Regional Analyst Relations Leveraging Analyst Insights for ...€¦ · Relationship building for...
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CONFIDENTIAL AND PROPRIETARY This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or other intended recipients. This presentation may contain information that is confidential, proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates. © 2015 Gartner, Inc. and/or its affiliates. All rights reserved. Jos Baltes EMEA Analyst Relations Lead Hewlett Packard Enterprise Regional Analyst Relations – Leveraging Analyst Insights for Regional Marketing and Sales Success
Transcript of Regional Analyst Relations Leveraging Analyst Insights for ...€¦ · Relationship building for...
CONFIDENTIAL AND PROPRIETARYThis presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or other intended recipients. This presentation may contain information that is confidential, proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates. © 2015 Gartner, Inc. and/or its affiliates. All rights reserved.
Jos Baltes
EMEA Analyst Relations Lead
Hewlett Packard Enterprise
Regional Analyst Relations – Leveraging
Analyst Insights for Regional Marketing
and Sales Success
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Long time a ago ….
Founded in 1939
But soon ….
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…in a far, far away country ….
Results Q3 FY15
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HP actively engages with analysts in both “outbound” and “inbound” modes …
InboundOutbound
Reviews
Ratings
Guidance
Short-listing
Briefings
Co-Marketing
Events
Strategy
Product
Positioning
Markets
Customers
Competitors
Analysts
I2AR
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Strategic analyst relations – SAS days
Briefings on products, solutions, campaigns
Message testing
MQ’s, Waves, Market Clocks, etc
Report sharing
Informing the business units
Annual Industry Analyst Meetings
WW AR roles
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Relationship building for executives and specialists (QBR’s);
Local briefings on new products and services;
Regional strategic sessions, specific regional activities with various analyst firms;
Executing regional events (Discover, regional IAS);
Setting up special programs to influence regional and WW analysts
– Customer site visits
– Center of Expertise visits
– Roundtables
– Combined activities with partners
Regional role
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How we moved the needle for Converged Systems
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Building a plan for specific used case in the region;
Get approval from WW;
Message testing internally to make sure it resonates;
Checking with ISV, asking for support;
Seeding in various units of HP (Services, Converged Systems, Servers);
Using the HP SAP Alliance team and the CoE in Walldorf, Germany
Find customers willing to talk to analysts
Setup meetings
How we did it…
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Walldorf visit – January 13/14, 2015Gartner visit to HP – SAP Center of Expertise
Purpose of the activity (why):- Show leading Gartner analysts our capabilities in SAP-HANA solutions based on our Converged Systems 500, 700 and 900;- Make them aware of our recent wins in this business;- Show real life customer stories (DSG, Kaeser Compressoren, RI).
Why now?- Postponed visit: was planned for October 6 but due to split announcement moved to later date;- Combine it now with QBR update of EMEA Senior Vice President before the quiet period starts;- Follow up after Gartner’s recent events in EMEA: Symposium (Barcelona) and Data Center Summit (London).
Who joins?- Gartner: Andy Butler, Philip Dawson, Errol Rasit, David Harvey;- HP: SAP Alliance Team - Rupert Holzbauer, Marlies Ludwig; Peter Ryan; HP SAP Competence Center Strategist, HP SAP Engineer - SAP: Matthias Haendly, VP Platform Solution Marketing;- Customers: DSG Denmark (phone), Kaeser Compressoren, RI (phone).
What to show?- Presentation SAP Alliance team- Technical presentation by HP SAP specialists;- CS 500 and/or 900 in action;- Customer presentations- SAP presentation
© Copyright 2014 Hewlett-Packard Development Company, L.P. The information contained herein is subject to change without notice.
Walldorf visit – January 13/14, 2015What do we want to achieve?
Relationship• Continuation of our close relationship with leading Gartner analysts in EMEA;• Let analysts meet our specialists and non-seat holders in EMEA;• First face-to-face meeting with these analysts after EMEA IAS 2014.
Reports & presentations• Get positive reaction from analysts on our SAP-HANA and Converged System offerings in EMEA;• Get better ratings and mentions in Gartner presentations;• Give them a better insight in our Converged Systems portfolio; • Support the MQ Integrated Systems (next version in June/July 2015);• Proof to the analysts that our approach and solution is the best in the industry.
Business Support• Make analysts promote our offerings to clients of Gartner to support sales;• Get analysts in direct contact with our customers to give them a better understanding of the sales process; • Get validation of Gartner analysts for future sales cycles.
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Walldorf visit
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Much better understanding of our offerings in a specific important area for HP Enterprise in EMEA
Direct access to our specialists and detailed information on implementations at customer sites;
Insights in running sales cycles
Real life examples instead of slide ware.
Ongoing conversations afterwards
Perception change on the analyst side
More confident pre-sales teams combined with more sales in EMEA.
WW interested in our approach….
What changed….
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Strengths
“HP has a broad portfolio of integrated systems and reference architectures (from hyperconverged ConvergedSystem 200-HC StoreVirtual to the ConvergedSystem 900 for SAP Hana), along with a strong channel and relationships among ISVs (Microsoft, SAP, VMware, Citrix) that target various use cases (data analytics, SQL Server, Oracle and video streaming).”
Quote in MQ
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Open dialog with the analysts
Honest conversations with customers, no orchestration from our side
Give them access to the customers, real life situations
Keep it real, no marketing bla-bla
Involve partners if possible
Continue the conversation afterwards
Critical success factors
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By giving analysts a better understanding they are able to give better advice to consultants and clients;
Pipeline growth was evident;
Several big customers asked for PoC at Walldorf;
HP acquired rights to reprint and we’re using it.
ROI
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Thank you!
Questions?
[email protected]/in/josbaltes
