The Strategic Role of the Partner Development Manager
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Amazon Consulting 2011 1
The Strategic Role of the Partner
Development Manager Do The Skills of Today’s Channel Sales Manager Translate?
Karine Allouche Salanon
Microsoft Director World Class Selling for Partners
Worldwide Partner Strategy and Compete Group
Susan Pessemier
Amazon Consulting Consultant
Amazon Consulting 2011 2
We Elevate the Impact of Partnering
Based in Mountain View, CA
• Boston, Florida, Portland, Seattle
• London, Dubai, Singapore
Founded in 1998
• 14 years of expertise and experience
• Over 300 satisfied client companies
Variety of partner types • System integrators
• Solution providers
• Alliances
• Distributors
• Retail
• Developers
• OEMs
• Cloud
The only company with a holistic approach to designing,
implementing and automating partner models to increase impact
and awareness
Amazon Consulting 2011 3
Discussion Track for Today’s Session
The Partner Development Manager & the Partner Value Equation
Partner Development Lifecycle
Managing the Virtual Partner Team
Organization and Coverage
Metrics and Compensation
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What’s Changed? . . . Everything
• New hybrid business models
• Expects prompt ROI
• Onboarding and Enablement complexity
Evolving Solution Provider Business
• Tactical and reactionary
• Broker relationships
• Manage mature partnerships
• All about revenue
Channel Sales Manager Current
Role • Recruiting and enabling a new breed of solution providers
• Holistically examine partners’ business model
New Role of Partner Development
Manager
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The Partner Value Equation What Partners Value
Opportunity
Investment
Brand Strength
& Demand • Brand recognition
• Strong reputation
• Install base demand
• Financial health
• Innovative technology
• Technology vision
Revenue &
Margin
• Reasonable product margins
• Professional & support
services margins
• Multiple engagement
models (agent, reseller,
OEM)
Relationship Training & Enablement
• Technical training cost
• Sales training cost
• Staffing opportunity cost
• Formal certification
• Use of services methodology &
templates
• Limited channel conflict
• Clear rules of engagement
• Accessible partner manager
• Strong local relationships & clear
teaming processes
• Executive level support
• Chemistry and abiding trust
• Technical support
• Sales support
• Marketing support and
MDF or co-op funding
• Field mentoring
Program
Support
• Ease of transaction mgmt.
• Automation of key program
elements
• General ease of doing business
• Demo, lab equipment & NFR’s
Business Process
Performance
Incentives
• SPIFs
• Rebates
• Promotions
• Deal registration
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Audience Poll:
Is the role of Partner Development Manager
part of your channel team?
Yes
Not yet, but in plans
No
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The Partner Development Lifecycle
Engage Activate Ramp Manage
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Partner Development Cycle - Engage Roles and Activities
Phase
Engage
Channel Sales Manager
Qualify inbound partners from leads
Execute contracts
Recruit into vendor program
Partner Development Manager
Research/identify partner targets
Make contact with partner execs
Qualify fit and interest
Initial business planning
Contract negotiations
Relationship building with local sales teams
Recruit and manage contracts
Engage Activate Ramp Manage
Amazon Consulting 2011 9
Partner Development Cycle - Activate Roles and Activities
Phase
Activate
(Onboard)
Channel Sales Manager
Program enrollment
Contract admin
Initiate onboard process
Partner Development Manager
Program enrollment
Contract negotiations/admin
Introduce virtual team
Develop business and marketing plan
Engage Activate Ramp Manage
Amazon Consulting 2011 10
The Partner Development Support Team
• Owns overall relationship
• Demonstrates path to revenue
•Team captain of virtual team
• Leads Sales readiness
• Transitions relationship to CM
• MDF Utilization • Coach on Lead Generation
• Joint GTM market • Campaigns •Assists in Pre-Sales, Lab, POC
Owns tech contact relationships
• Develops partner enablement path Guides in training/cert
Amazon Consulting 2011 11
Partner Development Cycle - Ramp Roles and Activities
Phase
Ramp
Channel Sales Manager
Brokers sales collaboration with
field and other partners
Pipeline/forecast tracking
Order tracking
Partner Development Manager
Facilitate partner to partner collaboration
Pipeline development
Personal sales coaching
Engage Activate Ramp Manage
Amazon Consulting 2011 12
Partner Development Cycle - Manage Roles and Activities
Phase
Manage
Channel Sales Manager
Sales pipeline and forecast management
Revenue monitoring
Renewing contracts
Partner Development Manager
Early pipeline development and
assistance with first deals
Transitions ramped partners to CSM for
management
Manages multi-practice or multi-location partners
until fully ramped
Engage Activate Ramp Manage
Amazon Consulting 2011 13
Organization and Coverage Model
Mid-Tier Partners
Named new recruits nurtured by PDM with
Virtual Team (up to 10 total)
Ramped and legacy partners managed by
CSM (up to 20)
Entry Partner
Named new recruits nurtured by PDM
and team (up to 10 total)
Not named, managed by distribution or
inside
Top Tier Partner Dedicated partner team support lead by
Channel Sales Manager
Entry Tier
Mid-Tier
Top
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Audience Poll: Is the trend in your organization
to cover more partners or go deeper with select
partners?
a) cover more partners
b) go deep with select
c) both
Amazon Consulting 2011 15
Base Salary
Revenue Attainment
Partner Sat
MBO’s
Activate/
Enablement Activities
Activate/
On-boarding Activities
Business Plan Development
Metrics and Compensation Traditional Channel Sales Manager Role
Va
ria
ble
C
om
pe
nsa
tio
n
Amazon Consulting 2011 16
Base Salary
Revenue Attainment
Partner Sat
MBO’s
Activate/
Enablement Activities
Activate/
On-boarding Activities
Business Plans
Development
Metrics and Compensation New Partner Development Manager Role
Va
ria
ble
C
om
pe
nsa
tio
n
Amazon Consulting 2011 17
Base Salary
Revenue Attainment
Partner Sat
MBO’s
Activate/
Enablement Activities
Activate/
On-boarding Activities
Business Plans
Development
Metrics and Compensation New Partner Development Manager Role
Va
ria
ble
C
om
pe
nsa
tio
n
Amazon Consulting 2011 18
1. Orient your partner-facing teams around the Partner Value Equation.
2. Invest in a distinct PDM role with a different entrepreneurial, hunter skill set
3. Clearly link the accountability among the virtual team members to the elements of
partner growth, maturity and productivity
4. Establish clear role definitions with measureable metrics for each stage of the
partner development cycle – be willing to create a new comp plan to reward
5. Keep it as simple as you can
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Questions
The Executive Brief is available in our
Resource Center
After this session,
participants will receive a link to:
this presentation
the webcast recording
Amazon Consulting 2011 20
Join Us Next Month
How Special are Specializations: Does the Value Warrant the Investment?
New Research Results
Wednesday, October 19th
9 a.m. PST