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Smart Partnering Method
 

Smart Partnering Method

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You will learn 2 things:...

You will learn 2 things:
1. Learn to build an engaged partner network by aligning right people between organizations to achieve right business results.
2. Mature your partner network using a predictable method.

If you are interested to learn more, join the Smart Partnering Method group on Linkedin. Send me an email if you have questions.

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  • Amazon Consulting Research - – From Rookie to Rock Star

Smart Partnering Method Smart Partnering Method Presentation Transcript

  • Smart Partnering Model
    Chaitra Vedullapalli
    Chaitrav.com|5105794945
  • Opening Slide
    Hi, I am chaitravedullapalli, Sr. Director at Microsoft. I lead the information workplace for Microsoft Sales Force.
    I lead the strategy and investment planning for self service experience for Microsoft Partner network
    In my past life at Oracle, I lead the design and implementation of partner incentives
    I released my book called PartnerTweet to raise money for Children’s hospital
    Personally I am involved in the community to help children contribute their time and creativity to help Children’s hospital.
  • What to expect today
    Top Insights on Rookie to Rockstar report
    5 focus areasto smart partnering
    How to mature my partners
    Next steps
  • V = N(N-1)
    “The value of a network is proportional to the square of the number of users of the system.”
    Robert MetcalfeTechnology pioneer, co-inventor of Ethernet, and founder of 3Com(circa 1980)
  • What to expect today?
    From Rookie to Rockstar
    Smart Partnering Method
    Partner Maturity – How?
    Next Steps
  • What are your expectations?
  • Partner maturity is not a linear process
    Maturing partners is a critical process
    Spend smarter on support resources
    Focus on engagement
    Top Insights – Rookie to Rockstar Report
  • New : Networked ecosystem
    • Many more companies are participating — not just “software” companies
    • Ecosystem must be managed as a network
    Old : Hub and Spoke Ecosystem
    • A few companies dominated the landscape
    • Ecosystem managed on a relationship-by-relationship basis
    Evolution of Ecosystem
  • Lead The Change
    Define Burning Need
    A Compelling vision
    Engage your company
    Smart Partnering Model – 5 Key Areas
    Focused Segmentation
    Give as Good as you Get
    Focus on Maturity
    Focus on “Winning Together”
    Vision alignment
    decision makers
    Go To Markets
    Make your assets work
    Incent them well
    Invest in marketing
    Mature their competency
    Make them successful
    Keep them engaged
    RIGHT CUSTOMERS
    One EXPERIENCE
    Right KNOWLEDGE
    Focus Topics
  • DEFINE
    PAINT
    ENGAGE
    BURNING NEED
    COMPELLING VISION
    ENTIRE COMPANY
    IDENTIFY
    CHANGE LEADERS
    LEAD CHANGE
  • SECURE
    DEFINE
    LAUNCH
    COMMITTMENT
    JOINT VISION
    NEW
    Create a Business Case
    Build a Pitch Deck
    Secure Executive Leadership Commitment
    Identify the RIGHT people from key organizations
    Conduct Leading Change Workshop (1 week)
    Agreement on Burning Need (WHY)
    Define Collective Vision (WHAT) and Game Plan (HOW)
    Define Success KPIs
    Program Brand
    Partnering Model
    Network Engagement
    Incentives
    Products
    Services
    BUILD
    GOVERANCE
    Implement engagement rhythm
    Track your KPIs every week
    Implement personalized marketing and communication
    Make decisions together on critical topics
    LEADING CHANGE DELIVERABLES
  • PARTNER MATURITY MODEL
    Grow Partner
    Nurture Partner
    4 Maturity Levels
    10 Business Functions
  • LEVEL 4
    DYNAMIC
    LEVEL 3
    Ideal LEVEL
    PROACTIVE
    LEVEL 2
    REACTIVE
    LEVEL 1
    BASIC
    *IAMCP Model developed by Per Werngren
    Methodology
  • Joint Business Planning
    A 12-month plan with monthly follow-up
    LEVEL 4
    Activity based
    LEVEL 3
    DYNAMIC
    Ad-hoc
    PROACTIVE
    Takeaways
    Sit down with partners and just explore opportunities
    Identify the gaps in your offerings
    Create a circle of trust and meet in a rhythm
    Quarterly good
    Monthly great
    Weekly is Nirvana! 
    LEVEL 2
    Not at all
    REACTIVE
    LEVEL 1
    BASIC
  • Pipeline
    Shared with defined rhythm + in-person meetings + Core DNA of sales teams
    LEVEL 4
    Sharing specific campaigns
    LEVEL 3
    DYNAMIC
    Ad-hoc sharing
    Takeaways
    Two way street
    Bad partnering is when someone takes and never gives
    Share pipeline on the web
    Buy in from the top – VP of Sales need to meet in a rhythm
    Make partnering an agenda item in sales team meetings
    LEVEL 2
    PROACTIVE
    No sharing
    REACTIVE
    LEVEL 1
    BASIC
  • Agreement
    A great contract that regulates all aspects of the relationship
    LEVEL 4
    Basic template
    LEVEL 3
    DYNAMIC
    No template, rely on handshakes or contracts based on specific deals
    Takeaways
    Foundation is trust
    Good first step is to have Memorandum of Understanding signed by senior people
    Long haul, create a partnering agreement that goes both ways
    • Identify all aspects
    • Review every year
    • Don’t make it exclusive
    LEVEL 2
    PROACTIVE
    No template
    LEVEL 1
    REACTIVE
    BASIC
  • Leads
    A process that generate lot of leads to other and can measure success
    LEVEL 4
    Some structure, give some but do not measure outcome
    LEVEL 3
    DYNAMIC
    Adhoc, no structure
    Takeaways
    Commit to the same sales process! To generate leads and make a joint investment in time and money
    The ‘Reversed Lead’ is worthless
    Listen to the customer
    • Identify opportunities, commit to connect
    Be generous – ‘Givers gain’
    LEVEL 2
    PROACTIVE
    Do not Give
    REACTIVE
    LEVEL 1
    BASIC
  • Sales Compensation
    Rationalized & Campaign based compensation
    LEVEL 4
    Alignment of referral and project based compensation
    LEVEL 3
    DYNAMIC
    Adhoc, compensation
    Takeaways
    Award your sales people the same for partnering
    Align your compensation models with your partners
    Be proud of sales done via partnering
    • Invent ‘soft awards’
    LEVEL 2
    PROACTIVE
    No compensation
    REACTIVE
    LEVEL 1
    BASIC
  • Readiness & Certifications
    Scalable process to certify people, create awareness in the marketplace, revenue potential
    LEVEL 4
    Provides standard certification and readiness curriculum
    LEVEL 3
    Train one partner at a time
    DYNAMIC
    Takeaways
    People are your brand ambassadors, educate them well.
    Teach your partners to ALWAYS see the big picture from the customer point of view.
    Create value in your education & certification program, great monetization model if implemented well
    LEVEL 2
    PROACTIVE
    No Plan
    REACTIVE
    LEVEL 1
    BASIC
  • Market Messaging
    Fully Integrated Marketing within partner circles – one effort
    LEVEL 4
    Reactive, Adhoc messaging, basic recognition of partners and capabilities
    LEVEL 3
    DYNAMIC
    Adhoc, only tell when people ask or opportunity occurs
    Takeaways
    Even lawyers do it!
    Fly each others logotypes on your website
    Tell the story of partnering on your website
    Business cards should tell about partnering
    Consider naming your circle of trust
    LEVEL 2
    No messaging
    PROACTIVE
    LEVEL 1
    REACTIVE
    BASIC
  • Geography
    Strategically use partnering for broader geographical coverage in to the markets
    LEVEL 4
    Use partnering to gain access to markets in other cities/countries
    LEVEL 3
    Only in the same city
    DYNAMIC
    Takeaways
    Partnering takes you national and beyond
    Identify where you want to go!
    • Be selective – not the whole Earth at once
    Go out and meet partners in other geographies
    Remember about the ‘reversed lead’…
    LEVEL 2
    PROACTIVE
    Only in the same city
    REACTIVE
    LEVEL 1
    BASIC
  • Resource Utilization
    Pre-defined rate cards for sharing resources + Access to Architects for Sales activities
    LEVEL 4
    Pre-defined rate cards for sharing resources + Access to Architects for Sales activities
    LEVEL 3
    Partner on a case by case basis when there are opportunities
    DYNAMIC
    Takeaways
    Commit to a pricelist or revenue sharing model - Goes both ways…
    Be clever and narrow your own specialization
    Try to help out on bench sharing
    Priority to your own circle of trust
    LEVEL 2
    Some times being the subcontractor
    PROACTIVE
    LEVEL 1
    REACTIVE
    BASIC
  • Customer Service
    Automate the process and provide insights to partners to improve their experience with customers
    LEVEL 4
    Proactive measure customer satisfaction and collect references
    LEVEL 3
    Do 1:1 meetings with customer to understand their experience with partner engagement
    DYNAMIC
    Takeaways
    Delighted customer are the only advertisement everyone believes – Take it seriously
    Listen to your customer to innovate and build the right and lasting partnerships
    Customer Intimacy is very important to growing your business. Ensure your partners take it very seriously.
    LEVEL 2
    PROACTIVE
    Not at all
    LEVEL 1
    REACTIVE
    BASIC
  • Assess your partners systematically
    Assess your partnership with vendors
    Assess your partner program
    3 Uses of Partner Maturity Model
  • Partner Maturity Tracker - Demo
  • TRIVIA
    • Mobilize People
    Win a Deal consistently
    Sell Faster
    What is the biggest advantage of Partnering
  • Maturing partners is a not a linear process
    Inspire and Lead change
    Give as Good as you Get
    Final Takeaways
  • How to get connected?
    Chaitra Vedullapalli
    Sr. Director, Microsoft Corporation
    Email : chaitrav@microsoft.com | Phone : 510-579-4945
    Follow me on Twitter | Check out My Blog | Connect me on Linkedin