A Roadmap For Driving Better Engagement And Fueling Marketing Performance With Partners

#B2BMX
A Roadmap for Driving Better
Engagement and Fueling Marketing
Performance with Partners
Maria Chien @MariaChien @siriusdecisions

2 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions
Set Your Destination

Growth Strategies
Rank the following growth strategies in terms of importance to your organization over
the next two years.
Question
Acquisition (10.6)
Productivity (20.0)
New Offerings (21.7)
New Markets (23.5)
New Buyers (24.2)
#5
#4
#3
#2
#1
SiriusDecisions 2017 Global CMO Study

SiriusPerspective:
The Digital Imperative: The Reality of Buyer Behavior
Information gathering and other activity via digital channels is consistent throughout
the buying process.
66% 67% 66%
34% 33% 34%
Early Mid Late
Buyer Interaction Pattern
Online Offline

• Key issues
• What you will walk away with
Executive Summary
• Suppliers continue to struggle with the success of supplier-led and partner-led demand
programs
• Lack of alignment and proper governance in channel demand management results in
inefficiencies, increased costs, lost revenue, and poor partner and buyer experiences
• Business and market realities have created an unprecedented opportunity for channel
leaders to create value for their partner organizations
• Strategies to align the channel demand process across suppliers and partners
• A framework that drives partner engagement and increases partner execution capabilities
• Insight into key process steps that when aligned drive superior performance

61% 61% 41%
of suppliers report they offer
supplier-generated lead
programs
of suppliers report they offer
partner-generated lead
programs
of suppliers report they
offer referral lead
programs
Current State of Channel Demand

SiriusPerspective:
Common Channel Demand Challenges
Understanding supplier and partner challenges associated with channel demand
programs is critical for making the improvements required to ensure future success.
• Lack of resources
• Lack of knowledge and skills
• Complexity of process
• Lack of guidance
Partner
Challenges
• Poor partner lead performance
• Low partner adoption of
marketing programs
• Little to no performance data
• Insufficient ROI
Supplier
Challenges

Fast-Tracking Demand Creation in B-t0-B Channels
A roadmap for driving better engagement and marketing performance with
partners

The Fast-Tracking Demand Creation Framework
Audience Readiness
Demand
Creation
Measurement
Select Target Buyer
Audience
Evaluate Marketing
Readiness
Design Demand Creation
Strategy
Measure Supplier
Performance
Channel Audience Framework
Buyer Needs
Oﬀering Map
Buyer’s Journey
Content Audit
Tactic Audit
Incentive Funds
Scope of Demand Creation
Messaging Through the Partner
Program Planning
Campaign Performance
Process Performance
Channel Marketing ROI
Determine Routes To
Market
Evaluate Partner
Readiness
Evaluate Demand
Creation Programs
Measure Partner
Performance
Routes to Market
Partner Assessment
Partner Engagement and
Recruitment
Partner Enablement
Partner Eligibility
Concierge Services
Program Packaging
Messaging to the Partner
Program Delivery
Program Adoption
Incentive Utilization
Individual Partner Performance
InternalAlignmentExternalAlignment
Through extensive research SiriusDecisions has
uncovered the most effective means for delivering
lead generating programs through the channel
which deliver the highest adoption and ROI

Audience
Select Target Buyer
Audience
Buyer Needs
Oﬀering Map
Buyer’s Journey
Determine Routes To
Market
Routes to Market
Partner Assessment
Recruitment

SiriusPerspective:
CUSTOMER
SEGMENT
MARKETING
REQUIREMENT
Strategic
Accounts
• Account-Based Marketing (ABM)
• Influencer Marketing
• Relationship Marketing
General
Territory
• Hybrid Marketing
• Menu-Based Plays
• Campaigns-in-a-Box
Small to
Mid-Sized
Companies
• Inbound Marketing
• Pull Marketing
• Perpetual Demand
Audience: Identify Target Buyers
SiriusPerspective: Identify target buyers, collect profile data from partners and define field
requirements to help determine what types of marketing drives leads within the target market.
Field
Requirements
Target buyer information
• Target Customer Segment
• Target Industry or Vertical
• Buyer Persona
• Buying Process
• Marketing Best Practices
• Historical Performance

SiriusPerspective:
Audience: Assess Partner Capabilities
SiriusPerspective: Identify target buyers, collect profile data from partners and define field
requirements to help determine what types of marketing drives leads within the target market.
Partner Profile
Partner data conducted via survey
• By Partner Type
• Skills Assessment
• Marketing and
Sales Capabilities
• Technology/
Infrastructure
• Competitive
PartnerType
Reseller/Dealer/
Franchise
OEM/ISV
Volume
Reseller
Integrator
Solution
Provider
Referral
Partner
Contractor/
Consultant
MSP
Distributor
Service
Provider
Services
Only
Electronic
Reseller
XaaS
Partner
Alliance
Partner
Retail
Outlet
Example Partner Survey
• Sales: Average selling price
(ASP)/average sales cycle
• Sales Structure: Sales staffing
resources (direct, inside, tele, etc.)
• Target Market: Customer type
(new customer, etc.), customer
segment (enterprise, SMB, etc.),
target geographies
• Demand Type: Established market,
new paradigm, new concept
• Marketing Maturity, Support
and Mix

Audience Readiness
Select Target Buyer
Audience
Evaluate Marketing
Readiness
Buyer Needs
Oﬀering Map
Buyer’s Journey
Content Audit
Tactic Audit
Incentive Funds
Determine Routes To
Market
Evaluate Partner
Readiness
Routes to Market
Partner Assessment
Recruitment
Partner Enablement
Partner Eligibility
Concierge Services

SiriusPerspective:
Readiness: Top Business Challenges for Sales
Many of these challenges can be addressed through interlock with portfolio
marketing, and channel marketing’s enablement of partners through knowledge transfer.
72%
Inability to connect
offerings to buyer needs
and challenges
69%
Inability to differentiate
offerings from
competition or status quo
65%
Poor content quality or
inaccessibility
Source: SiriusDecisions Command
Center™

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The old way…
Focus is on the buyer
The new way…
§ The CIO persona profile
§ Key needs of the CIO: security, reliability and
scalability
§ How our solutions address these needs
§ How to compete with Acme and The New Guys
for the CIO’s endorsement
§ Selling to the CIO: role-play videos and
exercises
§ Where does the CIO go for information?
§ Interacting with the CIO: phone, Web and face-
to-face guidelines and tools
§ CIO customer testimonials
CIOFocus is on the product
Readiness: The Shift to Audience-Centricity

SiriusPerspective:
Marketing Fundamentals
• Buyer’s journey,
digital marketing,
ABM, customer
marketing, etc.
Readiness: Offer Marketing Enablement
SiriusPerspective: Provide partners with the enablement required for demand creation program
success: buyer insights, marketing fundamentals, play execution and certification programs.
Certification
• Award per offering,
foundational topic,
campaign
Reward and Engage
• Use incentives as the
currency – award pre-
approved MDF/co-op
• Use concierge services to
expedite campaign
delivery
Play Execution
• Step-by-step
guide to the
marketing
campaign

SiriusPerspective:
• Establish KPIs. Assign standardized metrics to each activity type.
• Set Minimum ROI Requirement. Require partners to estimate the results of their activities when requesting
approval for projects and establish a minimum bar for approval.
• Tie to Reimbursement. Require that partners review and report results as part of the claiming process.
• Link to Deal Registration. To gain better visibility into activity results, position as a tool to drive deal registration.
Example Marketing Activity KPIs:
Readiness: The Role of Incentives
Consider program success definitions and measurements, think beyond proof of
performance, with the ultimate goal of closed-loop lead reporting.
ACTIVITY MINIMUM ROI METRICS ADDITIONAL METRICS
Emailing
Marketing
• Click-through rate
• Conversion rate (% that take action)
• Bounce rate (% of total emails sent
that could not be delivered)
• MQL/SAL/SQL leads generated per
campaign/event
• Registered deals per campaign/event
• Closed/won rate
• Cost per lead
• Cost per opportunity/registered deal
• Cost per closed/won
Events • Number of registrations
• Number of attendees
• Cost per attendee
Telemarketing
Campaign
• Number of calls made
• Number of meetings secured
• Response rate = # of response /
sales
• # of total contacts

Readiness: Provide Concierge Services
Supplier-led
Supplier staff supported via
channel marketing, field
marketing, channel sales,
and/or channel account
management teams
Automated
Technology assisted through
partner relationship
management (PRM), channel
marketing management
(CMM) and related systems
External-led
Third-party services provided
by channel technology
vendors, distributors, channel
marketing services providers
and/or tele-services agencies

Audience Readiness
Demand
Creation
Select Target Buyer
Audience
Evaluate Marketing
Readiness
Strategy
Buyer Needs
Oﬀering Map
Buyer’s Journey
Content Audit
Tactic Audit
Incentive Funds
Program Planning
Determine Routes To
Market
Evaluate Partner
Readiness
Evaluate Demand
Creation Programs
Routes to Market
Partner Assessment
Recruitment
Partner Enablement
Partner Eligibility
Concierge Services
Program Packaging
Program Delivery

SiriusPerspective:
Pre-Packaged Marketing PlaysConcierge Services
• List support
• Play management
• Content development
• Teleservices support
• Event support
• Reminder/thank-you
touches
• Opportunity
registration
• Deal update to closure
Demand Creation: Program Packaging
SiriusPerspective: Employ concierge services to provide prescriptive marketing checklists and offer pre-
packaged marketing plays aligned to buyers to ensure programs that are designed for success.
Play Type
Pay-Per-Click
Ads (PPC)
Ad Retargeting
Social Media
Syndication
Multi-Touch –
Email/TM
Database
Builder
Appointment
Setting
VIP
Roundtable*
MDF Cost
(Example in US
Dollars)
$500 $1,000 $750 $1,200 $2,000
$2,500/4
Appts.
$4,000/8
Appts.
$10,000
Duration 30 Days 30-45 Days 60 Days 60-90 Days 15 Days 30-45 Days 6 Weeks
What’s
Included
• Keyword
List Building
• AdWord
Placement
• Inbound
Support
• Biweekly
Reporting
• Web Tracking
• Customized
Ad
• Landing Page
• Bi-weekly
Reporting
• Content
Creation
• Content
Syndication
• Lead
Reporting
• Three-
Touch Email
• Video
Training
• Try & Buy
Offer
• Teleservices
• Account
Mapping
• Database
Cleansing
• Database
• Teleservices
• Confirmation
• Followup
Reporting
• Venue
Mgmt.
• Teleservices
• Onsite
Support
• VIP
Takeaway
Estimated
Results
15 MQLs 15-20 MQLs 25-35 MQLs 25-30 MQLs
300 Tele-
qualified
Names
4 or 8 Onsite
Appointments
6-8 Onsite
Meetings

SiriusPerspective:
Demand Creation: Program Delivery
SiriusPerspective: Employ concierge services to provide prescriptive marketing checklists and offer pre-
packaged marketing plays aligned to buyers to ensure programs that are designed for success.
Play Type
Pay-Per-Click Ads
(PPC)
Ad Retargeting
Social Media
Syndication
Multi-Touch –
Email/TM
Database
Builder
Appointment
Setting
VIP Roundtable*
MDF Cost
(Example in US
Dollars)
$500 $1,000 $750 $1,200 $2,000
$2,500/4 Appts.
$4,000/8 Appts.
$10,000
Duration 30 Days 30-45 Days 60 Days 60-90 Days 15 Days 30-45 Days 6 Weeks
What’s
Included
• Keyword List
Building
• AdWord
Placement
• Inbound
Support
• Biweekly
Reporting
• Web Tracking
• Customized Ad
• Landing Page
• Bi-weekly
Reporting
• Content Creation
• Content
Syndication
• Lead Reporting
• Three- Touch
Email
• Video Training
• Try & Buy Offer
• Teleservices
• Account
Mapping
• Database
Cleansing
• Database
• Teleservices
• Confirmation
• Followup
Reporting
• Venue Mgmt.
• Teleservices
• Onsite Support
• VIP Takeaway
Estimated
Results
15 MQLs 15-20 MQLs 25-35 MQLs 25-30 MQLs
300 Tele-
qualified
Names
4 or 8 Onsite
Appointments
6-8 Onsite
Meetings
• Consider identifying ideal plays based on market focus or partner
profile (e.g. buyer persona, target customer segment, region, partner
type, sales/marketing maturity, etc.).
• Consider expanding to include partners’ proof of performance
requirements or required metrics.

Audience Readiness
Demand
Creation
Measurement
Select Target Buyer
Audience
Evaluate Marketing
Readiness
Strategy
Measure Supplier
Performance
Buyer Needs
Oﬀering Map
Buyer’s Journey
Content Audit
Tactic Audit
Incentive Funds
Program Planning
Campaign Performance
Process Performance
Channel Marketing ROI
Determine Routes To
Market
Evaluate Partner
Readiness
Evaluate Demand
Creation Programs
Measure Partner
Performance
Routes to Market
Partner Assessment
Recruitment
Partner Enablement
Partner Eligibility
Concierge Services
Program Packaging
Program Delivery
Program Adoption
Incentive Utilization
Individual Partner Performance

SiriusPerspective:
Measurement: Evaluate Performance in Key Areas
SiriusPerspective: The tracking of key metrics in the areas of program performance and marketing
contribution is essential to measuring the success of programs.
Play ROI
• Cost per lead
• MQLs, SALs, SQLs
generated
• Number of
registered deals by
partner
• Number of deals
closed by partner
Key Metrics Marketing ROI
• Database size
• Number of partners
participating
• Certified marketing
resources
• Amount of MDF
utilized
• Marketing
contribution to
pipeline
• Marketing influence
to pipeline
• Marketing
investment to
pipeline (e.g. 1%-4%)

Key Takeaways/Recommendations
• Getting partners to participate in demand creation programs requires
a concerted effort to engage them, then lead them to the specific
activities
• Consider the requirements for capturing, tracking and measuring
performance for partner opportunities
• Employ a marketing enablement/certification program to ensure
partners acquire the skills they need to execute, and to gain their
commitment
• Use channel incentives as the currency to reward partners after they
complete the enablement phase, leading them to select the right play
using the funds offered

A Roadmap For Driving Better Engagement And Fueling Marketing Performance With Partners

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A Roadmap For Driving Better Engagement And Fueling Marketing Performance With Partners