Why Partner?- Cost Transfer and Opportunity Capture Critical sales and operational roles should be...
11
Why Partner?- Cost Transfer and Opportunity Capture Critical sales and operational roles should be performed by vendors if they cannot be transferred economically. • Technical skills • Product completion • Customer access • Geographic coverage • Industry recognition • Distribution VENDOR Channel Coverage Costs Lead Creation Costs Opportunity Management Costs Sales Process Costs Integration Costs Solution Build Costs Operational Costs Support Costs CUSTOMER SUPPLIER x © Channel Enablers International 1
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Transcript of Why Partner?- Cost Transfer and Opportunity Capture Critical sales and operational roles should be...
Why Partner?- Cost Transfer and Opportunity Capture
Critical sales and operational roles should be performed by vendors if they cannot be transferred economically.
• Technical skills• Product completion• Customer access• Geographic coverage• Industry recognition• Distribution
VENDOR
Channel
Coverage Costs
Lead Creation Costs
Opportunity
Management Costs
Sales Process Costs
Integration Costs
Solution Build Costs
Operational Costs
Support Costs
CUSTOMERCUSTOMER
SUPPLIERSUPPLIER
xx
© Channel Enablers
International 1
Benefits of an Effective Channel
Increased Revenues
Better MarginsShorter Time to Market
Increased
Market
Value
Some things we want to go up
Some things we want to go
down
Why Don’t Partners Sell?
Portfolio mentality• A lot of “nice to haves”
You are a disruption
Define the Business Opportunity
How will the partner make
money?
What do we want sold?
To what market?
Market size?
What do you want them to do?
Services associated with the product:• Implementation?• Customization?• Training?• Additional seats? Other products
• Drag through• Third-party
software?• Hardware?
Internal Preparation
Internal Preparation Objectives &
Strategic Policy
Decisions
Whole Product and
Internal Support
Technical Issues
Legal Documents
Partner Support
Programs
Recruitment
Managing a Partner
Managing a Partner
Marketing with
your Partners
Avoiding Channel Conflict
Programs &
Incentives
Effective Communi-
cations
Tiered Partner
Programs
Reviewing & Firing Partners
Corporate Marketing
Product Marketing Lead Generation Marketing to the
Partner
Managing a Partner
Managing a Partner
Marketing with your Partners
Avoiding Channel Conflict
Programs &
Incentives
Effective Communi-
cations
Tiered Partner
Programs
Reviewing & Firing Partners
Lead Registration
Market Segmentation
Compensation
NeutralityCross-Border Sales
Internal Preparation
Managing a Partner
Marketing with your Partners
Avoiding Channel Conflict
Programs &
Incentives
Effective Communi-
cations
Tiered Partner
Programs
Reviewing & Firing Partners
Market Development Funds
Sales Contests Quota Clubs Spiffs
Managing a Partner
Managing a Partner
Marketing with your Partners
Avoiding Channel Conflict
Programs &
Incentives
Effective Communi-
cations
Tiered Partner
Programs
Reviewing & Firing Partners
Partner Portal Site Visits Newsletters Partner Conferences
Reporting
Managing a Partner
Managing a Partner
Marketing with your Partners
Avoiding Channel Conflict
Programs &
Incentives
Effective Communi-
cations
Tiered Partner
Programs
Reviewing & Firing Partners
When to Use Them
Typical Program Elements
Discounts Best Practices
Managing a Partner
Managing a PartnerMarketing with your Partners
Avoiding Channel Conflict
Programs &
Incentives
Effective Communi-
cations
Tiered Partner
Programs
Reviewing & Firing Partners
Annual Reviews Terminating a Partner
