Solution Partners deliver and implement customer solutions through consulting, sales, and technical services for Atlassian products. They should be an integral part of your add-on marketing strategy. In this talk, you’ll learn how to reach these influential partners and how best to get your product in front of their customers. A few years ago, Brikit decided to leverage the Atlassian Solution Partners to drive additional customer reach and revenue. Darryl Duke, Brikit CEO and Founder, worked closely over several months with Steve Cross, Americas Channel Manager, to share ideas, structure an approach for Brikit, and build a go-to-market strategy for Partner acquisition and conversion. Brikit then implemented a Partner Program that now drives 45-50% of product revenue through Atlassian Solution Partners. Come and find out how they did it, what were the wins, and more importantly, the pitfalls along the way. Steve Cross, Channel Manager, Americas, Atlassian Darryl Duke, Co-founder and CEO, Brikit

1. Closing the Deal
How Atlassian Partners Help Grow Your User Base
DARRYL DUKE | CEO | BRIKIT
STEVE CROSS | AMERICAS CHANNEL MANAGER | ATLASSIAN

2. Reach
THE PROBLEM

3. 400 Solution Partners
with 1,000’s of Customers
THE OPPORTUNITY

4. How do we get to
these folks?
THE REAL PROBLEM

5. The usual (really wrong) Solution
Call or email every
Solution Partner

6. Do
Target the right partner
What your tool does for them
Ignore your technology
Call only who would benefit
Don’t
Reach out to everyone
Focus on what your tool does
or how it integrates with Atlassian

7. Provide a single point of
contact, respond quickly
to their requests and
provide a single package
of marketing materials
Make it Easy!

8. Keep it clear
No technology, just the benefits
Focus on their needs
Highlight what the Solution Partner gets out of
the deal. More billable hours, higher revenue…
Keep it short
Don’t Dazzle Them With Brilliance, or Baffle
Them With Bullshit
WIIFM?

9. Proper target: call only them
Keep it simple: 5 slides focused on partner benefits
One contact: who can they call?
Finished Product: Give a complete package
Stay in touch!
Remember!

10. Why Do Solution Partners
Want To Sell Your Add-On?
THE ONLY QUESTION

11. They Don’t
THE PROBLEMATIC ANSWER

12. What Solution Partners Want
Grow their business == More service and license revenue

13. Solution Partners sell
2 to 5 euros in services
for every license euro
REVENUE PERSPECTIVE

14. Solution Partners keep
100% service revenue vs.
tiny% license revenue
REVENUE PERSPECTIVE

15. Tiny fraction
of revenue
from licenses
RESULT: BAD NEWS
w00t!
why?

16. It’s All About The Services
Services are high risk

17. Services
are
messy
ENGAGEMENT RISK

18. Every moving part can break
TECHNOLOGY RISK

19. Add-ons hurt
the bottom line
FINANCIAL RISK

20. You Can Overcome This
But it’s not easy

21. 47%
of total 2016 Brikit product sales by solution partners

22. Establish proof points
Make sure Atlassian and your customers are
saying all the right things about you.
Tackle solution partners
Learn to think like a solution partner and solve
their problems.
Succeed with direct sales
Demonstrate that your add-on is useful and
commercially viable.
Prepare

24. Establish proof points
Make sure Atlassian and your customers are
saying all the right things about you.
Tackle solution partners
Learn to think like a solution partner and solve
their problems.
Succeed with direct sales
Demonstrate that your add-on is useful and
commercially viable.
Prepare

25. Really?
All of that?
First?
YOU’RE THINKING

26. Establish proof points
Make sure Atlassian and your customers are
saying all the right things about you.
Tackle solution partners
Learn to think like a solution partner and solve
their problems.
Succeed with direct sales
Demonstrate that your add-on is useful and
commercially viable.
Prepare

27. Start?
YOU’RE THINKING

28. What You Can Do
Case Study: Brikit

29. Access to
source code.
Black box
problem.
RISK SOLUTION

30. Pre-sales
consultation
and joint
demos.
Learning
investment
for sales
team.
RISK SOLUTION

31. We train
your
consultants.
Exploration
and learning
for
engineers.
RISK SOLUTION

32. Free licenses
for partners.
Dog fooding
solution.
RISK SOLUTION

33. Priority
support for
partners.
Service
delivery is
time critical.
RISK SOLUTION

34. Product
roadmap
visibility
and input.
Safe long-
term bet
for my
customers.
RISK SOLUTION

35. Define and
train on new
services.
Loss of
service
revenue.
RISK SOLUTION

36. Define
“service
package”
approach.
Services
take a long
time to
close.
RISK SOLUTION

37. Learn Their Business
BOTTOM LINE

38. Do the
hard work
YOU’LL BE AWESOME

39. Two Last Things

40. Atlassian Channel Managers
SECRET WEAPON

41. Conferences & Events
DANGER ZONE

42. Thank you!
DARRYL DUKE | CEO | BRIKIT
STEVE CROSS | AMERICAS CHANNEL MANAGER | ATLASSIAN