scaling smb sales growth with referral partners (larry angeli, amplifinity; randy fahrbach, logmein)
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COMPANY CONFIDENTIAL. All rights reserved.
Scaling SMB sales growth with referral partners
Larry Angeli, CEO, Amplifinity
Randy Fahrbach, Sr. Channel Manager, LogMeIn
SMALLBUSINESSWEB
COMPANY CONFIDENTIAL. All rights reserved.
Going beyond Refer-a-Friend
Lead-to-Sales
Online
SALES/CHANNEL REP
ADVOCATE
ADVOCATE
FRIEND
PROSPECT
PARTNER
Refer a
friend
Susie, get a deal!
MARKETER
CUSTOMER SUCCESS
COMPANY CONFIDENTIAL. All rights reserved.
COMPANY CONFIDENTIAL. All rights reserved.
Identify InfluencersWho is in a position of influence with your target customer?• Professional Groupings:
CPA’s Bankers Franchisors
• Associations: Chambers Industry groups
• Other technology companies• Industry consultants
COMPANY CONFIDENTIAL. All rights reserved.
COMPANY CONFIDENTIAL. All rights reserved.
Make it EASY
• Easy to Join• Easy to Refer• Easy to Understand -
simple, standard terms • Easy to Get Paid
COMPANY CONFIDENTIAL. All rights reserved.
Incent the behavior you want
Incent action you’re looking for:• Qualified leads• Competitive takeaways• # of referrals a year• Bigger deals• Renewals• Altruism (double sided reward)
COMPANY CONFIDENTIAL. All rights reserved.
COMPANY CONFIDENTIAL. All rights reserved.
Keep your partner in the loop
• Acknowledge: receipt of referral • Communicate: clear next steps • Update: as referral moves through
funnel• Access: Provide access to portal
where status of referral always available
• Announce: Once sale closed, affirm payment timing
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Amanda,
TSYS
TSYS
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Make your sellers part of the program
• Enable sellers to build and own their own referral network of partners
• Train sellers to ask for referrals• Word of mouth referrals happen-
make sure they can handle them • Manage and motivate sales for
referral activity• Permit breaking of territory rules for
referrals
COMPANY CONFIDENTIAL. All rights reserved.
COMPANY CONFIDENTIAL. All rights reserved.
Customers can be a partner channel too!
• Business execs are great networkers• They already know the value your company delivers• They want to help you succeed…you just have to ask them • The “20/20 rule” of referral marketing• Success begins w/brand authentic customer referral experience
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Leverage your Partner’s sales teams
Co
mp
an
yP
art
ners
Pa
rtn
er
Sa
les
Te
am
Pro
sp
ec
ts
• In 2012 started a referral portal which brought 50% growth over 3 years• Seeing a much higher conversion
rate than other leads• Consistently at a higher deal
amount• Wanted to scale, but outgrew our tools
• Needed to make it easier for partners with better communication
• Needed ability to vary payments by partner
• Needed deeper integration into Salesforce
COMPANY CONFIDENTIAL. All rights reserved.
Benefits of Referral Partners
Low frictionrevenue
Fast salescycle
Keeps focus on
competency
Low cost to scale
Extends lead gen
team
COMPANY CONFIDENTIAL. All rights reserved.
734.585.5684
amplifinity.com
@amplifinity
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