How Healthy is Your Partner Portal?
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Sure, you have a partner portal. Your channel partners have an online resource they can visit 24/7 to consume content. Partner portal — check! Not so fast. Simply maintaining an online portal for partners isn't enough. Much like the way healthy food is needed to fuel an active body, the content you serve your partners must be hearty, relevant, and timely so it will help you and your partners achieve your goals. In this 30-minute webinar co-presented with MarketBridge, you'll learn how to use data to fuel your partner portal with the perfect blend of awareness, consideration, and decision-stage content that will both satisfy your partners and keep them coming back for more.
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How Healthy is Your Partner Portal?
- 1. How Healthy is Your Partner Portal? @goallbound | @marketbridge | #NeverSellAlone
- 2. Hey! It’s nice to meet you. Jen Spencer VP, Marketing & Alliances Allbound @jenspencer Lane Douglas VP, Marketing Solutions MarketBridge @lanedouglas Mike Kelleher VP, Channel Solutions MarketBridge @mikelkelleher
- 3. Today’s agenda • The Enabled Channel Professional • Industry Research • Partner Portal Table Stakes • Enablement in Action • Common Objectives • Challenges in Partner Enablement • Data + Content = Productivity • Next Steps and Q&A
- 4. “IF YOU WANT TO GO FAST, GO ALONE. If you want to go far, go together.”
- 5. 6.5x Companies selling with partners enjoy … Faster-moving sales cycles year-over-year Source: Aberdeen Group 2017
- 6. Companies selling with partners enjoy … 2.7xThe annual growth in average deal size/contract value Source: Aberdeen Group 2017
- 7. 2.3x Companies selling with partners enjoy … Greater year-over-year reductions in customer acquisition costs Source: Aberdeen Group 2017
- 8. 103% Companies selling with partners enjoy … Higher annual upticks in data quality and accuracy Source: Aberdeen Group 2017
- 9. 75% Companies selling with partners enjoy … More profit margin growth year-over- year Source: Aberdeen Group 2017
- 11. USER-FRIENDLY Partner Onboarding Easily accessible anywhere, on ANY DEVICE
- 12. Robust training features with GAMIFICATION Easy to track each PARTNER’S SUCCESS
- 13. Ability to segment content by PARTNER PERSONA Easy for partners to SHARE SOCIALLY
- 14. Help act as AN EXTENSION of your team Set up to SCALE WITH YOU
- 15. A Common Objective Double-digit revenue growth of recurring cloud-based solutions through the right set of partners 1. Onboard new partners 2. Enable partners to sell cloud 3. Grow vendor’s share-of-wallet 4. Prove impact of MDF
- 16. Why is This So Hard? 1. Build it and they will come 2. Too many content “outposts” 3. One-size (does not) fit all 4. Over-reliance on tech platforms 5. More data…but not enough insight
- 17. 01 CHANNEL STRATEGY 02 ALIGNMENT & ASSESSMENT 03 ANALYTICS & REPORTING 04 ACCESS & DELIVERABILITY 02 ALIGNMENT & ASSESSMENT • Aggregate content into single source location • Define “tag” criteria needing for indexing • Align content to buyer journey, product, persona • Evaluate for gaps; develop recommendations Achieving Content “Nirvana” 03 ANALYTICS & REPORTING • Real-time content inventory per indexing • Content access by partners • Content utilization (shares, downloads, etc.) • Connection to opportunities, sales • Recommendations for content evolution
- 18. Data + Content = Productivity Prescriptive Content Predictive Analytics Partner Readiness Programs Tactical Plays • Enablement • Collateral • Message • Offer • Trigger • Purchase • Usage • IoT • Engagement • Social
- 19. Cut content waste Take Aways Bridge your gaps Prescribe the recipe Make access easy
- 20. Questions?
- 21. Thank you! Jen Spencer VP, Marketing & Alliances Allbound jspencer@allbound.com Lane Douglas VP, Marketing Solutions MarketBridge ldouglas@market-bridge.com Mike Kelleher VP, Channel Solutions MarketBridge mkelleher@market-bridge.com
Editor's Notes
- There are a ton of partner management software and tools out there purporting to be everything you need to rev up your partner relationships and turn your program into a revenue-generating giant. But not every piece of channel management software lives up to its promise.
- Getting up to speed on every aspect of your channel partnership itself, from brand positioning to the expectations you have of your partners and vice versa, is something your software must make easy. There’s a lot to know starting out, and that’s information that can’t be relegated to outdated documents or laid out in PDFs so long that people will never bother to read past the title. Onboarding materials should be engaging, easy to find, all in one place within the software, and easy to work with. Channel partnering requires keeping track of a lot of moving parts. But you shouldn’t know it if you’re using a good partner acceleration software. The point of partner software is to make the experience easy and intuitive. It should let people do their jobs positioning and managing your product without having to think about the strategic complexities going on in the background. So if there's a set of features your software is missing, causing you to come up with endless complex workarounds, consider transitioning to one that seamlessly meets all of your needs.
- How Robust Are the Training Features? Gamified learning is becoming the gold standard in allowing people to pick up information quickly. Being able to build out training modules that test your partners on everything they need to know based on their role—from positioning the brand to support features—is key to having a channel that works for you and your partners. Good partner portal should be able to facilitate effective trainings, let you monitor how your partners are doing, and then incentivize them to do even better.
- Content is the lifeblood of brand positioning—and it costs time, talent, and money to create. So your partner software can't allow your marketing content to be ignored or disappear into a void. You need software that will make sure your marketing content gets in front of your partners—and can let you know they're using it.
- You can truly help your partners adapt to today’s more cloud-based, subscription economy by helping them not just find new customers, but keep the customers they have with a dynamic toolset tht can be customized to their needs.