Microsoft

ISV development program

20/10/2023 2

The brief

Support up to 500 ISVs globally in selling their (Azure based) solutions

Considerations:

• Could potentially be integrated with the Microsoft digital content centre (DMC)

• #for tracking ROI

• Making use of existing content available to ISVs and (where appropriate) email function

• Dual funded approach needed to ensure partner "skin in the game"

• $250k for initial pilot – e.g. working with a couple of regions

Proposed solution

20/10/2023 3

Pursuit

Market share

Growth

Price

Awareness

Engagement

Leads

Opportunities

Pipeline value

Pipeline velocity

Revenue

Deal size

Win rate

Customer growth

Adoption/Consumption

Lifetime value

Brand

strategy

Demand

creation Demand

capture ABM ABM

Customer

lifecycle

Audience

insight

Growth metric

5. Beacon Program

3. Survey Program

6. ABM on Demand

4. Active Asset

Full Funnel Growth

2. Data and Analytics

Services

1. Joint Value

Proposition

A ‘self-serve’ ISV program

Optimized promotion and

recruitment

Administrative: best-in-breed

portal

Partner Deal Desk: ensure the right

package based upon the partner's

unique objectives

Business-outcome-focused

packages

Package pricing will be reduced by 15% in return for volume commitment

Package 1 Joint Value Proposition

Package 2 Data & Analytics Services

Package 3 Survey Program

Package 4 Active Asset Package

Package 5 Beacon Program

Package 6 ABM on Demand

Lead generation and content development

For partners who want immediate warm leads and

research-based content that can be leveraged across

numerous demand-generation programs

Guaranteed 50 responses and trend report

$25-75K per program

ABM 1:Few program for up to 100 accounts

For partners wanting to land or expand business

within a target set of accounts

Cold accounts can expect a 12% engagement

benchmark with a 6% seller engagement

$50K per program

Social-media-based lead generation and thought

leadership program

For partners building teams of thought leaders to

increase executive-level contacts

Average of 2-5 sales meetings with additional

nurtures/account intelligence 11% to 15% increase in

accepted LinkedIn connections

$75K per program

Lead generation package with account profiling

For partners wanting to generate leads to targeted

personas/audiences and gain account insight

10 discovery meetings scheduled 100 accounts

profiled

$50K per program

Market sizing, account prioritisation and contact acquisition services.

Understand the addressable market,

decide who to target, build data.

$1,700 - $50k

‘Better together’ story crafted specifically for your business. Foundation for all further content.

Output = JVP deck. $10,000

Package 2

Data & Analytics Services

Deliverables

After a one (1) hour workshop session with the ISV’s team, TMP will develop an in-depth

articulation of the Partner unique value proposition, target audience, and key messaging pillars.

The output of this will be a messaging framework (umbrella theme and three messaging pillars)

that can be pulled through any/all ISV marketing/sales content as appropriate.

Pricing

$10,000

Including the workshop, development of the messaging and value prop is a 2–3-week process.

ISV Role

• ISV attend 30-minute onboarding call to agree Persona, Industry, Geography, and Solution

Focus (or problem we solve)​

• ISV send pre-reading and proof points to TMP

• ISV attend 1 hour workshop with TMP

• ISV review JVP draft and collect one round of succinct feedback from internal stakeholders

• ISV final sign off on JVP

$10,000 per ISV

Package 1

Joint Value Proposition

Option 1 – Size and define

• Understand size of market

• Identify the ideal white space to market & sell

• Pricing - $10k-$15k delivered in 2-3 weeks

Option 2 – Size, define and prioritise

• Understand similarity to existing customers

• Understand buying signals & intent

• Prioritise customers with strong signals

• Pricing - $35k-$50k delivered in 6-8 weeks

Option 3 – contact acquisition and enrichment

• Standardise and format any existing client contact data, and run health checks to

establish accuracy and recency, purging records not required and out of scope

• A gap analysis then identifies current coverage and gaps which forms the basis of

contact acquisition and enrichment strategy

• Using a combination of GDPR compliant 3rd party data sources and desktop research

(LinkedIn Sales Navigator) we acquire net new data and enrich existing data to provide

job titles, email addresses and phone numbers to ensure multi-channel activation

• Pricing - $1750/1000 contacts

See appendix.

Deliverables

• Solution brief

• Content syndication: targeted to key personas/audiences to generate leads

• Build a list of account data based on ISV criteria

• Research key roles/targets based on ISV criteria (3 contacts per account)

• Follow-up calling, which will include call guide development, generating 10 qualified

appointments, prospect management, and handover

Expected Returns

50 leads from content syndication, 10 qualified appointments/sales meetings, and

account intelligence for sales teams to develop their own additional opportunities.

Pricing

Packages start at $25,000, and cost will vary depending on region—4-month campaign

(1 month set up, 3 months live)

ISV Role

• ISV to supply account domains

• Provide a breakdown of the regional sales territory

• ISV follow-up to all leads will occur within 48 hours or within the

prospect’s time frame

• Supply content for email follow-up and call scripting

• Attend weekly call

• Supply qualification criteria

• Provide one sales training session

• Provide a target account list and targeting criteria for data supplementation

• ISV to supply suppression list and commit to providing

feedback on all leads

• ISV feedback on leads within 30 days of opportunity creation

$50,000 per ISV

Package 4

Active Asset Package

Deliverables

• Up to 15 questions

• List build and augmentation

• Survey invitation

• Weekly reporting on responses

• Incentive distribution—up to $20 per respondent, up to 50 respondents

• Delivery of a trend report

Expected Returns

Guaranteed 50 responses and trend report

Pricing

Pro: $25,000—2-month campaign. Includes survey development and fulfillment and

development of a trend report

Advanced: $50,000—5-month campaign. Includes survey development and fulfillment,

trend report, plus development of an eBook and follow-up campaign

Elite: $75,000—5-month campaign. Includes survey development and fulfillment, a trend

report, an eBook and follow-up campaign, plus a video, blog pack or infographic pack

ISV Role

• Attend weekly meetings

• Provide information for industry, solution, and ICP

• Feedback on copywriting for survey questions, email copy, gifting selection

(gift card, charitable donation, etc.)

• Inside sales training if applicable

• Creative feedback on trend report, additional assets if applicable

$75,000 per ISV

Package 3

Survey Program

Deliverables

• 100 Accounts in 1 target use case/vertical

• Email sequence sent on behalf of ISV (up to seven emails)

• 4 social media ads (creative design)

• Welcome video scripts

• Gifting campaign budget up to $600

• Up to 5 sellers featured

• Up to 1,000 contacts sourced from ZoomInfo/LinkedIn

• For an additional cost, TMP can provide paid media management support as well

Expected Returns

Cold accounts can expect a 12% engagement benchmark with a 6% seller engagement.

Expected benchmarks will increase based on account warmth.

Pricing

Packages start at $50,000 and can be augmented based on additional

program add-ons (inside sales support, survey programs, creative support, etc.).

6-month campaign.

ISV Role

• ISV to supply account lists

• ISV to provide account grading and rationale for account selection

• ISV to supply account domains

• ISV sellers to assist in sales outreach and lead follow-up

• ISV to coordinate paid media campaigns unless specified with TMP

• Share brand guidelines, content, and creative for the campaign

• Attend weekly meetings

• Supply reporting metrics for any elements driven by ISV sales or marketing teams – e.g.,

follow-up outreach data from Salesloft, meetings booked, paid ads performance, etc.

$50,000 per ISV

Package 6

ABM on Demand

Deliverables

• 4 top-of-funnel LinkedIn blogs

• 24 social posts

• 300 connection requests sent

• 300 InMails sent

• LinkedIn profile audit and rewrite for ISV profile

• 1,650 touchpoints from inside sales across LinkedIn, email, and phone

• Build contact data list for 100 accounts

• Account intelligence gathered

• Weekly reporting

Expected Returns

Average of 2-5 sales meetings with additional nurtures. Account intelligence

for sales teams to develop their own additional opportunities. Uplift in impressions/engagements

on posts and 11% to 15% increase in accepted connection requests.

Pricing

$75,000—1-month set up, 3-month campaign

ISV Role

• Share access to assigned ISV LinkedIn profile

• Agree target accounts and prospect contacts

• Provide email address and account access for inside sales executive

• Attend weekly project meeting and executive monthly check-ins

• Agree on a contact who will take introductory meetings and outline

agenda for meetings

• Supply opportunity feedback

• Approve copy and creative

• Attend a 30-minute data session

$75,000 per ISV

Package 5

Beacon Program

Thank you

20/10/2023 9

Slide 1: ISV development program Slide 2: The brief Slide 3: Proposed solution Slide 4: Full Funnel Growth Slide 5 Slide 6 Slide 7 Slide 8 Slide 9: Thank you