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Relationship Development With Channel Partners
Rebecca Sanders June 2014
© 2014 NBCxt Step. All Rights Reserved. www.nextstepgrowth.com 2
x www.nextstepgrowth.com 2
Next Step Experience
Since 1997, Next Step has maximized business growth via proven consul=ng and training services in all aspects of sales, marke=ng, and people development.
Our team of 40+ seasoned professionals bring the right skills to each client to maximize sales effectiveness and employee productivity across all stages of growth.
300%
Produc=vity
25%
Revenue
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Agenda • Benefits of Channel Partners
• 3 key ways to iden6fy channel partnership opportuni6es that provide the greatest sales success.
• Account mapping – how you can tap into the channel partner’s network and process to expand your posi6on within the account.
• Ensuring it is a win/win through three points of value delivered in each account opportunity.
• Cloud success example
• Resources and keeping the conversa6on going
• Let’s make it interac6ve!
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Benefits of the Channel • Increases revenue growth & scale with agility
• Low-‐cost, high-‐volume customer acquisi6on • Broader coverage of accounts, Ver6cal and industry segment exper6se and services
• Mul6-‐vendor teams aggregate thousands of suppliers products to provide one-‐stop-‐shop for customers
• Credibility to recommend products & pricing op6ons • Targeted sales campaigns/rapid new product introduc6ons
• Reduces selling costs • Low cost lead genera6on • Flexible financing op6ons • Efficient fulfillment of smaller transac6ons
• Improves customer sa6sfac6on • Greater purchase and service op6ons • More frequent customer contact • Faster response 6mes
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Why Partner Strategies Fail
• Lack trust • Lacking equal value exchange • Customer-‐driven & 6ming • Expecta6ons ≠ Reality • Lack alignment of goals, culture & teams. • Lack of consistency in execu6on; metrics & reviews. • Wrong Partner • Lack stakeholder buy-‐in
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TRUST MAP
“Above all, success in business requires two things: a winning competitive strategy, and superb organizational execution. Distrust is the enemy of both.” I submit that while high trust won’t necessarily rescue a poor strategy, low trust will almost always derail a good one.” --- Stephen M. R. Covey, The Speed of Trust: The One Thing That Changes Everything
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Welcome to the New World
BYOD
Internet of Things
Mobility of Work Cloud Solu=ons Social Media
OPEX Wins
Mul=ple Genera=ons
Consumeriza=on
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Industry Evolution
Channel Dynamics
Innovation Talent shortage
Measurable Business Impact
Business Model Transformation
Servicization consumption-based
LOB Budgets Wants solutions
SMAC
Business Transformation
Expertise
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Empower Aggregate Communicate Analyze Adapt.
Expand Account Presence
Blended Exchange
Amplify Success
Bench strength (Dis=)
Shared Vision
Collabora=ve & Social
Analy=cs
Just-‐in-‐Time/Best Prac=ces
Community
Metric and Produc=vity
Acceleration
Learning KPIs/RoI/RoX Connect the Dots Accelera=on
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Value Exchange
§ Innovation § Profitability § Acceleration
§ Local/Vertical Expertise § Granularity Segmentation § Lead/sales Cadence
Ecosystem/ISV Educa=on
Services
Market Dynamics &
Events
QBRs/Scorecards
“In 2015, CMOs will control more IT budget than CIOs”
Forrester Research
Councils/ Workshops
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SAMPLE Metrics Dashboard FY14 Q1
Create, Expand & Secure Budgets $6B in Project Pipeline
37% Grow
§ 25% Y/Y Bookings Growth Growing 3.6X Faster than vertical TAM
§ Spend as a 25% of Total MARKET opportunity
§ 92 of Customers purchase more than 4+ Service Subscriptions
§ 27% Y/Y Increase in Consulting Services
§ $910M Marketing Influence from engagements. - 2443 accounts with 6999 contacts engaged - Communities of Interest : - Healthcare: 8600/33% growth, - Retail: 7641/13% growth
Deliver Business Value
25% Growth
§ Targeted engagements - Prospect, Active, & Realized
§ Q1 - 180 Total in Engagements/ Average Days in Phase: Q1- 83 in Opportunity with 265 average days in Phase - 69 in Discovery with average of 240 average - 28 in Solution Proposal with 190 days Solution Proposal.
- 29 in Proof of Concept with 344 in OIC, 126 in Discover, 25 in Solution Proposal and 265 in POC.
§ 69 New Doors Opened § Marketing activities resulted in
32% Accounts Engaged
Accelerate Capability
16% - 30%
§ Communities of Interest had 3246 Total Activities
- Enterprise: 504 - Commercial : 1380 - Geo Breakdown XXX
o Financial Services: 545 o Healthcare: 606 o Manufacturing: 868 o Retail: 650 o Utilities/Smart Grid: 245
§ 1323 Exec Briefings 33% CxO s in attendance achieving an average CSAT of 4.7%
§ 103 Light Bulb Moments 16 Key Wins & 45 Best Practices
§ 301 Vertical Trainings commenced 165 Total Trainings Completed .
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Education Accelerates Cloud Sales
Customer
Channel Manager
Partner/AM
Services Solu=on Ecosystem
Aggregate selling objec=ons Across qualified prospects Consul=ng/training Partner Delivers workshop to address objec=ons Results: CxO educated on TCO/ROI, security & change management made faster & 25% larger purchasing decisions Resul=ng in a 60:1 ROI.
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Thank You for Participating
Con=nue the conversa=on – ASAP Linkedin Group
Want a copy of the slides provide us your business
card or email [email protected] Recommended Resources & References
• Cisco Partner Field Guidehfp://www.cisco.com/en/US/services/ps6888/service_partner_guide0900aecd805b490c.pdf
• Steven Covey’s The Speed of Trust
• The Granularity of Growth by Patrick Viguerie & Sven Smit
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Take Your Next Step Toward…
Profitability!Growth!
Productivity!
Thank you!
RESULTS
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Back-up Slides!
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Channel-Driven Growth Framework
ö Planning builds strategic partnerships, stakeholders defines opportuni=es and fosters innova=on.
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Winning Strategy
Evaluating market opportunities based on growth potential and risks is essential to determine the strategic focus and setup of a realistic and feasible channel strategy. Translating the strategy into a concrete action plan and operational requirements enables solid implementation and quick wins. Determining and accommodating the impact on the organizational model, essential processes and technology support is key to success.