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Google Channel SalesPartnership Benefits

Christine MerrittHead of Premier SMB Partnerships, Channel Sales U.S.

Opportunity to create an incremental revenue stream

for the digital future.

Google’s approach to selling into the SMB market

Channel Sales Partnership Program Overview

Partnership Models & Benefits to Partners

Expectations of Partners

Getting Started

Source: BIA Kelsey

# of Advertisers

Ad Spend

AM 47M SMBs

Direct Sales

Channel Sales

Relationships with or access to local

businesses

Congruent or complementary

product(s)

Direct sales force

Commitment to building digital

marketing business

Strategic Partner Characteristics

The Google Premier SMB & Channel Sales Partner Program represents a strategic alliance with hand-picked top-tier companies who market, sell, and service Google’s digital

advertising products to SMBs enabling partners to diversify and expand their revenue base.

Selling to SMB “Through” Partners

Channel Sales Partner Program:

Build a team that addresses each aspect

of the partners’ life cycle

Focus on partner profitability and

satisfaction, good things then follow

Help our partners in each aspect of the customer life cycle

Have enough partners for each segment, but don’t have too many partners chasing too few deals

Shared success metrics to tie our

interests and results together

Google’s Partner Philosophy

Source: BIA Kelsey

Partners help SMBs for many reasons including lack of engagement, confusion and lack of time. SMBs want to focus on their business- not being a digital Ad expert!

What SMBs Want:• Human interaction• Simple ad product• Clear value proposition for online fund shift• Advertising solutions customers want• Brand, quality, reach and results• Experts in search and digital advertising solutions• End to end solution covering all online marketing channels

What SMBs Want From a Partner

Sells to and manages accounts in person, online, or over the phone

Premier or Channel Sales Partner

Incentives on growth

Co-Op marketing funds

Sales rep incentives and rewards

Gross Margin + Cost of AdWords= Total Retail PriceCost of AdWords

Google funded sales and technical training

Google Channel Sales

Dedicated account team to support Premier Partner

Partner Value

Google Value

Legend

Channel Sales Partnership Model:

Premier Partners’ existing or targeted client base

Advertisers

Channel Sales Partner

• Develop new revenue stream through Channel Sales Partner program features

• Reach positive contribution rapidly with limited up-front investment

• Optimise operational costs (no API usage cost, ongoing ops and technical support)

• Provide higher service level with support from Google

Advertiser

• Reduce online marketing complexity as Channel Sales Partners offer a fully managed service – one-stop shop

• Cement trusting relationship between SMB & Partner through established support processes

• Partners provide customers with transparent AdWords reports.

• Partners and Google ensure maximum return for SMB investment

Google

• Partner with a market leading brand

• Grow faster - customer base, revenue, and profit

• Increase confidence in the value delivered SMB clients

You + Google + YOUR Customers

On-site training Sales incentive programs

Seminars & joint-speaking events

Joint-marketing campaigns & co-branded studies

End to End Partnership Benefits

• Philosophical Alignment

• Executive Commitment to Go to Market with Google

• Ability to Participate in Product Betas

• Revenue Growth

• Advertiser Growth

• High Customer Satisfaction

• Low Customer Churn

• Engaged with your Google Channel Sales team

Expectations: What Google Needs From YOU

Next Steps: where do you go from here?

1. Learn more at this event about “Platform Partners”

2. Talk to Google’s Strategic Partner Development - Set a follow up call or meeting

3. Evangelize the ideas back at your company