Beating the Downturn with Improved Channel Marketing Collaborative Marketing Partner Relationships. Managed.™

Objectives Understand what true channel collaboration means Turn your channel into an effective extension of your own sales and marketing organization: Sell more Make more profit Drive down operational costs Improve efficiency Optimize vendor / partner collaboration Maximize partner performance Partner Relationships. Managed.™

Understand what true channel collaboration means

Turn your channel into an effective extension of your own sales and marketing organization:

Sell more

Make more profit

Drive down operational costs

Improve efficiency

Optimize vendor / partner collaboration

Maximize partner performance

Introduction to Foundation Network Partner Relationships. Managed.™ We are the leader in software and services for indirect channel optimization: Maximizing channel sales Driving down operational costs Increasing profitability Improving efficiency Increasing partner yields Maximizing ROI

We are the leader in software and services for indirect channel optimization:

Maximizing channel sales

Driving down operational costs

Increasing profitability

Improving efficiency

Increasing partner yields

Maximizing ROI

What Do I Mean? “ Collaboration is a recursive process where a vendor and a channel partner work together toward an intersection of common business goals.” Partner Relationships. Managed.™

“ Collaboration is a recursive process where a vendor and a channel partner work together toward an intersection of common business goals.”

...and What I Don’t Collaborative marketing is not about: Partner programs Labels, logos and wall-plaques Accreditation schemes Brochures and collateral Newsletters Websites Partner Relationships. Managed.™

Collaborative marketing is not about:

Partner programs

Labels, logos and wall-plaques

Accreditation schemes

Brochures and collateral

Newsletters

Websites

Our Message Isn’t getting Through! Partner Relationships. Managed.™ Partner Relationships. Managed.™

Knowledge and Communication Ensure that you communicate: In a targeted way With marketers and sales people In a timely fashion With relevant information Using a medium that is appropriate As you would to your own staff (!!) Partner Relationships. Managed.™

Ensure that you communicate:

In a targeted way

With marketers and sales people

In a timely fashion

With relevant information

Using a medium that is appropriate

As you would to your own staff (!!)

Knowledge and Communication Do you know who the marketers and sales people in your channel are? Do you know how to contact them? Do you know what you want them to do? Are you able to segment your communication so that it is: Targeted Relevant Timely Personalised How do you communicate and do you know that they got the message? Do you meet regularly with the marketers within your channel? Are you open and transparent? Partner Relationships. Managed.™

Do you know who the marketers and sales people in your channel are?

Do you know how to contact them?

Do you know what you want them to do?

Are you able to segment your communication so that it is:

Targeted

Relevant

Timely

Personalised

How do you communicate and do you know that they got the message?

Do you meet regularly with the marketers within your channel?

Are you open and transparent?

The Channel Just Market Themselves! Marketing Automation Solutions Partner Relationships. Managed.™ Partner Relationships. Managed.™

Sharing Common Goals and Strategies Ensure that your indirect channel understand clearly: What you are trying to achieve What you are marketing When you are marketing it Where you are marketing it To whom you are marketing it What your success criteria are How they can participate What’s in it for them if they do Partner Relationships. Managed.™

Ensure that your indirect channel understand clearly:

What you are trying to achieve

What you are marketing

When you are marketing it

Where you are marketing it

To whom you are marketing it

What your success criteria are

How they can participate

What’s in it for them if they do

Sharing Common Goals and Strategies Do you share your marketing plans and schedules with your channel partners? Do you give them visibility in advance? Do you give them time to prepare? Do you give them access to the tools and resources they need to campaign alongside you? Are those tools and resources easy to find? Do you align your co-op programs with these approaches? Partner Relationships. Managed.™

Do you share your marketing plans and schedules with your channel partners?

Do you give them visibility in advance?

Do you give them time to prepare?

Do you give them access to the tools and resources they need to campaign alongside you?

Are those tools and resources easy to find?

Do you align your co-op programs with these approaches?

We Can’t Generate a ROI when the Channel Fulfil the Sales Closing The Loop Partner Relationships. Managed.™ Partner Relationships. Managed.™

Closed Loop Demand Generation & Fulfilment Demand is worthless if you cannot fulfil it: Ensure that all campaigns generate a tangible response that you can capture Have a lead qualification and conversion capability Have a capability to link leads to those who can convert them Know enough about your channel partners that you can distribute leads to closers Have the means to distribute leads and track them If a partner converts a lead, ensure they can share it with you and involve you in closing it Put in place effective reporting processes to directly associate sales with marketing investment Partner Relationships. Managed.™

Demand is worthless if you cannot fulfil it:

Ensure that all campaigns generate a tangible response that you can capture

Have a lead qualification and conversion capability

Have a capability to link leads to those who can convert them

Know enough about your channel partners that you can distribute leads to closers

Have the means to distribute leads and track them

If a partner converts a lead, ensure they can share it with you and involve you in closing it

Put in place effective reporting processes to directly associate sales with marketing investment

Closed Loop Demand Generation & Fulfilment For every campaign, what do you want the prospect to do? Inbound enquiries: how will you engage in active and passive lead referral? Outbound lead generation: how will you choose the: Right partner In the right place With the right skills With the right product portfolio With the right market focus? How will you distribute the lead? To whom? How will you track and report on progress? How can you provide assistance? Partner Relationships. Managed.™

For every campaign, what do you want the prospect to do?

Inbound enquiries: how will you engage in active and passive lead referral?

Outbound lead generation: how will you choose the:

Right partner

In the right place

With the right skills

With the right product portfolio

With the right market focus?

How will you distribute the lead?

To whom?

How will you track and report on progress?

How can you provide assistance?

MDF and Co-Op are Just a Waste of Money! Making Soft $ Pay Dividends Partner Relationships. Managed.™

Co-Funded Marketing MDF / co-op need not be a waste of money if you: Remember who’s money it is Set clear and fair rules Apply them consistently Ensure the partners know what, where, when, how to market well in advance Only invest in well qualified demand generation activities Ensure the partner has clear goals and strategy and that you buy in to them Pay for performance Don’t set limits for those who do it right Partner Relationships. Managed.™

MDF / co-op need not be a waste of money if you:

Remember who’s money it is

Set clear and fair rules

Apply them consistently

Ensure the partners know what, where, when, how to market well in advance

Only invest in well qualified demand generation activities

Ensure the partner has clear goals and strategy and that you buy in to them

Pay for performance

Don’t set limits for those who do it right

Co-Funded Marketing Do you run an accrual-based model? Don’t! Easy to implement ≠ effective Do you have the means to implement a claim-based scheme? How will you manage it? How will you review and approve? How will you track progress and results? How will you manage claims and redemptions? How will you measure and report on ROI? Partner Relationships. Managed.™

Do you run an accrual-based model?

Don’t!

Easy to implement ≠ effective

Do you have the means to implement a claim-based scheme?

How will you manage it?

How will you review and approve?

How will you track progress and results?

How will you manage claims and redemptions?

How will you measure and report on ROI?

Partners Don’t Generate Demand...Right? Sales Automation Solutions Partner Relationships. Managed.™ Partner Relationships. Managed.™ When They Do, Be Ready to ‘Deal’ With It

When Partners Generate Demand When they find an opportunity: Ensure they have a means of sharing it with you Make sure you have a support infrastructure to help Ensure they know the extent to which you can help Put in place a means of protecting demand generators from predatory poachers If they need (pricing) support, make sure you are very responsive Reward the partner if you win Partner Relationships. Managed.™

When they find an opportunity:

Ensure they have a means of sharing it with you

Make sure you have a support infrastructure to help

Ensure they know the extent to which you can help

Put in place a means of protecting demand generators from predatory poachers

If they need (pricing) support, make sure you are very responsive

Reward the partner if you win

When Partners Generate Demand What kind of deals do you want to know about? How can the partner share them with you? What is the benefit of sharing it? Pricing Incentives MDF Protection... Within the law, how can you “ring-fence” the deal What is your process and escalation route for vetting and approving special bids? Are they up to the job? Partner Relationships. Managed.™

What kind of deals do you want to know about?

How can the partner share them with you?

What is the benefit of sharing it?

Pricing

Incentives

MDF

Protection...

Within the law, how can you “ring-fence” the deal

What is your process and escalation route for vetting and approving special bids?

Are they up to the job?

How We Help Our Customers Marketing Automation Solutions Automating the Partner Lifecycle Partner Relationships. Managed.™ Partner Relationships. Managed.™

The Partner Lifecycle. Managed Partner Relationships. Managed.™ Partner Relationships. Managed.™ The partner lifecycle defines the stages each channel partner will pass through in a long term relationship with the vendor. We help vendors to automate and simplify every phase of the partner lifecycle delivering efficiency enhancements, cost savings and revenue enablers.

RelayWare Solutions

And Finally... Partner Relationships. Managed.™ Partner Relationships. Managed.™ Closing Comments Before Your Questions

Our Advice Define or better understand your joint goals Define or better understand your joint strategy Define what vendor / partner collaboration means for your business Find out the best ways to support collaboration with your channel Refine your data, processes, systems and procedures Automate and optimize Execute well and consistently Partner Relationships. Managed.™

Define or better understand your joint goals

Define or better understand your joint strategy

Define what vendor / partner collaboration means for your business

Find out the best ways to support collaboration with your channel

Refine your data, processes, systems and procedures

Automate and optimize

Execute well and consistently

Contact Us [email_address] Or visit: www.relayware.com Partner Relationships. Managed.™

[email_address]

Or visit:

www.relayware.com

Your Questions. Answered. Partner Relationships. Managed.™

Thank you Partner Relationships. Managed.™ Partner Relationships. Managed.™