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Presented at the Baptie North America Channel Conference in 2008. Voted as one of the top five speakers at the conference.
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Best Practices in Building Programs to Create Partner Profitability in the SMB Market
Tom Hume – VP Channel Marketing
Sage SoftwareSage Software (Worldwide) Reaches a global client base of over 5 million
customers Over 13,900 employees Revenue of $2.29B 22% growth in revenue and 23% growth in profit Publicly-traded on the London Stock Exchange Market cap of $6.5 billion
(North America) $1.01B (44% of global revenues) 2.8 million customers Over 6,000 business partners
Sage Product Portfolio
Business Partners (VAR’s)Retail
Small Business Mid-Market
About the partners we target
Large Partners• Who are they?• Large multi-office partners• Consolidation driven• Complete end-to-end solutions• Hardware/network BP’s• Multi-Product
Growing/Committed Partners• Who are they?• Focused on growing their business at over
20% year• Typically not the largest partners• Single product focused• Younger organizations
• What do they need?• Recognition• Exceptions, Drive their brand• Executive level contact• Financial resources
• What do they need? • Sage assistance• Growth programs• Sage coaching/education• Leads• Financing
Adding value for Partners
Partner Profitability
Revenue Generation
Cost Reduction
Key Program Elements Assuring Success
Cost Reducers• Economies of Scale • Customize for their need • “Earn back” program investment • Program financial support Revenue Generators• Peer Advisors (Coaches) • Support of a network/community • Lead Campaign Synergies
Fast Track for Growth
Marketing Alliance
Preferred Vendors
Webcast Lead Builder
I want to:
Build Knowledge Earn RewardsGrow my
Business Hire Talent
Sage University
Sales Academy
Consulting Academy
Leadership Academy
HireAssist Sales
Sage Recruiting Resources
Sage Select
Chairman’s Club
President’s Circle
Million Dollar Club
Co-op
Programs and resources to help partners recruit and retain the right talent for their business.
Programs and resources to help partners build the competencies and capabilities of their people.
Advantages and experiences that allow partners to enjoy the benefits of successfully building their business with Sage.
Programs and resources to help partners improve their capabilities, build business, and develop their partnership with Sage.
The Four Pillars of Sage Partner Advantage
Sage Partner Advantage
Grow My Business
Grow my Business
Fast Track for Growth
Marketing AllianceProgram
Preferred Vendors
Webcast Lead Builder
• Fast Track for GrowthProvides dedicated resources and significant investments to partners who are to committed to growing their businesses and acquiring new customers
• Qualifications– Desire to grow business with Sage Software– Partners must have sold less than eight new
systems for a selected product line within previous 12 months
– Program fee $5,000.00
Grow My Business
Grow my Business
Fast Track for Growth
Marketing AllianceProgram
Preferred Vendors
Webcast Lead Builder
Partner Benefits• Over $8,000 in benefits
– Free pass to Insights– Free registration to Sage Sales Academy– Duct Tape Marketing Referral Flood Program– $4,000 lead generation program– Free one year subscription to First Research– One-on-one mentoring from a Sage Peer Advisor– Participation in exclusive Fast Track for Growth
educational webcasts and calls– Assistance with business and marketing plan
development– Fast Track for Growth binder, including two “How
to” 90-day workbooks– Ability to earn back $5,000 investment!
Revenue GeneratorsCoaches focus on growing new units
Cost ReducersEarn back, $8K benefits for $5K
Grow My Business
Grow my Business
Fast Track for Growth
Marketing AllianceProgram
Preferred Vendors
Webcast Lead Builder
Marketing Alliance Program• Program Objectives
– The Marketing Alliance Program offers better co-op incentives and marketing consulting services to partners who have a dedicated marketing employee on their staff.
• Benefits– Off-set the cost of marketing with higher co-
funding– Benchmark and share marketing best practices
in driving demand – Support of a dedicated Sage marketing person– First to try new pilot programs
Cost ReducersBetter co-op, $ support for marketing consulting
Revenue GeneratorsCommunity, 1st new programs
Grow My Business
Grow my Business
Fast Track for Growth
Marketing AllianceProgram
Preferred Vendors
Webcast Lead Builder
Saving with Sage - Preferred Vendors• Sage Software-endorsed marketing services vendors to
help partners drive leads and increase sales. Sage has researched these vendors’ capabilities to ensure they meet the needs of partners.
• Over 40 to choose from including: Telemarketing, Print-On-Demand portal, Web design, SEO, Copywriting, List Buying Marketing Research, Newsletters, PR
• Vendors are recommended and rated by partners
Vendors for Growth Pillar• Carney Direct – List Buying• GDS – Print-on-demand mail and collateral• Colwell & Salmon - Telemarketing• Deviate Media – Web design• Display Graphics – Trade Shows Graphics• First Research – Marketing Research• Skyline Services Group – TS Booth Rentals• Duct Tape Marketing – Marketing Coaches• Tango Marketing – Newsletters• Constructive Communications – PR services• SearchOptimizers – SEO• Key Equipment – Leasing• Citrix Online – Go-to-MyPC, Go-to-Meeting• CardScan – Lead Capture• iLumen – Financial monitoring• Franklin Covey – Training• Orbitz – Travel Services
Saving With Sage Vendors
Vendor remains within Hire Pillar• Drake Personnel - Recruiting• Frank Rich & Assoc - Recruiting• OPUS – Emp Profiles• Benefit Protect – Health Insurance
Cost ReducersLeverages Sage’s buying power
Grow My Business
Grow my Business
Fast Track for Growth
Marketing AllianceProgram
Preferred Vendors
Webcast Lead Builder
Webcast Lead Builder• Program Objectives
– Helps partners to capture more leads by linking to Sage-hosted Webcasts from their website. Prospect and customer leads generated to Sage from a partner’s website are aligned back to the partner.
• Benefits– Off-sets the cost developing Webcasts– Partners capture leads from their website
Revenue GeneratorsLeads guaranteed
Cost ReducersPartners don’t have to produce/hosts Webcast
Hire Talent
HireAssist• Program designed to assist partners to recruit,
hire, and train full-time field salespeople. • Qualifications
– Commitment to acquiring new customers and in good standing with Sage Software
– Achieved one of the top three tier levels within one Sage Software product line
– On Sage Software’s Lead Grid with the product lines supported with higher than average close ratio
– Must prove they have a pipeline
Sage HireAssist Sales
Sage Recruiting Resources
Hire Talent
Hire Talen
HireAssistPartner Benefits– Over $10,000 funding from Sage Software– $2,000 per month subsidy for first four
months – $1,500 Lead generation campaign, matched
by partner– One Free Sage Sales Academy (SSA)
registration– Hiring assistance – OPUS Marketing– Mentoring from a Sage Peer Advisor
Sage HireAssist Sales
Sage Recruiting Resources
Hire Talent
Cost Reducers Revenue GeneratorsCoaching
Cost ReducersDirect financial support for new hire
Revenue Generators
Hire Talent
Other Sage Recruiting Resources
• Opus Productivity Solutions -Resources to assist with candidate pipeline building, assessment, evaluation, and productivity.
• Timeshare Recruiting – Savings for resources to find the very best talent
Sage HireAssist Sales
Sage Recruiting Resources
Hire Talent
Cost ReducersLower cost recruiting resources
Build Knowledge
• Sage University– Product certifications – Elective courses and degree tracks. – Classroom, Live-over-the-Web, and Downloadable
• Sage Sales Academy– A sales improvement course which incorporates
basic sales skill development with industry training.• Sage Consulting Academy
– A program which incorporates two separate classes; Project Management and Consulting Concepts,
• Sage Leadership Academy– A one year program designed to help develop
leadership skills. Designed for owners; emphasis is placed on business planning skills.
• Sage Webcast Center– Partners can learn more about Sage product
solutions from free live or recorded Webcasts.
Build Knowledge
Sage University
Sage Sales Academy
Sage Consulting Academy
Sage Leadership Academy
Sage Webcast Center
Cost ReducersLower cost training
Revenue GeneratorsCoaching best practices
Earn Rewards
Sage SelectSage Select Program rewards partners that are loyal to Sage Software family of products
• Qualifications– Must not sell any competitive products or
advertise competitive products on website• Partner Benefits
– Additional product margin on new sales– Additional co-op– One free boot camp per program year– Priority on leads– Advanced registration to Insights
Earn Rewards
Sage Select
Chairman’s Club
Business Partner of the Year
President’s Circle
Million Dollar Club
Co-op
Cost ReducersAdded margin and co-op
Earn Rewards
Co-opPartners earn funds based on new license sales and these funds are used to reimburse them for their marketing expenses
• Partner Benefits– Offsets the cost of marketing– Extra benefits when using Preferred Vendors
• Improves partner’s cash flow• Preferred Vendors does all the
paperwork
Earn Rewards
Sage Select
Chairman’s Club
Business Partner of the Year
President’s Circle
Million Dollar Club
Co-op
Cost ReducersDirect financial support, better cash flow and time-savings
Other Rewards and Special Deals
• In-house use– In-House Use provides free Sage Software
products to partners (maintenance fee applies) to use our products internally
Cost ReducersReduces IS costs
Helping Partners Succeed
• Build programs based on partners pain points• Leverage corporate and the combined partner
channel economies of scale• Allow for partner customization and choice• Offer partners a chance to earn back investment• Coach partners on their weakest areas• Build communities among partners
Questions