Improve Channel Effectiveness through Joint Planning

Introduction

Craig DeWolf Vice President of Strategic Development

www.channelmanagement.com/resources eBook: FAQ’s- Incorporating Joint Marketing Planning Into Your Channel Strategy eBook: Improving ROI on Channel Investments through Joint Marketing Planning

7250 Redwood Blvd. Suite 214 Novato, CA 94945 Phone 415.427.5100

www.channelmanagement.com info@channelmanagement.com

What if you could…..
…Track ROI for MDF investments?...
… get insight as to where your partners will focus their S/M activities – and measure progress over time?…

…monitor CAM effectiveness?... …identify the habits of top performers.

…drive better growth from your tier II and III resellers?…

Understand of how allowance spending aligned with your initiatives?…

….focus resources on high opportunity partners?…

7250 Redwood Blvd. Suite 214 Novato, CA 94945 Phone 415.427.5100

www.channelmanagement.com info@channelmanagement.com

You CAN….with effective Joint Planning
…Track ROI for MDF investments?...
… get insight as to where your partners will focus their S/M activities – and measure progress over time?…

…monitor CAM effectiveness?... …identify the habits of top performers.

…drive better growth from your tier II and III resellers?…

Understand of how allowance spending aligned with your initiatives?…

….focus resources on high opportunity partners?…

7250 Redwood Blvd. Suite 214 Novato, CA 94945 Phone 415.427.5100

www.channelmanagement.com info@channelmanagement.com

Agenda • What is Joint Business Planning? (Joint Marketing Planning) • Barriers to adoption • Best Practices for adopting/optimizing JMP

7250 Redwood Blvd. Suite 214 Novato, CA 94945 Phone 415.427.5100

www.channelmanagement.com info@channelmanagement.com

About CCI:
Why we understand Joint Marketing Planning

CCI provides solutions to

Manage, Measure and Optimize
channel sales & marketing programs

7250 Redwood Blvd. Suite 214 Novato, CA 94945 Phone 415.427.5100

www.channelmanagement.com info@channelmanagement.com

Incentive Solutions Throughout the Demand Chain
Distributor Co-op/MDF
Streamline management of joint marketing programs

Reseller

Sales Reps

Consumer


   

Marketing Planner
Plan marketing programs, forecast and measure ROI

SPIF & Rebates
Run short- and long-term incentive programs

Sales Performance Rewards
Reward channel partners for attaining sales goals

     

Trade In Rewards
Manage incentive programs requiring physical return of goods

Opportunity Management
Deal Registration, Lead Management, Referral Rewards and Special Pricing

7250 Redwood Blvd. Suite 214 Novato, CA 94945 Phone 415.427.5100

www.channelmanagement.com info@channelmanagement.com

Technology Focused Clients

Hardware

Software Software

Storage

Telecom

Entertainment

Other

7250 Redwood Blvd. Suite 214 Novato, CA 94945 Phone 415.427.5100

www.channelmanagement.com info@channelmanagement.com

Flexible Solution Delivery

Professional Services

SaaS application suite to manage all program activity
On Demand Software

Optimize program design and performance

Program Management

Streamline operations with administrative services and support

7250 Redwood Blvd. Suite 214 Novato, CA 94945 Phone 415.427.5100

www.channelmanagement.com info@channelmanagement.com

What is Joint Marketing Planning?

CHAMP Plan
CHannel Alliance Management Plan CHAMP Process

7250 Redwood Blvd. Suite 105 Novato, CA 94945 Phone 415.427.5100

www.channelmanagement.com info@channelmanagement.com

CHAMP Plan
CHannel Alliance Management Plan CHAMP Process
Caveats for Data Requirements: • • • • Product: volume vs value Market: mature vs early leading edge Buying process Competitive environment

7250 Redwood Blvd. Suite 105 Novato, CA 94945 Phone 415.427.5100

www.channelmanagement.com info@channelmanagement.com

Typical CHAMP Plan Components

     

1. Executive Summary Plan summary and goals Value proposition & GTM summary Value summary (for you) Critical success criteria (SWOT) Company overview and market position Vertical/Solution focus

7250 Redwood Blvd. Suite 105 Novato, CA 94945 Phone 415.427.5100

www.channelmanagement.com info@channelmanagement.com

Typical CHAMP Plan Components

     

1. Executive Summary Plan summary and goals Value proposition & GTM summary Value summary (for you) Critical success criteria (SWOT) Company overview and market position Vertical/Solution focus

2. Performance Plan/Review  Multi-year sales review  Program Performance  Investment Summary  Strategic Goals & Attainment History

7250 Redwood Blvd. Suite 105 Novato, CA 94945 Phone 415.427.5100

www.channelmanagement.com info@channelmanagement.com

Typical KPI forecast and performance data
Category
Sales (overall or by product group) • • • • • • • • • • • • • • • • •

Sample Metrics
Forecast for 1-4 quarters in advance 1-4 quarters in arrears 1-3 years in arrears YOY growth rates # Opportunities registers $ overall value Average value % Conversion rate Current: %Open, %Closed, Average time to close Historical reference for trends Source of new customers (leads vs. partner generated) YOY Trends Historical MDF spend & utilization rates Period to date levels # Trained, % Trained 1-3 years plus % goal attainment

Opportunity Registration: Target and Performance

New Customers MDF Spend $ Competencies and Certifications Rebates/Rewards Earned

7250 Redwood Blvd. Suite 214 Novato, CA 94945 Phone 415.427.5100

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Trends in Partner Metrics

Engagement & Efficiency

7250 Redwood Blvd. Suite 214 Novato, CA 94945 Phone 415.427.5100

www.channelmanagement.com info@channelmanagement.com

Typical CHAMP Plan Components

     

1. Executive Summary Plan summary and goals Value proposition & GTM summary Value summary (for you) Critical success criteria (SWOT) Company overview and market position Vertical/Solution focus

2. Performance Plan/Review  Multi-year sales review  Program Performance  Investment Summary  Strategic Goals & Attainment History

      

3. Marketing Plan Objectives & related goals Corresponding vendor initiative Product/target focus Strategies Tactical activity details ROI: Forecast/Actual Calendar

7250 Redwood Blvd. Suite 105 Novato, CA 94945 Phone 415.427.5100

www.channelmanagement.com info@channelmanagement.com

Joint Planning Best Practices
1. Capture only the information you need  Don’t try to “boil the ocean”  Include goals for “soft” activities, in addition to sales  Information should align with your own KPIs and GTM  Track/evaluate progress over time (1-3 years)  Much of the information may already exist in other systems

7250 Redwood Blvd. Suite 214 Novato, CA 94945 Phone 415.427.5100

www.channelmanagement.com info@channelmanagement.com

Joint Planning Best Practices
1. Capture only the information you need 2. Set realistic goals  Base goals on historical outcomes from peers as benchmark

7250 Redwood Blvd. Suite 214 Novato, CA 94945 Phone 415.427.5100

www.channelmanagement.com info@channelmanagement.com

Well, if it’s so great, why isn’t JMP more broadly adapted?

Why JMP fails….
Limitation Resource requirements for 1:1 planning is significant Time requirements to monitor plan adherence throughout the lifecycle Poor Data Standardization to compare and roll-up Added complexity: Funding approval and claim management process often separate processes No clear purpose or benefits attached to plan Impact Limited to Tier 1 accounts to create initial plan Compliance requires focused effort so it is often overlooked Not effective for forecasting or setting performance benchmarks A dis-incentive for partners and CAMs alike No mindshare from Partners/CAMs

Result: Poor compliance -- JMP viewed as a waste of time
7250 Redwood Blvd. Suite 105 Novato, CA 94945 Phone 415.427.5100 www.channelmanagement.com info@channelmanagement.com

Joint Planning Best Practices
1. Capture only the information you need 2. Set realistic goals 3. Attach consequences to Plan attainment  Make sure partners know why they are completing the plan  Use both “carrot” and “stick” methods  Make CAMs accountable at every phase

7250 Redwood Blvd. Suite 214 Novato, CA 94945 Phone 415.427.5100

www.channelmanagement.com info@channelmanagement.com

So, What’s Changed?
Understanding ROI

Perception: Marketing Activities Directly Result in a Sale

Activity: Direct Mail

Metric: Units Sold

7250 Redwood Blvd. Suite 105 Novato, CA 94945 Phone 415.427.5100

www.channelmanagement.com info@channelmanagement.com

Practical Application of Metrics
Reality: Sales are a result of multiple activities
(Trans-) Action

Awareness

Interest

Desire

Activities:

• Direct Mail • Email • Advertising • Responders • Leads

• Event • Telemarketing

• Demo/ Eval. Unit

• SPIF/ Sales Incentive Business Outcome Metrics • Units sold • Sales value • Opportunities closed

Tactical Activity Metrics • Attendees • Appointments • Units Placed • Proposals • Opportunities Created
www.channelmanagement.com info@channelmanagement.com

Metrics:

7250 Redwood Blvd. Suite 105 Novato, CA 94945 Phone 415.427.5100

Standardization Facilitates Evaluation
METRICS BY ACTIVITY TYPE
Impressions X X X Responders X X X X X X Qualified Leads X X X X X X X X X X Attendees Sales Presentations # of Units Placed Proposals/ Opportunities

Advertising: Print/ Broadcast Advertising Online Direct Mail Demo Equipment Marketing Collateral Newsletters Seminar Events Telemarketing Tradeshows Training Webcasts

Key Take Away:

data format (and X Standardizing X X X
X X

compliance) key to insights on ROI at X X activity, business and program levels
X X

Joint Planning Best Practices
1. Capture only the information you need 2. Set realistic goals 3. Attach consequences to Plan attainment 4. Standardize data where possible  Allows comparison between partners, and activities  Facilitates roll up reporting to analyze partner segments, regions, and overall performance

7250 Redwood Blvd. Suite 214 Novato, CA 94945 Phone 415.427.5100

www.channelmanagement.com info@channelmanagement.com

Typical CHAMP Plan Components

     

1. Executive Summary Plan summary and goals Value proposition & GTM summary Value summary (for you) Critical success criteria (SWOT) Company overview and market position Vertical/Solution focus

2. Performance Plan/Review  Multi-year sales review  Program Performance  Investment Summary  Strategic Goals & Attainment History

      

3. Marketing Plan Objectives & related goals Corresponding vendor initiative Product/target focus Strategy Activity details ROI: Forecast/Actual Calendar

7250 Redwood Blvd. Suite 105 Novato, CA 94945 Phone 415.427.5100

www.channelmanagement.com info@channelmanagement.com

Typical CHAMP Plan Components
Content: Static Data Format: Qualitative Content: Custom
1. Executive Summary Plan summary and goals Value proposition & GTM summary Value summary (for you) Critical success criteria (SWOT) Company overview and market position Vertical/Solution focus

Content: Dynamic Data Format: Quantitative Content: Foundational
3. Marketing Plan Objectives & related goals Corresponding vendor initiative Product/target focus Strategy Activity details ROI: Forecast/Actual Calendar

     

2. Performance Plan/Review  Multi-year sales review  Program Performance  Investment Summary  Strategic Goals & Attainment History

      

7250 Redwood Blvd. Suite 105 Novato, CA 94945 Phone 415.427.5100

www.channelmanagement.com info@channelmanagement.com

Typical CHAMP Plan Components

     

1. Executive Summary Plan summary and goals Value proposition & GTM summary Value summary (for you) Critical success criteria (SWOT) Company overview and market position Vertical/Solution focus

2. Performance Plan/Review  Multi-year sales review  Program Performance  Investment Summary  Strategic Goals & Attainment History

      

3. Marketing Plan Objectives & related goals Corresponding vendor initiative Product/target focus Strategy Activity details ROI: Forecast/Actual Calendar

7250 Redwood Blvd. Suite 105 Novato, CA 94945 Phone 415.427.5100

www.channelmanagement.com info@channelmanagement.com

The CCI Joint Marketing Planner
Tracks multiple activities against overall business objective Aligns allowance spending with your GTM initiatives Tracks ROI at overall campaign level and for each activity Facilitates claiming process directly from approved plan Track “Forecast” vs “Actual” performance across ROI and Costs Standardizes data formats to facilitate roll-up reporting

7250 Redwood Blvd. Suite 105 Novato, CA 94945 Phone 415.427.5100

www.channelmanagement.com info@channelmanagement.com

The CCI Joint Marketing Planner
Stand alone application as foundation for MDF program Improve insight vs standard single activity request forms Easy to use for Tier 2 and 3 resellers—no more complex than standard MDF processes Progress automatically updated with each claim

7250 Redwood Blvd. Suite 105 Novato, CA 94945 Phone 415.427.5100

www.channelmanagement.com info@channelmanagement.com

Joint Planning Best Practices
1. Capture only the information you need 2. Set realistic goals 3. Attach consequences to Plan attainment 4. Standardize all data where possible 5. Use approved plans as basis for MDF allocation  Investment vs. Entitlement

7250 Redwood Blvd. Suite 214 Novato, CA 94945 Phone 415.427.5100

www.channelmanagement.com info@channelmanagement.com

Joint Planning Best Practices
1. Capture only the information you need 2. Set realistic goals 3. Attach consequences to Plan attainment 4. Standardize all data where possible 5. Use approved plans as basis for MDF allocation 6. Monitor performance against plan throughout the lifecycle  Make CAMs accountable for plan creation, execution, and accuracy

7250 Redwood Blvd. Suite 214 Novato, CA 94945 Phone 415.427.5100

www.channelmanagement.com info@channelmanagement.com

Channel Marketing Lifecycle

 Identify joint business goals  Align vendor/ partner initiatives  Identify tactics  Establish investment  Forecast outcome

Plan

Evaluate

Analyze

Execute

7250 Redwood Blvd. Suite 105 Novato, CA 94945 Phone 415.427.5100

www.channelmanagement.com info@channelmanagement.com

Channel Marketing Lifecycle

CAMs and Channel Executives: Review strategies and tactics prior to committing funds Roll-up plans to predict overall business outcome Forecast by territory, segment, initiative, product, etc. Recommend revisions that influence outcome prior to approval

Plan

Evaluate

Analyze

Execute

7250 Redwood Blvd. Suite 105 Novato, CA 94945 Phone 415.427.5100

www.channelmanagement.com info@channelmanagement.com

Channel Marketing Lifecycle

Capture real time results of costs and metrics at each step Facilitate/simplify claiming process for partners Monitor adherence

Plan

Evaluate

Analyze

Execute

7250 Redwood Blvd. Suite 105 Novato, CA 94945 Phone 415.427.5100

www.channelmanagement.com info@channelmanagement.com

Channel Marketing Lifecycle

Review actual vs. forecast Benchmark results Identify and use best practices Identify areas of opportunity Recognize top performers

Plan

Evaluate

Analyze

Execute

7250 Redwood Blvd. Suite 105 Novato, CA 94945 Phone 415.427.5100

www.channelmanagement.com info@channelmanagement.com

Joint Planning Best Practices
1. Capture only the information you need 2. Set realistic goals 3. Attach consequences to Plan attainment 4. Standardize all data where possible 5. Use approved plans as basis for MDF allocation 6. Monitor performance against plan throughout the lifecycle 7. Use top performers as a basis for best practices
 CAMs and Partner benchmarking  Recognize top performers  Share information and leverage insights  Consider ranking scores or index reporting to facilitate relative comparisons

7250 Redwood Blvd. Suite 214 Novato, CA 94945 Phone 415.427.5100

www.channelmanagement.com info@channelmanagement.com

Joint Planning Best Practices
1. Capture only the information you need 2. Set realistic goals 3. Attach consequences to Plan attainment 4. Standardize all data where possible 5. Use approved plans as basis for MDF allocation 6. Monitor performance against plan throughout the lifecycle 7. Use top performers as a basis for best practices 8. Learn and evolve
 Use performance to benchmark outcomes on future efforts between similar partner types and activities  Apply learning to enhance forecasting capabilities

7250 Redwood Blvd. Suite 214 Novato, CA 94945 Phone 415.427.5100

www.channelmanagement.com info@channelmanagement.com

What if you could……
…Track ROI for MDF investments?...
… get insight as to where your partners will focus their S/M activities – and measure progress over time?…

…monitor CAM effectiveness?... …identify the habits of top performers.

…drive better growth from your tier II and III resellers?…

Understand of how allowance spending aligned with your initiatives?…

….focus resources on high opportunity partners?…

7250 Redwood Blvd. Suite 214 Novato, CA 94945 Phone 415.427.5100

www.channelmanagement.com info@channelmanagement.com

What if you could…..
1. Understand of how allowance spending aligned with your initiatives
2. Drive growth from tier II and III resellers • Track incentive and MDF investments to your own initiatives —including forecast vs planned costs and business impact • CCI JMP not disruptive—no dramatic change in behavior vs standard MDF program • Progress vs plan is updated with each claim submitted • The CCI JMP tracks business and activity ROI • Compare forecast vs actual • Understand where your partners are in the lifecycle— have they matured and performance flattened? • CAMs should certify every plan—at submission and close • Assess relative performance of each CAM vs plan • Help assure better accuracy in forecasts and compliance with follow-through • Data is standardized—providing roll up forecasts • The plan is automatically updated with each claim

3. Track ROI for MDF investments 4. Focus resources on high opportunity partners 5. Monitor CAM effectiveness

6. Get insight as to where your partners will focus their S/M activities – and monitor progress over time

7250 Redwood Blvd. Suite 214 Novato, CA 94945 Phone 415.427.5100

www.channelmanagement.com info@channelmanagement.com

Thank You!

Questions? Contact Us: info@channelmanagement.com www.channelmanagement.com blog.channelmanagement.com 415.472.5100

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