HP Intel SAP MidMarket Campaign Telesales Guide

1
HP / Intel / SAP Mid-Market Campaign Telesales
Guide
Business minds, rest easy. Mid-Market Campaign
Telesales Guide
2
Table of contents

• How to use this telesales guide
• Campaign overview
• Solution information
• Obtaining e-mail opt in
• Targets pain points
• Opening the call
• Lead qualification
• Closing the call
• Appendix

3
How to use this Telesales Guide
This document is a guide for the outbound and
inbound lead-generation calls focusing on the HP,
Intel, SAP mid-market campaign.

• This guide is not intended to be used as a
  verbatim script. It illustrates possible
  approaches to handling inbound and outbound calls
  on the project
• Individual tele agencies should tailor the
  content provided in this guide to their specific
  situation during calls with target audience
• Agents should handle the capture of critical data
  (lead qualification) in accordance with
  specifications from local sales and marketing
  management
• This guide does not include region or market
  specific information. The individual regions
  should take into consideration all relevant
  information relating to their local markets
• All creative assets will be provided in an
  additional document
• The sender of this campaign is the local HP or
  SAP A1 reseller channel partners. The channel
  partners will sign the customer letters and
  e-mails
• Sections highlighted in RED should be
  updated/approved locally

4
HP / Intel / SAP Mid-Market Campaign Telesales
Guide
Business minds, rest easy. Telesales Guide
Campaign Overview
5
Campaign overview

• What is the call strategy?
• The campaign consists of four lead generation
  tactics
• The local channel partners will contact targets
  with e-mail and direct mail, followed by
  communications for events or marketing activities
  and tele-sales
• Outbound calls
• Contacting non-responders from the e-mail and
  direct mail campaign
• Contacting all leads generated from the website
• Highlighting the benefits of the product towards
  there specific business needs
• Inbound calls
• Answering calls from responding targets from the
  direct mail, email or local events, paid search,
  online advertising, etc
• Answering questions and matching qualified leads
  to with a channel partner
• Additional details and communication flows are
  provided within the contact strategy in the
  appendix
• What are the objectives of the call?
• To qualify as many leads as possible in
  accordance with BANT criteria and convert them to
  hot leads
• To capture all accurate information so that the
  lead can be contacted and appropriately partnered
  with the local channel partner
• Who are we targeting?
• The Primary target for this initiative is medium
  and large mid-market companies (100 1000
  employees) in the following industries
• Tier 1 High Tech, Travel/Transport, Automotive,
  CPG, Professional Services
• Tier 2 Mill Products, Life Sciences, ECO,
  Chemicals, Retail, Wholesale, Metals Mining,
  IMC (Industry machinery and components)
• Tier 3 Utilities, Public Sector Security,
  OG, AD, Healthcare, Pharmaceuticals

6
Campaign overview

• This is an HP, Intel and SAP lead generation
  campaign, supported by and executed with local HP
  and SAP Channel Partners, focusing on mid-market
  businesses in your market
• The campaign is comprised of four touches, based
  on the following contact strategy (available in
  the appendix)
• Touch 1 Postcard, customer letter, e-mail
• Drive targets to co-branded lead generation
  website which includes all content about the
  solution from HP , Intel and SAP
• Draw attention to upcoming events
• Touch 2 Customer letter, second touch e-mail
• Drive non-responder targets to co-branded lead
  generation website which includes all content
  about the solution from HP , Intel and SAP
• Drive awareness to a webinar or event through a
  save the date communication
• Touch 3 Telesales contact
• Target is guided through the website for further
  information. Navigation via URL
  www.hpintelsap.com
• Target is validated through a series of
  qualifying questions to determine the businesses
  need for the solution
• Target has the ability to sign up for an event or
  webinar
• Touch 4 Event (in person or online) TBD by
  local markets

7
Asset overview

• Co-Marketing Website localized to your market,
  provides overview information to the solution,
  and highlights what each partner provides within
  the solution
• Direct Marketing Materials customized by the
  local channel partner and distributed to targeted
  businesses in the market, these touches
  specifically target either a BDM or IT
  professional. All customized content must be
  approved by HP, Intel, SAP
• Cover Letter and envelope
• First touch message will allow the Channel
  Partners to provide an informative message,
  support materials, and the necessary incentives
  to drive the user to make a first contact and set
  up a meeting
• Second touch message will focus on a drive to an
  event or to allow the Channel Partner to deliver
  a softer sales message in the hopes of converting
  the lead
• E-mail
• First touch message will mirror the Direct
  Mailing, as specified above, leveraging links to
  the website and the registration form to
  encourage future action
• Second Touch will drive to an event and allow the
  Channel Partner to deliver a softer sales message
  in the hopes of converting the lead
• Brochure
• Document containing information about the
  solution and the benefits for mid-sized
  businesses, to accompany the first touch direct
  mail
• Postcard A first touch customizable by channel
  partner for follow up
• Used for either a first touch or follow up after
  telesales
• Used as a save the date communication for an
  event or webinar
• Folder will hold all materials for a complete
  communication packet
• Advertising
• One rich media banner for use in markets that can
  support higher file size assets
• Two flash based assets to support all markets in
  their marketing efforts
• Paid search list to support keyword targeting
• Telesales Guide

8
Co-browsing website

• The website homepage provides an overview of the
  solution and navigation to the remainder of the
  website www.hpintelsap.com
• The navigation bar on the upper right-hand side
  of the website links to additional web pages
  providing relevant information needed to build
  dialogue with the target and answer their
  questions immediately, links include
• Home Page
• Joint Solutions
• Success Stories
• Channel Partner Page
• Events and News
• Registration
• Co-browsing will also prompt the target to ask
  more questions and help focus the conversation on
  the targets needs and to qualify the lead
• The following slides offer an overview of the
  various sections of the co-browsing website
• The Time to Value, Growth and Change, Low Risk
  and registration pages are the most central site
  areas for lead qualification
• The content of other pages should be reviewed to
  ensure deeper prospect questions can be answered

9
Co-browsing website continued

• Co-browsing enables a guided conversation through
  the main website areas
• Home Page
• Offers an introduction to the partners and the
  solution
• Provides navigation to all areas of the website
• Time to Value Page
• Introduces the solution within the function of
  business for TCO (Total Cost of Ownership) and
  how the value can return to the business with
  less time than other solutions (ROI)
• Low Risk Page
• Introduces the solutions hardware focus and how
  the use of this hardware can reduce the risk of
  lost data and downtime
• Provides information on how the hardware works
  within the demanding software environment
• Growth and Change Page
• Introduces the solution and the ability for the
  solution to adapt and change with a prospects
  growing business needs
• Shows how the system can be designed on a modular
  basis for all business needs

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Co-browsing website continued

• Co-browsing also addresses product-specific
  questions about the joint solution
• HP Page
• Offers information specific to HP and how their
  technology produces one of the most reliable
  operating environments
• Intel Page
• Provides information pertaining to the Quad-Core
  Intel XEON processor stability and reliability
• SAP Page
• Provides detailed information as to what the SAP
  software can accomplish and maintain for a
  mid-sized business, as well as the application
  and environment that it functions best in

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Co-browsing website continued

• Additional pages help provide additional insight
  and directionality for the conversation
• Success Stories Page
• This page allows the target to gain insight into
  the industries and business that have benefited
  from the use of the joint solution
• Various stories are represented within multiple
  industries
• Channel Partner Page
• Introduces the local channel partners that will
  be working with the target for the providing of
  and installation of the solution
• This page will be localized to the specific
  market
• News and Events Page
• Lists the upcoming events that may take place in
  the targets market
• Provides recent new and press releases available
  about each of the partners
• Registration Page
• Allows the target to provide information about
  their business and to register to learn more
  about the solution through a local channel
  partner
• Drives the user into the communication process,
  generating a response to further discuss their
  needs

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Campaign offer overview
Local sales and marketing teams are responsible
for designing incentives and offers that help
drive the sale of SAP All-in-One and HP Proliant
servers powered by Quad-Core Intel Xeon
Processors.
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Sample layout letter and envelope
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Sample brochure
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Sample home page
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Solution overview

• The SAP All-In-One running on HP Proliant Servers
  built on Quad-Core Intel Xeon Processorbased
  server platforms
• SAP All-in-One is an ERP solution designed for
  mid-size businesses, which delivers true,
  unified, and up-to-the-minute business insight
  into critical areas such as sales, operations,
  and finance
• The HP ProLiant server family offers customers
  the broadest range of industry standards based
  Windows Linux solutions customers running SAP
  solutions on HP ProLiant Servers benefit from
  better manageability, enhanced performance, and
  lower total cost of ownership
• Quad-Core Intel Xeon processors provide
  breakthrough performance and capabilities for the
  ultimate in powerful, dense and energy efficient
  servers, and its processor-based entry-level
  servers build in proven performance,
  manageability, and reliability, allowing you to
  spend more time on moving your business forward
• This combined business solution is low-risk,
  affordable, and scalable

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Solution information continued

• The SAP All-in-One is an industry specific
  pre-defined and pre-packaged business solution
  for mid-size companies (upper/lower MEs)
• The solution is designed to provide the
  collective industry experience of SAPs best
  practices right out of the box
• There is no need to piece together
  hard-to-integrate solutions or customize rigid
  applications Mid-size Enterprises can automate
  critical business processes quickly with these
  market tested solutions
• Each solution leverages the same ERP tools that
  have been available to large corporations, at an
  affordable price and shorter implementation time
  commitment
• HP ProLiant servers provide innovative solutions
  to improve operational efficiency while managing
  complexity and risk
• The ProLiant management infrastructure creates an
  environment for life cycle management that
  optimizes data center efficiency and lowers TCO
• Quad-Core Intel Xeon processors, coupled with
  advanced server technology, help your business
  stay competitive by enabling IT to be more
  efficient, dependable, and responsive
• The industry's first quad-core processor for
  mainstream servers provides breakthrough
  performance and capabilities for the ultimate in
  powerful, dense and energy efficient servers
• The solution includes
• SAP All-in-One application software
• Industry configurations from SAP
• HP Proliant servers with Quad-Core Intel Xeon
  processor platform servers to optimize the
  operations of SAPs All-in-One applications
• Options include Linux and Windows operating
  environments

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HP / Intel / SAP Mid-Market Campaign Telesales
Guide
Business minds, rest easy. Telesales Guide
Obtaining e-mail opt-in
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Why e-mail opt-in matters

• Why ask targets to opt in to receive e-mails?
• E-mail provides HP, Intel, SAP and their channel
  partners with an additional channel via which
  targets can be sent offers that may benefit their
  business
• Targets receive e-mails tailored to their
  specific interests and business needs
• Objectives
• Obtain the targets agreement (opt-in) to receive
  e-mails during all calls (inbound or outbound)
  and generate as many hot leads as possible
• Opt-in procedure
• On the Contact page of the co-browsing Web site
  is a list of all the partners involved in this
  campaign
• Targets can opt in to receive e-mails from HP or
  Inter or SAP or any combination of these - Please
  note that targets must explicitly opt in to
  receive e-mails from HP, Intel, SAP and its
  partners

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Obtaining e-mail opt-in (respect local
legislation)

• How do you obtain e-mail opt-in?
• Please ensure compliance with the worldwide HP,
  Intel, SAP opt-in policy and local legislation
• Phone opt-ins must be verified before they can be
  entered into the system
• After the call, a follow-up e-mail must be sent
  to the target requesting confirmation for HP,
  Intel, and/or SAP
• Opt-ins are not valid unless they have been
  confirmed by targets
• The targets address is shared with the relevant
  partners, who send a request for confirmation
  e-mail
• The target must then confirm their opt-in
  separately for each partner before they can be
  added to the e-mail circulation list
• Tips for obtaining e-mail opt-ins
• Unless the target mentions e-mail, you should
  wait until the end of the call before asking them
  to opt in to receive mails from HP, Intel, SAP
  and the relevant partner(s)
• When you ask a target to opt-in to receive
  e-mails, you should let them know exactly what
  they will get out of the e-mails namely, the
  latest information relevant to their interests
  and business needs
• Ensure that you repeat the e-mail address to the
  target to check that it is correct
• If the target is reluctant to provide their
  e-mail address, assure them that their in-box
  will not be filled with spam, and that HP, Intel
  and SAP will only send offers relevant to the
  target and their business

21
HP / Intel / SAP Mid-Market Campaign Telesales
Guide
Business minds, rest easy. Telesales Guide
Targets pain points
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Targets pain points
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Targets pain points
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Targets pain points
25
HP / Intel / SAP Mid-Market Campaign Telesales
Guide
Business minds, rest easy. Telesales Guide
Opening the call
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Agent call flow
Inbound responses / outbound target list
Introduction
Engage the target
Overcome Early Dismissals/Objections
Identify Pain Points
Position the solution
Next Step Expectations
Qualify Lead
Close Call and Position Channel Partner

• Hints
• This is a guide, not a script
• Make sure you are listening to the target during
  engagement and providing them with the solution
  information pertaining to there industry and
  business need
• Make sure that all business information is
  collected to qualify the lead and match them with
  a local channel partner
• When closing the call, be sure to educate the
  target on the next steps and contact procedure

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Opening the call
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Early dismissals
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Overcoming objections
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Overcoming objections
31
HP / Intel / SAP Mid-Market Campaign Telesales
Guide
Business minds, rest easy. Telesales Guide
Lead Qualification
32
Response management process
33
Response management

• Regional and local sales is to coordinate and
  supervise the Call Center, which is responsible
  for
• Establishing a response address (e.g. Call
  Center)
• Collecting targets contact information, including
  e-mail, telephone and current address.
  Information includes Name, title, address,
  telephone, e-mail address
• Collecting responses via website registration and
  telephone. Website responses will be collected
  automatically and forwarded to the predefined
  distribution list.
• Collecting the targets specific responses to the
  lead qualification questions and utilizing the
  Data Exchange Template for communication of the
  business needs and industry
• This information will be utilized to match a
  target with the appropriate channel partner for
  further communication
• This information will help to identify if the
  complete solution is warranted, if software is
  the main point or if hardware only is needed at
  this time
• Lead will be placed into database for future
  contact based on current need
• If lead is qualified as hardware only, HP and
  Intel shall be forwarded all contact information
  and data for follow up and verification of
  hardware needs
• Collecting and distributing all of the targets
  information to the local channel partner and to
  the tracking databases for HP, Intel and SAP
• Collecting and communicating undeliverable mails
  and e-mails
• Tracking all information in a predefined list
  format and send it to a predefined distribution
  list

34
Lead data flow

• Channel Partner Responsibilities
• Establish data flow to local telesales and DM
  vendors
• Enter contacted leads into SAP lead management
  database
• Vendor Responsibilities
• DM Vendors - ensure data flow to local telesales
  and centralized campaign databases
• Telesales vendors - ensure data flow to
  centralized campaign databases
• Telesales vendors - provide qualified leads to
  channel partners, non-qualified leads to
  HP/Intel/SAP database

35
Lead qualification
Explanation Cold-Lead 1 of the 4 questions in
the columns 3 to 6 is met Warm-Lead 2 of the 4
questions in the columns 3 to 6 are
met Hot-Lead 3 of the 4 questions in the
columns 3 to 6 are met This process is for
software qualification, HP and Intel are to
receive this information and all contact
information to verify for a hardware lead.
36
Lead management flow
Qualified leads during campaign execution
Subscribers to landing page to be forwarded by
hosting agency to tele agency
Email
Direct mail
Website
Tele In/Out
Events
HP Global
Joint Data Template
Management Report
Intel Global
Local Agency
SAP Global
Local HP/SAP/INTEL Business and Marketing Owners
Local HP/SAP Channel Partners
Lead Notification Template
Joint Data Template Combined fields for HP and
SAP lead tracking systems Lead Notification
Template (LNT) Lead format to be sent and
updated by the partners (To be provided prior to
campaign execution together with Global SAP
Campaign code I). The green arrow reflects lead
status updates provided by the channel partner
through the LNT to the SAP channel manager who
makes the updates in SAP CRM. The blue arrow
reflects lead status updates by the channel
partner through SAP PRM direct into SAP CRM (no
need to use LNT). In both cases the SAP global
campaign code is the unique CRM
identifier. Updates onto the HP lead management
system will need to be identified and coordinated
by the local HP channel and marketing managers in
accordance with the locally existing tools and
process.
HP Lead Management DB
SAP CRM
37
Lead management flow
Partner-Validated Lead Flow and Monthly Lead
Tracking
Global Execution Agency
Local HP/SAP/INTEL Business and Marketing Owners
Management Report
Lead Notification Template
Monthly Update
HP Lead Management DB
Intel Global
HP Global
SAP Global
SAP CRM
Local HP/SAP Channel Partners
Green Arrow The partner has to commit to send to
SAP Local Business and Marketing owners, with
copy to the Intel and HP Regional Lead Management
owners, an updated report during the first week
of every month after the program has been
executed (the SAP Channel Manager will ensure
this monthly update). Based on this report, the
SAP and HP recipients will update the internal
systems in the second week and the worldwide view
will be ready by the 15th of every month. Blue
arrows reflects lead status updates by the
channel partner through SAP PRM directly into SAP
CRM (no need to use LNT). In both cases the SAP
global campaign code is the unique CRM
identifier. Updates onto the HP lead management
system will need to be identified and coordinated
by the local HP channel and marketing managers in
accordance with the locally existing tools and
process.
38
Lead qualification distribution

• Lead distribution
• Hot Leads Forwarded to local channel partner
  weekly
• Warm Leads Forward to local channel partner
  bi-weekly
• Cold Leads Share with HP, Intel and SAP and
  forwarded into SAP and HP database for future
  contact or initiatives

• Rules
• Lead distribution to the various partners must
  comply with customer opt-in policies
• Data must be submitted in a secure environment
  and followed by an e-mail request for recipient
  confirmation
• Hardware only leads must be forwarded to HP and
  Intel for follow up, when a customers consent has
  been obtained
• SAP local channel partners shall commit to
  communicating leads with HP and Intel that are
  hardware focused, when a customers consent has
  been obtained

39
Lead qualification mandatory questions
Contact Profile Questions
Business Profile Questions
40
Lead qualification mandatory questions
Business needs
Business situation
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Lead qualification mandatory questions
Business needs
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Lead qualification mandatory questions
43
Lead qualification important information

• Please note that the target must decide
  independently which channel partner (vendor) they
  would like to be contacted by.
• This could be either HP or SAP technology
  partners. However, it must be clear that it is
  the target who decides.
• HP and Intel should receive all hardware only
  leads
• Lead distribution between HP and SAP should be
  based on
• A request by the target for info about one or
  both.
• If hardware only HP and Intel should get the
  lead.
• If both, then SAP should get the lead.
• If no preference, then the tele-agent should let
  the target decide whether they want no
  information or information from both.

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Lead qualification Important information
continued

• The Data Exchange Template will be provided by
  MRM Worldwide as a template/process for correct
  data transfer and lead qualification
• This Data Exchange Template has to be filled out
  by the local Call Center
• The identified hardware business opportunities
  will be forwarded by the tele agency to HP, Intel
  and SAP
• A field in the Data Exchange Template has been
  included which should be marked in the event that
  a lead is passed on to both organizations
• The tele-sales vendors will receive the data
  captured from the website every 24 hours
• This data will be supplied in a CSV format via an
  e-mail attachment that is PGP encrypted
• The PGP encrypted file will also be placed on an
  FTP site as back-up.

45
Lead qualification Important information
continued

• Only license and Solution Leads / Opportunity
• SAP wants to track Alliance Partner activity on
  opportunity
• Lead Qualifier / Campaign Owner must record
  Alliance Partner activity on lead
• Please make sure to use the following MAUI when
  creating leads for the SAP All-In One Solution
  campaign
• CRM-GM07-PMM-A1TRIPL.
• OR please use our local campaign element, which
  has the same naming.

46
HP / Intel / SAP Mid-Market Campaign Telesales
Guide
Business minds, rest easy. Telesales Guide
Closing the Call
47
Closing the call
48
HP / Intel / SAP Mid-Market Campaign Telesales
Guide
Business minds, rest easy. Telesales Guide
Appendix
49
Legal note

• When developing the tele guide and tele script
  for your country, you must ensure compliance with
  local statutory requirements (particularly with
  regards to data protection/privacy).
• All tele scripts must be approved by your local
  HP Intel and SAP legal departments before
  campaign start.
• Please ensure you receive their consent to
  forward customer contact data to HP, Intel and
  SAP.

50
Events to be promoted in 2007(country-specific)

• TBD

51
HP / Intel / SAP Mid-Market Campaign Telesales
Guide
Business minds, rest easy. Telesales Guide
Appendix Contact strategy
52
Overarching communications flow
Modular approach may see following examples
53
Modular option 1 3-touch conversion
communications flow
Email
yes
Touch 1
Postcard
no
Direct Mail
Deeper touch
Touch 2
yes
Email
Hot or Warm lead
Handover to Channel Partner
no
Telesales
Cold lead
yes
Touch 3
Ongoing communication from Channel Partner
no
HP / Intel / SAP database for future initiatives
No Response
54
Modular option 2 direct tele-salesconversion
communications flow
website
Outbound Telemarketing
Telesales Vendor Qualification
Local Offers
Local Sales Aides
Handover to Channel Partner
Hot or Warm lead
Cold lead
Ongoing communication from Channel Partner
HP / Intel / SAP database for future initiatives
No Response
55
Modular option 3 drive to webinarconversion
communications flow
Email
Note Webinars would be funded and organized at
the local level.
yes
Touch 1
Postcard
Response Registration on Vendor site
no
Direct Mail
Drive to Webinar
yes
Email
Touch 2
Hot or Warm lead
Handover to Channel Partner
no
Telesales
Touch 3
yes
Cold lead
Ongoing communication from Channel Partner
no
Webinar
Touch 4
HP / Intel / SAP database for future initiatives
Telesales Vendor Qualification
Touch 5
No Response
56
Modular option 4 drive to event conversion
communications flow
Email
Note Events would be funded and organized at the
local level
Touch 1
yes
Postcard
no
Direct Mail
Drive to Event
yes
Touch 2
Email
Hot or Warm lead
Handover to Channel Partner
no
Telesales
Touch 3
yes
Cold lead
Ongoing communication from Channel Partner
no
Event
Touch 4
HP / Intel / SAP database for future initiatives
Telesales Vendor Qualification
Touch 5
No Response
57
Communications flow messaging detail
Awareness
Education
Deepening
Conversion

• Email/Direct Mail
• (Touch 2)
• Contact non-responders
• Drive to telesales vendor for qualification
• Offer customized content
• Provide broad-level details and benefits
• Links to site copy
• 3-fold brochure (DM)
• Contact-based offers
• Possibly Invitation to event (if Option 2 or 3
  selected)
• Variant Copy
• Events
• Webinar Save the Date
• Special Offers

• Postcard
• (Touch 1)
• Reach out to potential prospects
• From Channel Partners
• From purchased lists
• Drive to telesales vendor for qualification
• Provide relevant content benefits
• customer value messaging
• Website content
• Variant Copy
• Events
• Webinar Save the Date
• Special Offers

• Telesales Vendor Qualification
• Drive to Channel Sales partner for conversion
• Channel Partner Email/Direct Mail
• Converse with vetted leads
• Personalize content
• Tailored to specific prospect needs
• Based on Partner/Prospect conversations
• Developed by Channel Partner to continue 1-to-1
  conversation