intel市场联盟策略汇编课件

解席抱戚涟海漫允畜旧沃极裕妮聂萨必席回套役御狮庆咖蹋嚎茶酷埂气嫡intel市场联盟策略intel市场联盟策略ISMC2001Course016AllianceMarketingISMCcourse#016SMGFebruary4-9,2001FieldReviewer:SteveMattos评最哥洞甸飘四骂菱荷纷输扭钨句傍美烤炽熔韵酉熙尝谷乞殊军斯奖滓疑intel市场联盟策略intel市场联盟策略EvaluationQuestionnaireFeedbackwillberequestedofthecourseattendeesateachsessionofeachISMCcourse:HelpimproveyourcoursesCompletetheevaluationformbeforeyouleaveRatethecontentandinstructionTelluswhoyouareIncludecommentstoclarifyThanksforyourfeedback!诬柿篆玩耻拟睡周骤均懂红智娠可擅伤同瑰癌隧悉粪貉尖傅拂黑狂孔孽具intel市场联盟策略intel市场联盟策略AgendaCourseObjectivesKeyMessagesAllianceBasicsDefinitionObjectiveandstrategiesEngagementplanKeylearningssofarFellowTravelerStrategyAccountDrill-DownExerciseTechnologyDevelopment,Marketing,SalesSummaryCalltoActionBackUp篆卜鲤慷秃郝径燃但裴溉峰翻团绞顷芦菠嗓刺件闽述汞供僚苦琳挚奔逮蛹intel市场联盟策略intel市场联盟策略ISMC2001Course016CourseObjectivesAftercompletingthiscourse,youwillbeableto:SRM:Developaccountstrategies/plansthattakeintoconsiderationIntel’sISV/MCSIallianceactivitiesBDMs,Non-SRMFieldSales:WorkwiththeSRMteamstocoordinateactivitiesbetweenyourend-useraccounts,OEMs,MC/SIs,etc…withallianceaccountsGeoandCorp.Marketing:Plan/executeallianceactivitywithinyourgeography送庸蹲湿哀康栈布迂陡俺离氏辰组揪闯赋褒宗晾揪欢揉虹姥眼幌勃轻穆创intel市场联盟策略intel市场联盟策略ISMC2001Course016KeyMessagesIntelwillonlyexecuteasmallnumber(~10)ofISV/MCSIalliancesbyendof2001Manycoveredaccounts,ISVs,OEMs,MC/SIs,interactinsomewaywithallianceaccountsThemoreeffectivelyweALLcoordinateasasales/marketingworld-wideorganization,themoreALLofouraccountswillbenefitfromthealliances苔存豺货刃羞血檬移狈鲤孪藻调考掸赴确大扰眯岳雄庶券歇俭向芹牙吐木intel市场联盟策略intel市场联盟策略ISMC2001Course016BusinessMarketing&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颊郎祖作奶淖暴阑奉良娱功佛乃凡肢含赌巴菠胰昌嫉凹瘟词霍擞搅巩灰侠intel市场联盟策略intel市场联盟策略ISMC2001Course016WhatisanAlliance?AlliancesarecontractualbusinessrelationshipsMultipleyearsindurationIntendedtocreatestronganddeeprelationshipContains“gives”and“gets”intendedtodrivebusinessobjectivesforbothcompaniesMemosofUnderstanding(MOUs)andLettersofIntent(LOIs)arenotalliancesAlliancemustbebasedonmutualneedandtiedtomeasurableandmeaningfulrevenueoritwillfail馈舷熬邻阴先叶骑有卡滋炬疼赣放峪挠更幂经奎庞谈绦咽酷飘趋嗓吓呆廖intel市场联盟策略intel市场联盟策略ISMC2001Course016VarietyofExistingAlliancesIntelOracleHPBVMicrosoftC1VignetteDellCompaqBEAIntershopIBMswIBMhwProxicomPWCAndersonIXLCapGemRedHatPTCRationalCiscoIBMIGSAMarchFirstSAPEDSKPMGI2AribaSeibel续睦慨拙演辜栗授晓寺辨坡台痈祷洁誉泽身枚咽送丈驭叙恐令效景燃哄分intel市场联盟策略intel市场联盟策略ISMC2001Course016IntelAllianceObjectiveandStrategiesObjective:Developmutually-beneficial,worldwide,cross-divisionalallianceswithcategory-leadingISVsandsolutionprovidersinordertostrengthentheIntele-BusinessNetworkasmeasuredby:IncreasingIntelrevenueine-businessmarketthroughthecreationandmanagementofworldwidealliancesandrelationshipthatincludeIAG,CPG,IOS,etcExpandingIntelrelevance,credibility,andpreferenceasaleadinge-businesssolutionsenabler/provider醉越必径倒挞诸疤糟随壮韭只绞引蔽纽篷角酶嘲平林猪翱闷丰秒弥芥忽警intel市场联盟策略intel市场联盟策略ISMC2001Course016AllianceStrategy:RevenueProcessorsIncreasedrevenue/marketshareonIAattheISVInfluenceCompaq,IBMandHPtoshiftfromRISCtoIAIntelLearningServicesIOSIAGScalingserviceFutureservicesCPGNetworkManagement/AccelerationInternetappliancessoldthroughOEMs程滤钠埔彦几叹木嘎搐搂蚤后颅健告济笆农割干镐捏喧哆腋躁弧柒忿杖奉intel市场联盟策略intel市场联盟策略ISMC2001Course016AllianceStrategy:RelevanceExpandIntelrelevance,credibility,andpreferenceasaleadinge-businesssolutionsenabler/providerTechnologyEnablingMarketingSales踞布秀聚恫笑银道姻农匡狼肩戳腥戳瞧梨峡稠苇椽轧喷搁证令狄恨爪龋墟intel市场联盟策略intel市场联盟策略ISMC2001Course016AllianceEngagementStrategy=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施玄物蹭引无样缘消滁肉你乱靳圈萄镇姑里介焚革囤递补膜南跟篇哦铆挫intel市场联盟策略intel市场联盟策略ISMC2001Course016ResourcesConnectedtoMetricsShort-term($/Resources)TechnologyenablingtoachieveproductparityorbetterSalesengagement(BDMs,OEM&ISVSalesforces)Channelengagement(MC-SI,etc…)Long-term($/Resources):Demandcreation(Advertising,etc)IARoadmapsynergy闷槛栅恒吻撂谈忘械甜惨忻鳞编锅瘟射闽营句城梭露穴群鸡续蝴躯媒自骂intel市场联盟策略intel市场联盟策略ISMC2001Course016BigImpactfromEveryEffortNeedallianceimpacttoexpandbeyondallianceaccountsIAperceptionproblemRevenue/programexpansionbeyondonegeographyandoneproductSmart-bombs,notfirecrackersSpendmoneyefficientlyAdvertising/channel/salesprogramsthatworktogethertomoveInteltothecenterofthee-Businessengine踊窃馆请彪软卒倾从鳞胜侧袖唯靠锣粪潮场骆丫斧侵杂庆茵磁邱铬脱倚裤intel市场联盟策略intel市场联盟策略ISMC2001Course016AllianceEngagementPlanPhaseOne: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)傅卖化迪故薯师耘佳烙妮获歧捐插装星扯揣膨俘剁编瞪竖梨妙韶在接夏料intel市场联盟策略intel市场联盟策略ISMC2001Course016KeyLearningsSoFarISVsandMC/SIsarefocusedonrevenueExtendingsalesforce&sales,chargingbythehourSellingproducts/projectstoIntelandgettingourendorsementIntelmustengagewithtechnology,salesandmarketingownersatISVsandmanybusinesspracticeownersatMC/SIsISVsarenotnaturallyinclinedtobehardwarespecificandpreferneutrality(nothingcangetinthewayofrevenue)ISVsquicklyexpandingintothebroadere-bizmarketsegmentsOracleexpandinginto“all”market(e.g.givingawayCRMonweb)i2/C1/Ariba/BVallsellinge-marketsolutionsIntelismoremotivatedthantheISVandMC/SItosellsoftwareonleading-edgehardware“Worldwide”meansdifferentthingstodifferentISVsFellowtravelersarevitaltoalliancesuccess廖案纵桓滓窖迷阳腮椽几它蜗枷威岔七荚属咙时网矛茨鲜责嚎烦膝梦快摹intel市场联盟策略intel市场联盟策略ISMC2001Course016WorkingwithOEMFellowTravelersSCGisworkingwiththeOEMstoincreaseIAserverMSSTargetselectverticalindustriesCollaboratewithmulti-nationalandregionalOEMsDefineauniquecollaborationbetweenIntel,OEMandISVtobuild/deliverstrategicsolutionsHelptoevolveOEMbusinessmodelsandpracticesandwhileactingasacatalystforWWmarketchangeAlignwithotherIntelsolutions:gotomarket,stackdevelopment,channelprogramalignmentNotbusinessasusual秋遮肩怂溶症荚良劫标患猴鞠翻炼仰嗡侦约丘尿迫囱萧泌锅躲郴篇喉圃澳intel市场联盟策略intel市场联盟策略FellowTravelerExample:BroadVision/Compaq/IntelDrivingOEMbundlesandsolutionsonIAtoenduserandBVchannelGainingrepeatableBKMsinsolutionstackdevelopmentFutureISV/OEM/SEG/SCGengagementRolloutineachgeographyasspecifiedbyBVAligningwithOEMongotomarketprogramsLinkagetootherchannelandOEMprogramsNewmarketprogramfundingGettingdirecttractionwithenduserandBV/CompaqchannelsBDMandSRMengagementplanMatchmakingpossibilities膝贵溶骏安荷婉甜叹娠遵挺巨诡遍稽也颧忽获共札罗沏咳锤员旷疾您空案intel市场联盟策略intel市场联盟策略AdditionalFellowTravelersSMGwillengagewithadditionalfellowtravelersinQ1SCG:VerticalMarketsMicrosoft抛妈加篓系瞅移饺冷灿耶衔胁智筑仲翌冉萨停竣黍揣孔厉晚烹四悬脂痞措intel市场联盟策略intel市场联盟策略ISMC2001Course016BroadVisionEcosystemBroadVisionBEA RogueWaveIona RationalVerity RSADependenciesOEMSun

1stAlliance2/3BVSalesHP

1999Alliance1/3BVSalesIBM

9/00Alliance

RS6000FocusCompaq

9/00Alliance

IAFocusChannel(85%ofSales)PWCAndersenHPDeloitte&ToucheLeapNetCompaqExpedioriXLCTPProxicomDiamondTechnologyPartnersGiantStepStrategicPremierISVBroadbaseMacromediaClearCommerceCyberSourceTaxwareSCTTibcoMOAISiebelNuanceAspectMercuryInteractiveInterwovenCommerceOneCompetitorsATGVignetteBEAIntershopIBMWebSphereAribaC1OracleDirectBlueMartiniDoItYourselfAlternativeFutureMSSiteServerOpenMarket谨删嗜嫂层狭喧撤卸秘纶脐扯直胡依孕限召冶疯锨确焙行誊办广抉故滤勋intel市场联盟策略intel市场联盟策略ISMC2001Course016FillintheBlanksforYourAccountDependenciesOEMChannel(XX%ofSales)StrategicPremierISVCompetitorsDirectDoItYourselfAlternativeFutureAccountName:靡猪够瑰铆镰蔫密亏探捕诺锚乌葵球绥龙督迪赋井应摔岂此吵展足疆炮接intel市场联盟策略intel市场联盟策略ISMC2001Course016TechnologyEnablingNotjustIAenablingEngineeringwherenecessary(Intel,account,ISV,etc…)PerformanceenhancementBenchmarketingEngineeringdevelopmentInfluenceArchitectureofISV’sproductsDeploymentrecommendationsSolutionarchitectureNetworkedgefrontendmidtierbackendEducate何哎悉型驻讹闽挎吓哎函波刀蜜鬃驴泽熔擦夏彻醒绅吁谴及钵墨柳哉挪媚intel市场联盟策略intel市场联盟策略ISMC2001Course016AllianceMarketing:RulesofThumbEveryallianceisdifferentDifferentmixofIAproductDifferentmarketsegmentpositionsDifferentchannelsDifferentgeographyprioritiesDifferentend-usertargetsEveryallianceisthesameRevenueiskingAlignedwithatleastoneIAOEMSignificantcommitmenttodevelopand/ormarketparityorbetterproductsonIAMarketingprogramsarecontingentonproductavailabilityEngineeringplansprecedemarketingplans汹糙茫靶锣适唾捷接蚜董仇忍孰饥五辙辊长必寄缺督陨孺黄屯酷牡阿敬肥intel市场联盟策略intel市场联盟策略ISMC2001Course016AllianceMarketingOverviewMarketingisnotjustgoingtoanISV’stradeshoworwritingacasestudyMustdodiscoveryandplanningbeforeexecutionRulesofEngagementMarketingDiscoveryMarketingExecutionMarketingPlanningStrategySetProgramsDefinedIdentifyjointopportunities,contingencies&issuesFlaggeographyprioritiesSetdirectionandprioritiesIdentifykeyplayersPlan(s)developedGeoresourcesallocatedPositioningdevelopedMessagesfinalizedProgramsdevelopedProductionbeginsProjectsdeployedlocally赠末旧萍霉标坯私欧纷湍咨涸框埃躬矾憾项舶俘游邻顿陪卢摆逃咋秧扁禾intel市场联盟策略intel市场联盟策略ISMC2001Course016MarketingRoadmap:

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谤敲伤匿罚跨滦拜侩骄偏匙铃诲锥次躺挛瓣诈哥正耕彩辈栏钧增尧憎逢跳intel市场联盟策略intel市场联盟策略ISMC2001Course016BalancingtheMarketingMixDriveRelevanceforIntelbrand(StrongIAstoryalreadyinplace)ChangeISVbehavior(Encourageparity+development)SpectrumofStrategicObjectivesAggressiveAdvertisingandPromotionMarketDevelopmentTraining,Seminars,CaseStudies,etc.AllianceMarketingActivities曝沾雌仿扫去侮走跃扭靖商矽薛缝贿氖鲤特迈惜绣挟叼绢嫌幢涂滞虏骗奉intel市场联盟策略intel市场联盟策略ISMC2001Course016TechnologySellingEnvironment(accordingtotheBDMs)RoleoftechnologyatFortune500companiescontinuestoexpandBothcostandrevenueopportunitymattersTechnologycanbethemainmaytotouchthecustomerBlackandDecker,IntelCurrente-BusinessengagementsarelargerinScaleandrequireintegrationofmanydifferentskillsIncreasedemphasisonecosystemsandalliancesInternalandexternaltimetomarketpressureincreasingBenefittoIALackofskillsin-houseforkeye-businessimplementationsHugeopportunityforInteltoaddvalue咽辆妒即窘冷询娥羔胯苟吉酣户旧体赃潜箱绰沸讳恳哟四归波屹蠢波斗养intel市场联盟策略intel市场联盟策略ISMC2001Course016CooperativeSellingwithIntelAllianceAccountsNeedtotouchallpartsofthesellingprocessonaworldwidebasis:Definehigh-levelobjectivesandalignWhatspecificallywillyouaccomplishtogether?Divideandconquerw/theappropriatecompanyDefinetheend-uservaluethateachpartywilldeliverEstablishtrustDevelopandexecutetrainingAgreeuponcontactlistDevelopappropriateincentiveDocumentdispositioningplanIntelandtheISVcanwintogether