services, and devices.
• Microsoft Exchange Server 2010 & Exchange Online Services
Email, voice mail, calendaring, contact management. Goes beyond
email and today’s stand-alone voice-mail systems to deliver a unified
inbox experience that includes email, voice mail, and fax
functionality, as well as new capabilities such as speech-based auto
attendant that allows users to access their communications from
any phone.
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PLAY ONE
BUILDING YOUR UC-MESSAGING PRACTICE
Product Information
• Microsoft Office Communicator
Integrated communications client. A unified communications client
that works in tandem with OCS 2007 R2 to deliver: a presence-based,
enterprise VoIP softphone; secured, enterprise-grade instant messaging that allows for intercompany federation and connectivity to
public instant messaging networks such as MSN®, AOL, and Yahoo!;
one-to-one and multiparty video, audio, and Web conferencing.
• Microsoft Office Live Meeting
Hosted Web conferencing service. A rich conferencing service
designed to help users effectively collaborate, conduct training, and
deliver presentations using just a PC and an Internet connection.
Improvements to Office Live Meeting include support for e-learning,
enhanced audio and video capabilities (including VoIP), a streamlined user interface, seamless integration with the Office system, and
a simple deployment.
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PLAY ONE
BUILDING YOUR UC-MESSAGING PRACTICE
Product Information
• Microsoft Office and Microsoft Outlook
Email client, calendaring client. Provides an integrated solution for
managing time and information, connecting across boundaries, and
remaining in control of the information that reaches us. Office
Outlook® delivers innovations for quickly searching through
communications, organizing work, and information sharing—all from
one place.
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PLAY ONE
BEST FIT FOR BUYING UC-MESSAGING
Best fit:
• Primary prospects: TDMs (CIO, VP Technology, Chief Architect) or
BDMs (CFO, COO, VP Ops)
• Secondary prospects: IT and Telephony Administrators (IT Pros)
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PLAY ONE
QUESTIONS YOU MAY HEAR
“I’m reviewing alternative communications systems that seem less
expensive.”
• Have you looked at total cost of ownership (TCO)? When TCO is
taken into account—especially when analyzing the manageability,
administration, support, training, documentation, staffing, uptime,
partner solutions, and support for mobile devices—Microsoft UC
solutions become more and more attractive. You can build on your
existing infrastructure, training, and deployed products to gain
greater value from a Microsoft UC solution. Also, you will be able to
communicate and share presence with users of public IM services
with a single client.
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PLAY ONE
QUESTIONS YOU MAY HEAR
“Do I need Active Directory to run Exchange Server?”
• In order to utilize the operational, administrative, and security
benefits of Exchange and Windows, an Active Directory deployment
is highly recommended. There are new tools and enhancements that
make Active Directory deployment easier. Go to
www.microsoft.com/activedirectory for more details.
“Unified Communications isn’t for me. It doesn’t sound like
something I need.”
• One of the challenges businesses face in today’s global economy is
how to increase the effectiveness of a distributed and mobile
workforce. Microsoft UC solutions enable organizations to seamlessly
connect employees. Communicating and collaborating is simple,
intuitive, and immediate with UC products such as Communicator.
Users can immediately find and contact the right person via email,
instant messaging, voice, or conferencing.
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PLAY ONE
PLAYBOOK EXERCISE
SAMPLE PRACTICE STATEMENT
• Statement: We provide our business expertise, services and Microsoft
solutions to increase collaboration and communication.
• Strategy to Uncover: Our focus is in the Professional Services
market segment.
• Unique Business Opportunity: We offer our clients industry
expertise, a client and industry advisory board along with twice
annual client User Group events.
• Related Practice Areas: SharePoint, Office
• 5 Questions to Ask
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PLAY ONE
PLAYBOOK EXERCISE
• Review Learning and Development Plans
• Develop Your Practice Statement
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PLAY ONE
MICROSOFT TRAINING AND DEVELOPMENT
Follow these steps:
• Go to www.microsoftlearningplans.com
• Select “Search for Training Packages”
• Search by competency—Unified Communications
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PLAY TWO
MARKET ASSESSMENT AND
MARKETING PLAN CREATION
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PLAY TWO
PRODUCT MARKETING CAMPAIGN
Must understand the following to build a campaign:
• Dollars required to attain monthly budget/quota
• Dollars required to enter pipeline at the beginning of each month
• Number of leads required to achieve pipeline value
• Defined lead sources and average order size
• Number of months in the sales cycle or velocity
• Win/loss ratio on proposal deliveries
• Marketing funnel vs. sales funnel
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PLAY TWO
UC-MESSAGING MARKETING CAMPAIGN
Determine what marketing activities are required to drive demand:
• Understand vendor tool sets
– Ready-to-Go Campaigns
– Newsletters, Emails, Direct Mail, Marketing Programs
• Prepare tracking systems
• Estimate potential costs
• Define for rolling 12 months
• Determine average order size
• Determine priority of events
• Determine your goals per event
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PLAY TWO
SALES & MARKETING FUNNEL MEASURE DISPASSIONATELY
GLASS PIPELINE — OVERALL COMPANY
UNIVERSE
WIN
PROPOSAL
IDEAL
PROFILE
STAGE 3
SEGMENT
STAGE 4
CAMPAIGN EXECUTION LEADS REQ
STAGE 5
STAGE 6
OPPORTUNITY — EFFORT — RESULTS
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PLAY TWO
REVIEW PLAYBOOK
• Determine Top Lead Sources
• Estimate Marketing and Sales Funnels
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PLAY TWO
DEFINING MARKET COVERAGE STRATEGY
Goal: Determine sales and market coverage strategy
• A, B, C analysis of account potential
• Clustering of opportunity
• Territory definition
• Target accounts
• Products and services
• Telesales, inside, and outside organization
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PLAY TWO
DEFINING IDEAL CLIENT
• A, B, C client base
– 15% of clients = 65% of sales/profits
– 20% of clients = 20% of sales/profits
– 65% of clients = 15% of sales/profits
• A, B, C prospect base
• Call frequency determination into Microsoft Dynamics® CRM
and measure
• Lifetime value ratio
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PLAY TWO
UNIFIED COMMUNICATIONS- MESSAGING
• Leverage the Microsoft Unified Communications Solutions
competency messaging specialization to help differentiate your
business in the market. Show current and potential customers that
you have expertise in delivering solutions based on Microsoft Unified
Communications technologies.
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PLAY TWO
MARKETING IDEAS
•
•
•
•
•
•
•
•
Executive Forum
Business Breakfasts
Lunch & Learns
Seminars based upon Business Challenges
Networking/Partnering
Social Media
Microsoft Resources
Use Live Meeting as a Sales Tool
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PLAY TWO
GROUP EXERCISE
List business challenges UC-Messaging Solves for a Prospect.
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PLAY TWO
COMPONENTS OF A GOOD VALUE PROPOSITION
• The implicit promise a company makes to its customers to deliver a
combination of values, such as price, quality, performance, selection,
and convenience
• The words that describe the compelling reason to buy
• Includes Partner and Microsoft Messaging
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PLAY TWO
READY-TO-GO CAMPAIGN
Take advantage of the rich resources to show prospects:
• How to help their organization increase the value of their
information assets
• How to get the right information to the right people
• How to make better-informed decisions
• How to provide IT Pros with a single, extendible platform
The most common partner wins map to three basic deal types:
• Solving search needs
• Helping customers get more value out of existing intranet
or portal solutions
• Building broader projects spanning collaborative business
applications, enterprise content management, business
intelligence, and even e-commerce sites
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PLAY TWO
INTRODUCING THE MARKETING DESK SPECIALISTS
Your free, one-stop resource for marketing
consultations and best-practice guidance
Schedule your FREE marketing consultation today!
https://partner.microsoft.com/US/40015071
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PLAY TWO
PLAYBOOK REVIEW
• Exercise: Craft Your Message—Review Acumen Value
Proposition Tool
• Review RTG Campaign
• GOAL: Create Six-Month Marketing Plan
• Discussion on Attendee’s Marketing Ideas
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PLAY THREE
DEVELOP AND ANALYZE
YOUR SALES STRATEGY
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PLAY THREE
THE RIGORS OF CADENCE
“Inspect what you expect.”
“What gets measured, gets done.”
“You can’t manage what you can’t measure.”
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PLAY THREE
BUSINESS DRIVERS AND PIPELINE METRICS
GENERATE
INTEREST
LEAD TO PROSPECT
CONVERT
INTEREST
`
VOLUME, SOURCE, AND
CONVERSION PERCENT
PROSPECT TO
OPPORTUNITY
PROVE AND
CONVINCE
VOLUME, PIPELINE DOLLARS, AND
CONVERSION PERCENT
OPPORTUNITY
TO PROPOSAL
CLOSE
MIX PERCENT AND
CONVERSION PERCENT
PROPOSAL
TO WIN
WIN PERCENT
CYCLE TIME
AVG. $ SALE
DELIVER
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PLAY THREE
KEY BUSINESS SALES DRIVERS
Sales driver examples:
• Average dollars per sales transaction
• Number of required sales transactions per month
• Win rate percentage of decisions
• Forecast accuracy percentage
• Sales cycle time in months
• Required pipeline value
• Sales milestones to win
• Sales activity to win: cold calls, first visits, proof of
concept or demo, proposals
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PLAY THREE
KEY BUSINESS MARKETING DRIVERS
Marketing driver examples:
• Overall lead-to-sale ratio
• Lead-to-sale ratio by lead source
• Lead-to-sale ratio for line and vertical business
• Sources of leads in percentages
– Website, mailings, trade shows, seminars, telemarketing
• Overall cost per lead
• Cost per lead by source
• Total market potential versus actual
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PLAY THREE
PLAYBOOK EXERCISE
• Create Sales Dashboard
• Rate Effectiveness of Sales Team
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PLAY THREE
TRAINING PROGRAMS
SALES SKILLS
MICROSOFT
PRODUCTS
AND SERVICES
INDUSTRY
AND
MARKETPLACE
COMPANY
AND
OPERATIONS
https://training.partner.microsoft.com/plc/home.aspx
www.microsoftlearningplans.com
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PLAY THREE
MICROSOFT SOLUTION SELLING PROCESS PARTNERS
SALES
CYCLE
Qualify
10%
Develop
20%
SALES
OBJECTIVE
Qualify lead or
opportunity
Develop
customer
requirements
and establish
sponsor
relationship
VERIFIABLE
OUTCOME
KEY SUCCESS FACTORS
OWNERSHIP
During the qualify stage, the
opportunity owner will meet with
the prospective sponsor (person
Sponsor
holding the vision of the solution
letter
within the customer organization)
and/or
to continue uncovering or
opportunity
developing their pain and buying
assessment
vision, while beginning to
establish the value of Microsoft
capabilities
• Uncovering or developing enough
business pain for the sponsor to admit
it is worth addressing
• Developing the sponsor’s buying vision
to a point that he or she can envision
how to solve his or her pain by using
Microsoft capabilities
• Ensuring that the sponsor agrees to
explore the ability of Microsoft to solve
his or her pain
• Negotiating access to power (person
with influence or authority to make a
buying decision)
Partner,
account team,
or telesales
During the develop stage, the
opportunity owner gains direct
access to the “power”
(person with influence or
authority to make a buying
decision) in order to understand
and shape his or her buying vision
• Gaining access to the opportunity
decision maker or power
• Uncovering or developing enough
business pain for the power to admit it
is worth addressing
• Developing the power's buying vision
to the point that he or she can envision
how to solve his or her pain using
Microsoft capabilities
• Establishing control over the sales
process by proposing and agreeing on
an evaluation plan with the power
Partner,
specialist,
or PAM
DESCRIPTION
Evaluation
plan
agreed
upon
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PLAY THREE
MICROSOFT SOLUTION SELLING PROCESS PARTNERS
SALES
CYCLE
SALES
OBJECTIVE
Solution
40%
Present
solution that
exceeds
customer
needs
Proof
60%
Demonstrate
capability to
exceed
customer
requirements
Close
80%
Conduct
negotiations
and finalize
contract
VERIFIABLE
OUTCOME
KEY SUCCESS FACTORS
OWNERSHIP
During the solution stage, the
opportunity team develops and
presents a preliminary solution
Preliminary
solution
agreed upon
• Presenting customer with a strong value
proposition that quantifies the potential
impact of our solution on the customer’s
business
• Agreeing on a preliminary solution with
the customer
Partner or
specialists
(non-EAs)
During the proof stage, the
opportunity team completes
evaluation plan commitments,
including any assessments or
proofs of concept, and presents
the power with a final proposal,
including detailed pricing
Verbal
approval
received on
proposal
• Ensuring that any proofs of concept or
assessments prove the value of Microsoft
technology
• Maintaining control of sales process by
ensuring that all evaluation plan
commitments are complete
Partner or
specialists
(non-EAs)
DESCRIPTION
During the close stage, the
opportunity team will conduct
negotiations and finalize
contracts; during the deploy
stage, the deployment plan is
finalized and deployment begins
Signed
documents
• Closing with value
• Justifying pricing
• Speeding closure by reminding the
customer of the business value of the
proposed solution
Partner or
specialist
(account
manager if
account is
nearing the
end of an
EA cycle)
For more information on MSSP, partners can view Microsoft Solution Selling for Partners Online at https://partner.microsoft.com/us/solutionselling
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PLAY THREE
SALES AND MARKETING TRAINING PLAN: APRIL TO JUNE
APRIL 7,
2010
APRIL 21,
2010
MAY 4,
2010
• Time: 8 AM – 10 AM
• Responsibility: Joe
• Partnership: Jeff
• Forecast
• Time: 8 AM – 10 AM
• Responsibility: Roger
• Selling SharePoint and product demo: Rob
• Instructive: Excel, SharePoint, CRM integration
• Forecast
• Time: 8 AM – 10 AM
• Responsibility: Joe
• Account planning and strategy
• Using Microsoft Dynamics CRM software: Jeremy
• Forecast
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PLAY THREE
EXECUTIVE FUNCTION: WHAT DO THEY CARE ABOUT?
CHIEF EXECUTIVE
OFFICER (CEO)
Attracting and retaining loyal customers, increasing market share, developing
and retaining skilled employees, improving productivity, and building a
responsive, flexible organization
CHIEF FINANCIAL
OFFICER (CFO)
Optimizing financial metrics, reducing costs through increased efficiency,
maximizing the return from the firm’s assets, and improving the return on
human capital
CHIEF INFORMATION
Implementation of technology to enable the business and minimize costs
OFFICER (CIO)
VP OPERATIONS
Operational efficiency, coordinating schedules, and supply chain management
VP MARKETING
Driving new revenues, demand generation, awareness, growing market share,
and differentiating the business
VP SALES
Meeting revenue goals, product availability, being more responsive to
customers, meeting customer schedules, and improving presales support
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PLAY THREE
PARTNER SALES RESOURCES
https://partner.microsoft.com/partnersalesresources
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PLAY THREE
PARTNER SALES RESOURCES APPROACH
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PLAY THREE
PLAYBOOK EXERCISE
• Create 90-Day Sales Training and Development Plans
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BUSINESS BUILDER SUMMARY
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SUMMARY
OFFERS TO HELP CLOSE THE DEAL
CURRENT INCENTIVES
HELP INCREASE THE
RETURN ON YOUR INVESTMENT
WITH MICROSOFT INCENTIVES
http://microsoftincentives.com/
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SUMMARY
ACTION PLAN FOR GROWTH
•
•
•
•
•
Create six-month marketing plan
Review the Information Worker Solutions competency
Go to the Business Builder website for exhibits—this week!
Review notes, playbook, and slides within one week
Complete playbook within three weeks
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SUMMARY
CALL TO ACTION
1)
Submit IW Builders CPLS Spreadsheet
•
Giveaways
•
Catering Support
2)
Leverage Sample Invitation
•
Click to Attend Site
3)
Download the PowerPoints and Playbooks on the ZAAZ website
https://extranet.zaaz.com
•
•
user: iwbuilder password: playbook
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