Joint Business Planning :
How do You make it Effective for
You and Your Partner ?

Joint Business Planning

What makes a good joint plan ?
Profitable and growing
business from/for both parties
The Plan Customer and
Partner satisfaction
Achieving joint
business metrics
Having Actuals
hitting >90% of joint plan

Content aligned to the Company Strategy
Channel Business Planning
Dimensions and scope
Metrics and reporting
Company culture
Cost of GTM (*)
Coverage Map
Partner Profile
Named
Partners
RunRate
(*) source : GTDC, Cost of IT Distribution
The Plan

End-Users &
Vertical Market
Territory &
Sub-Regions
Reporting & Assessment
Channel
Strategy & Tactics
Capacity
Coverage
Iterative process including key dimensions of the
company business
Joint Business Planning - Process
Capability
Marketing &
Communication
Opportunity,
Leads & Pipeline

Key stakeholders support :
Joint Business Planning - Interlock
Large Enterprise
AM, Presales, Consultants, ....
Small & Medium
Marketing, Product Management, …
Mid-Market
Inside Sales, Helpdesk, Territory team, …

Operations & Admin
Marketing
Services & Delivery
Training & Education
Etc …
Ultimately, we want to manage the partnership
with relevance …
Joint Business Planning - Example
(templates of JBP)
Include the Business Functions

Adding Value for the Partner
Business and margin growth
Improved Customer Satisfaction
Improved ‘deal closing’ ratio
Reduced cost of sales & ops
Joint Business Planning need to serve the
partnership objectives

Adding Value – Consequences

From the toolbox of channel management …
Adding Value – Channel Tools
•Business Reviews & QBR’s
•Vertical market alignment
•Joint Steering Commitee
•Lead funnel management
•Balanced scorecards
•End-user account planning
•Demand generation program
•Pipeline & forecast review

source : « Managing Alliances with Balanced Scorecard » by R.Kaplan & D. Norton
Adding Value – Model by Partner Type
… from complex Alliance-type …

Simple $$ target
Marketing Funding
Incentives & Rewards
…
Value Proposition
for the end-user
for the partner
Onboarding Guide
Adding Value – Model by Partner Type
… to hundreds of silent Resellers …

Step 1.Build
Market Data
Field Input
Gap Analysis
Step 2.Manage
Coverage
Capacity
Capability
Step 3.Measure
Execution
Interlock
Attainment
Sharing
Planning
Executing
… under a predefined « framework »
Adding Value – Using a Framework

Adding Value – In Practise
On-going and regular
With visibility as/when needed (tools)
Repeatable process across
Provides business intelligence
In « exchange mode »

Mastering the « CAM basics »
Example of JBP dashboard
Bringing the Relationship Manager to the level
Impact on CAM Education
Marketing drive
Process and systems
Services & delivery
Company knowledge
Sales DNA
Enablement & training
Operations finesse

CAM Education – JBP and Advisory
Trusted Advisor, a role to be ‘earned’
Business process
knowledge,
from both parties
Vertical Market
expertise being
deployed
Ensure
« Peering »
between parties
Communication,
internal and
external

Lasting Experience for the Partner
Making the JBP a part of the on-going
management and a cornestone of the partnership

Drive across roles, team and hierarchy ….
Senior
teamwork and collaboration
monitor evolution of joint business
Midlevel
agreements and alignement
generate demand and leads
ensure enablement & education
Contributor
vertical/customer alignement
detect needs (ops, edu, …)
feedback loops
Lasting Experience – Across
By Rank :

Internally
Information People Market Roles
Business intelligence
Market evolution
CAM changes
Cross-functional
By vertical market,
technology, customers, …
Business model : new one,
optimized old
Make yours a « learning
Company »
Expectations by role & rank
Lasting Experience

End-user feedback
Market evolution
Information flow
Vendor practice
Value proposition
finetuning
Business model : new one,
optimizing the old
Across the ranks and teams
Improvement in cost of
sales and operations
At the Partner
Information People Market Roles
Lasting Experience

Benefits & costs for you and the partner
Plan with interlocks
Toolbox, framework and models
Consistency across and Wildcards
Take Aways

Purpose-build Templates
1
2
3
For get those templates and more, drop
me a note on
info@eikandoconsulting.com

Thank You !
For more ➔ info@eikandoconsulting.com

«
I hear, I know.
I see, I remember.
I do, I understand.
»
Confucius, 551-479 BC