Partners

---

Partner Enablement is the New Black: How Effective Partner Enablement Can Fuel Channel Marketing Success

Maria Chien

@MariaChien

@SiriusDecisions

#B2BMX © 2019 SiriusDecisions. All Rights Reserved

@siriusdecisions @MariaChien

2

© 2019 SiriusDecisions. All Rights Reserved

The Details Matter Hi “Terry” and “Andrew”, Hope this note finds you well! As promised, we can use this time to connect with Channel Marketing Service Director, Maria Chien. During this time, Maria can present the SiriusDecisions Fast Tracking Demand in the Chanel Model. Please Join: https://siriusdecisions.webex.com/xxx Best regards, Sales Rep

@siriusdecisions @MariaChien

3

© 2019 SiriusDecisions. All Rights Reserved

Executive Summary • Key issues • Effectively enabling partners continues to be a top challenge for channel leaders; programs lack consistency and relevance to partners • B-to-b channel organizations need an enablement strategy that keeps pace with the evolving needs of an entire partner organization – not just partner sales • At the same time, suppliers are looking to optimize partner demand investments and resources to increase channel marketing’s contribution to pipeline/revenue

• What you will walk away with • Understanding of what winning providers do differently to transfer knowledge • A model to guide consistency in partner competency, skills and process adoption • An understanding of the impact enablement has on demand program effectiveness

@siriusdecisions @MariaChien

4

© 2019 SiriusDecisions. All Rights Reserved

Why Partner Enablement Matters Making the case and focusing on the details

Feeling Good vs. Feeling Confident

@siriusdecisions @MariaChien

6

© 2019 SiriusDecisions. All Rights Reserved

Top Business Challenges for Sales and Partners SiriusPerspective: These challenges can be addressed through buyer-centric enablement programs that focus on competency gaps and channel marketing’s enablement of partners through knowledge transfer.

Inability to connect offerings to buyer needs and challenges

Inability to differentiate There is a offerings from need in tremendous competition or status the market to enable quo

Poor content quality or inaccessibility

sellers and partner organizations to market, sell, and support the buyer’s journey and customer lifecycle.

72% 69% 65% Source: SiriusDecisions Command Center™

@siriusdecisions @MariaChien

7

© 2019 SiriusDecisions. All Rights Reserved

Common Methods of Partner Enablement: On-the-Job SiriusPerspective: Even as partner enablement is recognized as key to achieving channel growth objectives, alarmingly, the current top method remains on-the-job informal training.

Top method for partner enablement is… on-the-job, informal training

Companies with less than $250 million in “On-the-job” typically revenue that indicate means noisstructured on-the-job most common or consistent

Companies with more than $250 million in revenue that indicate on-the-job is most common

83% 68%

enablement strategy or execution.

Source: SiriusDecisions Command Center™

@siriusdecisions @MariaChien

8

© 2019 SiriusDecisions. All Rights Reserved

Channel Marketing Skills Enhancement

32%

CMOs report partner enablement is the top channel marketing skill they intend to enhance within their marketing organization.

SiriusPerspective: SiriusDecisions recommends investing in, and developing persona-based enablement across all stages of the partner lifecycle.

Source: SiriusDecisions Global CMO Study

@siriusdecisions

© 2019 SiriusDecisions. All Rights Reserved

So Now What?

How to make partner enablement consistent, scalable and impactful

Partner Enablement Defined SiriusPerspective: Channel organizations must develop a comprehensive enablement program designed to increase partner competencies for supplier offerings in target markets and with target buyers.

Partner Enablement [pahrt-ner] [ɪˈneɪ.bəl.mənt] SiriusDecisions defines partner enablement as ensuring partners have the knowledge, skills and process expertise and access to assets to maximize every buyer interaction while driving preference for supplier offerings.

@siriusdecisions @MariaChien

11

© 2019 SiriusDecisions. All Rights Reserved

Partner Enablement Pitfalls SiriusPerspective: Oftentimes enablement efforts are siloed and not tied to partner activities, focusing more of product features than buyer needs and partner requirements.

Solution

Timing

Focus

Audience

@siriusdecisions @MariaChien

12

© 2019 SiriusDecisions. All Rights Reserved

Partner Enablement Pitfalls SiriusPerspective: Oftentimes enablement efforts are siloed and not tied to partner activities, focusing more of product features than buyer needs and partner requirements.

Key Consequences • Focused on partner sales reps only Solution

• Repurposing direct enablement does not work for partners

Timing

• Inconsistent approach and delivery

Veracity

Focus

• Random acts of enablement (managed vs. unmanaged) are left to channel account managers • Great enablement at the start of partnership, but not a lot after

Audience

• No scalability, accountability, strategy @siriusdecisions @MariaChien

13

© 2019 SiriusDecisions. All Rights Reserved

Knowledge Transfer Defined SiriusPerspective: Knowledge transfer is the process of enabling sales/partners with the knowledge they need to apply during the buying process to accelerate deals in the pipeline and increase overall revenue.

Markets

Buyers

Offerings

@siriusdecisions @MariaChien

Company

Competition

14

© 2019 SiriusDecisions. All Rights Reserved

Knowledge Transfer Defined SiriusPerspective: Knowledge transfer is the process of enabling sales/partners with the knowledge they need to apply during the buying process to accelerate deals in the pipeline and increase overall revenue.

@siriusdecisions @MariaChien

15

© 2019 SiriusDecisions. All Rights Reserved

Introducing the SiriusDecisions Partner Enablement Model Maximizing partner effectiveness, efficiency and performance

Partner Enablement Model: Key Design Components SiriusPerspective: Designing a best-in-class partner enablement strategy requires a comprehensive approach that adapts four key components to various routes to market.

Partner Audiences

Enablement Phases

Core Elements

Development Levels

Which partner audiences do you need to enable?

Where are your partners within their enablement lifecycle?

What enablement elements do partners require?

What levels of enablement do you need to provide?

@siriusdecisions @MariaChien

17

© 2019 SiriusDecisions. All Rights Reserved

Partner Enablement Audiences

Partner Type

SiriusPerspective: When defining a partner enablement strategy, channel marketing must assess the relevant partner types and primary personas and build enablement programs to meet their needs.

OEM/ISV

Integrator

Contractor/ Consultant

Service Provider

XaaS Partner

Volume Reseller

Solution Provider

MSP

Services Only

Alliance Partner

Reseller/Dealer/ Franchise

Referral Partner

Distributor

Electronic Reseller

Retail Outlet

@siriusdecisions @MariaChien

18

© 2019 SiriusDecisions. All Rights Reserved

Partner Enablement Audiences SiriusPerspective: When defining a partner enablement strategy, channel marketing should assess the relevant partner types and primary personas and build enablement programs to meet their needs. PARTNER TYPE PARTNER PERSONA

EXEC MGMT

Executive Mgmt.

SME/ Technical

Owner, CEO, CFO or President Wins: Grow Top-Line Revenue, Drive Profitability

Engineering or Technical Leadership Wins: Innovate, Best-ofBreed Products

Sales

Marketing

Support

Prof. Services

TECH SALES MKTG SUPPORT PROF SVCS

@siriusdecisions @MariaChien

Sales VP, Team Leaders, Sales Reps, Inside Sales Wins: Drive Repeatable Revenue, Sales Productivity, Pipeline Acceleration

19

VP or Director of Marketing Wins: Create Demand Programs, Generate Leads, Fill Pipeline

Support Staff Wins: Reach Goals, Develop Skills, Service Delivery

Consulting or Services Director Wins: Drive Service Revenue, Leverage Existing Skills

© 2019 SiriusDecisions. All Rights Reserved

Partner Enablement Phases SiriusPerspective: Competency-driven onboarding sets the foundation for initial success and, when well executed, has a lasting impact on partner productivity and sets the stage for successful ongoing enablement. PARTNER TYPE PERSONA

ONBOARDING (First 30-60-90 Days)

Onboarding (First 30-60-90 Days)

Ongoing/Continuous (90+ Days)

EXEC MGMT TECH SALES MKTG PROF SVCS

New Partners

New Employees of Existing Partners

SUPPORT

ONGOING/CONTINUOUS (90+ Days)

Ongoing Enablement Recertification, additional trainings, etc.

Event-Based Enablement New programs, product/offering launches, etc.

EXEC MGMT TECH SALES MKTG PROF SVCS SUPPORT

@siriusdecisions @MariaChien

20

© 2019 SiriusDecisions. All Rights Reserved

Partner Growth Tier promotion, adding specializations, etc.

Partner Enablement Core Elements SiriusPerspective: Channel organizations must develop a comprehensive enablement program designed to increase partner competencies for supplier offerings in target markets and with target buyers. KNOWLEDGE

SKILLS

PROCESS

Tell partners what they need to know

Show partners what good looks like

Define how partners should execute

• Products/offerings

• Value selling

• Access to SMEs

• Market segments

• Demand type

• Buying cycle

• Service and support

• Opportunity registration

• Buyer personas

• Joint planning

@siriusdecisions @MariaChien

21

• Lead management • Incentive utilization

© 2019 SiriusDecisions. All Rights Reserved

Partner Enablement Development Levels SiriusPerspective: Channel leaders should assess where partners are, plot where they need to be and develop a multi-level enablement strategy to meet the varying degrees of partner competencies. FOUNDATIONAL

ADVANCED

SPECIALIZED

The enablement essentials that partners need to know

The next level of enablement to accelerate partners to revenue success

The enhanced enablement to maximize partner revenue potential

• Partner program requirements • Partner business value proposition • Systems access • Offering overview • Target markets and buyers

@siriusdecisions @MariaChien

• • • • • •

Solution selling Buyer’s journey Competitive positioning Objection handling Prospecting Digital and integrated marketing tactics

22

Channel ambassadors Vertical specializations Buyer behavior Account-based marketing/selling • Pipeline acceleration • Customer experience • • • •

© 2019 SiriusDecisions. All Rights Reserved

SiriusDecisions Partner Enablement Model KNOWLEDGE AUDIENCE

Foundational

Advanced

SKILLS Specialized

Foundational

Advanced

PROCESS Specialized

Foundational

Advanced

ONBOARDING (First 30-60-90 Days) EXEC MGMT TECH SALES MKTG PROF SRVCS SUPPORT

ONGOING / CONTINUOUS (90+ Days) EXEC MGMT TECH SALES MKTG PROF SRVCS SUPPORT

@siriusdecisions @MariaChien

23

© 2019 SiriusDecisions. All Rights Reserved

Specialized

High-Performance Channel Marketing

A high-performing discipline or team performs better, faster and more efficiently within the revenue engine of a b-to-b organization.

Partner Enablement – Why It’s Essential SiriusPerspective: Partners possess the skills, knowledge and process expertise, and have access to assets to maximize every buyer interaction while driving preference for supplier offerings.

CONFIDENCE

EDUCATE THOUGHT LEADERSHIP @siriusdecisions @MariaChien

COMPETENCE

ENABLE TRAINING 25

CONVERSATION/ CONVERSIONS PRESCRIPTIVE SUPPORT TALK TRACK © 2019 SiriusDecisions. All Rights Reserved

The Impact of Enablement on Demand Marketing SiriusPerspective: Provide partners with the enablement required for demand creation program success: buyer insights, marketing fundamentals, play execution and certification programs. Marketing Fundamentals • Buyer’s journey, digital marketing, account-based marketing, customer marketing

Education Loosen Status Quo

Commit to Change

Education

Solution Explore Possible Solutions

Commit to a Solution

Solution

Average # of sales assets consumed by buyer, per rep

6.3

Source: SiriusDecisions 2017 Buyer’s Study

@siriusdecisions @MariaChien

6.1

26

Selection Justify the Decisions

Make the Selection

Selection

4.9

© 2019 SiriusDecisions. All Rights Reserved

The Impact of Enablement on Demand Marketing SiriusPerspective: Provide partners with the enablement required for demand creation program success: buyer insights, marketing fundamentals, play execution and certification programs. Marketing Fundamentals • Buyer’s journey, digital marketing, account-based marketing, customer marketing

Education Loosen Status Quo

Commit to Change

Solution Explore Possible Solutions

Selection

Commit to a Solution

Justify the Decisions

Make the Selection

Education

Selection

Play Execution • Step-by-step guide to the marketing campaign

@siriusdecisions @MariaChien

SEO/Website Design

List Build and Acquisition

Online Advertising/ AdWords

Landing Page

Electronic Direct Mail #1

Lead Qualification Electronic Direct Mail #2

27

Track, Measure and Improve

© 2019 SiriusDecisions. All Rights Reserved

The Impact of Enablement on Demand Marketing SiriusPerspective: Provide partners with the enablement required for demand creation program success: buyer insights, marketing fundamentals, play execution and certification programs.

Education Loosen Status Quo

Commit to Change

Solution Explore Possible Solutions

Commit to a Solution

Selection Justify the Decisions

SEO/Website Design

Make the Selection

Online Advertising/ AdWords

3X

Partners are… Education

Landing Page

Electronic Direct Mail #1

Lead Qualification Electronic Direct Mail #2

Selection

more likely to see take you up on a demand offer on the heels of an enablement activity @siriusdecisions @MariaChien

List Build and Acquisition

Key Takeaways

28

Track, Measure and Improve

• Enablement is a sweet spot of engagement providing stickiness and value • Use incentives as the currency – award pre-approved MDF/co-op • Use concierge services to expedite campaign delivery

© 2019 SiriusDecisions. All Rights Reserved

Model in Action

An example to demonstrate how the model works

Solutions Provider: A New Marketing Persona KNOWLEDGE Foundational

Advanced

ONBOARDING / ONGOING PARTNER TYPE

Foundational Specialized

SKILLS

PROCESS

AdvancedFoundational Specialized Advanced

ONBOARDING / ONGOING

KNOWLEDGE

Specialized

ONBOARDING / ONGOING

SKILLS

PROCESS

Target markets Buyer’s journey Marketing Buyer persona tactic Marketing PartnerSolution portal Marketing ROI reporting and buyers Demand type Specialized mixand behavior planning access marketing campaign Incentives – AUDIENCE Foundational Advanced Foundational Advanced Specialized Foundational Advanced Specialized Portfolio overview Industries served Digital Competitive media Message PartnerMarketing locator playbooks access milestone Co-branding skills displacement development updateanalytics CMM platform completion ONBOARDING (First 30-60-90 Days) Competitive / ONGOING/CONTINUOUS (90+ Days) Understanding Funding Program Communication access Marketing Target markets and positioning Buyer’s journey BuyerCo-marketing persona and Marketing tacticDemand mix Marketing planning Solution marketing tracking Partner portal access Marketing campaign ROI reporting buyers Demand type behavior Digital media skills Message Marketing analytics Partner locator playbooks access Onboarding incentive go- to-market Demand Event programs marketing (e.g. Waterfall and reporting opt-in Digital concierge Portfolio overview Industries served Competitive Co-marketing development Program tracking and update CMM platform access – individual milestone Co-branding Competitive displacement Event marketinganalytics Demand Waterfall syndication completion strategy Waterfall Multi-touch MDF, co-op) MeasuringCommunication ROI Logo reporting access syndication Digital MDF application Understanding gopositioning Funding programs analytics Measuring ROI opt-in Resource library Marketing concierge Inbound andstrategy Lead levels (e.g. MDF, demand Pre-packaged creation Buyer profiling Lead nurturing Joint press Resource library process to-market Demand Waterfall co-op) Buyer profiling Logo access MDF application Lead levels Pre-packaged Program Joint press release process outbound tactics Cost per lead Campaign marketing goal plays Program Pipeline release template Social content Fast-tracking Cost per lead marketing plays management template Fast-tracking MARKETING Event marketing Branding guidelines marketing Customer setting ABM strategies management acceleration Branding syndication marketing Agency management LMS access certification Insights Customer Event marketing Joint account guidelines Customer case certification Lifecycle Agency planning studies LMS access Ambassador management Communities programs @siriusdecisions @MariaChien

30

© 2019 SiriusDecisions. All Rights Reserved

Example: HPE Partner-Ready Digital Marketing Program SiriusPerspective: Hewlett Packard Enterprise (HPE) accelerated partner digital marketing proficiency and execution to transform digital marketing behaviors and drive business growth. Challenge • Wanted to accelerate partners’ digital transformation marketing efforts • Partners have limited resources and knowledge to make digital transformation changes Solution • Provided partners with a comprehensive suite of digital marketing resources, tools and content • Helped partners accelerate digital marketing efforts and drive effective, multi-channel marketing campaigns Results • Marketing-generated pipeline from channel – up 47% • Marketing-generated closed revenue from channel – up 70% • Usage of HPE co-marketing assets – up 151% @siriusdecisions @MariaChien

31

© 2019 SiriusDecisions. All Rights Reserved

Partner Enablement’s Impact on Productivity SiriusPerspective: To drive revenue contribution, partner enablement must make an impact on time to competency, quality and ease of execution, and length of contribution across the partner lifecycle.

+ REVENUE

ü Time to Competency ü Quality of Execution ü Ease of Execution ü Length of Contribution $0

TIME

Partner Enablement @siriusdecisions @MariaChien

32

© 2019 SiriusDecisions. All Rights Reserved

Measurement: From Readiness to Revenue Individual Competency:

OUTCOME

1. Do they know it (test) 2. Can they apply it (role play) 3. Can they do it in the wild? (field observation) Programmatic Metrics 1. Did they do it? 2. Did they like it? 3. Did it have the desired impact on KPIs? @siriusdecisions @MariaChien

Leading:

Lagging:

• Net New Leads

• Deal Size

• Lead Velocity

• Close Ratio

• Deal Registration

• Incentive Usage

• Lead Conversion

• Deal Mix

• Average Cycle Time

• Revenue

33

© 2019 SiriusDecisions. All Rights Reserved

Action Items

• Channel marketing • Lead the organization in aligning critical inputs with comprehensive partner enablement delivery • Employ marketing enablement to ensure partners acquire the skills they need to participate and execute

• Channel sales • Activate managed partners as they leave the recruitment process to accelerate time to productivity • Segment partners to identify and prioritize where channel marketing should focus enablement efforts

• Product • Define criteria for the knowledge components necessary for each stage of the sales process • Provide input on market segments, target buyers and requirements for certification of offerings @siriusdecisions @MariaChien

34

© 2019 SiriusDecisions. All Rights Reserved

@siriusdecisions @MariaChien

35

© 2019 SiriusDecisions. All Rights Reserved