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.
4. 415.472.5100
www.channelmanagement.com
info@channelmanagement.com
Traditional ROI Challenges
Top 3 ROI Challenges
• Capturing and sharing data
o Source – very divergent
POS, LMS, CRM, ERP, Partners
o Silos – within organizations
o Integration – keeping it simple
• Leveraging data
o Logistics – how do we share across roles & departments
o Relevance - validation across many audiences
o Predictive analytics – beyond validation
• Market
o External forces
Influences beyond our control
5. 415.472.5100
www.channelmanagement.com
info@channelmanagement.com
Industry Trends – Details
• Battle for market share
o Forces battle for partner mindshare
o Fueling growth in MDF/BDF spend
• Rapidly changing tech landscape
o Hard for partners to keep up
Bundled sales
o Partner behavior modification needed
• Pressure to show return on EVERYTHING
o Necessity of closing the loop on MDF ROI
o Report/metric-driven ROI
8. 415.472.5100
www.channelmanagement.com
info@channelmanagement.com
Capture Proof
of
Performance
Incent Use of
Thru-Partner
Marketing
Partner
Scorecarding &
Benchmarking
Joint
Business
Planning
Joint Marketing
Planning &
Approvals
MDF Fund
Allocation &
Distribution
Deal
Registration
Point of Sale Data
Creation, Collection,
Scrubbing
Systems of
Record – Partner
Info & Outcomes
ROI Measurement
& Predictive
Analytics
Marketing
Campaign
Execution
Partner
Investment
Lifecycle
12. 415.472.5100
www.channelmanagement.com
info@channelmanagement.com
Joint Business
Planning
• Next step in securing
mindshare
• Limited resources – need to get
this right due to time and
resource constraints
• Value of a face-to-face (get out
of your cube)
• Benchmarking against similar
partners
https://www.brighttalk.com/webcast/
9513/92125
Partner Engagement Flow
Courtesy of PartnerPath
15. 415.472.5100
www.channelmanagement.com
info@channelmanagement.com
Capture Proof
of
Performance
Incent Use of
Thru-Partner
Marketing
Partner
Scorecarding &
Benchmarking
Joint
Business
Planning
Joint Marketing
Planning &
Approvals
MDF Fund
Allocation &
Distribution
Deal
Registration
Point of Sale Data
Creation, Collection,
Scrubbing
Systems of
Record – Partner
Info & Outcomes
ROI Measurement
& Predictive
Analytics
MDF Fund
Allocation &
Distribution
Marketing
Campaign
Execution
Partner
Investment
Lifecycle
17. 415.472.5100
www.channelmanagement.com
info@channelmanagement.com
Capture Proof
of
Performance
Incent Use of
Thru-Partner
Marketing
Partner
Scorecarding &
Benchmarking
Joint
Business
Planning
Joint Marketing
Planning &
Approvals
MDF Fund
Allocation &
Distribution
Marketing Campaign
Execution (Solo or
TPMAs)
Deal
Registration
Point of Sale Data
Creation, Collection,
Scrubbing
Systems of
Record – Partner
Info & Outcomes
ROI Measurement
& Predictive
Analytics
Marketing
Campaign
Execution
Partner
Investment
Lifecycle
18. 415.472.5100
www.channelmanagement.com
info@channelmanagement.com
Marketing
Campaign
Execution
• TPMAs - Hottest trend in the
market – fills a ‘missing link’ by
capturing objective proof of
performance
• Slight “buyer beware” – details
drive success of program
o Push partners here with
incentives
• Behavior modification/points
rewards…need to condition any
new behavior
Capture Proof
of
Performance
Incent Use of
Thru-Partner
Marketing
20. 415.472.5100
www.channelmanagement.com
info@channelmanagement.com
Capture Proof
of
Performance
Incent Use of
Thru-Partner
Marketing
Partner
Scorecarding &
Benchmarking
Joint
Business
Planning
Joint Marketing
Planning &
Approvals
MDF Fund
Allocation &
Distribution
Deal
Registration
Point of Sale Data
Creation, Collection,
Scrubbing
Systems of
Record – Partner
Info & Outcomes
ROI Measurement
& Predictive
Analytics
Deal
Registration
Marketing
Campaign
Execution
Partner
Investment
Lifecycle
22. 415.472.5100
www.channelmanagement.com
info@channelmanagement.com
Capture Proof
of
Performance
Incent Use of
Thru-Partner
Marketing
Partner
Scorecarding &
Benchmarking
Joint
Business
Planning
Joint Marketing
Planning &
Approvals
MDF Fund
Allocation &
Distribution
Deal
Registration
Point of Sale Data
Creation, Collection,
Scrubbing
Systems of
Record – Partner
Info & Outcomes
ROI Measurement
& Predictive
Analytics
Point of Sale Data
Creation, Collection,
Scrubbing
Marketing
Campaign
Execution
Partner
Investment
Lifecycle
26. 415.472.5100
www.channelmanagement.com
info@channelmanagement.com
Capture Proof
of
Performance
Incent Use of
Thru-Partner
Marketing
Partner
Scorecarding &
Benchmarking
Joint
Business
Planning
Joint Marketing
Planning &
Approvals
MDF Fund
Allocation &
Distribution
Deal
Registration
Point of Sale Data
Creation, Collection,
Scrubbing
Systems of
Record – Partner
Info & Outcomes
ROI Measurement
& Predictive
Analytics
ROI Measurement
& Predictive
Analytics
Marketing
Campaign
Execution
Partner
Investment
Lifecycle
29. 415.472.5100
www.channelmanagement.com
info@channelmanagement.com
Capture Proof
of
Performance
Incent Use of
Thru-Partner
Marketing
Partner
Scorecarding &
Benchmarking
Joint
Business
Planning
Joint Marketing
Planning &
Approvals
MDF Fund
Allocation &
Distribution
Deal
Registration
Point of Sale Data
Creation, Collection,
Scrubbing
Systems of
Record – Partner
Info & Outcomes
ROI Measurement
& Predictive
Analytics
Marketing
Campaign
Execution
Partner
Investment
Lifecycle