Channel Enablement: Tips for Effectively Driving Business ...€¦ · Channel Enablement: Tips for...
Transcript of Channel Enablement: Tips for Effectively Driving Business ...€¦ · Channel Enablement: Tips for...
Challenges
How to Leverage Technology
Channel Enablement Assessment
Channel Enablement: Tips for Effectively Driving Business Growth
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Your Facilitators
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Frank RicciardiVice PresidentGlobal Account ServicesCornerstone OnDemand
Ray PittsExecutive DirectorClient DevelopmentIntrepid Learning Solutions, Inc.
Who is the Channel, Anyways?
Single-tiered Model (Direct Sales)
Multi-tiered Model (Distributor, VAR, OEM, etc.)
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Customers
Customers
Manufacturer
Manufacturer Distributor
The 2011 Channel- Challenges
Number of Channel partners is down, competition is increasing
Channel partners are doing more, and demanding more
Incentives are not clear
Certification and compliance are complex
Tech Channel partners are getting sophisticated
Partnership is rarely collaborative
Visibility through the channel is fuzzy or non-existent
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Collaboration with the Channel
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*Base: 249 marketing executives at North American high-tech B2B companies with 100 or more employees†Base: 190 marketing executives at North American non-high-tech B2B companies with100 or more employeesSource: “Tech Marketers are Poised to Ramp Channel Investment,”Forrester Research, Inc. Feb 1, 2011
Marketers Have Sights Set on Channel Enablement
Channel enablement is top of mind for tech marketers this year• Expectations of growth from channel-driven revenue is up 4%• Budgets for channel enablement will increase by 0.4%
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Base: 373 marketing executives in North American and European high-tech B2B companies with 100 or more employeesSource: “Tech Marketers are Poised to Ramp Channel Investment,”Forrester Research, Inc. Feb 1, 2011
What is Channel Enablement?
Empowering your channel partner in order to • maximize revenues• extend market penetration• expand into new markets• reduce sales costs• help customers solve their problems with your solution/product
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CustomersDistributor
MarketingAnalysis, Scoping , Solution Design
SellingImplementation/Configuration
Service and Support
Cisco- Best practice Example
Give to get• Teach them how to market and sell, not just learn the products
Improve Channel Collaboration• Between you and the channel, between the channel and customers, and then
complete the loop
Align internal resources• Channel manager, marketing, sales, support, training aligned to serving the
customer through the channel
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Manufacturer
Customers
Distributor
A Holistic Framework
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Formal
Agile
Social
“We know what you need”
“I’ll find what I need”
“Together, we’ll create what we need.”
MEASU
REMEN
TSTRATEGY
Intrepid Channel Enablement Maturity Model
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EducateLevel 1
Formal learning portal
Benefit
Functions
Solution
Make Partner Education and Certification clear and easy to find from a single,
robust source with full tracking and reporting
Establish formal trainingEstablish visibilityPush to Channel
ExtendLevel 2
Agile learning portal
Create one source for all knowledge, create
revenue source, establish partner-to-vendor collaboration
Establish informal trainingConsolidate sources
Establish collaborationEnable eCommerce
Enable Mobile
ExpandLevel 3
Branded Agile portals
Enable the partner to drive business independently, and
collaborate directly with customer and vendor; give full visibility through the
pipeline to vendor
Establish Social MediaEstablish BrandingEnable StorefrontPush to CustomerEnable Two-way
collaboration
Level 1- Educate
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Cornerstone OnDemand provides Robust Learning Management
Product/Role-based Learning/Certification Plan Blended Learning Single Source
Prescribe Publish Certify Manage Track/Report
Manufacturer
I know what my partners needI’ve got formal curriculum developedI need to manage all this and track who has taken
It’s confusing to get the knowledge and training I needI have to go to too many places just to get certified-Brands, products, and services are in different places, catalogs are not clear- I just need to get trained!
Distributor
Product A
Brand 1
Service Y
Cornerstone OnDemand for Formal Learning
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ReportingStandard Reports, Analytics and Dashboard
eCommerceShopping Cart, Discounting, Promotion, Multi-currency
Customers
I need tools to help me sell to customers
I want to know what the customers are doingI want to empower my partner to sell more
Level 2- Extend
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IntrepidAgileTM provides Robust Informal Learning platform and Portal
Distributor
Manufacturer I want to connect with you and other DistributorsI want to get more than formal training
Distributor Manufacturer
I need to provide more than training
Informal Content Web 2.0 look/feel Mobile access Extended search Social Media- blog, popular,
feeds , hot topics
Collaborate Empower Analyze
Intrepid AgilePortal for Informal Learning
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Manufacturer
Distributor
Distributor
Distributor
Data analysis To Analyze Adoption
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•Are we increasing users and activity?•What is getting clicked on? •What content is popular?
•Where are users going on the site?•What are they searching for?•What search filters do they use?
•How do users rate the content?•What content is being rated poorly?•How do users rate the site?
•Who is viewing the content?•What are new users using?•What are returning users using?
•How is this affecting our business goals?•How does the site reduce organizational costs? •What training programs are working?
Consumption & Activity
User Behavior
User Opinion
User Characteristics
Business Metrics
Level 3- Extend
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IntrepidAgileTM Platform Extends Functions and Branding to Multiple Partners
I own the customer- I need to market, sell, implement and support I have a website- can I have my own branded portal?How can I sell training as part of my offering
Distributor Manufacturer
Customers I need to treat each partner as specialI want to see through the chain
Create “storefront” Add formal training Post informal training Run ad campaigns Create customer groups Gather web trend data
Extend Reach View through
channel
IntrepidAgile Portal- Branded and Flexible
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Manufacturer
Distributor
IntrepidAgile Portal Extends Distributors to Customers
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Distributor
Customers
Increase RevenueIncrease CollaborationIncrease Mind- and Market ShareIncrease Visibility
Intrepid-Cornerstone: Ultimate Power and Flexibility
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Customers
Distributor
Distributor
Distributor
Manufacturer
Customers
Customers
Intrepid Channel Enablement Assessment (CEPA)
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Intrepid Channel Enablement Assessment (CEPA)
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Scorecard Summary Your Organization
Benchmark
Strategic Alignment 1.35 2.00Educate 4.00 4.50Extend 1.40 2.50Expand 0.75 1.50Learning Systems and Platforms 1.50 4.25Measurement and Business Impact 0.25 2.00
1.35
4.00
1.40
0.75
1.50
0.25
2.00
4.50
2.50
1.50
4.25
2.00
0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0
Strategic Alignment
Educate
Extend
Expand
Learning Systems and Platforms
Measurement and Business Impact
Your Organization Benchmark
Business MeasuresTime to MarketTime to ProficiencyStaff Allocation (utilization)Development cost per learning hour (WBT)Development cost per learning hour (ILT)Development ratio (ILT)Development ratio (WBT)Incremental Training Sales RevenueIncremental Product SalesIncremental Marketing LeadsDirect Costs/Learner By ProductIndirect Costs/Learner By Product
(425) 444-4377
Ray PittsIntrepid Learning Solutions
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(310) 752-0200
Frank RicciardiCornerstone OnDemand