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Sales Journey Part 1 GTM and Sales Tools at your hands

Sales Journey Part 1 GTM and Sales Tools at your hands. Sales & Marketing Airlift, London, April 12 th – 14 th Meinrad Lay, Corp Partner Marketing Allan Lee, Corp Communication Sector. @Allan: removed the movies for editing comfort – let us add them at the end. 3 Takeaways.

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Sales Journey Part 1 GTM and Sales Tools at your hands

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  1. Sales Journey Part 1GTM and Sales Tools at your hands Sales & 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.

  2. 3 Takeaways • No single answer. Every customer and partner is different 1 Must align our sales processes with the Buyer’s Journey 2 MS offers support and tools to shape the GTM 3

  3. 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 Programwith our partners and external sales excellence support • Use GTM Toolsto 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 • ...

  4. Increase focus on Who to sell to and How to sell Partner Onboarding Process Sales and Channels Sign MOSRA Customers and Offers Launch 4

  5. How do we sell to these different customers? 5

  6. GTM - From Strategy to Execution Goals & Gover-nance Signoff How How Who & What GTM Toolkit 6 Governance and Project Planning

  7. Sales Enablement Program – Workshop Framework & Toolkit GTM Toolkit 7 Governance and Project Planning

  8. Focus on Customer Needs and Sales Readiness GTM Toolkit 8 Governance and Project Planning

  9. Sales Enablement Program Field Sales Partner/Reseller channel A Program ready to merge with your processes Telesales Online channel • 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 Partner/Reseller channel • 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 • 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 • 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

  10. Example: Per Channel: Review+Enablement Charter Based on customer buying behavior and offers, build out a channel strategy to reach the target customers 10

  11. 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 Input from Customer/Offering Workshops 11

  12. How does this work in reality?Example 1: MS Online Buyer Journey • MS Office 365 Online Buyers Journey • See Lynn Edmark’s Presentation 12

  13. Channel enablement Shared Best Practice:Microsoft Office 365 - Online Buyers Journey Try Buy Engage Fill funnel Convert Lead Influence Inform Close Post-Purchase Demand Retain and Extend How do I buy? What is Office 365? Which plan is right for me? Why should I care? Close the sale 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 Drive customers through the ecommerce experience and complete the sale Support existing customers and create advocates. Develop/extend relationship management. Leverage MS network, partners and SEO to drive demand Help customers to find the plan that is right for them 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 Create a seamless, frictionless ecommerce experience Support customers in the decision making process by providing a customized recommendation based on their needs 13

  14. 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 How does this work in reality?Example 2: UPC Office 365 Launch Planning

  15. A shared understanding of the Value Added Services Strategy and positioning of Office 365 Agreement on what we want to collectively achieve with the launch of Office 365 Commitment to actions, timelines, roles and responsibilities Office 365 Launch Kick-Off Workshop: Outcomes

  16. Office 365 Launch Kick-Off Workshop: Outputs Challenges facing SOHO customers Office 365 Bundles Values, Messaging & Positioning Office 365 Demand Generation Plan

  17. Office 365 Launch Kick-Off Workshop: Outputs Sales Channel Matrix GTM Blueprint (Upsell or New SOHO) Office 365 Launch Roadmap

  18. How?

  19. Workshop Driven Approach Take Ownership Collective Intelligence Process: From Goals to Launch plan

  20. Drive to Execution – Program Planning (Illustrative) Process Definition Program/ Project Definition Governance

  21. Sales and Channels Workshop Summary We have an approach and best proven practices.

  22. @Allan: video removed put back later

  23. GTM Tools – Leverage MS Assets

  24. What do we offer? • GTM Tools Objectives • GTM Tools Deliverables • Project Timeline • Toolkits - Snapshots

  25. 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.

  26. 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 Campaign in a box Microsoft Best Practices • GTM Methodology & Workshops, Establishing Sales and Marketing Motions, Sales Readiness • To partner and Thru partner sales & marketing templates, Call Scripts, Sales Training, Assets to be localized (F,G,S,I) Activation Handbook Industry Shared Practices • RM, Campaign/ Messaging and Positioning, Web strategy, Social networking, community • Document libraries containing Industry sales and marketing examples by GTM pillar and by Offer/Segment/Channel • Framework, Email Templates, Call Scripts & Training PPTs to support partner through post sales life cycle 27

  27. Tools for Office 365 - Schedule

  28. Office 365 BOM Creative –Handbook

  29. Office 365 GTM Handbook @Allan: We need some snippets from the GTM and activation handbook and less visuals and flyers.

  30. @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.

  31. SummarySales Enablement Framework and GTM Toolkit *) IMDM: Industry Marketing & Development Manager PBDM: Partner Business Development Manager

  32. Questions

  33. Thank you

  34. Backup

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