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Workshop: Up-Selling and Cross-Selling to your Small and Mid-Sized Customers

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.

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Workshop: Up-Selling and Cross-Selling to your Small and Mid-Sized Customers

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  1. 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

  2. panel

  3. 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

  4. 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 towesmith@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

  6. The Panel:Clayton Moulynox – Evolve ITMark Giles – Phrixus TechnologiesKim Heras - Ensyst

  7. About your org. Number of employees Business focus Customer Segment Customer size

  8. Provide an overview of how you usemarketing in your company? Is it incorporated into your core business, or ad-hoc? Do you have a marketing resource? What sort of marketing activities do you engage in?

  9. 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?

  10. What do you think we could improve, how could we support you better? Do you have any advice for the audience?

  11. Audience questions

  12. Getting Started:Wendy Smith

  13. PART B:WorkshopUrsula Paddon (Go To Market)

  14. Marketing Workshop Marketing Workshop Outcome: A marketing plan for a campaign you can execute on Monday Outcome: A marketing plan for a campaign you can execute on Monday

  15. Target…..Execute………Convert Revenue Objectives Lead Definition Value Proposition Messaging Quarterly Marketing Plan Customer Data Actions

  16. 1. Setting revenue objectives Target market Solution Selling No of Deals: Win Revenue: Hitrate Leads Qualified Leads Conversion Rate:

  17. 1. Setting revenue objectives Target market 50 Solution Selling No of Deals: Win Revenue: Hitrate Leads Qualified Leads 10 50% 25 20 Conversion Rate: 200k 2:1

  18. 1. Setting revenue objectives Target market 300 Solution Selling No of Deals: Win Revenue: Hitrate Leads Qualified Leads 10 20% 60 30 Conversion Rate: 200k 3:1

  19. 2. What is a lead? 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

  20. 2. What is a lead? 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 Define a scorecard – align sales and marketing

  21. 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)

  22. 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

  23. 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 Med Competitor A Competitor C Responsiveness Fix cost projects Industry specific IP Low Desktop integration Training and Support ERP and CRM Integration Understanding of Business Needs Reference Customers for ROI

  24. 3. Value Proposition Step 3: Draw the strategy canvas High Medium Low

  25. 4. Messaging 4. Messaging

  26. 5. Defining a quarterly marketing plan 5. Defining a quarterly marketing plan

  27. 6. Planning a quarterly marketing plan

  28. 6. Planning a quarterly marketing plan

  29. 7. Customer Data • 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

  30. 8. Your next actions Notes:

  31. 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 $300 TOTAL $8,425 $10,353 $15,635 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 Campaign Center www.gotomarket.com.au info@gotomarket.com.au David Paddon: 0414 997942 Ursula Paddon: 0401 147 493 Through out experience, systems and people we plan and deliver more programs, faster and targeted resulting in significantly higher ROI

  32. Microsoft Mobile e-mail Plan from Telstra is now available! • Cost effective: Single monthly fixed fee for business e-mail plus 100MB data; • Supported by Telstra: Single point of contact for help desk support (backed by MS Premier Support) • Leverage investments in MS: Hostedor on-premise Exchange • Device choice: Plan is available on a range of Windows Mobile devices • Find out more - go to the Telstra or ICT booth; • Let your customers know! (Drive incremental Exchange activations, deployments); • Sign-up for the Microsoft Mobile e-mail plan; • WIN - An HTC SNAP at this session! • Be the first one to answer the question (from your presenter)! • Winner will be given a “certified” Mobile e-mail flyer • Winner to redeem their HTC Snap prize at the ICT booth. • HTC Snap – fast facts • Ready for Microsoft Mobile e-mail Plan activation; • “Inner Circle” – one touch button to get to your most important e-mails • “Windows Live” – messenger button to chat/IM with your family and friends; • Telstra “Blue tick” approved – recommended for country usage. • HTC SNAP is updateable to Windows Mobile 6.5!

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