sharpen your marketing with partner edge -...
TRANSCRIPT
2© 2017 VMware Inc. All rights reserved.
01 Partnering with VMware
02 Buyer’s Landscape
03 What Is Partner Edge?
04 Partner Edge Packages
05 Appendix – VMware Partner Manager Info
Agenda
4© 2017 VMware Inc. All rights reserved.
Why Partner with VMware for Selling?
59%CAGR Through 2019 for Storage Virtualization (2)
54%CAGR Through 2020 for Network Virtualization (1)
14%Growth in Data Center Automation Software Market Share (4)
25%Growth in Cloud Systems Management Software Market Shares (3)
Sources1. IDC SDN Market to Gain Enterprise Headway, Driven by 3rd Platform and Cloud, November 20152. IDC Hyperconverged Systems 2015-2019 Forecast, February 20163. IDC: Worldwide Cloud Systems Management Software Market Shares, 2015: Year of Continued Expansion, June 20164. IDC: Worldwide Datacenter Automation Software Market Shares, 2015: Year of Suite Success, June 2016
Our markets are growing… …while our market share gets bigger
5© 2017 VMware Inc. All rights reserved.
Recognized as a leader by Gartner in 2 Gartner Magic Quadrants:• X86 Server Virtualization Infrastructure1
• Enterprise Mobility Management Suites2
Recognized as a leader by Forrester in 5Forrester Waves:• Hybrid Cloud Management Solutions3
• Private Cloud Software Suites4
• Enterprise Mobile Management5
• Server-Hosted Desktops (VDI)6
• Enterprise File Sync and Share Platforms7
Ranked #1 for2015 market share by IDC in these technologies:• Data Center Automation Management8
• Cloud Systems Management9
• Enterprise Mobility Management (for VMware AirWatch)10
• Virtual Machine and Cloud System Software11
The Industry Recognizes VMware’s Technology Leadership
1. Gartner, Thomas J. Bittman, Philip Dawson, Michael Warrilow, “Magic Quadrant for x86 Server Virtualization Infrastructure,” August 3, 20162. Gartner, Rob Smith, et al, “Magic Quadrant for Enterprise Mobility Management Suites,” June 8, 20163. Forrester, Dave Bartoletti, “The Forrester Wave™: Hybrid Cloud Management Solutions, Q1 2016,” January 8, 20164. Forrester, Lauren E. Nelson, “The Forrester Wave™: Private Cloud Software Suites, Q1 2016,” January 19, 20165. Forrester, Christian Kane, “The Forrester Wave™: Enterprise Mobile Management, Q4 2015,” December 4, 20156. Forrester, David K. Johnson, “The Forrester Wave™: Server-Hosted Virtual Desktops (VDI), Q3 2015,” September 18, 20157. Forrester, Cheryl McKinnon, “The Forrester Wave™: Enterprise File Sync And Share Platforms, Hybrid Solutions, Q2 2016,” April 26, 20168. IDC, Mary Johnston Turner, “Worldwide Datacenter Automation Software Market Shares, 2015: Year of Suite Success,” Doc #US40425216, June 20169. IDC, Mary Johnston Turner, “Worldwide Cloud Systems Management Software Market Shares, 2015: Year of Continued Expansion,” Doc #US41374317, June 201610.IDC, Phil Hochmuth, “Worldwide Enterprise Mobility Management Software Market Shares, 2015: Consolidation of Vendors and Market Share Changes the Landscape,” Doc #US40430516, May 201611.IDC, Gary Chen, “Worldwide Virtual Machine and Cloud System Software Market Shares, 2015: Hypervisor Commoditization,” Doc #US41375117, July 2016
GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally, and is used herein with permission. All rights reserved. Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.
Company Net Promoter ScoreIBM software other than SPSS 61HPE outsourcing 56IBM SPSS 55VMware 54Oracle outsourcing 50Intel Corporation 47Microsoft servers 46HPE IT services 46Google 45IBM outsourcing 45
of 62 Technology Brands
in Net Promoter Scores
Source: Temkin August 2016 survey to 800 IT decision makers of North American companies with at least $250 million annual revenue
4th
Real Results for Partners: An Example
Leading Global Reseller of IT Solutions
Increase in VMware license
and services bookings
Margin on professional and
consulting services
Attached partner
products and services
41%Up to 45% 6X
Source: Data based on actual interview with a large U.S.-based VMware global enterprise and commercial reseller.
© 2017 VMware Inc. All rights reserved. 6
8© 2017 VMware Inc. All rights reserved.
The Changing Buying Process
Sources: Sirius Decisions
Education Phase Solution Phase Vendor Selection Phase
Loosening of the Status Quo
Committing to Change
Exploring Possible Solutions
Committing to a Solution
Justifying the Decision
Making the Selection
1 2 3 4 5 6
Today, buyers start their buying process online.
9© 2017 VMware Inc. All rights reserved.
Primary Information Sources
71%+ buyers conduct research an additional 2-3 times before reaching out to vendors.
Sources: Salesforce Pardot
Where do you typically start your research for a future business purchase?
Google 71.67%
Bing 2.76%
Yahoo 5.53%
Social Networks 2.01%LinkedIn 2.51%
Personal Networks 15.58%
10© 2017 VMware Inc. All rights reserved.
The Changing Buyer’s JourneyThe Buyer's Journey Is Rapidly Changing
Sources: CSO Insights, SiriusDecisions, Marketing Sherpa
76%
67%
57%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
The majority of the buying process is complete before a sales rep is engaged
B2B buyers prefer to receive content unique to their buying stage
Buyers source the majority of their information online (where
historically they got it from sales)
11© 2017 VMware Inc. All rights reserved.
Solving Top Marketing Challenges
Source: Hubspot, from The 2017 State of Inbound Report
0% 10% 20% 30% 40% 50% 60% 70%
Finding an executive sponsor
Hiring top talent
Training our team
Targeting content for an international audience
Identifying the right technologies for our needs
Managing our website
Securing enough budget
Proving the ROI of our marketing activities
Generating traffic and leads
Top Marketing Challengesbased on a survey of 6,399 participants from 141 companies, almost half from companies with less than $1M in revenue
Marketing Packages for Partners: Evolution
Integrated Campaigns
2015-2016
Content, Programs,Integrated
Campaigns
H1 2017
VMware Partner Edge
H2 2017
• One umbrella offering• Full suite covering Content,
Programs, Integrated Campaigns with analytics and lead management
• Flexibility for partners to execute on PDC or on your own platform
© 2017 VMware Inc. All rights reserved. 13
• Integrated campaign• One-size fits all• Some customization• Lower utility
• Robust marketing packages• Broader set of offerings
aligned to partner needs• More customization• Aligned w/ VMware direct
campaigns
EngageProspects Close More
Deals
Drive Quality Leads
VMware Partner Edge
VMware Partner Edge offers our partners, best-in-class marketing packages including content, programs, and integrated campaigns with analytics and lead management toolsets.
Partners can:• Stay relevant with updated content• Leverage VMware and Partner-tested
marketing packages to drive new opportunities• Run campaigns on our platform OR theirs• Accelerate sales• Measure ROI
© 2017 VMware Inc. All rights reserved. 14
© 2017 VMware Inc. All rights reserved.
Aligning Partner Edge to the Buyer’s Journey
Customers and prospects exist in different phases of the buyer’s journey. That’s why Partner Edge provides tactics to help you succeed at every stage.
AWARENESSDemand Generation• Integrated Campaign• Multi-Touch Email• Content Syndication• Web & Social
CONSIDERATIONLead Nurture• Webinars• Partner-led Workshops• Leads Calling
DECISIONSales Acceleration• Hands-on Labs• Free Trials• Assessments
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Partner Edge Benefits
FULL COVERAGE
• Content, Offers, Templates, Programs, Campaigns
• Demand Generation for awareness
• Lead Nurture for consideration
• Sales Acceleration for decision
EASY PROCESS
• Simplified execution and automation
• Focus on driving quality leads and closing deals
• Offered in nine languages
BEST-IN-CLASS
• Match to buyer’s journey
• Industry standard
• VMware-tested programs
PROVEN SUCCESS
• Partner adoption
• Bookings growth
• Bigger deal size
“I like the fact that there is a standard bill of materials [for all campaigns]. I know what to expect.”
“Really interesting to have an integrated platform that is flexible. I have not seen anything as complete.”
“Anytime you can simplify to a single access point for marketing programs and campaigns, that’s a good thing.”
© 2017 VMware Inc. All rights reserved. 16
1Website, Social Briefs White Papers
Manage Leads
Access Lead ScoresTrack Results
Content1
Analytics4 Lead Management5
Partner Edge Package | 5 Components
Integrated Campaigns3
Integrated Demand, Nurture, Acceleration Flow
Programs2
Webinars, Workshops,
Leads CallingHOL, AssessmentsEmails, Web,
Social, Content
© 2017 VMware Inc. All rights reserved. 17
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Content Programs Integrated Campaigns Analytics Lead Management1 2 3 4 5
Campaign and Program Playbook
Enablement• Multi-touch eDM Flows• Landing Pages / Thank You
Pages• Direct Mail Print• Online Banners (160x600,
300x250, 728x90)• Social Media Copy Blocks• Campaign Copy Doc
Marketing Materials Offers• White Paper• eBook• Information Brief• Solution Overview• Infographic• Presentations• Tech Tips• Video
Sales• Sales Guide• Telemarketing Script• Hands-on Lab Script
Content and Bill of Materials
© 2017 VMware Inc. All rights reserved.
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Content Programs Integrated Campaigns Analytics Lead Management1 2 3 4 5
• Emails, landing page, thank you pages, banners, and direct mail assets can be customized with your own partner logo, value proposition, and contact information.
• The lead header image on email, landing page, and thank you pages can also be updated with your own brand color.
• As a best practice, be sure to leverage multiple Demand Generation assets for a true integrated effort.
Customize Your Marketing Material
Emails, Landing Pages
Online Banners
Direct Mail
Areas highlighted in blue can be customized based on your preferences/information.
CUSTOMIZABLE AREAS
© 2017 VMware Inc. All rights reserved.
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Content Programs Integrated Campaigns Analytics Lead Management1 2 3 4 5
Programs for Demand Generation, Lead Nurture, and Sales Acceleration Goals
Demand Gen Programs Lead Nurture Programs Sales Acceleration Programs
Webinars
Partner-led Workshops
Hands-on-Labs
Leads Calling
Assessments
Content Syndication
Web and Social ContentMulti-touch Email
© 2017 VMware Inc. All rights reserved.
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Content Programs Integrated Campaigns Analytics Lead Management1 2 3 4 5
Integrated Campaign Across the Buyer’s Journey
Service Provider
ell EMC/ Dell EMC Partners
© 2017 VMware Inc. All rights reserved.
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Content Programs Integrated Campaigns Analytics Lead Management1 2 3 4 5
Measure and Optimize
Service Provider
Easily track results of your marketing efforts with Partner Edge
• Manage, monitor, and review campaign performance in real time and share campaign results all within a single intuitive dashboard.
• Analyze the KPI of demand generation efforts.
• Access detailed data analytics and reporting, including the following metrics: email opens, email clicks, web views, web clicks, form submissions, and more.
• View campaign tactics separately or in an all-up view with the dashboard.
© 2017 VMware Inc. All rights reserved.
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Content Programs Integrated Campaigns Analytics Lead Management1 2 3 4 5
Access Your Leads
Service Provider
Two options for managing your leads with Partner Edge that allow you to reduce time and optimize your resources:
Integrate PDC marketing tactics with your marketing automation system, including SFDC, Eloqua, Marketo, Hootsuite and more. You can then easily send leads to your CRM platform: Salesforce, Microsoft Dynamics CRM, Sage CRM, Zoho CRM, SugarCRM, Saleslink.
Use the VMware Partner Demand Center to manage, monitor, and review campaign performance in real time and share campaign results all within a single intuitive dashboard.
1
2
© 2017 VMware Inc. All rights reserved.
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Content Programs Integrated Campaigns Analytics Lead Management1 2 3 4 5
Nurture and Convert Leads
Service Provider
Managing lead activity is easy with Partner Edge. The Partner Demand Center allows you to:
• View metrics for each lead individually
• Update lead status to indicate where they are based on engagement
• Analyze lead scores to determine next marketing offer
• Optimize and analyze marketing efforts
© 2017 VMware Inc. All rights reserved.
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Content Programs Integrated Campaigns Analytics Lead Management1 2 3 4 5
Register Deals To Get Credit
Service Provider
Register deals in VMware Advantage +, receive deal protection, extra discounts and higher margins.
• Tag your opportunity as “yes” for Development Funds Utilized• Select “Joint Marketing” for the Opportunity Source• Enter your campaign tag in Opportunity Description field• Track and measure ROI
Partner:Logs in to Partner Central
Goes to the Opportunity Registration tab
Clicks on “Register a New Opportunity,” which links to this page
Selects “yes” for Development Funds Utilized drop down field found under “Registration Details”
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2
3 4
© 2017 VMware Inc. All rights reserved.
How to Use Partner Edge
Definemarketing objectives
Select marketing
components
Execute marketing
tactics
Review results and
adjust
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PLAN ENGAGE EXECUTE MEASURE
Demand Generation
Lead Nurture
Sales Acceleration
Content
Programs
Integrated Campaigns
Within partner’s own marketing platform
Using VMware Partner Demand Center
Analytics
Leads Management
Deal Registration
© 2017 VMware Inc. All rights reserved.
5
► Available in up to 9 Languages
‒ Modernize Data Centers‒ Transform Security‒ Empower Digital Workspace‒ Get Ready for Extending to Public Cloud‒ NSX‒ HCI / vSAN‒ vSphere / vSOM 6.5
At partnerdemandcenter.vmware.com using Partner Central credentials
► Access today
Packages Available Today on Partner Demand Center
FY18Q2 FY18Q3 FY18Q4
May June July August September October November5/1 5/15 6/1 6/15 7/1 7/15 8/1 8/15 9/1 9/15 10/1 10/15 11/1 11/15
TRANSFORM SECURITY
EMPOWER DIGITAL WORKSPACE
MODERNIZE DATA CENTERS
Timeline
LAUNCHED AUGUST 7
LAUNCHED MAY 8
LAUNCHED JUNE 5
GET READY FOR EXTENDING TO PUBLIC CLOUD
LAUNCHED SEPTEMBER 5
PRODUCT REFRESH
Q3 – Q4 FY18
© 2017 VMware Inc. All rights reserved. 28
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Content Programs Integrated Campaigns Analytics Lead Management1 2 3 4 5
Get Started Today – Work with your PMM to choose suggested packages and execute
Service Provider
LOG IN• Visit www.partnerdemandcenter.vmware.com,
click “Login”, and enter your Partner Central credentials.
• OR visit www.vmware.com/partners, enter your Partner Central credentials, and click the Partner Demand Center link under the Marketing tab.
ACCESS• For Programs and Integrated Campaigns
‒ Select the Campaigns tab‒ Click “Browse Campaigns”‒ Use the filters and search for the
product or solution focus area
• For Content‒ Select the Collaterals tab‒ Click “Browse”‒ Use the filters and search for the
product or solution focus area
EXECUTE• For Programs and Integrated Campaigns
‒ Select a program or the integrated campaign and click “Details”
‒ On the details page, select workflows to activate and execute
• For Content (from the details page)‒ To execute on your own platform,
download the campaign documents from the Reference Materials section
You can also access the individual Partner Edge Package components directly through the VMware Partner Demand Center
© 2017 VMware Inc. All rights reserved.
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Content Programs Integrated Campaigns Analytics Lead Management1 2 3 4 5
Service Provider
ANALYZEFor an all-encompassing marketing overview:• Select the Analysis Tab• View an overview dashboard of each activity or view metrics by activity type
To analyze a specific program or campaign:• Select Campaigns à My Campaigns à Select the Campaign• Using the left-hand tabs, select Recent Activity or Analysis to view that
campaign’s metrics
Get Started Today – Work with your PMM to choose suggested packages and execute
You can also access the individual Partner Edge Package components directly through the VMware Partner Demand Center
© 2017 VMware Inc. All rights reserved.
MANAGE LEADSFor an all-encompassing marketing overview:• Select the Contacts Tab• View an overview dashboard of each contact and their lead score. Click on a
specific contact to manage that lead.
To manage leads from specific programs or campaigns: • Select Campaigns à My Campaigns à Select the Campaign• Using the left-hand tabs, select Leads to view and manage leads generated
from that campaign. You can also integrate Partner Demand Center marketing tactics with your marketing automation system, including SFDC, Eloqua, Marketo, Hootsuite. You can then send leads to your CRM platforms like Salesforce, Microsoft Dynamics CRM, Sage CRM, Zoho CRM, SugarCRM, Saleslink. Go to Settings to learn more.
Partner Edge – Tips to Maximize Success
Engage your marketing team and work with your PMM to use Partner Edge effectively.
Customize Partner Edge materials with your branding & messaging
Partner Edge enables BOTH sales and technical people
Commitment from all parties ensures that plans get executed
Regularly review progress against established milestones to ensure you are on track with your plan
Frequent follow-up is extremely valuable in converting pipeline to sales
Consider offering your marketing team an incentive to complete training or demand gen / sales acceleration activities
© 2017 VMware Inc. All rights reserved. 31
For registration/access questions, email [email protected]
For assistance with technical difficulties, email [email protected]
Questions?
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