March 8th, 2012 - HubSpotcdn1.hubspot.com/hub/23541/file-13476694.pdf · Tony Albachiara Created...
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March 8th, 2012
Transcript of March 8th, 2012 - HubSpotcdn1.hubspot.com/hub/23541/file-13476694.pdf · Tony Albachiara Created...
March 8th, 2012
Logistics for today’s call….
All attendee’s will be on “silent” mode during the presentation.
Please utilize the “Questions” feature to ask questions; simply type in your question and press enter.
At the conclusion of the presentation, the moderator will facilitate the “Question & Answer” session utilizing the “Questions” feature.
Send a copy of the presentation to you
Additional questions can be sent directly to:
“ Lead Generation Inside of Key Accounts”
Thursday, April 12th, 2012
1:00 p.m. Central
30 minutes
Register at www.salesbenchmarkindex.com/webinar-lead-generation-inside-of-key-account
Sales Benchmark Index will….
Join us for our next Webinar….
Drew Zarges
Brief Bio
• Senior Consultant at Sales Benchmark Index
• Prior to SBI, Worked as a Sales Intermediary for an Investment Firm Selling Mutual Funds to Brokers and Financial Advisors
• Has worked on projects for Conoco Phillips, Yahoo!, and Epicor
Indirect
Two Types of Channels
Direct
• Field Sales
• Inside Sales (Telesales)
• Webpage
• Direct Mail
• Suppliers
• Value Added Resellers
• Wholesaler
• Distributor
• Retailer
• OEMs
Company ? Customer
Company Customer
Channel Recruitment Goals
Fast Growing Easy to Sell
“I want the Product to be…”
Channel Recruitment Goals
Supportive with Marketing
Generous on Margin
“I want my Vendor to be…”
You Don’t Always Need Margin: iPhone
Fast Growing Easy to Sell
Margin? Supportive with Marketing
3 Steps to Recruiting Partners
Understand Partner’s Business Model
Identify Opportunities for Improvement
Develop and Sell Value Proposition
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Who is their Ideal Customer?
1. Analyze Business Model
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Core Bus iness Strategy ?
1. Analyze Business Model
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1. Analyze Business Model
Gaps in Current Offering?
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1. Analyze Business Model What is their Primary Focus ?
Growth Profit Productivity
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R e m e m b e r, t h i s i s t h e i r G r o w t h , N o t Yo u r s • Tradit ional Product Grow th • Advert is ing Spend Increase
• New Customer Reach
• Bundl ing
Success Metrics: Growth
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Goal: Widen the Conversation to the Entire Business Case, Stay Away from Strict Margin Requirements Protection? • Territory, Industry, Products Margins? • Front End Discounts, Back End, Volume Rebates • Targets and Quotas to Achieve Margin Level Soft/Marketing Funds? • Provided Funding, Restrictiveness of Funds
Success Metrics: Profit
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Goal : Br ing I t Into the Conversat ion
Success Metrics: Productivity
Lead Generation
Personnel
Assistance
Deal Registration
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2. Identify Opportunities
• How Can You Help the Partner Achieve Their Objective?
• Can Your Company Fill the Gaps? (Sales Specialists, BDR Development training)
• What Value is this to the customer?
Example: Commoditized Product Supplier Receives An RFP
After speaking with distributor, Channel Manager finds that shipping is a major issue for Rush Orders. Channel Manager proposes Drop Shipping to End Location and wins the contract.
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3. Develop and Sell Value Proposition
Whale
Gross Dollars
Contribution Margin
Volumes (Up and Cross Sell)
Return on Assets
Fish
Gross Margin %
Exclusivity
Connect to High Volume
Emphasize Growth
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Build Marketing Material for Partners
Why Partner with ACME? ACME and its award-winning solutions power some of the world's most powerful online brands and enable organizations to have more meaningful interactions with their customers. To best leverage our mutual strengths, we offer the following benefits to our Partners: • Product Training • Sales Enablement • Technical Enablement • Access to Extranet • Business Development Support • Dedicated Channel Support
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Questions and Comments
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Further Interest
SBI: http://www.salesbenchmarkindex.com/?Tag=Channel+Management+Strategy Additional Resources: http://www.channelpartnergroup.com/
Distribution Channels: Academic’s Resource for distributors, franchises, and End- User Channel Partners Transforming Your Go-To-Market Strategy: The book to evaluate your current sales strategy and channel methodology
Additional questions can be sent directly to:
“ Lead Generation Inside of Key Accounts”
Thursday, April 12th, 2012 1:00 p.m. Central 30 minutes Register at: www.salesbenchmarkindex.com/webinar-lead-generation-inside-of-key-accounts
Thank-You for attending…
Join us for our next Webinar….
Thank You
