The new buyer’s journey, digital marketing, social media ROI, cloud-based partners, digital body language, new specialized channels ̶ the channel world is in flux. The one thing that has not changed is the need for growth. And love it or hate it, MDF and partner enablement still play a significant role in these efforts.
While the core elements of a successful MDF program haven’t changed much, the increasingly dynamic context in which they are viewed and the rapidly changing landscape of the buyer’s and seller’s journey make it necessary to continue to dig deep into the details of each step of even the most historically successful program.
One thing everyone can agree on is that the “new buyer’s journey” is changing how customers buy everything from cars to firewalls. The traditional roles of sales and marketing are changing like never before. Add the complexity of selling through an indirect channel and things can start to feel pretty complicated. The good news is that there are practical approaches that help align channel marketing and sales to help smooth these seemingly troubled waters.
In this webinar, led by Kathy Contreras of SiriusDecisions, we will catch you up on the ever changing universe of channel incentives. Starting with MDF programs, we’ll identify the key challenges and highlight success criteria of traditional incentives. From there, we’ll delve into why it’s not just necessary, but imperative, that your incentive programs evolve beyond historical funding programs to the “new world” of channel incentives.
CCI has been providing MDF management for over 30 years, and we like to kick off the year by offering a review of MDF fundamentals, packaged around the most relevant industry trends that we see driving the necessary adjustments for success. While the core elements of a successful MDF program haven’t changed much, the ever dynamic context in which they are viewed and the rapidly changing landscape of the buyer’s and seller’s journey make it necessary to continue to vet the details of each step of even the most historically successful program.
This webinar is ideal for anyone in channel management, sales, marketing, or sales operations who is looking to improve program effectiveness.
Are you ready for Cloud 2.0? Because it is here. It is not your mother’s cloud and for many there will be no looking back. It took a long time for the cloud to get here, but not so long for it to substantially change how the channel markets, sells, and delivers products and services. Learn how the cloud has changed the channel in a very short time and what you can do to come along for the ride.
Top 10 things you can do to enable partners to use digital marketing effectively.
In today’s rapid-fire market, the time has come for everyone in the channel to embrace digital marketing or suffer the consequences. It is no longer a question of whether or not to engage, but rather to what degree and how to execute.
The issues below are becoming common place and there is a great need for ways to tie all the moving parts together for success.
Why the need for digital marketing in B2B?
What happened to the partner’s traditional sales process?
What is the new end-user buying process?
The challenges of this new process in today’s chaotic channel world
CCI’s SVP of Sales and Marketing Steven Kellam was joined by PartnerPath’s CEO Diane Krakora to present insights from the 2015 Channel Incentive Benchmark Study. They delved into the results of the study and its relevancy to channel vendor programs in the software, hardware, and telecommunications industries.
Questions they explored included:
How are cloud and virtualization affecting how software channel vendors engage with partners and fund programs?
How are major hardware and device manufacturers balancing the need to expand their offerings without alienating their traditional resellers and distributors?
How are the major wireless and cable channel vendors fairing in their quest to seize IT channel market share from the traditional titans of global technology?
Laying the Groundwork for Intelligent Growth and Profitability
Getting the funds you need to run and grow a channel organization can be a struggle. Often channel teams are the key path to much or all of a company’s revenue, yet are often woefully underfunded. You may be a superstar at partner marketing or sales strategy, but why do you often hear ‘no’ when trying to fund what you know you need to be successful?
The good news is you don’t need to be a financial or legal expert to run and grow a program. But you do need to understand what to pay attention to, and how to measure it, and how to talk about it with the rest of the company.
The one constant in the channel is that it’s always changing. Being in the channel space for over 30 years, we’ve seen many programs evolve and grow with time. But just as often we’ve seen programs fail to keep up with technology and their business realities. Discover which channel practices are becoming obsolete and learn what you need to do to adapt and succeed.
How Top Channel Teams Are Gaining Competitive Advantage by Leveraging the Full Potential of Cloud Systems
CCI’s Steven Kellam and Peter Hornberger were joined by Scott England from Zift Solutions to share the emerging footprint of what a global channel automation solution looks like. They demonstrate how systems for partner marketing and engagement, fully integrated with comprehensive tools for joint partner planning, team coordination, and incentives management, can offer vendors the ‘holy grail’ of complete channel automation that is affordable and configurable.
The Rise of Modern Channel Program Measurement and Its Implications for Revenue and Market-share Growth
Long considered the ‘holy grail’ of channel management, connecting the dots between channel investment and sales ROI is still a struggle for even the most savvy and well-funded channel organizations. But in the last couple of years, technological steps forward in workflow automation, data integration, analytics, forecasting, and marketing automation have set the stage for a true closed loop.
This evolution means finally being able to measure with certainty what efforts are working and which are a waste of time and energy, thus maximizing impact with limited budget. But the effect of connecting these dots has another, equally important benefit: each step in the channel planning, execution, and measurement lifecycle becomes dramatically more effective and efficient when influenced by the information captured in the other steps.
With all the flux going on in tech and telecom channels, it’s now more vital than ever to be smart, efficient, and effective at aligning, engaging, and strategizing with key partners in your channel ecosystem. But how do you do this in a way that is measurable and effective without forcing your CAMs to work 12 hour shifts? On January 30, CCI’s Steven Kellam was joined by PartnerPath CEO Diane Krakora and CCI’s Peter Hornberger to explore the keys to measurable success, and look at some tools that can help introduce discipline, efficiency, and accountability to the process.
With shrinking or static budgets and increasingly aggressive revenue targets, channel managers’ success increasingly hinges on achieving, and proving, maximum return for your partner program investments. It’s safe to say that every channel vendor measures the total bookings brought in by each partner.
How many of us are adequately measuring the true value add of each partner?
Have you ever had a queasy feeling that you’re paying out too many financial incentives to partners for doing things that they probably would have done anyway?
How do you differentiate the proactive partners from the passive ‘order takers’ milking cozy relationships with your sales team?
And how do you best measure who is on track to make you the most money over the next ten years instead of the last ten years?