Embracing the New Era of End-To-End Channel Automation How top channel vendors are starting to leverage the full potential of cloud systems to improve engagement, increase measurement, simplify operations, and increase sales.

2

PRESENTERS

Steven Kellam SVP, Sales & Marketing CCI

Scott England VP, Alliances & Strategic Relationships Zift Solutions

Peter Hornberger Business Development Associate CCI

A Time of Unprecedented Change in the Channel

4

Requires a fundamentally different business model for partners. More clients needed for same amount of revenue

• Marketing effectiveness crucial for raising partner sales velocity

Larger emphasis on customer satisfaction and retention

Smarter, more proactive use of incentive funds needed • Rewards: pre-sales over post sales • MDF: Smarter allocation based on highest likelihood for

sales lift/lowest probability of waste

PARADIGM SHIFT TO RECURRING REVENUE

Paradigm Shift

From high-margin, one-time revenue

to subscription-based revenue.

5

COMPETITION FOR MINDSHARE: ALL-TIME HIGH

More Suppliers Cloud and bundled services spawn more provider options 7+ suppliers per partner

Fewer Partners Smaller ‘piece of the pie’ for resellers Heavy partner and distributor consolidation Larger barriers to entry for partners

Partner adoption for most channel programs is now in the single digits. ~ Sirius Decisions

“ Half of SMB cloud service purchases are now directly from the provider. ~ McKinsey

“ It takes more talent, capital, and business acumen to thrive in today’s channel. ~ 2112 Group

“

6

CHANNEL PROGRAMS ARE MORE COMPLEX THAN EVER 15 Years Ago:

Distributor

Direct Corporate Reseller

VAR Reseller

VEN

DOR

Enterprise

SMB/SME

Home Micro

7

CHANNEL PROGRAMS ARE MORE COMPLEX THAN EVER Today:

Distributor

Direct Corporate Reseller

VAR Reseller

VEN

DOR

Enterprise

SMB/SME

Home Micro

Cloud Agents

Hosting / Infrastructure

OEM

Solution Providers

MSPs

ISVs

Direct Marketers

System Integrators

8

OPERATIONAL EXCELLENCE OBSCURED

Operational Mindshare

Pursuit of partner mindshare often distracts from efficient, informed operational execution.

Systems & Campaign Sprawl

Program feature ‘arms race’ leads to systems and campaign ‘sprawl.’ Disconnected and unmanageable

System silos create human silos

Custom Channel Systems

“Frankenstein” systems built on direct-oriented CRM & ERP platforms designed for SMB. Cost millions to design, build and

maintain

Built by costly consultants with little real channel expertise

Hard to adjust, become expensive ‘ball and chain’

9

THE NEW GENERATION OF CLOUD CHANNEL SOLUTIONS

Born in the channel, for the channel

“Play well with others” Configuration over

customization Scale and change year

to year

10

Improving engagement 1 2 3

4 5 6

AGENDA: IMPACTS OF THE NEW PARADIGM

Emphasizing capture, measurement

Simplifying internal operations

Shortening time to revenue

Maximizing sales lift Summary and recommendations

Improving Engagement

12

UI Experience – friendly and engaging Process Efficiency – get in and get out Reporting Metrics – broad visibility Data Accuracy – reduce human error Alert Relevancy – timely and useful notifications

INCENTIVE PROGRAMS DRIVING PARTNER ENGAGEMENT

Ease of Use is Key

ABCtech ABCtech’s

The ABCtech Partner Support Center is available 24 hours a day, 5 days a week to support you.

PartnerNetwork@ABCtech.com

13

Plug-&-play campaigns designed by marketing experts…not the VAR CEO’s nephew.

Streamlined lead collection and qualification.

Lower marketing delivery costs, typically by 50%.

Partners get inserted into ‘warmer’ prospecting conversations.

Greater visibility into ROI of marketing activities.

Allow partners to focus more time on actual selling.

THE NEXT FRONT IN THE PARTNER ENGAGEMENT WARS

14

EXAMPLE – LEAD DISTRIBUTION WITH APPS

15

Engagement success hinges on:

ENGAGEMENT: 1+1 = 3 The key to it all.

“Least effort, most gain.”

Make it EASY and FUN.

The more you ask of them,

the less you’ll get back.

Engagement

Increasing Measurement and Informed Decision Making

18

Operational dashboards that guide and energize: CAM self-prioritization Senior management performance assessment of internal

team members PMM visibility to program engagement Etc.

IS IT WORKING - WHAT YOU NEED TO KNOW

19

Partner Scorecarding & Benchmarking

Joint Business Planning

Joint Marketing Planning & Approvals

MDF Fund Allocation & Distribution

Marketing Campaign Execution

Deal Registration

Point of Sale Data Creation, Collection,

Scrubbing

Systems of Record – Partner Info &

Outcomes

ROI Measurement & Predictive

Analytics

Capture Proof of Performance

Incent Use of Thru-Partner Marketing

Partner Investment

Lifecycle

20

DATA DISCONNECT

Traditionally this is where the wheels have fallen off for measurability.

21

Objective campaign performance data

Forensic data – real results Measure marketing

outcomes…partner vs. partner, region vs. region product vs. product

FINALLY, VALID PERFORMANCE DATA!

22

End-to-end dashboards that guide and energize

Complete view One place to look

MEASUREMENT: 1+1 = 3

Simplifying Internal Operations

24

Dashboards Real-time reporting Notifications and automated workflows Approvals Pre-defined campaign choices simplify the planning and

budgeting process: • Don’t have to spend valuable CAM/PMM man hours ‘inventing’

marketing plans from scratch for each partner • Makes MDF spend budgeting much easier if you know the costs

for the defined options up front

INCENTIVE PROGRAM OPERATIONAL ROI

25

Use Apps to put portal features into channel partners current systems. Provide managed services to ease initial on-boarding. Let partners self profile to determine relevant pushed materials. Automate ROI reporting to pull results from partner’s existing systems (requires no

change in partner behavior). Include partners in creative design to ensure joint marketing meets their needs. Track partner follow up and success with distributed leads so only qualified leads are

brought to channel sales attention.

MARKETING AUTOMATION OPERATIONAL ROI

Key Is STILL Ease of Use

26

SYNDICATED DEMAND GEN Efficient personalization for each partner…less channel marketing team time investment.

27

Linking all the data together efficiently

Mapping spend to leads Evaluating program and

partner efficacy Proactively adjust spend and

campaigns based on partner lexile scores

SIMPLIFICATION: 1+1 = 3 Combined spend and demand gen data creates powerful analytical and demand gen capabilities.

Shortening Time to Revenue

29

MAJOR REDUCTIONS IN TIME TO REVENUE Throughout ENTIRE partner investment lifecycle

Pre-integrated automation

Joint Planning Approvals Marketing Execution Sales Engagement

Post-integrated automation

30

Compounding effects: Get ahead of competition: big “first mover” advantage

for you and your partners Build partner revenues sooner Drive your recurring revenue sooner Forecasting & budgeting:

more meaningful alignment in the boardroom

SHORTENING TIME TO REVENUE: 1+1 = 3

Delayed subscrip. revenue = lost revenue!

Ultimately, It’s About Maximizing Sales

32

Scorecarding • Pick and invest in the right partners • Lead those partners down the right path • Minimize financial risk of waste

Joint marketing planning

REACHING PARTNER POTENTIAL It’s all about maximizing sales lift - Drive the BEST increase in partner sales.

33

MORE ENGAGEMENT – MORE SALES With increased partner engagement, increased pipeline, spend analysis and revenue attribution become a reality.

34

More sales success hinges on:

SALES LIFT: 1+1 = 3 The key to it all.

The Right Partners

Great Planning

Marketing Execution

Sales Lift

Recap & Summary

36

1. Improving Engagement

2. Emphasizing Capture, Measurement

3. Simplifying Internal Operations

4. Shortening Time to Revenue

5. Maximizing Sales Lift

A COMBINED SOLUTION

The whole becomes more than the sum of the parts.

37

Steven Kellam steven.kellam@channelmanagement.com 415.526.3215

Scott England sengland@ziftsolutions.com 919.794.8385

Peter Hornberger peter.hornberger@channelmanagement.com 415.526.3216

THANK YOU FOR BEING WITH US Please contact us if you have additional questions.