channel roi measurement workshop
DESCRIPTION
Long considered the ‘holy grail’ of channel management, connecting the dots between channel investment and sales ROI is still a struggle for even the most savvy and well-funded channel organizations. But in the last couple of years, technological steps forward in workflow automation, data integration, analytics, forecasting, and marketing automation have set the stage for a true closed loop. This evolution means finally being able to measure with certainty what efforts are working and which are a waste of time and energy, thus maximizing impact with limited budget. But the effect of connecting these dots has another, equally important benefit: each step in the channel planning, execution, and measurement lifecycle becomes dramatically more effective and efficient when influenced by the information captured in the other steps.TRANSCRIPT
The rise of modern channel program measurement and its implications for revenue and market-share growth.
Presenters
Steven Kellam, SVP Sales and Marketing, [email protected]
Peter Hornberger, Business Development, [email protected]
Traditional ROI Challenges
Top 3 ROI Challenges• Capturing and sharing data
o Source – very divergent POS, LMS, CRM, ERP, Partners
o Silos – within organizationso Integration – keeping it simple
• Leveraging datao Logistics – how do we share across roles & departmentso Relevance - validation across many audienceso Predictive analytics – beyond validation
• Marketo External forces
Influences beyond our control
Industry Trends – Details
• Battle for market share o Forces battle for partner mindshare
o Fueling growth in MDF/BDF spend
• Rapidly changing tech landscape o Hard for partners to keep up
Bundled sales
o Partner behavior modification needed
• Pressure to show return on EVERYTHINGo Necessity of closing the loop on MDF ROI
o Report/metric-driven ROI
Closing the Loop
Where We’re Headed
CCI Research
1. Clients and Partners
2. Fortune 100 and Fortune 1000
3. High Tech, Telco, Green Tech
4. Software, Hardware, Storage, Security, Communications
Capture Proof of
Performance
Incent Use of Thru-Partner
Marketing
Partner Scorecarding & Benchmarking
Joint Business Planning
Joint Marketing Planning & Approvals
MDF Fund Allocation & Distribution
Deal Registration
Point of Sale Data Creation, Collection,
Scrubbing
Systems of Record – Partner Info & Outcomes
ROI Measurement & Predictive
Analytics
Marketing Campaign Execution
Partner Investment
Lifecycle
Partner Investment Lifecycle
Capture Proof of
Performance
Incent Use of Thru-Partner
Marketing
Partner Scorecarding & Benchmarking
Joint Business Planning
Joint Marketing Planning & Approvals
MDF Fund Allocation & Distribution
Deal Registration
Point of Sale Data Creation, Collection,
Scrubbing
Systems of Record – Partner Info & Outcomes
ROI Measurement & Predictive
Analytics
Partner Scorecarding & Benchmarking
Marketing Campaign Execution
Partner Scorecarding & Benchmarking
• Key goal for many organizations in 2014.
• Cornerstone for truly successful MDF/BDF programs.
• Many organizations now doing this manually.
• Goal is automation and deeper analysis.
https://www.brighttalk.com/webcast/9513/87445Courtesy of PartnerPath
Partner Investment
Lifecycle
Capture Proof of
Performance
Incent Use of Thru-Partner
Marketing
Partner Scorecarding & Benchmarking
Joint Business Planning
Joint Marketing Planning & Approvals
MDF Fund Allocation & Distribution
Deal Registration
Point of Sale Data Creation, Collection,
Scrubbing
Systems of Record – Partner Info & Outcomes
ROI Measurement & Predictive
Analytics
JointBusinessPlanning
Marketing Campaign Execution
Joint Business Planning
• Next step in securing mindshare
• Limited resources – need to get this right due to time and resource constraints
• Value of a face-to-face (get out of your cube)
• Benchmarking against similar partners
https://www.brighttalk.com/webcast/9513/92125
Partner Engagement Flow
Courtesy of PartnerPath
Partner Investment
Lifecycle
Capture Proof of
Performance
Incent Use of Thru-Partner
Marketing
Partner Scorecarding & Benchmarking
Joint Business Planning
Joint Marketing Planning & Approvals
MDF Fund Allocation & Distribution
Deal Registration
Point of Sale Data Creation, Collection,
Scrubbing
Systems of Record – Partner Info & Outcomes
ROI Measurement & Predictive
Analytics
Joint Marketing Planning & Approvals
Marketing Campaign Execution
Joint Marketing Planning & Approvals
• Define how to align go-to-market strategies
• Build a plan together using an automated tool
• Begin process with measurable outcomes and expected returns
Capture Proof of
Performance
Incent Use of Thru-Partner
Marketing
Partner Scorecarding & Benchmarking
Joint Business Planning
Joint Marketing Planning & Approvals
MDF Fund Allocation & Distribution
Deal Registration
Point of Sale Data Creation, Collection,
Scrubbing
Systems of Record – Partner Info & Outcomes
ROI Measurement & Predictive
Analytics
MDF Fund Allocation & Distribution
Marketing Campaign Execution
Partner Investment
Lifecycle
MDF Fund Allocation & Distribution
• Assumes proactive alignment of go-to-market strategies/details
• Line up $ to campaigns
• Quick distribution key for momentum and partner experience
Capture Proof of
Performance
Incent Use of Thru-Partner
Marketing
Partner Scorecarding & Benchmarking
Joint Business Planning
Joint Marketing Planning & Approvals
MDF Fund Allocation & Distribution
Marketing Campaign Execution (Solo or
TPMAs)
Deal Registration
Point of Sale Data Creation, Collection,
Scrubbing
Systems of Record – Partner Info & Outcomes
ROI Measurement & Predictive
Analytics
Marketing CampaignExecution
Partner Investment
Lifecycle
Marketing Campaign Execution
• TPMAs - Hottest trend in the market – fills a ‘missing link’ by capturing objective proof of performance
• Slight “buyer beware” – details drive success of program
o Push partners here with incentives
• Behavior modification/points rewards…need to condition any new behavior
Capture Proof of
Performance
Incent Use of Thru-Partner
Marketing
Marketing Campaign Execution
Capture Proof of
Performance
Incent Use of Thru-Partner
Marketing
Capture Proof of
Performance
Incent Use of Thru-Partner
Marketing
Partner Scorecarding & Benchmarking
Joint Business Planning
Joint Marketing Planning & Approvals
MDF Fund Allocation & Distribution
Deal Registration
Point of Sale Data Creation, Collection,
Scrubbing
Systems of Record – Partner Info & Outcomes
ROI Measurement & Predictive
Analytics
Deal Registration
Marketing Campaign Execution
Partner Investment
Lifecycle
DealRegistration
• Historically something all vendors use
• Somewhat siloed
• Big upside of TPMAs: connecting the dots from campaigns to deal registration
• Key is closing the loop on ROI of marketing activities
Capture Proof of
Performance
Incent Use of Thru-Partner
Marketing
Partner Scorecarding & Benchmarking
Joint Business Planning
Joint Marketing Planning & Approvals
MDF Fund Allocation & Distribution
Deal Registration
Point of Sale Data Creation, Collection,
Scrubbing
Systems of Record – Partner Info & Outcomes
ROI Measurement & Predictive
Analytics
Point of Sale Data Creation, Collection,
Scrubbing
Marketing Campaign Execution
Partner Investment
Lifecycle
Point of Sale Data Creation, Collection,
Scrubbing
• Goal is to see lift
• Challenge is around tying lift back to campaigns
• There will always be challenges with comparing sales data to marketing activities
• Key is scrubbing data
Partner Investment
Lifecycle
Capture Proof of
Performance
Incent Use of Thru-Partner
Marketing
Partner Scorecarding & Benchmarking
Joint Business Planning
Joint Marketing Planning & Approvals
MDF Fund Allocation & Distribution
Deal Registration
Point of Sale Data Creation, Collection,
Scrubbing
Systems of Record – Partner Info & Outcomes
ROI Measurement & Predictive
Analytics
Systems of Record – Partner Info &
Outcomes
Marketing Campaign Execution
Systems of Record – Partner Info &
Outcomes
• Where does all POS and partner data go?
• How do vendors need to consume this data? PRM, CRM, JMP?
• What it all looks like – configurable scorecarding.
• Leads to showing partners their successes/failures.
Capture Proof of
Performance
Incent Use of Thru-Partner
Marketing
Partner Scorecarding & Benchmarking
Joint Business Planning
Joint Marketing Planning & Approvals
MDF Fund Allocation & Distribution
Deal Registration
Point of Sale Data Creation, Collection,
Scrubbing
Systems of Record – Partner Info & Outcomes
ROI Measurement & Predictive
Analytics
ROI Measurement & Predictive
Analytics
Marketing Campaign Execution
Partner Investment
Lifecycle
ROI Measurement & Predictive
Analytics
• Defining past success
• Predicting future success
Conclusions
1. Joint business planning – moving into the light
2. Successful channel systems are integrated and agile
3. The dots are getting connected on program ROI
Capture Proof of
Performance
Incent Use of Thru-Partner
Marketing
Partner Scorecarding & Benchmarking
Joint Business Planning
Joint Marketing Planning & Approvals
MDF Fund Allocation & Distribution
Deal Registration
Point of Sale Data Creation, Collection,
Scrubbing
Systems of Record – Partner Info & Outcomes
ROI Measurement & Predictive
Analytics
Marketing Campaign Execution
Partner Investment
Lifecycle
Questions?
Steven Kellam, SVP Sales and Marketing, [email protected]
Peter Hornberger, Business Development, [email protected]