relayware and trend micro affinity program case study

Trend Micro Case Study

Trend Micro Channel Strategy, Global Partner Program and PRM Implementation

Copyright 2006 - Trend Micro Inc.

Customer Challenges

Trend Micro planned to drive growth within the mid-market / SMB segments globally leveraging an indirect sales channel but faced a number of challenges:– Lack of cohesive channel strategy– Weak partner value proposition– Limited partner relationships and penetration– Limited partner data– Inefficient / ineffective business processes– Multiple, inconsistent and poor partner programs– Disparate systems– Inadequately trained / skilled people


RelayWare Solutions

We formed a project management team with Trend Micro’s global SMB division to develop a global Partner Program and focussed on development of:1. Goals2. Strategy3. Brand4. Value propositions5. Deliverables6. Communications7. Measurement8. Performance management metrics and mechanisms9. Underlying PRM software infrastructure and business process

automation

Trend Micro Channel Strategies


Partner Programs and the Partner Lifecycle

Selection & Segmentation

Communication Development &Enablement

Collaboration

PerformanceManagement

Service & Support Motivation

RecruitmentOptimisation

The “Partner Lifecycle” describes a vendor’s tasks throughout the development of the business relationship – the Trend Micro channel strategy

and Partner Program were developed to support these.


RelayWare Developed Strategies For Every Phase of the Partner Lifecycle

• Selection & Segmentation:– Identification and data-gathering on prospective partners.

• Recruitment:– Recruitment of companies and people to join the Program.

• Development & Enablement:– Developing capabilities, enabling and empowering.

• Motivation:– Motivating performers and incentivising non-performers – companies and people.

• Collaboration:– Working together profitably in sales, marketing and customer support.

• Service and support:– Providing the necessary tools and assistance.

• Performance management:– Ongoing, monitoring and responding accordingly to partner performance.

• Optimisation:– Constantly reviewing and modifying our approach to ensure optimal performance.

• Communication:– Constant, pertinent, timely and direct to the person most appropriate to act upon it.


Communication Strategies

• Implemented new and improved ways to communicate with those who sell and market for Trend:

– Distributors– Resellers– SI’s etc.

• Developed means and messaging for Trend to talk to their partners “in their language” and know that they’re listening:

– Channel intelligence– Mediums – Extranet, email, DM, SMS/MMS, RSS– Comms, content management and approvals processes– Personalised, relevant, timely, traceable– With a call to action

• Closed the loop – no more “fire and forget” communications


Selection & Segmentation Strategies

• Defined what makes a good and bad partner, identified those with potential to develop

• To identify and source data for those partners who:

– Are geographically suitable– Have the relevant market knowledge– Possess the right skills to sell Trend products– Have a desire to grow their business– Might be open to partnering with Trend Micro– Have the financial means to grow

• Developed and implemented score-carding methodology• Segmented Trend channel accordingly


Recruitment Strategies

• Identified target partners, based on defined criteria and recruited them to the program:– Compelling value proposition– Differentiation / uniqueness of offering– Effective recruitment campaign and follow-up

• Recruited new partners in addition to / to replace the ones Trend had

• Recruited individuals from the distribution channel to join the program

• Recruited individuals from reseller channel to join the program

• Improved intimacy, depth and breadth of penetration and influence into Trend’s channel


Development & Enablement Strategies

• Harmonised the Trend training curricula, methodology and delivery mechanisms

• Linked training to partner type, individual type, scorecards and segmentation

• Enhanced the skills of the Trend channel and locked them in:

– Training needs analysis– Training curriculum– Training promotion– Training mediums – classroom, seminar, online distance learning

making them as accessible and user-friendly as possible– Personal certification– Company accreditation– Management and maintenance– Rewards and penalties


Motivation & Incentivisation Strategies

• Motivated and incentivised the Trend channel to sell their products:

– Made it easy to do business with Trend– Simplified and automated processes– Channelled demand to the resellers– Motivated resellers to sell Trend products to the detriment of the

competition

• Engaged in channel motivation and incentivisation which targets the individual and gets results most appropriately

– Motivated performers– Incentivised or penalised non-performers

• Replaced existing voucher and loyalty card approaches• Re-invested the cost of current activities into those that generated real

incremental sales• Measured and improved campaign ROI


Partner Collaboration Strategies

• Introduced joint business planning for mutual success• Closed the loop between ATL and BTL marketing investment and end-user

purchases• Aligned MDF and rebates schemes with Trend needs• Facilitated collaboration with and between Trend channels• Collaborated with the channel to optimise sales and marketing

coverage and maximise sales:– Shared Trend channel knowledge-base with their channel– Facilitated collaboration– Facilitated inter-channel communication eg. mail conduits– Leveraged sales and marketing– Helped customers locate the right channel partners for their needs– Closed loop marketing – End to end lead, opportunity, forecasting and pipeline management– End to end marketing fund management– Online sales & marketing tools incl. provision for joint campaign

development– Captured repeat business from existing customers


Service and Support Strategies

• Provided the means to offer the highest quality of channel service and support at the lowest possible cost:

– Developed and deployed a global partner portal solution– Multi-touch model with reliance upon channel self-sufficiency– Empowered the channel to sell and market– Provided online tools, documentation, collateral and support– Automated manual, administrative processes– Improved eCommerce– Reduced the burden on human resources– Developed channel competence– Reduced time-to-market

• Provided the sales and marketing tools the channel wanted and needed in the most effective, efficient and cost-effective ways

• Unified the trend delivery medium, made our PartnerWeb a “watering-hole”


Performance Management & Strategies

• Introduced means to benchmark partner performance against scorecard and take remedial action

• Combined scorecard and business planning for performance management and plan ahead for remedial action

• Established joint goals, monitor progress and manage their achievement:

– Collaborative business planning– Aligned commercial conditions with hierarchy and scorecards– Monitored performance against joint plans– Sales forecasting and pipeline management– Gathering, processing and analysing sales out data– Tracked sales performance by channel partner by product over time– Tracked sell through – to know who is / is not performing and why– Ensure that leads went to closers– Selectively motivated or incentivised Trend channel partners

• And then repeated the whole process!

Trend Micro Affinity Partner Program


The Affinity Program

• RelayWare developed:– The Affinity brand– The Affinity Logo– Affinity messaging and value proposition– Affinity Program deliverables– Affinity PartnerWeb portal– Affinity Program guides and FAQ’s


Why “Affinity”

• Affinity stands for: – A relationship by alliance, – A measure of strength of the bond between two entities, – A binding by mutual attraction, – An unknown force which manifests in cohesion, – A mutual attraction or innate congeniality, – An attraction or force between entities that causes them to interact

or combine, – The binding strength of one entity to another and, – Kinship

• The Affinity Program from Trend Micro aspires to embody all of these and offers our Partners a range of benefits, services and support throughout the entire Partner lifecycle.


The Affinity Program Messaging

“Trend Micro developed the Affinity Program in order to develop and support relationships between Trend Micro

and our Channel Partners in which both parties are able to deliver optimal performance for the good of the

partnership and with the aim of delivering a powerful, winning total customer experience.”


Affinity Program Deliverables

• Affinity branding• Database development –

acquisition, cleaning, merging etc.• Channel selection, scorecarding

and segmentation• Channel recruitment program• Partner hierarchy, labels and

nomenclature• Accreditation program and criteria• Training curriculum and

certification program• Online and offline technical and

sales training• Business Development (BDF)

Program

• Joint marketing• Sales Lead Program• Deal Registration Program and bid

desk• Not-for-Resale demo software

scheme• Affinity Rewards sales incentive

program• Pre-sales support and partner

helpdesk• Affinity PartnerWeb partner portal• Partner Locator• Sales, marketing and support tool-

kits• Joint business planning

RelayWare PRM System and Portal Deployment


Trend Micro RelayWare Functionality

• Core tools• Partner database (global)• RelayWare application modules:

– Partner Account Manager– Content and Portal Manager– Communications Manager– Sales Opportunity Manager– Loyalty and Incentive Manager– Partner Training Manager– Partner Scorecarding

• Partner Portal (global, multi-language)


RelayWare Integration for Trend Micro

• Phase 1:– Navision ERP– Cornerstone LMS– eXalt product configurator

• Phase 2:– Siebel CRM


RelayWare Data Feeds

• Navision sales data – licences• Navision sales data – boxed product• Navision NFR – licence keys• Cornerstone - delegate training data


Affinity Partner Web: Partner Registration


Affinity Partner Web: Self-Profiling


Affinity Partner Web: Home (North America)


Affinity Partner Web: Home (EMEA)


Affinity Partner Web: Sales Lead Management


Affinity Partner Web: Deal Registration and Bid Desk


Affinity Partner Web: Affinity Rewards


Affinity Partner Web: Product Catalogue

Affinity Partner Training


Some ROI Examples

With the Affinity and SAM Programs, we have delivered tangible impact to top and bottom business:– Top Line:

• Channel / SMB revenues grown by 7-18% (variable by country) in participating countries

• Channel-driven renewals up by 10-20% (variable by country) in participating countries

• Registered deals ~15% of visible pipeline and growing in participating “deal reg” countries

• >25,000 new reseller personnel recruited to programmes in the first year

– Bottom Line:• Profitability increase (variable by country) due to growth in

SMB revenues (higher margin) vs enterprise (low margin)• Overall cost of sale reduction of ~8% YoY


Customer Testimonial


Customer Testimonial

“RelayWare are a strategic partner for Trend Micro. RelayWare is an excellent business

tool and their support is outstanding.”Robert MunnéVice President, Global Sales Operations

US Channel Vote Trend Micro Leading Vendor


Trend Micro scores top marks in CRN USA poll of top security vendors. Most notably, they lead with:– Partner portal– Program comms– Channel conflict

(due to Deal Registration Program)

2009 ARC: Network Security Software

Criteria Importance* Trend Micro McAfee Websense Novell

Product Quality and Reliability 1.13 91.9 88.1 86.3 86 Richness of Product Features/ Functionality 1.05 83.2 85.5 81.1 83.1

Product Technical Innovation 1.03 82.2 81.6 75.9 75.2 Product Compatibility & Ease of Integration 1.05 81.8 81 74.6 77.6

Marketability 1 76.4 79.6 72.2 57.2 Services Opportunity 0.96 64.8 67.9 62.6 68.8 Product Innovation Average 80 80.6 75.4 74.6 Pre-Sales Support 0.99 72.7 66.8 73.9 62.7 Post-Sales Support 1.02 75 70.6 72 70.2 Quality of Field Mgmt 0.95 67.6 68.2 64.5 57.1 Marketing Support 0.9 65.6 62.2 63.3 49.8 Training 0.94 67.5 66.9 62.8 64.5 Support Average 69.7 67 67.3 60.8 Partner Portal 0.9 62.9 58.6 62.4 58.9 Solution Provider Program 0.93 68.8 67.9 63.6 61.3 Communication 1.01 75.6 70.2 69.1 62.2 Manages Channel Conflict 0.99 70.9 65.8 62.9 55.5 Revenue and Profit Potential 1.07 80.9 81.5 75.2 71.8 Return on Investment 1.02 76.1 79.2 74 69.5 Ease of Doing business 1.06 80.9 80 76.6 65.9 Partnership Average 73.7 71.9 69.1 63.6

Overall Score 74.7 73.4 70.7 66.5

relayware and trend micro affinity program case study

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