40
Hosted by: Guest speaker:
Hosted by:
Guest speaker:
•
•
•
•
•
Some of our clients:
End-to-end demand generation and inside sales solutions partner to help you acquire new business and accelerate revenue.
© 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
© 2016 Forrester Research, Inc. Reproduction Prohibited 11
End
Customer
Brand
Mfr
Vendor
Customer engagement
End
Customer
End
Customer
End
Customer
End
Customer
End
Customer
End
Customer
© 2016 Forrester Research, Inc. Reproduction Prohibited 12
End
Customer
Brand
Mfr
Vendor
Customer engagement
End
Customer
End
Customer
End
Customer
End
Customer
End
Customer
End
Customer
CONTENT
WEBSITE
PERMISSION
MULTI-CHANNEL
TEXT
SOCIALPPC
SEO
BANNER ADS
BLOGS
MESSAGING
PULL
WEBINARS
CATALOGS
VIDEO
NEWSLETTERSTRAFFIC
PODCASTS
MOBILEEBOOKS
© 2016 Forrester Research, Inc. Reproduction Prohibited 13
End
Customer
Brand
Mfr
Vendor
Customer engagement
End
Customer
End
Customer
End
Customer
End
Customer
End
Customer
End
Customer
CONTENT
WEBSITE
PERMISSION
MULTI-CHANNEL
TEXT
SOCIALPPC
SEO
BANNER ADS
BLOGS
MESSAGING
PULL
WEBINARS
CATALOGS
VIDEO
NEWSLETTERSTRAFFIC
PODCASTS
MOBILEEBOOKS
Channel Channel
© 2016 Forrester Research, Inc. Reproduction Prohibited 14
Brand
Mfr
Vendor
Channel customer [dis]engagement
End
Customer
Channel Channel
Brand
Mfr
VendorBrand
Mfr
VendorBrand
Mfr
Vendor
Brand
Mfr
Vendor
© 2016 Forrester Research, Inc. Reproduction Prohibited 16
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
© 2016 Forrester Research, Inc. Reproduction Prohibited 17
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
© 2016 Forrester Research, Inc. Reproduction Prohibited 18
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)?
© 2016 Forrester Research, Inc. Reproduction Prohibited 19
End
Customer
End
Customer
End
Customer
End
Customer
End
Customer
End
Customer
Brand
Mfr
Vendor
Channel customer engagement
ChannelChannel Channel
© 2016 Forrester Research, Inc. Reproduction Prohibited 20
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
© 2016 Forrester Research, Inc. Reproduction Prohibited 21
TCMA
Sales Enablement
(Engage)
Lead
Distribution
LMS
CommerceCIPM
Channel software landscape
CDM
PRM
© 2016 Forrester Research, Inc. Reproduction Prohibited 22
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.
© 2016 Forrester Research, Inc. Reproduction Prohibited 23
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.
© 2016 Forrester Research, Inc. Reproduction Prohibited 24
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
© 2016 Forrester Research, Inc. Reproduction Prohibited 27
Some channel partners’ customer engagement looks like this …
© 2016 Forrester Research, Inc. Reproduction Prohibited 28
And then there are others …
© 2016 Forrester Research, Inc. Reproduction Prohibited 29
The partner marketing efficacy spectrum
© 2016 Forrester Research, Inc. Reproduction Prohibited 30
But there are yet others
© 2016 Forrester Research, Inc. Reproduction Prohibited 31
But there are yet others
© 2016 Forrester Research, Inc. Reproduction Prohibited 32
The partner marketing efficacy spectrum
Corporate
marketers
Power
marketers
NeophytesLuddites
© 2016 Forrester Research, Inc. Reproduction Prohibited 33
Channel partners’ marketing efficacy
PROGRAM HOLISM
© 2016 Forrester Research, Inc. Reproduction Prohibited 35
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
© 2016 Forrester Research, Inc. Reproduction Prohibited 36
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
© 2016 Forrester Research, Inc. Reproduction Prohibited 37
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?
© 2016 Forrester Research, Inc. Reproduction Prohibited 38
What to measure
THE FEEDERS INTO ROCMI (RETURN ON CHANNEL MARKETING INVESTMENT)
© 2016 Forrester Research, Inc. Reproduction Prohibited 39
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
