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Smart Partnering Method
Smart Partnering Method
Smart Partnering Method
Smart Partnering Method
Smart Partnering Method
Smart Partnering Method
Smart Partnering Method
Smart Partnering Method
Smart Partnering Method
Smart Partnering Method
Smart Partnering Method
Smart Partnering Method
Smart Partnering Method
Smart Partnering Method
Smart Partnering Method
Smart Partnering Method
Smart Partnering Method
Smart Partnering Method
Smart Partnering Method
Smart Partnering Method
Smart Partnering Method
Smart Partnering Method
Smart Partnering Method
Smart Partnering Method
Smart Partnering Method
Smart Partnering Method
Smart Partnering Method
Smart Partnering Method
Smart Partnering Method
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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
  • Transcript

    • 1. Smart Partnering Model
      Chaitra Vedullapalli
      Chaitrav.com|5105794945
    • 2. 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.
    • 3.
    • 4. What to expect today
      Top Insights on Rookie to Rockstar report
      5 focus areasto smart partnering
      How to mature my partners
      Next steps
    • 5. 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)
    • 6. What to expect today?
      From Rookie to Rockstar
      Smart Partnering Method
      Partner Maturity – How?
      Next Steps
    • 7. What are your expectations?
    • 8. 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
    • 9. New : Networked ecosystem
      • Many more companies are participating — not just “software” companies
      • 10. Ecosystem must be managed as a network
      Old : Hub and Spoke Ecosystem
      • A few companies dominated the landscape
      • 11. Ecosystem managed on a relationship-by-relationship basis
      Evolution of Ecosystem
    • 12. 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
    • 13. DEFINE
      PAINT
      ENGAGE
      BURNING NEED
      COMPELLING VISION
      ENTIRE COMPANY
      IDENTIFY
      CHANGE LEADERS
      LEAD CHANGE
    • 14. 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
    • 15. PARTNER MATURITY MODEL
      Grow Partner
      Nurture Partner
      4 Maturity Levels
      10 Business Functions
    • 16. LEVEL 4
      DYNAMIC
      LEVEL 3
      Ideal LEVEL
      PROACTIVE
      LEVEL 2
      REACTIVE
      LEVEL 1
      BASIC
      *IAMCP Model developed by Per Werngren
      Methodology
    • 17.
    • 18. 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
    • 19. 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
    • 20. 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
      • 21. Review every year
      • 22. Don’t make it exclusive
      LEVEL 2
      PROACTIVE
      No template
      LEVEL 1
      REACTIVE
      BASIC
    • 23. 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
    • 24. 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
    • 25. 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
    • 26. 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
    • 27. 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
    • 28. 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
    • 29. 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
    • 30. Assess your partners systematically
      Assess your partnership with vendors
      Assess your partner program
      3 Uses of Partner Maturity Model
    • 31. Partner Maturity Tracker - Demo
    • 32. TRIVIA
    • 33.
      • Mobilize People
      Win a Deal consistently
      Sell Faster
      What is the biggest advantage of Partnering
    • 34. Maturing partners is a not a linear process
      Inspire and Lead change
      Give as Good as you Get
      Final Takeaways
    • 35. 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

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