intel市场联盟策略

IntelConfidentialISMC2001Course016IntelConfidentialAllianceMarketingISMCcourse#016SMGFebruary4-9,2001FieldReviewer:SteveMattosIntelConfidentialISMC2001Course016EvaluationQuestionnaireFeedbackwillberequestedofthecourseattendeesateachsessionofeachISMCcourse:HelpimproveyourcoursesCompletetheevaluationformbeforeyouleave–Ratethecontentandinstruction–TelluswhoyouareIncludecommentstoclarifyThanksforyourfeedback!IntelConfidentialISMC2001Course016AgendaCourseObjectivesKeyMessagesAllianceBasics–Definition–Objectiveandstrategies–Engagementplan–KeylearningssofarFellowTravelerStrategyAccountDrill-DownExerciseTechnologyDevelopment,Marketing,SalesSummaryCalltoActionBackUpIntelConfidentialISMC2001Course016CourseObjectivesAftercompletingthiscourse,youwillbeableto:SRM:Developaccountstrategies/plansthattakeintoconsiderationIntel’sISV/MCSIallianceactivitiesBDMs,Non-SRMFieldSales:WorkwiththeSRMteamstocoordinateactivitiesbetweenyourend-useraccounts,OEMs,MC/SIs,etc…withallianceaccountsGeoandCorp.Marketing:Plan/executeallianceactivitywithinyourgeographyIntelConfidentialISMC2001Course016KeyMessagesIntelwillonlyexecuteasmallnumber(~10)ofISV/MCSIalliancesbyendof2001Manycoveredaccounts,ISVs,OEMs,MC/SIs,interactinsomewaywithallianceaccountsThemoreeffectivelyweALLcoordinateasasales/marketingworld-wideorganization,themoreALLofouraccountswillbenefitfromthealliancesIntelConfidentialISMC2001Course016BusinessMarketing&AllianceGroupISVProgramsJamesCapeWWE-BusinessDevelopmentRichDunningGeosOperationsField/SRMsCorpProgramsEBSP/SIErikSteebMicrosoftTimWestmanEMEAGianniErcolanni(ISRG)ToddPeters(BMO)APACMelissaMcVicker(ISRG)JohnChen(BMO)IJKKNoriyukiSato(ISRG)YMurata(BMO)LARMauricioBouskela(ISRG)TBD(BMO)HR:MichaelleStanfordLegal:CarolineSelfridge*FinanceKumarBalabhadraIBMPatrickJMurrayAlliancesDavidBaumgartenBusinessProgramsJohnSkinnerWWCommManagementMartyOliveroWeb&IeBCPamOliverStephannieBrown,Sr.AdminDeborahConradVicePresident,SMGGeneralManager,BMAGRupalShah,TAIntelConfidentialISMC2001Course016WhatisanAlliance?Alliancesarecontractualbusinessrelationships–Multipleyearsinduration–Intendedtocreatestronganddeeprelationship–Contains“gives”and“gets”intendedtodrivebusinessobjectivesforbothcompaniesMemosofUnderstanding(MOUs)andLettersofIntent(LOIs)arenotalliancesAlliancemustbebasedonmutualneedandtiedtomeasurableandmeaningfulrevenueoritwillfailIntelConfidentialISMC2001Course016VarietyofExistingAlliancesIntelOracleHPBVMicrosoftC1VignetteDellCompaqBEAIntershopIBMswIBMhwProxicomPWCAndersonIXLCapGemRedHatPTCRationalCiscoIBMIGSAgency.comMarchFirstSAPEDSKPMGI2AribaSeibelIntelConfidentialISMC2001Course016IntelAllianceObjectiveandStrategiesObjective:Developmutually-beneficial,worldwide,cross-divisionalallianceswithcategory-leadingISVsandsolutionprovidersinordertostrengthentheIntele-BusinessNetworkasmeasuredby:IncreasingIntelrevenueine-businessmarket–throughthecreationandmanagementofworldwidealliancesandrelationshipthatincludeIAG,CPG,IOS,etcExpandingIntelrelevance,credibility,andpreferenceasaleadinge-businesssolutionsenabler/providerIntelConfidentialISMC2001Course016AllianceStrategy:RevenueProcessors–Increasedrevenue/marketshareonIAattheISV–InfluenceCompaq,IBMandHPtoshiftfromRISCtoIAIntelLearningServicesIOSIAG–Scalingservice–FutureservicesCPG–NetworkManagement/Acceleration–InternetappliancessoldthroughOEMsIntelConfidentialISMC2001Course016AllianceStrategy:RelevanceExpandIntelrelevance,credibility,andpreferenceasaleadinge-businesssolutionsenabler/provider•TechnologyEnabling•Marketing•SalesIntelConfidentialISMC2001Course016AllianceEngagementStrategy=KeyResult=Dependencies=LocallyDrivenDefineMktSegOpptnyAlignPdt.Roadmaps-HW,OS,M-ware-ISVproductsTechnologyEnablementProductizeCompetitiveSol’n:perf,support,features,timingTuneSolution(ISC,SILs,etc.)EngageDevelop-mentTeamRepeat/NextVersionEngPlanMktAvailabilityPerf.DataGotoMarketEnlistOEMs,FTsDefineWWPositioningObj&Strat.W/GeosSellTrainSales&/orChannelPromoteMktgPlanTargetAcctListDemandCreationProofPointsCollateralIntelConfidentialISMC2001Course016ResourcesConnectedtoMetricsShort-term($/Resources)–Technologyenablingtoachieveproductparityorbetter–Salesengagement(BDMs,OEM&ISVSalesforces)–Channelengagement(MC-SI,etc…)Long-term($/Resources):–Demandcreation(Advertising,etc)–IARoadmapsynergyIntelConfidentialISMC2001Course016BigImpactfromEveryEffortNeedallianceimpacttoexpandbeyondallianceaccounts–IAperceptionproblem–Revenue/programexpansionbeyondonegeographyandoneproduct–Smart-bombs,notfirecrackersSpendmoneyefficiently–Advertising/channel/salesprogramsthatworktogethertomoveInteltothecenterofthee-BusinessengineIntelConfidentialISMC2001Course016AllianceEngagementPlanPhaseOne:–Microsoft(marketingonly)Announced6/00–E-Markets:CommerceOneAnnounced10/19/00–ContentManagement:VignetteAnnounced10/25/00–E-Commerce:BroadVisionAnnounced11/1/00–Database/Applications:Oracle,Microsoft,IBM–SystemIntegrators:PwC,CGEY,Andersen,IGSPhaseTwoEngagement(2-3morein2001)IntelConfidentialISMC2001Course016KeyLearningsSoFar