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Vice President of Revenue, Dropbox
Thomas Hansen
Copenhagen
Johannesburg
Bangkok
IstanbulSeattle
San Francisco
Two-tier
distribution: How
to reach millions
of SMB
customers at
scale
Renee Bergeron
SVP Global Cloud
Channel, Ingram Micro
Real talk. What
is a SMB? How
do they work?
What they care
about?
Carol Roth
TV Host & Presenter
Dreams, dogs
and love
languages of the
channel
Orrin Klopper
CEO, Netsurit
The pathway to
creating a
successful
channel partner
program
Kevin O’Brien
VP Strategic Alliances,
JazzHR
Approach to
winning SMB
through multi-
channel
Thomas Hansen
Global VP of Revenue,
Dropbox
Approach to winning SMB through
multi-channel
Confidential
How have we achieved this scale?
Pro & Business
Self-Serve
SMB
Inbound
Sales
Direct
Outbound
Sales
• Channel is paramount to go-to-market
strategy
• Channel acts independently and
permeates across all other sales
motions through co-working
• Channel is the only sales motion that
allows us to reach 100m+ SMB at scale
Dropbox Go-To-Market
Two-tier
distribution: How to
reach millions of
SMB customers at
scale
Renee Bergeron
SVP Global Cloud
Channel, Ingram Micro
Real talk. What is a
SMB? How do they
work? What they
care about?
Carol Roth
TV Host & Presenter
Dreams, dogs and
love languages of
the channel
Orrin Klopper
CEO, Netsurit
The pathway to
creating a
successful channel
partner program
Kevin O’Brien
VP Strategic Alliances,
JazzHR
Carol Roth
TV Host & Presenter
• Small Business Expert and Business
Strategist
• Former on-air contributor to CNBC and host
of the online show “Don’t Quit Your Day
Job…Yet”
• Former Radio Host, WGN Chicago
• Judge and Host on “America’s Greatest
Makers”
• New York Times Bestselling Author of The
Entrepreneur Equation
• Host of Microsoft’s Office Small Business
Academy and Bank of America’s Small
Business Social Series
• Named a Top 100 small business influencer
for 5 years’ running
Selling to SMBCarol Roth
Twitter: @CarolJSRothWeb: CarolRoth.com
About Carol Roth
Small Business Myths
And Realities
The Media’s View…
Image Credit: freepik.com
US Small Business Market
28 Million Small Businesses
6 Million w/ Employees
22 Million w/o Employees
More Than 50% of US Jobs
54% of All Sales
Image Credit: freepik.com
Silicon Valley Vs. Main Street
Main Street Silicon Valley
Silicon Valley Vs. Main Street
Main Street Silicon Valley
TECH
Restaurants – Lawyers –Health Care Providers –
Gyms - Funeral Directors –Real Estate Agents –
Construction – Retailers –Accountants – Consultants IT Service Providers - Dog
Walkers – Hair Salons – Etc
Silicon Valley Vs. Main Street
Main Street Silicon Valley
Silicon Valley Vs. Main Street
Main Street Silicon Valley
The Truth About Small Business
• More than half don’t have a website
• Many don’t understand that they are using the cloud
• Even those that like technology are slow to adopt it
• They have little to no free time, so time is often a more important resource than money
The Truth About Small Business
Globally, small businesses around the world behave a lot like US small
businesses, except that they are 5 or more years behind them
Mistakes Marketing
To Small Business
The Small Business Owner’s Four-Track Mind
Get More Customers
Save Money Save Time
Find Capital
Marketing to Small Business
When Do Small Businesses Think About Technology?
4
Big Problems
Marketing to Small Business
Selling Features vs. Solutions
Marketing to Small Business
• Need to think like a business consultant, not a technologist
• Need to solve the small business’s business problems, not technology problems
• Hide the veggies in the mashed potatoes, especially with content
Marketing to Small Business
Ignoring Verticals
Verticals
Main Street
Restaurants – Lawyers –Health Care Providers –
Gyms - Funeral Directors –Real Estate Agents –
Construction – Retailers –Accountants – Consultants IT Service Providers - Dog
Walkers – Hair Salons – Etc
Marketing to Small Business
No Clear Call to Action
Marketing to Small Business
Too Many Points to Interface
Use Thought Leadership & Content
To Help Them Solve Their Problems
Content Must Lead with Business Problems
Customers & Revenue
Save TimeSave
MoneyAccess Capital
How Can They Solve the Problems Below (Hook)?
How Do Your Products and Services Aid in That?
Missed Opportunity
To Upsell Existing Clients
Think Like a Marketer
•This can be done both at the company-level & through ecosystem (such as Cloud Service Providers “CSPs”)
•Make an investing in marketing, such as MaaS or CaaS (Marketing/Content as a Service), as CSPs and other tech partners are notoriously bad marketers
Recap
Unique, Huge Opportunity
Image Credit: freepik.com
Doesn’t Behave Like SV
Doesn’t Think About Tech
Obsessed w Own Biz Problems
Recap
Sell Business Solutions, Not
Tech
Image Credit: freepik.com
Go Deep with Verticals
Know Calls-to-Action
Have Single Interface for SMB
Recap
Use Content & Thought
Leadership
Image Credit: freepik.com
Upsell Existing Clients
Invest In Marketing
Q&A
Selling to SMBCarol Roth
Twitter: @CarolJSRothWeb: CarolRoth.com
Two-tier
distribution: How to
reach millions of
SMB customers at
scale
Renee Bergeron
SVP Global Cloud
Channel, Ingram Micro
Real talk. What is a
SMB? How do they
work? What they
care about?
Carol Roth
TV Host & Presenter
Dreams, dogs and
love languages of
the channel
Orrin Klopper
CEO, Netsurit
The pathway to
creating a
successful channel
partner program
Kevin O’Brien
VP Strategic Alliances,
JazzHR
Renee Bergeron
SVP Global Cloud Channel,
Ingram Micro
• Leads Global Cloud Computing at Ingram
Micro for the last 6+ years
• Leads the Ingram Micro cloud go-to-market
organization, with responsibilities covering
strategic direction, sales growth, marketing,
and business development
• Previously, SVP of IT Services Solutions at
Fujitsu Consulting, US Delivery Strategic
Accounts, US Operations, and Managed
Service
Proprietary information of Ingram Micro Inc. — Do not distribute or duplicate without Ingram Micro's express written permission.© Ingram Micro Inc. 53
2-TIER DISTRIBUTION:
How to Reach Millions of
SMB Customers at Scale
Renee BergeronSenior Vice President, Global Cloud Channel
@ReneeIMCloud
Proprietary information of Ingram Micro Inc. — Do not distribute or duplicate without Ingram Micro's express written permission. 54
The Vast Majority Will Buy from a Channel Partner
Select the
right services
Customize to
meet specific
needs
Integrate with
existing
solutions
Maximize
existing
investments
Support the
customer
lifecycle
TRUSTED ADVISOR
Over 75% of cloud services revenues will be mediated
by channel partners/brokers by 2020 (55% today)
Source: IDC Cloudview, 2016
Proprietary information of Ingram Micro Inc. — Do not distribute or duplicate without Ingram Micro's express written permission. 55
Little to No
Investment
Bundled
Solutions
Start Selling
in Minutes
Enable
Customers
to Self-Serve
Up-sell +
Cross-sell
Manage
Pricing
How Ingram Micro Helps Partners to Transform
Comprehensive
Services Catalog
Flexible
Cloud Platforms
Business
Transformation
56Proprietary information of Ingram Micro Inc. — Do not distribute or duplicate without Ingram Micro's express written permission.
Flexible Cloud PlatformsCloud Delivery Your Way to Accelerate Your Business Growth
Software
Essentials Premium
Services
Cloud
Marketplace
Cloud
StoreReferral
Operated by Partners
Full control
Data governance
In-house services
Operated by Ingram Micro
Simple management
Instant launch
Broad services portfolio
F E D E R A T E D M A R K E T P L A C E
57Proprietary information of Ingram Micro Inc. — Do not distribute or duplicate without Ingram Micro's express written permission.
Horizontal
SolutionsBusiness Apps
Cloud Mgt.
Communications +
Collaboration
Infrastructure
Security
Web Presence
Vertical
SolutionsHealthcare
Legal
Government
Retail
Comprehensive Services CatalogRollout New Services Rapidly and Maximize Profit
Largest Cloud ISV
Ecosystem in the Industry
Vendor On-Boarding and
Commercial Enablement
Enables Cross-Sell/Up-Sell
with Your Own Services
Technology Integration and
APS Standard
CL
OU
D S
ER
VIC
E P
RO
VID
ER
S
24
x7
SU
PP
OR
T Telco
Hoster
VAR
OEM
MSP
SI
PARTNER
CHANNELS
Consumer
SOHO
SMB
Enterprise
Government
Education
END
CUSTOMERS
58Proprietary information of Ingram Micro Inc. — Do not distribute or duplicate without Ingram Micro's express written permission.
• Sell and orchestrate their own solutions/services
• Resell direct vendors via syndication
• Resell Ingram’s cloud catalog via federation
Thriving in the Platform EconomyEnable Partners to Enter the Platform Economy and Lead the Digital Transformation
System
IntegratorsTelcosHosters MSPs Resellers
Proprietary information of Ingram Micro Inc. — Do not distribute or duplicate without Ingram Micro's express written permission.© Ingram Micro Inc. 59
Questions?
Two-tier
distribution: How to
reach millions of
SMB customers at
scale
Renee Bergeron
SVP Global Cloud
Channel, Ingram Micro
Real talk. What is a
SMB? How do they
work? What they
care about?
Carol Roth
TV Host & Presenter
Dreams, dogs and
love languages of
the channel
Orrin Klopper
CEO, Netsurit
The pathway to
creating a
successful channel
partner program
Kevin O’Brien
VP Strategic Alliances,
JazzHR
Kevin O’Brien
VP Strategic Alliances, JazzHR
• Kevin has been a developer, sales engineer, and Partner
leader
• Experienced in creating and scaling revenue generating
programs for growing SaaS businesses, and building and
managing large scale partnership and channel programs
• Former VP Partners at Hootsuite
• Held various partnership leadership positions over 13 years
at Constant Contact
Building a Channel
About me
Developer (long ago), Sales Engineer, Partner Person…
• Constant Contact • Before there was SaaS (we called it ASP back in the day)...
• Multiple Channel Programs:
• Solution Providers (Business Partners, Web Developers, Affiliates)
• Distributed Partners (Associations, Networks, Franchises)
• Technology Partners (ISVs)
• Strategic Partners (SMB Aggregators)
• Hootsuite• Back when Snap was for dating…
• Multiple Channel Programs:
• Agency Partners
• Solutions Providers
• Technology Partners (ISVs)
• Strategic Alliances
• JazzHR• There’s always Musicians looking for work...
• Multiple Channel Programs:
• HR Consultants
• Payroll Providers
• Technology and Alliances
Market Dynamics
Is your solution right for a Channel?
Organizational Dynamics
Can the VOLUME be strategic to your company?
Ensure it has Visibility
Can it Co-Exist with a Sales Organization
Don’t underestimate the impact on Systems!
Planning
Which Channel to focus on First
Focus on the Right Partners
Who are their customers
What do they do – will they REFER you?
Has to be replicable…find groups that are similar and expand
Look into your own customer base first
They were referred to you by their Trusted Advisor
Partner PortalRevenue ReportingUser Activity ReportingMulti Account LoginSingle Billing
Marketing Materials
IncentivesRevenue Share vs BountyIn Perpetuity – Risk/Reward
Early Access & Thought LeadershipMore valueable than Revenue ShareHelping them be Valuable to their Clients
Not an API Program…though it helps..
Certification*Tough sell on SMB SoftwareComes later on as scale happens
MDF Funding*Havent seen it successful in SMB
Partner Managers
Critical to success of the channel
Being Proactive instead of Reactive
Constantly Educating on the Tools and Resources
Establishing level of trust – understand business needs
Assigned Quarterly MRR Targets
Should do 2-5x of what a Sales Person Can Do
What Will You Grow Here?
Two-tier
distribution: How to
reach millions of
SMB customers at
scale
Renee Bergeron
SVP Global Cloud
Channel, Ingram Micro
Real talk. What is a
SMB? How do they
work? What they
care about?
Carol Roth
TV Host & Presenter
Dreams, dogs and
love languages of
the channel
Orrin Klopper
CEO, Netsurit
The pathway to
creating a
successful channel
partner program
Kevin O’Brien
VP Strategic Alliances,
JazzHR
Orrin Klopper
CEO, Netsurit
• Born in South Africa, now lives in New York
• Co-founder Entrepreneurs Organization South
Africa
• Member of Microsoft SMB partner advisory
council since 2004
• Co-founder & CEO of Netsurit (privately held, no
funders)
• Netsurit is an MSP with a Microsoft Cloud Focus
• Offices Denver, New York, South Africa and
Vietnam
• 300 team members
• Netsurit revenue growth 50% in 2 years
• Netsurit profit growth 300% in 2 years
• Listed top 100 MSP’s in the world for 7 years
• 6 Microsoft Gold Competencies
COMMUNITYDREAMS, DOGS AND LOVE LANGUAGES Orrin Klopper
CULTURE :DREAMS
C U L T U R E A N D C O M M U N I T Y
PARTNERS :LOVE LANGUAGES
C U L T U R E A N D C O M M U N I T Y
CSP monthly revenue growth
$-
$2,000
$4,000
$6,000
$8,000
$10,000
$12,000
$14,000
$16,000
$18,000
July August September October November December January February March
C U L T U R E A N D C O M M U N I T Y
The 5 Love Languages – B2B SaaS context
Personal relationships Partner relationships
Physical touch Evangelism
Acts of service Customer value
Quality time Profit
Receiving gifts Simplicity
Words of affirmation
C U L T U R E A N D C O M M U N I T Y
PARTNERS :EVANGELISM
C U L T U R E A N D C O M M U N I T Y
PARTNERS :CUSTOMER VALUE
C U L T U R E A N D C O M M U N I T Y
PARTNERS :PROFIT
C U L T U R E A N D C O M M U N I T Y
PARTNERS :SIMPLICITY
C U L T U R E A N D C O M M U N I T Y
Wrap Up
THANK YOUOrrin Klopper