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Microsoft ISVs: Selling Your Software Solution through Sales Partner Channels
The document discusses strategies for Independent Software Vendors (ISVs) to leverage sales partner channels through Microsoft. It covers partner recruitment, management, and maximizing efficiency in selling software solutions, highlighting the importance of understanding partner fit and market selection. Additionally, it emphasizes the benefits of aligning with Microsoft to enhance sales opportunities and drive usage of Microsoft technologies.
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Microsoft ISVs: Selling Your Software Solution through Sales Partner Channels
- 1. Microsoft ISVs: Selling YourSoftware Solution through Sales Partner Channels
- 2. Many Questions Q: Howcan a Partner Program work alongside my Direct Sales? (James) Q: Want to learn more about Partner Recruitment? (Aaron) Q: How do we manage conflict from different channels? (Alex) Q: How does Cloud Computing affect selling through sales Partner Channels? (Tyrone) Q: How do we maximize efficiency from existing dealers? (Corey) Q:How many leads will I get by only being listed in Microsoft’s' Store? (Thomas) Q: The balance between recruiting new partners and cultivating existing? (Corey) Q: How to best establish channels in US in ERP space to SMB market? (Louis) Q: How to move from Legacy Channel to Channel as a Service? (Michelle)
- 3. Welcome If you haveany comments or questions, please interrupt… Type into the Chat/Question screen www.tenego.com Donagh Kiernan Founder and CEO Tenego Partnering 28 years – Techie background Sales Channel, Direct Sales and Channel Sales Organisation Management. http://ie.linkedin.com/in/donaghkiernan
- 4. Microsoft ISVs: Selling YourSoftware Solution through Sales Partner Channels
- 5. Agenda – Channelsfor Microsoft ISVs 1. Context – Microsoft ISVs 2. What are Sales Partners? 3. Understand when Partners work – Partner Type Selection 4. You target regional markets? - Market Selection 5. How many Partners do you want? - Partner Recruitment 6. Get the best from current partners - Partner Management 7. Your Partner Program – Partner Program Development 8. Selling through Microsoft Channels
- 6. As a MicrosoftISV Partner… • ISV - Independent Software Vendor • You use Microsoft technologies in your solution • You are a sales channel partner for Microsoft • Microsoft want to help you grow, why? 1) Drives usage on existing technology platforms; Office365, Dynamics, SharePoint… 2) Drives conversion from MS Office once-off licences to Office365 recurring licences 3) Provides Microsoft Industry Specialists with more selling points of their platforms 4) Helps Microsoft compete with key competitors 5) Drives usage of Azure
- 7. Sales Partner Types •Affiliates / Marketing Partners • Referrals • Sales Agents • Resellers • Value Added Resellers / System Integrators • Distributors • OEM / Bundled / White Label • Technology Partners (with Market Supports) • PaaS MarketPlaces Tenego Webinar
- 8. Good Partner/Bad Partner- Mistakes 1) Depending too much on Relationships 2) Your Requirements from Partners are undefined, too idealistic or unclear 3) Not giving enough thought to the Partner Proposition 4) Focussing on Selling to Partners, as opposed to Seeking Partner Fit 5) Focussing too much on your Product, rather than on Customer Success 6) Not having a defined Partner Recruitment Process Tenego Webinar
- 9. Partner Fit –When a partner is right? • Fit within the company • The target customer • Their existing product set • Their Business Objectives • Their capabilities… • Fit with the sales team • Helping them meet their targets • Aligned with what they currently sell.
- 10. Lead Generation QualificationSales / Closing Delivery Support Direct Sales Resellers… Referrals Strategic Partners / White Label / System Integrators … Complementary Services Capabilities Required from Partner Capabilities that you need in a Partner
- 11. Influencers Consumer n/a Policy Makers/ Regulators Standards / Certification ISO27001, BSA, ITIL, ITAR, PII, SISA Codes of Practice Public Sector, Local Authorities Analysts Media Industry Organisations TargetCustomers 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 Management /Case Management Step 2 Evaluate Target Markets Evaluate Market •Product Markets •Specialist Service Markets •Routes to Target Customers Capabilities that exist in the Market
- 12. 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/ITConsultants 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
- 13. Market Selection: Don’t selectyour target market based solely on your contact base. Where presents the greatest opportunities?
- 14. Market Selection &Prioritisation Levellers 10,000,000 10,000,000 10,000 100 Weightings 10 10 20 - 30 70 Minimum Conditions 8,000 14 3 1 http://www.google.co.in/imgres?imgurl=http://www.windowscentral.com/sites/wpcentral.com/files/styles/larger/public/field/image/2014/05/Reach_of_credit_cards_in_emerging_mahttps://www.google.co.in/webhp?sourceid=chrome-instant&ion=1&espv=2&ie=UTF-8#q=www.tradingeconomics.com+turkey+retail+sales1000 Markets (Europe) Region Population 2014 Urban Population 2014 GDP( million US$) 2014 GDP per capita 2014 Credit Card Penetration % (fortuma) 2014 Total value of Retail Sales (YoY in percent) Consumer Spending Index Competitor Count Country Rank Switzerland Western Europe 8,157,896 6,030,730 685,434 84,733 58.75 0.20 10.16 3 Switzerland 5.85 Norway Western Europe 5,091,924 4,083,119 500,103 97,363 112.00 0.00 6.61 1 Norway 4.62 United Kingdom Western Europe 63,489,234 50,802,810 2,941,886 45,603 23.55 6.50 6.49 11 United Kingdom 4.41 Germany Western Europe 82,652,256 61,437,197 3,852,556 47,627 119.75 3.40 4.62 4 Germany 4.18 France Western Europe 64,641,279 56,419,209 2,829,192 42,733 91.19 3.60 4.45 6 France 3.70 Austria CEE 8,526,429 5,824,085 436,344 51,127 34.00 1.60 5.87 2 Austria 3.46 Sweden Western Europe 9,631,261 8,249,625 570,591 58,887 97.72 3.70 5.14 2 Sweden 3.46 Denmark Western Europe 5,640,184 4,926,011 341,952 60,634 26.79 2.00 5.11 1 Denmark 3.21 Italy Western Europe 61,070,224 42,101,235 2,144,338 34,960 49.83 1.30 3.78 5 Italy 3.13 Finland Western Europe 5,443,497 4,576,718 270,674 49,541 79.63 -1.70 4.76 2 Finland 3.05 Ireland Western Europe 4,677,340 2,952,477 245,921 53,314 46.67 8.60 4.80 1 Ireland 3.02 Belgium Western Europe 11,144,420 10,874,010 533,383 47,517 39.09 0.40 4.69 2 Belgium 2.96 Netherlands Western Europe 16,802,463 14,161,696 869,508 51,590 35.71 4.30 4.17 5 Netherlands 2.86 Spain Western Europe 47,066,402 36,646,776 1,404,307 30,262 88.44 4.30 3.36 5 Spain 2.80 Russia CEE 142,467,651 105,911,587 1,860,598 12,736 17.20 -10.40 0.54 4 Russia 2.50 Montenegro Balkans 621,542 396,949 4,583 7,371 3.81 3.00 4.51 0 Montenegro 2.06 Portugal Western Europe 10,610,304 6,646,197 229,584 22,081 96.19 1.40 2.59 1 Portugal 1.85 Greece (home market)Balkans 11,128,404 6,921,007 237,592 21,683 28.70 3.80 3.01 2 Greece (home market)1.84 Cyprus Balkans 1,153,058 819,828 23,226 27,194 62.50 4.00 2.21 2 Cyprus 1.53 Poland CEE 38,220,543 23,216,731 548,003 14,423 17.14 0.10 1.62 1 Poland 1.49 Turkey Balkans 75,837,020 56,235,478 799,535 10,530 67.99 -0.20 0.09 2 Turkey 1.47 Slovenia Balkans 2,075,592 1,034,487 49,416 23,963 11.11 -0.40 2.30 0 Slovenia 1.39 Czech Republic CEE 10,740,468 7,881,096 205,523 19,554 20.95 6.30 1.71 1 Czech Republic 1.23 Estonia FRS 1,283,771 894,636 25,905 19,720 29.17 9.00 1.83 0 Estonia 1.17 Slovakia CEE 5,454,154 2,979,250 98,000 18,047 11.11 3.00 1.80 0 Slovakia 1.14 Lithuania FRS 3,008,287 2,029,313 48,172 16,445 13.79 5.90 1.86 0 Lithuania 1.11 Latvia FRS 2,041,111 1,381,995 31,921 16,038 15.00 4.30 1.71 0 Latvia 1.03 Ukraine FRS 44,941,303 31,225,151 131,805 3,083 66.08 -16.30 0.13 1 Ukraine 0.93 Croatia Balkans 4,272,044 2,506,962 57,223 13,507 3.81 1.30 1.42 0 Croatia 0.87 Hungary CEE 9,933,173 7,036,844 137,104 13,903 13.13 5.10 1.15 2 Hungary 0.87 Bulgaria Balkans 7,167,998 5,357,789 55,735 7,713 13.89 -2.50 1.02 0 Bulgaria 0.69 Romania Balkans 21,640,168 11,449,200 199,044 9,997 11.00 10.90 0.32 1 Romania 0.62 Azerbaijan FRS 9,514,887 5,173,624 75,198 7,884 3.26 10.00 0.71 0 Azerbaijan 0.56 Serbia Balkans 9,468,378 5,436,059 43,866 6,153 8.45 2.30 0.63 0 Serbia 0.52 FYRO Macedonia Balkans 2,108,434 1,258,627 11,324 5,456 15.00 -1.00 0.78 0 FYRO Macedonia 0.48 Albania Balkans 3,185,413 1,800,743 13,370 4,619 17.86 3.83 0.66 1 Albania 0.44 Armenia FRS 2,983,990 1,917,546 10,882 3,620 13.89 0.10 0.57 0 Armenia 0.38 What markets can you deliver into? Where is the greatest opportunity? What markets can you gain easiest access to? Using Market indicators to evaluate and prioritise
- 15. How many Customers doyou want in the next year? …and in the next three years? Tenego Webinar
- 16. How many Partnersdo you want? • How many Customers do you want – in the next year? – …and in the next three years? • How many Partners do you want? – Free-for-All or Market Coverage – What is Market Coverage in each regional markets? • Your Scalability / Capacity / Readiness? – How many partners can you on-board and enable in the next 12 months? – What training and support do partners require? Tenego Webinar
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- 18. Partner Recruitment: Process Research ListGeneration Marketing Outbound Campaigns Inside Sales Follow up Target Partner Profiles Customer & Partner Proposition / Messaging Partner Fit Evaluation Agree Tech Eval & Product Demo Competitive Positioning Scripts, Qualification , Materials Partner Fit Evaluation Template Partner Onboarding Plan Engage Engine Proposition Development Partner Recruitment BD Lead Technical Discussions Agreement & Negotiations On- boarding Market Engagement Planning Campaign Management Proposition/ Messaging Marketing Execution Inside Sales List GenerationTeam:
- 19. Partner Management • UnderstandPartner Strengths and Where to Support • Joint Market Engagement Plan - Align Activities – How they engage with existing customers – How they win new customers – Your Marketing Activities - Invite Partner Customers – Steady rhythm and build • Seek to Agree Monthly Activity Targets: – Contacts – Existing Customers and New – Leads, Demos, Proposals • Regular Meeting Cadence – maintain momentum Tenego Webinar
- 20. Your Partner Program– Key Components 20 Program Vision Replicate and scale current in-market success Philosophy & Policies Brand Pricing Exclusivity, Territory … Organisation Change Direct and Indirect Regional / Divisional Phased Implementation … Market Selection/ Prioritization Objectives / Targets Work Program Milestones Targets … Marketing Sales Delivery Post Sale Commercial Product Mgmt From Adhoc to Coop Pre-sales to full support Part of full delivery L1, L2 support & UpSell Pricing, discounts, incentives Feedback and market connect Partner Tiers & Supports Bronze Silver Gold Marketing Sales Delivery Post Sale Commercial Product Partner Types Consultant SI ISV… Partner Recruitment Partner Type Selection Partner Search & Selection Partner Evaluation, Planning & On-boarding Partner Management Partner Plans Reporting Metrics Integrating Developing Partner Program Supports
- 21. Selling through MicrosoftChannels • Your ISV Partner Manager wants to help • MS VAR Partner Managers want their partners to be successful • With a Strong Solution and Partner Proposition: – Seek partners who can successfully sell & deliver – Seek to align VAR Partner success with yours – THEN you have aligned with Microsoft Tenego Webinar
- 22. Microsoft Marketplaces • Microsofthas 1.2 billion Microsoft Office Users • Targeting to migrate two third of commercial customers to the cloud by June 2019 • Azure Marketplace – Infrastructure Solutions – Full transaction model (trial and buy) • AppSource – Business Solutions – Full Solutions, Add-ins – List, Free Downloads and Free Trials Sales Channel or Marketing Channel – 1.2 billion users? Tenego Webinar
- 23. In Summary –Microsoft ISV Partners • Understand Your Target Partner Profile – They don’t have to be a Microsoft partner, but with over 300,000 Microsoft partners worldwide… • Prioritize your Target Markets, Rationally and Practically • Build Your Channel Organisation and Engine – Partnering Recruitment, Onboarding – Partner Management – Partner Program • Learn how Microsoft can help your business grow – As you are their sales channel
- 24. Thank You &Questions 24 Donagh Kiernan Founder and CEO Tenego Partnering http://ie.linkedin.com/in/donaghkiernan
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- 28. 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, Greece, Middle East – APAC, Canada, US East Coast, US West Coast …
- 29. www.tenegopartnering.com/resource www.tenegopartnering.com/blog Further contentavailable online Presentation can be found here: https://www.slideshare.net/DonaghKiernan/ 29
- 30. Other Webinars • Recordedready to watch: – Q&A Session: How to Partner with SAP – How to Partner with SAP – 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…
- 31. Related Articles/Content • ManyArticles in our Blog www.tenegopartnering.com/blog • Selling Your Software through Microsoft's Marketplaces • Software Product Companies, Microsoft ISVs; Are you Leaving Your Partner Recruitment too much to chance? • As a Microsoft ISV Partner, why would Microsoft help you sell your product? • Choosing Your Technology Partner (Microsoft, SAP, Google, IBM, Oracle...) is also a Go-to- Market Decision • 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?
- 32. Build & ManageSales • Direct and Channels • Executive Hands-on • Your Alliances Team • Software Business Experts • Practical • Results Focussed CONTACT DETAILS: Tenego Partnering Ireland (HQ), USA, UK, Germany, Benelux, Greece, Australia, Dubai… Web: www.tenego.com Email: info@tenego.com