The Rise of the Reseller Channel - · PDF fileThe Rise of the Reseller Channel ... •Compile target list ... •Assist in recruiting new reseller partners by showing a

The Rise of the Reseller Channel

Diarmuid Daltún

Director Business Development EMEA

Odin Summit Seattle 12th May 2015

Session

Reseller definition

Are resellers key to your business?

Anatomy of a cloud reseller

Three phases: Define, Recruit, Enable

- Case Study: Telecom Italia – Mauro Bacchiocchi

- Alternate Channel: Deutsche Börse Cloud Exchange and myLoc

managed IT AG

Summary and Discussion

Who is this session for?

• Those considering launching a reseller program

• Those interested in improving or re-launching their reseller

program

2

Reseller Definition

Individual or Company (proactively) selling products and or

services owned or provided by another company for profit or

commission.

• Owns billing relationship with its customer

• Owns support relationship with its customer

3

A Reseller is not (at least in my book)

• Affiliate / Referral partner

– Recommends suitable offer to prospect

– Is rewarded if prospect becomes customer of their partner

4

Are Resellers key to your success?

5

The Anatomy of a cloud reseller

Long term view of their customers

7

Domain Expertise

8

Complementary Businesses

9

Culture

10

Ok, but what do resellers want from you?

• Complementary competitive products/solutions/services fit for

market

• Viable realistic business model and margins

• Clear rules of engagement

• Proper on-boarding and continued support

– (Through) Materials

– Training

11

Define, Recruit, Enable

Define (or Redefine) your Partner Program

• Structure (expectations, margins, levels)

• Portfolio

• Sales Tools (preferably through portal/wiki)

• Sales, Tools and Portfolio Support

• Lead Generation

13


• Structure

– Bronze, Silver, Gold (choose together which level suits)

– Set margins with bonus for meeting / exceeding targets

– Set entry barrier commensurate with effort (financial and commitment)

– Encourage growth to next level (award / recognise performance)

– Revisit your program every 3-6 months

14


• Setting the right margins

– Reseller Programs (source: SoftLetter report)

• 60% pay 1-15% margin

• 19% pay 16-30% margin

• 21% pay more than 40% margin

Note: Resellers frequently pass on significant % of margin to their

customers

15


• Portfolio

– Focus on simple solutions with many resellers?

– Focus on specific vertical or complex solution with few resellers?

16


• Sales tools best practice

– Presentations, White Papers, Case Studies, Guidelines, Technical and

Sales Training

– Automation Platform

• Money flow

– With a real Reseller, they bill their customer

– Give them sufficient time to collect, then settle (60 – 90 days)

17

Recruit

• Create profile(s) of your ideal reseller

• Compile target list

– Competition, similar non-competing offerings, existing customers

• Launch campaign to recruit

18

Enable

• On-boarding

– Training

– Systems

– Motivation

19

Keys to success

• Define solid partner program that you are willing to revisit

regularly

• Recruit the right types of resellers

• Enable partners by executing on your program

Note: Support them as you would your own sales force – they are

your sales force

20

Resellers Workshop

Odin Summit

Seattle, 5/11/2015

Mauro Bacchiocchi, Sales Director

Telecom Italia Digital Solutions

22

+150M2014 Revenues

+22B€

+66KCustomers

Telecom Italia is the main Italian Telco and

ICT provider, a leader Telco player in LATAM

and one of the top 15 global Telco playersEmployees

Italy’s ICT leader with business operations

in: fixed and mobile telecommunications,

internet and media, office and systems

solutions, research and

development

Core markets: Italy, Brazil and

Argentina

Telecom Italia Digital Solutions23


TIDS is a fully owned Telecom Italia Group Company founded in Oct. 2013 to address the digital

market.

Our mission is to accompany enterprises and institutions thru the process of Digital

Transformation, providing innovative services and solutions through 5 Business Unit

- Business Units -

Internet Of

Things

Big Data &

Analytics

Cloud & OTT

Services

- Holding Enterprises -

Cyber

Security

Digital

Identity

EMPLOYEES275Headcount

Project Manager

Operations

Staff

Marketing & Sales

44

125

35

71


• Cloud Automation based on Odin Platform

• Business Model B2B2B based on Multi-Tier Reselling

• ISV agreements to resell syndicated SaaS

• Wide Portfolio offer IaaS/PaaS/SaaS

Business scope: primary TI Group Companies and OTT in both domestic and international market

Cloud & OTT Services Business Unit has been created to enable RESELLERS to

speed up the Cloud Automation Adoption with a Value Proposition focused on:

Internet Of

Things

Big Data &

Analytics

Cloud & OTT

ServicesCyber

Security

Digital

Identity

TIDS Cloud&OTT Value Proposition


APPLICATIONS

Proprietary Services

(provider specific)

Inte

gra

tio

n I

nte

rfaces

CLOUD AUTOMATION PLATFORMCLOUD OFFERING

UNIQUE TO

CUSTOMER & RESELLERS

SIMPLIFIED CUSTOMER

EXPERIENCE

Package A (Telco)

Package B (Cloud SaaS)

Package C (Infrastructure)

+

Syndicated or Hosted

Multi-tiered Reseller Support (Direct,

VAR, Online, Wholesale,…)

CRM

(web ads, telesales, lead generation,…)

SERVICE PROVISIONING

BUSINESS

ORCHESTRATION

1 panel

1 bill

1 login

1 integrated experience

Marketplace

Vouchering System

Sales Automation

Portal

AUTOMATED BILLING

Service Onboarding Consulting & System Integration services

Solutions Services

REPORTING

+ +

+

TIDS Cloud Automation Service Model


Direct

SalesPartners/

ISVResellers

11

123

To increase the effectiveness of the sales force.

To enable and accelerate on-line sales services Cloud.

Mediation Layer

Cloud Automation Platform

Fixed Mobile

CRM

To gain loyalty from clients and reduce churn using a vouchering

system

Vouchering

System

Market

Place

Sales Automation

Portal

TIDS custom solutions

http://www.google.it/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=ynWSepu8-hs4qM&tbnid=hC6NZHWD0Dqt8M:&ved=0CAYQjRw&url=http://desktop.ly/homescreens/918-ipad-mini&ei=iyAnU5PcJ_Or0gWqyoCoCw&bvm=bv.62922401,d.d2k&psig=AFQjCNHXBQavb0cF8oYMNcSswBt_wq-Slg&ust=1395159444682621

http://www.google.it/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=ynWSepu8-hs4qM&tbnid=hC6NZHWD0Dqt8M:&ved=0CAYQjRw&url=http://desktop.ly/homescreens/918-ipad-mini&ei=iyAnU5PcJ_Or0gWqyoCoCw&bvm=bv.62922401,d.d2k&psig=AFQjCNHXBQavb0cF8oYMNcSswBt_wq-Slg&ust=1395159444682621


MarketPlaceTIM BRASIL

TIER 1

TI SPARKLE

Telecom Argentina

IT Distributor

Olivetti

TI San Marino

Local Telco

Local Telco

IT HosterNWs

Proprietary Services

(provider specific)

Domestic

TI Group

International

Domestic

White Label

TIER 2

Dealer&Retail Store

Reseller - VAR

IT Distributor

TI Business

ITIS / VAR

MarketPlace

MarketPlace

MarketPlace

Direct Local Telco Direct Sales

Direct Sales

TIDS Multi Tier Go to Market Model

28

Digital Solutions - Cloud&OTT Services

• Enlarge service portfolio

• Connection with ERP

• Web site / Mobile Site Set Up

• Training of Reseller sales force

6-12 months

• Onboarding basic

• Anchor services

• Standard support

• Customer base import/migration

• Upsell

• Cross selling

• Customized service portfolio

• Web marketing

• Seamless flow of information btwn

all enterprise system

(crm/erp/salesforce)

• Marketing automation

• Autonomous development of APS

• Branding initiative

3-6 months

12-24 months

24-36 months

29


• Enlarge service portfolio

• Connection with ERP

• Web site / Mobile Site Set Up

• Training of Reseller sales force

TI SPARKLE

• Onboarding basic

• Anchor services

• Standard support

• Customer base import/migration

• Upsell

• Cross selling

• Customized service portfolio

• Web marketing

• Seamless flow of information btwn

all enterprise system

(crm/erp/salesforce)

• Marketing automation

• Autonomous development of APS

• Branding initiative

ESPRINETOLIVETTITRUST

Zerocento

TI BUSINESS NUVOLA STORE

NWs

12-24 months6-12 months3-6 months 24-36 months

30

Who we are

Cloud Enabler

Heavily committed to Telecom Italia Group captive demand

System integrator / professional services

Software house to develop APS

Product Marketing

Who we want to be

Cloud Broker

Strategic Partner for our Resellers up to Gotomarket strategies and

costomer up&cross selling

Within Telecom Italia Group: owner of all things related to cloud

automation (ie Customer Support)

Developer of specific solutions to address vertical markets


Thank you!

@dbcloudexchangewww.cloud.exchange

DEUTSCHE BÖRSE CLOUD EXCHANGEREDUCING COMPLEXITY


WEBSITE

Go to the website and

select the product

REGISTER

Set up an account and log in

CREATE VM

Start your VMs!

The marketplace for cloud resources Deutsche Börse Cloud Exchange AG 33

BUY CLOUD RESOURCES – THE STORY TOLD



BUY CLOUD RESOURCES – THE REALITY



BUY CLOUD RESOURCES – EVEN WHEN THINGS LOOK THE SAME…

...PERFORMANCE CAN BE DIFFERENT

Left: 120 BHP

Right: 200 BHP


STANDARDISATION REQUIREMENTS

• Standardization needs to be non-biased and thus driven by a neutral entity

• Standards need to be the common denominator for broad market acceptance

• Standards need to be controlled and monitored

TRANSPARENCY

• Products are clearly defined and sufficiently comparable

• If products are comparable, so are their prices

• If products are standardised, value-adds are easier to identify


DBCE - STANDARDS HELP CLEARING THE WAY



DBCE – STANDARDS REDUCE COMPLEXITY ON ALL LEVELS

• One interface to choose, buy, use and pay

• Standard contracts when buying resources, independent from seller

• Standard technical integration to marketplace for buy and sell side

• Sufficiently comparable products to compare prices and services

• Which means: One setup fits all providers on DBCE



DBCE – PROVIDERS OPTIMIZE REVENUES AND MINIMIZE COSTS

Set different prices for your resources and skim willingness to pay

Improve costs per order by using DBCE as a customer acquisition and communication engine

Focus on your core business and let DBCE handle fraud and payment issues


FOR MORE INFORMATION

www.cloud.exchange

REGISTER TODAY

go.cloud.exchange


DBCE – LIVE FROM 18TH MAI 2015


THE MARKETPLACE FOR CLOUD RESOURCESA new era of IT sourcing

Deutsche Börse Cloud Exchange AG

Mergenthalerallee 55

D-65760 Eschborn

Phone +49-(0) 61 96-204 84-0Web www.cloud.exchangeE-mail [email protected]

Discussion Points

• Would SPs or Telcos consider the Reseller Channel to reach the

long-tail with simple products or specific vertical with more

complex products?

• How much flexibility does one give resellers to alter their

offerings?

– (Aruba – Resources)

– (Domain Factory – pre-packaged)

• Can you offer the same products at a higher price through a

reseller channel?41

Reseller Onboarding program

Reseller Onboarding program

Reseller Onboarding programme

Overview

• Implement a robust, structured onboarding programme for new reseller partners

• Ensure optimum performance by providing new partners with tools to maximise sales

• Assist in recruiting new reseller partners by showing a professional process with fast time to market

Objective: Launch a new reseller partner in 90 days

Purpose

• Reseller Channel Manager• Reseller Product Manager• Product Managers• PA Administrator• Commercial Finance• Legal

Key Resources


Key activities

Commercial

Portfolio

Training

Deployment

Sales enablement

• Agree mutual objectives (volume commitment), prepare business case • Define commercial terms including commissions and settlement terms• Draft and sign legal agreements between reseller and partner

• Select appropriate cloud services -based on existing/target customer base and existing products sold by reseller

• Define services roadmap based on achievement of sales targets

• Define configuration of specific service plans for the reseller• Options include using existing plans with different pricing or creating new ones• Create reseller panel in PA for partner and deploy for reseller to use

• Develop a training plan for the reseller based on current capability and knowledge of cloud/managed services

• Provide sales training (cloud and product specific) and PA platform training

• Create a set of materials (collateral, sales scripting, battlecards etc.) that are white labeled for the reseller to brand and utilise to drive cloud sales

• Provide best practice on campaigns and marketing activity to drive sales

Key Resources

• Channel Manager• Product Manager• Legal/Finance

• Channel Manager• Product Managers

• Channel Manager• Product Managers• PA Admin

• Channel Manager• Product Managers• PA Admin

• Channel Manager• Product Managers• Marketing


90 day process

Day 1 Day 30 Day 60 Day 90

Key

Act

iviti

es

• Kick off meeting with reseller

• Explain 90 day onboarding process

• Start commercial discussions

• Provide overview of cloud services portfolios and examples of alternative business models

• Schedule meeting for Day 30 milestone

• Final deployment of reseller control panel (PA) to reseller

• Reseller services ready for sale

• Training complete• Marketing materials

customisedfor reseller and complete

• Press release issued announcing launch

• Internal communications issued

• Sign final commercial agreements

• Agree final service plans for initial launch

• Commence product and PA training for sales and reseller PA admin

• Discuss reseller marketing plan and any joint activities (reseller and partner)

• Confirm final launch timing for reseller

• Review draft commercial terms

• Facilitate service portfolio selection meeting

• Agree services for initial launch

• Discuss naming and branding for services

• Provide overview of sales support materials available to partner

• Schedule Day 60 meet


Supporting materials requiredCommercial• Presentation of reseller onboarding process• Business case template for reseller• Commissions calculator (based on volumes)• Contract template

Portfolio• Overall cloud story for partner (why resell partner services?)• Service descriptions for each cloud service• How to use information for each service• Cloud services roadmap

Deployment• User manual for OSA reseller control panel

Training• Sales training material for selling cloud services• Sales training material for each specific cloud service• Training guide for OSA reseller control panel

Sales enablement• Product collateral (white labeled)• Email marketing templates (white labeled)• Press release template• Battlecards for sales (key messages and objection handling)• Customer case studies (white labeled)• Customer ROI calculator (white labeled)• Campaign guidance and best practice

Documents

The Rise of the Reseller Channel - · PDF fileThe Rise of the Reseller Channel ... •Compile target list ... •Assist in recruiting new reseller partners by showing a