Innovative Mdf Coop Program Elements

The Data Driven Organization: Your MDF Program
May 19, 2011
Vaughn Aust, VP Client Solutions

www.hawkeyechannel.com
www.hawkeyechannel.com

Agenda
Agenda
1. Common MDF concerns – what are your pain points?
2. MDF Best Practices – Ten “Golden Rules”
3. MDF program scenarios – what do I do now?
4. Finding your ideal solution

www.hawkeyechannel.com © 2011 hawkeye, all rights reserved. 2

hawkeye can help you increase your channel ROI …

Why hawkeye?
… with solid, data-driven channel management.

Who is hawkeye?
Platforms
Global full-service
marketing agency that
specializes in channel and
B2B/B2C marketing

Founded in 1996 with a
team of over 120 channel- Comms DATA Strategy
smart technology experts
dedicated to helping you
optimize channel value

Proven track record of
maximizing ROI for leading Analytics
technology companies
around the world


Why is data so important?
We are now entering the „third age‟ of channel marketing

1.0 2.0 3.0

Just get it Do it Make it
done efficiently smart
1995 2005 2011
 IBM break up fuels the  SaaS emerging  Demand for ROI
industry  Global programs  Differentiation on usability
 Channel marketers build  Channel marketers  Channel marketers focus on
platforms from scratch focus on operational data to drive decisions
budgets


COMMON MDF CONCERNS


For vendors, it‟s primarily about ROI, efficiency and

Common MDF Concerns
improved planning

Vendor Co-Marketing Concerns
Improve analytics & ROI 1
Improve marketing support &
2
program planning

Streamline administration 3

Improve partner support &
4
issue resolution

Other


MDF BEST PRACTICES – TEN “GOLDEN RULES”


MDF Best Practices
These “golden rules” of co-marketing programs set the
stage for improvements over time
1. Keep it simple
Table Stakes

2. Be transparent
3. Make it speedy
4. Sell the program
5. Go global
6. Automate

7. Measure, analyze, adjust
Differentiate

8. Teach partners to fish
9. Concierge support
10. Supplier network


MDF Best Practices
Partners don‟t want to hire someone internally just to
do paperwork for your program

1.
 Review your program from the partner’s point-of-view
 Consolidate steps, processes
 Minimize proof-of-performance and project entry
requirements
2. Be transparent
3. Make it speedy
4. Sell the program
5. Go global
6. Automate


MDF Best Practices
Transparency fosters trust between vendor and
partners
1. Keep it simple

2.
 Keep partners informed
 Set clear expectations on processing times
3. Make it speedy
4. Sell the program
5. Go global
6. Automate


MDF Best Practices
Quickly reimbursed partners are happy partners

1. Keep it simple
2. Be transparent

3.
 Operational benchmark for payment = 3 to 4 weeks
4. Sell the program
5. Go global
6. Automate


MDF Best Practices
Share your excitement about the co-marketing program
with your partners
1. Keep it simple
2. Be transparent
3. Make it speedy

4.
 Ongoing, continuous communication
 Your program is a “product”
 Two-way communication
 Don’t forget CAMs and the field!
5. Go global
6. Automate


MDF Best Practices
Leverage global efficiencies without succumbing to a
cookie-cutter approach
1. Keep it simple
2. Be transparent
3. Make it speedy
4. Sell the program

5.
 Leverage efficiencies
 Accommodate local needs
 Engage your regional teams’ expertise
6. Automate


MDF Best Practices
Paper-based, snail-mail programs are so old school!

1. Keep it simple
2. Be transparent
3. Make it speedy
4. Sell the program
5. Go global

6.
 Online!
 Streamline with other processes
 Payment systems
 Increased efficiencies


MDF Best Practices
Take your co-marketing program the extra mile with
these innovative best practices


MDF Best Practices
You‟ll never know how your program is really doing
unless you factor in data
1. Keep it simple
2. Be transparent
3. Make it speedy
4. Sell the program
5. Go global
6. Automate

7.


MDF Best Practices
And the standard metrics we should measure are …

Measurement Metric
Program Metrics • Revenue Per Invested Dollar (RPI) = Revenue Generated by Activity
Cost of Activity
• Sales $$
• Total # Leads Generated
Program Utilization • # of Active MDF Partners • # of Partners Using Tool
Total # of MDF Partners • Total Hits to Site
Claim Activity • Claimed $$$ + Allocated $$$ • Total Claims Submitted
Beginning $$$ + Adjustment $$$ • Total # Claims Denied (compliance)
Fund Utilization • Funds Accrued • Outstanding Liability
• Funds Expired • Unclaimed Funds
Prior Approvals • Total Pre-approvals Submitted • Total Denied
• Total Pre-approvals Accepted • Total Currently on Hold
System Efficiency • Total Calls to Channel Mgmt • Length of Time from Claim Approval
• Response Times on Calls to Payout
• Total Emails to Channel Mgmt
• Response Time on Emails


MDF Best Practices
There is a difference between metrics and analytics
Metrics
 Measure of information
 Examples: click-through rates, leads
generated, unclaimed MDF funds

Analytics
 Provide insight
 Use metrics + deeper dive analysis
 Answer the tough questions like “Is my
program working?” or “What is my
program’s ROI?”


What data do we need to answer the question, “Is it working?”

MDF Best Practices
Enrollment Data
Enrollment Has this partner been
enrolled in the program?

Partner Profile Data
Competencies
Vertical industries served 360 degree
Company descriptors partner view

Partner Participation
Profile

Participation Data
Did they use funds?
What activities has this partner
participated in?
Transactional Sales Data Has the partner requested MDF?
Time/Date stamped Sales
Amount
Type


MDF Best Practices
Analytics and the data mart

Gather up all
your partner and
program data!

Who is in your
program and who
is not?


Analytics not only tells you ROI, but how to improve

MDF Best Practices
your co-marketing program

Now we use program (enrollment,
participation) and sales data to
compare the two groups.

To understand ROI, you also have to
back out costs at this point so that you
can see if the sales impact of your
program is truly incremental.

Even better, analytics can tell you how
to improve your program’s impact.
Using partner profile information, you
can now look at sub-segments of
partners.


MDF Best Practices
Help your partners master sales and marketing skills
for the long term
1. Keep it simple
2. Be transparent
3. Make it speedy
4. Sell the program
5. Go global
6. Automate

8.


MDF Best Practices
Partners who can fish will feed you too
 Education for partners in...
• Marketing
• Sales
 On-site training
 Supported with earned co-marketing funds

If you give a man a
fish, he eats for a day.
If you teach a man to
fish, he can feed
himself for a lifetime.
Chinese proverb


MDF Best Practices
Concierge support provides your partners with expert
advice for their joint marketing efforts
1. Keep it simple
2. Be transparent
3. Make it speedy
4. Sell the program
5. Go global
6. Automate

9.


MDF Best Practices
A “concierge service” provides partners with insight
and marketing expertise to help sell your products

Support for partners on using
co-marketing funds:
 Best value from funds
 Campaign integration to
sequence campaigns
 Innovation – maximize value
with non-traditional campaigns
in combination with traditional
campaigns


MDF Best Practices
Help partners shop for co-marketing activities that you
know will move the needle – and get some data too!
1. Keep it simple
2. Be transparent
3. Make it speedy
4. Sell the program
5. Go global
6. Automate

10.


MDF Best Practices
A marketplace of pre-packaged marketing packages
enables a greatly simplified partner experience
From this:

Conduct Submit Provide Receive
Submit project
campaign claim ROI payment


MDF Best Practices
A marketplace of pre-packaged marketing packages
enables a greatly simplified partner experience
From this:

Submit Implement Submit Provide Receive
project campaign claim ROI payment

To a turnkey execution path like this:

Order marketing package from Approved supplier
available funds implements campaign(s)


MDF Best Practices
Offer pre-packaged marketing plays across the full
marketing mix

 “New” Media –
Social Media
campaigns,
SEO/SEM, Ghost
Blogging
 “Traditional” Media
– direct mail, email,
collateral
 Integrated
campaigns – based
on results like 2
appointments, 4
appointments, etc.


WHAT DO I DO NOW?


What do I do now?
Of course the next question is...


Where do I start if I don‟t have an MDF program yet?

What do I do now?
Benchmark against your competition

What is available to meet your needs
 RFI process

Differentiate your program
 Build in metrics to support data analysis
 Teach your partners to fish
 Support partners with a “concierge” service
 Offer a supplier network


Help! My MDF program isn‟t working!

What do I do now?
Deploy a Health Check analysis on your program
 High level assessment of program’s current state

Conduct data analysis
 Is your program working in certain areas? With some partner segments?

Determine if incremental improvements (potentially via golden rules)
will suffice or a complete revamp is needed

See what exists in the market to help you support your program
 RFI process


What do I do now?
I need to report on the ROI of my MDF program...

Conduct data analysis
 Identify areas areas that are driving incrementality

Identify areas of incremental impact
 Which partners, areas, or segments benefit from your program?

Obtain executive approval on the plan and implement

Run analytics exercise at least 1-2 times/year


FINDING YOUR IDEAL SOLUTION


Finding Your Ideal Solution
Your ideal co-marketing solution combines basic best
practices with innovation and market knowledge

Table stakes best practices
Keep it simple, Be transparent, Make it
speedy, Sell the program, Go global,
Automate, Metrics

+
Innovation
Analytics, Teach partners to fish,
“Concierge” support, Supplier network

+
Market knowledge
Competitive information, RFI process


Finding Your Ideal Solution
A best-in-class co-marketing program; within your grasp


Watch for more information on our next webinar on PRM &
Salesforce.com integration!
Vaughn Aust vaust@hawkeyeww.com
VP, Client Solutions 425.902-5146

www.hawkeyechannel.com © 2010 hawkeye, all rights reserved.

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