Joint Marketing Planning: Improve Channel Effectiveness and Ensure Resource Efficiency

Improve Channel Effectiveness through Joint Planning
Introduction
Craig DeWolf Vice President of Strategic Development
www.channelmanagement.com/resources eBook: FAQs- 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?
You CAN.with effective Joint Planning

Agenda What is Joint Business Planning? (Joint Marketing Planning) Barriers to adoption Best Practices for adopting/optimizing JMP
About CCI:
Why we understand Joint Marketing Planning
CCI provides solutions to
Manage, Measure and Optimize

channel sales & marketing programs
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
Technology Focused Clients
Hardware
Software Software
Storage
Telecom
Entertainment
Other
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
What is Joint Marketing Planning?
CHAMP Plan
CHannel Alliance Management Plan CHAMP Process
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
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
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
Trends in Partner Metrics
Engagement & Efficiency
3. Marketing Plan Objectives & related goals Corresponding vendor initiative Product/target focus Strategies Tactical activity details ROI: Forecast/Actual Calendar
Joint Planning Best Practices

1. Capture only the information you need Dont 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

1. Capture only the information you need 2. Set realistic goals Base goals on historical outcomes from peers as benchmark
Well, if its so great, why isnt 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

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
So, Whats Changed?

Understanding ROI
Perception: Marketing Activities Directly Result in a Sale
Activity: Direct Mail
Metric: Units Sold
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
Metrics:
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

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

Content: Static Data Format: Qualitative Content: Custom
Content: Dynamic Data Format: Quantitative Content: Foundational

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
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 resellersno more complex than standard MDF processes Progress automatically updated with each claim

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

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
Channel Marketing Lifecycle
Identify joint business goals Align vendor/ partner initiatives Identify tactics Establish investment Forecast outcome
Plan
Evaluate
Analyze
Execute
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
Capture real time results of costs and metrics at each step Facilitate/simplify claiming process for partners Monitor adherence
Plan
Evaluate
Analyze
Execute
Review actual vs. forecast Benchmark results Identify and use best practices Identify areas of opportunity Recognize top performers
Plan
Evaluate
Analyze
Execute

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

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
What if you could

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 disruptiveno 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 planat submission and close Assess relative performance of each CAM vs plan Help assure better accuracy in forecasts and compliance with follow-through Data is standardizedproviding 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
Thank You!
Questions? Contact Us: info@channelmanagement.com www.channelmanagement.com blog.channelmanagement.com 415.472.5100

Joint Marketing Planning: Improve Channel Effectiveness and Ensure Resource Efficiency

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Improve Channel Effectiveness through Joint Planning

Craig DeWolf Vice President of Strategic Development

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

What if you could..

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

You CAN.with effective Joint Planning

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

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

CCI provides solutions to

Manage, Measure and Optimize

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

Incentive Solutions Throughout the Demand Chain

SPIF & Rebates

Sales Performance Rewards

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

Technology Focused Clients

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

Flexible Solution Delivery

SaaS application suite to manage all program activity

Optimize program design and performance

Streamline operations with administrative services and support

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

What is Joint Marketing Planning?

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

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

Typical CHAMP Plan Components

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

Typical CHAMP Plan Components

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

Typical KPI forecast and performance data

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

Trends in Partner Metrics

Engagement & Efficiency

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

Typical CHAMP Plan Components

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

Joint Planning Best Practices

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

Joint Planning Best Practices

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

Well, if its so great, why isnt JMP more broadly adapted?

Why JMP fails.

Result: Poor compliance -- JMP viewed as a waste of time

Joint Planning Best Practices

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

So, Whats Changed?

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

Practical Application of Metrics

Direct Mail Email Advertising Responders Leads

Demo/ Eval. Unit

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