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Envisioning and Defining A New Field Experience

Envisioning and Defining A New Field Experience. NetApp Field Portal Experience Brief October 13, 2008. Contents. Executive Summary Creative Strategy Key Functionality Content Strategy User Flows Communications Plan Appendices 1. Community Strategy 2. Personas

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Envisioning and Defining A New Field Experience

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  1. Envisioning and Defining A New Field Experience NetApp Field Portal Experience Brief October 13, 2008 NetApp Confidential - Internal Use Only

  2. 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) NetApp Confidential - Internal Use Only

  3. Executive Summary NetApp Confidential - Internal Use Only

  4. 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 Content MarketingAutomation Sales Operations Content Solution Marketing Channel Sales Solution Marketing Channel Marketing Corporate Marketing SalesEnablement Competitive Team Field Sales NGS FieldEnablementPortal FieldEnablementPortal WebTechnologies Web Technologies FieldEnablementPortal Competitive Team NetApp University Channel Marketing Support EPO OnBoarding SalesEnablement OnBoarding Sales Operations Partner Management NGS WebTechnologies Corporate Marketing MarketingAutomation NetApp University Support Diminished Field Effectiveness Optimized Field Effectiveness NetApp Confidential - Internal Use Only

  5. 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 datato the right peopleat the right timeat the lowest cost. 5 NetApp Confidential - Internal Use Only NetApp Internal Use Only

  6. Understanding the Field Portal NetApp Confidential - Internal Use Only

  7. Direct MarketingRose Partner MarketingAlison Direct Sales EngineerManoj Partner Outside SalesJames Direct Outside SalesAlan Partner Sales EngineerPaul Direct Field MktgDave Partner Inside SalesSarah Personas depict the Field Portal user groups Business Rarely Always Regularly Denotes Marketing Automation Tool Users Power Users Technical NetApp Confidential - Internal Use Only

  8. Enabling aggregated and more targeted field communications Today Future NetApp Direct Field ResellerCompany DistributorCompany Marketing (Partner, Direct) SolutionPartnerCompany GSICompany Cross-Sell/ Up-Sell Identify Opportunity Sales(Partner,Direct) Field Portal • ContentContributors • Program Managers • Campaign Managers • Tool Developers Products/SolutionsPrograms Products/SolutionsPrograms Implement Solution Define Solution Program Offices SalesCommunications ChannelCommunications WinningThe Deal Develop Proposal Outbound/Channel Marketing CampaignsPromotions Technical(Partner,Direct) NetApp Confidential - Internal Use Only

  9. The Field Portal will launch in phases, aligned with high-priority user needs Phase 1 Phase 2 Phase 3 NetApp Confidential - Internal Use Only

  10. What does success for users look like? NetApp Confidential - Internal Use Only

  11. Portal Objectives and Metrics NetApp Confidential - Internal Use Only

  12. Where We Are • Envision • Impact and readiness assessed • Cost planning and vendor discovery • Project governance established • Business requirements collected Deploy • Training delivered • Communications rolled out • Advocate management • Support • Enhancements captured • Design • Business requirements signed off • Business processes documented • System architecture designed • Personalization designed Test • Load and performance tested • User acceptance tested / QA • Integration tested • Rollout Planned • Training developed 10/13/08: The Field Portal projectis ready to exit the Envisionphase and move into Design although many Design activitiesare already underway. Develop • Test plan detailed • Deployment plan developed • Support / training plan developed • System built NetApp Confidential - Internal Use Only

  13. Direct MarketingRose Partner MarketingAlison Partner Outside SalesJames Direct Field MktgDave Partner SEPaul Direct SE Manoj Direct Outside SalesAlan Partner Inside SalesSarah The Field Portal will get relevant information into the hands of the appropriate user role throughout the sales process Frequent Power Users Regular Business Users Infrequent Business Users OpportunityDiscovery/Qualification SolutionIdentification SolutionProposal WinningThe Deal SolutionImplementation SolutionCross-SellUp-Sell Current User Relevance Relevance Expansion NetApp Confidential - Internal Use Only

  14. Field Portal Content Strategy:Engage with relevant content or information at the right time Sales Promotions / Status Solutions to Business Challenges • 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 Business Rarely Always Regularly Type of User Products / Tools / Services • High performance search across content repositories and within documents • Personalized quick links to most used tools and documents • Mobile content Technical Frequency of Use NetApp Confidential - Internal Use Only

  15. 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 NetApp Confidential - Internal Use Only

  16. 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: Success Metrics • 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 NetApp Confidential - Internal Use Only

  17. Creative Strategy NetApp Confidential - Internal Use Only

  18. NetApp’s Field Portalis not: NetApp’s Field Portalis: Simple. Complex. Direct. Difficult. Enabling. NetApp Confidential - Internal Use Only

  19. NetApp’s Field Portalis not: NetApp’s Field Portalis: Open. Closed. Integrative. Siloed. Independent. NetApp Confidential - Internal Use Only

  20. NetApp’s Field Portalis not: NetApp’s Field Portalis: Targeted. One-size-fits-all. Personal. Dumb. Learning. NetApp Confidential - Internal Use Only

  21. NetApp’s Field Portalis not: NetApp’s Field Portalis: Dynamic. Static. Evolving. Fixed. NetApp Confidential - Internal Use Only

  22. NetApp’s Field Portalis less: NetApp’s Field Portalis more: Engaging. Leading. Guiding. Text-or-Link-Heavy. NetApp Confidential - Internal Use Only

  23. NetApp’s Field Portalis less: NetApp’s Field Portalis more: Clear. Cluttered. Consistent. Inconsistent. Involving. Repellent. NetApp Confidential - Internal Use Only

  24. NetApp’s Field Portalis less: NetApp’s Field Portalis more: About helping field-facing people be more effective. About communicating NetApp products, solutions and services. NetApp Confidential - Internal Use Only

  25. Key Functionality NetApp Confidential - Internal Use Only

  26. Getting to a personalized information service 1. Content Discovery 2. Personalization 3. Community 4. Integration 5. Profile 6. Web Content Management 7. Analytics NetApp Confidential - Internal Use Only

  27. Content Discovery 1. NetApp Confidential - Internal Use Only

  28. Personalization 2. NetApp Confidential - Internal Use Only

  29. Community 3. NetApp Confidential - Internal Use Only

  30. Integration 4. NetApp Confidential - Internal Use Only

  31. Profile 5. NetApp Confidential - Internal Use Only

  32. Web Content Management 6. NetApp Confidential - Internal Use Only

  33. Analytics 7. NetApp Confidential - Internal Use Only

  34. Content Strategy NetApp Confidential - Internal Use Only

  35. The content strategy is focused on dynamically matching content and information to users’ demands Now Future Users:Where do I find? Stellent SAP Portal Infrastructure Users:What I want…When I need it! NetAppLearningCenter NOW PTSN Siebel Siebel MarketingAutomation LeadManagementSystem NetApp Confidential - Internal Use Only

  36. Direct MarketingRose Partner MarketingAlison Partner Outside SalesJames Direct Field MktgDave Partner SEPaul Direct SE Manoj Direct Outside SalesAlan Partner Inside SalesSarah Content relevance for role and task is the core of the content strategy Frequent Power Users Regular Business Users Infrequent Business Users OpportunityDiscovery/Qualification SolutionIdentification SolutionProposal WinningThe Deal SolutionImplementation SolutionCross-SellUp-Sell Current User Relevance Relevance Expansion NetApp Confidential - Internal Use Only

  37. Partner SEPaul Partner Inside SalesSarah For frequent power users, relevance means easier and faster access to preferred tools, content and information Direct SEManoj NetApp Confidential - Internal Use Only

  38. Direct Outside SalesAlan For regular business users, relevance is a quick view into “my data” and efficient access to usable content and expertise Partner MarketingAlison Direct Field MktgDave NetApp Confidential - Internal Use Only

  39. Direct MarketingRose Partner Outside SalesJames For infrequent business users, relevance and usage will increase with personalization, quick-links and role-based views NetApp Confidential - Internal Use Only

  40. The portal home page will be personalized according to preference and role Example Home Page View My Views Welcome NetApp News Citibank Expands NetApp Footprint NetApp Virtualization Team Expands Technical Expertise FAS6000 Component Recall > More Welcome to NetApp’s Field Portal.Click your My Views buttonsfor a snapshot view of your data…your preferred content and information. My Views Bookings Promotions Installed BaseCustomers References Upcoming Events CAT Learning Center Wins My Library My Quick Links My Team Technical Reports Product Bulletins Whiteboarding Sessions Sizing Tools ROI Tools Avnet SEs NetApp Virtualization Team NetApp Confidential - Internal Use Only

  41. SAE International Apr.20-23, 2009 Detroit, MI Storage NetworksWorld Oct. 13-16, 2009 Dallas, TX Storage VisionsConference Jan. 6-7, 2009 Las Vegas, NV Upcoming Events Home Page Personalization for Technical Roles Example Home Page View My Views Welcome Upcoming Events NetApp News Citibank Expands NetApp Footprint NetApp Virtualization Team Expands Technical Expertise FAS6000 Component Recall > More Welcome to NetApp’s Field Portal.Click your My Views buttonsfor a snapshot view of your data…your preferred content and information. My Views Bookings Promotions Installed BaseCustomers References Upcoming Events CAT Learning Center Wins My Library My Quick Links My Team Technical Reports Product Bulletins Whiteboarding Sessions Sizing Tools ROI Tools Avnet SEs NetApp Virtualization Team NetApp Confidential - Internal Use Only

  42. Citibank AutoSupport feed Wells Fargo AutoSupport feed AT&T AutoSupport feed Installed BaseCustomers Home Page Personalization for Technical Roles (continued) Example Home Page View My Installed Base NetApp News Citibank Expands NetApp Footprint NetApp Virtualization Team Expands Technical Expertise FAS6000 Component Recall > More My Views Bookings Promotions Installed BaseCustomers References Upcoming Events CAT Learning Center Wins My Library My Quick Links My Team Technical Reports Product Bulletins Whiteboarding Sessions Sizing Tools ROI Tools Avnet SEs NetApp Virtualization Team NetApp Confidential - Internal Use Only

  43. Customer Solution Customer Solution Customer Solution Customer Solution Bookings Home Page Personalization for Sales Roles Example Home Page View My Views Welcome Bookings NetApp News Citibank Expands NetApp Footprint NetApp Virtualization Team Expands Technical Expertise FAS6000 Component Recall > More My Views Bookings Promotions Installed BaseCustomers References Upcoming Events CAT Learning Center Wins Promotions/Incentives My Quick Links My Team ROI Tools CAT Proposal Center Partners My Solution SEs NetApp Confidential - Internal Use Only

  44. Citibank Telecom IndustryNorth America Tom Baxter, Sales Rep Wells Fargo Financial Services IndustryNorth America Suzanne Parsons, Sales Rep British Telecom Telecom IndustryEMEA Randy Thompson, Sales Rep References Home Page Personalization for Sales Roles (continued) Example Home Page View References Bookings NetApp News Citibank Expands NetApp Footprint NetApp Virtualization Team Expands Technical Expertise FAS6000 Component Recall > More Welcome to NetApp’s Field Portal.Click your My Views buttonsfor a snapshot view of your data…your preferred content and information. My Views Bookings Promotions Installed BaseCustomers References Upcoming Events CAT Learning Center Wins Promotions/Incentives My Quick Links My Team ROI Tools CAT Proposal Center Partners My Solution SEs NetApp Confidential - Internal Use Only

  45. My Region My GEO My Industry Wins Home Page Personalization for Sales Roles (continued) Example Home Page View References WINS NetApp News Citibank Expands NetApp Footprint NetApp Virtualization Team Expands Technical Expertise FAS6000 Component Recall > More My Views Bookings Promotions Installed BaseCustomers References Upcoming Events CAT Learning Center WINS Promotions/Incentives My Quick Links My Team ROI Tools CAT Proposal Center Partners My Solution SEs NetApp Confidential - Internal Use Only

  46. Solution Page Personalized and Dynamically Contextualized for Technical Roles Example Solution Page View My Views Welcome Virtualization Solutions NetApp News NetApp in Gartner Leaders Quadrant for Storage Virtualization NetApp Virtualization TCO Is Superior > More Recommended for YouNetApp and Microsoft Virtualization Storage Best PracticesMicrosoft Virtualization Solution – Customer Story> More LearnNetApp’s Virtualization Solutions for Microsoft Exchange environments can be configured to fit a variety of different “green” requirements for the Data Center…> More SellSizing of solutions for MS Exchange 2007 should be done within the context of Microsoft support…> More WinNetApp beats Dell in virtualized MS Exchange environments…> More My Solutions TrainingVideos LatestTech Reports Virtualization forMS Exchange VMwareSizing Tool MS ExchangeWhiteboarding Virtualization Content Library Technical Competitive Tools and Resources Learning TR – Get Successful with Virtualization Solutions TR – NetApp and Microsoft Virtualization Storage Best Practices TR-3697: Performance Report: Multi-Protocol Performance Report> More NetApp Confidential - Internal Use Only

  47. Solution Page Personalized and Dynamically Contextualized for Sales Roles Example Solution Page View My Views Welcome Virtualization Solutions NetApp News NetApp in Gartner Leaders Quadrant for Storage Virtualization NetApp Virtualization TCO Is Superior > More Recommended for YouMicrosoft Virtualization Solution – Customer StoryNow You Can Sales Guide: Virtualization> More LearnLook for customers who must have more flexible and cost effective IT resource provisioning in order to survive the economic downturn…> More SellNetApp’s unique approach integrates storage solution with current server virtualization applications in place…> More WinNetApp has had a number of customer wins in MS Exchange virtualization solutions in the financial industry… > More My Solutions Other Solutionsto Sell NetApp VirtualizationServices Virtualization forMS Exchange CustomerReferences MS ExchangeWINS Virtualization Content Library Executive Competitive Presentations VMware SRM on NetApp Storage – Presentation VMworld Theater Automated DR with VMware and NetApp – Presentation; MORE VMware on NetApp Technical Diamonds Presentation> More NetApp Confidential - Internal Use Only

  48. User Flows NetApp Confidential - Internal Use Only

  49. 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 MyCommunities My Curriculum My Tools • Sizing Tools • Configuration Tool My Home Quick Links • Configuration Guides • AutoSupport My Profile Certifications My Library Technical Bulletins My Events Tools(categories) Search Solutions(categories) Favorites Content bySales Stage SolutionCategory SpecificSolution ComplementaryDomains Search Products(classes) Content bySales Stage Product Class SpecificProduct ComplementaryDomains NetApp Confidential - Internal Use Only

  50. 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 Quick Links • PartnerEdge • Lead Management System My Curriculum My Home My Company My Profile Me CurrentPromotions Search Customer(types) References SpecificCustomer Type Case Studies Tools(categories) Search Solutions(categories) Content bySales Stage SolutionCategory SpecificSolution ComplementaryDomains Search Products(classes) Content bySales Stage Product Class SpecificProduct ComplementaryDomains NetApp Confidential - Internal Use Only

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