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How you create the internal buy-in you need (Ty Lingley, Unbounce)

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SaaS Connect 2019 (San Francisco, CA).

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VIDEO: https://youtu.be/r98yKe-6Skg

How you create the internal buy-in you need
by Ty Lingley, Strategic Partnerships, Unbounce

Published in: Marketing
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How you create the internal buy-in you need (Ty Lingley, Unbounce)

  1. 1. How to Create the Right Buy-In for your Partner Program My Journey Building a Partner Program Ty Lingley, Head of Partnerships @ Unbounce
  2. 2. WHY IS BUY-IN IMPORTANT?
  3. 3. JAN 2018 JAN 2019 THE BUY-IN JOURNEY
  4. 4. ● 1,634 PARTNERS JOINED ● PARTNERS -> 253 NEW TRIALS (15% INCREMENTAL LIFT) ● 55% CONVERSION FROM NTS -> PAID 1X (15% LIFT FROM NORM) ● $15,560 IN NEW MRR ADDED EARLY RESULTS — FIRST MONTH
  5. 5. CHALLENGE #1: GROWTH STALL
  6. 6. OPPORTUNITY: Build a revenue share distribution channel.
  7. 7. CHALLENGE #2: PROGRAM OBSTACLES Nexus Tax Cannibalization Payment Processing Partner Recruitment Compliance Tracking Sales Enablement Channel Conflict Incrementality ROI Financial Projections
  8. 8. DEFINITION OF BUY-IN: 1. Have all teams grasp risks and upside 2. Understand organizational commitment required 3. Executive team committed to the program’s success
  9. 9. THE 7 STEP BUY-IN JOURNEY 1. Interviewing partner people 2. Finding demand signals & exploring them 3. Segmenting our partners 4. Creating informed projections 5. Finding the right platform partner 6. Addressing risks 7. Scoping the program & Identifying team impact
  10. 10. 1. INTERVIEWING PARTNER PEOPLE
  11. 11. INTERVIEWING PARTNER PEOPLE B2B SAAS FOR SMB SIMILAR DEAL SIZE PROGRAM 2+ YEARS
  12. 12. 2. FINDING DEMAND SIGNALS + EXPLORING THEM
  13. 13. FIND DEMAND DATA SIGNALS + EXPLORE 327 CS TICKETS Small Agencies Affiliates Solo Consultants
  14. 14. 3. SEGMENTING YOUR PARTNERS
  15. 15. SEGMENTING YOUR PARTNERS
  16. 16. SEGMENTING YOUR PARTNERS
  17. 17. 4. CREATING INFORMED PROJECTIONS
  18. 18. CREATING INFORMED PROJECTIONS Partner Segmentation helped us more accurately: ● Figure out program reach ● Project recruitment numbers ● Project referral #s + conversion rates ● Project deal sizes and revenues
  19. 19. CREATING INFORMED PROJECTIONS
  20. 20. 5. FINDING THE RIGHT PLATFORM PARTNER
  21. 21. FINDING THE RIGHT PLATFORM PARTNER X
  22. 22. 6. ADDRESSING RISKS
  23. 23. ADDRESSING RISKS
  24. 24. 7. SCOPING PROGRAM & IDENTIFY TEAM IMPACT
  25. 25. SCOPE PROGRAM & IDENTIFY TEAM IMPACT
  26. 26. THE BUY-IN JOURNEY
  27. 27. Questions? tyrone.lingley@unbounce.com

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