WebSphere 6.0 Launch Seminar Deployment CAR

Transcription

1 WebSphere 6.0 Launch Seminar Deployment CAR by Celia Yeung Oct 8, IBM Corporation

2 Tactic: WebSphere 6.0 Launch Seminar Overview : IBM is set to launch a new version of WebSphere Application Server (6.0). This is WebSphere's most important product launch this year, for WAS is one of the leading products WebSphere has to offer and it has significant benefits to customers. In simplest terms, WAS allows businesses to conduct business over the internet. Objectives : To articulate to customers and prospects the value of WebSphere Application Server version 6.0 and turn a customer/prospects AWARENESS in WebSphere to INTEREST. We are trying to educate the customer on the added values of WAS v6.0 and move a customer to this platform from 3 areas: Customers who have a limited license of WAS and move them to greater functionality. Customers who have WAS at the enterprise level but have not made a decision at the department level. WAS v6 will introduce a lower price-point with high functionality. Prospects that have not made a decision on their application server or are running a freeware/shareware application server 2

3 Target Audience : Retention : WebSphere installed, includes Cluster GMB (includes those indicate the propensity to buy WebSphere) iseries, with WAS Express (i.e. all 8xxx model) Acquisition : Competitive Application Server installed (e.g. Oracle, BEA, MS) MIS under MIS WAN Lists (assuming app server installed should be using WAN) OE survey with web infrastructure interested Contact profile : CIO, IT Director/Mgr, IT Architect, Application Development Mgr, Customers who have made an enterprise decision with IBM and WAS but have not made a departmental decision on an app server or who have WebSphere Application Server Express and we can up sell them with WAS v6.0 3

4 Estimated Sizing : around for retention and for acquisition (before deduplication with MSM, need to be verify by Angela) Data Profile : (TBC by Angela) At contact level At account level Estimated Budget : 4K 4

5 Key Messages : Support for standards based messaging and the latest Web services standards lets you reuse existing assets, increase your return on existing investments and lower your total cost of ownership Do more with less by scaling quickly and securely with optimum resource utilization across the broadest set of platforms in the industry Eliminate lost business opportunities with near continuous uptime for mission critical applications Event Details : Event Date: Nov 22, 2004 Time: 2pm - 5pm Venue: Rm Mckinley, Pacific Place Conference Center 5

6 Planned Response Rate : 3% (Retention), 1 % for (whitespace) for enrolment => 80 contacts/50 accounts Offerings : IBM WebSphere Application Server is a high-performance and extremely scalable transaction engine for dynamic e-business applications. The Open Services Infrastructure allows companies to deploy a core operating environment that works as a reliable foundation capable of handling high volume secure transactions and Web services. 6

7 Target Lead and Win revenue : VLR: 10 leads/200k WR: 4 leads/80k Lead Management : 1. OI : Client rep / ITSR/ ITSR / LDR All of the collected feedback forms will be passed to the OIs for opportunity verfication. Prospects criteria to be defined with Software Specialty **MRC will follow up all "no feedback form" attendees and "no show" customers, pass identified oppties to the corr. OOs. 2. OO For Software Oppts: Oppt in Cluster -> Software sales reps for cluster, All others, If Oppt >25K -> Software sales reps for GMB If Oppts < 25K -> Software tele sales (issrs) For HW oppts -> HW Sales Reps by Account Converage Map 7

8 Data Awareness Interest Desire Action Data Analytic - RM Target: CIO/IT mgr Director/Mgr, IT Architect, Application Development Breakdown: (a/cs) i = p = x = SSG = PCD = Tivoli = DB2 = Lotus = AIM = Inf = Others = Data Source: MSM MIS Database Leverage PR - via PR activities to build product awareness and technology leadership Leverage monthly enewsletter Target : IBM installed customers Msg: Technology leadership Tactic : enews Date:Bi- Monthly Leverage OE Campaign Target : IBM installed customers Msg: IBM provides an robust operating environment (OE) Tactic : Technology Series Date : May/Sep Tactic 7: Product Specific ROC Target : (CIO,IT), non-lotus installed Offer: Common Store - archiving Date: wk of Mar 15 Budget: $0.5K Retention Campaign Tactic 8b: Brand Specific Tactic 1A: NT Migration Tactic 1B: Tele Technology Announcment Target: (CIO/IT), GMB Follow up by Event Client (WAS V6) Tactic 8a: Brand Specific Retention, emp size 50+ rep/ ROC Target : (CIO,IT), Technology Announcment Tactic: edm Target : (CIO,IT) WebSphere Installed Tactic edm + DM (WAS Offering: NT Migration (HW, Date: wk of Feb Offer: 9 WAS V6 and WBI offer V6) SW, Services) Date: 22 Nov Target : (CIO,IT), Date: wk of Feb 2 Budget: $0.5K WebSphere Installed Budget : $0K Offer: WAS V6 and WBI offer Date: 22 Nov Tactic 2A: Budget: Content & $0.5K IT Mgmt Tactic 2B: Content Target: (CIO/IT) IBM installed, Tactic 2C: Tele Follow & Info. Mgmt Cross Ind, emp size 100+ up by Client rep/ ROC Seminar Tactic: edm Target : Attendee of the Target : (CIO,IT), Offering: Content Mgmt + Preregister for Content Mgmt IBM installed, Cross seminar Date: early April Seminar Ind, emp size 100+ Date: end Feb/early Mar Budget : $0.5K Date: wk of Mar 22 Budget: $2K Tactic 2D: Send Event Tactic 3: Product Specific Archive for nonattendees ROC Target : (CIO,IT), Selected Target : Non-Attendee IBM installed of the seminar Offer: pseries Trade-in Offer : Event archive Date: wk of Feb 16 Date: End Mar Budget: $0K Tactic 4: Product Specific ROC Target : (CIO,IT), Selected IBM installed Offer: TSM for System Backup and Recovery Date: wk of Feb 23 Budget: $0.5K Tactic 5: Product Specific ROC Target : (CIO,IT), iseries Offer: RTGS Date: wk of Mar 1 Budget: $0K Tactic 6: Product Specific ROC Target : (CIO,IT), DB2 installed Offer: Tivoli Storage for DB2 (Tape Library 3582, IGS implmentation ) Date: wk of Mar 8 Budget: $0.5K Tactic 8c: Tele Follow up by Client rep/ ROC Target : Attendee of the seminar Date: early April Tactic 8D: Offer DM to Non-respondent and no show to support ROB Tactic Target 2E: : No-attendee Tele Follow of the up seminar by Client rep/ Date: ROC early April Target : No-attendee of the seminar Date: early April Sales/BP Follow up with offer (close sales and fulfilment) Target: all identified oppty Sales/BP Follow up (close sales and fulfilment) Target: all identified oppty 8

9 Timeline Activities Target dates Actions CAR Oct 11 MM, IMC Brief ready Oct 13 Celia, Candy Confirm agenda Oct 21 Candy DM production Oct 19 Nov 1 Teleline Registration Website development Oct 19 Nov 2 ibm.com Brief GPJ for event production Oct 20 Celia, GPJ Event production Oct 20 Nov 19 GPJ Telescript ready (5 Qs): Oct 25 Candy, Celia Database ready Oct 27 Angela Invitation DM ready Nov 1 Teleline Registration Website ready Nov 2 ibm.com DM/eDM Mail Drop Nov 4 IMC Website online registration commence Nov 4 18 IMC/ibm.com MRC teleoutbound Nov 11 MRC Register attendee phone reminder Nov 19 MRC Event Date Nov 22 IMC 9

10 Respond Plan Proactive edm invitation HK4AH08E Nov 4 Target Group DM invitation HK4AH06D Nov 4 WebSphere 6.0 Launch Seminar on Nov 22 HK4AH04M with web registration on Nov 4 Reactive LDR lead follow up HA4AH04T ibm.com lead follow up HA4AH06Q Teloutbound by MRC HK4AH03T Nov 11 FTF lead follow up 10