ABC-8MillionWishes
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Transcript of ABC-8MillionWishes
Marketing & Business
Development
Pricing Optimizatio
n for Penetration
Value & Profit
Building Market
Awareness &
Preference
Competitive
Positioning &
Intellectual
Property
Leveraging Inside &
Outside Sales Channels
Market/Customer Information
Management
Devel
op, Dep
loy
and M
ainta
in
ABC Com
munity
Vertical/S
egment
Market
Development
ESR Development, Deployment & Maintenance
ABC Marketing & Business Development Functions Map
ABC Community
Marketing Communications
Product Management
Marketing Information
Management
Strategic Alliances
Web Tech Guru
Public Relations
Core Services
Extended Services
Marketing & Support
Strategic Alliances
• All Covered Care•All Covered Purchase• All Covered Access• On-Call
• SonicWALL
• Connected
• IP Sentry
• ExpertCity
• CSI
• Strategic Relationships for Lead Generation• Vertical Market Segments• ISV/OEM/VAR Certification & Relationships• Local, Regional & National Associations
ABC Marketing
2001• PR• Collateral• Telemarketing & DM• SalesLogix•Customer Info mgmt
ABC Community
•Closed Customer Community
•Community Directory
•Commerce Platform
•ESR Delivery Mechanism
ABC Marketing 2001
2001 ESR Initiatives Connected: • Connected remote, online back-up provides data protection for desktops and laptops.
ABC provides setup, installation and configuration services onsite, and ABC charges ACC hourly rates for T&M.
SonicWALL: • SonicWall Secure provides firewall, content filtering and anti-virus security services via
a monthly per user subscription. ABC provides setup, installation and configuration services using SGMS and ABC charges ACC hourly rates for T&M.
IP Sentry: • Web-based server & desktop monitoring using SNMP for remote, agent-based NT
services monitoring, tracking, reporting and data collection.
ExpertCity: • Online Help Desk using ExpertCity’s web-based, interactive chat and messaging toolset
from ABC web properties: corporate site, community site and intranet.
Card Services International: • Provisioning of online Credit Card Processing for use in the payment of ABC bills, IT
purchases off of an ABC Community Store and ESR transactions; potentially extending merchant account services to customers.
Strategic
Alliances
Strategic
Alliances Revenue: Core Services & Commissions
PR/Branding
Investment
Lead Generation
Lead Generation
Alliances & Partnerships
Value Proposition for ABC Community Partners:• Directory Listing on Preferred Vendor Section of ABC Community Store
• Community Partner Page (e.g.: logo, marketing blurb, contact & offerings info)
• Referrals & Lead Generation (avoided cost share of $50-85 per qualified appointment)
• Direct & Tele-Marketing campaigns to “joint”installed base by geographic POP
• Active Promotion & Sales Advocacy of their offerings for an agent commission
Lead Generation
ABC News Feed: ESRs, Alliances, Customer Flash, etc.
ABC Customer Desktop
HELP???
Instant Msg
Directory
Account Summary
Calendar Store Email Forums Community
ComicStrip
Customer LogoCustomer Logo NewsletterNewsletterResourcesResources
ACTIVITY
ESR Initiatives
•SonicWall Security Svcs
•Connected (re-launch)
•IP Sentry
•ExpertCity HelpDesk
•CSI-Credit Card Proc.
•Community
•HandTech--Back-endAlliance Initiatives•AMEX(Lead Gen)•Compaq (Lead Gen/DM)•Palm (Lead Gen)•Intuit (LeadGen & Fees)•Paychex (Lead Gen)•Administaff•Telcos (Lead Gen/DM)•Nokia/Motorola(IM link)•Kinko’s/OfficeMax/Depot•AllBusiness (LG & eDM)
2001 Rollout Map
GoBase2
JAN FEB MAR APR MAY JUN JUL AUG DECNOVOCTSEPT
Development
Development
Card Services Int’lC/C Processing
Card Services Int’lC/C Processing
Procurement & Commerce Platform
Procurement & Commerce Platform
ABC CommunityABC CommunityABC CommunityABC Community
ABC DesktopABC DesktopPlatformPlatform
ABC DesktopABC DesktopPlatformPlatform
DirectoryDirectoryDirectoryDirectory
IMIMIMIM
SchedulerSchedulerSchedulerScheduler
ForumsForumsForumsForums
EmailEmailEmailEmail
ABC Acct InfoABC Acct InfoABC Acct InfoABC Acct Info
ABC MonitorABC MonitorABC MonitorABC Monitor
Help DeskHelp DeskHelp DeskHelp Desk
ContentContentContentContent
ABC FeedABC FeedABC FeedABC Feed
TestimonialsTestimonialsTestimonialsTestimonials
NewslettersNewslettersNewslettersNewsletters
Product/ServiceProduct/ServiceProduct/ServiceProduct/Service
Partner/Alliance InfoPartner/Alliance InfoPartner/Alliance InfoPartner/Alliance Info
SolomonSolomonSolomonSolomon
GoBase2GoBase2GoBase2GoBase2SalesLogixSalesLogixSalesLogixSalesLogix
ABC Corp Web SiteABC Corp Web SiteABC Corp Web SiteABC Corp Web SiteCommunityCommunityCommunityCommunity
CorporateCorporateCorporateCorporate
ProductsProductsProductsProducts
JobsJobsJobsJobs
IRIRIRIR
ContactsContactsContactsContacts
PressPressPressPress
ServicesServicesServicesServices
RegistrationRegistrationRegistrationRegistration
PartnersPartnersPartnersPartners
CustomerPage
CustomerPage
IP SentryIP SentryIP SentryIP Sentry
Expert CityExpert CityExpert CityExpert City
OrderOrderProcessingProcessing
OrderOrderProcessingProcessing
All Bases Covered CommunityAll Bases Covered CommunityiCommunity ChanneliCommunity ChannelCommerce PlatformCommerce Platform
ESR Delivery MechanismESR Delivery MechanismLead Generation VehicleLead Generation Vehicle
All Bases Covered CommunityAll Bases Covered CommunityiCommunity ChanneliCommunity ChannelCommerce PlatformCommerce Platform
ESR Delivery MechanismESR Delivery MechanismLead Generation VehicleLead Generation Vehicle
So
nic
Wal
l F
irew
all
Ser
vice
s
So
nic
Wal
l F
irew
all
Ser
vice
s
RVP,MD, SM,
MCS, AE, CCRField Page
RVP,MD, SM,
MCS, AE, CCRField Page
MarketingMarketingInfo DBInfo DB
MarketingMarketingInfo DBInfo DB
TrainingTrainingTrainingTraining
Hero Comic StripHero Comic StripHero Comic StripHero Comic Strip
Menu of Customer Offerings ABC Core Services ABC Extended Services
• All Covered Care
• On-Call Care
• Projects
• All Covered Protect
• All Covered Access
• All Covered Purchase
• IP Sentry Monitoring
• Expert City Help Desk
• SonicWALL Secure
• Credit Card Processing
Product Lifecycle PhasesProposalDefinitionInvestigation & DesignDevelopmentFinal QADeploymentLaunch PlanningPurposeSet key objectives and launch team.Define & prioritize keyproduct requirements.Product Design andplanning for eachgroup.Implement the designand create tests.Testing that product iscustomer ready.Deploy solution forcustomerCreate deliverables forsuccessful launch.Deliverables
•
Ηιγη λεϖελµαρκετινγρεθυιρεµεντσ.
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Ιδεντιφψ ταργετχυστοµερσεγµεντ .
•
Φυνχτιοναλ Σπεχσ
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Ιντερναλ∆ατασηεετ
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∆ραφτ σχηεδυλεΦορ Προτοτψπεσ
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Πριοριτιζεδ βυγ φιξ& ενηανχεµεντ λιστ.
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Βυσινεσσ,τεχηνιχαλ, ανδπροδυχτΡοαδµαπσ υπδατεδ
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∆εσιγν ∆οχσ
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Προτοτψπεσ
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Τεστ Πλανσ & ενϖ.
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Προϕεχτ Σχηεδυλε
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Παρτνερσ ιδεντιφιεδ
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∆ραφτ συππορτ &δεπλοψµεντ πλανσ.
•
∆ραφτ µιγρατιονδοχ.
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Κεψ τραδε−οφφσµαδε, ρισκσιδεντιτφιεδ, ανδχοντινγενχψ πλανσηιγηλιγητεδ
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ΦυνχτιονινγΠροδυχτ
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Τεστ χονδιτιονσδεσιγνεδ (δατα αµουντ, τψπε, ετχ)
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Τεστσ & σχριπτσ,ινχλυδινγχυστοµερσχενεριοσ
•
Υπδατεδδατασηεετ
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Ονγοινγ υπδατεδ σχηεδυλε.
•
Φιναλ µιγρατιονδοχυµεντ.
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Τεστεδ προδυχτ
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Ρεϖιεω οφ γνατσανδ ιµπαχτ.
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Χηαραχτεριζατιονοφ προδυχτ υνδερτεστ, ινχλυδινγστρεσσ τεστινγ ανδχονφιγυρατιον τεστσ
•
Τεστσ ανδ τεστδατα.
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Φιναλ χυστοµερµιγρατιον πλαν.
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Χυστοµερ ισ υπανδ ρυννινγ
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Συππορτ υπ ανδρυννινγ
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Αλλ λαυνχηµατεριαλσ.
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Πυβλιχαννουνχεµεντ
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Προϕεχτ δεβριεφχονδυχτεδ,λεαρνινγδοχυµεντεδ, προχεσσ χηανγεπλανσ ιν πλαχεΕξιτ Χριτερια & Μετριχσ
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Μαρκετινγρεθυιρεµεντσχοµπλετε &ρεϖιεωεδ.
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Προϕεχτ τεαµαχροσσ φυνχτιονσιδεντιφιεδ,αππροϖεδ, ανδρεσουρχεδ τοπροϕεχτ πλαν
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Προϕεχτµαναγµεντ στρυχτυρεαππροϖεδ ανδρεσουρχεδ
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Ρεϖιεω ηελδ ανδαππροϖεδ
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Φυνχτιοναλ Σπεχσχοµπλετε.
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Φυνχτιοναλ Σπεχρεϖιεωσ χοµπλετε.
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Χυστοµερϖαλιδατιον
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Ρεϖιεω ηελδ ανδαππροϖεδ
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∆εταιλεδ δεσιγνδοχσ αρεχοµπλετε & φροζεν
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Ιµπαχτ ον αλλπαρτσ οφοργανιζατιον αρευνδερστοοδ.
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Τεστ πλανσχοµπλετε.
•
∆εσιγν ρεϖιεωσχοµπλετε.
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Γνατσ οπενεδ δυρινγ δεσιγν ρεϖιεω
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Νεω φεατυρεσαδδεδ (γοαλ = χλαριφψ, νοταδδιτιοναλ)
•
∆εϖιατιον φροµσχηεδυλε/βυδγετ
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Ρεϖιεω ηελδ ανδαππροϖεδ
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Πασσ∆εϖελοπµεντ Ιντεγρατιον Τεστσ
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Φυνχτιοναλιτψµεετσ φυνχτιοναλσπεχιφιχατιονσ.
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Νεω φεατυρεσαδδεδ (γοαλ = νονε)
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∆εϖιατιον φροµσχηεδυλε/βυδγετ
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% οφ χοδερεϖιεωεδ
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Περφορµανχεδατα: αχτυαλ ϖσ.γοαλ
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Χοντινυουσ ηουρσοφ οπερατιον.
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∆εφεχτσ φροµ χοδερεϖιεω.
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% οφ φυνχτιονσρευσεδ.
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Ρεϖιεω ηελδ ανδαππροϖεδ
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Πασσ ΘΑ τεστσ
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Πασσ ΑχχεπτανχεΤεστσ
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Νυµβερ οφ τεστσπλαννεδ,ιµπλεµεντεδ ανδ πασσεδ.
•
Ρεϖιεω ηελδ ανδαππροϖεδ
•
Συχχεσσφυλχυστοµερδεπλοψµεντ
•
Ρεϖιεω ηελδ ανδαππροϖεδ
•
Μεσσαγεσ,αυδιενχε, κεψνεωσ δεφινεδ.
•
Κεψ λαυνχηδελιϖεραβλεσ αρεον σχηεδυλε.
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Προχεσσ γοαλσανδ µετριχσυπδατεδ
•
Ρεϖιεω ηελδ ανδαππροϖεδΜιλεστονεσΜαρκετ ΟβϕεχτιϖεσΠροδυχτ ∆εφινιτιον∆εσιγν Ρεϖιεω Χοδε Φρεεζε Προδυχτ ΡελεασεΓο / Νο Γο φορ Λαυνχη
Program Execution
Task1. First-Pass Phase Schedule Meeting2. First-Pass Phase Schedule Published3. High-Level Data Sheet Developed4. 10 Page Market Requirements Document5. First-pass Work Effort Estimate Publishedto Realize Data Sheet6. Key Features, Infrastructure Development,and Bug Fixes Considered and Prioritized7. Pricing, Product Number Strategy8. Re-Prioritized Data Sheet Published toMatch Resources and Scheduled Updated9. Additional Detail of Key Features andInfrastructure Added10. Fine-Tune Time and Resource Estimates11. Final Re-prioritization of Features,Infrastructure, and Bug Fixes12. Publish Integrated Resource Plan andFinal Development and Release Schedule13. Product Roadmaps Updated14. Publish Final Data Sheet15. Launch Strategy and Plan Begun
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Βετα Σιτεσ Ιδεντιφιεδ
•
Μαρχοµ Πλανσ Βεγυν
•
∆οχυµεντατιον/∆ατα Σηεετσ Πλανσ Βεγυν
•
Τραινινγ Πλανσ ΒεγυνΡεσπονσιβλε Παρτψ
•
Μαρκετινγ, ∆εϖελοπµεντ, ανδ ΘΑ
•
Προϕεχτ Μαναγερ/Χοορδινατορ
•
Μαρκετινγ
•
Μαρκετινγ ανδ ∆εϖελοπµεντ
•
Προϕεχτ Μαναγερ/Χοορδινατορ φροµ ∆εϖελοπµεντ ανδΘΑ ινπυτ
•
Προϕεχτ Μαναγερ/Χοορδινατορ, Χυστοµερσ, Μαρκετινγ,Σαλεσ, ∆εϖελοπµεντ
•
Μαρκετινγ
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Προϕεχτ Μαναγερ/Χοορδινατορ, Χυστοµερσ, Μαρκετινγ,Σαλεσ, ∆εϖελοπµεντ
•
Μαρκετινγ ανδ ∆εϖελοπµεντ
•
Προϕεχτ Μαναγερ/Χοορδινατορ ωιτη Ινπυτ φροµ οτηερ∆επτσ
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Μαρκετινγ ανδ ∆εϖελοπµεντ
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Προϕεχτ Μαναγερ/Χοορδινατορ ωιτη Ινπυτ φροµ∆εϖελοπµεντ ανδ ΘΑ
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∆εϖελοπµεντ ανδ Μαρκετινγ
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Προϕεχτ Μαναγερ/Χοορδινατορ ωιτη Ινπυτ φροµ∆εϖελοπµεντ ανδ ΘΑ
•
ΜαρκετινγΧηανγε Μαναγµεντ 1. Ανψ ρεθυεστσ φορ προδυχτ δεφινιτιον χηανγεαφτερ δεϖελοπµεντ οφ ιντεγρατεδ ρεσουρχεπλαν ανδ σχηεδυλε δεϖελοπµεντ µυστ βεπροχεσσεδ τηρουγη τηε ∆ΜΙ ΧηανγεΜαναγεµεντ Προχεσσ ανδ Προδυχτ Τεαµφορ τηε προδυχτ2. Χηανγεσ µυστ βε λογγεδ ανδ αππροϖεδ αφτερ ∀χοδε φρεεζε∀
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Φορ σπεχιαλ χιρχυµστανχεσ, τηε εντιρεΠροδυχτ Πλαννινγ Τεαµ µυστ αττενδχοµµον µεετινγ ανδ αππροϖε χηανγε 3. Υπδατε Προϕεχτ Πλαν ανδ Χοµµυνιχατιον
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Προδυχτ Πλαννινγ Τεαµ ανδ ΠροϕεχτΜαναγερ/Χοορδινατορ
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Προϕεχτ Μαναγερ/Χοορδινατορ
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Προϕεχτ Μαναγερ/Χοορδινατορ
Program Execution
Program Roll-Out & Maintenance
CommunicateMarketing
Launch Plan
Training ,Collateral & Sales Tools
Dissemination
Internal IS & IT Process Articulation
Track & Monitor Sales Activity &
Promotions
Mktg & Field Dev Process Articulation
Kn
ow
led
ge
Tra
nsf
er t
o t
he
Fie
ld O
rgan
izat
ion
• IT Development
• IS Integration
• Corporate IS & Billing Data/Systems Flow Coordination
• Support & Maintenance Planning, Coordination & Management
• Beta Market Selection, Training & Support
• Company-wide Roll-out for Training, Sales & Mktg Support
• Branch Level Data/Systems Flow Coordination
• Evangelism & Advocacy from DCS, DCC & DSO
• Communicate Plan to Beta Markets and then Company-wide
• Define Value Proposition, Prospect Profile & Sales Guide
• Order Processing and Fulfillment Planning &Coordination
• On-going internal MARCOM to field via Newsflash, Web, Conf Calsl, Field visits and training
• Training the Trainers to train the Field and to train Team Leads and MCS, MCC and SMs
• Produce and Deliver Sales tools and collateral via diverse media
• Coordinate w/ Training on OJT training for new hires
• Weekly reporting of sales activities on ERS from field
• Weekly contact from Corp Mktg to Field for input on progress
• Monthly contest and sales incentives
• Track and monitor customer adoption, penetration & satisfaction
14
Communication PlanHigh Level Communication Plan
Name Media Key Messages Frequency Audience
Call from CEO Conference call Introductory messages, Vision, Key messages
As needed Field Personneland Process Leaders
Update memo or newsletter
Email Current/future events, issues, recognition
Monthly Field Personneland Process Leaders
Email messages or requests
Email Specific requests or updates
As needed Field Personneland Process Leaders
Email inquiries or suggestions
Email Improvement suggestions or project questions
As needed
Project Team
3
1
4
2
Source
Sponsor
Project Directors
Project Team
1
2
3 5
CEO
Director of Mktg
VP Marketing
Field Management & FD and Process Leaders
Field Personnel
Executive Staff
9
8
6 7
4
Project Directors
15
Communication PlanHigh Level Communication Plan-continued
Name Media Key Messages Frequency Audience
Individual visits Face to face Information gathering
As needed Field
Meeting Face to face Progress report, Information gathering
As needed Field Managers and Process Leaders or their staff
CD-Multimedia CD-ROM Vision, Updates, Key messages, collateral
As needed Field
Exec Staff Meeting Monthly Exec Staff
8
6
9
7
Progress report, Issues resolution
Source
Project Team
Project Team or District Managers and Process Leaders
Sr. Management
Project Directors / Team
Individual phone calls
Phone Individual requests or issues resolution
As needed Field Managers and Process Leaders
Project Team5
Marketing Communications
Product Management
Marketing Information
Management
Strategic Alliances
Buy-Stuff Store ESR offerings Content & Communications
Partner Exchange
ABC Community
•Marcom Manager
•Trade Show & Event Support
•Public Relations
•Web Property Mgmt
•Collateral Execution & Fulfillment
•ESR Evangelist
•Product/Service Development & Mktg
•Program Rollout & Maintenance
•Training &Process Transfer
•Mktg Program Mgmt
•Core Service Evangelist
•Marketing Intelligence
•Demand Creation & Mgmt
•Loyalty Programs:
•ABC Channel Evangelist
•Alliance Strategy formulation & execution
•Contract & Negotiations Mgmt
•Channel Program Mgmt
ABC Marketing &Business Development Functions Map
Customer Directory
Web Tech Guru
Core Services
Extended Services
Marketing & Support
Strategic Alliances
• All Covered Care•All Covered Purchase• All Covered Access• On-Call
• SonicWALL: Firewall& Security
• Connected: Remote Back-up
• IP Sentry: Server & Desktop monitoring
• ExpertCity: Online Help Desk
• CSI: Credit Card Processing...
• Strategic Relationships for Lead Generation• Tactical Partnerships• Vertical Market Segments• ISV/OEM/VAR Certification & Relationships• Local, Regional & National Associations
ABC Marketing 2001ABC Marketing 2001• PR• Collateral• Telemarketing & DM• SalesLogix
•Customer Info mgmt