partnering for growth · 2020. 3. 4. · new relic’s standard partner motion 1.identify partners...
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Partnering for Growth
Or how BD makes effective partnerships, without so much golf.
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Bill Lapcevic - VP BD New Relic [email protected]
My Background:
Notable Partnerships:
3rd Employee 5 1/2 years
13th EmployeeDeveloped Alliances Program Resale with Bladelogic/Opsware
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BD team structure at the start
Partners
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Key Partners
Top Tier
Emerging Partners and Hosting Sales
Mobile
Platform/Connect
Partner Marketing
BE
Partner Response Center
BD Org Structure Now
Europe TBD
Systems Integrators - TBD
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Time
Gro
wth
$$ P
er R
ep
Time
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This is a gravitational slingshot
Spacecraft moving FASTER by leveraging the gravitational pull of the planet
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Bigger than you, established company
You
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$$ P
er R
ep
Time
This looks like a great board chart!
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Growth^Partnership
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15 - 20 %
At New Relic, BD is responsible for:
5,000 Leads in 2013
428 Leads in 2011
11X Growth
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New Relic’s Standard Partner Motion
1.Identify Partners with big blocks of NR prospects !
2.Let Partner give away paid New Relic product for free !
3. Let the Partner use paid New Relic product for free !
4.Joint Integration and Marketing activities to drive deployments !
5.Convert free Customers to paid Professional !
6.Share in the Revenue with the Partner
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Cost of a New Relic Marketing Lead
Cost of a New Relic Partner Generated Lead
$300 $100
$700
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How do I spot the right partnerships?
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Brand LiftMarket
ValidationLogos for slide
Social Proof
Generate Leads
Leads
Drive Web Traffic
SEOIt’s something to blog about
Investors Said So
You have a friend who works there
Competitive LockoutYour
Competition has Partners
Improve Conversion
Market AccessAwareness
Credibility
Utility
Revenue
DefensibilityNear Golf Course
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Awareness
Credibility
Utility
Revenue
Defensibility
Stage of
Growth
Earlier
Later
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Platform Partners
AwarenessCredibility UtilityRevenue
Defensibility
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How do you MAXIMIZE a partnership?
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Compelling Reason to PartnerCover all the basesNo SurprisesThe Golden RuleBuild Trust
5 Keys to Successful Partnerships
•Solve a real problem !
•One plus One must equal three !
•Cannot be marketing only !
•The primary is not usually “Revenue”
•The more “legs of the stool” the better !
•Executives !
•Functional Areas (Mktg, Sales, Product) !
•Field (Sales, Technical, Support, Services) !
•Get the flywheel spinning
• Make every interaction a quality interaction !
•Be the easiest to do business with !
• Earn their trust through action !
• The ultimate in Defense
Treat your partner as you would like to be treated
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Platform Partners
AwarenessCredibility UtilityRevenue
Defensibility
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Life of a Partner
2008 2009 2010 2011 2012 2013
Credibility Awareness
!New Relic Launched
!Bundle Agreement
!Marketing
based
Credibility Awareness
!Integration
!marketing and sales process
experimentation !
Amendment #1 AND #2
(Pricing/Cost) Cloud Offering
Revenue Defensibility
!Competitors
arrive !
Penetration Efforts
Integration work !
Contract re-write (AppCloud, XCloud,
Selling rules) !
Revenue Defensibility
!Amendment #3
Direct Customer Selling by NR
!Penetration Efforts
PaaS Integration
Launch !
Exec Summits !
Revenue Defensibility
!EY moves to top 5
Frictionless Adoption
Improvements !
Support Training !
Exec Summits !
Platform Discussions (Utility)
!
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So... Alliance Exec, a Partner Exec, and a Customer walk into a bar...
PRC
PartnerNew RelicPartner’s Customers
Alliance Exec Execs: Cxx, VP Functions
Partner Field Teams: Sales, Support, Services, SEs, SAs, etc.
Cxx Exec
tradit
ional
EFFE
CTIVE
Inbound Outbound
Get the Fly Wheel Spinning!
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Measure, Measure, Measure !
!
!
!
!
!
!
!
!
!
and then when you’re done... !Measure even more
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AwarenessCredibility UtilityRevenue
Defensibility
A Few NR BD Metrics by Stage (these are additive)
Net New Leads
Customers per Partner
Conversion Rates by Sales Team - Enterprise - Growth - SMB
Cost Per Deploy/Cust. Acq.
Churn by Partner
Penetration %
Conversion Rates - Signup--> Deploy - Deploy--> Paid
Average Selling Price (ASP)
Partner Velocity/Potential
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Total ARR: XXXXX
ASP: XXXXX
•Keystone Metric Set !
•Track these Monthly !
•Track overall, by Partner, by Rep, by Sales team, etc. !
•Consistent Reporting to Execs and BOD
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•Track QoQ progress !
• Use it to identify trouble spots !
•Highlight your strongest partners
Partner Velocity
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Partner Potential
•Tracks POTENTIAL of a partnership !
•Identify strength of partnership •Revenue •Ubiquity
!
•Identify on which partners to apply valuable corporate resources !
•Slot partnerships for potential, not just actual performance
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Early
Stage
Hint!
!
•Emphasis on significant reduction of friction through partners !
•BD no longer competing for Mainline Product Engineers !
•BD can prioritize integration efforts or product efforts based on the need/potential/velocity !
!
Business Enablement Engineering
Integrated Partnerships are STICKY
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$150
/svr
/mnt
h
5,000 Customers
Key Top Tier Emerging SI/Consultant BD Strategic Sales
Sub-License DealsSI/Consultant
Self ServiceAffiliate
Channel Conflict is a good thing!
It’s a sign that things are working really really well!
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Choose Goals (by stage) !
Structure Partnership !
Measure, Measure, Measure !
Adjust/End !
!
!
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What do you do when a partnership goes bad?
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Only a Diamond is Forever
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1. Metrics headed South !
2. It’s not a Stool if it has only 1 leg... !
3. Resource Black Hole !
4. GTM Process Friction !
5. “Pay for Play” !
6. BD Love-fest! !
7. Resource Black Hole
Trouble Brewing
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STAY ON TARGET!!!!
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Summary
• Select a strategy
• Develop your partnering motion
• Maximize the partnership
• Measure, Measure, Measure...
• Be prepared to shift as necessary
• Watch for Red Flags