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Channel Leads Processes Best Practices
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Building A Best Practice Closed Loop Lead Distribution Program Elay Cohen Sr. Director Product Management
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Transcript of Channel Leads Processes Best Practices
Building A Best Practice Closed Loop Lead Distribution Program
Elay Cohen
Sr. Director Product Management
Agenda
Background on leads in the channel
Best practices in lead distribution programs
Lessons learned
Questions
Bad data
Poor reporting
Lead programs are a challenge for vendors and partners
Quality of leads
No forecast integration
No ROI
Usability
No way to track performance
Baptie and CMP learned that all parties are dissatisfied
Channel Is Not Impressed With Sales Opportunities or Leads
Lead Management best practice methodologies
Start with a pilot scope
Find your channel manager evangelists
Establish program office
Balance the carrot and stick
Communicate and set expectations
Define reporting requirements
Get your process right
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33
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Qualify your leads first44
1. Start with a pilot before launching the full program
Think about your go to market strategy
Which regions?
How many partners?
What type of partners?
Which process?
Whose business rules?
Timeline?
Objectives?
1. Here are some examples of ideas for pilot programs
CampaignsProduct lines
Top tier partners
Emerging markets
Existing programs
2. Build a global program office
GlobalProgram
Office
GlobalProgram
Office
SalesOps
SalesOps
ChannelOps
ChannelOps
LeadOps
LeadOpsGeoGeo
SalesSales
ITIT
ExecsExecsTips to increase success:
1. Executive support2. Regular meetings
3. Geo empowerment
3. Get the process right from the beginning. Here is an example of a high tech company’s lead process.
4. Qualify leads for your partners
Criteria should drive a score
Decision maker
Budget
Timeline
Activity type
Propensity to buy
Make qualification part of your program DNA
4. Source qualified leads
Map key words to the sales process and make advertisements relevant
And don’t forget to tell your partners that you have changed your ways!
Use qualified leads and new leads sources as a program
differentiator!
5. Channel managers are the front line and they need to be motivated
Q: How do you win over your channel managers?
A: Find your evangelists
Then, give the channel managers the tools they need– Custom reports
– Alignment with sales
– Training
– Reference guides
6. Balance your carrots and sticks to optimize results
What’s in it for the partner?– Qualified leads
– Campaign history
– Enriched data
– Incentives
– Support
What’s in it for the vendor?
– Timely feedback
– Updated activity
– 48 hour claw-back
– Performance tracking
– Activity tracking
6. Give partners what they need when they need it
Tactic Alerts and Messages
Status update messages: “It’s been 7 days since your last update…..?”
Reminder messages: “Here is the latest datasheet for the RFP.”
Just in time tools: “Here is a PDF on the competition .”
Deal assistance: “I need help on this deal.”
Just in time
PricingRFP templatesSales tools
Field update reminders
Sales process support
Customer email template
7. Make your program easy to work with
Usability – Branding
– Help tools
– One click
– Ease of use
Communication– Clear
– Frequent
– Performance metrics
– Localized
7. The anatomy of a successful partner facing portal
Brand
Accept Leads
My top lead listsMy Stats
Help and Search
Lead In Box
7. The anatomy…continued
Clear communication
Clear help
Leads are qualified
7. Hold back customer information until partners accept
Subset of lead fields
Don’t give it all away
Partners will take the information and not provide feedback
8. Don’t underestimate the time needed to build the right reports
8. Track revenue contribution by partner
Deal size
Close rates
Partner performance
Historical performance
Partner pipeline
New customers
Leads by product
8. Measure and track productivity by partner
Time to route
Time to accept
Time to qualify
Time to close
Aging trends
Conversion rates
8. Know which partners are participating
Leader boards
Login activity
Lead create trends
Adoption statistics
Follow-up activity
8. Know how you’re marketing spend is doing
Marketing ROI
Partner contributions
Budget status
Unclaimed funds
Campaign performance
Lead management improvements drive ROI
What you need to know to create and justify ROI
# of leads
Conversion rates
Close rates
# of partners
Average deal size
10,000 leads/month5% conversion rate10% close rate (norm)$1,000 / deal
Payback: $50,000/month
Sample Calculator
Close rate varies from 5 to 15%
Start with a pilot scope
Find your channel manager evangelists
Establish program office
Balance the carrot and stick
Communicate and set expectations
Define reporting requirements
Get your process right
11
33
22
55
66
77
88
Qualify your leads first44
Lead Management best practice methodologies
Comprehensive on-demand business services
Product of the Year Award: Salesforce PRM
Channel growthAccount management
Partner analytics
Optimize your channel partner relationships
Time to value Portals in minutes
Easy administration
Partner successPartner self-service
Deal collaboration
Customers are signing up and quickly realizing ROI
Next Steps:
For more information about Salesforce PRMPlease contact Elay Cohen, 415.518.6732, [email protected]
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