PART II: Generate Awareness: Marketing and Lead Generation SafeNet Authentication Service: Benefits for Your Customers

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1 Authentication SERVICE SafeNet Authentication Service Partner Welcome Kit PART I: PART II: Building an Innovative Business with SafeNet Authentication Service Selling SafeNet Authentication Service to your Customers Revenue Generating Opportunities for Your Business Generate Awareness: Marketing and Lead Generation SafeNet Authentication Service: Benefits for Your Customers Qualifying Prospects and Understanding their Environment Becoming a Certified SafeNet Authentication Service Partner Product Introduction and Demo Signing up to Sell SafeNet Authentication Service Closing the Deal Frequently Asked Questions Checklist

2 PART I: Building an Innovative Business with SafeNet Authentication Service Cloud application adoption is growing fast. This trend, along with a growing need for next-generation authentication, will embrace your customers, who are going to be much more likely to consider cloud-based applications to manage authentication across multiple devices and resources. By offering SafeNet Authentication Service, you will be able to successfully ride the paradigm shift toward cloud computing and grow your business along with the increased adoption of security-as-a-service. About this Welcome Kit The SafeNet Authentication Service Channel Welcome Kit is a practical guide for SafeNet partners who want to start selling SafeNet Authentication Service. The Welcome Kit contains the information needed for you to: Understand how SafeNet Authentication Service can contribute to revenue generation and help you evolve new service-based business models Understand how SafeNet Authentication Service benefits your customers How to become a certified SafeNet Authentication Service partner and, if you are a distributor, how to onboard resellers and MSSPs What is SafeNet Authentication Service? SafeNet Authentication Service delivers fully-automated, highly secure authentication-as-a service with flexible token options that are tailored to the unique needs of your customers. With no infrastructure required, SafeNet Authentication Service substantially reduces the total cost of operation and enables quick migration to a service-based environment. How to get up and running with the Service Gartner predicts that, by How to sell the Service to your customers 2017, more than 50% of Reference materials that will help you manage and sell the Service Following the guidelines outlined in this Welcome Kit will enable you to complete the steps needed in order for you and your resellers and partners to start selling SafeNet Authentication Service as part of your solutions offering. All the reference materials are available on the SafeNet Partner Portal. enterprises will choose cloud-based services as the delivery option for new or refreshed user authentication implementations, up from less than 10% today. (Gartner Magic Quadrant for User Authentication 2012) 2

3 Revenue Generating Opportunities for your Business SafeNet Authentication Service provides you with an opportunity to differentiate your solution offerings with an award-winning service, with no major up-front investment and great potential for bundling the Service with other products or services you offer. Reference Materials Paths to Revenue Growth SAS Message Map Enhances your business model with on-going annuity revenues Profiting from SAS Offerings - White Paper SaaS-based sales are faster, allowing you to book revenue more rapidly How to Build a Large, Scalable, Profitable Authentication Line of Business (Webinar) Simple price book and quoting tool makes it easier and faster to close deals No upfront investment, low management overhead, low TCO translates into higher win rates Offers more opportunities for professional services Multi-tenant, multi-tier platform: Allows you to offer authentication-as-a-service with a secure infrastructure that accommodates any hierarchy (cost centers, subsidiaries, partners, customers) More managed elements Value-added services numerous professional service opportunities that can be built around the core offering. The diagram at right shows how SafeNet partners, depending on their level of engagement, can develop revenue-generating services around SafeNet Authentication Service. Core services Account setup Auto-provisioning rules First line support Group & container setup Initial token provisioning Migration planning Additions, moves, & changes Reporting & alerts: setup & automation Adding VPN link Install AuthNodes RRA & realms setup Adding AuthNodes Migration agent setup LDAP setup SMS gateway setup Policy: token PIN & OTP SMTP gateway setup Policy:roles & scope LDAP setup multiple domains Administrator training Token returns (RMAs) Token initialization Second line support Hardware token distribution, per user Branding & customization Proof of concept setup & management Roll out planning & Management Un-managed Introduction to SafeNet Authentication Service Pricing Tool (Webinar) SAS Pricing FAQ Expand Professional Services Offering a cloud-based service opens up Partner SafeNet Authentication Service Training PPT Partially-managed Fully-managed 3

4 Strengthen your Brand and Reputation In addition to offering direct revenue growth opportunities, SafeNet Authentication Service allows you to be at the edge of security solutions and offer a unique service under your own brand or in a sell-through model. SafeNet Authentication Service lets you strengthen your market position by aligning with the recognized leader in authentication and through: Authentication SERVICE Increased stickiness and customer retention as they look to migrate to a service-based authentication offering Broader cross-sell opportunities (increasing Average Revenue Per User) Leverage the trend of customers to adopt the cloud and the associated hype Offer customers new ways of adopting authentication as a competitive differentiator Simplifies the way you manage your authentication business SafeNet Authentication Service: Benefits for Your Customers SafeNet Authentication Service offers your customers a cost-effective and simple way of adopting strong authentication: Reduces their authentication investment they don t have to invest in infrastructure or upfront costs Simple and fast deployment: All they have to do is sign up and sign on! Automates provisioning and administration so they don t need to invest in managing the solution Protects all their resources and lets them expand use cases: VPN, SaaS, VDI, Networks Self-service portals lower their helpdesk costs Allows them to migrate easily to cloud-based authentication services while protecting their current investments Subscription pricing: Makes it easier for them to manage their budgets and scale the solution Customer-facing Materials SafeNet Authentication Service Detailed Customerfacing PPT SafeNet Authentication Service Short Customerfacing PPT SafeNet Authentication Service Brochure (PDF) Migrating to SafeNet Authentication Service - Overview of Requirements - PDF Assessing the TCO of a Cloud vs. an On-Premise Authentication Solution (White Paper) 4

5 Becoming a Certified SafeNet Authentication Service Partner Partners* have several options when contracting to sell SafeNet Authentication Service. SafeNet offers three partner engagement levels, depending on the level of operational and revenue commitment, as outlined below. Core services Silver Partner Gold MSSP Platinum MSSP Min. revenue per annum 50K 100K MSSP Designation X X Ability to Brand Service X X DISTRIBUTOR Sell to MSSPs & other partners Must support provisioning Pass through resale to certified partners Supported by Distributor X Min. SafeNet Authentication Service Sales Specialist 1 Min. SafeNet Authentication Service Certified Engineer * Requirements may vary per region. Contact your SafeNet account manager or distributor with questions. Distributors SafeNet distributors sell to Gold, Platinum, and Silver partners. Distributors can leverage the full multi-tenant, multi-tier features of SafeNet Authentication Service by offering it as a partner-branded, partner-provisioned service. Gold and Platinum MSSP Partners Gold and Platinum partners can leverage the full multi-tenant, multi-tier features of SafeNet Authentication Service by offering it as a partner-branded, partner-provisioned service. This partnership level gives you a wide range of opportunities to differentiate yourself as an authentication security provider and wrap professional services around the basic offering. Gold and Platinum partners must undergo technical training and pass SafeNet certification requirements. In addition, they must meet pre-determined revenue and support requirements. PLATINUM GOLD/MSSP Certified to provision Branding & volume Buy though distribution SILVER Low volume, sales agent No technical certification Distributor handles provisioning To further assess which partner level suits your business, contact your SafeNet account manager. Note: SafeNet partners who currently hold Gold / Platinum status for other products, but who do not want to undertake certification to sell SAS can resell SAS at Silver partner discount levels. In this case provisioning will be done through a 3rd party certified distribution partner or SafeNet. Silver Partners Silver partners act as sell-through agents of SafeNet Authentication Service. They do not need to meet any technical or certification pre-requisites, and they rely on their distributor or SafeNet for provisioning and support. 5

6 Becoming a Certified SafeNet Authentication Service Partner 1 This section provides an overview of steps you ll need to take to get up and running with SafeNet Authentication Service. Sign a Contract 2 Get Certified 3 Set up the Service 4 1 Sign a Contract Once you have decided to become a SafeNet Authentication Service partner, you will need to sign a contract with your SafeNet distributor or reseller. New distributors will be required to enter into a distribution contract with SafeNet. Existing SafeNet distributors are required to sign an addendum to their current contract. 2 Set up Service Operations Get Certified Certification: Platinum & Gold partners, as well as distributors, are required to undergo technical training in order to achieve technical certification. Your SafeNet account manager and sales engineer will be able to guide you through this process and help you set up the necessary training sessions. 6

7 3 4 Set up the Service Platinum/Gold partners and distributors will have access to their own demo account that allows them to carry out demos to prospective clients. They will also have their production account on the SafeNet Authentication Service, which will be used for live customer installations and PoCs where the customer is going to try then buy. For this purpose, Gold and Platinum MSSPs will be allocated 100 free licenses. To get your account activated, fill out the SAS On-boarding Form. Used for tyre kicking Used for training SafeNet Local Account Teams Used for PoC Used for customers SafeNet Operations Service Provider A Distributor A Distributor A Reseller A Distributors and Gold/Platinum partners will need to ensure they have personnel dedicated and trained in the following steps and in getting customers onto the service: Sales and order processing Service operations: Trained staff who can run the service, provision customers, keep track of renewals, and deal with service management Logistics: Token distribution, RMAs Production SPEdemo Setting up Service Operations Reseller A Contracting: SafeNet has pre-defined contracts and SLAs, which you can use with your customers when necessary Technical Support: Platinum & Gold partners, as well as distributors, will be required to provide first-level support to their customers. To this end, you will need to ensure that technical personnel have been trained (part of the certification process) to be able to provide support. Subscriber Subscriber Distributor B Enterprise Trials Reseller A Enterprise Trials 7

8 Below is an outline of the support workflow, from the end user to SafeNet. End-User User fails to login User tries self service User logs ticket with the helpdesk 1 st Line Subscriber Administrator Token troubleshooting System resync Logs RMA requests If unable to assist escalates to service provider 2 3 nd Gold/Platinum MSSP rd rd Troubleshooting assistance with node connectivity Assists with portal management issues Escalates to SafeNet Line 3 4 RMA replacement Distributor Issues RMA replacements to partner Sells through to partners th Provides trouble ticketing Line Escalates to SafeNet SafeNet Support Issues RMA replacements to partner Assists partners with major incidents Provides trouble ticketing and engineering escalation 8

9 Frequently Asked Questions What is the infrastructure cost for setting up the Service? What personnel investment would I need to make? As a distributor, there may be a small investment in token stock but there are no significant investments other than training and market development. As an MSSP, there is no need to purchase anything up-front; all you need to commit to is training and building a pipeline. For your customers, there are no significant infrastructure or capital investments needed. SafeNet expects distributor engineers to be fully trained and be able to offer train the trainer technical enablement to partners. The primary investments for all partners will be in the training of all staff required to onboard, implement, and support customers - with the associated setup of a service desk capability. Distributors, as well as Gold/Platinum MSSPs, would need to be able to take support calls and offer integration-level professional services. Distributors would need to offer regular on-site partner enablement programs. Does SafeNet Authentication Service replace our existing business? What investment is SafeNet putting behind SafeNet Authentication Service? No. We believe there is potential among prospective customers who don t use 2FA now because an on-premise installed solution on a CAPEX model is perceived as too complex. Among customers with existing authentication solutions, there are opportunities involving migration to cloud-based services. You should therefore consider discussing it with them as soon as their current licence is ready for renewal. SafeNet Authentication Service is SafeNet s flagship authentication product. We are investing heavily in the development and delivery of the product roadmap, as well as in providing technical training, partner enablement tools, and marketing support. The primary investments for all partners will be in the training of all staff required to onboard, implement, and support customers - with the associated setup of a service desk capability. 9

10 PART II: Selling SafeNet Authentication Service to your Customers Once you have become a certified SafeNet Authentication Service partner and have set up an account, you will start engaging with prospective customers to sell the Service. This section of the SafeNet Authentication Service Welcome Kit provides guidelines on how you can effectively engage with your customers to sell the Service Generate Awareness Qualify Prospects Understand their Environment Demo the Service Close the Deal 4 5 Generate Awareness: Marketing and Lead Generation SafeNet offers marketing and lead generation support that will help you build a pipeline of prospective customers. Channel-demand generation support: SafeNet has developed marketing and lead generation tools that you can customize to your region and implement with your house list. Seminar in a box: Prepared seminar with which to engage prospects either on site or by webinar. Events: SafeNet can provide speakers and content support for call-out days, workshops, and exhibitions. Channel promotions: Keep up to date on the latest channel promotions via SafeNet s Partner Portal. Marketing assets: A library of customer-facing brochures, white papers, webinars, videos, and presentations with which to engage customers. 10

11 Qualifying Prospects and Understanding their Environment Understanding your customers needs is a critical part of the sales process. Refer to the diagram below to assess your customers needs and environment. In addition, determine whether: The customer is a new authentication customer or a customer migrating from an existing authentication solution. If the customer is migrating from another solution, discuss how SafeNet Authentication Service can facilitate a smooth migration process. SafeNet Authentication Service Architecture Cloud Applications Private Networks Tokens & Users Customer Facing Materials Corporate Network Detailed Customer facing PPT Short Customer facing PPT API Authentication SERVICE LDAP/ Active Directory Corporate Network SAML RADIUS Cloud Services LDAP/ Active Directory Migrating to SafeNet Authentication Service Overview of Requirements (PDF) Assessing the TCO of a Cloud vs. an On-Premises Authentication Solution (White Paper) Case studies Corporate Network SAML Application Hosting Agent Administrator Corporate Network Online Storage SAML Disaster Recovery LDAP/ Active Directory LDAP/ Active Directory Sales Tools SAS Cheat Sheet Sales Script SAS Meeting Planner Quick Reference Guide 11

12 Product Introduction and Demo Giving an effective demonstration of SafeNet Authentication Service has tremendous impact on the sales process. Statistics show that 90% of POCs lead to a signed contract. There are different ways for the customer to evaluate SafeNet Authentication Service, but they all follow the basic process outlined below: LIVE DEMO PROOF OF CONCEPT (POC) Certified MSSP partners receive a special account for demo purposes. The demo is a crucial point in getting prospects more committed to the evaluation process. Whether your prospect is a Greenfield prospect or interested in migrating their authentication solution, a successful demo is critical to providing validation of the service and a great opportunity for you to learn more about their needs. The desired outcome of the Live Demo is more in-depth customer engagement, technical evaluation, POC, and a signed contract. A Proof of Concept takes place when the prospect has shown real interest in the solution and is ready to allocate time and resources to properly evaluate SAS within his/her environment. During the POC, the customer gets the opportunity to assess a full working environment. The purpose of this is to give the prospect that final push in the sales cycle after seeing the demo. A POC may follow a Free Trial evaluation period, depending on the level of assessment carried out by the customers. 30-DAY FREE TRIAL The desired outcome of a POC is a signed contract. The Free Trial is offered mainly as a call to action in marketing campaigns and awareness programs. Leads collected by SafeNet are given to SafeNet channel partners who carry out initial engagement with the customer, and then sign up the customer for a 30-day evaluation period. Channel partners who use the Free Trial as a call to action in their demand generation campaigns are responsible for onboarding the prospect to the Service and providing the necessary service and technical support. 80% of meetings lead to demos 90% of demos lead to a POC 90% of POCs lead to a sale Reference Materials Proof of Concept How To Guide POC Customer Template POC Test Plan Quick Help Guide Infrastructure & Network Information The desired outcome of the Free Trial is to get the prospect to agree to a meeting, and then expand the initial evaluation period to a more comprehensive proof of concept. 12

13 SETTING UP A DEMO, FREE TRIAL OR POC PRE-SALE TECHNICAL ASSISTANCE CLOSING THE DEAL Follow the process below to carry out a demo, a Free Trial or POC. Throughout the sales process, prospects Following a successful POC and after may request technical clarifications clarifying the technical issues, you will need depending on their environment and to finalize the last business and operational areas of focus. Customers who are layers of getting the Service going. Below migrating from an existing solution will are some of the issues that will need to be have certain requests, whereas addressed when closing a deal: Show Sign Sync Secure Save Greenfield customers may have others. Authentication SERVICE Subscriber Company Administrator Applications Active Directory Provisioning and Implementation: The In order to be able to address these prospect will want to understand the technical topics, we have created a service provisioning process, service bundle of documents based on the implementation, go live date, and issues experience we have had with such relating to the migration from an requests in the past. existing solution, if relevant. Professional Services: This is the time to discuss what professional services are available, their scope and price. Access Device PO and Contracts: The prospect will have to sign a PO and a contract. Step 1: Create Subscriber Account Support: The prospect will need to Step 2: Set up Administrator understand the support process and SLAs Step 3: Configure Access Devices Step 4: Link User Directory Step 5: Provision Tokens Step 6: Users Self-enrol Tokens and Users Platinum/Gold MSSP Reference Materials RADIUS Migration Guide SAS Security Considerations White Paper Technical Implementation Guides Reference Materials SafeNet Authentication Service Proposal Template Contract Template 13

14 Checklist Use the checklist below to make sure you have completed the steps necessary to start selling SafeNet Authentication Service. Checklist Contract signed Submit onboarding form Sales team trained Support people trained Service operations personnel trained Certification complete Professional services bundles defined Familiar with pricing and pricing tool Lead generation programs defined Customer collateral available/customized Customer-facing contract in place Service enabled Lead generation executed Start selling! 14

15 Appendix A: Index of Reference Materials All materials are available for download from the SafeNet Partner Portal SAS mini-site. Revenue-Generating Opportunities for your Business Partner SafeNet Authentication Service Training PPT SafeNet Authentication Service Message Map Profiting from SafeNet Authentication Service Offerings - White Paper How to Build a Large, Scalable, and Profitable Authentication Line of Business (Webinar) Introduction to SafeNet Authentication Service Pricing Tool (Webinar) SAS Pricing FAQ Benefits of SafeNet Authentication Service for your Customers (customer-facing materials) SafeNet Authentication Service Detailed Customer-facing PPT SafeNet Authentication Service Short Customer-facing PPT SafeNet Authentication Service Brochure (PDF) Migrating to SafeNet Authentication Service - Overview of Requirements -PDF Assessing the TCO of a Cloud vs. an On-Premise Authentication Solution (White Paper) Case Studies Signing up to Sell SafeNet Authentication Service SAS Onboarding Form Selling SafeNet Authentication Service to Your Customers Sales Tools SAS Cheat Sheet Sales Script SAS Meeting planner Quick Reference Guide 15

16 Setting up a Proof of Concept (POC) Proof of Concept How To Guide Proof of Concept Customer Template Proof of Concept Test Plan Quick Help Guide Infrastructure and Network Information Pre-Sale Technical Reference Materials RADIUS Migration Guide SAS Security Considerations White Paper Technical Implementation Guides Closing a Deal SafeNet Authentication Service Proposal Template Contract Template 16