Channels Of The Future Presentation May 6,2009


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Computer Market Research is pleased to provide educational information regarding Web2.0 to our customers and other members of the channel.

Purchase decisions are increasingly influenced by social networks, blogs, forums, YouTube, and on-line communities. Channel Marketers have a tremendous opportunity to inspire their partners to stay ahead of the customer buying curve. This is not an ROI question or question of business process effectiveness. This is a question of keeping or losing reseller and customer relationships!

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  • Channels Of The Future Presentation May 6,2009

    1. 1. Computer Market Research The Leader in Channel Data Management Presents “Channels of the Future: Web 2.0” Using Social Media to Maintain a Competitive Edge Presented by Mike Dubrall, the Gilwell Group, May 6, 2009 COMPUTER MARKET RESEARCH provides expertise in channel data management which allows partners and manufacturers to make better sales, marketing, inventory management and financial decisions . CMR offers a wide array of SaaS products including Co-op/MDF, Channel POS and Inventory, Deal Registration, Opportunity Management, Special Pricing Authorization and integration. 3545 Aero Court - Suite C - San Diego, CA. 92123 | Phone: 858-279-6668 | Fax: 858-279-6686 | Toll Free: 877-CMR-6661
    2. 2. Channels of the Future Discussing Web 2.0 impact to the value chain If you are not already active in the various spaces, you may find it interesting to follow: MIke Dubrall on LinkedIn @ MikeDubrall on Twitter Channels of the Future Group on LinkedIn
    3. 3. Michael Dubrall Managing Director Gilwell Group, LLC Gilwell Group provides research, consulting, and enablement services to help organizations measure, manage, and improve partnership productivity through the use and understanding of next generation products and tools. “ Channels of the Future” Community for Partner Managers www. Channels of the Future Research Service (Vendor and Reseller surveys) Channels of the Future Consulting (Community Development) Social Media Education for Vendors and Channel Partners
    4. 4. <ul><li>Traditional Framework for Channel Growth (KPAs) </li></ul><ul><li>Social Media Chaos – So Many Sites, So Little Time </li></ul><ul><li>How Resellers Are Using Social Media </li></ul><ul><ul><li>Site By Site Discussion of Partnering Usage </li></ul></ul><ul><li>On-line Communities </li></ul><ul><li>Changing Sales Process </li></ul><ul><li>Next Generation Partnering Strategies </li></ul>Today’s Agenda
    5. 5. Partner Execution Whole Product Partner Management Sales Management Partner Marketing Communications Infrastructure Objectives Traditional Channel Growth Framework Territory Management Go-to-market Strategy
    6. 6. Forces Battering the Framework <ul><li>Social Media (Web 2.0) </li></ul><ul><li>SaaS (HaaS, Open Source) </li></ul><ul><li>Economic Downturn </li></ul><ul><li>Maturation of the Industry and the Channel </li></ul>
    7. 7. Social Networking is as old as civilization. It involves the sharing of information among friends/acquaintances to socialize, discuss topics of interest, reduce risks, and make more informed decisions. Social Media is how the internet has changed social networking. It includes the use of Web 2.0 tools like blogs, wikis, video file sharing, and social networking sites like Facebook to expand the reach of social networking and more effectively capture and share relevant information. (Matt Goddard, On-line Communities combine many social media capabilities in one secure place to facilitate communications, collaboration, and networking for social, educational, or business purposes “ Social Media is the collection of tools and online spaces available to help individuals and businesses to accelerate their information and communication needs.” - Axel Schultze Earlier today I was once again asked to wrap a neat definition around social media. It seems increasingly hard to do this without sounding like a bit of a tool. Chris Lake on eConsultancy
    8. 8. Social Media Value Pyramid Social Media Impacts All Levels Of The Value Chain Technology vendors must adapt their channel programs in response to the availability of Web 2.0 tools/technologies.
    9. 9. On a 1-10 scale, how active are you personally on the following social media sites? IT vendor employees are more active on-line. (Partners were asked this same question in a monthly survey.)
    10. 10. Awareness Magazine, 9/08 The speed of acceptance for social media is staggering. 400 M social media users 75% of adults now use Social Media to connect with each other. Forrester Crossing Over Into Business
    11. 11. Some of the largest sites today <ul><li>Bebo 40,000,000 </li></ul><ul><li> 50,000,000 </li></ul><ul><li>Facebook 175,000,000 </li></ul><ul><li>Friendster 90,000,000 </li></ul><ul><li>Hi5 80,000,000 </li></ul><ul><li>LinkedIn 35,000,000 </li></ul><ul><li>Orkut 67,000,000 </li></ul><ul><li> 51,000,000 </li></ul><ul><li> 70,000,000 </li></ul><ul><li>Windows Live Spaces 120,000,000 </li></ul><ul><li>MySpace 253,145,404 </li></ul>Approximately 30% of the one Billion Internet users are now part of a social network. In five years - 400+ million users of social media. This happened with - zero advertising - zero sales - zero cold calls Source: YouTube has 500,000 sites linking to it
    12. 12. Entire Ecosystems have developed around the most popular sites pwytter CNN has almost 1,000,000 followers 50 Great Widgets For Your Blog 40+ Tools For Google Calendar SKYPE TOOLBOX: 50+ Enhancements for Skype GMAIL TOOLBOX: 60+ Tools For Gmail
    13. 13. Some Things to Consider <ul><li>Virtually all large technology vendors have a formal social media initiative (not with channels) </li></ul><ul><ul><li>Plus dozens of informal projects scattered across the company </li></ul></ul><ul><ul><li>Partner Sales Managers are increasingly spending their time on social media activities </li></ul></ul><ul><ul><li>Partners increasingly concerned about how vendors communicate with them and their customers </li></ul></ul><ul><li>Already there are leaders and followers among vendors and social media activities </li></ul><ul><ul><li>There are a lot of thought leaders on Twitter </li></ul></ul><ul><ul><li>This impacts branding and positioning </li></ul></ul><ul><ul><li>This impacts your ability to influence channel behavior </li></ul></ul>
    14. 14. What Resellers Are Doing (Or Should be Doing) On-line <ul><li>Finding New Customers </li></ul><ul><li>Improving Proposal Close Rates </li></ul><ul><li>Shortening Sales Cycles </li></ul><ul><li>Training Employees and Customers </li></ul><ul><li>Recruiting Employees </li></ul><ul><li>Improving Customer Satisfaction </li></ul><ul><li>Building Partnerships with other Resellers </li></ul><ul><li>Advertising, Public Relations, building brands, disseminating information, filling webinars, and more </li></ul>
    15. 15. Social Media Sites Where Resellers Congregate <ul><li>Tactical Sites </li></ul><ul><ul><li>SlideShare – Flickr </li></ul></ul><ul><ul><li>Issuu – Schribd </li></ul></ul><ul><ul><li>Podcast – Podcastalley </li></ul></ul><ul><ul><li>Meetups </li></ul></ul><ul><li>Dual Presence Sites </li></ul><ul><ul><li>MySpace </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><li>Experimental Sites </li></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><ul><li>Digg/Delicious </li></ul></ul></ul><ul><li>Training/Communication Sites </li></ul><ul><ul><li>YouTube – Yahoo Video </li></ul></ul><ul><ul><li>SlideShare </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><li>Networking sites </li></ul><ul><ul><li>Meetups </li></ul></ul><ul><ul><li>LinkedIn - Plaxo </li></ul></ul><ul><ul><li>Branded On-line Communities </li></ul></ul><ul><ul><li>Google / Yahoo Groups </li></ul></ul>
    16. 16. Meetups 964 in Santa Clara
    17. 17. SlideShare
    18. 18. SlideShare
    19. 19. Flicker Posting photos for tech support and on-line use EMC = 18,639 on Flickr Hewlett Packard = 43,507 Microsoft = 211,098
    20. 21. Scribd - Posting documents for on-line use
    21. 22. Podcast (Podcastalley) Posting podcasts for easier access
    22. 23. Dual Presence Sites <ul><li>Facebook </li></ul><ul><li>MySpace </li></ul>
    23. 24. Facebook
    24. 25. Facebook
    25. 26. Personal Branding on Facebook
    26. 27. MySpace
    27. 28. Experimental Communication Sites <ul><li>Digg </li></ul><ul><li>Delicious </li></ul><ul><li>Twitter </li></ul>
    28. 29. Digg/Delicious <ul><li>Explanation and example of Reseller Use </li></ul>
    29. 30. Twitter <ul><li>The world’s biggest </li></ul><ul><li>communication chain </li></ul>
    30. 31. Twitter
    31. 32. Twitter
    32. 33. Twitter
    33. 34. Twitter
    34. 38. Sites Used for Training/Knowledge Transfer <ul><li>Yahoo Video </li></ul><ul><li>YouTube </li></ul>
    35. 40. YouTube Videos, Channels, Playlists IBM – almost 10,000 videos
    36. 43. Sites Used for Networking - Sales <ul><li>LinkedIn </li></ul><ul><li>Yahoo Groups </li></ul><ul><li>Google Groups </li></ul><ul><li>Branded Communities </li></ul>
    37. 44. LinkedIn Prospecting 153 results for Dow Chemical, Vice President Sales 115 results for John Deere, Vice President Sales
    38. 45. LinkedIn Groups 14,667 results for Cisco partner 44,356 results for microsoft partner 3,844 results for value added reseller 48,488 results for channel partner
    39. 46. LinkedIn Research
    40. 47. Google/Yahoo Groups
    41. 48. Branded On-line Communities Bring it all Together <ul><li>Accelerate Innovation </li></ul><ul><ul><li>Decrease costs of gathering customer feedback </li></ul></ul><ul><ul><li>More efficient product and service launches </li></ul></ul><ul><ul><li>Better targeting of products and services </li></ul></ul><ul><ul><li>Faster Issue identification and resolution </li></ul></ul><ul><li>Drive Marketing & Sales </li></ul><ul><ul><li>Enhanced SEO and Word of Mouth Promotion </li></ul></ul><ul><ul><li>Reduced cost of acquiring prospect/customer information </li></ul></ul><ul><ul><li>Increased close rate and higher average order size </li></ul></ul><ul><li>Reduce Support Costs </li></ul><ul><ul><li>Direct/Indirect Support Call deflection </li></ul></ul><ul><ul><li>Faster issue resolution and fewer escalations </li></ul></ul><ul><ul><li>Elimination of alternative support channels </li></ul></ul><ul><ul><li>Lower-cost support for multilingual customers, spike handling </li></ul></ul>Source: Lithium Solutions
    42. 49. Branded On-line Community Systems
    43. 50. Tying Branded Communities Together Reseller A Reseller B Reseller C Reseller D . . . . . . Reseller N Master Consol Distributing smart, non advertisial content such as blog posts, events, white papers, news, video clips to hundreds or thousands of partner community systems. Partner communities Allow selected vendors to syndicate content with their customer community. Getting content directly to the existing installed base Customer Base Customer Base Customer Base Customer Base Customer Base Like AdWords for “smart content” With a distribution system that is transparent and Channel aware
    44. 51. Value of Programs to Resellers 1=Negative impact on our ability to sell 2=No impact on our ability to sell 3= Modestly improves our ability to sell 4=Significantly improves our ability to sell Resellers were asked to rate the programs provided by their vendors, in terms of how well the program helped the reseller sell to customers. Growing resellers rated all programs higher than non-growing resellers. (Cum Jan-March 09) Reseller Rating of Vendor Program Offerings Partner Portal 3.01 On-line training 2.92 Webinars / web meetings 2.91 Joint Business Planning 2.73 Mass emails with file attachments 2.61 On-line forums 2.57 Electronic Newsletters 2.21
    45. 52. Channels of the Future Research Personal Activities – Reseller Employees participation in the following kinds of Web 2.0 sites, where 1 is no participation and 10 means you visit daily LinkedIn 4.38 MySpace/Facebook 3.61 Industry Blogs 3.59 YouTube 2.76 Twitter 2.40 Second Life 1.41
    46. 53. Reseller Social Media Skills Growing Resellers 4.18 5.36 4.07 2.96 1.25 2.93 How would you describe your company’s revenue growth over the past 24 months? MySpace and Facebook Linkedin and Plaxo? Blogs Video on Demand (VOD) like YouTube Second Life Twitter Non Growing Resellers 3.20 3.63 2.98 2.39 1.10 1.90
    47. 54. Channels of the Future Research Reseller Needs from Vendors Rate your interest in having your vendors provide the following social media tools to make you and your company more successful, where 1 is no interest and 10 is extreme interest. On-Line Product Demos 6.75 E-marketing/Storefronts 6.50 Internet Advertising 6.03 Help with SoMe 5.03 On-Line Communities 5.00 Testimonials on YouTube 4.41
    48. 55. Channel Top Ten <ul><li>On-Line Communities (Branded and Open) </li></ul><ul><li>LinkedIn </li></ul><ul><li>Blogs </li></ul><ul><li>Facebook </li></ul><ul><li>MySpace </li></ul><ul><li>YouTube </li></ul><ul><li>Yahoo Video </li></ul><ul><li>Twitter </li></ul><ul><li>Flickr </li></ul><ul><li>Tactical Sites (SlideShare, Issuu, etc.) </li></ul>
    49. 56. Regarding Social Media, What’s Holding You (Vendors) Back? © 2009 Gilwell Group, LLC
    50. 57. Web 2.0 Channels 2.0 <ul><li>Web 2.0 concepts and tools are transforming the entire value chain </li></ul><ul><ul><li>Open and Instant Communications </li></ul></ul><ul><ul><ul><li>Isolated silos of information are replaced by content sources and platforms for end users to build on collaboratively </li></ul></ul></ul><ul><ul><li>Freedom & Necessity to Share and Re-use Information </li></ul></ul><ul><ul><li>Decentralization of Authority/Decision Making </li></ul></ul><ul><ul><li>Many services are low cost or even free </li></ul></ul><ul><li>Changing rules and business models in the channel </li></ul><ul><li>Changing the sales process </li></ul><ul><ul><li>Non-linear, unstructured, conversational, constantly changing, multi-media, collaborative, low cost </li></ul></ul>
    51. 58. How end-user customers buy today <ul><li>They rely on the Internet for information – not their sales rep </li></ul><ul><li>They do Google searches </li></ul><ul><li>They ask friends in their social network </li></ul><ul><li>They check forums or online groups or blogs </li></ul><ul><li>They get feedback in Twitter or other micro blogs </li></ul><ul><li>When they are “ready to buy” the brand and product decision is “far along” </li></ul><ul><li>They hate cold calls </li></ul><ul><li>They increasingly ignore advertising </li></ul><ul><li>They have spam filters and popup blockers </li></ul><ul><li>They throw junk mail into the waste basket </li></ul><ul><li>They have no patience for the traditional sales process </li></ul>They may not describe it that way – but their purchase decision is increasingly made in the social web. Consumers are becoming Prosumers
    52. 59. Partner Execution Whole Product Go-to-market Strategy Territory Management Partner Management Sales Management Partner Marketing Communications Infrastructure Objectives Channel Growth Framework
    53. 60. Channels 1.0 Channels 2.0 What’s Going Out What’s Coming In Responsiveness is critical
    54. 61. Channels 1.0 Channels 2.0 What’s Going Out What’s Coming In Responsiveness is critical
    55. 62. When Vendors Don’t Embrace The Future <ul><li>Excessive channel marketing programs costs </li></ul><ul><ul><li>Slower time to market for new programs </li></ul></ul><ul><ul><li>Static vs. dynamic knowledge transfer </li></ul></ul><ul><li>Inadequate response time to market changes </li></ul><ul><ul><li>Collaboration shackled by bureaucracy </li></ul></ul><ul><ul><li>Inability to engage with new partner types </li></ul></ul><ul><ul><li>Slower revenue ramp in SMB markets due to limited sales coverage </li></ul></ul><ul><li>Partners and customers cannot take leadership role </li></ul><ul><ul><li>Loss of channel influence / leadership </li></ul></ul><ul><ul><li>Exclusion from emerging Partner and End-user Communities </li></ul></ul><ul><li>Not present at the purchase decision </li></ul>
    56. 63. What Resellers Need to be Doing <ul><li>Planning for Change </li></ul><ul><ul><li>Upgrading their web sites </li></ul></ul><ul><ul><li>Finding out where their customers congregate on-line </li></ul></ul><ul><ul><li>Creating on-line communities for their customers </li></ul></ul><ul><ul><li>Encouraging their employees to develop and use their on-line presence for business </li></ul></ul><ul><li>“ The nicest thing about not planning is that failure comes as a complete surprise and is not preceded by a period of worry and depression” </li></ul><ul><ul><li>John Preston - Boston College </li></ul></ul>
    57. 64. Successful Strategies for Vendors <ul><li>Vendors need to lead their partners </li></ul><ul><ul><li>End-user customer mapping to social media usage </li></ul></ul><ul><ul><li>Partner mapping to social media usage </li></ul></ul><ul><ul><li>Branded community setup - Linking Communities </li></ul></ul><ul><ul><li>Fund web 2.0 web sites linked with communities </li></ul></ul><ul><li>Individuals/Organizations should embrace Web 2.0 </li></ul><ul><ul><li>LinkedIn, Facebook, Twitter, YouTube, SlideShare, or ?? </li></ul></ul><ul><ul><li>Pick your top five and be disciplined </li></ul></ul><ul><ul><li>Comment, post, forward, repeat </li></ul></ul><ul><ul><li>Its not additive – it’s a replacement </li></ul></ul><ul><ul><li>You won’t get a second chance </li></ul></ul>
    58. 65. Social Media Map for Partner Managers For each of these social media focal points, understand how many users (partners), how active they are, who are the thought leaders, and how can you connect the activity back to your own community. Partner Portal & Community Partner Communities LinkedIn Partnerpedia Industry Blogs Facebook MySpace Channel Blogs SlideShare Flickr Vendor Partner Communities Twitter Google Groups Yahoo Groups YouTube Meetups Gilwell Group 400,000,000 Users 100,000 Resellers 3,000 Vendors
    59. 66. Thanks For more information Mike Dubrall or Channels of the Future Community 3545 Aero Court - Suite C - San Diego, CA. 92123 Phone: 858-279-6668 Fax: 858-279-6686 Toll Free: 877-CMR-6661
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