Propel Your Cloud: Empowering Partners in the Age of Cloud Computing
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The cloud can take your partners to new heights, but it takes a new vision, a lot of leadership, and whole new set of tools to get your partners off the ground and soaring. In this webcast, we comb through strategies on selling cloud offerings through the partner channel. Webinar: http://bit.ly/12raY3t
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Propel Your Cloud: Empowering Partners in the Age of Cloud Computing
- 1. Propel Your Cloud Empower and Incentivize Partner Success in the Age of Cloud Computing Taking cloud partners to new heights takes vision, leadership, and a new set of tools. Thursday, March 7, 2013 10 a.m. PST, 1 p.m. EST © 2013 MarketStar Corporation - Confidential
- 2. OUR PRESENTERS Diane Krakora Chief Executive Officer of PartnerPath Vaughn Aust Vice President of Digital and Marketing Solutions for MarketStar Regan Howell MarketStar Channel Program Manager © 2013 MarketStar Corporation - Confidential
- 3. - Cloud Creates Partner Challenges - Building a Cloud Ready Channel - “No Show” Vendors - The “New Enablement” - Top 5 Things you MUST do WEBINAR AGENDA © 2013 MarketStar Corporation - Confidential
- 4. By 2015, 46% of all business will have moved more than half of their applications and infrastructure to the cloud compared to only 3% in 2011. – Gartner © 2013 MarketStar Corporation - Confidential
- 5. The vast majority of channel partners, particularly value-added resellers (VARs) and distributors, are confused, disoriented, and fearful about how cloud computing will impact their businesses. – Forrester “We see some risk. There’s potential for this to erode what has been our bread and butter. We want to be prepared. I’d rather be riding the wave than sitting on the beach when the wave hits.” – Director of Sales, Mountain States Networks What Challenges? • Not seeing demand • Business model transformation • Vendor conflict CLOUD CREATES CHALLENGES © 2013 MarketStar Corporation - Confidential
- 6. A large number of traditional VARs and, in particular, Managed Service Providers (MSPs) are capable of transitioning into cloud quickly and with some ease – with the right targeting and planning on the part of the vendor. – CompTIA • Actively looking to transform their business • Aggressively growing managed services practice • Already selling to your target customer What makes a good cloud partner? BUILDING A CLOUD READY CHANNEL © 2013 MarketStar Corporation - Confidential
- 7. “Vendors that have taken the time to examine partner roles and made the investment to develop comprehensive cloud channel plans have reaped only limited ROI from their efforts.” - PartnerPath Study CLOUD READY CHANNEL © 2013 MarketStar Corporation - Confidential
- 8. “More than half of channel companies feel their vendor partners fall short or are ‘no-shows’ in helping them transform their business models to cloud.” – Forrester Research, 2012 ? • Retraining existing staff • Selling to new decision makers • Learning more in-depth technical and sales skills What are partners’ priorities around business transformation? “NO SHOW’ VENDORS © 2013 MarketStar Corporation - Confidential
- 9. “…this doesn’t mean taking the same partner program, changing a bit of the verbiage, putting a bow on it and calling it a cloud program.” Partners: A whole new… • … breed of sales person • … sales compensation plan • … service level agreements • … pricing structures Vendors: A whole new… • … program • … engagement approach • … enablement structure • … way to evaluate THE NEW ENABLEMENT © 2013 MarketStar Corporation - Confidential
- 10. The economic downturn catalyzed tech marketers to shuttle more marketing responsibility to their channel partners. In response, channel partners are asking for help. – Forrester THE NEW ENABLEMENT: MARKETING © 2013 MarketStar Corporation - Confidential
- 11. More than 70% of channel partners collaborate with other channel partners. – Forrester Encourage, reward, and actively connect partners to guide collaboration How can vendors leverage successful partners? THE NEW ENABLEMENT: COLLABORATION © 2013 MarketStar Corporation - Confidential
- 12. “Most channel marketers’ partner incentive programs are stuck in yesteryear, designed to incent just revenue contribution...channel marketers will want to consider a more innovative incentive model.” – Forrester Performance Sales Wallet Share Certifications Tenure Frequency Portfolio Market Share THE NEW ENABLEMENT: CREATIVE INCENTIVES © 2013 MarketStar Corporation - Confidential
- 13. A “NEW” INCENTIVES PROGRAM A challenge for this client was to figure out an efficient and effective way to get lower-tiered partners to use marketing funds. This cloud services provider knew that a little incentive would go a long way for smaller partners, so they teamed up with MarketStar to launch a new incentive program. • Efficiently provide marketing incentives to smaller partners • Increase pipeline in the broader channel • Increase sales of unique, value-add cloud products through the SMB partner space The Challenge The Goals © 2013 MarketStar Corporation - Confidential
- 14. A “NEW” INCENTIVES PROGRAM • Fund the program through marketing dollars direct from product teams • Incentivize the movement of unique, value-add cloud products • Recruit specially targeted tier-2 resellers from the general population of managed and unmanaged accounts • Intensive training for selected partners – both on the products and in the entire VMware ecosystem • Partners set appointments – collaborated with the vendor on deals to increase close rates • Incentives were awarded based on appointments set and closed deals The Work © 2013 MarketStar Corporation - Confidential
- 15. • The program was extended to several hundred partners • Gathered hundreds of qualified appointments • Built a visible multi-million dollar pipeline • Closed 50% of the generated pipeline • Program has been extended beyond tier-2 solutions providers • Now recruiting Premiere Partners into the program The Results A “NEW” INCENTIVES PROGRAM © 2013 MarketStar Corporation - Confidential
- 16. Profile your new and existing partners to see if they are not just capable, but willing to change their business plan to support cloud services 1 TOP 5 THINGS YOU MUST DO © 2013 MarketStar Corporation - Confidential
- 17. 2 Build comprehensive business planning into your partner enablement – starting from recruitment all the way through to your active support. © 2013 MarketStar Corporation - Confidential TOP 5 THINGS YOU MUST DO
- 18. 3 Partners are connecting – provide a platform and encouragement for them to do this. © 2013 MarketStar Corporation - Confidential TOP 5 THINGS YOU MUST DO
- 19. 4 Designate marketing training and marketing tools as your top priority in your enablement programs. © 2013 MarketStar Corporation - Confidential TOP 5 THINGS YOU MUST DO
- 20. 5 Get creative, get competitive, and reward more than just sell-through. Incentives still move products, but in the era of cloud, they can’t be standard, recycled programs. © 2013 MarketStar Corporation - Confidential TOP 5 THINGS YOU MUST DO
- 21. PartnerPath’s 2013 State of Partnering Study Results SPECIAL OFFER FOR PARTICIPANTS © 2013 MarketStar Corporation - Confidential Partner Channel Assessment Two week active assessment of your partners, value proposition and product mix by one of our channel teams. Receive a complete evaluation and full recommendation on how to improve your channel engagement. Contact: Keith Titus Keith.titus@marketstar.com
- 22. Vaughn Aust vaust@marketstar.com Diane Krakora dkrakora@partner-path.com Regan Howell rhowell@marketstar.com QUESTIONS © 2013 MarketStar Corporation - Confidential
- 23. MarketStar © 2013 MarketStar Corporation - Confidential Provide a white-glove level of support to help drive channel sales Channel Readiness Create a channel strategy that will enable partner success Partner Recruitment Recruit and onboard partners for traditional or unique channel motions Channel Development Apply 25 years of channel knowledge to build and manage relationships with all of your partners Partner Support
- 24. 1. “Propel Your Cloud” eBook & Infographic 2. Presentation Slide Deck 3. On-Demand Webinar Recording 4. Quick Survey All content available at www.marketstar.com – participants will receive custom links to all additional content ADDITIONAL ITEMS © 2013 MarketStar Corporation - Confidential
- 25. Thank You! Propel Your Cloud A MarketStar Webinar © 2013 MarketStar Corporation - Confidential
Editor's Notes
- Vaughn: Thanks for joining us for todays webinar “Propel your cloud - Empower and Incentivize Partner Success in the Age of Cloud Computing”. ….(Move to introductions)
- We are excited to have Diane Krakora, CEO of PartnerPath and Regan Howell, MarketStar’s Channel Program Manager for VMware with us today.Vaughn: Vice President of Digital and Marketing Solutions for MarketStar, Vaughn brings over a decade of product development and management experience to MarketStar where he heads up digital and marketing solutions.Diane is the CEO of PartnerPath. Her broad market experience covers all things technology-related, from chips to networking to enterprise software and everything in between. Her claim to fame is helping companies reach their highest partnering potential by applying the right model, creativity and passion to partnering strategies, operations and management. Prior to founding Amazon Consulting (now namedPartnerPath) 12 years ago, Diane held executive positions in channels, sales and marketing roles at several high tech companies. Regan: With over 8 years of sales and marketing experience in the IT channel Regan has helped several large IT companies develop quota based channel sales teams, MDF funded demand generation programs, and execute on a variety of revenue generating programs. For the past 2 ½ years Regan has been a Channel Program Manager responsible for MarketStar’s VMware account. Welcome Diane and Regan.(Move on to Agenda)
- Cover agendaWe’ll also have a few polling questions in this webinar.Questions are welcomed. Please ask your questions by typing into the chat box on the right and we will answer them in our Q&A section towards the end.(move on to Gartner quote about cloud growth)
- The World Is Moving to the Cloud …(first question: What’s the state of your cloud partner channel?)Currently in process of recruiting cloud partnersNo existing partners selling cloud offeringExisting partners struggling to sell cloud offeringFully functional and producing cloud partner channel(move to Cloud creates challenges)
- “The vast majority of channel partners, particularly value-added resellers (VARs) and distributors, are confused, disoriented, and fearful about how cloud computing will impact their businesses.” – Forrester“We see some risk. There’s potential for this to erode what has been our bread and butter. We want to be prepared. I’d rather be riding the wave than sitting on the beach when the wave hits.” – Director of Sales, Mountain States NetworksDiane, what are the biggest challenges for partners moving to or making bigger strides in the cloud space?Just not seeing demandBusiness model transformation (Infrastructure Investment, Sales Compensation, Billing Systems, Skill-set transformation)Vendor conflictRegan, what kind of challenges have you seen from cloud partners? So with these challenges, how do you build a cloud ready channel? (move onto building a cloud ready channel)
- Vaughn (cover two points: the targeting and the planning [right partners, right plan])Diane, when we talk about targeting the right partners, what (in your experience) makes up the right partner? ((top 3-5 specific traits))Those making the business transformation (or blooming new)Growing managed services practice (figured out monthly billing)Those that already sell to your target customer (individual – trusted advisor)Regan, how do you judge who the right partners are for cloud? ((certs, staff size, RFM))(move on to the cloud ready channel)
- Diane, in your 2013 State of Partnering Study you state that: “Vendors that have taken the time to examine partner roles and made the investment to develop comprehensive cloud channel plans have reaped only limited ROI from their efforts.” Could you elaborate on this conclusion? ((segue into the business planning that is required for partners AND vendors))The demand for cloud is lackluster (unclear value proposition from the vendors and the solution provider)Lots of competition – competing offers with little differentiation (confusing for customers)Engaging cloud with same programs (extension of the “traditional model”)If you build it, they won’t necessarily come (this is not your field of dreams) (move on to “no show” vendors)
- “More than half of channel companies feel their vendor partners fall short or are ‘no-shows’ in helping them transform their business models to cloud. - Forrester Research, 2012”Diane, how are vendors “no shows” when it comes to transforming business to cloud? What are the “table stakes” for vendors and their business plan with partners? (“Cloud’s Biggest Winners” study)training existing staff (verses hire new)selling to new decision makersmore in-depth training – particularly around sales skillsVaughn: Let’s tackle these one at a time. First, partners have stated that they will invest in re-training staff. Diane, are you surprised that partners aren’t just changing the type of staff they are hiring?Yes and No. No – service is about people (and small business teams are critical for success)Yes – what got you here, may not get you there (particularly in sales – completely different mindset and motivators)Vaughn: the second-most important business model change is approaching different decision makers. Diane, who should cloud partners be talking too?Line of business decision makers – CMO, VP sales, VP services, VP HR (can buy “per drink” for solutions to be more productive)Vaughn: That brings us to the third most important business model change – investing in more in-depth technical training. Regan, are your partners branching out with who they are selling too? How is training different for cloud than it is with standard hardware and infrastructure training? ((live example of how clients are handling these “vendor no show” issues))((segue into the “new enablement” that is required for partners AND vendors))
- Vaughn: The State of Partnering Study points out that 2013 marks a shift as cloud becomes the top priority for enablement activities.Diane, you state that this “doesn’t mean taking the same partner program, changing a bit of the verbiage, putting a bow on it and calling it a cloud program.” What do mean by this statement? ((For partners, it’s a new breed of sales person, a new sales compensation plan, new service level agreements, new pricing structures and more. And on the vendor’s side, it usually requires a whole new program, a whole new approach to engaging, enabling and evaluating partners.))It’s a new world “linear to cluster” – new roles for partners with vendors and customersNew way for partners to do business: it’s a new breed of sales person, a new sales compensation plan, new service level agreements, new pricing structures and more.And on the vendor’s side, it usually requires a whole new program, a whole new approach to engaging, enabling and evaluating partners (why do we think doing the same enablement for a different type of partner, is going to produce a lot of success?)Vaughn: we are calling this “the new enablement” which is equal parts marketing training, collaboration and creative incentives. Regan has a lot to talk about here, so let’s break this new enablement down.((segue into marketing enablement))
- “The economic downturn catalyzed tech marketers to shuttle more marketing responsibility to their channel partners. In response, channel partners are asking for help. – Forrester”Vaughn: In regards to marketing enablement, we are talking about marketing knowledge and tooling. Regan, how active arepartners in asking you and your team for marketing enablement support?(Follow-up) Regan, tell us how your team is embracing marketing enablement in your partner development and support.((segue into collaboration))
- “More than 70% of channel partners collaborate with other channel partners.” – ForresterDiane, you’ve come to same conclusion in the 2013 State of partnering Study. Why is collaboration such a powerful tool for partners? Wouldn’t you think partners would shy away from “consorting with competitors?”Traditionally they have needed extra bench strength – capacity or capabilities (technology)In cloud, they need a lot of help – with business model (billing systems, provisioning, etc.) as well as technically; and with services (such as business process change) – all fumbling around in the dark togetherTend to partner regularly with a few “friends” (they know they can trust each other and work together)Vaughn: (to both Diane and Regan) What collaboration tools are we talking about? ((Web forums, social collaboration platforms, LinkedIn groups, etc.))Use directories and LinkedIn to connect, but need to be face-to-face to develop the relationship, trust and partnership – groups like TechSelectSECOND POLLING QUESTIONS: What tools do you provide to drive partner collaboration?None at the momentWeb ForumsLinkedIn GroupsIntranet or Partner PortalRegan, how is collaboration empowering cloud partners? ((segue into incentives))
- Diane, we talked earlier about how you can’t take a standard program, change the verbiage and call it a cloud program. The same logic applies to an incentives program.Forrester encourages retrofitting partner incentive programs, shifting to match new products. “Most channel marketers’ partner incentive programs are stuck in yesteryear, designed to incent just revenue contribution...channel marketers will want to consider a more innovative incentive model.”Regan, we’ve listed some of these “new” incentives. Tell us about the new things going on with incentives with your channel partners?”Let’s take a look at some of what MarketStar has done for our largest cloud clients in regards to turning incentives into a competition (Pitch-n-Pass/Top Dogg case studies)
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- ReganVaughn: Now let’s take a look at the 5 things you must do now!
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- VaughnDiane,do you have anything to add before we move to Q&A? Regan, anything more to add?
- Vaughn: Before we move into our Q&A section, I quickly wanted to touch on our offer for all participants.1. MarketStar will offer …2. Thanks to Diane and PartnerPath all of todays webinar attendees will be provided with PartnerPath’s 2013 State of Partnering Study results.
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- VaughnNote that we also have en eBook and Infographic that accompanies this webinar that you can download.We will also send out the link to access the recording and the slides.Please also as you exit the webinar, you will be given an exit poll just so we can see what you thought of today’s webinar so we can improve them for you in the future.(thanks slide next)