scaling smb sales growth with referral partners (larry angeli, amplifinity; randy fahrbach, logmein)

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Scaling SMB sales growth with referral partners

Larry Angeli, CEO, Amplifinity

Randy Fahrbach, Sr. Channel Manager, LogMeIn

SMALLBUSINESSWEB

COMPANY CONFIDENTIAL. All rights reserved.

Going beyond Refer-a-Friend

Lead-to-Sales

Online

SALES/CHANNEL REP

ADVOCATE

ADVOCATE

FRIEND

PROSPECT

PARTNER

Refer a

friend

Susie, get a deal!

MARKETER

CUSTOMER SUCCESS

COMPANY CONFIDENTIAL. All rights reserved.

COMPANY CONFIDENTIAL. All rights reserved.

Identify InfluencersWho is in a position of influence with your target customer?• Professional Groupings:

CPA’s Bankers Franchisors

• Associations: Chambers Industry groups

• Other technology companies• Industry consultants

COMPANY CONFIDENTIAL. All rights reserved.

COMPANY CONFIDENTIAL. All rights reserved.

Make it EASY

• Easy to Join• Easy to Refer• Easy to Understand -

simple, standard terms • Easy to Get Paid

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Incent the behavior you want

Incent action you’re looking for:• Qualified leads• Competitive takeaways• # of referrals a year• Bigger deals• Renewals• Altruism (double sided reward)

COMPANY CONFIDENTIAL. All rights reserved.

COMPANY CONFIDENTIAL. All rights reserved.

Keep your partner in the loop

• Acknowledge: receipt of referral • Communicate: clear next steps • Update: as referral moves through

funnel• Access: Provide access to portal

where status of referral always available

• Announce: Once sale closed, affirm payment timing

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Amanda,

TSYS

TSYS

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Make your sellers part of the program

• Enable sellers to build and own their own referral network of partners

• Train sellers to ask for referrals• Word of mouth referrals happen-

make sure they can handle them • Manage and motivate sales for

referral activity• Permit breaking of territory rules for

referrals

COMPANY CONFIDENTIAL. All rights reserved.

COMPANY CONFIDENTIAL. All rights reserved.

Customers can be a partner channel too!

• Business execs are great networkers• They already know the value your company delivers• They want to help you succeed…you just have to ask them • The “20/20 rule” of referral marketing• Success begins w/brand authentic customer referral experience

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Leverage your Partner’s sales teams

Co

mp

an

yP

art

ners

Pa

rtn

er

Sa

les

Te

am

Pro

sp

ec

ts

• In 2012 started a referral portal which brought 50% growth over 3 years• Seeing a much higher conversion

rate than other leads• Consistently at a higher deal

amount• Wanted to scale, but outgrew our tools

• Needed to make it easier for partners with better communication

• Needed ability to vary payments by partner

• Needed deeper integration into Salesforce

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Benefits of Referral Partners

Low frictionrevenue

Fast salescycle

Keeps focus on

competency

Low cost to scale

Extends lead gen

team

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LinkedIn

info@amplifinity.com

734.585.5684

amplifinity.com

@amplifinity

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