1、ISMC 2001 Course 016Alliance MarketingISMC course#016SMG February 4-9,2001Field Reviewer:Steve MattosISMC 2001 Course 016Evaluation QuestionnaireFeedback will be requested of the course attendees at each session of each ISMC course:ISMC 2001 Course 016AgendalCourse ObjectiveslKey MessageslAlliance B
2、asics Definition Objective and strategies Engagement plan Key learnings so farlFellow Traveler StrategylAccount Drill-Down ExerciselTechnology Development,Marketing,SaleslSummarylCall to ActionlBack UpISMC 2001 Course 016Course ObjectivesAfter completing this course,you will be able to:Develop accou
3、nt strategies/plans that take into consideration Intels ISV/MCSI alliance activities:Work with the SRM teams to coordinate activities between your end-user accounts,OEMs,MC/SIs,etc with alliance accounts:Plan/execute alliance activity within your geographyISMC 2001 Course 016Key MessageslIntel will
4、only execute a small number(10)of ISV/MCSI alliances by end of 2001 covered accounts,ISVs,OEMs,MC/SIs,interact in some way with alliance accountslThe more effectively we ALL coordinate as a sales/marketing world-wide organization,the more ALL of our accounts will benefit from the alliancesISMC 2001
5、Course 016ISV ProgramsJames CapeWW E-Business DevelopmentRich DunningGeosOperationsField/SRMsCorp ProgramsEBSP/SIErik SteebMicrosoftTim WestmanEMEAGianni Ercolanni(ISRG)Todd Peters(BMO)APACMelissa McVicker(ISRG)John Chen(BMO)IJKKNoriyuki Sato(ISRG)Y Murata(BMO)LARMauricio Bouskela(ISRG)TBD(BMO)HR:Mi
6、chaelle StanfordLegal:Caroline Selfridge*FinanceKumar BalabhadraIBMPatrick J MurrayAlliancesDavid BaumgartenBusiness ProgramsJohn SkinnerWW Comm ManagementMarty OliveroWeb&IeBC Pam OliverStephannie Brown,Sr.AdminDeborah ConradVice President,SMGGeneral Manager,BMAG Rupal Shah,TAISMC 2001 Course 016Wh
7、at is an Alliance?lAlliances are contractual business relationships Multiple years in duration Intended to create strong and deep relationship Contains“gives”and“gets”intended to drive business objectives for both companieslMemos of Understanding(MOUs)and Letters of Intent(LOIs)are not allianceslAll
8、iance must be based on mutual need and tied to measurable and meaningful revenue or it will failISMC 2001 Course 016Variety of Existing AlliancesIntelOracleHPBVMicrosoftC1VignetteDellCompaqBEAIntershopIBM swIBM hwProxicomPWCAndersonIXLCap GemRed HatPTCRationalCiscoIBM IGSAMarchFirstSAPEDSKPMGI2Ariba
9、SeibelISMC 2001 Course 016Intel Alliance Objective and StrategiesObjective:Develop mutually-beneficial,worldwide,cross-divisional alliances with category-leading ISVs and solution providers in order to strengthen the Intel e-Business Network as measured by:lIncreasing Intel revenue in e-business mar
10、ketthrough the creation and management of worldwide alliances and relationship that include IAG,CPG,IOS,etclExpanding Intel relevance,credibility,and preference as a leading e-business solutions enabler/providerISMC 2001 Course 016Alliance Strategy:RevenuelProcessors Increased revenue/market share o
11、n IA at the ISV Influence Compaq,IBM and HP to shift from RISC to IA lIntel Learning Services lIOSlIAG Scaling service Future serviceslCPG Network Management/Acceleration Internet appliances sold through OEMsISMC 2001 Course 016Alliance Strategy:RelevancelExpand Intel relevance,credibility,and prefe
12、rence as a leading e-business solutions enabler/provider Technology Enabling Marketing SalesISMC 2001 Course 016Alliance Engagement Strategy=Key Result=Dependencies=Locally DrivenDefine Mkt SegOpptnyAlign Pdt.Roadmaps-HW,OS,M-ware-ISV productsTechnologyEnablementProductizeCompetitiveSoln:perf,suppor
13、t,features,timingTuneSolution(ISC,SILs,etc.)EngageDevelop-mentTeamRepeat/NextVersionEngPlanMktAvailabilityPerf.DataGo to MarketEnlist OEMs,FTsDefine WWPositioningObj&Strat.W/GeosSellTrain Sales&/orChannelPromoteMktgPlanTargetAcct ListDemandCreationProofPointsCollateralISMC 2001 Course 016Resources C
14、onnected to MetricslShort-term($/Resources)Technology enabling to achieve product parity or better Sales engagement(BDMs,OEM&ISV Salesforces)Channel engagement(MC-SI,etc)lLong-term($/Resources):Demand creation(Advertising,etc)IA Roadmap synergyISMC 2001 Course 016Big Impact from Every EffortlNeed al
15、liance impact to expand beyond alliance accountsIA perception problemRevenue/program expansion beyond one geography and one productSmart-bombs,not firecrackerslSpend money efficientlyAdvertising/channel/sales programs that work together to move Intel to the center of the e-Business engineISMC 2001 C
16、ourse 016Alliance Engagement PlanlPhase One:Microsoft(marketing only)Announced 6/00 E-Markets:Commerce One Announced 10/19/00 Content Management:VignetteAnnounced 10/25/00 E-Commerce:BroadVision Announced 11/1/00 Database/Applications:Oracle,Microsoft,IBM System Integrators:PwC,CGEY,Andersen,IGSlPha
17、se Two Engagement(2-3 more in 2001)ISMC 2001 Course 016Key Learnings So FarlISVs and MC/SIs are focused on revenue Extending sales force&sales,charging by the hour Selling products/projects to Intel and getting our endorsement lIntel must engage with technology,sales and marketing owners at ISVs and
18、 many business practice owners at MC/SIslISVs are not naturally inclined to be hardware specific and prefer neutrality(nothing can get in the way of revenue)lISVs quickly expanding into the broader e-biz market segments Oracle expanding into“all”market(e.g.giving away CRM on web)i2/C1/Ariba/BV all s
19、elling e-market solutionslIntel is more motivated than the ISV and MC/SI to sell software on leading-edge hardwarel“Worldwide”means different things to different ISVslFellow travelers are vital to alliance successISMC 2001 Course 016Working with OEM Fellow TravelerslSCG is working with the OEMs to i
20、ncrease IA server MSS Target select vertical industries Collaborate with multi-national and regional OEMs Define a unique collaboration between Intel,OEM and ISV to build/deliver strategic solutions Help to evolve OEM business models and practices and while acting as a catalyst for WW market change
21、Align with other Intel solutions:go to market,stack development,channel program alignment Not business as usualISMC 2001 Course 016Fellow Traveler Example:BroadVision/Compaq/IntellDriving OEM bundles and solutions on IA to end user and BV channellGaining repeatable BKMs in solution stack development
22、 Future ISV/OEM/SEG/SCG engagement Roll out in each geography as specified by BVlAligning with OEM on go to market programs Linkage to other channel and OEM programs New market program fundinglGetting direct traction with end user and BV/Compaq channels BDM and SRM engagement plan Matchmaking possib
23、ilitiesISMC 2001 Course 016Additional Fellow TravelerslSMG will engage with additional fellow travelers in Q1SCG:Vertical MarketsMicrosoftISMC 2001 Course 016BroadVision EcosystemISMC 2001 Course 016Fill in the Blanks for Your AccountAccount Name:ISMC 2001 Course 016Technology EnablinglNot just IA e
24、nablinglEngineering where necessary(Intel,account,ISV,etc)lPerformance enhancementlBench marketinglEngineering developmentlInfluence Architecture of ISVs products Deployment recommendations Solution architecture Network edge front end mid tier backendlEducateISMC 2001 Course 016Alliance Marketing:Ru
25、les of ThumblEvery alliance is different Different mix of IA product Different market segment positions Different channels Different geography priorities Different end-user targetslEvery alliance is the same Revenue is king Aligned with at least one IA OEM Significant commitment to develop and/or ma
26、rket parity or better products on IA Marketing programs are contingent on product availability Engineering plans precede marketing plansISMC 2001 Course 016Alliance Marketing OverviewlMarketing is not just going to an ISVs trade show or writing a case studyMust do discovery and planning before execu
27、tionlRules of EngagementMarketingDiscoveryMarketingExecutionMarketingPlanningStrategy SetPrograms DefinedIdentify joint opportunities,contingencies&issuesFlag geography prioritiesSet direction and prioritiesIdentify key playersPlan(s)developedGeo resources allocatedPositioning developedMessages fina
28、lizedPrograms developedProduction beginsProjects deployed locallyISMC 2001 Course 016Marketing Roadmap:BroadVision(WIP)ProductsMessages Q4 00 Q201 Q4 01 Q2 02Q4 02IntelBV on IAIntelBVIA 32BV 5.5BV 6.0BV 6.X+.Mktg Prgms(Introduced in Phases)IA 64Mission CriticalNew IA server campaign(IA 32&64)BV-on-I
29、A Sales Collateral development,Sales Trainings,Vertical EventsPR,Co-Advertising(print,radio,etc.)Direct marketing,Web promotions,Case Studies,IIPCorporate MessagingProduct MessagingISMC 2001 Course 016Balancing the Marketing MixDrive Relevancefor Intel brand(Strong IA story already in place)Change I
30、SVbehavior(Encourageparity+development)Spectrum of Strategic ObjectivesAlliance Marketing ActivitiesISMC 2001 Course 016Technology Selling Environment(according to the BDMs)lRole of technology at Fortune 500 companies continues to expand Both cost and revenue opportunity matters Technology can be th
31、e main may to touch the customer Black and Decker,IntellCurrent e-Business engagements are larger in Scale and require integration of many different skills Increased emphasis on ecosystems and allianceslInternal and external time to market pressure increasing Benefit to IAlLack of skills in-house fo
32、r key e-business implementationsHuge opportunity for Intel to add valueISMC 2001 Course 016Cooperative Selling with Intel Alliance Accounts Need to touch all parts of the selling process on a worldwide basis:lDefine high-level objectives and align What specifically will you accomplish together?Divid
33、e and conquer w/the appropriate companylDefine the end-user value that each party will deliverlEstablish trustlDevelop and execute traininglAgree upon contact listlDevelop appropriate incentivelDocument dispositioning planIntel and the ISV can win togetherISMC 2001 Course 016SummarylIntel will only
34、execute a small number(10)of ISV/MC/SI alliances by end of 2001 covered accounts,ISVs,OEMs,EBSPs/SIs,interact in some way with ISV/MC/SI alliance accountslThe more effectively we ALL coordinate as a sales/marketing worldwide organization,the more ALL of our accounts and end users will benefit from t
35、he alliances Your Intel Account Matters!ISMC 2001 Course 016Call to ActionlSRMs:Drill down your accounts and develop a strategic account plan.Particularly important for alliance accountslGeo Marketing:Start to work alliance activity into your geo marketing planslNon-SRM Field:Work with SRMs to inclu
36、de your accounts in overall alliance activity when appropriateMarketing efforts will be most effective when activities are in syncISMC 2001 Course 016Back UpISMC 2001 Course 016Intel Solution Program Framework Core TechsASPsMC/SIs&EBSPsApplications Tiered playing field Go-to-Market orientation Shared Risks&RewardIndirect(IeBC)Direct Contact(SRM,AE)Alliances(Formal,largeagreements)
