cloud 2.0 presentation
TRANSCRIPT
How to Get the Most Out of Your Cloud Channel in the 2.0 World
CLOUD 2.0
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Steven Kellam
SVP, Sales & Marketing
CCI | Global Channel Management
PRESENTERS
Richard Flynn
Founder and Senior Principal
The Spur Group
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WHAT WE’LL DISCUSS
What Is Cloud 2.0? (And Why Should You Care?)1
2 5 Keys to Enabling Partners
3 5 Keys to Building Internal Consensus
4 5 Keys to Mitigating Risk
5 5 Areas to Incentivize in the Cloud World
What is Cloud 2.0? (And why should you care?)
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CLOUD 1.0Remember these old things?
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THE WORLD HAS CHANGED—MOVIES
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THE WORLD HAS CHANGED—IT
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“It’s like we are racing together with our partners at 180 mph, our hair is on fire, and we are changing a tire at the same time.”
~ Jennifer Shulze, VP Cloud Partner Marketing
CLOUD 2.0 REALITY
It’s like racing at 180 mph.
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“…and we (vendors) are not moving fast enough.”
“the buyers journey alone may take out 1 in 3… no short list… no sale…”
~ Sal Patalano, Chief Revenue Officer
SPEED OF LIGHT… AND ACCELERATING
It’s still not fast enough.
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“A billion-dollar partner can be dead in two years… I know that sounds crazy.”
“reminds me of banking crisis, there is no too big to fail”
~ Mike Gallagher, Senior Director,Worldwide Partner Marketing
WARP SPEED – WATCH OUT FOR BLACK HOLES
A billion-dollar partner can be dead in two years.
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Buyers already have made the shift – that means rapid change for everyone
Business outcomes are shifting from sales to marketing led
Today’s partners need new skill sets to compete:
• Finance
• Digital marketing
• Recurring revenue
• Have run a business and watched it fail
Vendors have to get marketing to the masses or the masses to market…
Everyone's systems need to get integrated – tying CRM to PRM – sharing data
Success tied to relationships vs products – trust-based outcome
SO WHY THE HURRY?
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“Its all about trust – we are changing partners and ourselves at the same time.”
~ Meaghan Sullivan, VP, Global SME & Partner Marketing
MUTUAL SYMBIOTIC RELATIONSHIP
Symbiotic Relationship
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Transparency – key to long-term success
Alignment – same KPIs
Empowerment – allow partners to be successful
Sharing data – analytics is key
Circle extends to buyers – new type of long-term relationship
CIRCLE OF TRUST
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“Customers are like my wife—if she ever stops telling me what she thinks, I am in big trouble.”
~ Jason Dettbarn, CEO
(100% cloud Kaseya reseller)
CIRCLE OF TRUST
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“Where we are today – the coming together of buyers, partners and vendors to drive business in the cloud.”
~ Richard Flynn, Senior Principal
CLOUD 2.0 Definition
The coming together of buyers, partners and vendors.
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Customers have changed
Empowered functional buyers
Buying different value
In a different manner
Partners in the process of changing
Different economic models
Powered by marketing
New staffing model
Vendors need to change
New metrics
Split programs
More marketing support
2.0 - WHERE WE ARE TODAY
“Hop on a bus Gus, make a new plan
Stan, just get yourself free.”
~ Paul Simon
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TREND: INCREASE YOUR DIGITAL FOOTPRINT - TRADITIONAL B2B research is self-directed.
0%
57%of the way towards making a decision before reaching out to a potential vendor
100%
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TREND: INCREASE YOUR DIGITAL FOOTPRINT – CLOUDB2B research is self-directed.
0%
80%of the way towards making a decision before reaching out to a potential vendor
100%
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FOR THOSE WHO NEED MORE DETAILS
Channel Maven Consulting © 2015
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Review Sites
Ask a Friend
Ask on Twitter
Aware-ness
Ask on LinkedIn Hear About
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Hear From Competitors
Purchase
The 5 Keys to Enabling Partners
You can lead them to water, but you can’t can make them drink.
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tell them about the water
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“This stuff is important!”~ Heather K. Margolis, President and Founder
channelmavenconsulting.com/services
COMMUNICATE TO PARTNERS Key to getting going.
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lead them to the water
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Lay out ROIs
Spread the word about success examples
Build business plans that include digital marketing
SHOW PARTNERS WHAT IS POSSIBLE
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show them how to drink
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EDUCATE THEM…
“Give a man a fish and you feed him for a day.
Teach a man to fish and you feed him for a lifetime.”
Create a good tutorial and they can
teach themselves how to fish.
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show them its ok to put their head in the water
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Make it secure – it’s a hard transition
• In it together for the long haul
• Show patience – everyone is committed
Act on game plan
• Building trust
• Business plan around cash crunch
• Drive DG – ie. TPMAs
MAKE ALL IN… OK
Vendors and partners need to be all in.
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put your head in the water with them
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YOU ARE ALL IN… WITH THEM Risk goes both ways.
Commit to them…
Emotionally
Territories
Products
Support
Influence
Monetarily
Through Partner Marketing
For Partner Marketing
Marketing Bootcamps
Ongoing Marketing Training
Dedicated Marketing Support
DG tools
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GIVE THEM COOL NEW TOOLSPartner Social Media – For Partner Marketing
Socialondemand
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LET THEM LEVERAGE YOUR VALUABLE CONTENT
Channel Maven Consulting © 2015
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Help partners feel successful
Amplify posts via retweets and shares
Interact with partners via @mentions and #hashtags
SHOW SOME LOVE – POSITIVE REINFORCEMENT
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RINSE AND REPEAT
The 5 Keys to Managing Internally
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start at the top
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Define success and stick to it
• Be flexible but try not to knee jerk
There will be challenges and failures
• Not everyone will be happy – this does not work for everyone
Strategic vs. tactical sale
• Success does not happen over night –getting it right may take time
NEED AIR COVER
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educate everyone
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Need broad organizational buy in
• Key to future and worth the pain
Strategic vs. tactical
• Everyone needs to understand timelines and obstacles
Really no choice – have to move forward
DON’T JUST SHARE – EVANGELIZE THE VALUE PROPOSITION
Evangelize the value proposition.
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preach patience
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Vendor and partner changing at the same time
Some things are not going to work
Expectations are going to be high
WHOLE NEW WORLD
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work with sales
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Reset for everyone • Not just partners sales teams that need to change
• Vendor teams have to change
• Different landscape
High pressure • CROs trying to find out what levers they really
have to pull
• Need marketing to hit numbers like never before
• Some on board, some… maybe not
Sales needs to be evangelist • Have to listen at same time
• Ultimate contradiction to old-school sales
NEED EACH OTHER LIKE NEVER BEFORE
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work with sales some more
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This is why we are here
There will be pain
The alternative… If you don’t do, your competition will
DID I MENTION NEED EACH OTHER LIKE NEVER BEFORE?
How to Mitigate Risk
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visible support from c-level
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Means in-the-room-with-partner kind of support
Create atmosphere of joint success
Don’t promise what can’t commit to
ULTIMATE FIELD SUPPORT
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create cloud sales force
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Need to be dedicated to the cloud
Shows organizational commitment
Partners can tell the difference
NECESSARY FOR SUCCESS
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create specific ‘gives’ and ‘gets’
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Partners may be skeptical
Partners want real commitment from vendors
• Real transition plan
• Soften Cash Crunch
• Quality Leads
• DG dollars
• Willingness to share data
• Cloud Sales team
Vendors need real commitment from partners
• Executive buy in
• Commitment to know the business
• Willingness to share data
HAVE TO HAVE TWO-WAY PARTNERSHIP
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understanding that some will not make it
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Under promise and over produce – you will have fall out
Set aggressive goals but understand it will not be a smooth ride
• Highs and lows
• Most likely not linear
Build in expectation that may have to reset
• Partners will do dumb stuff (so do enterprise sales guys)
• Some will fail
SET REALISTIC EXPECTATIONS
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build in accountability
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Stick to hold accountable
• Hold back leads
• Hold back incentives
• Black list if necessary
Carrot to motivate
THERE HAVE TO BE CONSEQUENCES
Wrap Up When and Where to Apply Incentives
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1) Tell them about the water
2) Lead them to the water
3) Show them how to drink
4) Show them its ok to put their head in the water
5) Put your head in the water with them
KEY POINTS
5 Keys to Enabling Partners 5 Keys to Managing Internally 5 Keys to Mitigating Risk
1) Start at the top
2) Educate everyone
3) Preach patience
4) Work with sales
5) Work with sales some more
1) Visible support from C-level
2) Create cloud sales force
3) Create specific ‘gives’ and ‘gets’
4) Understanding that some will not make it
5) Build in accountability
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Enablement – new everything
Digital marketing – getting on the short list
Sales experience – sales cycle, close ratios
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LEADS US TO 5 KEY AREAS FOR INCENTIVESNeed to work with sales.
Implementation – first impression4
Retention – client satisfaction5
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Steven Kellam
SVP, Sales & Marketing
CCI | Global Channel Management
QUESTIONS?
Richard Flynn
Founder and Senior Principal
The Spur Group