the pathway to creating a successful channel partner program (kevin o'brien, jazzh)
TRANSCRIPT
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Building a ChannelSmall Business Web Summit
Kevin OBrienVP Strategic Alliances
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● A Developer (long ago), Sales Engineer, BD/Partner Person…
● Constant ContactBefore there was SaaS (we called it ASP back in the day)...
Multiple Channel Programs:Solution Providers (Business Partners, Web Developers, Affiliates)Distributed Partners (Associations, Networks, Franchises)
Technology Partners (ISVs)Strategic Partners (SMB Aggregators)
● HootsuiteBack when Snap was for dating…Multiple Channel Programs:
Agency PartnersSolutions ProvidersTechnology Partners (ISVs)Strategic Alliances
About Me
● JazzHRThere’s always Musicians looking for work...Multiple Channel Programs
HR ConsultantsPayroll ProvidersTechnology and Alliances
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Market Dynamics
Is your solution right for a Channel?
Organizational Dynamics
Can the VOLUME be strategic to your company?
Ensure it has Visibility
Can it Co-Exist with a Sales Organization
Don’t underestimate the impact on Systems!
Planning
Which Channel to focus on First
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Focus on the Right Partners
Who are their customers
What do they do – will they REFER you?
Has to be replicable…find groups that are similar and expand
Look into your own customer base first
They were referred to you by their Trusted Advisor
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Partner PortalRevenue ReportingUser Activity ReportingMulti Account LoginSingle Billing
Marketing Materials
IncentivesRevenue Share vs BountyIn Perpetuity – Risk/Reward
Early Access & Thought LeadershipMore valueable than Revenue ShareHelping them be Valuable to their Clients
Not an API Program…though it helps..
Certification*Tough sell on SMB SoftwareComes later on as scale happens
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Partner Managers
Critical to success of the channel
Being Proactive instead of Reactive
Constantly Educating on the Tools and Resources
Establishing level of trust – understand business needs
Assigned Quarterly MRR Targets
Should do 2-5x of what a Sales Person Can Do
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What Will You Grow Here?