Scaling Bus Dev & Driving Channel Volume, The DocuSign Way KC Hamels, Sr. Director, Business...

Scaling Bus Dev & Driving Channel Volume, The DocuSign WayKC Hamels, Sr. Director, Business Development

[email protected]

July 24, 2014

The Global Standard for Digital Transaction Management™

DOCUSIGN CONFIDENTIAL 2

Agenda

• Quick DocuSign Overview

• Why is Business Development important to a Start up?

• How DocuSign leverages Business Development & Channel functions

• Wrap up/Q&A

3

How Did I Get to the Startup Sales Conference?


DocuSign 101


“Oh, I’ve used DocuSign! I just bought a house…”


Enables end-to-end solution to PREPARE, EXECUTE, and MANAGE transactions in an all-digital environment

Integrates with existing digital systems (e.g. CRM, HCM, ERP)

Mobile-enabled

Securely encrypted

Legally binding

Accepted and utilized around the globe

How DocuSign Works

Vision

Empower organizations to “keep business digital.”

Leader Among Analysts

#1eSignatureTakes Off

#1eSignature

Wave

#1eSignatureSolutions

Market Leader

• More than 110K Customers• 188 Countries, 43 Languages• Top brands across industries

2009 2010 2011 2012 2013

Leader in Users

40M+ Users, 40K New Users/Day

DocuSign at work

Mobile AppsiOS, Andriod, Win 8

Desktop/LaptopCreate templates

Admin controlsSystem automated

APICustom work flowsCustomer Integrations

Integrated Enterprise Solutions Custom work flowsCustomer Integrations


Why is Business Development Important?


Quick Quiz

Who in your company has responsibility for: Mapping and networking your

ecosystem?

Building long-term relationships and driving deals with strategic partners?

Identifying, evaluating and executing acquisitions?

Developing and executing your strategy to go global?

Working with you to tackle major strategic opportunities?


ANSWER:


Definition:

Strategic business development is an investment in systematically mapping and networking your ecosystem to drive transformational opportunities. Although the CEO will be heavily involved at times, it’s not primarily the CEO’s role. Nor should strategic BD be confused with Sales. Although very complementary to Sales, it’s also very different in that it doesn’t follow a quarterly cadence. It’s focused on a very few high-impact events a year rather than a large volume of quarterly transactions, so it should have separate goals and incentives from those of Sales. Strategic BD should be low headcount and high impact, led by a senior professional operating at a peer level to Sales, Engineering and other company functions.

O’Farrell, John January 6, 2012, Who you gonna call? The importance of strategic business development. Retrieved from http://fortune.com


SO…why is Business Development important?

Need to create a network of partners that can assist with reselling or allowing access to your product Strategic chess moves

Scalable = “more feet on the street”

Direct sales is $$$$

Enhances and lends creditably to your product

Gets everyone involved: Developers are your friends, they will make your product better

FOCUS on the things that matter: What do we want to be when we grow up?

What will move the needle?

“What distinguishes the winners from everyone else is that they are systematically networked into all of the surrounding companies that matter, so they can identify and seize the transformational opportunity when the time comes.” John O’Farrell, Andreessen Horowitz


Business case

Executive Sponsor (internal & partner)

Timeline for executing

Resources needed

Quick outline of opportunity

Put action plans in place

•Corporate wide strategic alliance to make cloud solutions default in Fortune 500 companies

Strategic Alliance on Cloud X

•Phase 1: Digitalize•Phase 2: Expand

• Continue to bring value to businesses with more robust cloud offerings in ERP, HCM, CRM

•Phase 3: Innovate and Unify• Create new joint use cases and help unify digital transactions

across different product lines

Roadmap to Success

•Current pipe: Hamels Camels, Sailboats4you, 3DayWorkweek•Identify new customers who could benefit from our joint solution

Joint Customers

•Freemium•RevShare•Referral

Revenue Model


Channel Surfing?

Is the reseller channel right for your business?


How does DocuSign Leverage Business Development?

Sometimes “Start Up” BD can feel like this…



DocuSign Business Development Reports through Chief Revenue Officer Team responsible for ISV’s, System Integrators, Developers/API, Channel,

Partner Development, and Vertical Segments

Responsible for DocuSign’s Partner Ecosystem

Our primary goal is to enable partners to be successful, resources are key!

Accelerating Partners’ Success

Pre-Built DocuSign

Connectors

Hundreds of Partner-Built

Solutions

Certified Consultants &

Systems Integrators

Superior API & Toolkit


Self-Service Resources


DocuSign Channel Partners

Started small, scaling as we go

Global footprint

Address potential issues head on

Communicate value to DocuSign AEs It just takes one deal…

Set realistic expectations for ramp


Keys to our success

“It takes a village…” Partner Product Marketing

Partner Product Management

Partner Sales Engineer

Partner Engineering

Customer support

Executive leadership support

Team dynamic, hiring the right people

Evolution of digital transaction management


Wrap up


What I’ve Learned About Business Development1. Identify goals for each partnership

• Revenue, reach, block competition, global expansion2. Business Development is not “sales”---technically, put on your strategic

thinking cap3. Things change on a daily basis- oh boy, do they!4. Identify key areas of FOCUS5. Leverage the Developer community (because they rock)6. Global expansion will not happen without a robust partner ecosystem7. Provide self-service resources for partners= life saver!8. Build a professional network & stay informed

• I never want to be the last to know9. Communicate your plans & manage up10.Collaboration is the name of the game

11. MOST IMPORTATNLY, HAVE FUN!!! 12. (chalkboard is the new Comic Sans)

Scaling Bus Dev & Driving Channel Volume, The DocuSign Way KC Hamels, Sr. Director, Business...

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