8 KEYS TO PROFITABLE PARTNERSHIPS
PARTNER-READY FOR BIG IT
1
2
WHAT’S THE UPSIDE?
+ Reduced time to market
+ When you speak, be heard
+ Know what moves the dial
+ Know what success look...
Subsidiary
Region
Area
Team
X
$
4
1. TAKE INVENTORY
5
STAKEHOLDER EXPECTATIONS
6
ALLIANCE CAPABILITY &
CAPACITY
7
FIELD SALES & MARKETING
COVERAGE
8
COMPETITIVE PARTNERSHIPS
9
PRODUCT DEVELOPMENT
10
ONE WORD: REVENUE
11
2. DO YOUR HOMEWORK
12
UNDERSTAND THEIR
ORGANIZATION
13
PEOPLE & PROCESS
+ Know the decision makers and influencers
+ Understand how they typically partner
+ Understand how they ...
UNDERSTAND THEIR
MOTIVATION
15
KNOW WHAT MOVES THE DIAL
+ For an individual seller
+ How are they measured on revenue?
+ How are they measured on major b...
KNOW YOUR THEIR LIMIT
17
GIVES & GETS
+ What field sales & marketing (usually) will do
+ Increase account intelligence
+ Remove barriers
+ Advance ...
GIVES & GETS
+ What field sales & marketing (usually) won’t do
+ Account planning when you have no real
opportunities
+ Br...
CASE STUDY: MICROSOFT
20
OVERLAYS & VIRTUAL TEAMS
+ Territory Unit (Area)
+ Industry (Geo)
+ National Partner
(Geo)
+ Developer &
Platform
Evangeli...
WHAT THEY CARE ABOUT
Signing an
Enterprise
Agreement (EA)
Renewing an EA
at its 3-year term
Advancing the
deployment of
pr...
General Manager
District quota; customer/partner
satisfaction
Account Manager
EA renewals; individual product quotas
Accou...
3. CRAFT YOUR MESSAGE
24
ANSWER THE QUESTION:
WHY SHOULD THEY CARE?
25
WHY THEY’LL CARE
+ You help them generate more revenue
+ You help them secure new or existing clients
+ You help them beat...
THEY’LL WANT TO KNOW
+ How you influence revenue
+ How and against whom you help them win
+ Your wins and credentials
+ Yo...
NAME (CUSTOMER) NAMES
28
STORYTELLING
+ Know how to tell compelling stories about
relevant wins.
+ If you have strength in particular industries or...
BE DIRECT. BE BOLD.
30
SHARED EXPERIENCE
+ Tell them why they should spend their time with
you in specific terms.
+ If they lose when you lose, b...
KNOW YOUR AUDIENCE
32
4. FIND AN ADVOCATE
33
PRIME CANDIDATES
+ Salepeople attached to customers you’ve
already won
+ Newer salespeople still ramping up and with
cycle...
MAKE A HERO
+ First, focus on one or two individuals that you
can help succeed.
+ Make measured investments in their succe...
5. BUILD A TRIBE
36
GO VIRAL
37
GIVE AND GET
+ Once you’ve demonstrated success with your
advocate, give her the tools to spread your
message.
+ Then ask ...
HAVE PATIENCE
39
GIVE AND GET
+ A partnership is a marathon, not a sprint.
+ Expanding your reach and engagement will
take time, so have pa...
PLAN TO SCALE
41
6. SHARE YOUR SUCCESS
42
EXAMPLE: WINWIRES
Winwire: {Insert Company Name and Logo}
Headline:
Win Overview:
Pain:
Power:
Vision:
Value:
Control:
Win...
7. KEEP AN EAR TO THE
GROUND
44
PEOPLE
45
PROGRAMS
46
PRODUCTS & SERVICES
47
8. ADAPT & EVOLVE
48
WHY DO PARTNERSHIPS FAIL?
+ No formal governance structure
+ Lack of agreed-upon performance metrics
+ No regular assessme...
It’s about people, customer value
and money—everything else will
change.
50
© ASAP 2010 Page 1
www.strategic-alliances.org
51
SHAWNYEAGER.COM/CONTACT
THANK YOU
52
© COPYRIGHT 2010 SHAWN YEAGER + CO. INC.
53
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Partner-Ready for Big IT

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Delivered to the York Technology Alliance (YTA) Services Peer Group on November 12, 2010

"Partnering and ultimately going to market with large technology companies brings with it a great many benefits — and an equal number of challenges. From navigating a complex, matrix organization to knowing what moves the dial for an individual seller to an executive sponsor, getting it right can mean a difference measured in months of time and millions of dollars.

Sharing lessons learned from over sixteen years of building strategic alliances in the software and IT services sectors, Shawn Yeager will provide insights into the practical steps technology vendors can take to accelerate the process and dramatically improve the outcomes of partnering with Big IT."

Published in: Business, Technology
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Partner-Ready for Big IT

  1. 1. 8 KEYS TO PROFITABLE PARTNERSHIPS PARTNER-READY FOR BIG IT 1
  2. 2. 2
  3. 3. WHAT’S THE UPSIDE? + Reduced time to market + When you speak, be heard + Know what moves the dial + Know what success looks like + More opportunities & joint deals 3
  4. 4. Subsidiary Region Area Team X $ 4
  5. 5. 1. TAKE INVENTORY 5
  6. 6. STAKEHOLDER EXPECTATIONS 6
  7. 7. ALLIANCE CAPABILITY & CAPACITY 7
  8. 8. FIELD SALES & MARKETING COVERAGE 8
  9. 9. COMPETITIVE PARTNERSHIPS 9
  10. 10. PRODUCT DEVELOPMENT 10
  11. 11. ONE WORD: REVENUE 11
  12. 12. 2. DO YOUR HOMEWORK 12
  13. 13. UNDERSTAND THEIR ORGANIZATION 13
  14. 14. PEOPLE & PROCESS + Know the decision makers and influencers + Understand how they typically partner + Understand how they measure success 14
  15. 15. UNDERSTAND THEIR MOTIVATION 15
  16. 16. KNOW WHAT MOVES THE DIAL + For an individual seller + How are they measured on revenue? + How are they measured on major business objectives (MBOs)? 16
  17. 17. KNOW YOUR THEIR LIMIT 17
  18. 18. GIVES & GETS + What field sales & marketing (usually) will do + Increase account intelligence + Remove barriers + Advance the sales cycle + Document the win 18
  19. 19. GIVES & GETS + What field sales & marketing (usually) won’t do + Account planning when you have no real opportunities + Broad-scale lead generation without targeted programs 19
  20. 20. CASE STUDY: MICROSOFT 20
  21. 21. OVERLAYS & VIRTUAL TEAMS + Territory Unit (Area) + Industry (Geo) + National Partner (Geo) + Developer & Platform Evangelism (Geo) + Product (HQ) TUEPG SMS&P Industry Product National Partner DPE 21
  22. 22. WHAT THEY CARE ABOUT Signing an Enterprise Agreement (EA) Renewing an EA at its 3-year term Advancing the deployment of product to secure EA renewal Account Manager e.g. SQL Server deployments Documenting solution wins Solution Sales Specialist Dynamics CRM sales & deployments Documenting design wins Dynamics CRM BDM Engaging vertical partners to secure Microsoft deployments Documenting industry wins Industry BDM 22
  23. 23. General Manager District quota; customer/partner satisfaction Account Manager EA renewals; individual product quotas Account Technical Specialist Account quota (revenue & units) Solution Sales Specialist Product quote (revenue & units); business development Product Technical Specialist Product quota (revenue & units) Partner Account Manager Partner pipeline, case studies, wins, demand generation Microsoft Consulting Services Microsoft “skin in the game”; beta technology adoption; sub-contracting opportunities WHAT GETS THEM EXCITED 23
  24. 24. 3. CRAFT YOUR MESSAGE 24
  25. 25. ANSWER THE QUESTION: WHY SHOULD THEY CARE? 25
  26. 26. WHY THEY’LL CARE + You help them generate more revenue + You help them secure new or existing clients + You help them beat the competition 26
  27. 27. THEY’LL WANT TO KNOW + How you influence revenue + How and against whom you help them win + Your wins and credentials + Your competitive landscape 27
  28. 28. NAME (CUSTOMER) NAMES 28
  29. 29. STORYTELLING + Know how to tell compelling stories about relevant wins. + If you have strength in particular industries or verticals, call them out with supporting credentials. 29
  30. 30. BE DIRECT. BE BOLD. 30
  31. 31. SHARED EXPERIENCE + Tell them why they should spend their time with you in specific terms. + If they lose when you lose, be clear about it. Shared pain can be as important as shared success. 31
  32. 32. KNOW YOUR AUDIENCE 32
  33. 33. 4. FIND AN ADVOCATE 33
  34. 34. PRIME CANDIDATES + Salepeople attached to customers you’ve already won + Newer salespeople still ramping up and with cycles to spare 34
  35. 35. MAKE A HERO + First, focus on one or two individuals that you can help succeed. + Make measured investments in their success. + Smart salespeople will want to follow. 35
  36. 36. 5. BUILD A TRIBE 36
  37. 37. GO VIRAL 37
  38. 38. GIVE AND GET + Once you’ve demonstrated success with your advocate, give her the tools to spread your message. + Then ask for internal webinars, territory meetings or sponsored team meetings where you can get the word out. 38
  39. 39. HAVE PATIENCE 39
  40. 40. GIVE AND GET + A partnership is a marathon, not a sprint. + Expanding your reach and engagement will take time, so have patience, but don’t stop pushing. 40
  41. 41. PLAN TO SCALE 41
  42. 42. 6. SHARE YOUR SUCCESS 42
  43. 43. EXAMPLE: WINWIRES Winwire: {Insert Company Name and Logo} Headline: Win Overview: Pain: Power: Vision: Value: Control: Win Revenue: Can any details of this win be shared publicly with other customers? Your Name: Microsoft Contributors: Partners: 43
  44. 44. 7. KEEP AN EAR TO THE GROUND 44
  45. 45. PEOPLE 45
  46. 46. PROGRAMS 46
  47. 47. PRODUCTS & SERVICES 47
  48. 48. 8. ADAPT & EVOLVE 48
  49. 49. WHY DO PARTNERSHIPS FAIL? + No formal governance structure + Lack of agreed-upon performance metrics + No regular assessment + No senior management involvement + Insufficient resources 49
  50. 50. It’s about people, customer value and money—everything else will change. 50
  51. 51. © ASAP 2010 Page 1 www.strategic-alliances.org 51
  52. 52. SHAWNYEAGER.COM/CONTACT THANK YOU 52
  53. 53. © COPYRIGHT 2010 SHAWN YEAGER + CO. INC. 53
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