Smart Partnering Method

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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

    1. 1. Smart Partnering Model<br />Chaitra Vedullapalli<br />Chaitrav.com|5105794945<br />
    2. 2. Opening Slide<br />Hi, I am chaitravedullapalli, Sr. Director at Microsoft. I lead the information workplace for Microsoft Sales Force.<br />I lead the strategy and investment planning for self service experience for Microsoft Partner network<br />In my past life at Oracle, I lead the design and implementation of partner incentives<br />I released my book called PartnerTweet to raise money for Children’s hospital<br />Personally I am involved in the community to help children contribute their time and creativity to help Children’s hospital.<br />
    3. 3.
    4. 4. What to expect today<br />Top Insights on Rookie to Rockstar report<br />5 focus areasto smart partnering<br />How to mature my partners<br />Next steps<br />
    5. 5. V = N(N-1)<br />“The value of a network is proportional to the square of the number of users of the system.” <br />Robert MetcalfeTechnology pioneer, co-inventor of Ethernet, and founder of 3Com(circa 1980)<br />
    6. 6. What to expect today?<br />From Rookie to Rockstar<br />Smart Partnering Method<br />Partner Maturity – How?<br />Next Steps<br />
    7. 7. What are your expectations?<br />
    8. 8. Partner maturity is not a linear process<br />Maturing partners is a critical process<br />Spend smarter on support resources<br />Focus on engagement<br />Top Insights – Rookie to Rockstar Report<br />
    9. 9. New : Networked ecosystem<br /><ul><li>Many more companies are participating — not just “software” companies
    10. 10. Ecosystem must be managed as a network</li></ul>Old : Hub and Spoke Ecosystem<br /><ul><li>A few companies dominated the landscape
    11. 11. Ecosystem managed on a relationship-by-relationship basis</li></ul>Evolution of Ecosystem<br />
    12. 12. Lead The Change<br />Define Burning Need<br />A Compelling vision<br />Engage your company<br />Smart Partnering Model – 5 Key Areas<br />Focused Segmentation<br />Give as Good as you Get<br />Focus on Maturity<br />Focus on “Winning Together”<br />Vision alignment<br />decision makers<br />Go To Markets<br />Make your assets work<br />Incent them well<br />Invest in marketing<br />Mature their competency<br />Make them successful<br />Keep them engaged<br />RIGHT CUSTOMERS<br />One EXPERIENCE<br />Right KNOWLEDGE<br />Focus Topics<br />
    13. 13. DEFINE<br />PAINT<br />ENGAGE<br />BURNING NEED<br />COMPELLING VISION<br />ENTIRE COMPANY<br />IDENTIFY<br />CHANGE LEADERS<br />LEAD CHANGE<br />
    14. 14. SECURE<br />DEFINE<br />LAUNCH<br />COMMITTMENT<br />JOINT VISION<br />NEW<br />Create a Business Case<br />Build a Pitch Deck <br />Secure Executive Leadership Commitment<br />Identify the RIGHT people from key organizations<br />Conduct Leading Change Workshop (1 week)<br />Agreement on Burning Need (WHY)<br />Define Collective Vision (WHAT) and Game Plan (HOW)<br />Define Success KPIs<br /> Program Brand<br />Partnering Model<br />Network Engagement<br />Incentives<br />Products<br />Services<br />BUILD<br />GOVERANCE<br />Implement engagement rhythm<br />Track your KPIs every week<br />Implement personalized marketing and communication<br />Make decisions together on critical topics<br />LEADING CHANGE DELIVERABLES<br />
    15. 15. PARTNER MATURITY MODEL<br />Grow Partner<br />Nurture Partner <br />4 Maturity Levels<br />10 Business Functions <br />
    16. 16. LEVEL 4<br />DYNAMIC<br />LEVEL 3<br />Ideal LEVEL<br />PROACTIVE<br />LEVEL 2<br />REACTIVE<br />LEVEL 1<br />BASIC<br />*IAMCP Model developed by Per Werngren<br />Methodology<br />
    17. 17.
    18. 18. Joint Business Planning<br />A 12-month plan with monthly follow-up<br />LEVEL 4<br />Activity based<br />LEVEL 3<br />DYNAMIC<br />Ad-hoc<br />PROACTIVE<br />Takeaways<br />Sit down with partners and just explore opportunities<br />Identify the gaps in your offerings<br />Create a circle of trust and meet in a rhythm<br />Quarterly good<br />Monthly great<br />Weekly is Nirvana! <br />LEVEL 2<br />Not at all<br />REACTIVE<br />LEVEL 1<br />BASIC<br />
    19. 19. Pipeline<br />Shared with defined rhythm + in-person meetings + Core DNA of sales teams<br />LEVEL 4<br />Sharing specific campaigns<br />LEVEL 3<br />DYNAMIC<br />Ad-hoc sharing<br />Takeaways<br />Two way street<br />Bad partnering is when someone takes and never gives<br />Share pipeline on the web<br />Buy in from the top – VP of Sales need to meet in a rhythm<br />Make partnering an agenda item in sales team meetings<br />LEVEL 2<br />PROACTIVE<br />No sharing<br />REACTIVE<br />LEVEL 1<br />BASIC<br />
    20. 20. Agreement<br />A great contract that regulates all aspects of the relationship<br />LEVEL 4<br />Basic template<br />LEVEL 3<br />DYNAMIC<br />No template, rely on handshakes or contracts based on specific deals<br />Takeaways<br />Foundation is trust<br />Good first step is to have Memorandum of Understanding signed by senior people<br />Long haul, create a partnering agreement that goes both ways<br /><ul><li>Identify all aspects
    21. 21. Review every year
    22. 22. Don’t make it exclusive</li></ul>LEVEL 2<br />PROACTIVE<br />No template<br />LEVEL 1<br />REACTIVE<br />BASIC<br />
    23. 23. Leads<br />A process that generate lot of leads to other and can measure success<br />LEVEL 4<br />Some structure, give some but do not measure outcome<br />LEVEL 3<br />DYNAMIC<br />Adhoc, no structure<br />Takeaways<br />Commit to the same sales process! To generate leads and make a joint investment in time and money<br />The ‘Reversed Lead’ is worthless<br />Listen to the customer<br /><ul><li>Identify opportunities, commit to connect</li></ul>Be generous – ‘Givers gain’<br />LEVEL 2<br />PROACTIVE<br />Do not Give<br />REACTIVE<br />LEVEL 1<br />BASIC<br />
    24. 24. Sales Compensation<br />Rationalized & Campaign based compensation<br />LEVEL 4<br />Alignment of referral and project based compensation<br />LEVEL 3<br />DYNAMIC<br />Adhoc, compensation<br />Takeaways<br />Award your sales people the same for partnering<br />Align your compensation models with your partners<br />Be proud of sales done via partnering<br /><ul><li>Invent ‘soft awards’</li></ul>LEVEL 2<br />PROACTIVE<br />No compensation<br />REACTIVE<br />LEVEL 1<br />BASIC<br />
    25. 25. Readiness & Certifications<br />Scalable process to certify people, create awareness in the marketplace, revenue potential<br />LEVEL 4<br />Provides standard certification and readiness curriculum<br />LEVEL 3<br />Train one partner at a time<br />DYNAMIC<br />Takeaways<br />People are your brand ambassadors, educate them well.<br />Teach your partners to ALWAYS see the big picture from the customer point of view.<br />Create value in your education & certification program, great monetization model if implemented well<br />LEVEL 2<br />PROACTIVE<br />No Plan<br />REACTIVE<br />LEVEL 1<br />BASIC<br />
    26. 26. Market Messaging<br />Fully Integrated Marketing within partner circles – one effort<br />LEVEL 4<br />Reactive, Adhoc messaging, basic recognition of partners and capabilities<br />LEVEL 3<br />DYNAMIC<br />Adhoc, only tell when people ask or opportunity occurs<br />Takeaways<br />Even lawyers do it!<br />Fly each others logotypes on your website<br />Tell the story of partnering on your website<br />Business cards should tell about partnering<br />Consider naming your circle of trust <br />LEVEL 2<br />No messaging<br />PROACTIVE<br />LEVEL 1<br />REACTIVE<br />BASIC<br />
    27. 27. Geography<br />Strategically use partnering for broader geographical coverage in to the markets<br />LEVEL 4<br />Use partnering to gain access to markets in other cities/countries<br />LEVEL 3<br />Only in the same city<br />DYNAMIC<br />Takeaways<br />Partnering takes you national and beyond<br />Identify where you want to go!<br /><ul><li>Be selective – not the whole Earth at once</li></ul>Go out and meet partners in other geographies<br />Remember about the ‘reversed lead’…<br />LEVEL 2<br />PROACTIVE<br />Only in the same city<br />REACTIVE<br />LEVEL 1<br />BASIC<br />
    28. 28. Resource Utilization<br />Pre-defined rate cards for sharing resources + Access to Architects for Sales activities<br />LEVEL 4<br />Pre-defined rate cards for sharing resources + Access to Architects for Sales activities<br />LEVEL 3<br />Partner on a case by case basis when there are opportunities<br />DYNAMIC<br />Takeaways<br />Commit to a pricelist or revenue sharing model - Goes both ways…<br />Be clever and narrow your own specialization<br />Try to help out on bench sharing<br />Priority to your own circle of trust<br />LEVEL 2<br />Some times being the subcontractor<br />PROACTIVE<br />LEVEL 1<br />REACTIVE<br />BASIC<br />
    29. 29. Customer Service<br />Automate the process and provide insights to partners to improve their experience with customers<br />LEVEL 4<br />Proactive measure customer satisfaction and collect references<br />LEVEL 3<br />Do 1:1 meetings with customer to understand their experience with partner engagement<br />DYNAMIC<br />Takeaways<br />Delighted customer are the only advertisement everyone believes – Take it seriously<br />Listen to your customer to innovate and build the right and lasting partnerships<br />Customer Intimacy is very important to growing your business. Ensure your partners take it very seriously.<br />LEVEL 2<br />PROACTIVE<br />Not at all<br />LEVEL 1<br />REACTIVE<br />BASIC<br />
    30. 30. Assess your partners systematically<br />Assess your partnership with vendors<br />Assess your partner program<br />3 Uses of Partner Maturity Model<br />
    31. 31. Partner Maturity Tracker - Demo<br />
    32. 32. TRIVIA<br />
    33. 33. <ul><li>Mobilize People</li></ul>Win a Deal consistently<br />Sell Faster<br />What is the biggest advantage of Partnering<br />
    34. 34. Maturing partners is a not a linear process<br />Inspire and Lead change <br />Give as Good as you Get<br />Final Takeaways<br />
    35. 35. How to get connected?<br />Chaitra Vedullapalli<br />Sr. Director, Microsoft Corporation<br />Email : chaitrav@microsoft.com | Phone : 510-579-4945 <br />Follow me on Twitter | Check out My Blog | Connect me on Linkedin<br />

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