The Hybrid Sales Channel...The Hybrid Sales Channel How to Ignite Growth by Bridging the Gap Between Direct and Indirect Sales Rich Blakeman, Managing Director @Sales20Conf / #s20c

The Hybrid Sales Channel

How to Ignite Growth by Bridging the Gap

Between Direct and Indirect Sales

Rich Blakeman, Managing Director Channel Sales Center of Excellence @Sales20Conf / #s20c

©MHI Global, Inc. All rights reserved.

Why are we here?


Buying Dynamics Changing

Buying Influences

Per Sale

Buyer Expectation

of Value Sales

Resources Per Sale

Buyer Demand For ROI

Customers purchasing through partners

as a % of total spending


Growth Expectations Escalate

Growth through acquisition has peaked in many companies

Growth projections of acquisitions and integrations have not been realized to their fullest

Many companies no longer have the (capital, share value, PE support, equity) to continue to acquire

Therefore: Organic growth is finally required, not optional

But: Many CEOs, Presidents, and CFOs of today have never actually grown a company organically


Sales Leadership Options

Add more direct sales resources

Give the direct team more quota

Pray for magic from marketing

Recruit more partners / better partners

Give partners more incentives

Move more accounts to the channel


Sales Leadership Options

Add more direct sales resources

Give the direct team more quota

Pray for magic from marketing

Recruit more partners / better partners

Give partners more incentives

Move more accounts to the channel


The Hybrid Sales Channel

Customer at the Core

Coverage Strategy at the Territory Level

Capitalizing on Unique Strengths of all Resources

Eliminating Duplication of Effort in all Selling Motions


• Separate but co-dependent components

• Unique strengths maximized

• Systems work together to leverage results

• Duplication of function is eliminated

What is a Hybrid Model?


Everything starts with the customer

Outside-in, not inside-out

Coverage strategy to drive growth, not cost models to increase “efficiency”

Complete transparency and joint planning at the territory and salesperson level (direct & channel)→ not at the company level

Eliminating “seagull behavior”

How do you make it work in sales?


Everything starts with the customer

Outside-in, not inside-out

Coverage strategy to drive growth, not cost models to increase “efficiency”

Complete transparency and joint planning at the territory and salesperson level (direct & channel)→ not at the company level

Eliminating “seagull behavior”

How do you make it work in sales?

Finding Nemo © 2003 Disney/Pixar. All Rights Reserved.


What happens to seagulls?

Finding Nemo © 2003 Disney/Pixar. All Rights Reserved.


The Process, Simplified……..


The Process, Simplified……..

How customers are

buying now

Where partners are selling now

Products mapped in their lifecycle

Whole solution components

Align direct & indirect coverage at

territory level


Territory level Unique Strength leverage

Sales Motion

Demand generation marketing

Opportunity identification and qualification

Discovery and solution creation

Demonstration, pilot, proof of concept

Proposal and commercial agreement creation

Implementation planning and management

Account coverage and relationship management

Technical implementation

Solution integration with customer systems or processes

Post-implementation support

Direct Salesperson

Per Account,

Opportunity, Solution Set,

Buying Influence,

or Segment

Channel Salesperson

Per Account,

Opportunity, Solution Set,

Buying Influence,

or Segment


Where do you go from here?

Read the book, of course!

Ask for help – this isn’t DIY stuff

Business case for change

Leadership alignment

Readiness

First line manager engagement

Imbed the concepts

Do the hard work, then ignite growth!

Documents

The Hybrid Sales Channel...The Hybrid Sales Channel How to Ignite Growth by Bridging the Gap Between Direct and Indirect Sales Rich Blakeman, Managing Director @Sales20Conf / #s20c