Joint Marketing Planning Webinar

Improve Channel Effectiveness through Joint Planning

Introduction

Craig DeWolf
Vice President of Strategic Development

www.channelmanagement.com/resources
eBook: FAQ’s- Incorporating Joint Marketing
Planning Into Your Channel Strategy

eBook: Improving ROI on Channel Investments
through Joint Marketing Planning

7250 Redwood Blvd. Suite 214 www.channelmanagement.com
Novato, CA 94945 info@channelmanagement.com
Phone 415.427.5100

What if you could…..

…Track ROI for MDF … get insight as to where your partners will
investments?... focus their S/M activities – and
measure progress over time?…

…monitor CAM effectiveness?...

…identify the habits of top
…drive better growth from your
performers.
tier II and III resellers?…

Understand of how allowance
spending aligned with your ….focus resources on high
initiatives?… opportunity partners?…

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You CAN….with effective Joint Planning



performers.


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Agenda

• What is Joint Business Planning? (Joint Marketing Planning)
• Barriers to adoption
• Best Practices for adopting/optimizing JMP

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About CCI:
Why we understand Joint Marketing Planning

CCI provides solutions to
Manage, Measure and Optimize
channel sales & marketing programs

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Incentive Solutions Throughout the Demand Chain
Distributor Reseller Sales Reps Consumer

Co-op/MDF
Streamline management of joint marketing programs  
Marketing Planner
Plan marketing programs, forecast and measure ROI  
SPIF & Rebates
Run short- and long-term incentive programs  
Sales Performance Rewards
Reward channel partners for attaining sales goals  
Trade In Rewards
Manage incentive programs requiring physical return of goods  
Opportunity Management

Deal Registration, Lead Management, Referral Rewards and Special Pricing   

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Technology Focused Clients

Hardware Software
Software Storage Telecom Entertainment Other

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Flexible Solution Delivery

Professional
Services

SaaS application suite to manage all program activity

On Demand
Software
Optimize program design and performance

Program
Management
Streamline operations with administrative services
and support

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What is Joint Marketing Planning?

CHAMP Plan

CHannel
Alliance
Management
Plan
CHAMP Process

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CHAMP Plan

CHannel
Alliance
Management
Plan
CHAMP Process

Caveats for Data Requirements:
• Product: volume vs value
• Market: mature vs early leading edge
• Buying process
• Competitive environment

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Typical CHAMP Plan Components

1. Executive Summary
 Plan summary and goals
 Value proposition & GTM
summary
 Value summary (for you)
 Critical success criteria
(SWOT)
 Company overview and
market position
 Vertical/Solution focus

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1. Executive Summary 2. Performance Plan/Review
 Plan summary and goals  Multi-year sales review
 Value proposition & GTM  Program Performance
summary  Investment Summary
 Value summary (for you)  Strategic Goals &
 Critical success criteria Attainment History
(SWOT)
 Company overview and
market position

Phone 415.427.5100

Typical KPI forecast and performance data
Category Sample Metrics
Sales • Forecast for 1-4 quarters in advance
(overall or by product group) • 1-4 quarters in arrears
• 1-3 years in arrears
• YOY growth rates
Opportunity Registration: • # Opportunities registers
Target and Performance • $ overall value
• Average value
• % Conversion rate
• Current: %Open, %Closed,
• Average time to close
• Historical reference for trends
New Customers • Source of new customers (leads vs. partner generated)
• YOY Trends
MDF Spend $ • Historical MDF spend & utilization rates
• Period to date levels
Competencies and Certifications • # Trained, % Trained

Rebates/Rewards Earned • 1-3 years plus % goal attainment

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Trends in Partner Metrics

Engagement & Efficiency

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1. Executive Summary 2. Performance Plan/Review 3. Marketing Plan
 Plan summary and goals  Multi-year sales review  Objectives & related goals
 Value proposition & GTM  Program Performance  Corresponding vendor
summary  Investment Summary initiative
 Value summary (for you)  Strategic Goals &  Product/target focus
 Critical success criteria Attainment History  Strategies
(SWOT)  Tactical activity details
 Company overview and  ROI: Forecast/Actual
market position  Calendar

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Joint Planning Best Practices

1. Capture only the information you need
 Don’t try to “boil the ocean”
 Include goals for “soft” activities, in addition to sales
 Information should align with your own KPIs and GTM
 Track/evaluate progress over time (1-3 years)
 Much of the information may already exist in other systems

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2. Set realistic goals
 Base goals on historical outcomes from peers as benchmark

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Well, if it’s so great, why isn’t JMP more broadly adapted?

Why JMP fails….
Limitation Impact
Resource requirements for Limited to Tier 1 accounts to create
1:1 planning is significant initial plan
Time requirements to monitor plan Compliance requires focused effort
adherence throughout the lifecycle so it is often overlooked
Poor Data Standardization to Not effective for forecasting or
compare and roll-up setting performance benchmarks
Added complexity: Funding approval A dis-incentive for partners
and claim management process often and CAMs alike
separate processes
No clear purpose or benefits No mindshare from Partners/CAMs
attached to plan
Result:
Poor compliance -- JMP viewed as a waste of time

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3. Attach consequences to Plan attainment
 Make sure partners know why they are completing the plan
 Use both “carrot” and “stick” methods
 Make CAMs accountable at every phase

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So, What’s Changed?

Understanding ROI

Perception:

Marketing Activities Directly Result in a Sale

Activity: Direct Mail Metric: Units Sold

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Practical Application of Metrics

Reality: Sales are a result of multiple activities

(Trans-)
Awareness Interest Desire
Action

Activities: • Direct Mail • Event • Demo/ • SPIF/ Sales
• Email • Telemarketing Eval. Unit Incentive
• Advertising
Tactical Activity Metrics Business Outcome Metrics

Metrics: • Responders • Attendees • Units Placed • Units sold
• Leads • Appointments • Proposals • Sales value
• Opportunities • Opportunities closed
Created
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Standardization Facilitates Evaluation
METRICS BY ACTIVITY TYPE

Impressions

Responders
Leads
Qualified

Attendees
Presentations
Sales
Placed
# of Units
Opportunities
Proposals/
Advertising: Print/ Broadcast X X X
Advertising Online X X X
Direct Mail X X X
Demo Equipment X X
Marketing Collateral X X
Newsletters X X X
Key Take Away:
Seminar Events X X X
Telemarketing X Standardizing X
X data format (and
X
compliance) key to insights on ROI at
Tradeshows X X
activity, business and program levels
Training X X
Webcasts X X


4. Standardize data where possible
 Allows comparison between partners, and activities
 Facilitates roll up reporting to analyze partner segments, regions, and overall
performance

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 Critical success criteria Attainment History  Strategy
(SWOT)  Activity details

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Content: Static Content: Dynamic
Data Format: Qualitative Data Format: Quantitative
Content: Custom Content: Foundational

 Critical success criteria Attainment History  Strategy
(SWOT)  Activity details

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The CCI Joint Marketing Planner
Tracks multiple activities against
overall business objective
Aligns allowance spending with
your GTM initiatives
Tracks ROI at overall campaign
level and for each activity
Facilitates claiming process
directly from approved plan
Track “Forecast” vs “Actual”
performance across ROI and Costs
Standardizes data formats to
facilitate roll-up reporting

Phone 415.427.5100

The CCI Joint Marketing Planner
Stand alone application as
foundation for MDF program
Improve insight vs standard single
activity request forms
Easy to use for Tier 2 and 3
resellers—no more complex than
standard MDF processes
Progress automatically updated
with each claim

Phone 415.427.5100


4. Standardize all data where possible
5. Use approved plans as basis for MDF allocation
 Investment vs. Entitlement

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6. Monitor performance against plan throughout the lifecycle
 Make CAMs accountable for plan creation, execution, and accuracy

Phone 415.427.5100

Channel Marketing Lifecycle

 Identify joint business goals
 Align vendor/ partner initiatives
 Identify tactics Plan Evaluate
 Establish investment
 Forecast outcome

Analyze Execute

Phone 415.427.5100


CAMs and Channel Executives:
Review strategies and tactics
prior to committing funds
Roll-up plans to predict overall Plan Evaluate
business outcome
Forecast by territory, segment,
initiative, product, etc.
Recommend revisions that
influence outcome prior to Analyze Execute
approval

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Capture real time results of costs
and metrics at each step
Facilitate/simplify claiming
process for partners Plan Evaluate
Monitor adherence

Analyze Execute

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Review actual vs. forecast
Benchmark results
Identify and use best practices Plan Evaluate
Identify areas of opportunity
Recognize top performers

Analyze Execute

Phone 415.427.5100

7. Use top performers as a basis for best practices
 CAMs and Partner benchmarking
 Recognize top performers
 Share information and leverage insights
 Consider ranking scores or index reporting to facilitate relative comparisons

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7. Use top performers as a basis for best practices
8. Learn and evolve
 Use performance to benchmark outcomes on future efforts between similar partner
types and activities
 Apply learning to enhance forecasting capabilities

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What if you could……



performers.


Phone 415.427.5100

What if you could…..

1. Understand of how allowance spending • Track incentive and MDF investments to your own initiatives
aligned with your initiatives —including forecast vs planned costs and business impact

2. Drive growth from tier II and III resellers • CCI JMP not disruptive—no dramatic change in behavior vs
standard MDF program
• Progress vs plan is updated with each claim submitted

3. Track ROI for MDF investments • The CCI JMP tracks business and activity ROI
• Compare forecast vs actual

4. Focus resources on high opportunity • Understand where your partners are in the lifecycle—
partners have they matured and performance flattened?

5. Monitor CAM effectiveness • CAMs should certify every plan—at submission and close
• Assess relative performance of each CAM vs plan
• Help assure better accuracy in forecasts and compliance
with follow-through
6. Get insight as to where your partners • Data is standardized—providing roll up forecasts
will focus their S/M activities • The plan is automatically updated with each claim
– and monitor progress over time

Phone 415.427.5100

Thank You!

Questions? Contact Us:
info@channelmanagement.com
www.channelmanagement.com
blog.channelmanagement.com

415.472.5100

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