Download - Reseller Program Awareness Report

Transcript
Page 1: Reseller Program Awareness Report

Sergey Sleptsov

Done on a base of my real report

Page 2: Reseller Program Awareness 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

Page 3: Reseller Program Awareness Report

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

Page 4: Reseller Program Awareness Report

•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

Page 5: Reseller Program Awareness Report

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

Page 6: Reseller Program Awareness Report

•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

Page 7: Reseller Program Awareness Report

•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

Page 8: Reseller Program Awareness Report

•“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

Page 9: Reseller Program Awareness Report

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

Page 10: Reseller Program Awareness Report

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

Page 11: Reseller Program Awareness Report

“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

Page 12: Reseller Program Awareness Report

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

Page 13: Reseller Program Awareness Report

•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

Page 14: Reseller Program Awareness Report

•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

Page 15: Reseller Program Awareness Report

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