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Underwritten by
Presenter
Dave Zwicker
Partner & Co-Founder
CSBexcellence
www.CSBexcellence.com
@csbexcellence
Intro and Agenda
•
•
•
•
•
•
•
•

Quick Market Update
IT Channel Transformation
Defining Your CSB Business Model
Differentiating Your CSB Business
Scaling Your CSB Business (Profitably)
“Lean” Customer Acquisition
Ensuring Business Alignment
Resources, Questions & Comments
Quick Market Update
IT Channel Transformation
VAR/Agent

MSP
Outsourced
IT Staff

In-House
IT Staff

OPEX SAVINGS

Sells Products & Services

CSB
Outsourced
IT Staff

CAPEX SAVINGS

Remotely Manages IT

Manages the Cloud

Business Model Attributes:

Business Model Attributes:

Business Model Attributes:

 Efficient Product Sales Engine

 Sells the Value of Services

 Sells the Value of Solutions

 Provides Break-Fix Support

 Manages On-Premise IT

 Adds Value to Commodity Cloud

 Earns Margin & Commissions

 Earns Margin on MSP Services

 Earns Margin on Blended Service

One-Time Revenue

Recurring Revenue (Premise)

Recurring Revenue (Cloud)
Differentiating Your CSB Business
• 277,713 channel partners globally*
– 244,905 VARs
– 20,981 MSPs
– 11,827 Cloud Hosters

•
•
•
•

What is your business model?
What are your core competencies?
What are your target markets?
What are your cloud solutions?
– Hosted Apps & Services
– Managed & Professional Services
– Business Outcomes
* Data Compiled by AMI Partners
Defining Your CSB Business Model
Cloud Services
Collaboration
& UC

Business Strategy
CSB
Growth
Plan

Cloud
Solutions
Portfolio

Sales &
Marketing
Metrics

Target Markets

Mobility
& BYOD
SaaS-based
Business
Apps

Cloud Service Broker
Reseller

Virtual
Infrastructure

Enterprise
Mid-Market

Integrator
Information
Security

Hoster
Aggregator

Business
Continuity
Hybrid
IT

Managed &
Professional
Services

SMB Market
Scaling Your CSB Business (Profitably)
Measure the Metrics That Matter
• Average Deal Value

• Deal Volume

• OTR Value

• Deals/Month

• MRR Value

• Close Rate

• GM Value

• Cycle Time

• Cost of Acquisition

• Funnel Metrics

• Sales Expenses

• Lead Volume

• Marketing Expenses

• Cost/Lead

• Ratio to Deal Value

• Conversion Rate
“LEAN” Customer Acquisition
Customer Acquisition Cost Comparison

Recurring Revenue

Traditional
Breakeven
Lean
Breakeven

Traditional Sales & Marketing
Lean Sales & Marketing
Wasted Profits

Months to Recover Customer Acquisition Cost
“LEAN” Customer Acquisition
Traditional Sales & Marketing
Audience

Outbound
Marketing

Not
Targeted

Outside
Sales

Expensive Customer
Acquisition Cost

Sales-Driven Customer Acquisition

Lean Sales & Marketing
Inbound
Marketing

Audience

Awareness
Highly
Targeted

Consideration

Inside
Sales

Decision

Marketing-Driven Customer Acquisition

Purchase

Low Customer
Acquisition Cost
What is Inbound Marketing?
SEO

Many
Disciplines
Working
Together

Site
Conversion
Rate

Leads

Website
Content
Lead
Nurturing
Social
Media

To
Produce
Quality
Leads
An Inbound Marketing Engine
SEO

Fuels
Your
Funnel

Site
Conversion
Rate

Leads

Website
Content
Lead
Nurturing
Social
Media

And
Drives
Growth!
Fueling Your Sales Funnel
The Buyer’s Journey:

Website Visitors

Generates Traffic to
Your Website

Realize a Problem or Need

Perform Research

Establish Buying Criteria

Select a Vendor Solution

More Satisfied
Buyers

Inbound Marketing:

Top of Funnel
Suspects

Middle of Funnel
Prospects

Bottom of Funnel
Opportunities

Customers

Converts Website Visitors
into Suspects
Converts Suspects into
Prospects
Converts Prospects into
Sales Opportunities

Scalable Customer
Acquisition
Ensuring Business Alignment
Growth Plan

Create a Scalable
Business Model

Execute Against
That Model

Average
deal size?

Monthly deal
volume?

Deal Economics

Funnel Metrics
Average
deal value?

Cost of customer
acquisition?
Create a Cloud Business Growth Plan
Build High Value Cloud Solutions
Align Business Goals & Funnel Metrics
Inbound Marketing Assessment

Provided by:
Online Business Resource Center
Resources For Attendees
 CSB Business Modeling Tools
(Give me your business card – I will email today)
– Business Growth Modeling Tool
– Portfolio Planning Modeling Tool

– Funnel Metrics Modeling Tool

FREE Inbound Marketing Assessment
– Visit www.csbexcellence.com

 CSBcommunity.com Online Resource Center
– Visit www.csbcommunity.com
Contact
Dave Zwicker
Partner & Co-Founder
CSBexcellence
dave@csbexcellence.com
@csbexcellence
1.1 scaling a cloud services brokerage 021114

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1.1 scaling a cloud services brokerage 021114

  • 2. Presenter Dave Zwicker Partner & Co-Founder CSBexcellence www.CSBexcellence.com @csbexcellence
  • 3. Intro and Agenda • • • • • • • • Quick Market Update IT Channel Transformation Defining Your CSB Business Model Differentiating Your CSB Business Scaling Your CSB Business (Profitably) “Lean” Customer Acquisition Ensuring Business Alignment Resources, Questions & Comments
  • 5. IT Channel Transformation VAR/Agent MSP Outsourced IT Staff In-House IT Staff OPEX SAVINGS Sells Products & Services CSB Outsourced IT Staff CAPEX SAVINGS Remotely Manages IT Manages the Cloud Business Model Attributes: Business Model Attributes: Business Model Attributes:  Efficient Product Sales Engine  Sells the Value of Services  Sells the Value of Solutions  Provides Break-Fix Support  Manages On-Premise IT  Adds Value to Commodity Cloud  Earns Margin & Commissions  Earns Margin on MSP Services  Earns Margin on Blended Service One-Time Revenue Recurring Revenue (Premise) Recurring Revenue (Cloud)
  • 6. Differentiating Your CSB Business • 277,713 channel partners globally* – 244,905 VARs – 20,981 MSPs – 11,827 Cloud Hosters • • • • What is your business model? What are your core competencies? What are your target markets? What are your cloud solutions? – Hosted Apps & Services – Managed & Professional Services – Business Outcomes * Data Compiled by AMI Partners
  • 7. Defining Your CSB Business Model Cloud Services Collaboration & UC Business Strategy CSB Growth Plan Cloud Solutions Portfolio Sales & Marketing Metrics Target Markets Mobility & BYOD SaaS-based Business Apps Cloud Service Broker Reseller Virtual Infrastructure Enterprise Mid-Market Integrator Information Security Hoster Aggregator Business Continuity Hybrid IT Managed & Professional Services SMB Market
  • 8. Scaling Your CSB Business (Profitably) Measure the Metrics That Matter • Average Deal Value • Deal Volume • OTR Value • Deals/Month • MRR Value • Close Rate • GM Value • Cycle Time • Cost of Acquisition • Funnel Metrics • Sales Expenses • Lead Volume • Marketing Expenses • Cost/Lead • Ratio to Deal Value • Conversion Rate
  • 9. “LEAN” Customer Acquisition Customer Acquisition Cost Comparison Recurring Revenue Traditional Breakeven Lean Breakeven Traditional Sales & Marketing Lean Sales & Marketing Wasted Profits Months to Recover Customer Acquisition Cost
  • 10. “LEAN” Customer Acquisition Traditional Sales & Marketing Audience Outbound Marketing Not Targeted Outside Sales Expensive Customer Acquisition Cost Sales-Driven Customer Acquisition Lean Sales & Marketing Inbound Marketing Audience Awareness Highly Targeted Consideration Inside Sales Decision Marketing-Driven Customer Acquisition Purchase Low Customer Acquisition Cost
  • 11. What is Inbound Marketing? SEO Many Disciplines Working Together Site Conversion Rate Leads Website Content Lead Nurturing Social Media To Produce Quality Leads
  • 12. An Inbound Marketing Engine SEO Fuels Your Funnel Site Conversion Rate Leads Website Content Lead Nurturing Social Media And Drives Growth!
  • 13. Fueling Your Sales Funnel The Buyer’s Journey: Website Visitors Generates Traffic to Your Website Realize a Problem or Need Perform Research Establish Buying Criteria Select a Vendor Solution More Satisfied Buyers Inbound Marketing: Top of Funnel Suspects Middle of Funnel Prospects Bottom of Funnel Opportunities Customers Converts Website Visitors into Suspects Converts Suspects into Prospects Converts Prospects into Sales Opportunities Scalable Customer Acquisition
  • 14. Ensuring Business Alignment Growth Plan Create a Scalable Business Model Execute Against That Model Average deal size? Monthly deal volume? Deal Economics Funnel Metrics Average deal value? Cost of customer acquisition?
  • 15. Create a Cloud Business Growth Plan
  • 16. Build High Value Cloud Solutions
  • 17. Align Business Goals & Funnel Metrics
  • 20. Resources For Attendees  CSB Business Modeling Tools (Give me your business card – I will email today) – Business Growth Modeling Tool – Portfolio Planning Modeling Tool – Funnel Metrics Modeling Tool FREE Inbound Marketing Assessment – Visit www.csbexcellence.com  CSBcommunity.com Online Resource Center – Visit www.csbcommunity.com
  • 21. Contact Dave Zwicker Partner & Co-Founder CSBexcellence dave@csbexcellence.com @csbexcellence