Sales serviceproductivity campaign_executionguidance_partner_final_2011

Campaign Execution Guidance For Microsoft Dynamics CRM Partners July 2011Page 1 | Microsoft Partner Confidential | FY12 Sales and Service Productivity Customer Campaign Execution Guidance

Table of Contents Welcome to the FY12 Sales and Service Productivity Campaign ............................................................................................................................................................3 Market Opportunity ..................................................................................................................................................................................................................................................3 Target Customer Profile ..........................................................................................................................................................................................................................................3 Campaign Overview..................................................................................................................................................................................................................................................4 Campaign Goals .........................................................................................................................................................................................................................................................5 Using This Guide ........................................................................................................................................................................................................................................................5 Sales and Service Productivity Campaign Architecture...............................................................................................................................................................................6 Bill of Materials Components ................................................................................................................................................................................................................................8 Campaign Execution .................................................................................................................................................................................................................................................9Appendix .................................................................................................................................................................................................................... 10 Working with Email Templates .......................................................................................................................................................................................................................... 11Page 2 | Microsoft Partner Confidential | FY12 Sales and Service Productivity Customer Campaign Execution Guidance

Welcome to the FY12 Sales and Service Productivity CampaignOverviewIntroductionThis campaign guide enables you to target and sell Microsoft Dynamics® CRM solutions to prospects and is designed to help you: Leverage the power of the Microsoft Dynamics brand. Align your marketing efforts with global customer campaigns. Execute effective lead-generation results with relative ease.While the primary focus is driving demand for Microsoft Dynamics CRM, campaign materials incorporate the ―One Microsoft‖ message for cross-selling Microsoft technologies and solutions that add both business and its value to Microsoft Dynamics prospects.Market OpportunityThe market opportunity for on-demand or ―cloud computing‖ customer relationship management (CRM) business solutions will experiencesignificant growth in the future. According to IDC,* the total forecast for CRM applications in 2014 will grow to U.S.$21.5 billion, with on-demandgrowing to U.S.$5.3 billion (17.9 percent compound annual growth rate (CAGR) 2009–2014), while on-premises software will increase to U.S.$16.2billion (3.8 percent CAGR 2009–2014).In a recent Gartner survey, the top two business priorities for CIOs are 1) increasing enterprise growth and 2) attracting and retaining new customers.As well, the top technology priority is cloud computing. In their study of 2,000 CIOs in January 2011, ―CIOs expect to adopt new cloud services muchfaster than originally expected. Currently, 3 percent of CIOs have the majority of IT running in the cloud or on SaaS technologies, but over the next fouryears CIOs expect this number to increase to 43 percent.”Target Customer ProfileOrganizations across the spectrum of industries are struggling to find the right CRM platform to help them drive sales productivity and improvecustomer service quality and efficiency. These organizations are seeking a real-time, flexible CRM solution that empowers them to do more for theircustomers and their business so they can: Optimize sales and service productivityvia a familiar, intelligent, and connected experience. Establish value-based customer experiencesby gaininga real-time, 360-degree view of the customer to ensure more profitable and meaningful customer relationships. Amplify cloud productivity for reduced IT costs, ―always on‖ CRM access, and richer user experience and productivity.Page 3 | Microsoft Partner Confidential | FY12 Sales and Service Productivity Customer Campaign Execution Guidance

These organizations face the following challenges:1. Driving sales productivity—for most organizations, sales productivity is a key competitive weapon. These organizations are constantly looking for ways to help their salespeople sell more effectively and efficiently, providing maximum logistical support so sales reps can focus on the right deals at exactly the right time and deliver maximum value to each customer at each opportunity, while reducing the amount of effort it takes for each rep to support each sales opportunity. Tracking sales performance across opportunities, individuals, teams, and product lines helps sales managers focus their attention productively and redirect resources to increase performance.2. Optimizing customer service quality and efficiency—Most organizations recognize that improving the quality of their customer service experience—from first contact through ongoing support—has a major impact on customer loyalty, add-on purchases, references to additional prospects, and customer lifetime revenue. Many customers scrutinize company and product reputations before selecting a vendor, and it can be all too easy for a customer reviewer to damage sales by posting their irate reaction to a bad customer service experience. Organizations need to deliver service that is informed, timely, accurate, and coordinated across multiple channels. At the same time, most organizations perceive customer service as an expense, both in terms of staffing as well as systems. For this reason, customer service systems need to be both effective and cost-efficient.Campaign OverviewThe Sales & Service Productivity campaign is the primary enterprise customer campaign for Microsoft Dynamics CRM, targeted at sales, marketingand services business decision makers (BDMs) seeking a comprehensive sales & service solution in the cloud, on-premises, or partner hosted.Primary Campaign MessagingThe Sales and Service Productivity Campaign is targeted at enterprise customers who seek a real-time, flexible customer relationship management(CRM) solution that empowers organizations to:Optimize business productivity—provide the ―power of productivity‖ to your sales and marketing professionals via a familiar, intelligent, andconnected experience.Establish value-based customer experiences—Gain a real-time, 360-degree view of the customer to ensure more profitable and meaningfulcustomer relationships.Amplify cloud productivity—Benefit from Microsoft Dynamics® CRM Online and Microsoft® Office 365 cloud services for reduced IT costs,―always on‖ CRM access, and richer user experience and productivity.Page 4 | Microsoft Partner Confidential | FY12 Sales and Service Productivity Customer Campaign Execution Guidance

Campaign GoalsThe FY12 Sales and Service Productivity Customer Campaign goals are to drive opportunity pipeline for Microsoft Dynamics CRM and the Microsoftsolutions including either Microsoft Office 365 cloud-based offerings or on-premises (Microsoft Office, SharePoint, Exchange, Lync, etc.) and growMicrosoft Dynamics CRM30-day Online Trials.Using This GuideCampaign Built for Flexibility and Modular ApproachThe campaign Bill of Materials (BOM) is easy to use and modular, allowing you to mix and match the components and put together a uniquemarketing campaign that meets your lead-generation goals, timeline, and budget needs. Blank graphic templates, along with copy blocks for avariety of contact strategy options, enable flexible customization and localization for offers, e-mail lead generation, Web content, and Web banners.Productivity applications used to create, modify, and publish the materials included in the campaign BOM include Microsoft® Office Outlook®,Office Word, and Office PowerPoint®. You may need to use several or all of these applications to customize materials for the marketing campaign.For guidance on localizing these materials, refer to the guidance section at the end of this document.Page 5 | Microsoft Partner Confidential | FY12 Sales and Service Productivity Customer Campaign Execution Guidance

Sales and Service Productivity Campaign ArchitectureThis campaign enables a wide variety of ways to go to market and drive demand and revenue for Microsoft Dynamics CRM. As noted in the BOM(bill of materials) there are core selling materials such as Business Decision Makers (BDM) and Technical Decision Maker (TDM) presentations, a salesdiscussion guide, demo videos, and more.For many of you, targeting customers and prospects in specific industries and verticals more directly drives higher response rates. Using the demandgeneration material included in this campaign and providing the content to customers in the industries noted below will enable you to move theprospect further through the sales cycle.Rounding this out is the assurance that the messaging throughout this campaign tells a great ‗One-Microsoft‘ story for customers implementingtheir Microsoft Dynamics CRM business solution considering the Cloud (online) or on-premises.Page 6 | Microsoft Partner Confidential | FY12 Sales and Service Productivity Customer Campaign Execution Guidance

| Microsoft Partner Confidential | FY12 Sales and Service Productivity Customer Campaign Execution Guidance

Bill of Materials ComponentsAll of the materials shown below are published to PartnerSource here:https://mbs.microsoft.com/partnersource/marketing/campaigns/prospect/SalesServicesProdCampaignBOM COMPONENT BRIEF DESCRIPTIONWhite Papers White Paper Offers: Peppers & Rogers: Optimizing Business Productivity: Do More for Your Customers and Your Business Research White Paper Forrester: The Total Economic Impact Of Microsoft Dynamics CRM 2011, May 2011 NOTE: This valuable sales tool can be used to demonstrate the business value of Microsoft Dynamics CRM 2011 and ROI achieved by our customers. Includes the whitepaper as well as a Companion Tool which can be used to estimate ROI of using Microsoft Dynamics CRM 2011.Microsoft Dynamics CRM Sales Discussion guide for engaging with customers on their CRM challenges and identifying opportunities to tell the CloudDiscussion Guide integration story, driving prospects to consideration and trial.Demos Five (5) detailed demonstrations of the integration between Microsoft Dynamics CRM and Microsoft Office 365 + Windows Azure – includes YouTube video.Demand Generation E-Mail templates Office Word e-mail templates for campaign white paper offers, an executive briefing invite, confirmation and thank you, andand copy blocks offering the 30 day free trial of Microsoft Dynamics CRM Online. E-mail templates are designed for easy input of copy options included in the campaign BOM.Web Banners Two web banners: 1) register for event; and 2) 30 day free trial.Web Landing Environment Web Landing Environment to support campaign responses to events, offers, 30 day free trial.BDM Customer-Ready Sales A CRM Cloud Integration slide deck for customer presentations, targeted toward the business decision maker audience.PresentationTDM Customer-Ready Sales A CRM Cloud Integration slide deck for customer presentations, targeted toward the IT decision maker audience.PresentationCustomer Evidence Microsoft Dynamics CRM Online customer evidence slides in case study format.Industry and Solution Fact Sheets Includes Sales & Service Productivity Fact Sheet and Industry Fact Sheets.Page 8 | Microsoft Partner Confidential | FY12 Sales and Service Productivity Customer Campaign Execution Guidance

Campaign ExecutionSuggested Stages and TimelinesThe campaign components were created with a multistage marketing campaign strategy in mind. Each stage of the campaign comprises a ―touch‖ or campaign component that canbe used to communicate with potential customers. The recommended stages are listed below. WEEK 1 2 3 4 5 6 7 8 9-16Acquire and prepare the database. This could be acombination of lists, including existing customers,prospective customers and purchased lists.Send email offer #1: Peppers and Rogers WhitepaperFulfill offer #1Schedule/hold telesales calls for respondents to Offer #1Loop non-respondents into next campaignClean database. Delete unusable email addresses and opt-out respondents.Send email offer #2: Partner webcast or other partner offer,if available.Fulfill offer #2Schedule/hold telesales calls for respondents to Offer #2 ifprospect has not already been called for Offer #1.Send e-mail invite and execute event/executive briefing forhigh-value prospects, including follow-up.Schedule and conduct 1:1 engagements for high-valueprospects.Page 9 | Microsoft Partner Confidential | FY12 Sales and Service Productivity Customer Campaign Execution Guidance

Appendix Instructions for Customizing E-Mail Templates Targeting Customers for Campaign ExecutionPage 10 | Microsoft Partner Confidential | FY12 Sales and Service Productivity Customer Campaign Execution Guidance

Working with Email TemplatesThe BOM includes predesigned e-mail templates for campaign offers and event invites, helping you to promote your company while leveraging the MicrosoftDynamics brand. Each template contains official Microsoft Dynamics messaging and images, along with suggested content. The Microsoft Dynamics section shouldnot be modified or edited in any way, but the text can be localized to meet region-specific needs. The templates also enable you to add your partner logo andpartner-specific information. The guidelines below will make it easy for you to work with the templates.TASK STEPSGeneral e-mail template Office Word versus OFT. The e-mail templates are Microsoft Office Word documents that you can customize, and theninformation for partners convert to an Office Outlook Form Template (OFT) for e-mail distribution. The Office Word document is considered the ―source file‖ and all content additions should be made and saved there. Changes made directly to an OFT file are unpredictable and do not always save correctly. That is why you have not been provided with a pre-converted OFT file. Conversion to an OFT file is a quick and easy process using the instructions in this document.Viewing the template The Office Word document may appear ―broken‖ on your screen, containing cut-off text, unusual line breaks, or other issues. However, the template is formatted to read correctly once converted to an OFT.Entering content Save the Office Word template using a different file name Before you begin adding your content to the Word template, save the document using a different file name. This will enable you to keep the original template intact for future use. Enter partner-specific information To preserve the layout and design of the template, type your text directly into the document. You can also cut and paste contents using unformatted text. Using preformatted text could affect the design quality of the layout. Add your company logo Right-click on the partner logo placeholder image and select Change Picture. Note: You can also click on the placeholder image, go to the Format tab (this tab appears when an image is selected), and select Change Picture. Locate and double- click on your company logo image file (generally a JPEG or GIF file is best). Your logo will be placed in the document and scaled to fit the space. Adjust size and placement as necessary.Using the template again For subsequent e-mails, changes and new content should always be entered and saved in the Office Word template, then converted into a new OFT file for distribution.Page 11 | Microsoft Partner Confidential | FY12 Sales and Service Productivity Customer Campaign Execution Guidance

FY12 Sales and Service Productivity Customer Campaign Messaging and Execution Guide Creating the final OFT TASK STEPSCRM Cloud Integration Kit Creating the final OFT Once you have added and saved your content in the Office Word document, create an OFT file. Open the Office Word document. Click the Send to Mail Recipient icon located on your Office Word Toolbar. Note: If you don‘t have this icon on your toolbar, you can add it using the customize toolbar option. Send the document to yourself. Start your Microsoft Office Outlook program, and open the e-mail. Click the File icon, click Save as, then click Save as again, and finally, click Save as Outlook template. This is now an OFT file. Navigate to where you want to save the OFT file, and save it to that location. Go to the folder where you saved the OFT file, and open the file. Be sure to remove your address from the To… field and delete your signature from the body of the e-mail. To finish, click the File icon, click Save as, then click Save as again, and finally, click Save as Outlook template. Be sure to save over the original file. Optional: Reopen the file, and send it to yourself to test it. This test will show you how the e-mail will look to the recipient. Additional Resources For more information about Microsoft Dynamics resources for partners, visit Microsoft Dynamics PartnerSource located at:https://mbs.microsoft.com/partnersource/default.

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