solutions for channel management competitor channel benchmark channel mapping ranking scoring last...

Solutions For Channel Management

Competitor Channel Benchmark Channel Mapping

Ranking Scoring

Last review 15-01-2007

Channel Mapping, Ranking &

Scoring

compuBase 2007 ©

Client objectives

Channel Mapping Benchmark it’s channel coverage against market. Benchmark it’s channel coverage against

competition. Benchmark your resellers against compuBase

database to detect new opportunities.Channel Ranking Rank partners on revenue for your product

category.

Channel Scoring Find you share of wallet Create Score card, set up priorities in recruitment

program, find top partners. Re-allocate the resources


Scoring

compuBase 2007 ©

Re-allocate ressources

Before After

1st tiers

2d tiers

PAM

Tele PAM

DistributorManaged by PAM

Distributor Managed

Not managed

Change allocation

New Potential


Scoring

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General Process

Objective # 1Strengths and Weaknessess :What categories to recruit ?

Objective # 2Find the top

partnersWho to recruit?

Objective # 3Prioritise partners

Good Ressources Allocation

CHANNEL MAPPING CHANNEL RANKING SELL OUT MANAGMENT

SHARE OF WALLET

CHANNEL SCORING

CHANNEL AUDIT*

* in cooperation with other consulting partners

CHANNEL RECRUITMENT*

CHANNEL ANIMATION & DEPLOYEMENT*

CLIENT STRATEGY INPUT*MARKET PRIORITIES INPUT*


Scoring

compuBase 2007 ©

1. CURRENT SITUATIONASSESMENT


Scoring

compuBase 2007 ©

Channel Mapping

Objective # 1Strengths and Weaknessess :

Which Partner profile to recruit ?






SHARE OF WALLET

CHANNEL SCORING

CHANNEL AUDIT*






Scoring

compuBase 2007 ©

Channel Mapping

Benchmark • channel coverage against market.

• coverage against competition.

• your resellers against compuBase database to detect new opportunities.

Find the competition inside your own channel


Scoring

compuBase 2007 ©

Channel Mapping

Your Market

Competitor #1

Your channel

Competitor #2

Competitor #3 Competitor #4

Competitor #5

Competitor #6

In one market we compare your brand position to 6 of your competitors.

A maximum of 8 datasets:

1. The targeted market

2. Your brand3. Competitor 14. Competitor 25. Competitor 36. Competitor 47. Competitor 58. Competitor 6


Scoring

compuBase 2007 ©

Statistical workResult sought: We will create several different

statistical tables based on the various datasets.

A large amount of information will be exchanged with the client in order to determine which tables are the most relevant.

We will generates the correct comparison according your product and market.

Creating datasets

Statistical work

Setting upreports

Prioritize targets

Defining angles of study

Channel Mapping


Scoring

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Analytic report (all tables and statistics in an excel delivery +/60 pages)

Drafting of an “executive summary” (1 page)

Consulting proposition on weak points with associated road map.

Survey examples:The following examples are provided to

illustrate some of the deliverables. Data are fictive.

All possible views are not represented.Analysis are set up according client’s

priorities.

Creating datasets

Statistical work

Setting upreports

Prioritize targets



Scoring

compuBase 2007 ©

Examples

Geomarketing Example: comparing two distribution networks

Brand 2 Brand 1 Brand 3Alsace 44 97 24Aquitaine 71 144 32Auvergne 23 59 10Burgundy 39 81 14Britanny 60 142 25Centre 46 126 21Champagne-Ardenne 30 70 14Corsica 7 20 5Franche-Comté 23 58 12Languedoc-Roussillon 54 114 20Limousin 15 32 6Lorraine 44 101 19Midi-Pyrénées 53 145 27Nord-Pas-de-Calais 78 173 31Basse-Normandie 28 53 10Haute-Normandie 33 83 13Ile-de-France 464 900 267Pays de la Loire 62 136 22Picardy 25 59 12Poitou-Charentes 26 85 13Provence-Alpes-Cote d'Azur 158 269 69Rhônes-Alpes 161 322 70Total 1 544 3 269 740

Example of geo-marketing

To find strengths and weaknesses in

coverage

Country / region / local


Scoring

compuBase 2007 ©

Geographical analysisposition against competition

• The mapping could be realised:

• By number of point of sales.

• This mapping determines geographical priorities.


Scoring

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Many possible comparisons

• You are able to compared your brand against the market and other competitors

Example of brand comparison


Scoring

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Benchmark on partner’s main activity

• The analysis of revenue by type of partners and by brands gives a very good solution for new partner recruitment’s.

• It also helps to tune channel communication of the company according to strengths and weaknesses.

1% 6% 6% 2% 3% 28% 0%2% 5% 1% 11% 32% 3%1%

1% 5% 4% 1%3% 24% 0%2% 6% 1% 18% 33% 1%1%

1% 5% 7% 2% 3% 24% 0%2% 6% 1% 13% 33% 3% 1%

0%3% 5% 1%2% 26% 0%1% 5% 1% 14% 38% 3%1%

0%4% 2%1% 5% 22% 0%2% 5% 0% 16% 41% 2%1%

0%4% 6% 1%3% 22% 0%1% 4% 1% 8% 47% 3%1%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Laptop France

Brand 1

Brand 2

Brand 3

Brand 4

Brand 5

Comparaison between datasets on declared main activity

ManufacturerSoftware publisherPublisher of software for a specific activityPublisher of software for a specific process of companiesSoftware solutions integrator (developed by third parties)IT services, Software development (hosting, maintenance, training, bespoke software development....)Telecom services (Telecom operator, ISP...)Telecom & network infrastructure integratorIT infrastructure integratorConsultingReselling to individualsReselling to enterprises (hardware, software & services & assemblers)Wholesaler (resale of IT products to resellers)Assembling company


Scoring

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Benchmark on partner’s product catalog

Comparaison of differences between datasets on Software Products

54%

26%

52%

77%

95%

148%

205%

512%

557%

358%

57%

72%

45%

141%

-12%

265%

299%

645%

726%

591%

-100% 0% 100% 200% 300% 400% 500% 600% 700% 800%

Office IT soft. resel.

DBMS soft. resel.

Management soft. resel. - ERP

CAD soft. resel.

Game, educational and familysoft.

Vertical soft. resel.

Message soft. resel.

CRM - SFA Office IT soft. resel.

Development software resel.

Anti-virus software resel (new)

All France and XXX Services YYYpartner vs All France (Serv, Res,Soft)All France and XXX Services vs AllFrance (Serv, Res, Soft)

• The analysis of the product catalogue offer of your reseller network and competition will indicate clearly where to create new bundles or alliances with other vendors.


Scoring

compuBase 2007 ©

Benchmark on partner’s revenues

4,8%

31,4%

50,1%

13,8%

1%

26%

64%

9%

2%

29%

52%

17%

0,0%

10,0%

20,0%

30,0%

40,0%

50,0%

60,0%

70,0%

80,0%

90,0%

100,0%

All France (Serv, Res,Soft)

All France and TelcoServices

All France and TelcoServices FT partner

Comparaison between datasets by MARKET revenues

% Primary % Industry

% Service % Public

• The analysis of revenue of partner wallet and the analysis of competition partners by type of client or by activity will provide an inestimable value in the qualitative approach of your market.

• This analysis will provide you with extremely good indicators for future recruitment or partner program set up.

1%2%

51%

46%

0%1%

57%

42%

1%3%

34%

62%

1%1%

54%

44%

0%2%

34%

63%

3%5%

26%

66%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

LaptopFrance

Brand 1 Brand 2 Brand 3 Brand 4 Brand 5

Comparaison between datasets on source of revenue by type of activities

% ICT Resale

% service / softwarepublishing / exclusivedistribution software

% manufacturing orexlcusive distributionhardware

% Non IT activities


Scoring

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Enhancing your “workspace”

Result sought:

The extension or reduction in size of the partner network depending on the strengths and weaknesses detected in the distribution network vs. The client’s commercial strategy.

The addition of new targets using online access.

Channel Mapping Benefits

Creating datasets

Statistical work

Setting upreports

Prioritize targets



Scoring

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2. FIND WHO ARE THE TOP PARTNERS

FOR YOUR PRODUCT CATEGORY


Scoring

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Ranking







SHARE OF WALLET

CHANNEL SCORING

CHANNEL AUDIT*






Scoring

compuBase 2007 ©

Channel Ranking objectives

The Channel Ranking Service ranks partners according to their revenue potential per product categories.

The Channel Ranking Service increases the efficiency of sales teams, providing them lists of companies ranked by Business Opportunities.

The Channel Ranking Service provides the client’s Indirect Channel team a great opportunity to tune marketing and strategy according to revenue realised by the reseller for a specific category of product and create new business opportunities.

The Ranking is necessary when you want to create a share of wallet approach.

The Channel Ranking Service will help the client to choose the best selling medium (Account Management, Tele Management, Distributor Management) according to the business opportunities.


Scoring

compuBase 2007 ©

Ranking

With compuBase data your indirect channel is seen

under its true perspective.

With compuBase data your indirect channel is seen

under its true perspective.

You can tune your marketing and sales

operations according to new priorities

You can tune your marketing and sales

operations according to new priorities

PartnerServer

estimated revenue

Share of wallet

Wallet to gain

Com1 164,59 € 36% 104,73 € As Groupe 126,29 € 46% 68,16 € Bus Mid Software Solution 123,29 € 48% 64,09 € Ares France 95,11 € 73% 25,40 € Info 2000 70,03 € 12% 61,67 € Market Tech Srl 66,44 € 46% 35,69 € Dect IT 62,39 € 80% 12,42 € Midcap financial buisness 62,23 € 0% 62,14 € Com solution engeneering 37,94 € 84% 6,19 € Liverpool United tech. 9,57 € 2% 9,39 €

PartnerWallet to

gainAction

New Ranking priority

Prior Ranking priority

Com1 104,73 € Very Strong effort 1 3

As Groupe 68,16 € Very Strong effort 2 5

Bus Mid Software Solution 64,09 € Very Strong effort 3 4

Ares France 25,40 € Retention 4 7

Info 2000 61,67 € Strong effort 5 6

Market Tech Srl 35,69 € Strong effort 6 1

Dect IT 12,42 € Retention 7 8

Midcap financial buisness 62,14 € Strong effort 8 2

Com solution engeneering 6,19 € Retention 9 10

Liverpool United tech. 9,39 € Not crutial 10 9

GOOD RANKIN

G

GOOD RANKIN

G

The data shown do not represent real figures


Scoring

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Products or categories where ranking is possible

PRODUCTSDesktopLaptopServerMainframesPrinterOffice equipment

hardwareOffice softwareOS and networking

softwareMarket centric softwareManagement software

Other products on request

XXX Printer Alsace Sample Revenue Analisys: volume of partners by sum of estimated

revenue

2

11 209

6

20 217

8

11 302

12

7 300

24

6 993

25

3 971

27

2 585

23

1 403

37

1 345

42

17

29

28 730

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Volume of partners Sum Median K€ Printer

(c) compuBase

a- < 5 k€

b- 5 - 10 K€

c- 10 - 25 K€

d- 25 - 50 K€

e- 50 - 75 K€

f- 75 - 125 K€

g- 125 - 200 K€

h- 200 - 400 K€

I- 400 - 1 000 K€

j- 1 000 - 2 000 K€

k- 2 000 - 5 000 K€

l- 5 000 - 10 000 K€

m- 10 000 - 50 000 K€

n- > 50 000 K€

Example : number of resellers and corresponding revenue for Printer for a specific region.

Company NameEstimated Revenue

Printer in %

Median Estimated Revenue Printer in

K€

Range of revenue

[estimated] for Printer in

K€

Confidence (Max is 5)

MACWAY 26,64% 6131 4490 - 7770 2,8BECHTLE DIRECT 33,30% 5078 3960 - 6200 3,4ENVIRONNEMENT SERVICE INFORMATIQUE 5,82% 4074 3060 - 5090 3CLEMENTZ-EUROMEGRAS 31,64% 3823 2930 - 4720 3,2ALSATEL 13,52% 3749 2670 - 4830 2,6HIROSHI GROUP / LITE COMPUTER 31,64% 3116 2280 - 3950 2,8A2I - ALSACE INFORMATIQUE INVESTISSEMENT 27,24% 2736 2050 - 3420 3PEARL DIFFUSION 31,64% 2719 2080 - 3360 3,2COLORA BURO 15,47% 1971 1480 - 2460 3CANON FAC-SIMILE ALSACE-LORRAINE 25,80% 1682 1290 - 2080 3,2EXCELICE 29,97% 1501 1130 - 1880 3MARXER INFORMATIQUE 28,67% 1344 1030 - 1660 3,2KISTER BURO + 25,31% 1284 980 - 1590 3,2ELCOWA 31,64% 1274 960 - 1590 3UBI - UHL BONAVENTURE INFORMATIQUE 10,53% 1144 880 - 1410 3,2CONFOR-LBA INFORMATIQUE-GROUPE TEAMLOG 11,47% 1102 840 - 1360 3,2BSI - BENOIT STURNY INFORMATIQUE 21,65% 913 710 - 1110 3,4ABC - DISTRIBUTION 25,64% 769 530 - 1010 2,4DYCTAL 33,30% 752 580 - 930 3,2REPROLAND 18,98% 738 550 - 920 3ORDITECH 14,29% 706 540 - 870 3,2

Example : Top reseller for a specific region in Printer


Scoring

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Ranking

What is delivered: Company name Total estimated revenue for the past year. % of revenue done in the product category Confidence rating Range of revenue for the category based on

confidence. Estimate of revenue in K€ of revenue done

with corresponding product category Top 100 partners


Scoring

compuBase 2007 ©

Pre requisite

To realize a good scoring, compuBase needs to get the vendor’s the revenue per point of sales.

Having this information we will match vendor’s resellers to compuBase database and the compared vendor’s revenue realised to the product revenue estimate.

For more information on Sell Out reports management please refer to the compuBase relevant presentation


Scoring

compuBase 2007 ©

Scoring

• Low share of wallet• Low potential

How to adapt supportHow to Increase Training

• Strong share of wallet• Low potential

How to help them to develop their sales and business

• Low share of wallet• Strong potential

How to seduce them? How to compete?

• Strong share of wallet• Strong potential

How to keep them? How to support them

How to control competition

My share of wallet

The potential revenue

Benefits • The partner

scoring optimises sales team resources.

• It motivates the partner to recruit, to keep a level of training.

• It is the basic of a fully new partner approach.

Comparing estimated revenue with the revenue realised by your company with each partner, we could set up a scoring of your partners.

Comparing estimated revenue with the revenue realised by your company with each partner, we could set up a scoring of your partners.


Scoring

compuBase 2007 ©

Scoring

Share of wallet:• Strong market share• Good market share• Low market share• Very low market shareRevenue importance:• Strategic Partner• Very Important Partner• Important partner• Normal Partner• Weak PartnerProduct sensitivity (vs. Global revenue):• Strategic product• Very sensitive• Sensitive• Weak sensitivity• Not sensitiveVendor Scoring (based on above scoring):• To keep: To lose them means a lot of business lost • To seduce: To get them means a lot of new business • To strengthen: To help them to grow means much more business• To educate: If I think they should sell my product, I need to educate them to sell it.


Scoring

compuBase 2007 ©

Budget set up

Requirements for budget elaboration- Market target (i.e. The Portable market)- If you want to include your own partner in the mapping, we

need to know the volume and to have a sample (100 rec.)- Option: When a partner does not match compuBase data,

do you want a profiling for a full perimeter coverage ?- Enrichments options: what information are you expecting

back ?- Survey views: what are the most important views you want

to study? (comparison by country, by vertical market types, brand…)

- Reports delivery: how many reports do you want (by country, by region? How do you want this report to be delivered

- Ranking option: Do you want a ranking option ?- Scoring option: Do you want a scoring option ?


Scoring

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Example of cost

Channel Mapping OR Ranking for a channel market target of 3,500 potential partners, survey only with 6 competitive brands.

24 K€ / 16 K£

Channel Mapping AND Ranking for a channel market target of 3,500 potential partners, survey only with 6 competitive brands.

28 K€ / 19 K£

Channel Mapping AND Ranking AND Scoring for a channel market target of 3,500 potential partners, survey only with 6 competitive brands. 31 K€ / 21 K£

• All example are done for a survey for one country and one product category.• Price do not includes access to the full database and updates.• Price may change without further notice.


Scoring

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Client & compuBase

The Leading ICT Channel Intelligence Company

Your Contact:

[email protected]

Tel.: + 33 169 183 434

solutions for channel management competitor channel benchmark channel mapping ranking scoring last...

Documents

channel slide

channel mapping objective

channel mapping prerequisites

scoring compubase

channel animation deployement

compubase database

rank partners

market priorities input