Field Portal - NetApp Community

prudencecoatInternet and Web Development

Nov 18, 2013 (3 years and 8 months ago)

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NetApp Confidential
-

Internal Use Only

Envisioning and
Defining A New
Field Experience

NetApp Field Portal

Experience Brief

October 13, 2008

©
2008 NetApp. All rights reserved.

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Contents


Executive Summary


Creative Strategy


Key Functionality


Content Strategy


User Flows


Communications Plan


Appendices


1. Community Strategy


2. Personas


3. Use Case Scenarios


4. Business and Functional Requirements


5. Sample Product and Solution Content Taxonomy (work in progress)

©
2008 NetApp. All rights reserved.

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Executive Summary

©
2008 NetApp. All rights reserved.

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The Field Portal:

A New Standard in the NetApp Field Experience

Current Field Experience:

Static, Inconsistent, Time
-
Consuming

Future Field Experience:

Dynamic, Consistent, Time
-
Efficient

Corporate

Marketing

NGS

Channel

Marketing

Sales

Operations

EPO

Solution

Marketing

NetApp

University

Competitive

Team

Field

Sales

Channel

Sales

Content

Marketing

Automation

Web

Technologies

Sales

Enablement

On

Boarding

Support

Diminished Field Effectiveness

Optimized Field Effectiveness

Field

Enablement

Portal

Corporate

Marketing

Partner

Management

Channel

Marketing

Sales

Operations

NGS

Solution

Marketing

NetApp

University

Competitive

Team

Content

Marketing

Automation

Sales

Enablement

On

Boarding

Support

Field

Enablement

Portal

Web

Technologies

Field

Enablement

Portal

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2008 NetApp. All rights reserved.

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Goal and Mission of the Portal

Create one portal for the field organizations who support NetApp
to access the communications, tools, training and information
necessary to make their customers successful. Ensure
information and content displayed according to role or function.



Get the
right data

to the

right people

at the
right time

at the
lowest cost
.

©
2008 NetApp. All rights reserved.

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Understanding the Field Portal

What It Is

What It Is Not

A common information delivery
infrastructure for the access of
NetApp data, web content,
documents, and expertise

Yet another website that integrates
existing common, yet disparate,
field sites and portals

A personalized view for different
user roles into what they need most
to be the most effective

A static, one
-
size
-
fits
-
all aggregated
set of web links

An increasingly intelligent tool for
discovery of the breadth of NetApp
products, solution, service and
support capabilities

Just a more powerful search engine

A mechanism to enhance and
enlarge current business processes

A way to manage or fix business
process gaps

©
2008 NetApp. All rights reserved.

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Personas depict the Field Portal user groups

Technical

Rarely

Business

Always

Partner

Inside Sales

Sarah

Partner

Sales Engineer

Paul

Partner

Outside Sales

James

Direct

Sales Engineer

Manoj

Direct

Marketing

Rose

Partner

Marketing

Alison

Direct

Field Mktg

Dave

Denotes Marketing
Automation Tool Users

Power Users

Regularly

Direct

Outside Sales

Alan

©
2008 NetApp. All rights reserved.

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Enabling aggregated and more targeted field communications

Today

NetApp Direct Field

Future

Sales

Communications

Channel

Communications

Program Offices

Outbound/Channel Marketing

Products/

Solutions

Programs


Content

Contributors


Program Managers


Campaign
Managers


Tool Developers

Reseller

Company

Distributor

Company

GSI

Company

Solution

Partner

Company

Identify

Opportunity


Define

Solution


Develop


Proposal


Winning

The Deal

Implement

Solution



Cross
-
Sell/

Up
-
Sell

Marketing (Partner, Direct)

Sales

(Partner,

Direct)

Technical

(Partner,

Direct)

Products/

Solutions

Programs

Campaigns

Promotions

©
2008 NetApp. All rights reserved.

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The Field Portal will launch in phases, aligned with high
-
priority
user needs


Role
-
based relevancy


Task
-
based relevancy


Meaning
-
based relevancy


Personalized home page


Personalized content
delivery according to portal
use and preference



Personalized content
delivery according to task


Search that performs at the
document and web page
level


Search within web pages
and documents


Search across any
interfaced NetApp web
property


Streamlined self
-
publishing
for content contributors


Content targeting for
content contributors



Community
-
integrated
feedback for content QA


Quick links to tools,
documents, most
-
used
sites


Expanded interface to
broader content set



Content proactively served
according to profile and
task

Phase 1

Phase 2

Phase 3

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2008 NetApp. All rights reserved.

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What does success for users look like?

Power Users




Will be able to support more customer opportunities


Will spend significantly less time sorting and searching for the
information they need to configure solutions or to prepare a quote


Will contribute to the portal through their feedback, content
recommendations, and community connections


Will be able to more effectively share their NetApp expertise


Will be able to quickly access the tools they need

Regular Users




Will be able to quickly get to their most frequently used content
and information


Will be able to spend more time selling… less time searching for
needed information


Will use the portal as part of their daily work process


Will become more knowledgeable and able to better articulate the
value propositions of NetApp products and solutions

Infrequent Users




Will start to use the portal as one of their information tools


Will become regular subscribers to notification of relevant updates


Will become more connected to corporate initiatives and extended
best practices


©
2008 NetApp. All rights reserved.

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Portal Objectives and Metrics

Objectives

As Measured By

1. Reduce e
-
mail traffic around repetitive
questions


Decrease DL traffic by 20%


Decrease number of emails querying references, where to find
information, who to contact for specific items

2. Increased satisfaction with quality and
timeliness of field communications


Increase in downloads across a wide variety of topics


Quarterly increase in number of content alert subscriptions


Increase in positive feedback on portal

3. Improve coverage and proactive
support of partners


Increase in number of partner proposals containing NetApp
solutions vs. competitors


Every partner knows their CDM and their NetApp distributor
team


Increased ability to scale the number of partners in specific
GEOs, specific industry segments, and/or specific solutions


New partners are able to ramp their NetApp sales more quickly
than they can the competition’s

4. Accelerate partner ramp
-
up time for
NetApp products and solutions


Decreased time for partners to learn NetApp products and
solutions by 20%

5. Improved ability for users to find what
they need more quickly


Decreased search time by 20%


Increased search result relevancy by 75%

6. Increased ability to target content,
thereby making it more useful


Increased ability to see who is using content and at what stage
of the sales process as derived from portal usage reports

7. Accelerate access to bookings, order
status, customer installed base
information


Enablement of a one
-
click navigation from the home page

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2008 NetApp. All rights reserved.

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Where We Are


Test plan detailed


Deployment plan developed


Support / training plan developed


System built


Training delivered


Communications rolled out


Advocate management


Support


Enhancements captured

10/13/08:

The Field Portal project

is ready to exit the Envision

phase and move into Design

although many Design activities

are already underway.

Deploy

Develop

Design


Business requirements signed off


Business processes documented


System architecture designed


Personalization designed

Envision


Impact and readiness assessed


Cost planning and vendor discovery


Project governance established


Business requirements collected

Test


Load and performance tested


User acceptance tested / QA


Integration tested


Rollout Planned


Training developed


©
2008 NetApp. All rights reserved.

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The Field Portal will get relevant information into the hands of
the appropriate user role throughout the sales process

Opportunity

Discovery/

Qualification

Solution

Identification

Solution

Proposal

Winning

The Deal

Solution

Implementation

Frequent Power Users

Partner

Inside Sales

Sarah

Partner

SE

Paul

Direct

SE

Manoj

Regular Business Users

Partner

Marketing

Alison

Direct

Outside Sales

Alan

Direct

Field Mktg

Dave

Infrequent Business Users

Partner

Outside Sales

James

Direct

Marketing

Rose

Solution

Cross
-
Sell

Up
-
Sell

Current User Relevance

Relevance Expansion

©
2008 NetApp. All rights reserved.

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Field Portal Content Strategy:

Engage with relevant content or information at the right time

Type of User

Frequency of Use

Rarely

Always

Business

Technical

Sales Promotions / Status

Solutions to Business Challenges

Products / Tools / Services


Alerts:


Promotions


Events


Order Status


Leads


Content recommender for what to
sell when


Easy access to customer references
that evidence solution results


Bookings status and order alerts


High performance search
across content repositories and
within documents


Personalized quick links to
most used tools and
documents


Mobile content

Regularly

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2008 NetApp. All rights reserved.

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Field Portal Creative Strategy:

Enabling the user and what they are trying to do


Specific stylistic elements (fonts,
colors, etc.) will be derived from
new brand guidelines


Functionally, the portal should be:


Simple and uncluttered


Personal and focused


Flexible and intelligent


Enabling for the user


Expressively, the portal should be:


Practical, straightforward


Actionable


User
-
focused, sales
-
centric


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2008 NetApp. All rights reserved.

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Analytics Strategy


Capture behavioral insights by role


Inform the content tagging structure


Provide targeting intelligence for the content contributors


Provide personalization intelligence for the content recommender

As with
www.netapp.com
, the Field Portal registration system will be
integrated with Omniture to:


More granular ability to target content by type of user and by type of usage


Sustainability of usage across a wider spectrum of personas and use cases


More relevant content is produced


More content is discovered and used

Success Metrics

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2008 NetApp. All rights reserved.

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Creative Strategy

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2008 NetApp. All rights reserved.

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NetApp’s Field Portal

is:

Simple.

Direct.

Enabling.

NetApp’s Field Portal

is not:

Complex.

Difficult.

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2008 NetApp. All rights reserved.

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NetApp’s Field Portal

is:

Open.

Integrative.

NetApp’s Field Portal

is not:

Closed.

Siloed.

Independent.

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2008 NetApp. All rights reserved.

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NetApp’s Field Portal

is:

Targeted.

Personal.

Learning.

NetApp’s Field Portal

is not:

One
-
size
-
fits
-
all.

Dumb.

©
2008 NetApp. All rights reserved.

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NetApp’s Field Portal

is:

Dynamic.

Evolving.

NetApp’s Field Portal

is not:

Static.

Fixed.

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2008 NetApp. All rights reserved.

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NetApp’s Field Portal

is more:

Engaging.

Leading.

NetApp’s Field Portal

is less:

Text
-
or
-
Link
-
Heavy.

Guiding.

©
2008 NetApp. All rights reserved.

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NetApp’s Field Portal

is more:

Clear.

Consistent.

NetApp’s Field Portal

is less:

Cluttered.

Involving.

Inconsistent.

Repellent.

©
2008 NetApp. All rights reserved.

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NetApp’s Field Portal

is more:

About helping field
-
facing
people be more effective.

NetApp’s Field Portal

is less:

About communicating
NetApp products,
solutions and services.

©
2008 NetApp. All rights reserved.

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Key Functionality

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2008 NetApp. All rights reserved.

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1.

2.

3.

4.

5.

6.

7.

Getting to a personalized information service

Content Discovery

Personalization

Community

Integration

Profile

Web Content Management

Analytics

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Content Discovery

What Is It




Enabling users to find critical content easily

Key Functional
Components




Role
-
based content tagging


Faceted classification


Sales stage and task
-
based content alignment


Structured taxonomy


Federated search across repositories


Parametric search with documents


User
-
determined tagging


Filtering and sorting


Content recommender

Key Success
Criteria




Decrease search and sift time for each role


Decrease “Where do I find…” email blasts


Increase time



selling (sales)


supporting sales and customers (technical)


implementing sales
-
aligned campaigns (marketing)

1.

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Personalization

What Is It




Role
-
based display of HTML content, news, product / solution
information, competitive information , technical reports, etc.

Key Functional
Components




User
-
defined home page elements


portlets, modules,
widgets


User’s explicit preferences captured and leveraged from their
profile


Alerts and notifications according to information and
communication preferences


Content recommendations derived from matched user
preferences and role
-
based portal usage behavior


User’s ability to set their own quick links for most
-
frequently
-
used content, tools, and libraries

Key Success
Criteria




Search time is significantly diminished


Broader usage of the portal by regular and infrequent
business users


Reduced use of broadcast DLs for seeking information

2.

©
2008 NetApp. All rights reserved.

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Community

What Is It




Integration with NetApp’s community to enable users to
access and utilize communities of their peers as a source for
learning or for collaboratively solving problems

Key Functional
Components




User
-
created content uploads


User ratings and recommendations


Blogging and other discussion forums


User generated tagging of content and expertise


Searchable within and across community topics


Location and connection with expert networks on various
topics


whether NetApp, NetApp partner, NetApp customer


Initially, linked access to a separate community portal; in later
phases, tighter integration of community aspects throughout
the portal information architecture and page design

Key Success
Criteria




Quicker access to NetApp experts


Tighter connection with partners (and eventually customers)
during significant customer engagements


Up
-
to
-
the
-
minute learning on key customer pain points

3.

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2008 NetApp. All rights reserved.

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Integration

What Is It




Standards
-
based interface and development approach
providing data snippets through which a user can access and
directly interact with NetApp’s back
-
end systems

Key Functional
Components




WSRP 2.0 Producer (application server)


Integration and provision of data from the back
-
end systems
(primarily Siebel and SAP) to the presentation layer of the
Field Portal


Data access authorization enabled through the identity
management system

Key Success
Criteria




Quick view of desired data will stimulate broader portal usage


Proof point of the value of a unified service interface for field
information delivery and dialog


Other groups will adopt this standards approach for
development of modules for a tighter role
-
based interface
through the Field Portal

4.

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Profile

What Is It




The ability for the user’s identity, preferences, online behavior,
permissions, role, and other special credentials to persist
across the portal and “through the interfaces” to other sites
and back
-
end systems


Over time, the portal experience will become ever more
“intelligent” about the user’s information needs

Key Functional
Components




Comprehensive user profile including




basic identification data, including primary role


preferences encompassing content, products, solutions,
communications, communities


permissions and authorization


portal search, navigation and download behavior


specific expertise


Ability of the content management system to interact with the
user profile for dynamic content presentation

Key Success
Criteria




An increasing number of users access their profile to explicitly
state their preferences


An increasing percentage of the portal and interfacing
systems and sites auto
-
personalize according to profile
knowledge

5.

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2008 NetApp. All rights reserved.

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Web Content Management

What It Is




The ability to easily publish, automatically and dynamically
display (according to user profile), and retire web content

Key Functional
Components





The solution includes the basic WCM functionality




Support of self
-
publishing with multi
-
tier workflow and approval
process


Versioning


Scheduled publishing


In
-
context editing of pages


Content preview


Dynamic navigation building (i.e. a user with proper authorization
can alter and add new navigation to the site without IT intervention)


Dynamic page generation


Localization


Template building, management and preview


RSS feeds, podcasts


Rules for display of only up
-
to
-
date documents and content

Key Success
Criteria




Quicker and easier web content publishing process


Reduced amount of out
-
of
-
date web content


Increased dynamism within the portal to produce a
sustainable compelling user experience

6.

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Analytics

What It Is




Ability to initially track site usage by role, with the future ability
to create adaptive content display based on past user actions

Key Functional
Components





Integration of Omniture web analytics



Alignment of web analytics with sales process tasks



Matching of explicitly stated preferences with implicit portal
behavior to improve usability



In later phases, matching of portal usage and behavior to
deal conversions

Key Success
Criteria




Increased ability to strengthen most used and useful portal
functions and to eliminate non
-
used areas


Increased ability to link portal usage to sales effectiveness


Increased ability for content contributors to target their content
to specific user roles and tasks

7.

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Content Strategy

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The content strategy is focused on dynamically matching
content and information to users’ demands

Now

Users:

Where do I find?

Siebel

Users:

What I want…

When I need it!

Stellent

PTSN

NetApp

Learning

Center

Marketing

Automation

SAP

Siebel

NOW

Lead

Management

System

Future

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Content relevance for role and task is the core of the content
strategy

Opportunity

Discovery/

Qualification

Solution

Identification

Solution

Proposal

Winning

The Deal

Solution

Implementation

Frequent Power Users

Partner

Inside Sales

Sarah

Partner

SE

Paul

Direct

SE

Manoj

Regular Business Users

Partner

Marketing

Alison

Direct

Outside Sales

Alan

Direct

Field Mktg

Dave

Infrequent Business Users

Partner

Outside Sales

James

Direct

Marketing

Rose

Solution

Cross
-
Sell

Up
-
Sell

Current User Relevance

Relevance Expansion

©
2008 NetApp. All rights reserved.

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For frequent power users, relevance means easier and faster
access to preferred tools, content and information

Partner

Inside Sales

Sarah

Partner

SE

Paul

Direct

SE

Manoj

Now:


Significant bookmarking of favorite and most
-
used solution and product content


Significant time spent sifting through illogically structured categories for up
-
to
-
date technical info


Invests the largest percentage of time identifying, sizing and configuring the right solution

Future:


Time will be freed to help sales rep with more substantial and customized proposals


Speeding time to relevant content will enable more opportunities per SE and/or broader sales
process participation through
--



Federated and in
-
document search


Recommender


TR alerts


My Tools and QuickLinks

Now:


Too much time looking for the information detail to ensure accurate and complete sizing,
configuration and quoting

Future:


More time for a more diverse spectrum of NetApp products and solutions


Frees time to stay engaged throughout the sales process

Now:


All available time focused on quote development and searching for the right product information

for proposals

Future:


More time to uncover new opportunities for identified and/or promoted solutions


More time to identify the best solution for more diverse customer scenarios


Easier access to data to help existing customers evolve their solutions or grow their business
through




New promotion alerts


Customer reference access


SAP customer installed base portlet


Lead management system portlet

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For regular business users, relevance is a quick view into

“my data” and efficient access to usable content and expertise

Now:


Difficult to find the right marketing materials for current marketing campaigns


Impossible to measure the sales or customer impact of marketing efforts


Time
-
consuming to align marketing campaign with the sales process/funnel

Future:


Easy to see available content collections for specific products, solutions and services


Ability to support reps with installed base programs and incentives


Increased availability of pre
-
packaged campaigns, by product and/or by customer type through
--


My Library link


Windows into content “tree”


Future interface to marketing automation tool

Now:


Limited time to use portal


too difficult to know what or where things are


Send emails to region or GEO colleagues to find customer references, specific expertise


Keep abreast of wins and my numbers


no link/recommendations on how to find similar
opportunities

Future:


Personalized portal becomes
the

primary workspace


everything there is at rep’s fingertips


Sales rep can easily find proposal information, competitive information, customer references and
other NetApp experts with a few simple clicks through
--



Personalized homepage


QuickLinks


Content recommender


VOD training modules


Alerts for news, promotions, competitors, etc.

Now:


Untargeted application of corporate campaigns at GEO, area level


Limited enablement of marketing campaigns beyond lead generation


No ability to measure return on marketing investment

Future:


Able to target, develop, implement and measure campaigns oriented towards the full customer
awareness

consideration

preference

purchase spectrum


Able to target installed base customers with up
-
sell offers and relationship marketing programs

Partner

Marketing

Alison

Direct

Outside Sales

Alan

Direct

Field Mktg

Dave

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For infrequent business users, relevance and usage will
increase with personalization, quick
-
links and role
-
based views

Now:


Don’t use the portal


too time
-
consuming and technical for them

Future:


Role
-
based modules, alerts, RSS feeds and recommendations bring the portal to the user’s
personal workspace


Future ability to track customer orders, PVR status and contract renewals will entice more frequent
usage

Now:


Don’t use the portal


marketing activities have limited alignment with customer opportunities and
the sales process


Don’t target content or documents to specific roles and sales process activities

Future:


Usage analytics by role, task and sales stage will enable better honing and targeting of useful
content and documents


User feedback, ratings and content recommendations will reduce time spent developing campaigns
and materials with limited appeal and usage

Partner

Outside Sales

James

Direct

Marketing

Rose

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The portal home page will be personalized according to
preference and role

My Views Welcome

NetApp News

My Views

Welcome to NetApp’s Field Portal.

Click your My Views buttons

for a snapshot view of your data…

your preferred content and information.

Citibank Expands NetApp Footprint

NetApp Virtualization Team
Expands Technical Expertise

FAS6000 Component Recall

>
More

Bookings

Installed Base

Customers

Upcoming Events

Learning Center

Promotions

References

CAT

My Team

My Quick Links

My Library

Avnet SEs

NetApp Virtualization Team

Sizing Tools

ROI Tools

Technical Reports

Product Bulletins

Whiteboarding Sessions

Example Home Page View

Wins

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2008 NetApp. All rights reserved.

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Home Page Personalization for Technical Roles

My Views Welcome

NetApp News

My Views

Welcome to NetApp’s Field Portal.

Click your My Views buttons

for a snapshot view of your data…

your preferred content and information.

Citibank Expands NetApp Footprint

NetApp Virtualization Team
Expands Technical Expertise

FAS6000 Component Recall

>
More

Bookings

Installed Base

Customers

Upcoming Events

Learning Center

Promotions

References

CAT

My Team

My Quick Links

My Library

Avnet SEs

NetApp Virtualization Team

Sizing Tools

ROI Tools

Technical Reports

Product Bulletins

Whiteboarding Sessions

Upcoming Events

Upcoming Events

SAE International

Apr.20
-
23, 2009

Detroit, MI

Storage Networks

World

Oct. 13
-
16, 2009

Dallas, TX

Storage Visions

Conference

Jan. 6
-
7, 2009

Las Vegas, NV

Example Home Page View

Wins

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2008 NetApp. All rights reserved.

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Home Page Personalization for Technical Roles
(continued)

NetApp News

My Views

Citibank Expands NetApp Footprint

NetApp Virtualization Team
Expands Technical Expertise

FAS6000 Component Recall

>
More

Bookings

Installed Base

Customers

Upcoming Events

Learning Center

Promotions

References

CAT

My Team

My Quick Links

My Library

Avnet SEs

NetApp Virtualization Team

Sizing Tools

ROI Tools

Technical Reports

Product Bulletins

Whiteboarding Sessions

My Installed Base

Installed Base

Customers

Citibank

AutoSupport feed

Wells Fargo

AutoSupport feed

AT&T

AutoSupport feed

Example Home Page View

Wins

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2008 NetApp. All rights reserved.

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Home Page Personalization for Sales Roles

My Views Welcome

NetApp News

My Views

Citibank Expands NetApp Footprint

NetApp Virtualization Team
Expands Technical Expertise

FAS6000 Component Recall

>
More

Bookings

Installed Base

Customers

Upcoming Events

Learning Center

Promotions

References

CAT

My Team

My Quick Links

Promotions/Incentives

Partners

My Solution SEs

ROI Tools

CAT

Proposal Center

Bookings

Bookings

Customer

Solution

Customer

Solution

Customer

Solution

Customer

Solution

Wins

Example Home Page View

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Home Page Personalization for Sales Roles
(continued)

NetApp News

My Views

Citibank Expands NetApp Footprint

NetApp Virtualization Team
Expands Technical Expertise

FAS6000 Component Recall

>
More

Bookings

Installed Base

Customers

Upcoming Events

Learning Center

Promotions

References

CAT

My Team

My Quick Links

Promotions/Incentives

Partners

My Solution SEs

ROI Tools

CAT

Proposal Center

Wins

References

Welcome to NetApp’s Field Portal.

Click your My Views buttons

for a snapshot view of your data…

your preferred content and information.

Bookings

References

Example Home Page View

Citibank

Telecom Industry

North America

Tom Baxter
, Sales Rep


Wells Fargo

Financial Services Industry

North America

Suzanne Parsons
, Sales Rep


British Telecom

Telecom Industry

EMEA

Randy Thompson
, Sales Rep

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Home Page Personalization for Sales Roles
(continued)

NetApp News

My Views

Citibank Expands NetApp Footprint

NetApp Virtualization Team
Expands Technical Expertise

FAS6000 Component Recall

>
More

Bookings

Installed Base

Customers

Upcoming Events

Learning Center

Promotions

References

CAT

My Team

My Quick Links

Promotions/Incentives

Partners

My Solution SEs

ROI Tools

CAT

Proposal Center

WINS

Wins

My Region

My GEO

My Industry

References

WINS

Example Home Page View

©
2008 NetApp. All rights reserved.

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Solution Page Personalized and Dynamically Contextualized
for Technical Roles

My Views Welcome

NetApp News

My Solutions

NetApp in Gartner Leaders
Quadrant for Storage Virtualization

NetApp Virtualization TCO Is
Superior

>
More

Virtualization Content Library

TR


Get Successful with Virtualization Solutions

TR


NetApp and Microsoft Virtualization Storage Best Practices

TR
-
3697: Performance Report: Multi
-
Protocol Performance Report


>
More


Virtualization Solutions

Recommended for You

NetApp and Microsoft Virtualization Storage Best Practices

Microsoft Virtualization Solution


Customer Story



>
More

Learn

NetApp’s Virtualization Solutions for Microsoft Exchange environments can be
configured to fit a variety of different “green” requirements for the Data Center…



>
More

Sell

Sizing of solutions for MS Exchange 2007 should be done within the context of
Microsoft support…



>
More

Win

NetApp beats Dell in virtualized MS Exchange environments…



>
More

Latest

Tech Reports

Training

Videos

VMware

Sizing Tool

MS Exchange

Whiteboarding

Virtualization for

MS Exchange

Technical

Competitive

Tools and Resources

Learning

Example Solution Page View

©
2008 NetApp. All rights reserved.

47

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Solution Page Personalized and Dynamically Contextualized
for Sales Roles

My Views Welcome

NetApp News

My Solutions

NetApp in Gartner Leaders
Quadrant for Storage Virtualization

NetApp Virtualization TCO Is
Superior

>
More

Virtualization Content Library

VMware SRM on NetApp Storage


Presentation

VMworld Theater Automated DR with VMware and NetApp


Presentation; MORE

VMware on NetApp Technical Diamonds Presentation


>
More


Virtualization Solutions

Recommended for You

Microsoft Virtualization Solution


Customer Story

Now You Can Sales Guide: Virtualization



>
More

Learn

Look for customers who must have more flexible and cost effective IT resource
provisioning in order to survive the economic downturn…



>
More

Sell

NetApp’s unique approach integrates storage solution with current server
virtualization applications in place…



>
More

Win

NetApp has had a number of customer wins in MS Exchange virtualization
solutions in the financial industry…

>
More

NetApp Virtualization

Services

Other Solutions

to Sell

Customer

References

MS Exchange

WINS

Virtualization for

MS Exchange

Executive

Competitive

Presentations

Example Solution Page View

©
2008 NetApp. All rights reserved.

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User Flows

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2008 NetApp. All rights reserved.

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Internal Use Only

User Flow:

Power Technical Users


Focused on connecting
users to the content they
need to do what they need
to do


Frequently accessed tools,
documents and links
accessible from
personalized home page


Product and solution
information and content
available via search or
efficient navigation


Most
-
used tools accessible
from home page; less
frequently used tools
available from tools landing
page

Search

Product Class

Specific

Product

Content by

Sales Stage

Complementary

Domains

Solution

Category

Specific

Solution

Content by

Sales Stage

Complementary

Domains

Products

(classes)

Solutions

(categories)

My Curriculum

My Tools

Quick Links

My

Communities

My Home

My Profile

My Library

My Events



Sizing Tools



Configuration Tool



Configuration Guides



AutoSupport

Certifications

Technical Bulletins

Search

Favorites

Tools

(categories)

©
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User Flow:

Power Business Users


Home page
personalized to
specific needs of

the role


Quick and searchable
access to customer
references


Solutions and product
information is easily
navigated through




Search


Dynamically
presented content
depending on page
view


Tools found easily from
tools landing page


Search

Product Class

Specific

Product

Content by

Sales Stage

Complementary

Domains

Search

Solution

Category

Specific

Solution

Content by

Sales Stage

Complementary

Domains

Products

(classes)

Solutions

(categories)

Search

Specific

Customer Type

References

Case Studies

Customer

(types)

My Profile

My Company

Me

Current

Promotions

Quick Links

My Home


PartnerEdge


Lead Management System

My Curriculum

Tools

(categories)

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2008 NetApp. All rights reserved.

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User Flow:

Regular

Business Users


The personalized home page
creates a personal
information “dashboard” for
regular use and users


Less frequently accessed
content is available with
search, simple navigation
through dynamically
presented content


Tools that might be of value
will be available through a
personalized tools landing
page

Search

Product Class

Specific

Product

Content by

Sales Stage

Complementary

Domains

Search

Solution

Category

Specific

Solution

Content by

Sales Stage

Complementary

Domains

Products

(classes)

Solutions

(categories)

Search

Specific

Customer Type

References

Case Studies

Customer

(types)

My Profile

My Company

Me

My Funnel

Quick Links

My Home


NetApp Learning Center


CustomerEdge


Lead Management System


Marketing Automation Tool

My

Communities

Siebel

My Customers

SAP

WINS

My Library


Analysts


Consultants


Images


Videos

News & Events


Alerts


Subscriptions

Tools

(categories)

©
2008 NetApp. All rights reserved.

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User Flow:

Infrequent Business Users


Relevant content is
primarily “pushed” to user
according to their profiled
preferences


Quick access to most
needed systems and
content repositories will
primarily enabled through
more efficient and effective
search or through content
recommendations

Search

Content

Recommender

Specific

Product

Content by

Sales Stage

Complementary

Domains

Search

Content

Recommender

Matched Relevant

Content

Products

Solutions

Search

Specific

Customer Type

References

Case Studies

Customer

My Profile

My Company

Me

Current

Promotions

Quick Links

My Home


Lead Management System


Marketing Intranet

Events

My Company

Me


Alerts


Subscriptions

Tools

(categories)

©
2008 NetApp. All rights reserved.

53

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Communications Plan

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2008 NetApp. All rights reserved.

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Success for the Field Portal requires building understanding
amongst a variety of NetApp groups

Executive Sponsors

FYI Executive

Functional Council

Objectives and
Desired Outcome

Executive support of a visible and
public level


include our project
overall messaging about
company initiatives

Awareness and support from Exec
less directly involved with project

Buy
-
in and commitment to
participate on the project

Message


Background of project (what’s
been done to date)


Project benefits and how it fits
into their key initiatives


Project status and progress to
date


What’s next


Background of project (what’s
been done to date)


Project benefits and how it fits
into their key initiatives


Project status and progress to
date


What’s next


Background of project


Project benefits


Project status and progress to
date


Team membership


Expected participation

Delivery Vehicle


Staff meetings and individual
meetings


Staff meetings


Individual meetings


When the above is not possible,
email updates


Field Portal status meetings


Meeting minutes emailed to
those who could not attend

Timing

At project initiation, with updates
to follow every 1
-
2 months

Immediately after Exec Sponsors,
then updates every 1
-
2 months

Immediately after Exec Sponsors,
then biweekly status meetings

Feedback
Mechanism

Direct feedback during meetings

Periodic check
-
ins from Core Team
members

Direct feedback at Status
meetings

Portal Communications Plan

©
2008 NetApp. All rights reserved.

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Internal Use Only

Building understanding for the Field Portal
(continued)

Extended Team Members

Advocate Network

Objectives and
Desired Outcome

Buy
-
in and commitment to participate on the
Project

Feedback on project choices and support during rollout

Message


Background of project


Project benefits


Project status and progress to date


Team membership


Expected participation


Background of project


How the project benefits them


How it addresses the issues that have been raised by
the field


How it fits in with other web projects


Project status and progress to date


Their expected participation

Delivery Vehicle


Participation on Track Teams


Field Portal status meetings


Meeting minutes emailed to those who could
not attend


One
-
on
-
one meetings or phone calls from assigned
team members


Email updates

Timing

Immediately after Steering Committee, then
biweekly status meetings

Immediately after Steering Committee, then updated
monthly or as needed

Feedback
Mechanism

Track Team leads to gather feedback from team
members

Feedback gathered by assigned core or track team
members

Portal Communications Plan

©
2008 NetApp. All rights reserved.

56

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Building understanding of the Field Portal
(continued)

NetApp Field Stakeholders

NetApp Partner Stakeholders

Content Provider Stakeholders

Objectives and
Desired Outcome

Awareness of Project and its
impact to them

Awareness of Project and its
impact to them

Awareness of Project and its
impact to them

Message


How the project benefits them


How it addresses issues that
have been raised by the field


How it fits in with other projects


Project timeline


What to expect at launch and in
future phases


How the project benefits them


How it addresses the issues that
have been raised by the field


How it fits in with other web
projects


Project timeline


What to expect at launch and in
future phases


How the project benefits them


How it will impact their ability to
share content with the field


Business process changes


Project timeline


What to expect at launch and in
future phases

Delivery Vehicle


Presentations at Field Meetings


Sales Weekly newsletter
articles


Inclusion in Exec messaging
like Sales All
-
Hands, Sales
Leadership Summit


Presentations at Field Meetings


Sales Weekly newsletter articles


Inclusion in Exec messaging like
Sales All
-
Hands, Sales
Leadership Summit


Presentations at Field Meetings


Sales Weekly newsletter
articles


Inclusion in Exec messaging
like Sales All
-
Hands, Sales
Leadership Summit

Timing

Field Communication will be very
limited until we have a defined
timeline and Phase I scope

Partner Communication will be
very limited until we have a defined
timeline and Phase I scope

Early engagement in business
process reengineering

Feedback
Mechanism

Direct feedback at Status
meetings

TBD

TBD

Portal Communications Plan

©
2008 NetApp. All rights reserved.

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Appendices

©
2008 NetApp. All rights reserved.

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Internal Use Only

Appendix 1:

Community Strategy

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2008 NetApp. All rights reserved.

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Field Portal Community Strategy: Flexibility to accommodate
different knowledge connection needs

Type of User

Frequency of Use

Rarely

Always

Business

Technical


Events


Customer business /
application challenges


Networking to relevant experts


Business peer communities


Customer CIOs


NetApp Industry
or Solution Leaders


Analysts


Customer IT Managers


NetApp
SME Leaders


Partner Practice
Leaders


Problem
-
solving
collaboration sessions


Technical forums (e.g. storage
virtualization)


Technical peer communities


Customer IT Operations


NetApp
Data Center Solutions Leaders /

PS Practice Leaders


Customer Storage Administrators



NetApp Storage Solution Architects


Partner NetApp Specialists/SEs

Regularly

©
2008 NetApp. All rights reserved.

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Appendix 2:

Personas

©
2008 NetApp. All rights reserved.

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The Partner Personas

Sales:

The Relationship
Builder

James:

Account Manager

“Give me the tools to grow my

long
-
term relationships.”

Sales:

The Info
-
Craving

Info
-
Provider

Sarah:

Inside Sales

“Feed my understanding so I can share
it with the field.”

Marketing:

The Massive

VAR Network Owner

Alison:


“Give me your tightest promotional mes
-
sage and I’ll make it better for my VARs.”

Technical:

The Technical
Sounding
-
Board

Paul:

Systems Engineer

“Give me better configuration tools and
help me connect with my NetApp peers.”

Source:

Organic

©
2008 NetApp. All rights reserved.

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The Partner Personas



James

Occupation: Account Manager

Novanet

Location: Pittsburg, PA

My Goals


Continually increasing my
customers’ satisfaction


Creating long
-
term relationships


Increasing communication among
other account managers


To be viewed as successful by
my colleagues




My Role

First
-
Person Narrative

My Frustrations


Dealing with people who don’t
realize the value of our solution


I wish I had more time to
proactively learn about new
products


Having to spend so much time
forecasting for NetApp


I listen to more sales pitches
(from partners) than my
customers do


I hate being handled by NetApp
micromanagers


“Give me the tools to grow and maintain my
long
-
term relationships.”

The Relationship Builder

I’ve been a straight
-
up commission sales rep for most of my career. I love being independent and setting my
own schedule. I haven’t talked to my boss in two months! Don’t get me wrong. I have a lot of professional
pride, I’m competitive, and I like to win. But I take the long
-
term view and want to make sure everyone
benefits: the VAR, the customer, and NetApp. It needs to be a win, win, win situation. I’m very proud that
some customers have followed me from job to job for over ten years.


I spend the bulk of my time qualifying the customer

seeing if they have the budget and making sure they are
a good fit for the solutions we have. Once I know we have a good opportunity, I bring in my engineer. I have
the great luxury of working with a fantastic SE who can speak about the complex systems and applications in
low
-
level technical terms. We joke that we are joined at the hip during sales calls. My SE often talks to his tech
counterpart at NetApp or sometimes gets information directly from PartnerCenter. Personally, I deal with the
NetApp Field Sales reps more often than my channel manager, because I have more access to them.


A lot of my sales are to existing customers, but I like to work with startups too. Even though the deal value will
be smaller, there’s less politics and a quicker time to close. I’ll also cold call or go to venture wire sources to
find leads. And I’m a shameless networker! Conferences, reseller events, the golf course, you’ll find me there.


My Motivations


My commissions


Maintaining customer satisfaction


Being independent and setting my own schedule


Be first in line to register opportunities that I bring in to NetApp


Building a client base that will stick with me wherever I go

My NetApp Info Needs


Presentations


Solution papers and Solutions
-
in
-
environment papers


Case studies


Competitive matrices (product and stack comparisons)


Product messaging and talking points


Product specs

High
-
level search

Research

Deep dive

Low

Tech curiosity

High

Behavioral Dimensions

People

Trusted resource

Published content

Source:

Organic

©
2008 NetApp. All rights reserved.

63

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The Partner Personas



Sarah

Occupation: Inside Sales

Novanet

Location: San Antonio, TX

My Goals

Add value to field reps by:



Giving rapid pricing


Building compelling proposals
that tell stories and win
business


Post
-
sale, making sure the
customer has everything they
need related to their order


Answering customer
questions accurately and
quickly


Coordinating events


My Role

First
-
Person Narrative

My Frustrations


My three field reps don’t know
what the other is putting on my
plate


I don’t mind digging to answer
customers’ questions, but maybe
I shouldn’t have to


NetApp switches channel reps
every year, requiring all of us to
get up to speed with each other


I’m dependent on my distributors
for order status


It isn’t easy to express complex
solutions in simple terms

“Feed my understanding so I can
share it with the field.”

The Info
-
craving Info
-
provider

My Motivations


I’m naturally curious about technology and my job is a rich learning environment


I can eventually go into outside sales where the bigger commissions are


I support the people who put the “Value Added” in VAR


The more resourceful I am, the more valuable I am

High
-
level search

Research

Deep dive

Low

Tech curiosity

High

Behavioral Dimensions

My NetApp Info Needs


Quotes


Access to our channel rep


High
-
level product/solution information


Order status


Visibility into information our distributors have access to


People

Trusted resource

Published content

I’m all about supporting my outside sales reps, getting quotes, and responding to customer inquiries. I jump
between all three activities, but spend most of my time with pricing and proposals. I’m valued because I’m a
researcher, a translator and an event planner all in one!


I love helping to close deals. If I don’t make my outside reps’ lives easier, then I’m not earning my keep. I
equip them up with taking points on vendor solutions and create customized versions that speak to a variety of
prospects. My reps and I have to repurpose content to suit any situation, from industry to solution area to
scale and complexity. After the sale, the most satisfying thing I do is take care of my customers and answer
what they consider to be tricky questions.


Though we sell solutions, I tend to focus more on product issues than on solutions stacks or environments.
Even this takes a lot more research than you might think. My thirst for knowledge leads me to different
sources. I stumble into great info as I hack my way toward what I’m looking for. I’ll start with a quick search
and if that doesn’t turn up anything I’ll start digging. None of this stuff is “freshness dated”, which makes me
question its accuracy. I always validate through additional sources, like my channel rep who has the most
accurate information. Some vendor sites are cludgy, but I try not to let that get in my way.


I can’t speak for how other reps bone up except to say that we each have our preferred sources. While we’re
all in the same role, we work very differently depending on our reps’ selling styles. For example, one of my
reps hosts a lot of events, while others do more face
-
to
-
face presentations. One of the most demanding
aspects of my job is taking cues from my three reps whose individual approaches couldn’t be more different.

Source:

Organic

©
2008 NetApp. All rights reserved.

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The Partner Personas



Alison

Occupation: Storage Marketing Manager

Novanet

Location: Palo Alto, CA

My Goals


Set an atmosphere for everyone
(vendors, us, VARs, customer) to
win through a deal



Make my VARs look bigger than
they are. Be responsive to their
needs as they sell



Create and build sales programs
that incent VARs and hold them
accountable to our co
-
spends



Be our vendors’ brand advocates
to our VARs





My Role

First
-
Person Narrative

My Frustrations


Internally, too many cooks on
outbound messaging

that
impedes getting it out fast



I can only be as efficient as our
vendors on one end and the
VARs on the other



Partner sites aren’t arranged the
way I (or my VARs) need. Some
offers are irrelevant



Information overload, from the
industry, from vendors, from
VARs

but filtering this is also
where I add value

“Give me your tightest promotional message
and I’ll make it better for my VARs.”

The massive VAR network owner

I develop marketing materials for VARs that are too small to deal with NetApp directly. I hold back the
avalanche of materials coming in from our vendors, then distribute filtered and prioritized versions through our
extensive VAR network. I help VARs get feet on the street and build customer excitement. VARs love me
because I’m responsive to their needs, and no one knows my VARs like I do. Our vendors, though wonderful,
don’t really organize or minimize their materials very well…and I make no bones about doing it for them.


I’m a believer and advocate for vendors’ “official” point of view, but allow only their best materials (and my best
translations of them) to trickle down. The uninformed might think that I’m a bit of a gatekeeper, but this is
actually one of the big areas where I add value, peeling out irrelevant offers, tossing out fluff like
“breakthrough innovation!” and “never been seen!” or offers that are a waste of our resources

and my time.
The other is in my creative budgeting and resourcing where I mix our dollars with our VARs’ and helping them
define programs so they appear bigger than they really are. I have to keep VARs accountable to those dollars
and do occasionally have to play “bad cop”.


I’m a protector of our vendors’ branding and positioning in the market, so companies like NetApp place a lot of
trust in me. I am proud that I don’t work with everyone. We have only four best
-
of
-
breed storage vendors, but
the pressures of scale can cause us to favor the ones that offer the “path of least resistance”. I also enjoy
working with my favorite platinum elite VARs to sell more than they thought they could. If I were a circus
performer I’d have a tough time choosing between being a high
-
wire artist and a plate
-
spinning juggler: I’m all
about balance. When everyone is winning and making money, I’m happy.

My Motivations


Enabling others’ goals and producing win
-
win
-
win
-
win scenarios for all of our companies. “The greater good”.


Catching others’ falls


Finding paths of least resistance and being resourceful


Delighting all parties involve

My NetApp Info Needs


Quick guides, “Top
-
10 Reasons” solutions overviews


Sales cheat sheets and conversational door
-
openers


Channel reps

High
-
level search

Research

Deep dive

Low

Tech curiosity

High

Behavioral Dimensions

People

Trusted resource

Published content

Source:

Organic

©
2008 NetApp. All rights reserved.

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The Partner Personas



Paul

Systems Engineer

Novanet

Location: Seattle, WA

My Goals


Create and deliver solutions that
exceed customer requirements



Contribute to sales by building
diagrams, writing proposals, and
presenting to customers



On
-
time, on
-
budget project
management (post sale)



Thorough customer training






My Role

First
-
Person Narrative

My Frustrations


A lot of customers have less
knowledge than they used to



Difficulty with vendor
configuration tools and access to
compatibility guides



Vendors put a lot of unnecessary
barriers to the content and tools I
need



“Give me better configuration tools and help me
connect with my NetApp peers.”

The Technical Sounding
-
Board

You may be surprised that I have a humanistic view of IT: I don’t like when people are frustrated. Low
productivity, application failure, and slow access to data are really just ways of describing displeasure. I love
being on the cutting edge of technology, but it’s really just my toolkit for creating better people experiences.


My role shifts depending on the type of NetApp partner I work for. If I’m with a VAR recommending different
storage vendors for different situations, I tend to act as more of a pre
-
sales engineer, constantly building new
configurations, assessing compatibility, and contributing to RFP responses. If I work for a consulting
company, I live within a specific environment or business application (and live with my client for years as a
systems engineer). In this capacity, “sales” would be a tacky thing to include in my job title

selling just
happens as a natural course of my advice. I like working with bigger customers because they tend to have
more resources to for long
-
term planning and can leverage my broad systems view and knowledge of vendor
options. I enjoy helping smaller customers, too, but I don’t like how they tend to “go dark” in between
installations. To keep us top of mind and regarded as thought leaders I have to drip information on them

even though I know my competitors are doing the same thing. When opportunities do finally come up, I tap
into my NetApp peer network for knowledge.


I get frustrated when I can’t manipulate old configuration diagrams to factor in my new ideas. Rebuilding these
from scratch and then hunting in several places for specs and compatibility information is a time
-
suck. If I
can’t build on top of what we’ve created already, I’m wasting my clients’ time when they’re already under the
gun. That really undermines my value. I enjoy writing technical user manuals, which gives me a chance to
express my holistic, long
-
range viewpoint. I add value by taking NetApp’s “Here’s how to use our FAS 4030”
piece and converting it into something relevant like, “Here’s how your FAS 4030 works in your current
environment and situation.” I relish the challenge of turning dry user docs into something my customers enjoy
using every day.

My Motivations


The joy of removing user frustrations and improving customer satisfaction


Being involved with cutting edge features, tools, products, and solution approaches


Creating high
-
quality configurations and thoughtful user documentation

My NetApp Info Needs


Reliable and validated configuration, sizing and calculator tools


Compatibility guides


Technical user documentation


Rapid access to vendor peers for quick, informal conversations


New release technical documentation and training for me and my
customers

High
-
level search

Research

Deep dive

Low

Tech curiosity

High

Behavioral Dimensions

People

Trusted resource

Published content

DRAFT

Marketing

Persona

DRAFT

Engineering

Persona

Source:

Organic

©
2008 NetApp. All rights reserved.

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NetApp Marketing and Sales Personas

Marketing:

The Campaign Creator

Rose:

Solutions Marketing

“Help me support the field as I create
actionable, on
-
message sales materials.”

Technical Sales:

The
Credible Solutions Architect

Manoj:

Sales Engineer

“Help me gather the right information so I
can configure the best possible solution.”

Field Marketing:

The

On
-
the
-
ground Field Marketer

Dave:


“Help me make our sales team more self
-
sufficient.”

Field Sales:


The Sales Individualist

Alan:

Field Sales

“Give me leads, help me close quickly,
and manage the post
-
sale process so I
can get to the next deal.”

Four NetApp personas were developed on primary users of the marketing
intranet. These are defined by their roles at NetApp.

Source:

Organic

©
2008 NetApp. All rights reserved.

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NetApp Personas

Source:

Organic



Rose

Solutions Marketing Manager

NetApp

Location: Sunnyvale

My Goals


Create sales campaigns for the
field that position us competitively.



Create interest and demand for our
offerings.



Make sure that the sales force has
fresh, accurate, and compelling
knowledge of NetApp across all
products and solutions.



Provide support to the field as they
work their leads.


My Role

First
-
Person Narrative

My Frustrations


Field reps using the wrong
messaging.



Being spread too thin across
solutions offerings. I have time to
do one or two really well.



When developing materials,
collaboration and versioning can
be a major issue.



Our intranet is a mess. I’m
cleaning it up as fast as I can but
my plate is full.



“Help me support the field as I create
actionable, on
-
message sales materials.”

The Campaign Creator

There’s never enough time to learn all of our technology and create useful sales materials. The industry
moves fast and I am expected to be on top of everything, even though there’s no one person that has all the
information. I develop “campaigns” which are really just sales toolkits. These can include everything from
telemarketing scripts and marketing collateral to presentations and references. We also run Webcasts and in
-
person events. To produce everything, I’m constantly on the phone with experts and partners around the world
and here in Sunnyvale. Did I mention that I also stay on top of what EMC, IBM, and HP are doing?


My life would be easier if we had a formal process for connecting people like me with experts, but I’ve
managed to develop my own network, contact by contact. I even have my go
-
to NetApp people in NA and
EMEA, but I need to make friends in APAC (it’s on my list). Even after I’ve put all of this time into our
campaigns, our field STILL uses the wrong content. It may be technically correct, but it is not always the
latest, greatest, “on brand’ stuff. I know reps need to put their spin on things, but sometimes I feel like a
purveyor of bullet points and conversation
-
starters that are going to be rewritten to something I won’t
recognize.


And then there are the last
-
minute requests from the field. I get hammered daily for “customer wins”

case
studies for a vertical industry with such
-
and
-
such solution. The other day, someone needed examples for
where we’ve installed FAS 3000 for a telecom customer, so I called up one of my “go
-
tos” who had three

(glad I had him in my back pocket!). I support sales in any way I can, but it can be a distraction to drop the big
picture stuff to meet others’ deadlines. I’m seen as successful when I can tick off the items that make up a
campaign. It was really nice to get a thank
-
you note from that field rep I helped, though. I know he’s as busy
as I am. Looks like that deal is going to close!

My Motivations


NetApp’s true breadth isn’t really known in the marketplace



Competitors are faster than we are with campaign updates



The field needs useful, practical tools to support the sales cycle

and
they need it yesterday



©
2008 NetApp. All rights reserved.

68

NetApp Confidential
-

Internal Use Only

NetApp Personas

Source:

Organic



Dave

Field Marketing Manager

NetApp

Location: EMEA

My Goals



Represent NetApp and be a
positive face for the company.



Build contacts that field sales can
“warm up” into real opportunities.



Be a knowledge resource in the
field.



My Frustrations



Sales guys who don’t read or
understand content before going
into sales calls.



Sales guys who call me for basic
stuff, logos, etc.



Corporate expects us to record
and opportunities, but we lack a
good system to support it. That
activity doesn’t really do anything
to help me anyway.



Covering corporate events
outside of our territory. This does
nothing for our field sales guys.




“Help me make our sales team more self
-
sufficient”

The On
-
the
-
ground Field Marketer

I bring our marketing and sales campaigns to life by running and presenting at field events. I also build lists of
new relationships to pass off to the sales team. I work my tail off to assemble opportunities, but I also am an
intermediary and translator between the marketing message and actually connecting with customers. That
sometimes leaves me between a rock (the corporate line) and a hard place (what customers are asking of our
sales guys).


I’m not a technical specialist, but I like knowing enough to be authoritative

especially since I’m often on the
event stage being the face of NetApp. The audience has to believe we can address their big, expensive
business challenges. I’ll usually serve a tasty appetizer or two and let the field engineers and sales take them
out for the main course later. To prep for these events, I’ll often ask an engineer to explain an offering as
though I’m a five
-
year
-
old. That usually gives me enough to put together a deck, but sometimes all I really
need is 4
-
5 tidbits that I can loop at a tradeshow. If a tidbit raises an eyebrow, that’s often enough for me to
chat up a prospect make them understand we’re a major player. If I’ve done that well, they walk away with
one less business card

and fewer “total cost of ownership” and “data loss” worries on their mind.


I think our sales kits are pretty good, but we need to make all of our most
-
used materials easier for our guys
(and our customers) to grasp out of the gate. For the rep who sells one offering and knows it really well, what
we have is fine. For the rep who is new to a product or how it applies to a customer he’s rushing off to visit?
Uh, that’s a problem. Our sales guys are moving fast and get tunnel vision (er, I mean focus on closing deals),
so we have to feed them better talking points. If they can’t get up to speed quickly then their meetings will not
go well. And that means my lead generation won’t develop into deals.



Supplying my sales team with quality leads and materials to build those into
relationships.


Performing at our events with polished, simple presentations of our
business benefits at field events.


Getting prospects fired up about NetApp, then turning them into hot leads.

My Role

First
-
Person Narrative

My Motivations

©
2008 NetApp. All rights reserved.

69

NetApp Confidential
-

Internal Use Only

NetApp Personas

Source:

Organic



Manoj

Sales Engineer

NetApp

Location: Austin, TX

My Goals


Partner with sales to align
customers’ business goals with a
technical solution.



Scope and build configurations
for customers and help close the
deal.



Be a go
-
to subject matter expert
for the field.



Provide credible expertise against
business challenges.



Set expectations around our
solutions.



My Role

First
-
Person Narrative

My Frustrations


The configurations I build depend
on perfect inputs, which are rarely
available.



Sales reps don’t prioritize the
opportunities they bring to me.



Support issues that take away
from revenue
-
generating tasks.



Flawed NetApp product launches.
Where’s the sales and sales
engineer training? Where’s the
excitement and buzz?