deal registration - channel chiefs council webinar - jay mcbain - dec 2016
TRANSCRIPT
75% OF WORLD TRADE FLOWS INDIRECTLY
438,619 BOOKS ON DIRECT SALES
438,619 BOOKS ON DIRECT SALES
180 BOOKS ON INDIRECT SALES
SO, YOU WANT TO BE A CHANNEL CHIEF?
BE CAREFUL WHAT YOU ASK FOR…
From contracts to rules of engagement, portal and PRM management to co-marketing and MDF return of investment. From segmentation to capacity planning, distribution, multi-tier and margin matrix. From managing back-end dollars to conflict. From education, training and certification to solution alignment and communication. From pre- and post-sales and technical support to fraud, partner satisfaction and endless customizations. From community management to motivation, loyalty and partner-friendly value propositions. From deal registrations to running partner advisory councils. From development of battle cards and competitive education to driving co-branding, co-selling and co-marketing initiatives. From controlling global branding to delivering a demo, try-and-buy and loaner program. From producing partner friendly product roadmaps to securing sales in, sales out and end user reporting from dozens of partner segments. From managing industry, geographic and technology verticals to optimizing distribution routes to market. From simplifying growth and new customer programs to making sure that your company is protected from gray and black markets. From administering international rules, regulations and legislation to ensure all collateral, communication and media is translated around the world. From observing pricing and fairness laws and norms to making sure the program is represented across social media, email, web, newsletters, and search engines. From attending dozens of tradeshows to publishing whitepapers, e-books, technical briefs and reference books. From integrating the PRM, portal and other tools into the companies back end to mediating internal conflict and deference. From representing the company in industry associations, peer groups and expert panels to making sure that RMA’s, rebates, MDF and loyalty payments are issued correctly. From engaging the industry media and bloggers to making sure that Channel Account Managers are deployed and managed correctly. From budgeting, forecasting and benchmarking to nurturing, converting and recruiting. From developing and accelerating top partners to developing an MVP program. From educating internal stakeholders to being the external face of the company. From extending floor financing, credit terms to ensuring the appropriate recognition program is in place.
75RESPONSIBILITIES
CROSSING ALL LINES OF BUSINESS
Based on our research, the best channel leaders tend to have more in common with
great general managers than with great sales managers.
“”
Deal registration is a program of channel partners in which the vendor is informed about a business opportunity and is provided priority for it. The channel partners, like system integrator partners or value-added resellers, are provided with a definite period to bring the deal to a closure. However during this time, a vendor’s own sales team or other channel members are prohibited from striking a similar deal with the particular lead. Deal registration helps in lowering the channel conflicts between the channel members of a vendor’s internal sales team.
DEAL REGISTRATION
DEAL REGISTRATION
14 KEY BENEFITS
• More effectively manage the pipeline• Improve their forward-looking view and forecast
of future opportunities • Enhance communications while reducing
administrative costs and complexity • Motivate channel partners to be more loyal and
write more business • Increase reseller loyalty by assuring better
margins for those that initiate sales opportunities
• Enhance pre-sales end user support through greater channel collaboration
• Improve the quality and completeness of information delivered to the end customer
• Create incentives for channel partners to share information on deals they are working to enable the vendor to collect more competitive intelligence
• Price larger deals in a more consistent manner• Improve record keeping and compliance with
industry standards or government regulations• Gain more insight into dynamic market
opportunities and better understand how business is trending overall
• Close the loop at the end of the sales process and determine which partners and sales programs are most effective
1. More effectively manage the pipeline
2. Improve forward-looking view and forecast of future opportunities
3. Enhance communications while reducing administrative costs & complexity
4. Motivate channel partners to be more loyal and write more business
5. Increase reseller mindshare by assuring better margins
6. Enhance pre-sales end user support through greater channel collaboration
7. Improve the quality & completeness of info delivered to the end customer
8. Partners share info on deals enabling the vendor to collect more competitive intel.
9. Price larger deals in a more consistent manner
10. Improve record keeping and compliance with industry standards or gov’t regulations
11. Gain more insight into dynamic market opportunities and better understand how
business is trending overall
12. Close the loop at the end of the sales process and measure
13. Determine which partners and sales programs are most effective
14. Feed AI, predictive analytics and machine learning systems
BEST PRACTICES1. Be Strategic - Set Overall Objectives and Strategies
BEST PRACTICES1. Be Strategic - Set Overall Objectives and Strategies2. Modernize, Automate and Implement
BEST PRACTICES1. Be Strategic - Set Overall Objectives and Strategies2. Modernize, Automate and Implement 3. Integrate Your Channel Programs
BEST PRACTICES1. Be Strategic - Set Overall Objectives and Strategies2. Modernize, Automate and Implement 3. Integrate Your Channel Programs4. Reward Value Added Selling, Discourage Deal Poaching
BEST PRACTICES1. Be Strategic - Set Overall Objectives and Strategies2. Modernize, Automate and Implement 3. Integrate Your Channel Programs4. Reward Value Added Selling, Discourage Deal Poaching5. Prevent Duplicate Registrations to Reduce Conflict
BEST PRACTICES1. Be Strategic - Set Overall Objectives and Strategies2. Modernize, Automate and Implement 3. Integrate Your Channel Programs4. Reward Value Added Selling, Discourage Deal Poaching5. Prevent Duplicate Registrations to Reduce Conflict6. Create and Enforce Program Rules Consistently
BEST PRACTICES1. Be Strategic - Set Overall Objectives and Strategies2. Modernize, Automate and Implement 3. Integrate Your Channel Programs4. Reward Value Added Selling, Discourage Deal Poaching5. Prevent Duplicate Registrations to Reduce Conflict6. Create and Enforce Program Rules Consistently7. Comply with Antitrust and Price Discrimination Laws
BEST PRACTICES1. Be Strategic - Set Overall Objectives and Strategies2. Modernize, Automate and Implement 3. Integrate Your Channel Programs4. Reward Value Added Selling, Discourage Deal Poaching5. Prevent Duplicate Registrations to Reduce Conflict6. Create and Enforce Program Rules Consistently7. Comply with Antitrust and Price Discrimination Laws8. Close the Loop, Monitor Partners and Program
Performance
CHALLENGES1. Figuring out internal funding methodology2. Automating and integrating into legacy systems3. Finding resources to work on project (and managing after)4. Because of many different vendor attributes, every
implementation is unique5. Lack of internal channel religion and rules of engagement6. Overcoming trust issues with partners7. Differentiating from competition8. Benchmarking and measuring success
DEAL REG PROCESS FLOW
Align with Corporate
GoalsMotivate Behaviou
r
Assess Trust
Determine
Program Criteria
Sell it Internall
yMaintain Simplicit
y
Streamline
Processes
Automate
Leverage Distributi
on
Measure Success
WHERE DO WE GO FROM HERE?
AI for Channels starts to take shape
DRIVE INDIRECT REVENUE WITH PREDICTIVE ANALYTICS
REDUCE UNCERTAINTY WITH BETTER FORECASTING
CHANNEL PROFESSIONALS NEED BETTER SALES TOOLS
Detailed forecasting with advanced data science
Actionable predictions and insights to focus on what is important
Real-time rep scorecards with
ranking and trending
Customize partner and rep agendas to make sure product,
program and incentive conversations are
happening
Jay McBain [email protected] jmcbain
SUMMARY & QUESTIONS• Deal Reg has become table stakes for most commodity
product categories
• Improves pipeline visibility, reduces channel conflict, and improves partner profitability
• Sufficient planning and adequate resourcing is critical
• More data will provide better decisions moving forward using artificial intelligence, predictive and machine learning