small business in fy07 customer campaigns, partner engagement & opportunities
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Microsoft Small Business Team
Therese McGrathDirector, Small Business
Athena ThompsonMarketing Manager,
Small Business
Renato UlpianoBusiness Development Manager,
Small Business
Alex SnelsonMarketing Communication Manager,
Small Business
Bill VlandisSmall Business
Specialist Partner Development
Kylie SummerhayesProduct Marketing Manager,
Small Business Server
Partners Business Groups
Duncan McGilliganProduct Solutions Manager,
Client
Rita AlexandrouProduct Solutions Manager
IW
OEM
Katrina PowersPartner Development Manager,
System Builder Channel
There are 1.2M Small Businesses in Australia, employing 3.7M people.
Small businesses account for 96% of all businesses in Australia, and for 47% of employees / self employed (7.8M all employees).
Employment 30% of people working in small businesses are employers or self employed, while 70% are
employees.
Management of Multiple Businesses 93% of Small business operators run only 1 business
Tenure 13% of Small business have been in business for less than 1 year 34% for 1 to 5 years 20% from 5 to 10 years 33% more than 10 years
Use of Technology 94% are using computers (1.1M PCs), with the likelihood increasing with the size of
business. Ownership of notebooks increased from 33% to 39% last year, increasing from 19% in 2000.
96% have access to the internet, an increase of 10% in 1 year, major uses are email, research, making or receiving payments, online payments
Source: ABS Characteristics of Small Business, April 2004 8127.0. ABS Small Business in Australia, 1321.0 2001 Use of Technology, source Sensis-E-Bus Report, July 04
Why Small Business is Important
Life As A Small Business
• Time
• Multi-tasking
• Administration and bureaucracy
• Keeping on top of things
• Cash-flow
• Product quality
• Customer management
Challenges
• Autonomy
• Flexibility
• Reward
• Pride
• Family time
• Customer satisfaction
Benefits
The Role of IT in Small Business
Source: The Leading Edge: I Am Messagibg Research
A necessary evil
A vital toolTakes up too much time
Confusing
Would rather be doingother things
Limited skills& knowledge
Competitive advantage
Saves time
Improves efficiency – enables you to do other things
Minimalists Pragmatists Integrators Innovators
Imp
ort
ance
of
IT
Necessity
Technology
Adoption
Business Attitudes
Attitude
Towards IT
Limited Operational Highest Expanding
Not Strategic
Functional Tool
Critical to Business Strategic, key to growth
Most Practical, Medium Risk
Cautious, Driven by Suppliers
Risk Averse, Price Sensitive
Most Risk Tolerant
Firms in Segment 10% 39% 25% 26%
Customer Campaign Strategy
Compelling customer messaging Broad reach (example: web) Builds on the product stack Focus on offers Partner readiness and connection
Life As A Small Business
• Time
• Multi-tasking
• Administration and bureaucracy
• Keeping on top of things
• Cash-flow
• Product quality
• Customer management
Challenges
• Autonomy
• Flexibility
• Reward
• Pride
• Family time
• Customer satisfaction
Benefits
Small Business Customer Campaign Overview
I worry about losing my critical business data
Data backup and security
> Ask for a Technology Assessment
I need to make decisions when out of the office
Access data anytime
Being connected anywhere
My customer contact/sales info is all over the place
Marketing is expensive
A single customer management tool
Market your company, products & services efficiently
I/we need to work more efficiently - and securely
I need to market my business
Help employees work more efficiently
Backup & protect your business information
Market & sell more effectively
First Server Right Server
Mobility
Sales & Marketing
Small Business PC
Extension: Aug-Oct
April-June
Oct-MarchQ2/Q3
Extension: Aug-Oct
Q2: DecJan-JuneQ3/Q4
Customer Pain Point Messaging Timing
Small Business Online Resources
Small Business Centre• Product information, business
templates, tools & tips• Customer campaigns, including
Partner list.• Partner & Solutions finder
Small Business +Membership access to:• Business and software training• 24/7 self-help support• Regular newsletters• FY07+: licensing statements, new
training, partner integration
www.microsoft.com.au/smallbusiness
www.microsoft.com.au/sbplus
Small Business+ Partner Integration
• Find a Small Business Specialist: post-code search
• Under discussion for second half of this fiscal year
Feedback Please!
Customer Campaigns and Partners
Customers want a Trusted Advisor or Partner to advise them and sell to them
Microsoft wants strong partners to fulfil demand Microsoft lead generation via website/call centre Small Business Specialist integration
Our campaigns are designed to help partners turn known customer needs into profitable, long-term business opportunities. Through training/readiness programs, marketing materials, product
solutions and resources. Visit the Partner Marketing Centre at:
http://www.microsoft.com.au/partner
Creating Your Own Campaigns Leverage the professional marketing materials provided to run your own
campaign/s:
1. Identify your customer key needs (pain points)
2. Choose the right Customer Campaign
3. Download and customise with your Company logo and offerings
Example of a Current Customer Campaign
All participating Partners get:– Campaign materials (Direct Mail, Letters, Email, Fax, Call Guide)– Expert online sales training– Online technical resources and training– Downloadable Small Business Technical Assessment Toolkit– Campaign offers & incentives, eg, five assessments & one free copy of SBSR2
Small Business Specialists also get:– Opportunity for campaign leads inclusion– Instructor-led sales and marketing training– Additional sales and marketing materials– Small Business Technical Assessment Toolkit CDs
First Server Right Server
Through-partner campaign materials include:– Presentations– Business letters– Emails– Flyers– Postcards
Partner Campaign Materials
Customer Campaign Offers: Why Buy Now?
FY07 Customer Campaigns:– Customer offers for stages of
lifecycle
– To-Partner offers, including IDC Whitepapers, Product Guides, Readiness Training, Technical Assessment Toolkit and Referral offer.
Capitalis Research, Small Business Owners Evaluation of Offers, May 2006
Customer Attitudes to Open License
8 out of 10 are aware of different licensing options with two-thirds specifically aware of MS Open License
Satisfaction and likelihood to repurchase are high amongst Open License Owners
• 46% very satisfied; 49% satisfied• 80% said they would re-purchase
MS Partners and talking to IT employees were the most common ways of hearing about MS Open License
TLE Research, Small Business Owners Evaluation of Open License , June 2006
Leading IT Distribution…
• The world’s largest IT Distributor• 100 countries with 70 DCs• 2005 Revenues = USD28.5 bil• 13,600 associates worldwide• # 1 market position• NYSE listed & # 71 on Fortune 100• Ingram Micro Australia $2bil
revenues & 850 employees• Broadest range of vendor products• Newly launched Solutions Division• Investment in pre-sales technical
resource • Orbital training and education• Licensing Solutions Team of 36
Over 25 Years of Experience in IT Distribution
Australia Wide Sales FootprintTotal Commercial & Solutions Division = 220
PERTH
Office and DC
14
ADELAIDE
9
MELBOURNE
Office and DC
35
CANBERRA
5
SYDNEY
Office and DC
131
BRISBANE
25
RESELLERS
SALES SOLUTIONS REVENUE
VENDORSOLUTIONS
VENDORS
• Server
• Storage
• Networking
• Security
• Software
• Licensing
BDMs• Regional or customer specific segment
• New Business Development
• Collaboration
• Pipeline Management
Account Managers• Account Specific
• Central Point Of Accountability
• Relationship
• Facilitation + Coordination
• Closure
BDMs• Vendor or Technology Specific
• New Business Development
• Collaboration
• Pipeline Management
Solution Architects• Technology Engineering Gurus
• Vendor or Technology Specific
• Solution Design +
Configuration
Vendor Managers• Vendor Specific
• Vendor Evangelists
• Relationship
• Central Point of Accountability
• Facilitation + Coordination
• Marketing, Promotions +
Campaigns Builders
• Systems
Integrator
• Solution
Provider
• Service
Provider
• ISVs
• Consultant
Converting Box to Licensing
Education – road shows, seminars, Expotech
Pre-sales support – investing in technical resource, MCSE in licensing team
Providing tools – licensing on-line, wall chart, access to pre-sales, renewals tool
How to sell licensing over box
Why Sell Licensing over Box
Better pricing based on volume
Ease of asset management
Software Assurance Benefits (free training)
Ongoing Renewal Business
Freight Costs, Speed to Market, No Inventory
Open Value – Cash Flow, Margins (25% up front), Renewal Business
Case Study
• Reseller - X- Visit to End User (Legal Firm) with reseller to assess needs
- End user consolidating 2 businesses and therefore licensing also
- Gathering of end user reports from Microsoft, preparation of quotations
- Recommended and sold benefits of Microsoft Open Business
- Ensured that the customers legal requirements could be met whilst financial guidelines/timelines adhered to
- Assisted Reseller in closing the business worth $500k over 2 years
Tools to help you sell more licensing
• Intersell – marketing Campaign Manager
• Licensing on-line – configure and order on line
• Renewals on-line – manage and monitor your annuity business
• Wall chart – ready reckoner for licensing
• Automated pricing feeds
• Dedicated Open Value Specialist
• What’s coming….EDI development, process efficiencies, Techlink upgrade
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