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2010.11.03 -  Partner to Partner Collaboration [in the Cloud Tsunami]
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2010.11.03 - Partner to Partner Collaboration [in the Cloud Tsunami]

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Supporting slides for a workshop on P2P conducted during the 2010 Western Europe Channel Focus Conference [nov. 2&3 2010, Brussels].

Supporting slides for a workshop on P2P conducted during the 2010 Western Europe Channel Focus Conference [nov. 2&3 2010, Brussels].

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  • On Point 2) Insights what i mean: contract agreement securing customer ownership, avoiding head-to head compete in existing competencies, defining reward structure between partners for lead sharing
  • On Point 2) Insights what i mean: contract agreement securing customer ownership, avoiding head-to head compete in existing competencies, defining reward structure between partners for lead sharing

Transcript

  • 1. Partner to Partner Collaboration [in the Cloud Tsunami] Channel Focus Western Europe Working Group, P2P Project : Veerle, Eskil, David, Wolfgang, Rod, Loic
  • 2. We want IT to become a strategic asset for our Customers…
  • 3. … which requires that Vendors & their Partners help solve real Business Issues…
  • 4. … by providing Business Value through Business Solution offerings…
  • 5. … which pushes us to focus and specialize…
  • 6. To Broaden your Appeal, Narrow your Position Harry Beckwith « Rapid technology advancements mean VARs must specialize rather than generalize, so they can't expect to simply add competencies as customers' new needs emerge » Lisa Terry, VSR http://vsr.edgl.com/magazine/May-2010/Think-Global,-Act-Local43520
  • 7. … and to Partner with Partners…
  • 8. … to bring a Whole Solution to the Customer…
  • 9. … especially in the Cloud …
  • 10. «  Everything as a Service »
  • 11. 2 KEY P2P Approaches : [1] Become Full Service IT Trusted Advisor, offering End-to-End Business Solutions to Customer [2] Utilize P2P to expand Geo Coverage
  • 12. P2P is already happening among our “Channel Partners” ! P2P - Collaboration - Research Results - 2007 - Channel Focus
  • 13. Reason for P2P
    • Securing & Growing Rev & Profit
      • Protect Trusted Advisor role on existing customers
      • Win New Customers: Reach and coverage
  • 14. Different Partner Types
    • SI’s
      • Specialists by Vertical
      • Generalists
    • ISV’s
      • Large customers
      • SME and midsize customers
    • MSP’s
  • 15. Reasons to partner Technical skills Geographic coverage Demand spike Downstream channel Vendor Partnering Specialist SI’s √ √ √ √ × General SI’s √ √ × × × ISVs – SME customers √ √ √ √ × ISVs – Large customers √ √ × √ √ MSP’s × √ × √ √
  • 16. Reasons to partner Technical skills Geographic coverage Demand spike Downstream channel Vendor Partnering Specialist SI’s High High Medium Medium × General SI’s High Medium × × × ISVs – SME customers Medium High Medium High × ISVs – Large customers High High × High High MSP’s × High × High Medium
  • 17. One off vs strategic
    • Strategic partnerships most valued
    • But
    • One off partnering significant
    • Less validation of one-off partnering
    • “ On a one off, you have to go on gut feel - You just don’t have the time or money”
    • Boston ISV
  • 18. The process – priority order
    • Identification
      • Personal networks
      • Customer recommendation
      • Vendor site/Vendor rep
      • Vendor events
      • Google
  • 19. The partner view
    • “ It’s hard time-consuming and painful”
    • Boston ISV
    • “ I wish there was something to help – but their isn’t!”
    • Toronto SI
    • “ I talk about building a channel to my CAM’s - and they are no help”
    • Houston MSP
  • 20. Engagement types
    • Lead partner
      • As a single or as multiple entities
    • Shoulder to shoulder
      • This is what each party will do
    • Customer Driven
      • Customer decides on the partners
    • Downstream channel
      • Traditional Partner arrangement
      • Finders fee
      • Agency
  • 21. Most admit major problems
    • Who leads?
      • Lack of clear project management focus
    • Formalization of agreements
      • Between partners
      • With the customer
    • Rules of engagement
    • Common customer face
    • Margin issues
      • Who makes the money?
  • 22. What do they have
    • Partnering expertise
    • A desire to partner
    • A formalised Partner Structure
      • Contracts, processes etc.
    • A few have Channel Managers
      • Mostly a partial role
  • 23. P2P by vendor vs multi vendor
    • Must be multi-vendor
    • “ One vendor can’t do it – 50% of my current and 80% of my future partnerships will involve organizations with skills outside those of my major vendor”
    • Minneapolis SI
  • 24. Core competencies – hard info
    • Years in business
    • Verticals
    • Size of customer
    • Size (revenue bands)
    • Capabilities/business type
      • Staff by dept
    • Geographies covered
    • Languages spoken
    • Key vendors
    • Certifications/Accreditations
      • How many?/How long ago?
    • Partnering desired
  • 25. Core competencies – soft info
    • Owner bios
    • 5 min video
    • Demo’s
    • Mission statement
    • References and testimonials
      • Customers and partners
    • Press releases
  • 26. Rating systems – hugely contentious
    • Open to abuse
    • What info would they provide?
    • Open to all vs submitted to the site
    • P2P ratings
    • Customer ratings
  • 27. Must be 2 way
    • Partners I want to find
    • Partners I want to find me
    • Need to enable both
    • Listing and notification
  • 28. Restrict who can join
    • Restricted access
    • Not open to anyone
    • Verification essential
      • Most important aspect missing on current offerings
    • Must complete fields
    • Only key personnel allowed in
    • Must balance elitist vs too easy
    • Rules to be set with Partner Council
  • 29. “ Partnering is the way of the future – if you don’t master it you’re dead” Toronto SI
  • 30. Should Vendors facilitate & foster P2P ?
  • 31. And if Yes, HOW ?
  • 32. Vendors TRY to facilitate P2P… … with LITTLE Success !
  • 33. Vendors see P2P as important to THEM !
    • Strategically align the partners, their competencies and capabilities in order to fulfill customer requirements and offer a better business proposition.
    • Create an advantage towards the vendors competition, by creating unique solutions through P2P entities.
    • Create to some extent less competition and price pressure for the vendor
    Partner A Partner B Cloud Broker Regional Presence Integration Skills SaaS ISV Industry Solution Powered by Vendor VENDOR
  • 34. Large Vendors run P2P PROGRAMS [and innovate with Web / Social !] Cisco
  • 35.  
  • 36.  
  • 37.  
  • 38.  
  • 39.  
  • 40. BUT, none of these PROGRAMS have REAL traction... WHY ?
  • 41. DEBATE !
  • 42. Should Vendors facilitate & foster P2P ?
  • 43. Answer HAS to be YES! 1. Customers demand it 2. Partners struggle to overcome Today‘s P2P Challenges
  • 44. So, what should be Vendor’s role to effectively foster P2P and overcome today’s challenges ?
  • 45. Just let P2P Happen ? Go it alone as a single vendor? Build a Flexible Partner Ecosystem ? Get together to Build a Multi-Vendor Capability?
  • 46.
    • A list of “recipe components” for a Vendor to foster P2P
    • P2P Online Platform:
      • - Intelligent „Search“ Finder
      • - Intelligent „Quality & Capability “ Assurance
    • Vendor „P2P“ contract guidebook
      • - Legal guidance on P2P contract
      • - Mutual compensation model
    • 3. What else?
  • 47.
    • Suggestion : Top IT Vendors should evaluate way to commonly define and execute an Industry “ToolKit”…
    • … TOGETHER !
    • P2P Online Platform :
      • - Intelligent „ Quality & Capability “ Assurance
    • Vendor „P2P“ contract guidebook
      • - Legal guidance on P2P contract
    • 3. What else?
  • 48. DEBATE !
  • 49. Additional material online : http://partner2partner.blogspot.com
  • 50. THANKS ! Photo credits : http://www.flickr.com/photos/marcobellucci/3534516458/ http://picasaweb.google.com/lh/photo/wGdC1nM1_QCGUk42RWhJkQ http://www.flickr.com/photos/rahims/2119329979/