Presenters
Steven Kellam, SVP Sales and Marketing, CCI
steven.kellam@channelmanagement.com

Diane Krakora, CEO, PartnerPath
dkrakora@partner-path.com
Peter Hornberger, Business Development, CCI
peter.hornberger@channelmanagement.com

415.472.5100
www.channelmanagement.com
info@channelmanagement.com

Challenges
• Limited resources. Who to focus on?
• Constant change: us, partners, landscape. How to keep up?
• How do I make it a win-win for the most partners?
• How do I measure results/ROI?
• Immediate goals vs. long term. Need to farm: prep the soil,
plant, nurture, grow, repeat.

415.472.5100

Easy to Get

Hard to Get

Part 1: Partner Scorecarding
Company
Health

End User
Satisfaction

Business
Plan

Vertical
Expertise

Operational
Efficiencies
Technology
Expertise

Less Powerful

Business
Model

Mindshare

Total Sales
Revenue

Sales
Metrics
Beyond
Revenue

More Powerful

415.472.5100

Today’s Agenda

I. Review current trends and research
II. Evolving beyond the spreadsheet (CHAMP
plans, etc.)
III. 3 key areas of joint planning
IV. Tips and tools across your partner tiers

415.472.5100

PartnerPath Survey: JPP Biggest 2014 Emphasis
Engaging in business planning with partners to help
them build new or more profitable services…
Doing more lead generation for partners
Offering new services for partners to sell or deliver
around our technology
Simplifying our programs to reduce administrative
costs
Co-selling with partners
Offering more opportunities for performance
incentives (front or back end)
Streamlining our training certification programs
Reducing the number of partners we have in order
to reduce partner competition in a particular…

0%

10%

20%

30%

40%

50%

60%

2014 PartnerPath State of Partnering Study
415.472.5100

Research
Business savvy of average IT channel partner is low…
25% of the channel has no business plan
38% do not set sales objectives and revenue goals
40% fail to make long-term strategic plans
65% lacks a sales development plan
- The 2112 Group, December 2012

• Their limitations are your limitations in growing revenue.
• Partnership means shared responsibility, need to move beyond providing
info on just your solutions.
• Requires meaningful focus but you only have so many bodies and hours!

415.472.5100

Moving Beyond the Traditional CHAMP Plan
• Not for just your top 10
anymore!

GOLD
SILVER
BRONZE

• Extend focus down the stack
• Identify and nurture key
partners of tomorrow, move
them up the chain

415.472.5100

Changing Emphasis
From ‘Rear View Mirror’ to Forward Looking

SILVER

Partner Revenue

Top Performers

GOLD

Mature Partnerships

At Risk
Investments

Growth

Key Goal:
Discover and
Nurture Your
‘Rock Star’
Partners of
Tomorrow

BRONZE

Your Investment

415.472.5100

3 Key Areas of Joint Partner Planning

3 Key Areas of Partner Planning

1. Partner Scorecarding &
Selection
• First assessment of who to
engage with
• Vertical/Solution focus
• Recent sales trending
• Net incremental revenue
• Certifications
• Customer satisfaction
• Other scorecarding data
(see scorecarding
webinar)

2. Interviews and Business
Planning by CAMs/PAMs
• Interview to look ‘under the
hood’
• Determine strengths,
weaknesses, opportunities
for growth (SWOT)
• Collaboratively draft partner
business plan
• Ongoing monitoring,
coaching, and adjustments

3. Joint Marketing Planning
• Determine tactics and
targets
• Review and approval of
MDF requests
• Tactical details & timing
• Define and measure both
‘hard’ and ‘soft’ targets
• ROI analysis: forecast and
actual

415.472.5100

Area 1: Partner Scorecarding and
Prioritization

Key Metrics
1.
2.

3.

Total Sales Revenue

• Per month, quarter, or year
• How it’s trending
• Vendor-centric certifications
• General technology certifications and expertise
• Sales by product

Operational Efficiencies of the
Partner

5.

Mindshare / Engagement

• Log-ins to partner portal
• Number of competing vendor allegiances

Sales Metrics Beyond Revenue
• Transactional vs. recurring
• Average deal price
• Deal frequency

Current Business Model
•
•
•
•

Technology Expertise

• Sales velocity (# deals per month)
• Average pipeline duration from lead shared
to closure
• Average response time by customer support

4.

6.

Sales/service mix
Marketing prowess (capacity and expertise)
Sales capacity (room to scale?)
Service capabilities

7.

Vertical Expertise

8.

Company Health

9.

Future Business Plan/Strategy

• Horizontal generalist or industry vertical
specialist?
• Alignment with my key verticals
• Credit rating
• Legal standing
• Time in business

• Do they have a plan for growth?
• Is that plan feasible?
• Is that plan aligned with your goals?

10. End-user satisfaction
• Response time
• Net promoter score

415.472.5100

Area 2: Shared Business Planning

When to Structure Business Planning
• Annual planning done with “Top Performers”
• Quarterly planning done with “At Risk Investments”
• Monthly informal reviews with top prospects
• Ongoing business reviews with “Mature Partnerships” focused on existing
accounts
Planning team should include:
 Channel account manager(s)
 Channel marketing staff
 Sales executives / managers
 Business owner(s) (VARs)
 Technical champions
415.472.5100

Business Plan Process
Prior to meeting with partner:
• Send business plan template to partner for review
 Partner complete basic information and
 Critical revenue information should be provided

Partner meeting:
• Collaboratively draft partner business plan
• Business plan is a “working” document

Timeline:

Target date
Revisions

Partner
reviews
business plan
template

Partner meeting to
jointly draft the
business and a
quarterly marketing
plan

Business plan
completed
Partner sends to
relevant internal
resources for input

Business plan
quarterly
review and
complete
marketing plan

415.472.5100

Area 3: Joint Marketing Planning

JMP 2.0
Partner
Engagement &
Planning

Funding/Approv
al Process

ROI

Marketing
Execution

Marketing
Support

415.472.5100

Practical Application of Metrics
Reality: Sales Are a Result of Multiple Activities
Awareness
Activities: • Direct Mail
• Email
• Advertising

Interest
• Event
• Telemarketing

Desire
• Demo/
Eval. Unit

Tactical Activity
Metrics
Metrics:

 Responders
 Leads

 Attendees
 Appointments

(Trans-)
Action
• SPIF/ Sales
Incentive
Business Outcome
Metrics

 Units Placed
 Proposals
 Opportunities
Created

 Units sold
 Sales value
 Opportunities closed

415.472.5100

Automating the JMP process
Funding/Approval Process

Pre-Automation

Marketing

Post-Automation

30%

30%
70%

70%

Less admin time for vendor and partner,
more quality time on enablement and execution!

415.472.5100

The CCI Joint Marketing Planner
 Aligns all partner expenditures with your GTM
initiatives
 Tracks ROI at overall campaign level and for each
activity
 Tracks multiple activities against overall business
objective
 Facilitates claiming process directly from plan –
encouraging updates
 Track “Forecast” vs. “Actual” performance across
ROI and costs
 Standardizes data formats to facilitate roll-up
reporting
 So easy to use: usable by ALL partners

415.472.5100

Different Strokes for Different Folks:
Joint Planning Across Your Program Tiers
GOLD
SILVER
BRONZE

Bottom Tier
Description:
• The masses, small VARs, MSPs,
Resellers that are either lifestyle or
early entry participants.
• Can be key to growth depending on
product mix and target audience.
• Need help in many areas.
Shared Planning Tips:
• This is the group that the distis are
working with – while you're not
working directly to do biz planning with
them, how good are your distis at it?
Are they enabling your smaller guys
to grow?

BRONZE

415.472.5100

Middle Tier
Description:
• Next one up, mid-level partners that
have grown may have potential to reach
top tier.
• Generally mid-market/SMB with
potential to rise.
• Growth in marketing may not have kept
up with growth in sales and operations.
• In many cases have vertical expertise and
narrow focus.

SILVER

• Really need to understand their business
and what they need to maintain or
accelerate growth.
• Relating to vertical expertise may be
a key.
415.472.5100

Top Tier
Description:
• Top performers, integrators,
LARs.
• Multiple touch points across
both organizations.
• Typically multiple geographies.
• Extremely complex and
intertwined.

GOLD

• Understand their GTM strategy –
make sure aligned.
• Long range planning.
• Developing joint offerings –
bundles, services, solutions.

415.472.5100

Recap: Key Recommendations
The Challenge: Using limited resources to keep up with the ever-changing
partner landscape to identify “rock stars” of tomorrow.
The Process:
• 3 Key Areas
 Scorecard: choose the right partners.
 Shared Business Planning: train CAMs/PAMs properly.
 Joint Marketing Planning: forward looking and
mutually beneficial.

GOLD

SILVER

• Partner Tiers
 How are we prioritizing and tiering partners?
 Is that in the best interest of me and my partners?

BRONZE

415.472.5100

The Result
Outcome:
•
•
•
•

More partners moving from “Growth” to “Top Performers”
Stop wasting $$ on partners who don’t drive lift. (At-risk and Mature)
Clear, measurable ROI.
Increase partner engagement and loyalty.

415.472.5100

Questions?
Steven Kellam, SVP Sales and Marketing, CCI
steven.kellam@channelmanagement.com

Diane Krakora, CEO, PartnerPath
dkrakora@partner-path.com
Peter Hornberger, Business Development, CCI
peter.hornberger@channelmanagement.com

415.472.5100

Thank You!

Channel Wisdom
channelmanagement.com/resources
blog.channelmanagement.com
partner-path.com/resources
partner-path.com/buzz/blog

Joint Partner Planning Webinar Slides 1-30-2014

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Mehr von CCI - An E2open Company

Mehr von CCI - An E2open Company (13)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Joint Partner Planning Webinar Slides 1-30-2014