Solutions For Channel Management

Competitor Channel Benchmark

Channel Mapping Ranking Scoring

Last review 15-01-2007

Client objectives
Channel Mapping, Ranking & Scoring

Channel Mapping l Benchmark its channel coverage against market. l Benchmark its channel coverage against competition. l Benchmark your resellers against compuBase database to detect new opportunities. Channel Ranking l Rank partners on revenue for your product category.
Channel Scoring
l l

l
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Find you share of wallet Create Score card, set up priorities in recruitment program, find top partners. Re-allocate the resources

Channel Mapping, Ranking & Scoring

Re-allocate ressources

1st tiers
Before
Change allocation

After
PAM Tele PAM
Distributor Managed by PAM Distributor Managed Not managed

2d tiers
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New Potential

Channel Mapping, Ranking & Scoring

General Process
Objective # 2 Find the top partners Who to recruit? Objective # 3 Prioritise partners Good Ressources Allocation

Objective # 1 Strengths and Weaknessess : What categories to recruit ?

CHANNEL MAPPING

CHANNEL RANKING

SELL OUT MANAGMENT

CHANNEL AUDIT*

SHARE OF WALLET

CHANNEL SCORING

CLIENT STRATEGY INPUT* MARKET PRIORITIES INPUT*

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CHANNEL RECRUITMENT*
CHANNEL ANIMATION & DEPLOYEMENT*

* in cooperation with other consulting partners

Channel Mapping, Ranking & Scoring

1. CURRENT SITUATION ASSESMENT

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Channel Mapping, Ranking & Scoring

Channel Mapping
Objective # 2 Find the top partners Who to recruit? Objective # 3 Prioritise partners Good Ressources Allocation

Objective # 1 Strengths and Weaknessess : Which Partner profile to recruit ?

CHANNEL MAPPING

CHANNEL RANKING

SELL OUT MANAGMENT

CHANNEL AUDIT*

SHARE OF WALLET

CHANNEL SCORING

CLIENT STRATEGY INPUT* MARKET PRIORITIES INPUT*

compuBase 2007

CHANNEL RECRUITMENT*
CHANNEL ANIMATION & DEPLOYEMENT*

* in cooperation with other consulting partners

Channel Mapping, Ranking & Scoring

Channel Mapping

Benchmark channel coverage against market. coverage against competition. your resellers against compuBase database to detect new opportunities.

Find the competition inside your own channel

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Channel Mapping, Ranking & Scoring

Channel Mapping
In one market we compare your brand position to 6 of your competitors.

Your Market
Competitor #1

Your channel

Competitor #2

Competitor #3

Competitor #4
Competitor #6

Competitor #5

A maximum of 8 datasets: 1. The targeted market 2. Your brand 3. Competitor 1 4. Competitor 2 5. Competitor 3 6. Competitor 4 7. Competitor 5 8. Competitor 6

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Channel Mapping, Ranking & Scoring

Channel Mapping
Statistical work Result sought:

Creating datasets Defining angles of study Statistical work Setting up reports Prioritize targets

We will create several different statistical tables based on the various datasets. A large amount of information will be exchanged with the client in order to determine which tables are the most relevant. We will generates the correct comparison according your product and market.

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Channel Mapping, Ranking & Scoring

Creating datasets Defining angles of study Statistical work Setting up reports Prioritize targets

Analytic report (all tables and statistics in an excel delivery +/60 pages) Drafting of an executive summary (1 page)

Consulting proposition on weak points with associated road map. Survey examples: The following examples are provided to illustrate some of the deliverables. Data are fictive. All possible views are not represented. Analysis are set up according clients priorities.

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Channel Mapping, Ranking & Scoring

Examples
Alsace Aquitaine Auvergne Burgundy Britanny Centre Champagne-Ardenne Corsica Franche-Comt Languedoc-Roussillon Limousin Lorraine Midi-Pyrnes Nord-Pas-de-Calais Basse-Normandie Haute-Normandie Ile-de-France Pays de la Loire Picardy Poitou-Charentes Provence-Alpes-Cote d'Azur Rhnes-Alpes Total Brand 2 44 71 23 39 60 46 30 7 23 54 15 44 53 78 28 33 464 62 25 26 158 161 1 544 Brand 1 97 144 59 81 142 126 70 20 58 114 32 101 145 173 53 83 900 136 59 85 269 322 3 269 Brand 3 24 32 10 14 25 21 14 5 12 20 6 19 27 31 10 13 267 22 12 13 69 70 740

Example of geo-marketing

To find strengths and weaknesses in coverage

Country / region / local Geomarketing

l

Example: comparing two distribution networks

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Channel Mapping, Ranking & Scoring

Geographical analysis position against competition

The mapping could be realised: By number of point of sales.

This mapping determines geographical priorities.

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Channel Mapping, Ranking & Scoring

Many possible comparisons

You are able to compared your brand against the market and other competitors

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Example of brand comparison

Channel Mapping, Ranking & Scoring

Benchmark on partners main activity

Comparaison between datasets on declared main activity
Brand 5 0% 4%
6% 1%3% 22% 0% 1% 4% 1% 8% 47% 3%1%

The analysis of revenue by type of partners and by brands gives a very good solution for new partner recruitments. It also helps to tune channel communication of the company according to strengths and weaknesses.

Brand 4 0% 4% 2%1% 5%

22%

0% 2% 5% 0%

16%

41%

2% 1%

Brand 3 0% 3%

5%

1% 2%

26%

0% 1%

5% 1%

14%

38%

3%1%

Brand 2 1%

5%

7%

2% 3%

24%

0% 2%

6%

1%

13%

33%

3%

1%

Brand 1 1%

5%

4% 1%3%

24%

0% 2%

6%

1%

18%

33%

1% 1%

Laptop France 1%

6%

6%

2% 3%

28%

0% 2% 5% 1%

11%

32%

3%1%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Manufacturer Software publisher Publisher of software for a specific activity Publisher of software for a specific process of companies Software solutions integrator (developed by third parties) IT services, Software development (hosting, maintenance, training, bespoke software development....) Telecom services (Telecom operator, ISP...) Telecom & network infrastructure integrator IT infrastructure integrator Consulting Reselling to individuals Reselling to enterprises (hardware, software & services & assemblers) Wholesaler (resale of IT products to resellers) Assembling company

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Channel Mapping, Ranking & Scoring

Benchmark on partners product catalog

The analysis of Comparaison of differences between datasets on Software Products the product A nti-virus so ftware resel (new) 358% catalogue offer of D evelo pment so ftware resel. your reseller network and C R M - SF A Office IT so ft. resel. competition will 299% M essage so ft. resel. 205% indicate clearly 265% Vertical so ft. resel. where to create 148% Game, educatio nal and family new bundles or -12% 95% so ft. alliances with 141% C A D so ft. resel. 77% other vendors.
M anagement so ft. resel. - ER P D B M S so ft. resel. Office IT so ft. resel.

591% 726% 645%

557% 512%

45% 52% 26% 72%

57% 54% 0% 100% 200% 300% 400% 500%

-100%

All France and XXX Services YYY partner vs All France (Serv, Res, Soft) 600% 700% 800% All France and XXX Services vs All France (Serv, Res, Soft)

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Channel Mapping, Ranking & Scoring

Benchmark on partners revenues

Comparaison between datasets by MARKET revenues

The analysis of revenue of partner wallet and the analysis of competition partners by type of client or by activity will provide an inestimable value in the qualitative approach of your market. This analysis will provide you with extremely good indicators for future recruitment or partner program set up.
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100,0% 90,0% 80,0% 70,0% 60,0% 50,0% 40,0% 30,0% 20,0% 10,0% 0,0%
80% 4,8% 100%

13,8%

9%

17%

50,1%

Comparaison between 52% datasets on source of revenue by 64% type of activities

% Primary

% Industry

% Service % ICT % Public Resale

26% 29%

31,4% 90%

46%

All France (Serv, 70% Res, Soft)

60% 50% 40% 30% 20% 10% 0%

42% 44% 1% 2% All France and Telco All France and Telco 62% Services Services FT partner

63%

66%

% service / software publishing / exclusive distribution software % manufacturing or exlcusive distribution hardware

51%

57% 34%

54% 34% 26%

% Non IT activities

2% 1%
Laptop France

1% 0%
Brand 1

3% 1%
Brand 2

1% 1%
Brand 3

2% 0%
Brand 4

5% 3%
Brand 5

Channel Mapping, Ranking & Scoring

Channel Mapping Benefits

Enhancing your workspace
Result sought:
l

Creating datasets Defining angles of study Statistical work Setting up reports Prioritize targets

The extension or reduction in size of the partner network depending on the strengths and weaknesses detected in the distribution network vs. The clients commercial strategy.

The addition of new targets using online access.

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Channel Mapping, Ranking & Scoring

2. FIND WHO ARE THE TOP PARTNERS FOR YOUR PRODUCT CATEGORY

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Channel Mapping, Ranking & Scoring

Ranking
Objective # 2 Find the top partners Who to recruit? Objective # 3 Prioritise partners Good Ressources Allocation

Objective # 1 Strengths and Weaknessess : What categories to recruit ?

CHANNEL MAPPING

CHANNEL RANKING

SELL OUT MANAGMENT

CHANNEL AUDIT*

SHARE OF WALLET

CHANNEL SCORING

CLIENT STRATEGY INPUT* MARKET PRIORITIES INPUT*

compuBase 2007

CHANNEL RECRUITMENT*
CHANNEL ANIMATION & DEPLOYEMENT*

* in cooperation with other consulting partners

Channel Mapping, Ranking & Scoring

Channel Ranking objectives

The Channel Ranking Service ranks partners according to their revenue potential per product categories.
The Channel Ranking Service increases the efficiency of sales teams, providing them lists of companies ranked by Business Opportunities. The Channel Ranking Service provides the clients Indirect Channel team a great opportunity to tune marketing and strategy according to revenue realised by the reseller for a specific category of product and create new business opportunities. The Ranking is necessary when you want to create a share of wallet approach. The Channel Ranking Service will help the client to choose the best selling medium (Account Management, Tele Management, Distributor Management) according to the business opportunities.
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Channel Mapping, Ranking & Scoring

Ranking
You can tune your marketing and sales operations according to new priorities
New Prior Ranking Ranking priority priority

With compuBase data your indirect channel is seen under its true perspective.
Server estimated revenue 164,59 126,29 123,29 95,11 70,03 66,44 62,39 62,23 37,94 9,57

Partner Com1 As Groupe Bus Mid Software Solution Ares France Info 2000 Market Tech Srl Dect IT Midcap financial buisness Com solution engeneering Liverpool United tech.

Share of wallet 36% 46% 48% 73% 12% 46% 80% 0% 84% 2%

Wallet to gain 104,73 68,16 64,09 25,40 61,67 35,69 12,42 62,14 6,19 9,39

Partner Com1 As Groupe Bus Mid Software Solution Ares France Info 2000 Market Tech Srl Dect IT Midcap financial buisness Com solution engeneering Liverpool United tech.

Wallet to gain 104,73 68,16 64,09 25,40 61,67 35,69 12,42 62,14 6,19 9,39

Action Very Strong effort Very Strong effort Very Strong effort Retention Strong effort Strong effort Retention Strong effort Retention Not crutial

1 2 3 4 5 6 7 8 9 10

3 5 4 7 6 1 8 2 10 9

The data shown do not represent real figures

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Channel Mapping, Ranking & Scoring

Products or categories where ranking is possible

XXX Printer Alsace Sam ple Revenue Analisys: volum e of partners by sum of estim ated revenue 730 28 1 345 1 403 2 585 3 971 6 993 42 70% 60% 50% 23 40% 27 30% 25 20% 24 10% 0% 12 8 6 2 Volum e of partners (c) com puBase 11 209 20 217 37 7 300 100% 29 90% 17 80%

PRODUCTS l Desktop l Laptop l Server l Mainframes l Printer l Office equipment hardware l Office software l OS and networking software l Market centric software l Management software Other products on request

a- < 5 k b- 5 - 10 K c- 10 - 25 K d- 25 - 50 K e- 50 - 75 K f- 75 - 125 K g- 125 - 200 K h- 200 - 400 K I- 400 - 1 000 K j- 1 000 - 2 000 K k- 2 000 - 5 000 K l- 5 000 - 10 000 K m- 10 000 - 50 000 K n- > 50 000 K

11 302

Example : number of resellers and corresponding revenue for Printer for a specific region.

Sum Median K Printer

Company Name

Median Estimated Estimated Revenue Revenue Printer in % Printer in K 26,64% 33,30% 5,82% 31,64% 13,52% 31,64% 27,24% 31,64% 15,47% 25,80% 29,97% 28,67% 25,31% 31,64% 10,53% 11,47% 21,65% 25,64% 33,30% 18,98% 14,29% 6131 5078 4074 3823 3749 3116 2736 2719 1971 1682 1501 1344 1284 1274 1144 1102 913 769 752 738 706

Range of revenue Confidence [estimated] (Max is 5) for Printer in K 4490 - 7770 3960 - 6200 3060 - 5090 2930 - 4720 2670 - 4830 2280 - 3950 2050 - 3420 2080 - 3360 1480 - 2460 1290 - 2080 1130 - 1880 1030 - 1660 980 - 1590 960 - 1590 880 - 1410 840 - 1360 710 - 1110 530 - 1010 580 - 930 550 - 920 540 - 870 2,8 3,4 3 3,2 2,6 2,8 3 3,2 3 3,2 3 3,2 3,2 3 3,2 3,2 3,4 2,4 3,2 3 3,2

MACWAY BECHTLE DIRECT ENVIRONNEMENT SERVICE INFORMATIQUE CLEMENTZ-EUROMEGRAS ALSATEL HIROSHI GROUP / LITE COMPUTER A2I - ALSACE INFORMATIQUE INVESTISSEMENT PEARL DIFFUSION COLORA BURO CANON FAC-SIMILE ALSACE-LORRAINE EXCELICE MARXER INFORMATIQUE KISTER BURO + ELCOWA UBI - UHL BONAVENTURE INFORMATIQUE CONFOR-LBA INFORMATIQUE-GROUPE TEAMLOG BSI - BENOIT STURNY INFORMATIQUE ABC - DISTRIBUTION DYCTAL REPROLAND ORDITECH

Example : Top reseller for a specific region in Printer

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Channel Mapping, Ranking & Scoring

Ranking

What is delivered: l Company name l Total estimated revenue for the past year. l % of revenue done in the product category l Confidence rating l Range of revenue for the category based on confidence. l Estimate of revenue in K of revenue done with corresponding product category l Top 100 partners
compuBase 2007

Channel Mapping, Ranking & Scoring

General Process
Objective # 2 Find the top partners Who to recruit? Objective # 3 Prioritise partners Good Ressources Allocation

Objective # 1 Strengths and Weaknessess : What categories to recruit ?

CHANNEL MAPPING

CHANNEL RANKING

SELL OUT MANAGMENT

CHANNEL AUDIT*

SHARE OF WALLET

CHANNEL SCORING

CLIENT STRATEGY INPUT* MARKET PRIORITIES INPUT*

compuBase 2007

CHANNEL RECRUITMENT*
CHANNEL ANIMATION & DEPLOYEMENT*

* in cooperation with other consulting partners

Channel Mapping, Ranking & Scoring

Pre requisite

To realize a good scoring, compuBase needs to get the vendors the revenue per point of sales.
Having this information we will match vendors resellers to compuBase database and the compared vendors revenue realised to the product revenue estimate.
For more information on Sell Out reports management please refer to the compuBase relevant presentation
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Channel Mapping, Ranking & Scoring

Scoring
The potential revenue Low share of wallet Strong potential How to seduce them? How to compete? Strong share of wallet Strong potential How to keep them? How to support them How to control competition

Comparing estimated revenue with the revenue realised by your company with each partner, we could set up a scoring of your partners.
Benefits The partner scoring optimises sales team resources. It motivates the partner to recruit, to keep a level of training. It is the basic of a fully new partner approach.
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Low share of wallet Strong share of wallet Low potential Low potential How to adapt support How to help them to develop their sales and business How to Increase Training

My share of wallet

Channel Mapping, Ranking & Scoring

Scoring

Share of wallet: Strong market share Good market share Low market share Very low market share Revenue importance: Strategic Partner Very Important Partner Important partner Normal Partner Weak Partner Product sensitivity (vs. Global revenue): Strategic product Very sensitive Sensitive Weak sensitivity Not sensitive Vendor Scoring (based on above scoring): To keep: To lose them means a lot of business lost To seduce: To get them means a lot of new business To strengthen: To help them to grow means much more business To educate: If I think they should sell my product, I need to educate them to sell it.
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Channel Mapping, Ranking & Scoring

Budget set up

Requirements for budget elaboration

-

Market target (i.e. The Portable market) If you want to include your own partner in the mapping, we need to know the volume and to have a sample (100 rec.) Option: When a partner does not match compuBase data, do you want a profiling for a full perimeter coverage ? Enrichments options: what information are you expecting back ? Survey views: what are the most important views you want to study? (comparison by country, by vertical market types, brand) Reports delivery: how many reports do you want (by country, by region? How do you want this report to be delivered Ranking option: Do you want a ranking option ? Scoring option: Do you want a scoring option ?

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Channel Mapping, Ranking & Scoring

Example of cost

Channel Mapping OR Ranking for a channel market target of 3,500 potential partners, survey only with 6 competitive brands. 24 K / 16 K Channel Mapping AND Ranking for a channel market target of 3,500 potential partners, survey only with 6 competitive brands. 28 K / 19 K

Channel Mapping AND Ranking AND Scoring for a channel market target of 3,500 potential partners, survey only with 6 competitive brands. 31 K / 21 K

All example are done for a survey for one country and one product category.
Price do not includes access to the full database and updates. Price may change without further notice.
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Channel Mapping, Ranking & Scoring

Client & compuBase

The Leading ICT Channel Intelligence Company

Your Contact:
info@compubase.net www.compubase.net Tel.: + 33 169 183 434
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