Launch a Channel Training & Certification Program that Builds Success & Revenue

Tim Dickson, DellElay Cohen, salesforce.comBrett Strauss, Media DefinedHimansu Karunadasa, Media Defined

Track: Channel Executives

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Tim DicksonGlobal IT Sr. Manager -

Channel

Elay CohenVP, Product Management

Partner Networks

Himansu KarunadasaChief Technology Office

Brett StraussPresident

Media Defined builds SaaS applications specifically designed for Training and Certification for Channel Partner organizations.

• INDUSTRY: Corporate/Sales Training

• GEOGRAPHY: Available in 28 languages

• # USERS: Accessed by 95% of VAR 500

• PRODUCT(S) : NetExam, PartnerLabs, VirtualLabs,

ensemba

Clients

Partners

Agenda

Training and Certification Best Practices

Dell Case Study

Conclusions

Open Question / Panel Discussion

Managing Entitlements

Managing Entitlements

Training Technology

Certification Program

Source: Bersin & Assoc. - 2005Increasing Reach and Revenue Channel Partner Training at McAfee

Train the Masses

Cultivate you Producers

Invest in your Winners

Integrated Lead Gen. Management

Customer

1.

2.

3.

4.

5.

6.

CertifiedPartner

Lead

Integrated Deal Reg. Management

Increase Deal $ 1.

2.

3.

4.

5.

6.

Use Certifications to Drive Entitlements

On-boarding Certification Sets a Precedence

Send Leads Only to Certified Partners

Consider Increasing Lead % Payments for Certification

Triggers and Automation w/ Salesforce PRM

Tim DicksonGlobal IT Sr. Manager -

Channel

All About Dell 24 years young

#1 provider to the Enterprise & SMB for 10 years running

#1 partner of Intel, Microsoft, Oracle & VMWare

$12B WW channel revenue run rate

More than 40,000 partners worldwide

# of Users: 45,000 and growing (ELA)

Products Used:

– SFA, Partner Networks, Ideas, Marketing, Service & Support, Force.com platform, AppExchange applications

$61BFY’08

REVENUE

$9.5BCASH AND

INVESTMENTS

$3.4BOPINC

The Directive

“ We’ve transformed the business once. Now, working with resellers, were going to do it again.”

Michael Dell

The Challenge

Realities of the project:

We needed to put a global solution in place

We needed to have it up and running quickly

We needed to have measurable results

Realities drove us to our solution:

Single business processes across regions– Adherence to rules and processes was critical

Selected features to only do what was critical

21

Core Value Proposition

KEEP IT SIMPLE!

Customer

Partner

Enable Customer

Choice

Deliver a Compelling Business Proposition to

Partners

Leverage the Strengths of the Dell Direct Business

Model

Dell Product Family

Reward unique partner

solutions capabilities

Certified Practice Areas

A program focused on:

– Value-add over volume

– Improving efficiency and profitability via the benefits of the Dell model

– Offering additional benefits and value for Certified Partners

What We Launched

• Established hardware, software or services Channel Partner

• Value Added Partner with focus on Services and Enterprise business

• Complete application

• Agreement to Terms and Conditions

• Significant Services and Enterprise Business

• Practice area specific requirements

• Demonstrated Dell product knowledge in practice area

• Relevant Dell product/ solutions certification

• Appropriate 3rd party technical certification

24

Simple Model

DELL CONFIDENTIAL

Scope Enterprise Architects

Dell Product Training • Dell Enterprise Foundation Course• (online training + exams – 2 person)

Skill Training / Certification •Dell EqualLogic Technical online course + exam (2 person)

•Dell EqualLogic Sales online course + exam (2 person)

Dell Requirements • Complete Dell EqualLogic Business Plan with CDM

Sustaining/Renewal • Business Plan must be agreed each year to retain certified status

Certification Requirements

Scope Small Medium Enterprise

Dell Product Training • Dell Sales Foundation SME course• (online training + exams – 2 persons)

Skill Training / Certification • CompTIA certifications (2 persons must complete)

Dell Requirements • Complete Dell Business Plan with CDM

Sustaining/Renewal • Business Plan must be agreed each year to retain certified status

Seamless Partner PRM Experience

Seamless Partner PRM Experience

Seamless PRM Admin Experience

Seamless PRM Admin Experience

Partner Certificate

Internal Report

31

Total Number of Channel Students (Globally): 4,166

Partner Facing Gap Analysis Report

Global Deployment

DELL CONFIDENTIAL

33

Q1 Q2 Q3 Q4US

CA

EMEA

APJ

LA

3 Practice Areas

(English)

3 Practice Areas

(English)

3 Practice Areas

(5 Languages)

2 Practice Areas

(5 Languages)

3 Practice Areas

(2 Languages)

Dell to date has rolled out NetExamIn over 75 Countries Supporting 18 Languages

18 languages launched in 2008, 8 more by Q2 of 2009.

Results

The Enterprise Architecture Certified Partner

Community has grown by 14% since Q1 to 350

Partners

Over 600 partners are now either Certified or on a path

to become Certified in Enterprise Architecture

Certified Partners are 143% more productive than

Non-Certified

Results

Of the 182 EQ Preferred VAR partners that joined Dell

at acquisition only 3 have decided not to pursue a

relationship

In Q2 more partners actively closed EQ sales than any

Quarter in EQ history – 236 partners closed deals, a

21% increase YoY

Certified Partners that sold EQ had a 59% mix of

Enterprise products

Key Challenges

Certification process must be integrated with portal

SSO w/ multiple applications

Winning regional support for a global program

Internal Competition

Timing of rollout

Certification integration other apps

28 Languages

Regional control of course development

Global Governance control of change management

Conclusions

Get Executive Approval and Financial Commitment

Align Training Goals to Business Goals

Organize Global Certification needs/rollout

Tie Training to Partner privileges (stick-and-carrot)

Make Training a integral part of Partner relationship

Make training a seamless part of Salesforce PRM

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Open Discussion

VirtualLabs

Certifications

User Admin CalendaringExam/Surveys ILT Classes

Voucher Admin

ContentTagging Course

ManagementEmail

CommunicationsChannel Group

Admin

Reporting

PRM/CRMIntegration

Multilingual