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Aim growth through partners 10 nov2010
1.
Growth Through Partners: Building
International Partner Channels Presenters: Len Rust, Consultant, The Rust Report Paul Solski, Managing Director, AIM Corp. International Colin McKenna, Managing Director, AIM Corp. Australia Our many thanks to: AIM AEUSA International Marketing Corporation www.aimcorpinternational.com Copyright© AIM Corporation
2.
Business Development For
ISVs Sydney Our Services: Seattle San Jose • Business Strategy Planning • International Expansion London Munich • Partner Program Development Singapore • Partner Channel Building Hong Kong Shanghai Our Experience:
3.
Growth Through Partners: 1.
Opportunities & Pitfalls 2. Building a Partner Channel 3. Managing a Partner Channel AIM AEUSA International Marketing Corporation www.aimcorpinternational.com Copyright© AIM Corporation
4.
Expanding To New
Markets • Grow revenues by addressing more opportunities • Reduce susceptibility to local economy fluctuations by addressing diverse markets • Capitalize on lower competition in underserved markets • Increase company market value by gaining national and/or international reach Copyright© AIM Corporation
5.
A World of
Opportunities The Market: • Over $286B spent on software • Over 1.2B Businesses • Over 60 countries • Over 60 verticals The Partners: • Over 600,000 resellers & SI • Over 70,000 ISVs Is your market reach adequate? Copyright© AIM Corporation
6.
Market Opportunity Assessment Before
You Begin, Consider… • The cultural expectations • Country demographics • IT spending and growth by: - Application types - Verticals • Focus Spending Priorities • Number of competitors in vertical • Ideal target segments • SWOT • Investments needed • Financial Business Case Copyright© AIM Corporation
7.
Welcome to the
USA The GDP of individual US states can be compared to many whole countries. WA ME ARGENTINA MT ND OR MN VT NH AUSTRALIA ID WI NY MA EGYPT SD WY MI CT RI PA POLAND IA NJ NEW NV NE NORWAY IN OH MD DE ZEALAND UT IL CO WV CA KS MO VA IRELAND KY NC RUSSIA TN AZ OK NM AR SC GA MS AL LA TX THE NETHERLANDS FL CANADA SINGAPORE CHINA = CA+TX+NY+WA Source: IMF, 2008 Copyright© AIM Corporation
8.
Direct Vs Channels DIRECT:
CHANNELS: For: For: • Committed and focused resources. • More opportunities addressed. • Quality sales and support. • No/Low infrastructure costs. • High margins. • Low sales, marketing, support costs. • Better leverage of local relationships. Against: Against: • High infrastructure costs. • Challenge to maintain focus. • High sales, marketing support costs. • Lower margins. • Fewer opportunities addressed. • Higher training requirements. Copyright© AIM Corporation
9.
Partners Need Differentiation •
A down economy • More online purchasing • Highly educated clients • Declining product margins • Increased competition • Need to add more value differentiate • Addressing business Vs technology issues • Change from transaction based to strategic projects • Become a trusted advisor Copyright© AIM Corporation
10.
Opportunities Increased Market Reach More
Sales and Implementation Capacity Lower Costs Larger Pipeline Copyright© AIM Corporation
11.
Pitfalls Very Competitive Wrong Partners Lack
of Mindshare Not Self Sufficient Copyright© AIM Corporation
12.
Partner Channel Health
Check Does your channel follow the 90-10 rule? • How many are doing the expected # of sales per year? • How many are generating their own leads? • How many can win sales self-sufficiently? • How many have committed sales resources to your product? • How many have a business plan with revenue goals? Copyright© AIM Corporation
13.
Growth Through Partners: 1.
Opportunities & Pitfalls 2. Building a Partner Channel 3. Managing a Partner Channel AIM AEUSA International Marketing Corporation www.aimcorpinternational.com Copyright© AIM Corporation
14.
Partner Program Describes Company’s
Partner: SAMPLE SOFTWARE • Strategies SAMPLE SOFTWARE • Objectives SAMPLE SOFTWARE • Processes SAMPLE SOFTWARE Defines Framework for: • Internal roadmap for establishing and growing a partner channel. • Policies, benefits and resources for partners to grow a profitable business with you. • Roles and responsibilities of the partner and your company in this partnership. • Business terms and requirements under which partners will operate. Copyright© AIM Corporation
15.
Partner Engagement Lifecycle
PROSPECT RECRUIT ACTIVATE GROW Review OBJECTIVE: OBJECTIVE: OBJECTIVE: OBJECTIVE: Identify potential Secure commitments Accelerate VARs time Execute on plans to VARs that fit the from highly motivated to becoming self secure new customers “ideal” partner profile VARs that have been sufficient in generating and incremental sales. in target markets and thoroughly qualified. incremental sales. countries. Copyright© AIM Corporation
16.
Finding The Right
Partners PROSPECT THE IDEAL PARTNER PROFILE: • Proven industry expertise • Substantial number of industry references • Significant portion of company business derived from industry • Committed to marketing • Certified on the solution’s software platform • Currently offering complementary products or solutions • Willing to allocate sales and consulting resources Copyright© AIM Corporation
17.
Exercise: Your Ideal
Partner Profile MARKET REACH: 1. ______________________________________________ 2. ______________________________________________ 3. ______________________________________________ 4. ______________________________________________ 5. ______________________________________________ ABILITY TO EXECUTE: 1. ______________________________________________ 2. ______________________________________________ 3. ______________________________________________ 4. ______________________________________________ 5. ______________________________________________ COMMITMENT: 1. ______________________________________________ 2. ______________________________________________ Copyright© AIM Corporation
18.
Is It A
Good Fit? RECRUIT STRATEGIC IMPORTANCE: • Does your solution allow the partner to address new/more customers? • Does your solution position the partner more strategically with clients? • Does your solution provide the partner with a competitive advantage? Copyright© AIM Corporation
19.
Industry Solution Selling
PARTNER ACTIVATION 1. Understanding your clients’ industry. 2. Understanding your clients’ business. 3. Recognizing your clients’ business pain points. 4. Defining your clients’ needs. 5. Tailoring your solution to your clients’ needs. 6. Defining your competitive differentiation. 7. Applying the solution sales process. 8. Building clients’ loyalty and repeat business. Copyright© AIM Corporation
20.
Identifying Opportunities for
Partners • Define the market opportunity • Define the ideal customer profiles • Define specific customer scenarios • Identify customer business and technology pain points • Identify potential new customers through research • Establish the business case for partners Copyright© AIM Corporation
21.
Exercise: Your Partner
Value Proposition Your Partner Value proposition 1. WHAT IS THE SIZE OF THE MARKET OPPORTUNITY? 2. HOW DOES YOUR SOLUTION ENABLE PARTNERS TO ADDRESS NEW OPPORTUNITIES? 3. HOW IS YOUR SOLUTION DIFFERENTIATED? 4. HOW WILL YOU HELP THEM TO MAKE MORE SALES? 5. HOW WILL YOUR SOLUTION PULL THROUGH MORE PRODUCT & SERVICES SALES? 6. HOW WILL YOUR SOLUTION ENHANCE PARTNER’S STANDING WITH CLIENTS? 7. HOW DIFFICULT IS YOUR SOLUTION TO SELL? (sales cycle, learning, implementation) 8. WHAT IS THE PARTNER’S INVESTMENT AND RETURN ON INVESTMENT? Copyright© AIM Corporation
22.
Growth Through Partners: 1.
Opportunities & Pitfalls 2. Building a Partner Channel 3. Managing a Partner Channel AIM AEUSA International Marketing Corporation www.aimcorpinternational.com Copyright© AIM Corporation
23.
Maintaining Focus Business Terms: •
Tiered discount structure. Business Plan: • Maintains both strategic and tactical focus. • Contains joint containing commitments. • Goals for Sales, Marketing and Competency Fast Start Campaign: • Create demand to pick the low hanging fruit. Copyright© AIM Corporation
24.
International Channel Expansion PREPARE
PLAN PARTNER MARKET LEVERAGE • First, succeed • Understand the • Recruit partners • Target New • Expand at home competition Customers partnerships: • Transfer sales • Define Your Value & tech. skills • Create demand • Microsoft • Assist to win • Build a brand • SI • Target a market partners’ IB • OEM • Define the • Secure business model • Create demand references • Define roles & • Build a brand responsibilities • Plan pre & post sales support • Create the ideal partner profile Your Partner Program Copyright© AIM Corporation
25.
The Steps To
Channel Effectiveness 1. Assess The Market Opportunity 2. Develop A Partner Program 3. Search For & Qualify Partners 4. Recruit The Right Partners 5. Manage Partners To Agreed Plans Copyright© AIM Corporation
26.
Our Clients &
Partners • Our Clients: Copyright© AIM Corporation
27.
OFFER
A no-obligation one hour review of your channel readiness self-assessment colinmckenna@aimcorpinternational.com Tel. 61.2.9980.6961 Copyright© AIM Corporation
28.
THANK YOU! Paul Solski AIM
AEUSA International Marketing Corporation www.aimcorpinternational.com