joint marketing planning webinar
DESCRIPTION
Effectively executed, Joint Business Planning with your channel partners is the best way to ensure alignment of business goals and effective allocation of resources. However, many companies have either abandoned joint planning or limited its scope because it has been too labor intensive to create the initial plan and too cumbersome to manage throughout the plan’s life.Learn the best practices of Joint Marketing Planning (JMP) and how you can benefit–without adding resources or increasing workload for your staff or partners.This webinar is presented by Craig DeWolf, Vice President Strategic Development for CCI, with over 30 years of best practice experience in the design and management of channel programs.TRANSCRIPT
Improve Channel Effectiveness through Joint Planning
7250 Redwood Blvd. Suite 214Novato, CA 94945Phone 415.427.5100
Introduction
Craig DeWolfVice President of Strategic Development
www.channelmanagement.com/resourceseBook: FAQ’s- Incorporating Joint Marketing Planning Into Your Channel Strategy
eBook: Improving ROI on Channel Investments through Joint Marketing Planning
7250 Redwood Blvd. Suite 214Novato, CA 94945Phone 415.427.5100
What if you could…..
…Track ROI for MDF investments?...
Understand of how allowance spending aligned with your initiatives?…
….focus resources on high opportunity partners?…
…drive better growth from yourtier II and III resellers?…
… get insight as to where your partners will focus their S/M activities – and measure progress over time?…
…monitor CAM effectiveness?...
…identify the habits of top performers.
7250 Redwood Blvd. Suite 214Novato, CA 94945Phone 415.427.5100
You CAN….with effective Joint Planning
…Track ROI for MDF investments?...
Understand of how allowance spending aligned with your initiatives?…
….focus resources on high opportunity partners?…
…drive better growth from yourtier II and III resellers?…
… get insight as to where your partners will focus their S/M activities – and measure progress over time?…
…monitor CAM effectiveness?...
…identify the habits of top performers.
7250 Redwood Blvd. Suite 214Novato, CA 94945Phone 415.427.5100
Agenda
• What is Joint Business Planning? (Joint Marketing Planning)
• Barriers to adoption
• Best Practices for adopting/optimizing JMP
About CCI:Why we understand Joint Marketing Planning
7250 Redwood Blvd. Suite 214Novato, CA 94945Phone 415.427.5100
CCI provides solutions toManage, Measure and Optimize
channel sales & marketing programs
7250 Redwood Blvd. Suite 214Novato, CA 94945Phone 415.427.5100
Incentive Solutions Throughout the Demand ChainDistributor Reseller Sales Reps Consumer
Co-op/MDF
Streamline management of joint marketing programs
Marketing Planner
Plan marketing programs, forecast and measure ROI SPIF & Rebates
Run short- and long-term incentive programs Sales Performance Rewards
Reward channel partners for attaining sales goals Trade In Rewards
Manage incentive programs requiring physical return of goods Opportunity Management
Deal Registration, Lead Management, Referral Rewards and Special Pricing
7250 Redwood Blvd. Suite 214Novato, CA 94945Phone 415.427.5100
Technology Focused Clients
SoftwareHardware Storage Telecom Entertainment OtherSoftware
7250 Redwood Blvd. Suite 214Novato, CA 94945Phone 415.427.5100
Optimize program design and performance
SaaS application suite to manage all program activity
Streamline operations with administrative services and support
Flexible Solution Delivery
On Demand Software
Professional Services
ProgramManagement
What is Joint Marketing Planning?
7250 Redwood Blvd. Suite 105Novato, CA 94945Phone 415.427.5100
CHAMP Plan
CHannel
Alliance
Management
Plan
CHAMP Process
7250 Redwood Blvd. Suite 105Novato, CA 94945Phone 415.427.5100
CHAMP Plan
CHannel
Alliance
Management
Plan
CHAMP Process
Caveats for Data Requirements:
• Product: volume vs value
• Market: mature vs early leading edge
• Buying process
• Competitive environment
7250 Redwood Blvd. Suite 105Novato, CA 94945Phone 415.427.5100
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
7250 Redwood Blvd. Suite 105Novato, CA 94945Phone 415.427.5100
Typical CHAMP Plan Components
2. Performance Plan/Review Multi-year sales review Program Performance Investment Summary Strategic Goals &
Attainment History
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
7250 Redwood Blvd. Suite 214Novato, CA 94945Phone 415.427.5100
Typical KPI forecast and performance data
Category Sample MetricsSales(overall or by product group)
• Forecast for 1-4 quarters in advance• 1-4 quarters in arrears• 1-3 years in arrears• YOY growth rates
Opportunity Registration:Target and Performance
• # Opportunities registers• $ overall value • Average value • % Conversion rate • Current: %Open, %Closed, • Average time to close• Historical reference for trends
New Customers • Source of new customers (leads vs. partner generated)• YOY Trends
MDF Spend $ • Historical MDF spend & utilization rates• Period to date levels
Competencies and Certifications • # Trained, % Trained
Rebates/Rewards Earned • 1-3 years plus % goal attainment
7250 Redwood Blvd. Suite 214Novato, CA 94945Phone 415.427.5100
Trends in Partner Metrics
Engagement & Efficiency
7250 Redwood Blvd. Suite 105Novato, CA 94945Phone 415.427.5100
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
7250 Redwood Blvd. Suite 214Novato, CA 94945Phone 415.427.5100
Joint Planning Best Practices
1. Capture only the information you need Don’t try to “boil the ocean” Include goals for “soft” activities, in addition to sales Information should align with your own KPIs and GTM Track/evaluate progress over time (1-3 years) Much of the information may already exist in other systems
7250 Redwood Blvd. Suite 214Novato, CA 94945Phone 415.427.5100
Joint Planning Best Practices
1. Capture only the information you need
2. Set realistic goals
Base goals on historical outcomes from peers as benchmark
Well, if it’s so great, why isn’t JMP more broadly adapted?
7250 Redwood Blvd. Suite 105Novato, CA 94945Phone 415.427.5100
Why JMP fails….Limitation Impact
Resource requirements for 1:1 planning is significant
Limited to Tier 1 accounts to create initial plan
Time requirements to monitor plan adherence throughout the lifecycle
Compliance requires focused effort so it is often overlooked
Poor Data Standardization to compare and roll-up
Added complexity: Funding approval and claim management process often separate processes
Not effective for forecasting or setting performance benchmarks
A dis-incentive for partners and CAMs alike
Result: Poor compliance -- JMP viewed as a waste of time
No clear purpose or benefits attached to plan
No mindshare from Partners/CAMs
7250 Redwood Blvd. Suite 214Novato, CA 94945Phone 415.427.5100
Joint Planning Best Practices
1. Capture only the information you need
2. Set realistic goals
3. Attach consequences to Plan attainment
Make sure partners know why they are completing the plan Use both “carrot” and “stick” methods Make CAMs accountable at every phase
So, What’s Changed?
Understanding ROI
7250 Redwood Blvd. Suite 105Novato, CA 94945Phone 415.427.5100
Perception:
Marketing Activities Directly Result in a Sale
Activity: Direct Mail Metric: Units Sold
7250 Redwood Blvd. Suite 105Novato, CA 94945Phone 415.427.5100
Practical Application of Metrics
Reality: Sales are a result of multiple activities
• Direct Mail• Email• Advertising
• Event • Telemarketing
• Demo/Eval. Unit
• SPIF/ Sales Incentive
• Responders• Leads
• Attendees• Appointments
• Units Placed• Proposals• Opportunities
Created
• Units sold• Sales value• Opportunities closed
Activities:
Metrics:
Awareness Interest Desire (Trans-)Action
Tactical Activity Metrics Business Outcome Metrics
Standardization Facilitates Evaluation METRICS BY ACTIVITY TYPE
Impressions
Responders
Qualified
Leads
Attendees
Sales Presentations
#of U
nits Placed
Proposals/ O
pportunities
Advertising: Print/ Broadcast X X X
Advertising Online X X X
Direct Mail X X X
Demo Equipment X X
Marketing Collateral X X
Newsletters X X X
Seminar Events X X X
Telemarketing X X X X
Tradeshows X X
Training X X
Webcasts X X
Key Take Away:
Standardizing data format (and compliance) key to insights on ROI at activity, business and program levels
7250 Redwood Blvd. Suite 214Novato, CA 94945Phone 415.427.5100
Joint Planning Best Practices
1. Capture only the information you need
2. Set realistic goals
3. Attach consequences to Plan attainment
4. Standardize data where possible
Allows comparison between partners, and activities Facilitates roll up reporting to analyze partner segments, regions, and overall
performance
7250 Redwood Blvd. Suite 105Novato, CA 94945Phone 415.427.5100
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 Strategy Activity details ROI: Forecast/Actual Calendar
7250 Redwood Blvd. Suite 105Novato, CA 94945Phone 415.427.5100
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 Strategy Activity details ROI: Forecast/Actual Calendar
Content: StaticData Format: QualitativeContent: Custom
Content: Dynamic Data Format: Quantitative
Content: Foundational
7250 Redwood Blvd. Suite 105Novato, CA 94945Phone 415.427.5100
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 Strategy Activity details ROI: Forecast/Actual Calendar
7250 Redwood Blvd. Suite 105Novato, CA 94945Phone 415.427.5100
The CCI Joint Marketing Planner
Tracks multiple activities against overall business objective
Aligns allowance spending with your GTM initiatives
Tracks ROI at overall campaign level and for each activity
Facilitates claiming process directly from approved plan
Track “Forecast” vs “Actual” performance across ROI and Costs
Standardizes data formats to facilitate roll-up reporting
7250 Redwood Blvd. Suite 105Novato, CA 94945Phone 415.427.5100
The CCI Joint Marketing Planner
Stand alone application as foundation for MDF program
Improve insight vs standard single activity request forms
Easy to use for Tier 2 and 3 resellers—no more complex than standard MDF processes
Progress automatically updated with each claim
7250 Redwood Blvd. Suite 214Novato, CA 94945Phone 415.427.5100
Joint Planning Best Practices
1. Capture only the information you need
2. Set realistic goals
3. Attach consequences to Plan attainment
4. Standardize all data where possible
5. Use approved plans as basis for MDF allocation
Investment vs. Entitlement
7250 Redwood Blvd. Suite 214Novato, CA 94945Phone 415.427.5100
Joint Planning Best Practices
1. Capture only the information you need
2. Set realistic goals
3. Attach consequences to Plan attainment
4. Standardize all data where possible
5. Use approved plans as basis for MDF allocation
6. Monitor performance against plan throughout the lifecycle
Make CAMs accountable for plan creation, execution, and accuracy
7250 Redwood Blvd. Suite 105Novato, CA 94945Phone 415.427.5100
Channel Marketing Lifecycle
Plan Evaluate
ExecuteAnalyze
Identify joint business goals Align vendor/ partner initiatives Identify tactics Establish investment Forecast outcome
7250 Redwood Blvd. Suite 105Novato, CA 94945Phone 415.427.5100
Channel Marketing Lifecycle
Plan Evaluate
ExecuteAnalyze
CAMs and Channel Executives:Review strategies and tactics
prior to committing fundsRoll-up plans to predict overall
business outcomeForecast by territory, segment,
initiative, product, etc.Recommend revisions that
influence outcome prior to approval
7250 Redwood Blvd. Suite 105Novato, CA 94945Phone 415.427.5100
Channel Marketing Lifecycle
Plan Evaluate
ExecuteAnalyze
Capture real time results of costs and metrics at each stepFacilitate/simplify claiming
process for partnersMonitor adherence
7250 Redwood Blvd. Suite 105Novato, CA 94945Phone 415.427.5100
Channel Marketing Lifecycle
Plan Evaluate
ExecuteAnalyze
Review actual vs. forecast
Benchmark results
Identify and use best practices
Identify areas of opportunity
Recognize top performers
7250 Redwood Blvd. Suite 214Novato, CA 94945Phone 415.427.5100
Joint Planning Best Practices
1. Capture only the information you need
2. Set realistic goals
3. Attach consequences to Plan attainment
4. Standardize all data where possible
5. Use approved plans as basis for MDF allocation
6. Monitor performance against plan throughout the lifecycle
7. Use top performers as a basis for best practices
CAMs and Partner benchmarking Recognize top performers Share information and leverage insights Consider ranking scores or index reporting to facilitate relative comparisons
7250 Redwood Blvd. Suite 214Novato, CA 94945Phone 415.427.5100
Joint Planning Best Practices
1. Capture only the information you need
2. Set realistic goals
3. Attach consequences to Plan attainment
4. Standardize all data where possible
5. Use approved plans as basis for MDF allocation
6. Monitor performance against plan throughout the lifecycle
7. Use top performers as a basis for best practices
8. Learn and evolve
Use performance to benchmark outcomes on future efforts between similar partner types and activities
Apply learning to enhance forecasting capabilities
7250 Redwood Blvd. Suite 214Novato, CA 94945Phone 415.427.5100
What if you could……
…Track ROI for MDF investments?...
Understand of how allowance spending aligned with your initiatives?…
….focus resources on high opportunity partners?…
…drive better growth from yourtier II and III resellers?…
… get insight as to where your partners will focus their S/M activities – and measure progress over time?…
…monitor CAM effectiveness?...
…identify the habits of top performers.
7250 Redwood Blvd. Suite 214Novato, CA 94945Phone 415.427.5100
What if you could…..
1. Understand of how allowance spendingaligned with your initiatives
2. Drive growth from tier II and III resellers
3. Track ROI for MDF investments
5. Monitor CAM effectiveness
6. Get insight as to where your partnerswill focus their S/M activities– and monitor progress over time
4. Focus resources on high opportunitypartners
• Track incentive and MDF investments to your own initiatives —including forecast vs planned costs and business impact
• CCI JMP not disruptive—no dramatic change in behavior vsstandard MDF program
• Progress vs plan is updated with each claim submitted
• The CCI JMP tracks business and activity ROI• Compare forecast vs actual
• Understand where your partners are in the lifecycle—have they matured and performance flattened?
• CAMs should certify every plan—at submission and close• Assess relative performance of each CAM vs plan • Help assure better accuracy in forecasts and compliance
with follow-through
• Data is standardized—providing roll up forecasts• The plan is automatically updated with each claim
Thank You!
Questions? Contact Us:info@channelmanagement.comwww.channelmanagement.comblog.channelmanagement.com
415.472.5100