9 ways for IT channel managers of doing more with less.

1. SURVIVING
THE HORSE LATITUDES
9 Ways of Doing More with Less

2. The term horse latitudes originates
from the days when Spanish sailing
vessels transported horses to the
West Indies. Ships would often
become becalmed in mid-ocean in this
latitude, thus severely prolonging the
voyage; the resulting water shortages
would make it necessary for crews to
throw their horses overboard.
Wikipedia

3. The term horse latitudes originates
from the days when Spanish sailing
vessels transported horses to the
West Indies. Ships would often
become becalmed in mid-ocean in this
latitude, thus severely prolonging the
voyage; the resulting water shortages
would make it necessary for crews to
throw their horses overboard.
Wikipedia

4. Horse Latitudes is the
right time to reprioritize
and make your sailing ship
more efficient than ever

5. Out of scope:
Head count reduction
Travel freeze
Budgets cuts
Reorganization
Cost savings...

6. Get Raise Out of scope:
Lighter Sail
Head count reduction
Travel freeze
Budgets cuts
Streamline Reorganization
Ship Cost savings...

7. Get Raise Moving responsibility
Lighter Sail to the channel
Mutualize your efforts
In-source strategy &
Streamline outsource execution
Ship

8. Moving Responsibility
to the Channel
High
High
Alignment
Low
Low
Efficiency

9. Moving Responsibility
to the Channel
High
High
Alignment
Low
Waste Low
Efficiency

10. Moving Responsibility
to the Channel
Wild
Horse
High
High
Alignment
Low
Waste Low
Efficiency

11. Moving Responsibility
to the Channel
Wild
Horse
High
High
Alignment
Low
Waste Low Dumm
y
Efficiency

12. Moving Responsibility
to the Channel
Wild
Horse Hero
High
High
Alignment
Low
Waste Low Dumm
y
Efficiency

13. B2B Software Company
Capability Mkt & Biz Mostly MDF funded
Development Workshops Mkt programs channel
managed
Market Data Customer & ROI x2
Exchange Market Data Increased loyalty
Free up internal
Process & MDF guidelines resources
Guidelines Biz Plans
2x year
Teamwork Alignment meeting

14. Changing the Mindset
From To
Vendor Vendor Channel
Channel
Customers
Customers

15. Do you?
Have regular strategy sharing meetings ?
Share your market/customer data?
Support the capability of your resellers?
Provide business optimization tools?

16. Mutualize your Efforts
Creation of an Ecosystem
Software partners
Hosting partners
Security partners
Technology partners
«Coopetitors»
organized by industry

17. Where is the Boundary?
Interdependence Independence
Market knowledge Standalone sales &
Best practices marketing
Training Unique strategy
Co-go to market Confidentiality

18. Do you?
Know who is part of your ecosystem?
Share common needs (research, data,
databases, training, practices, application
developments,...)?
Have co go-to-market programs?

19. In-source Strategy
Outsource Execution
150.0
Channel Management
for a US startup
112.5
75.0
37.5
0
Internal
Outsourced
Strategy Sales Setup Admin

20. Only
5%
of Sales & Marketing programs
are getting regularly
reviewed & documented

21. Do you?
Review regularly your programs and
document the learning?
Know where to cut when revenue
shortage is coming?
Outsource tasks that can be done
better and cheaper outside?

22. Get Raise Scan untapped
Lighter Sail opportunities
Expand your customer
reach
Streamline Go after the weak
Ship

23. Do NOT
Focus

24. Scan Untapped Opportunities
Segments
Geographies
? ? ? Markets
Installed Competition
Base ? ?
?
Technologies

25. CAD Software Vendor
Found elevator segment
being untapped
Built an integrated GTM
Lighthouse segment

26. Do you?
Think of any untapped opportunity?
Know your installed base?
Sell more to existing customers? or try
to find new customers? or both?
Really try to expand your footprint?

27. Expand your Customer Reach
Distribution for Cloud Computing
IT Vendor
Direct
IT Channel Business Advisors
Contractual Channel Non-Contractual Channel
120 000 companies 1 800 000 companies
See whole presentation on http://tinyurl.com/degfkg

28. Ubiquitous Presence
Analysts
Communities PR
Social Twitting
Networking
Groups
Viral
Marketing Forums
Channels

29. Word of mouth
remains the
most trusted
source of information

30. Do you?
Have a clear view of the people who
influence the purchase of your
products?
Do something with your communities
(I mean really)?

31. Go after the Weak
NEC Computers stops its desktop
PC business (€300M pa)
Most competitors go after their left
resellers
How many go after their left
customers?

32. The weak can make 2 things:
1. you stronger
2. your competition stronger
(and you weaker)

33. Get Raise Clean your data
Lighter Sail
Simplify your
processes
Discipline execution
Streamline
Ship

34. Clean your Data
Databases loose
90.0 %
20% accuracy every year
67.5 %
45.0 %
22.5 %
0 % 2005
2004
2003
2002
2001

35. Do you?
Update your external databases every
year?
Clean your internal databases every
year?
Monitor your databases reliability?

36. Simplify your Processes
40 pages Biz Plan to be filled
in by each certified reseller
3 Months effort
No review

37. Of course you know
the ROI
of the programs managed
by your channel partners...

38. Do you?
Make sure all your processes make a
business difference?
Check that their execution is not
overwhelming your teams?
Have the right processes to measure
what’s truly important?

39. Discipline Execution
Next 3y Next 3y Next 3y Next 3y
Planning
Next 4Qs Next 4Qs Next 4Qs Next 4Qs
Q2 plan Q3 plan Q4 plan Q1 plan
Review
Q4 review Q1 review Q2 review Q3 review
Q1 Q2 Q3 Q4
15 days after Q4 ends 15 days after Q4 ends 15 days after Q4 ends 15 days after Q4 ends
Perpetual Planning

40. 90% of people
poor performance
stems from
ill-defined expectations

41. Do you?
Make sure that your team and top
partners are fully inline with your vision
and roadmap?
Do you have a process/milestones to
check that when deviation happens it is
immediately corrected?

42. Moving responsibility to the
Channel
Mutualize your efforts
Outsource execution/ Insource
Strategy
Scan untapped opportunities
Expand your customer reach
Go after the weak
Clean your data
Simplify your processes
Discipline execution

43. lemon
LEMON OPERATIONS
Laurent.Glaenzer@Lemon-Operations.com

44. lemon
LEMON OPERATIONS
Laurent.Glaenzer@Lemon-Operations.com