‘Next Gen’ Joint Marketing Planning Best practices for simplifying the planning process, accelerating time to market, and dramatically increasing partner revenue.

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PRESENTERS

Steven Kellam SVP, Sales & Marketing CCI | Global Channel Management

Peter Hornberger Business Development Associate CCI | Global Channel Management

Table Setting

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JOINT MARKETING PLANNING ORIGINS Channel Alliance Management Plan

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

Typical CHAMP Plan Components

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

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Trend: heavier emphasis on Joint Marketing Planning (JMP) over Joint Business Planning (JBP)

Most partners are not staffed to do marketing adequately themselves

Marketing is now critical to success – 70% of the sales funnel and growing*

MARKETING PLANNING VS. BUSINESS PLANNING

Marketing is 70% of the Sales Funnel

70%

* Sirius Decisions

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WHERE IT’S GOING Partner

Scorecarding & Benchmarking

Joint Business Planning

Joint Marketing Planning & Approvals

MDF Fund Allocation & Distribution

Marketing Campaign Execution

Deal Registration

Point of Sale Data Creation, Collection,

Scrubbing

Systems of Record – Partner Info & Outcomes

ROI Measurement & Predictive

Analytics

Capture Proof of Performance

Incent Use of Thru-Partner Marketing

Partner Investment

Lifecycle

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Spreadsheet Hell

Inherently out of date

Inability to tie into other systems – silos

Poor organizational visibility

Inability to follow up in a coordinated manner

Lack of reporting

CHALLENGES WITH TRADITIONAL JMP

Spreadsheet Hell

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Campaign ROI

Standardized and normalized data

Roll-up reporting

Planning agility – ability to adjust on the fly

Improved partner experience

WHY IS THE CHANNEL MOVING TO AUTOMATED JMP?

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AGENDA: 5 TOP TIPS FOR IMPROVING JMP

Align Enterprise and

Channel

1 Focus on Key

Partners

2 Simplify

3 Make it Easy for Partners

4 View Planning

Outside a Bubble

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Tip 1: Align Enterprise and Channel

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WHERE DO YOUR PARTNERS FALL?

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ACHIEVING ORGANIZATIONAL BUY-IN Commitment at all levels – executive, program management, sales, and administration.

Informed Decisions

More informed decision-making opportunities.

Better Visibility

Role-based visibility benefits everyone.

Aligned Budgeting

JMP aligns your corporate budgeting cycles.

Increased Efficiency

Maximize staff efficiency – let the tool take the load.

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ACHIEVING PARTNER BUY-IN End-to-end: executive, program management, sales, marketing, and administration.

Start Small Example: 15-25 key

partners per geo.

Provide Framework Set up your partners

for success.

ROI Demonstrate return

on investment.

Listen Be sensitive to partner needs.

Tip 2: Focus on Key Partners

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While originally designed for all partners, this is not realistic

Trend towards 95/5 Use Scorecarding

• Find those with the ability to execute • Look at growth, stars of tomorrow, those that

are hungry • Who gets the money? • Which plans are the best?

FOCUS ON BIGGEST IMPACT Key partners does not mean biggest partners.

Courtesy of PartnerPath

Tip 3: Simplify Your World

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Simplify access and collaboration – engage online Display key KPIs – widget driven Guide plan set up – wizard based Tie data streams together – leverage your info

AUTOMATE WHERE YOU CAN

JMP

Makes the process smoother.

Tip 4: Make It Easy for Partners

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Templates • Simplify process

• Improve probability of success

• Maximize utilization

• Partner LOVE

TPMAs • Support where partners are weakest

• Maximize probability of success

PROVIDE PRE-DESIGNED CAMPAIGN PLAYS Campaign options are the framework for success.

Tip 5: View Planning Outside a Bubble

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PARTNER INVESTMENT LIFECYCLE

Capture Proof of Performance

Incent Use of Thru-Partner Marketing

Partner Scorecarding & Benchmarking

Joint Business Planning

Joint Marketing Planning & Approvals

MDF Fund Allocation & Distribution

Marketing Campaign Execution

Deal Registration

Point of Sale Data Creation, Collection,

Scrubbing

Systems of Record – Partner Info & Outcomes

ROI Measurement & Predictive

Analytics

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BENEFITS OF INTEGRATION

Leverage Data

Leverage data from other systems.

Share Info

Share information back out to your organization and

systems.

Tear Down Silos

Trend of tearing down silos – ‘single

pane of glass’ is crucial.

Wrap Up

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THE 5 TIPS

Align Enterprise and Channel

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2 Focus on Key Partners

3 Simplify

4 Make it Easy for Partners

5 View Planning Outside a Bubble

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Steven Kellam steven.kellam@channelmanagement.com 415.526.3215

Peter Hornberger peter.hornberger@channelmanagement.com 415.526.3216 More resources available at: www.channelmanagement.com

THANK YOU FOR BEING WITH US Please contact us if you have additional questions.