Joint Marketing Planning: Improve Channel Effectiveness and Ensure Resource Efficiency

8/3/2019 Joint Marketing Planning: Improve Channel Effectiveness and Ensure Resource Efficiency

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Improve Channel Effectiveness through Joint Planning


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www.channelmanagement.com

[email protected]

7250 Redwood Blvd. Suite 214

Novato, CA 94945

Phone 415.427.5100

Introduction

Craig DeWolf

Vice President of Strategic Development

www.channelmanagement.com/resources

eBook: FAQs- Incorporating Joint Marketing

Planning Into Your Channel Strategy

eBook: Improving ROI on Channel Investments

through Joint Marketing Planning


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[email protected]


Novato, CA 94945

Phone 415.427.5100

What if you could..

TrackROI for MDF

investments?...

Understand of how allowance

spending aligned with yourinitiatives?

.focus resources on highopportunity partners?

drive bettergrowthfrom yourtier II and III resellers?

get insight as to where your partners will

focus their S/M activities andmeasure progress over time?

monitorCAM effectiveness?...

identify the habits of top

performers.


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[email protected]


Novato, CA 94945

Phone 415.427.5100

You CAN.with effective Joint Planning

TrackROI for MDF

investments?...









performers.


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[email protected]


Novato, CA 94945

Phone 415.427.5100

Agenda

What is Joint Business Planning? (Joint Marketing Planning)

Barriers to adoption

Best Practices for adopting/optimizing JMP


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About CCI:Why we understand Joint Marketing Planning


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[email protected]


Novato, CA 94945

Phone 415.427.5100

CCI provides solutions to

Manage, Measure and Optimize

channel sales & marketing programs


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[email protected]


Novato, CA 94945

Phone 415.427.5100

Incentive Solutions Throughout the Demand Chain

Distributor Reseller Sales Reps Consumer

Co-op/MDF

Streamline management of joint marketing programs

Marketing Planner

Plan marketing programs, forecast and measure ROI

SPIF & Rebates

Run short- and long-term incentive programs

Sales Performance Rewards

Reward channel partners for attaining sales goals

Trade In Rewards

Manage incentive programs requiring physical return of goods

Opportunity Management

Deal Registration, Lead Management, Referral Rewards and Special Pricing


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[email protected]


Novato, CA 94945

Phone 415.427.5100

Technology Focused Clients

SoftwareHardware Storage Telecom Entertainment OtherSoftware
http://www.avaya.com/cc/common/index.jhtml;jsessionid=CJT2GRGGH5U2NWAZ4QLCFFIhttp://www.quantum.com/am/default.htm


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[email protected]


Novato, CA 94945

Phone 415.427.5100

Optimize program design and performance

SaaS application suite to manage all program activity

Streamline operations with administrative services

and support

Flexible Solution Delivery

On DemandSoftware

ProfessionalServices

Program

Management


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What is Joint Marketing Planning?


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[email protected]


Novato, CA 94945

Phone 415.427.5100

CHAMP Plan

CHannel

Alliance

Management

Plan

CHAMP Process


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[email protected]


Novato, CA 94945

Phone 415.427.5100

CHAMP Plan

CHannel

Alliance

Management

Plan

CHAMP Process

Caveats for Data Requirements:

Product: volume vs value

Market: mature vs early leading edge

Buying process Competitive environment


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[email protected]


Novato, CA 94945

Phone 415.427.5100

1. Executive Summary

Plan summary and goals

Value proposition & GTM

summary

Value summary (for you)

Critical success criteria

(SWOT)

Company overview and

market position

Vertical/Solution focus

Typical CHAMP Plan Components


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[email protected]


Novato, CA 94945

Phone 415.427.5100


2. Performance Plan/Review

Multi-year sales review

Program Performance

Investment Summary

Strategic Goals &

Attainment History




summary



(SWOT)


market position



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[email protected]


Novato, CA 94945

Phone 415.427.5100

Typical KPI forecast and performance data

Category Sample Metrics

Sales

(overall or by product group)

Forecast for 1-4 quarters in advance

1-4 quarters in arrears 1-3 years in arrears

YOY growth rates

Opportunity Registration:

Target and Performance

# Opportunities registers

$ overall value

Average value

% Conversion rate

Current: %Open, %Closed, Average time to close

Historical reference for trends

New Customers Source of new customers (leads vs. partner generated)

YOY Trends

MDF Spend $ Historical MDF spend & utilization rates

Period to date levels

Competencies and Certifications # Trained, % Trained

Rebates/Rewards Earned 1-3 years plus % goal attainment


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[email protected]


Novato, CA 94945

Phone 415.427.5100

Trends in Partner Metrics

Engagement & Efficiency


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[email protected]


Novato, CA 94945

Phone 415.427.5100




summary



(SWOT)


market position





Program Performance

Investment Summary

Strategic Goals &

Attainment History

3. Marketing Plan

Objectives & related goals

Corresponding vendor

initiative

Product/target focus

Strategies

Tactical activity details

ROI: Forecast/Actual

Calendar


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[email protected]


Novato, CA 94945

Phone 415.427.5100

Joint Planning Best Practices

1. Capture only the information you need

Dont try to boil the ocean

Include goals for soft activities, in addition to sales

Information should align with your own KPIs and GTM

Track/evaluate progress over time (1-3 years)

Much of the information may already exist in other systems


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[email protected]


Novato, CA 94945

Phone 415.427.5100



2. Set realistic goals

Base goals on historical outcomes from peers as benchmark


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Well, if its so great, why isnt JMP more broadly adapted?


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[email protected]


Novato, CA 94945

Phone 415.427.5100

Why JMP fails.

Limitation Impact

Resource requirements for

1:1 planning is significant

Limited to Tier 1 accounts to create

initial plan

Time requirements to monitor plan

adherence throughout the lifecycle

Compliance requires focused effort

so it is often overlooked

Poor Data Standardization to

compare and roll-upAdded complexity: Funding approval

and claim management process often

separate processes

Not effective for forecasting or

setting performance benchmarksA dis-incentive for partners

and CAMs alike

Result:

Poor compliance -- JMP viewed as a waste of time

No clear purpose or benefits

attached to plan

No mindshare from Partners/CAMs


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[email protected]


Novato, CA 94945

Phone 415.427.5100




3. Attach consequences to Plan attainment

Make sure partners know why they are completing the plan

Use both carrot and stick methods

Make CAMs accountable at every phase


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So, Whats Changed?

Understanding ROI


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[email protected]


Novato, CA 94945

Phone 415.427.5100

Perception:

Marketing Activities Directly Result in a Sale

Activity: Direct Mail Metric: Units Sold


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[email protected]


Novato, CA 94945

Phone 415.427.5100

Practical Application of Metrics

Reality: Sales are a result of multiple activities

Direct Mail

Email

Advertising

Event

Telemarketing

Demo/

Eval. Unit

SPIF/ Sales

Incentive

Responders Leads

Attendees Appointments

Units Placed Proposals

Opportunities

Created

Units sold Sales value

Opportunities closed

Activities:

Metrics:

Awareness Interest Desire(Trans-)

Action

Tactical Activity Metrics Business Outcome Metrics


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Standardization Facilitates EvaluationMETRICS BY ACTIVITY TYPE

Imp

ressions

Responders

Qua

lified

Leads

Atte

ndees

Sale

s

Presentations

#ofUnits

Plac

ed

Proposals/

O

ortunities

Advertising: Print/ Broadcast X X X

Advertising Online X X X

Direct Mail X X X

Demo Equipment X X

Marketing Collateral X X

Newsletters X X X

Seminar Events X X X

Telemarketing X X X X

Tradeshows X X

Training X X

Webcasts X X

Key Take Away:

Standardizing data format (andcompliance) key to insights on ROI at

activity, business and program levels


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[email protected]


Novato, CA 94945

Phone 415.427.5100





4. Standardize data where possible

Allows comparison between partners, and activities

Facilitates roll up reporting to analyze partner segments, regions, and overallperformance


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[email protected]


Novato, CA 94945

Phone 415.427.5100




summary



(SWOT)


market position





Program Performance

Investment Summary

Strategic Goals &

Attainment History

3. Marketing Plan



initiative


Strategy

Activity details


Calendar


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[email protected]


Novato, CA 94945

Phone 415.427.5100




summary



(SWOT)


market position





Program Performance

Investment Summary

Strategic Goals &

Attainment History

3. Marketing Plan



initiative


Strategy

Activity details


Calendar

Content: Static

Data Format: Qualitative

Content: Custom

Content: Dynamic

Data Format: Quantitative

Content: Foundational


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[email protected]


Novato, CA 94945

Phone 415.427.5100




summary



(SWOT)


market position





Program Performance

Investment Summary

Strategic Goals &

Attainment History

3. Marketing Plan



initiative


Strategy

Activity details


Calendar


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[email protected]


Novato, CA 94945

Phone 415.427.5100

The CCI Joint Marketing Planner

Tracks multiple activities against

overall business objective

Aligns allowance spending with

your GTM initiatives

Tracks ROI at overall campaign

level andfor each activity

Facilitates claiming processdirectly from approved plan

Track Forecast vs Actual

performance across ROI and Costs

Standardizes data formats to

facilitate roll-up reporting


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[email protected]


Novato, CA 94945

Phone 415.427.5100

The CCI Joint Marketing Planner

Stand alone application as

foundation for MDF program

Improve insight vs standard single

activity request forms

Easy to use for Tier 2 and 3

resellersno more complex than

standard MDF processes

Progress automatically updated

with each claim


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[email protected]


Novato, CA 94945

Phone 415.427.5100





4. Standardize all data where possible

5. Use approved plans as basis for MDF allocation

Investment vs. Entitlement


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[email protected]


Novato, CA 94945

Phone 415.427.5100







6. Monitor performance against plan throughout the lifecycle

Make CAMs accountable for plan creation, execution, and accuracy


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[email protected]


Novato, CA 94945

Phone 415.427.5100

Channel Marketing Lifecycle

Plan Evaluate

ExecuteAnalyze

Identify joint business goals

Align vendor/ partner initiatives

Identify tactics

Establish investment Forecast outcome


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[email protected]


Novato, CA 94945

Phone 415.427.5100


Plan Evaluate

ExecuteAnalyze

CAMs and Channel Executives:

Review strategies and tactics

prior to committing funds

Roll-up plans to predict overall

business outcomeForecast by territory, segment,

initiative, product, etc.

Recommend revisions that

influence outcome prior to

approval


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[email protected]


Novato, CA 94945

Phone 415.427.5100


Plan Evaluate

ExecuteAnalyze

Capture real time results of costs

and metrics at each step

Facilitate/simplify claiming

process for partners

Monitor adherence


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[email protected]


Novato, CA 94945

Phone 415.427.5100


Plan Evaluate

ExecuteAnalyze

Review actual vs. forecast

Benchmark results

Identify and use best practices

Identify areas of opportunity

Recognize top performers


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[email protected]


Novato, CA 94945

Phone 415.427.5100








7. Use top performers as a basis for best practices

CAMs and Partner benchmarking

Recognize top performers

Share information and leverage insights

Consider ranking scores or index reporting to facilitate relative comparisons


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[email protected]


Novato, CA 94945

Phone 415.427.5100








7. Use top performers as a basis for best practices

8. Learn and evolve

Use performance to benchmark outcomes on future efforts between similar partner

types and activities

Apply learning to enhance forecasting capabilities


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[email protected]


Novato, CA 94945

Phone 415.427.5100

What if you could

TrackROI for MDF

investments?...









performers.


43/44


[email protected]


Novato, CA 94945

Phone 415.427.5100

What if you could..

1. Understand of how allowance spending

aligned with your initiatives

2. Drive growth from tier II and III resellers

3. Track ROI for MDF investments

5. Monitor CAM effectiveness

6. Get insight as to where your partners

will focus their S/M activities and monitor progress over time

4. Focus resources on high opportunitypartners

Track incentive and MDF investments to your own initiatives

including forecast vs planned costs and business impact

CCI JMP not disruptiveno dramatic change in behavior vs

standard MDF program

Progress vs plan is updated with each claim submitted

The CCI JMP tracks business and activity ROI

Compare forecast vs actual

Understand where your partners are in the lifecyclehave they matured and performance flattened?

CAMs should certify every planat submission and close

Assess relative performance of each CAM vs plan

Help assure better accuracy in forecasts and compliance

with follow-through

Data is standardizedproviding roll up forecasts

The plan is automatically updated with each claim


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Thank You!

Questions? Contact Us:

[email protected]


blog.channelmanagement.com

415.472.5100
mailto:[email protected]://www.channelmanagement.com/http://blog.channelmanagement.com/http://blog.channelmanagement.com/http://www.channelmanagement.com/mailto:[email protected]

Documents

Joint Marketing Planning: Improve Channel Effectiveness and Ensure Resource Efficiency