Training to product sales team regarding services offers and services business

1. ca.com
Technology Services Business Unit
Position, Prove, Deliver
Services & Education Business
Sales Training

2. § TS & Structure
§ Sales Opportunity Cycle
§ Services Toolkit (EMM, BPL, PMO)
§ Services Offerings Approach
§ Services Immediate Actions
§ Types of Projects
§ Education
§ Final Recommendations
Agenda

3. What is CA-Technology Services?
§ Our Mission is to position, prove and deliver our
technology solutions to address customers’ business
needs.
§ Comprised of technical pre-sales, professional services,
and education.
§ Our solutions, working

4. Tech Services Structure Model
Head of Sales
Regional
Manager
Sales Mgr
EM
SM-IM SM-MF
SM-EM SM-IM SM-MF
Area
Manager
Regional
Manager
Head of
Technology
Services
– Direct
BTs
– Indirect
BTs
– Architects
– Project
manager
– Delivery
consultants
– Delivery
partners
Senior BT Consulting
Manager
Delivery
Manager
Central
Services
– Solution
Center owner
– Trial /RFP
manager
– SBO/Busines
s manager
(RBC)
– PMO/Risk
manager
(DO)
– Pre-sales
consultants
Area
Manager
SAG Senior
BT

5. Sales Opportunity Cycle
Sales >
Pre-Sales >
Delivery >
Function
Scope Project and Sell
Technical
validation Yes/No
Pre-Sales
Consultant Sales
§Architect scopes product
and services solution with
Pre-sales support
§Project manager initiates
and coordinates SoW during
technical validation with
architect support
§BT acts as gateway into
technical organization,
identifying integrated
product and services
opportunities
Create Opportunities &
Determine Need
Translation
to technical
opportunity
Account
planning and
business
problem
identification
Sales
Business
TechnologistLead >
Deliver Project
Project
planning Deployment
Project
Manager
Project
Manager
§Sales/CRO regularly
visits customer to
assess customer
satisfaction and
communicate
feedback
§Delivery managers
monitor all
implementations (e.g.,
CA, customer-led, 3rd
party ) in their region
Provide Ongoing Support
Ongoing product/
implementation support
Sales/CRO

6. Engagement Management Model
http://emm.ca.com/

7. BPL – Best Practices Library
• Repository with Best Practices – proven success
methods & practices to implement technology.
• Project Management Methodology of following PMI
standards.
• Portuguese and Spanish templates of the Project
Management Methodology that must be compliant with
ISO 9001:2000.
• Project Managers certified by PMI since 1999.

8. PMO
Commitment to Quality
§ SOW’s Reviews.
§ Perform audits to assure ISO compliance levels of all projects.
§ Set the standard for Project Manager skills and PMI (Project
Management Institute) certification.
§ Drive adherence to and continuous improvement of the EMM
and PMM (Project Management Methodology).
§ Partner with the Area and Regional Managers to understand,
manage, and minimize the risk in current and proposed
projects/engagements.
§ Ensure that services partners are compliant with our
methodology.
§ Our Strategy: Integrate Sales and Delivery Model
– Presentations of PMM for Clients during the Pre Sales
process

9. Services Offerings Approach
Pre-
Implementation Implementation
Post-
Implementation
Ongoing
Support
– Consulting
– Assessment
– Installation
– Competitive Repl.
– Upgrade
– Migration
– Prem. Support
– Staff Aug.
Distributed
Tier 1: Highest Focus
Tier 2
Tier 3
Tier 4: No Focus
Key examples
– Base Unicenter
– Service Desk
– Software Delivery
Mainframe
Other
Unicenter®
AllFusion™
eTrust™
BrightStor™
CleverPath™
Advantage™
– Single Sign-On (SSO)
– Access Control
– Admin
– Audit
– Non- technology
– Case management
– Medical imaging
– Storage Resource
Manager
– Aion®
– Portal
– Reporter
– Harvest
– Gen/Plex
– Ingres®
– CA-ACF2® (eTrust)
– CA-Vtape™ (Brightstor)
– CA-IDMS ® (Advantage)
– Endevor® (AllFusion)

10. Services Offerings
§ H0 Services – Pre-defined $
§ Packaged Services – Scoped within defined range ($
to $)
§ Customized SOWs - $+
§ Premium Support (after business review)

11. H0 Services
Objectives
§ Offer sales friendly implementation pricing and shorten H0 product sales cycle
§ Provide sufficient implementation services to ensure:
§ Ensure client technical success
§ Deliver agreed outcome/value
§ Enables conversion to a non-H0
§ Facilitate creating our clients’ success
Assumption
– Implementation costs to be commensurate with product pricing
– ’Fence’ around the scope and deliverables
Services Offerings

12. Packaged Services
§ Extend initial deployment success and value of products in customer site.
§ Pre-Architected, defined service based on Best Practice Library.
– Flexible within limits to provide different options that ensure customers will
see value proposition of products.
§ Fixed fee:
– Fixed Outcome ($ - $)
§ Outcome-based:
– Based on value proposition for customer.
§ Hourly rate: To be evaluated
Services Offerings

13. Customized SOWs
§ Tailor products to meet customer-specific requirements.
§ Custom-architecture.
§ Price defined by customer requirements.
§ Higher risk to (higher rate for Tech Services).
Services Offerings
Premium Support (under business review)
§ Extended support to customers.
§ SLA Based.
§ Requires infrastructure.

14. Complexity/
Customer Value
Time/$ Cost
H0
Packaged
Services
Custom
SOWs
Pre-packaged solutions
Services Offerings Approach

15. Services Immediate Actions
§ Services Pack Proposal before a SOW - if the opportunity moves
forward, SOW will be developed.
– Services Proposal is a resource, a ‘selling tool’ not a SOW.
§ Streamline Services workflow (life cycle).
§ Project Manager and Deliver Manager acting more in the pre-
sales phase (time report for it)
§ Technical continuity (hand over process, from pre sales to
delivery).
§ Services should act as the eyes and ears in customer site looking
for new product/services opportunities (help developing stronger
relationship, acting as trusted advisor, etc).

16. Services Opportunity Life Cycle
Sales Executive
Step 1 – Services Proposal
Step 2 – SOW
Step 3 – Services Contract
PSA
SOW
Sign
PM Support
Legal
Finance{

17. Services Opportunity Life Cycle
Delivery/PMO (*) SVA Local Controller
SOW
- Prepare Services Proposal
- Request BAF approvals
Customer
- Check Paperwork
- Keep BAF
- Sign Paperwork
SOW
PSA
Proposal
- Proposal reviewed
- Customer asked
for a SOW
Proposal
BAF
- Deliver prepares SOW
- PMO Review & Approve SOW
Legal
PSA
SOW
BAF
- Sign Paperwork
Sales
Proposal
SOW SOW
-SOW agreed PSA
SOW
- SE issue PSA and
print the SOW for
internal signature
PSA
SOW
BAF
- PMO review &
approve paperwork
-IF NON-Standard Paperwork,
requires Legal Review &
Approval
SOW
PSA
- send docs to customer
SOW
PSA
- sign PSA and SOW
- Keep one copy
SOW
PSA
SOW
PSA
- Book the deal
- File the PSA/SOW
Accounting Set-up

18. § Rule 1
§ Rule 2
§ Minimum margin is required, no exceptions
Pricing Rules
§ Travel & Expenses
Ø 1o.) Customer assumes T&E of project - consultants and
Project Manager (flight tickets, hotel, meals, etc) - directly.
Ø 2o.) Customer accepts to pay T&E thru ‘Nota de Débito’.
Ø 3o.) T&E are included in the total price of the project – as this
will be a project cost component, must apply margin on this
component.

19. Pricing FY04

20. Competitors Price

21. Project Types and Payment Terms

22. § Natural demand - Technicians usually are willing to attend to
courses driven by career development.
§ Training budget – The money is there (either at I/T or HR): The
I/T Mgr may need your help.
§ Awareness of our software generates product & services
demand.
§ Education proposals allows account activity, even if there is no
product opportunity directly associated.
§ Commission + increase in your quantity of deals.
Education

23. Education
§ Types of offers:
– Instructor leading training – ILT
– Computer based training – CBT
– TCU Bank – Client buying a specific quantity of TCUs
to be “burned” in an specific time period: Use it for big
proposals that worth the post sales effort.
Closed Groups
Open Classes

24. Education
§ General courses offering: Check our intranet at
canet.ca.com/edu/edu.htm
§ Focus training programs: See list distributed by education team.
§ Proposals: Ask for support, our team is prepared to rapidly
respond ()
§ Show your client how to
check at ca.com under
support/education –
learning paths

25. Sales Wep Plan

26. Recommendations
Things not to say:
• Client will not pay this !!! (before presenting a services proposal
to customer).
• This price is to high (without comparing value added and options)
• Reduce (quit) PM time (we need to have this to assure quality)
• Competitor is cheaper (let’s compare apples to apples)
• This client is strategic… This is the iceberg’s tip…
Things not to say to the client:
• This technology is simple … You don’t need services or training.
• You don’t need a Project Manager. I will reduce PM time.
• We can do all that you want.
• You can contract any partner directly. It will be cheaper.

27. Recommendations
Things to say:
• Nobody know our technology better than us.
• We have best practices, success proven experience.
• We are a ISO9001:2000 company.
• Our services price is compatible with the value that we
delivery and market practices.
• We have Project Managers certified by PMI to ensure
project success.

28. Recommendations
Tech Services is able to help you to
position and prove our solution value to
our customers. Use our structure/team to
show to the customer why and how we
can add value. Everyone in our structure
is able to tag along SE’s in the accounts
to defend your proposal.

29. Reference Clients

30. Thank You