Channel Insights seminar presentation highlights, 27 January 2011
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Channel Insights seminar presentation highlights, 27 January 2011

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Channel research highlights as presented at Fox Parrack Singapour's Inside Knowledge seminar on the Channel, 27th January 2011.

Channel research highlights as presented at Fox Parrack Singapour's Inside Knowledge seminar on the Channel, 27th January 2011.

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Channel Insights seminar presentation highlights, 27 January 2011 Presentation Transcript

  • 1. Channel Insights 2010 Research Highlights Research conducted by Gorilla Corporation Presentation & analysis by Fox Parrack Singapour© Copyright Gorilla Corporation & Fox Parrack Singapour 2011. All rights reserved.
  • 2. About Gorilla Corporation • Gorilla Corporation is a global organisation that supports Fortune 1000 companies in business growth and optimisation strategies worldwide • Gorillas specialist skills cover: – sales and channel strategy – partner ecosystems – channel programs – outsourced field sales – telemarketing & inside sales • The team’s experience includes working with IBM, HP, Oracle/Sun, Cisco, McAfee, Apple, Avaya, Alcatel, BT, Telefonica, Symantec, and Microsoft Q© Copyright Gorilla Corporation & Fox Parrack Singapour 2011. All rights reserved.
  • 3. About Fox Parrack Singapour • Europe’s longest established integrated tech-marketing agency • Worked with many of the industry’s biggest brands such as BT, Cisco, Microsoft, Nortel, Novell, Oracle, Symantec, Xerox - as well as numerous emerging technology companies • Deliver programmes covering: - Demand Generation and Lead Nurturing - Channel Marketing - Brand and Product Communications • Over two decades of channel marketing experience, starting with launch of Frontline/First Software (now C2000) in 1984 • Founder member of n42, pan-European network of tech-focused marketing agencies • Our aim: help technology companies derive greater value from the marketing function www.foxps.com© Copyright Gorilla Corporation & Fox Parrack Singapour 2011. All rights reserved.
  • 4. The Channel Insights survey • Over 100 in-depth interviews were carried out between November 2010 and January 2011 • Detailed questionnaires (20 minute interviews) provide both qualitative and quantitative insights • Respondents were drawn from a cross- section of the partner community in the UK • Survey follows previous Channel Insights research carried out over several years (first study 2002) Q© Copyright Gorilla Corporation & Fox Parrack Singapour 2011. All rights reserved.
  • 5. Respondent profile Q© Copyright Gorilla Corporation & Fox Parrack Singapour 2011. All rights reserved.
  • 6. What is your company’s primary business? Network Professional service ISV reseller/Integrator provider outside IT 3% 3% 4% Systems Integrator 5% Telecomsreseller/Integrator Other 9% 7% Traditional IT VAR/reseller 44% Specialist services company 15% Internet/e-businesssolutions/Web integrator 10% Q1 © Copyright Gorilla Corporation & Fox Parrack Singapour 2011. All rights reserved.
  • 7. What is your role within your business? Partner 3% Other Assistant 2% 20% Director 30% Executive 1% Manager 44%© Copyright Gorilla Corporation & Fox Parrack Singapour 2011. All rights reserved.
  • 8. How big are these partners? What turnover did your company achieve last year? UK 2010 Less than £250,000 12% £250,000- £500,000 14% £500,000 – £1m 14% £1m - £2m 13% £2m - £5m 12% £6m - £10m 2% £11m - £50m 11% £50m+ 5% Confidential/Non Disclosed 13% Don’t know 3% Q2© Copyright Gorilla Corporation & Fox Parrack Singapour 2011. All rights reserved.
  • 9. Which markets do they focus on? 60.0% 2004 2006 2010 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% Enterprise Mid Market SME All the Above Q6© Copyright Gorilla Corporation & Fox Parrack Singapour 2011. All rights reserved.
  • 10. Most important revenue streams Please rate the following in terms of importance as revenue Very streams for your business. important Consulting / IT services 19% Systems / PCs / Portables / Mobile computing 13% Networking LAN / WAN/ products and related services 11% Networking Voice products and related services 11% Desktop software 11% Enterprise Software/Applications 10% Cloud Computing/SAAS/Virtualisation 9% Security and security-related services 8% Storage and storage-related services 6% Q3© Copyright Gorilla Corporation & Fox Parrack Singapour 2011. All rights reserved.
  • 11. The role of services Q© Copyright Gorilla Corporation & Fox Parrack Singapour 2011. All rights reserved.
  • 12. Revenue from services 35% 2008 NOW IN 2 YEARS TIME 30% 25% % Respondents 20% 15% 10% 5% 0% Service heavyweights Service lightweights predicting growth % Revenue income dropping Q4© Copyright Gorilla Corporation & Fox Parrack Singapour 2011. All rights reserved.
  • 13. The business issues Q© Copyright Gorilla Corporation & Fox Parrack Singapour 2011. All rights reserved.
  • 14. Partners’ top 5 concerns for their businesses 2010 2006 2004 Differentiating company The need to boost our 1 from competition Marketing our company services-based revenue The need to boost our The need to boost our 2 services-based revenue services-based revenue Marketing our company Managing through 3 the IT downturn Managing company growth Generating cash Differentiating company 4 Generating cash Generating cash from competition Marketing our company Need to draw more on Using the internet 5 partnerships with other co’s as a business tool Marketing seen as Need to draw more on 5 partnerships with other co’s less important! Q5© Copyright Gorilla Corporation & Fox Parrack Singapour 2011. All rights reserved.
  • 15. Awareness of customer concerns 20% 2004 2006 2010 18% 16% 14% 12% 10% 8% 6% 4% 2% 0% Q© Copyright Gorilla Corporation & Fox Parrack Singapour 2011. All rights reserved.
  • 16. Partner marketing issues Q© Copyright Gorilla Corporation & Fox Parrack Singapour 2011. All rights reserved.
  • 17. Do you have a dedicated marketing team? 2010 YES NO 48% 52% 2006 2004 YES, YES, NO, 48% NO, 53% 52% 47% Q12a© Copyright Gorilla Corporation & Fox Parrack Singapour 2011. All rights reserved.
  • 18. Own dedicated marketing budget? From 2010 another 2004 budget 3% No Yes 50% 47% No, 29% Yes, 40% From another 2006 budget From another 3% budget, 31% No Yes 40% 57% Q13© Copyright Gorilla Corporation & Fox Parrack Singapour 2011. All rights reserved.
  • 19. How marketing methods have changed Q© Copyright Gorilla Corporation & Fox Parrack Singapour 2011. All rights reserved.
  • 20. Who initiates marketing campaigns? 2010 Own Vendor, 7% Initiative, 93% 2004 2006 Vendors Vendors 6% 7% We’ve not done a great job convincing Own Own initiative partners! initiative 94% 93% Q15© Copyright Gorilla Corporation & Fox Parrack Singapour 2011. All rights reserved.
  • 21. Least useful marketing assistancefrom vendors “Really, we dont want you to help us with our marketing!” “And we don’t value Accreditation either!” Q© Copyright Gorilla Corporation & Fox Parrack Singapour 2011. All rights reserved.
  • 22. Best vendor marketing initiative in 2010? ...said they could not name one! Q17© Copyright Gorilla Corporation & Fox Parrack Singapour 2011. All rights reserved.
  • 23. Vendor relationships Q© Copyright Gorilla Corporation & Fox Parrack Singapour 2011. All rights reserved.
  • 24. Are you planning to increase vendorrelationships next year? Security & Storage Partners looking to add Unsure, 22% Increase, 31% Stay about Decrease, the same, 14% 32% Q23© Copyright Gorilla Corporation & Fox Parrack Singapour 2011. All rights reserved.
  • 25. Partners’ views on future Q© Copyright Gorilla Corporation & Fox Parrack Singapour 2011. All rights reserved.
  • 26. Business growth By how much do you aim to grow your business revenues next year? 40% 35% Wouldn’t it be great to be 30% working with these! 25% % Respondents 20% 15% 10% 5% 0% 1-10% 11-20% 21-30% 31-40% 41-50% 51-60% 61-70% 91-100% Business growth aim Q28© Copyright Gorilla Corporation & Fox Parrack Singapour 2011. All rights reserved.
  • 27. Strategies to grow your business 25% 25% 20% 18% 15% 16% 13% 10% 5% 0% Investment in sales Target new market Develop own service Investment in and business areas solutions marketing developmentOther strategies inc:• Develop own products / solutions: 7%• Develop new vendor lines: 5%• Partner ecosystems / partnerships: 4% Q29© Copyright Gorilla Corporation & Fox Parrack Singapour 2011. All rights reserved.
  • 28. Relationship equation Vendor Support Loyalty Demand Partner Pull Creation Loyalty Customer Q© Copyright Gorilla Corporation & Fox Parrack Singapour 2011. All rights reserved.
  • 29. Summary Channel Disconnect 1: the role and value of marketing – #1 Issue is ‘differentiation’ but don’t see marketing helping this – just 40% have dedicated marketing budget, 50% no marketing resource – majority not looking for the vendor to help with marketing – focus on leads, and not necessarily a growth strategy Channel Disconnect 2: issue of trust and value – majority not looking for direct vendor involvement (e.g. events, joint GTM) – accreditation no longer seen as valuable, or tech training – with the focus on lead provision and a go-it-alone attitude, these are ‘arrangements’ rather than relationships (suppliers versus partners) Q© Copyright Gorilla Corporation & Fox Parrack Singapour 2011. All rights reserved.
  • 30. What it means for Partner Marketing • To Partner Marketing – a higher priority and more than just Partner Comms (e.g. monthly Partner Newsletter), untargeted emails – Partner Marketing Strategies; need to change attitudes and behaviour (education, motivation) – rebuilding trust and that understanding of value • Through Partner Marketing – the demand creation piece, driving the brand into the customer to create purchase preference is vital (the 90% rule) – consistent, constant marketing building effort • With Partner Marketing – greater reflection on what partners need (differentiation) and on understanding the ‘rising stars’: growth-orientated, marketing-savvy partners – investing in the right type of partners and aligning services and support – a shift from vanilla marketing to a marketing support service Q© Copyright Gorilla Corporation & Fox Parrack Singapour 2011. All rights reserved.
  • 31. Thank you Do you have any questions? Q© Copyright Gorilla Corporation & Fox Parrack Singapour 2011. All rights reserved.