Go-to-Market and

Launch Planning Guide

Citrix Service Provider Program
 Need Help?
CSP@Citrix.com

3 2014 Citrix. Confidential.

 Launch Overview
Name: Sourced from the Messaging and Positioning Guide
Key Dates:
Positioning: Sourced from the Messaging and Positioning Guide
Packaging and Pricing:
Key Partnerships:
Sales Strategy:
Announcement and
Marketing Strategy
Training Strategy :

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 Sample Key Milestones
2014 2015

Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May

Project Tech Preview Pilot Public

Commit 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

 Naming, Pricing and Packaging

Detailed information on naming, pricing and packing of your solution.

Include any early release efforts (Pilots, Beta Programs)

6 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 Owner Mitigation Dependencies ETA
Plan

Technical

Business

Marketing

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Messaging & Positioning
 Simple Position Statement

1 Benefit 1

Sourced from the Messaging

2 Benefit 2 and Positioning Guide

3 Benefit 3

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 Strategic Features

1 Feature 1

2 Feature 2
Sourced from the Messaging
and Positioning Guide

3 Feature 3

4 Feature 4

5 Feature 5
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 Business Buyer

Key Messages
A
B
C
Benefits
A
B
C
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 Technical Buyer

Key Messages
A
B
C
Benefits
A
B
C
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Launch Plan
 Sample Go-to-Market Work Stream
2014 2015
Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May

Project Tech Preview Pilot Public

Commit Launch
Milestones

Internal Milestone
or Event

Go-to- MSD & All

Core Core
G2M Plan Launch
Market Sales Customer
Deliverables
Complete Tools Tools
Milestones Complete
Complete Complete

Marketing Preparation Launch

Messaging Live launch event
Marketing and launch plan Social media
Activities PR/AR Plan Press Release
Content development Pilot Program AR/PR/IA Briefings
Sales and customer tools Internal training
Website Customer references
Feedback loop

2014 Citrix | Confidential Do Not Distribute

 Core Marketing Deliverables

Customer Sales Launch

Customer Presentation Selling & Positioning PPT Launch Event
Sourced from MSD Templates provided Press Release
Product Brochure Sales Reference Card IA/AR/PR Strategy
Sourced from MSD Template provided Social Media Strategy
Product Datasheet Pricing Guide Customer Newsletter
Sourced from MSD FAQ Website Go-Live
Product Video Demo Guide/Script
TBD
Customer Demo
TBD

Messaging
MSD Guide

2014 Citrix | Confidential Do Not Distribute

 Sample Data Provided
Sales Readiness Plan
Audience Readiness Goals Planned Activities
Inside Sales Team Train sale organization on how to sell our Introduction webinar
hosted desktop solution Live, full day training
Ability to being engaging with customers
by X
Channel Sales Team Train channel organization on how to sell Introduction webinar
our hosted desktop solution Live, full day training

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 Sample Data Provided
Support Readiness Plan
Audience Readiness Goals Planned Activities
Technical Support Train support organization to handle all Introduction webinar
Team level 1-2 technical support calls. 2 days of hands on training and troubleshooting
Training videos, knowledge bases and
troubleshooting guide

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 Operations Readiness Plan
Audience Readiness Goals Planned Activities
Operations team

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 Need Help?
CSP@Citrix.com

20 2014 Citrix. Confidential.

 WORK BETTER. LIVE BETTER.

21 2014 Citrix. Confidential.