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Challenges

How to Leverage Technology

Channel Enablement Assessment

Channel Enablement: Tips for Effectively Driving Business Growth

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Your Facilitators

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Frank RicciardiVice PresidentGlobal Account ServicesCornerstone OnDemand

Ray PittsExecutive DirectorClient DevelopmentIntrepid Learning Solutions, Inc.

Who is the Channel, Anyways?

Single-tiered Model (Direct Sales)

Multi-tiered Model (Distributor, VAR, OEM, etc.)

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Customers

Customers

Manufacturer

Manufacturer Distributor

The 2011 Channel- Challenges

Number of Channel partners is down, competition is increasing

Channel partners are doing more, and demanding more

Incentives are not clear

Certification and compliance are complex

Tech Channel partners are getting sophisticated

Partnership is rarely collaborative

Visibility through the channel is fuzzy or non-existent

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Collaboration with the Channel

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*Base: 249 marketing executives at North American high-tech B2B companies with 100 or more employees†Base:  190  marketing  executives  at  North  American  non-high-tech B2B companies with100 or more employeesSource: “Tech  Marketers  are  Poised  to  Ramp  Channel  Investment,”Forrester Research, Inc. Feb 1, 2011

Marketers Have Sights Set on Channel Enablement

Channel enablement is top of mind for tech marketers this year• Expectations of growth from channel-driven revenue is up 4%• Budgets for channel enablement will increase by 0.4%

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Base: 373 marketing executives in North American and European high-tech B2B companies with 100 or more employeesSource:  “Tech  Marketers  are  Poised  to  Ramp  Channel  Investment,”Forrester Research, Inc. Feb 1, 2011

What is Channel Enablement?

Empowering your channel partner in order to • maximize revenues• extend market penetration• expand into new markets• reduce sales costs• help customers solve their problems with your solution/product

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CustomersDistributor

MarketingAnalysis, Scoping , Solution Design

SellingImplementation/Configuration

Service and Support

Cisco- Best practice Example

Give to get• Teach them how to market and sell, not just learn the products

Improve Channel Collaboration• Between you and the channel, between the channel and customers, and then

complete the loop

Align internal resources• Channel manager, marketing, sales, support, training aligned to serving the

customer through the channel

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Manufacturer

Customers

Distributor

A Holistic Framework

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Formal

Agile

Social

“We  know  what  you  need”

“I’ll  find  what  I  need”

“Together,  we’ll  create  what  we  need.”

MEASU

REMEN

TSTRATEGY

Intrepid Channel Enablement Maturity Model

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EducateLevel 1

Formal learning portal

Benefit

Functions

Solution

Make Partner Education and Certification clear and easy to find from a single,

robust source with full tracking and reporting

Establish formal trainingEstablish visibilityPush to Channel

ExtendLevel 2

Agile learning portal

Create one source for all knowledge, create

revenue source, establish partner-to-vendor collaboration

Establish informal trainingConsolidate sources

Establish collaborationEnable eCommerce

Enable Mobile

ExpandLevel 3

Branded Agile portals

Enable the partner to drive business independently, and

collaborate directly with customer and vendor; give full visibility through the

pipeline to vendor

Establish Social MediaEstablish BrandingEnable StorefrontPush to CustomerEnable Two-way

collaboration

Level 1- Educate

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Cornerstone OnDemand provides Robust Learning Management

Product/Role-based Learning/Certification Plan Blended Learning Single Source

Prescribe Publish Certify Manage Track/Report

Manufacturer

I know what my partners needI’ve  got  formal curriculum developedI need to manage all this and track who has taken

It’s  confusing to get the knowledge and training I needI have to go to too many places just to get certified-Brands, products, and services are in different places, catalogs are not clear- I just need to get trained!

Distributor

Product A

Brand 1

Service Y

Cornerstone OnDemand for Formal Learning

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ReportingStandard Reports, Analytics and Dashboard

eCommerceShopping Cart, Discounting, Promotion, Multi-currency

Customers

I need tools to help me sell to customers

I want to know what the customers are doingI want to empower my partner to sell more

Level 2- Extend

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IntrepidAgileTM provides Robust Informal Learning platform and Portal

Distributor

Manufacturer I want to connect with you and other DistributorsI want to get more than formal training

Distributor Manufacturer

I need to provide more than training

Informal Content Web 2.0 look/feel Mobile access Extended search Social Media- blog, popular,

feeds , hot topics

Collaborate Empower Analyze

Intrepid AgilePortal for Informal Learning

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Manufacturer

Distributor

Distributor

Distributor

Data analysis To Analyze Adoption

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•Are we increasing users and activity?•What is getting clicked on? •What content is popular?

•Where are users going on the site?•What are they searching for?•What search filters do they use?

•How do users rate the content?•What content is being rated poorly?•How do users rate the site?

•Who is viewing the content?•What are new users using?•What are returning users using?

•How is this affecting our business goals?•How does the site reduce organizational costs? •What training programs are working?

Consumption & Activity

User Behavior

User Opinion

User Characteristics

Business Metrics

Level 3- Extend

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IntrepidAgileTM Platform Extends Functions and Branding to Multiple Partners

I own the customer- I need to market, sell, implement and support I have a website- can I have my own branded portal?How can I sell training as part of my offering

Distributor Manufacturer

Customers I need to treat each partner as specialI want to see through the chain

Create  “storefront” Add formal training Post informal training Run ad campaigns Create customer groups Gather web trend data

Extend Reach View through

channel

IntrepidAgile Portal- Branded and Flexible

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Manufacturer

Distributor

IntrepidAgile Portal Extends Distributors to Customers

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Distributor

Customers

Increase RevenueIncrease CollaborationIncrease Mind- and Market ShareIncrease Visibility

Intrepid-Cornerstone: Ultimate Power and Flexibility

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Customers

Distributor

Distributor

Distributor

Manufacturer

Customers

Customers

Intrepid Channel Enablement Assessment (CEPA)

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Intrepid Channel Enablement Assessment (CEPA)

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Scorecard Summary Your Organization

Benchmark

Strategic Alignment 1.35 2.00Educate 4.00 4.50Extend 1.40 2.50Expand 0.75 1.50Learning Systems and Platforms 1.50 4.25Measurement and Business Impact 0.25 2.00

1.35

4.00

1.40

0.75

1.50

0.25

2.00

4.50

2.50

1.50

4.25

2.00

0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5 5.0

Strategic Alignment

Educate

Extend

Expand

Learning Systems and Platforms

Measurement and Business Impact

Your Organization Benchmark

Business MeasuresTime to MarketTime to ProficiencyStaff Allocation (utilization)Development cost per learning hour (WBT)Development cost per learning hour (ILT)Development ratio (ILT)Development ratio (WBT)Incremental Training Sales RevenueIncremental Product SalesIncremental Marketing LeadsDirect Costs/Learner By ProductIndirect Costs/Learner By Product

rpitts@intrepidls.com

(425) 444-4377

Ray PittsIntrepid Learning Solutions

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fricciardi@csod.com

(310) 752-0200

Frank RicciardiCornerstone OnDemand