Channel Tune - Where To Cut Where To Invest
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Channel Tune - Where To Cut Where To Invest

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Presentation done at Munich on November 20-th for Channel Tune member

Presentation done at Munich on November 20-th for Channel Tune member

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Channel Tune - Where To Cut Where To Invest Channel Tune - Where To Cut Where To Invest Presentation Transcript

  • Marketing BudgetWhere to cut / where to invest….
    Facts and Leads….
    November 2009
    Jack Mandard - compuBase
  • Who are we ?
    Created in 1989
    European HQ Paris, France
    25 persons from 10 different countries
    10 outsourced call centres
    EMEA coverage:25 countries
    12 languages used
    120.000 profiles
    Services oriented
  • compuBaseOne universe: ICT industry / One expertise: Channel Partners
    We cover the 4 Worlds of ICT industry…
    And all partner population
  • compuBaseHow wetransform information into value
    Data collection
    Organisation
    Marketing & BITools
    Outsource
    Services
    • compuBase Activity index
    • ChannelData
    • Market Capacity
    • Go to Market
    • Mapping & Benchamarking
    • Value Proposition
    • Technical skill index vertical speciality
    • OnlineAccess
    • Knowledge of offer Services, product
    • Contacts Profiling
    • BusinessIntelligence Services
    • Company Profiling
    • Database management matching, merging…
  • compuBase120 000 profile of IT & Telecoms Partner
  • Route to success
    CHANNEL BENCHMARKING
    CHANNEL RANKING
    SALES OUT MANAGEMENT
    CHANNEL SCORING
    CHANNEL MIRORRING
    CHANNEL AUDIT
    SHARE OF WALLET
    CLIENT STRATEGY INPUT
    MARKET PRIORITIES INPUT
    RECRUITMENT
    RE-ALLOCATION
    ANIMATION/ EXECUTION
    © compuBase 2009
    In cooperation with other consulting companies
    compuBase services
  • Marketing priorities….
    TOP priorities
    Demand generation (83%)
    Client Loyalty programs (80%)
    Company branding (80%)
    Launching new offers (64%)
    DOWN priorities
    More coop marketing (46%)
    New Innovative Marketing process (45%)
    Outsourcing Marketing (3%)
    Source IDC
  • 2009 Marketing Budget….
    - 15 %
    But what impact for the
    Channel Marketing Budget ?
    Source IDC
  • Channel Marketing priorities….
    Vendors
    • More proactivness for new product launch.
    • Better usage of provided leads.
    • More skilled partners.
    • More dedicated partners.
    • Tracking ROI on MDF.
    Resellers
    • Free Demo Product
    • Direct Contact
    • Ok for leads, but only the qualified ones!
    • No time for training
    • No time for certification
    ?
    Be my sales force
    Easier, Faster sales & Margin.
    Source Aressy/ IT partners
  • How vendors deal with their channel marketing with present resources….
    • N°1 Keeping my good partner active: feeding them.
    • N°2 Analysis the market capacity: understanding the territory gap, vertical gap, channel gap.
    • N°3 Setting up systems to monitor and understand: measuring the ROI.
    • N°4 Seeking for new market: emerging territory, emerging market, new channel.
  • Media priorities….
    Declining Media: not ROI mesurable
    All traditional Media >>>> Pure Branding
    Uprising Media: ROI mesurable
    Web, Directory, Events, white paper >>>>> Client Contacts, One to one Marketing, eco-systems…
    Source Aressy / IT partners
  • Action ActionAction! (but measurable)
    Top preferred actions :
    Market sizing / capacity
    • How many partners?How many distributors?
    • How many indirect sales rep I must put?
    Recruitment
    • Top Partner (no time for the other), ok but how to find them…?
    Outsource marketing
    • What to internalize / what to externalize?
    • What to localize? / what to EMEAize? / what WWize?
    Setting up SaaSplatform
    • What platform?
    • Sales out management?
    • Lead distribution?
    • Lead management monitoring?
    • MDF management…?
  • What are your new priorities?
    Business Intelligence
    Eco-Systems
    Managing the Transactional Flow
    Reaching new channel
    Mastering Lead Generation ROI
    Partner Education & Training
    Partner concentration, M&A
    One To One Marketing
  • Is this the end...?
    Next time we will discuss about how to optimize budget....
    Or...
  • BUDGET OPTIMIZATION
  • Can you tell the difference today between these two roads?
    Speed?
    Time?
    Easiness?
    Cleverness?
    Efficiency?
    Todayit’sonly
    MONEY
  • What does not work….
    Spend more money to get more revenue….
    Spend more money to get more margin….
    What works…..
    Spend less money to get more or less the same and dream for some more!
    OPEX OPEXOPEX religion…
  • Which are the methods?
    The magic ones
    The realistic ones
  • How to spend less….
    The magic Method I
    30
    30
    30
    100
  • How to spend less….
    The magic Method II
    30
    30
    30
    80
  • How to spend less….
    The magic Method III – The Faraway outsourcing
    « A man with your abilities should go far..Which is good because we’re outsourcing your job to Thailand »
  • How to spend less….
    The magic Method IV: Take out people keeping the same tasks
  • How to spend less….
    For the Marketing most of these methods do not work…
    Why?
    Most of the time because Marketing people are always short of budget and have already optimize theirs….
    Good news: we have clever people.
    Bad news: is if we cannot change the result, we have to change of paradigm…
  • What means “Changing the paradigm…”?
    4 dots in a square…
    How to jointhese 4 dotswith a max of 2 continuous lines?
  • Remember DELL in the 90s
    No room in the channel for a new vendor
    No time to build a channel
    Too expensive to build a channel
    Change the paradigm
    Let’s remove the CHANNEL… Let’s go direct
    Prices go down fast … Let’s go faster being direct
    Change again the paradigm
    Let’s grow again, … Let’s go indirect
  • Remember ACER
    Top Distributors are blocked by HP
    Top Distributors are spoiled by MDF vendors
    Corporate Dealer snob new brands
    Change the paradigm
    Remove the TOP Distributors from the scope, let’s invest in local distributors
    Let’sworkwith local VARsaddressing SMB and forget the coorporate dealers.
  • Changing the paradigm…
    • Optimize
    • Unionize
    • Cleanse
  • Change of paradigm…
    Optimize the scope of the business
    Number of products / range
    Number of channels
    Number of partners
    Method 1: OPTIMIZE YOUR SCOPE OF BUSINESS
  • Method 1 – Channel Optimization
    OPTIMIZE
    Less resellers
    But good coverage
    • By Channel
    • By industry
    • By Geo
    Channel
    Size
    5000
    1000
    1st Channel Optimization
    500
    2nd Channel Optimization
    A new channel
    Acquisition – Channel Merge
    250
    Many Distributors
    A first Distributor
    50
    Many Key Partners
    5
    Some Key partners
    Time
  • Method 1 – Channel Optimization
    Benefits :
    • Less partners to manage
    • Better coverage
    • More money per partner
    • Optimize your channel capacity, share of wallet…
    • Reallocate resources
    • Managed partners
    • Tele managed partners
    • Distributor Managed partners
    • Web managed Partner
  • Change of paradigm…
    Reduce the cost of your business
    Share Products catalogs
    Share Channel Data collection
    Share Channel Data Analytics
    METHOD 2: UNIONIZE
    No money… Learn to Share!
  • Unionize = cloud
    Share with your competitors the costs of non strategic tasks
  • What to share?
  • What to share
    Share
    Private
  • Method 2 – UNIONIZE DATABASE
    Benefits of a unionized database:
    • Access to a larger scope of business in an instant.
    • Avoid matching and duplicates removalcost.
    • Change target effortlessly.
    • Add new information instantly.
    • Manage usage.
    • Pay on usage possibilities.
    • Manage nixies easily.
    • Multiply by two the strength of your channel SI.
  • Change of paradigm…
    Reduce the volume of Marketing
    METHOD 3: DATABASE CLEANSING
  • Method 3 – DATABASE CLEANSING
    TYPICAL CLIENT CASE
    • Original client database : 3,500 records
    • 2,400 found in the channel database
    • 600 errors from client’s database (deletion, duplicates, mergers, etc.)
    • 500 profiling and integration in the compuBase process
    • Online based system, permanent update
    • No data property....
  • Method 3 - CLEANSING
    Results of a cleansing:
    • Reduce the mass of companies to address (average minus 30%)
    • Increase Sales department’s efficiency and confidence into the internal system, less wrong numbers, out of scope companies…
    • Increase good telephone numbers (+20%)
    • Gain new emails (up to +50%)
    • Gain new contacts (up to 40%)
    • Gain new key fields for matching (Dun’s, VAT number, National ID number…) for MI
  • Optimizeyour budget with thebenefits of a good database






  • At the end… whatis the difference?
  • Be enthusiastic & Keep the spirit