2. Having Channel Partners is highly effective for organizations that are
seeking:
• Global expansion
• New market penetration
• Localized support
• See response to market before investing on a large scale
• Organizations requiring support of business areas where in house
expertise do not exists
• Legal restrictions
• Security concerns
• Organizations that do not wish to open their presence for strategic
reasons
3. • Representative
• Agent
• Reseller
• Value added reseller
• Distributor
• Affiliate
• Franchise
• Regional partner
– City
– Region (National level)
– Country
– Regional (International)
– Global
4. • Reach
• Marketing
• Branding
• Sales
• Localized support
• Language support
• Co-investment
• Cost benefit analysis
• Business process outsourcing
• Higher returns
• Market coverage
• Business intelligence
• Competitor intelligence
5. • Agent Mix
• Marketing Strategies
• Service Levels
• Coordinating with Agents
• Pricing Strategy
• Creative Promotions
• Monitoring and Reviewing agents
6. • Introductory level
• Intermediate
• Advanced
• Pure collaboration
• Usually illustrated as:
– Bronze channel partner
– Sliver channel partner
– Gold channel partner
– Platinum channel partner
– Diamond channel partner
– Levels of revenue sharing, responsibilities, commitments and targets vary level
to level
7. • Role of Principle
– Product and Service
– Business model
– Remuneration
– Legal considerations
• Role of Channel Partner
– Marketing
– Sales
– Service Delivery
– Consumer satisfaction
• Role of Consumer
– Value for money
– Product and services
– Satisfaction
– Loyalty
8. • Generating leads of Channel Partners (EOI)
• Establishing and appointing Channel Partners
• Channel activation
• Initial probation business activity with Channel
• Channel operations
• Channel support activities
• Channel monitoring
• Channel review
• Exit / Growth strategy with Channel
9. • Marketing Collaterals should be available
• Terms and conditions
• Resource planning for peak timings
• Trained team and staff
• Targets
• Expectations
• Conflict resolution
• Legal issues
10. • MARCOMMS.
• Online
– Portals
– Social Media
– Directories
– Listings
– Forums
– Email marketing
– PPC
• Events and exhibitions
• Formal EOI advertising
• Referrals
• Hiring of channel partners
• Direct marketing
11. • Response to EOI
• Initial filtering
• Submission of business plans
• References
• Negotiations
• Terms and conditions
• Contract
• Legal implications
• Investment if required
• Commencement of Channel Partnership
12. • Due diligence
• Training and educational qualifications
• Market Information
• Services offered
• Proven track record
• References
• Portfolio
• Clients
• Financial stability
• Current business model
• Feedback from consultants
• Agreement to probation period
13. • Research
• Marketing
• Sales
• Distribution
• Customer Support
• Service delivery
• System integration
• Deployment
• Training
• Requirement gatherings
• Maintenance and support
• Project Management
14. • Commission basis
• Revenue sharing
• Retainer
• Fixed cost
• Target and incentive based
• Target and objective based
• Localized pricing
15. • % of sales
• 100% sales
• Beyond 100%
• Top performers
• Score card method
• Monthly point accumulation
• Bonus method
• Marketing execution
• Co branding
• Lead sharing
• IT support
16. • Terms and conditions
• Contract and agreement
• Exit strategy
• Liabilities
• Misrepresentation
• IPR issues
• Legal proceedings
• Mutual agreements
• Initial setup requirements
• Local law and its implications
• Refund policy for customers
• Guarantee or deposit safety
17. • Training and development
• Mock sessions
• Tools and kits
• Marketing collaterals
• IT support and systems
• Initial market research
• Resource hiring
• Resource allocation
• Meeting pre-requisites as per business plan
• Launch and roll out
• Marketing activities
• Sales activities
• After sales activities
18. • Level of partnership
• Business name and entity
• Legal status
• Strategy as per stage in product life cycle
• Initial promotions
• Conferences
• Event for launch
• Public relations
• Media
• Advertising
• Point of contacts with customers
19. • Online
– Paid
– Free
– Social Media
– Viral
– Website communication
– Email marketing
• Offline
– ATL activities
– BTL activities
– Events
– Direct marketing
– Demonstration
– Sampling
– Co-branding activities
20. • Initial packages
• Free distribution
• Outdoor advertising
• Point of contact or sales
• KIOSK activity
• Main customer spot areas
– Malls
– Cinemas
– Departmental stores
– Modern Trade
– Event
• Referral sales
• Lucky draws and competitions
21. • Logo
• Website
• Campaign
• Brochures
• Flyers
• Billboards
• Stickers
• Give aways
• POS materials
• X Stands
• Insertions
• Other forms of outdoor advertising
22. • Channel portal
• Admin panel
• Financial panel
• Stock / service panel
• Marketing panel
• Lead management system
• Sales system
• Conflict management system
• Incentives system
• Advertising system
• Official communications
• Integration with Supply Chain system
• ERP integration
23. • Resources
• Locations
• Offices
• Organizational structure
• Authorized people
• Departments
• Contact numbers
• Record keeping
• Invoices
• Refunds
• Warranties
• Complain forms
25. • Region control
• Conflict resolution
• Misrepresentation
• Legal issues
• Fraud
• Improper execution of business plan
• Copyrights and IPR
• Channel partner seeking to open same business as principle
• Channel partner providing same services to competitor
• Cross selling and bundle selling with other products
• Fake sales
• Blocking opportunity for better channel partners
26. • Activation time
• Time to first dollar
• Meeting targets consistently
• Level of customer satisfaction
• Complain ratio
• Warranty replacement ratio
• Profitability
• Market share
• SLA
• Turnaround time
• In comparison to competitor’s channel partners
• Internal evaluation
• Feedback and review
27. • Fixed time internals
• Meetings
– Weekly
– Monthly
– Quarterly
– 6 months
– Yearly
• Rewards and recognitions
• Enhancing terms and conditions
– % of sharing
– Region
– Responsibilities
– Commitment
– Marketing budgets
28. • Mutual consent
• Legal paper work
• Roll back strategy
• Disclaimers
• Principle assets and properties
• Financial settlement
• Official announcement
• Communication to clients and customers
• Future restrictions
– Legal agreement
– Time restriction
– Category restriction
– Data restriction
29. • Selection
• Criteria for appointment
• Level of channel partner
• Commitment
• Conflict resolution
• Mutual growth
• Separate specialization areas
• Time to first dollar
• Level of remuneration and revenues
• Profitability
• Demand from customers
• Marketing
• Lucrative growth opportunity over years
30. • The Industry Practices
• Roles and Responsibilities
• Discounting Model
• Terms and conditions
• Co-branding and promotions
• Special packages
• Exit strategy
• Marketing the Franchise program
• Technical support
• Training
• Tools and kits
• Centralized franchise authority
• Should have same sales as in-house
31. • 11+ Years of experience
• 6+ Years of Adjunct Faculty
• MBA MIS and Marketing
• Proven track record
• Specialty
– Digital Marketing
– E-Commerce
– Mobile Apps
– Channel Marketing and Partnerships
• Contacts and business circles
• Team management
• Complete digital exposure
• Creativity
• ROI based planning
• Running a personal venture of Buyon.pk
