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