Your SlideShare is downloading. ×
0
Joint Marketing Planning Webinar
Joint Marketing Planning Webinar
Joint Marketing Planning Webinar
Joint Marketing Planning Webinar
Joint Marketing Planning Webinar
Joint Marketing Planning Webinar
Joint Marketing Planning Webinar
Joint Marketing Planning Webinar
Joint Marketing Planning Webinar
Joint Marketing Planning Webinar
Joint Marketing Planning Webinar
Joint Marketing Planning Webinar
Joint Marketing Planning Webinar
Joint Marketing Planning Webinar
Joint Marketing Planning Webinar
Joint Marketing Planning Webinar
Joint Marketing Planning Webinar
Joint Marketing Planning Webinar
Joint Marketing Planning Webinar
Joint Marketing Planning Webinar
Joint Marketing Planning Webinar
Joint Marketing Planning Webinar
Joint Marketing Planning Webinar
Joint Marketing Planning Webinar
Joint Marketing Planning Webinar
Joint Marketing Planning Webinar
Joint Marketing Planning Webinar
Joint Marketing Planning Webinar
Joint Marketing Planning Webinar
Joint Marketing Planning Webinar
Joint Marketing Planning Webinar
Joint Marketing Planning Webinar
Joint Marketing Planning Webinar
Joint Marketing Planning Webinar
Joint Marketing Planning Webinar
Joint Marketing Planning Webinar
Joint Marketing Planning Webinar
Joint Marketing Planning Webinar
Joint Marketing Planning Webinar
Joint Marketing Planning Webinar
Joint Marketing Planning Webinar
Joint Marketing Planning Webinar
Joint Marketing Planning Webinar
Joint Marketing Planning Webinar
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Joint Marketing Planning Webinar

820

Published on

Effectively executed, Joint Business Planning with your channel partners is the best way to ensure alignment of business goals and effective allocation of resources. …

Effectively executed, Joint Business Planning with your channel partners is the best way to ensure alignment of business goals and effective allocation of resources.

However, many companies have either abandoned joint planning or limited its scope because it has been too labor intensive to create the initial plan and too cumbersome to manage throughout the plan’s life.

Learn the best practices of Joint Marketing Planning (JMP) and how you can benefit–without adding resources or increasing workload for your staff or partners.

This webinar is presented by Craig DeWolf, Vice President Strategic Development for CCI, with over 30 years of best practice experience in the design and management of channel programs.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
820
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
50
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Improve Channel Effectiveness through Joint Planning
  • 2. Introduction Craig DeWolf Vice President of Strategic Development www.channelmanagement.com/resources eBook: FAQ’s- Incorporating Joint Marketing Planning Into Your Channel Strategy eBook: Improving ROI on Channel Investments through Joint Marketing Planning 7250 Redwood Blvd. Suite 214 www.channelmanagement.com Novato, CA 94945 info@channelmanagement.com Phone 415.427.5100
  • 3. What if you could…..…Track ROI for MDF … get insight as to where your partners willinvestments?... focus their S/M activities – and measure progress over time?… …monitor CAM effectiveness?... …identify the habits of top…drive better growth from your performers.tier II and III resellers?…Understand of how allowancespending aligned with your ….focus resources on highinitiatives?… opportunity partners?… 7250 Redwood Blvd. Suite 214 www.channelmanagement.com Novato, CA 94945 info@channelmanagement.com Phone 415.427.5100
  • 4. You CAN….with effective Joint Planning…Track ROI for MDF … get insight as to where your partners willinvestments?... focus their S/M activities – and measure progress over time?… …monitor CAM effectiveness?... …identify the habits of top…drive better growth from your performers.tier II and III resellers?…Understand of how allowancespending aligned with your ….focus resources on highinitiatives?… opportunity partners?… 7250 Redwood Blvd. Suite 214 www.channelmanagement.com Novato, CA 94945 info@channelmanagement.com Phone 415.427.5100
  • 5. Agenda• What is Joint Business Planning? (Joint Marketing Planning)• Barriers to adoption• Best Practices for adopting/optimizing JMP 7250 Redwood Blvd. Suite 214 www.channelmanagement.com Novato, CA 94945 info@channelmanagement.com Phone 415.427.5100
  • 6. About CCI:Why we understand Joint Marketing Planning
  • 7. CCI provides solutions to Manage, Measure and Optimize channel sales & marketing programs 7250 Redwood Blvd. Suite 214 www.channelmanagement.com Novato, CA 94945 info@channelmanagement.com Phone 415.427.5100
  • 8. Incentive Solutions Throughout the Demand Chain Distributor Reseller Sales Reps ConsumerCo-op/MDF Streamline management of joint marketing programs  Marketing Planner Plan marketing programs, forecast and measure ROI  SPIF & Rebates Run short- and long-term incentive programs  Sales Performance Rewards Reward channel partners for attaining sales goals  Trade In Rewards Manage incentive programs requiring physical return of goods  Opportunity Management Deal Registration, Lead Management, Referral Rewards and Special Pricing    7250 Redwood Blvd. Suite 214 www.channelmanagement.com Novato, CA 94945 info@channelmanagement.com Phone 415.427.5100
  • 9. Technology Focused ClientsHardware Software Software Storage Telecom Entertainment Other 7250 Redwood Blvd. Suite 214 www.channelmanagement.com Novato, CA 94945 info@channelmanagement.com Phone 415.427.5100
  • 10. Flexible Solution Delivery Professional Services SaaS application suite to manage all program activityOn Demand Software Optimize program design and performance Program Management Streamline operations with administrative services and support 7250 Redwood Blvd. Suite 214 www.channelmanagement.com Novato, CA 94945 info@channelmanagement.com Phone 415.427.5100
  • 11. What is Joint Marketing Planning?
  • 12. CHAMP PlanCHannelAllianceManagementPlanCHAMP Process 7250 Redwood Blvd. Suite 105 www.channelmanagement.com Novato, CA 94945 info@channelmanagement.com Phone 415.427.5100
  • 13. CHAMP PlanCHannelAllianceManagementPlanCHAMP ProcessCaveats for Data Requirements:• Product: volume vs value• Market: mature vs early leading edge• Buying process• Competitive environment 7250 Redwood Blvd. Suite 105 www.channelmanagement.com Novato, CA 94945 info@channelmanagement.com Phone 415.427.5100
  • 14. Typical CHAMP Plan Components 1. Executive Summary Plan summary and goals Value proposition & GTM summary Value summary (for you) Critical success criteria (SWOT) Company overview and market position Vertical/Solution focus 7250 Redwood Blvd. Suite 105 www.channelmanagement.com Novato, CA 94945 info@channelmanagement.com Phone 415.427.5100
  • 15. Typical CHAMP Plan Components 1. Executive Summary 2. Performance Plan/Review Plan summary and goals  Multi-year sales review Value proposition & GTM  Program Performance summary  Investment Summary Value summary (for you)  Strategic Goals & Critical success criteria Attainment History (SWOT) Company overview and market position Vertical/Solution focus 7250 Redwood Blvd. Suite 105 www.channelmanagement.com Novato, CA 94945 info@channelmanagement.com Phone 415.427.5100
  • 16. Typical KPI forecast and performance data Category Sample Metrics Sales • Forecast for 1-4 quarters in advance (overall or by product group) • 1-4 quarters in arrears • 1-3 years in arrears • YOY growth rates Opportunity Registration: • # Opportunities registers Target and Performance • $ overall value • Average value • % Conversion rate • Current: %Open, %Closed, • Average time to close • Historical reference for trends New Customers • Source of new customers (leads vs. partner generated) • YOY Trends MDF Spend $ • Historical MDF spend & utilization rates • Period to date levels Competencies and Certifications • # Trained, % Trained Rebates/Rewards Earned • 1-3 years plus % goal attainment 7250 Redwood Blvd. Suite 214 www.channelmanagement.com Novato, CA 94945 info@channelmanagement.com Phone 415.427.5100
  • 17. Trends in Partner Metrics Engagement & Efficiency 7250 Redwood Blvd. Suite 214 www.channelmanagement.com Novato, CA 94945 info@channelmanagement.com Phone 415.427.5100
  • 18. Typical CHAMP Plan Components 1. Executive Summary 2. Performance Plan/Review 3. Marketing Plan Plan summary and goals  Multi-year sales review  Objectives & related goals Value proposition & GTM  Program Performance  Corresponding vendor summary  Investment Summary initiative Value summary (for you)  Strategic Goals &  Product/target focus Critical success criteria Attainment History  Strategies (SWOT)  Tactical activity details Company overview and  ROI: Forecast/Actual market position  Calendar Vertical/Solution focus 7250 Redwood Blvd. Suite 105 www.channelmanagement.com Novato, CA 94945 info@channelmanagement.com Phone 415.427.5100
  • 19. Joint Planning Best Practices1. Capture only the information you need  Don’t try to “boil the ocean”  Include goals for “soft” activities, in addition to sales  Information should align with your own KPIs and GTM  Track/evaluate progress over time (1-3 years)  Much of the information may already exist in other systems 7250 Redwood Blvd. Suite 214 www.channelmanagement.com Novato, CA 94945 info@channelmanagement.com Phone 415.427.5100
  • 20. Joint Planning Best Practices1. Capture only the information you need2. Set realistic goals  Base goals on historical outcomes from peers as benchmark 7250 Redwood Blvd. Suite 214 www.channelmanagement.com Novato, CA 94945 info@channelmanagement.com Phone 415.427.5100
  • 21. Well, if it’s so great, why isn’t JMP more broadly adapted?
  • 22. Why JMP fails…. Limitation ImpactResource requirements for Limited to Tier 1 accounts to create1:1 planning is significant initial planTime requirements to monitor plan Compliance requires focused effortadherence throughout the lifecycle so it is often overlookedPoor Data Standardization to Not effective for forecasting orcompare and roll-up setting performance benchmarksAdded complexity: Funding approval A dis-incentive for partnersand claim management process often and CAMs alikeseparate processesNo clear purpose or benefits No mindshare from Partners/CAMsattached to plan Result: Poor compliance -- JMP viewed as a waste of time 7250 Redwood Blvd. Suite 105 www.channelmanagement.com Novato, CA 94945 info@channelmanagement.com Phone 415.427.5100
  • 23. Joint Planning Best Practices1. Capture only the information you need2. Set realistic goals3. Attach consequences to Plan attainment  Make sure partners know why they are completing the plan  Use both “carrot” and “stick” methods  Make CAMs accountable at every phase 7250 Redwood Blvd. Suite 214 www.channelmanagement.com Novato, CA 94945 info@channelmanagement.com Phone 415.427.5100
  • 24. So, What’s Changed? Understanding ROI
  • 25. Perception: Marketing Activities Directly Result in a SaleActivity: Direct Mail Metric: Units Sold 7250 Redwood Blvd. Suite 105 www.channelmanagement.com Novato, CA 94945 info@channelmanagement.com Phone 415.427.5100
  • 26. Practical Application of Metrics Reality: Sales are a result of multiple activities (Trans-) Awareness Interest Desire ActionActivities: • Direct Mail • Event • Demo/ • SPIF/ Sales • Email • Telemarketing Eval. Unit Incentive • Advertising Tactical Activity Metrics Business Outcome MetricsMetrics: • Responders • Attendees • Units Placed • Units sold • Leads • Appointments • Proposals • Sales value • Opportunities • Opportunities closed Created 7250 Redwood Blvd. Suite 105 www.channelmanagement.com Novato, CA 94945 info@channelmanagement.com Phone 415.427.5100
  • 27. Standardization Facilitates Evaluation METRICS BY ACTIVITY TYPE Impressions Responders Leads Qualified Attendees Presentations Sales Placed # of Units Opportunities Proposals/ Advertising: Print/ Broadcast X X X Advertising Online X X X Direct Mail X X X Demo Equipment X X Marketing Collateral X X Newsletters X X X Key Take Away: Seminar Events X X X Telemarketing X Standardizing X X data format (and X compliance) key to insights on ROI at Tradeshows X X activity, business and program levels Training X X Webcasts X X
  • 28. Joint Planning Best Practices1. Capture only the information you need2. Set realistic goals3. Attach consequences to Plan attainment4. Standardize data where possible  Allows comparison between partners, and activities  Facilitates roll up reporting to analyze partner segments, regions, and overall performance 7250 Redwood Blvd. Suite 214 www.channelmanagement.com Novato, CA 94945 info@channelmanagement.com Phone 415.427.5100
  • 29. Typical CHAMP Plan Components 1. Executive Summary 2. Performance Plan/Review 3. Marketing Plan Plan summary and goals  Multi-year sales review  Objectives & related goals Value proposition & GTM  Program Performance  Corresponding vendor summary  Investment Summary initiative Value summary (for you)  Strategic Goals &  Product/target focus Critical success criteria Attainment History  Strategy (SWOT)  Activity details Company overview and  ROI: Forecast/Actual market position  Calendar Vertical/Solution focus 7250 Redwood Blvd. Suite 105 www.channelmanagement.com Novato, CA 94945 info@channelmanagement.com Phone 415.427.5100
  • 30. Typical CHAMP Plan Components Content: Static Content: Dynamic Data Format: Qualitative Data Format: Quantitative Content: Custom Content: Foundational 1. Executive Summary 2. Performance Plan/Review 3. Marketing Plan Plan summary and goals  Multi-year sales review  Objectives & related goals Value proposition & GTM  Program Performance  Corresponding vendor summary  Investment Summary initiative Value summary (for you)  Strategic Goals &  Product/target focus Critical success criteria Attainment History  Strategy (SWOT)  Activity details Company overview and  ROI: Forecast/Actual market position  Calendar Vertical/Solution focus 7250 Redwood Blvd. Suite 105 www.channelmanagement.com Novato, CA 94945 info@channelmanagement.com Phone 415.427.5100
  • 31. Typical CHAMP Plan Components 1. Executive Summary 2. Performance Plan/Review 3. Marketing Plan Plan summary and goals  Multi-year sales review  Objectives & related goals Value proposition & GTM  Program Performance  Corresponding vendor summary  Investment Summary initiative Value summary (for you)  Strategic Goals &  Product/target focus Critical success criteria Attainment History  Strategy (SWOT)  Activity details Company overview and  ROI: Forecast/Actual market position  Calendar Vertical/Solution focus 7250 Redwood Blvd. Suite 105 www.channelmanagement.com Novato, CA 94945 info@channelmanagement.com Phone 415.427.5100
  • 32. The CCI Joint Marketing PlannerTracks multiple activities against overall business objectiveAligns allowance spending with your GTM initiativesTracks ROI at overall campaign level and for each activityFacilitates claiming process directly from approved planTrack “Forecast” vs “Actual” performance across ROI and CostsStandardizes data formats to facilitate roll-up reporting 7250 Redwood Blvd. Suite 105 www.channelmanagement.com Novato, CA 94945 info@channelmanagement.com Phone 415.427.5100
  • 33. The CCI Joint Marketing PlannerStand alone application as foundation for MDF programImprove insight vs standard single activity request formsEasy to use for Tier 2 and 3 resellers—no more complex than standard MDF processesProgress automatically updated with each claim 7250 Redwood Blvd. Suite 105 www.channelmanagement.com Novato, CA 94945 info@channelmanagement.com Phone 415.427.5100
  • 34. Joint Planning Best Practices1. Capture only the information you need2. Set realistic goals3. Attach consequences to Plan attainment4. Standardize all data where possible5. Use approved plans as basis for MDF allocation  Investment vs. Entitlement 7250 Redwood Blvd. Suite 214 www.channelmanagement.com Novato, CA 94945 info@channelmanagement.com Phone 415.427.5100
  • 35. Joint Planning Best Practices1. Capture only the information you need2. Set realistic goals3. Attach consequences to Plan attainment4. Standardize all data where possible5. Use approved plans as basis for MDF allocation6. Monitor performance against plan throughout the lifecycle  Make CAMs accountable for plan creation, execution, and accuracy 7250 Redwood Blvd. Suite 214 www.channelmanagement.com Novato, CA 94945 info@channelmanagement.com Phone 415.427.5100
  • 36. Channel Marketing Lifecycle Identify joint business goals Align vendor/ partner initiatives Identify tactics Plan Evaluate Establish investment Forecast outcome Analyze Execute 7250 Redwood Blvd. Suite 105 www.channelmanagement.com Novato, CA 94945 info@channelmanagement.com Phone 415.427.5100
  • 37. Channel Marketing LifecycleCAMs and Channel Executives:Review strategies and tactics prior to committing fundsRoll-up plans to predict overall Plan Evaluate business outcomeForecast by territory, segment, initiative, product, etc.Recommend revisions that influence outcome prior to Analyze Execute approval 7250 Redwood Blvd. Suite 105 www.channelmanagement.com Novato, CA 94945 info@channelmanagement.com Phone 415.427.5100
  • 38. Channel Marketing LifecycleCapture real time results of costs and metrics at each stepFacilitate/simplify claiming process for partners Plan EvaluateMonitor adherence Analyze Execute 7250 Redwood Blvd. Suite 105 www.channelmanagement.com Novato, CA 94945 info@channelmanagement.com Phone 415.427.5100
  • 39. Channel Marketing LifecycleReview actual vs. forecastBenchmark resultsIdentify and use best practices Plan EvaluateIdentify areas of opportunityRecognize top performers Analyze Execute 7250 Redwood Blvd. Suite 105 www.channelmanagement.com Novato, CA 94945 info@channelmanagement.com Phone 415.427.5100
  • 40. Joint Planning Best Practices1. Capture only the information you need2. Set realistic goals3. Attach consequences to Plan attainment4. Standardize all data where possible5. Use approved plans as basis for MDF allocation6. Monitor performance against plan throughout the lifecycle7. Use top performers as a basis for best practices  CAMs and Partner benchmarking  Recognize top performers  Share information and leverage insights  Consider ranking scores or index reporting to facilitate relative comparisons 7250 Redwood Blvd. Suite 214 www.channelmanagement.com Novato, CA 94945 info@channelmanagement.com Phone 415.427.5100
  • 41. Joint Planning Best Practices1. Capture only the information you need2. Set realistic goals3. Attach consequences to Plan attainment4. Standardize all data where possible5. Use approved plans as basis for MDF allocation6. Monitor performance against plan throughout the lifecycle7. Use top performers as a basis for best practices8. Learn and evolve  Use performance to benchmark outcomes on future efforts between similar partner types and activities  Apply learning to enhance forecasting capabilities 7250 Redwood Blvd. Suite 214 www.channelmanagement.com Novato, CA 94945 info@channelmanagement.com Phone 415.427.5100
  • 42. What if you could………Track ROI for MDF … get insight as to where your partners willinvestments?... focus their S/M activities – and measure progress over time?… …monitor CAM effectiveness?... …identify the habits of top…drive better growth from your performers.tier II and III resellers?…Understand of how allowancespending aligned with your ….focus resources on highinitiatives?… opportunity partners?… 7250 Redwood Blvd. Suite 214 www.channelmanagement.com Novato, CA 94945 info@channelmanagement.com Phone 415.427.5100
  • 43. What if you could…..1. Understand of how allowance spending • Track incentive and MDF investments to your own initiatives aligned with your initiatives —including forecast vs planned costs and business impact2. Drive growth from tier II and III resellers • CCI JMP not disruptive—no dramatic change in behavior vs standard MDF program • Progress vs plan is updated with each claim submitted3. Track ROI for MDF investments • The CCI JMP tracks business and activity ROI • Compare forecast vs actual4. Focus resources on high opportunity • Understand where your partners are in the lifecycle— partners have they matured and performance flattened?5. Monitor CAM effectiveness • CAMs should certify every plan—at submission and close • Assess relative performance of each CAM vs plan • Help assure better accuracy in forecasts and compliance with follow-through6. Get insight as to where your partners • Data is standardized—providing roll up forecasts will focus their S/M activities • The plan is automatically updated with each claim – and monitor progress over time 7250 Redwood Blvd. Suite 214 www.channelmanagement.com Novato, CA 94945 info@channelmanagement.com Phone 415.427.5100
  • 44. Thank You! Questions? Contact Us:info@channelmanagement.comwww.channelmanagement.com blog.channelmanagement.com 415.472.5100

×