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You will learn 2 things:1. Learn to build an engaged partner network by aligning right people between organizations to achieve right business results. 2. Mature your partner network using a predictable method.If you are interested to learn more, join the Smart Partnering Method group on Linkedin. Send me an email if you have questions.
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SMART PARTNERING MODEL
Chaitra Vedullapalli
C h a i t r a v . c o m | 5 1 0 5 7 9 4 9 4 5
V = N(N-1)
Robert MetcalfeTechnology pioneer, co-inventor of Ethernet, and founder of 3Com(circa 1980)
“The value of a network is proportional to the square of the number of users of the system.”
What to expect today?
From Rookie to Rockstar
Smart Partnering Method
Partner Maturity – How?
Next Steps
What are your expectations?
Partner maturity is not a linear process
Maturing partners is a critical process
Spend smarter on support resources
Focus on engagement
Top Insights – Rookie to Rockstar Report
Evolution of Ecosystem
Old : Hub and Spoke Ecosystem• A few companies dominated the
landscape• Ecosystem managed on a relationship-
by-relationship basis
New : Networked ecosystem• Many more companies are
participating — not just “software” companies
• Ecosystem must be managed as a network
Lead The Change
DEFINE BURNING NEED
A COMPELLING VISION
ENGAGE YOUR COMPANY
Smart Partnering Model – 5 Key Areas
Focused Segmentation Give as Good as you Get
Focus on Maturity Focus on “Winning Together”
VISION ALIGNMENT
DECISION MAKERS
GO TO MARKETS
MAKE YOUR ASSETS WORK
INCENT THEM WELL
INVEST IN MARKETING
MATURE THEIR COMPETENCY
MAKE THEM SUCCESSFUL
KEEP THEM ENGAGED
RIGHT CUSTOMERS
RIGHT KNOWLEDGE
ONE EXPERIENCE
Focus Topics
D E F I N E P A I N T E N G A G E
B U R N I N G N E E DC O M P E L L I N G
V I S I O NE N T I R E
C O M P A N Y
I D E N T I F YC H A N G E L E A D E R S
LEAD CHANGE
S E C U R E D E F I N E L A U N C H
C O M M I T T M E N T J O I N T V I S I O N N E W
Create a Business Case
Build a Pitch Deck
Secure Executive Leadership Commitment
Identify the RIGHT people from key
organizations
Conduct Leading Change Workshop (1 week)
Agreement on Burning Need (WHY)
Define Collective Vision (WHAT) and Game Plan
(HOW)
Define Success KPIs
Program Brand
Partnering Model
Network Engagement
Incentives
Products
Services
B U I L D
G O V E R A N C E
Implement engagement rhythm
Track your KPIs every week
Implement personalized marketing and communication
Make decisions together on critical topics
LEADING CHANGE DELIVERABLES
PARTNER MATURITY MODEL
G r o w P a r t n e r N u r t u r e P a r t n e r
4 M a t u r i t y L e v e l s 1 0 B u s i n e s s F u n c t i o n s
BASIC
REACTIVE
PROACTIVE
DYNAMIC
LEVEL 2
LEVEL 1
LEVEL 3
LEVEL 410 AREAS
Joint business planning
Pipeline
Agreement
Leads
Sales Compensation
Readiness & Certifications**
Market messaging
Geography
Resource Utilization
Customer Service
*IAMCP Model developed by Per WerngrenMethodology
Ideal LEVEL
BASIC
REACTIVE
PROACTIVE
DYNAMIC
LEVEL 2
LEVEL 1
LEVEL 3
LEVEL 4
10 AREAS
Joint business planning
Pipeline
Agreement
Leads
Sales Compensation
Readiness & Certifications**
Market messaging
Geography
Resource Utilization
Customer Service **
Ad-hoc
Not at all
Activity based
A 12-month plan with monthly follow-up
Takeaways• Sit down with partners and just
explore opportunities• Identify the gaps in your offerings• Create a circle of trust and meet in a
rhythm• Quarterly good• Monthly great• Weekly is Nirvana!
Joint Business Planning
Pipeline
BASIC
REACTIVE
PROACTIVE
DYNAMIC
LEVEL 2
LEVEL 1
LEVEL 3
LEVEL 4
Ad-hoc sharing
No sharing
Sharing specific campaigns
Shared with defined rhythm + in-person meetings + Core
DNA of sales teams
Takeaways• Two way street
• Bad partnering is when someone takes and never gives
• Share pipeline on the web• Buy in from the top – VP of Sales
need to meet in a rhythm• Make partnering an agenda item in
sales team meetings
10 AREAS
Joint business planning
Pipeline
Agreement
Leads
Sales Compensation
Readiness & Certifications**
Market messaging
Geography
Resource Utilization
Customer Service**
Agreement
BASIC
REACTIVE
PROACTIVE
DYNAMIC
LEVEL 2
LEVEL 1
LEVEL 3
LEVEL 4
No template, rely on handshakes or
contracts based on specific deals
No template
Basic template
A great contract that regulates all aspects of
the relationship
Takeaways• Foundation is trust• Good first step is to have Memorandum of
Understanding signed by senior people• Long haul, create a partnering agreement
that goes both ways• Identify all aspects• Review every year• Don’t make it exclusive
10 AREAS
Joint business planning
Pipeline
Agreement
Leads
Sales Compensation
Readiness & Certifications**
Market messaging
Geography
Resource Utilization
Customer Service **
Leads
BASIC
REACTIVE
PROACTIVE
DYNAMIC
LEVEL 2
LEVEL 1
LEVEL 3
LEVEL 4
Adhoc, no structure
Do not Give
Some structure, give some but do not
measure outcome
A process that generate lot of leads to other and can
measure success
Takeaways• Commit to the same sales process! To
generate leads and make a joint investment in time and money
• The ‘Reversed Lead’ is worthless• Listen to the customer
• Identify opportunities, commit to connect
• Be generous – ‘Givers gain’
10 AREAS
Joint business planning
Pipeline
Agreement
Leads
Sales Compensation
Readiness & Certifications**
Market messaging
Geography
Resource Utilization
Customer Service **
Sales Compensation
BASIC
REACTIVE
PROACTIVE
DYNAMIC
LEVEL 2
LEVEL 1
LEVEL 3
LEVEL 4
Adhoc, compensation
No compensation
Alignment of referral and project
based compensation
Rationalized & Campaign based compensation
Takeaways• Award your sales people the same for
partnering• Align your compensation models with
your partners• Be proud of sales done via partnering
• Invent ‘soft awards’
10 AREAS
Joint business planning
Pipeline
Agreement
Leads
Sales Compensation
Readiness & Certifications**
Market messaging
Geography
Resource Utilization
Customer Service **
Readiness & Certifications
BASIC
REACTIVE
PROACTIVE
DYNAMIC
LEVEL 2
LEVEL 1
LEVEL 3
LEVEL 4
Takeaways• People are your brand ambassadors,
educate them well.• Teach your partners to ALWAYS see the
big picture from the customer point of view.
• Create value in your education & certification program, great monetization model if implemented well
10 AREASJoint business planning
Pipeline
Agreement
Leads
Sales Compensation
Readiness & Certifications**
Market messaging
Geography
Resource Utilization
Customer Service **
Train one partner at a time
No Plan
Provides standard certification and
readiness curriculum
Scalable process to certify people, create awareness
in the marketplace, revenue potential
Market Messaging
BASIC
REACTIVE
PROACTIVE
DYNAMIC
LEVEL 2
LEVEL 1
LEVEL 3
LEVEL 4
Adhoc, only tell when people ask or
opportunity occurs
No messaging
Reactive, Adhoc messaging, basic recognition of
partners and capabilities
Fully Integrated Marketing within partner
circles – one effort
Takeaways• Even lawyers do it!• Fly each others logotypes on your website• Tell the story of partnering on your website• Business cards should tell about partnering• Consider naming your circle of trust
10 AREAS
Joint business planning
Pipeline
Agreement
Leads
Sales Compensation
Readiness & Certifications**
Market messaging
Geography
Resource Utilization
Customer Service **
Geography
BASIC
REACTIVE
PROACTIVE
DYNAMIC
LEVEL 2
LEVEL 1
LEVEL 3
LEVEL 4
Only in the same city
Only in the same city
Use partnering to gain access to markets in
other cities/countries
Strategically use partnering for broader
geographical coverage in to the markets
Takeaways• Partnering takes you national and beyond• Identify where you want to go!
• Be selective – not the whole Earth at once• Go out and meet partners in other
geographies• Remember about the ‘reversed lead’…
10 AREAS
Joint business planning
Pipeline
Agreement
Leads
Sales Compensation
Readiness & Certifications
Market messaging
Geography
Resource Utilization
Customer Service
Resource Utilization
BASIC
REACTIVE
PROACTIVE
DYNAMIC
LEVEL 2
LEVEL 1
LEVEL 3
LEVEL 4
Partner on a case by case basis when
there are opportunities
Some times being the subcontractor
Pre-defined rate cards for sharing resources +
Access to Architects for Sales activities
Pre-defined rate cards for sharing resources + Access
to Architects for Sales activities
Takeaways• Commit to a pricelist or revenue sharing
model - Goes both ways…• Be clever and narrow your own
specialization• Try to help out on bench sharing• Priority to your own circle of trust
10 AREAS
Joint business planning
Pipeline
Agreement
Leads
Sales Compensation
Readiness & Certifications**
Market messaging
Geography
Resource Utilization
Customer Service **
Customer Service
BASIC
REACTIVE
PROACTIVE
DYNAMIC
LEVEL 2
LEVEL 1
LEVEL 3
LEVEL 4
Do 1:1 meetings with customer to understand
their experience with partner engagement
Not at all
Proactive measure customer satisfaction and collect references
Automate the process and provide insights to
partners to improve their experience with customers
Takeaways• Delighted customer are the only
advertisement everyone believes – Take it seriously
• Listen to your customer to innovate and build the right and lasting partnerships
• Customer Intimacy is very important to growing your business. Ensure your partners take it very seriously.
10 AREAS
Joint business planning
Pipeline
Agreement
Leads
Sales Compensation
Readiness & Certifications**
Market messaging
Geography
Resource Utilization
Customer Service **
Assess your partners systematically
Assess your partnership with vendors
Assess your partner program
3 Uses of Partner Maturity Model
Partner Maturity Tracker - Demo
TRIVIA
Mobilize People
Win a Deal consistently
Sell Faster
What is the biggest advantage of Partnering
Maturing partners is a not a linear process
Inspire and Lead change
Give as Good as you Get
Final Takeaways
How to get connected?
Chaitra Vedullapalli
Sr. Director, Microsoft Corporation
Email : [email protected] | Phone : 510-579-4945
Follow me on Twitter | Check out My Blog | Connect me on Linkedin
