HCS-Overview Partner Cloud Acceleration Accelerating Ingram Partners Into The Cloud OPERATIONS 101 Webcast #2
Optimizing Indirect Channels through Efficiency and Productivity 10 Years of Channel Consulting Services 21 Years in Channel Leadership and Operations Roles Channel Development Toolkits Channel Optimization Consulting Cloud Based Channels Expertise Enablement, Demand Gen, Communication Gears Productivity Acceleration Keynotes, Seminars, & Presentations Regular columnist for Redmond Channel Partner Channel Efficiency and Productivity Continuum : Utilizing Cloud Technologies to Enhance Core Channel Functions Keith Lubner, Managing Partner Web: www.channelconsultingcorp.com klubner@channelconsultingcorp.com
Program Overview Program Flow 4/23/13 HCS Overview Maturity Model 4/26/13 Operations 101 Practice Stmt Project Plan 4/30/13 Marketing 101 Market Planning Best Practices 5/3/12 Sales 101 Sales Process Discovery Best Practices
Program Overview Program Flow 5/7/12 Sales Extra Cross Sell/Up Sell Account Planning 5/10/13 Marketing 201 5/14/13 Sales 201 Building a Plan Vertical Programs ROI/Business Guidance/ Case Study
Program Overview Program Flow 5/17/13 Sales Extra ROI/Case Study 5/21/13 Marketing 301 Building Thought Leadership 5/28/13 Sales 301 Compensation
Today s Agenda 1 2 3 4 5 Purpose & Premise Cloud Acceleration Tools Operations Tools & Workshop Project Plan, Practice Statement Discussion, Homework
Ingram/Cisco Program Overview Review Program Purpose & Content with Yourself and other Ingram Micro Partners in Mind Provide Feedback on the Program Flow and Agenda Discuss Roll Out Program Content, Tools, Guidebooks are Proprietary/Confidential to Acumen/C3 and Are Not to be Distributed or Used Without Written Permission
13 Years of Partner Consulting Services 14 Years Consulting: Partners, Vendors, Distribution 25 Years in Channel & Partner Sales Leadership Experience Online Interactive Sales Mgr. Tool Kit DVDs/Books/Articles, Video s on Sales Leadership Keynotes, Seminars & Presentations Management and Strategic Sales Management Expertise Acumen Management: Building Organizations through the Execution Of Strategic Management Web: www.acumenmanagement.com Blog: www.yoursalesmanagementguru.com Whitepaper on : The Job of Sales Management Ken@AcumenMgmt.com
Cloud Maturity Purpose & Premise Increase Maturity = Increasing Cloud Acceleration FOCUS 6 5 1 2 3 4 Prescriptive Approach Sales, Marketing, Operations
Operations Workshop Group Discussion: Review of the Maturity Model Assessment Perceived Issues w/operations
Group Discussion Perceived Issues with Operations - CLOUD 1. Your marketplace Perceptions. 2. Your own company Perceptions
Maturity Model Sales average rating: 2 Results Marketing average rating: 2.4 Operations average rating: 2.1 Salespeople can clearly describe and SELL the HCS solution 1 Salespeople have been professionally trained to sell Cloud/Managed Service solutions 1.6 Salespeople can clearly describe and sell the Cisco/UC solution 2.8 Your have a consistent level of marketing campaigns each quarter, minimum of 3 2.8 You web site speaks to the Cloud solutions you offer and the business challenges they solve 1 Your marketing materials clearly outline your company's value proposition 2.4 You have a Cloud business plan for Sales 1.2 Marketing 0.8 Services 1.2 You know what your target profit margins are regarding on premise and cloud opportunities 3.8 You have a dedicated person leading your Cloud/HCS practice 3.8
HCS Practice Guide Catalog of Tools
What s Your Pizza Like?
Ingram Micro Cloud Accelerator A Flight Plan Designed to Ensure a Successful Cloud Practice "Tell me and I forget. Teach me and I remember. Involve me and I learn." - Benjamin Franklin
Operations / Services Pains with Cloud Movement Recognizing the need for multiple cloud products/services are needed in the partner portfolio Recognizing the need for operational efficiency and organizational alignment Recognized the revenue and cash flow implications of the Online Services business model and have driven down overall cost of sales and increased marketing volume
Operations / Services Pains with Cloud Movement Packaging service offerings for the cloud for both volume and velocity sales Established a more metric driven approach to running their business using new measures of success and benchmarks Recognizing Need to have more services around business improvement Implementing a fully integrated delivery approach leveraging senior and junior resources alike Morphing services across on-premise, hosted, and online services environments
Recent Cloud Study Funded by Cisco
Operations Action Plan Must Execute Brilliantly- Be Brilliant on the Basics Must Plan and Manage Process Create Project Plan Must have Formula for Business Model Leverage Business Through Partnering Create a Cloud Practice Statement (handout)
Ops/Services Scenario #1 Pain in the Cloud Solution to Pain Example/ Exercise Lack in Discipline across Operations, Marketing, & Sales Accountability through effective project management Cloud Project Plan
Cloud Project Plan Exercise
Ops/Services Scenario #2 Pain in the Cloud Solution to Pain Example/ Exercise Lack of market and marketing blueprint focus leads to commodity mentality Development of team based Cloud Practice Strategy Cloud Practice Statement
Cloud Practice Statement Exercise
Ops/Services Scenario #3 Pain in the Cloud Solution to Pain Example/ Exercise Recognizing the need for multiple cloud products/services are needed in the partner portfolio Development of a partnering plan that will allow the reseller to partner with complimentary vendors and possibly complimentary partners Partnering Guide
Determining Partnering Strategy Business Partner Business EcoSystem Partner Market Alliance Partner Strategic Alliance Partner Consulting Relationships
Where to Partner? Growing Core Business Growing non-core business, same industry Growing non-core business, different industry Tech Alliances/Partnerships Low Risk Moderate Risk High Risk Business Alliances/Partnerships Low Risk Moderate Risk High Risk Mergers High Risk High Risk Super High Risk Acquisition (of or by) High Risk High Risk Super High Risk
Determining Partnering Strategy Business Partner Investment Increase Asset Increase Share Ownership/Issues Product/Service Increase Legal Agreements
Determining Partnering Strategy Business Ecosystem Partner Non-Competitive Related Product/Services Serving Selected Markets Commitment In Place
Partnering Guide Exercise
Architectural Strategy Anywhere, Any Content on Any Device Jabber On Premises Cisco Unified Communications Manager Hybrid Cloud
What other Operational Tools would be helpful? Discussion Sales Operations Marketing
Cloud: Operations Tools Partnering Analysis Guide: Building leverage in the market is important; this Guide will help you assess the kinds of organizations that can work with yours to increase your market coverage strategy. Learning to partner effectively can impact your speed to market and market share. Partner Profiling Worksheet: Use this worksheet as you work through the Partnering Analysis Guide Resource Guide Cloud: Use this valuable tool to increase all aspects of building your Cloud Practice, it includes Ingram/vendor web sites, general business information sites and third party resources. Cloud Practice Project Plan: Pulling everything together is important; this Project Plan will allow you to create a central management tool where all aspects of building your Cloud Practice can be easily assigned, tracked and managed.
Cloud: Marketing Tools Marketing Best Practices Guide: A Cloud practice demands an increased focus on marketing and lead generation; this guide will assist you in understanding the essentials behind the marketing concepts, as well as tips for things such as social media, blogging, email blasts, and web site layout. Determining Market Opportunity Guide: How large is the market for your Cloud practice(s)? How many opportunities are there each year and how many leads per month do you need to generate to exceed your sales targets? This Guide will assist you in understanding your opportunity to prosper. Practice Marketing Plan Guide: Increasing your marketing efforts and lead generation are critical in building a Cloud Practice, this tool will assist you in increasing your focus, understanding of your market and prepare you prior to developing a specific marketing plan. Vertical Market Guide: Every partner should dominate at least one vertical market, this guide will provide the insights and actions required to develop and succeed within a vertical market.
Cloud: Marketing Tools Create Cloud Messaging Guide/Value Proposition Guide: Differentiating your Cloud Practice and your organization are critical in increasing your Won/Lost Ratio s. This Guide assist you in working why organizations should buy from you vs your competition. Market Planning and Communications Plan Guide: Use this guide to plan your communications as well as your marketing cost projections, frequency of events, and overall marketing plan for the year. Thought Leadership Campaign Worksheet: This worksheet will assist you in creating unique marketing campaigns that will separate you from the competition, use this worksheet to help develop programs that add value, increase market awareness and make your organization the Go-to-firm for Cloud services. Case Study Outline: Use this helpful tool to develop success stories or case studies from your own Cloud customer base. Use this tool with your Thought Leadership Campaigns. Sample Promotions Worksheet & Calendar: This tool is a handy worksheet to plan your promotions to your customers and schedule such initiatives with a calendar. Use this in conjunction with your overall marketing planning.
Cloud: Sales Tools Sales Compensation Guide: This guide will assist you in building a sales compensation plan for your sales team. It takes into consideration your objectives and level of Cloud maturity. Sales Compensation Planning Tool: Use this tool to calculate your various commission scenarios. Sales Management Best Practices Guide: Sales management is the lynch pin in building a high performance organization, this Guide will assist you in creating a professional sales and sales management team. Velocity/Volume Sales Process Map: In a Cloud Practice you need to implement a prescriptive sales methodology to reduce Cost of Sales, this process map will help you focus on a Velocity model (<15 seats) or increase your success in selling Volume seats. Quick Qualification/Discovery Guide: Whether you are selling on-premise and Cloud or Cloud solutions only, understanding your prospects business challenges and needs will increase your trusted advisor status, this Guide will assist your sales team in asking the proper questions during the discovery phase. This Guide should be used in conjunction with the Velocity/Volume Sales Process Map.
Cloud: Sales Tools Outside/Inside Sales Rep Plan: In creating a velocity sales model, the use of inside telesales sales teams is essential, this Plan will help you define the responsibility s between using outside and inside teams in a coordinated sales model. Telephone Prospecting Guide: These set of tools will help create and manage a telesales team. Included are telephone best practices, sample scripts and tracking tools Proposal Planning Guide: Once you have fully understood your prospects business challenges, use this Guide to professionally prepare and present your solution. Be sure to review the SO-What section to improve your selling skills. Cross Sell/Up Sell Account Planning Guide: Driving revenue and penetrating existing clients is important and highly profitable, this Guide will help you determine what existing solutions each of your clients currently use and what new Cloud or on Premise solutions could be sold to your accounts. You should perform this Account Planning process at least twice each year. Salesperson Development Plan: Increasing the professionalism of your sales team is more important than ever, this Plan should be used twice each year to review each salesperson and to develop an individual training plan.
The End Game 50 By 2012, at least 50% of all customers will have some form of a cloud solution. The momentum around Software as a Service is significant as customers look to: decrease costs, leverage OPEX over CAPEX and go live faster. The opportunity is significant. Position yourself to get your fair share: Name a companywide Online Services Single Point of Contact Adapt Sales and Marketing processes: High velocity, low touch to acquire new customers Leverage trusted advisor status to educate and plan with existing customers Understand Opportunity Economics Upwards of 6 to 1 to maintain top line revenue 2 to 1 to maintain margin Exponential growth in Post-sales integration Think like an Insurance agent, note Customer Lifetime Value Streamline and pre-package services to align with the recurring revenue model Introduce new Online specific management metrics
HOMEWORK 1. We will send you the Practice Statement, Partnering Guide, and Project Plan items 2. Complete Project Plan by the end of day, Monday, April 29 3. Send your completed homework with your company named as the document name. 4. Send to: Ken@Acumenmgmt.com 5. Register for next session: Tuesday, April 30 th, 11am EST: Marketing 101 Questions?
THANK YOU!