Embracing the New Era of End-To-End Channel Automation
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Embracing the New Era of End-To-End Channel Automation How top channel vendors are starting to leverage the full potential of cloud systems to improve engagement, increase measurement, simplify operations, and increase sales.
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PRESENTERS
Steven Kellam SVP, Sales & Marketing CCI
Scott England VP, Alliances & Strategic Relationships Zift Solutions
Peter Hornberger Business Development Associate CCI
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A Time of Unprecedented Change in the Channel
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Requires a fundamentally different business model for partners. More clients needed for same amount of revenue
• Marketing effectiveness crucial for raising partner sales velocity
Larger emphasis on customer satisfaction and retention
Smarter, more proactive use of incentive funds needed • Rewards: pre-sales over post sales • MDF: Smarter allocation based on highest likelihood for
sales lift/lowest probability of waste
PARADIGM SHIFT TO RECURRING REVENUE
Paradigm Shift
From high-margin, one-time revenue
to subscription-based revenue.
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COMPETITION FOR MINDSHARE: ALL-TIME HIGH
More Suppliers Cloud and bundled services spawn more provider options 7+ suppliers per partner
Fewer Partners Smaller ‘piece of the pie’ for resellers Heavy partner and distributor consolidation Larger barriers to entry for partners
Partner adoption for most channel programs is now in the single digits. ~ Sirius Decisions
“ Half of SMB cloud service purchases are now directly from the provider. ~ McKinsey
“ It takes more talent, capital, and business acumen to thrive in today’s channel. ~ 2112 Group
“
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CHANNEL PROGRAMS ARE MORE COMPLEX THAN EVER 15 Years Ago:
Distributor
Direct Corporate Reseller
VAR Reseller
VEN
DOR
Enterprise
SMB/SME
Home Micro
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CHANNEL PROGRAMS ARE MORE COMPLEX THAN EVER Today:
Distributor
Direct Corporate Reseller
VAR Reseller
VEN
DOR
Enterprise
SMB/SME
Home Micro
Cloud Agents
Hosting / Infrastructure
OEM
Solution Providers
MSPs
ISVs
Direct Marketers
System Integrators
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OPERATIONAL EXCELLENCE OBSCURED
Operational Mindshare
Pursuit of partner mindshare often distracts from efficient, informed operational execution.
Systems & Campaign Sprawl
Program feature ‘arms race’ leads to systems and campaign ‘sprawl.’ Disconnected and unmanageable
System silos create human silos
Custom Channel Systems
“Frankenstein” systems built on direct-oriented CRM & ERP platforms designed for SMB. Cost millions to design, build and
maintain
Built by costly consultants with little real channel expertise
Hard to adjust, become expensive ‘ball and chain’
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THE NEW GENERATION OF CLOUD CHANNEL SOLUTIONS
Born in the channel, for the channel
“Play well with others” Configuration over
customization Scale and change year
to year
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Improving engagement 1 2 3
4 5 6
AGENDA: IMPACTS OF THE NEW PARADIGM
Emphasizing capture, measurement
Simplifying internal operations
Shortening time to revenue
Maximizing sales lift Summary and recommendations
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Improving Engagement
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UI Experience – friendly and engaging Process Efficiency – get in and get out Reporting Metrics – broad visibility Data Accuracy – reduce human error Alert Relevancy – timely and useful notifications
INCENTIVE PROGRAMS DRIVING PARTNER ENGAGEMENT
Ease of Use is Key
ABCtech ABCtech’s
The ABCtech Partner Support Center is available 24 hours a day, 5 days a week to support you.
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Plug-&-play campaigns designed by marketing experts…not the VAR CEO’s nephew.
Streamlined lead collection and qualification.
Lower marketing delivery costs, typically by 50%.
Partners get inserted into ‘warmer’ prospecting conversations.
Greater visibility into ROI of marketing activities.
Allow partners to focus more time on actual selling.
THE NEXT FRONT IN THE PARTNER ENGAGEMENT WARS
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EXAMPLE – LEAD DISTRIBUTION WITH APPS
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Engagement success hinges on:
ENGAGEMENT: 1+1 = 3 The key to it all.
“Least effort, most gain.”
Make it EASY and FUN.
The more you ask of them,
the less you’ll get back.
Engagement
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Increasing Measurement and Informed Decision Making
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Operational dashboards that guide and energize: CAM self-prioritization Senior management performance assessment of internal
team members PMM visibility to program engagement Etc.
IS IT WORKING - WHAT YOU NEED TO KNOW
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Partner Scorecarding & Benchmarking
Joint Business Planning
Joint Marketing Planning & Approvals
MDF Fund Allocation & Distribution
Marketing Campaign Execution
Deal Registration
Point of Sale Data Creation, Collection,
Scrubbing
Systems of Record – Partner Info &
Outcomes
ROI Measurement & Predictive
Analytics
Capture Proof of Performance
Incent Use of Thru-Partner Marketing
Partner Investment
Lifecycle
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DATA DISCONNECT
Traditionally this is where the wheels have fallen off for measurability.
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Objective campaign performance data
Forensic data – real results Measure marketing
outcomes…partner vs. partner, region vs. region product vs. product
FINALLY, VALID PERFORMANCE DATA!
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End-to-end dashboards that guide and energize
Complete view One place to look
MEASUREMENT: 1+1 = 3
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Simplifying Internal Operations
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Dashboards Real-time reporting Notifications and automated workflows Approvals Pre-defined campaign choices simplify the planning and
budgeting process: • Don’t have to spend valuable CAM/PMM man hours ‘inventing’
marketing plans from scratch for each partner • Makes MDF spend budgeting much easier if you know the costs
for the defined options up front
INCENTIVE PROGRAM OPERATIONAL ROI
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Use Apps to put portal features into channel partners current systems. Provide managed services to ease initial on-boarding. Let partners self profile to determine relevant pushed materials. Automate ROI reporting to pull results from partner’s existing systems (requires no
change in partner behavior). Include partners in creative design to ensure joint marketing meets their needs. Track partner follow up and success with distributed leads so only qualified leads are
brought to channel sales attention.
MARKETING AUTOMATION OPERATIONAL ROI
Key Is STILL Ease of Use
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SYNDICATED DEMAND GEN Efficient personalization for each partner…less channel marketing team time investment.
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Linking all the data together efficiently
Mapping spend to leads Evaluating program and
partner efficacy Proactively adjust spend and
campaigns based on partner lexile scores
SIMPLIFICATION: 1+1 = 3 Combined spend and demand gen data creates powerful analytical and demand gen capabilities.
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Shortening Time to Revenue
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MAJOR REDUCTIONS IN TIME TO REVENUE Throughout ENTIRE partner investment lifecycle
Pre-integrated automation
Joint Planning Approvals Marketing Execution Sales Engagement
Post-integrated automation
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Compounding effects: Get ahead of competition: big “first mover” advantage
for you and your partners Build partner revenues sooner Drive your recurring revenue sooner Forecasting & budgeting:
more meaningful alignment in the boardroom
SHORTENING TIME TO REVENUE: 1+1 = 3
Delayed subscrip. revenue = lost revenue!
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Ultimately, It’s About Maximizing Sales
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Scorecarding • Pick and invest in the right partners • Lead those partners down the right path • Minimize financial risk of waste
Joint marketing planning
REACHING PARTNER POTENTIAL It’s all about maximizing sales lift - Drive the BEST increase in partner sales.
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MORE ENGAGEMENT – MORE SALES With increased partner engagement, increased pipeline, spend analysis and revenue attribution become a reality.
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More sales success hinges on:
SALES LIFT: 1+1 = 3 The key to it all.
The Right Partners
Great Planning
Marketing Execution
Sales Lift
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Recap & Summary
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1. Improving Engagement
2. Emphasizing Capture, Measurement
3. Simplifying Internal Operations
4. Shortening Time to Revenue
5. Maximizing Sales Lift
A COMBINED SOLUTION
The whole becomes more than the sum of the parts.
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Steven Kellam [email protected] 415.526.3215
Scott England [email protected] 919.794.8385
Peter Hornberger [email protected] 415.526.3216
THANK YOU FOR BEING WITH US Please contact us if you have additional questions.