Wendy Kennedy (www.wendykennedy.com) graciously commissioned ChannelGain to develop and deliver this presentation to a group of Canada\'s Department of Foreign Affairs - Trade Commissioners. This presentation is an introduction to the value of partners as a growth strategy for small to medium technology enterprises. The presentation is based on a case study format (client names have been withheld for privacy purposes). It contains not only an overview but summary best practices, scenarios and outcomes. To receive a copy of this presentation please contact susan@channelgain.com.

14. Where does your client’s solution fit in the hype cycle?

15. Strategic Partners (OEM, Alliances, Joint Venture, etc.)

16. Strategic Partners (OEM, Alliance, Joint Venture, etc.) Solutions Providers (SI, VAR, Consultant, etc.)

17. Strategic Partners (OEM, Alliances, Joint Venture, etc.) Solutions Providers (SI, VAR, Consultant, etc.) Resellers

18. Case Study #1: Globalization Market Translation Technology

22. Strategic Partners (OEM, Alliances, Joint Venture, etc.) Solutions Providers (SI, VAR, consultant, etc.) Resellers

23. channels vs. strategic partnering * time to results once relationship is established Channel Strategic Partner direct contribution to corporate sales targets indirect contribution to corporate sales targets localized sales function influences broader market short term* mid to long term*

24. channels vs. strategic partnering * time to results once relationship is established For early stage companies, partnership is typically a tier 2 focus, under Sales and /or Marketing. It’s impact and complexity require primary focus at varying experience levels throughout the life of partnership initiatives. Channel Strategic Partner direct contribution to corporate sales targets indirect contribution to corporate sales targets localized sales function influences broader market short term* mid to long term*

25. It’s not black and white

26. It’s not black and white Strategic Partners (OEM, Alliances, Joint Venture, etc.) Solutions Providers (SI, VAR, Consultant) Resellers

27. It’s not black and white CHANNEL Strategic Partners (OEM, Alliances, Joint Venture, etc.) Solutions Providers (SI, VAR, Consultant) Resellers

28. It’s not black and white CHANNEL CHANNEL Strategic Partners (OEM, Alliances, Joint Venture, etc.) Solutions Providers (SI, VAR, Consultant) Resellers

29. It’s not black and white CHANNEL CHANNEL STRATEGIC PARTNER Strategic Partners (OEM, Alliances, Joint Venture, etc.) Solutions Providers (SI, VAR, Consultant) Resellers

30. It’s not black and white CHANNEL CHANNEL STRATEGIC PARTNER STRATEGIC PARTNER Strategic Partners (OEM, Alliances, Joint Venture, etc.) Solutions Providers (SI, VAR, Consultant) Resellers

31. It’s not black and white Case Study #2: Security Market Classification Technology

32. It’s not black and white Strategic Partners (OEM, Alliances, Joint Venture, etc.) Solutions Providers (SI, VAR, Consultant) Resellers

33. It’s not black and white 90% Sales Fulfilled Through CHANNEL Strategic Partners (OEM, Alliances, Joint Venture, etc.) Solutions Providers (SI, VAR, Consultant) Resellers

34. It’s not black and white 90% Sales Fulfilled Through CHANNEL Technology Alliances (MS, RIM, RSA, etc.) and Joint Ventures (Liquid Machines) Strategic Partners (OEM, Alliances, Joint Venture, etc.) Solutions Providers (SI, VAR, Consultant) Resellers

36. Ecosystem analysis BUYER of “THAT THING” Lab Manager Case Study #3 Bioscience company: DNA Analysis Hardware Device

37. Ecosystem analysis BUYER of “THAT THING”

38. Ecosystem analysis BUYER of “THAT THING” Internal Circle of Influence Board / Advisors Executive Sponsor Operational Buyer User Buyer Technical Buyer Financial Buyer

39. Ecosystem analysis BUYER of “THAT THING” External Circle of Influence Service Providers Social Media Legislation Trade Organizations Consultants Industry Analysts Existing Customers Suppliers Complementary Vendors Internal Circle of Influence Board / Advisors Executive Sponsor Operational Buyer User Buyer Technical Buyer Financial Buyer

40. Ecosystem analysis BUYER of “THAT THING” Lab Manager Direct sales External Circle of Influence Service Providers Social Media Legislation Trade Organizations Consultants Industry Analysts Existing Customers Suppliers Complementary Vendors Internal Circle of Influence Board / Advisors Executive Sponsor Operational Buyer User Buyer Technical Buyer Financial Buyer

41. Ecosystem analysis BUYER of “THAT THING” Lab Manager Go To Market Strategy External Circle of Influence Service Providers Social Media Legislation Trade Organizations Consultants Industry Analysts Existing Customers Suppliers Complementary Vendors Internal Circle of Influence Board / Advisors Executive Sponsor Operational Buyer User Buyer Technical Buyer Financial Buyer

42. Ecosystem analysis BUYER of “THAT THING” Lab Manager Go To Market Strategy Direct sales External Circle of Influence Service Providers Social Media Legislation Trade Organizations Consultants Industry Analysts Existing Customers Suppliers Complementary Vendors Internal Circle of Influence Board / Advisors Executive Sponsor Operational Buyer User Buyer Technical Buyer Financial Buyer

43. Ecosystem analysis BUYER of “THAT THING” Lab Manager Go To Market Strategy Chemistry Vendors Direct sales External Circle of Influence Service Providers Social Media Legislation Trade Organizations Consultants Industry Analysts Existing Customers Suppliers Complementary Vendors Internal Circle of Influence Board / Advisors Executive Sponsor Operational Buyer User Buyer Technical Buyer Financial Buyer Chemistry Vendors Speaking Engagements

44. Ecosystem analysis BUYER of “THAT THING” Director IT Case Study #4 FastLane Microsoft ISV Overlay technology

45. Ecosystem analysis BUYER of “THAT THING” Director IT External Circle of Influence Service Providers Social Media Legislation Trade Organizations Consultants Industry Analysts Existing Customers Suppliers Complementary Vendors Internal Circle of Influence Board / Advisors Executive Sponsor Operational Buyer User Buyer Technical Buyer Financial Buyer

46. Ecosystem analysis BUYER of “THAT THING” Director IT External Circle of Influence Service Providers Social Media Legislation Trade Organizations Consultants Industry Analysts Existing Customers Suppliers Complementary Vendors Internal Circle of Influence Board / Advisors Executive Sponsor Operational Buyer User Buyer Technical Buyer Financial Buyer Go To Market Strategy Go To Market Strategy

47. Ecosystem analysis BUYER of “THAT THING” Director IT External Circle of Influence Service Providers Social Media Legislation Trade Organizations Consultants Industry Analysts Existing Customers Suppliers Complementary Vendors Internal Circle of Influence Board / Advisors Executive Sponsor Operational Buyer User Buyer Technical Buyer Financial Buyer Go To Market Strategy Go To Market Strategy

48. Ecosystem analysis BUYER of “THAT THING” Director IT Microsoft Alliance Speaking Engagements Consultant based licensing External Circle of Influence Service Providers Social Media Legislation Trade Organizations Consultants Industry Analysts Existing Customers Suppliers Complementary Vendors Internal Circle of Influence Board / Advisors Executive Sponsor Operational Buyer User Buyer Technical Buyer Financial Buyer Go To Market Strategy Go To Market Strategy

49. As a Trade Commissioner, how can I help my clients?

74. Thank you.