Slides from the 'Next Gen' Joint Marketing Planning webinar.

1. ‘Next Gen’ Joint Marketing Planning
Best practices for simplifying the planning process, accelerating time to market, and dramatically increasing partner revenue.

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PRESENTERS
Steven Kellam
SVP, Sales & Marketing
CCI | Global Channel Management
Peter Hornberger
Business Development Associate
CCI | Global Channel Management

3. Table Setting

4. 4
JOINT MARKETING PLANNING ORIGINS
Channel Alliance Management Plan
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
Typical CHAMP Plan Components
2. Performance Plan/Review

Multi-year sales review

Program performance

Investment summary

Strategic goals & attainment history
3. Marketing Plan

Objectives & related goals

Corresponding vendor initiative

Product/target focus
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Strategies

Tactical activity details

ROI: forecast/actual

Calendar

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Trend: heavier emphasis on Joint Marketing Planning (JMP) over Joint Business Planning (JBP)

Most partners are not staffed to do marketing adequately themselves

Marketing is now critical to success – 70% of the sales funnel and growing*
MARKETING PLANNING VS. BUSINESS PLANNING
Marketing is 70% of the Sales Funnel
70%
* Sirius Decisions

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WHERE IT’S GOING
Partner Scorecarding & Benchmarking
Joint Business Planning
Joint Marketing Planning & Approvals
MDF Fund Allocation & Distribution
Marketing Campaign Execution
Deal Registration
Point of Sale Data Creation, Collection, Scrubbing
Systems of Record – Partner Info & Outcomes
ROI Measurement & Predictive Analytics
Capture Proof of Performance
Incent Use of Thru- Partner Marketing
Partner Investment Lifecycle

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Spreadsheet Hell

Inherently out of date

Inability to tie into other systems – silos
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Poor organizational visibility

Inability to follow up in a coordinated manner

Lack of reporting
CHALLENGES WITH TRADITIONAL JMP
Spreadsheet Hell

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Campaign ROI
Standardized and normalized data
Roll-up reporting
Planning agility – ability to adjust on the fly
Improved partner experience
WHY IS THE CHANNEL MOVING TO AUTOMATED JMP?
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AGENDA: 5 TOP TIPS FOR IMPROVING JMP
Align Enterprise and Channel
1
Focus on Key Partners
2
Simplify
3
Make it Easy for Partners
4
View Planning Outside a Bubble
5

10. Tip 1:
Align Enterprise and Channel

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WHERE DO YOUR PARTNERS FALL?

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ACHIEVING ORGANIZATIONAL BUY-IN
Commitment at all levels – executive, program management, sales, and administration.
Informed Decisions
More informed decision- making opportunities.
Better Visibility
Role-based visibility benefits everyone.
Aligned Budgeting
JMP aligns your corporate budgeting cycles.
Increased Efficiency
Maximize staff efficiency – let the tool take the load.

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ACHIEVING PARTNER BUY-IN
End-to-end: executive, program management, sales, marketing, and administration.
Start Small
Example: 15-25 key partners per geo.
Provide Framework
Set up your partners for success.
ROI
Demonstrate return on investment.
Listen Be sensitive to partner needs.

14. Tip 2:
Focus on Key Partners

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While originally designed for all partners, this is not realistic

Trend towards 95/5

Use Scorecarding
•
Find those with the ability to execute
•
Look at growth, stars of tomorrow, those that are hungry
•
Who gets the money?
•
Which plans are the best?
FOCUS ON BIGGEST IMPACT
Key partners does not mean biggest partners.
Courtesy of PartnerPath

16. Tip 3:
Simplify Your World

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Simplify access and collaboration – engage online
Display key KPIs – widget driven
Guide plan set up – wizard based
Tie data streams together – leverage your info
AUTOMATE WHERE YOU CAN
JMP
Makes the process smoother.

18. Tip 4:
Make It Easy for Partners

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
Templates
•
Simplify process
•
Improve probability of success
•
Maximize utilization
•
Partner LOVE

TPMAs
•
Support where partners are weakest
•
Maximize probability of success
PROVIDE PRE-DESIGNED CAMPAIGN PLAYS
Campaign options are the framework for success.

20. Tip 5:
View Planning Outside a Bubble

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PARTNER INVESTMENT LIFECYCLE
Capture Proof of Performance
Incent Use of Thru- Partner Marketing
Partner Scorecarding & Benchmarking
Joint Business Planning
Joint Marketing Planning & Approvals
MDF Fund Allocation & Distribution
Marketing Campaign Execution
Deal Registration
Point of Sale Data Creation, Collection, Scrubbing
Systems of Record – Partner Info & Outcomes
ROI Measurement & Predictive Analytics

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BENEFITS OF INTEGRATION
Leverage Data
Leverage data from other systems.
Share Info
Share information back out to your organization and systems.
Tear Down Silos
Trend of tearing down silos – ‘single pane of glass’ is crucial.

23. Wrap Up

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THE 5 TIPS
Align Enterprise and Channel
1
2
Focus on Key Partners
3
Simplify
4
Make it Easy for Partners
5
View Planning Outside a Bubble

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Steven Kellam
steven.kellam@channelmanagement.com
415.526.3215
Peter Hornberger
peter.hornberger@channelmanagement.com
415.526.3216
More resources available at: www.channelmanagement.com
THANK YOU FOR BEING WITH US
Please contact us if you have additional questions.