Webinar on 2017 Planning, Market Selection, Results from Market Selection Survey

1. Planning 2017: Decisions and Tools for
Growth

2. Planning 2017: Questions
Q: Can Partners
Accelerate my Sales
Process?
Q: Is there a framework to
determine direct or in‐direct
routes to market?
Q: How do we improve a
partner’s revenue activity
and revenue growth?
Q: Should we expect partners
to be as good as ourselves in
selling our solutions?
Q: How can I get partners to
focus on our product?
Q: How can I sell into a
European market without
the language?
Q: My business has stagnated.
How do I assess what I need to
do to grow faster?
Q: Too many things, how do
I prioritise my scalability
creating tasks?

3. Welcome
If you have any questions,
please interrupt…
Type into the Chat/Question screen
Donagh Kiernan, Founder and CEO
Tenego Partnering
www.tenegopartnering.com
http://ie.linkedin.com/in/donaghkiernan
Donagh Kiernan
Founder and CEO
Tenego Partnering
27 years – Techie background Sales
Channel, Direct Sales and Channel
Sales Organisation Management.

4. Welcome
Our Panellists today:
Sandy Mackenzie
Tenego UK South
Sandy has 25+ years of
experience in international
sales and general
management for both
established and early‐stage
software companies.
Neil Hoey
CEO, Tenego Ireland
18+ years of experience in
sales operations and
management, business
alliances, channel recruitment
and execution, sales strategy
and SaaS
Juliano Allegrini
Head of Marketing
20+ years experience in
Marketing, CRM, Research
and Business Development
in Europe, USA and Latin
America with companies
such as EDS, Orange, PSA,
LG Electronics.
Dimitris Georgopoulos
Tenego Athens
20+ years C‐Level management
in Banking and Solution
Providers in various industries
Strong track record of
performance
in major Greek and multinational
organisations.
Co‐founder of “Rethink Business
Lab”

5. Tenego: Services

6. Tenego Clients

7. Tenego’s Methodologies

8. Tenego’s Global Network
• To date, executed projects across UK & Ireland,
Across Europe, North America, Mexico & Latin
America, Middle East, North Africa, India, China,
South Asia…
• Growing Global Network of Tenego Offices with on
the ground presence and in discussion in
– Ireland (HQ), UK, Germany, Greece, Middle East
– APAC, Canada, US East Coast, US West Coast …

9. Planning 2017: Decisions and Tools for
Growth

10. What is your bottleneck
of growth?

11. Lead
Generation
Qualification
Sales /
Closing
Delivery Support
Direct Sales
Resellers…
Referrals
Strategic Partners / White Label / System Integrators …
Complementary Services
Your Business Engine
How Compelling
is Your
Customer Value
Proposition?
How Compelling
is Your
Partner Value
Proposition?

12. Sales Process ‐ Stage by Stage: Direct or Partners
1) How can you achieve faster results, earlier revenue
2) How can you reduce the costs at each stage
3) What affects the overall Return on your Sales Investment?
4) What does a Partner cost?
5) What affects the risk of your Sales investments?
Your Sales Process: Direct & Partners
Sales Process:
€51,332 €53,632Cost up each stage: €26,822 €30,904 €42,332 €48,332
€2,300
Costs of your Sales Activities (€):
Success Rate % (from prev stage):
Activity to win 1 deal:
Average cost at each stage (€):
€2,300
50%
5 2 1
14% 35% 35% 40%
€26,822 €4,082 €11,429 €6,000 €3,000
€92 €100 €800 €1,200 €1,500
292 41 14
Evaluation
Propose /
Close
Lead
Generation
Qualified
Leads
Presentation Demo

13. Be Clear on Your Customer
Bullseye
Target
Customer
Who is the Key Buyer?
Target Customer: Sector, Size etc

14. Customer Type
Evaluation
What is important to
the Customer Type?
You
bring
the
G
reatestValue
has
the
greatest
need
m
ostim
m
ediate
need
w
illm
ake
decisions
faster
w
illsee
the
benefit
sooner
w
illpay
the
m
ost
R
anking
weighting (0 to 6) 4 3 4 3 2 1
Customer Type 1 3 3 3 33
Customer Type 2 6 0 6 6 66
Customer Type 3 6 6 6 6 6 6 102
Customer Type 4 6 6 6 66
Customer Type 5 5 5 4 4 52
Customer Type 6 3 3 3 33
Customer Type 7 3 3 3 3 3 42
Customer Type 8 0 0
Customer Type Evaluation
What customer type:
• do you bring the greatest value?
• has the greatest need?
• most immediate need?
• will make decisions faster?
• will see the benefit sooner?
• will pay the most?

16. Market Selection
2017 Market Selection and GTM Survey
http://www.tenegopartnering.com/survey/2017‐go‐to‐market

17. Partial Results – Europe
60%
20%10%
• 60% of companies in Europe planned expansion within EMEA
• 20% of companies in Europe planned expansion to Asia
• 10% of companies in Europe planned expansion to North America

18. Partial Results – North America
40%
40%
20%
• 40% of companies in N. America planned expansion within N. America
• 40% of companies in N. America planned expansion to Europe
• 20% of companies in N. America planned expansion to Asia

19. Reasons on Selecting the Regions
Accessibility (Language,
Maturity, Location,
Market Research, Market
Size etc.)
46%
Network of contacts
(Prospects, Clients etc.)
29%
Perceived higher
need/opportunities in the
market 25%

20. How to Expand?
Work with
Partners in the
target market
45%
Validate
Opportunity in
target market
first 15%
Hire in‐country
sales people
15%
Hire local
people with
focus on target
market 15%
Other 10%

21. Demographic Indicators
Europe
80%
North
America
10%
Asia
5%
Middle
East 5%
HQ Location
10 or less
24%
11 to 50
38%
51 to 200
14%
201 to
500 5%
Over 500
19%
Number of Employees

22. Conclusions ‐ Partial
• Main Focus is expansion within geographical regions,
EMEA being the most predominant
• The historical growth links between Europe and North
America remain present
• Accessibility playing a major part in the decision to
select a target
• Partnering remains the principal choice when
expanding.

23. Market Selection & Prioritisation
Levellers 10,000,000 10,000,000 10,000 100
Weightings 10 10 20 ‐ 30 70
Minimum Conditions 8,000 14 3 1
http://www.ghttps://www.goog 1000
Markets (Europe) Region Population 2014
Urban
Population 2014
GDP(
million
US$) 2014
GDP per
capita 2014
Credit Card
Penetration
% (fortuma)
2014
Total value of
Retail Sales (YoY
in percent)
Consumer
Spending Index
Competitor
Count
Country Rank
Switzerland Western Europe 8,157,896 6,030,730 685,434 84,733 58.75 0.20 10.16 3 Switzerland 5.85
Norway Western Europe 5,091,924 4,083,119 500,103 97,363 112.00 0.00 6.61 1 Norway 4.62
United Kingdom Western Europe 63,489,234 50,802,810 2,941,886 45,603 23.55 6.50 6.49 11 United Kingdom 4.41
Germany Western Europe 82,652,256 61,437,197 3,852,556 47,627 119.75 3.40 4.62 4 Germany 4.18
France Western Europe 64,641,279 56,419,209 2,829,192 42,733 91.19 3.60 4.45 6 France 3.70
Austria CEE 8,526,429 5,824,085 436,344 51,127 34.00 1.60 5.87 2 Austria 3.46
Sweden Western Europe 9,631,261 8,249,625 570,591 58,887 97.72 3.70 5.14 2 Sweden 3.46
Denmark Western Europe 5,640,184 4,926,011 341,952 60,634 26.79 2.00 5.11 1 Denmark 3.21
Italy Western Europe 61,070,224 42,101,235 2,144,338 34,960 49.83 1.30 3.78 5 Italy 3.13
Finland Western Europe 5,443,497 4,576,718 270,674 49,541 79.63 ‐1.70 4.76 2 Finland 3.05
Ireland Western Europe 4,677,340 2,952,477 245,921 53,314 46.67 8.60 4.80 1 Ireland 3.02
Belgium Western Europe 11,144,420 10,874,010 533,383 47,517 39.09 0.40 4.69 2 Belgium 2.96
Netherlands Western Europe 16,802,463 14,161,696 869,508 51,590 35.71 4.30 4.17 5 Netherlands 2.86
Spain Western Europe 47,066,402 36,646,776 1,404,307 30,262 88.44 4.30 3.36 5 Spain 2.80
Russia CEE 142,467,651 105,911,587 1,860,598 12,736 17.20 ‐10.40 0.54 4 Russia 2.50
Montenegro Balkans 621,542 396,949 4,583 7,371 3.81 3.00 4.51 0 Montenegro 2.06
Portugal Western Europe 10,610,304 6,646,197 229,584 22,081 96.19 1.40 2.59 1 Portugal 1.85
Greece (home markBalkans 11,128,404 6,921,007 237,592 21,683 28.70 3.80 3.01 2 eece (home marke 1.84
Cyprus Balkans 1,153,058 819,828 23,226 27,194 62.50 4.00 2.21 2 Cyprus 1.53
Poland CEE 38,220,543 23,216,731 548,003 14,423 17.14 0.10 1.62 1 Poland 1.49
Turkey Balkans 75,837,020 56,235,478 799,535 10,530 67.99 ‐0.20 0.09 2 Turkey 1.47
Slovenia Balkans 2,075,592 1,034,487 49,416 23,963 11.11 ‐0.40 2.30 0 Slovenia 1.39
Czech Republic CEE 10,740,468 7,881,096 205,523 19,554 20.95 6.30 1.71 1 Czech Republic 1.23
Estonia FRS 1,283,771 894,636 25,905 19,720 29.17 9.00 1.83 0 Estonia 1.17
Slovakia CEE 5,454,154 2,979,250 98,000 18,047 11.11 3.00 1.80 0 Slovakia 1.14
Lithuania FRS 3,008,287 2,029,313 48,172 16,445 13.79 5.90 1.86 0 Lithuania 1.11
Latvia FRS 2,041,111 1,381,995 31,921 16,038 15.00 4.30 1.71 0 Latvia 1.03
Ukraine FRS 44,941,303 31,225,151 131,805 3,083 66.08 ‐16.30 0.13 1 Ukraine 0.93
Croatia Balkans 4,272,044 2,506,962 57,223 13,507 3.81 1.30 1.42 0 Croatia 0.87
Hungary CEE 9,933,173 7,036,844 137,104 13,903 13.13 5.10 1.15 2 Hungary 0.87
Bulgaria Balkans 7,167,998 5,357,789 55,735 7,713 13.89 ‐2.50 1.02 0 Bulgaria 0.69
Romania Balkans 21,640,168 11,449,200 199,044 9,997 11.00 10.90 0.32 1 Romania 0.62
Azerbaijan FRS 9,514,887 5,173,624 75,198 7,884 3.26 10.00 0.71 0 Azerbaijan 0.56
Serbia Balkans 9,468,378 5,436,059 43,866 6,153 8.45 2.30 0.63 0 Serbia 0.52
FYRO Macedonia Balkans 2,108,434 1,258,627 11,324 5,456 15.00 ‐1.00 0.78 0 FYRO Macedonia 0.48
Albania Balkans 3,185,413 1,800,743 13,370 4,619 17.86 3.83 0.66 1 Albania 0.44
Armenia FRS 2,983,990 1,917,546 10,882 3,620 13.89 0.10 0.57 0 Armenia 0.38
• Where is the greatest opportunity?
• What markets can you deliver into?
• What markets can you gain easiest
access to?
• Using Market indicators to evaluate and
prioritise

24. Company T
http://www.tenegopartnering.com/predictor/

25. The 5 Key Factors
The Key Factors Affecting Your Pace of Growth
through Sales Channels:
1) Deal Size & Shape
2) Sales Cycle Length
3) Market Size/Conditions/Growth
4) Number of Potential Partners
5) Partner Deal Pace
…

26. Accelerating Growth in 2017
• Bullseye Target Types – not everyone
• Prepare for Scale ‐ Address the Bottlenecks in your
Business Process
• Understand Your Market, from your customers’ point
of view
• Determine your best route to market
• Invest to suit the pace your business can grow
• Seek/Demand Clarity in your planning, as far as
practical.

27. Thank You, Questions?
If you have any questions, please type into the
Chat/Question screen
Donagh Kiernan
Founder and CEO
Tenego Partnering
27 years – Techie
background
Sales Channel, Direct Sales
and Sales Organisation
Management.
Sandy Mackenzie
Tenego UK South
Sandy has 25+ years of
experience in international
sales and general
management for both
established and early‐stage
software companies.
Neil Hoey
CEO, Tenego Ireland
18+ years of experience in
sales operations and
management, business
alliances, channel
recruitment and execution,
sales strategy and SaaS
Juliano Allegrini
Head of Marketing
20+ years experience in
Marketing, CRM, Research
and Business
Development
in Europe, USA and Latin
America with companies
such as EDS, Orange, PSA,
LG Electronics.
Dimitris Georgopoulos
Tenego Athens
20+ years C‐Level management in
Banking and Solution Providers in
various industries
Strong track record of
performance
in major Greek and multinational
organisations.
Co‐founder of “Rethink Business
Lab”

28. www.tenegopartnering.com/resource
http://www.tenegopartnering.com/blog
Further content available online

29. Additional Webinars
• Other webinars available in our Resource Page:
• Sales Partner Management for better Partner Engagement
• How to ensure Partner Fit. It's not as simple as it may seem.
• Meet Your Revenue Targets with Focused Sales Execution
• Finding Big Markets for Big Data & Data Analytics Solutions
• Business in Europe: Understanding the bigger opportunities
• Growing your Business in the UK
• Germany: Opportunities for Tech Companies
• Market Opportunities in Australia for Tech Companies
• How To Prevent The Mistakes in Sales Channel Development
• Learn How To Calculate Sales Commissions & Partner Negotiations
• And many more…
www.tenegopartnering.com/resource

30. Related Articles
• Available in our Blog:
• 5 Points on Breaking Preconceived Notions with Just Enough Analysis
• Your Sales Focus? Quarter‐end Targets AND/OR Game Change Next Year?
• Compliance & Risks Named as One of the CIOReview's 20 Most Promising Compliance Solution
Providers 2016
• One Engine, many speeds: Managing Direct Sales and Partners
• 5 Partner Management Styles ‐ Which one are you?
• Diagnose your Current Sales Channels ‐ Partner Fit Evaluation
• Partner Fit ‐ Not as easy as it initially seems. Do your homework!
• New Suits, New Market Entry and Sales Channel Partners ‐ Seek Good Fit
• The Importance of Partner Fit
• And many more…
www.tenegopartnering.com/blog

31. Build & Manage Sales

Direct and Channels

Executive Hands‐on

Your Alliances Team

Software Business
Experts

Practical

Results Focussed
CONTACT DETAILS:
Tenego Partnering
Ireland (HQ), UK, Germany, Greece, Australia,
Toronto, Dubai…
Web: www.tenegopartnering.com
Email: info@tenegopartnering.com