MDF: Before and After                                                            $62k         $0   1989-2011              ...
Smart Money: Five Secrets to GettingMore Vendor MDF          Ted Hulsy          VP of Marketing, eFolder          415-235-...
Agenda•     Introductions•     Five Secrets, plus a few more•     Discussion•     eFolder Partner Offer3   © 2013 eFolder,...
Partner Expert: Lloyd Wolf4   © 2013 eFolder, Inc. All Right Reserved.
MDF: Before and After                                                            $62k         $0   1989-2011              ...
1. Pick your lead horses6   © 2011 eFolder, Inc. All Right Reserved.
Key Partners7   © 2013 eFolder, Inc. All Right Reserved.
2. Master the One Page Memo                                               If it can’t be                                  ...
3. Multi-vendor Solutions and Funding                         $                     $   $9   © 2013 eFolder, Inc. All Righ...
4. Write down and communicate the results10 © 2013 eFolder, Inc. All Right Reserved.
5. Build Your Own Brand First                                              … but connect the dots for the vendor with     ...
6. Ask for more until you are embarrassed12 © 2011 eFolder, Inc. All Right Reserved.
7. Even better, “plan” don’t “ask”Plan ahead with yourbest vendor partners.Get in an annual orquarterly rhythm to“institut...
eFolder Partner MDF Offer• Start using MDF today• Existing Partners:       – One page MDF request:               • https:/...
Keep in Touch                       @efolder                       @tedsefolder                       http://www.linkedin....
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eFolder Webinar, Smart Money: Five Secrets to Getting More Vendor MDF

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Join eFolder partner Lloyd Wolf, from Wolf Consulting, as he shares his secrets on how to win more vendor MDF. Growing a managed service provider requires strong partnerships with vendors. MDF is a part of that equation. Lloyd shares how he transformed his marketing approach with vendor MDF.

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  • My goal is to inspire you to start doing one or two things differently in your marketing. I am going to share what I consider seven secrets to success with MDF. Many of these recommendations may seem obvious, but what is so surprising is how few partners actual put these best practices into place. It is an embarrassment of riches for the top 10% of partners that follow some of these best practices. None of the are rocket science, but together, if you practice these strategies, you will win more than your fair share of MDF over time.I only have a handful of observations. Let’s make this as interactive as possible. Please ask questions as we go along.
  • Ok. That was a brief introduction to BDR. Now let me turn it over to our expert, Lloyd Wolf.[Lloyd should give additional biographical detail here.Talk about your company – people and size, specialization. Any interesting anecdotes. How did you first find and meet the eFolder gang?Talk about how you investigated the market.]Lloyd’s notes:Lloyd first met Jan Spring of eFolder in 2010 at one of the HTG quarterly meetings.  His company had been standardized on the Symantec Backup Exec software. While Backup Exec had provided reliable backups, he was concerned that his clients didn’t have some backup & restore features that other provider’s were offering – such as restore to dissimilar hardware, fast virtualization options, and automated offsite transfer.  He was concerned that a competitor offering these types of services may have an opportunity to approach his clients. But on the other hand, he had tried another vendor’s BDR product in his own office for in-house use and evaluation, and had struggled with trying to get it to work.  In early 2011, Lloyd decided he needed a BDR solution, and did an exhaustive analysis of 12 vendors.  eFolder came out on top in that evaluation.
  • The first secret to get more vendor MDF is to focus and pick your lead vendors. Don’t get distracted by non-strategic vendors who give you bennies one quarter and nothing the next. Don’t get distracted by promotionally driven vendor partners that want you to exclusively push their agenda.Instead, figure who your strategic vendor partners are. Hopefully, have deep professional and managed service offerings that leverage these vendors and you have a unique selling proposition or value to your clients. Then spend a lot of time with these partners and figure out how their MDF programs work, inside and out. You can’t be an expert on every vendor program out there. But you can be an expert the programs of your top four vendors. Focus is key to success.
  • Here is a good example. Just 5-10 years ago, Arlin’s company literally had hundreds of vendor partners. Procurement and engagement was spread all over the place, stealing from time that could be well spent with the top 4.Now, HTS very explicitly has four key vendor partners. These are their focus partners for a number of different reasons, but with just four to focus on, they can spend the time they need really go deep with these vendors. When you go deep with a vendor, you need to develop relationships up and down the ladder and understand all the nuances of their programs.
  • When you are doing any sort of marketing project, it always a good idea to write down your plan. Writing down your plan forces you to think about all the key elements, including goals, budgets, and timelines.I am big a believer in the one page memo. I learned how to do the one page memo while interning at Procter & Gamble. Now let me review the key components of the one page memo.
  • Tell the vendor how you did, good, bad, or ugly. It is like sending a thank you note. Very few people actually get around to doing it. Telling the vendor what happened with a campaign is extremely valuable. First, it is keeps you accountable and focused. Second, by sharing results with your partner, you can jointly plan to improve upon the next engagement. Lastly, it gives the vendor marketing people meaty stories they can share with their management teams. If you give them the results, then they know how to communicate them internally and share further as needed.The last point here is to simply tell the truth. Nobody wants to disappoint a business partner. But even if things don’t work out as well as planned, just try to focus the conversation on “learning points” or improvement steps for the next campaign. Continuous improvement is the key continued funding.
  • If someone senior is your organization is handling the MDF process, this gives you a lot more credibility with your vendor partners. Instead of having the receptionist fill out a bunch of forms, you are having a business conversation.The important point here is to be bold and think big. Ask for more MDF than you think may be approved. Mastering the art of the big ask needs to be done in concert with the other best practices I am identifying today, such as documenting your marketing plan and following up with results after every project. But if you are doing all the right things, it is amazing how much you will get when you ask. Most vendors have a chronic problem of too much MDF chasing too few good marketing programs. Therefore, you can get more than your fair share if you just put together good plans, write them down, and ask for the big amount.You are not being ambitious enough until you feel slight embarrassed. You will be surprised how often the vendor will say yes.
  • Even better than asking for vendor MDF, simply plan to get it and get the vendor to commit to delivering a certain amount over the course of the year.This gets us out of “asking” mode and into “planning mode.” In my experience, the sales teams and partners that master the planning process will always get more than their fair share of MDF. In a previous life, there was a sales territory in the Midwest at my company. The rep there would always use 2x-3x as much MDF as the other territory managers even though his territory had a smaller quota, fewer big cities and so on. The way he would beat out the other territories was to simply make annual plans with a cadre of his bigger partners. With each, he would do an annual business plan where the vendor MDF commitment was baked into the annual plan. By thinking ahead, writing things down, and getting mutual commitments, the success rate and MDF utilization was much higher than the other territories. Partners should do the same by entering into annual plans with each strategic vendor.
  • Let’s keep in touch.
  • eFolder Webinar, Smart Money: Five Secrets to Getting More Vendor MDF

    1. 1. MDF: Before and After $62k $0 1989-2011 Lead gen Website, SEO, Google AdWords $14k $16k $31k 2012 MDF Own budget Own budget1 © 2013 eFolder, Inc. All Right Reserved.
    2. 2. Smart Money: Five Secrets to GettingMore Vendor MDF Ted Hulsy VP of Marketing, eFolder 415-235-6087 ehulsy@efolder.net Lloyd Wolf President and CEO, Wolf Consulting www.WolfConsulting.com
    3. 3. Agenda• Introductions• Five Secrets, plus a few more• Discussion• eFolder Partner Offer3 © 2013 eFolder, Inc. All Right Reserved.
    4. 4. Partner Expert: Lloyd Wolf4 © 2013 eFolder, Inc. All Right Reserved.
    5. 5. MDF: Before and After $62k $0 1989-2011 Lead gen Website, SEO, Google AdWords $14k $16k $31k 2012 MDF Own budget Own budget5 © 2013 eFolder, Inc. All Right Reserved.
    6. 6. 1. Pick your lead horses6 © 2011 eFolder, Inc. All Right Reserved.
    7. 7. Key Partners7 © 2013 eFolder, Inc. All Right Reserved.
    8. 8. 2. Master the One Page Memo If it can’t be summarized in one page, it is probably not worth doing.8 © 2013 eFolder, Inc. All Right Reserved.
    9. 9. 3. Multi-vendor Solutions and Funding $ $ $9 © 2013 eFolder, Inc. All Right Reserved.
    10. 10. 4. Write down and communicate the results10 © 2013 eFolder, Inc. All Right Reserved.
    11. 11. 5. Build Your Own Brand First … but connect the dots for the vendor with revenue growth on their product lines.11 © 2013 eFolder, Inc. All Right Reserved.
    12. 12. 6. Ask for more until you are embarrassed12 © 2011 eFolder, Inc. All Right Reserved.
    13. 13. 7. Even better, “plan” don’t “ask”Plan ahead with yourbest vendor partners.Get in an annual orquarterly rhythm to“institutionalize” funding.Get more than your fairshare consistently.13 © 2013 eFolder, Inc. All Right Reserved.
    14. 14. eFolder Partner MDF Offer• Start using MDF today• Existing Partners: – One page MDF request: • https://www.surveymonkey.com/s/efoldermdf• New Partners: – www.efolder.net/join14 © 2013 eFolder, Inc. All Right Reserved.
    15. 15. Keep in Touch @efolder @tedsefolder http://www.linkedin.com/company/efolder www.linkedin.com/in/tedhulsy www.facebook.com/efolder www.youtube.com/efoldervideos15 © 2013 eFolder, Inc. All Right Reserved.

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