In this free 30 minute webinar we will use a file sharing and cloud based storage vendor as a use case leveraging the Channel Navigator tool to identify and target managed service providers for a recruitment campaign driven by sales management and marketing for North America. Specifically we will demonstrate: - Different types of "managed service providers" and ways to identify them with solutions, technologies, vendor relationships and business profile information. - Modeling your successful partners to find others like them - Creating and managing your own lead lists for individual sales people - Receiving accounts and contacts to populate your CRM Channel Navigator is a subscription-based website for identifying and recruiting channel partners from a database of 15,000 North American VARs, consultants, and service providers bringing together their information in a single source. Replay: http://youtu.be/6BlOfIxTwRQ

1. Identifying MSP Partners with Channel Navigator
October 2013
Clark Richter, Founder
crichter@channel-navigator.com
312-961-4392

2. Webinar Agenda
 Channel Navigator Overview and Methodology
 Channel Intelligence Challenges
 MSPs by the Numbers
 Use Case of Cloud File Sharing / Storage Vendor
 Demonstration
 Conclusion Q&A

3. Fossa LLC snapshot
 Founded by Clark Richter 15+ years in channel and sales
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management for Check Point, Websense and Citrix
Launched in February, 2012
Chicago, IL with 5 Employees
Parent company does Channel Development Consulting
and operates two separate web sites:
CHANNEL NAVIGATOR – subscription based channel
intelligence tool
iRUMBO – free IT solution provider locator
Customers are vendors, service providers, recruiters,
solution providers (VARs) & channel marketing and sales
people in applications, security, storage, networking,
virtualization, telecom etc.

4. Channel Intelligence Challenges
 Vendors have lack of business profile information on
partners to segment beyond partner/non-partner
 Traditional data sources not designed for Channel &
IT industry—rely on inadequate NAIC and SIC codes
& limited intelligence on partner relationships
 Dynamic industry—high employee turnover, M&A,
quarterly metrics changing priorities
 Majority of ―channel‖ companies are private
businesses with limited information publicly available
 Limited funds for Channel initiatives - must deliver
measurable ROI.

5. Database Highlights
 15,000+ Business Headquarters
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3,000+ Managed Service Providers
Covers most technologies: strong in security, data center
and infrastructure and ―cloud‖ solution providers
40+ fields to filter or search
Multi-vendor relationships identified
IT relevant Solutions, Services and Technologies profiled
Employee and Revenue estimates
 80,000+ Contacts
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Identified by level, department, title, specialization
Staff to C-Level
Verified email addresses

6. Methodology
 Identify resellers and partnerships through public
Internet sources, i.e., partner locators
 Add businesses to database with baseline of detail
 Profile with information from the company website or
call and update account information
 Invite to manage their iRUMBO public profile
 Identify and populate with key contacts
 Validate emails monthly—2.8% removed per month
 Regularly touch 15-20% of accounts monthly
 Verify partnership levels annually

7. Channel Navigator Use Cases
 Early-stage companies to analyze channel models
 Channel marketing for recruitment campaigns
 Channel marketing for populating CRM systems with
account and contact details on existing partners
 Channel Managers to identify key partners
 Solution Providers to identify acquisition targets
 Recruiters to identify companies and candidates
 Event and Media companies email marketing
 Marketing and sales departments of any company
that sell to technology companies

8. Customer Sampling

9. Cloud Storage Example #1
 Cloud file sharing vendor SMB focused, security
differentiation. White label MSP lead model.
 Inside sales team
 3-50 employee MSPs – Finance, Government,
Healthcare & SMB vertical focus

10. Cloud Storage Example #2
 Cloud based well-funded file sharing storage vendor
 New partner program 5 Channel Managers
 Spent 3 months and $60k on outsourced recruitment
pilot unsatisfied with results
 Looking for MSPs with NetApp relationship
 Also interested in Google, Salesforce, Vmware
partners with targeted messaging

11. MSPs by the Numbers
 Estimates from 5,000 to 20,000 in North America
 Act as IT department for End Users with < 50
employees 5.8 million or 96% of US companies
 67% cite protecting customer base # 1 reason CompTIA
 11.6% annual growth for 4 years – Insight Research
 Generate ~ 40% profit margins – Channelnomics
 They in effect become your customer as a Vendor
 Includes SIs, Outsources, VARs, Consultants,
Service Providers – we capture as a ―Service‖

12. Managed Service Providers

13. Managed Service Providers

14. Success Story
 Our Challenge: cost-effective way to launch partner
program to virtualization and desktop management
solution providers across the US
 Our Solution: multi-user access license to CN with bulk
email contacts selected by technology, sales and
management for virtualization partners. Set up custom
filters per rep and several training sessions for sales
team.
 Our Results: Awareness and demand through emails for
webinars, outreach, 125 Webinar registrations. 0.03%
opt-out rate. Successfully signing new partners and
building pipeline.

15. Summary
 CHANNEL NAVIGATOR saves your company time
and money bringing channel business intelligence
and contacts into one self service solution.
 Provides ongoing refresh of data for a dynamic
industry as your strategy changes.
 Marketing and sales can operate together rather than
independently.
 Tangible results with data and contacts you own.
 One new relationship can easily cover the cost of
access.