Measuring Process Maturity: The Business Process Maturity Model
Partnering Maturity Model
-
Upload
chaitra-vedullapalli -
Category
Business
-
view
2.617 -
download
5
description
Transcript of Partnering Maturity Model
Providing business leaders with the world’s leading conferences
Chaitra VedullapalliSeptember 29, 2009
Channel Management SummitExpanding Partner Networks and
Integrating Partner Programs
2
Providing business leaders with the world’s leading conferences
Agenda
1. Introduction 2. Why Partner?3. Partnering Maturity Model (IAMCP)4. Case Study: Operitel Partner Maturity
Roadmap5. Key Takeaways
3
Providing business leaders with the world’s leading conferences
New Ecosystem Approaches Are Developing
Old ecosystem approach• A few companies dominated the
landscape• Ecosystem managed on a
relationship-by-relationship basis
New ecosystem approach• Many more companies are
participating — not just “software” companies
• Ecosystem must be managed as a network
4
Providing business leaders with the world’s leading conferences
Partner Ecosystems Are Networks
V = N(N-1)
Robert MetcalfeTechnology pioneer, co-inventor of Ethernet, and founder of 3Com(circa 1980)
“The value of a network is proportional to the square of the number of users of the system.”
5
Providing business leaders with the world’s leading conferences
When you work alone? Customers will be under served – need to look elsewhere Opens up for the competition… technology might change Just a vendor and not a trusted advisor Less revenue, less profit…
• Go international, new industry/vertical• Grow without hiring, scale much faster• Grow 25% faster than the rest [IDC], future
revenue grows exponentially (renewal revenue)• Simply put, net new clients, provides credibility
Why Partner?
6
Providing business leaders with the world’s leading conferences
How do we know:
Where are we in the Partner Program
Evolution?
7
Providing business leaders with the world’s leading conferences
Partnering Maturity Model
10 Focus Areas
4 Evolution
Stages
Partnering Maturity
Model
8
Providing business leaders with the world’s leading conferences
Partnering Maturity Model
BASIC
REACTIVE
PROACTIVE
DYNAMIC
STAGE 2
STAGE 1
STAGE 3
STAGE 4
10 AREAS
Joint business planning
Pipeline
Agreement
Leads
Sales Compensation
Readiness & Certifications**
Market messaging
Geography
Resource Utilization
Customer Service **
*IAMCP Model developed by Per Werngren** Considered for Nov Revision
9
Providing business leaders with the world’s leading conferences
Joint Business Planning
BASIC
REACTIVE
PROACTIVE
DYNAMIC
STAGE 2
STAGE 1
STAGE 3
STAGE 4
10 AREAS
Joint business planning
Pipeline
Agreement
Leads
Sales Compensation
Readiness & Certifications**
Market messaging
Geography
Resource Utilization
Customer Service **
Ad-hoc
Not at all
Activity based
A 12-month plan with monthly follow-up
Takeaways• Sit down with partners and just
explore opportunities• Identify the gaps in your offerings• Create a circle of trust and meet in a
rhythm• Quarterly good• Monthly great• Weekly is Nirvana!
10
Providing business leaders with the world’s leading conferences
Pipeline
BASIC
REACTIVE
PROACTIVE
DYNAMIC
STAGE 2
STAGE 1
STAGE 3
STAGE 4
Ad-hoc sharing
No sharing
Sharing specific campaigns
Shared with defined rhythm + in-person
meetings + Core DNA of sales teams
Takeaways• Two way street
• Bad partnering is when someone takes and never gives
• Share pipeline on the web• Buy in from the top – VP of Sales
need to meet in a rhythm• Make partnering an agenda item in
sales team meetings
10 AREAS
Joint business planning
Pipeline
Agreement
Leads
Sales Compensation
Readiness & Certifications**
Market messaging
Geography
Resource Utilization
Customer Service**
11
Providing business leaders with the world’s leading conferences
Agreement
BASIC
REACTIVE
PROACTIVE
DYNAMIC
STAGE 2
STAGE 1
STAGE 3
STAGE 4
No template, rely on handshakes or
contracts based on specific deals
No template
Basic template
A great contract that regulates all
aspects of the relationship
Takeaways• Foundation is trust• Good first step is to have Memorandum of
Understanding signed by senior people• Long haul, create a partnering agreement
that goes both ways• Identify all aspects• Review every year• Don’t make it exclusive
10 AREAS
Joint business planning
Pipeline
Agreement
Leads
Sales Compensation
Readiness & Certifications**
Market messaging
Geography
Resource Utilization
Customer Service **
12
Providing business leaders with the world’s leading conferences
Leads
BASIC
REACTIVE
PROACTIVE
DYNAMIC
STAGE 2
STAGE 1
STAGE 3
STAGE 4
Adhoc, no structure
Do not Give
Some structure, give some but do
not measure outcome
A process that generate lot of leads to other and can measure
success
Takeaways• Commit to the same sales process! To
generate leads and make a joint investment in time and money
• The ‘Reversed Lead’ is worthless• Listen to the customer
• Identify opportunities, commit to connect
• Be generous – ‘Givers gain’
10 AREAS
Joint business planning
Pipeline
Agreement
Leads
Sales Compensation
Readiness & Certifications**
Market messaging
Geography
Resource Utilization
Customer Service **
13
Providing business leaders with the world’s leading conferences
Sales Compensation
BASIC
REACTIVE
PROACTIVE
DYNAMIC
STAGE 2
STAGE 1
STAGE 3
STAGE 4
Adhoc, compensation
No compensation
Alignment of referral and
project based compensation
Rationalized & Campaign based
compensation
Takeaways• Award your sales people the same for
partnering• Align your compensation models with
your partners• Be proud of sales done via partnering
• Invent ‘soft awards’
10 AREAS
Joint business planning
Pipeline
Agreement
Leads
Sales Compensation
Readiness & Certifications**
Market messaging
Geography
Resource Utilization
Customer Service **
14
Providing business leaders with the world’s leading conferences
Readiness & Certifications
BASIC
REACTIVE
PROACTIVE
DYNAMIC
STAGE 2
STAGE 1
STAGE 3
STAGE 4
Takeaways• People are your brand ambassadors,
educate them well.• Teach your partners to ALWAYS see the
big picture from the customer point of view.
• Create value in your education & certification program, great monetization model if implemented well
10 AREAS
Joint business planning
Pipeline
Agreement
Leads
Sales Compensation
Readiness & Certifications**
Market messaging
Geography
Resource Utilization
Customer Service **
Train one partner at a time
No Plan
Provides standard certification and
readiness curriculum
Scalable process to certify people, create
awareness in the marketplace, revenue
potential
15
Providing business leaders with the world’s leading conferences
Market Messaging
BASIC
REACTIVE
PROACTIVE
DYNAMIC
STAGE 2
STAGE 1
STAGE 3
STAGE 4
Adhoc, only tell when people ask
or opportunity occurs
No messaging
Reactive, Adhoc messaging, basic
recognition of partners and capabilities
Fully Integrated Marketing within partner circles –
one effort
Takeaways• Even lawyers do it!• Fly each others logotypes on your website• Tell the story of partnering on your
website• Business cards should tell about partnering• Consider naming your circle of trust
10 AREAS
Joint business planning
Pipeline
Agreement
Leads
Sales Compensation
Readiness & Certifications**
Market messaging
Geography
Resource Utilization
Customer Service **
16
Providing business leaders with the world’s leading conferences
Geography
BASIC
REACTIVE
PROACTIVE
DYNAMIC
STAGE 2
STAGE 1
STAGE 3
STAGE 4
Only in the same city
Only in the same city
Use partnering to gain access to
markets in other cities/countries
Strategically use partnering for broader geographical coverage
in to the markets
Takeaways• Partnering takes you national and beyond• Identify where you want to go!
• Be selective – not the whole Earth at once• Go out and meet partners in other
geographies• Remember about the ‘reversed lead’…
10 AREAS
Joint business planning
Pipeline
Agreement
Leads
Sales Compensation
Readiness & Certifications
Market messaging
Geography
Resource Utilization
Customer Service
17
Providing business leaders with the world’s leading conferences
Resource Utilization
BASIC
REACTIVE
PROACTIVE
DYNAMIC
STAGE 2
STAGE 1
STAGE 3
STAGE 4
Partner on a case by case basis when there are opportunities
Some times being the
subcontractor
Pre-defined rate cards for sharing
resources + Access to Architects for Sales activities
Pre-defined rate cards for sharing resources +
Access to Architects for Sales activities
Takeaways• Commit to a pricelist or revenue sharing
model - Goes both ways…• Be clever and narrow your own
specialization• Some people that work for you should
perhaps work for others?• Try to help out on bench sharing• Priority to your own circle of trust
10 AREAS
Joint business planning
Pipeline
Agreement
Leads
Sales Compensation
Readiness & Certifications**
Market messaging
Geography
Resource Utilization
Customer Service **
18
Providing business leaders with the world’s leading conferences
Customer Service
BASIC
REACTIVE
PROACTIVE
DYNAMIC
STAGE 2
STAGE 1
STAGE 3
STAGE 4
Do 1:1 meetings with customer to understand their experience with
partner engagement
Not at all
Proactive measure customer
satisfaction and collect references
Automate the process and provide insights to
partners to improve their experience with
customers
Takeaways• Delighted customer are the only
advertisement everyone believes – Take it seriously
• Listen to your customer to innovate and build the right and lasting partnerships
• Customer Intimacy is very important to growing your business. Ensure your partners take it very seriously.
10 AREAS
Joint business planning
Pipeline
Agreement
Leads
Sales Compensation
Readiness & Certifications**
Market messaging
Geography
Resource Utilization
Customer Service **
19
Providing business leaders with the world’s leading conferences
Partnering Maturity ModelBASIC REACTIVE PROACTIVE DYNAMIC
Joint business planning
Not at all Ad-hoc Activity based A 12 month plan with monthly follow-up
Pipeline No sharing Ad-hoc Sharing specific campaigns Shared with defined rhythm+ in-person meetings + Core DNA of
Sales teams
Agreement No template No template, rely on handshakes or contracts based on specific deals
A basic template A great contract that regulates all aspects of the relationship
Leads Do not give Ad-hoc, no structure Some structure, give some but do not measure outcome
A process that generate lots of leads to others and that measures success
Readiness and Certifications**
No Readiness or Certification Plan
Train One Partner at a time Provides Certification Program and readiness curriculum
Process to generate lots of certified people and create awareness in the
marketplace, revenue potential
Sales Compensation No compensation for partnering
Ad-hoc compensation for partnering Alignment of referral and project based compensation
Rationalized + campaign based compensation
Market messaging No Reactive, only tell when people ask or when an opportunity occurs
Reactive, ad-hoc messaging/campaigns + basic recognition of partners and
capabilities
Fully integrated Marketing within Parter Circles – One Effort
Geography Only in the same city Only in the same city Use partnering to gain access to markets in other cities/countries
Strategically use partnering for broader geographical coverage in to
the markets
Resource Utilization Some times being the subcontractor
Partner on a case by case basis when there are opportunities
Pre-defined rate cards for sharing resources + Access to Architects for
Sales activities
Rationalized + Integrated Resource Planning covering multiple
Competencies
Customer Service** Not at all Do 1:1 meetings with Customer to understand their expereince with
partner engagement
Proactive Measure Customer Satisfactions and collect references
Automate the process and provide insights to partners to improve their
experience with customers
20
Providing business leaders with the world’s leading conferences
Final Takeaways
1. Partnering needs to part of the company’s culture (DNA)
2. Be generous and people will give back3. Use Partnering Maturity Model as roadmap in
conversation with partners and employees4. Maturity in partnering takes time – be in it for the
long haul5. Talk to your customer about partnering – making you
the trusted advisor
21
Providing business leaders with the world’s leading conferences
Resources
1. Request via email: [email protected] • IDC P2P Study & Insights• Upcoming book: #PARTNERtweet
2. Checkout IAMCP eMagazine3. Learn from Microsoft Partner Network4. Join communities on Linked in
• PinPoint, IAMCP, Partner Network5. Follow Channel Leaders
• Allison Watson, Dr. Petri Salonen, Per Werngren & more
22
Providing business leaders with the world’s leading conferences
How can we get connected?
Chaitra Vedullapalli
Sr. Director, Product Management, Microsoft Corporation
Email : [email protected] | Phone : 510-579-4945 (cell)
Follow me on Twitter | Check out My Blog | Connect me on Linkedin
23
Providing business leaders with the world’s leading conferences
#PARTNERtweet
• 140 Bite-Sized Ideas for Succeeding in your Partnerships
• Releasing Early March2010• Author royalities will be donated
to select charities• Contact me for free review copy
Thank You