'Next Gen' Joint Marketing Planning
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The document discusses best practices for joint marketing planning between companies and their partners. It provides 5 tips for improving the joint marketing planning process: 1) Align enterprise and channel strategies and goals, 2) Focus efforts on key partners who can most effectively execute campaigns, 3) Simplify the planning process by automating where possible, 4) Make the planning process easy for partners by providing templates and support, and 5) Take a holistic view of planning by integrating it with other systems and data across the partner lifecycle. The overall aim is to accelerate time to market, increase revenue, and improve the partner experience.
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'Next Gen' Joint Marketing Planning
- 1. ‘Next Gen’ Joint Marketing Planning Best practices for simplifying the planning process, accelerating time to market, and dramatically increasing partner revenue.
- 2. 2 PRESENTERS Steven Kellam SVP, Sales & Marketing CCI | Global Channel Management Peter Hornberger Business Development Associate CCI | Global Channel Management
- 4. 4 JOINT MARKETING PLANNING ORIGINS Channel Alliance Management Plan 1. Executive Summary Plan summary and goals Value proposition & GTM summary Value summary (for you) Critical success criteria (SWOT) Company overview and market position Vertical/solution focus Typical CHAMP Plan Components 2. Performance Plan/Review Multi-year sales review Program performance Investment summary Strategic goals & attainment history 3. Marketing Plan Objectives & related goals Corresponding vendor initiative Product/target focus Strategies Tactical activity details ROI: forecast/actual Calendar
- 5. 5 Trend: heavier emphasis on Joint Marketing Planning (JMP) over Joint Business Planning (JBP) Most partners are not staffed to do marketing adequately themselves Marketing is now critical to success – 70% of the sales funnel and growing* MARKETING PLANNING VS. BUSINESS PLANNING Marketing is 70% of the Sales Funnel 70% * Sirius Decisions
- 6. 6 WHERE IT’S GOING Partner Scorecarding & Benchmarking Joint Business Planning Joint Marketing Planning & Approvals MDF Fund Allocation & Distribution Marketing Campaign Execution Deal Registration Point of Sale Data Creation, Collection, Scrubbing Systems of Record – Partner Info & Outcomes ROI Measurement & Predictive Analytics Capture Proof of Performance Incent Use of Thru- Partner Marketing Partner Investment Lifecycle
- 7. 7 Spreadsheet Hell Inherently out of date Inability to tie into other systems – silos Poor organizational visibility Inability to follow up in a coordinated manner Lack of reporting CHALLENGES WITH TRADITIONAL JMP Spreadsheet Hell
- 8. 8 Campaign ROI Standardized and normalized data Roll-up reporting Planning agility – ability to adjust on the fly Improved partner experience WHY IS THE CHANNEL MOVING TO AUTOMATED JMP?
- 9. 9 AGENDA: 5 TOP TIPS FOR IMPROVING JMP Align Enterprise and Channel 1 Focus on Key Partners 2 Simplify 3 Make it Easy for Partners 4 View Planning Outside a Bubble 5
- 10. Tip 1: Align Enterprise and Channel
- 11. 11 WHERE DO YOUR PARTNERS FALL?
- 12. 12 ACHIEVING ORGANIZATIONAL BUY-IN Commitment at all levels – executive, program management, sales, and administration. Informed Decisions More informed decision- making opportunities. Better Visibility Role-based visibility benefits everyone. Aligned Budgeting JMP aligns your corporate budgeting cycles. Increased Efficiency Maximize staff efficiency – let the tool take the load.
- 13. 13 ACHIEVING PARTNER BUY-IN End-to-end: executive, program management, sales, marketing, and administration. Start Small Example: 15-25 key partners per geo. Provide Framework Set up your partners for success. ROI Demonstrate return on investment. Listen Be sensitive to partner needs.
- 14. Tip 2: Focus on Key Partners
- 15. 15 While originally designed for all partners, this is not realistic Trend towards 95/5 Use Scorecarding • Find those with the ability to execute • Look at growth, stars of tomorrow, those that are hungry • Who gets the money? • Which plans are the best? FOCUS ON BIGGEST IMPACT Key partners does not mean biggest partners. Courtesy of PartnerPath
- 16. Tip 3: Simplify Your World
- 17. 17 Simplify access and collaboration – engage online Display key KPIs – widget driven Guide plan set up – wizard based Tie data streams together – leverage your info AUTOMATE WHERE YOU CAN JMP Makes the process smoother.
- 18. Tip 4: Make It Easy for Partners
- 19. 19 Templates • Simplify process • Improve probability of success • Maximize utilization • Partner LOVE TPMAs • Support where partners are weakest • Maximize probability of success PROVIDE PRE-DESIGNED CAMPAIGN PLAYS Campaign options are the framework for success.
- 20. Tip 5: View Planning Outside a Bubble
- 21. 21 PARTNER INVESTMENT LIFECYCLE Capture Proof of Performance Incent Use of Thru- Partner Marketing Partner Scorecarding & Benchmarking Joint Business Planning Joint Marketing Planning & Approvals MDF Fund Allocation & Distribution Marketing Campaign Execution Deal Registration Point of Sale Data Creation, Collection, Scrubbing Systems of Record – Partner Info & Outcomes ROI Measurement & Predictive Analytics
- 22. 22 BENEFITS OF INTEGRATION Leverage Data Leverage data from other systems. Share Info Share information back out to your organization and systems. Tear Down Silos Trend of tearing down silos – ‘single pane of glass’ is crucial.
- 23. Wrap Up
- 24. 24 THE 5 TIPS Align Enterprise and Channel 1 2 Focus on Key Partners 3 Simplify 4 Make it Easy for Partners 5 View Planning Outside a Bubble
- 25. 25 Steven Kellam [email protected] 415.526.3215 Peter Hornberger [email protected] 415.526.3216 More resources available at: www.channelmanagement.com THANK YOU FOR BEING WITH US Please contact us if you have additional questions.