Developing Relationship with Channel Partners

www.nextstepgrowth.com

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© 2014 Next Step. All Rights Reserved.

Relationship Development
With Channel Partners
Rebecca Sanders
June 2014

© 2014 NBCxt Step. All Rights Reserved.
2
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www.nextstepgrowth.com2
Next Step Experience
Since
1997,
Next
Step
has
maximized
business

growth
via
proven
consul=ng
and
training
services

in
all
aspects
of
sales,
marke=ng,
and
people

development.

Our team of 40+ seasoned professionals bring the right skills to
each client to maximize sales effectiveness and employee
productivity across all stages of growth.
300%
Produc=vity

25%
Revenue

3© 2014 Next Step. All Rights Reserved.

Agenda
•  Beneﬁts
of
Channel
Partners

•  3
key
ways
to
iden6fy
channel
partnership
opportuni6es
that

provide
the
greatest
sales
success.

•  Account
mapping
–
how
you
can
tap
into
the
channel

partner’s
network
and
process
to
expand
your
posi6on
within

the
account.

•  Ensuring
it
is
a
win/win
through
three
points
of
value

delivered
in
each
account
opportunity.

•  Cloud
success
example

•  Resources
and
keeping
the
conversa6on
going

•  Let’s
make
it
interac6ve!

4©2014 Next Step. All Rights Reserved.
Benefits of the Channel
•  Increases
revenue
growth
&
scale
with
agility

•  Low-‐cost,
high-‐volume
customer
acquisi6on

•  Broader
coverage
of
accounts,
Ver6cal
and
industry
segment
exper6se

and
services

•  Mul6-‐vendor
teams
aggregate
thousands
of
suppliers
products
to

provide
one-‐stop-‐shop
for
customers

•  Credibility
to
recommend
products
&
pricing
op6ons

•  Targeted
sales
campaigns/rapid
new
product
introduc6ons

•  Reduces
selling
costs

•  Low
cost
lead
genera6on

•  Flexible
financing
op6ons

•  Efficient
fulfillment
of
smaller
transac6ons

•  Improves
customer
sa6sfac6on

•  Greater
purchase
and
service
op6ons

•  More
frequent
customer
contact

•  Faster
response
6mes

Why Partner Strategies Fail
•  Lack
trust

•  Lacking
equal
value
exchange

•  Customer-‐driven
&
6ming

•  Expecta6ons
≠
Reality

•  Lack
alignment
of
goals,
culture
&

teams.

•  Lack
of
consistency
in
execu6on;

metrics
&
reviews.

•  Wrong
Partner

•  Lack
stakeholder
buy-‐in


TRUST MAP
“Above all, success in
business requires two things:
a winning competitive
strategy, and superb
organizational execution.
Distrust is the enemy of
both.” I submit that while
high trust won’t necessarily
rescue a poor strategy, low
trust will almost always derail
a good one.”
--- Stephen M. R. Covey, The
Speed of Trust: The One Thing
That Changes Everything


Welcome to the New World
BYOD

Internet
of
Things
Mobility
of
Work Cloud
Solu=ons Social
Media
OPEX
Wins

Mul=ple
Genera=ons

Consumeriza=on


Industry Evolution
Channel Dynamics
InnovationTalent shortage
Measurable
Business Impact
Business Model
Transformation
Servicization
consumption-based
LOB Budgets
Wants solutions
SMAC
Business Transformation
Expertise


Empower Aggregate Communicate
Analyze Adapt.
Expand Account Presence
Blended
Exchange

Amplify
Success

Bench
strength

(Dis=)

Shared
Vision

Collabora=ve
&
Social

Analy=cs

Just-‐in-‐Time/Best
Prac=ces

Community
Metric
and
Produc=vity

Acceleration
Learning KPIs/RoI/RoXConnect
the
Dots
Accelera=on


Value Exchange
§  Innovation
§  Profitability
§  Acceleration
§  Local/Vertical Expertise
§  Granularity Segmentation
§  Lead/sales Cadence
Ecosystem/ISV
Educa=on

Services

Market

Dynamics
&

Events

QBRs/Scorecards

“In
2015,
CMOs
will
control

more
IT
budget
than
CIOs”

Forrester Research
Councils/

Workshops


SAMPLE Metrics Dashboard FY14 Q1  
Create, Expand &
Secure Budgets
$6B in Project Pipeline
37% Grow
§  25% Y/Y Bookings Growth
Growing 3.6X Faster than vertical
TAM
§  Spend as a 25% of Total MARKET
opportunity
§  92 of Customers purchase more
than 4+ Service Subscriptions
§  27% Y/Y Increase in Consulting
Services
§  $910M Marketing Influence from
engagements.
- 2443 accounts with 6999
contacts engaged
- Communities of Interest :
- Healthcare: 8600/33% growth,
- Retail: 7641/13% growth
Deliver Business
Value
25% Growth
§  Targeted engagements -
Prospect, Active, & Realized
§  Q1 - 180 Total in Engagements/
Average Days in Phase:
Q1- 83 in Opportunity with 265
average days in Phase
- 69 in Discovery with average of 240
average
- 28 in Solution Proposal with 190
days Solution Proposal.
- 29 in Proof of Concept with 344 in
OIC, 126 in Discover, 25 in Solution
Proposal and 265 in POC.
§  69 New Doors Opened
§  Marketing activities resulted in
32% Accounts Engaged
Accelerate Capability
16% - 30%
§  Communities of Interest had 3246
Total Activities
-  Enterprise: 504
-  Commercial : 1380
-  Geo Breakdown XXX
o  Financial Services: 545
o  Healthcare: 606
o  Manufacturing: 868
o  Retail: 650
o  Utilities/Smart Grid: 245
§  1323 Exec Briefings 33% CxO s in
attendance achieving an average
CSAT of 4.7%
§  103 Light Bulb Moments
16 Key Wins & 45 Best Practices
§  301 Vertical Trainings commenced
165 Total Trainings Completed .

Education Accelerates Cloud Sales
Customer

Channel
Manager

Partner/AM

Services
Solu=on
Ecosystem

Aggregate
selling
objec=ons

Across
qualiﬁed
prospects

Consul=ng/training
Partner

Delivers
workshop
to
address
objec=ons

Results:

CxO
educated
on
TCO/ROI,
security
&
change

management
made
faster
&
25%

larger
purchasing
decisions

Resul=ng
in
a
60:1
ROI.


Thank You for Participating
Con=nue
the
conversa=on
–
ASAP
Linkedin
Group

Want
a
copy
of
the
slides
provide
us
your
business

card
or
email

rsanders@www.nextstepgrowth.com

Recommended
Resources
&
References

•  Cisco
Partner
Field
Guide
hfp://www.cisco.com/en/US/services/ps6888/
service_partner_guide0900aecd805b490c.pdf

•  Steven
Covey’s
The
Speed
of
Trust

•  The
Granularity
of
Growth
by
Patrick
Viguerie
&
Sven
Smit

14
x
Take Your Next Step Toward…
Proﬁtability!
Growth!
Productivity!
Thank you!
RESULTS

15
x
Back-up Slides!

Channel-Driven Growth
Framework
ö  Planning
builds
strategic
partnerships,
stakeholders
deﬁnes

opportuni=es
and
fosters
innova=on.


Winning Strategy
Evaluating market opportunities based on growth potential and risks is essential to
determine the strategic focus and setup of a realistic and feasible channel strategy.
Translating the strategy into a concrete action plan and operational requirements
enables solid implementation and quick wins.
Determining and accommodating the impact on the organizational model,
essential processes and technology support is key to success.

Developing Relationship with Channel Partners

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