Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Introduction
www.channelmanagement.com/resources eBook: FAQs- Incorporating Joint Marketing Planning Into Your Channel Strategy eBook: Improving ROI on Channel Investments through Joint Marketing Planning
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www.channelmanagement.com info@channelmanagement.com
www.channelmanagement.com info@channelmanagement.com
Agenda What is Joint Business Planning? (Joint Marketing Planning) Barriers to adoption Best Practices for adopting/optimizing JMP
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About CCI:
Why we understand Joint Marketing Planning
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Reseller
Sales Reps
Consumer
Marketing Planner
Plan marketing programs, forecast and measure ROI
Trade In Rewards
Manage incentive programs requiring physical return of goods
Opportunity Management
Deal Registration, Lead Management, Referral Rewards and Special Pricing
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Hardware
Software Software
Storage
Telecom
Entertainment
Other
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Professional Services
Program Management
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CHAMP Plan
CHannel Alliance Management Plan CHAMP Process
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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
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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
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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
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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Opportunities registers $ overall value Average value % Conversion rate Current: %Open, %Closed, Average time to close Historical reference for trends Source of new customers (leads vs. partner generated) YOY Trends Historical MDF spend & utilization rates Period to date levels # Trained, % Trained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
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www.channelmanagement.com info@channelmanagement.com
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
www.channelmanagement.com info@channelmanagement.com
www.channelmanagement.com info@channelmanagement.com
www.channelmanagement.com info@channelmanagement.com
www.channelmanagement.com info@channelmanagement.com
www.channelmanagement.com info@channelmanagement.com
Awareness
Interest
Desire
Activities:
Event Telemarketing
SPIF/ Sales Incentive Business Outcome Metrics Units sold Sales value Opportunities closed
Tactical Activity Metrics Attendees Appointments Units Placed Proposals Opportunities Created
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Metrics:
Advertising: Print/ Broadcast Advertising Online Direct Mail Demo Equipment Marketing Collateral Newsletters Seminar Events Telemarketing Tradeshows Training Webcasts
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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
www.channelmanagement.com info@channelmanagement.com
2. Performance Plan/Review Multi-year sales review Program Performance Investment Summary Strategic Goals & Attainment History
www.channelmanagement.com info@channelmanagement.com
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
www.channelmanagement.com info@channelmanagement.com
www.channelmanagement.com info@channelmanagement.com
www.channelmanagement.com info@channelmanagement.com
www.channelmanagement.com info@channelmanagement.com
www.channelmanagement.com info@channelmanagement.com
Identify joint business goals Align vendor/ partner initiatives Identify tactics Establish investment Forecast outcome
Plan
Evaluate
Analyze
Execute
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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
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Capture real time results of costs and metrics at each step Facilitate/simplify claiming process for partners Monitor adherence
Plan
Evaluate
Analyze
Execute
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Review actual vs. forecast Benchmark results Identify and use best practices Identify areas of opportunity Recognize top performers
Plan
Evaluate
Analyze
Execute
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www.channelmanagement.com info@channelmanagement.com
www.channelmanagement.com info@channelmanagement.com
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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
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Thank You!