Launch a Channel Training & Certification Program that Builds Success & Revenue
Tim Dickson, DellElay Cohen, salesforce.comBrett Strauss, Media DefinedHimansu Karunadasa, Media Defined
Track: Channel Executives
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Tim DicksonGlobal IT Sr. Manager -
Channel
Elay CohenVP, Product Management
Partner Networks
Himansu KarunadasaChief Technology Office
Brett StraussPresident
Media Defined builds SaaS applications specifically designed for Training and Certification for Channel Partner organizations.
• INDUSTRY: Corporate/Sales Training
• GEOGRAPHY: Available in 28 languages
• # USERS: Accessed by 95% of VAR 500
• PRODUCT(S) : NetExam, PartnerLabs, VirtualLabs,
ensemba
Clients
Partners
Agenda
Training and Certification Best Practices
Dell Case Study
Conclusions
Open Question / Panel Discussion
Managing Entitlements
Managing Entitlements
Training Technology
Certification Program
Source: Bersin & Assoc. - 2005Increasing Reach and Revenue Channel Partner Training at McAfee
Train the Masses
Cultivate you Producers
Invest in your Winners
Integrated Lead Gen. Management
Customer
1.
2.
3.
4.
5.
6.
CertifiedPartner
Lead
Integrated Deal Reg. Management
Increase Deal $ 1.
2.
3.
4.
5.
6.
Use Certifications to Drive Entitlements
On-boarding Certification Sets a Precedence
Send Leads Only to Certified Partners
Consider Increasing Lead % Payments for Certification
Triggers and Automation w/ Salesforce PRM
Tim DicksonGlobal IT Sr. Manager -
Channel
All About Dell 24 years young
#1 provider to the Enterprise & SMB for 10 years running
#1 partner of Intel, Microsoft, Oracle & VMWare
$12B WW channel revenue run rate
More than 40,000 partners worldwide
# of Users: 45,000 and growing (ELA)
Products Used:
– SFA, Partner Networks, Ideas, Marketing, Service & Support, Force.com platform, AppExchange applications
$61BFY’08
REVENUE
$9.5BCASH AND
INVESTMENTS
$3.4BOPINC
The Directive
“ We’ve transformed the business once. Now, working with resellers, were going to do it again.”
Michael Dell
The Challenge
Realities of the project:
We needed to put a global solution in place
We needed to have it up and running quickly
We needed to have measurable results
Realities drove us to our solution:
Single business processes across regions– Adherence to rules and processes was critical
Selected features to only do what was critical
21
Core Value Proposition
KEEP IT SIMPLE!
Customer
Partner
Enable Customer
Choice
Deliver a Compelling Business Proposition to
Partners
Leverage the Strengths of the Dell Direct Business
Model
Dell Product Family
Reward unique partner
solutions capabilities
Certified Practice Areas
A program focused on:
– Value-add over volume
– Improving efficiency and profitability via the benefits of the Dell model
– Offering additional benefits and value for Certified Partners
What We Launched
• Established hardware, software or services Channel Partner
• Value Added Partner with focus on Services and Enterprise business
• Complete application
• Agreement to Terms and Conditions
• Significant Services and Enterprise Business
• Practice area specific requirements
• Demonstrated Dell product knowledge in practice area
• Relevant Dell product/ solutions certification
• Appropriate 3rd party technical certification
24
Simple Model
DELL CONFIDENTIAL
Scope Enterprise Architects
Dell Product Training • Dell Enterprise Foundation Course• (online training + exams – 2 person)
Skill Training / Certification •Dell EqualLogic Technical online course + exam (2 person)
•Dell EqualLogic Sales online course + exam (2 person)
Dell Requirements • Complete Dell EqualLogic Business Plan with CDM
Sustaining/Renewal • Business Plan must be agreed each year to retain certified status
Certification Requirements
Scope Small Medium Enterprise
Dell Product Training • Dell Sales Foundation SME course• (online training + exams – 2 persons)
Skill Training / Certification • CompTIA certifications (2 persons must complete)
Dell Requirements • Complete Dell Business Plan with CDM
Sustaining/Renewal • Business Plan must be agreed each year to retain certified status
Seamless Partner PRM Experience
Seamless Partner PRM Experience
Seamless PRM Admin Experience
Seamless PRM Admin Experience
Partner Certificate
Internal Report
31
Total Number of Channel Students (Globally): 4,166
Partner Facing Gap Analysis Report
Global Deployment
DELL CONFIDENTIAL
33
Q1 Q2 Q3 Q4US
CA
EMEA
APJ
LA
3 Practice Areas
(English)
3 Practice Areas
(English)
3 Practice Areas
(5 Languages)
2 Practice Areas
(5 Languages)
3 Practice Areas
(2 Languages)
Dell to date has rolled out NetExamIn over 75 Countries Supporting 18 Languages
18 languages launched in 2008, 8 more by Q2 of 2009.
Results
The Enterprise Architecture Certified Partner
Community has grown by 14% since Q1 to 350
Partners
Over 600 partners are now either Certified or on a path
to become Certified in Enterprise Architecture
Certified Partners are 143% more productive than
Non-Certified
Results
Of the 182 EQ Preferred VAR partners that joined Dell
at acquisition only 3 have decided not to pursue a
relationship
In Q2 more partners actively closed EQ sales than any
Quarter in EQ history – 236 partners closed deals, a
21% increase YoY
Certified Partners that sold EQ had a 59% mix of
Enterprise products
Key Challenges
Certification process must be integrated with portal
SSO w/ multiple applications
Winning regional support for a global program
Internal Competition
Timing of rollout
Certification integration other apps
28 Languages
Regional control of course development
Global Governance control of change management
Conclusions
Get Executive Approval and Financial Commitment
Align Training Goals to Business Goals
Organize Global Certification needs/rollout
Tie Training to Partner privileges (stick-and-carrot)
Make Training a integral part of Partner relationship
Make training a seamless part of Salesforce PRM
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Open Discussion
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ManagementEmail
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Admin
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PRM/CRMIntegration
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