Future of Channel Marketing Webinar SproutLoud SiriusDecisions

Key Imperatives to Fast-Track Sales
with Your Channel Partners
The Future of Channel
Marketing
Kathy Freeman Contreras
Sr. Research Director
Channel Marketing Services
SiriusDecisions
Sean Wisdom
Vice President of Channel Marketing
SproutLoud

© SiriusDecisions. All Rights Reserved 2
Agenda
• Introducing SiriusDecisions
• Channel Demand Program Challenges
• SiriusDecisions Fast-Tracking Demand Framework
• Framework Phases and Steps
• Q&A
• An Offer from SproutLoud

Advisory
Our Business
Research-Informed
Consulting
Research-informed assessments,
workshops and project engagements
that support key initiatives. Our
consultants are experienced leaders
in your field who apply Sirius thinking
and tools to help solve the
challenges you face.
Advisory
Designed for executives and teams to
help define strategy and support the
execution of key initiatives. Provides
access to benchmark data, as-needed
access to analysts, and best practice
research – including operational
models and frameworks.
Research-Enabled
Learning
Our learning solutions address
practitioners’ skills gaps and extend
core concepts across teams to
enable consistent execution.
LearningConsulting

SproutLoud
Channel Marketing
Automation

Polling Question

Sirius Perspective: Understanding supplier and partner challenges associated with channel
demand programs is critical for improvements required to ensure future success.
• Lack of Resources
• Lack of Knowledge and Skill
• Complexity of Process
• Lack of Incentive
Common Channel Demand Challenges
• Unspent MDF/Co-op Funds
• Low Partner Adoption of Marketing Programs
• Little to No Performance Data
• Insufficient ROI
Supplier
Challenges
Partner
Challenges

Common Elements in Best-in-Class Programs
• They each started with strong partner and field data
• There was an element of marketing training that increased both participation and
execution capability
• They employed concierge-like services
• The plays were pre-programmed, contained fewer events and were outcome
based
• They were predictable and measurable

SiriusDecisions Fast-Tracking Channel Demand
MENU-
BASED
PLAYS
MARKETING
CERTIFICATION
CONCIERGE
SERVICES
PARTNER PROFILE
FIELD
REQUIREMENTS
MARKETING
FUNDAMENTALS/
PLAY EXECUTION
KEY METRICS
AND PLAY ROI
Through extensive research SiriusDecisions has
uncovered the most effective means for driving
partner-led sales which deliver the highest channel
adoption and ROI

Polling Question

Phase 1: Data Collection
SiriusPerspective: Start by collecting profile data from partners and identifying field
requirements to determine what type of marketing drives leads within the target market.
Partner Profile
Partner data conducted via survey
• By Partner Type
• Skills Assessment
• Marketing and
Sales Capabilities
• Technology/ Infrastructure
• Competitive
Example Partner Marketing Survey
• Sales: Average selling price
(ASP)/average sales cycle
• Sales Structure: Sales staff resources
(direct, inside, tele-sales, etc.)
• Target Market: Customer type
(new customer, etc.), customer
segment (enterprise, SMB, etc.),
target geographies
• Marketing Maturity: Level of
marketing maturity
• Marketing Support: Capabilities and
available resources (systems/people)
• Marketing Mix: Marketing tactics

Phase 1: Data Collection
SiriusPerspective: Start by collecting profile data from partners and identifying field
requirements to determine what type of marketing drives leads within the target market.
Field Requirements
Target buyer information
• Target Customer Segment
• Target Industry or Vertical
• Buying Process
• Marketing Best Practices
• Historical Performance
CUSTOMER
SEGMENT
MARKETING
REQUIREMENT
Major
Accounts
• Account-Based Marketing (ABM)
• Influencer Marketing
• Relationship Marketing
General
Territory
• Hybrid Marketing
• Menu-Based Plays
• Campaigns-in-a-Box
Small to
Mid-Sized
Companies
• Inbound Marketing
• Pull Marketing
• Perpetual Demand

Program
Development
Lifecycle
Management
Campaign
Launch
Partner
Engagement
Partner
Evaluation
Channel Program
Analysis
▪ Qualitative Interviews with Top 20 / Bottom 20
▪ Quantitative Survey of Entire Network
▪ Module/Offer Development
▪ Partner Engagement Plan
▪ Digital Diagnostics Report
▪ Marketing Concierge Service
▪ Enroll and Train on Platform
▪ Module/Offer Activation
▪ Stage 1 Offer Execution
▪ Stage 2 Offer Execution
▪ Instant Analytics and Insights
▪ Quarterly LMC Review Process
Collecting and Leveraging Data.

Polling Question

Marketing Fundamentals
• Buyer’s journey,
digital marketing,
customer
marketing, etc.
Phase 2: Marketing Enablement
SiriusPerspective: Provide partners with the enablement required for demand creation
program success.
Certification
• Award per offering,
foundational topic,
campaign
Reward and Engage
• Use incentives as the
currency – award pre-
approved MDF/co-op
• Use concierge services to
expedite campaign
delivery
Play Execution
• Step-by-step
guide to the
marketing
campaign

Failure Points in Partner Funding.
Brand
Partne
r
Local Vendor
X X
Are Partners
using Brand-
compliant
ads?
Are Partners
picking the
right
tactics?
X X
Are Partners
picking the
right
vendors?
Did they
execute
the ad?
Concerns drive tighter controls which discourage
engagement

The Shift to Intelligent Funds
Management.
Traditional
Co-Op Funding
Intelligent Funds
Management
Systems
Vendors
Fraud
Execution
Funds
Dispersed
Local
Risk
Reimbursement
Variable
Centralized
Integrated
Eliminated
Instant
Automated

Simplify the Enablement Process.
Drives Partner Investment
and Participation
Speeds
Execution
Eliminates
Claims/Reimbursements
SproutPay Instant Funding
Online Portal
All Campaign
Tactics
Instant Funding
Integrated
Analytics

Polling Question

Menu-based PlaysConcierge Services
• List support
• Play management
• Content development
• Teleservices support
• Event support
• Reminder/thank you
touches
• Opportunity registration
• Deal update to closure
Phase 3: Demand Creation
SiriusPerspective: Employ concierge services to provide prescriptive marketing checklists and
offer menu-based plays to ensure programs are designed for success.
Play Type
Pay-Per-Click
Ads (PPC)
Ad Retargeting
Social Media
Syndication
Multi-Touch –
Email/TM
Database
Builder
Appointment
Setting
VIP
Roundtable*
MDF Cost
(Example in US
US Dollars)
$500 $1,000 $1,000 $1,500 $2,000
$2,500/4
Appts.
$4,000/8
Appts.
$10,000
Duration 30 Days 30-45 Days 60 Days 60-90 Days 15 Days 30-45 Days 6 Weeks
What’s
Included
• Keyword List
Building
• AdWord
Placement
• Inbound
• Biweekly
Reporting
• Web Tracking
• Customized Ad
• Landing Page
• Bi-weekly
Reporting
• Content
• Content
Syndication
• Lead Reporting
• Three- Touch
Email
• Video
• Try & Buy
• Teleservices
• Account
Mapping
• Database
Cleansing
• Database
• Teleservices
• Confirmation
• Followup
Reporting
• Venue Mgmt.
• Teleservices
• Onsite
• VIP
Estimated
Results
15 MQLs 15-20 MQLs 25-35 MQLs 25-30 MQLs
300 Tele-
qualified
Names
4 or 8 Onsite
Appts.
6-8 Onsite
Meetings

Phase 3: Demand Creation
SiriusPerspective: Employ concierge services to provide prescriptive marketing checklists and
offer menu-based plays to ensure programs are designed for success.
Play Type
Pay-Per-Click
Ads (PPC)
Ad Retargeting
Social Media
Syndication
Multi-Touch –
Email/TM
Database
Builder
Appointment
Setting
VIP Roundtable*
MDF Cost
(Example in US
US Dollars)
$500 $1,000 $1,000 $1,500 $2,000
$2,500/4 Appts.
Appts.
$4,000/8 Appts.
$10,000
Duration 30 Days 30-45 Days 60 Days 60-90 Days 15 Days 30-45 Days 6 Weeks
What’s
Included
• Keyword List
Building
• AdWord
• Inbound Support
• Biweekly
• Web Tracking
• Customized Ad
• Landing Page
• Bi-weekly
• Content Creation
• Content
• Lead Reporting
• Three- Touch
• Video Training
• Try & Buy Offer
• Teleservices
• Account Mapping
• Database
• Database
• Teleservices
• Confirmation
• Followup
• Venue Mgmt.
• Teleservices
• Onsite Support
• VIP Takeaway
Estimated
Results
15 MQLs 15-20 MQLs 25-35 MQLs 25-30 MQLs
300 Tele-
qualified Names
4 or 8 Onsite
Appointments
6-8 Onsite
Meetings
• Consider identifying the ideal plays for the partner based on their profile or
specific market focus (e.g. target customer segment, region, partner type,
sales/marketing maturity, etc.)
• Consider expanding menu to include partners’ proof of performance
requirements as well as the required metrics to evaluate ROI

Complex Campaign Ecosystem
Asset Creation Campaign
Distribution
Local
Execution
Marketing
Tactics
Marketing
Concierge
Campaign
Approvals
Claims and
Reimbursements
Marketing
Vendors
Partner
Training
Analytics
Funds
Management
OpEx Controls

Campaign Management is Too Complex.
Newspaper
Digital
Display
Social Media
Assets
Brand Co-Op
Campaigns
POS Materials
Search
Payment
Evaluate
Asset
Customization
Agreements
Local Campaign
Management
Search for
Vendors
Partner
Day-to-Day
Management
Marketing is too inefficient
for Partners.

Accelerating Local Channel Sales.
Integrated Vendors
Single Web
Portal
Pre-Integrated
Vendors
Point-and-Click
Execution
Partners Can
Focus on Sales
Brand Sets
the Strategy
Eliminates Vendor
Selection and Management
Expert Local
Execution

Polling Question

Phase 4: Performance Measurement
SiriusPerspective: The tracking of key metrics in the areas of program performance and
marketing contribution is essential to measuring the success of programs.
Play ROI
• Cost per lead
• MQLs, SALs, SQLs
generated
• Number of registered
deals by partner
• Number of deals
closed by partner
Key Metrics Marketing ROI
• Database size
• Number of partners
participating
• Certified marketing
resources
• Amount of MDF
utilized
• Marketing
contribution to
pipeline
• Marketing influence to
pipeline
• Marketing investment
to pipeline (e.g. 1%-
4%)

The Challenge of Insight.
Partne
r
Partne
r
Brand
Partne
r
Partne
r
Partne
r
Local Vendors

Centralization creates better insight across the
entire process
Analytics on most
effective campaign
tactics reduce agency
fees
Brand matches
campaigns to
Partners’ needs
through
scorecards
All funding is tied to
analytics for ROI
evaluation
Aggregated intelligence on
Partner behaviors
Performance
analytics on every
campaign
Macro-trending provides
insight to drive
investments
Asset
Production
Campaign
Automation
Co-Op Funding
Partner
Engagement
Marketing
Automation
Analytics
and Insight
Channel Marketing Automation

Q&A

SproutLoud
Channel Marketing
Automation

Time
The Next Evolution of Channel
Marketing
SIMPLIFY AMPLIFY ACCELERATE EVOLVE
Investmen
t
Brand
Partne
r
Launch
SproutLoud
Introduce
SproutPay
Local Marketing
Automation
Partner
Ignite
Campaign
Metrics
Comprehensive
Analytics

4 Part Webinar Series
The Partner Marketing PlaybookPart 1
Establishing
a Local
Presence
July 12 1PM
ET
Part 2
Content and the
Customer Journey
July 19 1PM ET
Part 4
Evolving
Campaigns
August 2 1PM
ET
Part 3
Driving
Demand
July 26 1PM
ET

Thank You

Future of Channel Marketing Webinar SproutLoud SiriusDecisions

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