best practices in partnering - progress.com

Best Practices in Partnering

Kimberly King VP Global Partners and Channels Jessica Baker Global Director, Partner Program

© 2014 Progress Software Corporation. All rights reserved. 2

Agenda

Building a Partner Program

Managing a Partner Program


So You Want to Build a Partner Program…

Before you get to this…

There is a lot of this…

But luckily we can help!


8 Principles in Program Formation

1 Why do you want/need a partner program

What are your goals

Who is your target market

What is your competition

2

3

4

5 What do you want from your Partners

What resources can you give them

How will you support your Partners

How will you measure success

6

7

8


Enter New Markets Expand Your Reach Transact Business

1. Why Have a Partner Program

Why would you want to develop and invest in a partner program?


2. Define Business Goals

What does the business hope to gain from a Partner Program?

Is your product “fit for the channel”?

Do you need other Partners or Allies for this strategy?

How will you transact business?

What is your Pricing/Margin/ Discount plan?

What is the competitive situation?

What is the potential market?

Who is your target Partner?

3. Who Is Your Target Market?

4. What Is Your Competition?

5. What Do You Want From Your Partners

Think about what you want your partners to do

What behavior are you trying to drive

6. What Can You Give Your Partners


Developing a Partnering Framework

Benefit Member Silver Gold Diamond

Requirement

Step 1: Define your Types and Tiers



Benefit Member Silver Gold Diamond Portal Access Communications Marketing Funds Sales Promotions

Requirement Signed Agreement Partner Business Plan Annual Revenue Training

Step 2: Define your Benefits and Requirements



Benefit Member Silver Gold Diamond Portal Access Yes Yes Yes Yes Communications Yes Yes Yes Yes Marketing Funds 2K 5K 10K Sales Promotions Yes Yes

Requirement Signed Agreement Yes Yes Yes Yes Partner Business Plan

Yes Yes Yes

Annual Revenue 50K 200K 500K Training 1 Sales/1 Tech 2 Sales/2 Tech 3 Sales/3 Tech

Step 3: Define your Benefits and Requirements per Tier or Type


Building Your Team

Corporate Resources Field Resources

Executive Leadership

Program Director

Operations

Marketing

Enablement

Communications

Field Leadership

Regional Management

Field Account Managers

Inside Account Managers

Sales Engineers

Program Framework, Vision, Goals and Direction

Supportive Systems, Portal Maintenance, Reporting,

Documentation

To, With and Thru Marketing, Empowerment, Public Relations

Technical and Sales training and programs for learning

All internal and external communications; email, newsletter,

social, community

Managing a regional or group of field resources

Offers in person support to partners

Offers phone support to partners

Offers technical guidance and assistance to partners

Managing all field based engagement with partners; direct or indirectly

responsible to Exec Leader

Best practice is dedicated resources with clear KPIs.


Field Resources Partner Account Roles

Partner Management

Field Leadership

Regional Management

Field Account Managers

Inside Account Managers

Sales Engineers

Day to day management of partner facing team

Primary contact for tier 1 partners

Primary contact for lower tier partners

Primary technical contact for partners (presales)

Executive level connections with partners, leadership for field based

team, measures KPIs Account

Managers

Strategic Accounts

Recruiting Specialist

Responsible for daily account management for established partners

Hunter-type account manager responsible for a strategic partner or

new partner type

Responsible for onboarding net new partners into the program


8. How Will You Report, Measure, Manage

KPIs Quotas Activities Projects

Program Management


Partner Management

Communication Driving Behavior and Getting Results Partner Marketing Recruiting Onboarding Enablement and Empowerment


Communications

Less than 15% of partners feel the level of communication is exactly where it should be.

86% of all partners reported that over half of all communication was not relevant to them.

Source: 2nd Annual State of IT Channel Programs, CompTIA


Partner Marketing

Partner Program

Corporate Marketing TO Corporate Positioning

Program Awareness Marketing Empowerment “Powered by Progress”

PARTNER

Feedback

Partner Program

Corporate Marketing Partners

WIT

H

END USER

Field Marketing Success Stories Public Relations Demand Generation “Powered by Progress”

Feedback Feedback

THR

OU

GH

Corporate Marketing

Partner Program Field Marketing Partners

END USER Corporate Marketing

Feedback

Recruiting Net New Partners

SINK SWIM


Enablement and Empowerment

Educate

Support

Motivate

Manage Optimize

Feedback

Attract

Partner Programs require continued attention and will evolve as your

business matures.


Awar

enes

s

NOVICE >

TOLERANT >

RELIANT >

ACCOMPLISHED >

CENTRIC > <10% of SLB driven

through partners Need to grow top line

SLBs faster Limited market validation

and product adoption Facing big competition Internally, limited

agreement on the value of partners

10-20% of SLB driven through partners

Divergent commitment Limited resources to

grow market share Engaging and

empowering partners Growing channel conflict Unclear partner

performance expectations

20 – 40% of SLB driven through partners

Divergent executive expectations

Experiencing channel conflict

Unclear on ROI of channel spend

Common programs and communications

Limited engagement in distribution

40-60% of NLB driven through partners

Aligned executive commitment

Strong channel chief Misaligned channel

coverage M&A activity is creating

a broad line card

80% of SLB driven through partners Sustained executive

commitment Strong, senior global

channel chief Experiencing intra-

channel conflict Defending channel

spending budget Complex programs,

processes and communications

Program legality and compliance

Channel Maturity Model

Impact


Suggested Resources

www.crn.com

http://channelmarketerreport.com

http://channelfocuscommunity.net

http://channelnomics.com

http://www.channelmanagement.com/channel-wisdom/

LinkedIn Groups – there are tons to choose from!

And we are here to help!

http://www.crn.com

http://channelmarketerreport.com

http://channelfocuscommunity.net

http://channelnomics.com

http://www.channelmanagement.com/channel-wisdom/

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best practices in partnering - progress.com

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