intel市场联盟策略

Slide Title,Body Text,Second Level,Third Level,*,Intel Confidential,1,Alliance Marketing,ISMC course # 016,SMG,February 4-9, 2001,Field Reviewer: Steve Mattos,2,Evaluation Questionnaire,Feedback will be requested of the course attendees at each session of each ISMC course:,Help improve your courses,Complete the evaluation form before you leave,Rate the content and instruction,Tell us who you are,Include comments to clarify,Thanks for your feedback!,3,Agenda,Course Objectives,Key Messages,Alliance Basics,Definition,Objective and strategies,Engagement plan,Key learnings so far,Fellow Traveler Strategy,Account Drill-Down Exercise,Technology Development, Marketing, Sales,Summary,Call to Action,Back Up,4,Course Objectives,After completing this course, you will be able to:,SRM,: Develop account strategies/plans that take into consideration Intels ISV/MCSI alliance activities,BDMs, Non-SRM Field Sales,: Work with the SRM teams to coordinate activities between your end-user accounts, OEMs, MC/SIs, etc with alliance accounts,Geo and Corp. Marketing,: Plan/execute alliance activity within your geography,5,Key Messages,Intel will only execute a small number (10) of ISV/MCSI alliances by end of 2001,Many,covered accounts, ISVs, OEMs, MC/SIs, interact in some way with alliance accounts,The more effectively we ALL coordinate as a sales/marketing world-wide organization, the more ALL of our accounts will benefit from the alliances,6,Business Marketing & Alliance Group,ISV Programs,James Cape,WW E-Business Development,Rich Dunning,Geos,Operations,Field/SRMs,Corp Programs,EBSP/SI,Erik Steeb,Microsoft,Tim Westman,EMEA,Gianni Ercolanni (ISRG),Todd Peters (BMO),APAC,Melissa McVicker (ISRG),John Chen (BMO),IJKK,Noriyuki Sato (ISRG),Y Murata (BMO),LAR,Mauricio Bouskela (ISRG),TBD (BMO),HR: Michaelle Stanford,Legal: Caroline Selfridge*,Finance,Kumar Balabhadra,IBM,Patrick J Murray,Alliances,David Baumgarten,Business Programs,John Skinner,WW Comm Management,Marty Olivero,Web & IeBC,Pam Oliver,Stephannie Brown, Sr. Admin,Deborah Conrad,Vice President, SMG,General Manager, BMAG,Rupal Shah, TA,7,What is an Alliance?,Alliances are contractual business relationships,Multiple years in duration,Intended to create strong and deep relationship,Contains “gives” and “gets” intended to drive business objectives for both companies,Memos of Understanding (MOUs) and Letters of Intent (LOIs) are not alliances,Alliance must be based on mutual need and tied to measurable and meaningful revenue or it will fail,8,Variety of Existing Alliances,Intel,Oracle,HP,BV,Microsoft,C1,Vignette,Dell,Compaq,BEA,Intershop,IBM sw,IBM hw,Proxicom,PWC,Anderson,IXL,Cap Gem,Red Hat,PTC,Rational,Cisco,IBM IGS,A,MarchFirst,SAP,EDS,KPMG,I2,Ariba,Seibel,9,Intel Alliance Objective and Strategies,Objective: Develop mutually-beneficial, worldwide, cross-divisional alliances with category-leading ISVs and solution providers in order to strengthen the Intel e-Business Network as measured by:,Increasing Intel,revenue,in e-business market,through the creation and management of worldwide alliances and relationship that include,IAG, CPG, IOS, etc,Expanding Intel,relevance, credibility, and preference as a leading e-business solutions enabler/provider,10,Alliance Strategy: Revenue,Processors,Increased revenue/market share on IA at the ISV,Influence Compaq, IBM and HP to shift from RISC to IA,Intel Learning Services,IOS,IAG,Scaling service,Future services,CPG,Network Management/Acceleration,Internet appliances sold through OEMs,11,Alliance Strategy: Relevance,Expand Intel,relevance, credibility, and preference as a leading e-business solutions enabler/provider,Technology Enabling,Marketing,Sales,12,Alliance Engagement Strategy,=,Key Result,= Dependencies,= Locally Driven,Define,Mkt Seg,Opptny,Align Pdt.,Roadmaps,-,HW, OS, M-ware,-ISV products,Technology,Enablement,Productize,Competitive,Soln:,perf, support,features, timing,Tune,Solution,(ISC, SILs,etc.),Engage,Develop-,ment,Team,Repeat/,Next,Version,Eng,Plan,Mkt,Availability,Perf.,Data,Go to Market,Enlist,OEMs,FTs,Define WW,Positioning,Obj & Strat.,W/ Geos,Sell,Train,Sales &/or,Channel,Promote,Mktg,Plan,Target,Acct List,Demand,Creation,Proof,Points,Collateral,13,Resources Connected to Metrics,Short-term ($/Resources),Technology enabling to achieve product parity or better,Sales engagement (BDMs, OEM & ISV Salesforces),Channel engagement (MC-SI, etc),Long-term ($/Resources):,Demand creation (Advertising, etc),IA Roadmap synergy,14,Big Impact from Every Effort,Need alliance impact to expand beyond alliance accounts,IA perception problem,Revenue/program expansion beyond one geography and one product,Smart-bombs, not firecrackers,Spend money efficiently,Advertising/channel/sales programs that work together to move Intel to the center of the e-Business engine,15,Alliance Engagement Plan,Phase One:,Microsoft(marketing only)Announced 6/00,E-Markets: Commerce One Announced 10/19/00,Content Management: VignetteAnnounced 10/25/00,E-Commerce: BroadVision Announced 11/1/00,Database/Applications: Oracle, Microsoft, IBM,System Integrators: PwC, CGEY, Andersen, IGS,Phase Two Engagement (2-3 more in 2001),16,Key Learnings So Far,ISVs and MC/SIs are focused on revenue,Extending sales force & sales, charging by the hour,Selling products/projects to Intel and getting our endorsement,Intel must engage with technology, sales and marketing owners at ISVs and many business practice owners at MC/SIs,ISVs are not naturally inclined to be hardware specific and prefer neutrality (nothing can get in the way of revenue),ISVs quickly expanding into the broader e-biz market segments,Oracle expanding into “all” market (e.g. giving away CRM on web),i2/C1/Ariba/BV all selling e-market solutions,Intel is more motivated than the ISV and MC/SI to sell software on leading-edge hardware,“Worldwide” means different things to different ISVs,Fellow travelers are vital to alliance success,17,Working with OEM Fellow Travelers,SCG is working with the OEMs to increase IA server MSS,Target select vertical industries,Collaborate with multi-national and regional OEMs,Define a,unique,collaboration between Intel, OEM and ISV to build/deliver strategic solutions,Help to evolve OEM business models and practices and while acting as a catalyst for WW market change,Align with other Intel solutions: go to market, stack development, channel program alignment,Not business as usual,18,Fellow Traveler Example: BroadVision/Compaq/Intel,Driving OEM bundles and solutions,on IA,to end user and BV channel,Gaining repeatable BKMs in solution stack development,Future ISV/OEM/SEG/SCG engagement,Roll out in each geography as specified by BV,Aligning with OEM on go to market programs,Linkage to other channel and OEM programs,New market program funding,Getting direct traction with end user and BV/Compaq channels,BDM and SRM engagement plan,Matchmaking possibilities,19,Additional Fellow Travelers,SMG will engage with additional fellow travelers in Q1,SCG: Vertical Markets,Microsoft,20,BroadVision Ecosystem,BroadVision,BEA RogueWave,Iona Rational,Verity RSA,Dependencies,OEM,Sun,1,st,Alliance,2/3 BV Sales,HP,1999 Alliance,1/3 BV Sales,IBM,9/00 Alliance,RS6000 Focus,Compaq,9/00 Alliance,IA Focus,Channel,(85% of Sales),PWC,Andersen,HP,Deloitte & Touche,LeapNet,Compaq,Expedior,iXL,CTP,Proxicom,Diamond Technology Partners,Giant Step,Strategic,Premier,ISV,Broadbase,Macromedia,ClearCommerce,CyberSource,Taxware,SCT,Tibco,MOAI,Siebel,Nuance,Aspect,Mercury Interactive,Interwoven,Commerce One,Competitors,ATG,Vignette,BEA,Intershop,IBM WebSphere,Ariba,C1,Oracle,Direct,Blue Martini,Do It Yourself Alternative,Future,MS SiteServer,Open Market,21,Fill in the Blanks for Your Account,Dependencies,OEM,Channel,(XX% of Sales),Strategic,Premier,ISV,Competitors,Direct,Do It Yourself Alternative,Future,Account Name:,22,Technology Enabling,Not just IA enabling,Engineering where necessary (Intel, account, ISV, etc),Performance enhancement,Bench marketing,Engineering development,Influence,Architecture of ISVs products,Deployment recommendations,Solution architecture,Network edge, front end mid tier backend,Educate,23,Alliance Marketing: Rules of Thumb,Every alliance is different,Different mix of IA product,Different market segment positions,Different channels,Different geography priorities,Different end-user targets,Every alliance is the same,Revenue is king,Aligned with at least one IA OEM,Significant commitment to develop and/or market parity or better products on IA,Marketing programs are contingent on product availability,Engineering plans precede marketing plans,24,Alliance Marketing Overview,Marketing is not just going to an ISVs trade show or writing a case study,Must do discovery and planning before execution,Rules of Engagement,Marketing,Discovery,Marketing,Execution,Marketing,Planning,Strategy Set,Programs Defined,Identify joint opportunities, contingencies & issues,Flag geography priorities,Set direction and priorities,Identify key players,Plan(s) developed,Geo resources allocated,Positioning developed,Messages finalized,Programs developed,Production begins,Projects deployed,locally,25,Marketing Roadmap:,BroadVision (WIP),Products,Messages,Q4 00 Q201 Q4 01 Q2 02Q4 02,Intel,BV on IA,Intel,BV,IA 32,BV 5.5,BV 6.0,BV 6.X + . . .,Mktg Prgms,(Introduced in Phases),IA 64,Mission Critical,New IA server campaign (IA 32 & 64),BV-on-IA Sales Collateral development,Sales Trainings, Vertical Events,PR, Co-Advertising,(print, radio, etc.),Direct marketing, Web promotions,Case Studies, IIP,Corporate Messaging,Product Messaging,26,Balancing the Marketing Mix,Drive Relevance,for Intel brand,(Strong IA story already in place),Change ISV,behavior (Encourage,parity +development),Spectrum of Strategic Objectives,Aggressive Advertising,and Promotion,Market Development,Training, Seminars, Case,Studies, etc.,Alliance Marketing Activities,27,Technology Selling Environment,(according to the BDMs),Role of technology at Fortune 500 companies continues to expand,Both cost and revenue opportunity matters,Technology can be the main may to touch the customer,Black and Decker, Intel,Current e-Business engagements are larger in Scale and require integration of many different skills,Increased emphasis on ecosystems and alliances,Internal and external time to market pressure increasing,Benefit to IA,Lack of skills in-house for key e-business implementations,Huge opportunity for Intel to add value,28,Cooperative Selling with Intel Alliance Accounts,Need to touch,all parts,of the selling process on a,worldwide,basis:,Define high-level objectives and align,What specifically will you accomplish together?,Divide and conquer w/ the appropriate company,Define the end-user value that each party will deliver,Establish trust,Develop and execute training,Agree upon contact list,Develop appropriate incentive,Document dispositioning plan,Intel and the ISV can win together,29,Summary,Intel will only execute a small number (10) of ISV/MC/SI alliances by end of 2001,Many,covered accounts, ISVs, OEMs, EBSPs/SIs, interact in some way with ISV/MC/SI alliance accounts,The more effectively we ALL coordinate as a sales/marketing worldwide organization, the more ALL of our accounts and end users will benefit from the alliances,Your Intel Account Matters!,30,Call to Action,SRMs: Drill down your accounts and develop a strategic account plan. Particularly important for alliance accounts,Geo Marketing: Start to work alliance activity into your geo marketing plans,Non-SRM Field: Work with SRMs to include your accounts in overall alliance activity when appropriate,Marketing efforts will be most effective when activities are in sync,31,Back Up,32,Intel Solution Program Framework,Strategic,Breadth,Importance to Intel,Core Techs,ASPs,MC/SIs & EBSPs,Applications,Market,Makers,Leaders,Masses,Tiered playing field,Go-to-Market orientation,Shared Risks & Reward,Indirect,(IeBC),Direct Contact,(SRM, AE),Alliances,(Formal, large,agreements),33,