IBM - Full year Go-to-market plan template

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IBM Business Partners, full year, go-to-market plan template, the Marketing Planning Approach.

IBM - Full year Go-to-market plan template

  1. 1. © 2012 IBM Corporation EUROPE IOT Full year Go to market plan template – IBM BA Business Partners
  2. 2. Marketing Planning Approach – Covering key elements of plan 1. IBM Software Revenue Targets - Determine Growth needed 2. Identified Growth Areas - Example Capabilities: Analytics (CFO), Big Data (CIO, IT) – Performance Management (Office of Finance), Customer Analytics (CMO), Risk Analytics (CRO) 3. Projected Revenue for Growth Area - How much of Target Revenue needed 4. Projected amount of Leads Needed - Can range between 3x Revenue to 6x Revenue 5. What is the Target mix % from New & Existing Customers 6. Marketing & Sales Resources in the Company 7. Target Industry, Audience and Target Message for Conversation 8. Marketing Planning Framework to Select right Tactics along Buyers Journey 9. Raising awareness of BP capabilities within IBM 10. IBM benefits - Marketing
  3. 3. Understanding Your Business Model Example Category: Analytics (CFO), Big Data (CIO, IT), PM (Office of Finance), Customer Analytics (CMO), Risk Analytics (CRO) Growth Area - XXX Identified growth area Select Growth Area 21 SWG BA licence Revenue Targets Current Software Revenue Target Software Revenue How much do you need to grow? $xx $xx Project Revenue from Growth Category 3 How much of Target Revenue from this Category? Growth Area - XXX $ How much  What is Current IBM BA Software Transactional Revenue?  What is target growth for IBM BA Software Revenue?  What IBM Software Capability Market Growth Categories are focus area to obtain this growth?  What is projected Revenue from Market Growth Category area?  What is Average Deal Size? -Do you want to use Marketing to help achieve Revenue target? - Determine Objective of Marketing Plan
  4. 4. How many Validated Leads do you need to achieve Transactional Revenue? Is it from New Customers or Existing Customers?  How much pipeline is needed to meet Target Revenue Objective? Is it 3x amount of Revenue or 5 x amount?  What % of leads need to be from NEW customers? What % leads from Existing Customers? 4 Projected Validated lead revenue needed (Pipeline) Can range between 3x Revenue to 6x Revenue Growth Category –Lead amount $xx What is the Target mix % from New & Existing Customers 5 Growth Category New Existing xx% xx% - To meet the Objective of Marketing Plan will you need to purchase a customer list or leverage agency, VAD?
  5. 5. Marketing & Sales Resources to support Marketing Plan 6 Marketing & Sales Resources in the Company Determine current staffing capacity to create and progress leads xx # of Marketing People xx# of Sales xx# of Technical -Do you have Marketing resources? -Do you have enough sales people to Progress Leads to Win?  Is business model primarily Sales Driven, Technology Driven, Marketing Driven?  If leads are generated, will Sales be able to handle the amount of leads and Progress Leads to Win?  How do sales and consultants feedback information to marketing to amend marketing campaigns eg message, medium etc?
  6. 6. Select Industry and Target Audience 7 Industry Industry xxx Audience Small, medium, large size Companies - all Where City/ Region Audience profile Customer Size Category –xxx Target Audience Selection and Main Message for Conversation  For your Market Growth Category, what are the target industries?  Target audience? CIO, CFO, IT?  What is the main message to start and continue the conversation with the Target audience?  Size of Customer? Where are Customers located? Cities/ Region Customer Need Main Message to solve problem Get the conversation started Continue the conversation through the Buyers Journey
  7. 7. Objective Grow Revenue by $200K Industry Retail Target Audience & Customer Need Key Message CMO, Marketing Directors Using customer data to determine/understand what customers want. Specific Customer Need: Predict which customers are at risk of leaving and retain them IBM Software Capability: Market Growth Category Analytics (Customer Analytics) Start conversation Make case Meet Experts Sales Handoff Buyer Journey Learn Solve Compare Purchase Information need Problems the industry is focused on. Thought leadership Looking for Solution that address specific Pain point Start to compare features & functions Serious about moving forward & talk to an expert What format Social media Conversation about problem areas, Success stories, Case Studies White Papers, Cases Studies Guided tours of products, Online demos. Opportunities to meet with the experts Client References How Interaction Online communities, Blogs, web site, Telemarketing to target industry, audience list . Spending Categories: Advertising. Direct Marketing (purchase list) Social Media to generate demand. Digital Marketing, TeleMarketing Presented by a Speaker at Webinars, Educational videos, on Web Site or Face to Face events. Spending Categories: Digital Marketing, Customer Conference or Marketing Seminar, Trade Shows (IBM Led, Third Party Trade Shows) Series of small focused face to face Marketing Seminars designed around topics, Customer Conferences with Subject Matter Experts. Spending Category: Digital Marketing, Customer Conference or Marketing Seminar, Trade Shows (IBM Led, Third Party Trade Shows) Focused marketing seminar meet the expert with Sales team in attendance. Spending Category: Customer Conference or Marketing Seminar Example of completed Marketing Plan Time period – 2014 (12 months)
  8. 8. Objective xxx Industry xxx Target Audience & Customer Need Key Message xxx IBM Software Capability: Market Growth Category xxxx Start conversation Make case Meet Experts Sales Handoff Buyer Journey Learn Solve Compare Purchase Information need What format How Interaction Business Partner Name: Marketing Plan Framework Worksheet – Full Year 2014
  9. 9. Business Partner: Marketing Plan Contact: Plan Specifics and Action Items Capability - Market Growth Category Industry: Audience: Required Lead Amount $xxx,xxx Campaign Tactics & Stage in Buyers Journey When in Market Month/Qt Expected Result Lead Amount Owner <Specific Activities > Funding source & amount <Date> <Target> <Name> <Specific Activities > Funding source & amount <Date> <Target> <Name> <Specific Activities > Funding source & amount <Date> <Target> <Name> <Specific Activities > Funding source & amount <Date> <Target> <Name> <Specific Activities > Funding source & amount <Date> <Target> <Name> <Specific Activities > Funding source & amount <Date> <Target> <Name> Total BP Marketing Budget Total
  10. 10. Calendar of Important dates (may want to consider Partner leveraging IBM local & WW events within their marketing campaign – look at Big Blue planner) Jan Feb March April May June IBM marketing activities Vision Learn Solve Compare Purchase July August Sept Oct Nov Dec IBM marketing activities IOD (Las Vegas) Learn Solve Compare Purchase

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