Channel Partners: Where Ideas

Get Real

The Incredible Expanding Line Card:

3 Ways To Grow Smart

#CPExpo

TRACK CHAIR

Khali

HendersonSenior Partner

#CPExpo

SPEAKER

Michael BarnesDirector, New

Partner Development

Our focus today Growing a business is getting harder, not easier and it’s going to increase in difficulty.

Our focus today Scarcity no longer exists in the market…You will not be first!

…it comes down to strategy and execution

WHATEvery organization on the planet

knows WHAT they do. These are

products they sell or the services

HOWSome organizations know HOW

they do it. These are the things

that make them special or set them

apart from their competition.

WHYVery few organizations know WHY

they do what they do. WHY is

not about making money. That’s

a result. WHY is a purpose, cause

or belief. It’s the very reason your

organization exists.

Everyone else:

• “We make great computers. They’re user friendly, have the fastest processors, and high screen resolution. Want to buy one?

How they actually communicate:

• ”Everything we do, We believe in challenging the status quo, we believe in thinking differently. The way we challenge the status quo is by making our products beautifully designed, simple to use, and user friendly. We just happen to make great computers. Want to buy one?”

The growth trap

"In online commerce and shopping you can expect to see us extend aggressively by broadening and deepening the range of consumer buying, transaction and fulfillment services we provide across all major categories."

Figuring out ”How”

Why do your clients stay with you today?

What are the needs of your market?

What is your staff exceptional at?

Building your GTM strategy

Truly listening is hearing the needs of the customer,

understanding those needs and making sure the

company recognizes the opportunities they present.

– Frank Eliason, Global Director of Client Experience at Citi

“

”

Why do your clients work

with you today?

What are the 2-3 most common complaints you receive from customers?

Does your CRM have an area for reps to add their feedback?

Send your customers a survey. NPS?

Read your reviews and social media comments

Interview your lost customers and prospects

”Ghost Shop” your company

Analyze website traffic and marketing content usage

Who to target

Client Industry MRR RMM? C247? NPS Grade

Client A Healthcare $2,500 Yes Yes 40 A

Client B Retail $1,275 Yes No 20 C

Client C Retail $3,725 Yes No 25 B

Client D NFP $850 Yes Yes 10 C

Client E NFP $1,100 Yes Yes 12 B

Client F Healthcare $3,000 Yes Yes 30 A

Client G Professional Services

$3,250 Yes Yes 28 A

Client H NFP $1,275 Yes No 10 C

Verticalization

“We offer technology and system recommendations based upon the needs and goals of each client. We work with you to understand your vision, provide seamless integration of front office, clinical treatment systems, mobile connectivity and hardware, and offer ongoing world class technical support and data protection programs.” - www.surfct.com

Competitive differentiation through expertise:

Staff attends dental industry trade shows

Certification of staff clinical treatment systems

Have a practicing dentist on their payroll

Determining what to add

Sources: CompTIA Properties, LLC “2017 Growth Perceptions”

Go-to-market

Pre-Sales

Conversion

Onboarding

Build relationships and

engage throughout the

customer lifecycle

Campaign Elements

Delivery of short-term, high impact demand generation campaigns that should include:Goals/benchmarks

List development

Outbound marketing resources

Sales enablement tools

Follow-up process

Prospecting systems

Activity Description Owners Date

List Development ✓ Criteria• List pull from NCCS database• Finalize cities: Boston, Dallas,, Orlando,• Source contacts

Mike, Matt, Sarah 12/1/2016

Goal/Benchmarks Goal of 2-4 net new deals per month resulting from:• Qualified Leads (9 leads per 1 deal)• Appointments (4-5 per 1 deal)• Opportunities

Matt, Alison 12/15/2016

Outbound Marketing resources

Creation of: ✓ email copy• landing pages• direct mail• web assets• Outbound calling• Open house – mid to late February• Webinar

Mike, Matt 1/14/2016

Sales enablement tools

✓ Persona creation✓ Phone scripts• Case study development (2 in development for Nov.)• Video testimonial – agency to create, newscaster style

• Topics: TBD based off industry research• Newsletter – Continuum to assist in design• Master topic list

Matt, Alison 1/14/2016

Follow-up process ✓ Map communication and follow-up process✓ Sales workflow stages – tracking in Saleschain or Autotask • Lead nurture program – Hubspot, integration w/ Autotask

Mike, Mat, Alison, Sarah

1/14/2016

Prospecting system • Call cadence✓ Scripts • Objection handling✓ Tracking system

All

Only 1 out of 3 sales people meet or

exceed annual quota

Sales Productivity is the

#1 challenge for 70% of B to B

Organizations

When pursuing a Qualified Opportunity,

Only 46% win more than ½ of their

potential deals

40% of salespeople do not understand

Customer Pain

50% of all sales teams do not have a

playbook

60% do not have a defined sales process

Revenue is 25% higher when Sales and

Marketing are perceived to work well together.

Technology Sales Statistics

Sources: Aberdeen Group, The Bridge Group, and the TAS Group

Recap

Focus your strategy. Start with “Why”.

Listen to your customers

Assess the landscape

Plan your execution and execute your plan

Focus, Focus, Focus

Q&A

THANK YOU!Don’t forget to turn in

your survey at the door!

Channel Partners: Where Ideas

Get Real