Webinar by CCI’s Steven Kellam and Scott England from Zift Solutions where they share the emerging footprint of what a global channel automation solution looks like. They will demonstrate how systems for partner marketing and engagement, fully integrated with comprehensive tools for joint partner planning, team coordination, and incentives management, can offer vendors the ‘holy grail’ of complete channel automation that is affordable and configurable.

1. Embracing the New Era of
End-To-End Channel Automation
How top channel vendors are starting to leverage the full potential of
cloud systems to improve engagement, increase measurement, simplify
operations, and increase sales.

2. 2
PRESENTERS
Steven Kellam
SVP, Sales & Marketing
CCI
Scott England
VP, Alliances & Strategic Relationships
Zift Solutions
Peter Hornberger
Business Development Associate
CCI

3. A Time of
Unprecedented
Change in the Channel

4. 4
Requires a fundamentally different
business model for partners.
 More clients needed for same amount of revenue
• Marketing effectiveness crucial for raising partner sales
velocity
 Larger emphasis on customer satisfaction and
retention
 Smarter, more proactive use of incentive funds
needed
• Rewards: pre-sales over post sales
• MDF: Smarter allocation based on highest likelihood for
sales lift/lowest probability of waste
PARADIGM SHIFT TO RECURRING REVENUE
Paradigm
Shift
From high-margin,
one-time revenue
to subscription-
based revenue.

5. 5
COMPETITION FOR MINDSHARE: ALL-TIME HIGH
More Suppliers
 Cloud and bundled services spawn more provider options
 7+ suppliers per partner
Fewer Partners
 Smaller ‘piece of the pie’ for resellers
 Heavy partner and distributor consolidation
 Larger barriers to entry for partners
Partner adoption for most
channel programs is now in
the single digits.
~ Sirius Decisions
“
Half of SMB cloud service purchases
are now directly from the provider.
~ McKinsey
“
It takes more talent, capital, and business
acumen to thrive in today’s channel.
~ 2112 Group
“

6. 6
CHANNEL PROGRAMS ARE MORE COMPLEX THAN EVER
15 Years Ago:
Distributor
Direct Corporate
Reseller
VARReseller
VENDOR
Enterprise
SMB/SME
Home
Micro

7. 7
CHANNEL PROGRAMS ARE MORE COMPLEX THAN EVER
Today:
Distributor
Direct Corporate
Reseller
VARReseller
VENDOR
Enterprise
SMB/SME
Home
Micro
Cloud
Agents
Hosting /
Infrastructure
OEM
Solution
Providers
MSPs
ISVs
Direct
Marketers
System
Integrators

8. 8
OPERATIONAL EXCELLENCE OBSCURED
Operational Mindshare
Pursuit of partner mindshare
often distracts from efficient,
informed operational
execution.
Systems & Campaign Sprawl
Program feature ‘arms race’
leads to systems and
campaign ‘sprawl.’
 Disconnected and unmanageable
 System silos create human silos
Custom Channel Systems
“Frankenstein” systems built
on direct-oriented CRM & ERP
platforms designed for SMB.
 Cost millions to design, build and
maintain
 Built by costly consultants with
little real channel expertise
 Hard to adjust, become expensive
‘ball and chain’

9. 9
THE NEW GENERATION OF CLOUD CHANNEL SOLUTIONS
 Born in the channel, for
the channel
 “Play well with others”
 Configuration over
customization
 Scale and change year
to year

10. 10
Improving
engagement
1 2 3
4 5 6
AGENDA: IMPACTS OF THE NEW PARADIGM
Emphasizing capture,
measurement
Simplifying internal
operations
Shortening time to
revenue
Maximizing sales lift Summary and
recommendations

11. Improving
Engagement

12. 12
 UI Experience – friendly and engaging
 Process Efficiency – get in and get out
 Reporting Metrics – broad visibility
 Data Accuracy – reduce human error
 Alert Relevancy – timely and useful notifications
INCENTIVE PROGRAMS DRIVING PARTNER ENGAGEMENT
Ease of Use is Key
ABCtech ABCtech’s
The ABCtech Partner Support
Center is available 24 hours a day,
5 days a week to support you.
PartnerNetwork@ABCtech.com

13. 13
Plug-&-play campaigns designed by marketing experts…not the VAR CEO’s nephew.
Streamlined lead collection and qualification.
Lower marketing delivery costs, typically by 50%.
Partners get inserted into ‘warmer’ prospecting conversations.
Greater visibility into ROI of marketing activities.
Allow partners to focus more time on actual selling.
THE NEXT FRONT IN THE PARTNER ENGAGEMENT WARS

14. 14
EXAMPLE – LEAD DISTRIBUTION WITH APPS

15. 15
Engagement success hinges on:
ENGAGEMENT: 1+1 = 3
The key to it all.
“Least effort,
most gain.”
Make it EASY
and FUN.
The more you
ask of them,
the less you’ll
get back.
Engagement

16. Increasing Measurement
and Informed
Decision Making

17. 18
Operational dashboards that guide and energize:
 CAM self-prioritization
 Senior management performance assessment of internal
team members
 PMM visibility to program engagement
 Etc.
IS IT WORKING - WHAT YOU NEED TO KNOW

18. 19
Partner
Scorecarding &
Benchmarking
Joint Business
Planning
Joint Marketing
Planning &
Approvals
MDF Fund
Allocation &
Distribution
Marketing
Campaign
Execution
Deal
Registration
Point of Sale Data
Creation, Collection,
Scrubbing
Systems of Record
– Partner Info &
Outcomes
ROI Measurement
& Predictive
Analytics
Capture Proof
of Performance
Incent Use of Thru-
Partner Marketing
Partner
Investment
Lifecycle

19. 20
DATA DISCONNECT
Traditionally
this is where
the wheels
have fallen
off for
measurability.

20. 21
 Objective campaign
performance data
 Forensic data – real results
 Measure marketing
outcomes…partner vs.
partner, region vs. region
product vs. product
FINALLY, VALID PERFORMANCE DATA!

21. 22
End-to-end dashboards that guide and energize
 Complete view
 One place to look
MEASUREMENT: 1+1 = 3

22. Simplifying Internal
Operations

23. 24
 Dashboards
 Real-time reporting
 Notifications and automated workflows
 Approvals
 Pre-defined campaign choices simplify the planning and
budgeting process:
• Don’t have to spend valuable CAM/PMM man hours ‘inventing’
marketing plans from scratch for each partner
• Makes MDF spend budgeting much easier if you know the costs
for the defined options up front
INCENTIVE PROGRAM OPERATIONAL ROI

24. 25
 Use Apps to put portal features into channel partners current systems.
 Provide managed services to ease initial on-boarding.
 Let partners self profile to determine relevant pushed materials.
 Automate ROI reporting to pull results from partner’s existing systems (requires no
change in partner behavior).
 Include partners in creative design to ensure joint marketing meets their needs.
 Track partner follow up and success with distributed leads so only qualified leads are
brought to channel sales attention.
MARKETING AUTOMATION OPERATIONAL ROI
Key Is STILL Ease of Use

25. 26
SYNDICATED DEMAND GEN
Efficient personalization for each partner…less channel marketing team time investment.

26. 27
 Linking all the data together
efficiently
 Mapping spend to leads
 Evaluating program and
partner efficacy
 Proactively adjust spend and
campaigns based on partner
lexile scores
SIMPLIFICATION: 1+1 = 3
Combined spend and demand gen data creates powerful analytical and demand gen capabilities.

27. Shortening Time
to Revenue

28. 29
MAJOR REDUCTIONS IN TIME TO REVENUE
Throughout ENTIRE partner investment lifecycle
Pre-integrated automation
Joint Planning Approvals Marketing Execution Sales Engagement
Post-integrated automation

29. 30
Compounding effects:
 Get ahead of competition: big “first mover” advantage
for you and your partners
 Build partner revenues sooner
 Drive your recurring revenue sooner
 Forecasting & budgeting:
more meaningful alignment
in the boardroom
SHORTENING TIME TO REVENUE: 1+1 = 3
Delayed subscrip. revenue = lost revenue!

30. Ultimately, It’s About Maximizing Sales

31. 32
 Scorecarding
• Pick and invest in the right partners
• Lead those partners down the right path
• Minimize financial risk of waste
 Joint marketing planning
REACHING PARTNER POTENTIAL
It’s all about maximizing sales lift - Drive the BEST increase in partner sales.

32. 33
MORE ENGAGEMENT – MORE SALES
With increased partner engagement, increased pipeline, spend analysis and revenue attribution become a reality.

33. 34
More sales success hinges on:
SALES LIFT: 1+1 = 3
The key to it all.
The Right
Partners
Great
Planning
Marketing
Execution
Sales Lift

34. Recap & Summary

35. 36
1. Improving Engagement
2. Emphasizing Capture, Measurement
3. Simplifying Internal Operations
4. Shortening Time to Revenue
5. Maximizing Sales Lift
A COMBINED SOLUTION
The whole becomes more than
the sum of the parts.

36. 37
Steven Kellam
steven.kellam@channelmanagement.com
415.526.3215
Scott England
sengland@ziftsolutions.com
919.794.8385
Peter Hornberger
peter.hornberger@channelmanagement.com
415.526.3216
THANK YOU FOR BEING WITH US
Please contact us if you have additional questions.