Joint Partner Planning Webinar Slides 1-30-2014
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Transcript of Joint Partner Planning Webinar Slides 1-30-2014
Steven Kellam Diane Krakora CCI PartnerPath
featuring:
Joint Partner Planning for the
New Channel World:
Key Factors for Success
January 30, 2014 9:00 AM (PST)
415.472.5100 www.channelmanagement.com [email protected]
Presenters
Steven Kellam, SVP Sales and Marketing, CCI [email protected] Diane Krakora, CEO, PartnerPath [email protected] Peter Hornberger, Business Development, CCI [email protected]
415.472.5100 www.channelmanagement.com [email protected]
Challenges
• Limited resources. Who to focus on?
• Constant change: us, partners, landscape. How to keep up?
• How do I make it a win-win for the most partners?
• How do I measure results/ROI?
• Immediate goals vs. long term. Need to farm: prep the soil, plant, nurture, grow, repeat.
415.472.5100 www.channelmanagement.com [email protected]
Har
d to
Get
Ea
sy to
Get
Less Powerful More Powerful
Total Sales Revenue
Technology Expertise
Operational Efficiencies
Vertical Expertise
Company Health
Business Plan
End User Satisfaction
Mindshare Business Model
Sales Metrics Beyond Revenue
Part 1: Partner Scorecarding
415.472.5100 www.channelmanagement.com [email protected]
Today’s Agenda
I. Review current trends and research
II. Evolving beyond the spreadsheet (CHAMP plans, etc.)
III. 3 key areas of joint planning
IV. Tips and tools across your partner tiers
Current Trends and Research
415.472.5100 www.channelmanagement.com [email protected]
PartnerPath Survey: JPP Biggest 2014 Emphasis
2014 PartnerPath State of Partnering Study
0% 10% 20% 30% 40% 50% 60%
Reducing the number of partners we have in orderto reduce partner competition in a particular…
Streamlining our training certification programs
Offering more opportunities for performanceincentives (front or back end)
Co-selling with partners
Simplifying our programs to reduce administrativecosts
Offering new services for partners to sell or deliveraround our technology
Doing more lead generation for partners
Engaging in business planning with partners to helpthem build new or more profitable services…
415.472.5100 www.channelmanagement.com [email protected]
Research
• Their limitations are your limitations in growing revenue.
• Partnership means shared responsibility, need to move beyond providing info on just your solutions.
• Requires meaningful focus but you only have so many bodies and hours!
25% of the channel has no business plan 38% do not set sales objectives and revenue goals 40% fail to make long-term strategic plans 65% lacks a sales development plan
- The 2112 Group, December 2012
Business savvy of average IT channel partner is low…
415.472.5100 www.channelmanagement.com [email protected]
Moving Beyond the Traditional CHAMP Plan
GOLD
SILVER
BRONZE
• Not for just your top 10 anymore!
• Extend focus down the stack
• Identify and nurture key partners of tomorrow, move them up the chain
415.472.5100 www.channelmanagement.com [email protected]
Changing Emphasis
Key Goal: Discover and Nurture Your ‘Rock Star’ Partners of Tomorrow Pa
rtne
r Rev
enue
Your Investment
Mature Partnerships Top Performers
Growth At Risk Investments
GO
LD
SILVER BRO
NZE
From ‘Rear View Mirror’ to Forward Looking
3 Key Areas of Joint Partner Planning
415.472.5100 www.channelmanagement.com [email protected]
1. Partner Scorecarding & Selection
• First assessment of who to engage with
• Vertical/Solution focus • Recent sales trending • Net incremental revenue • Certifications • Customer satisfaction • Other scorecarding data
(see scorecarding webinar)
3 Key Areas of Partner Planning
2. Interviews and Business Planning by CAMs/PAMs
• Interview to look ‘under the hood’
• Determine strengths, weaknesses, opportunities for growth (SWOT)
• Collaboratively draft partner business plan
• Ongoing monitoring, coaching, and adjustments
3. Joint Marketing Planning • Determine tactics and
targets • Review and approval of
MDF requests • Tactical details & timing • Define and measure both
‘hard’ and ‘soft’ targets • ROI analysis: forecast and
actual
Area 1: Partner Scorecarding and Prioritization
415.472.5100 www.channelmanagement.com [email protected]
Key Metrics 1. Total Sales Revenue
• Per month, quarter, or year • How it’s trending
2. Technology Expertise • Vendor-centric certifications • General technology certifications and expertise • Sales by product
3. Operational Efficiencies of the Partner • Sales velocity (# deals per month) • Average pipeline duration from lead shared
to closure • Average response time by customer support
4. Mindshare / Engagement • Log-ins to partner portal • Number of competing vendor allegiances
5. Sales Metrics Beyond Revenue • Transactional vs. recurring • Average deal price • Deal frequency
6. Current Business Model • Sales/service mix • Marketing prowess (capacity and expertise) • Sales capacity (room to scale?) • Service capabilities
7. Vertical Expertise • Horizontal generalist or industry vertical
specialist? • Alignment with my key verticals
8. Company Health • Credit rating • Legal standing • Time in business
9. Future Business Plan/Strategy • Do they have a plan for growth? • Is that plan feasible? • Is that plan aligned with your goals?
10. End-user satisfaction • Response time • Net promoter score
415.472.5100 www.channelmanagement.com [email protected]
Har
d to
Get
Ea
sy to
Get
Less Powerful More Powerful
Total Sales Revenue
Technology Expertise
Operational Efficiencies
Vertical Expertise
Company Health
Business Plan
End User Satisfaction
Mindshare Business Model
Sales Metrics Beyond Revenue
Part 1: Partner Scorecarding
415.472.5100 www.channelmanagement.com [email protected]
Har
d to
Get
Ea
sy to
Get
Less Powerful More Powerful
Total Sales Revenue
Technology Expertise
Operational Efficiencies
Vertical Expertise
Company Health
Business Plan
End User Satisfaction
Mindshare Business Model
Sales Metrics Beyond Revenue
Part 1: Partner Scorecarding
Area 2: Shared Business Planning
415.472.5100 www.channelmanagement.com [email protected]
When to Structure Business Planning • Annual planning done with “Top Performers”
• Quarterly planning done with “At Risk Investments”
• Monthly informal reviews with top prospects
• Ongoing business reviews with “Mature Partnerships” focused on existing accounts
Planning team should include:
Channel account manager(s)
Channel marketing staff
Sales executives / managers
Business owner(s) (VARs)
Technical champions
415.472.5100 www.channelmanagement.com [email protected]
Business Plan Process Prior to meeting with partner:
• Send business plan template to partner for review Partner complete basic information and Critical revenue information should be provided
Partner meeting:
• Collaboratively draft partner business plan
• Business plan is a “working” document
Timeline:
Partner reviews
business plan template
Partner meeting to jointly draft the business and a
quarterly marketing plan
Target date
Partner sends to relevant internal
resources for input
Revisions
Business plan completed
Business plan quarterly
review and complete
marketing plan
Area 3: Joint Marketing Planning
415.472.5100 www.channelmanagement.com [email protected]
JMP 2.0
Partner Engagement &
Planning
Funding/Approval Process
Marketing Execution
Marketing Support
ROI
415.472.5100 www.channelmanagement.com [email protected]
Awareness Interest Desire (Trans-) Action
Practical Application of Metrics
Reality: Sales Are a Result of Multiple Activities
• Direct Mail • Email • Advertising
• Event • Telemarketing
• Demo/ Eval. Unit
• SPIF/ Sales Incentive
Responders Leads
Attendees Appointments
Units Placed Proposals Opportunities
Created
Units sold Sales value Opportunities closed
Activities:
Metrics:
Tactical Activity Metrics
Business Outcome Metrics
415.472.5100 www.channelmanagement.com [email protected]
Automating the JMP process
Post-Automation
30%
70%
Pre-Automation
70%
30%
Funding/Approval Process
Marketing
Less admin time for vendor and partner, more quality time on enablement and execution!
415.472.5100 www.channelmanagement.com [email protected]
The CCI Joint Marketing Planner
Aligns all partner expenditures with your GTM initiatives
Tracks ROI at overall campaign level and for each activity
Tracks multiple activities against overall business objective
Facilitates claiming process directly from plan – encouraging updates
Track “Forecast” vs. “Actual” performance across ROI and costs
Standardizes data formats to facilitate roll-up reporting
So easy to use: usable by ALL partners
Different Strokes for Different Folks: Joint Planning Across Your Program Tiers
GOLD
SILVER
BRONZE
415.472.5100 www.channelmanagement.com [email protected]
Bottom Tier Description: • The masses, small VARs, MSPs,
Resellers that are either lifestyle or early entry participants.
• Can be key to growth depending on product mix and target audience.
• Need help in many areas.
Shared Planning Tips: • This is the group that the distis are
working with – while you're not working directly to do biz planning with them, how good are your distis at it? Are they enabling your smaller guys to grow?
BRONZE
415.472.5100 www.channelmanagement.com [email protected]
Middle Tier Description: • Next one up, mid-level partners that
have grown may have potential to reach top tier.
• Generally mid-market/SMB with potential to rise.
• Growth in marketing may not have kept up with growth in sales and operations.
• In many cases have vertical expertise and narrow focus.
Shared Planning Tips: • Really need to understand their business
and what they need to maintain or accelerate growth.
• Relating to vertical expertise may be a key.
SILVER
415.472.5100 www.channelmanagement.com [email protected]
Top Tier
Description: • Top performers, integrators,
LARs. • Multiple touch points across
both organizations. • Typically multiple geographies. • Extremely complex and
intertwined.
Shared Planning Tips: • Understand their GTM strategy –
make sure aligned. • Long range planning. • Developing joint offerings –
bundles, services, solutions.
GOLD
Recap
415.472.5100 www.channelmanagement.com [email protected]
Recap: Key Recommendations
GOLD
SILVER
BRONZE
The Challenge: Using limited resources to keep up with the ever-changing partner landscape to identify “rock stars” of tomorrow.
The Process: • 3 Key Areas Scorecard: choose the right partners. Shared Business Planning: train CAMs/PAMs properly. Joint Marketing Planning: forward looking and
mutually beneficial.
• Partner Tiers How are we prioritizing and tiering partners? Is that in the best interest of me and my partners?
415.472.5100 www.channelmanagement.com [email protected]
The Result
Outcome:
• More partners moving from “Growth” to “Top Performers” • Stop wasting $$ on partners who don’t drive lift. (At-risk and Mature) • Clear, measurable ROI. • Increase partner engagement and loyalty.
415.472.5100 www.channelmanagement.com [email protected]
Questions?
Steven Kellam, SVP Sales and Marketing, CCI [email protected] Diane Krakora, CEO, PartnerPath [email protected] Peter Hornberger, Business Development, CCI [email protected]
Channel Wisdom channelmanagement.com/resources
blog.channelmanagement.com partner-path.com/resources partner-path.com/buzz/blog
Thank You!