Webinar on Partner Program Development. "A Partner Program defines how partners fit into your business. It's much more than a few pages on your website!" An effectively implemented Partner Program can accelerate your international growth, covering many different types of partners in all the terminologies; affiliate, introduction, referral, agent, reseller, value added reseller, Channel Partners, Implementers, OEM, White Label, distributors etc… What should you expect from each partner type? How does each partner type integrate into your business across each function of your business? What You Will Learn? ● The key components of a Partner Program ● Key Business Decisions for Partner Programs ● Different partner types; what you want and how they fit into your business ● Partner Tiers; Treat partners differently in line with the potential to your business ● Integrating with each business function: Marketing, Sales, Professional Services, Support, Product, Finance ● How to get started and build your Partner Program; Partner Recruitment, Partner On-boarding, Partner Management

1. Partner Program Development for
Scalable International Growth

2. Partner Program Development: Questions
Q: How can we introduce a
Partner Program into a
Direct Sales Company?
Q: How long does it take to
build a profitable partner
program?
Q: What revenue share
/discounts % should we
offer to our partners?
Q: Should we expect partners
to be as good as ourselves in
selling our solutions?
Q: How can I get partners to
focus on our product?
Q: What type of Partner
Support should we offer as
part of our tiered program?
Q: How do we get our
partners to do more?
Q: How to forecast growth
within our channel
program?.

3. Welcome
If you have any questions,
please interrupt…
Type into the Chat/Question screen
Donagh Kiernan, Founder and CEO
Tenego Partnering
www.tenegopartnering.com
http://ie.linkedin.com/in/donaghkiernan
Donagh Kiernan
Founder and CEO
Tenego Partnering
27 years – Techie background Sales
Channel, Direct Sales and Channel
Sales Organisation Management.

4. Tenego: Services

5. Tenego Clients

6. Tenego’s Methodologies

7. 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 …

8. Partner Program Development for
Scalable International Growth

9. Your Partner Program defines
how partners extend your business
and integrate into your business

10. Example Partner Pages

11. Partner Program & Scalable Growth
• How can you achieve faster results, earlier revenue?
• How can you reduce sales costs?
• How can you increase sales success rates?
• How do you improve the Return on your Sales
Investment?
• How do you reduce the Risks of your Sales
investments?.

12. Lead
Generation
Qualification
Sales /
Closing
Delivery Support
Direct Sales
Resellers…
Referrals
Strategic Partners / White Label / System Integrators …
Complementary Services
Partner Program & Scalable Growth
Partner sourced or influenced sales

13. Partner Program – Key Components
13
Program Vision
Replicate and scale
current in-market success
Philosophy &
Policies
Brand
Pricing
Exclusivity, Territory
…
Organisation
Change
Direct and Indirect
Regional / Divisional
Phased Implementation
…
Market
Selection/
Prioritization
Objectives / Targets
Work Program
Milestones
Targets
…
Marketing Sales Delivery Post Sale Commercial
Product
Mgmt
From
Adhoc to
Coop
Pre-sales to
full support
Part of full
delivery
L1, L2
support &
UpSell
Pricing,
discounts,
incentives
Feedback
and market
connect
Partner Tiers
& Supports
Bronze
Silver
Gold
Partner Types
Consultant
SI
ISV…
Partner Recruitment
Partner Type
Selection
Partner
Search &
Selection
Partner
Evaluation,
Planning &
On-boarding
Partner Management
Partner
Plans
Reporting
Metrics
Integrating
Developing
Partner Program Supports

14. Partner Program - Internal Integration
14
Marketing
Support
Sales Support
Delivery
Support
Post Sales
Support
Commercial
Supports
Product
Management
Joint
Marketing
Plan
Sales & SE
Training
Accreditation
Process
Product
Distribution
Pricing/
Discounts/
SPIFs
Joint
Customer
Engagement
Cooperative
Marketing
Plan
Webinar,
Demo & PoC
structure
Training &
Certification
Process
Customer
Care/Helpdesk
Partner
Payment
Plans
Customer
Visits
Marketing
Funds
Allocation
Sales
Materials
Feedback &
Development
Communicatio
ns & Updates
Process
Partner
Database &
CRM systems
Focus Groups
Partner
Extranet
Joint Market
Development
Plan
Quality
Assurance
Governance
model
Contracts …

15. Prioritise your Partner Types
Industry
Partners
Leads Qualified Sales Customer Delivery Support Product
Affiliates Leads Qualified Sales Customer Delivery Support Product
Referral Leads Qualified Sales Customer Delivery Support Product
Agent Leads Qualified Sales Customer Delivery Support Product
Reseller Leads Qualified Sales Customer Delivery Support Product
VARs Leads Qualified Sales Customer Delivery Support Product
Co-Selling
Alliances
Leads Qualified Sales Customer Delivery Support Product
Distributors Leads Qualified Sales Customer Delivery Support Product
Value Added
Distributors
Leads Qualified Sales Customer Delivery Support Product
ISVs Leads Qualified Sales Customer Delivery Support Product
Services
Partners
Leads Qualified Sales Customer Delivery Support Product
Technology
Partners
Leads Qualified Sales Customer Delivery Support Product

16. What Type of companies?
• What company types fit your Partner Types?
• What type of VARs/SIs or consulting companies?
• What type of ISVs/Software Solution companies?
• What capabilities should they have?
• Define your target partner profiles
I
Analysts
Media
Industry
OrganisationsTargetCustomers
Water
Electricity
Gas
Advisors/Consulting
Accountants / Tax
Advisors / Business
Consulting T1
Legal*
Accountants/Business
Consulting T2*
BPO Industry
Organisations
DebtServices&
Collection
Specialist Debt
Consultants / Credit
Checking *
Debt Recovery*
BPO Accounts
Receivable
SI’s&ITServices
IT Consulting
Systems Integrators*
,
IT Managed Services
IT Services
Software
Solutions
Debt Management
Software*
Contact Centre Mgmt
Systems*
Workflow /Doc

17. Partner Tiers
• Treat partners according to the opportunity
• Co-invest in:
– Skills development – Certification/Training
– Marketing
– Sales
• Based on:
– Track Record?
– Future Potential/ Agreed Plan
– Targets: Revenue and Activities.

18. Channel Growth Calculator
www.tenegopartnering.com/predictor/

19. Starting your Partner Program
1) Program Objectives and Plans
2) Partner Types: know what types suit your business
3) Partner Propositions: What’s in it for the partner?
4) Partner Recruitment: Select-Contact-Evaluate-Recruit
5) On-boarding and Induction Phase
6) Partner Plans, Supports & Management Structures
7) Internal Integration
8) Scalability across the process
9) Validate and Accelerate based on learnings
10)...

20. In Summary: Partner Program
• Top down buy-in: External Links with Internal Integration
• Define your program to meet your objectives
• Validate analysis with Execution, then accelerate
• Organisational Change Required
• Scalable Growth: Sales, Implementation and Supports
A Partner Program is much more than a
few pages on a website.

21. Thank You & Questions
Donagh Kiernan
Founder & CEO
Tenego Partnering

22. www.tenegopartnering.com/resource
www.tenegopartnering.com/blog
Further content available online

23. Additional Webinars
• Other webinars available in our Resource Page:
• Planning 2017: Decisions and Tools for Growth
• Sales Partner Management for better Partner Engagement
• How to ensure Partner Fit. It's not as simple as it may seem
• Meet Your Revenue Targets with Focused Sales Execution
• Finding Big Markets for Big Data & Data Analytics Solutions
• Business in Europe: Understanding the bigger opportunities
• Growing your Business in the UK
• Germany: Opportunities for Tech Companies
• Market Opportunities in Australia for Tech Companies
• How To Prevent The Mistakes in Sales Channel Development
• Market Entry China
• Learn How To Calculate Sales Commissions & Partner Negotiations
• And many more…
www.tenegopartnering.com/resource

24. Related Articles
• Available in our Blog:
• Your Sales Focus? Quarter-end Targets AND/OR Game Change Next Year?
• 5 Points on Breaking Preconceived Notions with Just Enough Analysis
• 5 Hard Things in Building an Effective Partner Program
• What Partner Types do you want in your Partner Program?
• One Engine, many speeds: Managing Direct Sales and Partners
• 5 Partner Management Styles - Which one are you?
• Diagnose your Current Sales Channels - Partner Fit Evaluation
• Partner Fit - Not as easy as it initially seems. Do your homework!
• New Suits, New Market Entry and Sales Channel Partners - Seek Good Fit
• The Importance of Partner Fit
• Why Good Strategic Partner Fit is Imperative - Part 1
• Why Good Strategic Partner Fit is Imperative - Part 2
• And many more…
www.tenegopartnering.com/blog

25. Build & Manage Sales

Direct and Channels

Executive Hands-on

Your Alliances Team

Software Business
Experts

Practical

Results Focussed
CONTACT DETAILS:
Tenego Partnering
Ireland (HQ), UK, Germany, Greece, Australia,
Toronto, Dubai…
Web: www.tenegopartnering.com
Email: info@tenegopartnering.com