Innovative Mdf Coop Program Elements
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Transcript of Innovative Mdf Coop Program Elements
www.hawkeyechannel.com
www.hawkeyechannel.com
May 19, 2011
Vaughn Aust, VP Client Solutions
The Data Driven Organization: Your MDF Program
www.hawkeyechannel.com
Agenda
2
1. Common MDF concerns – what are your pain points?
2. MDF Best Practices – Ten “Golden Rules”
3. MDF program scenarios – what do I do now?
4. Finding your ideal solution
Ag
en
da
© 2011 hawkeye, all rights reserved.
www.hawkeyechannel.com
hawkeye can help you increase your channel ROI …
3
… with solid, data-driven channel management.
Wh
y h
aw
ke
ye
?
Who is hawkeye?
Global full-service
marketing agency that
specializes in channel and
B2B/B2C marketing
Founded in 1996 with a
team of over 120 channel-
smart technology experts
dedicated to helping you
optimize channel value
Proven track record of
maximizing ROI for leading
technology companies
around the world
© 2011 hawkeye, all rights reserved.
DATA
Platforms
Strategy
Analytics
Comms
www.hawkeyechannel.com
Just get it done
Do it efficiently
Make it smart
We are now entering the „third age‟ of channel marketing
4
Wh
y is
da
ta s
o im
po
rtan
t?
© 2011 hawkeye, all rights reserved.
1.0 2.0 3.0
1995 2011 2005
IBM break up fuels the
industry
Channel marketers build
platforms from scratch
SaaS emerging
Global programs
Channel marketers
focus on operational
budgets
Demand for ROI
Differentiation on usability
Channel marketers focus on
data to drive decisions
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COMMON MDF CONCERNS
5 © 2011 hawkeye, all rights reserved.
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For vendors, it‟s primarily about ROI, efficiency and
improved planning
Co
mm
on
MD
F C
on
ce
rns
6 © 2011 hawkeye, all rights reserved.
Vendor Co-Marketing Concerns
Improve analytics & ROI 1
Improve marketing support & program planning
2
Streamline administration 3
Improve partner support & issue resolution
4
Other
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MDF BEST PRACTICES – TEN “GOLDEN RULES”
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These “golden rules” of co-marketing programs set the
stage for improvements over time
1. Keep it simple
2. Be transparent
3. Make it speedy
4. Sell the program
5. Go global
6. Automate
7. Measure, analyze, adjust
8. Teach partners to fish
9. Concierge support
10.Supplier network
MD
F B
est P
ractic
es
8 © 2011 hawkeye, all rights reserved.
Table
Sta
kes
Diffe
rentiate
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Partners don‟t want to hire someone internally just to
do paperwork for your program
1.Review your program from the partner’s point-of-view
Consolidate steps, processes
Minimize proof-of-performance and project entry
requirements
2. Be transparent
3. Make it speedy
4. Sell the program
5. Go global
6. Automate
7. Measure, analyze, adjust
8. Teach partners to fish
9. Concierge support
10. Supplier network
MD
F B
est P
ractic
es
9 © 2011 hawkeye, all rights reserved.
www.hawkeyechannel.com
Transparency fosters trust between vendor and
partners
1. Keep it simple
2.Keep partners informed
Set clear expectations on processing times
3. Make it speedy
4. Sell the program
5. Go global
6. Automate\
7. Measure, analyze, adjust
8. Teach partners to fish
9. Concierge support
10. Supplier network
MD
F B
est P
ractic
es
10 © 2011 hawkeye, all rights reserved.
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Quickly reimbursed partners are happy partners
1. Keep it simple
2. Be transparent
3.Operational benchmark for payment = 3 to 4 weeks
4. Sell the program
5. Go global
6. Automate
7. Measure, analyze, adjust
8. Teach partners to fish
9. Concierge support
10. Supplier network
MD
F B
est P
ractic
es
11 © 2011 hawkeye, all rights reserved.
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Share your excitement about the co-marketing program
with your partners
1. Keep it simple
2. Be transparent
3. Make it speedy
4.Ongoing, continuous communication
Your program is a “product”
Two-way communication
Don’t forget CAMs and the field!
5. Go global
6. Automate
7. Measure, analyze, adjust
8. Teach partners to fish
9. Concierge support
10. Supplier network
MD
F B
est P
ractic
es
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Leverage global efficiencies without succumbing to a
cookie-cutter approach
1. Keep it simple
2. Be transparent
3. Make it speedy
4. Sell the program
5.Leverage efficiencies
Accommodate local needs
Engage your regional teams’ expertise
6. Automate
7. Measure, analyze, adjust
8. Teach partners to fish
9. Concierge support
10. Supplier network
MD
F B
est P
ractic
es
13 © 2011 hawkeye, all rights reserved.
www.hawkeyechannel.com
Paper-based, snail-mail programs are so old school!
1. Keep it simple
2. Be transparent
3. Make it speedy
4. Sell the program
5. Go global
6.Online!
Streamline with other processes
Payment systems
Increased efficiencies
7. Measure, analyze, adjust
8. Teach partners to fish
9. Concierge support
10. Supplier network
MD
F B
est P
ractic
es
14 © 2011 hawkeye, all rights reserved.
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MD
F B
est P
ractic
es
15 © 2011 hawkeye, all rights reserved.
Take your co-marketing program the extra mile with
these innovative best practices
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You‟ll never know how your program is really doing
unless you factor in data
1. Keep it simple
2. Be transparent
3. Make it speedy
4. Sell the program
5. Go global
6. Automate
7.8. Teach partners to fish
9. Concierge support
10. Supplier network
MD
F B
est P
ractic
es
16 © 2011 hawkeye, all rights reserved.
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And the standard metrics we should measure are …
17
Measurement Metric
Program Metrics
• Revenue Per Invested Dollar (RPI) = Revenue Generated by Activity Cost of Activity • Sales $$ • Total # Leads Generated
Program Utilization • # of Active MDF Partners Total # of MDF Partners
• # of Partners Using Tool • Total Hits to Site
Claim Activity • Claimed $$$ + Allocated $$$ Beginning $$$ + Adjustment $$$
• Total Claims Submitted • Total # Claims Denied (compliance)
Fund Utilization
• Funds Accrued • Funds Expired
• Outstanding Liability • Unclaimed Funds
Prior Approvals • Total Pre-approvals Submitted • Total Pre-approvals Accepted
• Total Denied • Total Currently on Hold
System Efficiency • Total Calls to Channel Mgmt • Response Times on Calls • Total Emails to Channel Mgmt • Response Time on Emails
• Length of Time from Claim Approval to Payout
MD
F B
est P
ractic
es
© 2011 hawkeye, all rights reserved.
www.hawkeyechannel.com
There is a difference between metrics and analytics
18
MD
F B
est P
ractic
es
© 2011 hawkeye, all rights reserved.
Metrics
Measure of information
Examples: click-through rates, leads
generated, unclaimed MDF funds
Analytics
Provide insight
Use metrics + deeper dive analysis
Answer the tough questions like “Is my
program working?” or “What is my
program’s ROI?”
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What data do we need to answer the question, “Is it working?”
19
MD
F B
est P
ractic
es
© 2011 hawkeye, all rights reserved.
360 degree
partner view
Enrollment Has this partner been
enrolled in the program?
Enrollment Data
Participation
Did they use funds?
What activities has this partner
participated in?
Has the partner requested MDF?
Participation Data
Competencies
Vertical industries served
Company descriptors
Partner Profile Data
Partner Profile
Sales Time/Date stamped
Amount
Type
Transactional Sales Data
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Analytics and the data mart M
DF
Be
st P
ractic
es
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Gather up all
your partner and
program data!
Who is in your
program and who
is not?
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Analytics not only tells you ROI, but how to improve
your co-marketing program
MD
F B
est P
ractic
es
21 © 2011 hawkeye, all rights reserved.
Now we use program (enrollment,
participation) and sales data to
compare the two groups.
To understand ROI, you also have to
back out costs at this point so that you
can see if the sales impact of your
program is truly incremental.
Even better, analytics can tell you how
to improve your program’s impact.
Using partner profile information, you
can now look at sub-segments of
partners.
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Help your partners master sales and marketing skills
for the long term
1. Keep it simple
2. Be transparent
3. Make it speedy
4. Sell the program
5. Go global
6. Automate
7. Measure, analyze, adjust
8.9. Concierge support
10. Supplier network
22 © 2011 hawkeye, all rights reserved.
MD
F B
est P
ractic
es
www.hawkeyechannel.com
Partners who can fish will feed you too
Education for partners in...
• Marketing
• Sales
On-site training
Supported with earned co-marketing funds
MD
F B
est P
ractic
es
23 © 2011 hawkeye, all rights reserved.
If you give a man a
fish, he eats for a day.
If you teach a man to
fish, he can feed
himself for a lifetime.
Chinese proverb
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Concierge support provides your partners with expert
advice for their joint marketing efforts
1. Keep it simple
2. Be transparent
3. Make it speedy
4. Sell the program
5. Go global
6. Automate
7. Measure, analyze, adjust
8. Teach partners to fish
9.10. Supplier network
24 © 2011 hawkeye, all rights reserved.
MD
F B
est P
ractic
es
www.hawkeyechannel.com
A “concierge service” provides partners with insight
and marketing expertise to help sell your products
Support for partners on using
co-marketing funds:
Best value from funds
Campaign integration to
sequence campaigns
Innovation – maximize value
with non-traditional campaigns
in combination with traditional
campaigns
MD
F B
est P
ractic
es
25 © 2011 hawkeye, all rights reserved.
www.hawkeyechannel.com
Help partners shop for co-marketing activities that you
know will move the needle – and get some data too!
1. Keep it simple
2. Be transparent
3. Make it speedy
4. Sell the program
5. Go global
6. Automate
7. Measure, analyze, adjust
8. Teach partners to fish
9. Concierge support
10.
26 © 2011 hawkeye, all rights reserved.
MD
F B
est P
ractic
es
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A marketplace of pre-packaged marketing packages
enables a greatly simplified partner experience
MD
F B
est P
ractic
es
27 © 2011 hawkeye, all rights reserved.
From this:
Submit project Conduct
campaign Submit claim
Provide ROI
Receive payment
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A marketplace of pre-packaged marketing packages
enables a greatly simplified partner experience
MD
F B
est P
ractic
es
28 © 2011 hawkeye, all rights reserved.
From this:
To a turnkey execution path like this:
Order marketing package from
available funds
Approved supplier implements campaign(s)
Submit project
Implement campaign
Submit claim
Provide ROI
Receive payment
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Offer pre-packaged marketing plays across the full
marketing mix
MD
F B
est P
ractic
es
29 © 2011 hawkeye, all rights reserved.
“New” Media –
Social Media
campaigns,
SEO/SEM, Ghost
Blogging
“Traditional” Media
– direct mail, email,
collateral
Integrated
campaigns – based
on results like 2
appointments, 4
appointments, etc.
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WHAT DO I DO NOW?
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Of course the next question is...
31
Wh
at d
o I d
o n
ow
?
© 2011 hawkeye, all rights reserved.
www.hawkeyechannel.com
Where do I start if I don‟t have an MDF program yet?
32
Wh
at d
o I d
o n
ow
?
© 2011 hawkeye, all rights reserved.
Benchmark against your competition
What is available to meet your needs
RFI process
Differentiate your program
Build in metrics to support data analysis
Teach your partners to fish
Support partners with a “concierge” service
Offer a supplier network
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Help! My MDF program isn‟t working!
33
Wh
at d
o I d
o n
ow
?
© 2011 hawkeye, all rights reserved.
Deploy a Health Check analysis on your program
High level assessment of program’s current state
Conduct data analysis
Is your program working in certain areas? With some partner segments?
Determine if incremental improvements (potentially via golden rules)
will suffice or a complete revamp is needed
See what exists in the market to help you support your program
RFI process
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I need to report on the ROI of my MDF program...
34
Wh
at d
o I d
o n
ow
?
© 2011 hawkeye, all rights reserved.
Conduct data analysis
Identify areas areas that are driving incrementality
Identify areas of incremental impact
Which partners, areas, or segments benefit from your program?
Obtain executive approval on the plan and implement
Run analytics exercise at least 1-2 times/year
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FINDING YOUR IDEAL SOLUTION
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Your ideal co-marketing solution combines basic best
practices with innovation and market knowledge
36
Fin
din
g Y
ou
r Ide
al S
olu
tion
© 2011 hawkeye, all rights reserved.
Table stakes best practices
Innovation
Market knowledge
Keep it simple, Be transparent, Make it
speedy, Sell the program, Go global,
Automate, Metrics
Analytics, Teach partners to fish,
“Concierge” support, Supplier network
Competitive information, RFI process
+
+
www.hawkeyechannel.com
A best-in-class co-marketing program; within your grasp F
ind
ing
Yo
ur Id
ea
l So
lutio
n
37 © 2011 hawkeye, all rights reserved.
www.hawkeyechannel.com
Vaughn Aust
VP, Client Solutions
Watch for more information on our next webinar on PRM &
Salesforce.com integration!
© 2010 hawkeye, all rights reserved.
425.902-5146