10 channel practices going extinct - webinar slides
TRANSCRIPT
10 Channel Practices Going Extinct
(or what NOT to do in 2015)
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Historically “Go get 'em!” mentality Collateral sheets and a pat on the back Ad builder
The Problem Partners do not have resources to
effectively market Untapped potential Measurability falls off a cliff
1. EXPECTING PARTNERS TO MARKET THEMSELVES
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New Standard Marketing storefronts Smart services and content for lead generation ROI calculators Syndicated product info and social content
The Benefits Campaign execution Access to verifiable, meaningful campaign success
metrics (click tracking, site visits, etc.) More leads = more sales
OFFERING TOOLS TO MARKET FOR PARTNERS
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Historically Disjointed channel systems One-offs built by different administrations Portal sprawl
The Problem No big picture view – systems don’t talk to
each other No evolution over time Weak partner experience – multiple logins,
dispersed data Operation overhead and headache
2. SILOED CHANNEL SYSTEMS
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Demand Gen
Demand Gen Center
Event in a Box
Website in a Box
SEM
Partner Ready
Campaigns
Social Media
Syndication
PORTAL SPRAWL
Vendor Site
Admin Portal
Beta Program
Portal
Beta Program
Mgmt
eStore
SR Viewer
Partner Eval.
Portal
SCA Portal
ISV Portal
Custom Site
Partner University
Parter U. TV
Partner U. Virtual
PlatformMarketing
CommTrack Tool
Email Campaign
Tool
Partner Logo Builder
PEX
PEX on Tour
Partner Mkt Bureau EMEA
Partner Mkt Bureau APAC
Partner Mkt Bureau NAM
IncentivesPartner Reward
Mgt
Parter Sales
Rewards
Sales Tools
VPP Portal
Renewals Central
Solutions Opp.
Calculator
ROI Calculator
Prospecting Days
OperationsCIP Finder Tool
Compliance Portal
SFDC 2nd
Interface
VSX Portal
Partner Central
My Vendor Portal
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New Standard Unified and integrated channel offering “Single pane of glass“
Benefits Complete View One place to look End-to-end dashboards that guide
and energize
UNIFIED CHANNEL SYSTEMS
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Historically Payments received over a month after completion
of an activity or behavior
The Problem Partners don’t know what they are being paid for
(no reinforcement) Someone else is capturing mindshare
3. PAYMENTS AT A GLACIER’S PACE
Giant Sloth
(Megatherium)
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PAYMENTS AT THE SPEED OF LIGHT
New Standard MDF payment turnaround in 21 days or less SPIF and Sales Rewards payments instantaneously
Benefits MDF
• Motivate behavior partners – quick reinforcement means repetition
• Loyal partners
SPIF and Sales Rewards• In sales activities, happy partners – "Cash is King“• “Temporal Discounting” – prefer smaller rewards received
sooner than larger rewards offered later*
* Incentive Intelligence, “Motivation, Incentives and What Wimpy Knew,” http://incentive-intelligence.typepad.com/incentive_intelligence/2008/07/motivation-ince.html
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Historically Home-grown or custom/bespoke channel tools
and solutions “Just get it done!”
The Problem Build vs. Buy The 2-year headache
• Built by IT• Heavily customized tool
4. OPTIMIZING FOR THE SHORT RUN
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New Standard Strong configurable systems built to integrate
• Customization through configuration
Benefits Flexibility – Configurable vs. Customizable Scalability – cloud-based Stand up quickly – minimize IT holdups Lower operating cost Agility – respond to market changes quickly Standard APIs – integrate with more sources
of information
OPTIMIZING FOR THE LONG RUN
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Historically Spreadsheets as primary way to track channel performance CHAMP plan
The Problem No social life…rarely makes it out to others, let alone
other departments Disconnected from business systems People are repulsed by it; resist opening or reading it Often holds more responsibility than it deserves Outdated days or even hours after it’s created
5. USING SPREADSHEETS…FOR ANYTHING
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New Standard End-to-end channel tools
Benefits Instant access everywhere – mobile, office, home Up-to-the-minute information More informed decision making
MOVING BEYOND SPREADSHEETS
Dodo Bird
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Historically Shoehorning application needs into your mainstream
CRM or ERP through customization
The Problem Expensive to maintain Bad partner experience leads to NO partner experience Usually designed/customized by folks who don’t
understand channel best practices Wait a millennium for updates
6. GOOD APP, WRONG APPLICATION
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New Standard Specially tailored applications that play well
with your existing systems Standard API/web services
Benefits True financial tool Highly configurable Lower cost of maintenance On-going support Strategic guidance
THE RIGHT APPLICATION, INTEGRATED WITH GOOD APPS
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Historically No information for Admins, Approvers and CAMs/PAMs Choosing focus partners based on relationships
or hunches
The Problem Approving the wrong activities Missing potential “rock star” partners
7. OPERATING WITHOUT VISIBILITY
“Do-You-Think-He-Saurus”
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OPERATING WITH VISIBILITY
New Standard Dashboards Scorecards
Benefits Quick access to KPIs Informed metrics that clearly define top
performers and potential growth partners
Informed CAMs – pointed partner meetings with clear goals and objectives
More partner tier conversions (Bronze to Silver, Silver to Gold, etc.)
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Historically Delayed notifications to partners Contacting partners on tools they don’t use
The Problem Partners out of the loop Bad partner experience
8. SNAIL MAIL
Giant Ammonite Fossil
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New Standard Meet partners where they are
• Interactions on platforms your partners use (email, Twitter, LinkedIn, RSS, mobile)
Real-time notifications• Payments• Roll offs• Claims
Benefits More engaged partners Relevant information at partner fingertips More efficient workflow
INSTANT MAIL
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Historically Paper checks
The Problem Postal mail loss rates of 20% are common in much
of the world…some countries considerably higher* More errors Theft International banks no longer accept bank drafts
9. TRANSFERRING MONEY VIA SLOW BOAT
*George Mason University Study, 2012: http://mason.gmu.edu/~rpetrie1/Mail_manuscript-12162012.pdf
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TRANSFERRING MONEY VIA ZEROS AND ONES
*George Mason University Study, 2012: http://mason.gmu.edu/~rpetrie1/Mail_manuscript-12162012.pdf
New Standard Wire transfers ACH Reloadable debit cards Points for travel and merchandise
Benefits Quick Secure Happy partners
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Historically Program-centric programs Paying partners in one single currency Partner takes the exchange flux hit
The Problem Partners not paid the amount they claimed Bad partner experience – sometimes they
will lose money
10. ACTING LIKE YOU RULE THE WORLD
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New Trend Partner-centric programs Paying partners in their native currency instead of
your own Reimburse your partner the exact amount they
spent in their local currency Vendor chooses to absorb any difference in financial
value that fluctuating exchange rates generate
Benefit Positive partner experience – they can expect to
paid exactly what they claimed
LETTING PARTNERS FEEL LIKE THEY RULE THE WORLD
Partner
World
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Offering Tools to Market for Partners
Unified Channel Systems
Payments at the Speed of Light
Optimizing for the Long Run
Moving Beyond Spreadsheets
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WILL YOUR PROGRAM MAKE IT TO THE NEXT MILLENNIUM?
Top 10 New Standards
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The Right Application Integrated with Good Apps
Operating with Visibility
Instant Mail
Transferring Money via Zeros and Ones
Letting Partners Feel Like They Rule the World
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Steven [email protected]
Peter [email protected]
More resources available at: www.channelmanagement.com
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