So, you want to partner with SAP. Are you ready? So, you have a great product and proposition growing globally and now you are ready to partner with SAP. What does it take to get your product sold by SAP? What does it take to become a SAP Partner? SAP is the third largest software company in the World with over 320,000 customers and more than 17,000 partners. What Will You Learn? ● What does it take to partner with SAP? ● What does SAP look for in the product partner companies? How do they evaluate partners? ● How is SAP structured? Can it truly be a global partner for your business? ● How do you manage a giant partner such as SAP? ● How do you evaluate if SAP is the right path for your business? About Tenego Tenego provides international sales execution services for growing and established Technology Companies. Tenego's proven approach and expertise take responsibility for driving the company's sales revenues across multiple markets with direct sales outsourcing, channel development, channel management, lead generation services and sales management services.

1. 1
Partnering with

2. Questions
Q: What are the criteria to
fulfill to become an SAP
Partner? (Karol)
Q: How do you protect your IP
when engaging with a giant
software company like SAP?
(Scott)
Q: How long will it take to become
an SAP Partner? (James)
Q: Will a large software
company like SAP seek
exclusivity? (Victor)
Q: What resources do I need to
invest in to partner with
SAP? (Robert)
Q: What category of Partner
should apply for? (Liz)
Q: If we have the right
solution, who should
we talk to? (Simon)
Q: How do you partner with
SAP when you are also
disruptive to their sector
and business? (Tony)
2
and more…

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

4. http://www.linkedin.com/in/rpage/
http://www.linkedin.com/in/donaghki
ernan/
The Panel
Richard Page
Founder and MD
Avizent Ltd UK
14+ years experience in the SAP
Ecosystem. Worked for SAP for 8 years;
SAP Global Director for SAP ERP.
Donagh Kiernan
Founder and CEO
Tenego Partnering
28 years – Techie background Sales
Channel, Direct Sales and Channel
Sales Organisation Management.

5. 5
Partnering with SAP

6. Agenda
6
• SAP – The Numbers
• The SAP Partner Program
• Case Studies
• Understanding the SAP Solution Map
• Partnering with SAP – The Process
• SAP and/or Alternatives.

7. SAP: The Important Statistics
7
378,000+
Customers in
more than 180
countries
€22.06 bn
Total revenue
Fiscal Year 2016
100+
Development
and Innovation
Centres
15,000+
SAP Partner
companies
globally
150 million
Subscribers in
the Cloud user
base
87%
of Forbes
Global 2000 are
SAP customers

8. What do you think and feel when you hear the
Software Giant’s name?
• Do you think, if only SAP would resell my product…
• What does it take to partner with SAP?
• What do you need to be?
• What do you need to do?
• Where do you start?
• How long will it take?.
SAP - The 800 pound Gorilla
8

9. 9
The Solution
Piggyback on the
Leader
• Make the Gorilla your
friend
• Join the family
• Achieve SAP Certification
for your solutions
• Network through the SAP
Partner EcoSystem
• Leverage the SAP brand

10. SAP: Is it for You?
10
The benefits of partnering with SAP (?)
• Market Reach and Coverage
– Strong in initial markets with..
– Global access possibility through a single
partner
• Brand Association
– Instant validation of your business,
enabling easier business everywhere
• Customer Acquisition
– Tier 1 customer decision maker access
– Driven sales machine
• Instant Success?

11. SAP: Why would they?
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• You have an offering that enhances SAP’s
software or fills a gap in their offering
• You have clear market validation with a number
of common partners and customers
• SAP have an established structure or business
practice focussing on your target customers
and need area
• You can see a clear fast market engagement.

12. The Software Product Giant: Challenges?
12
• Proactive Commitment?
• Focus v Diversification
– SAP try to and do everything
– This leaves limited opportunities
for partner solutions
• Time to Engagement
• Ease of Doing Business
– “A whole industry sector of
services companies exist to help
companies work with SAP”.

13. Some Stories: Partnering with SAP
• Redwood Software
• SAP as reseller ‘SAP Job Scheduling by Redwood’
• Rapid roll out and pipeline growth
• Basis Technologies
• SAP events – Sapphire, Utilities
• SAP partner tools
• CyberSafe
• SAP events – Sapphire, TechEd
• SAP developer forums
13

14. The SAP Solution Map
14

15. SAP Partner Fit Review
Product / Market Review
SAP Solution Space Review
Market Ecosystem
Partner Type Selection
…
SAP Briefing Preparation
SAP Briefing
SAP Decision Maker(s)
Briefing and Feedback
Investigate and Follow-up
Secure Response/Action
Proceed to Application Y/N
Apply & Certify
Partnership Application
SAP Certification
Launch Planning
Market Development Planning
Partner Agreement
…
SAP Rollout
SAP Team Training
Joint SAP Customer Workshops
Regional Monthly Meetings
Quarterly Reviews
…
Partnering with SAP – The Process
15
1 Month
1 Month
1 to 3 Months
6 to 18 Months
Seeking Optimal Engagement with SAP
managing investment of time and effort - while seeking to optimise the opportunity

16. Partner Type
Evaluation
Market Ecosystem:
Company Types
Product/Solution/
Services
SAP and/or Alternatives
In parallel with SAP engagement or alternatively:
- Partner Type Selection across your Market Ecosystem
• Capabilities you have / Capabilities you need to grow
16
Business Engine
Market, Sales &
Delivery

17. 17
Your Market Ecosystem
What Company Types have relationships
to your target customers and the
capabilities to help you sell?

18. Partner Type EvaluationLeads
Plan
C
reate
Q
ualify
D
evelop
Prove
N
egotiate
C
lose
Im
plem
entSupport
Value
Added
Solutions
Know
ledge
&
Focus
Existing
&
G
row
ing
C
ustom
erBaseC
redibility
/Influence
w
ith
D
ecision
M
akers
Ease
ofdoing
Business
O
pportunity
forPartner
Tim
e-to-Engagem
ent
Partnering
Experience
#
PotentialC
o's
in
M
arket
Lead
G
en
Sales
D
eliveryK
ey
C
riteriaFullProcess
Business/IT Consultants
Regional
2 4 4 4 4 4 2 2 3 1 0 2 2 5 4 3 5 3 5
Business/IT Consultants Regional
43 41 33 29 59
Sales and Delvery Process Key Characteristics Summary by Capability
Sector Specific
Consultants
3 5 5 5 5 5 3 3 4 1 0 6 3 6 4 4 5 4 3
Business/IT Consultants Regional
53 51 40 35 74 3
BPO 3 5 5 5 5 5 5 5 3 2 2 4 3 5 2 2 2 4 3
BPO
43 45 32 25 70 4
System Integrators
(VARs)
4 5 5 5 5 5 5 5 5 5 5 5 4 5 5 5 5 5 4
System Integrators (VARs)
57 58 53 38 92 1
Sector Specific Solutions 4 5 5 5 5 5 5 5 2 2 0 5 5 5 4 4 2 4 3 51 52 36 32 75 2
Direct (current) 0 5 5 5 5 5 5 5 4 4 3 2 5 2 3 3 3 5 3 Direct (current)41 46 37 26 72

19. Partner
ManagementPartner RecruitmentPartner Type Selection
Step 1
Define
Partnering
Requirements
Step 2
Evaluate
Target Markets
Internal Intelligence
• Products/Services
• Proposals
• Customers
• Sales Process
• Sales Collateral
Evaluate Market
•Product Markets
•Specialist Service
Markets
•Routes to Target
Customers
Step 3
Select Targets
&
Define Approach
Define Approach
•Analyse and Score
•Select Initial Targets
•Define Specific
Business Case
Step 4
Make Approach
&
Determine Fit
Make Approach
•Approach target
companies, starting
with Top Targets
•Determine Interest
and Strategic Fit
•Review Approach
Step 5
Establish & Build
Business
Relationship
Partners
•Ensure Marketing &
Sales Fit
•Ensure Operational Fit
•Ensure Strong
Reference Sites
Outputs
•Partnering Objectives
•Partner Value
Proposition
•Sales and Delivery
Capabilities Required
Outputs
•Market Eco-System &
Trends
•Competitors Review
•Target Partner Types
Profiles including
search criteria
Outputs
•Scored Lists
•Top Targets
•Specific Business
Cases
•Approach Action Plan
Outputs
•Selected Initial
Partners
•Agreed Partnering
Terms (Tentative)
•Identify Initial
Engagements
Outputs
•Working Initial
Partnerships
•Repeatable Partnering
Model
•Partner Maximising
Plan
Week 1 to 4 Week 5 to … On-going
Tenego’s Partnering Process

20. Summary – Partnering with SAP
• Partnering with SAP presents a big opportunity
• You must have something of interest to SAP
• You can manage the time, effort and risks in engaging
with SAP
• You don’t have to risk everything, there are many
alternatives
• And defined methodologies to help determine your
optimal partner types.
20

21. http://www.linkedin.com/in/rpage/
http://www.linkedin.com/in/donaghki
ernan/
Thank You & Questions
Richard Page
Founder and MD
Avizent Ltd UK
14+ years experience in the SAP
Ecosystem. Worked for SAP for 8 years;
SAP Global Director for SAP ERP.
Donagh Kiernan
Founder and CEO
Tenego Partnering
28 years – Techie background Sales
Channel, Direct Sales and Channel
Sales Organisation Management.

22. Tenego: Services
22

23. Tenego Clients
23

24. Tenego’s Methodologies
24

25. Tenego’s Global Network
• To date, executed projects across:
UK & Ireland, Europe, North America, Mexico & Latin
America, Middle East, North Africa, India, China, South Asia…
• Global network of On-the-Ground and planned
Tenego Offices in
o Ireland (HQ), UK, Germany, Netherlands, Greece
o Middle East, APAC
o Canada, US East Coast, US West Coast …
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26. www.tenegopartnering.com/resource www.tenegopartnering.com/blog
Further content available online
Presentation can be found here:
https://www.slideshare.net/DonaghKiernan/how-to-partner-with-SAP
26

27. Other Webinars
• Other webinars available in our Resource Page:
– Your Channel Evolution: Early Stage, Established and Beyond
– Q&A Session: Software Sales Growth to European Manufacturing Sectors
– Software Sales Growth to European Manufacturing Sectors
– Q&A Session: Partner Operations: Scaling your Channel Partners
– Partner Operations: Scaling your Channel Partners
– Learning from the Big Boys' Partner Programs: Microsoft, Oracle, SAP etc.
– International Growth for UK based Software Companies
– Case Study - Bringing a US Company to Europe
– To Grow Your Product Revenues from 10M to 50M
– Partner enabling the Giants: IBM, SAP, Accenture or other...
• And many more…
www.tenegopartnering.com/resource

28. Related Articles/Content
• Many Articles in our Blog
• Is Your Product Good Enough to Sell through SAP?
• So now you are an SAP Partner!
• Should you sell through Sales Channels OR Sell Direct?
• What is involved in becoming an SAP Partner?
• Is becoming an SAP Partner right for your business?
• So, you think SaaS can't have Sales Channels?
• Building Sales Channels - What do you want from a sales partner?
• Thinking About or Starting Your Sales Partner Channels? What Next?
• Why you need a Partnering Strategy
www.tenegopartnering.com/blog

29. 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, USA, Benelux,
Greece, Australia, Dubai…
Web: www.tenegopartnering.com
Email: info@tenegopartnering.com
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