ABC-8MillionWishes

Granting wishes for the Fortune 8 Million

$$$$$$

Marketing & Business

Development

Pricing Optimizatio

n for Penetration

Value & Profit

Building Market

Awareness &

Preference

Competitive

Positioning &

Intellectual

Property

Leveraging Inside &

Outside Sales Channels

Market/Customer Information

Management

Devel

op, Dep

loy

and M

ainta

in

ABC Com

munity

Vertical/S

egment

Market

Development

ESR Development, Deployment & Maintenance

ABC Marketing & Business Development Functions Map

ABC Community

Marketing Communications

Product Management

Marketing Information

Management

Strategic Alliances

Web Tech Guru

Public Relations

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

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.

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

ABC News Feed: ESRs, Alliances, Customer Flash, etc.

ABC Customer Desktop

HELP???

Instant Msg

Directory

Account Summary

Calendar Store Email Forums Community

ComicStrip

Customer LogoCustomer Logo NewsletterNewsletterResourcesResources

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

Card Services Int’lC/C Processing

Card Services Int’lC/C Processing

Procurement & Commerce Platform

Procurement & Commerce Platform

ABC CommunityABC CommunityABC CommunityABC Community

ABC DesktopABC DesktopPlatformPlatform

ABC DesktopABC DesktopPlatformPlatform

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 SiteCommunityCommunityCommunityCommunity

CorporateCorporateCorporateCorporate

ProductsProductsProductsProducts

JobsJobsJobsJobs

IRIRIRIR

ContactsContactsContactsContacts

PressPressPressPress

ServicesServicesServicesServices

RegistrationRegistrationRegistrationRegistration

PartnersPartnersPartnersPartners

CustomerPage

CustomerPage

IP SentryIP SentryIP SentryIP Sentry

Expert CityExpert CityExpert CityExpert City

OrderOrderProcessingProcessing

OrderOrderProcessingProcessing

All Bases Covered CommunityAll Bases Covered CommunityiCommunity ChanneliCommunity ChannelCommerce PlatformCommerce Platform

ESR Delivery MechanismESR Delivery MechanismLead Generation VehicleLead Generation Vehicle

All Bases Covered CommunityAll Bases Covered CommunityiCommunity ChanneliCommunity ChannelCommerce PlatformCommerce Platform

ESR Delivery MechanismESR Delivery MechanismLead Generation VehicleLead Generation Vehicle

So

nic

Wal

l F

irew

all

Ser

vice

s

So

nic

Wal

l F

irew

all

Ser

vice

s

RVP,MD, SM,

MCS, AE, CCRField Page

RVP,MD, SM,

MCS, AE, CCRField Page

MarketingMarketingInfo DBInfo DB

MarketingMarketingInfo DBInfo DB

TrainingTrainingTrainingTraining

Hero Comic StripHero Comic StripHero Comic StripHero Comic Strip

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

Product Lifecycle PhasesProposalDefinitionInvestigation & DesignDevelopmentFinal QADeploymentLaunch PlanningPurposeSet key objectives and launch team.Define & prioritize keyproduct requirements.Product Design andplanning for eachgroup.Implement the designand create tests.Testing that product iscustomer ready.Deploy solution forcustomerCreate deliverables forsuccessful launch.Deliverables

•

Ηιγη λεϖελµαρκετινγρεθυιρεµεντσ.

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Ιδεντιφψ ταργετχυστοµερσεγµεντ .

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Φυνχτιοναλ Σπεχσ

•

Ιντερναλ∆ατασηεετ

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∆ραφτ σχηεδυλεΦορ Προτοτψπεσ

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Πριοριτιζεδ βυγ φιξ& ενηανχεµεντ λιστ.

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Βυσινεσσ,τεχηνιχαλ, ανδπροδυχτΡοαδµαπσ υπδατεδ

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∆εσιγν ∆οχσ

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Προτοτψπεσ

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Τεστ Πλανσ & ενϖ.

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Προϕεχτ Σχηεδυλε

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Παρτνερσ ιδεντιφιεδ

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∆ραφτ συππορτ &δεπλοψµεντ πλανσ.

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∆ραφτ µιγρατιονδοχ.

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Κεψ τραδε−οφφσµαδε, ρισκσιδεντιτφιεδ, ανδχοντινγενχψ πλανσηιγηλιγητεδ

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ΦυνχτιονινγΠροδυχτ

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Τεστ χονδιτιονσδεσιγνεδ (δατα αµουντ, τψπε, ετχ)

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Τεστσ & σχριπτσ,ινχλυδινγχυστοµερσχενεριοσ

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Υπδατεδδατασηεετ

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Ονγοινγ υπδατεδ σχηεδυλε.

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Φιναλ µιγρατιονδοχυµεντ.

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Τεστεδ προδυχτ

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Ρεϖιεω οφ γνατσανδ ιµπαχτ.

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Χηαραχτεριζατιονοφ προδυχτ υνδερτεστ, ινχλυδινγστρεσσ τεστινγ ανδχονφιγυρατιον τεστσ

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Τεστσ ανδ τεστδατα.

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Φιναλ χυστοµερµιγρατιον πλαν.

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Χυστοµερ ισ υπανδ ρυννινγ

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Συππορτ υπ ανδρυννινγ

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Αλλ λαυνχηµατεριαλσ.

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Πυβλιχαννουνχεµεντ

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Προϕεχτ δεβριεφχονδυχτεδ,λεαρνινγδοχυµεντεδ, προχεσσ χηανγεπλανσ ιν πλαχεΕξιτ Χριτερια & Μετριχσ

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Μαρκετινγρεθυιρεµεντσχοµπλετε &ρεϖιεωεδ.

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Προϕεχτ τεαµαχροσσ φυνχτιονσιδεντιφιεδ,αππροϖεδ, ανδρεσουρχεδ τοπροϕεχτ πλαν

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Προϕεχτµαναγµεντ στρυχτυρεαππροϖεδ ανδρεσουρχεδ

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Ρεϖιεω ηελδ ανδαππροϖεδ

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Φυνχτιοναλ Σπεχσχοµπλετε.

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Φυνχτιοναλ Σπεχρεϖιεωσ χοµπλετε.

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Χυστοµερϖαλιδατιον

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Ρεϖιεω ηελδ ανδαππροϖεδ

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∆εταιλεδ δεσιγνδοχσ αρεχοµπλετε & φροζεν

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Ιµπαχτ ον αλλπαρτσ οφοργανιζατιον αρευνδερστοοδ.

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Τεστ πλανσχοµπλετε.

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∆εσιγν ρεϖιεωσχοµπλετε.

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Γνατσ οπενεδ δυρινγ δεσιγν ρεϖιεω

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Νεω φεατυρεσαδδεδ (γοαλ = χλαριφψ, νοταδδιτιοναλ)

•

∆εϖιατιον φροµσχηεδυλε/βυδγετ

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Ρεϖιεω ηελδ ανδαππροϖεδ

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Πασσ∆εϖελοπµεντ Ιντεγρατιον Τεστσ

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Φυνχτιοναλιτψµεετσ φυνχτιοναλσπεχιφιχατιονσ.

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Νεω φεατυρεσαδδεδ (γοαλ = νονε)

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∆εϖιατιον φροµσχηεδυλε/βυδγετ

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% οφ χοδερεϖιεωεδ

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Περφορµανχεδατα: αχτυαλ ϖσ.γοαλ

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Χοντινυουσ ηουρσοφ οπερατιον.

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∆εφεχτσ φροµ χοδερεϖιεω.

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% οφ φυνχτιονσρευσεδ.

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Ρεϖιεω ηελδ ανδαππροϖεδ

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Πασσ ΘΑ τεστσ

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Πασσ ΑχχεπτανχεΤεστσ

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Νυµβερ οφ τεστσπλαννεδ,ιµπλεµεντεδ ανδ πασσεδ.

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Ρεϖιεω ηελδ ανδαππροϖεδ

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Συχχεσσφυλχυστοµερδεπλοψµεντ

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Ρεϖιεω ηελδ ανδαππροϖεδ

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Μεσσαγεσ,αυδιενχε, κεψνεωσ δεφινεδ.

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Κεψ λαυνχηδελιϖεραβλεσ αρεον σχηεδυλε.

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Προχεσσ γοαλσανδ µετριχσυπδατεδ

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Ρεϖιεω ηελδ ανδαππροϖεδΜιλεστονεσΜαρκετ ΟβϕεχτιϖεσΠροδυχτ ∆εφινιτιον∆εσιγν Ρεϖιεω Χοδε Φρεεζε Προδυχτ ΡελεασεΓο / Νο Γο φορ Λαυνχη

Program Execution

Task1. First-Pass Phase Schedule Meeting2. First-Pass Phase Schedule Published3. High-Level Data Sheet Developed4. 10 Page Market Requirements Document5. First-pass Work Effort Estimate Publishedto Realize Data Sheet6. Key Features, Infrastructure Development,and Bug Fixes Considered and Prioritized7. Pricing, Product Number Strategy8. Re-Prioritized Data Sheet Published toMatch Resources and Scheduled Updated9. Additional Detail of Key Features andInfrastructure Added10. Fine-Tune Time and Resource Estimates11. Final Re-prioritization of Features,Infrastructure, and Bug Fixes12. Publish Integrated Resource Plan andFinal Development and Release Schedule13. Product Roadmaps Updated14. Publish Final Data Sheet15. Launch Strategy and Plan Begun

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Βετα Σιτεσ Ιδεντιφιεδ

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Μαρχοµ Πλανσ Βεγυν

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∆οχυµεντατιον/∆ατα Σηεετσ Πλανσ Βεγυν

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Τραινινγ Πλανσ ΒεγυνΡεσπονσιβλε Παρτψ

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Μαρκετινγ, ∆εϖελοπµεντ, ανδ ΘΑ

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Προϕεχτ Μαναγερ/Χοορδινατορ

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Μαρκετινγ

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Μαρκετινγ ανδ ∆εϖελοπµεντ

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Προϕεχτ Μαναγερ/Χοορδινατορ φροµ ∆εϖελοπµεντ ανδΘΑ ινπυτ

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Προϕεχτ Μαναγερ/Χοορδινατορ, Χυστοµερσ, Μαρκετινγ,Σαλεσ, ∆εϖελοπµεντ

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Μαρκετινγ

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Προϕεχτ Μαναγερ/Χοορδινατορ, Χυστοµερσ, Μαρκετινγ,Σαλεσ, ∆εϖελοπµεντ

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Μαρκετινγ ανδ ∆εϖελοπµεντ

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Προϕεχτ Μαναγερ/Χοορδινατορ ωιτη Ινπυτ φροµ οτηερ∆επτσ

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Μαρκετινγ ανδ ∆εϖελοπµεντ

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Προϕεχτ Μαναγερ/Χοορδινατορ ωιτη Ινπυτ φροµ∆εϖελοπµεντ ανδ ΘΑ

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∆εϖελοπµεντ ανδ Μαρκετινγ

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Προϕεχτ Μαναγερ/Χοορδινατορ ωιτη Ινπυτ φροµ∆εϖελοπµεντ ανδ ΘΑ

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ΜαρκετινγΧηανγε Μαναγµεντ 1. Ανψ ρεθυεστσ φορ προδυχτ δεφινιτιον χηανγεαφτερ δεϖελοπµεντ οφ ιντεγρατεδ ρεσουρχεπλαν ανδ σχηεδυλε δεϖελοπµεντ µυστ βεπροχεσσεδ τηρουγη τηε ∆ΜΙ ΧηανγεΜαναγεµεντ Προχεσσ ανδ Προδυχτ Τεαµφορ τηε προδυχτ2. Χηανγεσ µυστ βε λογγεδ ανδ αππροϖεδ αφτερ ∀χοδε φρεεζε∀

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Φορ σπεχιαλ χιρχυµστανχεσ, τηε εντιρεΠροδυχτ Πλαννινγ Τεαµ µυστ αττενδχοµµον µεετινγ ανδ αππροϖε χηανγε 3. Υπδατε Προϕεχτ Πλαν ανδ Χοµµυνιχατιον

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Προδυχτ Πλαννινγ Τεαµ ανδ ΠροϕεχτΜαναγερ/Χοορδινατορ

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Προϕεχτ Μαναγερ/Χοορδινατορ

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Προϕεχτ Μαναγερ/Χοορδινατορ

Program Execution

Program Roll-Out & Maintenance

CommunicateMarketing

Launch Plan

Training ,Collateral & Sales Tools

Dissemination

Internal IS & IT Process Articulation

Track & Monitor Sales Activity &

Promotions

Mktg & Field Dev Process Articulation

Kn

ow

led

ge

Tra

nsf

er t

o t

he

Fie

ld O

rgan

izat

ion

• 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

Communication PlanHigh Level Communication Plan

Name Media Key Messages Frequency Audience

Call from CEO Conference call Introductory messages, Vision, Key messages

As needed Field Personneland Process Leaders

Update memo or newsletter

Email Current/future events, issues, recognition

Monthly Field Personneland Process Leaders

Email messages or requests

Email Specific requests or updates

As needed Field Personneland 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

Communication PlanHigh 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 Team5

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

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