The document discusses Microsoft's Customer Campaigns program which provides tools and resources for partners to generate demand, qualify sales, and close deals. It outlines three proven steps - plan and prepare, demand generation, and qualify sales and close. Resources include partner solution plans, marketing development funds, solution profilers, partner marketing centers, infrastructure assessment frameworks, and more. Specific campaigns targeting security, collaboration, business intelligence and other areas are also highlighted.

2. Making the Microsoft Customer
Campaigns work for your business
Mike Heald – Microsoft Through Partner Marketing
Natalie Jackway – SDM Marketing
Kylie Summerhayes – Microsoft Midmarket Lead

3. Three Proven Steps – Campaigns Working For You
Presales Training
Technical Team Create a Partner
Solution Plan with
Infrastructure
Plan
Assessment a Marketing Plan
Framework embedded
Partner ready
marketing resources
on Partner
Close Create Marketing Center
Demand Solution
Sales Finder/Profiler
Telesales Campaign -
ISVs
…Customer Campaigns deliver support in all three areas

4. Plan & Prepare

5. Partner Business Planning
• Partner Business Plans set up the
framework for the partnership.
Direction that governs the alliance /
partnership
• Partner Solution Plans provide the
local action plans to drive initiatives
deliver inside of this framework

6. Partner Sales & Marketing Readiness Requirements

7. Partner Sales & Marketing Readiness Survey Results
To Register – https://partner.microsoft.com/Australia/trainingevents
Course Description Venues
Effectively Selling Solutions for Melbourne, Sydney, Brisbane,
Microsoft Partners Day 1 & 2 Adelaide & Perth
Realising Platform Value Melbourne, Sydney, Brisbane,
Adelaide & Perth
Key Marketing Concepts and Melbourne, Sydney, Brisbane,
Techniques for Microsoft Partners Adelaide & Perth
Effectively Generating and converting Melbourne, Sydney, Brisbane,
Leads with Microsoft Infrastructure Adelaide & Perth
Optimisation (IO) Campaigns

8. Partner Readiness Offer
To ensure your place at the Microsoft Readiness training events, take advantage
of these special Microsoft Partner Readiness Offers NOW*!
Partners that uptake this offer, have first option to register for all the Readiness
training – as part of the Readiness schedule.
Schedule will be publicly available September 3, 2007.
Training Days Cost
50 Training Days * $275 per day (ex GST)
25 Training Days* $335 per day (ex GST)
Pay As You Go $395 per day (ex GST)

9. Demand Generation

10. Increase Visibility with Customers
• Partner Solution Profiler is detailed information
Form for adding the starting point for partners
Checkboxes that identify
to promote their solutions to andsolutions visit the
search criteria customers who
about solution for company
microsoft.com.site.
• Expose your solutions today
• Five Easy Steps:
1. Sign In
2. Prepare Solution
– pre populated templates
3. Profile
– References, key words
4. Review
5. Repeat

11. Partner Marketing Center
https://partner.microsoft.com/Australia/salesmarketing/createdemand/marketingcenter
Step by step wizard to
build your campaign:
Learn how the partner
marketing center can help
you generate more leads
and reach more customers.
Campaigns that highlight
your expertise: Search for
the campaigns that match
your expertise.
Easy to Download and
Print: Use easy to
customize marketing
templates and print
in house
Send out your campaign
to new and existing
customers.
Professional Looking
Campaigns without the
cost of an agency

12. ISV Telesales Service
ISV Telesales Campaign
• The ISV Telesales Service is a Microsoft-developed, third-
party telesales engine designed to quickly generate
actionable sales leads
• Joint Call Script
– Delivers 20% MSSP qualified business opportunities
• Telesales vendors are selected by Microsoft based on their
proven capabilities in the marketplace
– Skilled at solution selling in an IT environment
– Strong knowledge of Microsoft products and technologies
• Service cost
– *$9,500AUD
*pricing varies by country

13. K2.NET - ISV Telesales Campaign
• Participated in the ISV telesales campaign in April 2007
– Completed Marketing Development Funds proposal
• CNET provided the telesales services on behalf of Microsoft
and K2
– Engaged with Project Manager from CNET to plan campaign
– Co-designed call scripts and call strategy
– K2 and SDM provided a list of 2,000 contacts to CNET
– Call campaign continued for 20 days with regular updates
provided by CNET via online portal
• 25 qualified leads provided by CNET
• All leads to be of a very high quality with excellent
prospects of closing within the next 3 months

14. Accelerate the Sale

15. Partner Technology Specialist team
Team
• 5 people nationwide
• Split into two groups: Information Worker and Advanced
Infrastructure
Customers
• Maximising the utilisation of existing software investments
• Position value of IT investment to the business
• Partner awareness
• Driving the adoption of new technologies
Partners
• Assisting Partners to develop new service offerings
• Linking Partners with Partners
• Drive deals with partners

16. Tele Pre-sales Technical Support (TPTS) :
Opportunities Support
Customer TPTS
Opportunity Assistance
1. Competitive information
My customer is considering
migration from competitive product 2. Detailed migration plans
to Exchange. I need to:
3. Talking points on benefits
1. Understand how to define
of Exchange
the solution
4. Tailored Presentations
2. Compete against competition
3. Position Exchange as the
right solution
4. Understand migration process
TPTS Help You Win Deals!!!

17. Demo Showcase
Demo Showcase is a set of pre sales tools to enable robust platform demonstrations through
scenarios aligned with Microsoft Customer Campaigns that are relevant to the decision-
maker’s specific role, business requirements and technology needs.

18. Infrastructure Assessment Framework
Website:
www.assessmentframework.com

19. Strategic Data Management
Natalie Jackway

20. SDM - Leveraging Microsoft for effective campaigns
3 stages Tools Enterprise Search
Plan & Prepare • Partner Solution Plan • Identify search as an offer
• Marketing Development • Key messages
Funds • Survey
• Mailing Lists
Demand • Solution Profiler • Offer for delegates
Generation • Partner Marketing Center • Telemarketing follow up
• Publicity • Conference
• Events • Seminars
• Mailouts
Qualify Sales & • CRM • Reporting template
Close • Account Management
• Follow-up
• Tracking

21. Participate in a Campaign

22. Through Partner – This Past Year
Weighted Opps by Segment
Campaign Number ROI
Partners
Upper Mid Market CAS
13% 26%
Lower Mid Market
Security 24 26.2
9%
Collaboration 29 19.9
Business 12 14.0
Intelligence
Search 8 3.7
Core Mid Market
TOTAL 79 18.6
50%
Collaboration Campaign -
Upper Mid
Infrastructure Campaign - Segment View
Market
Segment View 13%
CAS
Upper Mid
Lower Mid 22%
Market
Market
18%
12%
Lower Mid CAS
Market 40%
6%
Core Mid
Core Mid Market
Market 53%
36%

23. FY08 Customer Campaign Architecture
Depth (Big IT)
Customer
Campaigns
Breadth Extension
Customer
Breadth (Some IT) Business Security & Business
Acquisition &
Productivity Reliability Solutions
Customer Campaigns Retention
+ +
Core Breadth Product Stack
Advanced Breadth Product
Stack

24. Breadth Campaign Approach
• Campaign effort led by Breadth marketing
Segment Led team, rather than individual business groups
Unified Campaign • Unified approach, with specific campaign
messaging, executed under one unified creative
Platform approach
• Drive demand To and Through Breadth partners
(Distis, VARs, ISVs, and hosters).
Streamlined Focus
• Address both upper and lower ends of spectrum
• Help prospects easily get the relevant
information that they need to understand the
Solutions Level benefits of Microsoft Technology, what solution
Focus they need to talk to their Partner about, and
ultimately Buy

25. Breadth Campaign Structure
Customer Level
Customer Pain/Need
Basic Solution Advanced Solution Based on
Solution Level Benefit Benefit customer
Product Stack Product Stack
size/industry
How to buy
Special Offer!
(License Options, Hosted,
MS Finance, PS)
Offer Level
Where to buy
Hosters Buy now
Solution Finder

26. Security & Reliability Customer Campaign
SMB customers want peace of mind – they want to stay productive and focus on their business:
• Rely on IT and make sure it supports the business to be up & running
Customer pain • Store company information centrally in order to protect it better
• Reduce security risks (viruses, worms, unauthorized access, hackers, …)
• Reduce data loss & down time in the unfortunate event that something does happen
• Security is #1 priority in Some IT (AMI2006)
Opportunity • Security spend is expected to grow 16% to $7,7B FY08 (IDC2007)
No longer worry about losing your critical data and keeping important business information secure
Value Proposition
Keep your IT up &
Scenarios Protect your Data
running
Products Vista / OneCare / Forefront / Exchange
Hosted Services
Vista / SBS2003 / WS LH / SCE
Partners
Disti/Breadth VAR/DMR/LAR/SBC/Hosting
Disti/Breadth VAR/DMR/LAR/SBC/Hosting
(NI, AI, Sec)
Levers (NI, AI, Sec)
Breadth partners, Web, PR, Partner
Breadth partners, Web, PR,
Telemarketing
Partner Telemarketing

27. Marketing Development Funds
Aligning to Mid-Market Campaigns (50-500 PCs)
Campaign Focus? # Partners PAMs Receive MDF Due Customer
‘Give Gets’ Email Campaign
Dates
Unified Comms Exchange Upgrades & Windows 10 Aug 23 Sept 13 Oct - May
Mobile.
Application BizTalk Server 3 Sept 12 Sept 26
Platform
OSCI Security, reliability and managing Sept 12 Sept 26
core infrastructure i.e. Forefront
Collaboration Collaboration technologies i.e. Sept 20 Oct 11
Sharepoint
Business SQL Server / Performance Point– Sept 20 Oct 11
Intelligence Data Warehousing
Security Phase 2 of OSCI campaign – TBD
exclusive focus on Forefront
Windows / SQL MDF & Sponsorship opportunities TBD
Server 2008 Launch

28. Marketing Development Funds (MDF)
• Microsoft Provides
• Plan with your Account Manager
– Dollars $$ (Pending approval –
– Creation of Partner Solution Plan ‘PSP’
Funds are limited)
– Attend appropriate technical
– Your offers, events & solution
& marketing training
on the customer campaign site
• Create Demand – Presales resources
– Preferred partner for campaign
– Campaign ‘give gets’ email from
led opportunities
Partner Manager
– Monthly ROI reports
– Agree to the campaign ‘give gets’
• Partner Commits
– Complete MDF Form
– Pipeline report on a monthly basis
– Campaign objectives, resources
– 15:1 ROI – Microsoft product
required etc
revenue
• Submit MDF form to Partner Manager – Equal contribution to funds
• Partner Manager will confirm
participation

29. Campaign Reports

30. Call to Action
• Plan and Prepare
– Marketing & Technical Training
– Partner Solution Plan
• Demand Generation
– Partner ready marketing resources on Partner Marketing Center
for all customer segments
– Solution Finder/Profiler
• Qualify Sales and Close
– Assessment tools – Infrastructure Optimization and Infrastructure
Assessment Framework
• Participate in a Campaign Today!
• Marketing Blog: blogs.msdn.com/marketingforpartners
– Do you want to contribute? Contact: mheald@microsoft.com

31. THANK YOU!