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Scaling an enterprise channel (Sue Fernand, Nexmo, the Vonage API Company)


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SaaS Connect 2019 (San Francisco, CA)

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Scaling an enterprise channel
by Sue Fernand, System Integrator Partner Manager, Nexmo, the Vonage API Company

Published in: Marketing
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Scaling an enterprise channel (Sue Fernand, Nexmo, the Vonage API Company)

  1. 1. 1VONAGE CONFIDENTIAL Scaling an Enterprise Channel Sue Fernand Systems Integrator Partner Manager
  2. 2. 2VONAGE CONFIDENTIAL What do we do at Nexmo? Funded in 2010 Part of Vonage (NYSE:VG) - May 2016 350+ Employees (50 nationalities) 1,400 Employees at Vonage $140M+ turnover in 2017, 100% recurring 38% growth YoY FY 2017 42% growth Yoy Q1 2018 Offices Worldwide ● San Francisco ● NYC ● London ● Munich ● Paris ● Hong-Kong ● Singapore ● Shanghai ● Shenzhen ● Seoul ● Tokyo Global Business, leading in APAC and EMEA. ● 36% APAC ● 34% NORAM ● 25% EMEA ● 5% ROW 5,000+ customers globally 24/7 enterprise grade Global Support 350 direct connections to carriers in close to 100 Countries with 1600+ networks connected key functions in the regions ● Sales ● PreSales ● CSM ● Support ● Carrier Ops ● BizOps ● Finance
  3. 3. VONAGE CONFIDENTIAL 3 Digitalization Trend is Now Impacting All Enterprises
  4. 4. 4VONAGE CONFIDENTIAL Why partners are important to us • We are not a services organization we focus only on our APIs • Partners own the relationship with the Enterprise-Trusted Advisor • They have specific skill sets around a vertical or a technology • Partners ensure a successful engagement
  5. 5. 5VONAGE CONFIDENTIAL Traditional Channel programs are dated and don’t work!
  6. 6. 6VONAGE CONFIDENTIAL Develop the right program No drawn out certification process. Partners get what they put in. Incent your partners to start co- marketing/co-selling immediately! • Marketing incentives • Lead-generating programs • Social campaigns • Awareness & branding promotions • Enablement tools • Sponsorship events • And more!
  7. 7. 7VONAGE CONFIDENTIAL 1 Actively creating an integration 2 Have a working integration & produced external video/recorded demo 3 Met 1-2 criteria plus: Actively promoting Nexmo APIs/Integration (partner’s website and/or campaign, etc.) 4 Met 1-3 criteria plus: referred 2 new qualified leads to Nexmo; engaging with Nexmo Sales 5 Met 1-4 criteria plus: Collaborating on a customer pipeline of 5+ qualified opportunities, irrelevant of lead source 6 Met 1-5 criteria plus: First deal closed 7 Met 1-6 criteria plus: Multiple live customers, including one joint customer case study for marketing purposes 8 Met 1-7 criteria plus: Multiple customer cases studies and video(s) 9 Met 1-7 criteria plus: Executed successful customer event with Nexmo 10 Met 1-7 criteria plus: Collaboration with other Nexmo partner on use cases NOT a traditional MDF, JMF, CoOp or MOU Program Co-Marketing Rewards Based on a partners journey Partner Lead Verified & Approved Eligible Partner Activities 1 Nexmo social promotion 2 Stars 1 GTM plus: Nexmo newsletter spotlight; Nexmo event sponsorship opportunities invite; link to video demo from partner showcase 3 Stars 1-2 GTM plus: Nexmo Sales Enablement Webinar; Partner briefing to Nexmo sales 4 Stars 1-3 GTM plus: Partner Showcase Feature 5 Stars 1-4 GTM plus: Guest blog with social amplification; Early Partner program invites (i.e. pre-product launch activities, etc.) 6 Stars 1-5 GTM plus: Nexmo webinar speaker opportunity invite list; Nexmo PR opportunities invite list (based on Nexmo marketing plan and available schedule) 7 Stars 1-6 GTM plus: Dedicated email campaign outreach & lead share 8 Stars 1-7 GTM plus: Dedicated Nexmo webinar campaign includes webinar, email invite/follow-up, joint asset, social promotion & lead share 9 Stars 1-7 GTM plus: Digital Marketing campaign with Nexmo, includes lead share 10 Stars 1-7 GTM plus: Dedicated demand gen campaign; can include joint asset (whitepaper, ebook, video), promotions, webinar, emails, event, social, lead share & Partner Showcase feature Nexmo Star Rewards
  8. 8. VONAGE CONFIDENTIAL 8 Partner 2 Address the Enterprise Market by Augmenting your offering with Partners-Don’t compete with your partners! Communications APIs Abstraction Layer Contact Center Product Off the shelf apps TypicalCCaaS/ISVPlay Communications APIs CommsRouter Sample Code (Developed by Partner) Partner 1 Partner 3 Connector Sample Tech Partner AI/Bots Competitor Strategy IPaaS Partners
  9. 9. 9VONAGE CONFIDENTIAL Identifying the right type of partners
  10. 10. 10VONAGE CONFIDENTIAL Over 180 Partners worldwide, covering 36 countries
  11. 11. 11VONAGE CONFIDENTIAL How we promote our partners Clickable, extended dedicated partner listing page with lead form Dynamic, featured partner content
  12. 12. 12VONAGE CONFIDENTIAL Partner Showcase: Generates Awareness and Leads for Partners Each partner listing page has a dedicated contact form that is linked and tracked within Nexmo CRM systems Nexmo Partner lead will be the gatekeeper to the inbound inquiries and engage Partner + Sales as appropriate
  13. 13. 13VONAGE CONFIDENTIAL The launch of Nexmo Connect received global coverage • 8 original stories as of 9/17 – totaling 1.5+ million impressions • 220 outlets picked-up the press release: – YahooFinance, the Business Journal, Business Insider’s Markets Insider, MarTech Series, San Francisco Business Times, Silicon Valley Business Journal, Telecom Reseller, and TMCNet – resulting in 9.8 million potential impressions Promote your partners through marketing!
  14. 14. 14VONAGE CONFIDENTIAL Encourage Partner Collaboration
  15. 15. 15VONAGE CONFIDENTIAL • Annual Partner Summit • Hackathons • Regional Meetups • Joint events • Monthly webinars Keep up the momentum with partners
  16. 16. 16VONAGE CONFIDENTIAL • Partner program should never compete with Sales • Work closely with Sales to identify verticals • Make sure the Sales team knows your partners and how they will help them close business • Be a part of the team-The partner team works for the sales team! • Work with partners to bring leads to the sales team Alignment with the Sales Team
  17. 17. 17VONAGE CONFIDENTIAL Questions?