Access the full event here: https://event.on24.com/wcc/r/1800767/5BE4BCB5AE64B938308E14343DA3B309 Learn how taking a truly partner-first approach pays off in the channel. Channel marketing and management expert Cameron Avery shows you how to engage and enable partners across their journey with modern digital marketing tactics that put their business in the spotlight. Join us to see how purpose-built tech plus a partner-first approach from start to finish delivers more revenue and ROI for you.

1. #ChannelWeek
How a Partner-First Approach Drives
Revenue & ROI
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2. #ChannelWeek
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Speakers
Cameron Avery
Zift Solutions
Terry Moffatt
Channel Marketer Report

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PARTNER-FIRST
APPROACH
How a Partner-First Approach
Drives Revenue and ROI
Cameron Avery
SVP, BusinessDevelopment
@Cameron_Avery

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PARTNER-FIRST
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Our vision.
Fully integrated solutions, services & expertise to
drive channel success

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Zift Solutions - Industry Recognition
Ranked #1 overall by SiriusDecisions in latest
CMM Tool Report
Trusted by more than 80% of the top
Channel Chiefs listed in CRN Magazine
Strong Performer with the best product in
latest Forrester PRM Wave Report
“Provides a strong depth of PRM functionality,
native integration with a growing list of
applications and a broad complement of channel-
managed services.”
Recognized as a “Leader” in The Forrester Wave™:
Through-Channel Marketing Automation, Q2 2018
“…robust end-to-end channel marketing capabilities from
a company with a strong vision.”
“Leading PRM solution that improves channel
performance and accelerates revenue growth.”

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PARTNER-FIRST
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Zift Solutions CustomerLandscape (Sample)

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Purpose-built tech, combined with a partner-first approach will
deliver more revenue and ROI

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The channel is changing.

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We don’t own customers. We don’t own partners.

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Build it and they will come…
won’t they?

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What do partners want? What do partners need?
We asked them…

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Make it easy to do business
42% of partners just
logged in to a portal
and logged out.

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Partner Tech Frankenstein
System 5
Channel Data
Management
SSO
System 4
Incentives
ManagementSSO
System 2
Learning
Management
SSO
System 1
Partner Relationship
Management (PRM)
System 6
Social and Content
Syndication
SSOSSO
System 3
Channel Marketing &
Management (CMM)

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Keep it simple

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New Partners - Tell them what to do to be successful

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Existing Partners - Welcome and give options

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Support your partners
Partners aren’t
satisfied with the
support they get.
Some believe
vendors don’t care.

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BetterUX and UI is not the only way.

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Levels of support
Knowledge helpdesk

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Levels of support
Chat support

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Levels of support
Local & dedicated support

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Levels of support
Globally engaged account managers

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Enable partners to sell for you
74% of partners require
more sales tools/education
to understand your
solutions

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APPROACH
Train partners
Leverage a learning management system (LMS)

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Provide sales tools & collateral
Product images| Media banners| Events | Battle cards | Call scripts | Etc.

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Provide sales tools & collateral
Provide repeatable systematic sales training & “”whiteboard” videos

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Why whiteboard videos?
Viewers retain more| Faster for brain to process| More cost-effective

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APPROACH
Great content + marketing
automation is king
66% of partners want help
with content
87% of partners prefer an
integrated multi-touch
nurture program

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APPROACH
Empower partners with “always on” content

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APPROACH
Create integrated campaigns
Combine multiple streams of content for easy to run campaigns
Email
Landing Page
Social Streams
Media banners
Email

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APPROACH
ValidationSolutions and BenefitsAwareness
Create better campaigns
Focus on the buyer’s journey| Nurture campaigns

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APPROACH
Email
ReminderEmail LandingPage2
(Solutions& Benefits)
SocialPosts
LandingPage3
(Validation)
Email
ReminderEmail
SocialPosts
Partner’sDatabase
Syndicated
Content
LandingPage1
(Thought Leadership)
LaunchEmail
ReminderEmail
SocialPosts
Automated nurture campaigns
Easy to execute complex campaigns

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Create better campaign content
It’s not all about product | Help partners build relationships

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APPROACH
6 Tech Trends
campaign
“Me in Team”
eBook

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APPROACH
Partners don’t like sharing
deal information.
How do you know in order
to calculate ROI?
Is there a safe, reasonable
way to do so?

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APPROACH
Getting deal Information from partners
Make the process non-intrusive & simple

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Getting deal Information from partners
Make it easy!

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Does taking a partner-first approach create better ROI?

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Lets look at an actual case study

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APPROACH
Sales & Marketing had to agree on criteria
Platform influence analysis
Received channel sales & opportunities, and cleaned the data
Complete influence matching using lead data already
available to both parties
1
2
3

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PARTNER-FIRST
APPROACH
Opportunities Leads
Influenced
Lead/click date needs to precede the deal close date to be
counted as a match.
How is matching performed?
Customer domains & names from client data matched with
customer domains & names from leads/clicks sent to partners.

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APPROACH
Program influenced 9% of opportunities
Results

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Results
• Total sales data received: $1B
• Program influenced 9% of opportunities (~ $90 million)
• 44% of influenced opportunities were closed won (~ $41 million)

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PARTNER-FIRST
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Key Takeaways
A partner-first approach is the only approach to
drive channel success of your program
Its simple, greet partners at the door; support, educate
& help them generate sales

49. 4/30/2019
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PARTNER-FIRST
APPROACH

50. #ChannelWeek
Q&A / Speakers
Cameron Avery
Zift Solutions
Terry Moffatt
Channel Marketer Report

51. #ChannelWeek
Register for more sessions now thru August 24th!
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