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Delivered to the York Technology Alliance (YTA) Services Peer Group on November 12, 2010 "Partnering and ultimately going to market with large technology companies brings with it a great many benefits — and an equal number of challenges. From navigating a complex, matrix organization to knowing what moves the dial for an individual seller to an executive sponsor, getting it right can mean a difference measured in months of time and millions of dollars. Sharing lessons learned from over sixteen years of building strategic alliances in the software and IT services sectors, Shawn Yeager will provide insights into the practical steps technology vendors can take to accelerate the process and dramatically improve the outcomes of partnering with Big IT."
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8 KEYS TO PROFITABLE PARTNERSHIPS
PARTNER-READY FOR BIG IT
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WHAT’S THE UPSIDE?
+ Reduced time to market
+ When you speak, be heard
+ Know what moves the dial
+ Know what success looks like
+ More opportunities & joint deals
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Subsidiary
Region
Area
Team
X
$
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1. TAKE INVENTORY
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STAKEHOLDER EXPECTATIONS
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ALLIANCE CAPABILITY & CAPACITY
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FIELD SALES & MARKETING COVERAGE
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COMPETITIVE PARTNERSHIPS
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PRODUCT DEVELOPMENT
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ONE WORD: REVENUE
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2. DO YOUR HOMEWORK
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UNDERSTAND THEIR ORGANIZATION
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PEOPLE & PROCESS
+ Know the decision makers and influencers
+ Understand how they typically partner
+ Understand how they measure success
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UNDERSTAND THEIR MOTIVATION
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KNOW WHAT MOVES THE DIAL
+ For an individual seller
+ How are they measured on revenue?
+ How are they measured on major business objectives (MBOs)?
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KNOW YOUR THEIR LIMIT
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GIVES & GETS
+ What field sales & marketing (usually) will do
+ Increase account intelligence
+ Remove barriers
+ Advance the sales cycle
+ Document the win
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GIVES & GETS
+ What field sales & marketing (usually) won’t do
+ Account planning when you have no real opportunities
+ Broad-scale lead generation without targeted programs
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CASE STUDY: MICROSOFT
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OVERLAYS & VIRTUAL TEAMS
+ Territory Unit (Area)
+ Industry (Geo)
+ National Partner (Geo)
+ Developer & Platform Evangelism (Geo)
+ Product (HQ)
TU EPG
SMS&P
Industry Product
National Partner
DPE
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WHAT THEY CARE ABOUT
Signing an Enterprise Agreement (EA)
Renewing an EA at its 3-year term
Advancing the deployment of product to secure EA renewal
Account Manager
e.g. SQL Server deployments
Documenting solution wins
Solution Sales
Specialist Dynamics CRM sales & deployments
Documenting design wins
Dynamics CRM BDM Engaging vertical
partners to secure Microsoft deployments
Documenting industry wins
Industry BDM
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General ManagerDistrict quota; customer/partner satisfaction
Account ManagerEA renewals; individual product quotas
Account Technical SpecialistAccount quota (revenue & units)
Solution Sales SpecialistProduct quote (revenue & units); business development
Product Technical SpecialistProduct quota (revenue & units)
Partner Account ManagerPartner pipeline, case studies, wins, demand generation
Microsoft Consulting ServicesMicrosoft “skin in the game”; beta technology adoption; sub-contracting opportunities
WHAT GETS THEM EXCITED
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3. CRAFT YOUR MESSAGE
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ANSWER THE QUESTION: WHY SHOULD THEY CARE?
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WHY THEY’LL CARE
+ You help them generate more revenue
+ You help them secure new or existing clients
+ You help them beat the competition
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THEY’LL WANT TO KNOW
+ How you influence revenue
+ How and against whom you help them win
+ Your wins and credentials
+ Your competitive landscape
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NAME (CUSTOMER) NAMES
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STORYTELLING
+ Know how to tell compelling stories about relevant wins.
+ If you have strength in particular industries or verticals, call them out with supporting credentials.
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BE DIRECT. BE BOLD.
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SHARED EXPERIENCE
+ Tell them why they should spend their time with you in specific terms.
+ If they lose when you lose, be clear about it. Shared pain can be as important as shared success.
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KNOW YOUR AUDIENCE
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4. FIND AN ADVOCATE
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PRIME CANDIDATES
+ Salepeople attached to customers you’ve already won
+ Newer salespeople still ramping up and with cycles to spare
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MAKE A HERO
+ First, focus on one or two individuals that you can help succeed.
+ Make measured investments in their success.
+ Smart salespeople will want to follow.
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5. BUILD A TRIBE
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GO VIRAL
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GIVE AND GET
+ Once you’ve demonstrated success with your advocate, give her the tools to spread your message.
+ Then ask for internal webinars, territory meetings or sponsored team meetings where you can get the word out.
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HAVE PATIENCE
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GIVE AND GET
+ A partnership is a marathon, not a sprint.
+ Expanding your reach and engagement will take time, so have patience, but don’t stop pushing.
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PLAN TO SCALE
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6. SHARE YOUR SUCCESS
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EXAMPLE: WINWIRES
Winwire: {Insert Company Name and Logo} Headline: Win Overview: Pain: Power: Vision: Value: Control: Win Revenue: Can any details of this win be shared publicly with other customers? Your Name: Microsoft Contributors: Partners:
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7. KEEP AN EAR TO THE GROUND
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PEOPLE
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PROGRAMS
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PRODUCTS & SERVICES
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8. ADAPT & EVOLVE
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WHY DO PARTNERSHIPS FAIL?
+ No formal governance structure
+ Lack of agreed-upon performance metrics
+ No regular assessment
+ No senior management involvement
+ Insufficient resources
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It’s about people, customer value and money—everything else will change.
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© ASAP 2010 Page 1
www.strategic-alliances.org
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SHAWNYEAGER.COM/CONTACT
THANK YOU
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© COPYRIGHT 2010 SHAWN YEAGER + CO. INC.
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