2010 GTM Plan for All Accts
by Thad Steele
1. Targeted CBIs
1.1. customer acquisition customer service
1.1.1. - business owner - IT owner - web & audio reseller
1.2. reduce travel improve productivity
1.2.1. - business owner - IT owner - web & audio reseller
2. Targeted CBIs Led by Visionaries
2.1. customer acquisition customer service
2.1.1. process: websites / phone / fax / email - business owner - IT owner
2.2. worker productivity extend legacy systems
2.2.1. process: mobile / external - business owner - IT owner
2.3. regulatory compliance
2.3.1. process -business owner -IT owner
3. SE: Jake Shapiro
3.1. Stage 1 - describe at least three value propositions by acct. - whitespace by account - notify current customers and prospects of continuing education seminars and websites Stages 3 - 5 - uses cases by account - proof points - information sharing Google Docs and Wave (each customer contact)
4. Partners: Dave Pilgrim
4.1. Stages 1 - 2 - suggest three value props/acct - SIs by account, schedule discovery meetings - suggested SIs, schedule discovery meetings - tactical partners, schedule discovery meetings - information sharing Google Docs and Wave (each customer contact)
5. Consulting: Mitchell Schwartzwald
5.1. Stages 1 - 2 - suggest three value props/acct Stages 3 - 7 - references by account - use cases by account - develop success plan including rollout, partners, PS participation
6. Field Marketing: Lisa Parillo
6.1. - Jigsaw lists: CIO, Sales, CMO, CFO, Regulatory
6.2. - Connect user group - Carlson & Target enterprise web conferencing
6.3. - LiveCycle user group - UHG, Mayo, & Medtronic why we use LiveCycle
6.4. - Connect campaign - less money, easier access
6.5. - LiveCycle campaign targeted at rev gen processes that could be mobile
6.6. - BAO - focus on directors of sales, BU process owners, IT process owners
6.7. - prospecting - Leadbridge reports for HealthPartners, Securian, Medica
6.8. - further relationships - MN Wild game, Xcel Energy Skating, Twins
7. NAM: Thad Steele
7.1. Stage 1 Pre-call - acct. overview by BU, customer process, internal process - determine revenue channels (B2C, B2B, web, in person, phone) - determine how CEO is paid - define CBIs and challenges from 10Q, 10K, analyst calls, news - qualifying questions (team effort) - solution value (team effort) Stage 2 Prospect - call blitz list of leaders by CBI - lead champion to help further customer deployments - initiate targeted marketing campaigns by CBI - SIs - entice and discover - Connect partners (when is contract up, can we do a pilot) Stage 3 Opportunity Qualification - qualifying questions (team effort) - sketch ROI analysis
7.2. Stage 4 Circle of Influence - CBC visits - executive sponsors - qualifying questions (team effort) - engagement plan template - executive sponsor letter Stage 5 Solution Definition and Validation - in-depth account discover - solution design - ROI analysis - executive sponsor Stages 6 & 7 Customer Commit / Execute to Close - contracts (Heather Sumner, Peter Runyan) - PAR (Heather Sumner) - information sharing Google Docs and Wave (each customer contact)