Evolve Your Services Business

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Evolve Your Services Business. Richard Horsfield June 19, 2013. Evolve Your Services Business. We Are On a Journey What is Evolve and Optimize? Why Services? Strategy and Planning Building Services Marketing Selling Next Steps. Cisco Is On a Journey . and we want - PowerPoint PPT Presentation

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Digital Imaging GuidelinesEvolve Your Services BusinessRichard HorsfieldJune 19, 2013Confidential and proprietary information of Ingram Micro Inc. Do not distribute or duplicate without Ingram Micro's express written permission.120309_#Confidential and proprietary information of Ingram Micro Inc. Do not distribute or duplicate without Ingram Micro's express written permission.120309_#COVER SLIDEGuidance to the presenter:The target audience for this presentation are C-Level contacts responsible for business decisions at Cisco channel partner companies who want to evolve and grow their services business to achieve significant profit impact. It enables a business discussion. The overall intent is to provide the partner executive with a pathway or roadmap that will show them the key steps that need to be taken to establish their own branded professional services offers, support service offers, or managed service offers, and that will show them where Cisco services such as CPS, SNTC and SC fit into the picture.Key Messages:There is a very good opportunity for partners to create their own brand of professional, product support, and managed servicesThe Cisco portfolio of collaborative and support services can be leveraged to help establish partner branded offersThe Cisco smart services can help partners deliver their own brand of professional, product support, and managed services with improved profitabilityEvolve Your Services BusinessWe Are On a JourneyWhat is Evolve and Optimize?Why Services?Strategy and PlanningBuilding ServicesMarketingSellingNext StepsConfidential and proprietary information of Ingram Micro Inc. Do not distribute or duplicate without Ingram Micro's express written permission.120309_#Cisco Is On a Journey Customer & Market TrendsCisco JourneyFuture Vision 3 to 5 years: The Internet of EverythingIndustry Trends 1 to 3 yearsNowCisco CampaignsMobilityCloudSDN/Open NetworkingInternet of Things (Verticals)Customer ExperienceSecurity: Evolving LandscapeData in MotionPartner Journeyand we want Partners to join usConfidential and proprietary information of Ingram Micro Inc. Do not distribute or duplicate without Ingram Micro's express written permission.120309_#Keep imagery Fix fontWhat is Evolve and Optimize?Attach, Renew and Migrate more through automation, upsell and effective installed base managementIncrease your value add by delivering more services and software powered by smart capabilitiesReduces costs, increases attach and renew. Increases renew, creates opportunity to turn base, increases account controlGain market share, create unique value, maximize profitabilityIncrease differentiation, Build and grow recurring revenue stream, increase profitability and provide greater account controlNew solutions, new business modelsEvolve EngineOptimize EngineInnovate EngineConfidential and proprietary information of Ingram Micro Inc. Do not distribute or duplicate without Ingram Micro's express written permission.120309_#Colors are significantTie 3 pillars to other slide contentWhat Were Doing to HelpWhat + WhyPrograms + OffersResources + IncentivesWhat to SellIncrease services revenues(Leveraging Smart capabilities) Move up the decision tree to transformation opportunitiesEvolveWhere to Sell ItMaximize your installed base (Opportunity Development with IBLM)Reduce operational costs and create space to transformOptimizeWhere Were GoingCreate new profit centers(Partner of the Future)Take advantage of future opportunities TransformWhat Services?Product Support Managed Services Professional ServicesWhat Solutions?Cloud Mobility AppsLeading PracticesIncentives (DIY)Services/Plays (Outsource)Leading PracticesIncentives (DIY)Services/Plays (Outsource)Leading PracticesIncentives (DIY)Services/Plays (Outsource)Renewal Engine Migration EngineAttachRenewCoverRefreshConfidential and proprietary information of Ingram Micro Inc. Do not distribute or duplicate without Ingram Micro's express written permission.120309_#CPAI Cisco Partner Annuity IncentiveLDOS Last Day of SupportIBLM Installed Base Management LifecycleEVOLVECreate value with Customers (Leveraging Smart capabilities) Move up the decision tree to open transformation opportunitiesOPTIMIZEControl your installed base (Opportunity Development with IBLM)Reduce operational costs and create space to transformTRANSFORMEstablish new profit centers for your business (Partner of the Future)Take advantage of future opportunities (and Cisco investment to get there)5Best-in-Class ApproachWhatever your business modelSelling services is an opportunity to boost your bottom lineOptimize Your Profitability Confidential and proprietary information of Ingram Micro Inc. Do not distribute or duplicate without Ingram Micro's express written permission.120309_#Doesnt matter what type of partner were working with , the best way to opt bottom lineImplementing services businessHelp partners to get to BICNo matter what Predominant Business Model you are, the clearest opportunity to positively impact the Bottom Line (EBITDA) is through ServicesThus, the goal is help you to get to Best In Class to optimize your overall profitabilityTalking Points: Customers have business and technology needs You offer them things today that they purchase from you You want to maximize wallet share and customer control The things you want to add are enabled by services You need to determine how to add these services to your businessHow Does Smart Help?Services that havewhich collectwhich is analyzed and compared toto provideCISCO INTELLECTUAL CAPITAL+Automated Software-EnabledCapabilitiesNetwork DiagnosticDataActionable InsightCiscos Intellectual Capital+90K+technical documents6M annual customer interactions50Minstalled devices25networkinginnovation leadershipyearsConfidential and proprietary information of Ingram Micro Inc. Do not distribute or duplicate without Ingram Micro's express written permission.120309_#Utilizing intell within environmentsStandard Cisco slide Can change font Keep icons Strategy and Planning Building Services with CiscoConfidential and proprietary information of Ingram Micro Inc. Do not distribute or duplicate without Ingram Micro's express written permission.120309_#Confidential and proprietary information of Ingram Micro Inc. Do not distribute or duplicate without Ingram Micro's express written permission.120309_#Managed ServicesService Desk Stewardship Remote Backup Contract Management Remote Monitoring and Management Pre-Paid Professional Services Optimization Operations Management Solution SupportProfessional ServicesStrategy and Analysis Assessment Design Validation Deployment Migration Product Support Solution Support Operations Management OptimizationWhat Services Are There?PlanBuildManageProduct Support ServicesCore Product Support Repair and Replacement Alerting, Patching and Updating Installed Base Management Contract ManagementConfidential and proprietary information of Ingram Micro Inc. Do not distribute or duplicate without Ingram Micro's express written permission.Confidential and proprietary information of Ingram Micro Inc. Do not distribute or duplicate without Ingram Micro's express written permission.120309_#Partners to determ what sort of svcs bus they areShow pbm as 3 lifecycle phases What to Where these Colors are only significan in that we want to connect cat in the next slideEmphasize Plan Build Manage Turn them into arrow No sign to the background graphicsThe Path to a Services PracticeStrategy + PlanningWhat do we sell, and why?MarketingHow do we create demand and discover opportunities?SellingHow do we position and close deals?Building Service OffersHow do we establish and deliver these solutions?Confidential and proprietary information of Ingram Micro Inc. Do not distribute or duplicate without Ingram Micro's express written permission.120309_#Journey we want partners to go onS&P Next 3 stages Preserve images STRATEGY AND PLANNINGWhat do we sell, and why?Cisco brand, or Partner brand? Product services? Managed? Professional Services?BUILDING SERVICE OFFERSHow do we establish and deliver these solutions?MARKETINGHow do we create demand and discover opportunities?SELLINGHow do we position and close deals?Key Service Practice Ingredients Partner ResourcesPartner InvestmentPartner StrategyLeading Practices(Process, Methodology, Tools)Cisco Services(Cisco Branded Resale, Collaborative Services, Data Collection)Standardized Architectures(Smart Business Architecture)Increased Services Sales ProfitsReduce CostSpeed to MarketReduce Risk+=Cisco-Branded Resale Services Enabled Partner Services OffersImprovedDifferentiation Customer SatisfactionConfidential and proprietary information of Ingram Micro Inc. Do not distribute or duplicate without Ingram Micro's express written permission.120309_#Approach to Building Services with CiscoKey IngredientsWhat Cisco and Ingram can provide to the partnersHave assets Colors not significant but would like to maintain the sequence of the green boxes.No problem changing boxes shapesMaturity Level = Better ProfitsConfidential and proprietary information of Ingram Micro Inc. Do not distribute or duplicate without Ingram Micro's express written permission.Confidential and proprietary information of Ingram Micro Inc. Do not distribute or duplicate without Ingram Micro's express written permission.120309_#LEADING PRACTICESImportant Direct link between their maturity level and their profitability.Properly implemented services can: Reduce costs Increase profitability Increase wallet share Provide valuable differentiation Evolve your business Enable long term relationships with customersStandardized ArchitecturesTested and Validated Solutions Work TogetherComprehensive Architectural SolutionsModular, Systematic ApproachReduces risksRemoves complexityAccelerates pre-sales cycleSpeeds deploymentReduces / Eliminates post-sales issuesCost benefits / savingsTrusted adviser relationshipProtects investmentsMore service selling timeFuture services and solutionsConfidential and proprietary information of Ingram Micro Inc. Do not distribute or duplicate without Ingram Micro's express written permission.Confidential and proprietary information of Ingram Micro Inc. Do not distribute or duplicate without Ingram Micro's express written permission.120309_#STANDARDIZED ARCHITECTURESWhat is it?A series of modular blueprints that provides step-by-step recommendations for a phased approach to building a network architecture.Tested, validated way to deploy complete Cisco networks with minimal risk.Why is it important?How does it help?Reduced RisksAccelerated pre-sales cycleReduction or elimination of post-sale issuesEnhanced ability to build trusted-advisor relationshipsMore time to focus on selling servicesSimplifies ComplexitySpeeds DeploymentOperational and Economic BenefitsProtects IT investmentsHelps pave the way for support of future services and solutionsResell or Build? Which is Best?ResellBuildHybridCustomerSolution Provider PartnerCisco or 3rd Party ProviderCustomerSolution Provider PartnerCustomerSolution Provider PartnerCisco or 3rd Party ProviderConfidential and proprietary information of Ingram Micro Inc. Do not distribute or duplicate without Ingram Micro's express written permission.Confidential and proprietary information of Ingram Micro Inc. Do not distribute or duplicate without Ingram Micro's express written permission.120309_#Create or Resell Colors are not sigificant other than to show the diff between entitiesYou have choices to resell, build, or establish a hybrid delivery capability. All three approaches are viable and can be profitable. Selection depends on your preferences and current state.Services business models can be categorized by delivery capability. Partners have choices to buy, build, or establish a hybrid delivery capability. All three approaches are viable and can be profitable. Selection depends on your preferences and current state. These three approaches are represented in the following figure.These business models provide partners with the ability to build their managed services business incrementally and allows for investments to be spread over time.Reference: Growing a Managed Services Practice with Cisco Leading Practice Guide.Customer Needs / Services LifecyclePlanBuildManageCisco ServicesEnable Services OfferingsCisco ServiceCisco Smart ServiceCisco-Branded Services(Cisco Delivers)SMARTnetSmart Net Total CareCollaborative Services(Partner Delivers)Smart CarePartner Support ServiceCollaborative Professional ServicesConfidential and proprietary information of Ingram Micro Inc. Do not distribute or duplicate without Ingram Micro's express written permission.120309_#Take concept of 3 service offerings that a partner can createWay deliver to customerColors not significant Use from earlier slideBuildingService OffersEstablishing + Delivering SolutionsConfidential and proprietary information of Ingram Micro Inc. Do not distribute or duplicate without Ingram Micro's express written permission.120309_#Confidential and proprietary information of Ingram Micro Inc. Do not distribute or duplicate without Ingram Micro's express written permission.120309_#Professional ServicesServices + Support Building Blocks Services Delivery Skill Building and AllocationProject Management FrameworkProject Handover and ClosureDiscovery/Readiness FrameworkDesign FrameworkImplementation FrameworkEngagement Quality Assurance and BenchmarkingCustomer Satisfaction Surveys and ReferencesSupport Services Skill Building and AllocationHelp Desk and Adv. Tech Support ServicesOnsite Support ServicesFunctional Knowledge TransferNetwork MonitoringOperations FrameworkTechnical Account ManagementLong Term Support ServicesOptimization FrameworkReference: Cisco Partner Field GuideSupport and Managed ServicesConfidential and proprietary information of Ingram Micro Inc. Do not distribute or duplicate without Ingram Micro's express written permission.120309_#Refer to the Cisco Partner Field Guide for more details.Not a trivial exercise to set up or branch outBig things to take into considerationClear link between the 3 Cant do one and not the othersMarketingCreating Demand for Your ServicesConfidential and proprietary information of Ingram Micro Inc. Do not distribute or duplicate without Ingram Micro's express written permission.120309_#Confidential and proprietary information of Ingram Micro Inc. Do not distribute or duplicate without Ingram Micro's express written permission.120309_#Existing customersWhere Opportunities ResideNew customersNew CustomersNew product and services opportunities to companies youve never worked with beforeNew installed based opportunities with new companies (someone elses customer)Opportunities within Existing CustomersNew departments / divisionsNew technology / solutionNew services that you dont currently offerExisting Customer Installed BaseRenewalsLast Day of Support (LDOS)Uncovered equipmentMonitoring / Management / SupportConfidential and proprietary information of Ingram Micro Inc. Do not distribute or duplicate without Ingram Micro's express written permission.120309_#Customer acq or lifecycle managementMarketing plans to address one or both of thoseColors/Graphics not significantJust 2 key categories and sub catsCreating OpportunitiesExisting Engagement Add-onsCustomer Discovery MeetingsWorkshops and EventsData Collection and AnalysisMarketing CampaignsConfidential and proprietary information of Ingram Micro Inc. Do not distribute or duplicate without Ingram Micro's express written permission.120309_#Pix and arrangment not signif just that there are 5 places to look for the opportunity There are a lot of things that are interconnectedDC and Analysis is important pyramidAdd-ons to existing EngagementsThis category represents situations where you are already engaged with a customer, and the customer may not currently have a product support services for their existing equipment, or may not have a consolidated view of their inventory of devices. In these cases, you may want to position Smart Net Total Care as a solution.In some cases, you may be engaged with a customer that currently uses SMARTnet. In this case, Smart Net Total Care can be positioned as a valuable enhancement to SMARTnet.In all cases, having an existing engagement with a customer provides you with an excellent opportunity to sell your branded services together with Smart Net Total Care.Marketing CampaignsOnce you have defined your offer strategy and you have completed all of the preparation steps to resell Smart Net Total Care and your own services, you should leverage existing Cisco marketing content, programs, and campaigns, or create your own marketing campaign specifically focused on your new offers and target your existing customers and new potential customers. Refer to Cisco Partner Marketing Central for a list of Cisco marketing campaigns and supporting resources.Workshops & EventsRunning workshops and events for your existing customers is an excellent way to provide added value to those relationships and to nurture and maintain strong relationships with your customers. Use these workshops and events to share information about the benefits of Smart Net Total Care and your value-added services with your customers. These are ideal opportunities to engage more deeply with your customers. These workshops and events are also a good opportunity to provide demonstrations of the service and generate interest.Customer Discovery MeetingsThese customer discovery meeting are situations where your sales people meet directly with customer staff to discuss their business needs and technical requirements, and to discuss future plans and strategy.This is an ideal time to explain to the customer the importance of knowing their network, or making sure that their devices are covered from a support perspective, are updated to the most current levels, and are not about to fall out of support. This will give you an opportunity to demonstrate your value to your customer and to position your services in the context of their needs.Data Collection & AnalysisOnce a collector is installed on a customers network, and a service such as Smart Net Total Care is in place, it will be possible to gather and analyze a significant amount of information about the customers network. Use Cisco Discovery Service (CDS) to do a discovery of managed devices. This will also help to identify devices uncovered by a service contract, identify devices in need of service renewals, and devices nearing end of life.This data collection and analysis process will provide your team with information that you can use to help your customer make sure their network is covered, all their products are supported, all their devices are at the latest levels, and most importantly, you can help them to plan for future upgrades and changes to their network, and you can help them to plan for future capabilities that may be required for the business.What Do You Need?Action Plan Who, What, and HowA Services / Solutions PortfolioPartner Branded Cisco BrandedNew Markets: Target Data + Marketing PlanExisting Customers: Customer Data and AnalysisMarketing MessagingPresentation Education Materials Collateral MaterialsTrained Technical and Sales TeamsTracking / Reporting SystemConfidential and proprietary information of Ingram Micro Inc. Do not distribute or duplicate without Ingram Micro's express written permission.120309_#WHAT DO YOU NEED?Plan for who, what, and how (Action Plan)Set of services / solutions that you can offer to customers Partner Branded Cisco BrandedTarget data and a marketing plan for new marketsCustomer data and analysis for existing customersPresentation / education materials for customersTrained technical teams and sales repsMarketing collateral / MessagingTracking / Reporting systemChecklistConciscPositioning and Closing DealsSelling ServicesConfidential and proprietary information of Ingram Micro Inc. Do not distribute or duplicate without Ingram Micro's express written permission.120309_#Confidential and proprietary information of Ingram Micro Inc. Do not distribute or duplicate without Ingram Micro's express written permission.120309_#Adopt a Sales ProcessIdentify Sales OpportunityCustomer Discovery MeetingService PositioningService DemonstrationObtain Pricing, Generate QuotePresent Quote to CustomerHandle ObjectionsClose SaleConfidential and proprietary information of Ingram Micro Inc. Do not distribute or duplicate without Ingram Micro's express written permission.Confidential and proprietary information of Ingram Micro Inc. Do not distribute or duplicate without Ingram Micro's express written permission.120309_#Adopt a standard Sales Process to help position and close sales opportunities for your smart-enabled service offersWont actually talk about the sequence.Bullet important Have to have a processNext StepsComplete an assessment to understand where you are today And how you compare to others in your fieldDecide on your services strategyDetermine your build versus buy strategyLeverage Smart Services engines to help grow your services businessContinue to work with us on your strategy and planLeverage our resources, programs, and incentives To help accelerate the growth of your businessConfidential and proprietary information of Ingram Micro Inc. Do not distribute or duplicate without Ingram Micro's express written permission.120309_#NEXT STEPSComplete an assessment to understand where you are today and how you compare to others in your fieldDecide on your services strategyDetermine your build versus buy strategyLeverage Smart Services engines to help grow your services businessContinue to work with us on your strategy and planLeverage our resources, programs, and incentives to help accelerate the growth of your businessThank YouConfidential and proprietary information of Ingram Micro Inc. Do not distribute or duplicate without Ingram Micro's express written permission.120309_#Confidential and proprietary information of Ingram Micro Inc. Do not distribute or duplicate without Ingram Micro's express written permission.120309_#

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