Reseller Program Awareness Report
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Transcript of Reseller Program Awareness Report
Sergey Sleptsov
Done on a base of my real report
Organization Type Function
Survey was distributed among subscribers to e-News and is likely to be skewed towards friendly companies!
100 200 300 400
Count
Electrical Contractor
Distributor
Other (specify):
Consultancy
Systems Integrator
IT Reseller
n=30
n=34
n=83
n=104
n=350
n=406
100 200 300 400
Count
Product Manager
Sales Engineer
Consultant
Service Engineer
Project Manager
Account Manager
Other (specify):
General Manager
n=40
n=46
n=75
n=79
n=105
n=112
n=155
n=395
Sergey Sleptsov
Channel sees solutions selling as the key growth factor while remaining dependent on vendor leads
•Base: Total Respondents per Region;•Multiple selection allowed
Don’t Knowother
solutions sellingmarket specializationproduct specialization
market researchavailability of marketing funds
leads from vendoradditional margin
n=4n=14n=162n=66n=89
n=35n=81n=179n=126
Germany UK France
Italy CIS
n=3n=11n=61n=17n=36
n=18n=40n=81n=54
n=6n=6n=55n=11n=34
n=11n=24n=46n=46
0% 25% 50% 75% 100%
Don’t Knowother
solutions sellingmarket specializationproduct specialization
market researchavailability of marketing funds
leads from vendoradditional margin
n=3n=9n=149n=100n=121
n=37n=94n=114n=115
0% 25% 50% 75% 100%
n=1n=12n=87n=50n=51
n=52n=84n=69n=89
Sergey Sleptsov
•Strong focus on providing solutions as means of getting extra margins;•Plans to invest in market research and spend show CIS resellers increase self-reliance in generating leads
•Base: Total Respondents per Region;•Multiple selection allowed
Germany UK France
Italy CIS
Don’t Know
other
invest in market research
employ more salesmen
increase marketing spend
focus on certain vertical markets
invest in training
provide solutions to your customers needs rather than a product
n=10
n=10
n=19
n=41
n=58
n=99
n=104
n=239
n=3
n=7
n=19
n=19
n=37
n=49
n=47
n=98
n=7
n=1
n=5
n=24
n=16
n=28
n=24
n=79
0% 25% 50% 75% 100%
Don’t Know
other
invest in market research
employ more salesmen
increase marketing spend
focus on certain vertical markets
invest in training
provide solutions to your customers needs rather than a product
n=8
n=6n=25
n=29
n=88
n=86
n=142
n=216
0% 25% 50% 75% 100%
n=2
n=5
n=53
n=30
n=89
n=46
n=88
n=105
Sergey Sleptsov
Base: Total # of Respondents per Region
Industrial specialization is quite common among resellers
NoYes
Do you specialize inany markets or industries?
Bars show counts
Germany UK France Italiy CIS0%
25%
50%
75%
100%
n=147
n=146
n=69
n=62
n=52
n=52
n=220
n=92
n=79
n=88
Sergey Sleptsov
•IT is the most targeted vertical;•Patterns vary across surveyed regions
•Base: # of Resellers claiming industrial specialization;•Multiple selection allowed
Germany UK France
Italy CIS
OtherOil and Gas
AgriculturePharmaceuticals
DMConstruction
TransportationAutomation
Financial
MachineryRetail
Education
SecurityHealth Care
Public Services
CommunicationsInformation Technologies
n=29n=12n=6n=12n=16n=17n=17n=22n=26n=31n=33n=36n=41n=55n=57n=60n=64
n=13n=5
n=6n=3n=12n=11n=10n=23n=4n=16n=30n=11n=15n=19n=19n=29
n=10n=2n=4n=4n=1n=7n=8n=1n=8n=1n=12n=7n=12n=10n=9n=11n=29
0% 25% 50% 75% 100%
OtherOil and Gas
AgriculturePharmaceuticals
DMConstruction
Transportation
AutomationFinancial
Machinery
Retail
Education
SecurityHealth Care
Public ServicesCommunications
Information Technologies
n=25n=3n=3n=9n=11n=8n=10n=24n=17n=44n=32n=25n=48n=14n=47n=51n=156
0% 25% 50% 75% 100%
n=4n=11n=3n=4n=7n=17n=9n=29n=16n=5n=27n=24n=16n=14n=34n=45n=54
Sergey Sleptsov
•Margins on services and solutions are clearly deflated in CIS ;•Resellers in UK are most profitable in solution sales making 29% margin – about 50% premium on solutions’ margins in Germany, France, Italy, and double of what is made in the CIS
on providing a solutionto the customer - Need to make
on providing a solutionto the customer - Currently making
on services - Need to make
on services - Currently making
on products - Need to make
on products - Currently making
Mar
gins
33
20
42
32
21
10
Germany UK France
Italiy CIS
37
29
44
38
20
12
29
20
45
36
22
14
10 20 30 40
% Points
on providing a solutionto the customer - Need to make
on providing a solutionto the customer - Currently making
on services - Need to make
on services - Currently making
on products - Need to make
on products - Currently making
Mar
gins
35
21
41
29
23
13
10 20 30 40
% Points
30
15
37
20
25
11
Sergey Sleptsov
•“Authorized” and “RPP” are the most familiar channel programs;•Awareness of Certified programs surprisingly lower than that of Authorized;•CIS resellers are most knowledgeable of our partner initiatives: 6 out of 8 programs were familiar to at least a quarter of CIS respondents;•Over a half of French respondents did not know any of our programs
Germany UK France
Italy CIS
Not aware of any of these programsMarketing Development Fund
Opportunity Registration ProgramCertified Gold Reliability Provider
Certified Silver Reliability ProviderBackPay Rebate Program
Demo Centre/Solution Centre ProgramReliability Provider Partner Program (RPP)
Authorized Reliability Provider
n=107
n=9
n=30
n=38
n=47
n=61
n=72
n=129
n=105
n=55
n=5
n=16
n=15
n=16
n=18
n=26
n=47
n=44
n=56
n=2
n=2
n=7
n=12
n=9
n=12
n=18
n=28
0% 25% 50% 75% 100%Not aware of any of these programs
Marketing Development FundOpportunity Registration ProgramCertified Gold Reliability Provider
Certified Silver Reliability ProviderBackPay Rebate Program
Demo Centre/Solution Centre ProgramReliability Provider Partner Program (RPP)
Authorized Reliability Provider
n=91
n=14
n=25
n=33
n=47
n=33
n=55
n=137
n=159
0% 25% 50% 75% 100%
n=18
n=35
n=19
n=59
n=61
n=56
n=49
n=60
n=133
Sergey Sleptsov
APC Programs: Awareness vs. Use
0%
5%
10%
15%
20%
25%
30%
0% 10% 20% 30% 40% 50% 60%
% Aware
% U
sing
Reliability Provider Partner Program (RPP)Authorized Reliability ProviderCertified Silver Reliability ProviderCertified Gold Reliability ProviderPayBax Rebate ProgramMarketing Development FundOpportunity Registration ProgramDemo Centre/Solution Centre Program
Generally participation in programs increases with awareness. On average, about half of resellers aware of programs decides to enroll
Specific essence and eligibility requirements of some programs limit potential audience resulting in lower relative enrollment
Sergey Sleptsov
Red bars show % of resellers interested
in benefit
Blue bars show % of resellers aware
of benefit
Green bars show % of resellers using
benefit
•Majority of all available benefits is known to 25-35% of resellers;•No single benefit appeals to more than 55% of resellers; 21 out of 23 benefits interest less than half of resellers•Use of benefits varies widely w/o correlation to interest but strongly linked to awareness (see next slide)
Base: Total Respondents
Sergey Sleptsov
“Partner E-mails and Reseller Reviews”: Use = Awareness!
Each point represents an program benefit
Strong correlation between awareness and use
Program Benefits: Use vs. Awareness
R2 = 73%
0%
5%
10%
15%
20%
25%
30%
35%
20% 22% 24% 26% 28% 30% 32% 34% 36%Share of Resellers Aware of Benefit
Shar
e of
Res
elle
rs U
sing
Ben
efit
Sergey Sleptsov
Assumptions:•ORP participants detected equal ## of projects, each being of equal value;•34% of participants said prog “definitely motivated them to detect more opportunities” (see prev. slide) ->assuming every other project registered by this group was found due to program’s motivational effect, 17% of projects (and revenue) were program-driven;•Additionally, 19% of participants said prog “could have some effect on the amount of detected opportunities” (see prev. slide) ->assuming every 4th project registered by this group was found due to program’s motivational effect, extra 4.75% of projects (and revenue) were also program-driven;•Total estimated share of revenue related to motivational effect = 17%+4.75%=21.75%
Sergey Sleptsov
•Majority said programs are similar or better compared to other IT vendors;•Improvement suggestions primarily requested better availability of personnel, free demo units, better support on SMB segment, and more sales leads (see following slide)
•Question was only shown to resellers aware of at least one program;•Answers “Can’t compare” not shown on this chart
Resellers that confirmed use of interactive tools and listed on “Reseller Locator” often give
higher ratings
Resellers not using interactive tools and enrolled in programs of Intel often give lower ratings
Worse than programs by other vendorsSame as programs by other vendorsBetter than programs by other vendors
Channel programs compared to programs by other IT vendors
Bars show percents
0% 25% 50% 75% 100%
Percent
Germany
UK
France
Italy
CIS
Reg
ion:
n=32 n=117 n=18
n=25 n=39 n=2
n=15 n=19 n=7
n=107 n=77 n=6
n=46 n=63 n=14
Sergey Sleptsov
•Respondents rated their preferred methods on a scale from 1=“Poor” to 5=“Excellent”;•Don’t Know option was also available (not shown on these charts)
• trainings received above average ratings for availability and content with some room for further improvement along both dimensions;
Error Bars show 95.0% Cl of Mean
Bars show Means
1.00 2.00 3.00 4.00 5.00
On-site seminars, conferences - Availability
Live product demonstrations - Availability
Live web seminars - Availability
On-demand web resources - Availability
Off-line resources (CD’s, brochures, whitepapers, etc.) - Availability
n=374
n=238
n=241
n=232
n=467
1.00 2.00 3.00 4.00 5.00
On-site seminars, conferences - Content
Live product demonstrations - Content
Live web seminars - Content
On-demand web resources - Content
Off-line resources (CD’s, brochures, whitepapers, etc.) - Content
n=341
n=212
n=227
n=225
n=449
Sergey Sleptsov
Resellers see solutions selling as the key to further growth allowing to earn greater margins.
Resellers are most aware of the Authorized program while familiarity with Certified levels is surprisingly low. Programs oriented towards Structure (Certified Silver and Gold, Demo Center) lack breadth of appeal as most of the surveyed companies seem to be dealing with SMB market and expect better support on core products.
Participation in initiatives is quite strong - only Microsoft and HP had greater participation. To improve support on our programs we need to offer better availability of local personnel, demo units (particularly for SMB applications), assistance with leads, and marketing funds and materials.
Channel is prepared to invest about 1/3 of time allocated to professional trainings into courses exclusively! This generosity should be addressed with high quality training materials and options ranging from off-line resources to on-site events to live product demonstrations.
Feedback from participants indicates that the program was successful in motivating resellers to identify extra projects and to develop new skills necessary to configure solutions.
Sergey Sleptsov