Why Partner?- Cost Transfer and Opportunity Capture Critical sales and operational roles should be performed by vendors if they cannot be transferred economically. Technical skills Product completion Customer access Geographic coverage Industry recognition Distribution VENDOR Channel Coverage Costs Lead Creation Costs Opportunity Management Costs Sales Process Costs Integration Costs Solution Build Costs Operational Costs Support Costs CUSTOMER SUPPLIER x x © Channel Enablers International 1

Benefits of an Effective Channel Increased Revenues Better Margins Shorter Time to Market Increased Market Value Some things we want to go up Some things we want to go down

Why Don’t Partners Sell? Portfolio mentality A lot of “nice to haves” You are a disruption

Define the Business Opportunity How will the partner make money? What do we want sold? To what market? Market size? What do you want them to do? Services associated with the product: Implementation? Customization? Training? Additional seats? Other products Drag through Third-party software? Hardware?

Internal Preparation Objectives & Strategic Policy Decisions Whole Product and Internal Support Technical Issues Legal Documents Partner Support Programs Recruitment

Managing a Partner Marketing with your Partners Avoiding Channel Conflict Programs & Incentives Effective Communi- cations Tiered Partner Programs Reviewing & Firing Partners Corporate Marketing Product Marketing Lead Generation Marketing to the Partner

Managing a Partner Marketing with your Partners Avoiding Channel Conflict Programs & Incentives Effective Communi- cations Tiered Partner Programs Reviewing & Firing Partners Lead Registration Market Segmentation Compensation Neutrality Cross-Border Sales

Internal Preparation Managing a Partner Marketing with your Partners Avoiding Channel Conflict Programs & Incentives Effective Communi- cations Tiered Partner Programs Reviewing & Firing Partners Market Development Funds Sales ContestsQuota ClubsSpiffs

Managing a Partner Marketing with your Partners Avoiding Channel Conflict Programs & Incentives Effective Communi- cations Tiered Partner Programs Reviewing & Firing Partners Partner PortalSite VisitsNewsletters Partner Conferences Reporting

Managing a Partner Marketing with your Partners Avoiding Channel Conflict Programs & Incentives Effective Communi- cations Tiered Partner Programs Reviewing & Firing Partners When to Use Them Typical Program Elements Discounts Best Practices

Managing a Partner Marketing with your Partners Avoiding Channel Conflict Programs & Incentives Effective Communi- cations Tiered Partner Programs Reviewing & Firing Partners Annual Reviews Terminating a Partner