Channel ROI Measurement Workshop

The rise of modern channel program measurement and its implications for revenue and market-share growth.

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Presenters

Steven Kellam, SVP Sales and Marketing, [email protected]

Peter Hornberger, Business Development, [email protected]

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Agenda

1. Table Setting

2. Industry Trends

3. Closing the Loop

4. Conclusions

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Traditional ROI Challenges

Top 3 ROI Challenges• Capturing and sharing data

o Source – very divergent POS, LMS, CRM, ERP, Partners

o Silos – within organizationso Integration – keeping it simple

• Leveraging datao Logistics – how do we share across roles & departmentso Relevance - validation across many audienceso Predictive analytics – beyond validation

• Marketo External forces

Influences beyond our control

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Industry Trends – Details

• Battle for market share o Forces battle for partner mindshare

o Fueling growth in MDF/BDF spend

• Rapidly changing tech landscape o Hard for partners to keep up

Bundled sales

o Partner behavior modification needed

• Pressure to show return on EVERYTHINGo Necessity of closing the loop on MDF ROI

o Report/metric-driven ROI

Closing the Loop

Where We’re Headed

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CCI Research

1. Clients and Partners

2. Fortune 100 and Fortune 1000

3. High Tech, Telco, Green Tech

4. Software, Hardware, Storage, Security, Communications

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Capture Proof of

Performance

Incent Use of Thru-Partner

Marketing

Partner Scorecarding & Benchmarking

Joint Business Planning

Joint Marketing Planning & Approvals

MDF Fund Allocation & Distribution

Deal Registration

Point of Sale Data Creation, Collection,

Scrubbing

Systems of Record – Partner Info & Outcomes

ROI Measurement & Predictive

Analytics

Marketing Campaign Execution

Partner Investment

Lifecycle

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Partner Investment Lifecycle

Capture Proof of

Performance


Marketing





Deal Registration


Scrubbing



Analytics



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• Key goal for many organizations in 2014.

• Cornerstone for truly successful MDF/BDF programs.

• Many organizations now doing this manually.

• Goal is automation and deeper analysis.

https://www.brighttalk.com/webcast/9513/87445Courtesy of PartnerPath

https://www.brighttalk.com/webcast/9513/87445

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Partner Investment

Lifecycle

Capture Proof of

Performance


Marketing





Deal Registration


Scrubbing



Analytics

JointBusinessPlanning


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• Next step in securing mindshare

• Limited resources – need to get this right due to time and resource constraints

• Value of a face-to-face (get out of your cube)

• Benchmarking against similar partners


Partner Engagement Flow

Courtesy of PartnerPath



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Partner Investment

Lifecycle

Capture Proof of

Performance


Marketing





Deal Registration


Scrubbing



Analytics



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• Define how to align go-to-market strategies

• Build a plan together using an automated tool

• Begin process with measurable outcomes and expected returns

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Capture Proof of

Performance


Marketing





Deal Registration


Scrubbing



Analytics



Partner Investment

Lifecycle

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• Assumes proactive alignment of go-to-market strategies/details

• Line up $ to campaigns

• Quick distribution key for momentum and partner experience

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Capture Proof of

Performance


Marketing





Marketing Campaign Execution (Solo or

TPMAs)

Deal Registration


Scrubbing



Analytics

Marketing CampaignExecution

Partner Investment

Lifecycle

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• TPMAs - Hottest trend in the market – fills a ‘missing link’ by capturing objective proof of performance

• Slight “buyer beware” – details drive success of program

o Push partners here with incentives

• Behavior modification/points rewards…need to condition any new behavior

Capture Proof of

Performance


Marketing

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Capture Proof of

Performance


Marketing

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Capture Proof of

Performance


Marketing





Deal Registration


Scrubbing



Analytics

Deal Registration


Partner Investment

Lifecycle

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DealRegistration

• Historically something all vendors use

• Somewhat siloed

• Big upside of TPMAs: connecting the dots from campaigns to deal registration

• Key is closing the loop on ROI of marketing activities

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Capture Proof of

Performance


Marketing





Deal Registration


Scrubbing



Analytics


Scrubbing


Partner Investment

Lifecycle

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Scrubbing

• Goal is to see lift

• Challenge is around tying lift back to campaigns

• There will always be challenges with comparing sales data to marketing activities

• Key is scrubbing data

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Partner Investment

Lifecycle

Capture Proof of

Performance


Marketing





Deal Registration


Scrubbing



Analytics

Systems of Record – Partner Info &

Outcomes


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Systems of Record – Partner Info &

Outcomes

• Where does all POS and partner data go?

• How do vendors need to consume this data? PRM, CRM, JMP?

• What it all looks like – configurable scorecarding.

• Leads to showing partners their successes/failures.

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Capture Proof of

Performance


Marketing





Deal Registration


Scrubbing



Analytics


Analytics


Partner Investment

Lifecycle

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Analytics

• Defining past success

• Predicting future success

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Conclusions

1. Joint business planning – moving into the light

2. Successful channel systems are integrated and agile

3. The dots are getting connected on program ROI

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Capture Proof of

Performance


Marketing





Deal Registration


Scrubbing



Analytics


Partner Investment

Lifecycle

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Questions?

Steven Kellam, SVP Sales and Marketing, [email protected]

Peter Hornberger, Business Development, [email protected]



Channel ROI Measurement Workshop

Education

Transcript of Channel ROI Measurement Workshop