inel市場聯(lián)盟策略

AllianceMarketingISMCcourse#016SMGFebruary4-9,2001FieldReviewer:SteveMattosEvaluationQuestionnaireFeedbackwillberequestedofthecourseattendeesateachsessionofeachISMCcourse:HelpimproveyourcoursesCompletetheevaluationformbeforeyouleaveRatethecontentandinstructionTelluswhoyouareIncludecommentstoclarifyThanksforyourfeedback!AgendaCourseObjectivesKeyMessagesAllianceBasicsDefinitionObjectiveandstrategiesEngagementplanKeylearningssofarFellowTravelerStrategyAccountDrill-DownExerciseTechnologyDevelopment,Marketing,SalesSummaryCalltoActionBackUpCourseObjectivesAftercompletingthiscourse,youwillbeableto:SRM:Developaccountstrategies/plansthattakeintoconsiderationIntel’sISV/MCSIallianceactivitiesBDMs,Non-SRMFieldSales:WorkwiththeSRMteamstocoordinateactivitiesbetweenyourend-useraccounts,OEMs,MC/SIs,etc…withallianceaccountsGeoandCorp.Marketing:Plan/executeallianceactivitywithinyourgeographyKeyMessagesIntelwillonlyexecuteasmallnumber(~10)ofISV/MCSIalliancesbyendof2001Manycoveredaccounts,ISVs,OEMs,MC/SIs,interactinsomewaywithallianceaccountsThemoreeffectivelyweALLcoordinateasasales/marketingworld-wideorganization,themoreALLofouraccountswillbenefitfromthealliancesBusinessMarketing&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,TAWhatisanAlliance?AlliancesarecontractualbusinessrelationshipsMultipleyearsindurationIntendedtocreatestronganddeeprelationshipContains“gives”and“gets”intendedtodrivebusinessobjectivesforbothcompaniesMemosofUnderstanding(MOUs)andLettersofIntent(LOIs)arenotalliancesAlliancemustbebasedonmutualneedandtiedtomeasurableandmeaningfulrevenueoritwillfailVarietyofExistingAlliancesIntelOracleHPBVMicrosoftC1VignetteDellCompaqBEAIntershopIBMswIBMhwProxicomPWCAndersonIXLCapGemRedHatPTCRationalCiscoIBMIGSAMarchFirstSAPEDSKPMGI2AribaSeibelIntelAllianceObjectiveandStrategiesObjective:Developmutually-beneficial,worldwide,cross-divisionalallianceswithcategory-leadingISVsandsolutionprovidersinordertostrengthentheIntele-BusinessNetworkasmeasuredby:IncreasingIntelrevenueine-businessmarketthroughthecreationandmanagementofworldwidealliancesandrelationshipthatincludeIAG,CPG,IOS,etcExpandingIntelrelevance,credibility,andpreferenceasaleadinge-businesssolutionsenabler/providerAllianceStrategy:RevenueProcessorsIncreasedrevenue/marketshareonIAattheISVInfluenceCompaq,IBMandHPtoshiftfromRISCtoIAIntelLearningServicesIOSIAGScalingserviceFutureservicesCPGNetworkManagement/AccelerationInternetappliancessoldthroughOEMsAllianceStrategy:RelevanceExpandIntelrelevance,credibility,andpreferenceasaleadinge-businesssolutionsenabler/providerTechnologyEnablingMarketingSalesAllianceEngagementStrategy=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&/orChannelPromoteMktgPlanTargetAcctListDemandCreationProofPointsCollateralResourcesConnectedtoMetricsShort-term($/Resources)TechnologyenablingtoachieveproductparityorbetterSalesengagement(BDMs,OEM&ISVSalesforces)Channelengagement(MC-SI,etc……)Long-term($/Resources):Demandcreation(Advertising,etc)IARoadmapsynergyBigImpactfromEveryEffortNeedallianceimpacttoexpandbeyondallianceaccountsIAperceptionproblemRevenue/programexpansionbeyondonegeographyandoneproductSmart-bombs,notfirecrackersSpendmoneyefficientlyAdvertising/channel/salesprogramsthatworktogethertomoveInteltothecenterofthee-BusinessengineAllianceEngagementPlanPhaseOne:Microsoft (marketingonly)Announced6/00E-Markets:CommerceOneAnnounced10/19/00ContentManagement:VignetteAnnounced10/25/00E-Commerce:BroadVisionAnnounced11/1/00Database/Applications:Oracle,Microsoft,IBMSystemIntegrators:PwC,CGEY,Andersen,IGSPhaseTwoEngagement(2-3morein2001)KeyLearningsSoFarISVsandMC/SIsarefocusedonrevenueExtendingsalesforce&sales,chargingbythehourSellingproducts/projectstoIntelandgettingourendorsementIntelmustengagewithtechnology,salesandmarketingownersatISVsandmanybusinesspracticeownersatMC/SIsISVsarenotnaturallyinclinedtobehardwarespecificandpreferneutrality(nothingcangetinthewayofrevenue)ISVsquicklyexpandingintothebroadere-bizmarketsegmentsOracleexpandinginto““all”market(e.g.givingawayCRMonweb)i2/C1/Ariba/BVallsellinge-marketsolutionsIntelismoremotivatedthantheISVandMC/SItosellsoftwareonleading-edgehardware“Worldwide”meansdifferentthingstodifferentISVsFellowtravelersarevitaltoalliancesuccessWorkingwithOEMFellowTravelersSCGisworkingwiththeOEMstoincreaseIAserverMSSTargetselectverticalindustriesCollaboratewithmulti-nationalandregionalOEMsDefineauniquecollaborationbetweenIntel,OEMandISVtobuild/deliverstrategicsolutionsHelptoevolveOEMbusinessmodelsandpracticesandwhileactingasacatalystforWWmarketchangeAlignwithotherIntelsolutions:gotomarket,stackdevelopment,channelprogramalignmentNotbusinessasusualFellowTravelerExample:BroadVision/Compaq/IntelDrivingOEMbundlesandsolutionsonIAtoenduserandBVchannelGainingrepeatableBKMsinsolutionstackdevelopmentFutureISV/OEM/SEG/SCGengagementRolloutineachgeographyasspecifiedbyBVAligningwithOEMongotomarketprogramsLinkagetootherchannelandOEMprogramsNewmarketprogramfundingGettingdirecttractionwithenduserandBV/CompaqchannelsBDMandSRMengagementplanMatchmakingpossibilitiesAdditionalFellowTravelersSMGwillengagewithadditionalfellowtravelersinQ1SCG:VerticalMarketsMicrosoftBroadVisionEcosystemBroadVisionBEARogueWaveIonaRationalVerityRSADependenciesOEMSun1stAlliance2/3BVSalesHP1999Alliance1/3BVSalesIBM9/00AllianceRS6000FocusCompaq9/00AllianceIAFocusChannel(85%ofSales)PWCAndersenHPDeloitte&ToucheLeapNetCompaqExpedioriXLCTPProxicomDiamondTechnologyPartnersGiantStepStrategicPremierISVBroadbaseMacromediaClearCommerceCyberSourceTaxwareSCTTibcoMOAISiebelNuanceAspectMercuryInteractiveInterwovenCommerceOneCompetitorsATGVignetteBEAIntershopIBMWebSphereAribaC1OracleDirectBlueMartiniDoItYourselfAlternativeFutureMSSiteServerOpenMarketFillintheBlanksforYourAccountDependenciesOEMChannel(XX%ofSales)StrategicPremierISVCompetitorsDirectDoItYourselfAlternativeFutureAccountName:TechnologyEnablingNotjustIAenablingEngineeringwherenecessary(Intel,account,ISV,etc…)PerformanceenhancementBenchmarketingEngineeringdevelopmentInfluenceArchitectureofISV’sproductsDeploymentrecommendationsSolutionarchitectureNetworkedgefrontendmidtierbackendEducateAllianceMarketing:RulesofThumbEveryallianceisdifferentDifferentmixofIAproductDifferentmarketsegmentpositionsDifferentchannelsDifferentgeographyprioritiesDifferentend-usertargetsEveryallianceisthesameRevenueiskingAlignedwithatleastoneIAOEMSignificantcommitmenttodevelopand/ormarketparityorbetterproductsonIAMarketingprogramsarecontingentonproductavailabilityEngineeringplansprecedemarketingplansAllianceMarketingOverviewMarketingisnotjustgoingtoanISV’stradeshoworwritingacasestudyMustdodiscoveryandplanningbeforeexecutionRulesofEngagementMarketingDiscoveryMarketingExecutionMarketingPlanningStrategySetProgramsDefinedIdentifyjointopportunities,contingencies&issuesFlaggeographyprioritiesSetdirectionandprioritiesIdentifykeyplayersPlan(s)developedGeoresourcesallocatedPositioningdevelopedMessagesfinalizedProgramsdevelopedProductionbeginsProjectsdeployedlocallyMarketingRoadmap: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,IIPCorporateMessagingProductMessagingBalancingtheMarketingMixDriveRelevanceforIntelbrand(StrongIAstoryalreadyinplace)ChangeISVbehavior(Encourageparity+development)SpectrumofStrategicObjectivesAggressiveAdvertisingandPromotionMarketDevelopmentTraining,Seminars,CaseStudies,etc.AllianceMarketingActivitiesTechnologySellingEnvironment(accordingtotheBDMs)RoleoftechnologyatFortune500companiescontinuestoexpandBothcostandrevenueopportunitymattersTechnologycanbethemainmaytotouchthecustomerBlackandDecker,IntelCurrente-BusinessengagementsarelargerinScaleandrequireintegrationofmanydifferentskillsIncreasedemphasisonecosystemsandalliancesInternalandexternaltimetomarketpressureincreasingBenefittoIALackofskillsin-houseforkeye-businessimplementationsHugeopportunityforInteltoaddvalueCooperativeSellingwithIntelAllianceAccountsNeedtotouchallpartsofthesellingprocessonaworldwidebasis:Definehigh-levelobjectivesandalignWhatspecificallywillyouaccomplishtogether?Divideandconquerw/theappropriatecompanyDefinetheend-uservaluethateachpartywilldeliverEstablishtrustDevelopandexecutetrainingAgreeuponcontactlistDevelopappropriateincentiveDocumentdispositioningplanIntelandtheISVcanwintogetherSummaryIntelwillonlyexecuteasmallnumber(~10)ofISV/MC/SIalliancesbyendof2001Manycoveredaccounts,ISVs,OEMs,EBSPs/SIs,interactinsomewaywithISV/MC/SIallianceaccountsThemoreeffectivelyweALLcoordinateasasales/marketingworldwideorganization,themoreALLofouraccountsandenduserswillbenefitfromthealliancesYourIntelAccountMatters!CalltoActionSRMs:Drilldownyouraccountsanddevelopastrategicaccountplan.ParticularlyimportantforallianceaccountsGeoMarketing:StarttoworkallianceactivityintoyourgeomarketingplansNon-SRMField:WorkwithSRMstoincludeyouraccountsinoverallallianceactivitywhenappropriateMarketingeffortswillbemosteffectivewhenactivitiesareinsyncBackUpIntelSolutionProgramFrameworkStrategicBreadthImportancetoIntelCoreTechsASPsMC/SIs&EBSPsApplicationsMarketMakersLeadersMassesTieredplayingfieldGo-to-MarketorientationSharedRisks&RewardIndirect(IeBC)DirectContact(SRM,AE)Alliances(Formal,largeagreements)9、靜夜四無無鄰，荒居居舊業(yè)貧。。。1月-231月-23Wednesday,January4,202310、雨中黃黃葉樹，，燈下白白頭人。。。20:41:1020:41:1020:411/4/20238:41:10PM11、以我獨(dú)沈久久，愧君相見見頻。。1月-2320:41:1020:41Jan-2304-Jan-2312、故故人人江江海海別別，，幾幾度度隔隔山山川川。。。。20:41:1020:41:1020:41Wednesday,January4,202313、乍乍見見翻翻疑疑夢夢，，相相悲悲各各問問年年。。。。1月月-231月月-2320:41:1020:41:10January4,202314、他鄉(xiāng)鄉(xiāng)生白白發(fā)，，舊國國見青青山。。。04一一月月20238:41:10下下午20:41:101月-2315、比不了得得就不比，，得不到的的就不要。。。。一月238:41下下午1月-2320:41January4,202316、行動出出成果，，工作出出財富。。。2023/1/420:41:1020:41:1004January202317、做前，，能夠環(huán)環(huán)視四周周；做時時，你只只能或者者最好沿沿著以腳腳為起點(diǎn)點(diǎn)的射線線向前。。。8:41:10下午午8:41下午午20:41:101月-239、沒沒有有失失敗敗，，只只有有暫暫時時停停止止成成功功?。?。。1月月-231月月-23Wednesday,January4,202310、很多事事情努力力了未必必有結(jié)果果，但是是不努力力卻什么么改變也也沒有。。。20:41:1020:41:1020:411/4/20238:41:10PM11、成功就就是日復(fù)復(fù)一日那那一點(diǎn)點(diǎn)點(diǎn)小小努努力的積積累。。。1月-2320:41:1020:41Jan-2304-Jan-2312、世間間成事事，不不求其其絕對對圓滿滿，留留一份份不足足，可可得無無限完完美。。。20:41:1020:41:1020:41Wednesday,January4,202313、不知