Cut CAC, Raise Retention, and Supercharge Sales with Channel Partners
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Transcript of Cut CAC, Raise Retention, and Supercharge Sales with Channel Partners
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Cut CAC, Raise Retention and Supercharge Sales with Channel Partners
Live Webinar – April 28, 2016
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Meet the Speakers
Scott SalkinFounder & CEO
om@scottsalkin
Max AltschulerFounder & CEO
Sales [email protected]
om@maxalts
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IN 2015, THE TAX FOUNDATION OF AMERICA REPORTED THAT+60% OF ALL REVENUE IN THE USWAS GENERTATED THROUGH INDIRECT SALES AND MARKETING CHANNELS – AKA, PARTNERS.“Businesses in any industry, any market can only grow so far with direct sales alone.”Marc Benioff – CEO, SalesforceTech Crunch Article, October 2015
Channel, huh?
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1 Direct Rep 1 Channel Rep
A Simple Equation…
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Partners Accelerate Growth
ACQUIRINGCustomers
RETAININGCustomers
GROWINGCustomers
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Partners Grow Wallet Share
CUSTOMERExpectations
CUSTOMERAdoption
CUSTOMERGrowth
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NOWHERE MORE CRITICAL THAN IN SAAS, CLOUD AND SUBSCRIPTION ECONOMY
Where your return is delivered over an extended period of time, meaning CAC, LTV and Churn are life
vs. death KPIs.
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So, how do you build a successful partner
program?(And avoid costly pitfalls along the way?)
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You’re essentially building a geographically dispersed, volunteer sales team…
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So, where do you begin?
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It starts with recruitmentStart by building “partner personas” just as you would do for buyers.
• Offers complementary services or solutions• Symbiotic…if both benefit, you’ll have a more
natural partnership, make each other stickier• Provide vertical, topical or service expertise
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+
CultureYour partners’ businesses and cultures won’t all be like your own – so it’s up to you to find a way to make them feel appreciated, empowered and engaged.
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Build a FrameworkAffiliatePartners
ReferralPartners
Alliance Partners
Service Partners
Technology Partners
Gold Silver Platinum Certified
GOALS // TARGETS // COMPENSATION // MEASUREMENT
CONTRACTS // SYSTEMS // PROCESSES
Tiers?
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How do you help partners sell more,
faster?
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Manage & Control Enable & Empower vs.
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Knowledge TransferBUYERS’
JOURNEY…CONTENT…TRAINING…
RESOURCES…SALES TOOLS…COMPETITORS…
PARTNERS…SUPPORT…
TEAM…
Loading……
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Partner Relationship Management
Data & Analytics
Content Management
Incentive Management
Partner Automation
Partner Concierge Marketing Services
MDF Management
Deal Registration
Through Partner Marketing Automation
Mobile Access
Social Selling
Incentives
Referral
Contract Management
eSignature
Proposal Creation
Content Management
CRM Updating
Demo/Screen ShareChannel Layer
List Building
CRM
Guided Selling
Training
Email Tracking
Segmenting
Lead Research
Contact InfoContact
Qualify
Demo
Close
Add a Channel Layer to Your Stack
Incentives
Referral
Contract Management
eSignature
Proposal Creation
Content Management
CRM Updating
Demo/Screen Share
List Building
CRM
Guided Selling
Training
Email Tracking
Segmenting
Lead Research
Contact Info
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How do you help partners keep customers happy?
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Data and Analytics
Alignment
Technology
Community
ContentThought Leadership
Partnering Post-Sales to Build(Shared) Wallet Share
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How do you keep partners loyal, engaged
and accountable?
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4 C’s of Successful Partner Engagement
Content
Collaboration
Customer Success
Culture
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Data, Analytics and More…• Culture and alignment• Trust and transparency• Collaboration•Micro-moments• Scorecards•Willingness to invest• Be human
myChannelScore
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Questions?
Scott SalkinFounder & CEO
om@scottsalkin
Max AltschulerFounder & CEO
Sales [email protected]
om@maxalts
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