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Identifying Managed Service Provider Partners with Channel Navigator

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.


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Identifying Managed Service Provider Partners with Channel Navigator

  1. 1. Identifying MSP Partners with Channel Navigator October 2013 Clark Richter, Founder 312-961-4392
  2. 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. 3. Fossa LLC snapshot  Founded by Clark Richter 15+ years in channel and sales       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. 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. 5. Database Highlights  15,000+ Business Headquarters       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    Identified by level, department, title, specialization Staff to C-Level Verified email addresses
  6. 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. 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. 8. Customer Sampling
  9. 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. 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. 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. 12. Managed Service Providers
  13. 13. Managed Service Providers
  14. 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. 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.