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hawkeyes Partner Enablement Series
Why hawkeye?
You can depend on hawkeye to maximize your channel investments
2009 Hawkeye
introduces
2007 Hawkeye PartnerConduit and
expands into SaaS offerings
2003 Hawkeye Asia Pacific
expands into
Europe
2000 Hawkeye
acquires Cohesion
1998 Hawkeye
Group founded Channel focused. Strategic, experienced minds.
Rare insight into emerging channel trends with a
quest for game-changing opportunities.
1996 Cohesion,
Inc. founded Results driven. Flawless execution in translating
strategic concepts into real channel solutions with
a laser focus on results.
www.hawkeyechannel.com 3
Winning Partner Enablement Strategy
Hawkeye Channel Practice
hawkeyes mission is to develop and execute innovative, technology-
enhanced channel marketing strategies and programs that allow our
clients to deliver incremental channel growth in terms of mindshare,
channel solutions, and indirect sales.
Channel
Programs new!
Enablement Channel
Channel Strategy Performance Collaboration
Insight Measurement Growth
Assessment
Reach
Best Practices
Profitability
www.partnerconduit.com
Improving
the Value of
Channel
Relationships
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Todays Agenda
Population Wealth
20%
80%
80%
Wilfredo Pareto
20%
% Results
Expectation
50%
30%
We use a 4 level Pareto distribution 15%
rather than the usual 20% / 80% rule 5%
to provide better granularity and especially to identify XX%
45%
the lower level 45% of partners who are expected to 80% XX%
provide 45% of revenue.
20% XX%
10
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Partner Segmentation and Analytics
Facilitating Partner Growth
Encouraging and enabling partners to grow to a higher tier requires:
Solution Goal
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Partner Segmentation and Analytics
Road Map to Success
Partner Data Collection and Analysis
Identify and populate the partner data base with key attributes required for success with the product or solution
How many of what kinds of partners Which of your current partners have What is the priority for recruiting and
do you have that could sell the the characteristics required to sell engaging individual partners for the
service? the solution? existing solution?
How do requirements of What different or What are best, easiest, What are best, easiest, What indirect
current partner program additional rewards need affordable methods for affordable methods for communications and
need to be modified or to be offered to insure partners to develop inbound and outbound direct sales touch
enhanced for this specific the desired behaviors? knowledge and skills to communications for the resources can be applied
solution / partner set? sell the solution? solution? to reaching the target
partners
Demand Generation
How can we generate, or better yet enable the partner to drive, demand for the solution?
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Partner Segmentation and Analytics
The Role of Analytics
Analytics are key to helping you understand issues and
opportunities related to channel revenues and program
performance and prognosis for the future (based on trend
projections)
Maximize revenue and ROI of
channel investment
Identify opportunistic groups of
partners for revenue growth
Reduce / refine wasted program
spend
Identify effective programs /
actions for expansion
Improved forecasting
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Partner Segmentation and Analytics
The Role of Analytics
Basic data most everyone has
Sales out data
Program performance data (participation activity and costs)
Core partner attribute data (typically partner accreditation or tier
assignment)
Sales engagement (managed versus unmanaged)
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Partner Segmentation and Analytics
The Role of Analytics
Pareto level assignment Continuing vs. new account
Our breakout of the traditional 80% / 20% performance (same store)
rule in to four levels for better partner Are new accounts doing better or
opportunity understanding and prioritization worse than continuing accounts, and
what are the implications?
Total performance
Especially important when partner
Total accounts base is being expanded
Revenue, program participation, expense,
etc. Program specific measures
Program participation, utilization, cost
Account activity frequency
Attach rates / cross sell
How many partners are actually buying or
participating in a program in any given Return on investment against
period or over time? incremental revenue
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Partner Segmentation and Analytics
Analytics: Overall and by Partner Attributes
Total and By Product / Solution
Groups
Period to Period
Trends / Trend Forecast
Core Performance Measures
Partners Participating / Not Participating
Revenue
Buying / Activity Frequency P2P % Change - All
Average Performance per Account (APA) APA
Additional Measures
$$$
Accounts
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Partner Segmentation and Analytics
Analytics Key Points
Partner Strategy/Tactics
Provide value Tools, systems Marketing Clear Partner-specific Partner
proposition to and training/ program and engagement technical development and
target and certification to resources to policies and resources and collaboration
recruit partners enable partners access new pricing assistance
and to fill to identify/ markets and Partner
geographic and close acquire new Profitable, communications.
market opportunities, customers. easy-to-execute
coverage needs sell and deploy transactions
solutions and fulfillment
Partner Programs/Treatments
Profiling, Leads/Oppty Pre and post Rewards and
Registration, Training and Co-op/MDF Mgmt sales support. incentives
Qualification Certification Advertising Joint sales calls RMA policy and Advisory boards,
Self-service, Demo/Eval Matchmaking procedures product briefings
collaborative Roadmap Channel
PRM Co-op/MDF customer sat
Performance Analytics
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Health Checks
Health Check Example: Opportunity Registration
Audit checklist:
Reduce administrative burden
Review program participation are the right Enter Review
Opportunity Opportunity
partners registering the right opportunities?
Review program uptake/usage
Consider ability to support different partners,
Approve Win
different kinds of deals/flexibility Opportunity Business
Reporting
ROI
Reduce program complexity Review
Make Claim
Audit reward levels Competitive? Effective? Do Claim
they reward the right behavior?
Analyze processes Review opportunities to
streamline, automate Approve Payment
Claim Processing
Trustworthy to partner?
Integration with other applications, databases
Payment process Timely? Able to support multiple Reporting
currencies? Compliant with regulations?
www.hawkeyechannel.com 24
Health Checks
Health Check Example: Partner Communication
To Field
Measure, evaluate & Push the right To Partner
modify messaging and information to the right Thru Partner
communications users at the right time To Customer
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Health Checks
Health Check Example: Incentive Management
Audit Checklist
Map rewards to behaviors
Reward desired behaviors
Review program flexibility
For partner types
For localization
Provide end user tools & training
Review program communication
Evaluate ease of use
Reduce administrative burden
For partners
For program administrators
User guides, documentation
Opportunities to automate, streamline
Analyze program ROI
Provide differentiation between tiers
Effective reporting?
Integration with other tools, databases
Analyze payment process, regulatory compliance
Channel Programs
Channel Strategy
Channel spend Analysis
Program Economics
Program Effectiveness Partners, Individuals,
Managers Teams
Earn
Sales In Spend
Sales Out (POS)
Business Incentives
Training/Certification
Promotions
Leads Referrals
Rebates
Customer Sat
Reimbursements
Business Process
Training, etc.
Not another
survey!
Structure
Plan on meeting formally twice per year
Duration about 1.5 days of discussion
Structured roundtable discussions
Provide access to executives
Expectations
Time commitment
Communication
Access to senior executives
Results