BMA Chicago: Driving Leads through Channel Ecosystems


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  • Technology example
  • Channel meets needs to provide greater coverage at a lower price. The % of technology sales through indirect channels increased from 53% to 67% from 1997-2007 According to a study by Developing Indirect Channels: A Structured Approach to Reaching New Customers and Growing Revenues, Accenture 2011, Direct Sales had a cost of 63% of total sales vs a 1-Tier indirect model (Value Add Reseller) which was 61%, 2 tier indirect at 56% and web at 50%
  • Deliver communication that’s relevant and personal to partners – one size does not fit all – in a recent survey with 100+ HP partners over 50% responded they would like to receive program updates weekly Provide MDF processes that are clear and have easy-to-understand rules with flexible activities – show partners you trust them
  • Channel partners are now handling 33 percent of SAP (NYSE:SAP)'s sales, putting the giant software vendor within range of its goal of making 40 percent of its sales through the channel by 2015. That number is likely to continue growing given that small and mid-size enterprises (SMEs) make up 88 percent of SAP's net-new customers -- many of which are serviced by SAP's growing channel partner ranks.
  • SAP’s Marketing Service Bureau provides a demand generation platform for SAP partners to access key enablement, campaign and best practice resources, then execute through a network of certified SAP Marketing Agencies. Goal: Support partners throughout the buyers journey to generate qualified leads and evolve the leads into closed deals.
  • BenefitsLead reporting portal for agenciesLess error due to manual data entry/managementLess overall management of various data sourcesIncreased data integrity Data management roles allow necessary limited accessIntegrates campaign task timing efforts and auto-updates campaign status
  • BMA Chicago: Driving Leads through Channel Ecosystems

    1. 1. Driving leads through channelecosystemsEric Martin, Senior Director of Marketing at SAPBrennen Roberts, Managing Director at Pepper Global
    2. 2. Agenda• Introductions• Overview of indirect pathways and key success factors• SAP case study © 2013 SAP AG. All rights reserved. 2
    3. 3. Indirect pathways
    4. 4. Pathways aren’t always that simple SOHO System Integrators DIRECT SMB SALES VARs/ Software Houses SME Corporate VENDOR Resellers Large Enterprise Strategic Alliance Partners Strategic Industries INDIRECT OEM Partners SALES Public Distributors Technology Sector PartnersA coordinated approach increases the effectiveness of all activities© 2013 SAP AG. All rights reserved. 4
    5. 5. The important role partners play in the buyers journey Of the Partners are in the Customers drivers seat surveyed: Of the 65% with no brand preference, 90% purchase the brand recommended Of the 35% with brand by the reseller preference, more than 50% purchase an alternative brand recommended by the reseller 77% purchase brands recommended by the reseller Source: Channel Advisor Report© 2013 SAP AG. All rights reserved. 5
    6. 6. Holistic approach to channel VENDOR Thinking in terms of direct, to & through 2 1 1 Communication to the market CHANNEL PARTNERS 2 Communication to partners 3 Communication through 3 partners to the market CUSTOMERS© 2013 SAP AG. All rights reserved. 6
    7. 7. Channel challenges along the direct, to & through paths VENDOR Vendor “noise” provider decision The typical solution ! that makes it difficult to maker gets 81 VENDOR prioritize efforts COMMUNICATIONS every week ! Money spent Weak decision basis on brand & demand gen without knowing who ! for allocation of sales and funds end customers are Conflicting goals CHANNEL ! Most outbound channel messages between manufacturer and retailer are about the VENDOR not the PARTNER ! Limited control PARTNER and the PRODUCT not the Channel frustration over customer experience and ! OPPORTUNITY about “canned marketing” approach and one-way communication satisfaction Market estimates suggest Sales performance ! approximately 50% of potential MDF dependent on reseller competence funds go unused and willingness to invest time and resources END CUSTOMERS© 2013 SAP AG. All rights reserved. 7
    8. 8. Channel solutions that inform, engage & train VENDOR Offer a comprehensive and up-to- date co-marketing service portfolio Share customer data Provide right channel partner incentives via loyalty programs Provide end-to- end support CHANNEL Develop compelling fund allocation and subsidy model PARTNER Ensure partner support is seamless Provide right and effective offers Co-develop programs/trainings END CUSTOMERS© 2013 SAP AG. All rights reserved. 8
    9. 9. Buyers journey with channel integration Integrate all steps for a seamless journey PARTNER AND BUYER JOURNEY INTEGRATION Discover Consider Commit Sell Advocate Discover Consider Decide Advocate Provide a continuous state of channel readiness Develop Strategy Engage Enable Market & Sell and support© 2013 SAP AG. All rights reserved. 9
    10. 10. Introduction to SAPEric MartinSenior Director, Ecosystem & Channels Marketing, SAP North AmericaIn this role Eric is responsible for driving the marketing agenda to support lead andrevenue generation for SAP North America’s high growth channel objectives.Eric has also held lead roles in other portions of the SAP North America Marketingorganization, including regional, service, and solutions marketing roles. Most of hisfocus has been on the Small and Midsize Business Segment. Eric recentlyrepresented the SAP North America Marketing team at the company’s annualWinner’s Circle recognition program after leading a successful summit for NorthAmerican channel partners.Eric earned his BA and MBA from Villanova University and teaches a Marketingcourse within Villanova’s MBA program.© 2013 SAP AG. All rights reserved. 10
    11. 11. Introduction to SAPSAP is the world’s largest software solutions provider offering applications andservices that enable companies of all sizes and in more than 25 industries tobecome best-run businesses. With more than 102,500 business customers in over120 countries, the company is listed on several stock exchanges, including theFrankfurt stock exchange and NYSE, under the symbol "SAP."© 2013 SAP AG. All rights reserved. 11
    12. 12. Channel success at SAP
    13. 13. Situation overview Objective: Double the amount of revenue generated from channel sales in four years FY11 SITUATION FY15 GOAL 20% of revenue from FY11 FY15 40% of revenue from channel sales channel sales To achieve this goal, SAP needed to provide channel partners with effective and turnkey demand generation programs, helping them turn prospects into qualified leads and ultimately close deals© 2013 SAP AG. All rights reserved. 13
    14. 14. Aligning SAP’s needs with the partners’ needs SAP NEEDS: SAP • Effective translation of marketing platforms to target audiences • Engaged partners who fully utilize what they’re given CHANNEL SAP Marketing Service Bureau PARTNER PARTNER NEEDS: • Own customer relationship • Marketing, sales and technical support • Easy-to-use, easy-to-optimize program • Seamless and effective MDF process • Branding and awareness support END CUSTOMERS© 2013 SAP AG. All rights reserved. 14
    15. 15. MSB program management framework Overview Design MSB Project Team Leadership Strategic lead , Program Build, Set KPIs, design packages, Provide processes, tools, assets, budget, InfrastructureCoordination Fulfillment Promotion Master AgencyMSB Hub Manages Agency Marketing LeadsLiaises with SAP, Partners Recruitment, Enablement, Certification, Payment, Reporti “Position and Sell” theand Agencies to coordinate ng & Performance packages to the partnersthe process from package and ensure thatrequest to execution W expectations are met e SAP Certified Agencies s West | Central | East | Canada t SAP VIRTUAL AGENCY Self Service Full Service Partners select campaigns and choose SAP mandates selected certified agencies to between Self Execution via Virtual Platform or build turn key programs with fixed cost, fixed local Certified Agencies scope and fixed ROI SAP Channel Partners © 2013 SAP AG. All rights reserved. 15
    16. 16. SAP Virtual AgencyA destination where partners can create, manage and execute demandgeneration campaigns and eventsSAP Virtual Agency helpspartners: Reduce costs in campaign execution Leverage SAP solutions messaging & related marketing templates Increase lead volume© 2013 SAP AG. All rights reserved. 16
    17. 17. SAP Virtual Agency Demand Gen Demand Gen SELF SERVICE FULL SERVICE (Through-Web Platform) (Through- 3rd Party Agency) At partners’ disposal & initiative Leverage exclusive turn-key campaign packages Access SAP developed campaign assets ready to developed by SAP Certified Marketing Agencies download or self-execute via the SAP Virtual with fixed-price and scope, integrated Agency’s online platform which enables quick execution, predictable ROI and access 100% MDF development of HTML email campaigns for free promotion! SAP VIRTUAL AGENCY© 2013 SAP AG. All rights reserved. 17
    18. 18. Demand generation activities in Virtual AgencyAll programs in Virtual Agency map to stages in buyers journey, ensuringpartners select campaigns that meet their specific sales focus Discover Consider Commit Sell Advocate Discover Consider Decide Advocate ONLINE MEDIA SOCIAL MEDIA INBOUND MARKETING LEAD NURTURING OUTBOUND TELEMARKETING GUARANTEED LEAD GENERATION IN-PERSON EVENTS© 2013 SAP AG. All rights reserved. 18
    19. 19. A closed loop collaboration between SAP, agencies and partners Partner campaign automation via Virtual AgencyPush/Pull marketing services Landing page Data capture Lead qualification Nurturing Lead conversion MSB report Agency lead input CRM back matching Partner deal/opportunity registration © 2013 SAP AG. All rights reserved. 19
    20. 20. Streamlined reporting for partners and SAP • An automated reporting summary provides a consistent reporting infrastructure for SAP and agencies • Leads are qualified based on pre-established BANT criteria, ensuring partners have the information necessary to follow-up and bring leads further into the sales funnel© 2013 SAP AG. All rights reserved. 20
    21. 21. MSB resultsSince inception of the NA MSB in June 2011: 147 $8.8M 170% 147 campaigns ordered 139 generated in 42 active Lead Goal Full service Partners who USD Attainment campaigns used virtual Pipeline ordered agency content and/or campaigns from completed campaigns© 2013 SAP AG. All rights reserved. 21
    22. 22. MSB initiatives for 2013Optimize • Develop closed-loop system to gather feedback from partners oncampaign campaignsmanagement and • Close the gap on lead-to-MGO conversion: • Improvements to lead reportingreporting • Staff augmentation services • Improve internal reporting and drive workflow efficiencyIncrease MDF • Develop MDF incentivesUtilizationDrive campaign • Launch agency showcases and Marketing Campaigns & Best Practicesuptake enablement • Simplify and prioritize optionsExpand services • Grow list of MSB certified agencies to meet new partner needs:offered • Staff Augmentation • Online Hiring Advertisement services • SAP Now Digital Network AdvertisingEnable agencies • Align with SAP Direct on tele agency training modules and processes© 2013 SAP AG. All rights reserved. 22
    23. 23. Key learnings/steps for success Pay for performance set-up ensures leads are generated and qualified for partners MSB enables partners to sell by providing the marketing programs and structure partners need Corporate SAP support ensures internal alignment and MSB prioritization Continual measurement of programs, agencies and leads ensures MSB is continually evolving and meeting partner and SAP needs Partners like lead guarantees – SAP has skin in the game© 2013 SAP AG. All rights reserved. 23
    24. 24. Thank you Eric Martin Brennen Roberts Senior Managing Director, Ecosystem & Director, Pepper Channels Global Marketing, SAP North Brennen.Roberts@ America