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Webinar hosted with Channel Mechanics on June 7, 2017 by Jay McBain and Kenneth Fox. In the new data economy, the best business decisions are data driven. To stay ahead of the curve, companies must use data to better understand, reach, incent and drive loyalty among partners, develop new revenue streams, and dramatically improve operational efficiencies in the channel. Without utilizing data effectively, some of the best channel programs will quickly fall behind. As companies map out their channel objectives for the next few years, they should commit to cutting through the noise and clutter and making data analytics the crux of their indirect selling strategy.

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Using Channel Data To Guide Decision Making


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using channel data to guide decision making

USING CHANNEL DATA TO

GUIDE DECISION MAKING

Jay McBain jmcbain

438 619 books on direct sales

438,619

BOOKS ON DIRECT SALES

438 619 books on direct sales 180 books

438,619

BOOKS ON DIRECT SALES

180

BOOKS ON INDIRECT SALES

so you want to be a channel chief

SO, YOU WANT TO BE A

CHANNEL CHIEF?

be careful what you ask for 75 responsibilities

BE CAREFUL WHAT

YOU ASK FOR…

75

RESPONSIBILITIES

CROSSING ALL

LINES OF BUSINESS

From contracts to rules of engagement, portal and PRM management to co-marketing and MDF

return of investment. From segmentation to capacity planning, distribution, multi-tier and margin

matrix. From managing back-end dollars to conflict. From education, training and certification to

solution alignment and communication. From pre- and post-sales and technical support to

fraud, partner satisfaction and endless customizations. From community management to

motivation, loyalty and partner-friendly value propositions. From deal registrations to running

partner advisory councils. From development of battle cards and competitive education to

driving co-branding, co-selling and co-marketing initiatives. From controlling global branding to

delivering a demo, try-and-buy and loaner program. From producing partner friendly product

roadmaps to securing sales in, sales out and end user reporting from dozens of partner

segments. From managing industry, geographic and technology verticals to optimizing

distribution routes to market. From simplifying growth and new customer programs to making

sure that your company is protected from gray and black markets. From administering

international rules, regulations and legislation to ensure all collateral, communication and media

is translated around the world. From observing pricing and fairness laws and norms to making

sure the program is represented across social media, email, web, newsletters, and search

engines. From attending dozens of tradeshows to publishing whitepapers, e-books, technical

briefs and reference books. From integrating the PRM, portal and other tools into the

companies back end to mediating internal conflict and deference. From representing the

company in industry associations, peer groups and expert panels to making sure that RMA’s,

rebates, MDF and loyalty payments are issued correctly. From engaging the industry media and

bloggers to making sure that Channel Account Managers are deployed and managed correctly.

From budgeting, forecasting and benchmarking to nurturing, converting and recruiting. From

developing and accelerating top partners to developing an MVP program. From educating

internal stakeholders to being the external face of the company. From extending floor financing,

credit terms to ensuring the appropriate recognition program is in place.

slide7

Based on our research, the best channel leaders tend

to have more in common with great general

managers than with great sales managers.

data is being generated at an increasing pace

Data is being

generated at

an increasing

pace from all

different parts

of the channel

program.

SOURCE:

and from thousands of other non channel systems

And from thousands

of other non-channel

systems as well.

SOURCE:

indirect sales channels can increase revenue

Indirect sales channels can increase

revenue by 5% to 10% through data

and process improvements.

Data is the Achilles heel of the channel.

few tech vendors are immune to the millions

Few tech vendors are immune to the millions of

dollars in lost revenue that amount from

overpayments of channel incentives, stock-outs,

gray market activity, and audit penalties/fines.

having suffered from limited channel sales

Having suffered from limited channel sales and

marketing visibility, many tech vendors are doubling

down on channel enablement services and

technologies to counter this recurring hit to profitability.

because of legacy ibm systems lenovo had over

Because of legacy IBM systems, Lenovo had over 50

internal system that held channel data.

CASE STUDY

Each partner had 8 different “unique” identifiers due to a

myriad of outside supplied software.

the answer to bringing together all 300 pieces

The answer to bringing together all 300 pieces of data

about each partner?

CASE STUDY

Unfortunately, Microsoft Excel and the VLOOKUP.

partneroptimizer is a partner intelligence

PartnerOptimizer is a partner intelligence platform by SaaSMAX Corp. to find, aggregate

and organize massive amounts of data about the business practices of your indirect sales

partners. It draws upon proprietary analytics processes developed specifically for the

Worldwide IT, Telecom and Cloud Channel markets that leverages core cognitive

capabilities of IBM’s Watson platform.

channel data management cdm is the process

Channel Data Management (CDM) is the process (and now software

segment) that assists with accurately collecting point of sale (POS),

inventory, and sales-in data from distributors and partners and then

transforming that data into dashboards and channel intelligence.

1 data acquisition and transmission automates

1. Data Acquisition and Transmission

Automates and securely collects point of sale, inventory, and sales-in data

using industry-standard protocols such as EDI, AS2, and SFTP.

2 partner identification and integration uses

2. Partner Identification and Integration

Uses sophisticated algorithms to de-dupe, cleanse and map channel data

to master databases to ensure proper pay of incentives and commissions.

3 incentive payment validation reduce overpayment

3. Incentive Payment Validation

Reduce overpayment of incentives by as much as 15% by automating

manual processes and bringing together disparate systems.

4 analytics machine learning and ai the need

4. Analytics, Machine Learning and AI

The need for real-time insight into sales activities, inventory levels,

product/store-level performance, and country-level performance.

7 benefits

7 BENEFITS

1.

Supply chain planning and management improves inventory efficiency.

7 benefits 1

7 BENEFITS

1.

2.

Supply chain planning and management improves inventory efficiency.

Incentive program management generates cost savings.

7 benefits 2

7 BENEFITS

1.

2.

3.

Supply chain planning and management improves inventory efficiency.

Incentive program management generates cost savings.

Sales forecasting management engenders more informed sales leadership.

7 benefits 3

7 BENEFITS

1.

2.

3.

4.

Supply chain planning and management improves inventory efficiency.

Incentive program management generates cost savings.

Sales forecasting management engenders more informed sales leadership.

Revenue recognition management results in better enabled CFOs.

7 benefits 4

7 BENEFITS

1.

2.

3.

4.

5.

Supply chain planning and management improves inventory efficiency.

Incentive program management generates cost savings.

Sales forecasting management engenders more informed sales leadership.

Revenue recognition management results in better enabled CFOs.

Financial compliance and risk management lead to fewer liabilities.

7 benefits 5

7 BENEFITS

1.

2.

3.

4.

5.

6.

Supply chain planning and management improves inventory efficiency.

Incentive program management generates cost savings.

Sales forecasting management engenders more informed sales leadership.

Revenue recognition management results in better enabled CFOs.

Financial compliance and risk management lead to fewer liabilities.

Channel marketing management increases sales.

7 benefits 6

7 BENEFITS

1.

2.

3.

4.

5.

6.

7.

Supply chain planning and management improves inventory efficiency.

Incentive program management generates cost savings.

Sales forecasting management engenders more informed sales leadership.

Revenue recognition management results in better enabled CFOs.

Financial compliance and risk management lead to fewer liabilities.

Channel marketing management increases sales.

Contract renewals management paves the way to easy money.

introducing channel incentive program management

INTRODUCING CHANNEL INCENTIVE

PROGRAM MANAGEMENT (CIPM)

automated incentive program management

Automated incentive program management effectively drives channel

partners’ behavior, productivity, and loyalty. Replaces the spreadsheet,

which is vulnerable to partner miscommunication, non-participation,

expensive payout errors, costly resolutions, and audit failure.

look for these 4 key attributes of cipm

LOOK FOR THESE 4 KEY

ATTRIBUTES OF CIPM…

1. Incentive program design.

look for these 4 key attributes of cipm 1

LOOK FOR THESE 4 KEY

ATTRIBUTES OF CIPM…

1. Incentive program design.

2. Incentive program management.

look for these 4 key attributes of cipm 2

LOOK FOR THESE 4 KEY

ATTRIBUTES OF CIPM…

1. Incentive program design.

2. Incentive program management.

3. Incentive claim management.

look for these 4 key attributes of cipm 3

LOOK FOR THESE 4 KEY

ATTRIBUTES OF CIPM…

1. Incentive program design.

2. Incentive program management.

3. Incentive claim management.

4. Rewards fulfillment.

channel mechanics

Channel Mechanics

Award Winning SaaS platform

Founded in 2011

Team of Global Channel Management leaders

transforming channel program execution

Over 200 years Channel experience across

company’s including IBM, Nortel, Motorola, Cisco,

Avaya and CSC

Offices in Ireland, US, UK and AUS

no lack of ideas in the channel

NO LACK OF IDEAS IN THE CHANNEL

...JUST A LACK OF AUTOMATION

measuring

Measuring

Program Effectiveness

after the fact

is too late!

speed of program execution drives competitive

Speed of Program Execution

drives competitive

advantage and dramatically

accelerates revenue!

transforming channel program execution

Transforming Channel Program Execution

Are you struggling to execute your channel strategy?

- Design, deploy, track, evaluate and change offers,

promotions, sales programs and incentives in real-

time.

- Rapid execution of channel programs, promotions

and initiatives, globally or locally, through all tiers

of the channel with minimal investment.

why channel mechanics why channel mechanics

Why Channel Mechanics

Why Channel Mechanics

ACCELERATE TIME TO MARKET

UP TO 95%

(FROM WEEKS TO HOURS)

ADJUST PROMOTIONS

IN REAL-TIME

FIRST TO MARKET

COMPETITION CANNOT

REPLICATE QUICKLY

100% BUDGETARY

ASSURANCE

LIMITLESS

FLEXIBILITY

ROI OF GREATER THAN

10x

ELIMINATE PARTNER

PROMOTION &

PROGRAM ABUSE

PRODUCTIVITY INCREASES

OF 5-10x

using channel data to guide decision making 1

USING CHANNEL DATA TO

GUIDE DECISION MAKING

QUESTIONS?

Jay McBain jmcbain