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Partner Channel Recruitment

Content:

- Proposed Process

- Partner Cooperation Framework

Using a channel of independent companies to resell, implement and/or service your customers is part of a long tradition in the history of the software industry. For some software companies the channel has been a major contributor to global success, but for most software companies making it work is a constant struggle.

The word “channel” is used in the software industry to describe independent companies that assume various roles and obligations in bringing a software product to the customers. The definition is rather broad, since the roles and obligations can vary substantially from “simple” reselling to systems integration, solution development on top of the software platform, implementation in terms of consulting, project management, customisation, training and support.

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TBK/Partner Channel Recruitment

1 Developed by the Stanford Research Institute and documented in the book: ”Innovation – the five disciplines of creating what customers want” by Curtis Carlson & William Wilmot 2 Typically 2 hours per interview

Proposed Process

In order to reach a leading position through business partners it is crucial to find, qualify, motivate and sign-up partners who require a short learning curve and where time to first customer is as short as possible. The processes described in this document are primarily related to the efforts of finding and signing up business partners. For a description of how to identify and acquire the first customers in a new market please see the document Market Bootstrapping Services (TBK-PFFS-001).

Customer Value PropositionThe Customer Value Proposition is defined and documented according to the NABC1 approach.Specification of the Customer Value Proposition please see the TBK-PFFS-002.

Ideal Customer ProfileBased on the Customer Value Proposition we are capable of defining the Ideal Customer Profile. The Ideal Customer Profile contributes to the understanding of which type of business partners we must win to ensure adequate market penetration. About the Ideal Customer Profile you can read in the TBK-PFFS-003.

The Value Chain P&L ModelThe Value Chain P&L Model is a best practice model of the how the values flow in the chain. It is used to calculate the return on the investments the Business Partner will have to perform in building sales, marketing and support capabilities for our products and services.

The Value Chain P&L Model is used in the qualification interviews with potential business partner candidates as well as in determining the go-to-market approach and in the development of the sales and marketing plan.

Business Partner Value PropositionThe definition and documentation of the Business Partner Value Proposition follows the same structure as above, only here we are addressing the needs of and motivations for the business partner.

Ideal Partner ProfileBased on the Business Partner Value Proposition and the Value Chain P&L Model we are capable of defining the Ideal Business Partner Profile, which we will use as basis for the recruitment process.

The long listNext we will produce a long list of candidates, from which we will identify 5-10 candidates per business partner we are to recruit.

The short listBased on interviews we will short list 3-5 candidates. These 3-5 candidates will be invited to an interview2 with the client. Based on these interviews we will invite 2-3 to participate in an assessment centre.

The Assessment CentreThe objective of the Assessment Centre is to verify that the business partner understands the challenges and requirements of the business relationship with the customer, that they possess the critical skills and resources required for successfully achieving the market position and to align general expectations for the Go-to-Market activity plan covering the first 12 months. The Assessment Centre also provides the business partner with an opportunity to understand your business model as well as confirming their expectations and requirements for support from you.

Letter of IntentBased on the outcome of the Assessment Centre a Letter of Intent is signed with the most relevant partner(s).

Go-To-Market planningIn this phase we are defining the steps and actions required to win the first clients and ensure they become content referees. The owner of the GTM plan is situation specific. For a specification of the TBK/Market Bootstrapping services please consult TBK-PFFS-001.

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TBK/Partner Channel Recruitment

TBK-PFFS-004

Partner Cooperation FrameworkThe reseller landscape has changed dramatically over the last 15 years. The reality today is that there are more software companies looking for resellers than there are resellers looking for software.

Success with resellers

To be successful with resellers we need to fulfil several criteria:

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The “Go-To-Market” strategy must be well defined, documented and proven.

The sales process must be well defined, documented and proven.

The “learning curve” must be well defined, documented and proven.

The return on investment must be well defined, documented and proven.

We must provide a support program, which “ensures” that the reseller will win his first two clients in the shortest possible time.

We must have a framework for keeping the Partner’s strategy in line with our strategy

To fulfil these requirements a Partner Program must be available.

TBK Consult recommends a Partner Program consisting of five deliverables:

Partner Program Guidelines(Internal)This document describes the guiding principles behind and all the elements in the Partner Program. The Guidelines are for internal learning and reference purposes.

Partner Program(External)This document describes the Partner Value Proposition, the Partner P&L model and the joint activities ensuring a fast route to winning the first clients. The Partner Program also explains how the ongoing relationship is managed.

Partner Agreement (External)This is the legal document containing the non-negotiable terms and conditions for the partnership.

Partner Management Framework(External)The objective of Partner Management framework is to identify and support the most successful partners with increasingly professional management support. TBK Consult recommends using the ValuePartner® framework.

Partner PortalAll documentation, polices & procedures and all other information should be available and all announcements should be made through a web based Partner Portal. A e-mail marketing facility should be available for pushing information to the channel.

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