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Long considered the ‘holy grail’ of channel management, connecting the dots between channel investment and sales ROI is still a struggle for even the most savvy and well-funded channel organizations. But in the last couple of years, technological steps forward in workflow automation, data integration, analytics, forecasting, and marketing automation have set the stage for a true closed loop. This evolution means finally being able to measure with certainty what efforts are working and which are a waste of time and energy, thus maximizing impact with limited budget. But the effect of connecting these dots has another, equally important benefit: each step in the channel planning, execution, and measurement lifecycle becomes dramatically more effective and efficient when influenced by the information captured in the other steps.
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The rise of modern channel program measurement and its implications for revenue and market-share growth.
415.472.5100www.channelmanagement.cominfo@channelmanagement.com
Presenters
Steven Kellam, SVP Sales and Marketing, CCIsteven.kellam@channelmanagement.com
Peter Hornberger, Business Development, CCIpeter.hornberger@channelmanagement.com
415.472.5100www.channelmanagement.cominfo@channelmanagement.com
Agenda
1. Table Setting
2. Industry Trends
3. Closing the Loop
4. Conclusions
415.472.5100www.channelmanagement.cominfo@channelmanagement.com
Traditional ROI Challenges
Top 3 ROI Challenges• Capturing and sharing data
o Source – very divergent POS, LMS, CRM, ERP, Partners
o Silos – within organizationso Integration – keeping it simple
• Leveraging datao Logistics – how do we share across roles & departmentso Relevance - validation across many audienceso Predictive analytics – beyond validation
• Marketo External forces
Influences beyond our control
415.472.5100www.channelmanagement.cominfo@channelmanagement.com
Industry Trends – Details
• Battle for market share o Forces battle for partner mindshare
o Fueling growth in MDF/BDF spend
• Rapidly changing tech landscape o Hard for partners to keep up
Bundled sales
o Partner behavior modification needed
• Pressure to show return on EVERYTHINGo Necessity of closing the loop on MDF ROI
o Report/metric-driven ROI
Closing the Loop
Where We’re Headed
415.472.5100www.channelmanagement.cominfo@channelmanagement.com
CCI Research
1. Clients and Partners
2. Fortune 100 and Fortune 1000
3. High Tech, Telco, Green Tech
4. Software, Hardware, Storage, Security, Communications
415.472.5100www.channelmanagement.cominfo@channelmanagement.com
Capture Proof of
Performance
Incent Use of Thru-Partner
Marketing
Partner Scorecarding & Benchmarking
Joint Business Planning
Joint Marketing Planning & Approvals
MDF Fund Allocation & Distribution
Deal Registration
Point of Sale Data Creation, Collection,
Scrubbing
Systems of Record – Partner Info & Outcomes
ROI Measurement & Predictive
Analytics
Marketing Campaign Execution
Partner Investment
Lifecycle
415.472.5100www.channelmanagement.cominfo@channelmanagement.com
Partner Investment Lifecycle
Capture Proof of
Performance
Incent Use of Thru-Partner
Marketing
Partner Scorecarding & Benchmarking
Joint Business Planning
Joint Marketing Planning & Approvals
MDF Fund Allocation & Distribution
Deal Registration
Point of Sale Data Creation, Collection,
Scrubbing
Systems of Record – Partner Info & Outcomes
ROI Measurement & Predictive
Analytics
Partner Scorecarding & Benchmarking
Marketing Campaign Execution
415.472.5100www.channelmanagement.cominfo@channelmanagement.com
Partner Scorecarding & Benchmarking
• Key goal for many organizations in 2014.
• Cornerstone for truly successful MDF/BDF programs.
• Many organizations now doing this manually.
• Goal is automation and deeper analysis.
https://www.brighttalk.com/webcast/9513/87445Courtesy of PartnerPath
415.472.5100www.channelmanagement.cominfo@channelmanagement.com
Partner Investment
Lifecycle
Capture Proof of
Performance
Incent Use of Thru-Partner
Marketing
Partner Scorecarding & Benchmarking
Joint Business Planning
Joint Marketing Planning & Approvals
MDF Fund Allocation & Distribution
Deal Registration
Point of Sale Data Creation, Collection,
Scrubbing
Systems of Record – Partner Info & Outcomes
ROI Measurement & Predictive
Analytics
JointBusinessPlanning
Marketing Campaign Execution
415.472.5100www.channelmanagement.cominfo@channelmanagement.com
Joint Business Planning
• Next step in securing mindshare
• Limited resources – need to get this right due to time and resource constraints
• Value of a face-to-face (get out of your cube)
• Benchmarking against similar partners
https://www.brighttalk.com/webcast/9513/92125
Partner Engagement Flow
Courtesy of PartnerPath
415.472.5100www.channelmanagement.cominfo@channelmanagement.com
Partner Investment
Lifecycle
Capture Proof of
Performance
Incent Use of Thru-Partner
Marketing
Partner Scorecarding & Benchmarking
Joint Business Planning
Joint Marketing Planning & Approvals
MDF Fund Allocation & Distribution
Deal Registration
Point of Sale Data Creation, Collection,
Scrubbing
Systems of Record – Partner Info & Outcomes
ROI Measurement & Predictive
Analytics
Joint Marketing Planning & Approvals
Marketing Campaign Execution
415.472.5100www.channelmanagement.cominfo@channelmanagement.com
Joint Marketing Planning & Approvals
• Define how to align go-to-market strategies
• Build a plan together using an automated tool
• Begin process with measurable outcomes and expected returns
415.472.5100www.channelmanagement.cominfo@channelmanagement.com
Capture Proof of
Performance
Incent Use of Thru-Partner
Marketing
Partner Scorecarding & Benchmarking
Joint Business Planning
Joint Marketing Planning & Approvals
MDF Fund Allocation & Distribution
Deal Registration
Point of Sale Data Creation, Collection,
Scrubbing
Systems of Record – Partner Info & Outcomes
ROI Measurement & Predictive
Analytics
MDF Fund Allocation & Distribution
Marketing Campaign Execution
Partner Investment
Lifecycle
415.472.5100www.channelmanagement.cominfo@channelmanagement.com
MDF Fund Allocation & Distribution
• Assumes proactive alignment of go-to-market strategies/details
• Line up $ to campaigns
• Quick distribution key for momentum and partner experience
415.472.5100www.channelmanagement.cominfo@channelmanagement.com
Capture Proof of
Performance
Incent Use of Thru-Partner
Marketing
Partner Scorecarding & Benchmarking
Joint Business Planning
Joint Marketing Planning & Approvals
MDF Fund Allocation & Distribution
Marketing Campaign Execution (Solo or
TPMAs)
Deal Registration
Point of Sale Data Creation, Collection,
Scrubbing
Systems of Record – Partner Info & Outcomes
ROI Measurement & Predictive
Analytics
Marketing CampaignExecution
Partner Investment
Lifecycle
415.472.5100www.channelmanagement.cominfo@channelmanagement.com
Marketing Campaign Execution
• TPMAs - Hottest trend in the market – fills a ‘missing link’ by capturing objective proof of performance
• Slight “buyer beware” – details drive success of program
o Push partners here with incentives
• Behavior modification/points rewards…need to condition any new behavior
Capture Proof of
Performance
Incent Use of Thru-Partner
Marketing
415.472.5100www.channelmanagement.cominfo@channelmanagement.com
Marketing Campaign Execution
Capture Proof of
Performance
Incent Use of Thru-Partner
Marketing
415.472.5100www.channelmanagement.cominfo@channelmanagement.com
Capture Proof of
Performance
Incent Use of Thru-Partner
Marketing
Partner Scorecarding & Benchmarking
Joint Business Planning
Joint Marketing Planning & Approvals
MDF Fund Allocation & Distribution
Deal Registration
Point of Sale Data Creation, Collection,
Scrubbing
Systems of Record – Partner Info & Outcomes
ROI Measurement & Predictive
Analytics
Deal Registration
Marketing Campaign Execution
Partner Investment
Lifecycle
415.472.5100www.channelmanagement.cominfo@channelmanagement.com
DealRegistration
• Historically something all vendors use
• Somewhat siloed
• Big upside of TPMAs: connecting the dots from campaigns to deal registration
• Key is closing the loop on ROI of marketing activities
415.472.5100www.channelmanagement.cominfo@channelmanagement.com
Capture Proof of
Performance
Incent Use of Thru-Partner
Marketing
Partner Scorecarding & Benchmarking
Joint Business Planning
Joint Marketing Planning & Approvals
MDF Fund Allocation & Distribution
Deal Registration
Point of Sale Data Creation, Collection,
Scrubbing
Systems of Record – Partner Info & Outcomes
ROI Measurement & Predictive
Analytics
Point of Sale Data Creation, Collection,
Scrubbing
Marketing Campaign Execution
Partner Investment
Lifecycle
415.472.5100www.channelmanagement.cominfo@channelmanagement.com
Point of Sale Data Creation, Collection,
Scrubbing
• Goal is to see lift
• Challenge is around tying lift back to campaigns
• There will always be challenges with comparing sales data to marketing activities
• Key is scrubbing data
415.472.5100www.channelmanagement.cominfo@channelmanagement.com
Partner Investment
Lifecycle
Capture Proof of
Performance
Incent Use of Thru-Partner
Marketing
Partner Scorecarding & Benchmarking
Joint Business Planning
Joint Marketing Planning & Approvals
MDF Fund Allocation & Distribution
Deal Registration
Point of Sale Data Creation, Collection,
Scrubbing
Systems of Record – Partner Info & Outcomes
ROI Measurement & Predictive
Analytics
Systems of Record – Partner Info &
Outcomes
Marketing Campaign Execution
415.472.5100www.channelmanagement.cominfo@channelmanagement.com
Systems of Record – Partner Info &
Outcomes
• Where does all POS and partner data go?
• How do vendors need to consume this data? PRM, CRM, JMP?
• What it all looks like – configurable scorecarding.
• Leads to showing partners their successes/failures.
415.472.5100www.channelmanagement.cominfo@channelmanagement.com
Capture Proof of
Performance
Incent Use of Thru-Partner
Marketing
Partner Scorecarding & Benchmarking
Joint Business Planning
Joint Marketing Planning & Approvals
MDF Fund Allocation & Distribution
Deal Registration
Point of Sale Data Creation, Collection,
Scrubbing
Systems of Record – Partner Info & Outcomes
ROI Measurement & Predictive
Analytics
ROI Measurement & Predictive
Analytics
Marketing Campaign Execution
Partner Investment
Lifecycle
415.472.5100www.channelmanagement.cominfo@channelmanagement.com
ROI Measurement & Predictive
Analytics
• Defining past success
• Predicting future success
415.472.5100www.channelmanagement.cominfo@channelmanagement.com
Conclusions
1. Joint business planning – moving into the light
2. Successful channel systems are integrated and agile
3. The dots are getting connected on program ROI
415.472.5100www.channelmanagement.cominfo@channelmanagement.com
Capture Proof of
Performance
Incent Use of Thru-Partner
Marketing
Partner Scorecarding & Benchmarking
Joint Business Planning
Joint Marketing Planning & Approvals
MDF Fund Allocation & Distribution
Deal Registration
Point of Sale Data Creation, Collection,
Scrubbing
Systems of Record – Partner Info & Outcomes
ROI Measurement & Predictive
Analytics
Marketing Campaign Execution
Partner Investment
Lifecycle
415.472.5100www.channelmanagement.cominfo@channelmanagement.com
Questions?
Steven Kellam, SVP Sales and Marketing, CCIsteven.kellam@channelmanagement.com
Peter Hornberger, Business Development, CCIpeter.hornberger@channelmanagement.com
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