Emerce B2B Online 2014 - Leaseweb - Freek Hemminga

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Emerce B2B Online 2014 - Leaseweb - Freek Hemminga

  1. 1. Building Indirect GTM New Paths to Profitability Freek Hemminga Channels & Marketing, Global
  2. 2. Go to Market o Why o From Birth to Maturity: Phases and Models o Market Maturity o Research o Time o Strategy Development
  3. 3. Research o Opportunity Identification o Segments and Verticals o Geographies / Regions Market Available Market Headroom AddressableMarket Marketshare
  4. 4. Research o Market Demand (focus) and Top Concerns o Personas and Buying Behaviour o Coverage Model, Types and Scenarios
  5. 5. Research o DNA o Qualification & Capacity Planning
  6. 6. Putting Strategy to Action o Formation & Planning • Types • Drivers  Channel Value Proposition(s) • Lifecycle o Benefits: Driving Behaviour • Monetary • Non-Monetary o Requirements o Legal Awareness Attract Onboarding Loyalty
  7. 7. Strategy Validation o Co Creation and External Validation o Metrics (that matter) o Organisational Implications Metric What It Is What It Says Sales volume Total Sales Basic indicator of partner performance Sales growth velocity Partner’s growth rate Success indicator for future performance Operating margins Profits for partners Financial health / viability Market share % of market captured by partners Market penetration / competitive positioning Partner share % of partner revenue from LeaseWeb Partner commitment Sales made / quota Actual revenue / planned sales Partner ability to meet targets Customer complaints Service/support problem indicator Partner’s competency / skill levels Deals registered Pipeline generation Partner selling activity / capacity Lead to close ratio Closed deals / total leads Partner sales effectiveness
  8. 8. Kick Off and Impacts o Deployment o HR o Product Development
  9. 9. Caution o Engagement o Cost of Sale & Time to Market o Scalability & Preparation o Your Products & Services o Stay Connected with End Users o Multi Channel: Conflict!?
  10. 10. Q & A
  11. 11. THANK YOU E. f.hemminga@leaseweb.com M. +31 (0)6 22 24 1025

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