Stage View |
Demand Generation
Prospect
Qualify
Develop
Solution
Proof
Close
Deploy
Support
Establish quali...
Conduct lead qu...
Review list of...
Complete opport...
Author and send...
Confirm verifia...
Key Step:
| Author and send sponsor letter copying v-team
Rationale:
| A well written Sponsor Letter is an extremely valuable selling tool, enabling the opportunity team to: · Increase control over the buying process by establishing clear next steps · Accelerate the buying process by pushing the customer for the right level of commitment · Avoid unnecessary re-qualification by identifying next steps early in the sales process and confirming: – Pain and underlying reasons for pain – Buying vision – Access to power · Differentiate Microsoft by showing its understanding of the underlying reasons for the customer’s pain · Improve forecast accuracy by helping Microsoft understand exactly what it will take to get to power The Sponsor Letter also serves as physical evidence that the verifiable outcome in the Qualify stage has been achieved.
| Guidance:
On a very basic level, the Sponsor Letter is a meeting follow-up, summarizing and confirming the results of the lead qualification or development meetings with the sponsor or power sponsor. The Sponsor Letter should follow the format, style, and form (letter vs. email) that is most appropriate for the local business culture and customer relationship. However, for a Sponsor Letter to be effective (increase Microsoft control, accelerate process, avoid re-qualification, differentiate Microsoft’s understanding) it must accomplish more than simply summarizing a conversation. All effective Sponsor Letters achieve three key objectives. The key objectives are: 1. Summarize a) customer pain, b) underlying reasons for pain, and c) buying vision 2. Confirm the customer’s agreement to explore (e.g., “If Microsoft can prove these capabilities, will you move forward with a Microsoft solution?”) 3. Negotiate or confirm a) access to power (potentially in exchange for some initial proofs) and b) next steps needed to prove capabilities and improve understanding of customer pain. The following links will help you develop more effective Sponsor Letters and understand how to use them effectively. Sponsor Letter How To Guide and Template - Provides a helpful format for developing a sponsor letter. Please remember this is only a template; sponsor letters need not follow this format. It is important to ensure they achieve the three key objectives discussed above. Sample Sponsor Letter Library - Library of Sponsor Letter examples categorized by solution offerings, sponsor status, and buying vision. Sponsor Letter Testimonials - Testimonials from opportunity managers and customers confirming the power of Sponsor Letters.
Samples & Templates:
Documents for this Key Step include: |
| Sponsor Letter How To Guide and Template |  |
| Sponsor Letter Library |  |
| Sponsor Letter Testimonials |  |
Links: