Growth Through Partners:Building International Partner ChannelsPresenters:Len Rust, Consultant, The Rust ReportPaul Solski...
Business Development For ISVsSydney       Our Services:SeattleSan Jose    • Business Strategy Planning            • Intern...
Growth Through Partners:1. Opportunities & Pitfalls2. Building a Partner Channel3. Managing a Partner Channel     AIM    A...
Expanding To New Markets•   Grow revenues by addressing more opportunities•   Reduce susceptibility to local economy fluct...
A World of OpportunitiesThe Market:• Over $286B spent on software• Over 1.2B Businesses• Over 60 countries• Over 60 vertic...
Market Opportunity AssessmentBefore You Begin, Consider…• The cultural expectations• Country demographics• IT spending and...
Welcome to the USAThe GDP of individual US states can be compared to many whole countries.                         WA     ...
Direct Vs ChannelsDIRECT:                                  CHANNELS:For:                                     For:• Committ...
Partners Need Differentiation•   A down economy•   More online purchasing•   Highly educated clients•   Declining product ...
OpportunitiesIncreased Market ReachMore Sales and Implementation CapacityLower CostsLarger Pipeline                       ...
PitfallsVery CompetitiveWrong PartnersLack of MindshareNot Self Sufficient                      Copyright© AIM Corporation
Partner Channel Health CheckDoes your channel followthe 90-10 rule?•   How many are doing the expected # of sales per year...
Growth Through Partners:1. Opportunities & Pitfalls2. Building a Partner Channel3. Managing a Partner Channel     AIM    A...
Partner ProgramDescribes Company’s Partner:                                                                        SAMPLE ...
Partner Engagement Lifecycle       PROSPECT                  RECRUIT             ACTIVATE                     GROW        ...
Finding The Right Partners                                  PROSPECTTHE IDEAL PARTNER PROFILE:•   Proven industry expertis...
Exercise: Your Ideal Partner Profile MARKET REACH: 1. ______________________________________________ 2. __________________...
Is It A Good Fit?                                             RECRUITSTRATEGIC IMPORTANCE:• Does your solution allow the p...
Industry Solution Selling                                                       PARTNER                                   ...
Identifying Opportunities for Partners•   Define the market opportunity•   Define the ideal customer profiles•   Define sp...
Exercise: Your Partner Value PropositionYour Partner Value proposition1. WHAT IS THE SIZE OF THE MARKET OPPORTUNITY?2. HOW...
Growth Through Partners:1. Opportunities & Pitfalls2. Building a Partner Channel3. Managing a Partner Channel     AIM    A...
Maintaining FocusBusiness Terms:•    Tiered discount structure.Business Plan:•   Maintains both strategic and tactical foc...
International Channel ExpansionPREPARE                PLAN                   PARTNER              MARKET           LEVERAG...
The Steps To Channel Effectiveness    1. Assess The Market Opportunity    2. Develop A Partner Program    3. Search For & ...
Our Clients & Partners• Our Clients:                               Copyright© AIM Corporation
OFFER             A no-obligation             one hour review        of your channel readiness             self-assessment...
THANK YOU!Paul SolskiAIM    AEUSA International Marketing Corporation       www.aimcorpinternational.com
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Aim growth through partners 10 nov2010

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Growing your business through partners

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Aim growth through partners 10 nov2010

  1. 1. Growth Through Partners:Building International Partner ChannelsPresenters:Len Rust, Consultant, The Rust ReportPaul Solski, Managing Director, AIM Corp. InternationalColin McKenna, Managing Director, AIM Corp. Australia Our many thanks to: AIM AEUSA International Marketing Corporation www.aimcorpinternational.com Copyright© AIM Corporation
  2. 2. Business Development For ISVsSydney Our Services:SeattleSan Jose • Business Strategy Planning • International ExpansionLondonMunich • Partner Program DevelopmentSingapore • Partner Channel BuildingHong KongShanghai Our Experience:
  3. 3. Growth Through Partners:1. Opportunities & Pitfalls2. Building a Partner Channel3. Managing a Partner Channel AIM AEUSA International Marketing Corporation www.aimcorpinternational.com Copyright© AIM Corporation
  4. 4. Expanding To New Markets• Grow revenues by addressing more opportunities• Reduce susceptibility to local economy fluctuations by addressing diverse markets• Capitalize on lower competition in underserved markets• Increase company market value by gaining national and/or international reach Copyright© AIM Corporation
  5. 5. A World of OpportunitiesThe Market:• Over $286B spent on software• Over 1.2B Businesses• Over 60 countries• Over 60 verticalsThe Partners:• Over 600,000 resellers & SI• Over 70,000 ISVsIs your market reach adequate? Copyright© AIM Corporation
  6. 6. Market Opportunity AssessmentBefore You Begin, Consider…• The cultural expectations• Country demographics• IT spending and growth by: - Application types - Verticals• Focus Spending Priorities• Number of competitors in vertical• Ideal target segments• SWOT• Investments needed• Financial Business Case Copyright© AIM Corporation
  7. 7. Welcome to the USAThe GDP of individual US states can be compared to many whole countries. WA MEARGENTINA MT ND OR MN VT NH AUSTRALIA ID WI NY MAEGYPT SD WY MI CT RI PA POLAND IA NJNEW NV NE NORWAY IN OH MD DEZEALAND UT IL CO WV CA KS MO VA IRELAND KY NCRUSSIA TN AZ OK NM AR SC GA MS AL LA TX THE NETHERLANDS FL CANADA SINGAPORE CHINA = CA+TX+NY+WASource: IMF, 2008 Copyright© AIM Corporation
  8. 8. Direct Vs ChannelsDIRECT: CHANNELS:For: For:• Committed and focused resources. • More opportunities addressed.• Quality sales and support. • No/Low infrastructure costs.• High margins. • Low sales, marketing, support costs. • Better leverage of local relationships.Against: Against:• High infrastructure costs. • Challenge to maintain focus.• High sales, marketing support costs. • Lower margins.• Fewer opportunities addressed. • Higher training requirements. Copyright© AIM Corporation
  9. 9. Partners Need Differentiation• A down economy• More online purchasing• Highly educated clients• Declining product margins• Increased competition• Need to add more value differentiate• Addressing business Vs technology issues• Change from transaction based to strategic projects• Become a trusted advisor Copyright© AIM Corporation
  10. 10. OpportunitiesIncreased Market ReachMore Sales and Implementation CapacityLower CostsLarger Pipeline Copyright© AIM Corporation
  11. 11. PitfallsVery CompetitiveWrong PartnersLack of MindshareNot Self Sufficient Copyright© AIM Corporation
  12. 12. Partner Channel Health CheckDoes your channel followthe 90-10 rule?• How many are doing the expected # of sales per year?• How many are generating their own leads?• How many can win sales self-sufficiently?• How many have committed sales resources to your product?• How many have a business plan with revenue goals? Copyright© AIM Corporation
  13. 13. Growth Through Partners:1. Opportunities & Pitfalls2. Building a Partner Channel3. Managing a Partner Channel AIM AEUSA International Marketing Corporation www.aimcorpinternational.com Copyright© AIM Corporation
  14. 14. Partner ProgramDescribes Company’s Partner: SAMPLE SOFTWARE• Strategies SAMPLE SOFTWARE• Objectives SAMPLE SOFTWARE• Processes SAMPLE SOFTWAREDefines Framework for:• Internal roadmap for establishing and growing a partner channel.• Policies, benefits and resources for partners to grow a profitable business with you.• Roles and responsibilities of the partner and your company in this partnership.• Business terms and requirements under which partners will operate. Copyright© AIM Corporation
  15. 15. Partner Engagement Lifecycle PROSPECT RECRUIT ACTIVATE GROW ReviewOBJECTIVE: OBJECTIVE: OBJECTIVE: OBJECTIVE:Identify potential Secure commitments Accelerate VARs time Execute on plans toVARs that fit the from highly motivated to becoming self secure new customers“ideal” partner profile VARs that have been sufficient in generating and incremental sales.in target markets and thoroughly qualified. incremental sales.countries. Copyright© AIM Corporation
  16. 16. Finding The Right Partners PROSPECTTHE IDEAL PARTNER PROFILE:• Proven industry expertise• Substantial number of industry references• Significant portion of company business derived from industry• Committed to marketing• Certified on the solution’s software platform• Currently offering complementary products or solutions• Willing to allocate sales and consulting resources Copyright© AIM Corporation
  17. 17. Exercise: Your Ideal Partner Profile MARKET REACH: 1. ______________________________________________ 2. ______________________________________________ 3. ______________________________________________ 4. ______________________________________________ 5. ______________________________________________ ABILITY TO EXECUTE: 1. ______________________________________________ 2. ______________________________________________ 3. ______________________________________________ 4. ______________________________________________ 5. ______________________________________________ COMMITMENT: 1. ______________________________________________ 2. ______________________________________________ Copyright© AIM Corporation
  18. 18. Is It A Good Fit? RECRUITSTRATEGIC IMPORTANCE:• Does your solution allow the partner to address new/more customers?• Does your solution position the partner more strategically with clients?• Does your solution provide the partner with a competitive advantage? Copyright© AIM Corporation
  19. 19. Industry Solution Selling PARTNER ACTIVATION 1. Understanding your clients’ industry. 2. Understanding your clients’ business. 3. Recognizing your clients’ business pain points. 4. Defining your clients’ needs. 5. Tailoring your solution to your clients’ needs. 6. Defining your competitive differentiation. 7. Applying the solution sales process. 8. Building clients’ loyalty and repeat business. Copyright© AIM Corporation
  20. 20. Identifying Opportunities for Partners• Define the market opportunity• Define the ideal customer profiles• Define specific customer scenarios• Identify customer business and technology pain points• Identify potential new customers through research• Establish the business case for partners Copyright© AIM Corporation
  21. 21. Exercise: Your Partner Value PropositionYour Partner Value proposition1. WHAT IS THE SIZE OF THE MARKET OPPORTUNITY?2. HOW DOES YOUR SOLUTION ENABLE PARTNERS TO ADDRESS NEW OPPORTUNITIES?3. HOW IS YOUR SOLUTION DIFFERENTIATED?4. HOW WILL YOU HELP THEM TO MAKE MORE SALES?5. HOW WILL YOUR SOLUTION PULL THROUGH MORE PRODUCT & SERVICES SALES?6. HOW WILL YOUR SOLUTION ENHANCE PARTNER’S STANDING WITH CLIENTS?7. HOW DIFFICULT IS YOUR SOLUTION TO SELL? (sales cycle, learning, implementation)8. WHAT IS THE PARTNER’S INVESTMENT AND RETURN ON INVESTMENT? Copyright© AIM Corporation
  22. 22. Growth Through Partners:1. Opportunities & Pitfalls2. Building a Partner Channel3. Managing a Partner Channel AIM AEUSA International Marketing Corporation www.aimcorpinternational.com Copyright© AIM Corporation
  23. 23. Maintaining FocusBusiness Terms:• Tiered discount structure.Business Plan:• Maintains both strategic and tactical focus.• Contains joint containing commitments.• Goals for Sales, Marketing and CompetencyFast Start Campaign:• Create demand to pick the low hanging fruit. Copyright© AIM Corporation
  24. 24. International Channel ExpansionPREPARE PLAN PARTNER MARKET LEVERAGE• First, succeed • Understand the • Recruit partners • Target New • Expand at home competition Customers partnerships: • Transfer sales • Define Your Value & tech. skills • Create demand • Microsoft • Assist to win • Build a brand • SI • Target a market partners’ IB • OEM • Define the • Secure business model • Create demand references • Define roles & • Build a brand responsibilities • Plan pre & post sales support • Create the ideal partner profile Your Partner Program Copyright© AIM Corporation
  25. 25. The Steps To Channel Effectiveness 1. Assess The Market Opportunity 2. Develop A Partner Program 3. Search For & Qualify Partners 4. Recruit The Right Partners 5. Manage Partners To Agreed Plans Copyright© AIM Corporation
  26. 26. Our Clients & Partners• Our Clients: Copyright© AIM Corporation
  27. 27. OFFER A no-obligation one hour review of your channel readiness self-assessment colinmckenna@aimcorpinternational.com Tel. 61.2.9980.6961 Copyright© AIM Corporation
  28. 28. THANK YOU!Paul SolskiAIM AEUSA International Marketing Corporation www.aimcorpinternational.com

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