Modern Channel Program Measurement and Its Implications

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
steven.kellam@channelmanagement.com
Peter Hornberger, Business Development, CCI
peter.hornberger@channelmanagement.com

415.472.5100
Agenda
1. Table Setting
2. Industry Trends
3. Closing the Loop
4. Conclusions

415.472.5100
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

415.472.5100
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

Closing theLoop
Where We’re Headed

415.472.5100
CCI Research
1. Clients and Partners
2. Fortune 100 and Fortune 1000
3. High Tech, Telco, Green Tech
4. Software, Hardware, Storage,
Security, Communications

415.472.5100
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

415.472.5100
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
Scrubbing
Systems of
Record – Partner
Info & Outcomes
ROI Measurement
& Predictive
Analytics
Partner
Scorecarding &
Benchmarking
Marketing
Campaign
Execution

415.472.5100
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

415.472.5100
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
Scrubbing
Systems of
Record – Partner
Info & Outcomes
ROI Measurement
& Predictive
Analytics
Joint
Business
Planning
Marketing
Campaign
Execution

415.472.5100
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

415.472.5100
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
Scrubbing
Systems of
Record – Partner
Info & Outcomes
ROI Measurement
& Predictive
Analytics
Joint Marketing
Planning &
Approvals
Marketing
Campaign
Execution

415.472.5100
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

415.472.5100
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
Scrubbing
Systems of
Record – Partner
Info & Outcomes
ROI Measurement
& Predictive
Analytics
MDF Fund
Allocation &
Distribution
Marketing
Campaign
Execution
Partner
Investment
Lifecycle

415.472.5100
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

415.472.5100
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
Scrubbing
Systems of
Record – Partner
Info & Outcomes
ROI Measurement
& Predictive
Analytics
Marketing
Campaign
Execution
Partner
Investment
Lifecycle

415.472.5100
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

415.472.5100
Marketing
Campaign
Execution
Capture Proof
of
Performance
Incent Use of
Thru-Partner
Marketing

415.472.5100
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
Scrubbing
Systems of
Record – Partner
Info & Outcomes
ROI Measurement
& Predictive
Analytics
Deal
Registration
Marketing
Campaign
Execution
Partner
Investment
Lifecycle

415.472.5100
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

415.472.5100
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
Scrubbing
Systems of
Record – Partner
Info & Outcomes
ROI Measurement
& Predictive
Analytics
Point of Sale Data
Scrubbing
Marketing
Campaign
Execution
Partner
Investment
Lifecycle

415.472.5100
Point of Sale Data
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

415.472.5100
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
Scrubbing
Systems of
Record – Partner
Info & Outcomes
ROI Measurement
& Predictive
Analytics
Systems of Record –
Partner Info &
Outcomes
Marketing
Campaign
Execution

415.472.5100
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.

415.472.5100
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
Scrubbing
Systems of
Record – Partner
Info & Outcomes
ROI Measurement
& Predictive
Analytics
ROI Measurement
& Predictive
Analytics
Marketing
Campaign
Execution
Partner
Investment
Lifecycle

415.472.5100
ROI Measurement
& Predictive
Analytics
• Defining past success
• Predicting future success

415.472.5100
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

415.472.5100
Questions?
Steven Kellam, SVP Sales and Marketing, CCI
steven.kellam@channelmanagement.com
Peter Hornberger, Business Development, CCI
peter.hornberger@channelmanagement.com

Modern Channel Program Measurement and Its Implications

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