1Bridging the Marketing-Sales chasm  Graeme Wood ,  A/NZ Marketing Director                            Confidential   Copy...
2Introduction• Channelling Influential Brand Messages to your Sales  teams for perfect execution.  – Bridging the marketin...
3Communication Chasm                                                      What Marketing think   What Sales think    Marke...
4Agenda• Brand Proposition• Business issues and messages• Route to market options• Message delivery vehicles  – Traditiona...
5 What is the Trend Micro Brand? • .“The Brand is not  what you say it is.  Its what your  customers,  partners and  criti...
6Trend Micro BrandingSecurity That Fits: IT InfrastructureTrend Micro innovation enables benefits of next-generationIT pla...
7Changing Business NeedSecurity That Fits: Customer EnvironmentTrend Micro’s ubiquitous protection secures your datawherev...
8Market Research - Survey                   Confidential   Copyright 2010 Trend Micro Inc.   8
9New Brand Positioning Trend Micro is leading a revolution in security, enabling you to do more online, on the network, or...
10Why “Securing Your Journey to the Cloud”?“Cloud computing is revolutionizing the way people share digitalinformation, ma...
11New B:B Branding Deliverables                  Confidential   Copyright 2010 Trend Micro Inc.   11
12Cloud Solutions Awareness in SMB                Classification 9/30/2011   Copyright 2010 Trend Micro Inc.   12
13      New Branding Roll out Program• .                      Confidential   Copyright 2010 Trend Micro Inc.   13
14Agenda• Brand Proposition• Business issues and messages• Route to market options• Message delivery vehicles  – Tradition...
15Multi Channel Marketing Execution                   Confidential   Copyright 2010 Trend Micro Inc.   15
16Customer Segments for Trend MicroProducts                                                      Channel                  ...
17Channel Mapping to Accounts andSolutions                             Vendor                             Product         ...
18Multi Channel Marketing Action Plans                 • IT Alliances Endorsement everywhere     Alliance    • External An...
19Marketing CommunicationCloud Security CampaignSecure Cloud Launch                             Alliance - Formation a clo...
20eLearning Training Portal (LMS)                   Confidential   Copyright 2010 Trend Micro Inc.   20
21Agenda• Brand Proposition• Business issues and messages• Route to market options• Message delivery vehicles  – Tradition...
22  Enterprise Communication Tactics -  Tactics          CIO           IT Security                                IT Infra...
23           Lead Identification Management (APAC)                                                                        ...
24Campaign Metrics for Planning• Business Unit Objectives  – Products , segments , geographic mix  – Channel revenue split...
25Marketing Engagment with SalesQtr Campaign Plan                  Confidential   Copyright 2010 Trend Micro Inc.   25
26Sales Team “Marketing” Tools                  Confidential   Copyright 2010 Trend Micro Inc.   26
27Channel Co- Marketing Portal                   Confidential   Copyright 2010 Trend Micro Inc.   27
Traditional vs Non Traditional                                                    28Engagements• Customer /Channel Focused...
29Traditional vs New Media                   Confidential   Copyright 2010 Trend Micro Inc.   29
30How to make Webinars a success• Channel versions available first• Business Focused not product push• Significant promoti...
31Exploiting the Social Media Community                                                                                   ...
32Trend Micro Social Media Options             Social Media Property                  Information                         ...
33Agenda• Brand Proposition• Business issues and messages• Route to market options• Message delivery vehicles  – Tradition...
34Marketing Metrics – Leads for sales• Database Accuracy, L2 Leads• E-media CPL , L2 Leads• Telemarketing Conversion ROI  ...
35Full Sales Cycle , MQL and SQL                   Confidential   Copyright 2010 Trend Micro Inc.   35
36MQL/SQL Conversion = 90%• What is the best L3 BANT actionable outcome   – Prospect has compelling event to drive enquiry...
37Lead Tracking and Reporting                  Confidential   Copyright 2010 Trend Micro Inc.   37
38Thank you            Confidential   Copyright 2010 Trend Micro Inc. 38
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Bridging the Marketing-Sales chasm

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Graeme Wood, A/NZ Marketing Director, Trend Micro

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Transcript of "Bridging the Marketing-Sales chasm"

  1. 1. 1Bridging the Marketing-Sales chasm Graeme Wood , A/NZ Marketing Director Confidential Copyright 2010 Trend Micro Inc. 1
  2. 2. 2Introduction• Channelling Influential Brand Messages to your Sales teams for perfect execution. – Bridging the marketing-sales chasm has never been so important and delivering the right tools and adequately equipping your sales team will ensure successful completion. – Ensuring seamless sales execution from a marketing point of view – Closing the gap between sales and marketing by directing marketing content towards business excellence and customer- centric approaches – Reinforcing and repeating your message for maximum drive on ground level Confidential Copyright 2010 Trend Micro Inc. 2
  3. 3. 3Communication Chasm What Marketing think What Sales think Marketing do Sales do http://www.marketing-content.com/marketing_cartoons.htm Confidential Copyright 2010 Trend Micro Inc. 3
  4. 4. 4Agenda• Brand Proposition• Business issues and messages• Route to market options• Message delivery vehicles – Traditional vs new wave (social media)• Marketing /Sales engagement• Message engagement and delivery effectiveness measurements – Sales vs marketing effectiveness Confidential Copyright 2010 Trend Micro Inc. 4
  5. 5. 5 What is the Trend Micro Brand? • .“The Brand is not what you say it is. Its what your customers, partners and critics say it is.” Marty Neumier, The Brand Gap CONFIDENTIAL Copyright 2010 Trend Micro Inc. 5
  6. 6. 6Trend Micro BrandingSecurity That Fits: IT InfrastructureTrend Micro innovation enables benefits of next-generationIT platforms 1st Cloud 1stIntegrated Computing Virtualization Security 1st in Security Netbooks Security 1st Threat Management 1st Gateway Solution Security (Network) 1st LAN Server Security Classification 9/30/2011 Copyright 2010 Trend Micro Inc. 6
  7. 7. 7Changing Business NeedSecurity That Fits: Customer EnvironmentTrend Micro’s ubiquitous protection secures your datawherever it resides Servers Virtual NAS Servers Networks Cloud Computing Routers Any device .. Any time … Virtual Appliances Anywhere…. Netbooks Hosted / Managed Security Windows/OSX PSP/PS3 Back to USB Smart Security that Fits Android Phones Classification 9/30/2011 Copyright 2010 Trend Micro Inc. 7
  8. 8. 8Market Research - Survey Confidential Copyright 2010 Trend Micro Inc. 8
  9. 9. 9New Brand Positioning Trend Micro is leading a revolution in security, enabling you to do more online, on the network, or in the cloud with the confidence that you are safe and protected.• Why this changed: – To focus on Trend Micro’s “enablement” power – To incorporate the cloud computing …a major IT platform shift – To reflect the vast array of ways that Trend Micro provides protection Classification 9/30/2011 Copyright 2010 Trend Micro Inc. 9
  10. 10. 10Why “Securing Your Journey to the Cloud”?“Cloud computing is revolutionizing the way people share digitalinformation, making access to information and computing powereasier, faster and more affordable.By providing security “from the cloud” with our Smart ProtectionNetwork, and security “for the cloud” with our server, data storageand encryption technologies, Trend Micro is the clear leaderin securing physical, virtual andcloud environments, and thebest choice for Securing YourJourney to the Cloud.”-Eva Chen, Trend Micro Co-Founder and CEO Classification 9/30/2011 Copyright 2010 Trend Micro Inc. 10
  11. 11. 11New B:B Branding Deliverables Confidential Copyright 2010 Trend Micro Inc. 11
  12. 12. 12Cloud Solutions Awareness in SMB Classification 9/30/2011 Copyright 2010 Trend Micro Inc. 12
  13. 13. 13 New Branding Roll out Program• . Confidential Copyright 2010 Trend Micro Inc. 13
  14. 14. 14Agenda• Brand Proposition• Business issues and messages• Route to market options• Message delivery vehicles – Traditional vs new wave (social media)• Marketing /Sales engagement• Message engagement and delivery effectiveness measurements – Sales vs marketing effectiveness Confidential Copyright 2010 Trend Micro Inc. 14
  15. 15. 15Multi Channel Marketing Execution Confidential Copyright 2010 Trend Micro Inc. 15
  16. 16. 16Customer Segments for Trend MicroProducts Channel End User Enterprise •Large SI , Alliances + 500 •Affinity One Resellers + 750 •Affinity Plus Resellers Medium Business •SIs 101 ~ 499 101 - 749 •Affinity Partners •Retail Small •SIs Business •Online Shop < 100 users •Retail Consumer •Online Shop Copyright 2010 Trend Micro Inc. <5
  17. 17. 17Channel Mapping to Accounts andSolutions Vendor Product Major SI and Specialist local Ecosystem Inside Sales Team Traditional Reseller Local SI and Apps ISV Confidential Copyright 2010 Trend Micro Inc. 17
  18. 18. 18Multi Channel Marketing Action Plans • IT Alliances Endorsement everywhere Alliance • External Analysts, Press, Channel, Customers Team • Joint GTM Virtualization Security • Influence analyst & media Product Mkt • Customer case studies Team • PR topics & Contents • Key Press coverage PR Team • In-depth interview • Identify key editors and journalists. • Integrate thought leadership marketing Campaign elements Team • Execution plan/timeline across APAC • Cloud Security in web real estate E-Marketing • Integration of Affinity Portal Team • Web 2.0 - Blogs Confidential Copyright 2010 Trend Micro Inc. 18
  19. 19. 19Marketing CommunicationCloud Security CampaignSecure Cloud Launch Alliance - Formation a cloud security consortium• Media GatheringDeep Security Launch Cloud Computing Partner & Customer Exposure• Media Gathering Security Alliance Trend CIO Summit• Alliances endorsement • Jointly with key • Analysts speaker E-MarketingCo-Branded Alliance AlliancesCampaign • Reference customer • Media gathering • Prospects Dedicated Cloud• Joint customer / channel briefing & workshops • Tie to an event • Trend Execs Section on• Channel awareness thru • Invite strategic Cloud Computing Corporate Web Alliances distributors channel partner to join to drive channel CIO Summits Search Engine interest in media Security Challenge Newsletters Tour CCSA Preferred • Tie-up with by- Partners line articles Alliance own • Channel & EU Conferences and User Groups Confidential Copyright 2010 Trend Micro Inc. 19
  20. 20. 20eLearning Training Portal (LMS) Confidential Copyright 2010 Trend Micro Inc. 20
  21. 21. 21Agenda• Brand Proposition• Business issues and messages• Route to market options• Message delivery vehicles – Traditional vs new wave (social media)• Marketing /Sales engagement• Message engagement and delivery effectiveness measurements – Sales vs marketing effectiveness Confidential Copyright 2010 Trend Micro Inc. 21
  22. 22. 22 Enterprise Communication Tactics - Tactics CIO IT Security IT Infra Channel2 Analyst Endorsement from APAC and in-country analysts.3 PR Quarterly topics. Business and technical media. Consortium.1 Alliances Cloud Security Consortium Events CIO Summit – Analyst, CIO & IT execs. Alliance Vertical targeting Events Security Challenge Campaigns Cloud Security & VMware Co-branded Campaign Product launch Secure Cloud 1.1 Deep Security 7.6 Website Online Search Engine Affinity Portal Print Cloud Security Inclusion in Certification Confidential Copyright 2010 Trend Micro Inc. 22 Affinity Portal
  23. 23. 23 Lead Identification Management (APAC) Bias forUnaware Need Action Decision Interest Ops Qualified Evaluation Negotiation WON identified Complete Trend Analysis POC Started Selling POC Selected 0% 10% 20% 30% 60% 70% 80% 90%L L1 L2 L3 L4 L5 L6 L7 L80 Marketing “Buyer Journey” TrendMicro PERSPECTIVE Bant Technical Short P.O. Technical Review Contracts Review Introduction Listed Received -Appointment to review Specific Business Need and Solution ANZ TM Lead review Manage Process 15 JAN Internal Use Only Copyright 2010 Trend Micro Inc. 23 Classification 30/09/2011 23
  24. 24. 24Campaign Metrics for Planning• Business Unit Objectives – Products , segments , geographic mix – Channel revenue split – Marketing delivered “opportunities “ Confidential Copyright 2010 Trend Micro Inc. 24
  25. 25. 25Marketing Engagment with SalesQtr Campaign Plan Confidential Copyright 2010 Trend Micro Inc. 25
  26. 26. 26Sales Team “Marketing” Tools Confidential Copyright 2010 Trend Micro Inc. 26
  27. 27. 27Channel Co- Marketing Portal Confidential Copyright 2010 Trend Micro Inc. 27
  28. 28. Traditional vs Non Traditional 28Engagements• Customer /Channel Focused – Database marketing – Buyer Journey marketing (MAT) – Newsletter – Events – Seminars/Workshops/Conferences/Roadshows – Website , Blogs , Channel Portals – Webinars• Prospect Focused – SEM/SEO – E-media demand generation (eg ZNET, CSO, TechTarget) – External Conferences/virtual conferences/Alliance partner initiatives – Channel based co-marketing / Portals Confidential Copyright 2010 Trend Micro Inc. 28
  29. 29. 29Traditional vs New Media Confidential Copyright 2010 Trend Micro Inc. 29
  30. 30. 30How to make Webinars a success• Channel versions available first• Business Focused not product push• Significant promotions and 30 minutes• On demand offering• Multiple delivery formats Confidential Copyright 2010 Trend Micro Inc. 30
  31. 31. 31Exploiting the Social Media Community SNS properties are geared Build relationships with toward fresh content. Create The more you showcase community members and/or optimize editorial the human side of your to facilitate brand calendars to frequently push business, your products loyalty. Listen to what engaging media to foster and your people, the more they say and be ready maximum buzz and community authentic you will appear. to respond. interaction. Make Your Business Personal Update Your Public Profiles Frequently Create an environment Make friends with your visitors, Share information with that stimulates productive engage them in non-commercial your community to conversations and conversations so that they will share announce events, special interactions with your authenticity with others. promotions, new the consumer. services, activities, etc. Classification 9/30/2011 Copyright 2010 Trend Micro Inc. 31
  32. 32. 32Trend Micro Social Media Options Social Media Property Information Trend Owner Communities Trend Community Support Christina Tsai, Support Twitter Malware and TrendMicro CounterMeasures Blog Corp Mktg headlines Cloud Security Blog TrendOnCloud Corp Mktg headlines TrendLabs Malware info TrendLabs Facebook TrendMicro Corp Mktg Consumer threat and FearlessWeb Consumer product info YouTube SPN, SB, ENT, PR, threat Trend Micro Corporate Mktg info Keylogger demo, ANZ Trend Micro Australia & New Zealand ?? promos Threat info, customer Trend Micro Martin Johnson (ex-Trend) success videos Rethink Endpoint Security Rethink Endpoint ENT campaign SlideShare Trend Micro SPN Corporate Mktg Blogs TrendLabs Malware Blog Threat-related TrendLabs Threat-related, solutions, CounterMeasures EMEA Mktg (Declan, Rik) issues Internet threats and The Internet Threat Landscape SG Mktg (Terrence Tang) protection TrendLabs Security Blog Threat-related JP Threat Mktg Other Internet Safety Blog ISKF (Lynette) Securing cloud, cloud- Cloud Security Blog Corporate (Kristen) based security Confidential Copyright 2010 Trend Micro Inc. 32
  33. 33. 33Agenda• Brand Proposition• Business issues and messages• Route to market options• Message delivery vehicles – Traditional vs new wave (social media)• Marketing /Sales engagement• Message engagement and delivery effectiveness measurements – Sales vs marketing effectiveness Confidential Copyright 2010 Trend Micro Inc. 33
  34. 34. 34Marketing Metrics – Leads for sales• Database Accuracy, L2 Leads• E-media CPL , L2 Leads• Telemarketing Conversion ROI Confidential Copyright 2010 Trend Micro Inc. 34
  35. 35. 35Full Sales Cycle , MQL and SQL Confidential Copyright 2010 Trend Micro Inc. 35
  36. 36. 36MQL/SQL Conversion = 90%• What is the best L3 BANT actionable outcome – Prospect has compelling event to drive enquiry – Prospect have BANT supporting content, and ready to engage – Agreement to meet sales rep within 6 weeks – All engagements with TM are recorded in CRM• Sales teams SHOULD not reject MQL if.. – Ongoing opportunity contact is different to initial contact for opportunity (as ENT have large DMUs) – The opportunity solution “Progresses” within a category (eg IWSVA become CPVM become DS) – MQL key contact is “cross sold other opportunities” outside initial call and solution (as we need to track all engagements where one solution could lead to another solution) Copyright 2010 Trend Micro Inc.
  37. 37. 37Lead Tracking and Reporting Confidential Copyright 2010 Trend Micro Inc. 37
  38. 38. 38Thank you Confidential Copyright 2010 Trend Micro Inc. 38
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