Case Studies  Brayzen Showcase
Security MobilizationObjectiveTo build a skilled base of partners who are enrolled in theMSPP security competency and deli...
Office Ready Launch Objective The Office Ready program fundamentally changes the way in which software is distributed and ...
WGA Campaign SBC AwarenessObjectiveWindows Genuine Advantage (WGA) is an anti-piracy systemenacted by Microsoft that enfor...
OEM Partner CenterObjectiveMoving towards a digital marketing strategy for the OEMchannel in order to interact with System...
Build Server Build BusinessObjectiveIn 2005, with the PC market moving at a fast pace and small& mid-sized business (SMB) ...
SBS Blitz CampaignObjectiveIn the summer of 2006, Microsoft’s server businessencountered the most significant decline in y...
Marketing BI DashboardsObjectiveTo better steer the business and channel by providingin-depth knowledge and performance me...
Incubation Partner ReadinessObjectiveTo assist Microsoft EMEA S&T Incubation in providing abroad program to educate partne...
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Brayzen Technology Marketing Case Studies

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Brayzen Technology Marketing Case Studies

  1. 1. Case Studies Brayzen Showcase
  2. 2. Security MobilizationObjectiveTo build a skilled base of partners who are enrolled in theMSPP security competency and deliver secure solutionsbased on MS technology. To support small- and midmarketcustomers with security assessments. To ensure breadthpartners can articulate Microsoft value proposition aroundsecurity across server and desktop products and increasesmall business customer awareness of the Microsoftsecurity message. Finally, to combat concerns in mid-market around security risks in Microsoft solutionsSolution Results• Campaign Services – support the joint goal setting process Attracted : 4,325 attendees eligible for Microsoft Security between different departments, through market & sales Certification analysis. Provide centralized reporting dashboard yet Adapted : customized course content & delivery methods measuring local reach & effectiveness. dependent on each region’s needs and preferences• Content Services – Developing and localizing content. Deployed : 346 events over a span of 7 months; managed 5 Train-• Deployment Services - Selected channel deployment the-Trainer Events Worldwide methodology, generated event demand, handled all event Delivered to 65 countries – over four different regions (LATAM, APAC, logistics, including subject matter experts & logistics staff North America, EMEA)
  3. 3. Office Ready Launch Objective The Office Ready program fundamentally changes the way in which software is distributed and sold into and through the reseller channel. Office Ready is the pre-installation program in which Indirect OEMs and System Builders install the ‘Office Ready’ image on new PC’s. The objective of the campaign was ensure the channel was informed, trained, and ready for a successful launch of the product throughout Europe, Middle East, Africa regions.Solution• Communication Strategy – weekly communication to a virtual team spread across 7 time zones, 4 continents, and in +30 Subsidiaries. This included designing and drafting all key updates, progress reports, and reporting.• Management Dashboards – measured performance with Results detailed reporting to allow management to steer issues in High Degree of Preparedness in Channel – 38,000 partners trained the channel (run-rates, SKUs mix, Channel Mix) and touched with 1,250 unique pieces of content managed in the• Marketing Support Desk – help desk to questions from the content site; 2,500 email requests handled by the support desk field relating to operations, incentives, distribution for from the field, over 2,800 technical questions answered by the different user groups (Account & Product Managers). support team, and more than 3,100 people helped.• Content Site – built teamsite and indexed marketing materials to help the field with ease of search while show- casing new technologies such as Groove.
  4. 4. WGA Campaign SBC AwarenessObjectiveWindows Genuine Advantage (WGA) is an anti-piracy systemenacted by Microsoft that enforces online validation of theauthenticity of several operating systems when accessingWindow’s services such as security updates. Within the CEEArea (Central Eastern Europe), the high rate of UPC(Unlicensed PCs) combined with diverse challenges ofoperating in an emerging market, meant there were limitedresources to roll-out a campaign such as WGA. The objectiveof this campaign was to create a channel for ‘Greenfield’countries to engage local Distributors and System Buildersand educate them on WGA - subsequently lowering the UPCrates in their markets.Solution Results• Channel Capacity Analysis – assessment of the Broadened the Channel – Local distributors enthusiastically engaged organization’s execution bandwidth in Greenfield markets in WGA execution, thus contributing to building channel (e.g., Balkans and Caucus regions). relationships.• Campaign Execution – rollout of the Partner Readiness Increased Readiness – Level of knowledge about WGA amongst Campaign at the level of local Distributors. This included partners significantly improved, with more than 90% of the channel the distribution of marketing materials, sales and technical touched and 25% trained on the WGA campaign. content, enabling the greater channel reach. Engaged Lower UPC - Results after the campaign, showed that awareness had different business groups (OEM, Windows, and Anti-Piracy improved and UPC rates started to drop in different markets. Team) to support the program, organizing local v-teams and training them.
  5. 5. OEM Partner CenterObjectiveMoving towards a digital marketing strategy for the OEMchannel in order to interact with System Builders andIndirect OEMs, Microsoft choose to build a global contentplatform to offer the most important technical informationand knowledge to the breadth of the OEM channel. Theplatform had to also ‘right-size’ itself to meet the varyingsizes and maturity of different Subsidiaries across the world.Solution• Interactive Localised Website – created a template site which could be replicated and localised, offering content to authorised distributors, readiness material, marketing collateral, product info, and Technical Support (drivers and downloads)• Content Fulfilment Process – designed a process that balanced the needs of a centralised content and hosting at Corp (technical updates) with local information Results (Distributor contact info) while allowing all OEM partners Expanded the Breadth Channel – rolled out several sites for smaller to have a consistent user experience across EMEA. Subsidiaries in Middle East Area and expanded mature subs (WE),• Investment Model – that pooled organization resources providing the OEM partners with a deeper connection to Microsoft. to work more efficiently allowing small Subs to scale with low budget impact, min amount of time, and maximum committment.
  6. 6. Build Server Build BusinessObjectiveIn 2005, with the PC market moving at a fast pace and small& mid-sized business (SMB) adapting to this trend byincreasing the number of PCs, Microsoft and Intel initiated ajoint promotion of servers to the System Builder Channel.(SBC) Part of the challenge in this campaign, was to reachthis large breadth channel in the most cost-effective way,without losing the depth of communication. A new,attractive and innovative way of training needed to befound.SolutionCompelling content - In order to promote the Microsoft andIntel Servers and provide the SBC with a selling mechanism,Brayzen advised the two companies and provided them withthe value proposition, talking points and delivery model.Online Training Production – At this time, online training was Results:new and innovative, but not yet professionally produced from aprocess- or technical perspective. Brayzen standardized demand •High reach to partners against low costs – using specificgeneration-, technical setup as well as content review content, demand generation and production processes forprocesses, in order to maximize the reach as well as impact of online training.the online events. •Measured impact – reporting not only on numbers ofReporting & Measurement – Having learned from experience, attendees, but on 14 specific KPIs, measuring training impactthat the effect of online training is difficult to measure, Brayzen as well as effectiveness.developed a standardized metrics reporting around the specificKPIs of online training
  7. 7. SBS Blitz CampaignObjectiveIn the summer of 2006, Microsoft’s server businessencountered the most significant decline in years which tookMicrosoft a great deal of efforts to recover from its impact.To avoid the same mistake and to run ahead of competitorsin 2007 (FY08), Microsoft decided to launch a ServerSummer Blitz campaign to incentivize main distributors tosell more products and to gain in-depth marketunderstanding of the reseller environment.Solution•Sales Incentives: Driving distributors SBS Sales, by providingprizes to their sale agents.•Reseller Intelligence: Distributors’ sale agents can increasetheir winning chances by conducting a short survey on resellers.•Communications: Posters, DVDs, Sales tracking tools, Resultsautomated Survey consolidation tools, a Groove site, and bi- 31% average increase on sales during the campaign in the 14weekly newsletters were provided to participating participating areas/subsidiaries, compared to same length ofAreas/Subsidiaries. period prior to Summer Blitz. More than 1,300 surveys were•Execution speed: Campaign duration varied from 4 to 9 wks received which provided unique insights on resellers’ market•Reporting: Brayzen prepared the final ROMI analysis and behaviors and their expectations on Microsoft for gainingsummary reports. more sales.
  8. 8. Marketing BI DashboardsObjectiveTo better steer the business and channel by providingin-depth knowledge and performance metrics on theServer, Information Worker and Client products withinthe OEM Group. This included creating KPIs whichidentified ‘lead’ versus ‘lag’ indicators to extend theMarketing Managers’ knowledge of the market andchannel. This allowed for greater insight into markettrends, sales figures, and impact of market and channelmarketing initiatives.Solution• Channel Marketing Dashboard: The development ofthe dashboard which offers a clear, accurate and Resultstimely method for gaining sufficient insight into the • Standarization Process – Area leads, Business groups and Subsidiaries usekey Channel marketing performance indicators to the dashboards in their quarterly business review to help steer theirsupport decision-making at country, Area & EMEA business and support their decision-making process.level. • Increased Market Intelligence and Channel Insight – transformed the• Reporting Service: The management tool for both Microsoft business data into user friendly and easy to comprehendOEM and the Business Group Client (Vista and XP), IW information, the market intelligence and quality of the standard(Office) and Server (Small Business and Windows reporting has increased, creating better insight in the market trends, salesServer) for monitoring the performance and overall figures and the channel marketing.health of the channel.
  9. 9. Incubation Partner ReadinessObjectiveTo assist Microsoft EMEA S&T Incubation in providing abroad program to educate partners on the value of thecurrent Security Tools (ISA; ForeFront, IAG).The overall goals were to build the Microsoft Securityproduct channel, win the confidence of Security vendorsfor the Microsoft product line-up and approach toSecurity; and drive the use of Security training contentthrough the channel. Success • Increased readiness – Increased level of knowledgeSolution on MS Security range among 80 targeted partners• Gap analysis– Channel capacity & capability GAP analysis including within a period of two monthscompetitive channel partner landscape, key market influencers andproduct channel marketing overview • Smooth roll-out of training events within EMEA – rolled-out 10 trainings in locations all across EMEA• Campaign development – Team strategy sessions to determine within a period of two monthsand identify content synergies and delivery strategies. Developmentof a security training “delivery plan” and “content outline” • Positive partner feedback and evaluation - overall rating of 8 out of 10• Events management - Run event demand generation,coordination, registration and reporting in incubation readinesstracker and PLC (Partner Learning Center) `• Supporting infrastructure– Ensured that a content repository,email & channel incubator portal were in place

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