Go-To-Market (GTM) Channel Partner Strategy

1. PLAYBOOK Sales GTM Channel Partner Strategy Playbook

2. Table of Contents Identifying and Scoring Potential Partners The Partner Enablement/ Collateral Monitoring and Optimizing Playbook Overview Goals and Objectives Types of Channel Partners Presentation and Offer Introduction Positioning Best Practices in Managing and Optimizing you Partner Relationships What do these companies have in common? Partner Enablement Overview Objectives Definitions Channel Partner Overview Channel Partner Type Selection Template Gaining Alignment B2B Buyers Growth Explain the offering and the value it will deliver Channel partner rewards and loyalty programs Partner Information and Enablement Tools Investopedia defines an indirect channel Value Matrix Types of Marketing Partner Value Matrix Summary Partners Construct Brand Pillars Sample High Level Partnership Terms Type of Channel Partners There are also some disadvantages to the channel Identifying Potential Partners Playbook Use Develop Value Proposition Why should you consider them? Scoring Your Potential Partners Definitions Collect Proof Statements Partner Benefits Compose Brand Promise Partner Messaging Framework Pages 11 -17 Pages 60 -62 Pages 9 -10 Pages 3 -8 Pages 18 -27 Pages 33 -44 Pages 28 -32 Pages 51-59 Pages 45 -50 © All Rights Reserved 2

3. GTM Channel Partner Strategy Playbook Overview Playbook Overview Growth Summary Playbook Use Definitions © All Rights Reserved 3

4. Identifying and Scoring Potential Partners Types of Channel Partners The Presentation and Offer Partner Monitoring and Optimizing Playbook Overview Introduction Goals and Objectives Positioning Enablement/Collateral Playbook Overview GROWTH ACCELERATOR SYSTEM (GAS) Product Category GROWTH ACCELERATOR 3 1 2 4 ? ? 1 Insights Products Online Presence Planning Marketing Sales Planning Target Market> Channel Strategy ? ? 2 Insights Products Marketing The above four building blocks of growth are the foundational elements of our Growth Accelerator system. They allow us to systematically assess and optimize various components of growth. Within each of the four blocks there are 18 different enablers of growth. Each of these blocks are part of an interconnected ecosystem that Company Expert leverages with these Playbooks to inject speed, alignment and accelerated growth into the DNA of your firm – Our Growth Accelerator System (GAS)TM 3 ? ? Insights Products Online Presence ? ? 4 Insights Products Sales © All Rights Reserved 4

5. Identifying and Scoring Potential Partners Types of Channel Partners The Presentation and Offer Partner Monitoring and Optimizing Playbook Overview Introduction Goals and Objectives Positioning Enablement/Collateral Playbook Overview Time to Complete: Impact/Effort Scoring: Product Summary: 5 Days 1 2 3 4 5 Highest Value Activities This playbook provides the framework to develop an Effort GTM (go-to-market) Channel Partner Strategy for your firm. Building Block of Growth: Sales A GTM Partner Strategy can help you achieve a variety of goals, such as increasing brand awareness or developing deeper relationships and client engagement. A GTM Partner Strategy helps B2B Professional Services Firms formalize their partner relationships to reach more clients, gain credibility, and grow at a faster rate. 3 4 1 2 5 Impact Other Related Enablers of Growth: ? Sales Processes ? Go-To-Market plan Tool Score Key: 1 Low –5 High Score Summary: Developing a GTM Channel Partner Strategy requires a significant resources from both a time and commitment perspective. This score is based on the positive impact that a GTM Channel Partner Strategycan have on your business, and the modest effort that is needed to do it. This playbook will help you to define you GTM Partner Strategy Goals, identify potential partners, enable those partners, and manage and optimize your partner relationships. The result will be a complete GTM Partner Strategy which you can start executing immediately. Format: PowerPoint Number of Pages: 62 © All Rights Reserved 5

6. Identifying and Scoring Potential Partners Types of Channel Partners The Presentation and Offer Partner Monitoring and Optimizing Playbook Overview Introduction Goals and Objectives Positioning Enablement/Collateral Playbook Overview Introduction WHY USE THIS PLAYBOOK? WHO IS THIS PLAYBOOK FOR? HOW TO USE THIS PLAYBOOK A GTM Channel Partner Strategy allows B2B professional services firms to formalize their partner relationships to reach more clients, This Playbook is for B2B professional services firms that want to strengthen their partner relationships in order to win clients. Most sophisticated B@B firms have a GTM Channel Partner Strategy. Review the guidelines set forth in this playbook. After reviewing the playbook, use the templates provided to develop a GTM Channel Partner Strategy that will work for your firm. gain credibility, and grow at a faster rate. Using this Playbook helps you develop an GTM ChannelPartner Strategythat will work for your firm to establish deeper connections with different types of potential partners. KEY Help Tips and strategies Warning, be careful TIP SUMMARY © All Rights Reserved 6

7. Identifying and Scoring Potential Partners Types of Channel Partners The Presentation and Offer Partner Monitoring and Optimizing Playbook Overview Introduction Goals and Objectives Positioning Enablement/Collateral Definitions Enables companies tocreate highly personalized marketing campaignsbased on a certain account’s wants, needs, or interests. It is especially beneficial for B2B professional service companies because, instead of having to market to thousands of potential accounts, they will have a more focused list. Go-To-Market (GTM) Strategy SMART Goal A goal which is specific, measurable, attainable, relevant and time-bound A partner that recommends your product or service to their clients and prospects. The motivation is a trust-driven relationship and Referral Partner not financial gain. This type of partnership is often informal but can yield leads when the relationship is nurtured. An agreement where a business shares its customers with a partner brand. These types of partners sell your products or services to their existing customer base for a percentage of sales revenue. This is a more formal structure but does not offer a guaranteed return on effort. Co-Selling Alliance These partners embed your solution into their own and sell it to end users under their own brand. This type of relationship can be quickly scaled and make entering a new market relatively easy, however this limits your opportunity for brand awareness and requires an investment into channel partner enablement. White-Label Partner Channel Value Added Resellers (VARs) The most well known category of channel partner. These firms take your product, add a profit margin and deliver to the end user with value added in many ways. These partners can significantly increase your sales volume and help you take products/services to market faster, however they also often require technical or marketing assistance. © All Rights Reserved 7

8. Identifying and Scoring Potential Partners Types of Channel Partners The Presentation and Offer Partner Monitoring and Optimizing Playbook Overview Introduction Goals and Objectives Positioning Enablement/Collateral Definitions Service Delivery Partners Technology Alliance Partners These partners do not resell a product or software, instead they enhance the value of your offering to the end user by providing services such as presales consulting, installation and managed services, etc. so that the solution is personalized to their specific needs. These partners offer a technology that is complimentary to your solution and bring it together to customers as a fully integrated solution. In order to make sure the client has a positive experience, both firms need to have strong products and support. Managed Service Providers (MSPs) These firms remotely manage a customers IT infrastructure and end-user systems. They can make your offering more attractive to customers by eliminating the technical and administrative resources required by an end user to manage and maintain. Systems These firms build computing systems by combining hardware, software, networking and storage products from multiple vendors. They can help you break into the lucrative enterprise market which can be demanding for b2b professional service firms. Integrators © All Rights Reserved 8

9. APPENDIX Page 64 License Page 65 You Will Be In Good Company With Company Expert © All Rights Reserved 9

10. License Except as permitted by any such license, no part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, recording, or otherwise, without the prior written permission of Company Expert. This publicationhas been written for information purposes only. Every effort has been made to make this document as complete and accurate as possible. However, theremay be mistakes in typography or content. Also, this document provides information only up to the publishing date. Therefore, this document should be used as a guide -not as the ultimate source. The purpose of this publication is to educate. Company Expert does not warrant that the information contained in this document is fully complete and shall not be responsible for any errors or omissions. The author and publisher shall have neither liability nor responsibility to any person or entity with respect to any loss or damage caused or alleged to be caused directly or indirectly by this publication. Any references to company names in sample templates are for demonstration purposes only and are not intended to refer to any actual organization unless otherwise noted. This publication is not intended for use as a source of legal or accounting advice. The Publisher wants to stress that the information contained herein may be subject to varying state and/or local laws or regulations. All users are advised to retain competent counsel to determine what state and/or local laws or regulations may apply to the user's particular business. The Purchaser or Reader of this publication assumes responsibility for the use of these materials and information. Adherence to all applicable laws and regulations, federal, state, and local, governing professional licensing, business practices, advertising, and all other aspectsof doing business in the United States or any other jurisdiction is the sole responsibility of the Purchaser or Reader. © All Rights Reserved 10

11. You Will Be In Good Company With Company Expert Our proprietary suite of solutions and technologies are designed to inject speed, knowledge, and accelerated growth into the DNAof B2B Financial Services, Technology, and Professional Service Firms The Company Expert Difference Our Focus Our Experience Our Proprietary Solution Our Execution Capabilities We have been helping firms grow since 1997 and each of our Partners has at least 25 years of experience creating sustainable growth for businesses like yours Proven success by leveraging our proprietary playbooks, research, and technology. We systematically fuel growth through our proven Growth Accelerator SystemTM(GAS) Unlike typical consulting firms, we stay actively involved with youby providing resources and management to effectively implement our recommendation We specialize in helping small and mid-sized B2B Financial Services, IT, and Professional Service Firms with breakout growth strategies Company Expert is so confident we can deliver real results for your firm –we will not accept payment if you are not satisfied… WE GUARANTEE IT Sales Marketing Planning Online Presence Company Expert Phone: 1.800.975.6186 Email: services@companyexpert.com Website: www.companyexpert.com 520 Folly Road, Suite 264 Charleston, SC 29412 © All Rights Reserved 11