Assignment CASE SUBMISSION Precise Software Solutions
B2B MARKETING ate! 2"#$%#2$&'
Pa(e 1
The Company - Precise Software Solutions Overview:
Base) out of MA* USA* t+e co,-an. )e/elo-e) software ai,e) at e/aluatin(* ,ana(in( an) ,onitorin( t+e -erfor,ance of IT S.ste,s for its custo,er0
Management Profile:
CEO an) Presi)ent 1 S+i,on Alon C2O 1 Ben N.e General Mana(er 1 Ste/e Ca,-3ell 4P of Researc+ 5 e/elo-,ent 1 A6i Ratner
Key Questions:
S+oul) Alon -lan on intro)ucin( Insi(+t at O-en worl) 2$$$7 8+. or 8+. not7 8+at s+oul) -recise strate(. 3e for insi(+t7 S+oul) t+e. launc+ a se-arate sale force for t+e new -ro)uct or sell it t+rou(+ t+eir e9istin( sales force7 :ow (oo) is t+eir current salesforce7 :ow s+oul) Insi(+t 3e -rice)7 e/elo- an ROI ,o)el for Precise#S;< -ro)uct0
ecommen!ations
S+oul) Alon -lan on intro)ucin( Insi(+t at O-en worl) 2$$$7 8+. or 8+. not7
In our o-inion Alon s+oul) tar(et +is -ro)uct Insi(+t for t+e O-enworl) 2$$$ for t+e followin( reasons! &0 <aunc+in( t+e -ro)uct in O-enworl) 2$$$ (i/es t+e, t+e 2irst ,o/er a)/anta(e0 T+is allows t+e, to esta3lis+ a ,ar6et -resence an) 3e t+e first -la.er in t+is -ro)uct ,ar6et 20 O-en8orl) is a (ran) annual conference atten)e) 3. t+ousan)s of intereste) 3u.ers an) ,oti/ate) -ros-ects0 Man. -eo-le atten)in( t+e conference are eit+er influencers or K Ms w+o control 3u)(ets or )ecision ,a6in(0 T+us O-enworl) (i/es a (oo) ,ar6etin( -latfor, for t+e -ro)uct at low ti,e an) cost w+ile offerin( su3stantial results in ter,s of ,a9i,u, i,-act on t+e ri(+t au)ience '0 A furt+er )ela. in launc+ )irectl. ,eans (i/in( enou(+ ti,e to co,-etitors to catc+u- w+ic+ .ou )on=t want to 3e t+e case %0 T+e -ro)uct ,a. still not 3e rea). 3ut t+e conce-t an) -rotot.-e is -erfect to 3e launc+e) at t+e e/ent0 Peo-le nee) to see t+e conce-t an) t+e )e,onstrations an) not t+e full -ro)uct at O-enworl)
Pa(e 2
>0 T+e. can -re13oo6 or)ers an) (et co,,itte) custo,ers t+us ca-turin( t+e initial ,ar6et an) use t+e custo,er insi(+ts to i,-ro/e t+e -ro)uct 3efore launc+ 8+at s+oul) -recise strate(. 3e for insi(+t7 S+oul) t+e. launc+ a se-arate sale force for t+e new -ro)uct or sell it t+rou(+ t+eir e9istin( sales force7 :ow (oo) is t+eir current salesforce7 Precise s+oul) use a )irect sellin( a--roac+ for t+is -ro)uct0 T+e reasons are! &0 Insi(+t is a -re,iu, -rice) solution wit+ co,-le9 features an) functionalit. 20 T+us a traine) an) )e)icate) sales force wit+ )irect sellin( a--roac+ will turn out to 3e a success '0 A )e)icate) sales tea, ?t+rou(+ a )irect sellin( a--roac+@ can wor6 closel. wit+ custo,ers an) offer t+e* solutions an) confi(urations t+at wor6 t+e ,ost -erfectl. wit+ t+eir e9istin( infrastructure %0 In a )irect sellin( a--roac+ t+e sales tea, can wor6 wit+ custo,ers on a ROI )ri/en /alue sellin( a--roac+ ,uc+ nee)e) for a Pre,iu, -ro)uct T+eir current salesforce +as ,astere) t+e art of sellin( all -ro)ucts usin( a )ual c+annel )istri3ution s.ste,0 As a(ainst t+e -a. of AB>K C co,,issions* eac+ sales re- on an a/era(e ,a6es sales of a--ro9 A"$$K0 t+is ,a. not 3e a (reat tea, for t+e )irect sellin( a--roac+0 A new sales force s+oul) 3e setu- )e)icate) to t+is -ro)uct lea) 3. an e9-erience) an) a((ressi/e sales lea)er at t+e to-0 T+e tea, s+oul) +a/e e9-erience an) /ision towar)s ROI )ri/en /alue sellin(0 T+e sales i)eall. s+oul) 3e To-1 own w+ere t+e tea, )irectl. attac6s t+e K Ms* ,ostl. t+e CIOs an) IT s w+o can see /alue in t+e -ro)uct an) ,a6e an infor,e) )ecision0 :ow s+oul) Insi(+t 3e -rice)7 -ro)uct0 e/elo- an ROI ,o)el for Precise#S;<
2ro, a -ricin( -ers-ecti/e* it=s (oo) to +a/e a /alue 3ase) -ricin( a--roac+ for Insi(+t0 T+e -rice for a custo,er s+oul) 3e -ro-ortional to t+e -ercei/e) /alue )eri/e) 3. t+e custo,er fro, t+e solution0 O" Mo!el for precise SQ# pro!uct Savings from $%A Nu,3er of +ours wor6e) 3. BA -er wee6 :ours sa/e) -er BA -er wee6 A/era(e Salar. :ours wor6e) -er .ear
%> D0% AE$*$$$ 2'%$
Pa(e 3
:ours Sa/e) -er .ear Total Sa/in( Per BA Nu,3er of BA Total Sa/in(s fro, BA
%""0" &2>''0'' &$ &2>'''0''
Savings from &n! 'ser En) User Salar. A'$*$$$ A/era(e e,-lo.ee ''F 3ur)en rate I,-ro/e,ent in En) 2>F User ti,e -er transaction Sa/in(s Per User A2*%B> Nu,3er of Users 2&> Total sa/in(s t+rou(+ A>'2*&2> users (ar!ware Cost Savings A/era(e Annual A&*%'$*$$$ +ar)ware 3u)(et :ar)ware cost sa/in(s A%2D*$$$0$ if -ost-one) 3. one .ear Pro3a3ilit. of $0E -ost-onin( +ar)ware -urc+ase 3. ' ,ont+s Sa/in(s AE%*'>$0$$ Net Sa/in(s AB2&*"$"0'' Total cost of &$ BA A&"B*>$$ installation G2>$$$ wit+ 2>F )iscount ROI 2">F
Pa(e 4
