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10 Channel Practices Going Extinct - Webinar Slides

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10 Channel Practices Going Extinct - Webinar Slides

  1. 1. 10 Channel Practices Going Extinct (or what NOT to do in 2015)
  2. 2. 2 Historically “Go get 'em!” mentality Collateral sheets and a pat on the back Ad builder The Problem Partners do not have resources to effectively market Untapped potential Measurability falls off a cliff 1. EXPECTING PARTNERS TO MARKET THEMSELVES
  3. 3. 3 New Standard Marketing storefronts Smart services and content for lead generation ROI calculators Syndicated product info and social content The Benefits Campaign execution Access to verifiable, meaningful campaign success metrics (click tracking, site visits, etc.) More leads = more sales OFFERING TOOLS TO MARKET FOR PARTNERS
  4. 4. 4 Historically Disjointed channel systems One-offs built by different administrations Portal sprawl The Problem No big picture view –systems don’t talk to each other No evolution over time Weak partner experience –multiple logins, dispersed data Operation overhead and headache 2. SILOEDCHANNEL SYSTEMS
  5. 5. 5 Demand Gen Demand Gen Center Event in a Box Website in a Box SEM Partner Ready Campaigns Social Media Syndication PORTAL SPRAWL Vendor Site Admin Portal Beta Program Portal Beta Program Mgmt eStore SR Viewer Partner Eval. Portal SCA Portal ISV Portal Custom Site Partner University Parter U. TV Partner U. Virtual Platform Marketing CommTrack Tool Email Campaign Tool Partner Logo Builder PEX PEX on Tour Partner Mkt Bureau EMEA Partner Mkt Bureau APAC Partner Mkt Bureau NAM Incentives Partner Reward Mgt Parter Sales Rewards Sales Tools VPP Portal Renewals Central Solutions Opp. Calculator ROI Calculator Prospecting Days Operations CIP Finder Tool Compliance Portal SFDC 2ndInterface VSX Portal Partner Central My Vendor Portal
  6. 6. 6 New Standard Unified and integrated channel offering “Single pane of glass“ Benefits Complete View One place to look End-to-end dashboards that guide and energize UNIFIEDCHANNEL SYSTEMS
  7. 7. 7 Historically Payments received over a month after completion of an activity or behavior The Problem Partners don’t know what they are being paid for (no reinforcement) Someone else is capturing mindshare 3. PAYMENTS AT A GLACIER’S PACE Giant Sloth (Megatherium)
  8. 8. 8 PAYMENTS AT THE SPEED OF LIGHT New Standard MDF payment turnaround in 21 days or less SPIF and Sales Rewards payments instantaneously Benefits MDF •Motivate behavior partners –quick reinforcement means repetition •Loyal partners SPIF and Sales Rewards •In sales activities, happy partners –"Cash is King“ •“Temporal Discounting” –prefer smaller rewards received sooner than larger rewards offered later* * Incentive Intelligence, “Motivation, Incentives and What Wimpy Knew,” http://incentive-intelligence.typepad.com/incentive_intelligence/2008/07/motivation-ince.html
  9. 9. 9 Historically Home-grown or custom/bespoke channel tools and solutions “Just get it done!” The Problem Build vs. Buy The 2-year headache •Built by IT •Heavily customized tool 4. OPTIMIZING FOR THE SHORT RUN
  10. 10. 10 New Standard Strong configurable systems built to integrate •Customization through configuration Benefits Flexibility –Configurable vs. Customizable Scalability –cloud-based Stand up quickly –minimize IT holdups Lower operating cost Agility –respond to market changes quickly Standard APIs –integrate with more sources of information OPTIMIZING FOR THE LONG RUN
  11. 11. 11 Historically Spreadsheets as primary way to track channel performance CHAMP plan The Problem No social life…rarely makes it out to others, let alone other departments Disconnected from business systems People are repulsed by it; resist opening or reading it Often holds more responsibility than it deserves Outdated days or even hours after it’s created 5. USINGSPREADSHEETS…FOR ANYTHING
  12. 12. 12 New Standard End-to-end channel tools Benefits Instant access everywhere –mobile, office, home Up-to-the-minute information More informed decision making MOVING BEYOND SPREADSHEETS Dodo Bird
  13. 13. 13 Historically Shoehorning application needs into your mainstream CRM or ERP through customization The Problem Expensive to maintain Bad partner experience leads to NO partner experience Usually designed/customized by folks who don’t understand channel best practices Wait a millennium for updates 6. GOOD APP, WRONGAPPLICATION
  14. 14. 14 New Standard Specially tailored applications that play well with your existing systems Standard API/web services Benefits True financial tool Highly configurable Lower cost of maintenance On-going support Strategic guidance THE RIGHTAPPLICATION, INTEGRATEDWITH GOOD APPS
  15. 15. 15 Historically No information for Admins, Approvers and CAMs/PAMs Choosing focus partners based on relationships or hunches The Problem Approving the wrong activities Missing potential “rock star” partners 7. OPERATING WITHOUTVISIBILITY “Do-You-Think- He-Saurus”
  16. 16. 16 OPERATING WITHVISIBILITY New Standard Dashboards Scorecards Benefits Quick access to KPIs Informed metrics that clearly define top performers and potential growth partners Informed CAMs –pointed partner meetings with clear goals and objectives More partner tier conversions (Bronze to Silver, Silver to Gold, etc.)
  17. 17. 17 Historically Delayed notifications to partners Contacting partners on tools they don’t use The Problem Partners out of the loop Bad partner experience 8. SNAILMAIL Giant Ammonite Fossil
  18. 18. 18 New Standard Meet partners where they are •Interactions on platforms your partners use (email, Twitter, LinkedIn, RSS, mobile) Real-time notifications •Payments •Roll offs •Claims Benefits More engaged partners Relevant information at partner fingertips More efficient workflow INSTANTMAIL
  19. 19. 19 Historically Paper checks The Problem Postal mail loss rates of 20% are common in much of the world…some countries considerably higher* More errors Theft International banks no longer accept bank drafts 9. TRANSFERRING MONEY VIA SLOW BOAT *George Mason University Study, 2012: http://mason.gmu.edu/~rpetrie1/Mail_manuscript-12162012.pdf
  20. 20. 20 TRANSFERRING MONEY VIA ZEROS AND ONES *George Mason University Study, 2012: http://mason.gmu.edu/~rpetrie1/Mail_manuscript-12162012.pdf New Standard Wire transfers ACH Reloadable debit cards Points for travel and merchandise Benefits Quick Secure Happy partners
  21. 21. 21 Historically Program-centric programs Paying partners in one single currency Partner takes the exchange flux hit The Problem Partners not paid the amount they claimed Bad partner experience –sometimes they will lose money 10. ACTING LIKE YOURULE THE WORLD
  22. 22. 22 New Trend Partner-centric programs Paying partners in their native currency instead of your own Reimburse your partner the exact amount they spent in their local currency Vendor chooses to absorb any difference in financial value that fluctuating exchange rates generate Benefit Positive partner experience –they can expect to paid exactly what they claimed LETTING PARTNERSFEEL LIKE THEY RULE THE WORLD Partner World
  23. 23. 23 Offering Tools to Market for Partners Unified Channel Systems Payments at the Speed of Light Optimizing for the Long Run Moving Beyond Spreadsheets 1 2 3 4 WILL YOUR PROGRAM MAKE IT TO THE NEXT MILLENNIUM? Top 10 New Standards 5 The Right Application Integrated with Good Apps Operating with Visibility Instant Mail Transferring Money via Zeros and Ones Letting Partners Feel Like They Rule the World 6 7 8 9 10
  24. 24. 24 Steven Kellam steven.kellam@channelmanagement.com 415.526.3215 Peter Hornberger peter.hornberger@channelmanagement.com 415.526.3216 More resources available at: www.channelmanagement.com THANK YOU FOR BEING WITH US Please contact us if you have additional questions.

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