Cloud 2.0 Presentation

How to Get the Most Out of Your Cloud Channel in the 2.0 World

CLOUD 2.0

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Steven Kellam

SVP, Sales & Marketing

CCI | Global Channel Management

PRESENTERS

Richard Flynn

Founder and Senior Principal

The Spur Group

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WHAT WE’LL DISCUSS

What Is Cloud 2.0? (And Why Should You Care?)1

2 5 Keys to Enabling Partners

3 5 Keys to Building Internal Consensus

4 5 Keys to Mitigating Risk

5 5 Areas to Incentivize in the Cloud World

What is Cloud 2.0? (And why should you care?)

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CLOUD 1.0Remember these old things?

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THE WORLD HAS CHANGED—MOVIES

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THE WORLD HAS CHANGED—IT

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“It’s like we are racing together with our partners at 180 mph, our hair is on fire, and we are changing a tire at the same time.”

~ Jennifer Shulze, VP Cloud Partner Marketing

CLOUD 2.0 REALITY

It’s like racing at 180 mph.

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“…and we (vendors) are not moving fast enough.”

“the buyers journey alone may take out 1 in 3… no short list… no sale…”

~ Sal Patalano, Chief Revenue Officer

SPEED OF LIGHT… AND ACCELERATING

It’s still not fast enough.

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“A billion-dollar partner can be dead in two years… I know that sounds crazy.”

“reminds me of banking crisis, there is no too big to fail”

~ Mike Gallagher, Senior Director,Worldwide Partner Marketing

WARP SPEED – WATCH OUT FOR BLACK HOLES

A billion-dollar partner can be dead in two years.

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Buyers already have made the shift – that means rapid change for everyone

Business outcomes are shifting from sales to marketing led

Today’s partners need new skill sets to compete:

• Finance

• Digital marketing

• Recurring revenue

• Have run a business and watched it fail

Vendors have to get marketing to the masses or the masses to market…

Everyone's systems need to get integrated – tying CRM to PRM – sharing data

Success tied to relationships vs products – trust-based outcome

SO WHY THE HURRY?

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“Its all about trust – we are changing partners and ourselves at the same time.”

~ Meaghan Sullivan, VP, Global SME & Partner Marketing

MUTUAL SYMBIOTIC RELATIONSHIP

Symbiotic Relationship

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Transparency – key to long-term success

Alignment – same KPIs

Empowerment – allow partners to be successful

Sharing data – analytics is key

Circle extends to buyers – new type of long-term relationship

CIRCLE OF TRUST

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“Customers are like my wife—if she ever stops telling me what she thinks, I am in big trouble.”

~ Jason Dettbarn, CEO

(100% cloud Kaseya reseller)

CIRCLE OF TRUST

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“Where we are today – the coming together of buyers, partners and vendors to drive business in the cloud.”

~ Richard Flynn, Senior Principal

CLOUD 2.0 Definition

The coming together of buyers, partners and vendors.

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Customers have changed

Empowered functional buyers

Buying different value

In a different manner

Partners in the process of changing

Different economic models

Powered by marketing

New staffing model

Vendors need to change

New metrics

Split programs

More marketing support

2.0 - WHERE WE ARE TODAY

“Hop on a bus Gus, make a new plan

Stan, just get yourself free.”

~ Paul Simon

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THE NEW BUYERS JOURNEYhttp://bit.ly/ZMOT_CCI

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TREND: INCREASE YOUR DIGITAL FOOTPRINT - TRADITIONAL B2B research is self-directed.

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57%of the way towards making a decision before reaching out to a potential vendor

100%

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TREND: INCREASE YOUR DIGITAL FOOTPRINT – CLOUDB2B research is self-directed.

0%

80%of the way towards making a decision before reaching out to a potential vendor

100%

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FOR THOSE WHO NEED MORE DETAILS

Channel Maven Consulting © 2015

Search

Review Sites

Ask a Friend

Ask on Twitter

Aware-ness

Ask on LinkedIn Hear About

Substitute

Hear From Competitors

Purchase

The 5 Keys to Enabling Partners

You can lead them to water, but you can’t can make them drink.

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tell them about the water

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“This stuff is important!”~ Heather K. Margolis, President and Founder

channelmavenconsulting.com/services

COMMUNICATE TO PARTNERS Key to getting going.

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lead them to the water

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Lay out ROIs

Spread the word about success examples

Build business plans that include digital marketing

SHOW PARTNERS WHAT IS POSSIBLE

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show them how to drink

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EDUCATE THEM…

“Give a man a fish and you feed him for a day.

Teach a man to fish and you feed him for a lifetime.”

Create a good tutorial and they can

teach themselves how to fish.

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show them its ok to put their head in the water

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Make it secure – it’s a hard transition

• In it together for the long haul

• Show patience – everyone is committed

Act on game plan

• Building trust

• Business plan around cash crunch

• Drive DG – ie. TPMAs

MAKE ALL IN… OK

Vendors and partners need to be all in.

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put your head in the water with them

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YOU ARE ALL IN… WITH THEM Risk goes both ways.

Commit to them…

Emotionally

Territories

Products

Support

Influence

Monetarily

Through Partner Marketing

For Partner Marketing

Marketing Bootcamps

Ongoing Marketing Training

Dedicated Marketing Support

DG tools

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GIVE THEM COOL NEW TOOLSPartner Social Media – For Partner Marketing

Socialondemand

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LET THEM LEVERAGE YOUR VALUABLE CONTENT

Channel Maven Consulting © 2015

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Help partners feel successful

Amplify posts via retweets and shares

Interact with partners via @mentions and #hashtags

SHOW SOME LOVE – POSITIVE REINFORCEMENT

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RINSE AND REPEAT

The 5 Keys to Managing Internally

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start at the top

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Define success and stick to it

• Be flexible but try not to knee jerk

There will be challenges and failures

• Not everyone will be happy – this does not work for everyone

Strategic vs. tactical sale

• Success does not happen over night –getting it right may take time

NEED AIR COVER

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educate everyone

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Need broad organizational buy in

• Key to future and worth the pain

Strategic vs. tactical

• Everyone needs to understand timelines and obstacles

Really no choice – have to move forward

DON’T JUST SHARE – EVANGELIZE THE VALUE PROPOSITION

Evangelize the value proposition.

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preach patience

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Vendor and partner changing at the same time

Some things are not going to work

Expectations are going to be high

WHOLE NEW WORLD

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work with sales

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Reset for everyone • Not just partners sales teams that need to change

• Vendor teams have to change

• Different landscape

High pressure • CROs trying to find out what levers they really

have to pull

• Need marketing to hit numbers like never before

• Some on board, some… maybe not

Sales needs to be evangelist • Have to listen at same time

• Ultimate contradiction to old-school sales

NEED EACH OTHER LIKE NEVER BEFORE

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work with sales some more

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This is why we are here

There will be pain

The alternative… If you don’t do, your competition will

DID I MENTION NEED EACH OTHER LIKE NEVER BEFORE?

How to Mitigate Risk

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visible support from c-level

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Means in-the-room-with-partner kind of support

Create atmosphere of joint success

Don’t promise what can’t commit to

ULTIMATE FIELD SUPPORT

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create cloud sales force

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Need to be dedicated to the cloud

Shows organizational commitment

Partners can tell the difference

NECESSARY FOR SUCCESS

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create specific ‘gives’ and ‘gets’

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Partners may be skeptical

Partners want real commitment from vendors

• Real transition plan

• Soften Cash Crunch

• Quality Leads

• DG dollars

• Willingness to share data

• Cloud Sales team

Vendors need real commitment from partners

• Executive buy in

• Commitment to know the business

• Willingness to share data

HAVE TO HAVE TWO-WAY PARTNERSHIP

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understanding that some will not make it

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Under promise and over produce – you will have fall out

Set aggressive goals but understand it will not be a smooth ride

• Highs and lows

• Most likely not linear

Build in expectation that may have to reset

• Partners will do dumb stuff (so do enterprise sales guys)

• Some will fail

SET REALISTIC EXPECTATIONS

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build in accountability

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Stick to hold accountable

• Hold back leads

• Hold back incentives

• Black list if necessary

Carrot to motivate

THERE HAVE TO BE CONSEQUENCES

Wrap Up When and Where to Apply Incentives

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1) Tell them about the water

2) Lead them to the water

3) Show them how to drink

4) Show them its ok to put their head in the water

5) Put your head in the water with them

KEY POINTS

5 Keys to Enabling Partners 5 Keys to Managing Internally 5 Keys to Mitigating Risk

1) Start at the top

2) Educate everyone

3) Preach patience

4) Work with sales

5) Work with sales some more

1) Visible support from C-level

2) Create cloud sales force

3) Create specific ‘gives’ and ‘gets’

4) Understanding that some will not make it

5) Build in accountability

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Enablement – new everything

Digital marketing – getting on the short list

Sales experience – sales cycle, close ratios

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LEADS US TO 5 KEY AREAS FOR INCENTIVESNeed to work with sales.

Implementation – first impression4

Retention – client satisfaction5

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Steven Kellam

SVP, Sales & Marketing

CCI | Global Channel Management

steven.kellam@channelmanagement.com

QUESTIONS?

Richard Flynn

Founder and Senior Principal

The Spur Group

richard.flynn@thespurgroup.com