distribution model for atc cedma summary 3 november 2011 conf... · distribution model for atc...

© 2008 Autodesk

Distribution model for ATC

CEdMA Summary – 3 November 2011

© 2008 Autodesk

Breadth and Depth

Autodesk is a world leader in 3D design, engineering and entertainment software.

Broad and deep product portfolio

10 million+ users in 800,000 companies

1950 Training Partners with 4100 active instructors

350,000 professional learners trained on our products every year

1.2 million students trained on our products every year

Image created in Autodesk® 3ds Max® software

© 2008 Autodesk

Education Goals

Increase reach of the ATCs

train more people on more products

increase customer productivity and satisfaction

improve product sales and adoption

Improve training partner satisfaction with Autodesk

enable them to grow their training businesses profitably

Grow volume of Certified Professionals

Ensure availability of learning materials for

training partners, education customers, end-users

Leverage ATC in academic markets

© 2008 Autodesk

The Problem

Reducing investment in internal resources and OPEX

Growing/new programs and partner numbers

Low partner satisfaction and support perception

No continuity of service or scalability

Impossible to create new services (e.g. customised, localised,

tools, training, e-learning programs, marketing tools)

Need to expand to support Academic

High regional autonomy – create model not impose solution

© 2008 Autodesk

Scalable future for ADSK and EDU partners

Specialist learning logistics partners as fulfillment centers /

distributors for our training programs and services

Add resources to administer increasing programs and partners

Improve partner satisfaction and support

Future-proof the continuity of service & enable scalability

Create new services (e.g. customised, localised, tools, training)

Funded by margin on ATC fees and other sales (Revenue NOT a

priority)

Distribution/License Agreement(s)

© 2008 Autodesk

Autodesk Education business model

Before

After

DIST

Software

Support

Marketing tools

Fees, purchases

Software

Support

Marketing tools

Software, learning products, services

Support, account mgt, events

Marketing tools, campaigns, PR, events

Fees

Purchases

Services

Fees 5%

Purchases

Products

© 2008 Autodesk

Distribution Partners

KnowledgePoint Gilmore

Carvajal

VINSYS

MONT

KazCAD

SoftProm

ACAA Maruhan MDU

NWH

Carvajal

Print/logistics

Primary distributors

© 2008 Autodesk

Strategic Partnership

Strategic Partners in training / education markets

Highly responsive core operational support

Proactive marketing and market development

Ownership of meeting ADSK goals

Developing new opportunities and businesses

Contribution to future strategies

© 2008 Autodesk

Core Services

ATC license fee distribution; operational support

Certification exam distribution and centre support

ADSK courseware production and distribution, partnerships

Instructor development

ATC / Cert business development and partner management

ATC marketing and promotion

Courseware marketplace creation

© 2008 Autodesk

Future Services (examples)

e-learning marketplace creation

independent trainer development and recognition

production and localisation services to ATCs and academic

markets

ATC branded goods and co-branded collateral market

Extending ATC into academic (e.g. Student Expert, TTT)

Qualifications and recognition

© 2008 Autodesk

Lessons Learned

Ownership & strategic commitment

Size and scale, revenues and margins – regional partners

Communicate communicate communicate

Customer satisfaction monitoring and benchmarking

Arms-length relationship – influence not control – new skills

OPEX vs margin – crossing the line!

Operational and systems complexity

12 © 2006 Autodesk

13 © 2006 Autodesk

Graeme Phillips, Autodesk Program Manager EMEA

14 © 2006 Autodesk

KnowledgePoint

• Training support specialists – 15 years

• Strategic print partner

• UK, EMEA & Global solutions – single source

• Specialists in product / service development

• Proactive, innovative mindset

15 © 2006 Autodesk

Global Coverage

16 © 2006 Autodesk

Our Customers

© 2008 Autodesk

Autodesk ATC Partners EMEA

• 630 Partners

- 370

- 260

• 41 Countries

© 2008 Autodesk

Program Business Goals

Improve the awareness, availability and value

of the Training & Certification programs in the

EMEA market by:

• Creation of centre of excellence model to support the ATC

Program

• Direct engagement with ATC Partners

• Support and development of the Program

• Introduction of relevant learning content for key Autodesk

products in local languages

• Increasing of ATC partner satisfaction levels

© 2008 Autodesk

Program Management

• Partner engagement

• Strategic initiatives and campaigns

• Certification numbers

• Partner Accreditation numbers

• Instructor certification/accreditation

Project Management

• Partner competency

• Marketing/PR

• Communications

• Courseware development and distribution

© 2008 Autodesk

Customer Support Executive

• Relationship manages 60 Autodesk ACCs in 10

leading EMEA countries

• Promotes use of AOTG curriculum and certification

• Contributes to the Autodesk Program Marketing/PR

campaign

• Major Partner initiatives, case studies, etc

Multilingual Contact Team

• Invoicing and renewals fees management

• New applications – sites, instructors, etc

• Multilingual Partner comms – E-mails, call-outs,

surveys, compliance

© 2008 Autodesk

Support Project Program

Program Manager

Contact Team Leader

Contact Team x 3

Project Manager

Technical Resource

Marketing/PR

Sales

Program Resource Structure:

Customer Support Executive

© 2008 Autodesk

Program Comms Structure

Program Level

Program Manager

Sales

Project Level

Project Manager

Contact Team Manager

Marketing/PR

Support Team Customer

Support Exec Contact Team Technical Team

© 2008 Autodesk

ATC Web Portal

• English

----------------

• German

• French

• Italian

• Spanish

• Polish

© 2008 Autodesk

Web Portal Analytics

• 62 Partner visits per day

• 11% fall in Contact Centre e-mail (2 mths)

© 2008 Autodesk

Courseware Content Source Management

Official Curriculum

Main software products

Essentials level

Official Curriculum

Specialised software

products

Intermediate level

Authorised Authors

Metric, local language

materials

All products and levels

© 2008 Autodesk

2011 Training Materials

• Timelier release dates – 3 months from 6 months

• A total of 47 titles for 2011, up from 34 in 2010

• All books in imperial and metric measurement

• 48 Authors & Publishers titles available

© 2008 Autodesk

ATC Channel Support & Development

• Training & Certification Marketing/PR campaign

• Sales/marketing collateral

• Comprehensive Marketing Activities Plan

• Certification Marketing Materials Guide

• Certification campaigns

• Sales Tools Kit – Video, PP presentations, case

studies, etc

© 2008 Autodesk

Training & Certification PR Campaign

AIM: Build awareness and acceptance of the Autodesk learning &

certification path

METHOD: Strategic campaign with key messaging around

Professional development, employee engagement, talent

development, skill shortages, lifelong learning.

• Launch Press Releases

• Opinion Leadership Articles

• Journalist Test Drives

• User Case Studies

• Employer Case Studies

• Social Media Updates

• Provision of supporting “campaign branded” marketing collateral

© 2008 Autodesk

H1 PR Campaign Pilot Results (UK/DE):

Coverage: Status

Generated press clippings 125% of target achieved – Coverage Pending

Generated CVPs 110% of target achieved

Average CVPs 137% of target achieved

Key Message Totals

240% of target achieved

Now live in UK, Germany, Poland, Spain &The Netherlands

© 2008 Autodesk

2nd Shot Campaigns (Aug/Sept) (Dec/Jan)

60 Partners - 20 counties

© 2008 Autodesk

Open Doors Event – 19th October

138 Partner Sites - 35 counties – 5,300 exams delivered

© 2008 Autodesk

Partner Engagement

• ATC Road Show events

• 121 meetings with key ATCs

• Partner Welcome/Renewal/Marketing collateral packs

• E-mail comms, ATC Facebook Page (137 members)

• Development of ATC web portal

• Twitter feed

• Quarterly ATC Partner Perceptions Survey

© 2008 Autodesk

External Recognition

Institution of Engineering Designers (IED)

• Professional body in the UK representing engineering designers

• Established in 1945

Autodesk Certified Professional status will be recognized by IED to

qualify towards CPD credits for members and towards membership for

non members

Additional external recognition of ATC courses and exams

© 2008 Autodesk

Conclusion – FY12 Q3 results

• Increasing the number of certifications delivered by 500 %

• On track to exceed target

• Increasing the number of ATC customer evaluations received by 10 %

• Exceeded target with only 17.71% non-compliance

• Introducing relevant learning content for key Autodesk products in FIGS

• Exceeded target - up from 34 to 47 titles, plus Polish and 48 A&P titles

• Increasing ATC partner satisfaction levels from 63% to 75%

• Q3 Survey result 91%

© 2008 Autodesk

Challenges!

Distribution model is not a panacea for all evils!

• Necessity for Autodesk to remain engaged at both strategic

and practical level – investment of time and effort

• Program deliverables can require Autodesk support i.e.

Mandating for compliance

• Distributor has a responsibility to represent Partner

community requirements which do not always align to

Autodesk thinking

• Potential for disparity of commercial interests which may

require compromise and adaptation of strategy

36 © 2006 Autodesk