The document announces an upcoming conference on channel management from January 25-27, 2010 in San Francisco. The conference will discuss best practices for partner selection, management, collaboration strategies and incentive programs. Speakers will share their experiences optimizing channel investment and partner programs. Sessions will cover topics such as conflict prevention, demand creation, partner enablement, case studies, and building strategies for small-to-medium businesses. The event is aimed at executives responsible for channel sales, marketing, management and development.
1. Enjoy our End of
Day Cocktail
proudly presents:
reception on
Day one
January 25-27, 2010
The Grand Hyatt San Francisco | San Francisco, CA
Increasing the profitability of channel partner programs through best
practices in partner selection, management and collaboration strategies
Join channel management executives from Hear Channel Champions from Software,
vendor communities to discuss best practices, Hardware, Telecom and Consumer
strategies and solutions surrounding: Electronics:
• DEll InC.
Incentive management – track and analyze
• SBC GloBal
your MDF and Coop programs, administer
performance driven reward programs • ProxIm WIrElESS CorPoraTIon
and rebates • CoyoTE PoInT SySTEmS
opportunity management – minimize channel • PanaSonIC ComPuTEr SoluTIonS
conflict, achieve channel pipeline visibility • EmC
and direct leads to most qualified partners • amazon ConSulTInG
Partner marketing – leverage emerging • lEvEl3
technology and strategies in social media to
reach your target markets and connect with
your partners
Partner Program optimization – establish an
environment when you and your partner
invest in continuous improvement
SponSorS: lunCHeon SponSorS: MeDiA pArTnerS:
CSG
BLUEROADS / OPENLINE
register online: www.channelmanagementsummit.com or call 1-800-882-8684
2. WHo WIll aTTEnD:
SVps, Vps, Directors and
Managers responsible for:
Channel Sales
Channel Marketing
Channel
Management
Channel
Development
Marketing
Dear Colleague,
Sales
in today’s highly competitive business environment, just having a line of Strategic initiatives
innovative and successful products is not enough. Your responsibilities for
improving channel visibility, gaining channel efficiency, reducing cost and
and partnerships
increasing revenue are key to the success of your company. However, even
channel champions struggle with determining best strategies to target, recruit,
enable and incentivize partner communities.
SPonSorSHIP anD ExHIBITIon
oPPorTunITIES
in recognition of the importance of partner programs to overall financial
success of manufacturers across the uS, the 2010 Channel management Sponsorships and exhibits are
excellent opportunities for your
Summit will convene a business forum with leading vendor companies in the
company to showcase its products
high tech space. Senior level executives running channel sales, marketing and and services to high-level, targeted
development will share best practices and discuss, peer-to-peer, major factors decision-makers attending the
that affect trust, conflict and collaboration in producer-reseller relations as well 2nd annual Channel management
as a framework for analyzing common trade-offs between control and resources Summit. Marketing iQ and iQpC
help companies like yours achieve
in most channel systems.
important sales, marketing and
branding objectives by setting
if you are in the process of growing, developing and managing your channel aside a limited number of event
network, including implementing joint marketing campaigns and joint business sponsorships and exhibit spaces,
plans, please take a few minutes to read through the agenda, and then visit our all of which are tailored to assist
your organization in creating a
website – www.channelmanagementsummit.com. i look forward to meeting you
platform to maximize its exposure
in San Francisco in January, at the most important meeting of the year for the at the event and reach key decision
vendor community. makers in your field.
For more information on sponsoring
or exhibiting at the 2nd annual
Best regards, Channel management Summit,
please contact mario matulich
at (212) 885-2719 or
sponsorship@iqpc.com.
oksana Shubchinskaya
Conference Director
iQpC
2 SponSorS:
CSG
BLUEROADS / OPENLINE
3. Pre-Conference Workshops
Monday, January 25, 2010:
7:30 registration and Coffee
8:00 - 11:00
A Developing a Cohesive Partner Program: leveraging Business Intelligence regarding the Existing and
Potential Partner networks to Increase Sales across Current Product Categories and launch new Products
in an attempt to drive sales numbers, many vendor companies focus on • Developing a “gap mode” against your revenue goals
expanding their partner networks. in reality, this often means recruiting • Translating your revenue goals into specific metrics for your
new resellers based on too little information about their sales capacity channel partners
or based on locality which compromises the success of regional and How you will benefit:
global campaigns. • understand what specifically the partner will bring to the
vendor: geographic reach, horizontal/vertical market reach,
in this workshop you will learn how to put together a channel partner current product portfolio, partner’s sales and marketing
strategy that takes into account your existing go-to-market approach. capability, number of competitive brands carried, financial
Based on your current product lines and sales channels, you will also credit-worthiness
learn to indentify gaps in your market coverage and necessary qualities • examples of a partner metrics scorecard
in potential new partners for launch products.
• A complete map of partner eco-system – compare it with
your fellow workshop participants to generate new ideas for
What will be covered:
outreach
• Developing a “profit map” that overlays the universe of
channel partner capabilities on top of customer types
WorkSHoP lEaDEr:
TBA
• Analyzing your current partner base against the profit
base map
11:00 registration. lunch will be served
11:15-2:15
B Conflict Prevention, management and resolution – managing relationships among Channel
Partners and Between Direct and Indirect Sales
Conflicts among channel partners may be very destructive to vendor’s • policy initiatives: vertical market restrictions, geographic
margin whereas antagonistic relationships between direct sales and segmentation
indirect channel sales can lead to loss of partners to competition.
How you will benefit:
Damage to the vendor is compounded by the negative implications
of revenue generation and the company image before the ultimate • identify points of leverage at your disposal in negotiating with
customers. However channel conflict does not need to be the way of your resellers
life! in this workshop, learn how Dell confronted this suite of challenges • leverage the experience of your workshop colleagues to
while building a partner program from scratch and pursuing partner expand the command of communication tools such as during
mindshare. the channel planning process, at your disposal
• Brainstorm ideas for incentives for direct sales to sell through
What will be covered: channel
• economic tools: deal registration and activity based discounts WorkSHoP lEaDEr:
• organizational strategies: separating channel sales from Todd Werner
channel marketing Senior Manager, uS partnerDirect operations, Global Channel Group,
DEll InC.
2:15 registration
2:30-5:30
C Identify, access and Engage – Demand Creation in High-value Business to Business Prospecting
For vendor companies, the gap between marketing “suspects” and • Developing reward programs for partners and fine-tuning your
identified concrete new opportunities is a long and frustrating process lead distribution strategy in light of partner performance
where lead qualification takes a back seat to lead generation. in this
workshop, through a presentation, group brainstorming session and a How you will benefit:
practice round, learn how to indentify and gain access to desirable key • understand how to deliver your value proposition to target
players at targeted accounts and create a real impact for your sales audiences
pipeline. • Benchmark your approach to gleaning customer and demand
information from partners to industry peer experience
What will be covered: WorkSHoP lEaDEr:
• pitfalls of conventional thought on lead generation mike Scher
• establishing a difference between lead generation and president and Ceo
demand generation – how to incentivize your indirect channels FronTlInE
and leverage their resources
reGiSTer online: www.channelmanagementsummit.com or call: 1-800-882-8684 | 3
4. Main Conference, Day One
Tuesday, January 26, 2010
7:15 am rEGISTraTIon anD CoFFEE 10:45 am PanEl DISCuSSIon: ESTaBlISHInG THE “rIGHT” CHannEl
STraTEGy From THE BEGInnInG anD oPTImIzInG your
8:00 am CHaIrPErSon’S WElComE anD oPEnInG rEmarkS CHannEl InvESTmEnT In ParTnEr ProGramS In 2010
mark Sochan, Ceo, ParTnErPEDIa As the global economy begins a slow recovery, how do
you continue to help your partners not only survive in these
belt-tightening times, but also keep them positioned to take
8:15 am kEynoTE: THE lurkInG DanGErS In CHannEl advantage of emerging opportunities?
manaGEmEnT – EnSurInG THaT your CHannEl
STraTEGy IS BuIlT on THE SolID FounDaTIon oF ProCESS insightful vendors want to help their partners do more than
ClarITy, InFormaTIon InTEGrITy anD TaIlorED ParTnEr survive – they want them to thrive. This panel of experts will help
SElECTIon mECHanISmS you identify strategies for optimizing your channel investment in
the coming year including prioritizing your investment dollars,
Most channel managers focus on getting more out of their partner segmenting your partner base to identify which partners can help
networks – more sales, larger deal sizes and more qualified leads you grow, and how to simplify and automate partner programs to
to future sales opportunities. However, the success of a vendor- make the most of your channel dollar.
reseller partnership often hinges on what the vendor brings to the
table – internal business processes that guide the vendor/solution Panel moderator: Shari marion-Hoff,
provider relationship (incentive programs, rebates and training Ceo and Chief Channel Strategist, HaWkEyE
opportunities). Channel managers are often constrained by lack of please check the website for panelist updates!
insight into solution provider performance which frustrates efforts
to offer best motivational programs to most deserving partners. 11:45 am ParTnEr EnaBlEmEnT anD TraInInG: SuPPorTInG THE
in this session, learn how to determine if your partner program TraInInG anD EDuCaTIon oF CHannEl ParTnErS
is suffering from internal challenges. Training is one of the toughest and often very expensive partner
• Signs that your partner program priorities are aligned with program elements to implement because there is frequently
corporate strategies (or not) a lack of understanding of target audience’s behaviours,
• Strategies to identify reliable sources of data about preferences and needs. Additionally, many partners find
partner performance and then act on the information training initiatives redundant and ineffective in helping them
achieve sales goals. in this session learn what kind of training
• Solution provider perspectives on elements of vendor has succeeded in reaching partners and empowering them to
programs that frustrate sales campaigns sell, integrate, and support vendor products.
keith newman, editor, CHannElmEDIa • integrating online training into partner portals to track
verification of participation and knowledge transfer
9:00 am THE STaTE oF ParTnErInG – 2010 vEnDor rESEarCH • implementing closed loop marketing of product lifecycle
rESulTS: TunE In To THE I.T. vEnDor CommunITy’S events such as launch or refresh tied to portal pages
Plan, PrIorITES anD InvESTmEnTS containing passive learning materials
Managing partner growth and costs in 2010 will require • using company and personal incentives
vendors to be robb Henshaw, Director of Marketing & Communications,
more shrewd and ProxIm WIrElESS CorPoraTIon
well informed than
ever. listen to this Sponosred by:
comprehensive 12:30 Pm nETWorkInG lunCH
research about
how the global vendor community is planning to 1:30 Pm BEST PraCTICES In oPEraTIonS – PromoTIonS
elevate the impact of their indirect channels in 2010: Data will anD InCEnTIvES
highlight the following: roundtables: maximizing the Effectiveness and roI of your
• expected growth by partner segment Co-op and mDF Programs
• 2009 challenges in channel development and execution now more than
• 2010 channel program spending plans ever, marketing
• Key focus areas for partner enablement organizations
must justify
Beth vanni, Director, Market intelligence, spending on the
amazon ConSulTInG entire suite of
tools for reaching partner and customers – and the marketing
10:00 am mornInG nETWorkInG BrEak budgets are growing smaller! Which tool in your marketing
arsenal is most effective and deserving of limited resources? in
this session you will break into small groups with your industry
peers and participate in focused discussions on the following
topics:
• How to get the most out of the money vendors spend to get
partners to drive end user demand?
4 SponSorS:
CSG
BLUEROADS / OPENLINE
5. • unique uses of MDF ranging from communications to sales 3:15 Pm aFTErnoon nETWorkInG BrEak
engagement activities, multi-partner campaigns, partner
sales force motivation to partner cost offsets. 4:00 Pm SmB FoCuS: BuIlDInG a Go-To-markET STraTEGy To
• Key audit and claims processing methods that should be in TarGET THE SmB markET
place to measure the effectiveness of fund use. The small and medium size business sector is one of the key
roundtable moderators: purchasers of goods and services in the uS and globally,
Pete koliopoulos, Vice president, Global Channel Marketing, EmC however, not every SMB company is created equally! Does
your channel strategy distinguish between customer size and
does your channel ecosystem match the customer footprint?
2:15 Pm PanaSonIC CaSE STuDy: aCHIEvInG THE ParTnEr
mInDSHarE learn how to:
What are the right actions you can take and programs you can • Match data about partners to the buying customer needs
offer to insure that all of your engagement activity and program and wants
expenditures translate into a true share of mind and more • Build a list of appropriate partners to target in a multi-
importantly, share of revenue, generated by your partners? This channel approach
session will explore how to structure different approaches to • Develop financial incentives, rebates and promotions that
partners with different business models – VArs, Service and resellers can take into the SMB market to influence
DMrs. purchasing behaviour
Stoney White, Business Development Manager, PanaSonIC mitchell may, Vp, partner Marketing, IronkEy
ComPuTEr SoluTIonS
Patricia morrison, Channel Marketing Manager, PanaSonIC 4:45 Pm CHaIrPErSon’S CloSInG rEmarkS
ComPuTEr SoluTIonS
4:45 Pm EnD oF THE Day CoCkTaIl rECEPTIon
Main Conference, Day Two
Wednesday, January 27, 2010
7:15 am rEGISTraTIon anD CoFFEE leverage effect
than traditional
8:00 am CHaIrPErSon’S WElComE anD oPEnInG rEmarkS methods.
Tim Crank, CEo, marITz However, many
companies
struggle with
8:15 am manaGInG ConFlICT BETWEEn DIrECT SalES implementing comprehensive social media strategies, unsure
anD InDIrECT CHannEl SalES if the responsibility lies with marketing, sales or channel
in many companies the relationships between direct and management. in this session you will walk through the analytic
indirect sales groups are antagonistic and can become process to determine how you can adopt social medial tools for
destructive, especially in the current economy where making reaching your customers
sales and fulfilling monthly requirements is difficult. Companies • Determine the accessibility of your customer base by
are often confronted by the divide between direct and indirect social media and identify key influencers
sales organizations, and struggle with pulling them together • implement strategies to embed your sales organization
into a seamless, channel and end-user focused revenue-
generating system. into the social web of customers
learn how to: • leverage the social web for your partner support
organization
• implement compensation and discount structures to
ensure mutual focus on revenue generation mike Dubrall, Director, Channels of the Future, GIlWEll
• incentivize the direct sales force to sell through channel
and generate business for the channel 9:45 am mornInG nETWorkInG BrEak
• implement criteria for distinguishing which accounts its
direct and indirect teams should be targeting 10:30 am ParTnEr PErFormanCE manaGEmEnT anD
• Build trust with channel partners through clear strategy oPTImIzaTIon: GroWInG your ParTnEr ProGram
communication Channel programs
Todd Werner, Senior Manager, uS partnerDirect operations, that developed
Global Channel Group, DEll InC. organically and
over time at
9:00 am ParTnEr EnaBlEmEnT anD CommunICaTIonS: SoCIal emerging and mid-
mEDIa CHannElS For rEaCHInG CuSTomErS size vendors lack
some of the critical components to attract new partners and
Social Media cost less money than traditional marketing tools,
manage their performance such as training platforms, formal
it is more effective directly dealing with issues and has a higher
reGiSTer online: www.channelmanagementsummit.com or call: 1-800-882-8684 | 5
6. lead management programs and joint marketing initiatives. • running lead Management programs (how to ensure
This often leads to confusion, conflict and even breach of trust. that vendor generated leads are distributed in a fair
This always frustrates efforts to grow a partner program! This manner to those partners with the greatest potential to
session will discuss how to leverage you company’s current close) – lead qualification, lead distribution, roi analysis
capabilities to build on your current partner program. per marketing campaign, SlAs Deal registration programs
• Determine which program elements your partners value • Joint Marketing programs (how to ensure that partners
most and what’s missing are “forewarned” of vendor marketing campaigns) –
• Design and articulate a competitive value proposition for virtual marketing campaigns to ensure that channel
your program marketing adheres to vendor corporate marketing
• Allocate available budgets and resources for maximum • Collaboration among partners – how can vendors facilitate
impact with partners collaboration among partners in their network
• Build a channel program that can be implemented with Pete koliopoulos, Vice president, Global Channel Marketing, EmC
regional variations
michael Scher, president and Ceo, FronTlInE 2:30 Pm aFTErnoon nETWorkInG BrEak
11:15 PanEl DISCuSSIon: IDEnTIFyInG anD ovErComInG kEy 3:00 Pm ParTnEr lED DEmanD GEnEraTIon CaSE STuDy
CHallEnGES THaT arISE In DEvEloPInG anD moTIvaTInG your ParTnErS To DEEPEn THE
ImPlEmEnTInG PErFormanCE ImProvEmEnT ProGramS
oPPorTunITy loG
During this interactive panel discussion we will talk about
Best partners do not simply execute on the leads that you have
various approaches, solutions and perspectives on tackling
provided for them. They bring additional, self-generated sales
the most common challenges in the performance improvement
opportunities to you. in this session, learn from the experience
program implementation. At the conclusion of this session, you
of Coyote point System to identify groups of partners that
will be presented with the full list of various approaches and
can be expected to “hunt” for you and the ones that cannot.
solutions that have proven to be the most effective for your
The company recently redesigned its original channel model
colleagues.
(top down structure where resellers took orders) into a three
moderator: representative of CCI tier partner program that rewards specific aspects of VAr
Panelist: michael Scher, President and CEo, Frontline prospecting behaviour.
William Steen, Director, Channel Management, lEvEl3 James Puchbauer, Director of Marketing, Channel
Development and Business Development, CoyoTE PoInT
12:00 Pm nETWorkInG lunCHEon
Sponosred by: SySTEmS
1:00 Pm CHannEl EnaBlEmEnT: CHallEnGES anD oPPorTunITIES 3:45 Pm QuICk FIrE SESSIon: 30 IDEaS In 45 mInuTES – IDEaS THaT
HavE TranSFormED CHannEl ProGramS
partner recruitment is an expense. partner enablement is the
essential fuel that turns this expense into a money machine. panel of experts will break down tools and activities that have
Most vendors have more VAr partners then they will ever had the greatest impact on their business. The panel will also
need. However, rarely do they have more than 20% active in brainstorm next steps and outline quick wins for conference
a year and virtually never have the active partners selling as participants for next day action. Topics of discussion will
much as the vendor feels they should be selling. Yet … the include:
vendor continues the expensive ordeal of recruiting more • Channel partner selection and recruitment through
partners to the detriment of focusing on enabling their existing certification and accreditation
partners. • Developing channel partner loyalty
A panel of experts will discuss the enablement process, the • Managing channel conflict among partners and with
challenges of enabling VArs who typically are not sales or direct sales
marketing oriented. Tips and tools will be discussed that will keith newman, editor, CHannElmEDIa
allow vendors to start enabling their partners immediately and
Todd Werner, Senior Manager, uS partnerDirect operations,
for a lot less money than it costs to recruit partners.
Global Channel Group, DEll InC.
robert Cohen, president, Business editor,
Stoney White, Business Development Manager, PanaSonIC
InTEGraTED mar. Com CorPoraTIon
ComPuTEr SoluTIonS
Tony Craythorn, Vice president, Global SMB Channel,
1:45 Pm markETInG anD SalES CollaBoraTIon: ConnECTInG HITaCHI DaTa SySTEmS
markETInG lEaDS To SalES oPPorTunITIES
William Steen, Director, Channel Management, lEvEl3
unlike join provision of customer services, collaboration
robb Henshaw, Director of Marketing & Communications,
between sales and marketing has been less consistently well
ProxIm WIrElESS CorPoraTIon
executed in support of channel partners. Given the challenges
in attracting new partners, this session will focus on proven
strategies and implementation best practices to provide 4:30 Pm CHaIrPErSon’S CloSInG rEmarkS anD
comprehensive support for partners CloSE oF ConFErEnCE
6 SponSorS:
CSG
BLUEROADS / OPENLINE
8. rEGISTraTIon CarD International Quality & Productivity Center
535 5th Avenue, 8th Floor
yES! Please register me for . . . Increasing the profitability
new York, nY 10017
of channel partner
2nd Annual
programs through best
practices in partner
Management selection, management and
collaboration strategies
o Conference only Summit
o All Access pass o A o B o C
o Workshops only (please choose your workshop)
Your customer registration code is:
When registering, please provide the code above.
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organization_____________________________________________________________________
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phone______________________________________Fax_________________________________
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o please keep me informed via email about this and other related events. 5 EaSy WayS To rEGISTEr:
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1 Web: www.channelmanagementsummit.com
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4 Fax: 1-646-378-6025
Details for making payment via eFT or wire transfer can be found on
preceding page. 5 mail: IQPC, 535 5th avenue, 8th Floor,
new york, ny 10017
o i cannot attend, but please keep me informed of all future events. 18070.002
proudly presents: increasing the profitability
of channel partner programs
through best practices in partner
selection, management and
collaboration strategies
January 25-27, 2010
The Grand Hyatt San Francisco | San Francisco, CA
Channel management Summit Speaker Faculty includes the following channel
champions from Software, Hardware, Telecom, and Consumer Electronics companies:
SponSorS:
CSG
BLUEROADS / OPENLINE
DEll InC. amazon ConSulTInG
PanaSonIC ComPuTEr lEvEl3
lunCHeon SponSorS:
SoluTIonS SBC GloBal MeDiA pArTnerS:
EmC ProxIm WIrElESS
CoyoTE PoInT SySTEmS CorPoraTIon
register online: www.channelmanagementsummit.com or call 1-800-882-8684