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Build a Better Channel
Build a Better Channel
Build a Better Channel
Build a Better Channel
Build a Better Channel
Build a Better Channel
Build a Better Channel
Build a Better Channel
Build a Better Channel
Build a Better Channel
Build a Better Channel
Build a Better Channel
Build a Better Channel
Build a Better Channel
Build a Better Channel
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Build a Better Channel

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An overview of why resellers don't sell and how you can build a productive channel.

An overview of why resellers don't sell and how you can build a productive channel.

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  • Transcript

    • 1. The York Group Building Better Channels
    • 2. Relationship With Your Resellers Are your partners working as a team, pulling you in the right direction?
    • 3. Or Are They … Inactive ? Resentful? A nuisance?
    • 4. Path to Channel Success <ul><ul><li>Opportunistic sales </li></ul></ul><ul><ul><li>No formal programs </li></ul></ul><ul><ul><li>Low profits, ROI </li></ul></ul><ul><ul><li>Inconsistent partner results </li></ul></ul><ul><ul><li>Agreements tailored to each partner </li></ul></ul><ul><ul><li>Targeting markets/products </li></ul></ul><ul><ul><li>International channel structure in place </li></ul></ul><ul><ul><li>Need to accelerate revenue growth </li></ul></ul><ul><ul><li>Established offices and partners in major markets </li></ul></ul><ul><ul><li>Some under-performing products or markets </li></ul></ul><ul><ul><li>Position company for an exit </li></ul></ul>Reacting Coping Anticipating Orchestrating
    • 5. Benefits of an Effective Channel
    • 6. Two Basic Channel Models <ul><li>You are a strategic product </li></ul><ul><li>Partners do their own marketing </li></ul><ul><li>Significant sales every year </li></ul><ul><li>You are a portfolio product </li></ul><ul><li>You feed your partner with leads </li></ul><ul><li>One or two sales per year … maybe </li></ul>OR
    • 7. When Are You a Strategic Product? A dedicated salesperson An activities-based marketing plan You are part of the reseller’s “survival toolkit”
    • 8. Why Don’t Resellers Sell? <ul><li>Portfolio mentality </li></ul><ul><ul><li>A lot of “nice to haves” </li></ul></ul>You are a disruption
    • 9. You Are A Risk – Not An Opportunity Resellers take on three levels of risk <ul><li>Market risk </li></ul><ul><ul><li>Wrong product, timing, packaging, language, functionality, focus, content, feature set, customers, etc. </li></ul></ul><ul><li>Exit risk </li></ul><ul><ul><li>Doing “too well” </li></ul></ul><ul><ul><li>Market becomes too attractive for the vendor to “resist” selling directly </li></ul></ul><ul><li>Vendor risk </li></ul><ul><ul><li>Lack of knowledge, cultural sensitivity, understanding of how things work in the partner’s market </li></ul></ul><ul><ul><li>Compromising the partner’s relationships through stupidity </li></ul></ul>
    • 10. Making a Channel Work A quote from Geoffrey Moore in “Crossing the Chasm” &amp;quot;Getting and sustaining the attention of someone else&apos;s sales force is a full-time job, since helping to sell someone else&apos;s product is an unnatural act that must be stimulated constantly&amp;quot;
    • 11. It Always Comes Down to Selling People sell what they know how to sell. Get the salespeople on board and you will have a productive partner.
    • 12. What’s An ISV To Do? Package yourselves the same way you would your product
    • 13. Building a Successful Channel Give partners a reason to trust you – have a solid channel program Identify, qualify and recruit the right partners Manage the partners to keep them focused on your products Channel Success
    • 14. Steps in Partner Recruitment Total elapsed time – 4-6 months
    • 15. Need More Help? www.theyorkgroup.com <ul><li>Local contact information </li></ul><ul><li>101 Questions e-book </li></ul><ul><li>Other useful resources </li></ul>

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