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Transcript of Siebel Marketing Update
Siebel SalesSiebel SalesMarketing Update – 11/22/02Marketing Update – 11/22/02
Chuck Drake - Dir. of Marketing - Siebel Sales Chuck Drake - Dir. of Marketing - Siebel Sales Siebel SystemsSiebel Systems
TopicsTopics
Key Accomplishments
Marketplace Update: What’s Working Best Practices Messaging Sales Leadership Series Analyst Relations
Q4 Activities and Q1 Priorities
Overview – Key Marketing Accomplishments-to-DateOverview – Key Marketing Accomplishments-to-Date
Recent Major Accomplishments: 40 Sales Leadership Series Events to-date! User Week – tremendous success! Gartner MQ Review – terrific meeting this week/provided
solid Demo, Content and References! Recognition: Our Best Practices approach is now the
standard across all Product Lines! Thought Leadership: Growth in Outbound activity
surrounding our Best Practices: Monthly BP Newsletters to all Prospects, Customers Bi-Monthly Analysts Newsletters in EMEA Over 20 Sales BP’s in-process with CRM Strategy Team
Continued effort behind creation of new BP’s: Telesales UAN in a Sales Environment
2002 Big Picture: Significant Shift in Siebel Marketing Model 2002 Big Picture: Significant Shift in Siebel Marketing Model
BrandingAnd Corp Prospecting
•Advertising•PR•Analyst Relations•Exec Programs•Tradeshows•Sports Marketing
CustomerMarketing
• User Week• User Groups• Hospitality Programs
• Case Studies• Collateral
• Customer Microsites• Direct Mail
• Email• Newsletters
• Product Microsites• Telemarketing
Q1
Partner-Led Marketing Programs
Q2: Shift in Focus to Lead Generation and Pipeline GrowthQ2: Shift in Focus to Lead Generation and Pipeline Growth
Partner-Led Field Marketing Programs
BrandingAnd Corp Prospecting
•Advertising•PR•Analyst Relations•Exec Programs•Tradeshows•Sports Marketing
CustomerMarketing
• User Week• User Groups• Hospitality Programs
• Case Studies• Collateral
• Customer Microsites• Direct Mail
• Email• Newsletters
• Product Microsites• Telemarketing
ClosedSales
Lead Maturation
PipelineDeal
SupportTargetedProspecting
• Teleprospecting• Web Seminars• Roadshows
• Solution Workshops• Technical Workshops• Exec Roundtables
• Siebel eDays• ROI Proposal• Exec Briefs • Customer References Program• Sports Marketing• VIP Programs
• Install base eDays
Q2 Added Field Marketing
Partner-Led Field Marketing Programs
BrandingAnd Corp Prospecting
•Advertising•PR•Analyst Relations•Exec Programs•Tradeshows•Sports Marketing
CustomerMarketing
• User Week• User Groups• Hospitality Programs
• Case Studies• Collateral
• Customer Microsites• Direct Mail
• Email• Newsletters
• Product Microsites• Telemarketing
ClosedSales
Lead Maturation
PipelineDeal
SupportTargetedProspecting
• Teleprospecting• Web Seminars• Roadshows
• Solution Workshops• Technical Workshops• Exec Roundtables
• Siebel eDays• ROI Proposal• Exec Briefs • Customer References Program• Sports Marketing• VIP Programs
• Install base eDays
Q2/Q3: Added Sales Best Practices into the Marketing PipelineQ2/Q3: Added Sales Best Practices into the Marketing Pipeline
Added “Sales Best Practices” Content
Embedded Best Practices
IndustrySpecificCRM
Strategic Shift in Siebel Messaging: Best Practice Business ProcessesStrategic Shift in Siebel Messaging: Best Practice Business Processes
MultichanneleBusiness
Marketing Automation
Internet
CRM
CSS
SFA
1990 1995 20021998
Increase in CRM, Business Process and Industry-Specific Domain Expertise
Lower Risk, Deployment Time, and Cost
Q4: Infusion of Best Practices throughout the Marketing PipelineQ4: Infusion of Best Practices throughout the Marketing Pipeline
Partner-Led Field Marketing Programs
BrandingAnd Corp Prospecting
•Advertising•PR•Analyst Relations•Exec Programs•Tradeshows•Sports Marketing
CustomerMarketing
• User Week• User Groups• Hospitality Programs
• Case Studies• Collateral
• Customer Microsites• Direct Mail
• Email• Newsletters
• Product Microsites• Telemarketing
ClosedSales
Lead Maturation
PipelineDeal
SupportTargetedProspecting
• Teleprospecting• Web Seminars• Roadshows
• Solution Workshops• Technical Workshops• Exec Roundtables
• Siebel eDays• ROI Proposal• Exec Briefs • Customer References Program• Sports Marketing• VIP Programs
• Install base eDays
Q4: Infusion of “Best Practices” Content
Implication: Deeper Best Practice Content Focus Moving ForwardImplication: Deeper Best Practice Content Focus Moving Forward
Sales Management Sales Execution Sales Fulfillment
Sales Planning Lead Management Quote Management
Pipeline Management
Account Management Order Management
Performance Management
Opportunity Management
Compensation Management
FORMAT
Messaging Delivery: Thru a Variety of Content Form FactorsMessaging Delivery: Thru a Variety of Content Form Factors
Sales Management Sales Execution Sales Fulfillment
Sales Planning
Lead Management
Quote Management
Pipeline Management
Account Management
Order Management
Performance Management
Opportunity Management
Compensation Management
Thought LeadershipAnalyst Communications
Collateral Outbound PR
Corp. Mktg. Programs Scripted Demo’s
Customer References
Pain PointsKey ChallengesSiebel Lessons LearnedBusiness ProcessesSiebel SolutionValue PropositionCustomer ROI
Selling Presentations
Sales Best Practices
Lead Generation Initiative: Sales Leadership SeriesLead Generation Initiative: Sales Leadership Series
Program Summary:
40 Field Marketing Events delivering our Best Practices messaging 20 Tier 1: Targeting DM’s Top Accounts 20 Tier 2: Targeting Prospects $1B> in Annual Rev > 80% Events completed thru 11/19 ½ day Best Practices Seminar with Golf Events spread over Q3/Q4 Target audience: VP/Dir of Sales, CIO/Dir. of IT
Global Initiative:
US: Chicago, Dallas, Houston, Tampa, NYC, DC, Cleveland, Milwaukee, Tampa, Atlanta, Columbia, Baltimore, San Diego, Bay Area, Los Angeles, Seattle, Rochester, Boston, Chicago, Pittsburg, St. Louis, Minneapolis, Denver, Winston-Salem
RoW: London, Munich, Paris, Sydney, Singapore, Hong Kong
Lead Generation Initiative: Sales Leadership SeriesLead Generation Initiative: Sales Leadership Series
Program Summary:
Theme: “Driving Revenue in Tough Times: Best Practices Across Sales Organizations” Sales Best Practices: Pipeline Management & Forecasting, Sales Force Adoption MCS Content: interactive guided diagnostic exercise: audience assesses unique
Sales challenges (focused on “pain points”) Microsoft: co-sponsor and presenting case study of their internal success using Siebel Call-to-action: engage Siebel to solve business problems using Sales Best Practices
Content Execution: Siebel Sales Outbound BD Team: Jeff Summers, Chuck Dunham, Steve Philips,
Chris Parkin, Jason Fiala, George Ahn Local MCS Partners Microsoft Regional Enterprise Sales BDP’s Siebel Sales Outbound Marketing Team: Mike Kendrick, Chuck Drake
Sales Leadership Series - Driving ResultsSales Leadership Series - Driving Results
Strong Initial Program Results:
Registrations, Attendance and Initial Prospects Identified: Registrations: over 820 highly interested in Best Practices content
Tier 1: 328 Tier 2: 495
Attendance: over 440 received Best Practices messaging/positioning Tier 1: 175 Tier 2: 268
Initial Prospects: over 60 on their way to become Opportunities Tier 1: 25 Tier 2: 36
Strong Feedback from Participants: Avg. content rating by Audience: 4.5 out of 5 (very high) Best Practices content resonating with Target Audience
Sales Leadership Series - Driving ResultsSales Leadership Series - Driving Results
Over $25 M in Oppty Revenue influenced by Best Practices Messaging
Over $11M in Oppty Revenue is already Forecast
Momentum: only approx. 20% of post event call-backs complete to-date
Sales Leadership Series - Opportunity Influence
$0
$5,000,000
$10,000,000
$15,000,000
$20,000,000
$25,000,000
$30,000,000
Optys $25,272,589 $11,612,589
Pipeline Forecast
Q3 Results According to EBiz:
Sales Leadership Series - Driving Results Sales Leadership Series - Driving Results
Sales Leadership Series - Opportunity Influence
$0
$2,000,000
$4,000,000
$6,000,000
$8,000,000
$10,000,000
$12,000,000
$14,000,000
$16,000,000
$18,000,000
Pipeline $750,000 $6,690,000 $15,675,000 $106,750 $600,000 $1,450,839
Forecast $0 $100,000 $9,355,000 $106,750 $600,000 $1,450,839
1-Sales Dev 2-New Lead 3-Pipeline 4-Upside 6-Committed 7-Closed
Q3 Results According to EBiz:
Over $7 M in New Oppty Revenue identified as a result of Sales Leadership Series
Examples: Agilent IDT Conexant
Over $1.4M in Revenue Closed in Q3 Warner Bros. Home Video Bally’s Gaming Cisco
Q4 Analyst RelationsQ4 Analyst Relations
4 Gartner MQ briefings this quarter:1. CRM Sales Suites2. Direct Sales3. Incentive Compensation4. CRM Suites for Mid-size Business
Target publish date: 1Q 2003
Positive briefing with Joe Galvin Nov 20 Continued leadership in Direct Sales Significant progress in Incentive Compensation References and customer knowledge is KEY
Midmarket survey / refs due Nov 27
Inaugural A/R Newsletter features Sales Best Practice content Goal of newsletter: proactive updates, hot news Target audience of >250 analysts worldwide Target delivery Nov 22
EMEA Analyst Day Oct 29
Presentation Ken RudinJeff SummersSteve ApfelbergRich Reimer
Demo Jeff KreutzNatalie Poon
References Chris ParkinEileen DiehlChuck DunhamSteve PhilipsJohn JerrehianChristine Lee
Survey Jenae GrafStratton LloydDaniel ChangAldona Clottey
Content Erik LindquistChris HarrickJohn Garrish Paul StaelinMartin Debono
Thanks to the ENTIRE TEAM for a great collective effort!
What it’s all about: Industry LeadershipWhat it’s all about: Industry Leadership
Gartner Research: Managing Sales Opportunities:Second Half 2002 Magic Quadrant 15-Aug-2002
W. Close, B. Eisenfeld, J. Galvin, T. BergCompleteness of VisionCompleteness of Vision
PivotalPivotal
PeoplesoftPeoplesoft OracleOracle
SAPSAP
OnyxOnyxSalesLogixSalesLogix
FirepondFirepond
Amdocs/ClarifyAmdocs/Clarify
Abi
lity
to E
xecu
teA
bilit
y to
Exe
cute
SaratogaSaratoga
E.piphanyE.piphany
BaanBaan
JD EdwardsJD Edwards
Salesforce.comSalesforce.com
Gartner Review Criteria
Siebel Rating
Ease of use / Screen appeal Great
Core OMS Features Great
Integrated features for field and telesales beyond OMS
Many
Telesales / telemarketing features
Great
Mobile OMS sales features Great
Ability to produce positive OMS references
Great
Vertical OMS Solutions >20
Q4 Marketing Activities/Q1 PrioritiesQ4 Marketing Activities/Q1 Priorities
Q4 Activities:• 19 Sales Leadership Series Events• 5 Web Seminars featuring Sales Best Practices• 4 Recorded Product Demo’s• 3 Analyst Activities• 1 Trade Show• 1 User Week• 2 Best Practices Created
Q1 Priorities:• Content Creation: new Best Practices in Sales & IC• Content Delivery: new forms via new channels• Lead Generation: via Web Seminars, Field Events• Analyst Relations• Sales Summit – launch v7.5 IC to Sales Force• Finalize Occam positioning/messaging & launch