Post on 13-Jan-2022
transcript
Best Practices in Partnering
Kimberly King VP Global Partners and Channels Jessica Baker Global Director, Partner Program
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Agenda
Building a Partner Program
Managing a Partner Program
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So You Want to Build a Partner Program…
Before you get to this…
There is a lot of this…
But luckily we can help!
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8 Principles in Program Formation
1 Why do you want/need a partner program
What are your goals
Who is your target market
What is your competition
2
3
4
5 What do you want from your Partners
What resources can you give them
How will you support your Partners
How will you measure success
6
7
8
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Enter New Markets Expand Your Reach Transact Business
1. Why Have a Partner Program
Why would you want to develop and invest in a partner program?
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2. Define Business Goals
What does the business hope to gain from a Partner Program?
Is your product “fit for the channel”?
Do you need other Partners or Allies for this strategy?
How will you transact business?
What is your Pricing/Margin/ Discount plan?
What is the competitive situation?
What is the potential market?
Who is your target Partner?
3. Who Is Your Target Market?
4. What Is Your Competition?
5. What Do You Want From Your Partners
Think about what you want your partners to do
What behavior are you trying to drive
6. What Can You Give Your Partners
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Developing a Partnering Framework
Benefit Member Silver Gold Diamond
Requirement
Step 1: Define your Types and Tiers
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Developing a Partnering Framework
Benefit Member Silver Gold Diamond Portal Access Communications Marketing Funds Sales Promotions
Requirement Signed Agreement Partner Business Plan Annual Revenue Training
Step 2: Define your Benefits and Requirements
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Developing a Partnering Framework
Benefit Member Silver Gold Diamond Portal Access Yes Yes Yes Yes Communications Yes Yes Yes Yes Marketing Funds 2K 5K 10K Sales Promotions Yes Yes
Requirement Signed Agreement Yes Yes Yes Yes Partner Business Plan
Yes Yes Yes
Annual Revenue 50K 200K 500K Training 1 Sales/1 Tech 2 Sales/2 Tech 3 Sales/3 Tech
Step 3: Define your Benefits and Requirements per Tier or Type
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Building Your Team
Corporate Resources Field Resources
Executive Leadership
Program Director
Operations
Marketing
Enablement
Communications
Field Leadership
Regional Management
Field Account Managers
Inside Account Managers
Sales Engineers
Program Framework, Vision, Goals and Direction
Supportive Systems, Portal Maintenance, Reporting,
Documentation
To, With and Thru Marketing, Empowerment, Public Relations
Technical and Sales training and programs for learning
All internal and external communications; email, newsletter,
social, community
Managing a regional or group of field resources
Offers in person support to partners
Offers phone support to partners
Offers technical guidance and assistance to partners
Managing all field based engagement with partners; direct or indirectly
responsible to Exec Leader
Best practice is dedicated resources with clear KPIs.
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Field Resources Partner Account Roles
Partner Management
Field Leadership
Regional Management
Field Account Managers
Inside Account Managers
Sales Engineers
Day to day management of partner facing team
Primary contact for tier 1 partners
Primary contact for lower tier partners
Primary technical contact for partners (presales)
Executive level connections with partners, leadership for field based
team, measures KPIs Account
Managers
Strategic Accounts
Recruiting Specialist
Responsible for daily account management for established partners
Hunter-type account manager responsible for a strategic partner or
new partner type
Responsible for onboarding net new partners into the program
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8. How Will You Report, Measure, Manage
KPIs Quotas Activities Projects
Program Management
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Partner Management
Communication Driving Behavior and Getting Results Partner Marketing Recruiting Onboarding Enablement and Empowerment
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Communications
Less than 15% of partners feel the level of communication is exactly where it should be.
86% of all partners reported that over half of all communication was not relevant to them.
Source: 2nd Annual State of IT Channel Programs, CompTIA
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Driving Behavior and Getting Results
Inspect
What You
Expect
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Partner Marketing
Partner Program
Corporate Marketing TO Corporate Positioning
Program Awareness Marketing Empowerment “Powered by Progress”
PARTNER
Feedback
Partner Program
Corporate Marketing Partners
WIT
H
END USER
Field Marketing Success Stories Public Relations Demand Generation “Powered by Progress”
Feedback Feedback
THR
OU
GH
Corporate Marketing
Partner Program Field Marketing Partners
END USER Corporate Marketing
Feedback
Recruiting Net New Partners
SINK SWIM
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Enablement and Empowerment
Educate
Support
Motivate
Manage Optimize
Feedback
Attract
Partner Programs require continued attention and will evolve as your
business matures.
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Awar
enes
s
NOVICE >
TOLERANT >
RELIANT >
ACCOMPLISHED >
CENTRIC > <10% of SLB driven
through partners Need to grow top line
SLBs faster Limited market validation
and product adoption Facing big competition Internally, limited
agreement on the value of partners
10-20% of SLB driven through partners
Divergent commitment Limited resources to
grow market share Engaging and
empowering partners Growing channel conflict Unclear partner
performance expectations
20 – 40% of SLB driven through partners
Divergent executive expectations
Experiencing channel conflict
Unclear on ROI of channel spend
Common programs and communications
Limited engagement in distribution
40-60% of NLB driven through partners
Aligned executive commitment
Strong channel chief Misaligned channel
coverage M&A activity is creating
a broad line card
80% of SLB driven through partners Sustained executive
commitment Strong, senior global
channel chief Experiencing intra-
channel conflict Defending channel
spending budget Complex programs,
processes and communications
Program legality and compliance
Channel Maturity Model
Impact
© 2014 Progress Software Corporation. All rights reserved. 29
Suggested Resources
www.crn.com
http://channelmarketerreport.com
http://channelfocuscommunity.net
http://channelnomics.com
http://www.channelmanagement.com/channel-wisdom/
LinkedIn Groups – there are tons to choose from!
And we are here to help!
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