Download - Next Gen' Joint Marketing Planning
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‘Next Gen’ Joint Marketing Planning Best practices for simplifying the planning process, accelerating time to market, and dramatically increasing partner revenue.
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PRESENTERS
Steven Kellam SVP, Sales & Marketing CCI | Global Channel Management
Peter Hornberger Business Development Associate CCI | Global Channel Management
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Table Setting
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JOINT MARKETING PLANNING ORIGINS Channel Alliance Management Plan
1. Executive Summary
Plan summary and goals Value proposition & GTM
summary Value summary (for you) Critical success criteria
(SWOT) Company overview and
market position Vertical/solution focus
Typical CHAMP Plan Components
2. Performance Plan/Review
Multi-year sales review Program performance Investment summary Strategic goals & attainment
history
3. Marketing Plan
Objectives & related goals Corresponding vendor
initiative Product/target focus Strategies Tactical activity details ROI: forecast/actual Calendar
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Trend: heavier emphasis on Joint Marketing Planning (JMP) over Joint Business Planning (JBP)
Most partners are not staffed to do marketing adequately themselves
Marketing is now critical to success – 70% of the sales funnel and growing*
MARKETING PLANNING VS. BUSINESS PLANNING
Marketing is 70% of the Sales Funnel
70%
* Sirius Decisions
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WHERE IT’S GOING Partner
Scorecarding & Benchmarking
Joint Business Planning
Joint Marketing Planning & Approvals
MDF Fund Allocation & Distribution
Marketing Campaign Execution
Deal Registration
Point of Sale Data Creation, Collection,
Scrubbing
Systems of Record – Partner Info & Outcomes
ROI Measurement & Predictive
Analytics
Capture Proof of Performance
Incent Use of Thru-Partner Marketing
Partner Investment
Lifecycle
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Spreadsheet Hell
Inherently out of date
Inability to tie into other systems – silos
Poor organizational visibility
Inability to follow up in a coordinated manner
Lack of reporting
CHALLENGES WITH TRADITIONAL JMP
Spreadsheet Hell
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Campaign ROI
Standardized and normalized data
Roll-up reporting
Planning agility – ability to adjust on the fly
Improved partner experience
WHY IS THE CHANNEL MOVING TO AUTOMATED JMP?
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AGENDA: 5 TOP TIPS FOR IMPROVING JMP
Align Enterprise and
Channel
1 Focus on Key
Partners
2 Simplify
3 Make it Easy for Partners
4 View Planning
Outside a Bubble
5
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Tip 1: Align Enterprise and Channel
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WHERE DO YOUR PARTNERS FALL?
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ACHIEVING ORGANIZATIONAL BUY-IN Commitment at all levels – executive, program management, sales, and administration.
Informed Decisions
More informed decision-making opportunities.
Better Visibility
Role-based visibility benefits everyone.
Aligned Budgeting
JMP aligns your corporate budgeting cycles.
Increased Efficiency
Maximize staff efficiency – let the tool take the load.
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ACHIEVING PARTNER BUY-IN End-to-end: executive, program management, sales, marketing, and administration.
Start Small Example: 15-25 key
partners per geo.
Provide Framework Set up your partners
for success.
ROI Demonstrate return
on investment.
Listen Be sensitive to partner needs.
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Tip 2: Focus on Key Partners
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While originally designed for all partners, this is not realistic
Trend towards 95/5 Use Scorecarding
• Find those with the ability to execute • Look at growth, stars of tomorrow, those that
are hungry • Who gets the money? • Which plans are the best?
FOCUS ON BIGGEST IMPACT Key partners does not mean biggest partners.
Courtesy of PartnerPath
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Tip 3: Simplify Your World
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Simplify access and collaboration – engage online Display key KPIs – widget driven Guide plan set up – wizard based Tie data streams together – leverage your info
AUTOMATE WHERE YOU CAN
JMP
Makes the process smoother.
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Tip 4: Make It Easy for Partners
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Templates • Simplify process
• Improve probability of success
• Maximize utilization
• Partner LOVE
TPMAs • Support where partners are weakest
• Maximize probability of success
PROVIDE PRE-DESIGNED CAMPAIGN PLAYS Campaign options are the framework for success.
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Tip 5: View Planning Outside a Bubble
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PARTNER INVESTMENT LIFECYCLE
Capture Proof of Performance
Incent Use of Thru-Partner Marketing
Partner Scorecarding & Benchmarking
Joint Business Planning
Joint Marketing Planning & Approvals
MDF Fund Allocation & Distribution
Marketing Campaign Execution
Deal Registration
Point of Sale Data Creation, Collection,
Scrubbing
Systems of Record – Partner Info & Outcomes
ROI Measurement & Predictive
Analytics
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BENEFITS OF INTEGRATION
Leverage Data
Leverage data from other systems.
Share Info
Share information back out to your organization and
systems.
Tear Down Silos
Trend of tearing down silos – ‘single
pane of glass’ is crucial.
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Wrap Up
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THE 5 TIPS
Align Enterprise and Channel
1
2 Focus on Key Partners
3 Simplify
4 Make it Easy for Partners
5 View Planning Outside a Bubble
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Steven Kellam [email protected] 415.526.3215
Peter Hornberger [email protected] 415.526.3216 More resources available at: www.channelmanagement.com
THANK YOU FOR BEING WITH US Please contact us if you have additional questions.