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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 …

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."

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Transcript

  • 1. 8 KEYS TO PROFITABLE PARTNERSHIPS PARTNER-READY FOR BIG IT 1
  • 2. 2
  • 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. Subsidiary Region Area Team X $ 4
  • 5. 1. TAKE INVENTORY 5
  • 6. STAKEHOLDER EXPECTATIONS 6
  • 7. ALLIANCE CAPABILITY & CAPACITY 7
  • 8. FIELD SALES & MARKETING COVERAGE 8
  • 9. COMPETITIVE PARTNERSHIPS 9
  • 10. PRODUCT DEVELOPMENT 10
  • 11. ONE WORD: REVENUE 11
  • 12. 2. DO YOUR HOMEWORK 12
  • 13. UNDERSTAND THEIR ORGANIZATION 13
  • 14. PEOPLE & PROCESS + Know the decision makers and influencers + Understand how they typically partner + Understand how they measure success 14
  • 15. UNDERSTAND THEIR MOTIVATION 15
  • 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. KNOW YOUR THEIR LIMIT 17
  • 18. GIVES & GETS + What field sales & marketing (usually) will do + Increase account intelligence + Remove barriers + Advance the sales cycle + Document the win 18
  • 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. CASE STUDY: MICROSOFT 20
  • 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. 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. 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. 3. CRAFT YOUR MESSAGE 24
  • 25. ANSWER THE QUESTION: WHY SHOULD THEY CARE? 25
  • 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. 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. NAME (CUSTOMER) NAMES 28
  • 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. BE DIRECT. BE BOLD. 30
  • 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. KNOW YOUR AUDIENCE 32
  • 33. 4. FIND AN ADVOCATE 33
  • 34. PRIME CANDIDATES + Salepeople attached to customers you’ve already won + Newer salespeople still ramping up and with cycles to spare 34
  • 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. 5. BUILD A TRIBE 36
  • 37. GO VIRAL 37
  • 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. HAVE PATIENCE 39
  • 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. PLAN TO SCALE 41
  • 42. 6. SHARE YOUR SUCCESS 42
  • 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. 7. KEEP AN EAR TO THE GROUND 44
  • 45. PEOPLE 45
  • 46. PROGRAMS 46
  • 47. PRODUCTS & SERVICES 47
  • 48. 8. ADAPT & EVOLVE 48
  • 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. It’s about people, customer value and money—everything else will change. 50
  • 51. © ASAP 2010 Page 1 www.strategic-alliances.org 51
  • 52. SHAWNYEAGER.COM/CONTACT THANK YOU 52
  • 53. © COPYRIGHT 2010 SHAWN YEAGER + CO. INC. 53