CCI’s Steven Kellam and The Spur Group‘s Richard Flynn discuss how the cloud has changed the channel in a very short time and what vendors can do to come along for the ride.

1. How to Get the Most Out of Your
Cloud Channel in the 2.0 World
CLOUD 2.0

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Steven Kellam
SVP, Sales & Marketing
CCI | Global Channel Management
PRESENTERS
Richard Flynn
Founder and Senior Principal
The Spur Group

3. 3
WHAT WE’LL DISCUSS
What Is Cloud 2.0? (And Why Should You Care?)1
2 5 Keys to Enabling Partners
3 5 Keys to Building Internal Consensus
4 5 Keys to Mitigating Risk
5 5 Areas to Incentivize in the Cloud World

4. What is Cloud 2.0?
(And why should
you care?)

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CLOUD 1.0
Remember these old things?

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THE WORLD HAS CHANGED—MOVIES

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THE WORLD HAS CHANGED—IT

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“It’s like we are racing together with our
partners at 180 mph, our hair is on fire,
and we are changing a tire at the same
time.”
~ Jennifer Shulze, VP Cloud Partner Marketing
CLOUD 2.0 REALITY
It’s like racing at 180 mph.

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“…and we (vendors) are not
moving fast enough.”
“the buyers journey alone may
take out 1 in 3… no short list… no
sale…”
~ Sal Patalano, Chief Revenue Officer
SPEED OF LIGHT… AND ACCELERATING
It’s still not fast enough.

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“A billion-dollar partner can be
dead in two years… I know that
sounds crazy.”
“reminds me of banking crisis,
there is no too big to fail”
~ Mike Gallagher, Senior Director,
Worldwide Partner Marketing
WARP SPEED – WATCH OUT FOR BLACK HOLES
A billion-dollar partner can
be dead in two years.

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 Buyers already have made the shift – that means rapid change for everyone
 Business outcomes are shifting from sales to marketing led
 Today’s partners need new skill sets to compete:
• Finance
• Digital marketing
• Recurring revenue
• Have run a business and watched it fail
 Vendors have to get marketing to the masses or the masses to market…
 Everyone's systems need to get integrated – tying CRM to PRM – sharing data
 Success tied to relationships vs products – trust-based outcome
SO WHY THE HURRY?

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“Its all about trust – we are changing
partners and ourselves at the same time.”
~ Meaghan Sullivan, VP, Global SME & Partner Marketing
MUTUAL SYMBIOTIC RELATIONSHIP
Symbiotic Relationship

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 Transparency – key to long-term
success
 Alignment – same KPIs
 Empowerment – allow partners to
be successful
 Sharing data – analytics is key
 Circle extends to buyers – new type
of long-term relationship
CIRCLE OF TRUST

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“Customers are like my wife—if she ever stops
telling me what she thinks, I am in big trouble.”
~ Jason Dettbarn, CEO
(100% cloud Kaseya reseller)
CIRCLE OF TRUST

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“Where we are today – the coming
together of buyers, partners
and vendors to drive business in
the cloud.”
~ Richard Flynn, Senior Principal
CLOUD 2.0
Definition
The coming together of
buyers, partners and vendors.

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Customers have changed
 Empowered functional buyers
 Buying different value
 In a different manner
Partners in the process of changing
 Different economic models
 Powered by marketing
 New staffing model
Vendors need to change
 New metrics
 Split programs
 More marketing support
2.0 - WHERE WE ARE TODAY
“Hop on a bus Gus,
make a new plan
Stan, just get
yourself free.”
~ Paul Simon

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THE NEW BUYERS JOURNEY
http://bit.ly/ZMOT_CCI

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TREND: INCREASE YOUR DIGITAL FOOTPRINT - TRADITIONAL
B2B research is self-directed.
0%
57%
of the way towards
making a decision
before reaching out
to a potential vendor
100%

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TREND: INCREASE YOUR DIGITAL FOOTPRINT – CLOUD
B2B research is self-directed.
0%
80%
of the way towards
making a decision
before reaching out
to a potential vendor
100%

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FOR THOSE WHO NEED MORE DETAILS
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21. The 5 Keys to Enabling Partners
You can lead them to water, but
you can’t can make them drink.

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tell them about
the water

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“This stuff is important!”
~ Heather K. Margolis, President and Founder
channelmavenconsulting.com/services
COMMUNICATE TO PARTNERS
Key to getting going.

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lead them to
the water

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 Lay out ROIs
 Spread the word about
success examples
 Build business plans that
include digital marketing
SHOW PARTNERS WHAT IS POSSIBLE

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show them how
to drink

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EDUCATE THEM…
“Give a man a fish and you feed him for a day.
Teach a man to fish and you feed him for a lifetime.”
Create a good
tutorial and they can
teach themselves
how to fish.

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show them its ok
to put their head
in the water

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 Make it secure – it’s a hard
transition
• In it together for the long haul
• Show patience – everyone is
committed
 Act on game plan
• Building trust
• Business plan around cash crunch
• Drive DG – ie. TPMAs
MAKE ALL IN… OK
Vendors and partners need to be all in.

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put your head
in the water
with them

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YOU ARE ALL IN… WITH THEM
Risk goes both ways.
Commit to them…
Emotionally
 Territories
 Products
 Support
 Influence
Monetarily
 Through Partner Marketing
 For Partner Marketing
 Marketing Bootcamps
 Ongoing Marketing Training
 Dedicated Marketing Support
 DG tools

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GIVE THEM COOL NEW TOOLS
Partner Social Media – For Partner Marketing
Socialondemand

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LET THEM LEVERAGE YOUR VALUABLE CONTENT
Channel Maven Consulting © 2015

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 Help partners feel successful
 Amplify posts via retweets and shares
 Interact with partners via @mentions and #hashtags
SHOW SOME LOVE – POSITIVE REINFORCEMENT

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RINSE AND REPEAT

36. The 5 Keys to Managing Internally

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start at the top

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 Define success and stick to it
• Be flexible but try not to knee jerk
 There will be challenges and failures
• Not everyone will be happy – this does not
work for everyone
 Strategic vs. tactical sale
• Success does not happen over night –
getting it right may take time
NEED AIR COVER

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educate everyone

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 Need broad organizational buy in
• Key to future and worth the pain
 Strategic vs. tactical
• Everyone needs to understand
timelines and obstacles
 Really no choice – have to move
forward
DON’T JUST SHARE – EVANGELIZE THE VALUE PROPOSITION
Evangelize the value proposition.

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preach patience

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 Vendor and partner changing at
the same time
 Some things are not going to work
 Expectations are going to be high
WHOLE NEW WORLD

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work with sales

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 Reset for everyone
• Not just partners sales teams that need to change
• Vendor teams have to change
• Different landscape
 High pressure
• CROs trying to find out what levers they really
have to pull
• Need marketing to hit numbers like never before
• Some on board, some… maybe not
 Sales needs to be evangelist
• Have to listen at same time
• Ultimate contradiction to old-school sales
NEED EACH OTHER LIKE NEVER BEFORE

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work with sales
some more

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 This is why we are here
 There will be pain
 The alternative… If you don’t do, your
competition will
DID I MENTION NEED EACH OTHER LIKE NEVER BEFORE?

47. How to Mitigate Risk

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visible support
from c-level

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 Means in-the-room-with-partner
kind of support
 Create atmosphere of joint success
 Don’t promise what can’t commit to
ULTIMATE FIELD SUPPORT

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create cloud
sales force

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 Need to be dedicated to the cloud
 Shows organizational commitment
 Partners can tell the difference
NECESSARY FOR SUCCESS

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create specific
‘gives’ and ‘gets’

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 Partners may be skeptical
 Partners want real commitment from vendors
• Real transition plan
• Soften Cash Crunch
• Quality Leads
• DG dollars
• Willingness to share data
• Cloud Sales team
 Vendors need real commitment from partners
• Executive buy in
• Commitment to know the business
• Willingness to share data
HAVE TO HAVE TWO-WAY PARTNERSHIP

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understanding
that some will
not make it

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 Under promise and over produce – you will have fall out
 Set aggressive goals but understand it will not be a
smooth ride
• Highs and lows
• Most likely not linear
 Build in expectation that may have to reset
• Partners will do dumb stuff (so do enterprise
sales guys)
• Some will fail
SET REALISTIC EXPECTATIONS

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build in
accountability

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 Stick to hold accountable
• Hold back leads
• Hold back incentives
• Black list if necessary
 Carrot to motivate
THERE HAVE TO BE CONSEQUENCES

58. Wrap Up
When and Where to Apply
Incentives

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1) Tell them about the water
2) Lead them to the water
3) Show them how to drink
4) Show them its ok to put
their head in the water
5) Put your head in the water
with them
KEY POINTS
5 Keys to Enabling Partners 5 Keys to Managing Internally 5 Keys to Mitigating Risk
1) Start at the top
2) Educate everyone
3) Preach patience
4) Work with sales
5) Work with sales some more
1) Visible support from C-level
2) Create cloud sales force
3) Create specific ‘gives’ and
‘gets’
4) Understanding that some
will not make it
5) Build in accountability

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Enablement – new everything
Digital marketing – getting on the short list
Sales experience – sales cycle, close ratios
1
2
3
LEADS US TO 5 KEY AREAS FOR INCENTIVES
Need to work with sales.
Implementation – first impression4
Retention – client satisfaction5

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Steven Kellam
SVP, Sales & Marketing
CCI | Global Channel Management
steven.kellam@channelmanagement.com
QUESTIONS?
Richard Flynn
Founder and Senior Principal
The Spur Group
richard.flynn@thespurgroup.com