Vice President of Revenue, Dropbox

Thomas Hansen

Copenhagen

Johannesburg

Bangkok

IstanbulSeattle

San Francisco

Two-tier

distribution: How

to reach millions

of SMB

customers at

scale

Renee Bergeron

SVP Global Cloud

Channel, Ingram Micro

Real talk. What

is a SMB? How

do they work?

What they care

about?

Carol Roth

TV Host & Presenter

Dreams, dogs

and love

languages of the

channel

Orrin Klopper

CEO, Netsurit

The pathway to

creating a

successful

channel partner

program

Kevin O’Brien

VP Strategic Alliances,

JazzHR

Approach to

winning SMB

through multi-

channel

Thomas Hansen

Global VP of Revenue,

Dropbox

Approach to winning SMB through

multi-channel

Confidential

How have we achieved this scale?

Pro & Business

Self-Serve

SMB

Inbound

Sales

Direct

Outbound

Sales

• Channel is paramount to go-to-market

strategy

• Channel acts independently and

permeates across all other sales

motions through co-working

• Channel is the only sales motion that

allows us to reach 100m+ SMB at scale

Dropbox Go-To-Market

Two-tier

distribution: How to

reach millions of

SMB customers at

scale

Renee Bergeron

SVP Global Cloud

Channel, Ingram Micro

Real talk. What is a

SMB? How do they

work? What they

care about?

Carol Roth

TV Host & Presenter

Dreams, dogs and

love languages of

the channel

Orrin Klopper

CEO, Netsurit

The pathway to

creating a

successful channel

partner program

Kevin O’Brien

VP Strategic Alliances,

JazzHR

Carol Roth

TV Host & Presenter

• Small Business Expert and Business

Strategist

• Former on-air contributor to CNBC and host

of the online show “Don’t Quit Your Day

Job…Yet”

• Former Radio Host, WGN Chicago

• Judge and Host on “America’s Greatest

Makers”

• New York Times Bestselling Author of The

Entrepreneur Equation

• Host of Microsoft’s Office Small Business

Academy and Bank of America’s Small

Business Social Series

• Named a Top 100 small business influencer

for 5 years’ running

Selling to SMBCarol Roth

Twitter: @CarolJSRothWeb: CarolRoth.com

About Carol Roth

Small Business Myths

And Realities

The Media’s View…

Image Credit: freepik.com

US Small Business Market

28 Million Small Businesses

6 Million w/ Employees

22 Million w/o Employees

More Than 50% of US Jobs

54% of All Sales

Image Credit: freepik.com

Silicon Valley Vs. Main Street

Main Street Silicon Valley

Silicon Valley Vs. Main Street

Main Street Silicon Valley

TECH

Restaurants – Lawyers –Health Care Providers –

Gyms - Funeral Directors –Real Estate Agents –

Construction – Retailers –Accountants – Consultants IT Service Providers - Dog

Walkers – Hair Salons – Etc

Silicon Valley Vs. Main Street

Main Street Silicon Valley

Silicon Valley Vs. Main Street

Main Street Silicon Valley

The Truth About Small Business

• More than half don’t have a website

• Many don’t understand that they are using the cloud

• Even those that like technology are slow to adopt it

• They have little to no free time, so time is often a more important resource than money

The Truth About Small Business

Globally, small businesses around the world behave a lot like US small

businesses, except that they are 5 or more years behind them

Mistakes Marketing

To Small Business

The Small Business Owner’s Four-Track Mind

Get More Customers

Save Money Save Time

Find Capital

Marketing to Small Business

When Do Small Businesses Think About Technology?

4

Big Problems

Marketing to Small Business

Selling Features vs. Solutions

Marketing to Small Business

• Need to think like a business consultant, not a technologist

• Need to solve the small business’s business problems, not technology problems

• Hide the veggies in the mashed potatoes, especially with content

Marketing to Small Business

Ignoring Verticals

Verticals

Main Street

Restaurants – Lawyers –Health Care Providers –

Gyms - Funeral Directors –Real Estate Agents –

Construction – Retailers –Accountants – Consultants IT Service Providers - Dog

Walkers – Hair Salons – Etc

Marketing to Small Business

No Clear Call to Action

Marketing to Small Business

Too Many Points to Interface

Use Thought Leadership & Content

To Help Them Solve Their Problems

Content Must Lead with Business Problems

Customers & Revenue

Save TimeSave

MoneyAccess Capital

How Can They Solve the Problems Below (Hook)?

How Do Your Products and Services Aid in That?

Missed Opportunity

To Upsell Existing Clients

Think Like a Marketer

•This can be done both at the company-level & through ecosystem (such as Cloud Service Providers “CSPs”)

•Make an investing in marketing, such as MaaS or CaaS (Marketing/Content as a Service), as CSPs and other tech partners are notoriously bad marketers

Recap

Unique, Huge Opportunity

Image Credit: freepik.com

Doesn’t Behave Like SV

Doesn’t Think About Tech

Obsessed w Own Biz Problems

Recap

Sell Business Solutions, Not

Tech

Image Credit: freepik.com

Go Deep with Verticals

Know Calls-to-Action

Have Single Interface for SMB

Recap

Use Content & Thought

Leadership

Image Credit: freepik.com

Upsell Existing Clients

Invest In Marketing

Q&A

Selling to SMBCarol Roth

Twitter: @CarolJSRothWeb: CarolRoth.com

Two-tier

distribution: How to

reach millions of

SMB customers at

scale

Renee Bergeron

SVP Global Cloud

Channel, Ingram Micro

Real talk. What is a

SMB? How do they

work? What they

care about?

Carol Roth

TV Host & Presenter

Dreams, dogs and

love languages of

the channel

Orrin Klopper

CEO, Netsurit

The pathway to

creating a

successful channel

partner program

Kevin O’Brien

VP Strategic Alliances,

JazzHR

Renee Bergeron

SVP Global Cloud Channel,

Ingram Micro

• Leads Global Cloud Computing at Ingram

Micro for the last 6+ years

• Leads the Ingram Micro cloud go-to-market

organization, with responsibilities covering

strategic direction, sales growth, marketing,

and business development

• Previously, SVP of IT Services Solutions at

Fujitsu Consulting, US Delivery Strategic

Accounts, US Operations, and Managed

Service

Proprietary information of Ingram Micro Inc. — Do not distribute or duplicate without Ingram Micro's express written permission.© Ingram Micro Inc. 53

2-TIER DISTRIBUTION:

How to Reach Millions of

SMB Customers at Scale

Renee BergeronSenior Vice President, Global Cloud Channel

@ReneeIMCloud

Proprietary information of Ingram Micro Inc. — Do not distribute or duplicate without Ingram Micro's express written permission. 54

The Vast Majority Will Buy from a Channel Partner

Select the

right services

Customize to

meet specific

needs

Integrate with

existing

solutions

Maximize

existing

investments

Support the

customer

lifecycle

TRUSTED ADVISOR

Over 75% of cloud services revenues will be mediated

by channel partners/brokers by 2020 (55% today)

Source: IDC Cloudview, 2016

Proprietary information of Ingram Micro Inc. — Do not distribute or duplicate without Ingram Micro's express written permission. 55

Little to No

Investment

Bundled

Solutions

Start Selling

in Minutes

Enable

Customers

to Self-Serve

Up-sell +

Cross-sell

Manage

Pricing

How Ingram Micro Helps Partners to Transform

Comprehensive

Services Catalog

Flexible

Cloud Platforms

Business

Transformation

56Proprietary information of Ingram Micro Inc. — Do not distribute or duplicate without Ingram Micro's express written permission.

Flexible Cloud PlatformsCloud Delivery Your Way to Accelerate Your Business Growth

Software

Essentials Premium

Services

Cloud

Marketplace

Cloud

StoreReferral

Operated by Partners

Full control

Data governance

In-house services

Operated by Ingram Micro

Simple management

Instant launch

Broad services portfolio

F E D E R A T E D M A R K E T P L A C E

57Proprietary information of Ingram Micro Inc. — Do not distribute or duplicate without Ingram Micro's express written permission.

Horizontal

SolutionsBusiness Apps

Cloud Mgt.

Communications +

Collaboration

Infrastructure

Security

Web Presence

Vertical

SolutionsHealthcare

Legal

Government

Retail

Comprehensive Services CatalogRollout New Services Rapidly and Maximize Profit

Largest Cloud ISV

Ecosystem in the Industry

Vendor On-Boarding and

Commercial Enablement

Enables Cross-Sell/Up-Sell

with Your Own Services

Technology Integration and

APS Standard

CL

OU

D S

ER

VIC

E P

RO

VID

ER

S

24

x7

SU

PP

OR

T Telco

Hoster

VAR

OEM

MSP

SI

PARTNER

CHANNELS

Consumer

SOHO

SMB

Enterprise

Government

Education

END

CUSTOMERS

58Proprietary information of Ingram Micro Inc. — Do not distribute or duplicate without Ingram Micro's express written permission.

• Sell and orchestrate their own solutions/services

• Resell direct vendors via syndication

• Resell Ingram’s cloud catalog via federation

Thriving in the Platform EconomyEnable Partners to Enter the Platform Economy and Lead the Digital Transformation

System

IntegratorsTelcosHosters MSPs Resellers

Proprietary information of Ingram Micro Inc. — Do not distribute or duplicate without Ingram Micro's express written permission.© Ingram Micro Inc. 59

Questions?

Two-tier

distribution: How to

reach millions of

SMB customers at

scale

Renee Bergeron

SVP Global Cloud

Channel, Ingram Micro

Real talk. What is a

SMB? How do they

work? What they

care about?

Carol Roth

TV Host & Presenter

Dreams, dogs and

love languages of

the channel

Orrin Klopper

CEO, Netsurit

The pathway to

creating a

successful channel

partner program

Kevin O’Brien

VP Strategic Alliances,

JazzHR

Kevin O’Brien

VP Strategic Alliances, JazzHR

• Kevin has been a developer, sales engineer, and Partner

leader

• Experienced in creating and scaling revenue generating

programs for growing SaaS businesses, and building and

managing large scale partnership and channel programs

• Former VP Partners at Hootsuite

• Held various partnership leadership positions over 13 years

at Constant Contact

Building a Channel

About me

Developer (long ago), Sales Engineer, Partner Person…

• Constant Contact • Before there was SaaS (we called it ASP back in the day)...

• Multiple Channel Programs:

• Solution Providers (Business Partners, Web Developers, Affiliates)

• Distributed Partners (Associations, Networks, Franchises)

• Technology Partners (ISVs)

• Strategic Partners (SMB Aggregators)

• Hootsuite• Back when Snap was for dating…

• Multiple Channel Programs:

• Agency Partners

• Solutions Providers

• Technology Partners (ISVs)

• Strategic Alliances

• JazzHR• There’s always Musicians looking for work...

• Multiple Channel Programs:

• HR Consultants

• Payroll Providers

• Technology and Alliances

Market Dynamics

Is your solution right for a Channel?

Organizational Dynamics

Can the VOLUME be strategic to your company?

Ensure it has Visibility

Can it Co-Exist with a Sales Organization

Don’t underestimate the impact on Systems!

Planning

Which Channel to focus on First

Focus on the Right Partners

Who are their customers

What do they do – will they REFER you?

Has to be replicable…find groups that are similar and expand

Look into your own customer base first

They were referred to you by their Trusted Advisor

Partner PortalRevenue ReportingUser Activity ReportingMulti Account LoginSingle Billing

Marketing Materials

IncentivesRevenue Share vs BountyIn Perpetuity – Risk/Reward

Early Access & Thought LeadershipMore valueable than Revenue ShareHelping them be Valuable to their Clients

Not an API Program…though it helps..

Certification*Tough sell on SMB SoftwareComes later on as scale happens

MDF Funding*Havent seen it successful in SMB

Partner Managers

Critical to success of the channel

Being Proactive instead of Reactive

Constantly Educating on the Tools and Resources

Establishing level of trust – understand business needs

Assigned Quarterly MRR Targets

Should do 2-5x of what a Sales Person Can Do

What Will You Grow Here?

Two-tier

distribution: How to

reach millions of

SMB customers at

scale

Renee Bergeron

SVP Global Cloud

Channel, Ingram Micro

Real talk. What is a

SMB? How do they

work? What they

care about?

Carol Roth

TV Host & Presenter

Dreams, dogs and

love languages of

the channel

Orrin Klopper

CEO, Netsurit

The pathway to

creating a

successful channel

partner program

Kevin O’Brien

VP Strategic Alliances,

JazzHR

Orrin Klopper

CEO, Netsurit

• Born in South Africa, now lives in New York

• Co-founder Entrepreneurs Organization South

Africa

• Member of Microsoft SMB partner advisory

council since 2004

• Co-founder & CEO of Netsurit (privately held, no

funders)

• Netsurit is an MSP with a Microsoft Cloud Focus

• Offices Denver, New York, South Africa and

Vietnam

• 300 team members

• Netsurit revenue growth 50% in 2 years

• Netsurit profit growth 300% in 2 years

• Listed top 100 MSP’s in the world for 7 years

• 6 Microsoft Gold Competencies

COMMUNITYDREAMS, DOGS AND LOVE LANGUAGES Orrin Klopper

CULTURE :DREAMS

C U L T U R E A N D C O M M U N I T Y

PARTNERS :LOVE LANGUAGES

C U L T U R E A N D C O M M U N I T Y

CSP monthly revenue growth

$-

$2,000

$4,000

$6,000

$8,000

$10,000

$12,000

$14,000

$16,000

$18,000

July August September October November December January February March

C U L T U R E A N D C O M M U N I T Y

The 5 Love Languages – B2B SaaS context

Personal relationships Partner relationships

Physical touch Evangelism

Acts of service Customer value

Quality time Profit

Receiving gifts Simplicity

Words of affirmation

C U L T U R E A N D C O M M U N I T Y

PARTNERS :EVANGELISM

C U L T U R E A N D C O M M U N I T Y

PARTNERS :CUSTOMER VALUE

C U L T U R E A N D C O M M U N I T Y

PARTNERS :PROFIT

C U L T U R E A N D C O M M U N I T Y

PARTNERS :SIMPLICITY

C U L T U R E A N D C O M M U N I T Y

Wrap Up

THANK YOUOrrin Klopper