How Computer Reseller News (CRN) Segments the U.S. IT Channel (Slides)
The Rise of the Reseller Channel - · PDF fileThe Rise of the Reseller Channel ......
-
Upload
phungkhuong -
Category
Documents
-
view
219 -
download
1
Transcript of The Rise of the Reseller Channel - · PDF fileThe Rise of the Reseller Channel ......
The Rise of the Reseller Channel
Diarmuid Daltún
Director Business Development EMEA
Odin Summit Seattle 12th May 2015
Session
Reseller definition
Are resellers key to your business?
Anatomy of a cloud reseller
Three phases: Define, Recruit, Enable
- Case Study: Telecom Italia – Mauro Bacchiocchi
- Alternate Channel: Deutsche Börse Cloud Exchange and myLoc
managed IT AG
Summary and Discussion
Who is this session for?
• Those considering launching a reseller program
• Those interested in improving or re-launching their reseller
program
2
Reseller Definition
Individual or Company (proactively) selling products and or
services owned or provided by another company for profit or
commission.
• Owns billing relationship with its customer
• Owns support relationship with its customer
3
A Reseller is not (at least in my book)
• Affiliate / Referral partner
– Recommends suitable offer to prospect
– Is rewarded if prospect becomes customer of their partner
4
Ok, but what do resellers want from you?
• Complementary competitive products/solutions/services fit for
market
• Viable realistic business model and margins
• Clear rules of engagement
• Proper on-boarding and continued support
– (Through) Materials
– Training
11
Define (or Redefine) your Partner Program
• Structure (expectations, margins, levels)
• Portfolio
• Sales Tools (preferably through portal/wiki)
• Sales, Tools and Portfolio Support
• Lead Generation
13
Define (or Redefine) your Partner Program
• Structure
– Bronze, Silver, Gold (choose together which level suits)
– Set margins with bonus for meeting / exceeding targets
– Set entry barrier commensurate with effort (financial and commitment)
– Encourage growth to next level (award / recognise performance)
– Revisit your program every 3-6 months
14
Define (or Redefine) your Partner Program
• Setting the right margins
– Reseller Programs (source: SoftLetter report)
• 60% pay 1-15% margin
• 19% pay 16-30% margin
• 21% pay more than 40% margin
Note: Resellers frequently pass on significant % of margin to their
customers
15
Define (or Redefine) your Partner Program
• Portfolio
– Focus on simple solutions with many resellers?
– Focus on specific vertical or complex solution with few resellers?
16
Define (or Redefine) your Partner Program
• Sales tools best practice
– Presentations, White Papers, Case Studies, Guidelines, Technical and
Sales Training
– Automation Platform
• Money flow
– With a real Reseller, they bill their customer
– Give them sufficient time to collect, then settle (60 – 90 days)
17
Recruit
• Create profile(s) of your ideal reseller
• Compile target list
– Competition, similar non-competing offerings, existing customers
• Launch campaign to recruit
18
Keys to success
• Define solid partner program that you are willing to revisit
regularly
• Recruit the right types of resellers
• Enable partners by executing on your program
Note: Support them as you would your own sales force – they are
your sales force
20
Telecom Italia Digital Solutions
22
+150M2014 Revenues
+22B€
+66KCustomers
Telecom Italia is the main Italian Telco and
ICT provider, a leader Telco player in LATAM
and one of the top 15 global Telco playersEmployees
Italy’s ICT leader with business operations
in: fixed and mobile telecommunications,
internet and media, office and systems
solutions, research and
development
Core markets: Italy, Brazil and
Argentina
Telecom Italia Digital Solutions23
Telecom Italia Digital Solutions
TIDS is a fully owned Telecom Italia Group Company founded in Oct. 2013 to address the digital
market.
Our mission is to accompany enterprises and institutions thru the process of Digital
Transformation, providing innovative services and solutions through 5 Business Unit
- Business Units -
Internet Of
Things
Big Data &
Analytics
Cloud & OTT
Services
- Holding Enterprises -
Cyber
Security
Digital
Identity
EMPLOYEES275Headcount
Project Manager
Operations
Staff
Marketing & Sales
44
125
35
71
Telecom Italia Digital Solutions24
• Cloud Automation based on Odin Platform
• Business Model B2B2B based on Multi-Tier Reselling
• ISV agreements to resell syndicated SaaS
• Wide Portfolio offer IaaS/PaaS/SaaS
Business scope: primary TI Group Companies and OTT in both domestic and international market
Cloud & OTT Services Business Unit has been created to enable RESELLERS to
speed up the Cloud Automation Adoption with a Value Proposition focused on:
Internet Of
Things
Big Data &
Analytics
Cloud & OTT
ServicesCyber
Security
Digital
Identity
TIDS Cloud&OTT Value Proposition
Telecom Italia Digital Solutions25
APPLICATIONS
Proprietary Services
(provider specific)
Inte
gra
tio
n I
nte
rfaces
CLOUD AUTOMATION PLATFORMCLOUD OFFERING
UNIQUE TO
CUSTOMER & RESELLERS
SIMPLIFIED CUSTOMER
EXPERIENCE
Package A (Telco)
Package B (Cloud SaaS)
Package C (Infrastructure)
+
Syndicated or Hosted
Multi-tiered Reseller Support (Direct,
VAR, Online, Wholesale,…)
CRM
(web ads, telesales, lead generation,…)
SERVICE PROVISIONING
BUSINESS
ORCHESTRATION
1 panel
1 bill
1 login
1 integrated experience
Marketplace
Vouchering System
Sales Automation
Portal
AUTOMATED BILLING
Service Onboarding Consulting & System Integration services
Solutions Services
REPORTING
+ +
+
TIDS Cloud Automation Service Model
Telecom Italia Digital Solutions26
Direct
SalesPartners/
ISVResellers
11
123
To increase the effectiveness of the sales force.
To enable and accelerate on-line sales services Cloud.
Mediation Layer
Cloud Automation Platform
Fixed Mobile
CRM
To gain loyalty from clients and reduce churn using a vouchering
system
Vouchering
System
Market
Place
Sales Automation
Portal
TIDS custom solutions
Telecom Italia Digital Solutions
MarketPlaceTIM BRASIL
TIER 1
TI SPARKLE
Telecom Argentina
IT Distributor
Olivetti
TI San Marino
Local Telco
Local Telco
IT HosterNWs
Proprietary Services
(provider specific)
Domestic
TI Group
International
Domestic
White Label
TIER 2
Dealer&Retail Store
Reseller - VAR
IT Distributor
TI Business
ITIS / VAR
MarketPlace
MarketPlace
MarketPlace
Direct Local Telco Direct Sales
Direct Sales
TIDS Multi Tier Go to Market Model
28
Digital Solutions - Cloud&OTT Services
• Enlarge service portfolio
• Connection with ERP
• Web site / Mobile Site Set Up
• Training of Reseller sales force
6-12 months
• Onboarding basic
• Anchor services
• Standard support
• Customer base import/migration
• Upsell
• Cross selling
• Customized service portfolio
• Web marketing
• Seamless flow of information btwn
all enterprise system
(crm/erp/salesforce)
• Marketing automation
• Autonomous development of APS
• Branding initiative
3-6 months
12-24 months
24-36 months
29
Digital Solutions - Cloud&OTT Services
• Enlarge service portfolio
• Connection with ERP
• Web site / Mobile Site Set Up
• Training of Reseller sales force
TI SPARKLE
• Onboarding basic
• Anchor services
• Standard support
• Customer base import/migration
• Upsell
• Cross selling
• Customized service portfolio
• Web marketing
• Seamless flow of information btwn
all enterprise system
(crm/erp/salesforce)
• Marketing automation
• Autonomous development of APS
• Branding initiative
ESPRINETOLIVETTITRUST
Zerocento
TI BUSINESS NUVOLA STORE
NWs
12-24 months6-12 months3-6 months 24-36 months
30
Who we are
Cloud Enabler
Heavily committed to Telecom Italia Group captive demand
System integrator / professional services
Software house to develop APS
Product Marketing
Who we want to be
Cloud Broker
Strategic Partner for our Resellers up to Gotomarket strategies and
costomer up&cross selling
Within Telecom Italia Group: owner of all things related to cloud
automation (ie Customer Support)
Developer of specific solutions to address vertical markets
Digital Solutions - Cloud&OTT Services
@dbcloudexchangewww.cloud.exchange
WEBSITE
Go to the website and
select the product
REGISTER
Set up an account and log in
CREATE VM
Start your VMs!
The marketplace for cloud resources Deutsche Börse Cloud Exchange AG 33
BUY CLOUD RESOURCES – THE STORY TOLD
@dbcloudexchangewww.cloud.exchange
The marketplace for cloud resources Deutsche Börse Cloud Exchange AG 34
BUY CLOUD RESOURCES – THE REALITY
@dbcloudexchangewww.cloud.exchange
The marketplace for cloud resources Deutsche Börse Cloud Exchange AG 35
BUY CLOUD RESOURCES – EVEN WHEN THINGS LOOK THE SAME…
...PERFORMANCE CAN BE DIFFERENT
Left: 120 BHP
Right: 200 BHP
@dbcloudexchangewww.cloud.exchange
STANDARDISATION REQUIREMENTS
• Standardization needs to be non-biased and thus driven by a neutral entity
• Standards need to be the common denominator for broad market acceptance
• Standards need to be controlled and monitored
TRANSPARENCY
• Products are clearly defined and sufficiently comparable
• If products are comparable, so are their prices
• If products are standardised, value-adds are easier to identify
The marketplace for cloud resources Deutsche Börse Cloud Exchange AG 36
DBCE - STANDARDS HELP CLEARING THE WAY
@dbcloudexchangewww.cloud.exchange
The marketplace for cloud resources Deutsche Börse Cloud Exchange AG 37
DBCE – STANDARDS REDUCE COMPLEXITY ON ALL LEVELS
• One interface to choose, buy, use and pay
• Standard contracts when buying resources, independent from seller
• Standard technical integration to marketplace for buy and sell side
• Sufficiently comparable products to compare prices and services
• Which means: One setup fits all providers on DBCE
@dbcloudexchangewww.cloud.exchange
The marketplace for cloud resources Deutsche Börse Cloud Exchange AG 38
DBCE – PROVIDERS OPTIMIZE REVENUES AND MINIMIZE COSTS
Set different prices for your resources and skim willingness to pay
Improve costs per order by using DBCE as a customer acquisition and communication engine
Focus on your core business and let DBCE handle fraud and payment issues
@dbcloudexchangewww.cloud.exchange
FOR MORE INFORMATION
www.cloud.exchange
REGISTER TODAY
go.cloud.exchange
The marketplace for cloud resources Deutsche Börse Cloud Exchange AG 39
DBCE – LIVE FROM 18TH MAI 2015
@dbcloudexchangewww.cloud.exchange
THE MARKETPLACE FOR CLOUD RESOURCESA new era of IT sourcing
Deutsche Börse Cloud Exchange AG
Mergenthalerallee 55
D-65760 Eschborn
Phone +49-(0) 61 96-204 84-0Web www.cloud.exchangeE-mail [email protected]
Discussion Points
• Would SPs or Telcos consider the Reseller Channel to reach the
long-tail with simple products or specific vertical with more
complex products?
• How much flexibility does one give resellers to alter their
offerings?
– (Aruba – Resources)
– (Domain Factory – pre-packaged)
• Can you offer the same products at a higher price through a
reseller channel?41
Reseller Onboarding programme
Overview
• Implement a robust, structured onboarding programme for new reseller partners
• Ensure optimum performance by providing new partners with tools to maximise sales
• Assist in recruiting new reseller partners by showing a professional process with fast time to market
Objective: Launch a new reseller partner in 90 days
Purpose
• Reseller Channel Manager• Reseller Product Manager• Product Managers• PA Administrator• Commercial Finance• Legal
Key Resources
Reseller Onboarding programme
Key activities
Commercial
Portfolio
Training
Deployment
Sales enablement
• Agree mutual objectives (volume commitment), prepare business case • Define commercial terms including commissions and settlement terms• Draft and sign legal agreements between reseller and partner
• Select appropriate cloud services -based on existing/target customer base and existing products sold by reseller
• Define services roadmap based on achievement of sales targets
• Define configuration of specific service plans for the reseller• Options include using existing plans with different pricing or creating new ones• Create reseller panel in PA for partner and deploy for reseller to use
• Develop a training plan for the reseller based on current capability and knowledge of cloud/managed services
• Provide sales training (cloud and product specific) and PA platform training
• Create a set of materials (collateral, sales scripting, battlecards etc.) that are white labeled for the reseller to brand and utilise to drive cloud sales
• Provide best practice on campaigns and marketing activity to drive sales
Key Resources
• Channel Manager• Product Manager• Legal/Finance
• Channel Manager• Product Managers
• Channel Manager• Product Managers• PA Admin
• Channel Manager• Product Managers• PA Admin
• Channel Manager• Product Managers• Marketing
Reseller Onboarding programme
90 day process
Day 1 Day 30 Day 60 Day 90
Key
Act
iviti
es
• Kick off meeting with reseller
• Explain 90 day onboarding process
• Start commercial discussions
• Provide overview of cloud services portfolios and examples of alternative business models
• Schedule meeting for Day 30 milestone
• Final deployment of reseller control panel (PA) to reseller
• Reseller services ready for sale
• Training complete• Marketing materials
customisedfor reseller and complete
• Press release issued announcing launch
• Internal communications issued
• Sign final commercial agreements
• Agree final service plans for initial launch
• Commence product and PA training for sales and reseller PA admin
• Discuss reseller marketing plan and any joint activities (reseller and partner)
• Confirm final launch timing for reseller
• Review draft commercial terms
• Facilitate service portfolio selection meeting
• Agree services for initial launch
• Discuss naming and branding for services
• Provide overview of sales support materials available to partner
• Schedule Day 60 meet
Reseller Onboarding programme
Supporting materials requiredCommercial• Presentation of reseller onboarding process• Business case template for reseller• Commissions calculator (based on volumes)• Contract template
Portfolio• Overall cloud story for partner (why resell partner services?)• Service descriptions for each cloud service• How to use information for each service• Cloud services roadmap
Deployment• User manual for OSA reseller control panel
Training• Sales training material for selling cloud services• Sales training material for each specific cloud service• Training guide for OSA reseller control panel
Sales enablement• Product collateral (white labeled)• Email marketing templates (white labeled)• Press release template• Battlecards for sales (key messages and objection handling)• Customer case studies (white labeled)• Customer ROI calculator (white labeled)• Campaign guidance and best practice