Accelerating Ingram Partners Into The Cloud

OPERATIONS 101

Webcast #2

HCS-Overview Partner Cloud Acceleration

Optimizing Indirect Channels

through Efficiency and Productivity

10 Years of Channel Consulting Services

21 Years in Channel Leadership and Operations Roles

Channel Development Toolkits

Channel Optimization Consulting Cloud Based Channels Expertise

Enablement , Demand Gen, Communication “Gears”

Productivity Acceleration

Keynotes, Seminars, & Presentations

Regular columnist for Redmond Channel Partner

Channel Efficiency and Productivity Continuum : Utilizing Cloud Technologies to Enhance Core Channel Functions

Keith Lubner, Managing Partner

Web: www.channelconsultingcorp.com

klubner@channelconsultingcorp.com

Program Flow

• 4/23/13 HCS Overview Maturity Model

• 4/26/13 Operations 101 Practice Stmt

Project Plan

• 4/30/13 Marketing 101 Market

Planning

Best Practices

• 5/3/12 Sales 101 Sales Process

Discovery

Best Practices

Program Overview

Program Flow

• 5/7/12 Sales Extra Cross Sell/Up Sell

Account Planning

• 5/10/13 Marketing 201 Building a Plan

Vertical Programs

• 5/14/13 Sales 201 ROI/Business

Guidance/ Case

Study

Program Overview

Program Flow

• 5/17/13 Sales Extra ROI/Case Study

• 5/21/13 Marketing 301 Building Thought

Leadership

• 5/28/13 Sales 301 Compensation

Program Overview

Today’s Agenda

Purpose & Premise

Discussion, Homework

Project Plan, Practice Statement

5

4

3

2

1

Operations Tools & Workshop

Cloud Acceleration Tools

• Review Program Purpose & Content with Yourself and

other Ingram Micro Partners in Mind

• Provide Feedback on the Program Flow and Agenda

• Discuss Roll Out Program

• Content, Tools, Guidebooks are Proprietary/Confidential

to Acumen/C3 and Are Not to be Distributed or Used

Without Written Permission

Ingram/Cisco Program Overview

Acumen Management:

Building Organizations through

the Execution Of Strategic Management

13 Years of Partner Consulting Services

14 Years Consulting: Partners, Vendors, Distribution

25 Years in Channel & Partner Sales Leadership Experience

Online Interactive Sales Mgr. Tool Kit

DVDs/Books/Articles, Video’s on Sales Leadership

Keynotes, Seminars & Presentations

Management and Strategic Sales Management Expertise

Web: www.AcumenManagement.com

Blog: www.YourSalesManagementGuru.com

Whitepaper on : The Job of Sales Management

Ken@AcumenMgmt.com

Purpose & Premise

Prescriptive Approach – Sales, Marketing, Operations

3

5

1 2 4

6

Clo

ud

Matu

rity

Increase Maturity = Increasing Cloud Acceleration

FOCUS

• Group Discussion:

• Review of the Maturity Model Assessment

• Perceived Issues w/Operations

Operations Workshop

1. Your marketplace Perceptions.

2. Your own company Perceptions

Group Discussion Perceived Issues with Operations - CLOUD

Maturity Model

Results Sales average rating: 2

Marketing average rating: 2.4

Operations average rating: 2.1

Salespeople can clearly describe and SELL the HCS solution 1

Salespeople have been professionally trained to sell Cloud/Managed Service solutions 1.6

Salespeople can clearly describe and sell the Cisco/UC solution 2.8

Your have a consistent level of marketing campaigns each quarter, minimum of 3 2.8

You web site speaks to the Cloud solutions you offer and the business challenges they solve 1

Your marketing materials clearly outline your company's value proposition 2.4

You have a Cloud business plan for

Sales 1.2

Marketing 0.8

Services 1.2

You know what your target profit margins are regarding on premise and cloud opportunities 3.8

You have a dedicated person leading your Cloud/HCS practice 3.8

HCS Practice Guide Catalog of Tools

What’s Your Pizza Like?

Ingram Micro Cloud Accelerator

"Tell me and I forget. Teach me and I

remember. Involve me and I learn."

- Benjamin Franklin

A Flight Plan Designed to Ensure a Successful

Cloud Practice

Operations / Services “Pains” with Cloud Movement

Recognizing the need for multiple cloud products/services are

needed in the partner portfolio

Recognizing the need for operational efficiency and

organizational alignment

Recognized the revenue and cash flow implications of the

Online Services business model and have driven down overall

cost of sales and increased marketing volume

“Packaging” service offerings for the cloud – for both volume and velocity sales

Recognizing Need to have more services around business improvement

Morphing services across on-premise, hosted, and online services

environments

Established a more metric driven approach to running their business using new

measures of success and benchmarks

Implementing a fully integrated delivery approach – leveraging senior and junior

resources alike

Operations / Services “Pains” with Cloud Movement

Recent Cloud Study Funded by

Cisco

Operations Action Plan

• Must Execute Brilliantly-”Be Brilliant on the Basics”

• Must Plan and Manage Process – Create Project Plan

• Must have Formula for Business Model

• Leverage Business Through Partnering

• Create a Cloud Practice Statement (handout)

Ops/Services Scenario #1

Pain in the Cloud

Solution to Pain

Example/Exercise

Lack in Discipline

across Operations,

Marketing, & Sales

Accountability

through effective

project management

Cloud

Project

Plan

Cloud Project Plan Exercise

Ops/Services Scenario #2

Pain in the Cloud

Solution to Pain

Example/Exercise

Lack of market and

marketing blueprint

focus leads to

commodity mentality

Development of team

based Cloud Practice

Strategy

Cloud

Practice

Statement

Cloud Practice Statement Exercise

Ops/Services Scenario #3

Pain in the Cloud

Solution to Pain

Example/Exercise

Recognizing the need

for multiple cloud

products/services are

needed in the partner

portfolio

Development of a partnering

plan that will allow the

reseller to partner with

complimentary vendors and

possibly complimentary

partners

Partnering

Guide

Determining Partnering Strategy

• Business Partner

• Business EcoSystem Partner

• Market Alliance Partner

• Strategic Alliance Partner

• Consulting Relationships

Where to Partner?

Growing Core

Business

Growing non-core

business, same

industry

Growing non-core

business, different

industry

Tech

Alliances/Partnerships

Low Risk Moderate Risk High Risk

Business

Alliances/Partnerships

Low Risk Moderate Risk High Risk

Mergers High Risk High Risk Super High Risk

Acquisition (of or by) High Risk High Risk Super High Risk

Determining Partnering Strategy

Business Partner

– Investment Increase

– Asset Increase

– Share Ownership/Issues

– Product/Service Increase

– Legal Agreements

Determining Partnering Strategy

• Business Ecosystem

Partner – Non-Competitive

– Related Product/Services

– Serving Selected Markets

– Commitment In Place

Partnering Guide Exercise

Architectural Strategy Anywhere, Any Content on Any Device

Jabber

Cisco Unified Communications

Manager

On Premises Cloud Hybrid

What other Operational Tools would be

helpful ? Discussion

Marketing Operations

Sales

Cloud: Operations Tools

• Partnering Analysis Guide: Building leverage in the market is important; this Guide will help you assess the kinds of organizations that can work with yours to increase your market coverage strategy. Learning to partner effectively can impact your speed to market and market share.

• Partner Profiling Worksheet: Use this worksheet as you work through the Partnering Analysis Guide

• Resource Guide Cloud: Use this valuable tool to increase all aspects of building your Cloud Practice, it includes Ingram/vendor web sites, general business information sites and third party resources.

• Cloud Practice Project Plan: Pulling everything together is important; this Project Plan will allow you to create a central management tool where all aspects of building your Cloud Practice can be easily assigned, tracked and managed.

Cloud: Marketing Tools

• Marketing Best Practices Guide: A Cloud practice demands an increased focus on marketing and lead generation; this guide will assist you in understanding the essentials behind the marketing concepts, as well as tips for things such as social media, blogging, email blasts, and web site layout.

• Determining Market Opportunity Guide: How large is the market for your Cloud practice(s)? How many opportunities are there each year and how many leads per month do you need to generate to exceed your sales targets? This Guide will assist you in understanding your opportunity to prosper.

• Practice Marketing Plan Guide: Increasing your marketing efforts and lead generation are critical in building a Cloud Practice, this tool will assist you in increasing your focus, understanding of your market and prepare you prior to developing a specific marketing plan.

• Vertical Market Guide: Every partner should dominate at least one vertical market, this guide will provide the insights and actions required to develop and succeed within a vertical market.

Cloud: Marketing Tools

• Create Cloud Messaging Guide/Value Proposition Guide: Differentiating your Cloud

Practice and your organization are critical in increasing your Won/Lost Ratio’s. This

Guide assist you in working “why organizations should buy from you” vs your

competition.

• Market Planning and Communications Plan Guide: Use this guide to plan your

communications as well as your marketing cost projections, frequency of events, and

overall marketing plan for the year.

• Thought Leadership Campaign Worksheet: This worksheet will assist you in

creating unique marketing campaigns that will separate you from the competition, use

this worksheet to help develop programs that add value, increase market awareness

and make your organization the Go-to-firm for Cloud services.

• Case Study Outline: Use this helpful tool to develop success stories or case studies

from your own Cloud customer base. Use this tool with your Thought Leadership

Campaigns.

• Sample Promotions Worksheet & Calendar: This tool is a handy worksheet to plan

your promotions to your customers and schedule such initiatives with a calendar. Use

this in conjunction with your overall marketing planning.

Cloud: Sales Tools

• Sales Compensation Guide: This guide will assist you in building a sales compensation plan for your sales team. It takes into consideration your objectives and level of Cloud maturity.

• Sales Compensation Planning Tool: Use this tool to calculate your various commission scenarios.

• Sales Management Best Practices Guide: Sales management is the lynch pin in building a high performance organization, this Guide will assist you in creating a professional sales and sales management team.

• Velocity/Volume Sales Process Map: In a Cloud Practice you need to implement a prescriptive sales methodology to reduce Cost of Sales, this process map will help you focus on a Velocity model (<15 seats) or increase your success in selling Volume seats.

• Quick Qualification/Discovery Guide: Whether you are selling on-premise and Cloud or Cloud solutions only, understanding your prospects business challenges and needs will increase your trusted advisor status, this Guide will assist your sales team in asking the proper questions during the discovery phase. This Guide should be used in conjunction with the Velocity/Volume Sales Process Map.

Cloud: Sales Tools

• Outside/Inside Sales Rep Plan: In creating a velocity sales model, the use of inside

telesales sales teams is essential, this Plan will help you define the responsibility’s

between using outside and inside teams in a coordinated sales model.

• Telephone Prospecting Guide: These set of tools will help create and manage a tele-

sales team. Included are telephone best practices, sample scripts and tracking tools

• Proposal Planning Guide: Once you have fully understood your prospects business

challenges, use this Guide to professionally prepare and present your solution. Be sure

to review the “SO-What” section to improve your selling skills.

• Cross Sell/Up Sell Account Planning Guide: Driving revenue and penetrating

existing clients is important and highly profitable, this Guide will help you determine

what existing solutions each of your clients currently use and what new Cloud or on

Premise solutions could be sold to your accounts. You should perform this Account

Planning process at least twice each year.

• Salesperson Development Plan: Increasing the professionalism of your sales team is

more important than ever, this Plan should be used twice each year to review each

salesperson and to develop an individual training plan.

The End Game

By 2012, at least 50% of all customers will have some form of a cloud solution.

◆The momentum around Software as a Service is significant as

customers look to:

• decrease costs, leverage OPEX over CAPEX and

“go live” faster .

• The opportunity is significant.

◆ Position yourself to get your fair share:

• Name a companywide Online Services Single Point of

Contact

◆ Adapt Sales and Marketing processes:

• High velocity, low touch to acquire new customers

• Leverage trusted advisor status to educate and plan with

existing customers

• Understand Opportunity Economics

• Upwards of 6 to 1 to maintain top line revenue

• 2 to 1 to maintain margin

• Exponential growth in Post-sales integration

◆ Think like an Insurance agent, note Customer Lifetime Value

◆ Streamline and pre-package services to align with the

recurring revenue model

◆ Introduce new Online specific management metrics

50 |

HOMEWORK

1. We will send you the Practice Statement, Partnering

Guide, and Project Plan items

2. Complete Project Plan by the end of day, Monday,

April 29

3. Send your completed homework with your company

named as the document name.

4. Send to: Ken@Acumenmgmt.com

5. Register for next session: Tuesday, April 30th,

11am EST: Marketing 101

Questions ?

THANK YOU!