innovative mdf coop program elements

www.hawkeyechannel.com


May 19, 2011

Vaughn Aust, VP Client Solutions

The Data Driven Organization: Your MDF Program


Agenda

2

1. Common MDF concerns – what are your pain points?

2. MDF Best Practices – Ten “Golden Rules”

3. MDF program scenarios – what do I do now?

4. Finding your ideal solution

Ag

en

da

© 2011 hawkeye, all rights reserved.


hawkeye can help you increase your channel ROI …

3

… with solid, data-driven channel management.

Wh

y h

aw

ke

ye

?

Who is hawkeye?

Global full-service

marketing agency that

specializes in channel and

B2B/B2C marketing

Founded in 1996 with a

team of over 120 channel-

smart technology experts

dedicated to helping you

optimize channel value

Proven track record of

maximizing ROI for leading

technology companies

around the world


DATA

Platforms

Strategy

Analytics

Comms


Just get it done

Do it efficiently

Make it smart

We are now entering the „third age‟ of channel marketing

4

Wh

y is

da

ta s

o im

po

rtan

t?


1.0 2.0 3.0

1995 2011 2005

IBM break up fuels the

industry

Channel marketers build

platforms from scratch

SaaS emerging

Global programs

Channel marketers

focus on operational

budgets

Demand for ROI

Differentiation on usability

Channel marketers focus on

data to drive decisions


COMMON MDF CONCERNS

5 © 2011 hawkeye, all rights reserved.


For vendors, it‟s primarily about ROI, efficiency and

improved planning

Co

mm

on

MD

F C

on

ce

rns


Vendor Co-Marketing Concerns

Improve analytics & ROI 1

Improve marketing support & program planning

2

Streamline administration 3

Improve partner support & issue resolution

4

Other


MDF BEST PRACTICES – TEN “GOLDEN RULES”



These “golden rules” of co-marketing programs set the

stage for improvements over time

1. Keep it simple

2. Be transparent

3. Make it speedy

4. Sell the program

5. Go global

6. Automate

7. Measure, analyze, adjust

8. Teach partners to fish

9. Concierge support

10.Supplier network

MD

F B

est P

ractic

es


Table

Sta

kes

Diffe

rentiate


Partners don‟t want to hire someone internally just to

do paperwork for your program

1.Review your program from the partner’s point-of-view

Consolidate steps, processes

Minimize proof-of-performance and project entry

requirements

2. Be transparent

3. Make it speedy

4. Sell the program

5. Go global

6. Automate




10. Supplier network

MD

F B

est P

ractic

es



Transparency fosters trust between vendor and

partners

1. Keep it simple

2.Keep partners informed

Set clear expectations on processing times

3. Make it speedy

4. Sell the program

5. Go global

6. Automate\





MD

F B

est P

ractic

es



Quickly reimbursed partners are happy partners

1. Keep it simple

2. Be transparent

3.Operational benchmark for payment = 3 to 4 weeks

4. Sell the program

5. Go global

6. Automate





MD

F B

est P

ractic

es



Share your excitement about the co-marketing program

with your partners

1. Keep it simple

2. Be transparent

3. Make it speedy

4.Ongoing, continuous communication

Your program is a “product”

Two-way communication

Don’t forget CAMs and the field!

5. Go global

6. Automate





MD

F B

est P

ractic

es



Leverage global efficiencies without succumbing to a

cookie-cutter approach

1. Keep it simple

2. Be transparent

3. Make it speedy

4. Sell the program

5.Leverage efficiencies

Accommodate local needs

Engage your regional teams’ expertise

6. Automate





MD

F B

est P

ractic

es



Paper-based, snail-mail programs are so old school!

1. Keep it simple

2. Be transparent

3. Make it speedy

4. Sell the program

5. Go global

6.Online!

Streamline with other processes

Payment systems

Increased efficiencies





MD

F B

est P

ractic

es



MD

F B

est P

ractic

es


Take your co-marketing program the extra mile with

these innovative best practices


You‟ll never know how your program is really doing

unless you factor in data

1. Keep it simple

2. Be transparent

3. Make it speedy

4. Sell the program

5. Go global

6. Automate

7.8. Teach partners to fish



MD

F B

est P

ractic

es



And the standard metrics we should measure are …

17

Measurement Metric

Program Metrics

• Revenue Per Invested Dollar (RPI) = Revenue Generated by Activity Cost of Activity • Sales $$ • Total # Leads Generated

Program Utilization • # of Active MDF Partners Total # of MDF Partners

• # of Partners Using Tool • Total Hits to Site

Claim Activity • Claimed $$$ + Allocated $$$ Beginning $$$ + Adjustment $$$

• Total Claims Submitted • Total # Claims Denied (compliance)

Fund Utilization

• Funds Accrued • Funds Expired

• Outstanding Liability • Unclaimed Funds

Prior Approvals • Total Pre-approvals Submitted • Total Pre-approvals Accepted

• Total Denied • Total Currently on Hold

System Efficiency • Total Calls to Channel Mgmt • Response Times on Calls • Total Emails to Channel Mgmt • Response Time on Emails

• Length of Time from Claim Approval to Payout

MD

F B

est P

ractic

es



There is a difference between metrics and analytics

18

MD

F B

est P

ractic

es


Metrics

Measure of information

Examples: click-through rates, leads

generated, unclaimed MDF funds

Analytics

Provide insight

Use metrics + deeper dive analysis

Answer the tough questions like “Is my

program working?” or “What is my

program’s ROI?”


What data do we need to answer the question, “Is it working?”

19

MD

F B

est P

ractic

es


360 degree

partner view

Enrollment Has this partner been

enrolled in the program?

Enrollment Data

Participation

Did they use funds?

What activities has this partner

participated in?

Has the partner requested MDF?

Participation Data

Competencies

Vertical industries served

Company descriptors

Partner Profile Data

Partner Profile

Sales Time/Date stamped

Amount

Type

Transactional Sales Data


Analytics and the data mart M

DF

Be

st P

ractic

es


Gather up all

your partner and

program data!

Who is in your

program and who

is not?


Analytics not only tells you ROI, but how to improve

your co-marketing program

MD

F B

est P

ractic

es


Now we use program (enrollment,

participation) and sales data to

compare the two groups.

To understand ROI, you also have to

back out costs at this point so that you

can see if the sales impact of your

program is truly incremental.

Even better, analytics can tell you how

to improve your program’s impact.

Using partner profile information, you

can now look at sub-segments of

partners.


Help your partners master sales and marketing skills

for the long term

1. Keep it simple

2. Be transparent

3. Make it speedy

4. Sell the program

5. Go global

6. Automate


8.9. Concierge support



MD

F B

est P

ractic

es


Partners who can fish will feed you too

Education for partners in...

• Marketing

• Sales

On-site training

Supported with earned co-marketing funds

MD

F B

est P

ractic

es


If you give a man a

fish, he eats for a day.

If you teach a man to

fish, he can feed

himself for a lifetime.

Chinese proverb


Concierge support provides your partners with expert

advice for their joint marketing efforts

1. Keep it simple

2. Be transparent

3. Make it speedy

4. Sell the program

5. Go global

6. Automate



9.10. Supplier network


MD

F B

est P

ractic

es


A “concierge service” provides partners with insight

and marketing expertise to help sell your products

Support for partners on using

co-marketing funds:

Best value from funds

Campaign integration to

sequence campaigns

Innovation – maximize value

with non-traditional campaigns

in combination with traditional

campaigns

MD

F B

est P

ractic

es



Help partners shop for co-marketing activities that you

know will move the needle – and get some data too!

1. Keep it simple

2. Be transparent

3. Make it speedy

4. Sell the program

5. Go global

6. Automate




10.


MD

F B

est P

ractic

es


A marketplace of pre-packaged marketing packages

enables a greatly simplified partner experience

MD

F B

est P

ractic

es


From this:

Submit project Conduct

campaign Submit claim

Provide ROI

Receive payment


A marketplace of pre-packaged marketing packages

enables a greatly simplified partner experience

MD

F B

est P

ractic

es


From this:

To a turnkey execution path like this:

Order marketing package from

available funds

Approved supplier implements campaign(s)

Submit project

Implement campaign

Submit claim

Provide ROI

Receive payment


Offer pre-packaged marketing plays across the full

marketing mix

MD

F B

est P

ractic

es


“New” Media –

Social Media

campaigns,

SEO/SEM, Ghost

Blogging

“Traditional” Media

– direct mail, email,

collateral

Integrated

campaigns – based

on results like 2

appointments, 4

appointments, etc.


WHAT DO I DO NOW?



Of course the next question is...

31

Wh

at d

o I d

o n

ow

?



Where do I start if I don‟t have an MDF program yet?

32

Wh

at d

o I d

o n

ow

?


Benchmark against your competition

What is available to meet your needs

RFI process

Differentiate your program

Build in metrics to support data analysis

Teach your partners to fish

Support partners with a “concierge” service

Offer a supplier network


Help! My MDF program isn‟t working!

33

Wh

at d

o I d

o n

ow

?


Deploy a Health Check analysis on your program

High level assessment of program’s current state

Conduct data analysis

Is your program working in certain areas? With some partner segments?

Determine if incremental improvements (potentially via golden rules)

will suffice or a complete revamp is needed

See what exists in the market to help you support your program

RFI process


I need to report on the ROI of my MDF program...

34

Wh

at d

o I d

o n

ow

?


Conduct data analysis

Identify areas areas that are driving incrementality

Identify areas of incremental impact

Which partners, areas, or segments benefit from your program?

Obtain executive approval on the plan and implement

Run analytics exercise at least 1-2 times/year


FINDING YOUR IDEAL SOLUTION



Your ideal co-marketing solution combines basic best

practices with innovation and market knowledge

36

Fin

din

g Y

ou

r Ide

al S

olu

tion


Table stakes best practices

Innovation

Market knowledge

Keep it simple, Be transparent, Make it

speedy, Sell the program, Go global,

Automate, Metrics

Analytics, Teach partners to fish,

“Concierge” support, Supplier network

Competitive information, RFI process

+

+


A best-in-class co-marketing program; within your grasp F

ind

ing

Yo

ur Id

ea

l So

lutio

n



Vaughn Aust

VP, Client Solutions

Watch for more information on our next webinar on PRM &

Salesforce.com integration!


[email protected]

425.902-5146

innovative mdf coop program elements

Business

packaged marketing

marketing

ideal solutionwww

practicesa

concierge

rights reserved

supplier networkwww

marketing