Presentation Title Goes Here Insert Version Number Here Go-to-Market and Launch Planning Guide Citrix Service Provider Program © 2007 Citrix Systems, Inc.—All rights reserved.

For informational purposes only The goal of the Go-to-Market and Launch Planning Guide is to: This guide includes a go-to-market and launch plan template that you can use when building your launch strategy. This guide should be used in conjunction with the Messaging and Positioning Guide, Product Launch Tracking Guide Planning and the Defining Your Hosted Services Offering Guide. This guide represent the commitments from the Product, Marketing, Sales, Support and Operations teams to deliver the required readiness and awareness activities for a successful product introduction. This guide is intended to provide guidance, not a set format that must be rigidly followed Owners can use this at their own discretion and supplement with additional information as need.

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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 :

Internal Milestone or Event Sample Key Milestones 2014 2015 Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Milestones Readiness Milestones Project Commit Tech Preview Pilot Public Launch Internal Milestone or Event Business Strategy Technical Go-to-Market Plan Sales Enablement and Execution

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

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

Risk Mitigation Table Category Description Status Owner Mitigation Plan Dependencies ETA Technical  Business Marketing

Messaging & Positioning

Simple Position Statement 1 Benefit 1 Sourced from the Messaging and Positioning Guide 2 Benefit 2 3 Benefit 3

Sourced from the Messaging and Positioning Guide Strategic Features 1 Feature 1 2 Feature 2 Sourced from the Messaging and Positioning Guide 3 Feature 3 These are the approved strategic features for your solution and should be sourced from the Messaging and Positioning Guide or your own internal messaging guide. 4 Feature 4 5 Feature 5

Business Buyer Key Messages A B C Benefits

Technical Buyer Key Messages A B C Benefits

Launch Plan

Sample Go-to-Market Work Stream 2014 2015 Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Milestones Go-to-Market Milestones Activities Project Commit Tech Preview Pilot Public Launch Internal Milestone or Event MSD & G2M Plan Complete All Launch Deliverables Complete Core Sales Tools Complete Core Customer Tools Complete Marketing Preparation Messaging Marketing and launch plan PR/AR Plan Content development Sales and customer tools Website Launch Live launch event Social media Press Release AR/PR/IA Briefings Pilot Program Internal training Customer references Feedback loop

Core Marketing Deliverables Customer Customer Presentation Sourced from MSD Product Brochure Product Datasheet Product Video TBD Customer Demo 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 Messaging MSD Guide

Sales Readiness Plan Audience Readiness Goals Planned Activities 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

Support Readiness Plan 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

Operations Readiness Plan Audience Readiness Goals Planned Activities Operations team

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