TSW BP 2015 Speaker - Swanson - 20150506 - Partner Segmentation and Strategy
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Transcript of TSW BP 2015 Speaker - Swanson - 20150506 - Partner Segmentation and Strategy
Partner Segmentation and ManagementChannel Services Strategies
David Swanson | Riverbed Technologies
Channel Services Enablement:
Not complicatedInside View
But it is hardOutside View
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Agenda
• Why Riverbed is enabling partner services.
• Riverbed’s channel services strategy
• Riverbed’s service partner enablement roadmap
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Evolution of Channel Services Maturity
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Undefined
Opportunistic
Outsourcing
Programmatic
Enablement
Embedded
Vendor Focused
Partner Focused
Partners
Conditions For Change at Riverbed: Addressing Channel Service Needs
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Gain Relevance from Profitability: Align with Partner Growth & Margin
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• Service partners are requiring a minimum of 1:1 or greater - service to product ratios for new GTM solutions
• In some cases, partners are selling product at $0 profit to win services business
Multi- Technology
Vendor Avgs
Increase Relevance with the Partners Through Greater Mindshare
• Relevance with a consolidated service message across consulting, training, support, managed services
• Mindshare with Services– Increased in field sales– Introduced
• Solution Architects• Consultants• Project Managers
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Your Product
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National U.S. Service Provider
“We will sell product at 0% margin to gain the services business. If I could get out of being a hardware provider, I would.” – VP of Sales
• $700m+ 2014 revenues – 11% average product margin– 33% average service margin
• Greater incentives for services
Company Profile
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National U.S. Service Provider
“If I’m not able to attach my services and expand the opportunity, I’m not able to create the type of profitability I want.” – CEO & President
• $2b+ 2014 revenues • Riverbed revenue profile:
– 60-70% part of a solution– 30% single stack solution– 5% resell (least preferable)
Company Profile
• Why Riverbed is enabling partner services.
• Riverbed’s channel services strategy
• Riverbed’s service partner enablement roadmap
Agenda
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Riverbed’s Channel Services Goal
Increase Riverbed’s relevance
with our partners by broadening
their total addressable market and
margin potential with a full range
of lifecycle services and
enablement programs.
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Accomplishing the Goal
Work cross-functionally within
Riverbed and partner organizations
to deliver partner service programs
that enable gross profit growth and
build services capabilities related to
Riverbed products.
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Note: You can never do to much cross-functional collaboration!
Organizational Service Evolution: Internal to External Focus
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Services integrated in the Channel
Service Enablement Methodology
Leverage Riverbed PS IP and SMEs
Service Integration into
Channel Programs
Certification and Enablement
Consolidated Service
MessageAcross All Service
Lines
Dedicated Services Channel
PersonnelStrategy,
Alignment & Execution
Services apart from the Channel
Riverbed Professional
ServicesConsulting Services Delivery
Riverbed Channel
Product Sales Enablement
Riverbed Professional Services Channel Enablement Support Strategy
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•“Partner Ready” Service Products•Enablement collateral•Partner Services Product Roadmap
Partner Svcs Product Mgmt.
•Shadow opportunities•“Lifeline” Assistance services•Cooperative Services Engagements
Partner Svcs Program Delivery
Svcs Partner Marketing
•PS Partner Marketing Support•Collateral Aligned w/ RVBD Branding
Riverbed Svcs & Field Sales
•Comp Plan Alignment•Rules of Engagement•Segmentation Strategy
Riverbed Channel Services Program Requirements
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Partner segmentation: Riverbed’s Partner’s Services Business
Partner Type
Delivers Services for Riverbed PS
Delivers Riverbed’s Packaged Services
Delivers Partner’s Riverbed Services
Delivers Riverbed-Embedded Solutions
National VAR
Regional VAR
Managed Service
OEM
Outsource
Boutique Service
Distribution
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Not a target marketPossibly a target market
Target market
Dedicated channel services enablement
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• At product-centric companies,
incubate the services enablement
function and transition it to the
channel.
• Keep it simple
• Spend time on executive alignment
• Measure partners success
• Why Riverbed is enabling partner services.
• Riverbed’s channel services strategy
• Riverbed’s service partner enablement roadmap
Agenda
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Riverbed’s Partner Services Roadmap
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Enroll and certify partner in reseller program
Assess partners services business & technology alignment
Enroll and certify as a
services partner
Certify for services delivery
Invest in Riverbed-embedded solutions
Chanel reseller partner
program
Services enablement added to the reseller program
Riverbed’s Reseller Program: Multi-Level Sales & Product Certification
• Business Requirements– Business alignment & commitment– Certified competencies– Sales forecasting– Geographical coverage– Marketing demand generation
• Technical Requirements– Demo/POC competencies– Competencies
• Technical Sales• Technical Solutions
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Partner Services Business Alignment• Understand business case for partners
Riverbed aligned services:1. Riverbed product service solutions2. Integration with existing partner solutions3. Impact on roadmap services solutions
• Addressed in partner business plan1. Revenue and margin plans2. Target markets and strategies3. Capabilities4. Theoretical opportunities5. Customer needs
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Riverbed Service Partner Program: Authorized Consulting Partner
• Communicate complete service vision• Outline participation benefits• Measure Riverbed services business
– Ensure they are reaching financial targets– Participation will dwindle if partners aren’t
financially successful• Make available Riverbed IP, enablement
systems and SMEs– Access to Riverbed PS SMEs
• Shadowing• Enablement Engagements
– Service delivery kits• Detail certification requirements
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Service Delivery Kits: Riverbed Services Materials for Sales & Delivery
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Sales Brochure Sales Proposal Sales Training Sales Sheet
Site Survey Checklist Project Plan
Delivery Run-Book
Deliverable Report
Riverbed Services Consultant Certification• Additive to base Riverbed certifications• Resources
– Instructor & on-demand training– Hands-on experience– Engagement shadowing– Certified on solutions
• Benefits– Partner & Consultant differentiation– Expedited skills development
– Makes available Riverbed IP, subject matter experts, and service delivery kits
– g
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Riverbed-embedded solutions• Cooperative development
– Inject Riverbed expertise into partners’ solution development lifecycle
– Support with lifecycle development methodology
• Benefits:– Decrease time to market– Ensure optimal Riverbed product
support and use– Lifecycle approach to evolve solution
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Custom Lifecycle Solution Development Methodology
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• Beta clients• Sales enablement• Launch
• Refresh• Respond• Manage
•Requirements•Development
• Business drivers• Strategy
Position & Plan
Define & Develop
ImplementOperate & Optimize
Services Enablement Summary
Rules of engagement and segmentation
model
Integrated services and products Enablement systems
Partner Relevance
Incremental RevenuesImproved Margins
Partner Capability
Partner Business ModelPortfolio vs. Specialist
Riverbed Performance Partner Program
Riverbed Readiness
Services & Channel TeamContent & Materials
Contact Information
David SwansonDirector, Global PS Channel Enablement [email protected](913) 461-3283
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