The Data Driven Organization: Your MDF ProgramMay 19, 2011Vaughn Aust, VP Client Solutions                                ...
AgendaAgenda1.   Common MDF concerns – what are your pain points?2.   MDF Best Practices – Ten “Golden Rules”3.   MDF prog...
hawkeye can help you increase your channel ROI …                                                                          ...
Why is data so important?We are now entering the „third age‟ of channel marketing 1.0                                   2....
COMMON MDF CONCERNSwww.hawkeyechannel.com   © 2011 hawkeye, all rights reserved.   5
For vendors, it‟s primarily about ROI, efficiency and                                                                     ...
MDF BEST PRACTICES – TEN “GOLDEN RULES”www.hawkeyechannel.com   © 2011 hawkeye, all rights reserved.   7
MDF Best PracticesThese “golden rules” of co-marketing programs set thestage for improvements over time                  1...
MDF Best PracticesPartners don‟t want to hire someone internally just todo paperwork for your program 1.        Review yo...
MDF Best PracticesTransparency fosters trust between vendor andpartners 1. Keep it simple 2.        Keep partners informe...
MDF Best PracticesQuickly reimbursed partners are happy partners 1. Keep it simple 2. Be transparent 3.        Operationa...
MDF Best PracticesShare your excitement about the co-marketing programwith your partners 1. Keep it simple 2. Be transpare...
MDF Best PracticesLeverage global efficiencies without succumbing to acookie-cutter approach 1.    Keep it simple 2.    Be...
MDF Best PracticesPaper-based, snail-mail programs are so old school! 1.    Keep it simple 2.    Be transparent 3.    Make...
MDF Best PracticesTake your co-marketing program the extra mile withthese innovative best practiceswww.hawkeyechannel.com ...
MDF Best PracticesYou‟ll never know how your program is really doingunless you factor in data 1.   Keep it simple 2.   Be ...
MDF Best PracticesAnd the standard metrics we should measure are …  Measurement              Metric  Program Metrics      ...
MDF Best PracticesThere is a difference between metrics and analyticsMetrics  Measure of information  Examples: click-th...
What data do we need to answer the question, “Is it working?”                                                             ...
MDF Best PracticesAnalytics and the data mart                                                                Gather up all...
Analytics not only tells you ROI, but how to improve                                                                      ...
MDF Best PracticesHelp your partners master sales and marketing skillsfor the long term 1.   Keep it simple 2.   Be transp...
MDF Best PracticesPartners who can fish will feed you too  Education for partners in...   • Marketing   • Sales  On-site...
MDF Best PracticesConcierge support provides your partners with expertadvice for their joint marketing efforts 1.   Keep i...
MDF Best PracticesA “concierge service” provides partners with insightand marketing expertise to help sell your productsSu...
MDF Best PracticesHelp partners shop for co-marketing activities that youknow will move the needle – and get some data too...
MDF Best PracticesA marketplace of pre-packaged marketing packagesenables a greatly simplified partner experience   From t...
MDF Best PracticesA marketplace of pre-packaged marketing packagesenables a greatly simplified partner experience   From t...
MDF Best PracticesOffer pre-packaged marketing plays across the fullmarketing mix  “New” Media –   Social Media   campaig...
WHAT DO I DO NOW?www.hawkeyechannel.com   © 2011 hawkeye, all rights reserved.   30
What do I do now?Of course the next question is...www.hawkeyechannel.com   © 2011 hawkeye, all rights reserved.   31
Where do I start if I don‟t have an MDF program yet?                                                                     W...
Help! My MDF program isn‟t working!                                                                                What do...
What do I do now?I need to report on the ROI of my MDF program...Conduct data analysis  Identify areas areas that are dri...
FINDING YOUR IDEAL SOLUTIONwww.hawkeyechannel.com   © 2011 hawkeye, all rights reserved.   35
Finding Your Ideal SolutionYour ideal co-marketing solution combines basic bestpractices with innovation and market knowle...
Finding Your Ideal SolutionA best-in-class co-marketing program; within your graspwww.hawkeyechannel.com   © 2011 hawkeye,...
Watch for more information on our next webinar on PRM &Salesforce.com integration!Vaughn Aust                             ...
Upcoming SlideShare
Loading in...5
×

Innovative Mdf Coop Program Elements

1,299

Published on

These “golden rules” of co-marketing programs set the stage for improvements.

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
1,299
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
31
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Innovative Mdf Coop Program Elements

  1. 1. The Data Driven Organization: Your MDF ProgramMay 19, 2011Vaughn Aust, VP Client Solutions www.hawkeyechannel.comwww.hawkeyechannel.com
  2. 2. AgendaAgenda1. Common MDF concerns – what are your pain points?2. MDF Best Practices – Ten “Golden Rules”3. MDF program scenarios – what do I do now?4. Finding your ideal solutionwww.hawkeyechannel.com © 2011 hawkeye, all rights reserved. 2
  3. 3. hawkeye can help you increase your channel ROI … Why hawkeye?… with solid, data-driven channel management. Who is hawkeye? Platforms Global full-service marketing agency that specializes in channel and B2B/B2C marketing Founded in 1996 with a team of over 120 channel- Comms DATA Strategy smart technology experts dedicated to helping you optimize channel value Proven track record of maximizing ROI for leading Analytics technology companies around the worldwww.hawkeyechannel.com © 2011 hawkeye, all rights reserved. 3
  4. 4. Why is data so important?We are now entering the „third age‟ of channel marketing 1.0 2.0 3.0 Just get it Do it Make it done efficiently smart 1995 2005 2011 IBM break up fuels the  SaaS emerging  Demand for ROI industry  Global programs  Differentiation on usability Channel marketers build  Channel marketers  Channel marketers focus on platforms from scratch focus on operational data to drive decisions budgetswww.hawkeyechannel.com © 2011 hawkeye, all rights reserved. 4
  5. 5. COMMON MDF CONCERNSwww.hawkeyechannel.com © 2011 hawkeye, all rights reserved. 5
  6. 6. For vendors, it‟s primarily about ROI, efficiency and Common MDF Concernsimproved planning Vendor Co-Marketing Concerns Improve analytics & ROI 1 Improve marketing support & 2 program planning Streamline administration 3 Improve partner support & 4 issue resolution Otherwww.hawkeyechannel.com © 2011 hawkeye, all rights reserved. 6
  7. 7. MDF BEST PRACTICES – TEN “GOLDEN RULES”www.hawkeyechannel.com © 2011 hawkeye, all rights reserved. 7
  8. 8. MDF Best PracticesThese “golden rules” of co-marketing programs set thestage for improvements over time 1. Keep it simple Table Stakes 2. Be transparent 3. Make it speedy 4. Sell the program 5. Go global 6. Automate 7. Measure, analyze, adjust Differentiate 8. Teach partners to fish 9. Concierge support 10. Supplier networkwww.hawkeyechannel.com © 2011 hawkeye, all rights reserved. 8
  9. 9. MDF Best PracticesPartners don‟t want to hire someone internally just todo paperwork for your program 1.  Review your program from the partner’s point-of-view  Consolidate steps, processes  Minimize proof-of-performance and project entry requirements 2. Be transparent 3. Make it speedy 4. Sell the program 5. Go global 6. Automate 7. Measure, analyze, adjust 8. Teach partners to fish 9. Concierge support 10. Supplier networkwww.hawkeyechannel.com © 2011 hawkeye, all rights reserved. 9
  10. 10. MDF Best PracticesTransparency fosters trust between vendor andpartners 1. Keep it simple 2.  Keep partners informed  Set clear expectations on processing times 3. Make it speedy 4. Sell the program 5. Go global 6. Automate 7. Measure, analyze, adjust 8. Teach partners to fish 9. Concierge support 10. Supplier networkwww.hawkeyechannel.com © 2011 hawkeye, all rights reserved. 10
  11. 11. MDF Best PracticesQuickly reimbursed partners are happy partners 1. Keep it simple 2. Be transparent 3.  Operational benchmark for payment = 3 to 4 weeks 4. Sell the program 5. Go global 6. Automate 7. Measure, analyze, adjust 8. Teach partners to fish 9. Concierge support 10. Supplier networkwww.hawkeyechannel.com © 2011 hawkeye, all rights reserved. 11
  12. 12. MDF Best PracticesShare your excitement about the co-marketing programwith your partners 1. Keep it simple 2. Be transparent 3. Make it speedy 4.  Ongoing, continuous communication  Your program is a “product”  Two-way communication  Don’t forget CAMs and the field! 5. Go global 6. Automate 7. Measure, analyze, adjust 8. Teach partners to fish 9. Concierge support 10. Supplier networkwww.hawkeyechannel.com © 2011 hawkeye, all rights reserved. 12
  13. 13. MDF Best PracticesLeverage global efficiencies without succumbing to acookie-cutter approach 1. Keep it simple 2. Be transparent 3. Make it speedy 4. Sell the program 5.  Leverage efficiencies  Accommodate local needs  Engage your regional teams’ expertise 6. Automate 7. Measure, analyze, adjust 8. Teach partners to fish 9. Concierge support 10. Supplier networkwww.hawkeyechannel.com © 2011 hawkeye, all rights reserved. 13
  14. 14. MDF Best PracticesPaper-based, snail-mail programs are so old school! 1. Keep it simple 2. Be transparent 3. Make it speedy 4. Sell the program 5. Go global 6.  Online!  Streamline with other processes  Payment systems  Increased efficiencies 7. Measure, analyze, adjust 8. Teach partners to fish 9. Concierge support 10. Supplier networkwww.hawkeyechannel.com © 2011 hawkeye, all rights reserved. 14
  15. 15. MDF Best PracticesTake your co-marketing program the extra mile withthese innovative best practiceswww.hawkeyechannel.com © 2011 hawkeye, all rights reserved. 15
  16. 16. MDF Best PracticesYou‟ll never know how your program is really doingunless you factor in data 1. Keep it simple 2. Be transparent 3. Make it speedy 4. Sell the program 5. Go global 6. Automate 7. 8. Teach partners to fish 9. Concierge support 10. Supplier networkwww.hawkeyechannel.com © 2011 hawkeye, all rights reserved. 16
  17. 17. MDF Best PracticesAnd the standard metrics we should measure are … Measurement Metric Program Metrics • Revenue Per Invested Dollar (RPI) = Revenue Generated by Activity Cost of Activity • Sales $$ • Total # Leads Generated Program Utilization • # of Active MDF Partners • # of Partners Using Tool Total # of MDF Partners • Total Hits to Site Claim Activity • Claimed $$$ + Allocated $$$ • Total Claims Submitted Beginning $$$ + Adjustment $$$ • Total # Claims Denied (compliance) Fund Utilization • Funds Accrued • Outstanding Liability • Funds Expired • Unclaimed Funds Prior Approvals • Total Pre-approvals Submitted • Total Denied • Total Pre-approvals Accepted • Total Currently on Hold System Efficiency • Total Calls to Channel Mgmt • Length of Time from Claim Approval • Response Times on Calls to Payout • Total Emails to Channel Mgmt • Response Time on Emailswww.hawkeyechannel.com © 2011 hawkeye, all rights reserved. 17
  18. 18. MDF Best PracticesThere is a difference between metrics and analyticsMetrics  Measure of information  Examples: click-through rates, leads generated, unclaimed MDF fundsAnalytics  Provide insight  Use metrics + deeper dive analysis  Answer the tough questions like “Is my program working?” or “What is my program’s ROI?”www.hawkeyechannel.com © 2011 hawkeye, all rights reserved. 18
  19. 19. What data do we need to answer the question, “Is it working?” MDF Best Practices Enrollment Data Enrollment Has this partner been enrolled in the program? Partner Profile Data Competencies Vertical industries served 360 degree Company descriptors partner view Partner Participation Profile Participation Data Did they use funds? What activities has this partner participated in? Transactional Sales Data Has the partner requested MDF? Time/Date stamped Sales Amount Typewww.hawkeyechannel.com © 2011 hawkeye, all rights reserved. 19
  20. 20. MDF Best PracticesAnalytics and the data mart Gather up all your partner and program data! Who is in your program and who is not?www.hawkeyechannel.com © 2011 hawkeye, all rights reserved. 20
  21. 21. Analytics not only tells you ROI, but how to improve MDF Best Practicesyour co-marketing program Now we use program (enrollment, participation) and sales data to compare the two groups. To understand ROI, you also have to back out costs at this point so that you can see if the sales impact of your program is truly incremental. Even better, analytics can tell you how to improve your program’s impact. Using partner profile information, you can now look at sub-segments of partners.www.hawkeyechannel.com © 2011 hawkeye, all rights reserved. 21
  22. 22. MDF Best PracticesHelp your partners master sales and marketing skillsfor the long term 1. Keep it simple 2. Be transparent 3. Make it speedy 4. Sell the program 5. Go global 6. Automate 7. Measure, analyze, adjust 8. 9. Concierge support 10. Supplier networkwww.hawkeyechannel.com © 2011 hawkeye, all rights reserved. 22
  23. 23. MDF Best PracticesPartners who can fish will feed you too  Education for partners in... • Marketing • Sales  On-site training  Supported with earned co-marketing funds If you give a man a fish, he eats for a day. If you teach a man to fish, he can feed himself for a lifetime. Chinese proverbwww.hawkeyechannel.com © 2011 hawkeye, all rights reserved. 23
  24. 24. MDF Best PracticesConcierge support provides your partners with expertadvice for their joint marketing efforts 1. Keep it simple 2. Be transparent 3. Make it speedy 4. Sell the program 5. Go global 6. Automate 7. Measure, analyze, adjust 8. Teach partners to fish 9. 10. Supplier networkwww.hawkeyechannel.com © 2011 hawkeye, all rights reserved. 24
  25. 25. MDF Best PracticesA “concierge service” provides partners with insightand marketing expertise to help sell your productsSupport for partners on usingco-marketing funds:  Best value from funds  Campaign integration to sequence campaigns  Innovation – maximize value with non-traditional campaigns in combination with traditional campaignswww.hawkeyechannel.com © 2011 hawkeye, all rights reserved. 25
  26. 26. MDF Best PracticesHelp partners shop for co-marketing activities that youknow will move the needle – and get some data too! 1. Keep it simple 2. Be transparent 3. Make it speedy 4. Sell the program 5. Go global 6. Automate 7. Measure, analyze, adjust 8. Teach partners to fish 9. Concierge support 10.www.hawkeyechannel.com © 2011 hawkeye, all rights reserved. 26
  27. 27. MDF Best PracticesA marketplace of pre-packaged marketing packagesenables a greatly simplified partner experience From this: Conduct Submit Provide Receive Submit project campaign claim ROI paymentwww.hawkeyechannel.com © 2011 hawkeye, all rights reserved. 27
  28. 28. MDF Best PracticesA marketplace of pre-packaged marketing packagesenables a greatly simplified partner experience From this: Submit Implement Submit Provide Receive project campaign claim ROI payment To a turnkey execution path like this: Order marketing package from Approved supplier available funds implements campaign(s)www.hawkeyechannel.com © 2011 hawkeye, all rights reserved. 28
  29. 29. MDF Best PracticesOffer pre-packaged marketing plays across the fullmarketing mix  “New” Media – Social Media campaigns, SEO/SEM, Ghost Blogging  “Traditional” Media – direct mail, email, collateral  Integrated campaigns – based on results like 2 appointments, 4 appointments, etc.www.hawkeyechannel.com © 2011 hawkeye, all rights reserved. 29
  30. 30. WHAT DO I DO NOW?www.hawkeyechannel.com © 2011 hawkeye, all rights reserved. 30
  31. 31. What do I do now?Of course the next question is...www.hawkeyechannel.com © 2011 hawkeye, all rights reserved. 31
  32. 32. Where do I start if I don‟t have an MDF program yet? What do I do now?Benchmark against your competitionWhat is available to meet your needs  RFI processDifferentiate your program  Build in metrics to support data analysis  Teach your partners to fish  Support partners with a “concierge” service  Offer a supplier networkwww.hawkeyechannel.com © 2011 hawkeye, all rights reserved. 32
  33. 33. Help! My MDF program isn‟t working! What do I do now?Deploy a Health Check analysis on your program  High level assessment of program’s current stateConduct data analysis  Is your program working in certain areas? With some partner segments?Determine if incremental improvements (potentially via golden rules)will suffice or a complete revamp is neededSee what exists in the market to help you support your program  RFI processwww.hawkeyechannel.com © 2011 hawkeye, all rights reserved. 33
  34. 34. What do I do now?I need to report on the ROI of my MDF program...Conduct data analysis  Identify areas areas that are driving incrementalityIdentify areas of incremental impact  Which partners, areas, or segments benefit from your program?Obtain executive approval on the plan and implementRun analytics exercise at least 1-2 times/yearwww.hawkeyechannel.com © 2011 hawkeye, all rights reserved. 34
  35. 35. FINDING YOUR IDEAL SOLUTIONwww.hawkeyechannel.com © 2011 hawkeye, all rights reserved. 35
  36. 36. Finding Your Ideal SolutionYour ideal co-marketing solution combines basic bestpractices with innovation and market knowledge Table stakes best practices Keep it simple, Be transparent, Make it speedy, Sell the program, Go global, Automate, Metrics + Innovation Analytics, Teach partners to fish, “Concierge” support, Supplier network + Market knowledge Competitive information, RFI processwww.hawkeyechannel.com © 2011 hawkeye, all rights reserved. 36
  37. 37. Finding Your Ideal SolutionA best-in-class co-marketing program; within your graspwww.hawkeyechannel.com © 2011 hawkeye, all rights reserved. 37
  38. 38. Watch for more information on our next webinar on PRM &Salesforce.com integration!Vaughn Aust vaust@hawkeyeww.comVP, Client Solutions 425.902-5146www.hawkeyechannel.com © 2010 hawkeye, all rights reserved.
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×