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Channel Program

Channel Program - Strategies, Tactics & Tools

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Channel Program Management   Strategies, Tactics & Techniques Anand Subramaniam
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Conceptual Overview
Alignment to Corporate Strategy   Review Current Environment u Applications & usage u Customer feedback  Develop Sales & Marketing Strategy Explore Channel Opportunities u By user group or segment u Potential applications u Incentives Design & Implementation Implementation Planning u ROI and business case u Metrics u Timetable Understand Corporate Strategy u Vision & goals u Executive interviews u Customer segmentation u Competitive landscape Share Best Practices u Starter kit u Case studies u Benchmarking  Document Strategy & Recommendations Review Current Environment u Applications & usage u Customer feedback  u Explore Channel Opportunities u By user group or segment u Potential applications u Incentives Design & Implementation Implementation Planning u ROI and business case u Metrics u Timetable Understand Corporate Strategy u Vision & goals u Executive interviews u Customer segmentation u Competitive landscape Share Best Practices u Starter kit u Case studies u Benchmarking  Develop Strategy (What) Design Tactics (How) Guiding Principles Vision u
Channel Strategy Channel strategy Distribution Intensity Channel Selection Channel Integration

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Channel Program

  • 1. Channel Program Management Strategies, Tactics & Techniques Anand Subramaniam
  • 2.
  • 3.
  • 5. Alignment to Corporate Strategy Review Current Environment u Applications & usage u Customer feedback Develop Sales & Marketing Strategy Explore Channel Opportunities u By user group or segment u Potential applications u Incentives Design & Implementation Implementation Planning u ROI and business case u Metrics u Timetable Understand Corporate Strategy u Vision & goals u Executive interviews u Customer segmentation u Competitive landscape Share Best Practices u Starter kit u Case studies u Benchmarking Document Strategy & Recommendations Review Current Environment u Applications & usage u Customer feedback u Explore Channel Opportunities u By user group or segment u Potential applications u Incentives Design & Implementation Implementation Planning u ROI and business case u Metrics u Timetable Understand Corporate Strategy u Vision & goals u Executive interviews u Customer segmentation u Competitive landscape Share Best Practices u Starter kit u Case studies u Benchmarking Develop Strategy (What) Design Tactics (How) Guiding Principles Vision u
  • 6. Channel Strategy Channel strategy Distribution Intensity Channel Selection Channel Integration
  • 7. Channel Management Channel Management Selection Motivation Training Evaluation Managing Conflict
  • 8. Channel Program Priorities Well defined Go-to-Market Strategies (Segment, Target & Positioning) Centre of Excellence (CoE) for Process, Tools, Techniques, Systems Balanced Demand & Supply Programs & Process Comprehensive & Standardised Partner Program Clear demarcation between Direct & Indirect Engagement Models Realistic Pipeline & Revenue Forecasts
  • 9.
  • 10.
  • 12. Buyer / Seller Framework Account Targeting Strategy Relationship Strategy Selling Strategy Channel Strategy Sales Strategy Salesperson Account Buying Situation Buying Center Organisational Buyer Behavior Buying Process Buying Needs
  • 13. Sales Strategy Framework Strategy/ Mission Sales Support Sales Force Deploy- ment Individual Selling Skills Coaching & Super- vision Recruiting & Training Infor- mation Resources Motivation & Compen- sation Sales Strategy Effectiveness Efficiency Capability Building What is the value proposition and the role of the sales force in its delivery? Is the sales force (and channels) organised for optimal coverage of selected markets? Does the sales force have adequate coaching & supervision? Does the recruiting and training match selling skill requirements? What critical selling skills are required for the sales role in the value proposition? Is support adequate to maximise the selling effort? Does the incentive compensation plan meet management’s objectives and pay the sales force fairly? Are information systems being fully utilised to support the selling effort?
  • 14.
  • 15. Partner Selection Framework Strategic Fit Business Engage-ment Skill & Resource Audit Marketing & Develop-ment Partner Engage-ment On-going Business Engage-ment Channel / Strategic Partner 1 2 3 4 5 6 1 ~ 6 – Consists of Checklist, Process, Metrics, Evaluation Criteria
  • 16. Program - Risk & Governance Model Set the agenda Establish business performance requirements Assess organisation capabilities Build the change strategy Align & deliver Leadership Measurement Involvement Communication Change Enablers Articulate Strategies Assess Risks Evaluate Strategies Refine Strategies Re-Evaluate Strategies Develop Strategies Implement Strategies Monitor Performance and Environment
  • 17. Channel Program – Strategies
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  • 28.
  • 29.
  • 30.
  • 32.
  • 33. Change / Program Management Firm’s -Vision / Objectives Definition of Markets Mobilisation of Markets Structure of Organisation End-user segmentation & targets Channel segmentation & targets Role of each channel to each targeted end-user Understand environment & trends End-user demand creation Programs/activities/pricing to motivate target channels to perform desired roles Structure organisation to be consistent with market definition & mobilisation Motivate/compensate people to perform in accordance with channel roles Change & Program Deployment
  • 34.
  • 35.
  • 36.
  • 37.
  • 38.
  • 39. Managing Channel Conflicts Awareness Proposal Interest Preference Brand Decision Contract/Order Payment Installation Service/Satisfaction Influence Fulfillment Indirect Channel Direct Sales Force Conflict Management
  • 40. Channel Automation Employees Pricing Products News Resellers Gold Silver OEMs Support Sales Channel Mgmt. System Direct Sales
  • 41. Example - Transition Project Service Delivery Management Framework Enterprise Management & Business Continuity Governance & Accountability 5. Organisation Review 6. Change Management Strategy 9. Develop Access Strategies 8. Service Delivery Model & Standards . 13. Governance . . 14. Inter-Partner Engagement 7. Channel Realignment / Roles & Responsibilities Program & Policy Coherence 1. Implement Program & Policy Changes 2. Develop Initiatives 3. Develop Long-Term Policy & Program Strategy Channel Development 11. Channel Strategies a) Framework b) Channel Integration c) Web enabled Tools a) Risks b) Protocol c) Audit & integrity 16. Internal Governance: Business Planning Framework 17. Long-term System Solution a) Interfaces b) Business Case development C) Secure External Access 19. Enterprise Strategy 20. Controllership Review Organisational Development a) Internal Communications Strategy & Framework b) Implement Leadership Development Program c) Restructure Program Functions and Align HO and regional responsibilities d) Implement Training Plan 4. Program Evaluation 21. Scale up Contingency, Security & Disaster Recovery a) Continuity of Operational Plan b) Operationalise IM/IT processes c) Reassessment of Delivery Environment 22. Operationalise Financial Processes a) Establish Approval Process b) Integrated Budget and Forecasting Process c) Operationalise Forms & Tools d) Implement PMO Processes 12. Branding Implementation 15. Formal Engagement of Stakeholders 24. Records Management 18. Privacy Framework 10. Service Delivery Contract Mgmt 23. Business Process Re-Engineering
  • 42. Channel Program – Tools & Techniques
  • 43. Lack of Processes Unmet expectations Effect on the Customer Poor support Confusion Exposure to competition Reduced customer spend Service failures
  • 44.
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  • 47. Example - Process Domains Partner Program Management Partner Lifecycle Management Define Integrated Multi-channel Strategy Collaborative Marketing Collaborative Sales Collaborative Commerce Collaborative Service Partner Customer Service, Verification, & Assignment Establish Market Development Program Manage Collaborative Campaign Establish Channel Promotions Develop Channel Sales Strategy Proactive Field Engagement Closed-loop Lead management Conflict Management Channel Forecasting Establish Partner Incentive Program Agreements Administer Partner Registration & Enrollment Maintain Partner Relationship Train Partners Manage Partner Performance Partner Service & Escalation Partner Service Request Management Partner Customer Service Feedback & Analysis Launch New Product to Partners Develop Channel Marketing Strategy Partner Vision & Succession Manage Partner Community Design Partner Program & Allocate Resources
  • 48.
  • 49.