Go-to-Market and

Launch Planning Guide

Citrix Service Provider Program

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Launch Overview
Name:

Sourced from the Messaging and Positioning Guide

Key Dates:
Positioning:
Packaging and Pricing:
Key Partnerships:
Sales Strategy:
Announcement and
Marketing Strategy
Training Strategy :

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Sourced from the Messaging and Positioning Guide

Sample Key Milestones

2014
Jun

Jul

Project
Commit

Aug

Tech Preview

Sept

2015
Oct

Nov

Pilot

Dec

Jan

Public
Launch

Milestones
Internal Milestone
or Event

Business Strategy

Technical

Readiness
Milestones

Go-to-Market Plan

Sales Enablement and Execution

2014 Citrix | Confidential Do Not Distribute

Feb

Mar

Apr

May

Naming, Pricing and Packaging

Detailed information on naming, pricing and packing of your solution.
Include any early release efforts (Pilots, Beta Programs)

2014 Citrix. Confidential.

Sales Strategy
Summarize the sales strategy for selling your hosted services
Describe role and contribution of your teams that are expected to drive sales:
Inside sales, Named account teams, Sales specialists, Systems engineers (SEs), etc.

Include

Timing of sales efforts by area or geo

Sales and technical training requirements
Overview of required sales tools
Sales quota planning and strategy

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Risk Mitigation Table

Category

Description

Status

Technical

Business

Marketing

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Owner

Mitigation
Plan

Dependencies

ETA

Messaging & Positioning

Simple Position Statement

10

Benefit 1

Benefit 2

Benefit 3

2014 Citrix. Confidential.

Sourced from the Messaging

and Positioning Guide

Strategic Features

11

Feature 1

Feature 2

Feature 3

Feature 4

Feature 5

2014 Citrix. Confidential.

Sourced from the Messaging

and Positioning Guide

Business Buyer
Key Messages
A
B
C
Benefits
A
B
C
12

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Technical Buyer
Key Messages
A
B
C
Benefits
A
B
C
13

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Launch Plan

Sample Go-to-Market Work Stream

2014
Jun

Milestones

Jul

Project
Commit

Aug

Sept

Tech Preview

2015
Oct

Nov

Dec

Pilot

Jan

Feb

Public
Launch

Internal Milestone
or Event

Go-toMarket
Milestones

Activities

MSD &
G2M Plan
Complete

Core
Sales
Tools
Complete

Marketing Preparation
Messaging
Marketing and launch plan
PR/AR Plan
Content development
Sales and customer tools
Website

2014 Citrix | Confidential Do Not Distribute

Core
Customer
Tools
Complete

All
Launch
Deliverables
Complete

Pilot Program
Internal training
Customer references
Feedback loop

Launch
Live launch event
Social media
Press Release
AR/PR/IA Briefings

Mar

Apr

May

Core Marketing Deliverables

Customer
Customer Presentation
Sourced from MSD

Product Brochure
Sourced from MSD

Product Datasheet
Sourced from MSD

Product Video
TBD

Customer Demo
TBD

Messaging
MSD Guide

2014 Citrix | Confidential Do Not Distribute

Sales
Selling & Positioning PPT
Templates provided

Sales Reference Card

Template provided

Pricing Guide
FAQ

Demo Guide/Script

Launch

Launch Event
Press Release
IA/AR/PR Strategy
Social Media Strategy
Customer Newsletter
Website Go-Live

Sales Readiness Plan

17

Sample Data Provided

Audience

Readiness Goals

Planned Activities

Inside Sales Team

Train sale organization on how to sell our

hosted desktop solution
Ability to being engaging with customers
by X

Introduction webinar
Live, full day training

Channel Sales Team

Train channel organization on how to sell

our hosted desktop solution

Introduction webinar
Live, full day training

2014 Citrix. Confidential.

Support Readiness Plan

18

Sample Data Provided

Audience

Readiness Goals

Planned Activities

Technical Support
Team

Train support organization to handle all

level 1-2 technical support calls.

Introduction webinar
2 days of hands on training and troubleshooting
Training videos, knowledge bases and
troubleshooting guide

2014 Citrix. Confidential.

Operations Readiness Plan

Audience
Operations team

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Readiness Goals

Planned Activities

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WORK BETTER. LIVE BETTER.

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