1. Granting wishes
for the Fortune 8 Million
$$$$$$

2. Marketing & Business
Development
Pricing
Optimizatio
n for
Penetration
Value &
Profit
Building
M
arket
Aw
areness
&
Preference
Com
petitive
Positioning
&
Intellectual
Property
Leveraging
Inside &
Outside Sales
Channels
Market/Customer
Information
Management
Develop, Deploy
and
M
aintain
ABC
Com
m
unity
Vertical/Segment
Market
Development
ESR
Development,
Deployment &
Maintenance

3. ABC Marketing & Business Development Functions Map
ABC Community
Marketing
Communications
Product
Management
Marketing
Information
Management
Strategic
Alliances
Web Tech Guru
Public
Relations

4. Core
Services
Extended
Services
Marketing &
Support
Strategic
Alliances
• All Covered Care
•All Covered Purchase
• All Covered Access
• On-Call
• SonicWALL
• Connected
• IP Sentry
• ExpertCity
• CSI
• Strategic Relationships for Lead Generation
• Vertical Market Segments
• ISV/OEM/VAR Certification & Relationships
• Local, Regional & National Associations
ABC
Marketing
2001
• PR
• Collateral
• Telemarketing & DM
• SalesLogix
•Customer Info mgmt
ABC
Community
•Closed Customer Community
•Community Directory
•Commerce Platform
•ESR Delivery Mechanism
ABC Marketing 2001

5. 2001 ESR Initiatives
Connected:
• Connected remote, online back-up provides data protection for desktops and laptops.
ABC provides setup, installation and configuration services onsite, and ABC charges
ACC hourly rates for T&M.
SonicWALL:
• SonicWall Secure provides firewall, content filtering and anti-virus security services via
a monthly per user subscription. ABC provides setup, installation and configuration
services using SGMS and ABC charges ACC hourly rates for T&M.
IP Sentry:
• Web-based server & desktop monitoring using SNMP for remote, agent-based NT
services monitoring, tracking, reporting and data collection.
ExpertCity:
• Online Help Desk using ExpertCity’s web-based, interactive chat and messaging toolset
from ABC web properties: corporate site, community site and intranet.
Card Services International:
• Provisioning of online Credit Card Processing for use in the payment of ABC bills, IT
purchases off of an ABC Community Store and ESR transactions; potentially extending
merchant account services to customers.

6. Strategic
Alliances
Strategic
Alliances Revenue: Core Services & Commissions
PR/Branding
Investment
Lead Generation
Lead Generation
Alliances & Partnerships
Value Proposition for ABC Community Partners:
• Directory Listing on Preferred Vendor Section of ABC Community Store
• Community Partner Page (e.g.: logo, marketing blurb, contact & offerings info)
• Referrals & Lead Generation (avoided cost share of $50-85 per qualified appointment)
• Direct & Tele-Marketing campaigns to “joint”installed base by geographic POP
• Active Promotion & Sales Advocacy of their offerings for an agent commission
Lead Generation

7. ABC News Feed: ESRs, Alliances, Customer Flash, etc.
ABC Customer Desktop
HELP
???

Instant Msg
Directory
Account
Summary
Calendar Store Email Forums Community
Comic
Strip
Customer LogoCustomer Logo NewsletterNewsletterResourcesResources

8. ACTIVITY
ESR Initiatives
•SonicWall Security Svcs
•Connected (re-launch)
•IP Sentry
•ExpertCity HelpDesk
•CSI-Credit Card Proc.
•Community
•HandTech--Back-endAlliance Initiatives
•AMEX(Lead Gen)
•Compaq (Lead Gen/DM)
•Palm (Lead Gen)
•Intuit (LeadGen & Fees)
•Paychex (Lead Gen)
•Administaff
•Telcos (Lead Gen/DM)
•Nokia/Motorola(IM link)
•Kinko’s/OfficeMax/Depot
•AllBusiness (LG & eDM)
2001 Rollout Map
GoBase2
JAN FEB MAR APR MAY JUN JUL AUG DECNOVOCTSEPT
Development
Development

9. Card Services Int’l
C/C Processing
Card Services Int’l
C/C Processing
Procurement
& Commerce Platform
Procurement
& Commerce Platform
ABC CommunityABC CommunityABC CommunityABC Community
ABC DesktopABC Desktop
PlatformPlatform
ABC DesktopABC Desktop
PlatformPlatform
DirectoryDirectoryDirectoryDirectory
IMIMIMIM
SchedulerSchedulerSchedulerScheduler
ForumsForumsForumsForums
EmailEmailEmailEmail
ABC Acct InfoABC Acct InfoABC Acct InfoABC Acct Info
ABC MonitorABC MonitorABC MonitorABC Monitor
Help DeskHelp DeskHelp DeskHelp Desk
ContentContentContentContent
ABC FeedABC FeedABC FeedABC Feed
TestimonialsTestimonialsTestimonialsTestimonials
NewslettersNewslettersNewslettersNewsletters
Product/ServiceProduct/ServiceProduct/ServiceProduct/Service
Partner/Alliance InfoPartner/Alliance InfoPartner/Alliance InfoPartner/Alliance Info
SolomonSolomonSolomonSolomon
GoBase2GoBase2GoBase2GoBase2SalesLogixSalesLogixSalesLogixSalesLogix
ABC Corp Web SiteABC Corp Web SiteABC Corp Web SiteABC Corp Web Site
CommunityCommunityCommunityCommunity
CorporateCorporateCorporateCorporate
ProductsProductsProductsProducts
JobsJobsJobsJobs
IRIRIRIR
ContactsContactsContactsContacts
PressPressPressPress
ServicesServicesServicesServices
RegistrationRegistrationRegistrationRegistration
PartnersPartnersPartnersPartners
Customer
Page
Customer
Page
IP SentryIP SentryIP SentryIP Sentry
Expert CityExpert CityExpert CityExpert City
OrderOrder
ProcessingProcessing
OrderOrder
ProcessingProcessing
All Bases Covered CommunityAll Bases Covered Community
iCommunity ChanneliCommunity Channel
Commerce PlatformCommerce Platform
ESR Delivery MechanismESR Delivery Mechanism
Lead Generation VehicleLead Generation Vehicle
All Bases Covered CommunityAll Bases Covered Community
iCommunity ChanneliCommunity Channel
Commerce PlatformCommerce Platform
ESR Delivery MechanismESR Delivery Mechanism
Lead Generation VehicleLead Generation Vehicle
SonicWallFirewallServices
SonicWallFirewallServices
RVP,MD,
SM,
MCS,
AE, CCR
Field Page
RVP,MD,
SM,
MCS,
AE, CCR
Field Page
MarketingMarketing
Info DBInfo DB
MarketingMarketing
Info DBInfo DB
TrainingTrainingTrainingTraining
Hero Comic StripHero Comic StripHero Comic StripHero Comic Strip

10. Menu of Customer Offerings
ABC Core Services ABC Extended Services
• All Covered Care
• On-Call Care
• Projects
• All Covered Protect
• All Covered Access
• All Covered Purchase
• IP Sentry Monitoring
• Expert City Help Desk
• SonicWALL Secure
• Credit Card Processing

11. Product Lifecycle PhasesProposalDefinitionInvestigation & DesignDevelopmentFinal QADeploymentLaunch PlanningPurposeSet key objectives and launch team.Define & pri
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Program Execution

12. Task1. First-Pass Phase Schedule Meeting2. First-Pass Phase Schedule Published3. High-Level Data Sheet Developed4. 10 Page Market R
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Program Execution

13. Program Roll-Out & Maintenance
Communicate
Marketing
Launch Plan
Training ,
Collateral &
Sales Tools
Dissemination
Internal IS & IT
Process Articulation
Track & Monitor
Sales Activity &
Promotions
Mktg & Field Dev
Process Articulation
KnowledgeTransfertotheFieldOrganization
• IT Development
• IS Integration
• Corporate IS & Billing Data/Systems Flow Coordination
• Support & Maintenance Planning, Coordination & Management
• Beta Market Selection, Training & Support
• Company-wide Roll-out for Training, Sales & Mktg Support
• Branch Level Data/Systems Flow Coordination
• Evangelism & Advocacy from DCS, DCC & DSO
• Communicate Plan to Beta Markets and then Company-wide
• Define Value Proposition, Prospect Profile & Sales Guide
• Order Processing and Fulfillment Planning &Coordination
• On-going internal MARCOM to field via Newsflash, Web, Conf
Calsl, Field visits and training
• Training the Trainers to train the Field and to train Team Leads
and MCS, MCC and SMs
• Produce and Deliver Sales tools and collateral via diverse
media
• Coordinate w/ Training on OJT training for new hires
• Weekly reporting of sales activities on ERS from field
• Weekly contact from Corp Mktg to Field for input on progress
• Monthly contest and sales incentives
• Track and monitor customer adoption, penetration &
satisfaction

14. 14
Communication Plan
High Level Communication Plan
Name Media Key Messages Frequency Audience
Call from CEO Conference call Introductory
messages, Vision,
Key messages
As needed Field Personnel
and Process Leaders
Update memo
or newsletter
Email Current/future
events, issues,
recognition
Monthly Field Personnel
and Process Leaders
Email
messages or
requests
Email Specific requests
or updates
As needed Field Personnel
and Process Leaders
Email inquiries
or suggestions
Email Improvement
suggestions or
project questions
As needed
Project Team
3
1
4
2
Source
Sponsor
Project Directors
Project
Team
1
2
3 5
CEO
Director of Mktg
VP Marketing
Field Management & FD
and Process Leaders
Field Personnel
Executive Staff
9
8
6 7
4
Project Directors

15. 15
Communication Plan
High Level Communication Plan-continued
Name Media Key Messages Frequency Audience
Individual visits Face to face Information
gathering
As needed Field
Meeting Face to face Progress report,
Information
gathering
As needed Field Managers
and Process Leaders
or their staff
CD-Multimedia CD-ROM Vision, Updates,
Key messages,
collateral
As needed Field
Exec Staff Meeting Monthly Exec Staff
8
6
9
7
Progress report,
Issues resolution
Source
Project Team
Project Team or District
Managers and Process
Leaders
Sr. Management
Project Directors / Team
Individual
phone calls
Phone Individual requests
or issues resolution
As needed Field Managers
and Process Leaders
Project Team
5

16. Marketing
Communications
Product
Management
Marketing
Information
Management
Strategic
Alliances
Buy-Stuff Store ESR offerings Content &
Communications
Partner Exchange
ABC Community
•Marcom Manager
•Trade Show & Event
Support
•Public Relations
•Web Property Mgmt
•Collateral Execution
& Fulfillment
•ESR Evangelist
•Product/Service
Development & Mktg
•Program Rollout &
Maintenance
•Training &Process
Transfer
•Mktg Program Mgmt
•Core Service
Evangelist
•Marketing Intelligence
•Demand Creation &
Mgmt
•Loyalty Programs:
•ABC Channel Evangelist
•Alliance Strategy
formulation & execution
•Contract & Negotiations
Mgmt
•Channel Program Mgmt
ABC Marketing &Business Development Functions Map
Customer
Directory
Web Tech Guru

17. Core
Services
Extended
Services
Marketing &
Support
Strategic
Alliances
• All Covered Care
•All Covered Purchase
• All Covered Access
• On-Call
• SonicWALL: Firewall&
Security
• Connected:
Remote Back-up
• IP Sentry: Server &
Desktop monitoring
• ExpertCity:
Online Help Desk
• CSI: Credit Card
Processing...
• Strategic Relationships for Lead Generation
• Tactical Partnerships
• Vertical Market Segments
• ISV/OEM/VAR Certification & Relationships
• Local, Regional & National Associations
ABC Marketing 2001ABC Marketing 2001
• PR
• Collateral
• Telemarketing & DM
• SalesLogix
•Customer Info mgmt