Channel Tune - Where To Cut Where To Invest


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

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Channel Tune - Where To Cut Where To Invest

  1. 1. Marketing BudgetWhere to cut / where to invest….<br />Facts and Leads….<br />November 2009<br />Jack Mandard - compuBase<br />
  2. 2. Who are we ? <br />Created in 1989<br />European HQ Paris, France<br />25 persons from 10 different countries<br />10 outsourced call centres<br />EMEA coverage:25 countries<br />12 languages used<br />120.000 profiles<br />Services oriented<br />
  3. 3. compuBaseOne universe: ICT industry / One expertise: Channel Partners<br />We cover the 4 Worlds of ICT industry…<br />And all partner population<br />
  4. 4. compuBaseHow wetransform information into value<br />Data collection<br />Organisation<br />Marketing & BITools<br />Outsource<br />Services<br /><ul><li>compuBase Activity index
  5. 5. ChannelData
  6. 6. Market Capacity
  7. 7. Go to Market
  8. 8. Mapping & Benchamarking
  9. 9. Value Proposition
  10. 10. Technical skill index vertical speciality
  11. 11. OnlineAccess
  12. 12. Knowledge of offer Services, product
  13. 13. Contacts Profiling
  14. 14. BusinessIntelligence Services
  15. 15. Company Profiling
  16. 16. Database management matching, merging…</li></li></ul><li>compuBase120 000 profile of IT & Telecoms Partner<br />
  17. 17. Route to success<br />CHANNEL BENCHMARKING<br />CHANNEL RANKING<br />SALES OUT MANAGEMENT <br />CHANNEL SCORING<br />CHANNEL MIRORRING<br />CHANNEL AUDIT<br />SHARE OF WALLET<br />CLIENT STRATEGY INPUT<br />MARKET PRIORITIES INPUT<br />RECRUITMENT<br />RE-ALLOCATION<br />ANIMATION/ EXECUTION<br />© compuBase 2009<br />In cooperation with other consulting companies <br />compuBase services<br />
  18. 18. Marketing priorities….<br />TOP priorities<br />Demand generation (83%)<br />Client Loyalty programs (80%)<br />Company branding (80%)<br />Launching new offers (64%)<br />DOWN priorities<br />More coop marketing (46%)<br />New Innovative Marketing process (45%)<br />Outsourcing Marketing (3%)<br />Source IDC<br />
  19. 19. 2009 Marketing Budget….<br />- 15 %<br />But what impact for the <br />Channel Marketing Budget ?<br />Source IDC<br />
  20. 20. Channel Marketing priorities….<br />Vendors<br /><ul><li>More proactivness for new product launch.
  21. 21. Better usage of provided leads.
  22. 22. More skilled partners.
  23. 23. More dedicated partners.
  24. 24. Tracking ROI on MDF.</li></ul>Resellers<br /><ul><li>Free Demo Product
  25. 25. Direct Contact
  26. 26. Ok for leads, but only the qualified ones!
  27. 27. No time for training
  28. 28. No time for certification</li></ul>?<br />Be my sales force <br />Easier, Faster sales & Margin.<br />Source Aressy/ IT partners<br />
  29. 29. How vendors deal with their channel marketing with present resources….<br /><ul><li>N°1 Keeping my good partner active: feeding them.
  30. 30. N°2 Analysis the market capacity: understanding the territory gap, vertical gap, channel gap.
  31. 31. N°3 Setting up systems to monitor and understand: measuring the ROI.
  32. 32. N°4 Seeking for new market: emerging territory, emerging market, new channel.</li></li></ul><li>Media priorities….<br />Declining Media: not ROI mesurable<br />All traditional Media &gt;&gt;&gt;&gt; Pure Branding<br />Uprising Media: ROI mesurable<br />Web, Directory, Events, white paper &gt;&gt;&gt;&gt;&gt; Client Contacts, One to one Marketing, eco-systems…<br />Source Aressy / IT partners<br />
  33. 33. Action ActionAction! (but measurable)<br />Top preferred actions :<br />Market sizing / capacity<br /><ul><li>How many partners?How many distributors?
  34. 34. How many indirect sales rep I must put?</li></ul>Recruitment<br /><ul><li>Top Partner (no time for the other), ok but how to find them…?</li></ul>Outsource marketing<br /><ul><li>What to internalize / what to externalize?
  35. 35. What to localize? / what to EMEAize? / what WWize?</li></ul>Setting up SaaSplatform<br /><ul><li>What platform?
  36. 36. Sales out management?
  37. 37. Lead distribution?
  38. 38. Lead management monitoring?
  39. 39. MDF management…?</li></li></ul><li>What are your new priorities?<br />Business Intelligence <br />Eco-Systems<br />Managing the Transactional Flow<br />Reaching new channel<br />Mastering Lead Generation ROI<br />Partner Education & Training<br />Partner concentration, M&A<br />One To One Marketing<br />
  40. 40. Is this the end...?<br />Next time we will discuss about how to optimize budget....<br />Or...<br />
  42. 42. Can you tell the difference today between these two roads?<br />Speed?<br />Time?<br />Easiness?<br />Cleverness?<br />Efficiency?<br />Todayit’sonly<br />MONEY<br />
  43. 43. What does not work….<br />Spend more money to get more revenue….<br />Spend more money to get more margin….<br />What works…..<br />Spend less money to get more or less the same and dream for some more!<br />OPEX OPEXOPEX religion…<br />
  44. 44. Which are the methods?<br />The magic ones<br />The realistic ones<br />
  45. 45. How to spend less….<br />The magic Method I<br />30<br />30<br />30<br />100<br />
  46. 46. How to spend less….<br />The magic Method II<br />30<br />30<br />30<br />80<br />
  47. 47. How to spend less….<br />The magic Method III – The Faraway outsourcing<br />« A man with your abilities should go far..Which is good because we’re outsourcing your job to Thailand »<br />
  48. 48. How to spend less….<br />The magic Method IV: Take out people keeping the same tasks<br />
  49. 49. How to spend less….<br />For the Marketing most of these methods do not work… <br />Why?<br />Most of the time because Marketing people are always short of budget and have already optimize theirs….<br />Good news: we have clever people. <br />Bad news: is if we cannot change the result, we have to change of paradigm…<br />
  50. 50. What means “Changing the paradigm…”?<br />4 dots in a square…<br />How to jointhese 4 dotswith a max of 2 continuous lines?<br />
  51. 51. Remember DELL in the 90s<br />No room in the channel for a new vendor<br />No time to build a channel<br />Too expensive to build a channel<br />Change the paradigm<br />Let’s remove the CHANNEL… Let’s go direct<br />Prices go down fast … Let’s go faster being direct<br />Change again the paradigm<br />Let’s grow again, … Let’s go indirect<br />
  52. 52. Remember ACER <br />Top Distributors are blocked by HP<br />Top Distributors are spoiled by MDF vendors<br />Corporate Dealer snob new brands<br />Change the paradigm<br />Remove the TOP Distributors from the scope, let’s invest in local distributors<br />Let’sworkwith local VARsaddressing SMB and forget the coorporate dealers.<br />
  53. 53. Changing the paradigm…<br /><ul><li>Optimize
  54. 54. Unionize
  55. 55. Cleanse</li></li></ul><li>Change of paradigm…<br />Optimize the scope of the business<br />Number of products / range<br />Number of channels<br />Number of partners<br />Method 1: OPTIMIZE YOUR SCOPE OF BUSINESS<br />
  56. 56. Method 1 – Channel Optimization<br />OPTIMIZE<br />Less resellers<br />But good coverage<br /><ul><li>By Channel
  57. 57. By industry
  58. 58. By Geo</li></ul>Channel<br />Size<br />5000<br />1000<br />1st Channel Optimization<br />500<br />2nd Channel Optimization<br />A new channel<br />Acquisition – Channel Merge<br />250<br />Many Distributors<br />A first Distributor<br />50<br />Many Key Partners<br />5<br />Some Key partners<br />Time<br />
  59. 59. Method 1 – Channel Optimization<br />Benefits :<br /><ul><li>Less partners to manage
  60. 60. Better coverage
  61. 61. More money per partner
  62. 62. Optimize your channel capacity, share of wallet…
  63. 63. Reallocate resources
  64. 64. Managed partners
  65. 65. Tele managed partners
  66. 66. Distributor Managed partners
  67. 67. Web managed Partner</li></li></ul><li>Change of paradigm…<br />Reduce the cost of your business<br />Share Products catalogs<br />Share Channel Data collection<br />Share Channel Data Analytics<br />METHOD 2: UNIONIZE<br />No money… Learn to Share!<br />
  68. 68. Unionize = cloud<br />Share with your competitors the costs of non strategic tasks<br />
  69. 69. What to share?<br />
  70. 70. What to share<br />Share<br />Private<br />
  71. 71. Method 2 – UNIONIZE DATABASE<br />Benefits of a unionized database:<br /><ul><li>Access to a larger scope of business in an instant.
  72. 72. Avoid matching and duplicates removalcost.
  73. 73. Change target effortlessly.
  74. 74. Add new information instantly.
  75. 75. Manage usage.
  76. 76. Pay on usage possibilities.
  77. 77. Manage nixies easily.
  78. 78. Multiply by two the strength of your channel SI.</li></li></ul><li>Change of paradigm…<br />Reduce the volume of Marketing<br />METHOD 3: DATABASE CLEANSING<br />
  79. 79. Method 3 – DATABASE CLEANSING<br />TYPICAL CLIENT CASE<br /><ul><li>Original client database : 3,500 records
  80. 80. 2,400 found in the channel database
  81. 81. 600 errors from client’s database (deletion, duplicates, mergers, etc.)
  82. 82. 500 profiling and integration in the compuBase process
  83. 83. Online based system, permanent update
  84. 84. No data property....</li></li></ul><li>Method 3 - CLEANSING<br />Results of a cleansing:<br /><ul><li>Reduce the mass of companies to address (average minus 30%)
  85. 85. Increase Sales department’s efficiency and confidence into the internal system, less wrong numbers, out of scope companies…
  86. 86. Increase good telephone numbers (+20%)
  87. 87. Gain new emails (up to +50%)
  88. 88. Gain new contacts (up to 40%)
  89. 89. Gain new key fields for matching (Dun’s, VAT number, National ID number…) for MI</li></li></ul><li>Optimizeyour budget with thebenefits of a good database<br />€<br />€<br />€<br />€<br />€<br />€<br />
  90. 90. At the end… whatis the difference?<br />
  91. 91. Be enthusiastic & Keep the spirit<br />