Analysts say 2015 is the year of sales automation and machine intelligence. But with innovation now commonplace, why has so little been applied to channel sales and marketing? If you sell through channel partners and resellers and are frustrated by the same systemic issues day in and out, THERE IS HOPE. Scott Salkin, Founder and CEO of Allbound, and Michelle Andreas, Director of Business Development & Marketing Solutions at Avnet Technology Solutions, highlight six advancements that can help open your channel and streamline effectiveness...upstream and down.

1. Six Essentials for
Innovating in the Channel
30-Minute Webinar // January 22, 2015

2. Scott Salkin
Founder & CEO
Allbound
Michelle Andreas
Director of Business Development
and Marketing Solutions
Avnet Technology
Solutions
Quick Introduction… Inbound or
outbound?
YES!

3. 75%OF ALL GOODS FLOW THROUGH INDIRECT
SALES AND MARKETING CHANNELS
Source: World Trade Organization

4. But they’re STUCK using stitched-together portals
and legacy systems that cannot keep up.
Sales and marketing are the engine…

5. Resulting in lost TIME & MONEY
90%of content & training
never used by sales
(AMA/Forrester)
35+ hoursper month spent searching
for tools and training
(IDC Sales Enablement Study)
Millionsspent on content, but
no way to track/report
(Content Marketing Institute)

6. Innovation is
EVERYWHERE!

7. +140k people
+1,000 solutions

8. Why not the channel?

9. “DIGITAL DARWINISM”
When technology and society evolve
faster than an organization or
industry can adapt.

10. 1Data, the Cloud & Cool Apps

12. x
For the channel…
“Top-performing channels need to
embrace new technologies to help
their partners move the pipeline
more efficiently.”

13. x
Start Thinking Differently
Shows you how everything
and everyone in the
business world are related,
including vendors,
suppliers, customers,
employees, more.
Crawls millions of websites
daily to help businesses
understand who is using
their competitors’ software
and when they started or
stopped using it.
Lets you automate list
building through the power
of social networks
and sync contact info
directly to your CRM or
marketing software.

14. x
Quickly
and
easily
connect
to
any
source
of
data,
no
ma5er
what
it
is
or
where
it
lives.
SaaS
&
cloud
companies
who
cut
churn
by
50%
can
DOUBLE
revenue
2x
faster.

15. x
In the channel…
Start integrating, measuring and
reporting on key performance
indicators, such as:
• Training and enablement
• Lead generation and marketing
• MDF spend and ROI
• Content syndication
• Social engagement
• Deal registration
• Closed deals

16. x
For the channel…
“Predictive analytics can drive sales
performance and help ‘automate’ a
rep’s day with activities that are
shown to drive results.”

17. Fi#een
Must
Know
B2B
Sales
and
Marke6ng
Tools
for
2015
www.Allbound.com/15-­‐for-­‐15
Brian
Solis
on
Digital
Darwinism
and
Genera6on
C
h5p://www.briansolis.com/2014/09/
digital-­‐transformaPon-­‐race-­‐digital-­‐
darwinism/

18. 2Mobile & UX Design

19. While living in this world…

20. Living in this world…

21. x
Our Brains have
Been REWIRED

22. “Business applications – both desktop
and mobile – need to adapt and take
advantage of how we now PREFER to
engage with technology.”

24. So, where are we mobile in business?
52%
17%
12%
10%
5%
4%
Email
Task
Management
Enablement
Social
Push
Voice
40%
14%
22%
16%
8%
Sales Marketing

25. x
In the channel…
So, how can mobile and UX design impact
channel sales and marketing?
• Create a user experience that drives
engagement and usage
• Deliver content to the field, anytime
and anyplace, without getting lost in
the inbox
• Integrate with apps that may already
be in use, e.g. Box, Dropbox, Docusign,
Google Drive, Twitter, LinkedIn
• Collect data on mobile activity

26. Don’t Do
• Just push out a
mobile app or build a
mobile website
• Require ANOTHER
password
• Ignore design and
accessibility

27. 3Automation and Campaigns

28. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Data quality
Content creation/cost
Process
Skilled staff
Metrics
Culture
Exec Buy-In
IT Support
Funding
Marke6ng
Automa6on
A
Lot
of
Buzz,
Even
More
Challenges

29. Really?
75% of channel
partners admit to
being sub-par
marketers.

30. “The most successful channel
programs enable partners by
enhancing their skills in marketing
fundamentals, strategy and metrics
while providing turnkey execution.”

31. Leveraging the same messaging, promotions, and calls to
action across multiple activities (e.g., social, video, email, telemarketing).

32. Concierge Services
75% of channel companies report that
they are not highly skilled in marketing.
• B2B expertise
• End-to-end
• Telemarketing
• Strategic
• Reporting
• Transparency
• Compliance

33. In the channel…
Combine on-demand training with turnkey
collateral and campaigns that can be
customized, executed and tracked.
• SaaS portal platform
• Trainings and resources aligned to
marketing campaigns
• Insight into results and feedback from
the field (Rank/Review)
• “Shopping cart” execution w/ MDF
• Real-time concierge (Chat, etc.)
• Integrated analytics and POP

34. 4Gamification & Incentives

35. Motivating workers today is
more difficult than ever.
70% of US workers are NOT ENGAGED at work.

36. Our average
attention span is
now 8 seconds –
1 second less
than a goldfish.

37. Except
when it
comes to
cash and
prizes.

38. “Partner marketers need to retrofit
incentive programs to provide more
innovative, long-term strategies that
incentivize loyalty and activity in
addition to revenue.”

39. • Problem:
partner
reps
thought
it
was
too
difficult
and
too
confusing
to
sell
a
new
technology
from
a
Fortune
500.
• Solu6on:
organized
and
incenPvized
training,
enablement
and
lead
generaPon…create
habits.
• Result:
more
reps
learning,
conversing,
downloading
resources;
15%
increase
in
reps
selling;
$3M
impact
on
revenue…in
one
quarter.

40. In the channel…
Communicate, track and incentivize any
activity that can drive enablement,
knowledge and revenue.
• Set aside budget for ongoing incentive
programs…monthly, even daily
• Track training views, resource
downloads, content shares, campaign
launches, deal registrations, etc.
• Incentivize and compensate based on
these activities
• Create competition

42. 5Sales & Channel Enablement

43. 40%
22%
12%
9%
9%
6%
2%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Ability to understand & solve my challenges
Industry knowledge & expertise
Ability to leverage company's resources
Technology expertise
Likability & personality
Ability to communitcate differentiators
Product knowledge
Top Rep Attributes in Terms of How They Influence Buying Decision…
What Do Your Prospects Want?
Source: Forrester Research, Inc. (n= 166 North American enterprise business and IT decision makers)

44. Business Leaders
IT
Leaders
Overall
Knowledgeable about their
products/solutions
88% 88% 88%
Understands my issues and where they
can help
34% 43% 38%
Can relate to my role and
responsibilities in the company
38% 29% 34%
“When you meet with a salesperson, how often are they prepared
for the meeting with you in the following ways?”
Source: Forrester Research, Inc. (n= 166 North American enterprise business and IT decision makers)
What Are They Getting?

45. “Sales enablement maximizes
channel sales ROI…but without
being centralized, its intent
remains inefficient.”

46. Bring it all together…
All Your
People
All Your
Training
All Your
Resources
All Your
Marketing
All Your
Funds
All Your
Data

47. In the channel…
Provide consistent, centralized means
to ensure channel reps have the skills,
knowledge, tools and assets to
maximize every buyer interaction.
• Audit and catalog content – by type,
quality, relevance, influence and value
• Find a centralized, alternative means
of storage, distribution and
syndication…other than email
• Create a regular cadence of
meaningful communications

48. 6Social & Thought Leadership

49. Self-Directed Decision Making
Prospects/customers started to delay purchasing
conversations with suppliers.
Due Diligence Begins First Engagement
w/ Sales
We’ve All Heard It:
Purchase
57%-70%

50. Customers
Suppliers
Co-Workers
Family
Friends
Personal
Networks
Social
Networks
Review
Sites/Blogs
Buyer

51. It’s no longer simply about
“what” you sell, but “why”
and “how” you sell it.

52. StartWithWhy.com

53. 78%of B2B buyers feel reputation is VERY important
when looking for business products/services.

54. In the channel…
Provide partners with expertise and tools
to differentiate the company brand and
the personal brand of individual reps:
• Get them to their “why”?
• Teach and share resources on best
practices for personal branding
• Automatically feed content and
recommendations based on data
• Consolidate and centralize tools and
apps into one platform
• Collect and analyze social data
• Attend our next event…

55. Remember this?
90%of content & training
never used by sales
(AMA/Forrester)
35+ hoursper month spent searching
for tools and training
(IDC Sales Enablement Study)
Millionsspent on content, but
no way to track/report
(Content Marketing Institute)

56. Marketing
Simple organization,
delivery, tracking of content.
Sales & Channels
Real-time knowledge and tools
where/when they need them.
Executives
Built-in visibility,
analytics and reports.
The Channel is Open for Business

57. San Francisco, CA
25 Taylor Street
3rd Floor
San Francisco, CA
94102
Scottsdale, AZ
14811 N. Kierland Blvd.
Suite 300
Scottsdale, AZ
85254
Scott Salkin
CEO, Founder
602.881.1718
ssalkin@allbound.com
@scottsalkin
LET’S GO CHANGE THE CHANNEL…
GO ALLBOUND.