A Zift Solutions and MobilePaks Presentation

Closing the Channel Sales Enablement Gap

Speakers

Scott EnglandZift SolutionsVP of Alliances and Strategic Relationships

Chanin BallanceMobilePaksFounder & CEO

The Marketing Shift that’s created a gap in partner enablement

Evolving Expectations and Attitudes of suppliers and channel partners

How to Boost Partner Participation with unique demand-gen tactics

Accessible, Just-in-Time Support and Trainingand how to provide it to partners

Agenda

Many partners lack the know-how

and/or support to effectively pursue

and close on leads, resulting in many

lost opportunities.

Lost sales $$$ and

productivity

Marketing Automation ToolsGenerate interest in a selling conversation

Customer Relationship Management (CRMs) Document selling conversations

Administer lead management process

Administer opportunity management process

Effectiveness GapNo Scalable Support

Infrastructure for Your Partners

The Sales-Marketing Gap

Issue 1 - Partner's get leads without enough context, which are often not followed up with effectively

Issue 2 - Partner's often don't nurture good leads that need more time to develop

Issue 3 - Supplier needs visibility into partners' activities to optimize the lead development process –expanded to include content delivery and sales alignment to unlock lead(s) on a campaign.

Lead

D

evel

op

men

t G

ap

The Lead Development Gap

Marketing to partners about your

initiatives is expensive and

fails to capture mindshare.

Why Partners Are Overwhelmed

VENDORS OFFER SAME SOLUTION

REQUESTS PER WEEK

THINGS TO DO

17 4 200 x10

In 2015, 70% of B2B marketers were producing more content than

they were a year ago.—CMI 2015 B2B Content Marketing Report

An Avalanche of Content

45% of Marketing and Sales Investment is Wasted

Making Things Worse

60-70% of marketing

content is not used by sales.

Instead, they use their own PPT,

documents, emails, strategies.

45% of Marketing and Sales Investment is Wasted

Making Things Worse

Only 10% of training is

retained after 30 days.

60-70% of marketing

content is not used by sales.

Instead, they use their own PPT,

documents, emails, strategies.

45% of Marketing and Sales Investment is Wasted

Making Things Worse

CRM systems

are not helpful in

critical selling moments.

Only 10% of training is

retained after 30 days.

60-70% of marketing

content is not used by sales.

Instead, they use their own PPT,

documents, emails, strategies.

45% of Marketing and Sales Investment is Wasted

Making Things Worse

How many times must I remind y—Oh, that’s right, four

Sales-dominated

Single Channel

One-way and relationship-driven

Marketing plays critical role

Omni-channel

Internet driven, analytics-driven

Uh-oh, Buying Process Has Shifted Too

“The salesperson’s inability to

communicate value during customer

interactions is perceived as the greatest

inhibitor to sales success.”

SIRIUS DECISIONS

Portals and CMS Don’t Work & They Cost $

“Adoption is disappointing at just 15 to 18%, mostly downloads.”

“Sure, we have leads, but they’re just sitting there because nobody’s logging in to update them. It’s a mess.”

“Our dealer community gave us duplicate work and hassle for information that was outdated and incomplete. Not worth it.”

“Resellers have their own systems they’ve invested in and don’t want to spend time training staff.”

And they’re expensive—typically priced by user or community for hundreds of thousands with NO KPI’s other than… logins?

“For a partner demand center, upwards of

30% of the budget for campaign activities

should be directed toward increasing

partner involvement.”

SIRIUS DECISIONS

Old Sales Playbooks

Stop requiring partners

to come to you.

A Better Way to Deliver Leads

• In their email

• On their iPhone or Android devices

• In their CRM

• With a battle-card instructing exactly how to work the lead

Multi-tactics and Automation Drive Pipeline

Supplier Partners

Marketing Automation Solution

CRM

LeadsDistributor CRM Integration

Email Leads to Sales Rep

Lead Distribution and Reporting Workflow

• Relevant to the

lead/opportunity and

sales stage

• On-demand search

• Tracks feedback and

usage to drive

improvement

Modern Sales Playbooks

• View as an entire playbook

or by module

• Short, engaging and easy

to digest on any device

• Build in quizzes, knowledge

checks and/or exams to

monitor competency and

certification

Modern Sales Playbooks

Just-in-time Reinforcement

• Available when they are most motivated

• Relevant to the lead• Bite-sized and easy to

digest• Activities and light games

for memory reinforcement and examples

Example: Harley-Davidson

Example: Harley-Davidson

Put MobilePaks tile image here

Success Story: Generate Demand & Awareness with Online Ads

• Challenges

• No/limited marketing resources

• Increase market awareness in Nordics

• Generate more leads

• Easily share educational resources

• Gain momentum while competition was low

Before Zift Syndicated Online Campaigns

• Generated 96 net new leads

• Time-to-launch: 1 week

• Built credibility through co-branding

• Provided high-value, educational resources

After Zift Syndicated Online Campaigns

$40 Per Lead

227,000Impressions

541Clicks

98New Leads

$40 Cost Per Lead

90%Sr. Level and above

Success Story: Generate Demand & Awareness with Online Ads

Example: KIC

• Challenges

• Mindshare and market awareness

• Constant product updates

• Helping partners differentiate and cross sell products (stuck on 1)

Before MobilePaks

• 80% improvement in product knowledge and sales competency.

• More than 55% improvement in reseller awareness.

• Achieved a record sales year

After MobilePaks

Connecting the Dots

Value Bottom Line

Unlock the digital body language on the lead upon review of training.

Receive notice of leads for the same campaign once done.

Re-up for new incentives, etc.

Key Takeaways

Automate your channel marketing AND sales process

Deliver leads with key sales and pricing messages

Gate ongoing lead distribution, shared analytics with training/certification completion

Report on sales uplift and pipeline acceleration from leads and content being delivered same time

Thanks for Attending Our Webinar!

Questions? Email sengland@ziftsolutions.com

or chanin@mobilepaks.com.

Download “Unlocking the 6 Secrets of High Performance Channel Marketing”: http://ziftsolutions.com/resources/

Going to Dreamforce? Sign up for a 10-minute MobilePaks demo and get a $25 Amazon gift card for your time: http://bit.ly/MPDemoDreamforce