© Avalara

ACP Accounting and Consulting Partner 2014 Programs

Formerly AASP

Accounting & Advisory Services Partner

FormerlyAAP

Avalara Accounting PartnerRay BigleyBrandon HoukFebruary 5, 2013

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Agenda

1. Who we are

2. Accounting Channel

3. Why we are doing what we do

4. Engagement Model

5. Let’s sell!

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If there’s one thing you learn today…

+ >

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Business Development

• Sign up new Solution Partners - Connectors

• Generate New Sales with Strategic Customers

• Strategy & Acquisitions

• Emerging Markets and Channel Development

Where ACP fits within the Organization?

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• Ray Bigley – Everything & Up Market

• Brandon Houk - Everything, All Progarms & Down Market

• Madeline Reeves – Programs & Broader Accounting Mkt

• Martina Chavez – Programs & Broader Accounting Mkt

• Brian Austin – southern Cal. – extensive expertise, ITA Board Member, PR, AICPA, & overall channel

• Ron Eagle – Up Market: former partner CBH & President ITA, strategic (introductions top 30 firms)

• Accounting Marketing Channel Manager TBH – Robin Conner interim

• Additonal - New Biz Dev 2014 (June)

ACP Group – Accounting & Consulting Partners

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• Why ACP: Accounting & Consulting Partner Programs?

• What we are doing for you?

• 2014 Objectives

• The engagement Model! How we work together?

• For $20 bucks answer this question.

ACP Doesn’t mean shi.. if we don’t? _______________

2014 350 net new dingsIncrease & Drive “Well-Qualified” Sales Opportunities!

Questions we shall answer

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Accountants don’t use Avalara their Clients do

Increase & Drive “Well-Qualified” Sales Opportunities!

The accountant is an advocate not a roadblock, obstacle, or hindrance in the sales cycle

Accelerate the Velocity of Referrals – “It’s all about getting the 2nd, 3rd, and 4th new account referral per accounting firm”

Market Valuation - Positioned to address Avalara’s Increasing Market Awareness & Market Presence

2014 $3.5 million contribution - complementary to sales & channel strategy

Why have an Accounting Channel?

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US Accounting Services Industry• 182,000 firms combined annual revenues $136 billion• Top 50 Firms have 50% of the market• 89,100 Accounting & Bookkeeping Organizations

Background:• Big Four Deloitte, E&Y, PwC, KPMG, • 5 & 6: McGladrey & Grant Thornton• Specialty Firms: : Ryan Tax Services, DuCharm McMillen.

Accounting Today VAR 100 List includes 12 accounting firms – McGladrey, Crowe Horwath, Armanino, Sikich, Wipfli, , CliftonLarsonAllen, BKD Technologies, Eide Bailly, LBMC Technologies, RKL eSolutions, Arxis Technologies, & Lisa Kianoff

Our job: create engagement model that brings in deal #2, #3, #4 . . .Your job: help us identify EVERY accountant so we can help you get

more qualified opps!

Accounting Market

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So – what’s in it for you?• Value ACP brings to Avalara:

– Well-qualified leads and opps– Additional referrals from partners– Influencers in the industry that can expedite the sales process

AND, in cases, the go-live process

• Did we mention our target is 350 deals? • Did we mention that YOU are making these sales?

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Our value to accounting partners• We do a great job helping clients with acute compliance risk

(we do this already for 10,000 clients)

• Avalara’s services are perfectly suited to an accountant who wants:– Proactively deliver value to clients – Increased client attachment– Cross sell opportunities– Increased fees for their firm

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Avalara is not just a risk compliance fix, we are a value-adding business solution…

And accountants are perfectly suited to offer us to ALL of their clients

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Nurture

Customer #1

The big planStep 1: Awareness

Position Avalara as the bringer of answers to accountants for their questions about sales tax

Step 2: EngagementUnderstand how to identify risk indicators in sales tax compliance

Step 3: Equip for action

Learn about the solutions available to your client (Avalara) and the value to your firm by being proactive

Step 4: Show the solution in action (demo with client #1)Provide an easy way to gather more info about our products – BRING YOUR CLIENT!

Step 5: Follow up – time for the REAL value proposition…

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Mass Adoption

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The purpose of the ACP programs

Accountants will bring us clients in big numbers BY demonstrating the following:

– Value to their clients

– Value to their firm

– An easy way to make it happen

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Avalara’s value proposition:• Risk reduction • Business process improvement

Programs that provide firms with opportunity to share in value delivered by Avalara

Programs that deliver sales enablement resources and training

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Here’s all we need from you.

1) ALWAYS identify accountants at the opportunity record***We can’t engage accountants when we don’t know who they are***

2) Introduce accountants to the ACP Team***ACP Team can then explain programs to get customers #2, #3, #4…***

More coming soon . . . Training at Lunch & Learn “Introduction to ACP” email template

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Lead Source is Important!

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o “Thank you for thinking of us”

o Intro accountant to ACP

When prospect was REFERRED by accountant

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Accountant is in Salesforce?

Lead Source: “Partner -

Accounting”

Add to Accountant

Referral field

Send email template to accountant

• Show proper LEAD SOURCE and add firm to ACCOUNTANT REFERRAL field

Yes

Lead Source: “Partner -

Accounting”

No

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o “Thank you for thinking of us”

o Intro accountant to ACP

When the accountant is an INFLUENCER• STILL send intro email and add to Accountant Referral

field

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Accountant is in Salesforce?

Add to Accountant

Referral field

Send email template to accountant

Yes

No