1. v2 January © 2015 Citrix | Confidential – Content in this presentation is under NDA.
11 Characteristics of a Successful,
Competitive Citrix Service Provider
SUM118
Julie Baldwin
Director, Citrix Service Provider Sales, EMEA
Scott Lindars
Sr. Product Marketing Manager, Cloud Services Group
Citrix Summit 2015
January 13, 2015

2. 2 © 2015 Citrix | Confidential – Content in this presentation is under NDA.
Why listen to us?

3. 3 © 2015 Citrix | Confidential – Content in this presentation is under NDA.
If you are only going to stay for one slide
Execution
Business Strategy
Sales Enablement
Marketing
Margins
Scale and Multi-Tenancy
Replication and Onboarding
Operating Efficiency
Portfolio
Competitive
Differentiated
Focused
Customers
User Experience
Acquisition
Retention

4. © 2015 Citrix | Confidential – Content in this presentation is under NDA.
Execution

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Don’t reinvent the wheel
Keep it simple
You are not the first to do XYZ…
Learn from others successes and failures
Leverage Citrix for experience and insight

6. 6 © 2015 Citrix | Confidential – Content in this presentation is under NDA.
Think like the C-suite…
…not the technologist

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Marketing cannot be ignored
49%
Have a formal marketing
and sales plan
48%
Are satisfied with the
plan they have
Marketing and sales tools
were highly desired
But,
the marketing and sales
tools are under utilized
Source: 2014 Citrix Service Provider
Center of Excellence Survey
Houston, we have a problem…

8. 8 © 2015 Citrix | Confidential – Content in this presentation is under NDA.
…but also the answer!
Utilize the complete set of
customizable marketing tools
in the Center of Excellence
Plus, ready-to-go partners
that already “speak” DaaS

9. 9 © 2015 Citrix | Confidential – Content in this presentation is under NDA.
You already have the #1
marketing and sales tool
Your customers
 Case studies
 Testimonials
 References

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Enable and incentivize
your sales team
Sales enablement
Solution oriented selling,
not technical selling
Know the buyer personas
and their triggers
Demo, demo, demo
SL

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You must “dog food” your own solution
Obvious enough, but often not the case
Be your first customer reference
Access desktops, apps, email and data
the same way customers do

12. 12 © 2015 Citrix | Confidential – Content in this presentation is under NDA.
Enable and incentivize
your sales team
Incentive
Is compensation aligned with
subscription services?
Does sales understand the
value of monthly recurring revenue?
Is the market opportunity and
pipeline well defined?

13. © 2015 Citrix | Confidential – Content in this presentation is under NDA.
Margins

14. 14 © 2015 Citrix | Confidential – Content in this presentation is under NDA.
Develop an infrastructure strategy
for simplicity, scale and savings
Again, don’t reinvent the wheel
Are you following the Reference Architecture?
Have you implemented App Orchestration
and CloudPortal Services Manager?
Building (or expanding) for the first time?
 Quick start programs from Citrix Consulting
 Technical Implementers

15. 15 © 2015 Citrix | Confidential – Content in this presentation is under NDA.
White labeling allows you to:
Sell through an existing partner
Use a proven, validated solution
Reduce infrastructure investments
Achieve a faster route to market
Focus on sales and marketing
Do you really need to own stuff?

16. © 2015 Citrix | Confidential – Content in this presentation is under NDA.
Portfolio and Customers

17. 17 © 2015 Citrix | Confidential – Content in this presentation is under NDA.
High-volume, low touch
Say no to the custom,
we will do anything model
Standardize, automate and scale
Faster and repeatable onboarding
Simplify the purchasing decision
Create upsell and cross sell opportunities

18. 18 © 2015 Citrix | Confidential – Content in this presentation is under NDA.
The reality is, some customization
is almost inevitable
Define clear go, no-go
boundaries and expectations
Know your exit strategy!

19. 19 © 2015 Citrix | Confidential – Content in this presentation is under NDA.
What makes you different?
High-value, business ready solutions
Differentiate with value-added services
Specialize with vertical expertise

20. 20 © 2015 Citrix | Confidential – Content in this presentation is under NDA.
Verticals require true domain expertise:
• Customer requirements and use cases
• Regulatory and compliance mandates
• Line of business application fluency
Don’t have one, develop a long term plan
Look for trends in your customer
base and recent wins
Looking for the top verticals, key applications
and vertical guidance?
It’s in the Center of Excellence

21. 21 © 2015 Citrix | Confidential – Content in this presentation is under NDA.
Create a clear, simple catalog of hosted services

22. 22 © 2015 Citrix | Confidential – Content in this presentation is under NDA.
Can your prospects find you?
What would your prospects
be searching for?
Does your website, digital
marketing and collateral
reflect customer demand?
Are your most strategic services
front and center or buried
behind legacy services?

23. 23 © 2015 Citrix | Confidential – Content in this presentation is under NDA.
Is your portfolio and brand
evolving with the market?
The world has gone mobile. Have you?
Customers might not know about mobile
workstyles, MDM or secure file sharing
and sync, but they have the needs.

24. © 2015 Citrix | Confidential – Content in this presentation is under NDA.
Wrap Up

25. 25 © 2015 Citrix | Confidential – Content in this presentation is under NDA.
Questions to take home to your team and consider
Execution
Have we developed a comprehensive business, sales
enablement and go-to-market strategy?
Margins
Are we designing for optimal scale, replication and operating
efficiency using the proven methodologies and tools?
Portfolio
Do we have a differentiated, high-value, business-ready
solution that is easy to try and buy?
Customers
Can we retain and attract new customers with an
amazing end-to-end user experience and high-value services?

26. 26 © 2015 Citrix | Confidential – Content in this presentation is under NDA.
Think like the C-suite
Differentiate, simplify, scale
Great technology only goes so far

27. 27 © 2015 Citrix | Confidential – Content in this presentation is under NDA.
Work better. Live better.