marketing cloud - partner office hours (april 28, 2015)
TRANSCRIPT
FY16 Alliances & Channels -‐ Partner Office Hours
Go To Market Overview
Tom Williams Regional Vice President, AMER Go To Market Alliances & Channels
March 2015
Ques-ons will be reserved un-l the end
Please post all quesKons to the chat window
addressed to “all panelist” on your right
By the end of this presenta-on, you will understand…
• How Partner Coverage Model is different than in the past
• Working with the Direct Sales OrganizaKon – what’s the deal?
• Opportunity Management
• The Partnering “Do Step”
Align the MarkeKng Cloud Partner Eco System with the Salesforce direct selling organizaKon
to drive ACV, Client Success and Partner Success across every region, territory and verKcal.
MISSION:
Lead Generation
BIGGER DEALSHigher Win RatesFASTER
New Logos
Industry Depth
Faster Time to Value
Stickier CustomersDrive Renewals
Relat ionshipsAccount
Intel
SUPPORTThought
LeadershipDEMO
(CMO)
CLOSES
Going To Market in FY16
RE-‐SELL CO-‐SELL
Partner supports close of an exisKng SFDC opportunity (e.g., previously unknown intelligence, customer account relaKonship, etc.); includes Partner-‐Led
JOINT
SOURCED
ISV
CLOUD RESELLER
Partner idenKfies previously unknown oppty ̶ IdenKfied by partner in account planning ̶ Lead submiced through partner portal ̶ License sold to partner for internal use ̶ Lead generated as result of partner event
Partners who combine the resale of SFDC licenses with their own intellectual property, typically through apps listed on the AppExchange
Partners who resell ETMC and SFDC licenses while also providing services, markeKng and support; includes fulfillment resellers used due to constraints working with governments or local currencies
Why Partner Now?
FY14 H1 FY15 H1
Partner No Partner
Partner No Partner
EBU 43% 23% 47% 17%
MM/GB 52% 36% 48% 26%
ESMB 41% 31% 48% 32%
TOTAL 45% 28% 47% 23%
Source: Salesforce A&C FY14 & FY15
Close rates INCREASE when partners are involved.
Partners help NOW. ✓ Help SFMC scale ✓ Build pipeline we can’t build
on your own ✓ Extend Services offerings that result
in becer client experiences
FY16 Alliances & Channels GTM Leadership
Tony Beller VP, AMER EBU
Rob Sparno RVP, PBU
Steve Bradford VP, EMEA
Minoru Hoshina VP, Japan
Nicole Gallant RVP, APAC
Dan Streetman SVP, WW Alliance & Channel GTM
JF Allain RVP, AMER CBU
Tom Williams RVP, AMER
Marketing Cloud
Engagement
Go To Market Alliances & Channels
Field Sales Teams
GTM Directors
SSI Team Solution Provider
Team
Agency Team
CFL
AVP RVP AE
Core
Partner Account Managers
Connecting field sales to the Marketing Cloud partner ecosystem
Alliances GTM & Partner Alliance Managers Roles & ResponsibiliKes
✓ Partner relaKonship management for Strategic SIs, SoluKon Providers (Resellers) & Agencies
✓ Drives execuKve relaKonship & mapping
✓ Builds Strategic Go-‐To-‐Market Plan
✓ Drives Partner enablement, accreditaKon & MC pracKce development
✓ Drives Full Force soluKons with Industry teams
✓ Works collaboraKvely with AEs & GTM team
✓ Align to AVP/RVP in sales regions to drive sales engagement with all Partners
✓ Single point of contact for sales leaders ✓ Map client/prospect’s requirements to
appropriate delivery Partner
✓ Named Account planning (account mapping)
✓ Drives Regional execuKve relaKonships ✓ Builds partner account plans with AEs ✓ Supports CFL on partner implementaKons
Relationship
Partner Account Manager
Pre-Sales
GTM - Alliances & Channels
Partner Engagement
Clear & Differen-ated Value Prop Engagement Execution at Scales
Characteris-cs of a Go To Market Partner Deep Exper-se
§ MarkeKng, Sales & Services
§ Peer Alignment (PAM, AE, Sales Leadership)
§ In market coverage
§ RepresentaKon of Value Prop = Point of View + body of work
§ Cross Channel and Cross-‐cloud
§ AccreditaKons
§ Customer wins
§ VerKcal ExperKse
§ Adjacent Technology competency
§ Own client engagement from strategy to on-‐going delivery
§ Trained to implement all products
§ Bandwidth to deliver mulKple engagements simultaneously
§ FREQUENT COMMUNICATION
4 Pillars for Partner Success
Expected Outcomes: Metrics: $3M+ ACV
Expected Outcomes: Metrics: Certifications & CSAT
Expected outcomes: Metrics: ROI & Pipeline
Expected Outcomes: Metrics: CSAT & Client Success
FY 2016
Sales Engagement
Account Management Active Opportunity Participation Business Development
Support Engagement Client Support Certified Customer Training CSAT Measures
Services Engagement
Accreditation Cross-Channel Multi-Cloud
Marketing Engagement
Campaign/Program Planning Marketing Development Funds Lead referral (Sourced)
FY16 GTM Partners
Suspect > Discovery Account alignment and mapping
Confirm & Differen-ate > Confirming Value
Joint value proposiKon delivers differenKaKon
Proposal/Plan > Nego-a-ng
Specific and near-‐term capability (Capacity, Capability, Timing)
Early Engagement Improves Win Rate and Accelerates Pipeline When to Engage GTM Partners
Stage 1-2
Stag 5-6
Stage 3-4
Stage 5-6
How we do it. Working with Go To Market Alliance Partners
Enable &
Certify
• Enablement on Customer Success Platform a priority • Multiple Individuals/teams • Expand beyond Email • Leverage Partner Success Services
Profile Differentiation
• Complete partner Profile Survey • Profile differentiation & value prop • Focus on Verticals
GTM
• Share Target Accounts with PAMs • GTMs Map Partner Capabilities to AE Accounts • ID Cosell Opportunities
Leverage MDF to Drive demand generation
Measure, adjust
& invest
• Track GTM Partner influence on: • ACV Contribution
• Close Rates • CSAT
Opportunity Management
• Schedule Forecast Calls with PAM • PAM/GTMs coordinate with MC Sales
teams on all opportunities
The GTM Do-step
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Revenue: • $150M+ YTD (CY2014) • Sourced ACV: $9.6M (FY15) • Influenced ACV: $17M (FY15) • CSAT: 9.0/10.0 (FY15) Cer-fica-ons: • Total: 612 • Technical Architect: 5 • Sales: 140 • Service: 124 • Developer: 343
Founded in 2006, backed by Sequoia, GGV, General AtlanKc and salesforce.com. They have 500+ enterprise customers 1500+ projects, 5000+ companies using their cloud technologies. Appirio has consultants in 38 states, five countries and is headquarterd in San Francisco, California.
Commi]ed to Partner Success
MC Partner Account Manager
Training Team SoluKon ConsulKng Team
Go To Market A & C
Go To Market Services
Salesforce Marketing Cloud has invested heavily in supporting it’s Partner Ecosystem
1. Suspect
3. Confirm & Differentiate
4. Confirming Value
5. Proposal & Plan
7. Closed Won - Waiting on Contract
8. Closed Won
2. Discovery
Omitted
Best Case
Best Case
Best Case
Most Likely
Commit
Commit
Closed
6. Negotiating
Sales Stages Forecast Category Probability
0
10
25
50
75
90
100
100
ACV Forecast Category Mapping
ACV Forecast Category Mapping
Lead Sales/Partner
• Tag the partner on this opportunity
Lead Sales/Partner Role
• This indicates Joint or Sourced
Partner Team(s) added Opportunity Teams
• Partner Account Manager (PAM) added as 100% overlay
• Go To Market Director (GTM) added as 100% overlay
How We Track Co-sell Opportunities with GTM Partner Involvement Opportunity Tagging
Sales Rules of Engagement
§ Partners will not knowingly solicit exisKng Salesforce direct account relaKonships unless they are collaboraKng with Direct Sales AE; in GB and ENTR, resellers will not solicit any business.
§ If customer noKfies Salesforce in wriKng of its intent to allow its contract to expire in order to migrate to a Reseller, Direct Sales will engage with the both the customer and the Reseller to facilitate the transiKon of services from a direct engagement to a Reseller engagement.
§ At any point that a Reseller becomes aware of an exisKng contractual relaKonship between a prospecKve customer and Direct Sales, the Reseller AE is required to noKfy the appropriate Direct Sales AE of the potenKal opportunity.
Exis-ng Salesforce Direct
Customers
Exis-ng Salesforce Indirect
Customers
§ Direct Sales will not knowingly solicit direct engagement. Resellers get first right of refusal to sell new applicaKons.
§ At any point that Direct Sales team becomes aware of an exisKng contractual relaKonship between a prospecKve customer and a partner, the Direct Sales AE is required to noKfy the appropriate Reseller AE of the potenKal opportunity.
§ Direct Sales will screen inbound leads for prior exisKng relaKonships with a Reseller or deals registered by a Reseller prospect. Resellers and Reseller AEs must collaborate closely to ensure accuracy in screening process.
§ If Reseller’s customer wants to migrate to Direct relaKonship, Direct Sales may only engage with customer once customer submits intent in wriKng to both Direct Sales and Reseller, and the Reseller must acknowledge receipt.
Customer Prospects
§ Direct Sales will not knowingly solicit any enKty that has been idenKfied in Salesforce as a prospecKve customer of a Reseller (through a registered lead) unless invited into the sales opportunity by the Reseller.
§ If a Reseller sources a deal, the Direct Sales AE should not proacKvely look to bid or compete on the deal (even if RFP is issued). If any party feels strongly that 1 )the Reseller capabiliKes are inadequate to do the work, 2) our brand is at risk or 3) we are asked to bid directly by the client, then there will be a internal conversaKon, with Sales &Alliances leadership approval needed to bid direct or via a blended model with partners.
§ Either party (Reseller or Direct Sales) can register leads related to A) a lead from the other party with no acKvity/live contact for >30 days, B) opportuniKes deaded out > 60 days prior or C) previous customers that acrited > 90 days prior.
Services Rules of Engagement
§ Salesforce Services will not compete when Opportunity is sourced by partner or Partner is an acKve proponent of Salesforce or opportunity is being driven by a partner Fullforce soluKon.
§ In joint Core and MC sales pursuits, the partnering strategy for the Core products should be the partnering strategy for MC, provided the partner has MC experKse
§ This rule is Opportunity specific, not Account specific
Primary Rule
Excep-ons
§ The Following excepKons need to be approved on a case-‐by-‐case basis by both Sales and CFL leadership:
§ Salesforce brand is at risk
§ A client mandates it
§ Salesforce Services acKvely invests in the sales cycle either with demos or other assets
Partners Helping
Salesforce Services
§ Partners are asked to increase the amount of blended Salesforce Services resources into their complex projects; beyond staff augmentaKon and preferably with whole work streams.
§ MC Sales teams will get paid on ET@ services when these services are sold to a partner
§ Alliances idenKfies opportuniKes for Salesforce Services to grow offerings for newly ramping SIs, programs with signed PSAs and rate cards, and implementaKon services to partners and customers in new technologies (e.g., analyKcs, mobile, communiKes, etc.).
Questions
May 12th:
• Salesforce Connec-ons May 19th:
• Marke-ng Cloud Product Update: Email
Upcoming Office Hours
Thank You.