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Channel Leads Processes Best Practices

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Channel Leads Processes Best Practices

  1. 1. Building A Best Practice Closed Loop Lead Distribution Program Elay Cohen Sr. Director Product Management
  2. 2. Agenda <ul><li>Background on leads in the channel </li></ul><ul><li>Best practices in lead distribution programs </li></ul><ul><li>Lessons learned </li></ul><ul><li>Questions </li></ul>
  3. 3. Lead programs are a challenge for vendors and partners Bad data Poor reporting Quality of leads No forecast integration No ROI Usability No way to track performance
  4. 4. Baptie and CMP learned that all parties are dissatisfied Channel Is Not Impressed With Sales Opportunities or Leads
  5. 5. Lead Management best practice methodologies Start with a pilot scope Find your channel manager evangelists Establish program office Balance the carrot and stick Communicate and set expectations Define reporting requirements Get your process right 1 3 2 5 6 7 8 Qualify your leads first 4
  6. 6. 1. Start with a pilot before launching the full program <ul><li>Think about your go to market strategy </li></ul><ul><ul><li>Which regions? </li></ul></ul><ul><ul><li>How many partners? </li></ul></ul><ul><ul><li>What type of partners? </li></ul></ul><ul><ul><li>Which process? </li></ul></ul><ul><ul><li>Whose business rules? </li></ul></ul><ul><ul><li>Timeline? </li></ul></ul><ul><ul><li>Objectives? </li></ul></ul>
  7. 7. 1. Here are some examples of ideas for pilot programs <ul><li>Campaigns </li></ul>Product lines Top tier partners Emerging markets Existing programs
  8. 8. 2. Build a global program office Global Program Office Sales Ops Channel Ops Lead Ops Geo Sales IT Execs <ul><li>Tips to increase success: </li></ul><ul><li>Executive support </li></ul><ul><li>Regular meetings </li></ul><ul><li>Geo empowerment </li></ul>
  9. 9. 3. Get the process right from the beginning. Here is an example of a high tech company’s lead process.
  10. 10. 4. Qualify leads for your partners <ul><li>Criteria should drive a score </li></ul><ul><li>Decision maker </li></ul><ul><li>Budget </li></ul><ul><li>Timeline </li></ul><ul><li>Activity type </li></ul><ul><li>Propensity to buy </li></ul>Make qualification part of your program DNA
  11. 11. 4. Source qualified leads Map key words to the sales process and make advertisements relevant
  12. 12. <ul><li>And don’t forget to tell your partners that you have changed your ways! </li></ul><ul><li>Use qualified leads and new leads sources as a program </li></ul><ul><li>differentiator! </li></ul>
  13. 13. 5. Channel managers are the front line and they need to be motivated <ul><li>Q: How do you win over your channel managers? </li></ul><ul><li>A: Find your evangelists </li></ul><ul><li>Then, give the channel managers the tools they need </li></ul><ul><ul><li>Custom reports </li></ul></ul><ul><ul><li>Alignment with sales </li></ul></ul><ul><ul><li>Training </li></ul></ul><ul><ul><li>Reference guides </li></ul></ul>
  14. 14. 6. Balance your carrots and sticks to optimize results <ul><li>What’s in it for the partner? </li></ul><ul><ul><li>Qualified leads </li></ul></ul><ul><ul><li>Campaign history </li></ul></ul><ul><ul><li>Enriched data </li></ul></ul><ul><ul><li>Incentives </li></ul></ul><ul><ul><li>Support </li></ul></ul><ul><li>What’s in it for the vendor? </li></ul><ul><ul><li>Timely feedback </li></ul></ul><ul><ul><li>Updated activity </li></ul></ul><ul><ul><li>48 hour claw-back </li></ul></ul><ul><ul><li>Performance tracking </li></ul></ul><ul><ul><li>Activity tracking </li></ul></ul>
  15. 15. 6. Give partners what they need when they need it Just in time Pricing RFP templates Sales tools Field update reminders Sales process support Customer email template “ I need help on this deal.” <ul><li>Deal assistance: </li></ul>“ It’s been 7 days since your last update…..?” <ul><li>Status update messages: </li></ul>“ Here is the latest datasheet for the RFP.” <ul><li>Reminder messages: </li></ul>“ Here is a PDF on the competition .” <ul><li>Just in time tools: </li></ul>Alerts and Messages Tactic
  16. 16. 7. Make your program easy to work with <ul><li>Usability </li></ul><ul><ul><li>Branding </li></ul></ul><ul><ul><li>Help tools </li></ul></ul><ul><ul><li>One click </li></ul></ul><ul><ul><li>Ease of use </li></ul></ul><ul><li>Communication </li></ul><ul><ul><li>Clear </li></ul></ul><ul><ul><li>Frequent </li></ul></ul><ul><ul><li>Performance metrics </li></ul></ul><ul><ul><li>Localized </li></ul></ul>
  17. 17. 7. The anatomy of a successful partner facing portal Brand Accept Leads My top lead lists My Stats Help and Search Lead In Box
  18. 18. 7. The anatomy…continued Clear communication Clear help Leads are qualified
  19. 19. 7. Hold back customer information until partners accept <ul><li>Subset of lead fields </li></ul><ul><li>Don’t give it all away </li></ul><ul><li>Partners will take the information and not provide feedback </li></ul>
  20. 20. 8. Don’t underestimate the time needed to build the right reports
  21. 21. 8. Track revenue contribution by partner Deal size Close rates Partner performance Historical performance Partner pipeline New customers Leads by product
  22. 22. 8. Measure and track productivity by partner Time to route Time to accept Time to qualify Time to close Aging trends Conversion rates
  23. 23. 8. Know which partners are participating Leader boards Login activity Lead create trends Adoption statistics Follow-up activity
  24. 24. 8. Know how you’re marketing spend is doing Marketing ROI Partner contributions Budget status Unclaimed funds Campaign performance
  25. 25. Lead management improvements drive ROI <ul><li>What you need to know to create and justify ROI </li></ul><ul><li># of leads </li></ul><ul><li>Conversion rates </li></ul><ul><li>Close rates </li></ul><ul><li># of partners </li></ul><ul><li>Average deal size </li></ul>10,000 leads/month 5% conversion rate 10% close rate (norm) $1,000 / deal Payback: $50,000/month Sample Calculator Close rate varies from 5 to 15%
  26. 26. Lead Management best practice methodologies Start with a pilot scope Find your channel manager evangelists Establish program office Balance the carrot and stick Communicate and set expectations Define reporting requirements Get your process right 1 3 2 5 6 7 8 Qualify your leads first 4
  27. 27. Comprehensive on-demand business services
  28. 28. <ul><li>Channel growth </li></ul><ul><li>Account management </li></ul><ul><li>Partner analytics </li></ul>Optimize your channel partner relationships Product of the Year Award: Salesforce PRM Time to value Portals in minutes Easy administration Partner success Partner self-service Deal collaboration
  29. 29. Customers are signing up and quickly realizing ROI
  30. 30. Questions Elay Cohen 415 518 6732 [email_address]
  31. 31. Next Steps: For more information about Salesforce PRM Please contact Elay Cohen, 415.518.6732, ecohen@salesforce.com New to salesforce.com? Sign up for a Free 30 Day Trial of Salesforce at: http://www.salesforce.com Introductory Pricing, Product Demos, Case Studies, Events http://www.salesforcePRMevents.com Existing salesforce.com customer?

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