intel市場(chǎng)聯(lián)盟策略匯編課件

解席抱戚漣海漫允畜舊沃極裕妮聶薩必席回套役御獅慶咖蹋嚎茶酷埂氣嫡intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016解席抱戚漣海漫允畜舊沃極裕妮聶薩必席回套役御獅慶咖蹋嚎茶酷埂1AllianceMarketingISMCcourse#016SMGFebruary4-9,2001FieldReviewer:SteveMattos評(píng)最哥洞甸飄四罵菱荷紛輸扭鎢句傍美烤熾熔韻酉熙嘗谷乞殊軍斯獎(jiǎng)滓疑intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略AllianceMarketingISMCcourse2EvaluationQuestionnaireFeedbackwillberequestedofthecourseattendeesateachsessionofeachISMCcourse:HelpimproveyourcoursesCompletetheevaluationformbeforeyouleaveRatethecontentandinstructionTelluswhoyouareIncludecommentstoclarifyThanksforyourfeedback!誣柿篆玩恥擬睡周驟均懂紅智娠可擅傷同瑰癌隧悉糞貉尖傅拂黑狂孔孽具intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略EvaluationQuestionnaireFeedba3AgendaCourseObjectivesKeyMessagesAllianceBasicsDefinitionObjectiveandstrategiesEngagementplanKeylearningssofarFellowTravelerStrategyAccountDrill-DownExerciseTechnologyDevelopment,Marketing,SalesSummaryCalltoActionBackUp篆卜鯉慷禿郝徑燃但裴溉峰翻團(tuán)絞頃蘆菠嗓刺件閩述汞供僚苦琳摯奔逮蛹intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016AgendaCourseObjectives篆卜鯉慷禿郝徑4CourseObjectivesAftercompletingthiscourse,youwillbeableto:SRM:Developaccountstrategies/plansthattakeintoconsiderationIntel’sISV/MCSIallianceactivitiesBDMs,Non-SRMFieldSales:WorkwiththeSRMteamstocoordinateactivitiesbetweenyourend-useraccounts,OEMs,MC/SIs,etc…withallianceaccountsGeoandCorp.Marketing:Plan/executeallianceactivitywithinyourgeography送庸蹲濕哀康棧布迂陡俺離氏辰組揪闖賦褒宗晾揪歡揉虹姥眼幌勃輕穆創(chuàng)intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016CourseObjectivesAftercomplet5KeyMessagesIntelwillonlyexecuteasmallnumber(~10)ofISV/MCSIalliancesbyendof2001Manycoveredaccounts,ISVs,OEMs,MC/SIs,interactinsomewaywithallianceaccountsThemoreeffectivelyweALLcoordinateasasales/marketingworld-wideorganization,themoreALLofouraccountswillbenefitfromthealliances苔存豺貨刃羞血檬移狽鯉孿藻調(diào)考撣赴確大擾瞇岳雄庶券歇儉向芹牙吐木intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016KeyMessagesIntelwillonlyex6BusinessMarketing&AllianceGroupISVProgramsJamesCapeWWE-BusinessDevelopmentRichDunningGeosOperationsField/SRMsCorpProgramsEBSP/SIErikSteebMicrosoftTimWestmanEMEAGianniErcolanni(ISRG)ToddPeters(BMO)APACMelissaMcVicker(ISRG)JohnChen(BMO)IJKKNoriyukiSato(ISRG)YMurata(BMO)LARMauricioBouskela(ISRG)TBD(BMO)HR:MichaelleStanfordLegal:CarolineSelfridge*FinanceKumarBalabhadraIBMPatrickJMurrayAlliancesDavidBaumgartenBusinessProgramsJohnSkinnerWWCommManagementMartyOliveroWeb&IeBCPamOliverStephannieBrown,Sr.AdminDeborahConradVicePresident,SMGGeneralManager,BMAGRupalShah,TA頰郎祖作奶淖暴闌奉良娛功佛乃凡肢含賭巴菠胰昌嫉凹瘟詞霍擻攪鞏灰俠intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016BusinessMarketing&Alliance7WhatisanAlliance?AlliancesarecontractualbusinessrelationshipsMultipleyearsindurationIntendedtocreatestronganddeeprelationshipContains“gives”and“gets”intendedtodrivebusinessobjectivesforbothcompaniesMemosofUnderstanding(MOUs)andLettersofIntent(LOIs)arenotalliancesAlliancemustbebasedonmutualneedandtiedtomeasurableandmeaningfulrevenueoritwillfail饋舷熬鄰陰先葉騎有卡滋炬疼贛放峪撓更冪經(jīng)奎龐談絳咽酷飄趨嗓嚇呆廖intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016WhatisanAlliance?Alliances8VarietyofExistingAlliancesIntelOracleHPBVMicrosoftC1VignetteDellCompaqBEAIntershopIBMswIBMhwProxicomPWCAndersonIXLCapGemRedHatPTCRationalCiscoIBMIGSAMarchFirstSAPEDSKPMGI2AribaSeibel續(xù)睦慨拙演辜栗授曉寺辨坡臺(tái)癰禱潔譽(yù)澤身枚咽送丈馭敘恐令效景燃哄分intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016VarietyofExistingAlliancesI9IntelAllianceObjectiveandStrategiesObjective:Developmutually-beneficial,worldwide,cross-divisionalallianceswithcategory-leadingISVsandsolutionprovidersinordertostrengthentheIntele-BusinessNetworkasmeasuredby:IncreasingIntelrevenueine-businessmarketthroughthecreationandmanagementofworldwidealliancesandrelationshipthatincludeIAG,CPG,IOS,etcExpandingIntelrelevance,credibility,andpreferenceasaleadinge-businesssolutionsenabler/provider醉越必徑倒撻諸疤糟隨壯韭只絞引蔽紐篷角酶嘲平林豬翱悶豐秒彌芥忽警intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016IntelAllianceObjectiveandS10AllianceStrategy:RevenueProcessorsIncreasedrevenue/marketshareonIAattheISVInfluenceCompaq,IBMandHPtoshiftfromRISCtoIAIntelLearningServicesIOSIAGScalingserviceFutureservicesCPGNetworkManagement/AccelerationInternetappliancessoldthroughOEMs程濾鈉埔彥幾嘆木嘎搐摟蚤后顱健告濟(jì)笆農(nóng)割干鎬捏喧哆腋躁弧柒忿杖奉intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016AllianceStrategy:RevenueProc11AllianceStrategy:RelevanceExpandIntelrelevance,credibility,andpreferenceasaleadinge-businesssolutionsenabler/providerTechnologyEnablingMarketingSales踞布秀聚恫笑銀道姻農(nóng)匡狼肩戳腥戳瞧梨峽稠葦椽軋噴擱證令狄恨爪齲墟intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016AllianceStrategy:RelevanceEx12AllianceEngagementStrategy=KeyResult=Dependencies=LocallyDrivenDefineMktSegOpptnyAlignPdt.Roadmaps-HW,OS,M-ware-ISVproductsTechnologyEnablementProductizeCompetitiveSol’n:perf,support,features,timingTuneSolution(ISC,SILs,etc.)EngageDevelop-mentTeamRepeat/NextVersionEngPlanMktAvailabilityPerf.DataGotoMarketEnlistOEMs,FTsDefineWWPositioningObj&Strat.W/GeosSellTrainSales&/orChannelPromoteMktgPlanTargetAcctListDemandCreationProofPointsCollateral施玄物蹭引無(wú)樣緣消滁肉你亂靳圈萄鎮(zhèn)姑里介焚革囤遞補(bǔ)膜南跟篇哦鉚挫intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016AllianceEngagementStrategy=13ResourcesConnectedtoMetricsShort-term($/Resources)TechnologyenablingtoachieveproductparityorbetterSalesengagement(BDMs,OEM&ISVSalesforces)Channelengagement(MC-SI,etc…)Long-term($/Resources):Demandcreation(Advertising,etc)IARoadmapsynergy悶檻柵恒吻撂談忘械甜慘忻鱗編鍋瘟射閩營(yíng)句城梭露穴群雞續(xù)蝴軀媒自罵intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016ResourcesConnectedtoMetrics14BigImpactfromEveryEffortNeedallianceimpacttoexpandbeyondallianceaccountsIAperceptionproblemRevenue/programexpansionbeyondonegeographyandoneproductSmart-bombs,notfirecrackersSpendmoneyefficientlyAdvertising/channel/salesprogramsthatworktogethertomoveInteltothecenterofthee-Businessengine踴竊館請(qǐng)彪軟卒傾從鱗勝側(cè)袖唯靠鑼糞潮場(chǎng)駱丫斧侵雜慶茵磁邱鉻脫倚褲intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016BigImpactfromEveryEffortNe15AllianceEngagementPlanPhaseOne:Microsoft (marketingonly) Announced6/00E-Markets:CommerceOne Announced10/19/00ContentManagement:Vignette Announced10/25/00E-Commerce:BroadVision Announced11/1/00Database/Applications:Oracle,Microsoft,IBMSystemIntegrators:PwC,CGEY,Andersen,IGS

PhaseTwoEngagement(2-3morein2001)傅賣化迪故薯師耘佳烙妮獲歧捐插裝星扯揣膨俘剁編瞪豎梨妙韶在接夏料intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016AllianceEngagementPlanPhase16KeyLearningsSoFarISVsandMC/SIsarefocusedonrevenueExtendingsalesforce&sales,chargingbythehourSellingproducts/projectstoIntelandgettingourendorsementIntelmustengagewithtechnology,salesandmarketingownersatISVsandmanybusinesspracticeownersatMC/SIsISVsarenotnaturallyinclinedtobehardwarespecificandpreferneutrality(nothingcangetinthewayofrevenue)ISVsquicklyexpandingintothebroadere-bizmarketsegmentsOracleexpandinginto“all”market(e.g.givingawayCRMonweb)i2/C1/Ariba/BVallsellinge-marketsolutionsIntelismoremotivatedthantheISVandMC/SItosellsoftwareonleading-edgehardware“Worldwide”meansdifferentthingstodifferentISVsFellowtravelersarevitaltoalliancesuccess廖案縱桓滓窖迷陽(yáng)腮椽幾它蝸枷威岔七莢屬嚨時(shí)網(wǎng)矛茨鮮責(zé)嚎煩膝夢(mèng)快摹intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016KeyLearningsSoFarISVsandM17WorkingwithOEMFellowTravelersSCGisworkingwiththeOEMstoincreaseIAserverMSSTargetselectverticalindustriesCollaboratewithmulti-nationalandregionalOEMsDefineauniquecollaborationbetweenIntel,OEMandISVtobuild/deliverstrategicsolutionsHelptoevolveOEMbusinessmodelsandpracticesandwhileactingasacatalystforWWmarketchangeAlignwithotherIntelsolutions:gotomarket,stackdevelopment,channelprogramalignmentNotbusinessasusual秋遮肩慫溶癥莢良劫標(biāo)患猴鞠翻煉仰嗡偵約丘尿迫囪蕭泌鍋躲郴篇喉圃澳intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略WorkingwithOEMFellowTravel18FellowTravelerExample:BroadVision/Compaq/IntelDrivingOEMbundlesandsolutionsonIAtoenduserandBVchannelGainingrepeatableBKMsinsolutionstackdevelopmentFutureISV/OEM/SEG/SCGengagementRolloutineachgeographyasspecifiedbyBVAligningwithOEMongotomarketprogramsLinkagetootherchannelandOEMprogramsNewmarketprogramfundingGettingdirecttractionwithenduserandBV/CompaqchannelsBDMandSRMengagementplanMatchmakingpossibilities膝貴溶駿安荷婉甜嘆娠遵挺巨詭遍稽也顴忽獲共札羅沏咳錘員曠疾您空案intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略FellowTravelerExample:Broad19AdditionalFellowTravelersSMGwillengagewithadditionalfellowtravelersinQ1SCG:VerticalMarketsMicrosoft拋媽加簍系瞅移餃冷燦耶銜脅智筑仲翌冉薩?？⑹虼Э讌柾砼胨膽抑Υ雐ntel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016AdditionalFellowTravelersSMG20BroadVisionEcosystemBroadVisionBEA RogueWaveIona RationalVerity RSADependenciesOEMSun

1stAlliance2/3BVSalesHP

1999Alliance1/3BVSalesIBM

9/00Alliance

RS6000FocusCompaq

9/00Alliance

IAFocusChannel(85%ofSales)PWCAndersenHPDeloitte&ToucheLeapNetCompaqExpedioriXLCTPProxicomDiamondTechnologyPartnersGiantStepStrategicPremierISVBroadbaseMacromediaClearCommerceCyberSourceTaxwareSCTTibcoMOAISiebelNuanceAspectMercuryInteractiveInterwovenCommerceOneCompetitorsATGVignetteBEAIntershopIBMWebSphereAribaC1OracleDirectBlueMartiniDoItYourselfAlternativeFutureMSSiteServerOpenMarket謹(jǐn)刪嗜嫂層狹喧撤卸秘綸臍扯直胡依孕限召冶瘋锨確焙行謄辦廣抉故濾勛intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016BroadVisionEcosystemBroadVisi21FillintheBlanksforYourAccountDependenciesOEMChannel(XX%ofSales)StrategicPremierISVCompetitorsDirectDoItYourselfAlternativeFutureAccountName:靡豬夠瑰鉚鐮蔫密虧探捕諾錨烏葵球綏龍督迪賦井應(yīng)摔豈此吵展足疆炮接intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016FillintheBlanksforYourAc22TechnologyEnablingNotjustIAenablingEngineeringwherenecessary(Intel,account,ISV,etc…)PerformanceenhancementBenchmarketingEngineeringdevelopmentInfluenceArchitectureofISV’sproductsDeploymentrecommendationsSolutionarchitectureNetworkedgefrontendmidtierbackendEducate何哎悉型駐訛閩挎嚇哎函波刀蜜鬃驢澤熔擦夏徹醒紳吁譴及缽墨柳哉挪媚intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016TechnologyEnablingNotjustIA23AllianceMarketing:RulesofThumbEveryallianceisdifferentDifferentmixofIAproductDifferentmarketsegmentpositionsDifferentchannelsDifferentgeographyprioritiesDifferentend-usertargetsEveryallianceisthesameRevenueiskingAlignedwithatleastoneIAOEMSignificantcommitmenttodevelopand/ormarketparityorbetterproductsonIAMarketingprogramsarecontingentonproductavailabilityEngineeringplansprecedemarketingplans洶糙茫靶鑼適唾捷接蚜董仇忍孰饑五轍輥長(zhǎng)必寄缺督隕孺黃屯酷牡阿敬肥intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016AllianceMarketing:RulesofT24AllianceMarketingOverviewMarketingisnotjustgoingtoanISV’stradeshoworwritingacasestudyMustdodiscoveryandplanningbeforeexecutionRulesofEngagementMarketingDiscoveryMarketingExecutionMarketingPlanningStrategySetProgramsDefinedIdentifyjointopportunities,contingencies&issuesFlaggeographyprioritiesSetdirectionandprioritiesIdentifykeyplayersPlan(s)developedGeoresourcesallocatedPositioningdevelopedMessagesfinalizedProgramsdevelopedProductionbeginsProjectsdeployedlocally贈(zèng)末舊萍霉標(biāo)坯私歐紛湍咨涸框埃躬礬憾項(xiàng)舶俘游鄰頓陪盧擺逃咋秧扁禾intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016AllianceMarketingOverviewMar25MarketingRoadmap:

BroadVision(WIP)ProductsMessages Q4‘00 Q2’01 Q4‘01 Q2‘02 Q4‘02IntelBVonIAIntelBVIA32BV5.5BV6.0BV6.X+...MktgPrgms(IntroducedinPhases)IA64MissionCriticalNewIAservercampaign(IA32&64)BV-on-IASalesCollateraldevelopment,SalesTrainings,VerticalEventsPR,Co-Advertising(print,radio,etc.)Directmarketing,Webpromotions,CaseStudies,IIPCorporateMessagingProductMessaging謗敲傷匿罰跨灤拜儈驕偏匙鈴誨錐次躺攣瓣詐哥正耕彩輩欄鈞增堯憎逢跳intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016MarketingRoadmap:

BroadVisio26BalancingtheMarketingMixDriveRelevanceforIntelbrand(StrongIAstoryalreadyinplace)ChangeISVbehavior(Encourageparity+development)SpectrumofStrategicObjectivesAggressiveAdvertisingandPromotionMarketDevelopmentTraining,Seminars,CaseStudies,etc.AllianceMarketingActivities曝沾雌仿掃去侮走躍扭靖商矽薛縫賄氖鯉特邁惜繡挾叼絹嫌幢涂滯虜騙奉intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016BalancingtheMarketingMixDri27TechnologySellingEnvironment(accordingtotheBDMs)RoleoftechnologyatFortune500companiescontinuestoexpandBothcostandrevenueopportunitymattersTechnologycanbethemainmaytotouchthecustomerBlackandDecker,IntelCurrente-BusinessengagementsarelargerinScaleandrequireintegrationofmanydifferentskillsIncreasedemphasisonecosystemsandalliancesInternalandexternaltimetomarketpressureincreasingBenefittoIALackofskillsin-houseforkeye-businessimplementationsHugeopportunityforInteltoaddvalue咽輛妒即窘冷詢娥羔胯茍吉酣戶舊體贓潛箱綽沸諱懇喲四歸波屹蠢波斗養(yǎng)intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016TechnologySellingEnvironment28CooperativeSellingwithIntelAllianceAccountsNeedtotouchallpartsofthesellingprocessonaworldwidebasis:Definehigh-levelobjectivesandalignWhatspecificallywillyouaccomplishtogether?Divideandconquerw/theappropriatecompanyDefinetheend-uservaluethateachpartywilldeliverEstablishtrustDevelopandexecutetrainingAgreeuponcontactlistDevelopappropriateincentiveDocumentdispositioningplanIntelandtheISVcanwintogether輕媳驅(qū)參洽奇仲替俯傀幅署宵蔡剩跟肆粹外肉肩伐漠裳染纓繹娃冰口肇言intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016CooperativeSellingwithIntel29SummaryIntelwillonlyexecuteasmallnumber(~10)ofISV/MC/SIalliancesbyendof2001Manycoveredaccounts,ISVs,OEMs,EBSPs/SIs,interactinsomewaywithISV/MC/SIallianceaccountsThemoreeffectivelyweALLcoordinateasasales/marketingworldwideorganization,themoreALLofouraccountsandenduserswillbenefitfromthealliancesYourIntelAccountMatters!劇賃霉箭限熙窄嘶帛擠氓瘟炬上奔澀百抓貳昧楊殲歹賬照賀焙丫藹昏阮障intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016SummaryIntelwillonlyexecute30CalltoActionSRMs:Drilldownyouraccountsanddevelopastrategicaccountplan.ParticularlyimportantforallianceaccountsGeoMarketing:StarttoworkallianceactivityintoyourgeomarketingplansNon-SRMField:WorkwithSRMstoincludeyouraccountsinoverallallianceactivitywhenappropriateMarketingeffortswillbemosteffectivewhenactivitiesareinsync拜永盾處他擂臺(tái)刮脅莆唉叉蕪波彎廷語(yǔ)釋漬患麓冤冶趨異丈禾蠻瓢葡洽禁intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016CalltoActionSRMs:Drilldown31BackUp古昔犁玫雍表洱邑箔各謂穩(wěn)句燥辦淌御彝楞默煎劈賃縣積了星拂陜賠艷俯intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016BackUp古昔犁玫雍表洱邑箔各謂穩(wěn)句燥辦淌御彝楞默煎劈賃32IntelSolutionProgramFrameworkStrategicBreadthImportancetoIntelCoreTechsASPsMC/SIs&EBSPsApplicationsMarketMakersLeadersMassesTieredplayingfieldGo-to-MarketorientationSharedRisks&RewardIndirect(IeBC)DirectContact(SRM,AE)Alliances(Formal,largeagreements)胖章戶犀到校也耗慘總爾延嘗繹又嶼鼓幅賬施渝躥指得另瞧裂手推漢氟怪intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016IntelSolutionProgramFramewo33解席抱戚漣海漫允畜舊沃極裕妮聶薩必席回套役御獅慶咖蹋嚎茶酷埂氣嫡intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016解席抱戚漣海漫允畜舊沃極裕妮聶薩必席回套役御獅慶咖蹋嚎茶酷埂34AllianceMarketingISMCcourse#016SMGFebruary4-9,2001FieldReviewer:SteveMattos評(píng)最哥洞甸飄四罵菱荷紛輸扭鎢句傍美烤熾熔韻酉熙嘗谷乞殊軍斯獎(jiǎng)滓疑intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略AllianceMarketingISMCcourse35EvaluationQuestionnaireFeedbackwillberequestedofthecourseattendeesateachsessionofeachISMCcourse:HelpimproveyourcoursesCompletetheevaluationformbeforeyouleaveRatethecontentandinstructionTelluswhoyouareIncludecommentstoclarifyThanksforyourfeedback!誣柿篆玩恥擬睡周驟均懂紅智娠可擅傷同瑰癌隧悉糞貉尖傅拂黑狂孔孽具intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略EvaluationQuestionnaireFeedba36AgendaCourseObjectivesKeyMessagesAllianceBasicsDefinitionObjectiveandstrategiesEngagementplanKeylearningssofarFellowTravelerStrategyAccountDrill-DownExerciseTechnologyDevelopment,Marketing,SalesSummaryCalltoActionBackUp篆卜鯉慷禿郝徑燃但裴溉峰翻團(tuán)絞頃蘆菠嗓刺件閩述汞供僚苦琳摯奔逮蛹intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016AgendaCourseObjectives篆卜鯉慷禿郝徑37CourseObjectivesAftercompletingthiscourse,youwillbeableto:SRM:Developaccountstrategies/plansthattakeintoconsiderationIntel’sISV/MCSIallianceactivitiesBDMs,Non-SRMFieldSales:WorkwiththeSRMteamstocoordinateactivitiesbetweenyourend-useraccounts,OEMs,MC/SIs,etc…withallianceaccountsGeoandCorp.Marketing:Plan/executeallianceactivitywithinyourgeography送庸蹲濕哀康棧布迂陡俺離氏辰組揪闖賦褒宗晾揪歡揉虹姥眼幌勃輕穆創(chuàng)intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016CourseObjectivesAftercomplet38KeyMessagesIntelwillonlyexecuteasmallnumber(~10)ofISV/MCSIalliancesbyendof2001Manycoveredaccounts,ISVs,OEMs,MC/SIs,interactinsomewaywithallianceaccountsThemoreeffectivelyweALLcoordinateasasales/marketingworld-wideorganization,themoreALLofouraccountswillbenefitfromthealliances苔存豺貨刃羞血檬移狽鯉孿藻調(diào)考撣赴確大擾瞇岳雄庶券歇儉向芹牙吐木intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016KeyMessagesIntelwillonlyex39BusinessMarketing&AllianceGroupISVProgramsJamesCapeWWE-BusinessDevelopmentRichDunningGeosOperationsField/SRMsCorpProgramsEBSP/SIErikSteebMicrosoftTimWestmanEMEAGianniErcolanni(ISRG)ToddPeters(BMO)APACMelissaMcVicker(ISRG)JohnChen(BMO)IJKKNoriyukiSato(ISRG)YMurata(BMO)LARMauricioBouskela(ISRG)TBD(BMO)HR:MichaelleStanfordLegal:CarolineSelfridge*FinanceKumarBalabhadraIBMPatrickJMurrayAlliancesDavidBaumgartenBusinessProgramsJohnSkinnerWWCommManagementMartyOliveroWeb&IeBCPamOliverStephannieBrown,Sr.AdminDeborahConradVicePresident,SMGGeneralManager,BMAGRupalShah,TA頰郎祖作奶淖暴闌奉良娛功佛乃凡肢含賭巴菠胰昌嫉凹瘟詞霍擻攪鞏灰俠intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016BusinessMarketing&Alliance40WhatisanAlliance?AlliancesarecontractualbusinessrelationshipsMultipleyearsindurationIntendedtocreatestronganddeeprelationshipContains“gives”and“gets”intendedtodrivebusinessobjectivesforbothcompaniesMemosofUnderstanding(MOUs)andLettersofIntent(LOIs)arenotalliancesAlliancemustbebasedonmutualneedandtiedtomeasurableandmeaningfulrevenueoritwillfail饋舷熬鄰陰先葉騎有卡滋炬疼贛放峪撓更冪經(jīng)奎龐談絳咽酷飄趨嗓嚇呆廖intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016WhatisanAlliance?Alliances41VarietyofExistingAlliancesIntelOracleHPBVMicrosoftC1VignetteDellCompaqBEAIntershopIBMswIBMhwProxicomPWCAndersonIXLCapGemRedHatPTCRationalCiscoIBMIGSAMarchFirstSAPEDSKPMGI2AribaSeibel續(xù)睦慨拙演辜栗授曉寺辨坡臺(tái)癰禱潔譽(yù)澤身枚咽送丈馭敘恐令效景燃哄分intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016VarietyofExistingAlliancesI42IntelAllianceObjectiveandStrategiesObjective:Developmutually-beneficial,worldwide,cross-divisionalallianceswithcategory-leadingISVsandsolutionprovidersinordertostrengthentheIntele-BusinessNetworkasmeasuredby:IncreasingIntelrevenueine-businessmarketthroughthecreationandmanagementofworldwidealliancesandrelationshipthatincludeIAG,CPG,IOS,etcExpandingIntelrelevance,credibility,andpreferenceasaleadinge-businesssolutionsenabler/provider醉越必徑倒撻諸疤糟隨壯韭只絞引蔽紐篷角酶嘲平林豬翱悶豐秒彌芥忽警intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016IntelAllianceObjectiveandS43AllianceStrategy:RevenueProcessorsIncreasedrevenue/marketshareonIAattheISVInfluenceCompaq,IBMandHPtoshiftfromRISCtoIAIntelLearningServicesIOSIAGScalingserviceFutureservicesCPGNetworkManagement/AccelerationInternetappliancessoldthroughOEMs程濾鈉埔彥幾嘆木嘎搐摟蚤后顱健告濟(jì)笆農(nóng)割干鎬捏喧哆腋躁弧柒忿杖奉intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016AllianceStrategy:RevenueProc44AllianceStrategy:RelevanceExpandIntelrelevance,credibility,andpreferenceasaleadinge-businesssolutionsenabler/providerTechnologyEnablingMarketingSales踞布秀聚恫笑銀道姻農(nóng)匡狼肩戳腥戳瞧梨峽稠葦椽軋噴擱證令狄恨爪齲墟intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016AllianceStrategy:RelevanceEx45AllianceEngagementStrategy=KeyResult=Dependencies=LocallyDrivenDefineMktSegOpptnyAlignPdt.Roadmaps-HW,OS,M-ware-ISVproductsTechnologyEnablementProductizeCompetitiveSol’n:perf,support,features,timingTuneSolution(ISC,SILs,etc.)EngageDevelop-mentTeamRepeat/NextVersionEngPlanMktAvailabilityPerf.DataGotoMarketEnlistOEMs,FTsDefineWWPositioningObj&Strat.W/GeosSellTrainSales&/orChannelPromoteMktgPlanTargetAcctListDemandCreationProofPointsCollateral施玄物蹭引無(wú)樣緣消滁肉你亂靳圈萄鎮(zhèn)姑里介焚革囤遞補(bǔ)膜南跟篇哦鉚挫intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016AllianceEngagementStrategy=46ResourcesConnectedtoMetricsShort-term($/Resources)TechnologyenablingtoachieveproductparityorbetterSalesengagement(BDMs,OEM&ISVSalesforces)Channelengagement(MC-SI,etc…)Long-term($/Resources):Demandcreation(Advertising,etc)IARoadmapsynergy悶檻柵恒吻撂談忘械甜慘忻鱗編鍋瘟射閩營(yíng)句城梭露穴群雞續(xù)蝴軀媒自罵intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016ResourcesConnectedtoMetrics47BigImpactfromEveryEffortNeedallianceimpacttoexpandbeyondallianceaccountsIAperceptionproblemRevenue/programexpansionbeyondonegeographyandoneproductSmart-bombs,notfirecrackersSpendmoneyefficientlyAdvertising/channel/salesprogramsthatworktogethertomoveInteltothecenterofthee-Businessengine踴竊館請(qǐng)彪軟卒傾從鱗勝側(cè)袖唯靠鑼糞潮場(chǎng)駱丫斧侵雜慶茵磁邱鉻脫倚褲intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016BigImpactfromEveryEffortNe48AllianceEngagementPlanPhaseOne:Microsoft (marketingonly) Announced6/00E-Markets:CommerceOne Announced10/19/00ContentManagement:Vignette Announced10/25/00E-Commerce:BroadVision Announced11/1/00Database/Applications:Oracle,Microsoft,IBMSystemIntegrators:PwC,CGEY,Andersen,IGS

PhaseTwoEngagement(2-3morein2001)傅賣化迪故薯師耘佳烙妮獲歧捐插裝星扯揣膨俘剁編瞪豎梨妙韶在接夏料intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016AllianceEngagementPlanPhase49KeyLearningsSoFarISVsandMC/SIsarefocusedonrevenueExtendingsalesforce&sales,chargingbythehourSellingproducts/projectstoIntelandgettingourendorsementIntelmustengagewithtechnology,salesandmarketingownersatISVsandmanybusinesspracticeownersatMC/SIsISVsarenotnaturallyinclinedtobehardwarespecificandpreferneutrality(nothingcangetinthewayofrevenue)ISVsquicklyexpandingintothebroadere-bizmarketsegmentsOracleexpandinginto“all”market(e.g.givingawayCRMonweb)i2/C1/Ariba/BVallsellinge-marketsolutionsIntelismoremotivatedthantheISVandMC/SItosellsoftwareonleading-edgehardware“Worldwide”meansdifferentthingstodifferentISVsFellowtravelersarevitaltoalliancesuccess廖案縱桓滓窖迷陽(yáng)腮椽幾它蝸枷威岔七莢屬嚨時(shí)網(wǎng)矛茨鮮責(zé)嚎煩膝夢(mèng)快摹intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016KeyLearningsSoFarISVsandM50WorkingwithOEMFellowTravelersSCGisworkingwiththeOEMstoincreaseIAserverMSSTargetselectverticalindustriesCollaboratewithmulti-nationalandregionalOEMsDefineauniquecollaborationbetweenIntel,OEMandISVtobuild/deliverstrategicsolutionsHelptoevolveOEMbusinessmodelsandpracticesandwhileactingasacatalystforWWmarketchangeAlignwithotherIntelsolutions:gotomarket,stackdevelopment,channelprogramalignmentNotbusinessasusual秋遮肩慫溶癥莢良劫標(biāo)患猴鞠翻煉仰嗡偵約丘尿迫囪蕭泌鍋躲郴篇喉圃澳intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略WorkingwithOEMFellowTravel51FellowTravelerExample:BroadVision/Compaq/IntelDrivingOEMbundlesandsolutionsonIAtoenduserandBVchannelGainingrepeatableBKMsinsolutionstackdevelopmentFutureISV/OEM/SEG/SCGengagementRolloutineachgeographyasspecifiedbyBVAligningwithOEMongotomarketprogramsLinkagetootherchannelandOEMprogramsNewmarketprogramfundingGettingdirecttractionwithenduserandBV/CompaqchannelsBDMandSRMengagementplanMatchmakingpossibilities膝貴溶駿安荷婉甜嘆娠遵挺巨詭遍稽也顴忽獲共札羅沏咳錘員曠疾您空案intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略FellowTravelerExample:Broad52AdditionalFellowTravelersSMGwillengagewithadditionalfellowtravelersinQ1SCG:VerticalMarketsMicrosoft拋媽加簍系瞅移餃冷燦耶銜脅智筑仲翌冉薩?？⑹虼Э讌柾砼胨膽抑Υ雐ntel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016AdditionalFellowTravelersSMG53BroadVisionEcosystemBroadVisionBEA RogueWaveIona RationalVerity RSADependenciesOEMSun

1stAlliance2/3BVSalesHP

1999Alliance1/3BVSalesIBM

9/00Alliance

RS6000FocusCompaq

9/00Alliance

IAFocusChannel(85%ofSales)PWCAndersenHPDeloitte&ToucheLeapNetCompaqExpedioriXLCTPProxicomDiamondTechnologyPartnersGiantStepStrategicPremierISVBroadbaseMacromediaClearCommerceCyberSourceTaxwareSCTTibcoMOAISiebelNuanceAspectMercuryInteractiveInterwovenCommerceOneCompetitorsATGVignetteBEAIntershopIBMWebSphereAribaC1OracleDirectBlueMartiniDoItYourselfAlternativeFutureMSSiteServerOpenMarket謹(jǐn)刪嗜嫂層狹喧撤卸秘綸臍扯直胡依孕限召冶瘋锨確焙行謄辦廣抉故濾勛intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016BroadVisionEcosystemBroadVisi54FillintheBlanksforYourAccountDependenciesOEMChannel(XX%ofSales)StrategicPremierISVCompetitorsDirectDoItYourselfAlternativeFutureAccountName:靡豬夠瑰鉚鐮蔫密虧探捕諾錨烏葵球綏龍督迪賦井應(yīng)摔豈此吵展足疆炮接intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016FillintheBlanksforYourAc55TechnologyEnablingNotjustIAenablingEngineeringwherenecessary(Intel,account,ISV,etc…)PerformanceenhancementBenchmarketingEngineeringdevelopmentInfluenceArchitectureofISV’sproductsDeploymentrecommendationsSolutionarchitectureNetworkedgefrontendmidtierbackendEducate何哎悉型駐訛閩挎嚇哎函波刀蜜鬃驢澤熔擦夏徹醒紳吁譴及缽墨柳哉挪媚intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016TechnologyEnablingNotjustIA56AllianceMarketing:RulesofThumbEveryallianceisdifferentDifferentmixofIAproductDifferentmarketsegmentpositionsDifferentchannelsDifferentgeographyprioritiesDifferentend-usertargetsEveryallianceisthesameRevenueiskingAlignedwithatleastoneIAOEMSignificantcommitmenttodevelopand/ormarketparityorbetterproductsonIAMarketingprogramsarecontingentonproductavailabilityEngineeringplansprecedemarketingplans洶糙茫靶鑼適唾捷接蚜董仇忍孰饑五轍輥長(zhǎng)必寄缺督隕孺黃屯酷牡阿敬肥intel市場(chǎng)聯(lián)盟策略intel市場(chǎng)聯(lián)盟策略ISMC2001Course016AllianceMarketing:RulesofT57AllianceMarketingOverviewMarketingisnotjustgoingtoanISV’stradeshoworwritingacasestudyMustdodiscoveryandplanningbeforeexecutionRulesofEngagementMarketingDiscoveryMarketingExecutionMarketingPlanningStrategySetProgramsDefinedIdentifyjointopportunities,contingencies&issuesFlaggeographyprioritiesSetdirectionandprioritiesIdentif