“are your happy with your sales partner channel or tolerating it?” What should you expect from your Sales Channel Partners? From identifying existing problems to fixing them and accelerating your company’s growth. How do you identify/diagnose channel problems? How do you avoid the common mistakes? How do you align your objectives and set the pace for your channel partners? How do you make your channels more efficient, improve activity and grow revenues in your channel strategy? Hear, ask your questions and learn from Tenego on how to: identify problems and underperforming channel strategies, navigate channel conflict and improve management for both direct and indirect channels. What You Will Learn? • Identifying the common mistakes in Sales Channel Development and Management, and how to avoid/fix them • Do you have the right Partners: How to achieve a good Sales Partner Fit and typical challenges? • Do you have the right partner management / supports alignment into your partner organisations? • Setting the pace: Improved forecasting when dealing with Channel Partners • Partner Planning and Objective Alignment with Channel Partners • Restructuring your Partner Network: Drop, Drip Feed or Drive on • Reinvestment: How to increase revenues from Partner Channels

1. How to fix a Broken Sales Channel
1

2. Questions
Q: Many Partners not
producing. How do we
gain commitment?
Q: How long does it take to
build a profitable partner
program?
Q: is there a defined success
model to follow for
Software Sales Channels?
Q: Should we expect partners
to be as good as ourselves in
selling our solutions?
Q: How can I get partners to
focus on our product?
Q: How do I assess if Partners
will work for my business?
Q: How do we get our
partners to do more?
Q: How to forecast growth
within our channel
program?.
2

3. Welcome
If you have any questions,
please interrupt…
Type into the Chat/Question screen
Donagh Kiernan, Founder and CEO
Tenego Partnering
www.tenegopartnering.com
http://ie.linkedin.com/in/donaghkiernan
Donagh Kiernan
Founder and CEO
Tenego Partnering
27 years – Techie background Sales
Channel, Direct Sales and Channel
Sales Organisation Management.
3

4. Tenego: Services
4

5. Tenego Clients
5

6. Tenego’s Methodologies
6

7. Tenego’s Global Network
• To date, executed projects across UK & Ireland,
Across Europe, North America, Mexico & Latin
America, Middle East, North Africa, India, China,
South Asia…
• Growing Global Network of Tenego Offices with on
the ground presence and in discussion in
– Ireland (HQ), UK, Germany, Netherlands, Greece
– Middle East, APAC
– Canada, US East Coast, US West Coast …
7

8. How to fix a Broken Sales Channel
8

9. What is your bottleneck of growth?
If your Sales Channel is Broken,
Does your Business need fixing?
9

10. Is your Sales Channel Broken?
• Are you not getting what you expected?
• It’s costing you more
• It’s taking much longer
• The revenues are less than expected, or non-existent
• If you knew it would have taken this effort you
probably wouldn’t have started???
• “Maybe, Partnering doesn’t work for my business”
• You are doing something wrong…Fix it.
10

11. What can you expect from Channels?
• It does take time
– Partner Search
– Recruitment and On-boarding
– Your Product’s Sales cycle
– The customers’ buying cycle
• The pace will be that of your partners’ businesses
• Building a new business engine takes time to learn
• There are very defined components to make it work
11

12. Reviewing Your Channel: Internal
Is your business aligned to help your channel deliver
results:
1) Your Customer Focus and Value Proposition
2) Your Sales Engine
3) Your Product’s Market Acceptance
4) Your Competitive Advantage
5) Addressing Cultural Challenges
6) Managing and supporting partners
12

13. Know Your Customer
BullsEye
Target
Customer
Who is the Key Buyer?
Target Customer: Sector, Size etc
5 Questions?
13

14. Lead
Generation
Qualification
Sales /
Closing
Delivery Support
Direct Sales
Resellers…
Referrals
Strategic Partners / White Label / System Integrators …
Complementary Services
Your Business Engine
How Compelling
is Your
Customer Value
Proposition?
How Compelling
is Your
Partner Value
Proposition?
14

15. Market Acceptance & Competition
• How well is the market accepting your product?
• What is your greatest competition?
– Internal or another product or service?
• Do you solve a compelling need?
• What are the dynamics of the market?
– the dynamics of the buyers decision cycle?
• Competition: How noisy is the market?
– Do you need to meet prospects to generate leads?
– Do you need relationships to win business?.
15

16. Sales Process - Stage by Stage: Direct or Partners
1) How can you achieve faster results, earlier revenue
2) How can you reduce the costs at each stage
3) What affects the overall Return on your Sales Investment?
4) What does a Partner cost?
5) What affects the risk of your Sales investments?
Your Sales Costs and Partners
Sales Process:
€51,332 €53,632Cost up each stage: €26,822 €30,904 €42,332 €48,332
€2,300
Costs of your Sales Activities (€):
Success Rate % (from prev stage):
Activity to win 1 deal:
Average cost at each stage (€):
€2,300
50%
5 2 1
14% 35% 35% 40%
€26,822 €4,082 €11,429 €6,000 €3,000
€92 €100 €800 €1,200 €1,500
292 41 14
Evaluation
Propose /
Close
Lead
Generation
Qualified
Leads
Presentation Demo
16

17. How do you Manage/Support Partners?
17
Marketing
Support
Sales Support
Delivery
Support
Post Sales
Support
Commercial
Supports
Product
Management
Joint
Marketing
Plan
Sales & SE
Training
Accreditation
Process
Product
Distribution
Pricing/
Discounts/
SPIFs
Joint
Customer
Engagement
Cooperative
Marketing
Plan
Webinar,
Demo & PoC
structure
Training &
Certification
Process
Customer
Care/Helpdesk
Partner
Payment
Plans
Customer
Visits
Marketing
Funds
Allocation
Sales
Materials
Feedback &
Development
Communicatio
ns & Updates
Process
Partner
Database &
CRM systems
Focus Groups
Partner
Extranet
Joint Market
Development
Plan
Quality
Assurance
Governance
model
Contracts …

18. Partner Management – NOTs!
• Relationship is important but not sufficient
• An Agreement is important but not sufficient
• Pushing the Partner is not sufficient
• A good opportunity is not sufficient
• Being ever available in support is not sufficient
• You wanting the partner to serve your purpose is not
sufficient.
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19. What do you expect from Partners?
Industry
Partners
Leads Qualified Sales Customer Delivery Support Product
Affiliates Leads Qualified Sales Customer Delivery Support Product
Referral Leads Qualified Sales Customer Delivery Support Product
Agent Leads Qualified Sales Customer Delivery Support Product
Reseller Leads Qualified Sales Customer Delivery Support Product
VARs Leads Qualified Sales Customer Delivery Support Product
Co-Selling
Alliances
Leads Qualified Sales Customer Delivery Support Product
Distributors Leads Qualified Sales Customer Delivery Support Product
Value Added
Distributors
Leads Qualified Sales Customer Delivery Support Product
ISVs Leads Qualified Sales Customer Delivery Support Product
Services
Partners
Leads Qualified Sales Customer Delivery Support Product
Technology
Partners
Leads Qualified Sales Customer Delivery Support Product
19

20. What Type of companies?
• What company types fit your Partner Types?
• What type of VARs/SIs or consulting companies?
• What type of ISVs/Software Solution companies?
• What capabilities should they have?
• Define your target partner profiles
I
Analysts
Media
Industry
OrganisationsTargetCustomers
Water
Electricity
Gas
Advisors/Consulting
Accountants / Tax
Advisors / Business
Consulting T1
Legal*
Accountants/Business
Consulting T2*
BPO Industry
Organisations
DebtServices&
Collection
Specialist Debt
Consultants / Credit
Checking *
Debt Recovery*
BPO Accounts
Receivable
SI’s&ITServices
IT Consulting
Systems Integrators*
,
IT Managed Services
IT Services
Software
Solutions
Debt Management
Software*
Contact Centre Mgmt
Systems*
Workflow /Doc
Have you properly considered the
different potential partner types?
Have you clearly defined your
target partner profile(s)?
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21. Do you trust your current Partners to
properly represent what you want for your
Business?
OR are you compromising too much?
21

22. Your Channel: Your Partners?
1) Do you have the right partners? (Partner Fit)
– Don’t depend on relationships to select partners
– Depend on your Partner Value Proposition first
2) Do you Combine yours + your Partners’ Capabilities?
– What is the joint proposition to the market?
– Are you expecting too much and not providing enough of
your experience?
3) Partner’s Capabilities Assessment
– When they’re good enough and when they’re not
4) Partner’s Business Pace – How fast can you go?
22

23. Partner Fit Categories
Customer and Decision Maker
Strategic Direction - Product & Services Fit
Current Activities - Product & Services Fit
Sales & Marketing Fit
People and Culture Fit
23

24. Partner Fit:
“The less you
ask the partner to change
the more likely the partnership
will work”
24

25. Suspect
Prospect
Discovery
Justification
Acquisition
Closing
Im
plem
entation
SupportKnow
ledge
&
FocusExisting
&
G
row
ing
Custom
erBase
Credibility
/Influence
w
ith
Decision
M
akers
Ease
ofdoing
Business
O
pportunity
forPartner
Tim
e-to-Revenue
Partnering
Experience
#
Potential
in
the
M
arke
Consultant
3 3 4 2 1 0 2 0 3 2 4 2 2 1 4
Key CharacteristicsSales and Delvery Process
BPO (managed service)
3 4 5 3 3 4 4 3 4 4 4 3 5 3 4
Sector Specific Software Solutions
2 2 5 2 3 2 3 2 5 4 4 3 5 4 3
BI Resellers
3 3 3 3 3 4 4 3 3 3 2 4 4 2 4
ERP Resellers
3 3 4 3 3 4 3 3 3 3 2 4 4 3 4
System Integrators
3 3 2 1 3 4 4 2 4 2 4 2 4 3 4
Direct
0 0 2 2 2 3 4 4 3 1 2 3 4 2 4
Assessing Your Partners – What you want
• Access to Your Target Customers & Decision Makers
• Partner’s Sales Capabilities
• Creditability and Influence
• Other key criteria…
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26. Channel Growth Calculator
www.tenegopartnering.com/predictor/ 26

27. Next Step Actions
1) Review your Internal Sales Channel Management
organisation
– How you engage, enable and support partners
2) Establish clear Partner Evaluation Structure
– What do you want/need from partners (capabilities)
3) Re-evaluate your Partner Network
– Who do you support / promote?
– Who drop or side-line?
4) Reinvestment for growth
– Learn to grow with your partners.
27

28. Thank You & Questions
Donagh Kiernan
Founder & CEO
Tenego Partnering
28

29. www.tenegopartnering.com/resource www.tenegopartnering.com/blog
Further content available online
Presentation can be found here:
https://www.slideshare.net/DonaghKiernan/how-to-fix-a-broken-sales-channel
29

30. Additional Webinars
• Other webinars available in our Resource Page:
• Partner Program Development for Scalable International Growth
• Planning 2017: Decisions and Tools for Growth
• Sales Partner Management for better Partner Engagement
• How to ensure Partner Fit. It's not as simple as it may seem
• Meet Your Revenue Targets with Focused Sales Execution
• Finding Big Markets for Big Data & Data Analytics Solutions
• Business in Europe: Understanding the bigger opportunities
• Growing your Business in the UK
• Germany: Opportunities for Tech Companies
• Market Opportunities in Australia for Tech Companies
• How To Prevent The Mistakes in Sales Channel Development
• Market Entry China
And many more…
www.tenegopartnering.com/resource 30

31. Related Articles
• Available in our Blog:
• Are you Strategic to your Strategic Partner? - Software Sales Channels Unrequited Love
• 5 In & 5 Out in Reviewing & Improving Your Sales Channels - Part 2 of 2
• 5 In & 5 Out in Reviewing & Improving Your Sales Channels - Part 1 of 2
• What Partner Types do you want in your Partner Program?
• 5 Hard Things in Building an Effective Partner Program
• 5 Points on Breaking Preconceived Notions with Just Enough Analysis
• Your Sales Focus? Quarter-end Targets AND/OR Game Change Next Year?
• Compliance & Risks Named as One of the CIOReview's 20 Most Promising Compliance Solution
Providers 2016
• One Engine, many speeds: Managing Direct Sales and Partners
• 5 Partner Management Styles - Which one are you?
• Diagnose your Current Sales Channels - Partner Fit Evaluation
And many more…
www.tenegopartnering.com/blog 31

32. Build & Manage Sales

Direct and Channels

Executive Hands-on

Your Alliances Team

Software Business
Experts

Practical

Results Focussed
CONTACT DETAILS:
Tenego Partnering
Ireland (HQ), UK, Germany, Greece, Australia,
Toronto, Dubai…
Web: www.tenegopartnering.com
Email: info@tenegopartnering.com
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