Customer – Authorized for Channel Partner
Why Partner with SAPSALES GUIDE January 2013
WHAT’S INSIDE
1Why Partnerwith SAP?
3Be Successful in Hot, GrowingMarkets
6Leverage the SAP Brand and Reputation for Innovation
5Close DealsFaster andEasier
7Ways to Partner with SAP
2IncreaseRevenue andProfitability
4Beat Competitors More Routinely
8Get Started
9Resources
Customer – Authorized for Channel Partner
WHAT’S INSIDE
1Why Partnerwith SAP?
3Be Successful in Hot, GrowingMarkets
6Leverage the SAP Brand and Reputation for Innovation
5Close DealsFaster andEasier
7Ways to Partner with SAP
2IncreaseRevenue andProfitability
4Beat Competitors More Routinely
8Get Started
9Resources
WHY PARTNER WITH SAP?
INCREASE REVENUE AND PROFITABILITY
BE SUCCESSFUL IN HOT, GROWING MARKETS
BEAT COMPETITORS MORE ROUTINELY
CLOSE DEALS FASTER AND EASIER
LEVERAGE THE SAP BRAND AND REPUTATION FOR INNOVATION
1Why Partnerwith SAP?
Customer – Authorized for Channel Partner
WHAT’S INSIDE
1Why Partnerwith SAP?
3Be Successful in Hot, GrowingMarkets
6Leverage the SAP Brand and Reputation for Innovation
5Close DealsFaster andEasier
7Ways to Partner with SAP
2IncreaseRevenue andProfitability
4Beat Competitors More Routinely
8Get Started
9Resources
BUILD REVENUE STREAMGrow share of wallet by selling solutions that naturally complement each other, such as adding analytics or mobilizing apps
LICENSES PULL REVENUESAP Partners see healthy multiples in their services-to-license ratios, plus hardware and maintenance often follow
45% YOY GROWTHSAP Resellers have seen 45% YoY increase in software revenue from 2011 to 2012
THOUSANDS OF LEADSIn the first three quarters of 2012, SAP generated thousands of highly qualified leads for Channel Partners
SAP CAN’T DO IT ALONEWe are driving toward 100% of SME revenue through the channel—we’re at 79% and growing fast
SAP PARTNERS OUTPACE DIRECTSAP Partners are achieving license-revenue growth more than twice as high as SAP direct license revenue
INCREASE REVENUE AND PROFITABILITY
45
“By closing one of the biggest deals in our history we managed to achieve 50% of our expected revenue for this year. I’m sure we will be able to double our revenue next year.” — VAR IN FRANCE
“We credit SAP marketing support as instrumental in our 300% growth over the past five years.”— VAR IN TURKEY
2X“We have seen 30-40% YoY growth for
two years since becoming a VAR and selling across the SAP portfolio.” — VAR IN U.S.
2IncreaseRevenue andProfitability
79 100% %
Customer – Authorized for Channel Partner
WHAT’S INSIDE
1Why Partnerwith SAP?
3Be Successful in Hot, GrowingMarkets
6Leverage the SAP Brand and Reputation for Innovation
5Close DealsFaster andEasier
7Ways to Partner with SAP
2IncreaseRevenue andProfitability
4Beat Competitors More Routinely
8Get Started
9Resources
DOUBLE YOUR ADDRESSABLE MARKETSAP’s addressable market will more than double from $106B in 2011 to $235B by 2015 across our five market categories
MORE GROWTH IN SOFTWARECloud, mobile, and DB are growing >2x as fast as the overall software market. Software is growing 3x faster than services and 4x faster than hardware
SAP LEADING IN HOT MARKETS Get into hot cloud, big data, and mobile markets. SAP saw triple-digit growth by Q3 2012 for partners
CLEAR RULES OF ENGAGEMENTSAP continues to raise the bar and expects its General Business Segment to be channel driven
USE YOUR HANA ADVANTAGEOnly an SAP HANA partner can enable “real-time” decision making for clients
#1 IN FOUR MARKETSSAP is the #1 market leader in applications, mobile, and analytics— and has the most users in the cloud
100%
BE SUCCESSFUL IN HOT, GROWING MARKETS
4x vs. HARDWARE3x vs. SERVICES2x vs. OVERALL SW
3Be Successful in Hot, GrowingMarkets
“The brand is a real door-opener. Thanks to the SAP solutions for enterprise information management we can now address a new market segment.” — VAR in France
“We can deliver a pre-packaged mobile application RDS solution and deploy it very easily.” — VAR in Belgium
“Our pipeline grew 15%-20% when we added SAP mobility last year. And our pipeline recently grew another 15%–20% from adding SAP HANA.” — VAR in U.S.
Customer – Authorized for Channel Partner
WHAT’S INSIDE
1Why Partnerwith SAP?
3Be Successful in Hot, GrowingMarkets
6Leverage the SAP Brand and Reputation for Innovation
5Close DealsFaster andEasier
7Ways to Partner with SAP
2IncreaseRevenue andProfitability
4Beat Competitors More Routinely
8Get Started
9Resources
MAKE YOUR TOOLKIT BIGGER Increase your strategic value and reduce the competitive set with an unmatched solutions portfolio
LESS COMPETITIONBe part of an exclusive set of partners—less competition and more SAP attention
BET YOUR BUSINESS ON SAP A proven leader for 40 years—we’re here to stay
BUILD DEMAND OUT-OF-THE-BOXQuickly execute self-service, SAP-branded demand-gen campaigns with SAP Virtual Agency—50 new campaigns per quarter
BUILD UPON SAP MOMENTUM SAP company strength brings mutual success—last 11 quarters delivered double-digit growth
QUICKLY ESTABLISH CREDIBILITYWork with a vendor known for deep industry expertise
BEAT COMPETITORS MORE ROUTINELY
SAP 40YEARS<100%
$2X
4Beat Competitors More Routinely
15k$ per year
value
up to
“We can tackle vertical market challenges with horizontal strategies and vice versa. BI opens wide doors. It’s not just for financial reporting and analysis. It’s for driving down costs and improving operations from all standpoints.” — VAR in Australia
“The combination of SAP as a brand and our business’ focus on real estate is a winning formula. It has quickly led to the completion of a number of deals.” — VAR in France
“We made the commitment to be a VAR for SAP specifically to create differentiation for ourselves. We’ve seen a 20% increase in deal volume because we can bring more value to customers.” — VAR in U.S.
Customer – Authorized for Channel Partner
WHAT’S INSIDE
1Why Partnerwith SAP?
3Be Successful in Hot, GrowingMarkets
6Leverage the SAP Brand and Reputation for Innovation
5Close DealsFaster andEasier
7Ways to Partner with SAP
2IncreaseRevenue andProfitability
4Beat Competitors More Routinely
8Get Started
9Resources
SEE FASTER SUCCESSAccess to SAP presales resources to help run the first few sales cycles with you
ACCELERATE SALES CYCLESTake advantage of SAP PartnerEdge programs for business planning, test and demo equipment, technical enablement, selling, and support worth tens of thousands of dollars per year
EASIER WAY TO DO BUSINESS SAP’s ongoing commitment to improving process helps you close deals faster
PROMOTE YOUR APPS WORLDWIDE Create a virtual storefront to easily promote and sell your apps worldwide using SAP EcoHub
NO-FAIL CAMPAIGNSDeliver SAP campaigns with guaranteed results from Virtual Agency’s Full Marketing service
FREE ENABLEMENTGet moving fast with free training, sales coaching, and marketing resources
CLOSE DEALS FASTER AND EASIER
$SOLD
15k$ per year
value
up to
5Close DealsFaster andEasier
“SAP takes mobile apps partners seriously. It has a great support mechanism for partners. If you need help, SAP contacts you within minutes. SAP provides the tools you need to be successful. It’s a win-win situation.” — VAR in Germany
“We consider this deal a monumental success; not only because of its size, but also because it opened up a window of opportunity for us in the education and government sectors.” — VAR in Saudi Arabia
“We realized it was important to make it easier to acquire and maintain all the necessary skills to fully manage and complete SAP projects for our small-business customers.” — Extended Business Member in Italy
Customer – Authorized for Channel Partner
WHAT’S INSIDE
1Why Partnerwith SAP?
3Be Successful in Hot, GrowingMarkets
6Leverage the SAP Brand and Reputation for Innovation
5Close DealsFaster andEasier
7Ways to Partner with SAP
2IncreaseRevenue andProfitability
4Beat Competitors More Routinely
8Get Started
9Resources
SAP OPENS BETTER DOORSGet better deals by partnering with SAP—the #25 most valuable global brand
STAY ON THE CUTTING EDGE SAP invests more relatively on R&D than Oracle, Microsoft, or IBM
LEVERAGE YOUR SAP ASSOCIATIONUse branded templates and always-current syndicated web content and see open rates of 7.6% for SAP-branded campaigns. The industry standard is 5.5%
THE PLATFORM TO BUILD IPDevelop your IP on the open SAP platform with help from enablement programs including the SAP Developer Network
UPSCALE YOUR CLIENT BASEWin more strategic opportunities by signifying your SAP competency with Validated Expertise Designation
USE WIDELY ADOPTED TOOLSGlobally, 60% of SAP partners have used Virtual Agency, sending over 2.5 million emails
LEVERAGE THE SAP BRAND AND REPUTATION FOR INNOVATION
2.5M
7.65.5
6Leverage the SAP Brand and Reputation for Innovation
“SAP is a highly respected and established brand and is really opening new doors for us to tap into a more significant share of the market. Thanks to SAP, we can focus on business intelligence and grow with this market.” — VAR in UK
“I no longer think of myself as a reseller—I now think of myself as a software company.” — VAR in U.S.
“SAP has the momentum, and we’re building our brand and business base with them. If we had tried to do this without the SAP brand, it would have costs us tens of thousands over many years.” — VAR in Turkey
Customer – Authorized for Channel Partner
WHAT’S INSIDE
1Why Partnerwith SAP?
3Be Successful in Hot, GrowingMarkets
6Leverage the SAP Brand and Reputation for Innovation
5Close DealsFaster andEasier
7Ways to Partner with SAP
2IncreaseRevenue andProfitability
4Beat Competitors More Routinely
8Get Started
9Resources
WAYS TO PARTNER WITH SAP
Investment in SAP
Must be affiliated with a Master VAR
SAP EXTENDED BUSINESS PROGRAM MEMBERREFERS / SELLS / IMPLEMENTS Must be affiliated with a Distributor
SAP AUTHORIZED RESELLER PROGRAM MEMBERSELLS / IMPLEMENTS Has direct relationship with SAP
SAP CHANNEL PARTNER (VAR) GENERATES DEMAND / IMPLEMENTS / SELLS
Bene
fits
from
SAP
“The SAP Extended Business program is a great way for a smaller consultancy like ours to partner with SAP.” — EXTENDED BUSINESS MEMBER IN ITALY
“We have seen 30%–40% YoY growth for two years since becoming a VAR and selling across the SAP portfolio.” — VAR IN U.S.
WIN with the SAP PartnerEdge ProgramGrow faster• Access to SAP’s 5
Market Categories• Marketing Support• Sales Support
Earn higher margins• Discount and Incentives• Portfolio Expansion
Accelerate deals• Partner Education• Technical Support
Enhance collaboration• Partner Webcasts• Specialized Workshops• Executive Summits• Business Planning
7Ways to Partner with SAP
Customer – Authorized for Channel Partner
WHAT’S INSIDE
1Why Partnerwith SAP?
3Be Successful in Hot, GrowingMarkets
6Leverage the SAP Brand and Reputation for Innovation
5Close DealsFaster andEasier
7Ways to Partner with SAP
2IncreaseRevenue andProfitability
4Beat Competitors More Routinely
8Get Started
9Resources
GET STARTED
1 2 3Determine the best partner engagement model that aligns with your business and begin the enrollment process
Develop a business plan with a focus on the sales, marketing, and enablement components of building a successful engagement
Get authorized and start to build demand and skills—and celebrate your success!
8Get Started
CREDIBILITY AND COMMITMENT Partner with a leading vendor that has longevity and a commitment to the channel
CLEAR PARTNER GO-TO-MARKET SAP provides clear market definitions for partners to leverage immediately
INDIRECT CHANNEL DNA With decades of experience, we understand how partners operate
PARTNER ECONOMICS We understand partner investments and cash flow and provide benefits worth hundreds of thousands of dollars for marketing, enablement, and other tools and benefits
EASE OF PARTNERING SAP is focused on simplifying our programs, resources, and partner experience
EASY ON-BOARDING Follow our roadmaps and plans for rapid time-to-revenue
Customer – Authorized for Channel Partner
WHAT’S INSIDE
1Why Partnerwith SAP?
3Be Successful in Hot, GrowingMarkets
6Leverage the SAP Brand and Reputation for Innovation
5Close DealsFaster andEasier
7Ways to Partner with SAP
2IncreaseRevenue andProfitability
4Beat Competitors More Routinely
8Get Started
9Resources
SAP PARTNER PORTAL: www.sappartneredge.com/portfolio
CLOSE DEALS FASTER AND EASIER – PAGE 5SEE FASTER SUCCESS: Check your region for availability of SAP presales coaches and remote presales support ACCELERATE SALES CYCLES: Partners can expect the value of the SAP Partner Edge program benefits in a range of tens of thousands of dollars based on usage of benefits and partner level: SAP Active Quality Management, SAP Test and Demo Equipment, Partner Account Manager, Partner Learning Center, Partner Business Support Center, MDF, Support/Service/Maintenance. Data based on SAP data analysis: Global Ecosystem & Channels; PartnerEdge Program Management, November 2012.NO-FAIL CAMPAIGNS: Virtual Agency Full Marketing service can deliver up to $50k/year savings based on reduction in personnel, creative, and translations − SAP data analysis: Global Indirect Channel Marketing, November 2012
LEVERAGE THE SAP BRAND AND REPUTATION FOR INNOVATION – PAGE 6SAP OPENS BETTER DOORS: #25 most valuable global brand − Interbrand, “Best Global Brands of 2012,” http://www.interbrand.com/en/best-global-brands/2012/SAP STAY ON THE CUTTING EDGE: SAP invested 14% on R&D: FY2012 Rev €13.85B, R&D €1.94B. Oracle invested 11.35%: FY2012 Revenue $37.221B, R&D $4.228B (UBS), Microsoft invested 13.2%: FY2012 Rev $73.723B, R&D $9.811B (UBS), IBM invested 5.9%: FY2011 Rev $106.916B, R&D $6.258B (Annual Report); http://www.it-times.de/news/nachricht/datum/2012/12/07/sap-forscht-im-verhaeltnis-mehr-als-oracle/USE WIDELY ADOPTED TOOLS: Sending over 2.5 million emails: Sending over 2.5 million emails − SAP data analysis: Global Indirect Channel Marketing, November 2012
SOURCESINCREASE REVENUE AND PROFITABILITY – PAGE 245% YOY GROWTH: SAP data analysis: Global Ecosystem & Channels, Sales & Business Intelligence, November 20122X GROWTH: SAP data analysis: Global Ecosystem & Channels, Sales & Business Intelligence, November 2012THOUSANDS OF LEADS: SAP data analysis: In Q1 - Q3 2012, SAP generated over 13,000 opportunities specifically for our Indirect Channel Partners based on SAP-led campaigns, which were highly qualified by SAP (L4/L5 lead-scoping level). Data analysis provided by SAP Global Indirect Channel Marketing, December 2012.
BE SUCCESSFUL IN HOT, GROWING MARKETS – PAGE 3DOUBLE YOUR ADDRESSABLE MARKET: $106B in 2011 to $235B by 2015 − SAP data analysis: Third Quarter 2012 Results Release, Walldorf, Germany, Wednesday, October 24, 2012 MORE GROWTH IN SOFTWARE: 4x Hardware, 3x Services, 2x Software − SAP data analysis from Kevin J. Gilroy, Sr. Vice-President, Global Indirect Channels, November 13, 2012SAP LEADING HOT MARKETS: Triple-digit growth − SAP data analysis: Third Quarter 2012 Results Release, Walldorf, Germany, Wednesday, October 24, 2012 CLEAR RULES OF ENGAGEMENT: In 2013, all non-named accounts will be called the General Business Segment designed to ultimately be a Channel-driven segment. The delineation between named accounts and General Business accounts will vary by region.
BEAT COMPETITORS MORE ROUTINELY – PAGE 4BUILD DEMAND OUT-OF-THE-BOX: ~50 new campaigns per quarter and Virtual Agency self- service can deliver up to $15k/year savings based on reduction in personnel, creative, and translations − SAP data analysis: Global Indirect Channel Marketing, November 2012BUILD OFF SAP MOMENTUM: Last 11 quarters delivered double-digit growth − SAP data analysis: Third Quarter 2012 Results Release, Walldorf, Germany, Wednesday, October 24, 2012 www.sap.com/corporate-en/.../pdf/SAP-2012-Q3-Presentation.pdf
RESOURCES
9Resources
