Post on 25-Jul-2020
BUILDING A CHANNEL INCENTIVE PROGRAMME
Gary O’ConnellEuropean Marketing Director
Copyright 2017 Trend Micro Inc.2
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PRODUCT VENDOR
DISTRIBUTOR VAR, SI, MSPEND
CUSTOMER
TWO TIER DISTRIBUTION CHANNEL:
Vendor sells to distribution, which sells to channel partner, which sells to end customer
ADDRESSABLE MARKET
100,000(Source: Canalys)
PARTNER ACCOUNTS IN SALESFORCE
30,000
ACCOUNTS ASSIGNED TO CENTRALISED
SALES
28,000
ACCOUNTS ASSIGNED TO FIELD
SALES
2,000
EUROPEAN PARTNER ECOSYSTEM
35
DISTRIBUTORS
PARTNERS
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VOLUME SMB MARKETING & SALES ENGINE
RAPIDLY EVOLVING SECTOR
COMPLEX AND DIVERSE CHANNEL
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Can we build a successful incentive targeting 30,000 partners in a rapidly
evolving IT Security sector without creating a logistical nightmare?
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WHAT DID WE LEARN?
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AND
(SMART OBJECTIVES)
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#1
RULE
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HOW DID WE KNOW WHAT TO DO?
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WE LISTENED TO
DISTRIBUTION
Increase EU Citizen RightsResource Budget Automation
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What listened to our Partners
Incentives that are achievable and not aspirational
Easy access to product training for their sales teams
Visibility and alignment of pipeline and revenue
Easy access to deal registration and associated benefits
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Specialisation
- You have to be specialised to Deal Reg
- Very small percentage of our partners are Specialised
- Why???
We listened to our systems and data
Channel Coverage
We are not servicing the full Channel with an activity that is:- Simple- Automated/Manageable - Relevant- Compliant- Trackable with full Reporting
Deal Registration
- Best performing method of lead generation
- BUT… we are not generating enough!
Lead Generation
Traditional lead generation is:- Expensive- Labour intensive- Poor sales buy-in
CHALLENGES
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THE RESULT…
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Trend Micro Rewards Programme
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REWARD SALES FOR COMPLETING ONE TRAINING (VALUE €100)
GAVE THEM ACCESS TO DEAL REGISTRATION
REWARD SALES FOR EVERY APPROVED DEAL REGISTRATION (VALUE €150)
GAVE THEM THE BENEFITS OF DEAL REGISTRATION
VALUE PROPOSITION
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DIVIDE AND CONQUER
TARGET SEGMENT
SEGMENT SIZE
OWNER OF COMM
MULTIPLE TRADERS
FOCUS PARTNERS
6,000
6,000
MARKETING
SALES
NEW PARTNERS 70,000 DISTRIBUTION SALES
DORMANT + LOW TRADERS
18,000 MARKETING
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TMRP SIGN-UP
OWNER COMMUNICATES VALUE PROPOSITION +
UNIQUE URL TO TARGET PARTNER SALES TEAM
PARTNER SALES CONTACT IS BROUGHT TO A LOGIN PAGE AND ENTERS EMAIL
A PARTNER ACCOUNT VERIFCATION IS CARRIED OUT BASED ON EMAIL URL TO SEE IF ACCOUNT EXISTS OR NOT
PARTNER SALES CONTACT CREATES NEW ACCOUNT
OR ADDS DETAILS TO EXISTING ACCOUNT
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Full Automation and Reporting
Salesforce Marketo Tableau
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TMRP REPORTING
Distribution Reporting using Tableau
Partner can self service report via the New
Partner Portal
Trend Sales can self service report via
Salesforce Dashboard
Tableau
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AUTOMATED COMMUNICATIONS
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PROGRAMME RESULTS YTD
INCREASE OF NEW BUSINESS REVENUE
60% YOY
AOV €10,500 TIME TO CLOSE 7WKS€1,100,000 WON (43%)€1,500,000 LOST (57%)
200 ACTIVE PARTNERS€3,200,000 PIPELINE
€1,600,000 OPEN
NEXT STEPS
Communicate with Partner SALES CONTACTS that have REGISTERED and NOT TRAINED
Communicate with Partner SALES CONTACTS that have TRAINED and NOT DEAL REG’D
Highlight to TREND SALES the APPROVED DRs that are NOT in Pipeline
CONTINUE TO EVOLVE THE PROGRAMME USING THE DATA
Highlight to TREND SALES the Opps that are Untouched for more than 1 month
Refine, optimise and evolve COMMUNICATIONS based on data
Identify Onboard Enable Reward Report Repeat
€
SALES + MARKETING COLLABORATION
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THINGS TO CONSIDER IN 2018
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THANK YOU