The document discusses strategies for scaling channel partner operations, addressing key questions regarding partner management and operational bottlenecks. It emphasizes the importance of optimizing existing partnerships while identifying growth opportunities, standardizing processes, and aligning internal support structures. The summary includes insights into creating effective partner programs, recruitment strategies, and the role of partner operations in driving channel growth.

1. Partner Operations: Scaling your
Channel Partners

2. Many Questions
Q: How can a Partner Program work
alongside my Direct Sales?
Q: In acquisition scenario, how to
best manage partners ‘old’ and new
partners
Q: Thoughts on approach of many
partners or few highly proactive
partners
Q: Which companies set the
benchmark for Partner
Management?
Q: Do different partner types
require different
management approach?
Q: Interested to know more about
what is new in Alliances for
Technology Companies.
Q: What type of Partner Support
should we offer as part of our
tiered program?
Q: How are partners transitioning
from legacy channel programs to
‘channel as a service’?
Q: How many people should I
need to resource my channel
function?

3. Welcome
If you have any 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. Partner Operations: Scaling your
Channel Partners

5. Agenda
• Have Partners - setting the scene…
• Business Process and Growth Bottlenecks
• Channel Growth & Bottlenecks
• Channel Growth Options
• Partner Management
• Partner Operations
• Getting Started with Partner Operations.

6. Your Business Today – Looking forward
• Software Company
• Revenues c$5m or higher and growing fast
• Largely Direct Sales Oriented
• A number of Partners, maybe in multiple markets
• Under-resourced Alliances team
• Seeing strong potential in channel yet not showing real
growth numbers yet
• Seeking to expand
• Seeking funds and resources for growth
– …

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

8. Channel Growth Options
• Recruit more partners
• Optimise growth through existing partners
– Better alignment and Invest with selected partners
– to get more access to their customers
– Engagement through the marketing and sales
• Better Partner Enablement
– Training and Supports
– Channel Marketing
• Building the Channel Engine - Partner Operations.
Tenego Webinar

9. Partner Management
• Target Responsibility
• Planning - Partner Program
• Relationship Management
• Sales Support
• Forecasting
• Partner Alignment
• Pipeline Management
• …
Tenego Webinar

10. Partner Operations
• Align your channel with your internal organisation
• Standardise support structures
• Standardise sales pipeline data management and
reporting across all partners & partner managers
• Standardise forecasting through the channels
• Where to Invest - Who and What’s working?
• Cadence - Create and manage a progress rhythm
with each partner and with your channel network
• Partner Program Implementation
• Partner Recruitment…
Tenego Webinar

11. Partner Program - Functional Alignment
11
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 …

12. Your Partner Program – Key Components
12
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

13. Getting Started with Partner Operations
• Separate Partner Management from Activity Management and
Data Gathering
• Standardise Processes across Partner Managers
• Re-evaluate partners and plans, aligned with the partners
business with activity targets; leads, meetings, demos,
proposals etc
• Standardise Pipeline Data Management with Activity Plans,
Metrics and Targets with each partner
• Establish Cadence – Monthly Partner Meetings
• Clarify Responsibilities in support of partners - sales & delivery
• Where and which partners need and deserve more support
• Standardise Reporting…
Tenego Webinar

14. In Summary – Scaling Your Channels
1) What are your business and channel growth bottlenecks?
2) Seek to Optimise Existing while Growing Your Channel
3) Partner Operations - the engine for channel growth
4) Understand different capabilities in functions; Partner
Management and Partner Operations
5) Partner Operations can be the drivers in Implementing
Your Partner Program
6) Allowing Partner Managers to Better Support and Manage
Partners.

15. Thank You & Questions
15
Donagh Kiernan
Founder and CEO
Tenego Partnering
http://ie.linkedin.com/in/donaghkiernan

16. Tenego Partnering: Services

17. Tenego Clients

18. Tenego’s Partnering Methodologies

19. 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 …

20. www.tenegopartnering.com/resource www.tenegopartnering.com/blog
Further content available online
Presentation can be found here:
https://www.slideshare.net/DonaghKiernan
20

21. Other Webinars
• Recorded ready to watch:
– 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...
– Scaling your Software Company through Sales Partner
Channels
• And many more…

22. Related Articles/Content
• Many Articles in our Blog
www.tenegopartnering.com/blog
• How Partner Operations Delivers for Partner Management
• Partner Operations: Benefits to Partner Managers
• What Partner Types do you want in your Partner Program?
• So, what is your Partnering Strategy?
• Whose Partner Program should you copy? Microsoft's, Oracle's or Salesforce.com's?
• US Tech Companies expanding into Europe - Ever Repeated Mistakes
• Channel Partner Management for Sales Growth
• For Faster Market Traction, Partner with Aggressive Followers
• Faster Sales Growth with Shorter Adoption Cycles
• 5 Points on Sales Channels Success for Noisy Markets

23. Build & Manage Sales
•
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