You have a Good Product with Good Market Opportunity?
Now Grow Your Sales Channels!
Do you have an established product with a good market opportunity and want to accelerate sales through sales channel partners?
● How clear are you about your Ideal Sales Partner? The Criteria that describes them and the Capabilities you are really seeking from them?
● What can you expect from sales channels?
● How do you sell more through sales channels?
And
● How does your company learn to grow through channels?
● How will you take what you've built to date and develop for growth in many international markets?
● How do you address the various challenges in growing through sales channels?
And more...
2. Many Questions
Q: How can a Partner Program work
alongside my Direct Sales? (James)
Q: Want to learn more about Partner
Recruitment? (Aaron)
Q: How do we manage
conflict from different
channels? (Alex)
Q: How does Cloud Computing
affect selling through sales
Partner Channels? (Tyrone)
Q: How do we maximize
efficiency from existing
dealers? (Corey)
Q:How many leads will I get by
only being listed in Microsoft’s'
Store? (Thomas)
Q: The balance between recruiting
new partners and cultivating
existing? (Corey)
Q: How to best establish
channels in US in ERP space
to SMB market? (Louis)
Q: How to move from Legacy
Channel to Channel as a
Service? (Michelle)
3. Welcome
If you have any comments
or questions,
please interrupt…
Type into the Chat/Question screen
www.tenego.com
Donagh Kiernan
Founder and CEO
Tenego Partnering
28 years – Techie background
Sales Channel, Direct Sales and
Channel
Sales Organisation Management.
http://ie.linkedin.com/in/donaghkiernan
5. Agenda – Channels for Microsoft ISVs
1. Context – Microsoft ISVs
2. What are Sales Partners?
3. Understand when Partners work – Partner Type Selection
4. You target regional markets? - Market Selection
5. How many Partners do you want? - Partner Recruitment
6. Get the best from current partners - Partner Management
7. Your Partner Program – Partner Program Development
8. Selling through Microsoft Channels
6. As a Microsoft ISV Partner…
• ISV - Independent Software Vendor
• You use Microsoft technologies in your solution
• You are a sales channel partner for Microsoft
• Microsoft want to help you grow, why?
1) Drives usage on existing technology platforms; Office365,
Dynamics, SharePoint…
2) Drives conversion from MS Office once-off licences to
Office365 recurring licences
3) Provides Microsoft Industry Specialists with more selling
points of their platforms
4) Helps Microsoft compete with key competitors
5) Drives usage of Azure
8. Good Partner/Bad Partner - Mistakes
1) Depending too much on Relationships
2) Your Requirements from Partners are undefined, too
idealistic or unclear
3) Not giving enough thought to the Partner Proposition
4) Focussing on Selling to Partners, as opposed to Seeking
Partner Fit
5) Focussing too much on your Product, rather than on
Customer Success
6) Not having a defined Partner Recruitment Process
Tenego Webinar
9. Partner Fit – When a partner is right?
• Fit within the company
• The target customer
• Their existing product set
• Their Business Objectives
• Their capabilities…
• Fit with the sales team
• Helping them meet their targets
• Aligned with what they currently sell.
10. Lead Generation Qualification Sales / Closing Delivery Support
Direct Sales
Resellers…
Referrals
Strategic Partners / White Label / System Integrators …
Complementary Services
Capabilities Required from Partner
Capabilities that you need in a Partner
11. Influencers
Consumer n/a
Policy Makers /
Regulators
Standards /
Certification
ISO27001, BSA, ITIL, ITAR, PII, SISA
Codes of Practice Public Sector, Local Authorities
Analysts
Media
Industry
Organisations
TargetCustomers
Water
Electricity
Gas
Advisors/Consulting
Accountants / Tax
Advisors / Business
Consulting T1
Legal*
Accountants/Business
Consulting T2*
BPO Industry
Organisations
DebtServices&
Collection
Specialist Debt
Consultants / Credit
Checking *
Debt Recovery*
BPO Accounts
Receivable
SI’s&ITServices
IT Consulting
Systems Integrators*
,
IT Managed Services
IT Services
Software
Solutions
Debt Management
Software*
Contact Centre Mgmt
Systems*
Workflow /Doc
Management /Case
Management
Step 2
Evaluate
Target Markets
Evaluate Market
•Product Markets
•Specialist Service
Markets
•Routes to Target
Customers
Capabilities that
exist in the
Market
13. Market Selection:
Don’t select your target market based
solely on your contact base.
Where presents the greatest
opportunities?
14. 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.google.co.in/imgres?imgurl=http://www.windowscentral.com/sites/wpcentral.com/files/styles/larger/public/field/image/2014/05/Reach_of_credit_cards_in_emerging_mahttps://www.google.co.in/webhp?sourceid=chrome-instant&ion=1&espv=2&ie=UTF-8#q=www.tradingeconomics.com+turkey+retail+sales1000
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 market)Balkans 11,128,404 6,921,007 237,592 21,683 28.70 3.80 3.01 2 Greece (home market)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
What markets can you
deliver into?
Where is the greatest
opportunity?
What markets can you
gain easiest access to?
Using Market indicators
to evaluate and prioritise
15. How many Customers
do you want in the next year?
…and in the next three years?
Tenego Webinar
16. How many Partners do you want?
• How many Customers do you want
– in the next year?
– …and in the next three years?
• How many Partners do you want?
– Free-for-All or Market Coverage
– What is Market Coverage in each regional markets?
• Your Scalability / Capacity / Readiness?
– How many partners can you on-board and enable in
the next 12 months?
– What training and support do partners require?
Tenego Webinar
18. Partner Recruitment: Process
Research
List Generation
Marketing
Outbound Campaigns
Inside Sales
Follow up
Target
Partner
Profiles
Customer &
Partner
Proposition /
Messaging
Partner Fit
Evaluation
Agree
Tech
Eval &
Product
Demo
Competitive
Positioning
Scripts,
Qualification
, Materials
Partner Fit
Evaluation
Template
Partner
Onboarding
Plan
Engage
Engine
Proposition
Development
Partner Recruitment
BD
Lead
Technical Discussions
Agreement &
Negotiations
On-
boarding
Market Engagement
Planning
Campaign
Management
Proposition/
Messaging
Marketing
Execution
Inside
Sales
List
GenerationTeam:
19. Partner Management
• Understand Partner Strengths and Where to Support
• Joint Market Engagement Plan - Align Activities
– How they engage with existing customers
– How they win new customers
– Your Marketing Activities - Invite Partner Customers
– Steady rhythm and build
• Seek to Agree Monthly Activity Targets:
– Contacts – Existing Customers and New
– Leads, Demos, Proposals
• Regular Meeting Cadence – maintain momentum
Tenego Webinar
20. Your Partner Program – Key Components
20
Program Vision
Replicate and scale
current in-market success
Philosophy &
Policies
Brand
Pricing
Exclusivity, Territory
…
Organisation
Change
Direct and Indirect
Regional / Divisional
Phased Implementation
…
Market
Selection/
Prioritization
Objectives / Targets
Work Program
Milestones
Targets
…
Marketing Sales Delivery Post Sale Commercial
Product
Mgmt
From
Adhoc to
Coop
Pre-sales to
full support
Part of full
delivery
L1, L2
support &
UpSell
Pricing,
discounts,
incentives
Feedback
and market
connect
Partner Tiers
& Supports
Bronze
Silver
Gold
Marketing Sales Delivery Post Sale Commercial Product Partner Types
Consultant
SI
ISV…
Partner Recruitment
Partner Type
Selection
Partner
Search &
Selection
Partner
Evaluation,
Planning &
On-boarding
Partner Management
Partner
Plans
Reporting
Metrics
Integrating
Developing
Partner Program Supports
21. Selling through Microsoft Channels
• Your ISV Partner Manager wants to help
• MS VAR Partner Managers want their partners to be
successful
• With a Strong Solution and Partner Proposition:
– Seek partners who can successfully sell & deliver
– Seek to align VAR Partner success with yours
– THEN you have aligned with Microsoft
Tenego Webinar
22. Microsoft Marketplaces
• Microsoft has 1.2 billion Microsoft Office Users
• Targeting to migrate two third of commercial customers to
the cloud by June 2019
• Azure Marketplace
– Infrastructure Solutions
– Full transaction model (trial and buy)
• AppSource
– Business Solutions – Full Solutions, Add-ins
– List, Free Downloads and Free Trials
Sales Channel or Marketing Channel – 1.2 billion users?
Tenego Webinar
23. In Summary – Microsoft ISV Partners
• Understand Your Target Partner Profile
– They don’t have to be a Microsoft partner, but with over
300,000 Microsoft partners worldwide…
• Prioritize your Target Markets, Rationally and Practically
• Build Your Channel Organisation and Engine
– Partnering Recruitment, Onboarding
– Partner Management
– Partner Program
• Learn how Microsoft can help your business grow
– As you are their sales channel
24. Thank You & Questions
24
Donagh Kiernan
Founder and CEO
Tenego Partnering
http://ie.linkedin.com/in/donaghkiernan
28. 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 …
30. Other Webinars
• Recorded ready to watch:
– Q&A Session: How to Partner with SAP
– How to Partner with SAP
– Your Channel Evolution: Early Stage, Established and Beyond
– Q&A Session: Software Sales Growth to European Manufacturing Sectors
– Software Sales Growth to European Manufacturing Sectors
– Q&A Session: Partner Operations: Scaling your Channel Partners
– Partner Operations: Scaling your Channel Partners
– Learning from the Big Boys' Partner Programs: Microsoft, Oracle, SAP etc.
– International Growth for UK based Software Companies
– Case Study - Bringing a US Company to Europe
– To Grow Your Product Revenues from 10M to 50M
– Partner enabling the Giants: IBM, SAP, Accenture or other...
And many more…
31. Related Articles/Content
• Many Articles in our Blog
www.tenegopartnering.com/blog
• Selling Your Software through Microsoft's Marketplaces
• Software Product Companies, Microsoft ISVs; Are you Leaving Your Partner Recruitment too
much to chance?
• As a Microsoft ISV Partner, why would Microsoft help you sell your product?
• Choosing Your Technology Partner (Microsoft, SAP, Google, IBM, Oracle...) is also a Go-to-
Market Decision
• Is Your Product Good Enough to Sell through SAP?
• So now you are an SAP Partner!
• Should you sell through Sales Channels OR Sell Direct?
• What is involved in becoming an SAP Partner?
• Is becoming an SAP Partner right for your business?
32. Build & Manage Sales
•
Direct and Channels
•
Executive Hands-on
•
Your Alliances Team
•
Software Business
Experts
•
Practical
•
Results Focussed
CONTACT DETAILS:
Tenego Partnering
Ireland (HQ), USA, UK, Germany, Benelux, Greece,
Australia, Dubai…
Web: www.tenego.com
Email: info@tenego.com
