BUILDING A CHANNEL INCENTIVE PROGRAMME · 06-04-2018 · addressable market 100,000 (source: canalys) partner accounts in salesforce 30,000 accounts assigned to centralised sales

BUILDING A CHANNEL INCENTIVE PROGRAMME

Gary O’ConnellEuropean Marketing Director

Copyright 2017 Trend Micro Inc.2


PRODUCT VENDOR

DISTRIBUTOR VAR, SI, MSPEND

CUSTOMER

TWO TIER DISTRIBUTION CHANNEL:

Vendor sells to distribution, which sells to channel partner, which sells to end customer

ADDRESSABLE MARKET

100,000(Source: Canalys)

PARTNER ACCOUNTS IN SALESFORCE

30,000

ACCOUNTS ASSIGNED TO CENTRALISED

SALES

28,000

ACCOUNTS ASSIGNED TO FIELD

SALES

2,000

EUROPEAN PARTNER ECOSYSTEM

35

DISTRIBUTORS

PARTNERS


VOLUME SMB MARKETING & SALES ENGINE

RAPIDLY EVOLVING SECTOR

COMPLEX AND DIVERSE CHANNEL


Can we build a successful incentive targeting 30,000 partners in a rapidly

evolving IT Security sector without creating a logistical nightmare?



WHAT DID WE LEARN?


AND

(SMART OBJECTIVES)


#1

RULE



HOW DID WE KNOW WHAT TO DO?



WE LISTENED TO

DISTRIBUTION

Increase EU Citizen RightsResource Budget Automation


What listened to our Partners

Incentives that are achievable and not aspirational

Easy access to product training for their sales teams

Visibility and alignment of pipeline and revenue

Easy access to deal registration and associated benefits


Specialisation

- You have to be specialised to Deal Reg

- Very small percentage of our partners are Specialised

- Why???

We listened to our systems and data

Channel Coverage

We are not servicing the full Channel with an activity that is:- Simple- Automated/Manageable - Relevant- Compliant- Trackable with full Reporting

Deal Registration

- Best performing method of lead generation

- BUT… we are not generating enough!

Lead Generation

Traditional lead generation is:- Expensive- Labour intensive- Poor sales buy-in

CHALLENGES


THE RESULT…


Trend Micro Rewards Programme


REWARD SALES FOR COMPLETING ONE TRAINING (VALUE €100)

GAVE THEM ACCESS TO DEAL REGISTRATION

REWARD SALES FOR EVERY APPROVED DEAL REGISTRATION (VALUE €150)

GAVE THEM THE BENEFITS OF DEAL REGISTRATION

VALUE PROPOSITION


DIVIDE AND CONQUER

TARGET SEGMENT

SEGMENT SIZE

OWNER OF COMM

MULTIPLE TRADERS

FOCUS PARTNERS

6,000

6,000

MARKETING

SALES

NEW PARTNERS 70,000 DISTRIBUTION SALES

DORMANT + LOW TRADERS

18,000 MARKETING


TMRP SIGN-UP

OWNER COMMUNICATES VALUE PROPOSITION +

UNIQUE URL TO TARGET PARTNER SALES TEAM

PARTNER SALES CONTACT IS BROUGHT TO A LOGIN PAGE AND ENTERS EMAIL

A PARTNER ACCOUNT VERIFCATION IS CARRIED OUT BASED ON EMAIL URL TO SEE IF ACCOUNT EXISTS OR NOT

PARTNER SALES CONTACT CREATES NEW ACCOUNT

OR ADDS DETAILS TO EXISTING ACCOUNT


Full Automation and Reporting

Salesforce Marketo Tableau


TMRP REPORTING

Distribution Reporting using Tableau

Partner can self service report via the New

Partner Portal

Trend Sales can self service report via

Salesforce Dashboard

Tableau


AUTOMATED COMMUNICATIONS


PROGRAMME RESULTS YTD

INCREASE OF NEW BUSINESS REVENUE

60% YOY

AOV €10,500 TIME TO CLOSE 7WKS€1,100,000 WON (43%)€1,500,000 LOST (57%)

200 ACTIVE PARTNERS€3,200,000 PIPELINE

€1,600,000 OPEN

NEXT STEPS

Communicate with Partner SALES CONTACTS that have REGISTERED and NOT TRAINED

Communicate with Partner SALES CONTACTS that have TRAINED and NOT DEAL REG’D

Highlight to TREND SALES the APPROVED DRs that are NOT in Pipeline

CONTINUE TO EVOLVE THE PROGRAMME USING THE DATA

Highlight to TREND SALES the Opps that are Untouched for more than 1 month

Refine, optimise and evolve COMMUNICATIONS based on data

Identify Onboard Enable Reward Report Repeat

€

SALES + MARKETING COLLABORATION


THINGS TO CONSIDER IN 2018





THANK YOU

Documents

BUILDING A CHANNEL INCENTIVE PROGRAMME · 06-04-2018 · addressable market 100,000 (source: canalys) partner accounts in salesforce 30,000 accounts assigned to centralised sales