Working together ConnectJoin partners at WPC

How to get tHe most out of wPC for windows Azure Cloud PArtners, brougHt to you by tHe windows Azure gtm teAm

AzureGTMPartner@microsoft.com

Table of Contents

Part 1: introduction• About WPC

• Why attend WPC

• WPC Big Bets

• Microsoft Partner Eco-Sytem

Part 2: Preparing for wPC• Goal setting

& messaging

• Tips for preparing for the show

• While at the show

• WPC checklist

Part 3: what to do at wPC• Recommended

ISV sessions

• The Commons

• Events

Part 4:

networking• WPC Connect

• Partner to Partner networking

• Partner to Microsoft networking

• Networking tips

Part 5: wrap up• After the show

• Next Steps

PART 1: INTRoduCTIoNAbout WPCThe Microsoft Worldwide Partner Conference (WPC) takes place only once a year and has historically proven to be of enormous value to Microsoft Partners. This eBook is designed specifically with the Independent Software Vendor (ISV) in mind to illustrate how WPC can increase business and technology acumen, as well as affect the bottom line. This document will prepare you for keynote presentations and seminars, guide you through networking best practices, and provide helpful links to available resources. There is also a helpful checklist to prepare you for your trip, so you will arrive at WPC knowing confidently that you are making the most of your valuable time.

WPC is a global gathering of top Microsoft partners providing a roadmap and inspiration to activate and drive joint business. WPC is where partners go to get more. Partners will be immersed in a breadth of devices and services that empower business, will experience various opportunities for business conversations, and will hear other partner and customer success stories. Content will focus on the modern era of computing: “Big data, Cloud, Mobility, Social.”

WPC Big Bets• Big data

• Cloud

• Mobility

• Social

WPC overview and Quick FactsWhere: Houston, TX

When: July 7-11, 2013

Who: More than 16,000 attendees from over 160 countries

What: Hundreds of sessions, lots of networking, fun events

Why Attend WPC?• Look for new

products/services

• Network with key suppliers and partners

• Network with sales prospects

• Learn about industry trends

• do competitive analysis

• Gain market awareness

• Test messaging/promotional offers

• Interact with Microsoft employees

WPC’s Four Big Bets• Big data

The Modern Business – Increase business success through data-driven decision making

• CloudThe Modern data Center – Reduce costs, increase efficiency and productivity

• Mobility The Modern Consumer – Provide secure and managed solutions

• SocialThe Modern Employee – Empower interaction

Partner Eco-System• independent software Vendors (isV) – specialize

in making or selling software, designed for mass or niche markets.

• Value Added resellers (VAr) – distribute the company’s products worldwide and advise customers on volume licensing.

• systems integrators (si) – recommend, deploy, customize, and manage Microsoft-based solutions for their customers.

• Certified Partner learning services (CPls) – have taught, tested, and certified more than a million people at some level of expertise on Microsoft products.

• original equipment manufacturers (oem) – preinstall Windows on the PCs they sell, account for about a third of Microsoft’s revenue and a larger percentage of its profits.

• small business specialist Community (sbsC) – address the holistic IT needs of small businesses.

TIP!VARs and SIs make great partners and resellers.

PART 2: PREPARING FoR WPCSet GoalsSit down with your team and write a list of the top five things you would like to accomplish from this event and prioritize them so that you can divide and conquer when onsite at WPC. Where is your company headed in the upcoming year? Where are you lacking, or what is your company’s greatest weakness? If you have a planned year-over-year growth target, what kind of new leads will you be seeking? Are there cross-sell opportunities with complementary Microsoft partners? If so, which type of partners? If you plan to expand into a new geographical market, be sure to attend the regional lounges. Are you in need of general business expertise, or is it more important to learn about the technology of recently launched products? do you simply need help understanding how to maneuver through the Microsoft Partner Network and find out more about resources available to you? All these factors will affect your decisions regarding how you schedule sessions and networking.

specific goals might include:• # of meetings• Sessions to attend• develop partnerships• Enhance existing customer relationships• # of leads to follow up with

Messagingdeveloping messaging specific to the content of the show or the potential audiences you’ll engage is an important part of how memorable and relevant your interactions will be: • Hone your message – have a great message for a handshake or if you have a full meeting • Bring your company collateral for meetings• Be ready with examples to illustrate (case studies, fast features, testimonials)

It’s like any marketing campaign:• What is the one key

point you want to make?

• What are three sub-bullets or necessary pieces of information?

• What is your WoW point of differentiation?

• How will you determine the best leads from the event? Who will you follow up with first when you get back?

Social MediaFind, Subscribe, and utilize Social Media updates

Facebook: https://www.facebook.com/wpc & https://www.facebook.com/mspartner

Twitter: https://twitter.com/wpc

LinkedIn: http://www.linkedin.com/groups/Microsoft-Worldwide-Partner-Conference-2013-2639423?gid=2639423

WPC website: http://www.digitalwpc.com/

While at the showWalk the whole show first before making connections and strategically map out who you’d want to meet for partnerships, prospects, referrals and other networking.

Plan your day according to sessions you’re going to attend, what times you’ll sit at a networking lounge, what times you’ll be on the exhibition floor, blocking out your time so you are strategic about your networking.

TIP!Events are a great way to attract new employees. unemployment is at a 5 year low – it’s time to think about this again!

Stay Connected:• Send email to prospective

partners and resellers you met throughout the day

• Nothing is more impressive than immediate responsiveness

Be prepared at all networking functions:• double check business cards on hand• Be ready to follow up immediately with a one-sheet • Take notes on back of business card with anecdote/info about conversation• Rehearse elevator pitch the morning of the show or just before networking• Be prepared with a “date” offer – extend relationship by attending a mutually

interesting event, make additional introductions, visit a booth together

Walk the Expo and look at competitors booths:• Who are they talking to?• What are they doing well?• What are their calls to action?• Where is their business going over

the next year?

WPC ChecklistAs you prepare your packing list, don’t forget to take into consideration the logistical side of your trip. Here’s a cheat sheet of items to remember:

M Business cards

M Company one-pager

M Comfortable shoes (there’s lots of walking)

M Reusable water bottle (it will be hot!)

M Notepad

M Pens

M Company shirt

M Brief description of your apps

M Print-out copy of your agenda

M devices for app demos

M Charger for each device

M Converters and adapters for electronic devices

M Memory sticks

*Be sure to leave room in luggage to take home collateral and giveaways.

TIP!Be careful when turning on roaming feature for international devices, roaming can be very expensive.

There will be wifi and kiosks to check email onsite.

PART 3: WHAT To do AT WPC“Keynote sessions” are larger meetings (can be over 15,000 attendees) featuring Microsoft top executives and inspirational speakers whose messages will paint a broader picture of the business direction. This general overview of the marketplace and industry trends is applicable information for all partner types. Conversely, “breakout sessions” (often 25-50 attendees) are specialized meetings tailored specifically for partners with different certifications, geographical markets, product focus, or business function. There are many sessions for you to choose from at WPC. The following sessions have been specially selected for ISV’s, Hosting Partners, and Application developers.

TIP!Consider going to the networking lounge after a large keynote session to stimulate organic conversation with prospects.

Azure ISV Track Content overviewHere are some ideas of ISV sessions to help get you started. The times and locations are subject to change. Please check www.digitalwpc.com for updates.

Venue GRBCC – General Assembly A GRBCC – 310 BCEF GRBCC – 362d

Capacity & Setup 1155 – Theatre 355 – Theatre 90 –Theatre

Session Type Value Keynote Breakout Interactive

tuesdAy, July 9

9:00 am – 10:00 am The Path to Market Opportunity on the Microsoft Platform Speaker: Tim o’Brien

10:30 am – 11:30 am Marketplace Opportunity (TBd) How to Plug Into the Microsoft Speaker: Tim Benjamin Sales Machine Speaker: Arnie Mondloch

1:30 pm – 2:30 pm Be Your Customer for 60 Minutes SQL Server & the Cloud and Hear Microsoft’s Pitch to the OS Data Platform for Enterprise to Build Apps Application Innovation Speaker: david Law Speakers: Ramnik Gulati & Scott Klein

3:00 pm – 4:00 pm Is a Chihuahua Biting at Your Heels? Speakers: david MacLaren & Panel

4:30 pm – 5:30 pm Driving SaaS Success – Using the Right Price & the Right Incentives Speaker: Yvonne Muench

wednesdAy, July 10 1:00 pm – 2:00 pm TBd

2:30 pm – 3:30 pm Developing ISV Solutions for Office & SharePoint – The New Revenue Opportunity (TBd) Speaker: TBd

4:00 pm – 5:00 pm Microsoft Incentives to Help You Generate Revenue! Speaker: Penny delgadillo

The Microsoft Marketplace opportunity: your next revenue streamAre you looking to increase revenue and profit for your applications built on Microsoft technologies? Then be sure to attend this session to understand the Marketplace opportunities and offers available to independent software vendors (ISVs) across the Microsoft platform, such as the Windows 8 operating system, including side-loading options.

Reimagining ISV solutions for the Office and SharePoint StoreThe Microsoft office and SharePoint Store provides an amazing opportunity for independent software vendors (ISVs) to reach millions of office and SharePoint users in their work environment.

Building the modern app for the cloud

Differentiate and thrive: how your hosted apps business can thrive in the cloud

Developing applications for Windows Phone and the Windows platform

Driving SaaS success; using the right price and the right incentivesMoving to the cloud? of course! Then comes the hard part: how best to go about doing so.

Game changers in the U.S. application ecosystemNow is an exciting time to be building apps.

Is a Chihuahua biting at your heels?New companies are emerging every day with pure-play software-as-a-service (SaaS) offerings aimed at competing against traditional line-of-business solutions in the market today.

Microsoft incentives to help you generate revenue!Microsoft values the commitment you make to build your solutions on the Microsoft platform.

Office 365 Education: tens of millions of U.S. students connecting with partner apps and services

Accelerate your U.S. customers to Office 365

Development platforms U.S. community update: modern apps and the partner opportunity

SQL Server and the Cloud Solutions Platform for Application InnovationAttend this interactive session to learn and discuss how Microsoft SQL Server and the Microsoft Cloud Solutions data platform are rapidly evolving to help you meet new industry challenges and innovate in new ways.

Format: Breakout SessionAudience: ISV

Format: Breakout SessionAudience: ISV

Format: Interactive discussionAudience: Enterprise

Format: Breakout SessionAudience: Hosting & Cloud Service Providers

Format: Breakout Session

Format: Breakout SessionAudience: ISV

Format: Breakout SessionAudience: u.S. Application developers

Format: Breakout SessionAudience: ISV

Format: Breakout SessionAudience: ISV

Format: Breakout SessionAudience: uS SI, ISV, LAR

Format: Breakout SessionAudience: uS SI, ISV, VAR, LAR

Format: Breakout SessionAudience: uS SI

Format: Interactive discussionAudience: ISV

Below are Recommended Sessions: Product Specific for ISV’s

Recommended Sessions: Azure Specific

Format: Breakout SessionAudience: uS SI, ISV, current Azure Circle Partners Format: Interactive discussionAudience: Server, data and Tools

Format: Breakout SessionAudience: uS SI - Core Infrastructure Partners, Azure Circle Partners

Secrets of a successful U.S. Windows Azure partner

Drive opportunities with Windows Azure data services

How U.S. partners can monetize Windows Azure IaaS

Recommended Sessions: Microsoft Programs, Support, and Tools

A guided tour of U.S. Partner Programs and the resources that keep you informed

50 marketing tips in 50 minutes

A new era – accelerating partner growth in the US SMB market

Building a referral engine: a step by step approach to systematic referral generation

Business metrics every owner and manager should know and use

Delivering solutions and driving revenue with enterprise social in the US

How to plug in to the Microsoft sales machine Are you perplexed by how Microsoft markets and sells into the small- and medium-business (SMB) and enterprise customer account segments and how to leverage Microsoft’s massive global sales force?

Format: Breakout Session

Format: Breakout SessionAudience: Sales and Marketing

Format: Regional KeynoteAudience: uS SMB Partners Format: Breakout SessionAudience: Sales and Marketing

Format: Breakout SessionAudience: Business Leadership

Format: Breakout SessionAudience: uS ISV, SI

Format: Interactive discussionAudience: ISV

Recommended Sessions: Keynotes

Vision KeynoteThis is the main keynote address that officially kicks off WPC. The future of technology will be highlighted, so this is not one to miss!

Regional KeynoteThis is the chance to hear specifically what is going on in your region. Come hear about upcoming programs and events from the leaders in your region!

The Path to Market Opportunity on the Microsoft PlatformAs an Independent Software developer (ISV) your business opportunity has never been greater, but the increasing challenges of the fast-changing device landscape and infrastructure complexity continue to stretch precious technical and business resources as the industry shifts toward new types of applications. Make sure to attend the ISV Track Value Keynote to learn about how the path forward is one in which user experiences run across multiple devices and screens, powered by services in the cloud, and how the strength of the Microsoft platform will help you take advantage of these shifts to differentiate in the market and grow your business.

Microsoft’s cloud vision for hosting partnersAs the shift to the cloud is accelerating and becoming more broadly adopted by businesses globally, Microsoft sees hosting-service-provider partners as a core part of its vision for the cloud.

From living room to boardroom: the future of Unified CommunicationsMicrosoft is committed to developing and growing unified Communications and improving the way people do business and communicate in their daily lives.

Format: Vision KeynoteAudience: ALLAddress: Houston Toyota CenterWhen: Monday, July 8 (8:30am – 12:00pm)

Format: Regional KeynoteAudience: All partners by regionAddress: George Brown Convention CenterWhen: Thursday, July 11 (9:00am – 11:00am)

Format: Value KeynoteAudience: ISVAddress: George Brown Convention CenterWhen: Tuesday, July 9 (9:00am-10:00am)

Format: Value KeynoteAudience: Hosting & Cloud Service ProvidersAddress: George Brown Convention Center

Format: Value KeynoteAudience: unified CommunicationsAddress: George Brown Convention Center

The Commons (Expo)A strong sense of community is at the very foundation of what makes WPC so special. In Houston, the event will be headquartered at The Commons, a cityscape design that brings together all aspects of the conference experience—from online, keynote messages, breakout sessions, and networking and expo space, to registration, food, and virtually every touch point in between.

You’ll have a chance to explore the Expo at your leisure, and discover booths from all the major sponsors of this conference. The Expo will take place in the George R. Brown Convention Center and major times for visiting are as follows:

Sunday, July 7: 4:00pm – 7:00pmMonday, July 8: 12:00pm – 5:30pmTuesday, July 9: 7:30am – 5:30pmWednesday, July 10: 7:30am – 2:30pm Thursday, July 11: 8:00am – 1:30pm

Event: wPC Happy Hour When: July 8 & 9, 2013 (4:00 – 5:30pm)Location: The Commons (Level 100)

Event: lenny Kravitz and fitz & the tantrums When: July 10, 2013 (7:00 – 10:00pm)Location: TBdLenny Kravitz will light up the night and get partners rockin’ at the Partner Celebration on Wednesday, July 10. Having won four consecutive GRAMMY Awards, Kravitz has the record for the most wins in the “Best Male Rock Vocal Performance” category. It will be an unforgettable night of top-talent performances with your colleagues and new friends! Whether you want to relax, dance or just make your networking even more enjoyable, you won’t want to miss this one-of-a-kind event!

Events

!

PART 4: NETWoRKING Networking will be a pivotal part of your experience at WPC so be ready for it! You will have lots of opportunities to network with partners, resellers, and Microsoft staff. There are both formal and informal networking options, but WPC Connect will get you started.

Networking Tips!• Introduce yourself

to speakers after attending breakout sessions

• Attend happy hours

• Attend speed-dating gatherings

• Have business cards with you at all times

• Sit with new people at meals

• Have your elevator pitch memorized

• Wear a shirt with your company logo on it

• Carry a mobile device with your app on it

• Check out the lounges in between sessions

• utilize WPC Connect

Partner-To-PartnerWPC ConnectWhat is it?WPC Connect is an online tool anyone can use to get connected to partners, customers, and Microsoft teams before the conference, and stay connected while in Houston. Engage with the people you met at WPC 2012, or build new contacts that will help you succeed in the coming year.

How do I use it?

• Home Page: A quick snapshot of community activity

• Connect to people in the network: View other profiles by searching on name, or tag; click their name to view profile

• Connect through conversations: View community discussions; like, share, comment, and participate by adding your thoughts

• Search Field: Find any content or profile by clicking the magnifying glass in the upper right corner

• Experience WPC: Learn about the content, agenda, tracks, and speakers, coming to WPC 2013

• Videos: watch, comment, like, and share content from previous WPCs and current MPN Live episodes

Connect

discuss

Experience

Sign in (even if you haven’t registered for WPC yet!): https://msft.discuzz.com/signin?appid=connect.digitalwpc.com

1

Build your profile with a “Shopping” mentality:a) Give specific details of your target customers and partners

b) Note your competencies and industry specifics in the “extend profile” section to stand out amongst other partnersc) Add your photo and tags about yourself including keywords that describe your topics of interest

2

How do I start?

Introduce yourself by starting a discussion or adding comments to a lively discussion in the “Conversations” forum

3

4

Browse the people list or search by keyword to see who else is in the community and attending the event

Learn more about the sessions and content that will be presented at WPC 2013, by following the links on the “Sessions, Tracks, Agendas and Media” page

5

6 Engage in “WPC Partner Pursuit” while you create connections to other attendees

before the conference:

For more information on how to play, prizes up for grabs and how to join, visit: http://www.digitalwpc.com/WPC2013/WPCConnect/Pages/PartnerPursuit.aspx#fbid=2N0KndubdvH

Azure isV Partner-to-Partner (P2P) speed datingSunday, July 7 (1:00 pm – 5:30 pm)Windows Azure ISV partners are invited to join an interactive speed dating session, designed to help them meet partners with complementary services and expertise to potentially partner with in the coming year.

Azure isV Partner-to-Partner (P2P) luncheon Tuesday, July 9 (11:30 am – 1:30 pm)Azure ISV Partners are invited to attend a special luncheon hosted by a Windows Azure executive for a chance to network with peers. Hosted lunch will include a brief presentation followed by a live question and answer session hosted by cloud experts.

Partner-led sessions (Azure track and booth)Date and Time TBD Azure Track Breakout Session #1: Interesting Azure Application Architectures – Customer StorytellingDate and Time TBD Azure Track Breakout Session #2: Partners Can Learn from our Key open Source Partners – Infinite Possibilities on AzureDate and Time TBD STB Booth Partner Led Theater Sessions

LoungesThe lounges are hot spots for networking activity. For example, you can network in a particular product lounge to meet others who are interested in those products. In addition, there are regional lounges where you can meet up with others from your region or visit a regional lounge where you might want to do business. This is a great way to jumpstart your connections in a new region. You might also visit the Azure lounge and meet product specialists who can direct you to other Azure-focused events and meetings that might not be on your official agenda. Check the Expo floor map once you get onsite for the precise locations for each lounge:

Date Location TimeSunday, July 7 The Commons (Level 100) 4:00pm – 7:00pm

Monday, July 8 The Commons (Level 100) 12:00pm – 5:30pm

Tuesday, July 9 The Commons (Level 100) 7:30am – 5:30pm

Wednesday, July 10 The Commons (Level 100) 7:30am – 2:30pm

Thursday, July 11 The Commons (Level 100) 8:00am – 1:30pm

Partner-To-MicrosoftYou will finally have the opportunity to put a face to the name for the Microsoft contacts you have been working with remotely. There are various ways to interact including lounges, meals, breakouts, and the Expo. Take advantage of the Expo, where you can visit with several Microsoft teams who have booths. Azure-focused sessions will draw in the key stakeholders you need to make contact with, so be sure to attend.

More Networking Tips• Stay at the hotel where the event is held – it’s the best way to make informal

introductions in the lobby, at the bar, or walking to and from the show

• Review who is attending:

• do some pre-outreach- let other partners and Microsoft employees know you will be at the show

• Participate in networking events

• Set up your own meetings around key times, i.e. coffee before keynote, lunch after big session

• Add show attendance information to email signature or website

• Two or three times a day, sit down and take notes on who you met, opportunities you’ve uncovered, key trends in the industry, partnership opportunities, specific follow up items including a nugget from a session that you can refer back to. Send it all to yourself in an email that you’ll read at the end of each day.

PART 5: WRAP uP

Follow up After the ShowJust as important as all your onsite activities, what you do after the show impacts both the quality of your investment and your potential growth opportunities. Here are some ideas to jumpstart your post-show initiatives:

• Send a follow up within one week of the show to all leads• If a prospective partner or reseller is in your geography, invite to other events

in your area• If a prospective partner or reseller is pursuing an industry that your solution fits,

check to see if they are attending additional industry events where you can reconnect

• do a show recap for you and your internal team when you return, so everyone benefits from your experience in real time• What were the highest attended activities/events?• Where were you able to collect great information or meet the right people?• What did you see others do that you liked?• Include a review of the show materials for key information you can reference in

a marketing campaign (i.e. key trends)

• Put next year’s dates on your calendar with a reminder 3 months prior to start organizing (include your recap)

Follow-up

Recap

Reconnect

Next Steps

Visit: www.digitalWPC.com for ongoing information and updates on what is happening at WPC.

CONNECt: Get set up in WPC Connect. To get started, register here with your Live Id.

LEARN: Capitalize on your WPC experience. Check out this recent on-demand webcast:

Turning Attendees into Real Prospects through Event Marketing (SMSP387PAL)Description: This session is designed to provide you with best practices for planning and execution before, during, and post-event follow-up and how you can maximize your return on investment. To sign up, register here with your Live Id.

READ: Sign up for the Windows Azure CSV Partner Newsletter to find out about upcoming Azure events and stories. To sign up,

register here with your Live Id.

DOwNLOAD: NEW! Special WPC application: “PartnerLink” We are introducing an exciting new application

for Microsoft partners to connect worldwide. Profile your company, applications and services, search for other partners, create events and invite others, and create a partner link all within the App! The App is coming soon, so look for information in the next CSV Newsletter and from your Microsoft BdM. To sign up for the CSV newsletter, register here with your Live Id.

THANKS FoR TAKING TIME To PREPARE YouRSELF FoR WPC THIS YEAR! We know these resources will help all our CSV partners make the most of their WPC experience. If you’re ready to dig deeper beyond WPC, check out our Go-To-Market programs below and reach out to AzureGTMPartner@microsoft.com to learn more.

Channel development Workshops Preferred PricingSocial Media & Mobile optimization Preferred Pricing

business Planning

Microsoft/Bing Advertising including QuickLaunchBing Ads CreditWebsite optimization and SEM Campaign

Advertising resources

Customer Evidence, Social Media & PR opportunitiesPress Release SupportPartner Event-in-a-BoxInbound and Email Marketing‘Powered by Windows Azure’ Logo ProgramMarketplace

marketing & Promotion

insider insights incentives support

Partner CommunityTechnical & Business Roadmaps Meetingson-demand SaaS Trainings Software Assurance Benefits

Architectural design AssistanceMSdN/Technical BlogsWindows Azure Support