Future IT Channel and Alliances Trends

Five Channel Trends to Plan for Today

Jay McBain jaym@channeleyes.com jmcbain

BEFORE WE GET STARTED…

WHAT DOES THE FUTURE HOLD?

WHAT DOES THE FUTURE HOLD?

1. Computers will be more human2. Networks will be ubiquitous3. The web will be smart4. Little devices will think5. Software will be smarter6. Internet economy will take over7. You’ll look at computers in a new way8. Entertainment will be virtual9. Your identity will be digital10. Moore’s Law will continue to rule

WHAT DOES THE FUTURE HOLD?

1. Computers will be more human2. Networks will be ubiquitous3. The web will be smart4. Little devices will think5. Software will be smarter6. Internet economy will take over7. You’ll look at computers in a new way8. Entertainment will be virtual9. Your identity will be digital10. Moore’s Law will continue to rule

1999

JUNE 22

THE FUTURE IS NEVER AS FAST OR RADICAL

AS WE PREDICT“

”

75% OF WORLD TRADE FLOWS INDIRECTLY

60% OF U.S. GDP FLOWS INDIRECTLY

438,619BOOKS ON DIRECT SALES

180 BOOKS ON INDIRECT SALES

SO, YOU WANT TO BE A CHANNEL CHIEF?

BE CAREFUL WHAT YOU ASK FOR…From contracts to rules of engagement, portal and PRM management to co-marketing and MDF return of investment. From segmentation to capacity planning, distribution, multi-tier and margin matrix. From managing back-end dollars to conflict. From education, training and certification to solution alignment and communication. From pre- and post-sales and technical support to fraud, partner satisfaction and endless customizations. From community management to motivation, loyalty and partner-friendly value propositions. From deal registrations to running partner advisory councils. From development of battle cards and competitive education to driving co-branding, co-selling and co-marketing initiatives. From controlling global branding to delivering a demo, try-and-buy and loaner program. From producing partner friendly product roadmaps to securing sales in, sales out and end user reporting from dozens of partner segments. From managing industry, geographic and technology verticals to optimizing distribution routes to market. From simplifying growth and new customer programs to making sure that your company is protected from gray and black markets. From administering international rules, regulations and legislation to ensure all collateral, communication and media is translated around the world. From observing pricing and fairness laws and norms to making sure the program is represented across social media, email, web, newsletters, and search engines. From attending dozens of tradeshows to publishing whitepapers, e-books, technical briefs and reference books. From integrating the PRM, portal and other tools into the companies back end to mediating internal conflict and deference. From representing the company in industry associations, peer groups and expert panels to making sure that RMA’s, rebates, MDF and loyalty payments are issued correctly. From engaging the industry media and bloggers to making sure that Channel Account Managers are deployed and managed correctly. From budgeting, forecasting and benchmarking to nurturing, converting and recruiting. From developing and accelerating top partners to developing an MVP program. From educating internal stakeholders to being the external face of the company. From extending floor financing, credit terms to ensuring the appropriate recognition program is in place.

75 CRITICAL RESPONSIBILITIES

CROSSING ALL LINES OF BUSINESS

90% OF IT DECISIONS MADE OUTSIDE OF IT DEPARTMENTBY 2020 ACCORDING TO GARTNER – TODAY IS

72%

1

“BORN IN THE CLOUD”

EVERY COMPANY IS NOW A TECHNOLOGY COMPANY

• NOW INCLUDES EVERY CONSULTANT AND SERVICE PROVIDER IN EVERY INDUSTRY

• TRADITIONAL IT HARDWARE, SOFTWARE AND SERVICES MAY NOT APPLY

CHANGING OF THE GUARD

CLOUD, SAAS, MANAGED SERVICES, RECURRING REVENUE AND A CHANGING CUSTOMER SPEND

2

DEMOGRAPHICS36% DECLINE

IN IT PARTNERS SINCE 2008

40% PARTNERSRETIRING IN NEXT 8 YEARS

75% CHANNELWILL BE MILLENNIALS BY 2024

UNDERSTANDING VECTORS

PARTNERS NEED TO GO BEYOND VERTICALIZATION TO BE SUCCESSFUL IN THIS NEW WORLD

297 SUB-INDUSTRIES10

LINES OF BUSINESS

50+ GEOGRAPHIES

6 SECTORS

20+ TECHNOLOGIESVE

CTOR

S

20M SOLUTION AREAS

VECT

ORS

=

IN A FEW YEARS, VENDORS WILL OUTNUMBER PARTNERS

3

BUILD,PARTNER, ACQUIRE,

OR MERGE?

CHANNEL CONUNDRUM

RESULTING IN…

THE LAW OF A FEW

LESSONS FROM PAUL REVERE ABOUT PARTNER RECRUITMENT

4

DANDELIONCHANNEL MARKETING

5

COMMUNITIES

SECRET TO REACHING THE CHANNEL

PRO A/VEXAMPLE

APPLYINGDANDELION &COMMUNITIESSTRATEGY

2 MORE TRENDS TO MENTION…

• 95% of partners not logging into partner portals• Average partner checks phone 110 times per day

• Communicate better, share tools, drive engagement

Mobile: The Game Changer

Accelerate Partner Sales & Loyalty!

The world’s largest mobile partner platform

MEET

Chosen by Top Channel Programs

STOP MANAGING THE CHANNEL WITH YOUR GUT

START MANAGING WITH SCIENCE

INTRODUCING

POWERED BY CHANNELEYES

FIRST-OF-ITS-KIND PREDICTIVE ANALYTICS SOFTWARE

BUILT FOR CHANNEL ACCOUNT MANAGERSPartner

intelligence & actionable insights

Real-time partner health checks

Prioritized actions

with dialer & email

Reporting dashboards monitor channel performance

GIVES CHANNEL EXECUTIVES NEW INSIGHTS IN FORECASTING, CAM PERFORMANCE

& FOCUS AREAS

Improved forecasting based on data science

Channel Account Manager

Performance and Rankings

Actionable insights from transactional,

behavioral and hundreds of big

data signals

Predictive analytics prioritize deals with best chance of win

SUMMARY1. DON’T GET CAUGHT UP IN FUTURE HYPE2. UNDERSTAND THE SHIFTING LANDSCAPE3. CHANNEL YOUR INNER PAUL REVERE4. RETHINK THE WAY YOU COMMUNICATE5. KEEP YOUR EYE OUT FOR INNOVATION

Jay McBain jaym@channeleyes.com jmcbain