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Sybase Partner Strategy

Sybase Partner Strategy. Mark Westover Vice President Corporate Development and Marketing. Welcome. Agenda The Unwired Enterprise Vision Partner Example Progress so far Key Learnings What’s Next Available Partner Resources. Partner Summit Agenda. Today

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Sybase Partner Strategy

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  1. Sybase Partner Strategy Mark Westover Vice President Corporate Development and Marketing

  2. Welcome • Agenda • The Unwired Enterprise Vision • Partner Example • Progress so far • Key Learnings • What’s Next • Available Partner Resources

  3. Partner Summit Agenda Today 10am – Sybase Partner StrategyMark Westover, Vice President Corporate Development 10:45am – Sybase Field Marketing Overview and Partner EngagementAmede Hungerford, Director Field Marketing 11:30am – Selling with SybaseBarb Stinnett, Vice President North America SalesOmkar Bhongir, Director OEM Sales 12:30pm – Lunch 1:30pm – RFID and Mobile Data Management Partner Opportunities (Chris Grim, Director Business Development; Milja Gillespie, Manager Product Mktg.) 3-7pm – One-on-One Meetings

  4. Partner Summit Agenda Tuesday, August 23 8:00 - 12:30pm – Partner Sales Training – Day One • Introductions • Sybase VAR Channel Update Charlie Doucot • Setting the Stage Paul Murphy • Business Intelligence Solutions • Sybase IQ Paul Murphy • IWS Paul Murphy • Avaki Paul Murphy • BI ISV Partnerships • Mainframe DODS Tom McMahon • Strategic ISV Relationships Bruce Clay 7:30- 9pm BSA Partner Networking Reception Chinois Restaurant, Forum Shops

  5. Partner Summit Agenda Wednesday, August 24 8:00 - 12:30pm – Partner Sales Training – Day Two • Sybase Mobile Products • Mobility Overview Paul Murphy • Unwired Accelerator Sean McCleary • Afaria Yad Jaura • RFID Chris Foley • ASE 15.0 & DSP Darryl Salas

  6. Trends In The Marketplace Liquidity Mobility ($B) Source: http://www.sims.berkeley.edu/research/projects/how-much-info-2003/ Source: IDC Document #33366, May 2005

  7. The Unwired Enterprise

  8. Customer Example • United States Securities and Exchange Commission • Required Disaster Recovery Solution • High availability • Processing large data volumes • Improved performance • FosterSoft - Certified Sybase Partner • IQ expertise • Project management • 25% reduction in off hour data loads • 35% improvement in query response time • Ability to run and create more complex queries • Failover in less then a minute • No unplanned downtime Results

  9. Global Execution 2004 - 2005 • Partners • Major announcements with IBM, Intel, Sun, RIM, Cingular and Sprint • Expanded BSA to Europe & Asia • Partner License Revenue up 14% • Products • Core: ASE 15, SQL Anywhere 10 • Mobility: RFID Anywhere, Afaria and Unwired Accelerator • “Sybase will become the de-facto mobility platform standard” • Investments • Three acquisitions in 2005; EII, Unstructured Data & Mobility • Joint investments with regional governments (Singapore Wireless Solution Center) • Marketing • Major partners participating in global joint marketing campaigns

  10. 2. Objective with Partners ISV’s Distributors VAR/SI Application VAR’s OEM’s Sybase Infrastructure Sybase SI’s Hardware MarketingPartnerships HardwarePartners ConsultingPartners Vision and Partners 1. Strategy/Vision

  11. Aligning With Partners Vision Unwired Enterprise Technical Pillars Information Management Information Mobility • High Performance Database • Taming the • Data Explosion • Information Anywhere • On Demand • Mobility • Enable • Better Development GTM Campaigns

  12. Key Learnings.. • Opportunity to offer mobility solutions to long term liquidity customers • Mobility story is a great way to attract and acquire net new customers for Sybase and Partners • Industry view of Mobility has shifted from pilot stage to strategic level planning discussions • Pure technology offers are suffering without a L+M solution stack, including technology, channel and implementation partners (eg. Good Technology, Visto)

  13. Where we’re going… • Partners • Broaden strategic relationships and ecosystem partners • Increased percentage of indirect revenue • Products • ASE 15 – The Unwired Enterprise starts with the Database • Data Services Platform (DSP) • Integrated Mobility Platform (IMP) • Investments • Strategic component of Sybase execution plan • Sybase will continue to leverage L & M acquisitions to strengthen stack • Marketing • More money behind global campaigns • Achieve recognition of Sybase Global Unwired Leadership

  14. Partner Resources http://www.sybase.com/partner Your Account Manager Web enabled Self Service • Monthly Partner Newsletter • Partner Solution Directory • Sales Training Library • Marketing Collateral Library • Partner Announcements • Contact Information Account Management • Account Planning • Joint GTM • Lead generation • Sales readiness • Events • PR

  15. Questions and Answers

  16. Field Marketing Overview AMEDE HUNGERFORD DIRECTOR, NORTH AMERICA MARKETING AUGUST 22, 2005

  17. Agenda • Sybase Marketing Overview • Marketing Campaigns • NAO Field Marketing Plan • Partnering in Action • Engaging with Sybase

  18. Sybase Marketing Overview Corporate Marketing ITSG Product Marketing iAnywhere Product Marketing Field Marketing

  19. Marketing Campaigns

  20. Field Marketing Plan Q1 Q2 Q3 Q4 Sybase Advertising: Creating an Information Edge CreateAwareness Email Marketing Email Marketing Email Marketing Email Marketing DevelopInterest and Consideration Regional Seminars Regional Seminars Regional Seminars Regional Seminars Web Seminars Web Seminars Web Seminars Web Seminars Industry Shows / Events Sybase.com Close Sale Executive CAC Technical CAC Grow Loyalty andRetention Sybase Magazine Sybase Edge E-newsletter Sybase Edge E-newsletter Sybase Edge E-newsletter

  21. Partnering in Action – Regional Seminar Program • Sybase “Information Edge” Seminar Series • Format: Half-day regional seated seminars for purpose of lead generation • Topic: Managing the Data Explosion • Target Audience: Strategic IT • Locations: 5 cities across North America • Agenda: • Claudia Imhoff as keynote speaker • Sybase and partner presentations • Panel Q&A • Partners: Ascential and Intel • Achieved Seminar Goals • 50 customers per event = 250 total attendees per series • 5 qualified leads per series

  22. Partnering in Action – Web Seminar Program • “Mobile BI” Web Seminar • Format: 1-hour recorded web seminar for purpose of lead generation • Date: September 13th, 10am PST • Target Audience: Strategic IT • Agenda: • Warren Wilson from Summit Strategies as keynote speaker • Professionally moderated discussion with Sybase CIO and partner executive • Q&A • Available on-demand from Sybase.com and syndicated sites • Partners: Business Objects and Intel • Typical Web Seminar Results • 500-600 registrants • 250 attendees

  23. Partnering in Action – Email Marketing • Healthcare Email Marketing Campaign • Target: State Medicare and Medicaid administrators • Pain Point: Improving elderly patient care while reducing healthcare costs • Partner: Connecticut Community Care, Inc. • Solution: • PowerBuilder • Sybase ASA • Partner Professional Services

  24. Partner Engagement • From a Marketing standpoint: • Assess alignment with Sybase marketing campaigns • Build joint marketing proposal with Sybase alliance manager • Joint customers are a great rallying point • From a Sales standpoint: • Learn the Sybase field sales/partner organization • Sybase sales reps are interested in Target Account Programs (TAP) – It’s a great way to start the relationship

  25. SELLING WITH SYBASE BARB STINNETT VICE PRESIDENT & GENERAL MANAGER NORTH AMERICA COMMERCIAL INDUSTRIES

  26. YOUR SYBASE NORTH AMERICA FIELD TEAM • North America Commercial & SI – Barb Stinnett • US Federal (Bethesda team) – George Hoppa • NA VARs – Charles Doucot • NA OEM – Billy Ho • NA Distributors – David Wiseman

  27. US AND CANADA Region VPs, General & Country Management Canada – Bob Elliott, (905)273-8531 Northeast – Kevin Purcell (973)537-5712 South – Mike Townsend (904)246-7627 West - Allan Roeder (925)236-5396 *Ontario, Quebec, Atlantic Provinces

  28. HOW WE ARE SELLING DIRECT • North America Strategy = “1-3-5-7” Program • 1: One common message (Data to Information Management) • 3: Addressing 3 pain points in Market re Info (Link, Optimize, Extend) • 5: Using Sybase’s 5 go to market initiatives • 7: specifically tuned for 7 key industries • Partner involvement • Specific Vertical or Horizontal Solutions plug into 1,3,5,7 • Add value to Sybase through extension of our “Feet on the Street” • Create joint demand and coverage through lead generation • Joint sales calls and account planning

  29. North America Direct Sales Model Partners: VARs SI’s Distrib OEM’s ISV ‘s To compliment Sybase’s value Through offering Vertical or Horizontal Solutions as well as extended “feet on the Street” coverage Strategic Account Managers Territory Account Managers Inside Sales

  30. HOW SYBASE SELLS DIRECT • 700 Named Accounts, plus subsidiaries • 3000+ Non-named Accounts • Leads for Named Accounts go to Direct SRs • Leads for non-named accounts go to indirect channel • Direct team is motivated to partner (equally compensated for direct and indirect sales)

  31. Key Verticals & Horizontal Solutions Media & Ent • Public • -HC • -Govt • Retail MFG • Telco • Trans, • Utilities & Srvcs FSI Vertical Markets Business Intelligence Sybase Horizontal Solutions Business Continuity Mobility Database RFID…

  32. PARTNERS ARE CRITICAL FOR SYBASE SUCCESS • Why are partners so important? • Account Knowledge & Expertise • Industry specific content • Services delivery/capability • Capacity to extend Sybase market reach • Sybase offers: • Technology specific expertise • Services delivery/capability on own offerings • Strong motivation to work with partners in field • Account knowledge • Capacity to help partners expand their market reach

  33. COMMUNICATING WITH THE SYBASE FIELD • Partner Information can be posted at the Partner Resource Center (Chris McLaughlin can post this information) • chris.mclaughlin@sybase.com • Weekly NA staff meetings • – partners are welcome to present • - contact Barbara Bohenna, 925-236-5792

  34. US AND CANADA VAR SALES REGIONS South/Central Scott Higuchi, VSM 303-409-7304 John Martin, ISR 987-287-2503 Mark Mumy Pre-sales 972-687-6478 West/Central (including Western Canada**) Mike Azevedo, VSM 925-236-6909 Greg Roberts ISR 978-287-1639 TBH Pre-sales North (including Eastern Canada*) Alane Airosus, VSM 978-287-2566 Ron Naimo, ISR 978-287-1892 Steve Thibodeau, SC 978-287-1959 NY / NJ / PA Michael Menzer, VSM 212-596-1165 Cheryl Vaillancourt, ISR 978-287-1523 Daryl Salas Pre-sales Mid-Atlantic/Southeast Ryan Licari, VSM 301-896-1721 Kevin Phelan, ISR 978-287-1868 Mike Wheeler Pre-sales 813-230-1196 VSM=VAR Sales Manager ISR=Inside Sales Rep **Manitoba, Saskatchewan, Alberta, British Columbia *Ontario, Quebec, Atlantic Provinces

  35. Q & A

  36. THANK YOU BARB STINNETT VICE PRESIDENT & GENERAL MANAGER NORTH AMERICA COMMERICAL INDUSTRIES

  37. PARTNERING TO GROW YOUR BUSINESS Omkar Bhongir Senior Director, OEM Business Unit08.22.05 Sybase Confidential Proprietary.

  38. APPLICATION LIFE CYCLE • Business Characteristics • Upfront development costs (sales, engineering, marketing) are high until product passes market acceptance. • Generate a steady stream of revenue • As growth tapers, new features and complementary products must be released to continue growing the business EXPENSES AND REVENUE THROUGH APPLICATION LIFESPAN

  39. PRIMARY OFFERING CONTRIBUTION + 1ST COMPLIMENTARY OFFERING CONTRIBUTION + 2ND COMPLIMENTARY OFFERING CONTRIBUTION = THE OEM BUSINESS • Adjusting the Curve • Semi-frequent product releases with new functionality can reshape the revenue curve • Complementary solutions for applications include: • Disaster Recovery • Dynamic Archive • Operational Data Store • Sybase offers all of these today as low cost, easy to implement partner solutions, allowing partners to focus on domain specific features! COMPOSITE OFFERING CONTRIBUTION AFTER DEVELOPMENT AND MARKETING EXPENSES

  40. OEM BUSINESS PARTNERSHIP CORNERSTONES • OEM-Specific Plans and Programs • High value, easy to engage partner programs • Business unit management approach to provide: • Dedicated and direct account management • Dedicated engineering team to get partners to market faster • Coordination and accountability to cross functional market development teams • Complete Technology Portfolio • Solutions that enable ISVs to easily deliver the Unwired Enterprise • Complementary solutions for high availability and disaster recovery • Standards-based, simple architecture, easy development and deployment • Proven Success • More than half of the top ISVs in the world embed Sybase technologies in their solutions. • Examples include IBM, BEA, GE Medical, CA, Siemens, Nortel, MicroMuse, and McKesson

  41. (1) START VALUE PROPOSITION - Increase Revenue - Decrease Time to Market - Predictable Costs - Channel Support (3) POSITION - How does our technology help partner sectors and market segments (2) ADJUST TO PARTNER’S BUSINESS - How our technology can help partner applications become the killer apps in their market SYBASE OEM “SELL THROUGH” FOR HIGH COVERAGE MID-MARKET CUSTOMER VALUE/SUPPLY CHAINS SMB LOW-END-MARKET SYBASE TECHNOLOGY OEM PARTNERS TARGET MARKETS

  42. SIMPLIFYING PARTNERING • Uniform software licensing program for all partners • Business Software Alliance (BSA) Program provides access to all Sybase products for ISVs: • Free access to developer licenses for all products • Education discounts • Co-marketing funds • Sales support • Single annual fee • Uniform Master Partner Agreement across all partner models: • ISV, System Integrator, Reseller, Distributor, VAR, OEM • One MPA covers all partner models

  43. SIMPLIFYING OEM PARTNERING • OEM pricing models designed to fit OEM Partner’s business • Standard “Application Deployment Licensing” models for restricted use deployment • Percentage of revenue model • Unlimited use licensing • Dedicated Account Management Team • OEM Marketing • Co-marketing support available when needed • OEM Engineering • Dedicated OEM-specific product engineering • Deployment assistance • Custom product enhancements • OEM Support

  44. CHANNEL SPECIFIC ENGINEERING • OEM Engineering Team • Dual stage engineering group with both “inside” and “outside” engineering organizations • Engineering commitment and technical support for partners to ensure their success in delivering products and technologies to market • Products built and enhanced for the channel • Engineer technologies for specific market requirements • Engineer products for specific partner requirements • Work with Sybase product engineering to improve OEM readiness of key products

  45. MICROMUSE CHALLENGE • Consolidate a number of different Web applications into a single user interface to make it simple for customers to access the information they need to optimize their business performance • SOLUTION • Mach Desktop • RESULTS • Reduced time to market for Netcool User Interface offering by using Sybase Mach Desktop framework • More human and capital resources available for R&D and product enhancement CUSTOMER SUCCESS STORY

  46. CUSTOMER SUCCESS STORY PERCUSSION CHALLENGE • Identify an affordable OEM product to bolster the site delivery capabilities of an enterprise-scale content management product. The product needed to be easily embedded, branded and rapidly configured by end users. • SOLUTION • Mach Desktop, Content Integrator • RESULTS • Additional product features and customer flexibility • Proved to be a complementary embedded technology for the main product • Mach Desktop’s snap-in architecture consumed little development effort or budget • Affordable, usage-based OEM pricing scheme

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