channel carma webinar slides

Serino Channel Services www.ChannelsMarketing.BIZ

Welcome to the Channel CARMA webinar

Channel CARMA lead generation solutions:o Create

• Measurable results and • Motivated relationships

o Are designed and executed for people who• Manage Sales, Marketing, Business Development activities• Work for Technology Vendors or Channel Businesses

By: Tony Serino and Mary Fogarty; Serino Channel Services

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Good “karma” results in happiness.

Within a Channel/Channel CARMA context, happiness is:

o Revenue exceeding budgeto A pipeline full of hot and warm leadso Intellectual assets from which to build future successeso Closer, loyal relationshipso Objective measuremento Motivated people working for a common purposeo A prosperous presento A bright future with a clear path leading to success for many people/companies

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Agenda

o Introductiono The Issues related to driving sales and pipelines with partners (3 - 5 minutes)o The Assumptions of your sales and marketing needs (2 – 3 minutes)o Channel CARMA description (3 – 5 minutes)o The Process (4 - 7 minutes)o Why it is a Best Practice (3- 5 minutes)o Examples of Reports and Campaigns (3 – 5)o Recap (2 minutes)o Suggested next steps (2 minutes)o Q & A (10 minutes)

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Issues related to driving sales/pipelines with partners

o Resources• Financial• Human

o Trust• Communication• Goals

o Expectations• Misunderstood or unrealistic

o Controlo Co-branding

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Assumptions of your sales and marketing needs

o Drive top line• Make a sales budget

o Drive forecast • Build new opportunity pipelines

o Measurement• Calculate/understand Results and ROI

o Stronger relationships with your partner(s)• Promote/sell/deliver/manage

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Channel CARMA description

a comprehensive joint lead generation/business development solution

created to find and qualify people with needs that can be resolved with a combination of vendor technology and channel services/skills

built with measurable, scalable, motivational and comprehensive processes

combines web and email technology, traditional media, and teleservices with deep channel expertise and first hand sales and marketing skill.

An acronym

C- Control; A - Accountability; R - ROI; M - Motivation; A - Acceleration

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The Process and Deliverables

Assuming the following is understood o Corporate messaging and communication requirements/guidelineso MDF/co-op balances and Ts/Cso General area of solution focus (i.e. understanding which problems you can solve together)o General understanding of best target audiences (i.e. which companies/people have the need for your services)

o List development and augmentation, including the email addresses of decision makerso Content, creative, and campaign offer; development and productiono Outbound email; HTML and rich HTMLo Audio/Visual sales collateralo Social Media Marketing connectorso Event support, if and as appropriate, including live or virtual activitieso Telemarketing and Call Center Serviceso Mid-stream analysis and, if necessary, correction of messaging or targetingo TRACKING AND MEASUREMENT reports at many milestones and at end

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Why the Channel CARMA process is a Best Practice

o Revenue Producingo Process driveno Scalableo Measurableo Equitableo Motivationalo Logicalo Cost-effectiveo Comprehensiveo Controllableo Flexibleo Proven

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Examples of Reports and Campaigns

Report … Measurement and Analysis

o Number of and detail for each email• Sent• Delivered• Opened• Clicked through• Offers accepted/attended

o Graded quality of leadso Assign value to lead to create pipeline valueo Telemarketing discussion recapo A .csv file for you to match with future Sales reports to calculate ROI

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Serino Channel Services www.ChannelsMarketing.BIZ 10

Sample report layout … partial detail


Campaign examples

Each of the campaigns available by clicking a link below will showcase only ONE aspect of the campaign, that is, the talking Email.

http://www.b2bcontact.com/clients/hubtechf1/http://www.b2bcontact.com/clients/ida/http://www.b2bcontact.com/clients/netteks/http://www.b2bcontact.com/clients/databit/databit.htmhttp://www.b2bcontact.com/clients/continentalresources/vdi/

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http://www.b2bcontact.com/clients/hubtechf1/

http://www.b2bcontact.com/clients/ida/

http://www.b2bcontact.com/clients/netteks/

http://www.b2bcontact.com/clients/databit/databit.htm


Recap

Channel CARMA solutions drive sales and fill pipelines using highly measurable processes benefitting vendor and channel companies.

oThe Issues related to driving sales and pipelines with partners o The Assumptions of your sales and marketing needso Channel CARMA descriptive acronym o The Processo Why it is a Best Practice o Examples

… Suggested next steps12


Suggested next steps … Four (4) Tracks

1.Solution Provider2.Vendor/Corporate3.Vendor/Field4.Other

Detail will be sent to you via email as this topic is time consuming

Common steps for all four tracks … following page:

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Common steps for all four tracks

o Gain internal approvals/buy-ins as neededo Determine budget availability/size/requirementso Determine which partner(s) will be involvedo Define technology/solution topico Define target audience(s)o Determine goals and time frameso Set meeting to review with Partner(s)

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Topics needed to be first understood … then discussed with partner.

Must be understood prior to the meeting with Partnero Corporate messaging and communication requirements/guidelineso MDF/co-op balances and Ts/Cso General area of solution focus (i.e. understanding the which problems you solve together)o General understanding of best target audience(s) (i.e. which companies/people have the need for your services)

Discussed during the meeting with Partnero Discuss campaign

• Agree (or not) to executeo Set local goalso Assign responsibilitieso Refine the target markets and specific accounts to align with the partner’s focus and skill seto Capture the partner’s messaging and branding requirementso Emphasize how your expectations are respectful of the partner’s time, and focused on their expertiseo Set dates and topics for follow up sales meetings;

• e.g. review results/pipeline, specific opportunities, and related actionso Train the partner organization of their role as well as solution/product matterso Build camaraderie and a cooperative exchange of informationo Gain/sustain share-of-mind to advance the effort beyond the Channel CARMA activities

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Questions, answers, and discussion

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Thank you for attending the Channel CARMA lead generation webinar!

Serino Channel Services 1 Hopkins Street; Suite 100 Wakefield, MA 01880 www.ChannelsMarketing.BIZ

[email protected] 781-781-7395

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URLs related to Channel CARMA lead generation.

www.ChannelCARMA.com Video overview

http://www.channelsmarketing.biz/portfolio/ChannelCARMA1.pdfPositional Paper

www.ChannelMarketing.BIZSerino Channel Services web site

(Your participation in the Channel CARMA webinar entitled to a one year membership at no cost. To establish your free membership, please send email to [email protected] with VARPortal in subject line.)

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channel carma webinar slides

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