Partner Program Development for Scalable International Growth

Partner Program Development: Questions

Q: How can we introduce a Partner Program into a Direct Sales Company?

Q: How long does it take to build a profitable partner

program?

Q: What revenue share /discounts % should we offer to our partners?

Q: Should we expect partners to be as good as ourselves in

selling our solutions?

Q: How can I get partners to focus on our product?

Q: What type of Partner Support should we offer as part of our tiered program?

Q: How do we get our partners to do more?

Q: How to forecast growth within our channel

program?.

Welcome

If you have any questions, please interrupt…

Type into the Chat/Question screen

Donagh Kiernan, Founder and CEO

Tenego 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 …

Partner Program Development for Scalable International Growth

Your Partner Program defines

how partners extend your business and integrate into your business

Example Partner Pages

Partner Program & Scalable Growth• How can you achieve faster results, earlier revenue?

• How can you reduce sales costs?

• How can you increase sales success rates?

• How do you improve the Return on your Sales Investment?

• How do you reduce the Risks of your Sales investments?.

Lead Generation

QualificationSales / Closing

Delivery Support

Direct Sales

Resellers…

Referrals

Strategic Partners / White Label / System Integrators …

Complementary Services

Partner Program & Scalable Growth

Partner sourced or influenced sales

Partner Program – Key Components

13

Program VisionReplicate and scale

current in-market success

Philosophy &

PoliciesBrand

Pricing

Exclusivity, Territory

…

Organisation

ChangeDirect and Indirect

Regional / Divisional

Phased Implementation

…Market

Selection/

PrioritizationObjectives / TargetsWork Program

Milestones

Targets

…

Marketing Sales Delivery Post Sale CommercialProduct Mgmt

FromAdhoc to

Coop

Pre-sales to full support

Part of full delivery

L1, L2 support &

UpSell

Pricing, discounts,incentives

Feedbackand market

connect

Partner Tiers & Supports

Bronze

Silver

Gold

Partner Types

Consultant

SI

ISV…

Partner Recruitment

Partner Type

Selection

Partner

Search &

Selection

Partner

Evaluation,

Planning &

On-boarding

Partner Management

Partner

Plans

Reporting

Metrics

Integrating

Developing

Partner Program Supports

Partner Program - Internal Integration

14

Marketing Support

Sales SupportDelivery Support

Post Sales Support

Commercial Supports

Product Management

Joint Marketing

Plan

Sales & SE Training

Accreditation Process

Product Distribution

Pricing/ Discounts/

SPIFs

Joint Customer

Engagement

Cooperative Marketing

Plan

Webinar,Demo & PoC

structure

Training & Certification

Process

Customer Care/Helpdesk

Partner Payment

Plans

CustomerVisits

Marketing Funds

Allocation

Sales Materials

Feedback & Development

Communications & Updates

Process

Partner Database &

CRM systems

Focus Groups

Partner Extranet

Joint MarketDevelopment

Plan

Quality Assurance

Governance model

Contracts …

Prioritise your Partner TypesIndustry

Partners Leads Qualified Sales Customer Delivery Support Product

Affiliates Leads Qualified Sales Customer Delivery Support Product

Referral Leads Qualified Sales Customer Delivery Support Product

Agent Leads Qualified Sales Customer Delivery Support Product

Reseller Leads Qualified Sales Customer Delivery Support Product

VARs Leads Qualified Sales Customer Delivery Support Product

Co-Selling

Alliances Leads Qualified Sales Customer Delivery Support Product

Distributors Leads Qualified Sales Customer Delivery Support Product

Value Added

Distributors Leads Qualified Sales Customer Delivery Support Product

ISVs Leads Qualified Sales Customer Delivery Support Product

Services

Partners Leads Qualified Sales Customer Delivery Support Product

Technology

Partners Leads Qualified Sales Customer Delivery Support Product

What Type of companies?• What company types fit your Partner Types?

• What type of VARs/SIs or consulting companies?

• What type of ISVs/Software Solution companies?

• What capabilities should they have?

• Define your target partner profiles

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

Partner Tiers

• Treat partners according to the opportunity

• Co-invest in:

– Skills development – Certification/Training

– Marketing

– Sales

• Based on:

– Track Record?

– Future Potential/ Agreed Plan

– Targets: Revenue and Activities.

Channel Growth Calculator

www.tenegopartnering.com/predictor/

Starting your Partner Program1) Program Objectives and Plans

2) Partner Types: know what types suit your business

3) Partner Propositions: What’s in it for the partner?

4) Partner Recruitment: Select-Contact-Evaluate-Recruit

5) On-boarding and Induction Phase

6) Partner Plans, Supports & Management Structures

7) Internal Integration

8) Scalability across the process

9) Validate and Accelerate based on learnings

10) ...

In Summary: Partner Program• Top down buy-in: External Links with Internal Integration

• Define your program to meet your objectives

• Validate analysis with Execution, then accelerate

• Organisational Change Required

• Scalable Growth: Sales, Implementation and Supports

A Partner Program is much more than a few pages on a website.

Thank You & Questions

Donagh KiernanFounder & CEO

Tenego Partnering

www.tenegopartnering.com/resource

www.tenegopartnering.com/blog

Further content available online

Additional Webinars

• Other webinars available in our Resource Page:

• Planning 2017: Decisions and Tools for Growth

• Sales Partner Management for better Partner Engagement

• How to ensure Partner Fit. It's not as simple as it may seem

• 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:

• Your Sales Focus? Quarter-end Targets AND/OR Game Change Next Year?

• 5 Points on Breaking Preconceived Notions with Just Enough Analysis

• 5 Hard Things in Building an Effective Partner Program

• What Partner Types do you want in your Partner Program?

• One Engine, many speeds: Managing Direct Sales and Partners

• 5 Partner Management Styles - Which one are you?

• 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

• And many more…

www.tenegopartnering.com/blog

Build & Manage Sales

Direct and Channels

Executive Hands-on

Your Alliances Team

Software Business Experts

Practical

Results Focussed

CONTACT DETAILS:

Tenego Partnering

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

Toronto, Dubai…

Web: www.tenegopartnering.com

Email: info@tenegopartnering.com