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Olivier’s Review
Barcelona 2014
Sales meeting
2013 Review
328M€+18% vs 2011
2013
Gross Margin17,2%
+15% vs 2012
2013
Ebitda5,1%
+25% vs 2012
2013
Vendor Analysis
2013 vendor analysis
2013 vendor analysis
Vendor stopped in 2013 • 21,3M€ Cisco• 18,5M€ Other– 18M€ UK– 0,5M€ France
• Total impact: 39,8M€– 15% GM (6M€)
Geographical Analysis
Problem solving
Regional split
2012 to 2013
FRANCE
France
France
France
France
France
France
SOUTH
South
South
South
South
South
South
DACH
Dach
Dach
Dach
Dach
Dach
Dach
BENELUX
Benelux
Benelux
Benelux
Benelux
Benelux
Benelux
NORDIC
Nordic
Nordic
Nordic
Nordic
Nordic
Nordic
UK
UK
UK
UK
UK
UK
Back to the basicsWhat is Exclusive Networks ss
ioss?
Exclusive Networks DNA
Security management
Content Delivery WANOptimization
SwitchingEndpoint Security
Network Security
Content SecurityWireless Lan
Bigtec DNA
Backup
Storage
WANOptimization
Compute
Switching
AnalyticsVirtualization
Our DNA
Backup Security management
Storage
Content Delivery WANOptimization
Compute
SwitchingEndpoint Security
Network Security
Analytics
Virtualization
Content SecurityWireless Lan
Our suppliers (vendors)
• Vendors who developed Disruptives technologies
• And want to come in Europe …
International development EMEA• EMEA market is huge• EMEA market is complex and expensive to
address:– It’s far away, time difference– Multiple Countries (67)– Multiple Languages (40)– Different cultures
• IT Vendors want to go as fast as possible
Long road to do business in EMEA
Direct
• Targeted lead generation
• Lead qualification
• Lead management
• Sales enablement
• Customer acquisition
Partners
• Channel readiness
• Partner recruitment
• Onboarding and training
• Channel development
• Partner support
• Partner program management
Technical services
• Presales• Training• Proof of
concept• Support
(24X7)• Professional
services
Marketing & Communication
• Press relation
• Trade show• Lead
detection• Direct
marketing• Local
advertising• Local pricing
model &discount
Admin/Logistic
• Inventory management
• Shipment and financial risk
• Exchange rate risk
Multiply by the number of countries…
What vendors do
• They can’t do everything by themselves!– Too many countries– Too many people to hire from day one
• They start with a small team (2 to 6)• They decide to scale through partners• They outsource most of the tasks to an external
company:– To accelerate the process– Minimize the cost– Minimize the risks
We are an extension of the vendor team!• Benefits for the vendor– Ready made team of experts– Less Cost– Faster Go To Market – variable cost– It’s much less risky– scales up or down as needed
Provide 5 Stars services On behalf of Vendors for resellers
Sales
Technical Marketing
Financial
Admin LogisticBusiness
intelligence
Sales• Account focused sales teams • Vendor focused dedicated product teams • Partner recruitment• Partner management• Sales training• Demand creation• End user meeting
Marketing• Communication & PR• Pan European Campaign• Reseller incentive• Solution marketing
• Marketing Consultancy• Online marketing• Event management
Technical• Presales• Demo centre• Proof of Concept• Staging• Professional services• Training• RMA• 24X7 Technical Support
Logistics• Inventory management• 14 distribution centre across EMEA• Demo stock• Next day shipment• International deployment– delivery DDP to territory– Quotation on demand
Admin & Financial• Exchange rate management• Cash collection• Working Capital financing• Financial Lease• Point of Sales (PoS) for
vendors• Import & Export licence
process
Business intelligence• Full analysis of historical Business• Real time access to invoicing and order intake• Access for vendors• Multi country• Reseller activity• End User visibility• Run rate vs Project
Our approach must be vendor centric
Vendor Go To Market strategy
Prepare• Discovery &
understanding• Reseller profiling• Sales training• Technical training• Local pricing & discount
structure• Target
Engage• PR• Marketing activities• Demand creation• Reseller meetings• Reseller training• …
Monitor• Business Intelligence• Figures analysis• Number of resellers• Monthly Business
review
Bespoke approach for vendors
Presales
End users meeting
Partner enablement
Stocking
24X7 Support
Marketing campaign
Partner recruitment
Leads detectionTechnical Training
Channel readiness
Local Price list& discount structure
Proof of concept
Press RelationInternational shipment
We must consider that Vendors needs are
changing with the time
We must be aligned with vendor expectations
What are the benefits of making the Vendors Happy
• Better margin• More business• More marketing money• Less competition (Sole distribution)• More territories
Are they Happy today?
Do we meet their expectations?
We did a Vendor survey in France in December
• 11 vendors• 31 contacts– Sales, Presales, Management
• Anonymous, tell what you think…• Performed by an external company
Conclusions:
To be a SuperVAD, EN must continue to have a business model different than the competition and improve its Sales skills (performances or capacity)
« Exclusive » positioning is key• More investments on training on new vendors
and new technologies• More incentives to sales people :– On new vendors– On New Technologies from Legacy vendors
• Avoid conflicts of interests
Improvement of Business development
• Focus on recruitment of new partners• Generate more end-users leads• Align the sales resources with the growth
of the vendors• More dedicated Sales and Technical
resources
AMR recommendations
1.Introduce Management by Objectives (MBO)• Put in place Quantity and Quality target–Number of new resellers– Level of expertise on new technologies–Number of technical meeting–Revenue & Margin targets on new vendors
and new products–….
2.Align the resources with vendors expectations
• More dedicated sales for legacy vendors• Adjust the technical resources by
vendors:–What level of expertise?–What time allocated to a vendor ?
• Additional resources?
3.Put in place action plan for each vendor
• Action plans have to be clear and simple• Quantity and Quality targets• KPI easy to measure• Quarterly review of the plan with the
vendors
4.Clarify the competition situation
• « Chinese wall » between sales people of competitive vendors
• Define a clear Go to Market strategy for each competitive vendors:– Targeted resellers and customers
5.Hire more « Hunters »
• New sales people financially incentivized and focus on:–Partner recruitment– Launching of new technologies– Leads detection (end-users)
6.Improve the skill of the team on New products• More training for engineers• More dedicated technical peoples• Create a « Network » of early adopters
resellers• More sales training – Internally– For the partners
Vendors expectations
Trust
Business developmentPartnership
Competences
Focus
Technical skills
Proactive
Marketing campaign
Partner recruitment
Leads Generation
Keys of the success
Good vendorsGood people
Quality of execution
2014 Budget
500M€+52,2% vs 2013
2014
Gross Margin16,5%
+45,8% vs 2013
2014
Ebitda5,3%
+62% vs 2013
2014
2013 to 2014 budget
2013 to 2014 budget
Geographical split
2013 to 2014 budget
Vendor Split