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Welcome!Bienvenido!
Bem-vindo!
Network with Sponsors
Google Channel SalesPartnership Benefits
Christine MerrittHead of Premier SMB Partnerships, Channel Sales U.S.
Opportunity to create an incremental revenue stream
for the digital future.
Google’s approach to selling into the SMB market
Channel Sales Partnership Program Overview
Partnership Models & Benefits to Partners
Expectations of Partners
Getting Started
Source: BIA Kelsey
# of Advertisers
Ad Spend
AM 47M SMBs
Direct Sales
Channel Sales
Relationships with or access to local
businesses
Congruent or complementary
product(s)
Direct sales force
Commitment to building digital
marketing business
Strategic Partner Characteristics
The Google Premier SMB & Channel Sales Partner Program represents a strategic alliance with hand-picked top-tier companies who market, sell, and service Google’s digital
advertising products to SMBs enabling partners to diversify and expand their revenue base.
Selling to SMB “Through” Partners
Channel Sales Partner Program:
Build a team that addresses each aspect
of the partners’ life cycle
Focus on partner profitability and
satisfaction, good things then follow
Help our partners in each aspect of the customer life cycle
Have enough partners for each segment, but don’t have too many partners chasing too few deals
Shared success metrics to tie our
interests and results together
Google’s Partner Philosophy
Source: BIA Kelsey
Partners help SMBs for many reasons including lack of engagement, confusion and lack of time. SMBs want to focus on their business- not being a digital Ad expert!
What SMBs Want:• Human interaction• Simple ad product• Clear value proposition for online fund shift• Advertising solutions customers want• Brand, quality, reach and results• Experts in search and digital advertising solutions• End to end solution covering all online marketing channels
What SMBs Want From a Partner
Sells to and manages accounts in person, online, or over the phone
Premier or Channel Sales Partner
Incentives on growth
Co-Op marketing funds
Sales rep incentives and rewards
Gross Margin + Cost of AdWords= Total Retail PriceCost of AdWords
Google funded sales and technical training
Google Channel Sales
Dedicated account team to support Premier Partner
Partner Value
Google Value
Legend
Channel Sales Partnership Model:
Premier Partners’ existing or targeted client base
Advertisers
Channel Sales Partner
• Develop new revenue stream through Channel Sales Partner program features
• Reach positive contribution rapidly with limited up-front investment
• Optimise operational costs (no API usage cost, ongoing ops and technical support)
• Provide higher service level with support from Google
Advertiser
• Reduce online marketing complexity as Channel Sales Partners offer a fully managed service – one-stop shop
• Cement trusting relationship between SMB & Partner through established support processes
• Partners provide customers with transparent AdWords reports.
• Partners and Google ensure maximum return for SMB investment
• Partner with a market leading brand
• Grow faster - customer base, revenue, and profit
• Increase confidence in the value delivered SMB clients
You + Google + YOUR Customers
On-site training Sales incentive programs
Seminars & joint-speaking events
Joint-marketing campaigns & co-branded studies
End to End Partnership Benefits
• Philosophical Alignment
• Executive Commitment to Go to Market with Google
• Ability to Participate in Product Betas
• Revenue Growth
• Advertiser Growth
• High Customer Satisfaction
• Low Customer Churn
• Engaged with your Google Channel Sales team
Expectations: What Google Needs From YOU
Next Steps: where do you go from here?
1. Learn more at this event about “Platform Partners”
2. Talk to Google’s Strategic Partner Development - Set a follow up call or meeting
3. Evangelize the ideas back at your company