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HCS-Overview Partner Cloud Acceleration - Ingram … Partner Cloud Acceleration Optimizing Indirect...
Transcript of HCS-Overview Partner Cloud Acceleration - Ingram … Partner Cloud Acceleration Optimizing Indirect...
Accelerating Ingram Partners Into The Cloud
OPERATIONS 101
Webcast #2
HCS-Overview Partner Cloud Acceleration
Optimizing Indirect Channels
through Efficiency and Productivity
10 Years of Channel Consulting Services
21 Years in Channel Leadership and Operations Roles
Channel Development Toolkits
Channel Optimization Consulting Cloud Based Channels Expertise
Enablement , Demand Gen, Communication “Gears”
Productivity Acceleration
Keynotes, Seminars, & Presentations
Regular columnist for Redmond Channel Partner
Channel Efficiency and Productivity Continuum : Utilizing Cloud Technologies to Enhance Core Channel Functions
Keith Lubner, Managing Partner
Web: www.channelconsultingcorp.com
Program Flow
• 4/23/13 HCS Overview Maturity Model
• 4/26/13 Operations 101 Practice Stmt
Project Plan
• 4/30/13 Marketing 101 Market
Planning
Best Practices
• 5/3/12 Sales 101 Sales Process
Discovery
Best Practices
Program Overview
Program Flow
• 5/7/12 Sales Extra Cross Sell/Up Sell
Account Planning
• 5/10/13 Marketing 201 Building a Plan
Vertical Programs
• 5/14/13 Sales 201 ROI/Business
Guidance/ Case
Study
Program Overview
Program Flow
• 5/17/13 Sales Extra ROI/Case Study
• 5/21/13 Marketing 301 Building Thought
Leadership
• 5/28/13 Sales 301 Compensation
Program Overview
Today’s Agenda
Purpose & Premise
Discussion, Homework
Project Plan, Practice Statement
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2
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Operations Tools & Workshop
Cloud Acceleration Tools
• Review Program Purpose & Content with Yourself and
other Ingram Micro Partners in Mind
• Provide Feedback on the Program Flow and Agenda
• Discuss Roll Out Program
• Content, Tools, Guidebooks are Proprietary/Confidential
to Acumen/C3 and Are Not to be Distributed or Used
Without Written Permission
Ingram/Cisco Program Overview
Acumen Management:
Building Organizations through
the Execution Of Strategic Management
13 Years of Partner Consulting Services
14 Years Consulting: Partners, Vendors, Distribution
25 Years in Channel & Partner Sales Leadership Experience
Online Interactive Sales Mgr. Tool Kit
DVDs/Books/Articles, Video’s on Sales Leadership
Keynotes, Seminars & Presentations
Management and Strategic Sales Management Expertise
Web: www.AcumenManagement.com
Blog: www.YourSalesManagementGuru.com
Whitepaper on : The Job of Sales Management
Purpose & Premise
Prescriptive Approach – Sales, Marketing, Operations
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5
1 2 4
6
Clo
ud
Matu
rity
Increase Maturity = Increasing Cloud Acceleration
FOCUS
• Group Discussion:
• Review of the Maturity Model Assessment
• Perceived Issues w/Operations
Operations Workshop
1. Your marketplace Perceptions.
2. Your own company Perceptions
Group Discussion Perceived Issues with Operations - CLOUD
Maturity Model
Results Sales average rating: 2
Marketing average rating: 2.4
Operations average rating: 2.1
Salespeople can clearly describe and SELL the HCS solution 1
Salespeople have been professionally trained to sell Cloud/Managed Service solutions 1.6
Salespeople can clearly describe and sell the Cisco/UC solution 2.8
Your have a consistent level of marketing campaigns each quarter, minimum of 3 2.8
You web site speaks to the Cloud solutions you offer and the business challenges they solve 1
Your marketing materials clearly outline your company's value proposition 2.4
You have a Cloud business plan for
Sales 1.2
Marketing 0.8
Services 1.2
You know what your target profit margins are regarding on premise and cloud opportunities 3.8
You have a dedicated person leading your Cloud/HCS practice 3.8
HCS Practice Guide Catalog of Tools
What’s Your Pizza Like?
Ingram Micro Cloud Accelerator
"Tell me and I forget. Teach me and I
remember. Involve me and I learn."
- Benjamin Franklin
A Flight Plan Designed to Ensure a Successful
Cloud Practice
Operations / Services “Pains” with Cloud Movement
Recognizing the need for multiple cloud products/services are
needed in the partner portfolio
Recognizing the need for operational efficiency and
organizational alignment
Recognized the revenue and cash flow implications of the
Online Services business model and have driven down overall
cost of sales and increased marketing volume
“Packaging” service offerings for the cloud – for both volume and velocity sales
Recognizing Need to have more services around business improvement
Morphing services across on-premise, hosted, and online services
environments
Established a more metric driven approach to running their business using new
measures of success and benchmarks
Implementing a fully integrated delivery approach – leveraging senior and junior
resources alike
Operations / Services “Pains” with Cloud Movement
Recent Cloud Study Funded by
Cisco
Operations Action Plan
• Must Execute Brilliantly-”Be Brilliant on the Basics”
• Must Plan and Manage Process – Create Project Plan
• Must have Formula for Business Model
• Leverage Business Through Partnering
• Create a Cloud Practice Statement (handout)
Ops/Services Scenario #1
Pain in the Cloud
Solution to Pain
Example/Exercise
Lack in Discipline
across Operations,
Marketing, & Sales
Accountability
through effective
project management
Cloud
Project
Plan
Cloud Project Plan Exercise
Ops/Services Scenario #2
Pain in the Cloud
Solution to Pain
Example/Exercise
Lack of market and
marketing blueprint
focus leads to
commodity mentality
Development of team
based Cloud Practice
Strategy
Cloud
Practice
Statement
Cloud Practice Statement Exercise
Ops/Services Scenario #3
Pain in the Cloud
Solution to Pain
Example/Exercise
Recognizing the need
for multiple cloud
products/services are
needed in the partner
portfolio
Development of a partnering
plan that will allow the
reseller to partner with
complimentary vendors and
possibly complimentary
partners
Partnering
Guide
Determining Partnering Strategy
• Business Partner
• Business EcoSystem Partner
• Market Alliance Partner
• Strategic Alliance Partner
• Consulting Relationships
Where to Partner?
Growing Core
Business
Growing non-core
business, same
industry
Growing non-core
business, different
industry
Tech
Alliances/Partnerships
Low Risk Moderate Risk High Risk
Business
Alliances/Partnerships
Low Risk Moderate Risk High Risk
Mergers High Risk High Risk Super High Risk
Acquisition (of or by) High Risk High Risk Super High Risk
Determining Partnering Strategy
Business Partner
– Investment Increase
– Asset Increase
– Share Ownership/Issues
– Product/Service Increase
– Legal Agreements
Determining Partnering Strategy
• Business Ecosystem
Partner – Non-Competitive
– Related Product/Services
– Serving Selected Markets
– Commitment In Place
Partnering Guide Exercise
Architectural Strategy Anywhere, Any Content on Any Device
Jabber
Cisco Unified Communications
Manager
On Premises Cloud Hybrid
What other Operational Tools would be
helpful ? Discussion
Marketing Operations
Sales
Cloud: Operations Tools
• Partnering Analysis Guide: Building leverage in the market is important; this Guide will help you assess the kinds of organizations that can work with yours to increase your market coverage strategy. Learning to partner effectively can impact your speed to market and market share.
• Partner Profiling Worksheet: Use this worksheet as you work through the Partnering Analysis Guide
• Resource Guide Cloud: Use this valuable tool to increase all aspects of building your Cloud Practice, it includes Ingram/vendor web sites, general business information sites and third party resources.
• Cloud Practice Project Plan: Pulling everything together is important; this Project Plan will allow you to create a central management tool where all aspects of building your Cloud Practice can be easily assigned, tracked and managed.
Cloud: Marketing Tools
• Marketing Best Practices Guide: A Cloud practice demands an increased focus on marketing and lead generation; this guide will assist you in understanding the essentials behind the marketing concepts, as well as tips for things such as social media, blogging, email blasts, and web site layout.
• Determining Market Opportunity Guide: How large is the market for your Cloud practice(s)? How many opportunities are there each year and how many leads per month do you need to generate to exceed your sales targets? This Guide will assist you in understanding your opportunity to prosper.
• Practice Marketing Plan Guide: Increasing your marketing efforts and lead generation are critical in building a Cloud Practice, this tool will assist you in increasing your focus, understanding of your market and prepare you prior to developing a specific marketing plan.
• Vertical Market Guide: Every partner should dominate at least one vertical market, this guide will provide the insights and actions required to develop and succeed within a vertical market.
Cloud: Marketing Tools
• Create Cloud Messaging Guide/Value Proposition Guide: Differentiating your Cloud
Practice and your organization are critical in increasing your Won/Lost Ratio’s. This
Guide assist you in working “why organizations should buy from you” vs your
competition.
• Market Planning and Communications Plan Guide: Use this guide to plan your
communications as well as your marketing cost projections, frequency of events, and
overall marketing plan for the year.
• Thought Leadership Campaign Worksheet: This worksheet will assist you in
creating unique marketing campaigns that will separate you from the competition, use
this worksheet to help develop programs that add value, increase market awareness
and make your organization the Go-to-firm for Cloud services.
• Case Study Outline: Use this helpful tool to develop success stories or case studies
from your own Cloud customer base. Use this tool with your Thought Leadership
Campaigns.
• Sample Promotions Worksheet & Calendar: This tool is a handy worksheet to plan
your promotions to your customers and schedule such initiatives with a calendar. Use
this in conjunction with your overall marketing planning.
Cloud: Sales Tools
• Sales Compensation Guide: This guide will assist you in building a sales compensation plan for your sales team. It takes into consideration your objectives and level of Cloud maturity.
• Sales Compensation Planning Tool: Use this tool to calculate your various commission scenarios.
• Sales Management Best Practices Guide: Sales management is the lynch pin in building a high performance organization, this Guide will assist you in creating a professional sales and sales management team.
• Velocity/Volume Sales Process Map: In a Cloud Practice you need to implement a prescriptive sales methodology to reduce Cost of Sales, this process map will help you focus on a Velocity model (<15 seats) or increase your success in selling Volume seats.
• Quick Qualification/Discovery Guide: Whether you are selling on-premise and Cloud or Cloud solutions only, understanding your prospects business challenges and needs will increase your trusted advisor status, this Guide will assist your sales team in asking the proper questions during the discovery phase. This Guide should be used in conjunction with the Velocity/Volume Sales Process Map.
Cloud: Sales Tools
• Outside/Inside Sales Rep Plan: In creating a velocity sales model, the use of inside
telesales sales teams is essential, this Plan will help you define the responsibility’s
between using outside and inside teams in a coordinated sales model.
• Telephone Prospecting Guide: These set of tools will help create and manage a tele-
sales team. Included are telephone best practices, sample scripts and tracking tools
• Proposal Planning Guide: Once you have fully understood your prospects business
challenges, use this Guide to professionally prepare and present your solution. Be sure
to review the “SO-What” section to improve your selling skills.
• Cross Sell/Up Sell Account Planning Guide: Driving revenue and penetrating
existing clients is important and highly profitable, this Guide will help you determine
what existing solutions each of your clients currently use and what new Cloud or on
Premise solutions could be sold to your accounts. You should perform this Account
Planning process at least twice each year.
• Salesperson Development Plan: Increasing the professionalism of your sales team is
more important than ever, this Plan should be used twice each year to review each
salesperson and to develop an individual training plan.
The End Game
By 2012, at least 50% of all customers will have some form of a cloud solution.
◆The momentum around Software as a Service is significant as
customers look to:
• decrease costs, leverage OPEX over CAPEX and
“go live” faster .
• The opportunity is significant.
◆ Position yourself to get your fair share:
• Name a companywide Online Services Single Point of
Contact
◆ Adapt Sales and Marketing processes:
• High velocity, low touch to acquire new customers
• Leverage trusted advisor status to educate and plan with
existing customers
• Understand Opportunity Economics
• Upwards of 6 to 1 to maintain top line revenue
• 2 to 1 to maintain margin
• Exponential growth in Post-sales integration
◆ Think like an Insurance agent, note Customer Lifetime Value
◆ Streamline and pre-package services to align with the
recurring revenue model
◆ Introduce new Online specific management metrics
50 |
HOMEWORK
1. We will send you the Practice Statement, Partnering
Guide, and Project Plan items
2. Complete Project Plan by the end of day, Monday,
April 29
3. Send your completed homework with your company
named as the document name.
4. Send to: [email protected]
5. Register for next session: Tuesday, April 30th,
11am EST: Marketing 101
Questions ?
THANK YOU!