Transcript Go-to-Market and Launch Planning Guide

Go-to-Market and
Launch Planning Guide
Citrix Service Provider Program
Need Help?
[email protected]
3
© 2014 Citrix. Confidential.
Launch Overview
Name:
Sourced from the Messaging and Positioning Guide
Key Dates:
Positioning:
Packaging and Pricing:
Key Partnerships:
Sales Strategy:
Announcement and
Marketing Strategy
Training Strategy :
4
© 2014 Citrix. Confidential.
Sourced from the Messaging and Positioning Guide
Sample Key Milestones
2014
Jun
Jul
Project
Commit
Aug
Tech Preview
Sept
2015
Oct
Nov
Pilot
Dec
Jan
Public
Launch
Milestones
Internal Milestone
or Event
Business Strategy
Technical
Readiness
Milestones
Go-to-Market Plan
Sales Enablement and Execution
© 2014 Citrix | Confidential – Do Not Distribute
Feb
Mar
Apr
May
Naming, Pricing and Packaging
•Detailed information on naming, pricing and packing of your solution.
•Include any early release efforts (Pilots, Beta Programs)
6
© 2014 Citrix. Confidential.
Sales Strategy
Summarize the sales strategy for selling your hosted services
Describe role and contribution of your teams that are expected to drive sales:
• Inside sales, Named account teams, Sales specialists, Systems engineers (SEs), etc.
Include…
•
•
•
•
7
Timing of sales efforts by area or geo
Sales and technical training requirements
Overview of required sales tools
Sales quota planning and strategy
© 2014 Citrix. Confidential.
Risk Mitigation Table
Category
8
Description
Status
Technical

Business

Marketing

© 2014 Citrix. Confidential.
Owner
Mitigation
Plan
Dependencies
ETA
Messaging & Positioning
Simple Position Statement
10
1
Benefit 1
2
Benefit 2
3
Benefit 3
© 2014 Citrix. Confidential.
Sourced from the Messaging
and Positioning Guide
Strategic Features
1
Feature 1
2
Feature 2
Sourced from the Messaging
and Positioning Guide
11
3
Feature 3
4
Feature 4
5
Feature 5
© 2014 Citrix. Confidential.
Business Buyer
Key Messages
A
B
C
Benefits
A
B
C
12
© 2014 Citrix. Confidential.
Technical Buyer
Key Messages
A
B
C
Benefits
A
B
C
13
© 2014 Citrix. Confidential.
Launch Plan
Sample Go-to-Market Work Stream
2014
Jun
Milestones
Jul
Project
Commit
Aug
Sept
Tech Preview
2015
Oct
Nov
Dec
Pilot
Jan
Feb
Public
Launch
Internal Milestone
or Event
Go-toMarket
Milestones
Activities
MSD &
G2M Plan
Complete
Core
Sales
Tools
Complete
Marketing Preparation
• Messaging
• Marketing and launch plan
• PR/AR Plan
• Content development
• Sales and customer tools
• Website
© 2014 Citrix | Confidential – Do Not Distribute
Core
Customer
Tools
Complete
All
Launch
Deliverables
Complete
Pilot Program
• Internal training
• Customer references
• Feedback loop
Launch
• Live launch event
• Social media
• Press Release
• AR/PR/IA Briefings
Mar
Apr
May
Core Marketing Deliverables
• Customer
• Customer Presentation
• Sourced from MSD
• Product Brochure
• Sourced from MSD
• Product Datasheet
• Sourced from MSD
• Product Video
• TBD
• Customer Demo
• TBD
•Messaging
• MSD Guide
© 2014 Citrix | Confidential – Do Not Distribute
• Sales
• Selling & Positioning PPT
• Templates provided
• Sales Reference Card
• Template provided
• Pricing Guide
• FAQ
• Demo Guide/Script
• Launch
•
•
•
•
•
•
Launch Event
Press Release
IA/AR/PR Strategy
Social Media Strategy
Customer Newsletter
Website Go-Live
Sample Data Provided
Sales Readiness Plan
17
Audience
Readiness Goals
Planned Activities
Inside Sales Team
•Train sale organization on how to sell our
hosted desktop solution
•Ability to being engaging with customers
by X
• Introduction webinar
• Live, full day training
Channel Sales Team
•Train channel organization on how to sell
our hosted desktop solution
• Introduction webinar
• Live, full day training
© 2014 Citrix. Confidential.
Sample Data Provided
Support Readiness Plan
18
Audience
Readiness Goals
Planned Activities
Technical Support
Team
•Train support organization to handle all
level 1-2 technical support calls.
• Introduction webinar
• 2 days of hands on training and troubleshooting
• Training videos, knowledge bases and
troubleshooting guide
© 2014 Citrix. Confidential.
Operations Readiness Plan
Audience
Operations team
19
© 2014 Citrix. Confidential.
Readiness Goals
Planned Activities
Need Help?
[email protected]
20
© 2014 Citrix. Confidential.
WORK BETTER. LIVE BETTER.
21
© 2014 Citrix. Confidential.