Joint Partner Planning
for the

New Channel World:
Key Factors for Success
January 30, 2014
9:00 AM (PST)

featuring:

Ste...
Presenters
Steven Kellam, SVP Sales and Marketing, CCI
steven.kellam@channelmanagement.com

Diane Krakora, CEO, PartnerPat...
Challenges
• Limited resources. Who to focus on?
• Constant change: us, partners, landscape. How to keep up?
• How do I ma...
Easy to Get

Hard to Get

Part 1: Partner Scorecarding
Company
Health

End User
Satisfaction

Business
Plan

Vertical
Expe...
Today’s Agenda

I. Review current trends and research
II. Evolving beyond the spreadsheet (CHAMP
plans, etc.)
III. 3 key a...
Current Trends and Research
PartnerPath Survey: JPP Biggest 2014 Emphasis
Engaging in business planning with partners to help
them build new or more p...
Research
Business savvy of average IT channel partner is low…
25% of the channel has no business plan
38% do not set sales...
Moving Beyond the Traditional CHAMP Plan
• Not for just your top 10
anymore!

GOLD
SILVER
BRONZE

• Extend focus down the ...
Changing Emphasis
From ‘Rear View Mirror’ to Forward Looking

SILVER

Partner Revenue

Top Performers

GOLD

Mature Partne...
3 Key Areas of Joint Partner Planning
3 Key Areas of Partner Planning

1. Partner Scorecarding &
Selection
• First assessment of who to
engage with
• Vertical/S...
Area 1: Partner Scorecarding and
Prioritization
Key Metrics
1.
2.

3.

Total Sales Revenue

• Per month, quarter, or year
• How it’s trending
• Vendor-centric certificati...
Easy to Get

Hard to Get

Part 1: Partner Scorecarding
Company
Health

End User
Satisfaction

Business
Plan

Vertical
Expe...
Easy to Get

Hard to Get

Part 1: Partner Scorecarding
Company
Health

End User
Satisfaction

Business
Plan

Vertical
Expe...
Area 2: Shared Business Planning
When to Structure Business Planning
• Annual planning done with “Top Performers”
• Quarterly planning done with “At Risk I...
Business Plan Process
Prior to meeting with partner:
• Send business plan template to partner for review
 Partner complet...
Area 3: Joint Marketing Planning
JMP 2.0
Partner
Engagement &
Planning

Funding/Approv
al Process

ROI

Marketing
Execution

Marketing
Support

415.472.510...
Practical Application of Metrics
Reality: Sales Are a Result of Multiple Activities
Awareness
Activities: • Direct Mail
• ...
Automating the JMP process
Funding/Approval Process

Pre-Automation

Marketing

Post-Automation

30%

30%
70%

70%

Less a...
The CCI Joint Marketing Planner
 Aligns all partner expenditures with your GTM
initiatives
 Tracks ROI at overall campai...
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.
...
Middle Tier
Description:
• Next one up, mid-level partners that
have grown may have potential to reach
top tier.
• General...
Top Tier
Description:
• Top performers, integrators,
LARs.
• Multiple touch points across
both organizations.
• Typically ...
Recap
Recap: Key Recommendations
The Challenge: Using limited resources to keep up with the ever-changing
partner landscape to i...
The Result
Outcome:
•
•
•
•

More partners moving from “Growth” to “Top Performers”
Stop wasting $$ on partners who don’t ...
Questions?
Steven Kellam, SVP Sales and Marketing, CCI
steven.kellam@channelmanagement.com

Diane Krakora, CEO, PartnerPat...
Thank You!

Channel Wisdom
channelmanagement.com/resources
blog.channelmanagement.com
partner-path.com/resources
partner-p...
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Joint Partner Planning Webinar Slides 1-30-2014

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With all the flux going on in tech and telecom channels, it’s now more vital than ever to be smart, efficient, and effective at aligning, engaging, and strategizing with key partners in your channel ecosystem. But how do you do this in a way that is measurable and effective without forcing your CAMs to work 12 hour shifts? On January 30, CCI’s Steven Kellam was joined by PartnerPath CEO Diane Krakora and CCI’s Peter Hornberger to explore the keys to measurable success, and look at some tools that can help introduce discipline, efficiency, and accountability to the process.

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Joint Partner Planning Webinar Slides 1-30-2014

  1. 1. Joint Partner Planning for the New Channel World: Key Factors for Success January 30, 2014 9:00 AM (PST) featuring: Steven Kellam CCI Diane Krakora PartnerPath
  2. 2. Presenters Steven Kellam, SVP Sales and Marketing, CCI steven.kellam@channelmanagement.com Diane Krakora, CEO, PartnerPath dkrakora@partner-path.com Peter Hornberger, Business Development, CCI peter.hornberger@channelmanagement.com 415.472.5100 www.channelmanagement.com info@channelmanagement.com
  3. 3. 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. 415.472.5100 www.channelmanagement.com info@channelmanagement.com
  4. 4. Easy to Get Hard to Get Part 1: Partner Scorecarding Company Health End User Satisfaction Business Plan Vertical Expertise Operational Efficiencies Technology Expertise Less Powerful Business Model Mindshare Total Sales Revenue Sales Metrics Beyond Revenue More Powerful 415.472.5100 www.channelmanagement.com info@channelmanagement.com
  5. 5. 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 415.472.5100 www.channelmanagement.com info@channelmanagement.com
  6. 6. Current Trends and Research
  7. 7. PartnerPath Survey: JPP Biggest 2014 Emphasis Engaging in business planning with partners to help them build new or more profitable services… Doing more lead generation for partners Offering new services for partners to sell or deliver around our technology Simplifying our programs to reduce administrative costs Co-selling with partners Offering more opportunities for performance incentives (front or back end) Streamlining our training certification programs Reducing the number of partners we have in order to reduce partner competition in a particular… 0% 10% 20% 30% 40% 50% 60% 2014 PartnerPath State of Partnering Study 415.472.5100 www.channelmanagement.com info@channelmanagement.com
  8. 8. Research Business savvy of average IT channel partner is low… 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 • 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! 415.472.5100 www.channelmanagement.com info@channelmanagement.com
  9. 9. Moving Beyond the Traditional CHAMP Plan • Not for just your top 10 anymore! GOLD SILVER BRONZE • Extend focus down the stack • Identify and nurture key partners of tomorrow, move them up the chain 415.472.5100 www.channelmanagement.com info@channelmanagement.com
  10. 10. Changing Emphasis From ‘Rear View Mirror’ to Forward Looking SILVER Partner Revenue Top Performers GOLD Mature Partnerships At Risk Investments Growth Key Goal: Discover and Nurture Your ‘Rock Star’ Partners of Tomorrow BRONZE Your Investment 415.472.5100 www.channelmanagement.com info@channelmanagement.com
  11. 11. 3 Key Areas of Joint Partner Planning
  12. 12. 3 Key Areas of 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) 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 415.472.5100 www.channelmanagement.com info@channelmanagement.com
  13. 13. Area 1: Partner Scorecarding and Prioritization
  14. 14. Key Metrics 1. 2. 3. Total Sales Revenue • Per month, quarter, or year • How it’s trending • Vendor-centric certifications • General technology certifications and expertise • Sales by product Operational Efficiencies of the Partner 5. Mindshare / Engagement • Log-ins to partner portal • Number of competing vendor allegiances Sales Metrics Beyond Revenue • Transactional vs. recurring • Average deal price • Deal frequency Current Business Model • • • • Technology Expertise • Sales velocity (# deals per month) • Average pipeline duration from lead shared to closure • Average response time by customer support 4. 6. Sales/service mix Marketing prowess (capacity and expertise) Sales capacity (room to scale?) Service capabilities 7. Vertical Expertise 8. Company Health 9. Future Business Plan/Strategy • Horizontal generalist or industry vertical specialist? • Alignment with my key verticals • Credit rating • Legal standing • Time in business • 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 415.472.5100 www.channelmanagement.com info@channelmanagement.com
  15. 15. Easy to Get Hard to Get Part 1: Partner Scorecarding Company Health End User Satisfaction Business Plan Vertical Expertise Operational Efficiencies Technology Expertise Less Powerful Business Model Mindshare Total Sales Revenue Sales Metrics Beyond Revenue More Powerful 415.472.5100 www.channelmanagement.com info@channelmanagement.com
  16. 16. Easy to Get Hard to Get Part 1: Partner Scorecarding Company Health End User Satisfaction Business Plan Vertical Expertise Operational Efficiencies Technology Expertise Less Powerful Business Model Mindshare Total Sales Revenue Sales Metrics Beyond Revenue More Powerful 415.472.5100 www.channelmanagement.com info@channelmanagement.com
  17. 17. Area 2: Shared Business Planning
  18. 18. 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 415.472.5100 www.channelmanagement.com info@channelmanagement.com
  19. 19. 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: Target date Revisions Partner reviews business plan template Partner meeting to jointly draft the business and a quarterly marketing plan Business plan completed Partner sends to relevant internal resources for input Business plan quarterly review and complete marketing plan 415.472.5100 www.channelmanagement.com info@channelmanagement.com
  20. 20. Area 3: Joint Marketing Planning
  21. 21. JMP 2.0 Partner Engagement & Planning Funding/Approv al Process ROI Marketing Execution Marketing Support 415.472.5100 www.channelmanagement.com info@channelmanagement.com
  22. 22. Practical Application of Metrics Reality: Sales Are a Result of Multiple Activities Awareness Activities: • Direct Mail • Email • Advertising Interest • Event • Telemarketing Desire • Demo/ Eval. Unit Tactical Activity Metrics Metrics:  Responders  Leads  Attendees  Appointments (Trans-) Action • SPIF/ Sales Incentive Business Outcome Metrics  Units Placed  Proposals  Opportunities Created  Units sold  Sales value  Opportunities closed 415.472.5100 www.channelmanagement.com info@channelmanagement.com
  23. 23. Automating the JMP process Funding/Approval Process Pre-Automation Marketing Post-Automation 30% 30% 70% 70% Less admin time for vendor and partner, more quality time on enablement and execution! 415.472.5100 www.channelmanagement.com info@channelmanagement.com
  24. 24. 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 415.472.5100 www.channelmanagement.com info@channelmanagement.com
  25. 25. Different Strokes for Different Folks: Joint Planning Across Your Program Tiers GOLD SILVER BRONZE
  26. 26. 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 415.472.5100 www.channelmanagement.com info@channelmanagement.com
  27. 27. 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. SILVER 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. 415.472.5100 www.channelmanagement.com info@channelmanagement.com
  28. 28. Top Tier Description: • Top performers, integrators, LARs. • Multiple touch points across both organizations. • Typically multiple geographies. • Extremely complex and intertwined. GOLD Shared Planning Tips: • Understand their GTM strategy – make sure aligned. • Long range planning. • Developing joint offerings – bundles, services, solutions. 415.472.5100 www.channelmanagement.com info@channelmanagement.com
  29. 29. Recap
  30. 30. Recap: Key Recommendations 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. GOLD SILVER • Partner Tiers  How are we prioritizing and tiering partners?  Is that in the best interest of me and my partners? BRONZE 415.472.5100 www.channelmanagement.com info@channelmanagement.com
  31. 31. 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. 415.472.5100 www.channelmanagement.com info@channelmanagement.com
  32. 32. Questions? Steven Kellam, SVP Sales and Marketing, CCI steven.kellam@channelmanagement.com Diane Krakora, CEO, PartnerPath dkrakora@partner-path.com Peter Hornberger, Business Development, CCI peter.hornberger@channelmanagement.com 415.472.5100 www.channelmanagement.com info@channelmanagement.com
  33. 33. Thank You! Channel Wisdom channelmanagement.com/resources blog.channelmanagement.com partner-path.com/resources partner-path.com/buzz/blog
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