intel市场联盟策略

1AllianceMarketingISMCcourse#016SMGFebruary4-9,2001FieldReviewer:SteveMattos2EvaluationQuestionnaireFeedbackwillberequestedofthecourseattendeesateachsessionofeachISMCcourse:HelpimproveyourcoursesCompletetheevaluationformbeforeyouleaveRatethecontentandinstructionTelluswhoyouareIncludecommentstoclarifyThanksforyourfeedback!3AgendaCourseObjectivesKeyMessagesAllianceBasicsDefinitionObjectiveandstrategiesEngagementplanKeylearningssofarFellowTravelerStrategyAccountDrill-DownExerciseTechnologyDevelopment,Marketing,SalesSummaryCalltoActionBackUp4CourseObjectivesAftercompletingthiscourse,youwillbeableto:SRM:Developaccountstrategies/plansthattakeintoconsiderationIntel’sISV/MCSIallianceactivitiesBDMs,Non-SRMFieldSales:WorkwiththeSRMteamstocoordinateactivitiesbetweenyourend-useraccounts,OEMs,MC/SIs,etc…withallianceaccountsGeoandCorp.Marketing:Plan/executeallianceactivitywithinyourgeography5KeyMessagesIntelwillonlyexecuteasmallnumber(~10)ofISV/MCSIalliancesbyendof2001Manycoveredaccounts,ISVs,OEMs,MC/SIs,interactinsomewaywithallianceaccountsThemoreeffectivelyweALLcoordinateasasales/marketingworld-wideorganization,themoreALLofouraccountswillbenefitfromthealliances6BusinessMarketing&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,TA7WhatisanAlliance?AlliancesarecontractualbusinessrelationshipsMultipleyearsindurationIntendedtocreatestronganddeeprelationshipContains“gives”and“gets”intendedtodrivebusinessobjectivesforbothcompaniesMemosofUnderstanding(MOUs)andLettersofIntent(LOIs)arenotalliancesAlliancemustbebasedonmutualneedandtiedtomeasurableandmeaningfulrevenueoritwillfail8VarietyofExistingAlliancesIntelOracleHPBVMicrosoftC1VignetteDellCompaqBEAIntershopIBMswIBMhwProxicomPWCAndersonIXLCapGemRedHatPTCRationalCiscoIBMIGSAMarchFirstSAPEDSKPMGI2AribaSeibel9IntelAllianceObjectiveandStrategiesObjective:Developmutually-beneficial,worldwide,cross-divisionalallianceswithcategory-leadingISVsandsolutionprovidersinordertostrengthentheIntele-BusinessNetworkasmeasuredby:IncreasingIntelrevenueine-businessmarketthroughthecreationandmanagementofworldwidealliancesandrelationshipthatincludeIAG,CPG,IOS,etcExpandingIntelrelevance,credibility,andpreferenceasaleadinge-businesssolutionsenabler/provider10AllianceStrategy:RevenueProcessorsIncreasedrevenue/marketshareonIAattheISVInfluenceCompaq,IBMandHPtoshiftfromRISCtoIAIntelLearningServicesIOSIAGScalingserviceFutureservicesCPGNetworkManagement/AccelerationInternetappliancessoldthroughOEMs11AllianceStrategy:RelevanceExpandIntelrelevance,credibility,andpreferenceasaleadinge-businesssolutionsenabler/providerTechnologyEnablingMarketingSales12AllianceEngagementStrategy=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&/orChannelPromoteMktgPlanTargetAcctListDemandCreationProofPointsCollateral13ResourcesConnectedtoMetricsShort-term($/Resources)TechnologyenablingtoachieveproductparityorbetterSalesengagement(BDMs,OEM&ISVSalesforces)Channelengagement(MC-SI,etc…)Long-term($/Resources):Demandcreation(Advertising,etc)IARoadmapsynergy14BigImpactfromEveryEffortNeedallianceimpacttoexpandbeyondallianceaccountsIAperceptionproblemRevenue/programexpansionbeyondonegeographyandoneproductSmart-bombs,notfirecrackersSpendmoneyefficientlyAdvertising/channel/salesprogramsthatworktogethertomoveInteltothecenterofthee-Businessengine15AllianceEngagementPlanPhaseOne: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)16KeyLearningsSoFarISVsandMC/SIsarefocusedonrevenueExtendingsalesforce&sales,chargingbythehourSellingproducts/projectstoIntelandgettingourendorsementIntelmustengagewithtechnology,salesandmarketingownersatISVsandmanybusinesspracticeownersatMC/SIsISVsarenotnaturallyinclinedtobehardwarespecificandpreferneutrality(nothingcangetinthewayofrevenue)ISVsquicklyexpandingintothebroadere-bizmarketsegmentsOracleexpandinginto“all”market(e.g.givingawayCRMonweb)i2/C1/Ariba/BVallsellinge-marketsolutionsIntelismoremotivatedthantheISVandMC/SItosellsoftwareonleading-edgehardware“Worldwide”meansdifferentthingstodifferentISVsFellowtravelersarevitaltoalliancesuccess17WorkingwithOEMFellowTravelersSCGisworkingwiththeOEMstoincreaseIAserverMSSTargetselectverticalindustriesCollaboratewithmulti-nationalandregionalOEMsDefineauniquecollaborationbetweenIntel,OEMandISVtobuild/deliverstrategicsolutionsHelptoevolveOEMbusinessmodelsandpracticesandwhileactingasacatalystforWWmarketchangeAlignwithotherIntelsolutions:gotomarket,stackdevelopment,channelprogramalignmentNotbusinessasusual18FellowTravelerExample:BroadVision/Compaq/IntelDrivingOEMbundlesandsolutionsonIAtoenduserandBVchannelGainingrepeatableBKMsinsolutionstackdevelopmentFutureISV/OEM/SEG/SCGengagementRolloutineachgeographyasspecifiedbyBVAligningwithOEMongotomarketprogramsLinkagetootherchannelandOEMprogramsNewmarketprogramfundingGettingdirecttractionwithenduserandBV/CompaqchannelsBDMandSRMengagementplanMatchmakingpossibilities19AdditionalFellowTravelersSMGwillengagewithadditionalfellowtravelersinQ1SCG:VerticalMarketsMicrosoft20BroadVisionEcosystemBroadVisionBEA RogueWaveIona RationalVerity RSADependenciesOEMSun

1stAlliance2/3BVSalesHP

1999Alliance1/3BVSalesIBM

9/00Alliance

RS6000FocusCompaq

9/00Alliance

IAFocusChannel(85%ofSales)PWCAndersenHPDeloitte&ToucheLeapNetCompaqExpedioriXLCTPProxicomDiamondTechnologyPartnersGiantStepStrategicPremierISVBroadbaseMacromediaClearCommerceCyberSourceTaxwareSCTTibcoMOAISiebelNuanceAspectMercuryInteractiveInterwovenCommerceOneCompetitorsATGVignetteBEAIntershopIBMWebSphereAribaC1OracleDirectBlueMartiniDoItYourselfAlternativeFutureMSSiteServerOpenMarket21FillintheBlanksforYourAccountDependenciesOEMChannel(XX%ofSales)StrategicPremierISVCompetitorsDirectDoItYourselfAlternativeFutureAccountName:22TechnologyEnablingNotjustIAenablingEngineeringwherenecessary(Intel,account,ISV,etc…)PerformanceenhancementBenchmarketingEngineeringdevelopmentInfluenceArchitectureofISV’sproductsDeploymentrecommendationsSolutionarchitectureNetworkedgefrontendmidtierbackendEducate23AllianceMarketing:RulesofThumbEveryallianceisdifferentDifferentmixofIAproductDifferentmarketsegmentpositionsDifferentchannelsDifferentgeographyprioritiesDifferentend-usertargetsEveryallianceisthesameRevenueiskingAlignedwithatleastoneIAOEMSignificantcommitmenttodevelopand/ormarketparityorbetterproductsonIAMarketingprogramsarecontingentonproductavailabilityEngineeringplansprecedemarketingplans24AllianceMarketingOverviewMarketingisnotjustgoingtoanISV’stradeshoworwritingacasestudyMustdodiscoveryandplanningbeforeexecutionRulesofEngagementMarketingDiscoveryMarketingExecutionMarketingPlanningStrategySetProgramsDefinedIdentifyjointopportunities,contingencies&issuesFlaggeographyprioritiesSetdirectionandprioritiesIdentifykeyplayersPlan(s)developedGeoresourcesallocatedPositioningdevelopedMessagesfinalizedProgramsdevelopedProductionbeginsProjectsdeployedlocally25MarketingRoadmap:

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,IIPCorporateMessagingProductMessaging26BalancingtheMarketingMixDriveRelevanceforIntelbrand(StrongIAstoryalreadyinplace)ChangeISVbehavior(Encourageparity+development)SpectrumofStrategicObjectivesAggressiveAdvertisingandPromotionMarketDevelopmentTraining,Seminars,CaseStudies,etc.AllianceMarketingActivities27TechnologySellingEnvironment(accordingtotheBDMs)RoleoftechnologyatFortune500companiescontinuestoexpandBothcostandrevenueopportunitymattersTechnologycanbethemainmaytotouchthecustomerBlackandDecker,IntelCurrente-BusinessengagementsarelargerinScaleandrequireintegrationofmanydifferentskillsIncreasedemphasisonecosystemsandalliancesInternalandexternaltimetomarketpressureincreasingBenefittoIALackofskillsin-houseforkeye-businessimplementationsHugeopportunityforInteltoaddvalue28CooperativeSellingwithIntelAllianceAccountsNeedtotouchallpartsofthesellingprocessonaworldwidebasis:Definehigh-levelobjectivesandalignWhatspecificallywillyouaccomplishtogether?Divideandconquerw/theappropriatecompanyDefinetheend-uservaluethateachpartywilldeliverEstablishtrustDevelopandex