s c p005 keswani 091807

Change Management and Partners

Drew Clarke, Cognos Inc

Ginette Miron, Cognos, Inc

Anika Keswani, salesforce.com

Track: Sales: Channel & Partner Management

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Agenda

Welcome

Channel Change Management Methodology

The Cognos Story

Lessons Learned & Takeaways

ROI

Q&A

Welcome

Drew Clarke

VP, Americas Marketing and Global Marketing Operations

Andrew.Clarke@Cognos.com

Ginette Miron

PartnerNetwork Manager

Ginette.Miron@Cognos.com

The number one barrier to change: FEAR

Here is a recipe to mitigate fear and achieve success

ChannelChange

ManagementMethodology

Partner Input

BusinessProcess

Comm

unications

Scope

What did you employ

to drive change?

Every customer is unique

All About Cognos

• INDUSTRY: High Tech

• EMPLOYEES: 3,500

• GEOGRAPHY: Global

• # USERS: 1,405

• % REVENUE GENERATED WITH PARTNERS: 30%

• PRODUCT(S) USED: SFA, Marketing Automation, PRM

Cognos is the world leader in business intelligence (BI) and performance management solutions. They provide world-class enterprise BI, planning and consolidation software and services to help companies plan, understand and manage financial and operational performance.

The Cognos Channel Structure

Why deploy SFDC - PRM

Closed Loop Marketing/Lead Distribution

Opportunity Management / pipeline visibility

Get more value with top-tier partners

Partner Enablement – Give them the tools to be

successful

General Project Timeline

Planning

Design

Develop

Deploy

October ‘06

Business Process Review

Solution Design Doc ConfigurationAlpha Review

Pilot Rollout & Training

Kickoff Call

November ‘06 Dec - Jan ‘06

Phase II Rollout and Training

March ‘07Jan ‘07

Develop Integration

Beta Review

Technical Design Doc

July ‘07

Let’s see how this methodology applied to Cognos

We enlisted feedback and support from partners and internal stakeholders

Pre roll out 2 Months prior to rollout Validation of key processes Top tier partners interviewed Provided a pilot to give partners

something to work with and provide feedback

Changes made Modified Lead Distribution process Time-based opportunity management Enhanced partner enablement tools

• Competitive information• Quick reference guides • Selling tools for Cognos products.

Mid Market Partners integrated into the Cognos Selling Process through SFDC – SFA and PRM

The scope was limited to select users, regions, and processes

Users 50 partners at a time Select channel managers

Regions 100% of LATAM first

ProcessesOpportunitiesSales collateralMarketing Leads But, no orders

Key success factor:

Same time zone

Key success factor:

Same time zone

We also chose partners that we knew would adopt

Criteria to choose partners:

High performers

Strong and Trusted relationships

Committed to providing feedback

Resource Capability

Handle the Volume

Who selected?

Partner Account Manager

We remained flexible on our business process

Managing Partner Relationships PAMs are more accountable for collaborating with

partners due to added data visibility Executive-level visibility

Managing Cognos sales methodology Opportunity for partners to become well-versed in

Cognos Methodology Partners may not always use standard

methodology Managing Deal Registration

Resistance from partners to register deal for exclusivity and Cognos visibility

• Building trust to encourage these registrations

Regional differences: Qualified vs. Unqualified leads are sent to partners depending on location

Communicate. Communicate. Communicate.

Communicate frequently Pre – email

• Internal teams

• External - partners

• Web based demo

Partner Summit – closed door sessions

Phase 2 Rollout • Internal teams – Business

Development Reps, Account Managers

• One on One sessions with partners (Web based)

Example of one of the email templates used

Day in the life of…

Channel manager

Partner

Results and ROI for PRM

Results

Lead Distribution

Opportunity Management

Partner Usage• Top 4 of SFDC PRM

• Over 1M partner transactions (database hit) since go live

• In July – 50% of active users logged in

• LATAM / North America, EMEA, Australia, Israel

What are the lessons learned?

Lessons Learned• High volume of new leads “overflowed” some partners

• Business Process – Consider an adjustment to the process Common request to integrate Salesforce – Salesforce Systems

– 30% of partners were already Salesforce customers

Take Aways Over - Communicate – and then do it some more….

Partner Account Managers are key to adoption/usage

Listen to the partners

Be open to change on both technology and business process as you deploy and use.

QUESTION & ANSWER

What’s next?

Get a one on one demo

Get it now & start a pilot

Learn Morehttp://blogs.salesforce.com/prm/

http://www.appexchange.com