Turn your partner channel into a marketing engine - slide deck

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Some of our clients:

End-to-end demand generation and inside sales solutions partner to help you acquire new business and accelerate revenue.

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© 2016 Forrester Research, Inc. Reproduction Prohibited 8

Agents (insurance, telecom)

Others: retailers, dealers, advisors

Traditional channels

Distributors (healthcare, industrial equip,. tech)

Manufacturers reps (industrial equipment)

Franchisees (biz services, healthcare)

Brokers (insurance, finserv)

Customer

Brand

Mfr

Vendor

Resellers (tech, telecom)

“Customers expect success. If you

aren’t providing that, you will struggle to

retain customers. Companies aren’t

scaled for that. They need the partner

channel to help their customers

succeed.”– Nick Mehta, CEO, Gainsight

Houston, we have a problem


End

Customer

Brand

Mfr

Vendor

Customer engagement

End

Customer

End

Customer

End

Customer

End

Customer

End

Customer

End

Customer


End

Customer

Brand

Mfr

Vendor

Customer engagement

End

Customer

End

Customer

End

Customer

End

Customer

End

Customer

End

Customer

CONTENT

WEBSITE

EMAIL

PERMISSION

MULTI-CHANNEL

TEXT

SOCIALPPC

SEO

BANNER ADS

BLOGS

MESSAGING

PULL

WEBINARS

CATALOGS

PRINT

VIDEO

NEWSLETTERSTRAFFIC

PODCASTS

MOBILEEBOOKS


End

Customer

Brand

Mfr

Vendor

Customer engagement

End

Customer

End

Customer

End

Customer

End

Customer

End

Customer

End

Customer

CONTENT

WEBSITE

EMAIL

PERMISSION

MULTI-CHANNEL

TEXT

SOCIALPPC

SEO

BANNER ADS

BLOGS

MESSAGING

PULL

WEBINARS

CATALOGS

PRINT

VIDEO

NEWSLETTERSTRAFFIC

PODCASTS

MOBILEEBOOKS

Channel Channel


Brand

Mfr

Vendor

Channel customer [dis]engagement

End

Customer

Channel Channel

Brand

Mfr

VendorBrand

Mfr

VendorBrand

Mfr

Vendor

Brand

Mfr

Vendor


Channel Challenges

Managing and

quantifying return

on channel

marketing

The channel

lead black hole

Scaling quality channel

relationships: mind

share, new product

rollout, incentive

programs, listening

post

The partner

experience is

disjointed

Owner

demographics

indicate a high

touch model

What to

measure, how

to make them

accountable


Disjointed lead-to-close experience

Business plan

Order/contract

Receive lead

Request MDF

Get/receive marketing campaign/assets

Submit MDF receipts

Get/receive incentive program

Access marketing concierge

Access sales engineering concierge

Register deal

Register lead

CPQ

Get/receive content

Generate lead

Nurture lead

Apply incentives

Claim incentives

Receive incentives

Sales meeting[s]/demo[s]

Apply incentives

-4 months

Transact

-1 month

-2 months

-3 months

System A

System B

System C

System D


THE channel challenge in the age of the customer

How do you enable, equip, and

collaborate with your channel to effect a

concerted, consistent value proposition,

marketing communications … and brand

(a seamless customer experience)?


End

Customer

End

Customer

End

Customer

End

Customer

End

Customer

End

Customer

Brand

Mfr

Vendor

Channel customer engagement

ChannelChannel Channel


Source: Forrester reports “Turn Your Channel Into A Marketing Machine” and “The Forrester Wave: TCMA Platforms, Q3 2015”

A strategic approach to channel marketing

through-channel marketing automation

noun

1. a distributed/federated marketing system used by enterprise

marketers to enable and scale local marketing program

execution through channel partners (stores, agents, dealers,

franchisees, distributors, and resellers) with governance to

protect brand integrity.

Customer

Brand

Mfr

Vendor

Channel


TCMA

Sales Enablement

(Engage)

Lead

Distribution

LMS

CommerceCIPM

Channel software landscape

CDM

PRM


PRMTCMA

Sales

Enablement

(Engage)

Lead

Distribution

LMS

CommerceCIPM

PRM

CDM

The dynamic business processes and programs — and supporting

technology — that support the key roles and activities of targeting, recruiting,

enabling, managing, understanding, and collaborating with partners for the

purpose of delivering holistic (manufacturer-partner) solutions to customers.


PRMTCMA

Sales

Enablement

(Engage)

Lead

Distribution

LMS

CommerceCIPM

TCMA

CDM

A distributed marketing system used by enterprise marketers to enable and

scale local marketing program execution through channel partners (stores,

agents, dealers, franchisees, distributors, and resellers) with governance to

protect brand integrity.


PRMTCMA

Sales

Enablement

(Engage)

Lead

Distribution

LMS

CommerceCIPM

CIPM

CDM

An incentive management system used by channel marketing professionals

to facilitate incentive program design and management (staging, execution,

communications, intelligence), incentive claim management, and rewards

fulfillment.

THE PARTNER SPECTRUM


Some channel partners’ customer engagement looks like this …


And then there are others …


The partner marketing efficacy spectrum


But there are yet others


But there are yet others


The partner marketing efficacy spectrum

Corporate

marketers

Power

marketers

NeophytesLuddites


Channel partners’ marketing efficacy

PROGRAM HOLISM


Most drive channel programs as silos

Recruitment

MDF Technical

support

Through-channel

marketing

Opportunity

mgt

Training CertificationContent Incentive

programs

NFR

product

Business

planning

Order mgt


But channel programs are not silos

MDF

Technical

support

Through-channel

marketing

Business

planning

Opportunity

mgt

Order

mgt

Recruitment

Onboarding

Content

Training

Certification

Incentive

programs


Success checklist

Identify/quantify your channel partner ecosystem archetypes

- … on an ongoing basis

Know what you’re going to measure

- Effect a channel intelligence capability for all stakeholders

Build – and communicate – a roadmap

- What does your maturity model look like?


What to measure

THE FEEDERS INTO ROCMI (RETURN ON CHANNEL MARKETING INVESTMENT)


¹ AND PARTNER PROFILE!

Metrics

partner adoption¹

(% and type of

campaigns executed)

partner-customer engagement¹• # customer touches

• # prospect touches

# leads generated¹

lead-to-close (or

stage-to-stage) time¹

content

(email/Tweet/SMS)

personalization¹

lead-to-close (or

stage-to-stage) $¹dependency paths (to meeting)

(customer journeys)

The way it should (can) be

Date post:	15-Apr-2017
Category:	Marketing
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