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Approach to winning in SMB through multi-channel (Thomas Hansen, Dropbox)

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The Small Business Web Summit 2017 (San Francisco, CA).

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Approach to winning in SMB through multi-channel
by Thomas Hansen, Global Vice President, Revenue, Dropbox

Published in: Marketing
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Approach to winning in SMB through multi-channel (Thomas Hansen, Dropbox)

  1. 1. Vice President of Revenue, Dropbox Thomas Hansen
  2. 2. Copenhagen Johannesburg Bangkok Istanbul Seattle San Francisco
  3. 3. Two-tier distribution: How to reach millions of SMB customers at scale Renee Bergeron SVP Global Cloud Channel, Ingram Micro Real talk. What is a SMB? How do they work? What they care about? Carol Roth TV Host & Presenter Dreams, dogs and love languages of the channel Orrin Klopper CEO, Netsurit The pathway to creating a successful channel partner program Kevin O’Brien VP Strategic Alliances, JazzHR Approach to winning SMB through multi- channel Thomas Hansen Global VP of Revenue, Dropbox
  4. 4. Approach to winning SMB through multi-channel
  5. 5. Confidential
  6. 6. How have we achieved this scale?
  7. 7. Pro & Business Self-Serve SMB Inbound Sales Direct Outbound Sales • Channel is paramount to go-to-market strategy • Channel acts independently and permeates across all other sales motions through co-working • Channel is the only sales motion that allows us to reach 100m+ SMB at scale Dropbox Go-To-Market
  8. 8. Two-tier distribution: How to reach millions of SMB customers at scale Renee Bergeron SVP Global Cloud Channel, Ingram Micro Real talk. What is a SMB? How do they work? What they care about? Carol Roth TV Host & Presenter Dreams, dogs and love languages of the channel Orrin Klopper CEO, Netsurit The pathway to creating a successful channel partner program Kevin O’Brien VP Strategic Alliances, JazzHR
  9. 9. Carol Roth TV Host & Presenter • Small Business Expert and Business Strategist • Former on-air contributor to CNBC and host of the online show “Don’t Quit Your Day Job…Yet” • Former Radio Host, WGN Chicago • Judge and Host on “America’s Greatest Makers” • New York Times Bestselling Author of The Entrepreneur Equation • Host of Microsoft’s Office Small Business Academy and Bank of America’s Small Business Social Series • Named a Top 100 small business influencer for 5 years’ running
  10. 10. Selling to SMB Carol Roth Twitter: @CarolJSRoth Web: CarolRoth.com
  11. 11. About Carol Roth
  12. 12. Small Business Myths And Realities
  13. 13. The Media’s View… Image Credit: freepik.com
  14. 14. US Small Business Market 28 Million Small Businesses 6 Million w/ Employees 22 Million w/o Employees More Than 50% of US Jobs 54% of All Sales Image Credit: freepik.com
  15. 15. Silicon Valley Vs. Main Street Main Street Silicon Valley
  16. 16. Silicon Valley Vs. Main Street Main Street Silicon Valley TECH Restaurants – Lawyers – Health Care Providers – Gyms - Funeral Directors – Real Estate Agents – Construction – Retailers – Accountants – Consultants IT Service Providers - Dog Walkers – Hair Salons – Etc
  17. 17. Silicon Valley Vs. Main Street Main Street Silicon Valley
  18. 18. Silicon Valley Vs. Main Street Main Street Silicon Valley
  19. 19. The Truth About Small Business • More than half don’t have a website • Many don’t understand that they are using the cloud • Even those that like technology are slow to adopt it • They have little to no free time, so time is often a more important resource than money
  20. 20. The Truth About Small Business Globally, small businesses around the world behave a lot like US small businesses, except that they are 5 or more years behind them
  21. 21. Mistakes Marketing To Small Business
  22. 22. The Small Business Owner’s Four-Track Mind Get More Customers Save Money Save Time Find Capital
  23. 23. Marketing to Small Business  When Do Small Businesses Think About Technology?
  24. 24. 4 Big Problems
  25. 25. Marketing to Small Business  Selling Features vs. Solutions
  26. 26. Marketing to Small Business • Need to think like a business consultant, not a technologist • Need to solve the small business’s business problems, not technology problems • Hide the veggies in the mashed potatoes, especially with content
  27. 27. Marketing to Small Business  Ignoring Verticals
  28. 28. Verticals Main Street Restaurants – Lawyers – Health Care Providers – Gyms - Funeral Directors – Real Estate Agents – Construction – Retailers – Accountants – Consultants IT Service Providers - Dog Walkers – Hair Salons – Etc
  29. 29. Marketing to Small Business  No Clear Call to Action
  30. 30. Marketing to Small Business  Too Many Points to Interface
  31. 31. Use Thought Leadership & Content To Help Them Solve Their Problems
  32. 32. Content Must Lead with Business Problems Customers & Revenue Save Time Save Money Access Capital How Can They Solve the Problems Below (Hook)? How Do Your Products and Services Aid in That?
  33. 33. Missed Opportunity To Upsell Existing Clients
  34. 34. Think Like a Marketer •This can be done both at the company-level & through ecosystem (such as Cloud Service Providers “CSPs”) •Make an investing in marketing, such as MaaS or CaaS (Marketing/Content as a Service), as CSPs and other tech partners are notoriously bad marketers
  35. 35. Recap Unique, Huge Opportunity Image Credit: freepik.com Doesn’t Behave Like SV Doesn’t Think About Tech Obsessed w Own Biz Problems
  36. 36. Recap Sell Business Solutions, Not Tech Image Credit: freepik.com Go Deep with Verticals Know Calls-to- Action Have Single Interface for SMB
  37. 37. Recap Use Content & Thought Leadership Image Credit: freepik.com Upsell Existing Clients Invest In Marketing
  38. 38. Q&A
  39. 39. Selling to SMB Carol Roth Twitter: @CarolJSRoth Web: CarolRoth.com
  40. 40. Two-tier distribution: How to reach millions of SMB customers at scale Renee Bergeron SVP Global Cloud Channel, Ingram Micro Real talk. What is a SMB? How do they work? What they care about? Carol Roth TV Host & Presenter Dreams, dogs and love languages of the channel Orrin Klopper CEO, Netsurit The pathway to creating a successful channel partner program Kevin O’Brien VP Strategic Alliances, JazzHR
  41. 41. Renee Bergeron SVP Global Cloud Channel, Ingram Micro • Leads Global Cloud Computing at Ingram Micro for the last 6+ years • Leads the Ingram Micro cloud go-to-market organization, with responsibilities covering strategic direction, sales growth, marketing, and business development • Previously, SVP of IT Services Solutions at Fujitsu Consulting, US Delivery Strategic Accounts, US Operations, and Managed Service
  42. 42. Proprietary information of Ingram Micro Inc. — Do not distribute or duplicate without Ingram Micro's express written permission.© Ingram Micro Inc. 53 2-TIER DISTRIBUTION: How to Reach Millions of SMB Customers at Scale Renee Bergeron Senior Vice President, Global Cloud Channel @ReneeIMCloud
  43. 43. Proprietary information of Ingram Micro Inc. — Do not distribute or duplicate without Ingram Micro's express written permission. 54 The Vast Majority Will Buy from a Channel Partner Select the right services Customize to meet specific needs Integrate with existing solutions Maximize existing investments Support the customer lifecycle TRUSTED ADVISOR Over 75% of cloud services revenues will be mediated by channel partners/brokers by 2020 (55% today) Source: IDC Cloudview, 2016
  44. 44. Proprietary information of Ingram Micro Inc. — Do not distribute or duplicate without Ingram Micro's express written permission. 55 Little to No Investment Bundled Solutions Start Selling in Minutes Enable Customers to Self-Serve Up-sell + Cross-sell Manage Pricing How Ingram Micro Helps Partners to Transform Comprehensive Services Catalog Flexible Cloud Platforms Business Transformation
  45. 45. 56Proprietary information of Ingram Micro Inc. — Do not distribute or duplicate without Ingram Micro's express written permission. Flexible Cloud Platforms Cloud Delivery Your Way to Accelerate Your Business Growth Software Essentials Premium Services Cloud Marketplace Cloud Store Referral Operated by Partners Full control Data governance In-house services Operated by Ingram Micro Simple management Instant launch Broad services portfolio F E D E R A T E D M A R K E T P L A C E
  46. 46. 57Proprietary information of Ingram Micro Inc. — Do not distribute or duplicate without Ingram Micro's express written permission. Horizontal Solutions Business Apps Cloud Mgt. Communications + Collaboration Infrastructure Security Web Presence Vertical Solutions Healthcare Legal Government Retail Comprehensive Services Catalog Rollout New Services Rapidly and Maximize Profit Largest Cloud ISV Ecosystem in the Industry Vendor On-Boarding and Commercial Enablement Enables Cross-Sell/Up-Sell with Your Own Services Technology Integration and APS Standard CLOUDSERVICEPROVIDERS 24x7SUPPORT Telco Hoster VAR OEM MSP SI PARTNER CHANNELS Consumer SOHO SMB Enterprise Government Education END CUSTOMERS
  47. 47. 58Proprietary information of Ingram Micro Inc. — Do not distribute or duplicate without Ingram Micro's express written permission. • Sell and orchestrate their own solutions/services • Resell direct vendors via syndication • Resell Ingram’s cloud catalog via federation Thriving in the Platform Economy Enable Partners to Enter the Platform Economy and Lead the Digital Transformation System Integrators TelcosHosters MSPs Resellers
  48. 48. Proprietary information of Ingram Micro Inc. — Do not distribute or duplicate without Ingram Micro's express written permission.© Ingram Micro Inc. 59 Questions?
  49. 49. Two-tier distribution: How to reach millions of SMB customers at scale Renee Bergeron SVP Global Cloud Channel, Ingram Micro Real talk. What is a SMB? How do they work? What they care about? Carol Roth TV Host & Presenter Dreams, dogs and love languages of the channel Orrin Klopper CEO, Netsurit The pathway to creating a successful channel partner program Kevin O’Brien VP Strategic Alliances, JazzHR
  50. 50. Kevin O’Brien VP Strategic Alliances, JazzHR • Kevin has been a developer, sales engineer, and Partner leader • Experienced in creating and scaling revenue generating programs for growing SaaS businesses, and building and managing large scale partnership and channel programs • Former VP Partners at Hootsuite • Held various partnership leadership positions over 13 years at Constant Contact
  51. 51. Building a Channel
  52. 52. About me Developer (long ago), Sales Engineer, Partner Person… • Constant Contact • Before there was SaaS (we called it ASP back in the day)... • Multiple Channel Programs: • Solution Providers (Business Partners, Web Developers, Affiliates) • Distributed Partners (Associations, Networks, Franchises) • Technology Partners (ISVs) • Strategic Partners (SMB Aggregators) • Hootsuite • Back when Snap was for dating… • Multiple Channel Programs: • Agency Partners • Solutions Providers • Technology Partners (ISVs) • Strategic Alliances • JazzHR • There’s always Musicians looking for work... • Multiple Channel Programs: • HR Consultants • Payroll Providers • Technology and Alliances
  53. 53. Market Dynamics Is your solution right for a Channel? Organizational Dynamics Can the VOLUME be strategic to your company? Ensure it has Visibility Can it Co-Exist with a Sales Organization Don’t underestimate the impact on Systems! Planning Which Channel to focus on First
  54. 54. Focus on the Right Partners Who are their customers What do they do – will they REFER you? Has to be replicable…find groups that are similar and expand Look into your own customer base first They were referred to you by their Trusted Advisor
  55. 55. Partner Portal Revenue Reporting User Activity Reporting Multi Account Login Single Billing Marketing Materials Incentives Revenue Share vs Bounty In Perpetuity – Risk/Reward Early Access & Thought Leadership More valueable than Revenue Share Helping them be Valuable to their Clients Not an API Program…though it helps.. Certification* Tough sell on SMB Software Comes later on as scale happens MDF Funding* Havent seen it successful in SMB
  56. 56. Partner Managers Critical to success of the channel Being Proactive instead of Reactive Constantly Educating on the Tools and Resources Establishing level of trust – understand business needs Assigned Quarterly MRR Targets Should do 2-5x of what a Sales Person Can Do
  57. 57. What Will You Grow Here?
  58. 58. Two-tier distribution: How to reach millions of SMB customers at scale Renee Bergeron SVP Global Cloud Channel, Ingram Micro Real talk. What is a SMB? How do they work? What they care about? Carol Roth TV Host & Presenter Dreams, dogs and love languages of the channel Orrin Klopper CEO, Netsurit The pathway to creating a successful channel partner program Kevin O’Brien VP Strategic Alliances, JazzHR
  59. 59. Orrin Klopper CEO, Netsurit • Born in South Africa, now lives in New York • Co-founder Entrepreneurs Organization South Africa • Member of Microsoft SMB partner advisory council since 2004 • Co-founder & CEO of Netsurit (privately held, no funders) • Netsurit is an MSP with a Microsoft Cloud Focus • Offices Denver, New York, South Africa and Vietnam • 300 team members • Netsurit revenue growth 50% in 2 years • Netsurit profit growth 300% in 2 years • Listed top 100 MSP’s in the world for 7 years • 6 Microsoft Gold Competencies
  60. 60. COMMUNITY DREAMS, DOGS AND LOVE LANGUAGES Orrin Klopper
  61. 61. CULTURE : DREAMS
  62. 62. CULTURE AND COMMUNITY PARTNERS : LOVE LANGUAGES
  63. 63. CULTURE AND COMMUNITY CSP monthly revenue growth $- $2,000 $4,000 $6,000 $8,000 $10,000 $12,000 $14,000 $16,000 $18,000 July August September October November December January February March
  64. 64. CULTURE AND COMMUNITY The 5 Love Languages – B2B SaaS context Personal relationships Partner relationships Physical touch Evangelism Acts of service Customer value Quality time Profit Receiving gifts Simplicity Words of affirmation
  65. 65. CULTURE AND COMMUNITY PARTNERS : EVANGELISM
  66. 66. CULTURE AND COMMUNITY PARTNERS : CUSTOMER VALUE
  67. 67. CULTURE AND COMMUNITY PARTNERS : PROFIT
  68. 68. CULTURE AND COMMUNITY PARTNERS : SIMPLICITY
  69. 69. CULTURE AND COMMUNITY Wrap Up
  70. 70. THANK YOU Orrin Klopper

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