How to ensure Partner Fit

Partner Fit: Questions

Q: What Partner would work for our Cloud-

based solution?

Q: How do we find Partner Fit with SAP

or similar?

Q: Can understanding Partner Fit improve

partner performance?

Q: Would Partner Fit help in evaluating existing partners as

well as for new partners?

Q: We are a Development Services company, what

partner type would suit us?

Q: Can a small company partner with a very large

company?

Q: How much Partner Evaluation is needed?

Q: What qualifying questions should we be

asking?

Welcome

If you have any questions, please interrupt…

Type into the Chat/Question screen

Donagh Kiernan, Founder and CEOTenego Partneringwww.tenegopartnering.comhttp://ie.linkedin.com/in/donaghkiernan

Donagh KiernanFounder and CEOTenego Partnering

27 years – Techie background Sales Channel, Direct Sales and ChannelSales Organisation Management.

Tenego: Services

Tenego Clients

Tenego’s Methodologies

Tenego’s Global Network

• To date, executed projects across UK & Ireland, Across Europe, North America, Mexico & Latin America, Middle East, North Africa, India, China, South Asia…

• Growing Global Network of Tenego Offices with on the ground presence and in discussion in

– Ireland (HQ), UK, Germany, Greece, Middle East

– APAC, Canada, US East Coast, US West Coast …

How to ensure Partner Fit

What is your bottleneck

of growth?

Lead Generation

QualificationSales / Closing

Delivery Support

Direct Sales

Resellers…

Referrals

Strategic Partners / White Label / System Integrators …

Complementary Services

Your Business Engine

How Compelling is Your

Customer Value Proposition?

How Compelling is Your

Partner Value Proposition?

Influ

ence

rs

Consumer n/a

Policy Makers / Regulators

Standards / Certification

ISO27001, BSA, ITIL, ITAR, PII, SISA

Codes of Practice Public Sector, Local Authorities

Analysts

Media

Industry Organisations

Targ

et C

usto

mer

s Water

Electricity

Gas

Advi

sors

/Con

sulti

ng

Accountants / Tax Advisors / Business

Consulting T1

Legal*

Accountants/Business

Consulting T2*

BPO Industry Organisations

Debt

Ser

vice

s &

Colle

ctio

n

Specialist Debt Consultants / Credit

Checking *

Debt Recovery*

BPO Accounts Receivable

SI’s

& IT

Ser

vice

s IT Consulting

Systems Integrators* ,

IT Managed Services

IT Services

Softw

are

Solu

tions

Debt Management Software*

Contact Centre Mgmt Systems*

Workflow /Doc Management /Case

Management

What Types of Partners

Partner Fit – Consider the Partner

• Fit within the company

• The target customer

• Their existing product set

• Their Business Objectives

• Their capabilities…

• Fit with the sales team

• Helping them meet their targets

• Aligned with what they currently

sell.

Partner Fit:

“The less you

ask the partner to change

the more likely the partnership will work”

Partner Fit Examples

Partner Fit Categories

Customer and Decision Maker

Strategic Direction - Product & Services Fit

Current Activities - Product & Services Fit

Sales & Marketing Fit

People and Culture Fit

Customer Type Focus• Knowledge & Focus in Your sector

– Their knowledge and credibility in your sector

• Existing & Growing Customer Base

• Have sales people dedicated to customer type

“How many prospective customers can you

introduce our product to immediately?”

• …

Decision Makers• Access to Key Decision Makers

– Direct relationships

– Strength of relationship / Strength of Influence / Credibility

– …

• other Stakeholders required in your sales process.

.

Strategic Direction• Company Direction/Plans/Growth Areas

• Their Key Objectives and Milestones

• Planned Changes in Customer or Decision Makers

• Planned Changes in Products & Services

• Planned Team Changes & Capabilities Development

– Marketing & Sales

– Delivery & Support

– ...

Current Activity: Products & Services• Product and Services Delivered

– Typical Deal Sizes

– Deal Mix: Licences & Services etc

– Licence Types: Initial or Recurring

– Sales Cycle Length

– Sales Process Complexity and Challenges

• What Customer Needs Solved?

• …

Delivery & Support• Professional Services / Implementation Capabilities

– Project Management

– Technical Capabilities

– On-site or Remote – Availability to Travel

• Support Community

• Support Systems.

Marketing & Sales• Brand / Trust / Influence

• Active Customer Community

• Lead Generation Activities and Capabilities

• Sales Capabilities

– sales people in your sector

– Sales Cycle Lengths and Complexities

– Technical Pre-Sales.

People and CultureThe Principles and Values the represent

• Customer Centric v Operational Efficiency

• Premium Service v Low Cost Provider

• People focussed v ‘Sweat Shop’

• Performing and Motivated v Easy-going

• Intense / Serious v Deliver and Enjoy

• …

Strength of your Partner Proposition• How Compelling is Your Partner Proposition?

• Why should the partner sell your solution?

• Can the Partner Fit be seen instantly?

Why would the partner sell your product,

over the alternatives?

Partner Fit in Partner Recruitment• A Structured Mutual Evaluation Process

• Depersonalising Process

• Highlights Strengths and areas for additional support

• Highlights concerns early, enabling better decisions.

Partner Fit in Partner Management• Diagnose existing partners

• Gain understanding of existing challenges

• Knowing strengths and weaknesses allowing more or less supports across Marketing, Sales, Technical, Professional Services, Tech Support

• De-risk and Manage Objectives Targets

• Define your Partner Management Goals.

In Summary: Partner Fit

• Be Clear on Your Requirements in a Partner

• Understand the Partner’s Business, to see how you fit within their business

• Evaluate to mitigate risk

• Partner Fit Evaluation is Mutual

• Depersonalise and optimise the process

Build Partner Fit into Your Process.

Thank You & Questions

Donagh KiernanFounder & CEO

Tenego Partnering

www.tenegopartnering.com/resource

http://www.tenegopartnering.com/blog

Further content available online

Additional Webinars

• Other webinars available in our Blog:

• Meet Your Revenue Targets with Focused Sales Execution

• Finding Big Markets for Big Data & Data Analytics Solutions

• Business in Europe: Understanding the bigger opportunities

• Growing your Business in the UK

• Germany: Opportunities for Tech Companies

• Market Opportunities in Australia for Tech Companies

• How To Prevent The Mistakes in Sales Channel Development

• Market Entry China

• Learn How To Calculate Sales Commissions & Partner Negotiations

• And many more…

www.tenegopartnering.com/resource

Related Articles

• Available in our Blog:

• Diagnose your Current Sales Channels - Partner Fit Evaluation

• Partner Fit - Not as easy as it initially seems. Do your homework!

• New Suits, New Market Entry and Sales Channel Partners - Seek Good Fit

• The Importance of Partner Fit

• Why Good Strategic Partner Fit is Imperative - Part 1

• Why Good Strategic Partner Fit is Imperative - Part 2

• The 7 Best-Fit Criteria for Strategic and Corporate Partnering (and Gut Instinct)

• The Challenges in Sales Channel Partner Fit

• 5 Points for Partner Fit for Embedded Solutions - Data Analytics Solutions

• And many more…

www.tenegopartnering.com/blog

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CONTACT DETAILS:

Tenego Partnering

Ireland (HQ), UK, Germany, Greece, Australia,

Toronto, Dubai…

Web: www.tenegopartnering.com

Email: info@tenegopartnering.com