Date post: | 05-Apr-2017 |
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Partner Program Development for Scalable International Growth
Partner Program Development: Questions
Q: How can we introduce a Partner Program into a Direct Sales Company?
Q: How long does it take to build a profitable partner
program?
Q: What revenue share /discounts % should we offer to our partners?
Q: Should we expect partners to be as good as ourselves in
selling our solutions?
Q: How can I get partners to focus on our product?
Q: What type of Partner Support should we offer as part of our tiered program?
Q: How do we get our partners to do more?
Q: How to forecast growth within our channel
program?.
Welcome
If you have any questions, please interrupt…
Type into the Chat/Question screen
Donagh Kiernan, Founder and CEO
Tenego Partneringwww.tenegopartnering.comhttp://ie.linkedin.com/in/donaghkiernan
Donagh KiernanFounder and CEOTenego Partnering
27 years – Techie background Sales Channel, Direct Sales and ChannelSales Organisation Management.
Tenego: Services
Tenego Clients
Tenego’s Methodologies
Tenego’s Global Network
• To date, executed projects across UK & Ireland, Across Europe, North America, Mexico & Latin America, Middle East, North Africa, India, China, South Asia…
• Growing Global Network of Tenego Offices with on the ground presence and in discussion in
– Ireland (HQ), UK, Germany, Greece, Middle East
– APAC, Canada, US East Coast, US West Coast …
Partner Program Development for Scalable International Growth
Your Partner Program defines
how partners extend your business and integrate into your business
Example Partner Pages
Partner Program & Scalable Growth• How can you achieve faster results, earlier revenue?
• How can you reduce sales costs?
• How can you increase sales success rates?
• How do you improve the Return on your Sales Investment?
• How do you reduce the Risks of your Sales investments?.
Lead Generation
QualificationSales / Closing
Delivery Support
Direct Sales
Resellers…
Referrals
Strategic Partners / White Label / System Integrators …
Complementary Services
Partner Program & Scalable Growth
Partner sourced or influenced sales
Partner Program – Key Components
13
Program VisionReplicate and scale
current in-market success
Philosophy &
PoliciesBrand
Pricing
Exclusivity, Territory
…
Organisation
ChangeDirect and Indirect
Regional / Divisional
Phased Implementation
…Market
Selection/
PrioritizationObjectives / TargetsWork Program
Milestones
Targets
…
Marketing Sales Delivery Post Sale CommercialProduct Mgmt
FromAdhoc to
Coop
Pre-sales to full support
Part of full delivery
L1, L2 support &
UpSell
Pricing, discounts,incentives
Feedbackand market
connect
Partner Tiers & Supports
Bronze
Silver
Gold
Partner Types
Consultant
SI
ISV…
Partner Recruitment
Partner Type
Selection
Partner
Search &
Selection
Partner
Evaluation,
Planning &
On-boarding
Partner Management
Partner
Plans
Reporting
Metrics
Integrating
Developing
Partner Program Supports
Partner Program - Internal Integration
14
Marketing Support
Sales SupportDelivery Support
Post Sales Support
Commercial Supports
Product Management
Joint Marketing
Plan
Sales & SE Training
Accreditation Process
Product Distribution
Pricing/ Discounts/
SPIFs
Joint Customer
Engagement
Cooperative Marketing
Plan
Webinar,Demo & PoC
structure
Training & Certification
Process
Customer Care/Helpdesk
Partner Payment
Plans
CustomerVisits
Marketing Funds
Allocation
Sales Materials
Feedback & Development
Communications & Updates
Process
Partner Database &
CRM systems
Focus Groups
Partner Extranet
Joint MarketDevelopment
Plan
Quality Assurance
Governance model
Contracts …
Prioritise your Partner TypesIndustry
Partners Leads Qualified Sales Customer Delivery Support Product
Affiliates Leads Qualified Sales Customer Delivery Support Product
Referral Leads Qualified Sales Customer Delivery Support Product
Agent Leads Qualified Sales Customer Delivery Support Product
Reseller Leads Qualified Sales Customer Delivery Support Product
VARs Leads Qualified Sales Customer Delivery Support Product
Co-Selling
Alliances Leads Qualified Sales Customer Delivery Support Product
Distributors Leads Qualified Sales Customer Delivery Support Product
Value Added
Distributors Leads Qualified Sales Customer Delivery Support Product
ISVs Leads Qualified Sales Customer Delivery Support Product
Services
Partners Leads Qualified Sales Customer Delivery Support Product
Technology
Partners Leads Qualified Sales Customer Delivery Support Product
What Type of companies?• What company types fit your Partner Types?
• What type of VARs/SIs or consulting companies?
• What type of ISVs/Software Solution companies?
• What capabilities should they have?
• Define your target partner profiles
Influ
ence
rs
Consumer n/a
Policy Makers / Regulators
Standards / Certification
ISO27001, BSA, ITIL, ITAR, PII, SISA
Codes of Practice Public Sector, Local Authorities
Analysts
Media
Industry Organisations
Targ
et C
usto
mer
s Water
Electricity
Gas
Advi
sors
/Con
sulti
ng
Accountants / Tax Advisors / Business
Consulting T1
Legal*
Accountants/Business
Consulting T2*
BPO Industry Organisations
Debt
Ser
vice
s &
Colle
ctio
n
Specialist Debt Consultants / Credit
Checking *
Debt Recovery*
BPO Accounts Receivable
SI’s
& IT
Ser
vice
s IT Consulting
Systems Integrators* ,
IT Managed Services
IT Services
Softw
are
Solu
tions
Debt Management Software*
Contact Centre Mgmt Systems*
Workflow /Doc Management /Case
Management
Partner Tiers
• Treat partners according to the opportunity
• Co-invest in:
– Skills development – Certification/Training
– Marketing
– Sales
• Based on:
– Track Record?
– Future Potential/ Agreed Plan
– Targets: Revenue and Activities.
Channel Growth Calculator
www.tenegopartnering.com/predictor/
Starting your Partner Program1) Program Objectives and Plans
2) Partner Types: know what types suit your business
3) Partner Propositions: What’s in it for the partner?
4) Partner Recruitment: Select-Contact-Evaluate-Recruit
5) On-boarding and Induction Phase
6) Partner Plans, Supports & Management Structures
7) Internal Integration
8) Scalability across the process
9) Validate and Accelerate based on learnings
10) ...
In Summary: Partner Program• Top down buy-in: External Links with Internal Integration
• Define your program to meet your objectives
• Validate analysis with Execution, then accelerate
• Organisational Change Required
• Scalable Growth: Sales, Implementation and Supports
A Partner Program is much more than a few pages on a website.
Thank You & Questions
Donagh KiernanFounder & CEO
Tenego Partnering
www.tenegopartnering.com/resource
www.tenegopartnering.com/blog
Further content available online
Additional Webinars
• Other webinars available in our Resource Page:
• Planning 2017: Decisions and Tools for Growth
• Sales Partner Management for better Partner Engagement
• How to ensure Partner Fit. It's not as simple as it may seem
• Meet Your Revenue Targets with Focused Sales Execution
• Finding Big Markets for Big Data & Data Analytics Solutions
• Business in Europe: Understanding the bigger opportunities
• Growing your Business in the UK
• Germany: Opportunities for Tech Companies
• Market Opportunities in Australia for Tech Companies
• How To Prevent The Mistakes in Sales Channel Development
• Market Entry China
• Learn How To Calculate Sales Commissions & Partner Negotiations
• And many more…
www.tenegopartnering.com/resource
Related Articles
• Available in our Blog:
• Your Sales Focus? Quarter-end Targets AND/OR Game Change Next Year?
• 5 Points on Breaking Preconceived Notions with Just Enough Analysis
• 5 Hard Things in Building an Effective Partner Program
• What Partner Types do you want in your Partner Program?
• One Engine, many speeds: Managing Direct Sales and Partners
• 5 Partner Management Styles - Which one are you?
• Diagnose your Current Sales Channels - Partner Fit Evaluation
• Partner Fit - Not as easy as it initially seems. Do your homework!
• New Suits, New Market Entry and Sales Channel Partners - Seek Good Fit
• The Importance of Partner Fit
• Why Good Strategic Partner Fit is Imperative - Part 1
• Why Good Strategic Partner Fit is Imperative - Part 2
• And many more…
www.tenegopartnering.com/blog
Build & Manage Sales
Direct and Channels
Executive Hands-on
Your Alliances Team
Software Business Experts
Practical
Results Focussed
CONTACT DETAILS:
Tenego Partnering
Ireland (HQ), UK, Germany, Greece, Australia,
Toronto, Dubai…
Web: www.tenegopartnering.com
Email: [email protected]