Programs for Vendors
"Creating and growing a vibrant and successful
channel program is much more than signing an agreement with a prospective
partner, and then anticipating or hoping that sales will automatically
roll in. If it were that simple, then every channel program would
be hugely successful."
Software and Hardware Vendor programs fall into two main categories:
1. Sales and Business Development
2. Program Development and Support
We recognize the need to produce immediate results in generating
new business opportunities and sales. As a result, we have "Fast
Start" programs designed to do just that. We also develop the strategies
used to increase the odds that these "Fast Start" programs maintain
their momentum in generating desired results. To be successful,
the programs must be developed and deployed so as to produce sustainable,
long-term revenue and other types of growth. These "Fast Start"
programs are custom developed to our Clients' specific needs and
business environments and include unique combinations of program
elements and services.
Our Alliance Development and Consulting programs
and services are grouped as follows:
Partner Identification and Recruiting
Partner Program Assessments and Validations
Competitive Research and Analysis
Strategic Planning and Program Development
Opportunity Management
Channel Sales Strategies
Partner Enablement and Sales Support Program Development/Deployment
Partner Sales Training
Channel Conflict Management and Mitigation Strategies
Other Aspects of The Taylor Group Alliance Consulting
Services
Partner Identification and Recruiting
This is where the rubber meets the road. For an alliance program
to work well, it needs the right mix and number of partners. If
all the other elements of the program are in place, but the right
partners are not, the alliance program will be stifled. Much more
is involved than simply calling personal contacts at a relatively
limited number of companies and trying to recruit them into a program
for which they may not be an appropriate match. This is often trying
to fit a round peg into a square hole. Much more is needed to make
the process work.
By drawing on its extensive North American database of potential
partners, The Taylor Group will help assure that the most appropriate
partners and sufficient number of partners will be recruited. We
have a detailed knowledge base of the size, types of specialized
services offered, geographic presence, vertical industry specialties/targets,
etc. of partners of any significant size.
We will also help define and develop a partner profile, which will
be used in targeting and selecting potential partners. We provide
partner-vendor mapping services, as well as perform potential partner
due diligence. After identifying the potential partners, we will
do the sales presentations and proposals, as well as negotiate the
corresponding agreements/contracts. The extent of our involvement
depends on the specific agreed upon alliance program to be developed.
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Partner Program Assessments and Validations
How well is your existing channel program working? Is it reaching
your objectives and meeting its potential? If not, why? Its performance
is its effectiveness. If it's not performing, it's not working.
Corrective measures then need to be taken to put it on track. All
too often, the partnering concept is blamed and hasty conclusions
are made to eliminate all or part of the program. Throwing the baby
out with the bathwater does not solve the problem. An effective
channel program is critical to reaching near and long-range business
objectives.
Periodic partner program assessments and validations need to be
undertaken to make certain that these programs perform to their
potential. They provide the valuable information to enable corrective
measures to be undertaken in order to reach the objectives. We,
at The Taylor Group provide these types of program assessments and
validations.
As part of these programs, we review existing partner program elements
or infrastructure, measure channel partners' client satisfaction,
analyze partners' channel market presence, review and analyze partners'
sales programs and initiatives, determine channel control and power,
analyze revenue and opportunities generated by the indirect channel
as a whole and by respective partners. We also assess channel trends.
We then make recommendations of how to keep the indirect channel
working for you to deliver your objectives.
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Competitive Research and Analysis
There once was a time in the not too distant past when competition
was only one of many factors influencing a sale. Competition was
not a critical factor. There was business enough to go around for
everyone. Many vendors were so confident in their solutions that
they even claimed not to have any competition. This is because of
a sometimes very minor differentiation in their products. Times
have changed.
A substantial decrease in the release of budgets for new initiatives
and the delay in purchase decisions in many circles have created
a major new factor that must be reckoned with…competition. Using
FUD can no longer be the major strategy when addressing the competition.
Competitive issues or questions raised by prospects, clients, and
potential partners must be directly met and answered. Strategies
need to be developed for each of the major competitors in a vendor's
niche. This is as important for a channel partner as it is for a
company's direct sales force.
We, at The Taylor Group provide various competitive research programs
and solutions to help address and overcome competition issues. These
programs can become instrumental for both the indirect and direct
channels.
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Strategic Planning and Program Development
Not all partner programs are created equal. Why is it that some
programs are hugely successful, while others never really seem to
get out of the starting gate? The answer is really quite simple.
Successful programs result from well thought out strategies, and
not necessarily the latest technology product. Too many times companies
overlook or disregard the "get set" aspect of "get ready/get set/go".
Many programs are hastily deployed before they are developed. Strategy
development is so critical to the near and long-term success of
these types of programs. Great strategies do not necessarily delay
deployment. Rather, their development hastens the time that these
types of programs start producing results.
The Taylor Group provides strategic planning and program development
services that will help you maximize the success of your channel
program. These plans are custom developed for every vendor and its
channel partners. We do not believe in cookie-cutter strategies
or programs. The solutions are pragmatic and are designed to maximize
returns with minimum investment. They are also designed so that
they can easily be modified to meet your needs and those of your
markets.
We also develop R.O.I. models, using verifiable results, to help
you justify the investment that potential clients make in your solutions.
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Opportunity Management
Turning opportunities into sales is both an art and a science. To
maximize the success of any sales program, both need to be well-honed.
Closing deals is the ultimate goal, but managing the opportunity
through the various stages of the sell cycle is just as important.
A fine-tuned opportunity management strategy and methodology can
help accomplish the ultimate goal and assure that no opportunity
falls through the cracks.
The Taylor Group will help accomplish these goals by helping you
develop an opportunity management program as part of an overall
CRM system if none is yet in place. We will also help you review
and analyze an existing program to fine-tune it. This includes an
overview of existing sales processes and recommendations for improvements.
It also includes assistance with developing sales forecasting processes
and methodology tools.
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Channel Sales Strategies
Just as no two vendors are alike, no two partners are alike. So
if they are all different, why develop identical, single sales strategies
for all? A "one size fits all" solution simply does not create maximum
results. This is especially true when partnering with large partners.
We, at The Taylor Group will help create customized sales strategies
that are appropriate for respective partners.
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Partner Enablement and Sales Support Program
Development/Deployment
Once the partners are recruited, the degree to which they are
enabled has much to do with their ultimate success. Included here
are all the sales, product, service, and other support program infrastructure
to enable the respective partners to become relatively self-reliant.
These programs are designed to assist the partners to generate maximum
results. They also greatly help to minimize the constant partner
handholding that otherwise would have to be done.
Enablement programs vary by type of partnership. A program for
VARs is not the same as that for pure Systems Integrators or consulting
companies, nor is it the same for OEMs as for Technology Partners.
Just as each type of partnership is different, enablement programs
for each type is also different and must be so developed.
As the partner program attains a critical mass of partner members,
the program elements also change. A new or younger program with
fewer partners in the onset requires basic elements to get it jump-started.
Once the program starts maturing and more partners are added, then
the support program also needs to evolve into greater and more sophisticated
elements. The time period that this process takes varies greatly.
It can be very rapid or gradual, depending on the partner strategies
that are developed and implemented.
The main categories of these types of enablement/support programs
are:
- Sales Support Material Programs
- These are the items that are essential in helping the partners'
sales and business development staff help sell the company's systems
and solutions. Included, but not all-inclusive, are partner collateral
material, power point presentations, sales guides/alerts, value
propositions, and partner success stories. This is in addition
to the support material available to the company's direct sales
channel reps.
- Promotional Programs - These
items support the sales efforts. Included here are partner program
identification seals, logo exchanges, trade show co-ops, event
signage, PR and analysts programs, vendor-partner internet site
linkage, etc.
- Marketing Programs - In order
to maximize their level of success, partners also need to develop
and implement their own marketing programs. To assist them and
to make certain that these programs not only include their own
solutions, but also to do this in the best possible manner, vendors
need to provide such types of programs to their partners. Included
here are marketing extension, co-op marketing, and prospect database
marketing programs.
- Support Programs - This includes
items such as partner newsletters, partner tech bulletins, and
partner handbooks. These are developed when the partner program
attains critical mass.
- Conferences - These are company
conferences specifically developed for partners. They can be stand-alone
or part of a company's Users Conference on a regional, national,
or international scope.
- Product Software - Included here
are demo and developer systems.
- Product Support - This includes
product maintenance and support programs. Also included here are
product update summaries that feature valuable product related
information. These can be distributed on a weekly or monthly basis.
They keep the partners' staff informed of all relevant product
issues and trends.
- Product Certification - These
are the extension of a company's technical certification program
to its partners.
- Partner Proposal System - A valuable
key to winning contracts is producing top proposals. These are
stand-alone or ASP based systems that will provide the tools to
enable partners to quickly and efficiently produce the "Best of
Breed" proposals for a vendor's solutions.
- Webcasts / Webinars - The use
of webcasts/webinars in sales are increasingly valuable tools
for vendors and partners alike. They are becoming strategically
important because they enable virtual presentations and meetings
to take place. They can be used for product demos as well as to
disseminate other information in a meeting environment. The advantage
is that the members can attend the meeting from their corporate
offices, virtual offices, or any other location where they have
access to an internet connection. Meetings made easy and less
expensive.
- Partner Intranet Sites / Portals
- Partners require greater access to information than clients
and prospects. The best way to provide for this is by the development
and use of an intranet site that only contracted partners can
access. These sites are crucial to providing self-service capabilities
to the partners for the information and support that they need
in their daily business and technical operations.
Intranet sites contain items that only
partners are authorized to view and download. This includes technical
information, strategies, white papers, product patches and upgrades,
and other items not meant for the general public. These sites
also are the entry point for customer support for a partner network.
They not only provide this type of support to the respective partners,
they reduce the time that the vendor's staff needs to personally
handle partner requests. They significantly reduce the response
time to provide partners the answers, items, and support that
they need to service the ultimate clients.
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Partner Sales Training
In order to maximize revenue, partners must have a well-trained
sales or business development force that not only has an excellent
understanding of the products and solutions that the partner sells,
but also is trained how to sell the respective products. Since partners
sometimes have a wide assortment of different solutions that they
offer their clients, there is oftentimes a wide discrepancy in the
type and level of training they provide to their sales and business
development staff. General sales training that encompasses all their
products is just that…too general.
We, at The Taylor Group develop and administer the customized sales
training that will help enable each respective partner's sales and
business development staff to better sell your solution. This includes
strategies, value propositions, pricing, and also topics such as
R.O.I., competitive intelligence/dealing with your biggest competitor/s.
Special training programs are developed in a variety of training
formats including traditional classroom/conference room settings,
training tapes, CD-ROM, and Internet-based eLearning. We will help
you decide which is best or which combination is most conducive
to your solutions and partner program.
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Channel Conflict Management and Mitigation
Strategies
When a company has both a direct channel and an indirect channel
of sales, distribution, or business development, there exists the
possibility that channel conflicts may occur from time to time.
These conflicts most often result from chance occurrences that the
same companies are called on by both channels for the same business
opportunity. Most often these conflicts are revenue or sales compensation
related.
These conflicts fray relations between the company and its partners
if not dealt with immediately or prevented from occurring or reoccurring
in the future. If the conflicts occur too often or if the severity
is too great, they can cause major, and sometimes irreparable damage
to the respective partnership. In these instances, no one wins.
The primary reason for partnering is to create win-win scenarios
in which both the company and its partners prosper from the relationship.
The degree and the number of times that these conflicts occur varies
from company to company and partnership to partnership. We, at The
Taylor Group will assist you in developing the custom strategies
to manage these conflicts when and if they should occur. More importantly,
we will help you to develop the strategies to mitigate the likelihood
that these conflicts are apt to occur.
The one thing that is certain is that conflict is much more likely
to occur if no strategies are in place to prevent it from occurring.
Potential damage is greater when any conflict that does occur is
not dealt with immediately. We will help you to create long-lasting
partnerships that will generate many greater returns by addressing
these areas so vital to both parties.
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Other Aspects of The Taylor Group Alliance
Consulting Services
We provide various categories and levels of services to maximize
the impact of your existing or new channel program. This ranges
from assisting you with specific aspects of these programs, as described
above, to the development and management of the complete program
and operations on an outsourced basis.
Recognizing that the degree that these elements are in place is
different for all companies, we provide and offer specific solutions
that will address and solve your specific needs. The objective is
to help you create a "Best of Breed" indirect channel program and
operation that will generate maximum revenue for your company.
These programs and solutions are also available for select, individual
categories of partners, including VARs, SIs, Solution Providers,
Big 5 and other Business Consulting Companies, OEM, and Technology
Partners. We also work with a variety of vertical industry specialties
within each of these above categories. We will assist you in developing
specific strategies and then implementing those strategies to help
you "Sell More of What You Sell".
- Does your existing indirect channel
program fall short of your expectations?
- Is current indirect channel revenue
or revenue growth lower than what you expect or need it to be?
- Do a small number of your partners generate
the bulk of your indirect channel business?
- Are per partner revenue numbers lower
than your expectations?
- Do your competitors try to steal your
partners?
- Is the level of client satisfaction
with any or your partners lower than what it should be? Are client
issues higher than what you would like?
- Have any of your partners quit being
a partner?
If you answered yes to any of these, please contact us for more information!
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