The Canadian Channel Chiefs Council (C4) is hosting a first of its kind webinar on a topic that has become the most hotly debated area in the channel today: deal registration. Taking place on Dec. 13th at 1 PM ET, the webinar will feature noted channel professional Jay McBain of ChannelEyes to outline what the future holds for deal registration programs in light of the recent announcement by Salesforce.com on its new Einstein tool. Einstein is an artificial intelligence tool that promises to take all the data that organizations have dutifully been capturing to their CRM for years and put it to good use, at first making recommendations about what leads sales reps should call first, or what personalization path is most appropriate for a marketing campaign. McBain, who was a channel executive at Lenovo and with AutoTask, intends to provide the audience of this webinar new information on how artificial intelligence and machine learning is going to impact the channel. He believes tools such as Einstein are an exciting new thing that’s going to rapidly change the way vendors look at deal registration today. McBain’s ChannelEyes organization works to provide real-time sales intelligence for channel professionals. But Einstein is not the only topic of discussion for this webinar. McBain also plans on unveiling new strategies on deal registration for those who are still developing their channel structure and programs. He also has ideas for what to do in terms of conflict resolution and the rules of engagement when it comes to deal registration. McBain also plans on answering questions from channel chiefs and other channel professionals at the webinar.

1. Jay McBain jamesrmcbain@gmail.com jmcbain
DEAL REGISTRATION

2. 75%OF WORLD TRADE FLOWS INDIRECTLY

3. 438,619
BOOKS ON DIRECT SALES

4. 438,619
BOOKS ON DIRECT SALES
180
BOOKS ON INDIRECT SALES

5. SO, YOU WANT TO BE A
CHANNEL CHIEF?

6. BE CAREFUL WHAT
YOU ASK FOR…
From contracts to rules of engagement, portal and PRM management to co-marketing and MDF return
of investment. From segmentation to capacity planning, distribution, multi-tier and margin matrix. From
managing back-end dollars to conflict. From education, training and certification to solution alignment
and communication. From pre- and post-sales and technical support to fraud, partner satisfaction and
endless customizations. From community management to motivation, loyalty and partner-friendly value
propositions. From deal registrations to running partner advisory councils. From development of battle
cards and competitive education to driving co-branding, co-selling and co-marketing initiatives. From
controlling global branding to delivering a demo, try-and-buy and loaner program. From producing
partner friendly product roadmaps to securing sales in, sales out and end user reporting from dozens of
partner segments. From managing industry, geographic and technology verticals to optimizing
distribution routes to market. From simplifying growth and new customer programs to making sure that
your company is protected from gray and black markets. From administering international rules,
regulations and legislation to ensure all collateral, communication and media is translated around the
world. From observing pricing and fairness laws and norms to making sure the program is represented
across social media, email, web, newsletters, and search engines. From attending dozens of
tradeshows to publishing whitepapers, e-books, technical briefs and reference books. From integrating
the PRM, portal and other tools into the companies back end to mediating internal conflict and
deference. From representing the company in industry associations, peer groups and expert panels to
making sure that RMA’s, rebates, MDF and loyalty payments are issued correctly. From engaging the
industry media and bloggers to making sure that Channel Account Managers are deployed and
managed correctly. From budgeting, forecasting and benchmarking to nurturing, converting and
recruiting. From developing and accelerating top partners to developing an MVP program. From
educating internal stakeholders to being the external face of the company. From extending floor
financing, credit terms to ensuring the appropriate recognition program is in place.
75RESPONSIBILITIES
CROSSING ALL
LINES OF BUSINESS

7. Based on our research, the best channel leaders tend
to have more in common with great general
managers than with great sales managers.
“
”

8. Deal registration is a program of channel partners in which the
vendor is informed about a business opportunity and is provided
priority for it. The channel partners, like system integrator
partners or value-added resellers, are provided with a definite
period to bring the deal to a closure. However during this time, a
vendor’s own sales team or other channel members are
prohibited from striking a similar deal with the particular lead.
Deal registration helps in lowering the channel conflicts between
the channel members of a vendor’s internal sales team.
DEAL REGISTRATION

9. DEAL REGISTRATION
14 KEY BENEFITS

10. • More effectively manage the pipeline
• Improve their forward-looking view and forecast of
future opportunities
• Enhance communications while reducing administrative
costs and complexity
• Motivate channel partners to be more loyal and write
more business
• Increase reseller loyalty by assuring better margins for
those that initiate sales opportunities
• Enhance pre-sales end user support through greater
channel collaboration
• Improve the quality and completeness of information
delivered to the end customer
• Create incentives for channel partners to share
information on deals they are working to enable the
vendor to collect more competitive intelligence
• Price larger deals in a more consistent manner
• Improve record keeping and compliance with industry
standards or government regulations
• Gain more insight into dynamic market opportunities
and better understand how business is trending overall
• Close the loop at the end of the sales process and
determine which partners and sales programs are most
effective
1. More effectively manage the pipeline

11. 2. Improve forward-looking view and
forecast of future opportunities

12. 3. Enhance communications while reducing
administrative costs & complexity

13. 4. Motivate channel partners to be
more loyal and write more business

14. 5. Increase reseller mindshare by
assuring better margins

15. 6. Enhance pre-sales end user support
through greater channel collaboration

16. 7. Improve the quality & completeness
of info delivered to the end customer

17. 8. Partners share info on deals enabling the
vendor to collect more competitive intel.

18. 9. Price larger deals in a more
consistent manner

19. 10. Improve record keeping and compliance
with industry standards or gov’t regulations

20. 11. Gain more insight into dynamic market
opportunities and better understand how
business is trending overall

21. 12. Close the loop at the end of the
sales process and measure

22. 13. Determine which partners and
sales programs are most effective

23. 14. Feed AI, predictive analytics and
machine learning systems

24. BEST PRACTICES
1. Be Strategic - Set Overall Objectives and Strategies

25. BEST PRACTICES
1. Be Strategic - Set Overall Objectives and Strategies
2. Modernize, Automate and Implement

26. BEST PRACTICES
1. Be Strategic - Set Overall Objectives and Strategies
2. Modernize, Automate and Implement
3. Integrate Your Channel Programs

27. BEST PRACTICES
1. Be Strategic - Set Overall Objectives and Strategies
2. Modernize, Automate and Implement
3. Integrate Your Channel Programs
4. Reward Value Added Selling, Discourage Deal Poaching

28. BEST PRACTICES
1. Be Strategic - Set Overall Objectives and Strategies
2. Modernize, Automate and Implement
3. Integrate Your Channel Programs
4. Reward Value Added Selling, Discourage Deal Poaching
5. Prevent Duplicate Registrations to Reduce Conflict

29. BEST PRACTICES
1. Be Strategic - Set Overall Objectives and Strategies
2. Modernize, Automate and Implement
3. Integrate Your Channel Programs
4. Reward Value Added Selling, Discourage Deal Poaching
5. Prevent Duplicate Registrations to Reduce Conflict
6. Create and Enforce Program Rules Consistently

30. BEST PRACTICES
1. Be Strategic - Set Overall Objectives and Strategies
2. Modernize, Automate and Implement
3. Integrate Your Channel Programs
4. Reward Value Added Selling, Discourage Deal Poaching
5. Prevent Duplicate Registrations to Reduce Conflict
6. Create and Enforce Program Rules Consistently
7. Comply with Antitrust and Price Discrimination Laws

31. BEST PRACTICES
1. Be Strategic - Set Overall Objectives and Strategies
2. Modernize, Automate and Implement
3. Integrate Your Channel Programs
4. Reward Value Added Selling, Discourage Deal Poaching
5. Prevent Duplicate Registrations to Reduce Conflict
6. Create and Enforce Program Rules Consistently
7. Comply with Antitrust and Price Discrimination Laws
8. Close the Loop, Monitor Partners and Program
Performance

32. CHALLENGES
1. Figuring out internal funding methodology
2. Automating and integrating into legacy systems
3. Finding resources to work on project (and managing after)
4. Because of many different vendor attributes, every
implementation is unique
5. Lack of internal channel religion and rules of engagement
6. Overcoming trust issues with partners
7. Differentiating from competition
8. Benchmarking and measuring success

33. DEAL REG
PROCESS FLOW
Align with
Corporate
Goals
Motivate
Behaviour
Assess
Trust
Determine
Program
Criteria
Sell it
Internally
Maintain
Simplicity
Streamline
Processes
Automate
Leverage
Distribution
Measure
Success

34. WHERE DO WE GO FROM HERE?

35. AI for Channels starts to take shape

37. DRIVE INDIRECT REVENUE WITH
PREDICTIVE ANALYTICS
REDUCE UNCERTAINTY WITH
BETTER FORECASTING
CHANNEL PROFESSIONALS
NEED BETTER SALES TOOLS

38. Detailed forecasting
with advanced data
science
Actionable
predictions and
insights to focus
on what is
important
Real-time rep
scorecards with
ranking and
trending
Customize partner
and rep agendas to
make sure product,
program and incentive
conversations are
happening

39. Jay McBain jamesrmcbain@gmail.com jmcbain
SUMMARY & QUESTIONS
• Deal Reg has become table stakes for most commodity
product categories
• Improves pipeline visibility, reduces channel conflict, and
improves partner profitability
• Sufficient planning and adequate resourcing is critical
• More data will provide better decisions moving forward
using artificial intelligence, predictive and machine learning