In this webinar, a panel of sales channel thought leaders pull back the curtain on how some of the fastest growing companies have figured out how to craft and present partner programs that offer a compelling mix of recruitment, enablement, support and program management solutions that stand out from the competition and help partners drive revenue. You’ll learn how to make being selected as a partner for your company, a strategic milestone for a reseller on their road to success. Top corporations know one thing; Your Partner Program is Your Value Proposition for your partners. Webinar Panel: Donagh Kiernan, Founder and CEO of Tenego Partnering - https://www.linkedin.com/in/donaghkiernan/ Kevin Rhone, Head of Channel Acceleration Practice, ESG Global - https://www.linkedin.com/in/kevinrhone/ Olivier Choron, Managing Director EMEA, Impartner - https://www.linkedin.com/in/olivierchoron/

1. Insider Insights
On Creating A Compelling Partner Program
Your Partner Program Is Your Value Proposition

2. Many Questions
Q: I have a partner portal, and
lots of material on it, but is this
enough? (Shane)
Q: At what stage of channel
growth should we implement a
full partner program? (Jay)
Q: With almost 200 partners, 20% active
and many not accessing my portal, why
and what should I do? (Mike)
Q: We have multiple partners
internationally, with an initial partner
program and keen to develop. What
are key components and business
case points? (Susan)
Q: How to partner with bigger partners
than you are? How to get their attraction,
how to get their sales to sell your solution
as part of their large offering? (Sanna)
Q: Curious to hear the perspective on best use
of channel resources. Seems to be shifting
away from direct more than ever... (Nate)
Q: How do you enable partners
with tools to optimize efficiency?
(Peter)
Q: I am interested in
Channel Economics for a
SaaS Company (Julie)

3. Comments and Questions
If you have any comments
or questions,
please interrupt…
Type into the Chat/Question screen

4. The Panel
Donagh Kiernan
Founder and CEO
Tenego Partnering
30 years – Techie background
Sales Channel and Direct Sales
Business and Sales Organisation
Management
Tech Business Founder, Advisor
http://ie.linkedin.com/in/donaghkiernan
Kevin Rhone
Head of Channel Acceleration
Practice at ESG Global
Broad, diverse background
Enterprise Software CEO
Start-up and mature businesses
All Routes-to-Market
Extensive Global Experience
https://www.linkedin.com/in/kevinrhone
Olivier Choron
Managing Director EMEA at
Impartner
Many years in channel marketing in
the UK, Europe and in the US.
Worked for large IT vendors and
small channel agencies. Lots of good
(channel) ideas!
https://www.linkedin.com/in/olivierchoron

5. Insider Insights
On Creating A Compelling Partner Program
Your Partner Program Is Your Value Proposition

6. Your Partner Program Is Your Value Proposition
Kevin
Best Practices in
Software Channel
Sales Enablement
Olivier
How systems, such
as PRM, can boost
efficiency and
channel revenues
Donagh
The importance of
a compelling
Partner Proposition
and ‘Partner Fit’

7. Best practices in software
channel sales enablement
Kevin Rhone
Head of Channel Acceleration Practice
Enterprise Strategy Group

8. © 2018 by The Enterprise Strategy Group, Inc.
Enterprise Strategy Group | Getting to the bigger truth.™
© 2018 by The Enterprise Strategy Group, Inc.
Modern Partner
Enablement Trends
CHANNEL SURVEY

9. © 2018 by The Enterprise Strategy Group, Inc.
© 2018 by The Enterprise Strategy Group, Inc.
Sales Enablement
Tools

10. © 2018 by The Enterprise Strategy Group, Inc.
Top Issues that Impact Respondents’ Ability to Sell
27%
7%
11%
13%
18%
29%
33%
38%
None of these impact my ability to sell
Out dated sales materials from my vendors
Lack of MDF offered by my vendors
Sales collaboration with my CAMs (channel account…
Ability to quickly define and quote solutions
Deal registration challenges
Addressing the changing sales motions of customers
Amount of training required to keep my skills up-to-date
Which of the following impact your ability to sell?
(Percent of respondents, N=45, three responses accepted)

11. © 2018 by The Enterprise Strategy Group, Inc.
Most Effective Sales Enablement Tools
13%
13%
16%
16%
16%
24%
24%
31%
36%
40%
40%
Account mapping exercises
Product roadmaps
Calculator or advisor tools
White papers
Sales playbooks
Online training
MDF
Sales incentives
Demos
Marketing assets (eBooks, infographics, data sheets)
Case studies
What are the most effective SALES enablement tools that you require from your
organization’s IT vendors? (Percent of respondents, N=45, three responses accepted)

12. © 2018 by The Enterprise Strategy Group, Inc.
Sales Tools That Resonate Most with non-IT
Customer Influencers
These mirror
the most
effective sales
enablement
tools
KEY FINDING
19%
26%
31%
40%
40%
52%
Social media campaigns
Interactive online tools
Webinars
Videos
Infographics
Demos
Which of the following types of sales tools resonate most with the non-IT customer
influencers?
(Percent of respondents, N=42, multiple responses accepted)

13. © 2018 by The Enterprise Strategy Group, Inc.
Participation in Vendor-led Social Forums is Lagging
11%
36%
31%
22%
Do you participate in vendor-led social forums?
(Percent of respondents, N=45)
Yes, regularly
Yes, occasionally
No, I don’t have time

14. © 2018 by The Enterprise Strategy Group, Inc.
IT Vendors Shift to Mobile-friendly Partner Tools... but
33%
27%
9%
9%
22%
Are your organization’s top IT vendors shifting to more mobile-friendly partner
tools? (Percent of respondents, N=45)
Yes, and it’s helpful when in the field
Yes, but I don’t use them much
Yes, but they often don’t work
No, but it would be great if they did
Don’t know
Mobility is
underused…
and
underappreciated?
KEY FINDING
Most tools accessed by sales
teams are productivity-oriented
and not about true enablement
KEY FINDING

15. © 2018 by The Enterprise Strategy Group, Inc.
© 2018 by The Enterprise Strategy Group, Inc.
Sales Training

16. © 2018 by The Enterprise Strategy Group, Inc.
Sales Training Is Still Consumed During Selling Time
91%
7% 2%
When is sales training typically consumed? (Percent of respondents, N=45)
During normal business
hours
In the evenings (i.e., after
normal business hours)
During the weekend (either
day or night)
Sales training is
still taking time
away from selling
hours
KEY FINDING

17. © 2018 by The Enterprise Strategy Group, Inc.
Most Effective Training Methods are Still High-touch
4%
34%
27%
24%
9% 2%
For remote, mobile or self-directed learning, which do you consider to be the most
effective method of training? (Percent of respondents, N=45)
Don't know
Personalized coaching sessions (Shadowing)
Webinars
Videos
Mobile training apps
Podcasts

18. © 2018 by The Enterprise Strategy Group, Inc.
Sales Force Preferences by Experience Level -
Consuming Information and Sales Training
2%
9%
24%
24%
31%
58%
62%
9%
9%
22%
20%
56%
44%
60%
Gamification
Podcasts
Online PPT
Phone coaching
Online videos
Live sales…
Live instructional
Junior/less experienced
sales force
Senior/experienced
sales force
How do your organization’s senior/experienced sales force prefer to consume information and/or sales training? How do your
organization’s junior/less experienced sales force prefer to consume information and/or sales training?
(Percent of respondents, N=45, multiple responses accepted)
Both junior and senior reps prefer live instructional
training as most-cited response However:
- Senior reps more likely to prefer live coaching
- Junior reps more likely to prefer online videos
KEY FINDING

19. © 2018 by The Enterprise Strategy Group, Inc.
Challenges with most Vendor Sales Training
4%
13%
20%
24%
33%
47%
58%
We have not experienced any challenges
Information is outdated
Difficult to know what is completed vs.
outstanding
Not easy to access
Not informative enough
Requires too much time
Too much irrelevant information
Which of the following challenges – if any – has your organization experienced with
vendor sales training? (Percent of respondents, N=45, multiple responses accepted)
Partner reps want
less training, but
with better focus
KEY FINDING

20. © 2018 by The Enterprise Strategy Group, Inc.
Salespeople Speak – the Partner Perspective
ESG conducted additional qualitative “deep dive”
interviews to investigate key issues that surfaced
from the online surveys.
Here’s what Partner reps told us:
• I’m still pretty traditional in how I do my job
• I will only consume training during the day
• Online training works very well for the basics
• In-person training is still really important to
gain depth
• Mobile tool use/adoption is for ”just-in-time”
only use of productivity tools and content
KEY FINDING
Effective enablement must
focus on:
• Just the right information to do
my job
• Ability to be understood and
absorbed quickly
• Tools that combine learning with
selling

21. © 2018 by The Enterprise Strategy Group, Inc.
Executive Summary – Key Points from our Survey
Top Items Impacting Selling Ability:
• Changing sales motions
• Keeping knowledge and skills up-to-date
• Managing deal registration processes
Top ways that sales teams prefer to be updated are still ‘high-touch’
• Webinars and phone calls were the top ways for vendors to communicate
Vendor social forums are not as widely used as expected
• Fifty-three percent of partner sales teams do not participate, while thirty-six percent only
participate occasionally
The most effective sales enablement tools are customer-facing selling assets
• Ebooks, infographics, data sheets, case studies, and prepackaged demos--the same tools
that resonate most strongly with buyers/approvers
Mobility tools and access are often underutilized as productivity tools
• Sellers primarily use mobile tools to access static content prior to sales calls
• Partners access sales training most often as online courses during normal business hours

22. © 2018 by The Enterprise Strategy Group, Inc.
All trademark names are property of their respective companies. Information contained in this publication has been obtained by sources The Enterprise Strategy Group (ESG) considers to be reliable
but is not warranted by ESG. This publication may contain opinions of ESG, which are subject to change from time to time. This publication is copyrighted by The Enterprise Strategy Group, Inc. Any
reproduction or redistribution of this publication, in whole or in part, whether in hard-copy format, electronically, or otherwise to persons not authorized to receive it, without the express consent of
The Enterprise Strategy Group, Inc., is in violation of U.S. copyright law and will be subject to an action for civil damages and, if applicable, criminal prosecution. Should you have any questions,
please contact ESG Client Relations at 508.482.0188.
Questions?
ESG’s Channel Practice Director:
Kevin Rhone
kevin.rhone@esg-global.com
+1 (508) 380-8475
@channelingIT
http://www.twitter.com/esg-global
http://www.facebook.com/ESGglobal
http://www.linkedin.com/company/44337
http://www.youtube.com/user/ESGglobal
FOLLOW ESG

23. How systems, such as PRM, can
boost efficiency and channel
revenues
Olivier Choron
Managing Director EMEA
Impartner

24. YOUR PORTAL IS YOUR FRONT DOOR

25. … TO MANY CHANNEL NEEDS
Making available the right content, at the right time to the right parties will guarantee success!
• Recruit new partners
• Need to have 360 degree visibility into channel revenue
• Lead management with CRM integration
• Deal registration with CRM integration
• Co-branded Marketing collateral
• Need to manage partners as we scale, without adding H/C
• Not extracting marketing value from partners
• Partner experience, training and content is not automated
• MAP for partners (to and Thru)
Partner Portal
CRM integration
Analytics
Automation/Workflow
Recruitment
Onboarding
Engagement
Contracts

26. CONSUMERIZED PARTNER EXPERIENCE
Making available the right content, at the right time to the right parties will guarantee success!

27. CONTEMPORARY AND INTUITIVE

28. RECRUITMENT AND ONBOARDING MADE EASY

29. WHAT SUCCESS LOOKS LIKE
Making available the right content, at the right time to the right parties will guarantee success!
Increase channel revenue
an average of 31%
Reduce administrative
costs an average of 23%
Increase partner
engagement an average of
53%

30. NO WRONG TIME TO START PRM
Making available the right content, at the right time to the right parties will guarantee success!
Each partner contributes
disproportionately large
amount of revenue.
You cannot afford
to lose even one!
Time required to
effectively and individually
manage each partner is
overwhelming.
You must
automate!
FEW
PARTNERS
MANY
PARTNERS

31. Questions?
Olivier Choron
Managing Director EMEA
Impartner

32. The Importance of a
Compelling Partner Proposition
and ‘Partner Fit’
Donagh Kiernan
Founder & CEO
Tenego Partnering

33. Partner Fit:
• Your Partner Proposition and Partner Program are
created with a specific partner type in mind
• Partner Fit determines how well the Proposition fits
the partner and the Partner fits the Proposition
• Understand your Partners business, then how well
does your proposition fit the partners business?
“The less you ask the partner to change
the more likely the partnership will work”
33

34. Benefits of a Compelling Partner Proposition
The More Compelling Your Partner Proposition:
• Easier Partner Recruitment
• More Choice, Better Partner Selection
• Faster Partner Market Engagement
• Faster Pipeline Traction
• Faster Market Growth and More Lucrative Channel
Network
34

35. Partner Fit – When a partner is right?
• Fit within the company
• The target customer
• Their existing product set
• Their Business Objectives
• Their capabilities…
• Fit with the sales team
• Helping them meet their targets
• Aligned with what they currently sell.

36. Lead Generation Qualification Sales / Closing Delivery Support
Direct Sales
Resellers…
Referrals
Strategic Partners / White Label / System Integrators …
Complementary Services
Capabilities Required from Partner
Capabilities that you need in a Partner

37. Partner Fit Categories
Customer and Decision Maker
Strategic Direction - Product & Services Fit
Current Activities - Product & Services Fit
Sales & Marketing Fit
People and Culture Fit

38. Partner Fit in Channel Evaluation
• First, Be clear about what you want from partners
• A base requirement to diagnose existing partners
• Understand the partners businesses
• Assess how well your proposition fits their business
• Determine relevant pace and expectations
• Determine supports required
• De-risk and Manage Objectives and Targets.

39. Partner Fit in Partner Recruitment
• Seeking Strong Proposition Fit with Partners
• Partner Fit Evaluation is Mutual
• Template based assessment, Depersonalising opinion
• Highlights Strengths and areas for additional support
• Highlights concerns early, enabling better decisions.

40. Partner Fit in Partner Management
• With agreed Partner Fit, Expectations and Plans
• Manage the Plan, Activity Based Targets
• Understand Challenges and Where to Support
• Enable Market Engagement
• How Partners engage with existing customers
• How Partners win new customers
• Aligning Your Marketing Activities
• Seek steady rhythm, build confidence jointly.

41. In Conclusion:
On Creating A Compelling Partner Program
• Be clear about your target partner profile(s) - what you want
• Create partner proposition(s) to match the needs of partners
• Make Enablement and Your Partner Program a Differentiator
• Engage sellers: merge training, sales tools, on-line & high-touch
• Quality vs. Quantity is critical for ‘JIT’ consumption & use
• Enable partners – at all times (not just at onboarding)
• Understand your partner(s); wants, needs and capabilities
• Plan according to how well you fit within their business.

42. Thank You & Questions
Donagh Kiernan
Founder and CEO
Tenego Partnering
https://www.linkedin.com/in/donaghkiernan
Kevin Rhone
Head of Channel Acceleration
Practice at ESG Global
https://www.linkedin.com/in/kevinrhone
Olivier Choron
Managing Director EMEA at
Impartner
https://www.linkedin.com/in/olivierchoron

43. 43
ESG IS AN IT ANALYST, RESEARCH AND
STRATEGY FIRM THAT PROVIDES MARKET
INTELLIGENCE AND ACTIONABLE INSIGHT
TO THE GLOBAL IT COMMUNITY.
We help clients achieve business results through a
comprehensive portfolio of research and advisory
services, consulting, and custom content solutions.
We are recognized as one of the world’s leading
and most influential technology analyst firms.
Tech Vendors Rate ESG*
• Named One of the
Top 10 Most
Valuable Analyst
Firms
• Ranked #1 for
Custom Content
Quality
• Ranked #2 in
IT Buying
Influence
• Rated #3 for
Quality of Analyst
Insight
• Rated #3 Overall
(based on rankings across
Influence, Exposure, Insight,
Content & Speaking)
About ESG Global

44. © 2019 by The Enterprise Strategy Group, Inc.
ESG Clients Include:

45. www.esg-global.com contact@esg-global.com P. 508.482.0188
Enterprise Strategy Group is an IT analyst, research, validation, and strategy firm that provides actionable insight and intelligence to the global IT community.
© 2018 by The Enterprise Strategy Group, Inc. All Rights Reserved.
All trademark names are property of their respective companies. Information contained in this publication has been obtained by sources The Enterprise Strategy Group (ESG) considers to be reliable
but is not warranted by ESG. This publication may contain opinions of ESG, which are subject to change from time to time. This publication is copyrighted by The Enterprise Strategy Group, Inc. Any
reproduction or redistribution of this publication, in whole or in part, whether in hard-copy format, electronically, or otherwise to persons not authorized to receive it, without the express consent of
The Enterprise Strategy Group, Inc., is in violation of U.S. copyright law and will be subject to an action for civil damages and, if applicable, criminal prosecution. Should you have any questions,
please contact ESG Client Relations at 508.482.0188.
kevin.rhone@esg-global.com
+1 (508) 380-8475
@channelingIT
http://www.twitter.com/esg-global
http://www.facebook.com/ESGglobal
http://www.linkedin.com/company/44337
http://www.youtube.com/user/ESGglobal
FOLLOW ESG
Kevin Rhone
Head of Channel Acceleration Practice
Enterprise Strategy Group

46. Impartner Summary
Impartner is the global pure-play leader in the fast
growing Partner Relationship Management market,
with the highest growth rate, largest customer
base, most active partners, and most industry
awards.
1/30/2019© 2018 Impartner. All Rights Reserved. 46

47. Impartner Summary
▶ Industry leading ROI
▶ Unmatched depth of functionality
▶ Simplicity of use
▶ Used and recommended by leading companies
worldwide
▶ Founded: 1996
▶ Acquired by Kennet Partners February, 2015
▶ 300% growth in 3 years
▶ Partners on System: > 6 million
1/30/2019© 2018 Impartner. All Rights Reserved. 47

48. INTRODUCTIONWORLD CLASS CUSTOMERS
48

49. About Tenego Partnering
Donagh Kiernan
Founder & CEO
Tenego

50. Tenego Partnering: Services
https://www.tenego.com/services

51. Tenego Clients

52. Tenego’s Partnering Methodologies

53. Tenego’s Global Network
• To date, executed projects across UK & Ireland,
Across Europe, North America, Mexico & Latin
America, Middle East, North Africa, India, China,
South Asia…
• Growing Global Network of Tenego Offices with on
the ground presence and in discussion in
– Ireland (HQ), UK, Germany, Greece, Middle East
– APAC, Canada, US East Coast, US West Coast …

54. https://www.tenego.com/resources https://www.tenego.com/blog/
Further content available online
54
Presentation can be found here:
https://www.slideshare.net/DonaghKiernan

55. Additional Webinars
Other webinars available in our Resource Page:
• Your Market Ecosystem
• Pick Your Battles - Your Bullseye Target Customer
• Software Partner Recruitment for Grown-Ups
• Market Selection and Prioritisation - Practical Analysis for Focus
• Sell More & Faster Through Market Validation
• SaaS/Cloud Grows Up - Should You and How To Partner For Enterprise?
• Microsoft ISVs: Selling Your Software Solution Through Sales Partner Channels
• How To Partner With SAP
• And many more…
55

56. Related Articles
Available on our Blog:
• Sales Channels - Why You Need a Compelling Partner Proposition
• I Caught My Fish... Now What?
• Key Challenges in Sales Channels
• Sicily, Microsoft ISVs and Sales Channel Maturity
• Identifying Sales Channel Partners in Your Market Ecosystem
• How Much is Enough Market Understanding?
• Understanding Your Market and Your Customer
• Specialists Beat Generalists with Bullseye Customer Focus
• New Product Introduction, Sales and Channels - Focus on Where You Can Win
• Separate Core and Investigative Customer Types for Continued Growth
• And many more…
56

57. Thank You
Donagh Kiernan
Founder and CEO
Tenego Partnering
https://www.linkedin.com/in/donaghkiernan
Kevin Rhone
Head of Channel Acceleration
Practice at ESG Global
https://www.linkedin.com/in/kevinrhone
Olivier Choron
Managing Director EMEA at
Impartner
https://www.linkedin.com/in/olivierchoron