The webinar offers first-hand insight into the new buyer's journey and its impact on partner marketing and sales. Hope you found it interesting.

1. Partner
Marketing
Driving Positive Business Outcomes
in Today’s Buyer’s Journey
A Mindmatrix – SiriusDecisions Webinar
June 26, 2019

2. Harbinder Khera
CEO & Founder of Mindmatrix
www.mindmatrix.net
Harbinder Khera has over 20 years of experience in sales enablement and
marketing automation software development. He has provided IT consulting
services to Southwest Airlines, Nationwide Insurance, IBM, Siemens,
Citibank, and Sprint PCS. Harbinder has an MS in Information Networking
from Carnegie Mellon University (CMU), and an MS in Computer
Engineering from Florida Atlantic University. He has published numerous
articles in the IEEE conference proceedings and has presented at various
conferences in the field of wireless and high-speed networks. He is a
member of Phi Kappa Phi honor society and a member of the Dean's
Leadership Council at CMU
Maria Chien
Service Director, Channel Marketing Strategies
Maria is an industry thought leader in b-to-b channels with more than
20 years of experience defining and implementing marketing and
channel strategy. She is experienced in a variety of disciplines
including channel marketing, channel readiness, partner enablement,
partner program design and field marketing, and has expertise in
leading and executing innovative go-to-market strategies to and
through the channel.
Maria brings a unique perspective and insight to building global
revenue-generating programs that are tailored to be implemented
through field and partner resources.

4. www.mindmatrix.net
WHAT WE OFFER
Partner
Relationship
Management
(PRM)
Partner Marketing
Automation
Partner Sales
Enablement
Partner Adoption
& Concierge
Services
With 20+ years in the industry, Mindmatrix is the ONLY provider in the market that offers a single platform for enablement of both-direct & channel sales, and end-
to-end enablement of partners in one platform.
One Platform Helps Reduce The Total Cost of Ownership by 16X
++ +

5. © 2019 SiriusDecisions. All Rights Reserved
Driving Positive Business Outcomes in
Today’s Buyer’s Journey
Maria Chien
Channel Marketing Strategies
@MariaChien

6. @siriusdecisions 6 © 2019 SiriusDecisions. All Rights Reserved@MariaChien
Executive Summary
• Key issues
• What you will walk away with
• Effectively enabling partners continues to be a top challenge for channel
leaders; programs lack consistency and relevance to partners
• B-to-b channel organizations need an enablement strategy that keeps pace
with the evolving needs of an entire partner organization – not just partner
sales
• At the same time, suppliers are looking to optimize partner demand
investments and resources to increase channel marketing’s contribution to
pipeline/revenue
• Understanding of what winning providers do differently to transfer knowledge
• A model to guide consistency in partner competency, skills and process
adoption
• An understanding of the impact enablement has on demand program
effectiveness

7. @siriusdecisions 7 © 2019 SiriusDecisions. All Rights Reserved@MariaChien
The Primary Driver: Buyer’s Journey
Loosening of
the Status Quo
Committing to
Change
Exploring
Possible
Solutions
Committing to
a Solution
Justifying the
Decision
Making the
Selection
1. 2. 3. 4. 5. 6.
SolutionEducation Vendor Selection

8. SiriusPerspective:
@siriusdecisions 8 © 2019 SiriusDecisions. All Rights Reserved@MariaChien
The Digital Imperative: The Reality of Buyer Behavior
Information gathering and other activity via digital channels is consistent throughout
the buying process.
66% 67% 66%
34% 33% 34%
Early Mid Late
Buyer Interaction Pattern
Online Offline

9. SiriusPerspective:
@siriusdecisions 9 © 2019 SiriusDecisions. All Rights Reserved@MariaChien
Buyer’s Journey Customer Lifecycle
Education Solution Selection Deliver Develop Retain Grow
Digital
Touches
Human
Touches
(including
tele)
Journey Mapping: Digital Nonsense
Most buyers do not switch from a solely digital journey to a sales engagement in a
binary fashion.
67% of the
Buyers Journey

10. SiriusPerspective:
@siriusdecisions 10 © 2019 SiriusDecisions. All Rights Reserved@MariaChien
Buyer’s Journey Customer Lifecycle
Education Solution Selection Deliver Develop Retain Grow
Digital
Touches
Human
Touches
(including
tele)
Journey Mapping: Digital First
In a digital first journey, 65 percent or more of sales and marketing touchpoints are
digital.
Searched for
more
information
Read emails
about new
feature
Engaged in an
online chat
Took a call
offering trial
support
Saw syndicated
content of
interest
Filled in form
for a trial
Checked out
references
online
Upgraded and
renewed online

11. SiriusPerspective:
@siriusdecisions 11 © 2019 SiriusDecisions. All Rights Reserved@MariaChien
Buyer’s Journey Customer Lifecycle
Education Solution Selection Deliver Develop Retain Grow
Digital
Touches
Human
Touches
(including
tele)
Journey Mapping: Digital Support
In a digital support Journey, less than 35 percent of sales and marketing touchpoints
are digital.
Read
syndicated
Content
Asked a
colleague
their opinion
Saw solution at
trade show
Visited company
web site
Had onsite
demo
Attended
customer
conference
Attended
executive golf
event

12. SiriusPerspective:
@siriusdecisions 12 © 2019 SiriusDecisions. All Rights Reserved@MariaChien
Buyer’s Journey Customer Lifecycle
Education Solution Selection Deliver Develop Retain Grow
Digital
Touches
Human
Touches
(including
tele)
Journey Mapping: Digital Hybrid
In a digital hybrid Journey, between 35 percent and 65 percent of sales and marketing
touchpoints are digital.
Viewed
webcast
Read analyst
review online
Met with
channel rep
onsite
Joined online
community
Attended user
group meeting
Used online
forum
for support

13. Why Partner Enablement Matters
Making the case and focusing on the details

14. SiriusPerspective:
@siriusdecisions 14 © 2019 SiriusDecisions. All Rights Reserved@MariaChien
Top Business Challenges for Sales and Partners
These challenges can be addressed through buyer-centric enablement programs that
focus on competency gaps and channel marketing’s enablement of partners through knowledge transfer.
72%
Inability to connect
offerings to buyer needs
and challenges
69%
Inability to differentiate
offerings from
competition or status
quo
65%
Poor content quality or
inaccessibility
Source: SiriusDecisions Command Center™
There is a tremendous
need in the market to
enable sellers and
partner organizations
to market, sell, and
support the buyer’s
journey and customer
lifecycle.

15. SiriusPerspective:
@siriusdecisions 15 © 2019 SiriusDecisions. All Rights Reserved@MariaChien
Common Methods of Partner Enablement: On-the-Job
Even as partner enablement is recognized as key to achieving channel growth
objectives, alarmingly, the current top method remains on-the-job informal training.
Top method for
partner
enablement is…
on-the-job,
informal training
83%
Companies with less
than $250 million in
revenue that indicate on-
the-job is most common
68%
Companies with more
than $250 million in
revenue that indicate on-
the-job is most common
Source: SiriusDecisions Command Center™
“On-the-job” typically
means no structured
or consistent
enablement strategy
or execution.

16. © 2019 SiriusDecisions. All Rights Reserved@siriusdecisions
Channel Marketing Skills Enhancement
32%
CMOs report partner
enablement is the top
channel marketing skill they
intend to enhance within
their marketing
organization.
SiriusPerspective:
SiriusDecisions
recommends investing
in, and developing
persona-based
enablement across all
stages of the partner
lifecycle.
Source: SiriusDecisions Global CMO Study

17. So Now What?
How to make partner enablement consistent, scalable and impactful

18. SiriusPerspective:
@siriusdecisions 18 © 2019 SiriusDecisions. All Rights Reserved@MariaChien
Partner Enablement Defined
Channel organizations must develop a comprehensive enablement program designed
to increase partner competencies for supplier offerings in target markets and with target buyers.
Partner Enablement
[pahrt-ner] [ɪˈneɪ.bəl.mənt]
SiriusDecisions defines partner enablement as
ensuring partners have the knowledge, skills and
process expertise and access to assets to maximize
every buyer interaction while driving preference for
supplier offerings.

19. SiriusPerspective:
@siriusdecisions 19 © 2019 SiriusDecisions. All Rights Reserved@MariaChien
Partner Enablement Pitfalls
Oftentimes enablement efforts are siloed and not tied to partner activities, focusing
more of product features than buyer needs and partner requirements.
Timing
Focus
Solution
Audience

20. SiriusPerspective:
@siriusdecisions 20 © 2019 SiriusDecisions. All Rights Reserved@MariaChien
Partner Enablement Pitfalls
Oftentimes enablement efforts are siloed and not tied to partner activities, focusing
more of product features than buyer needs and partner requirements.
Veracity
• Focused on partner sales reps only
• Repurposing direct enablement does not work
for partners
• Inconsistent approach and delivery
• Random acts of enablement (managed vs.
unmanaged) are left to channel account
managers
• Great enablement at the start of partnership,
but not a lot after
• No scalability, accountability, strategy
Key
Consequences
Focus
TimingSolution
Audience

21. SiriusPerspective:
@siriusdecisions 21 © 2019 SiriusDecisions. All Rights Reserved@MariaChien
Knowledge Transfer Defined
Knowledge transfer is the process of enabling sales/partners with the knowledge they
need to apply during the buying process to accelerate deals in the pipeline and increase overall revenue.
Offerings
Markets CompanyBuyers
Competition

22. SiriusPerspective:
@siriusdecisions 22 © 2019 SiriusDecisions. All Rights Reserved@MariaChien
Knowledge Transfer Defined
Knowledge transfer is the process of enabling sales/partners with the knowledge they
need to apply during the buying process to accelerate deals in the pipeline and increase overall revenue.

23. SiriusPerspective:
@siriusdecisions 23 © 2019 SiriusDecisions. All Rights Reserved@MariaChien
Partner Enablement Audiences
When defining a partner enablement strategy, channel marketing must assess the
relevant partner types and primary personas and build enablement programs to meet their needs.
PartnerType
Reseller/Dealer/
Franchise
OEM/ISV
Volume
Reseller
Integrator
Solution
Provider
Referral
Partner
Contractor/
Consultant
MSP
Distributor
Service
Provider
Services
Only
Electronic
Reseller
XaaS
Partner
Alliance
Partner
Retail
Outlet

24. SiriusPerspective:
@siriusdecisions 24 © 2019 SiriusDecisions. All Rights Reserved@MariaChien
Partner Enablement Audiences
When defining a partner enablement strategy, channel marketing should assess the
relevant partner types and primary personas and build enablement programs to meet their needs.
SME/
Technical
MarketingSales
Prof.
Services
Support
Executive
Mgmt.
Owner, CEO,
CFO or
President
Wins: Grow
Top-Line
Revenue,
Drive
Profitability
Engineering
or Technical
Leadership
Wins:
Innovate,
Best-of-Breed
Products
Sales VP,
Team
Leaders,
Sales Reps,
Inside Sales
Wins: Drive
Repeatable
Revenue,
Sales
Productivity,
Pipeline
Acceleration
VP or Director
of Marketing
Wins: Create
Demand
Programs,
Generate
Leads, Fill
Pipeline
Support Staff
Wins: Reach
Goals, Develop
Skills, Service
Delivery
Consulting or
Services
Director
Wins: Drive
Service
Revenue,
Leverage
Existing Skills
PARTNER
TYPE
PARTNER
PERSONA
EXEC
MGMT
TECH
SALES
MKTG
SUPPORT
PROF
SVCS

25. High-Performance Channel Marketing
A high-performing discipline or team performs better, faster and more
efficiently within the revenue engine of a b-to-b organization.

26. SiriusPerspective:
@siriusdecisions 26 © 2019 SiriusDecisions. All Rights Reserved@MariaChien
Marketing Fundamentals
• Buyer’s journey,
digital marketing,
account-based
marketing,
customer
marketing
Education SelectionSolution
Loosen
Status Quo
Commit to
Change
Explore
Possible
Solutions
Commit to a
Solution
Justify the
Decisions
Make the
Selection
The Impact of Enablement on Demand Marketing
Provide partners with the enablement required for demand creation program success:
buyer insights, marketing fundamentals, play execution and certification programs.
Play Execution
• Step-by-step
guide to the
marketing
campaign
SEO/Website
Design
List Build
and Acquisition
Landing
Page
Lead
Qualification
Online Advertising/
AdWords
Electronic
Direct Mail #1
Electronic
Direct Mail #2
Track, Measure
and Improve
Education Selection

27. SiriusPerspective:
@siriusdecisions 27 © 2019 SiriusDecisions. All Rights Reserved@MariaChien
Education SelectionSolution
Loosen
Status Quo
Commit to
Change
Explore
Possible
Solutions
Commit to
a Solution
Justify the
Decisions
Make the
Selection
SEO/Website
Design
List Build
and Acquisition
Landing
Page
Lead
Qualification
Online Advertising/
AdWords
Electronic
Direct Mail
#1
Electronic
Direct Mail #2
Track, Measure
and Improve
The Impact of Enablement on Demand Marketing
Provide partners with the enablement required for demand creation program success:
buyer insights, marketing fundamentals, play execution and certification programs.
Education Selection
Partners
are…
3Xmore likely to see
take you up on a
demand offer on the
heels of an enablement
activity
Key
Takeaways
• Enablement is a sweet spot of
engagement providing stickiness and
value
• Use incentives as the currency – award
pre-approved MDF/co-op
• Use concierge services to expedite
campaign delivery

28. @siriusdecisions 28 © 2019 SiriusDecisions. All Rights Reserved@MariaChien
Takeaways
• Buyers have demonstrated a preference for digital and a self-service information
gathering ▶ be where your buyers are and provide partners with audience-centric
content that engages them in the dialogue
• Buyers interact with sales representatives in all phases of the decision making
process ▶ sales’ role in the b-to-b buyer’s journey is still critical, establish partner
enablement initiatives to support this effort
• The buyer decides what the journey looks like, not the provider ▶ failing to
understand actual buyer preferences leads to developing journeys based on
buyers that don’t exist
• The value of customer engagement has a long-reaching impact on new buyers
as well as on repeat business with existing customers ▶ building out customer
success strategies will become a critical competency for organizations that want
to remain competitive

30. www.mindmatrix.net
CASE STUDY: DATTO

31. QUESTIONS?
Khera@mindmatrix.net | mchien@forrester.com

32. 2403 Sidney Street, Suite 150 | Pittsburgh, PA 15203 |
Phone: 412.381.0230 | Fax: 412.774.1992
Web: www.mindmatrix.net
sales@mindmatrix.net
Contact Mindmatr