joint partner planning webinar slides 1-30-2014

Steven Kellam Diane Krakora CCI PartnerPath

featuring:

Joint Partner Planning for the

New Channel World:

Key Factors for Success

January 30, 2014 9:00 AM (PST)

415.472.5100 www.channelmanagement.com [email protected]

Presenters

Steven Kellam, SVP Sales and Marketing, CCI [email protected] Diane Krakora, CEO, PartnerPath [email protected] Peter Hornberger, Business Development, CCI [email protected]

mailto:[email protected]






Challenges

• Limited resources. Who to focus on?

• Constant change: us, partners, landscape. How to keep up?

• How do I make it a win-win for the most partners?

• How do I measure results/ROI?

• Immediate goals vs. long term. Need to farm: prep the soil, plant, nurture, grow, repeat.


Har

d to

Get

Ea

sy to

Get

Less Powerful More Powerful

Total Sales Revenue

Technology Expertise

Operational Efficiencies

Vertical Expertise

Company Health

Business Plan

End User Satisfaction

Mindshare Business Model

Sales Metrics Beyond Revenue

Part 1: Partner Scorecarding


Today’s Agenda

I. Review current trends and research

II. Evolving beyond the spreadsheet (CHAMP plans, etc.)

III. 3 key areas of joint planning

IV. Tips and tools across your partner tiers

Current Trends and Research


PartnerPath Survey: JPP Biggest 2014 Emphasis

2014 PartnerPath State of Partnering Study

0% 10% 20% 30% 40% 50% 60%

Reducing the number of partners we have in orderto reduce partner competition in a particular…

Streamlining our training certification programs

Offering more opportunities for performanceincentives (front or back end)

Co-selling with partners

Simplifying our programs to reduce administrativecosts

Offering new services for partners to sell or deliveraround our technology

Doing more lead generation for partners

Engaging in business planning with partners to helpthem build new or more profitable services…


Research

• Their limitations are your limitations in growing revenue.

• Partnership means shared responsibility, need to move beyond providing info on just your solutions.

• Requires meaningful focus but you only have so many bodies and hours!

25% of the channel has no business plan 38% do not set sales objectives and revenue goals 40% fail to make long-term strategic plans 65% lacks a sales development plan

- The 2112 Group, December 2012

Business savvy of average IT channel partner is low…


Moving Beyond the Traditional CHAMP Plan

GOLD

SILVER

BRONZE

• Not for just your top 10 anymore!

• Extend focus down the stack

• Identify and nurture key partners of tomorrow, move them up the chain


Changing Emphasis

Key Goal: Discover and Nurture Your ‘Rock Star’ Partners of Tomorrow Pa

rtne

r Rev

enue

Your Investment

Mature Partnerships Top Performers

Growth At Risk Investments

GO

LD

SILVER BRO

NZE

From ‘Rear View Mirror’ to Forward Looking

3 Key Areas of Joint Partner Planning


1. Partner Scorecarding & Selection

• First assessment of who to engage with

• Vertical/Solution focus • Recent sales trending • Net incremental revenue • Certifications • Customer satisfaction • Other scorecarding data

(see scorecarding webinar)

3 Key Areas of Partner Planning

2. Interviews and Business Planning by CAMs/PAMs

• Interview to look ‘under the hood’

• Determine strengths, weaknesses, opportunities for growth (SWOT)

• Collaboratively draft partner business plan

• Ongoing monitoring, coaching, and adjustments

3. Joint Marketing Planning • Determine tactics and

targets • Review and approval of

MDF requests • Tactical details & timing • Define and measure both

‘hard’ and ‘soft’ targets • ROI analysis: forecast and

actual

Area 1: Partner Scorecarding and Prioritization


Key Metrics 1. Total Sales Revenue

• Per month, quarter, or year • How it’s trending

2. Technology Expertise • Vendor-centric certifications • General technology certifications and expertise • Sales by product

3. Operational Efficiencies of the Partner • Sales velocity (# deals per month) • Average pipeline duration from lead shared

to closure • Average response time by customer support

4. Mindshare / Engagement • Log-ins to partner portal • Number of competing vendor allegiances

5. Sales Metrics Beyond Revenue • Transactional vs. recurring • Average deal price • Deal frequency

6. Current Business Model • Sales/service mix • Marketing prowess (capacity and expertise) • Sales capacity (room to scale?) • Service capabilities

7. Vertical Expertise • Horizontal generalist or industry vertical

specialist? • Alignment with my key verticals

8. Company Health • Credit rating • Legal standing • Time in business

9. Future Business Plan/Strategy • Do they have a plan for growth? • Is that plan feasible? • Is that plan aligned with your goals?

10. End-user satisfaction • Response time • Net promoter score


Har

d to

Get

Ea

sy to

Get

Less Powerful More Powerful

Total Sales Revenue

Technology Expertise

Operational Efficiencies

Vertical Expertise

Company Health

Business Plan

End User Satisfaction

Mindshare Business Model

Sales Metrics Beyond Revenue

Part 1: Partner Scorecarding

Area 2: Shared Business Planning


When to Structure Business Planning • Annual planning done with “Top Performers”

• Quarterly planning done with “At Risk Investments”

• Monthly informal reviews with top prospects

• Ongoing business reviews with “Mature Partnerships” focused on existing accounts

Planning team should include:

Channel account manager(s)

Channel marketing staff

Sales executives / managers

Business owner(s) (VARs)

Technical champions


Business Plan Process Prior to meeting with partner:

• Send business plan template to partner for review Partner complete basic information and Critical revenue information should be provided

Partner meeting:

• Collaboratively draft partner business plan

• Business plan is a “working” document

Timeline:

Partner reviews

business plan template

Partner meeting to jointly draft the business and a

quarterly marketing plan

Target date

Partner sends to relevant internal

resources for input

Revisions

Business plan completed

Business plan quarterly

review and complete

marketing plan

Area 3: Joint Marketing Planning


JMP 2.0

Partner Engagement &

Planning

Funding/Approval Process

Marketing Execution

Marketing Support

ROI


Awareness Interest Desire (Trans-) Action

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:

Tactical Activity Metrics

Business Outcome Metrics


Automating the JMP process

Post-Automation

30%

70%

Pre-Automation

70%

30%

Funding/Approval Process

Marketing

Less admin time for vendor and partner, more quality time on enablement and execution!


The CCI Joint Marketing Planner

Aligns all partner expenditures with your GTM initiatives

Tracks ROI at overall campaign level and for each activity

Tracks multiple activities against overall business objective

Facilitates claiming process directly from plan – encouraging updates

Track “Forecast” vs. “Actual” performance across ROI and costs

Standardizes data formats to facilitate roll-up reporting

So easy to use: usable by ALL partners

Different Strokes for Different Folks: Joint Planning Across Your Program Tiers

GOLD

SILVER

BRONZE


Bottom Tier Description: • The masses, small VARs, MSPs,

Resellers that are either lifestyle or early entry participants.

• Can be key to growth depending on product mix and target audience.

• Need help in many areas.

Shared Planning Tips: • This is the group that the distis are

working with – while you're not working directly to do biz planning with them, how good are your distis at it? Are they enabling your smaller guys to grow?

BRONZE


Middle Tier Description: • Next one up, mid-level partners that

have grown may have potential to reach top tier.

• Generally mid-market/SMB with potential to rise.

• Growth in marketing may not have kept up with growth in sales and operations.

• In many cases have vertical expertise and narrow focus.

Shared Planning Tips: • Really need to understand their business

and what they need to maintain or accelerate growth.

• Relating to vertical expertise may be a key.

SILVER


Top Tier

Description: • Top performers, integrators,

LARs. • Multiple touch points across

both organizations. • Typically multiple geographies. • Extremely complex and

intertwined.

Shared Planning Tips: • Understand their GTM strategy –

make sure aligned. • Long range planning. • Developing joint offerings –

bundles, services, solutions.

GOLD


Recap: Key Recommendations

GOLD

SILVER

BRONZE

The Challenge: Using limited resources to keep up with the ever-changing partner landscape to identify “rock stars” of tomorrow.

The Process: • 3 Key Areas Scorecard: choose the right partners. Shared Business Planning: train CAMs/PAMs properly. Joint Marketing Planning: forward looking and

mutually beneficial.

• Partner Tiers How are we prioritizing and tiering partners? Is that in the best interest of me and my partners?


The Result

Outcome:

• More partners moving from “Growth” to “Top Performers” • Stop wasting $$ on partners who don’t drive lift. (At-risk and Mature) • Clear, measurable ROI. • Increase partner engagement and loyalty.


Questions?

Steven Kellam, SVP Sales and Marketing, CCI [email protected] Diane Krakora, CEO, PartnerPath [email protected] Peter Hornberger, Business Development, CCI [email protected]




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Thank You!

joint partner planning webinar slides 1-30-2014

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