Drive ROI and Revenue with Partner Leads

Mike Wallgren, Altiris/Symantec

Matt Morris, Salesforce.com

Channel and Partner Management

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Featured Speaker

Mike Wallgren

Marketing Operations Analyst

Symantec/Altiris

mwallgren@altiris.com

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

There is a methodology to overcome these challenges

Channel lead program success =

Process + People + Technology

Lead Management best practice methodologies

Start with a pilot

Engage & involve your channel managers

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

All About Altiris/Symantec

• INDUSTRY: High Tech Software

• EMPLOYEES: 17,500 (Total Symantec)

• GEOGRAPHY: Global

• # USERS: 391 (Altiris Business Unit)

• PRODUCT(S) USED: SFA, PRM,

Altiris was founded in 1998, although our roots first appeared in the early 1990s as a pioneer in system deployment and configuration. On April 6, 2007, Altiris became part of Symantec, combining its endpoint management capabilities with the security and back-up expertise of Symantec to deliver a unique set of solutions to the market.

Altiris technology has been recognized by some of the most respected international companies, including Hewlett-Packard, Dell, IBM, Intel, Microsoft and Cisco. For more than six years, Altiris has partnered with these companies and others to innovate solutions that help customers reduce the overall cost of securing and managing their IT assets.

In May 2002, Altiris completed a successful initial public offering (IPO) and marked the first enterprise management software company in the previous 18 months to complete an IPO. Altiris has had a successful financial track record even in poor economic conditions, posting eight consecutive years of revenue growth since 1998. Altiris was named the fastest growing software company on the 2006 Forbes "25 Fastest-Growing Technology Companies" list.

Altiris Lead Management – Key Challenges

Business Challenges

• No visibility into partners’ lead activities

• No way to measure marketing ROI

Inaccurate channel forecasts

Technology Challenges

Lack of integration with Altiris’ Salesforce.com org

Why We Chose Salesforce.com PRM

Selection Criteria

Simple process for distributing leads

• Integrates partners into sales process

• Real-time integration with SFDC org

• Closed loop lead campaigns

• Familiarity with system

• Robust analytics for partner performance

Deployment DetailsCRM & PRMPilot: 9 PartnersCurrent: 170 Partners

It all started with a pilot. . . .

Pilot Details Two week pilot

9 Partners total

(Americas, EMEA, APJ)

Process validation

Gathered feedback

Internal and external users

We Created the Program Office

Team included: Sales Support

Channel Management

Channel Operations

SFDC consultant onsite for 4 days Process definition

System configuration

Deliverables: Process flowchart

Design and configuration worksheet

Best practices for system configuration and administration

Training presentations

We Mapped our ProcessAltiris Partner Lead and Opportunity Management (including Deal Registration)

Sal

es/

SM

BP

artn

ers

Mar

ketin

gC

DM

EmailEvaluate

Partner LeadDuplicate?

Set Status to “Deal

Registration Request”

Won?Review/Update Oppty

No

Set Status to “Close Lost”

No

Merge Records

Yes

Email

Convert Lead to OpptyAssign Owner and

Sales Team

Valid?Move forward with

Registration?

Set Status to “Deal not approved”

No

Email

Yes

Create new Lead

Yes

Communicate with Sales

No

Close Oppty

Run Reports / Forecasts

EmailReview/Update

Opportunity

Automated Email

External Process

Lead Files

Indicate Partner

Account Name

Manual Process

Review/Accept Lead Inbox and Accept

Leads loaded in SFDC

Qualified?

No

Note: If not accepted, the lead will be reassigned by the CDM

Registration Request?

Yes

Yes

Set Status to “Unqualified”

No

Opportunity ManagementLead Management

Set Status to “Qualified”

Set Registration Status (Y/N)

If yes à %, Partner Name

Note: Sales Rep will be the Opportunity owner and Partner will be included in Sales Team

Create Lead & Assign to Partner

Note: Sales can assign the lead to Partner Queue OR Partner User.

TBD

Leads are scored, prioritized, and assigned

Prioritization & scoring A, B, or C

Web leads prioritized automatically• Decision-making role

• Budget

• Timeline

Marketing event leads prioritized based on level of response

Assignment Territorial needs

Past relationships with customers

Historical performance

Engaging Channel Managers Accelerated Adoption

If Channel Managers are using it, then partners are using it

Communication Collaboration

Benefits

Buy-in

Relevance

Requirements

Reporting

Administrator Roles

We demonstrated value to all parties

What’s in it for the partner? Qualified leads

Meritocracy

Ease of doing business

Collaboration with Vendor

Support

What’s in it for the CMs? Timely feedback Full visibility Performance tracking

• Identify Top Partners

Better Territory Management

Communication is Key

Prior to roll out Training for CMs and partners

Publication of program guidelines

Branded portal

Marketing messages on portal page content

OngoingCustomized lead notification emails

Incorporating CM & partner suggestions

Additional training provided in CM staff meetings and calls

We Defined our Success Metrics

And previously unavailable data can

now be measured

• Cost Justifications/ROI now

calculable

• Lead activity reports, conversion

rates, tracking by campaign, etc.

Channel Ops and Salesforce.com admins provided report templates•Lead Status reports--based on partner and stage

•Channel Marketing -- status of leads from specific events/activities.

•Opportunity--overall deal registration, and/or by partner or region

Return on Investment Exceeded Expectations

Launch and Ramp-up

Live in 6 weeks

50% adoption

Ongoing

Lead follow-up in less than 24 hours

Pipeline from program $19M

Revenue from program $3.5M

Altiris Partner Lead Portal Demo

DEMO

What’s next?

Get a one on one demo

Get it now & start a pilot

Learn More

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