Hosted by:
Guest speaker:
•
•
•
•
•
Some of our clients:
End-to-end demand generation and inside sales solutions partner to help you acquire new
business and accelerate revenue.
© 2016 Forrester Research, Inc. Reproduction Prohibited 8
Agents (insurance, telecom)
Others: retailers, dealers, advisors...
“Customers expect success. If you
aren’t providing that, you will struggle to
retain customers. Companies aren’t
scaled fo...
Houston, we have a problem
© 2016 Forrester Research, Inc. Reproduction Prohibited 11
End
Customer
Brand
Mfr
Vendor
Customer engagement
End
Customer
...
© 2016 Forrester Research, Inc. Reproduction Prohibited 12
End
Customer
Brand
Mfr
Vendor
Customer engagement
End
Customer
...
© 2016 Forrester Research, Inc. Reproduction Prohibited 13
End
Customer
Brand
Mfr
Vendor
Customer engagement
End
Customer
...
© 2016 Forrester Research, Inc. Reproduction Prohibited 14
Brand
Mfr
Vendor
Channel customer [dis]engagement
End
Customer
...
© 2016 Forrester Research, Inc. Reproduction Prohibited 16
Channel Challenges
Managing and
quantifying return
on channel
m...
© 2016 Forrester Research, Inc. Reproduction Prohibited 17
Disjointed lead-to-close experience
Business plan
Order/contrac...
© 2016 Forrester Research, Inc. Reproduction Prohibited 18
THE channel challenge in the age of the
customer
How do you ena...
© 2016 Forrester Research, Inc. Reproduction Prohibited 19
End
Customer
End
Customer
End
Customer
End
Customer
End
Custome...
© 2016 Forrester Research, Inc. Reproduction Prohibited 20
Source: Forrester reports “Turn Your Channel Into A Marketing M...
© 2016 Forrester Research, Inc. Reproduction Prohibited 21
TCMA
Sales Enablement
(Engage)
Lead
Distribution
LMS
CommerceCI...
© 2016 Forrester Research, Inc. Reproduction Prohibited 22
PRM
TCMA
Sales
Enablement
(Engage)
Lead
Distribution
LMS
Commer...
© 2016 Forrester Research, Inc. Reproduction Prohibited 23
PRM
TCMA
Sales
Enablement
(Engage)
Lead
Distribution
LMS
Commer...
© 2016 Forrester Research, Inc. Reproduction Prohibited 24
PRM
TCMA
Sales
Enablement
(Engage)
Lead
Distribution
LMS
Commer...
THE PARTNER SPECTRUM
© 2016 Forrester Research, Inc. Reproduction Prohibited 27
Some channel partners’ customer engagement
looks like this …
© 2016 Forrester Research, Inc. Reproduction Prohibited 28
And then there are others …
© 2016 Forrester Research, Inc. Reproduction Prohibited 29
The partner marketing efficacy spectrum
© 2016 Forrester Research, Inc. Reproduction Prohibited 30
But there are yet others
© 2016 Forrester Research, Inc. Reproduction Prohibited 31
But there are yet others
© 2016 Forrester Research, Inc. Reproduction Prohibited 32
The partner marketing efficacy spectrum
Corporate
marketers
Pow...
© 2016 Forrester Research, Inc. Reproduction Prohibited 33
Channel partners’ marketing efficacy
PROGRAM HOLISM
© 2016 Forrester Research, Inc. Reproduction Prohibited 35
Most drive channel programs as silos
Recruitment
MDF Technical
...
© 2016 Forrester Research, Inc. Reproduction Prohibited 36
But channel programs are not silos
MDF
Technical
support
Throug...
© 2016 Forrester Research, Inc. Reproduction Prohibited 37
Success checklist
 Identify/quantify your channel partner ecos...
© 2016 Forrester Research, Inc. Reproduction Prohibited 38
What to measure
THE FEEDERS INTO ROCMI (RETURN ON CHANNEL MARKE...
© 2016 Forrester Research, Inc. Reproduction Prohibited 39
¹ AND PARTNER PROFILE!
Metrics
partner adoption¹
(% and type of...
The way it should (can) be
Turn your partner channel into a marketing engine slide deck
Turn your partner channel into a marketing engine slide deck
Turn your partner channel into a marketing engine slide deck
Turn your partner channel into a marketing engine slide deck
Turn your partner channel into a marketing engine slide deck
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Turn your partner channel into a marketing engine slide deck

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Learn partner channel marketing best practices in Televerde’s webinar, Turn Your Partner Channel into a Marketing Engine. When it comes to co-marketing and through-channel marketing today, most companies under-utilize their partner channel to amplify their brand, align their messaging, and ultimately increase sales. Televerde’s Chief Marketing Officer, Ray Kemper, will talk with Tim Harmon, Forrester’s Principal Analyst on channel strategies, about ways companies can enhance and optimize the channel partner marketing experience – including:
• How to tailor a co-marketing or through-channel marketing program to your partners’ individual capabilities and direction
• How to avoid misalignment with corporate direct marketing programs
• What to measure and how to align channel programs to overarching business strategies
Keywords:
Partner channel, partner channel marketing, Forrester, Televerde, through-channel marketing, channel strategies, 

Published in: Marketing
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Turn your partner channel into a marketing engine slide deck

  1. 1. Hosted by: Guest speaker:
  2. 2. • • • • •
  3. 3. Some of our clients:
  4. 4. End-to-end demand generation and inside sales solutions partner to help you acquire new business and accelerate revenue.
  5. 5. © 2016 Forrester Research, Inc. Reproduction Prohibited 8 Agents (insurance, telecom) Others: retailers, dealers, advisors Traditional channels Distributors (healthcare, industrial equip,. tech) Manufacturers reps (industrial equipment) Franchisees (biz services, healthcare) Brokers (insurance, finserv) Customer Brand Mfr Vendor Resellers (tech, telecom)
  6. 6. “Customers expect success. If you aren’t providing that, you will struggle to retain customers. Companies aren’t scaled for that. They need the partner channel to help their customers succeed.” – Nick Mehta, CEO, Gainsight
  7. 7. Houston, we have a problem
  8. 8. © 2016 Forrester Research, Inc. Reproduction Prohibited 11 End Customer Brand Mfr Vendor Customer engagement End Customer End Customer End Customer End Customer End Customer End Customer
  9. 9. © 2016 Forrester Research, Inc. Reproduction Prohibited 12 End Customer Brand Mfr Vendor Customer engagement End Customer End Customer End Customer End Customer End Customer End Customer CONTENT WEBSITE EMAIL PERMISSION MULTI-CHANNEL TEXT SOCIAL PPC SEO BANNER ADS BLOGS MESSAGING PULL WEBINARS CATALOGS PRINT VIDEO NEWSLETTERS TRAFFIC PODCASTS MOBILE EBOOKS
  10. 10. © 2016 Forrester Research, Inc. Reproduction Prohibited 13 End Customer Brand Mfr Vendor Customer engagement End Customer End Customer End Customer End Customer End Customer End Customer CONTENT WEBSITE EMAIL PERMISSION MULTI-CHANNEL TEXT SOCIAL PPC SEO BANNER ADS BLOGS MESSAGING PULL WEBINARS CATALOGS PRINT VIDEO NEWSLETTERS TRAFFIC PODCASTS MOBILE EBOOKS Channel Channel
  11. 11. © 2016 Forrester Research, Inc. Reproduction Prohibited 14 Brand Mfr Vendor Channel customer [dis]engagement End Customer Channel Channel Brand Mfr Vendor Brand Mfr Vendor Brand Mfr Vendor Brand Mfr Vendor
  12. 12. © 2016 Forrester Research, Inc. Reproduction Prohibited 16 Channel Challenges Managing and quantifying return on channel marketing The channel lead black hole Scaling quality channel relationships: mind share, new product rollout, incentive programs, listening post The partner experience is disjointed Owner demographics indicate a high touch model What to measure, how to make them accountable
  13. 13. © 2016 Forrester Research, Inc. Reproduction Prohibited 17 Disjointed lead-to-close experience Business plan Order/contract Receive lead Request MDF Get/receive marketing campaign/assets Submit MDF receipts Get/receive incentive program Access marketing concierge Access sales engineering concierge Register deal Register lead CPQ Get/receive content Generate lead Nurture lead Apply incentives Claim incentives Receive incentives Sales meeting[s]/demo[s] Apply incentives -4 months Transact -1 month -2 months -3 months System A System B System C System D
  14. 14. © 2016 Forrester Research, Inc. Reproduction Prohibited 18 THE channel challenge in the age of the customer How do you enable, equip, and collaborate with your channel to effect a concerted, consistent value proposition, marketing communications … and brand (a seamless customer experience)?
  15. 15. © 2016 Forrester Research, Inc. Reproduction Prohibited 19 End Customer End Customer End Customer End Customer End Customer End Customer Brand Mfr Vendor Channel customer engagement ChannelChannel Channel
  16. 16. © 2016 Forrester Research, Inc. Reproduction Prohibited 20 Source: Forrester reports “Turn Your Channel Into A Marketing Machine” and “The Forrester Wave: TCMA Platforms, Q3 2015” A strategic approach to channel marketing through-channel marketing automation noun 1. a distributed/federated marketing system used by enterprise marketers to enable and scale local marketing program execution through channel partners (stores, agents, dealers, franchisees, distributors, and resellers) with governance to protect brand integrity. Customer Brand Mfr Vendor Channel
  17. 17. © 2016 Forrester Research, Inc. Reproduction Prohibited 21 TCMA Sales Enablement (Engage) Lead Distribution LMS CommerceCIPM Channel software landscape CDM PRM
  18. 18. © 2016 Forrester Research, Inc. Reproduction Prohibited 22 PRM TCMA Sales Enablement (Engage) Lead Distribution LMS CommerceCIPM PRM CDM The dynamic business processes and programs — and supporting technology — that support the key roles and activities of targeting, recruiting, enabling, managing, understanding, and collaborating with partners for the purpose of delivering holistic (manufacturer-partner) solutions to customers.
  19. 19. © 2016 Forrester Research, Inc. Reproduction Prohibited 23 PRM TCMA Sales Enablement (Engage) Lead Distribution LMS CommerceCIPM TCMA CDM A distributed marketing system used by enterprise marketers to enable and scale local marketing program execution through channel partners (stores, agents, dealers, franchisees, distributors, and resellers) with governance to protect brand integrity.
  20. 20. © 2016 Forrester Research, Inc. Reproduction Prohibited 24 PRM TCMA Sales Enablement (Engage) Lead Distribution LMS CommerceCIPM CIPM CDM An incentive management system used by channel marketing professionals to facilitate incentive program design and management (staging, execution, communications, intelligence), incentive claim management, and rewards fulfillment.
  21. 21. THE PARTNER SPECTRUM
  22. 22. © 2016 Forrester Research, Inc. Reproduction Prohibited 27 Some channel partners’ customer engagement looks like this …
  23. 23. © 2016 Forrester Research, Inc. Reproduction Prohibited 28 And then there are others …
  24. 24. © 2016 Forrester Research, Inc. Reproduction Prohibited 29 The partner marketing efficacy spectrum
  25. 25. © 2016 Forrester Research, Inc. Reproduction Prohibited 30 But there are yet others
  26. 26. © 2016 Forrester Research, Inc. Reproduction Prohibited 31 But there are yet others
  27. 27. © 2016 Forrester Research, Inc. Reproduction Prohibited 32 The partner marketing efficacy spectrum Corporate marketers Power marketers NeophytesLuddites
  28. 28. © 2016 Forrester Research, Inc. Reproduction Prohibited 33 Channel partners’ marketing efficacy
  29. 29. PROGRAM HOLISM
  30. 30. © 2016 Forrester Research, Inc. Reproduction Prohibited 35 Most drive channel programs as silos Recruitment MDF Technical support Through-channel marketing Opportunity mgt Training CertificationContent Incentive programs NFR product Business planning Order mgt
  31. 31. © 2016 Forrester Research, Inc. Reproduction Prohibited 36 But channel programs are not silos MDF Technical support Through-channel marketing Business planning Opportunity mgt Order mgt Recruitment Onboarding Content Training Certification Incentive programs
  32. 32. © 2016 Forrester Research, Inc. Reproduction Prohibited 37 Success checklist  Identify/quantify your channel partner ecosystem archetypes - … on an ongoing basis  Know what you’re going to measure - Effect a channel intelligence capability for all stakeholders  Build – and communicate – a roadmap - What does your maturity model look like?
  33. 33. © 2016 Forrester Research, Inc. Reproduction Prohibited 38 What to measure THE FEEDERS INTO ROCMI (RETURN ON CHANNEL MARKETING INVESTMENT)
  34. 34. © 2016 Forrester Research, Inc. Reproduction Prohibited 39 ¹ AND PARTNER PROFILE! Metrics partner adoption¹ (% and type of campaigns executed) partner-customer engagement¹ • # customer touches • # prospect touches # leads generated¹ lead-to-close (or stage-to-stage) time¹ content (email/Tweet/SMS) personalization¹ lead-to-close (or stage-to-stage) $¹ dependency paths (to meeting) (customer journeys)
  35. 35. The way it should (can) be

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