Tasked with the constant need to identify, prioritize, target, invest, and measure the performance of your partners? Transform your channel by effectively enabling your partners. Explore key strategies in this insightful presentation.
Keys To Building A Winning Partner Enablement Strategy
1. The Keys to Building a Winning Partner Enablement Strategy
February 11, 2010
William Gilsing, VP Global Strategies
www.hawkeyechannel.com
www.hawkeyechannel.com
3. Solutions for the world’s leading companies.
Why hawkeye?
You can depend on hawkeye to maximize your channel investments
2009 Hawkeye
introduces
2007 Hawkeye PartnerConduit and
expands into SaaS offerings
2003 Hawkeye Asia Pacific
expands into
Europe
2000 Hawkeye
acquires Cohesion
1998 Hawkeye
Group founded Channel focused. Strategic, experienced minds.
Rare insight into emerging channel trends with a
quest for game-changing opportunities.
1996 Cohesion,
Inc. founded Results driven. Flawless execution in translating
strategic concepts into real channel solutions with
a laser focus on results.
www.hawkeyechannel.com 3
4. Winning Partner Enablement Strategy
Hawkeye Channel Practice
hawkeye’s mission is to develop and execute innovative, technology-
enhanced channel marketing strategies and programs that allow our
clients to deliver incremental channel growth in terms of mindshare,
channel solutions, and indirect sales.
Channel
Programs new!
Enablement Channel
Channel Strategy Performance Collaboration
Insight Measurement Growth
Assessment
Reach
Best Practices
Profitability
www.partnerconduit.com
Improving
the Value of
Channel
Relationships
www.hawkeyechannel.com
12. Partner Segmentation and Analytics
What You Do Depends on What You Want
Solution Goal
Expand Current Strategies and tactics to
Customer Types encourage and enable your
value partners to grow from
Target New
Existing Customer Size one tier to the next will be
Segment somewhat or considerably
Target New
different depending on:
Customer Vertical
Revenue Segment
Target Is it an existing or new
Sell to Current
product, solution, or service?
Customer Types Are you targeting the current
New types of customers you have,
Sell to New or new customer types – size
Customer
Types segment / vertical segment?
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13. Partner Segmentation and Analytics
Road Map to Success
Partner Data Collection and Analysis
Identify and “populate” the partner data base with key attributes required for success with the product or solution
Coverage and Capacity Understanding
How many of what kinds of partners Which of your current partners have What is the priority for recruiting and
do you have that could sell the the characteristics required to sell engaging individual partners for the
service? the solution? existing solution?
Program Design Recruiting
Hard and Partner Skills Indirect
and / or and
Soft Benefits Enhancement Communications
Enhancement Activation
How do requirements of What different or What are best, easiest, What are best, easiest, What indirect
current partner program additional rewards need affordable methods for affordable methods for communications and
need to be modified or to be offered to insure partners to develop inbound and outbound “direct sales touch”
enhanced for this specific the desired behaviors? knowledge and skills to communications for the resources can be applied
solution / partner set? sell the solution? solution? to reaching the target
partners
Demand Generation
How can we generate, or better yet enable the partner to drive, demand for the solution?
Results Analysis, Action Plan Refinement, Expansion
www.hawkeyechannel.com
14. Partner Segmentation and Analytics
The Role of Analytics
Analytics are key to helping you understand issues and
opportunities related to channel revenues and program
performance and prognosis for the future (based on trend
projections)
Maximize revenue and ROI of
channel investment
Identify ―opportunistic‖ groups of
partners for revenue growth
Reduce / refine ―wasted‖ program
spend
Identify effective programs /
actions for expansion
Improved forecasting
www.hawkeyechannel.com
15. Partner Segmentation and Analytics
The Role of Analytics
Basic data most everyone has
Sales out data
Program performance data (participation activity and costs)
Core partner attribute data (typically partner accreditation or ―tier‖
assignment)
Sales engagement (―managed’ versus ―unmanaged‖)
Data that permits even more
robust drill down and insights Depth and breath of analytics and
Account attributes like: actionable insights are limited only
by data availability
• Partner business models
• Customer size segments
targeted
• Solutions offered Two key challenges:
• Services offered 1. Buy-in & sponsorship of key
stakeholders
• Certifications held
2. Data accuracy & consistency
• Competitors carried
www.hawkeyechannel.com
16. Partner Segmentation and Analytics
The Role of Analytics
Pareto level assignment Continuing vs. new account
• Our breakout of the traditional 80% / 20% performance (―same store‖)
―rule‖ in to four levels for better partner • Are new accounts doing better or
opportunity understanding and prioritization worse than continuing accounts, and
what are the implications?
Total ―performance‖
• Especially important when partner
• Total accounts base is being expanded
• Revenue, program participation, expense,
etc. Program specific measures
• Program participation, utilization, cost
Account activity frequency
• ―Attach‖ rates / cross sell
• How many partners are actually buying or
participating in a program in any given • Return on investment against
period or over time? incremental revenue
Average performance per account Comparatives
• How do accounts in different levels or
(APA) with different attributes, who do or do
• How much revenue and / or other not participate in different programs
performance measure does each partner or perform vs. other accounts, or those
groups of partners produce / incur in any who do not participate?
given period or over time?
Account Base ―Churn‖ Top level and drill down to
• How many partners have been added, specific products and partner
how many have ―dropped out‖, and what attributes
has been the impact on revenue?
www.hawkeyechannel.com
17. Partner Segmentation and Analytics
Analytics: Overall and by Partner Attributes
Total and By Product / Solution
Groups
• Period to Period
• Trends / Trend Forecast
Core Performance Measures
• Partners Participating / Not Participating
• Revenue
• Buying / Activity Frequency P2P % Change - All
• Average Performance per Account (APA) APA
Additional Measures
$$$
Accounts
• Account Base Churn
Account Performance Churn By Classification -30% -20% -10% 0% 10%
50,000,000 Pareto Level 4 (Bottom 50%) New vs. Continuing
100% % Change from Previous Quarter
40,000,000 Pareto Level 3 (Next 30%) New vs. Continuing
90%
– Count Adds, Drops, Net Change 30,000,000
80%
100% 70%
90%
Pareto Level 2 (Next 15%) New vs. Continuing
60%
80%
– Core Performance Measures / Results Add, 20,000,000
10,000,000
100% 70% 50%
90% 60% 40%
Pareto Level 1 (Top 5%) New vs. Continuing
80% 30%
100%70% 50%
Drop, Net Change 0
90%60% 40%
20%
80%50% 30% 10%
20% 0%
70%40% 10%
• New vs. Continuing Accounts (Same Store)
(10,000,000) 60%30% 0% Continuing Accounts New Accounts
50%20%
(20,000,000) % A c c o unt s in Le v e l
Continuing Accounts New%Accounts o rm a nc e
Le v e l P e rf
Platinum Gold 40%10%
Business Distributor Unknow n
30% 0% % A c c o unt s in Le v e l % Le v e l P e rf o rm a nc e
(30,000,000)Accounts /
% % Revenue by Partner
20%
Classification
– New Count, Continuing Count 100% Drops
10%
Adds 0%
Continuing Accounts
% A c c oNet Change
unt s in Le v e l
New Accounts
% Le v e l P e rf o rm a nc e
– New Performance versus Continuing Core 80%
Continuing Accounts
% A c c o unt s in Le v e l
New Accounts
% Le v e l P e rf o rm a nc e
60%
Performance Measures 40%
20%
Segment Data Associations 0%
P latinum Go ld B usiness
P artner
Unkno wn Other
• Above by Partner Classification and / or % Accounts % All Revenue
other partner attributes categories)
• Above By Partner Classification within
Pareto levels and / or ―Revenue Bands‖
www.hawkeyechannel.com
23. Health Checks
Design & Implement Programs Based on Partner Lifecycle
Plan & Create
Recruit Enable Sell Service Retain
Demand
Partner Strategy/Tactics
Provide value Tools, systems Marketing Clear Partner-specific Partner
proposition to and training/ program and engagement technical development and
target and certification to resources to policies and resources and collaboration
recruit partners enable partners access new pricing assistance
and to fill to identify/ markets and Partner
geographic and close acquire new Profitable, communications.
market opportunities, customers. easy-to-execute
coverage needs sell and deploy transactions
solutions and fulfillment
Partner Programs/Treatments
Profiling, Leads/Oppty Pre and post Rewards and
Registration, Training and Co-op/MDF Mgmt sales support. incentives
Qualification Certification Advertising Joint sales calls RMA policy and Advisory boards,
Self-service, Demo/Eval Matchmaking procedures product briefings
collaborative Roadmap Channel
PRM Co-op/MDF customer sat
Performance Analytics
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24. Health Checks
Health Check Example: Opportunity Registration
Audit checklist:
Reduce administrative burden
Review program participation – are the right Enter Review
Opportunity Opportunity
partners registering the right opportunities?
Review program uptake/usage
Consider ability to support different partners,
Approve Win
different kinds of deals/flexibility Opportunity Business
Reporting
ROI
Reduce program complexity Review
Make Claim
Audit reward levels – Competitive? Effective? Do Claim
they reward the right behavior?
Analyze processes – Review opportunities to
streamline, automate Approve Payment
Claim Processing
Trustworthy to partner?
Integration with other applications, databases
Payment process – Timely? Able to support multiple Reporting
currencies? Compliant with regulations?
www.hawkeyechannel.com 24
25. Health Checks
Health Check Example: Partner Communication
Extranets & Intranets
Newsletters & RSS
Partner Locator Tools Map messaging and
Targeted Collateral methods to goals &
Sales & Marketing Tools objectives
Blogs & Forums
To Field
Measure, evaluate & Push the right To Partner
modify messaging and information to the right Thru Partner
communications users at the right time To Customer
Measure page views, page Centralize all
hits, and click-throughs communications on
Use surveys, interviews easy-to-use “self-
and/or focus groups service” portals
www.hawkeyechannel.com 25