Published on January 11, 2009
Channel Optimization Partners Executive Summary © 2007 Channel optimization Partners
Facing today’s channel challenges How can I build a next generation channel model, strategy & program ? How can you ﬁnd and more importantly how do you qualify new channel opportunities ? How do you optimize your existing partner base ? What are the secrets the industry leaders use to entangle their channels ? How do you manage your marketing investment dollars and drive demand in a highly competitive market ? © 2007 Channel optimization Partners
Simplicity From Complexity © 2007 Channel optimization Partners
How do you nd the balance between Your Value and eirs ? What Most vendors want From What Most Channel Partners the Channel Want From vendors Investment in Pre/Post Sales No Costs of Entry Skills, Lab Equipment and Qualiﬁed leads Technical Skills Sales Support Demand Generation On-Line Tools Leads Free Training Qualiﬁcation Skills No Competition Proposal Skills High Margins Closure Skills Ease of Doing Business Pay on Time Marketing Funding Represent the product Well Long Terms/Flooring Sales Coverage Seed/demo Equipment Channel Sales Rep Mind High market demand share Lowest Possible Price, highest possible Margin © 2007 Channel optimization Partners
Our Value Proposition Innovative, Creative and Advanced solutions to Di erentiate your business Experienced, Executive Channels Skills as you need them, when you need them Creative, Diﬀerentiated Channels sales and marketing solutions From Strategy , through Deployment to Optimization and evolution Experienced Resources skilled in Sales & Marketing Business Development Strategy & Analysis Reseller, Distribution, Alliances Innovative, Creative and Advanced solutions to Diﬀerentiate your business Small, Medium and Multinational Vendor experience Global Experience & Coverage © 2007 Channel optimization Partners
Where can we help ? © 2007 Channel optimization Partners
Where can we help ? Who are the right partners for you Competitive and Market Analysis Channel Engagement and Qualiﬁcation Channel Program Development Channel Management How do you get them Channel and Company Value Proposition Balanced Requirements/Beneﬁts Contract and Partner negotiations How do you keep them Marcom, Collateral, Communications Program Evolution Demand Generation How Do You Optimize them Enablement Strategy and Execution Accreditation / Specialization's Market Demand Creation / PR Channel Performance Monitoring © 2007 Channel optimization Partners
Experience Strategy, Offers and Programs - Jeffrey Hitchman Marketing Communications - Leaning Star © 2007 Channel optimization Partners
Recommendations/Next Steps Strategy and Market Analysis Tactical Marketing and Marketing Current Channel Program Communications competitive and Market Partner Portal / Web Sites Analysis Collaboration and Community Two tier Distribution Analysis environment and Recommendations Advertising Sales Support Sales Collateral Go To Market Analysis and Viral Marketing - Blogging Recommendations Tactical demand generation Sales Agent to develop new programs and activities channels Training Channel Specialization and Analysis and recommendations Accreditation Programs on sales and channel pre/post Analysis and recommendations & sales training on Accreditation Technical Support and Product Specialization's, Partner Services Certiﬁcations Analysis and recommendations on channel services model / ecosystem © 2007 Channel optimization Partners
Contract Fees Contracted Rates (Strategy/Program Level) 3 month Minimum Avg. 70-80 hours per Month $10,500 Per Month + Travel/Expenses as required Contracted Rates (MarCom) 3 Month Minimum Tactical Marketing Activities Avg. 70-80 hours per Month $7,500 Per Month + Travel/Expenses as required Per Hour Rates Strategy $235 Per Hour Marcom $175 Per Hour Packaged Analysis Solutions Competitive / Market Channel Program 2-Tier Opportunity Channel Marketing Specialization / Accreditation Training Tech Support (Post Sales) $12,500 Per Service © 2007 Channel optimization Partners
Additional Information © 2007 Channel optimization Partners
Channel Program Evolution Partner Entanglement Vendor Proﬁtability Complexity Competitiveness / Differentiation © 2007 Channel optimization Partners
How to Get More Revenue om Fewer Partners Enabling partners to achieve higher value sales, sell more complete solutions and speed your time to market. Using Partners as a legitimate and trained sales force to develop, propose and close opportunities in a self suﬃcient way Partner Enablement is not just training or a tool... It is a series of activities which when combined breed self suﬃciency On-Line tools and systems OnLine communities Integrated Vendor/Partner/customer systems Simpliﬁed relevant oﬀers with strong value propositions Packaged solutions Rebates, Sales compensation or Sales promotions (SPIF) Demand Generation Sales Training On-Line self based training and support Integrated Account Planning / forecasting Eﬃcient use of two tier distribution model Sales Support Promotions/rebates/incentives 2
Partner Enablement > Drive Sales through faster and more eﬀective enablement of channel partners > Reduce cost of sale by Building Self Suﬃcient partners > Increase Proposal rates and closure rates using the channel > Increase partner value proposition, while capturing additional market share. > Use the Channel as a closing engine not just a prospecting engine 4
Partner Enablement Tools Cisco On-Line Brochures/Presentations Certiﬁcation and Accreditation Tracking Sales and Channel rep locator Partner Dash Board On-Line Lead Management Training Partner/Class Locator On-Line Self Paced Training Shared CRM / Account Plans Program/Rebate Tracking On-Line Deal Registration Contract/Renewal Management Trade In On-Line Pricing Partner Business Planning/Market Data Partner/EcoSystem Locator Competitive Edge Portal ROI Calculators Presentation Builder Quote Builder Steps to Success/Best Practice Co-Op / MDF Fund Management Marketing Store On-Line Support Site Access Customer Access Management
How to Change the Game Most partners worry about What doesn’t motivate them three things The chance to be unique Cash Flow/Credit Line New/Unproven technology Retaining and Finding Staﬀ High Margin but High Cost Building a Strong Business Complex Sales Cycles to Sell Complex Order/Return Ease of Doing Business Process Long term Viability Limited Competition Services Opportunities They want “Low Risk” Vendors High Market Share Strong Mkt. Demand Vendor Investments Low Barriers to Entry © 2007 Channel optimization Partners
Typical Vendor Challenges Limited Sales Bandwidth Lot’s of opportunities, few or limited sales coverage These are usually complex or long sales cycles solutions which our channels are unwilling or unable to pursue These opportunities are being captured our competitors or simply lost. Low Closure Rates Elephant Hunting / Lumpy & Unpredictable RFP Responses / Limited Qualiﬁcation High Cost of Sales in the channel Limits your ability to create competitive oﬀers Limited support mechanism when new partners come on-line 5
Available Resources Program, Strategy, Business Development Dallas (1) Channel Sales UK (EMEA) 1 Australia (APAC) 1 Silicon Valley (1) Marcom Virginia (1) Los Angeles (1) Web Development London (1) Systems Development Canberra (1) © 2007 Channel optimization Partners
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