The rise of modern channel program measurement
and its implications for revenue and market-share growth.
415.472.5100
www.channelmanagement.com
info@channelmanagement.com
Presenters
Steven Kellam, SVP Sales and Marketing, CCI
s...
415.472.5100
www.channelmanagement.com
info@channelmanagement.com
Agenda
1. Table Setting
2. Industry Trends
3. Closing th...
415.472.5100
www.channelmanagement.com
info@channelmanagement.com
Traditional ROI Challenges
Top 3 ROI Challenges
• Captur...
415.472.5100
www.channelmanagement.com
info@channelmanagement.com
Industry Trends – Details
• Battle for market share
o Fo...
Closing theLoop
Where We’re Headed
415.472.5100
www.channelmanagement.com
info@channelmanagement.com
CCI Research
1. Clients and Partners
2. Fortune 100 and ...
415.472.5100
www.channelmanagement.com
info@channelmanagement.com
Capture Proof
of
Performance
Incent Use of
Thru-Partner
...
415.472.5100
www.channelmanagement.com
info@channelmanagement.com
Partner
Investment
Lifecycle
Capture Proof
of
Performanc...
415.472.5100
www.channelmanagement.com
info@channelmanagement.com
Partner
Scorecarding &
Benchmarking
• Key goal for many ...
415.472.5100
www.channelmanagement.com
info@channelmanagement.com
Partner
Investment
Lifecycle
Capture Proof
of
Performanc...
415.472.5100
www.channelmanagement.com
info@channelmanagement.com
Joint Business
Planning
• Next step in securing
mindshar...
415.472.5100
www.channelmanagement.com
info@channelmanagement.com
Partner
Investment
Lifecycle
Capture Proof
of
Performanc...
415.472.5100
www.channelmanagement.com
info@channelmanagement.com
Joint Marketing
Planning &
Approvals
• Define how to ali...
415.472.5100
www.channelmanagement.com
info@channelmanagement.com
Capture Proof
of
Performance
Incent Use of
Thru-Partner
...
415.472.5100
www.channelmanagement.com
info@channelmanagement.com
MDF Fund
Allocation &
Distribution
• Assumes proactive a...
415.472.5100
www.channelmanagement.com
info@channelmanagement.com
Capture Proof
of
Performance
Incent Use of
Thru-Partner
...
415.472.5100
www.channelmanagement.com
info@channelmanagement.com
Marketing
Campaign
Execution
• TPMAs - Hottest trend in ...
415.472.5100
www.channelmanagement.com
info@channelmanagement.com
Marketing
Campaign
Execution
Capture Proof
of
Performanc...
415.472.5100
www.channelmanagement.com
info@channelmanagement.com
Capture Proof
of
Performance
Incent Use of
Thru-Partner
...
415.472.5100
www.channelmanagement.com
info@channelmanagement.com
Deal
Registration
• Historically something all vendors u...
415.472.5100
www.channelmanagement.com
info@channelmanagement.com
Capture Proof
of
Performance
Incent Use of
Thru-Partner
...
415.472.5100
www.channelmanagement.com
info@channelmanagement.com
Point of Sale Data
Creation, Collection,
Scrubbing
• Goa...
415.472.5100
www.channelmanagement.com
info@channelmanagement.com
Partner
Investment
Lifecycle
Capture Proof
of
Performanc...
415.472.5100
www.channelmanagement.com
info@channelmanagement.com
Systems of Record
– Partner Info &
Outcomes
• Where does...
415.472.5100
www.channelmanagement.com
info@channelmanagement.com
Capture Proof
of
Performance
Incent Use of
Thru-Partner
...
415.472.5100
www.channelmanagement.com
info@channelmanagement.com
ROI Measurement
& Predictive
Analytics
• Defining past s...
415.472.5100
www.channelmanagement.com
info@channelmanagement.com
Conclusions
1. Joint business planning – moving into the...
415.472.5100
www.channelmanagement.com
info@channelmanagement.com
Capture Proof
of
Performance
Incent Use of
Thru-Partner
...
415.472.5100
www.channelmanagement.com
info@channelmanagement.com
Questions?
Steven Kellam, SVP Sales and Marketing, CCI
s...
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Channel ROI Measurement Workshop

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Long considered the ‘holy grail’ of channel management, connecting the dots between channel investment and sales ROI is still a struggle for even the most savvy and well-funded channel organizations. But in the last couple of years, technological steps forward in workflow automation, data integration, analytics, forecasting, and marketing automation have set the stage for a true closed loop. This evolution means finally being able to measure with certainty what efforts are working and which are a waste of time and energy, thus maximizing impact with limited budget. But the effect of connecting these dots has another, equally important benefit: each step in the channel planning, execution, and measurement lifecycle becomes dramatically more effective and efficient when influenced by the information captured in the other steps.

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Channel ROI Measurement Workshop

  1. 1. The rise of modern channel program measurement and its implications for revenue and market-share growth.
  2. 2. 415.472.5100 www.channelmanagement.com info@channelmanagement.com Presenters Steven Kellam, SVP Sales and Marketing, CCI steven.kellam@channelmanagement.com Peter Hornberger, Business Development, CCI peter.hornberger@channelmanagement.com
  3. 3. 415.472.5100 www.channelmanagement.com info@channelmanagement.com Agenda 1. Table Setting 2. Industry Trends 3. Closing the Loop 4. Conclusions
  4. 4. 415.472.5100 www.channelmanagement.com info@channelmanagement.com Traditional ROI Challenges Top 3 ROI Challenges • Capturing and sharing data o Source – very divergent  POS, LMS, CRM, ERP, Partners o Silos – within organizations o Integration – keeping it simple • Leveraging data o Logistics – how do we share across roles & departments o Relevance - validation across many audiences o Predictive analytics – beyond validation • Market o External forces  Influences beyond our control
  5. 5. 415.472.5100 www.channelmanagement.com info@channelmanagement.com Industry Trends – Details • Battle for market share o Forces battle for partner mindshare o Fueling growth in MDF/BDF spend • Rapidly changing tech landscape o Hard for partners to keep up  Bundled sales o Partner behavior modification needed • Pressure to show return on EVERYTHING o Necessity of closing the loop on MDF ROI o Report/metric-driven ROI
  6. 6. Closing theLoop Where We’re Headed
  7. 7. 415.472.5100 www.channelmanagement.com info@channelmanagement.com CCI Research 1. Clients and Partners 2. Fortune 100 and Fortune 1000 3. High Tech, Telco, Green Tech 4. Software, Hardware, Storage, Security, Communications
  8. 8. 415.472.5100 www.channelmanagement.com info@channelmanagement.com Capture Proof of Performance Incent Use of Thru-Partner Marketing Partner Scorecarding & Benchmarking Joint Business Planning Joint Marketing Planning & Approvals MDF Fund Allocation & Distribution Deal Registration Point of Sale Data Creation, Collection, Scrubbing Systems of Record – Partner Info & Outcomes ROI Measurement & Predictive Analytics Marketing Campaign Execution Partner Investment Lifecycle
  9. 9. 415.472.5100 www.channelmanagement.com info@channelmanagement.com 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 Deal Registration Point of Sale Data Creation, Collection, Scrubbing Systems of Record – Partner Info & Outcomes ROI Measurement & Predictive Analytics Partner Scorecarding & Benchmarking Marketing Campaign Execution
  10. 10. 415.472.5100 www.channelmanagement.com info@channelmanagement.com Partner Scorecarding & Benchmarking • Key goal for many organizations in 2014. • Cornerstone for truly successful MDF/BDF programs. • Many organizations now doing this manually. • Goal is automation and deeper analysis. https://www.brighttalk.com/webcast/9513/87445 Courtesy of PartnerPath
  11. 11. 415.472.5100 www.channelmanagement.com info@channelmanagement.com 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 Deal Registration Point of Sale Data Creation, Collection, Scrubbing Systems of Record – Partner Info & Outcomes ROI Measurement & Predictive Analytics Joint Business Planning Marketing Campaign Execution
  12. 12. 415.472.5100 www.channelmanagement.com info@channelmanagement.com Joint Business Planning • Next step in securing mindshare • Limited resources – need to get this right due to time and resource constraints • Value of a face-to-face (get out of your cube) • Benchmarking against similar partners https://www.brighttalk.com/webcast/ 9513/92125 Partner Engagement Flow Courtesy of PartnerPath
  13. 13. 415.472.5100 www.channelmanagement.com info@channelmanagement.com 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 Deal Registration Point of Sale Data Creation, Collection, Scrubbing Systems of Record – Partner Info & Outcomes ROI Measurement & Predictive Analytics Joint Marketing Planning & Approvals Marketing Campaign Execution
  14. 14. 415.472.5100 www.channelmanagement.com info@channelmanagement.com Joint Marketing Planning & Approvals • Define how to align go-to-market strategies • Build a plan together using an automated tool • Begin process with measurable outcomes and expected returns
  15. 15. 415.472.5100 www.channelmanagement.com info@channelmanagement.com Capture Proof of Performance Incent Use of Thru-Partner Marketing Partner Scorecarding & Benchmarking Joint Business Planning Joint Marketing Planning & Approvals MDF Fund Allocation & Distribution Deal Registration Point of Sale Data Creation, Collection, Scrubbing Systems of Record – Partner Info & Outcomes ROI Measurement & Predictive Analytics MDF Fund Allocation & Distribution Marketing Campaign Execution Partner Investment Lifecycle
  16. 16. 415.472.5100 www.channelmanagement.com info@channelmanagement.com MDF Fund Allocation & Distribution • Assumes proactive alignment of go-to-market strategies/details • Line up $ to campaigns • Quick distribution key for momentum and partner experience
  17. 17. 415.472.5100 www.channelmanagement.com info@channelmanagement.com 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 (Solo or TPMAs) Deal Registration Point of Sale Data Creation, Collection, Scrubbing Systems of Record – Partner Info & Outcomes ROI Measurement & Predictive Analytics Marketing Campaign Execution Partner Investment Lifecycle
  18. 18. 415.472.5100 www.channelmanagement.com info@channelmanagement.com Marketing Campaign Execution • TPMAs - Hottest trend in the market – fills a ‘missing link’ by capturing objective proof of performance • Slight “buyer beware” – details drive success of program o Push partners here with incentives • Behavior modification/points rewards…need to condition any new behavior Capture Proof of Performance Incent Use of Thru-Partner Marketing
  19. 19. 415.472.5100 www.channelmanagement.com info@channelmanagement.com Marketing Campaign Execution Capture Proof of Performance Incent Use of Thru-Partner Marketing
  20. 20. 415.472.5100 www.channelmanagement.com info@channelmanagement.com Capture Proof of Performance Incent Use of Thru-Partner Marketing Partner Scorecarding & Benchmarking Joint Business Planning Joint Marketing Planning & Approvals MDF Fund Allocation & Distribution Deal Registration Point of Sale Data Creation, Collection, Scrubbing Systems of Record – Partner Info & Outcomes ROI Measurement & Predictive Analytics Deal Registration Marketing Campaign Execution Partner Investment Lifecycle
  21. 21. 415.472.5100 www.channelmanagement.com info@channelmanagement.com Deal Registration • Historically something all vendors use • Somewhat siloed • Big upside of TPMAs: connecting the dots from campaigns to deal registration • Key is closing the loop on ROI of marketing activities
  22. 22. 415.472.5100 www.channelmanagement.com info@channelmanagement.com Capture Proof of Performance Incent Use of Thru-Partner Marketing Partner Scorecarding & Benchmarking Joint Business Planning Joint Marketing Planning & Approvals MDF Fund Allocation & Distribution Deal Registration Point of Sale Data Creation, Collection, Scrubbing Systems of Record – Partner Info & Outcomes ROI Measurement & Predictive Analytics Point of Sale Data Creation, Collection, Scrubbing Marketing Campaign Execution Partner Investment Lifecycle
  23. 23. 415.472.5100 www.channelmanagement.com info@channelmanagement.com Point of Sale Data Creation, Collection, Scrubbing • Goal is to see lift • Challenge is around tying lift back to campaigns • There will always be challenges with comparing sales data to marketing activities • Key is scrubbing data
  24. 24. 415.472.5100 www.channelmanagement.com info@channelmanagement.com 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 Deal Registration Point of Sale Data Creation, Collection, Scrubbing Systems of Record – Partner Info & Outcomes ROI Measurement & Predictive Analytics Systems of Record – Partner Info & Outcomes Marketing Campaign Execution
  25. 25. 415.472.5100 www.channelmanagement.com info@channelmanagement.com Systems of Record – Partner Info & Outcomes • Where does all POS and partner data go? • How do vendors need to consume this data? PRM, CRM, JMP? • What it all looks like – configurable scorecarding. • Leads to showing partners their successes/failures.
  26. 26. 415.472.5100 www.channelmanagement.com info@channelmanagement.com Capture Proof of Performance Incent Use of Thru-Partner Marketing Partner Scorecarding & Benchmarking Joint Business Planning Joint Marketing Planning & Approvals MDF Fund Allocation & Distribution Deal Registration Point of Sale Data Creation, Collection, Scrubbing Systems of Record – Partner Info & Outcomes ROI Measurement & Predictive Analytics ROI Measurement & Predictive Analytics Marketing Campaign Execution Partner Investment Lifecycle
  27. 27. 415.472.5100 www.channelmanagement.com info@channelmanagement.com ROI Measurement & Predictive Analytics • Defining past success • Predicting future success
  28. 28. 415.472.5100 www.channelmanagement.com info@channelmanagement.com Conclusions 1. Joint business planning – moving into the light 2. Successful channel systems are integrated and agile 3. The dots are getting connected on program ROI
  29. 29. 415.472.5100 www.channelmanagement.com info@channelmanagement.com Capture Proof of Performance Incent Use of Thru-Partner Marketing Partner Scorecarding & Benchmarking Joint Business Planning Joint Marketing Planning & Approvals MDF Fund Allocation & Distribution Deal Registration Point of Sale Data Creation, Collection, Scrubbing Systems of Record – Partner Info & Outcomes ROI Measurement & Predictive Analytics Marketing Campaign Execution Partner Investment Lifecycle
  30. 30. 415.472.5100 www.channelmanagement.com info@channelmanagement.com Questions? Steven Kellam, SVP Sales and Marketing, CCI steven.kellam@channelmanagement.com Peter Hornberger, Business Development, CCI peter.hornberger@channelmanagement.com
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