Daniel Tkach - PowerPoint PPT Presentation

1 / 30
About This Presentation
Title:

Daniel Tkach

Description:

Los Altos - Boston - Calgary - London. 1. Daniel Tkach. Managing Partner, ... Define how the company wants to be perceived by the target market buyers. ... – PowerPoint PPT presentation

Number of Views:27
Avg rating:3.0/5.0
Slides: 31
Provided by: daniel191
Category:
Tags: daniel | tkach

less

Transcript and Presenter's Notes

Title: Daniel Tkach


1

GETTING READY TO GROW YOUR COMPANY Marketing in
the US Strategy and Go-to-Market
  • Daniel Tkach
  • Managing Partner, PartnerAlliances LLC
  • CEO, IIBD
  • January 2005

2
Agenda
  • Strategy
  • Providing Customer Value
  • Positioning Strategy
  • Marketing Strategy
  • Go-to-Market
  • The marketing plan
  • Market opportunity by segment
  • Terms and conditions for the offering
  • Deliverables produced for the offering
  • Education plan
  • Technical Support plan
  • Marketing activities
  • Partnering for Value Creation
  • Partners and Channels
  • The Routes to Market Selling Model

3
Strategy
  • Comprehensive master plan how the company will
    achieve its mission and objectives
  • Strategy formulation
  • Long range plans for growth and business
    management
  • Vision
  • Mission
  • Objectives

4
Strategic Vision
  • Alice Would you tell me, please, which way
    ought I go from here?"Cheshire cat That
    depends a good deal on where you want to get to
  • The future of the company what the company wants
    to become
  • Typically within a 3 to 5 year timeframe
  • Microsofts original Vision Statement
  • A computer on every desk and in every home"

5
Mission Statement
  • The mission statement sets guidelines for
    business operations
  • The reason for the companys existence
  • The firms customers, their needs and how they
    will be met by the firms products and services
  • PartnerAlliances Mission Statement

PartnerAlliances delivers solutions that
confer competitive advantage to our clients by
enabling them to execute their marketing and
partnering strategies tactically. We bring
the competencies, resources, and tools to help
technology firms move their products to market
faster and more efficiently
6
Providing Customer Value
  • What is Value?
  • Value is in the eye of the beholder
  • Value is customer dependent
  • Solving problems and easing pain points
  • Adding or Increasing benefits
  • How does a customer perceive Value
  • Understanding
  • Relating
  • Defining Value Value proposition
  • How do we show our Value to our customers and
    partners?
  • The Value of the offering depends on its
    Positioning

7
Vision, Mission and Value Exercise 5 min
  • Vision Statement
  • What does your company want to achieve in the
    next 5 years?
  • Mission Statement
  • What is your business?
  • Who are your customers?
  • How do you provide value to your customers?

8
Positioning of the Offering
  • Defining and validating new positioning and
    branding for the offering in order to
  • Increase sales revenue
  • Create or increase market awareness among the
    current customers
  • Target new segments that have not been previously
    captured yet by the company
  • Phases
  • Define the Positioning Concept
  • Create the Marketing Positioning Strategy

9
The Positioning Concept
  • Match the offering with the customer value
    requirements in the target markets,
  • Define how the company wants to be perceived by
    the target market buyers.
  • Identify and selecting markets or segments with
    business potential, target competitors and devise
    a strategy to compete more effectively.

10
Defining the Positioning Concept
  • Market Positioning
  • Determine market wants and needs
  • Analyze market opportunities
  • Determine market critical success factors
  • Size, growth, barriers to entry, price
    sensitivity, and profitability
  • Identifying company and competitors' strengths
    and weaknesses
  • Assessing abilities to meet market requirements
  • Perceptual Positioning
  • Crafting a distinctive corporate and brand
    identity for the company, based on market
    positioning

11
Marketing Strategy
  • Define the marketing mix
  • Product
  • Price
  • Promotion
  • Channels (Place)
  • Organize the mix into a coordinated set of tasks
    designed to achieve the positioning objectives

12
Marketing Strategy Components
  • Offering Strategy
  • Pricing Strategy
  • Sales Force Strategy
  • Channel/Distribution Strategy
  • Promotion and Integrated Communications
    Positioning Strategy

13
Go-to-Market Executing on the Marketing Strategy
  • The Marketing plan
  • Market opportunity by segment
  • Segment(s) selection
  • Terms and conditions for the offering
  • Deliverables produced for the offering
  • Education plan
  • Technical Support plan
  • Marketing activities

14
The Marketing Plan
  • Objective Provide evidence on why the offering
    should be brought to market by the company,
    including
  • Customer pain points and business issues solved
    by the offering.
  • Key offering features, functions and
    differentiators
  • Competitive matrix showing what competitors offer
    and how their offerings compares with the
    companys.
  • Target customers defined
  • Route to market chosen, indicating the internal
    and external resources available in each step of
    the sales cycle.

15
Market Opportunity by Segment
  • Objective provide a common understanding of the
    market opportunity in each segment, including
  • Market opportunity and segmentation by geography
  • Segment value proposition, including defined
    benefits with supporting selling points and
    differentiators for each identified segment.
  • Committed volumes and revenues
  • Requirements for deliverables
  • Requirements for education
  • Messages for each segment
  • Offering / release announcement and availability
    schedule

16
Terms and Conditions and Licensing
  • Objectives
  • Document the common sets of terms and conditions
    for each business partner type or relationship
  • Key Deliverables
  • Standard proposal inserts
  • Ts Cs Documentation

17
Deliverables
  • Objectives
  • Provide communication vehicles for the sales
    force and partners to share information about new
    offerings
  • The information must cover all related marketing
    aspects down to the individual product level.
  • This information in can be distributed either a
    CD-ROM or through the Web sites
  • Key deliverable
  • The Business Development Kit

18
The Business Development Kit
  • Market Opportunity
  • Partnership offering opportunity
  • Product opportunity
  • Services and Support opportunity
  • Sales kit
  • Offering directed Web Content
  • (Web) Seminar invitation
  • Direct mail / e-mail
  • Inside sales script
  • Collateral and demo
  • Customer references
  • Pilot program
  • Fast implementation support (accelerator program)
  • Contact/order points
  • How to order deliverables
  • Who is the partner contact point at each partner

19
Education and Technical Support
  • Education
  • Marketing training
  • Sales training
  • Technical training (entry level and advanced)
  • Certification program
  • Technical support
  • Pre-sales support,
  • E.g. handling pre-sales technical questions
  • Post-sales support
  • E.g. Solving problems related to installation,
    migration, customization, performance and
    operations.

20
Marketing Activities
  • Demand generation marketing plan
  • Awareness and lead generation
  • Advertising, Web, direct mail, sales promotions,
    and PR plan
  • Web site landing pages, white papers and Web
    seminars
  • Lead management
  • Consolidation, prioritization, qualification,
    assignment and tracking of leads.
  • Clear lead referral system directed to specific
    partners
  • Campaigns and activities
  • Media plan
  • Press releases, advertising
  • Events, associations, personal relationships

21
Communicating the Customer Value
  • Outbound component of the companys Go-To-Market
  • Integrated Communications, Marketing
    Communications, Key to project the desired image
  • Including
  • Message Set and Copy Platform
  • Collateral
  • Offering fact sheets, brochures, white papers,
    presentations and Web seminars
  • Advertising in selected media
  • PR Press releases and publications
  • Web Site development and maintenance
  • Field sales tools
  • Event marketing

22
Buy vs. Build vs. Partner
  • Buy
  • Do you have the financial resources, time and
    expertise
  • To buy or license intellectual property
  • To acquire another company / merge
  • Build
  • Do you have the right technical capabilities,
    resources, and time
  • To build new technologies
  • To expand your current product portfolio into new
    areas
  • Partner (the path of least resistance)
  • Do you have the right people and skills
  • To establish a successful business relationship
  • To manage-through the process
  • To stay focused on achieving the partnership
    goals

23
Partnering for Value Creation
24
Partnering is Necessary, but it is not Easy
  • Partnering requirements
  • Develop clear strategic partnership goals
  • Select a partner and develop the relationship
  • Position and market the joint partner solution
  • Measure the success of the partnership
  • PartnerAlliances proven Partner Engineering
    process

25
Selling Partners (a.k.a. Channels) - I
  • Systems Integrator (SI)
  • A company that provides multi-vendor software
    and hardware integration, implementation,
    reengineering and consulting. Design, develop and
    implement complex projects
  • Consultant
  • A company that helps define, evaluate and
    implement new product/business opportunities, and
    programs to increase market share, sales and
    profits of the base business.
  • Solution Provider
  • A company that provides customized business
    solutions for customers. Focus on vertical or
    cross-industry applications.
  • Reseller
  • A company that resells large volumes of standard
    offerings directly ti its customers. Provide
    configuration and product or infrastructure
    related services

26
Selling Partners (a.k.a. Channels) - II
  • Independent Software Vendor (ISV)
  • A company that develops, sells and supports
    software proprietary software, on top of one or
    more vendor platforms.
  • Original Equipment Manufacturer (OEM)
  • A company that buys a vendors product or
    component, customizes or repackages it for its
    particular needs, and sell their offering under a
    private label
  • Value Added Reseller (VAR)
  • A company that resells another vendors product
    together with software, applications or
    consulting services of its own, thus adding
    value. The original products name is usually
    still used

27
Partner Roles in the Selling Model
  • Demand Generation Prospect and Qualify
  • Demand generation Campaigns, advertising, press,
    direct mail, sales promotion, web seminars, etc.
  • Lead management Lead consolidation,
    prioritization, qualification, assignment,
    tracking and measurement
  • Pre-Sales Develop, Solution and Proof
  • Understanding customer needs and issues, provide
    information on pricing, availability, Ts Cs,
    solution configuration, tests and demos,
    competitive analysis.
  • Close the Deal
  • Obtain customer order including final
    negotiations, contract signing and financial
    arrangements
  • Deploy
  • Receiving and fulfilling the order, from order
    delivery to billing, installation, customization,
    integration, training. May include business
    process reengineering.
  • Support
  • Technical support and customer care

28
The Routes to Market Selling Model
Demand Generation
Pre-Sales
Deploy
Support
Close the Deal
Develop Solution Proof
Fulfill Install Bill
Reengineer Integrate Train
Prospect
Qualify
Close
Technical Support
Customer Care
Partner
Consultant ISV Sol. Provider Reseller OEM SI VAR E
duc. Prov. Supp. Provid. SW Vendor .
29
Final Comments
  • The way marketing needs to be done in the US
    is very different from the approach that is used
    in Latin America
  • The way a company goes to market can make the
    difference between success and failure for the
    companies that want to compete in the US
    marketplace

30

Questions?
Write a Comment
User Comments (0)
About PowerShow.com