This section contains the following information:
MetaSwitch MarketVisions is a unique program offering a package of resources
and services to support growth in various areas such as business expansion into new regions,
new customer markets and/or providing additional enhanced services to the existing customer base
in the face of increasing competition.
Utilizing the combined experience of MetaSwitch and Savatar, a well known
strategy and technology consulting firm, the Marketing Next-Generation Services to SMBs Class is designed to provide
effective, market-tested strategies and specific, actionable tactics and tools in order to support
a service provider's ability to succeed in the lucrative SMB market.
The critical Marketing functions of Product Development, Packaging, Market Segmentation
and Communications, and Sales are all explored, leveraging direct customer research and
competitive analysis for products such as IP Business Trunking and Hosted IP PBX. MetaSwitch will
provide you with a suite of resources and tools to empower your efforts after the class.
- To introduce the role of Marketing and provide core Business-to-Business marketing concepts
for Service Providers.
- To provide an understanding of the most current market research for SMB VoIP.
- To provide the best practices and effective tactics for successfully marketing and selling
MetaSwitch powered products to businesses.
None. Attendance on the
Introduction to MetaSwitch Features and Applications
course would be valuable though not required.
The MetaSwitch Marketing Next-Generation Services to SMBs training course is a 1 day course.
It runs from 9am to 5pm.
Check the course schedule
to see what dates are scheduled for future courses.
The course is split into the following modules:
1. Introduction to Marketing for Service Providers
A managerial orientation and strategic introduction to B-to-B Marketing and
the role it plays for successful communications service providers. Market Research, Product Marketing,
Segmentation, Direct Marketing, Sales and Customer Loyalty are explained through real-life examples
to link theory to practice.
2. Market Research Review
For the past 6 years, Savatar has been working with carriers, wholesalers,
equipment manufacturers, software companies and others to study the SMB market for VoIP services.
This module will cover the results of the most recent study conducted by Savatar.
2.1 Quantitative Research
Summary of findings from questionnaire to over 500 SMB clients in North America
including:
- Demographic data (Company size, industry, number of offices, etc.)
- Current data and telephony infrastructure (type of phone system, number of phones,
number of phone lines, internet access, wireless usage, etc.)
- Attitudes regarding their current telephony system (issues and obstacles presented by their
current system)
- Preference of VoIP providers (telcos, MSOs, equipment manufacturers, etc.)
- Product preferences (CPE - managed and unmanaged, hosted)
- Purchasing barriers likely to be encountered by VoIP providers
- Expressed decision making criteria for the purchase of VoIP systems (economics, system management,
feature sets, product bundles, etc.)
- Likelihood and type of additional purchases from VoIP vendors.
2.2 Qualitative Research
One hour interviews with a subset of the survey respondents are reviewed.
Summaries of these interviews will be presented to participants on topics including:
- Attitudes toward and understanding of VoIP solution options (CPE, hosted)
- Attitudes toward various features, products and product bundles
- Price sensitivity
- Channel preference (direct or indirect purchase, integration needs)
- Communication preferences and needs (telesales, web, face to face sales)
2.3 Competitive Research
Findings from contacts to competitive service providers on behalf of businesses
to assess the provider's sales practices and process, responsiveness, and pricing for various
SMB VoIP solutions.
- A review and ranking of provider sales pitches/practices.
- A comparison of features and functions of the products.
- A comparison of Total Cost of Ownership for each product for a variety of station counts and
configurations.
3. Effective Marketing Tactics
Based on insights from previous modules, several topics relevant to the successful
Marketing and Sales of SMB Solutions are explored in greater detail including:
3.1 Product Marketing
The feature sets, pricing, and packaging of SMB products are provided through
a review of the TCO Calculator.
3.2 Marketing Communications
Identifying the proper market segments and value proposition for your SMB Solution.
Here we review the Case Study Templates.
3.3 Sales
Developing a sales pitch that will increase your likelihood of selling to your
target SMB customer. Here we review the Sales Presentation template and Price Proposal Tool.
3.4 Channel Development & Management
A diverse distribution mix leveraging both internal and partner resources
can optimize your success in becoming the "trusted advisor" to your target SMB customers.
Section explores recruitment, and compensation design & ideal partner profiling.
Here we review the Channel Partner ROI Model.
Students in the Marketing Next-Generation Services to SMBs class will receive a CD ROM with the tools
and resources shared during the session including:
- Savatar Research Presentation
- TCO Calculator
- Price Proposal Tool
- Sales Pitch Deck
- Channel Partner ROI Model
- Case Study Templates