Opportunities in North America

1. Scaling your Software Company
through Sales Partner Channels
1

2. Questions
Q: How do I decide
whether I should sell
Direct or use Channels?
Q: How long does it take to create
an effective sustainable sales
channel network?
Q: How can you quickly
assess the potential of a
partner?
Q: What are the steps to
move to selling through
channel and can I test first?
Q: Is there a defined approach to
get partners to proactively sell
your solution?
Q: What types of partners
should we seek to partner with?
Q: What makes
partnering with the large
System Integrators work?
Q: Do channel partners
operate differently in USA
as in Europe?
2

3. Welcome
If you have any comments
or questions,
please interrupt…
Type into the Chat/Question screen
www.tenego.com
3
Bill Norberg
Tenego US Northeast
Veteran of the industry.
Experienced designing and
executing winning, multi-
channel sales strategies.
https://www.linkedin.com/in/billn
orberg/

4. The Panel
Donagh Kiernan
Founder and CEO
Tenego Partnering
27 years – Techie
background Sales Channel,
Direct Sales and Channel
Sales Organisation
Management.
http://ie.linkedin.com/in/donaghki
ernan
Bill Norberg
Tenego US Northeast
Veteran of the industry.
Experienced designing and
executing winning, multi-
channel sales strategies.
https://www.linkedin.com/in/billn
orberg/

5. Tenego: Services
5

6. Tenego Clients
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7. Tenego’s Methodologies
7

8. Tenego’s Global Network
• To date, executed projects across UK & Ireland,
Across Europe, North America, Mexico & Latin
America, Middle East, North Africa, India, China,
South Asia…
• Growing Global Network of Tenego Offices with on
the ground presence and in discussion in
– Ireland (HQ), UK, Germany, Netherlands, Greece
– Middle East, APAC
– Canada, US East Coast, US West Coast …
8

9. Scaling your Software Company
through Sales Partner Channels
9

10. • Increase Shareholder Value
• Increase Margin
• Grow Revenues
• Improve Proposition (Products & Services)
• Resource the Plan.
Context: The Growth Challenge
10

11. Why Channels? The Opportunity?
11
• Scalable Engine for Growth
• Faster Growth
• Market Reach
• Reduce Risk / Upfront Investment
• Multiple Revenue Sources
• Increased Shareholder Value.

12. The Channel Challenge
12
How do we enable Channel meet the "Growth Challenge“?
• Compelling Customer Value Proposition
• Proof - Case Studies/Reference Customers
• Compelling Partner Value Proposition
• Enablement
• Partner Fit.

13. Sales Process - Stage by Stage: Direct or Partners
1) How can you achieve faster results, earlier revenue
2) How can you reduce the costs at each stage
3) What affects the overall Return on your Sales Investment?
4) What does a Partner cost?
5) What affects the risk of your Sales investments?.
Direct or through Partners
Sales Process:
€51,332 €53,632Cost up each stage: €26,822 €30,904 €42,332 €48,332
€2,300
Costs of your Sales Activities (€):
Success Rate % (from prev stage):
Activity to win 1 deal:
Average cost at each stage (€):
€2,300
50%
5 2 1
14% 35% 35% 40%
€26,822 €4,082 €11,429 €6,000 €3,000
€92 €100 €800 €1,200 €1,500
292 41 14
Evaluation
Propose /
Close
Lead
Generation
Qualified
Leads
Presentation Demo

14. Common Channel Mistakes
14
• Copying Someone Else's Partner Programme
• Too High Expectations
• Poor Partner Proposition
• Poor Partner Supports
• Lack of Clarity on what you want from a Partner
• Inefficient Partner Engagement Process.

15. Your Sales Channel Challenges?
What Challenges do you have with
Sales Channel Partners?
How do you overcome these
challenges?

16. Lead
Generation
Qualification
Sales /
Closing
Delivery Support
Direct Sales
Resellers…
Referrals
Strategic Partners / White Label / System Integrators …
Complementary Services
Scaling Your Business Engine
How Compelling
is Your
Customer Value
Proposition?
How Compelling
is Your
Partner Value
Proposition?

17. Partner Type Selection & Partner Fit
The Capabilities you have & Capabilities you need to grow
Product/Solution/Services Business Engine Market,
Sales & Delivery
Market EcoSystem:
Company Types Partner Type Evaluation

18. Partner
ManagementPartner RecruitmentPartner Type Selection
Step 1
Define
Partnering
Requirements
Step 2
Evaluate
Target Markets
Internal Intelligence
• Products/Services
• Proposals
• Customers
• Sales Process
• Sales Collateral
Evaluate Market
•Product Markets
•Specialist Service
Markets
•Routes to Target
Customers
Step 3
Select Targets
&
Define Approach
Define Approach
•Analyse and Score
•Select Initial Targets
•Define Specific
Business Case
Step 4
Make Approach
&
Determine Fit
Make Approach
•Approach target
companies, starting
with Top Targets
•Determine Interest
and Strategic Fit
•Review Approach
Step 5
Establish & Build
Business
Relationship
Partners
•Ensure Marketing &
Sales Fit
•Ensure Operational Fit
•Ensure Strong
Reference Sites
Outputs
•Partnering Objectives
•Partner Value
Proposition
•Sales and Delivery
Capabilities Required
Outputs
•Market Eco-System &
Trends
•Competitors Review
•Target Partner Types
Profiles including
search criteria
Outputs
•Scored Lists
•Top Targets
•Specific Business
Cases
•Approach Action Plan
Outputs
•Selected Initial
Partners
•Agreed Partnering
Terms (Tentative)
•Identify Initial
Engagements
Outputs
•Working Initial
Partnerships
•Repeatable Partnering
Model
•Partner Maximising
Plan
Week 1 to 4 Week 5 to … On-going
Tenego’s Partnering Process

19. Lead Generation Qualification Sales / Closing Delivery Support
Direct Sales
Resellers…
Referrals
Strategic Partners / White Label / System Integrators …
Complementary Services
Your Business Flow and Capabilities

20. Influencers
Consumer n/a
Policy Makers /
Regulators
Standards /
Certification
ISO27001, BSA, ITIL, ITAR, PII, SISA
Codes of Practice Public Sector, Local Authorities
Analysts
Media
Industry
Organisations
TargetCustomers
Water
Electricity
Gas
Advisors/Consulting
Accountants / Tax
Advisors / Business
Consulting T1
Legal*
Accountants/Business
Consulting T2*
BPO Industry
Organisations
DebtServices&
Collection
Specialist Debt
Consultants / Credit
Checking *
Debt Recovery*
BPO Accounts
Receivable
SI’s&ITServices
IT Consulting
Systems Integrators*
,
IT Managed Services
IT Services
Software
Solutions
Debt Management
Software*
Contact Centre Mgmt
Systems*
Workflow /Doc
Management /Case
Management
Step 2
Evaluate
Target Markets
Evaluate Market
•Product Markets
•Specialist Service
Markets
•Routes to Target
Customers

21. Partner Type EvaluationLeads
Plan
C
reate
Q
ualify
D
evelop
Prove
N
egotiate
C
lose
Im
plem
entSupport
Value
Added
Solutions
Know
ledge
&
Focus
Existing
&
G
row
ing
C
ustom
erBaseC
redibility
/Influence
w
ith
D
ecision
M
akers
Ease
ofdoing
Business
O
pportunity
forPartner
Tim
e-to-Engagem
ent
Partnering
Experience
#
PotentialC
o's
in
M
arket
Lead
G
en
Sales
D
eliveryK
ey
C
riteriaFullProcess
Business/IT Consultants
Regional
2 4 4 4 4 4 2 2 3 1 0 2 2 5 4 3 5 3 5
Business/IT Consultants Regional
43 41 33 29 59
Sales and Delvery Process Key Characteristics Summary by Capability
Sector Specific
Consultants
3 5 5 5 5 5 3 3 4 1 0 6 3 6 4 4 5 4 3
Business/IT Consultants Regional
53 51 40 35 74 3
BPO 3 5 5 5 5 5 5 5 3 2 2 4 3 5 2 2 2 4 3
BPO
43 45 32 25 70 4
System Integrators
(VARs)
4 5 5 5 5 5 5 5 5 5 5 5 4 5 5 5 5 5 4
System Integrators (VARs)
57 58 53 38 92 1
Sector Specific Solutions 4 5 5 5 5 5 5 5 2 2 0 5 5 5 4 4 2 4 3 51 52 36 32 75 2
Direct (current) 0 5 5 5 5 5 5 5 4 4 3 2 5 2 3 3 3 5 3 Direct (current)41 46 37 26 72
Our Partner Propositions -
enabling or providing
for the partner… Evidence
ofStrong
Value
Proposition
(0-6)
O
pportunity
forPartner
(0-6)
O
pportunity
forVendor
(0-6)
The Value the Company Types bring to
59
Business/IT
Consultants Regional
in supporting the sale of PivotalCRM;to provide services on business
process development, training, documentation and change
management, and licence revenue share
2 3.0 3.9
introductions/referrals into deals and local expertise in consulting
services
3
Sector Specific
Consultants
in supporting the sale of PivotalCRM;to provide sector specific services
on business process development, training, documentation and change
management, and licence revenue share
1 4.0 4.9
introductions/referrals into deals and local expertise in consulting
services
4 BPO
enabling BPO's to provide flexible integration and solutions to their
clients businesses and revenue stream, or credits, in introducing their
clients to the solution
4 2.0 4.7
Grow product licence share on a per seat basis and int
1
System Integrators
(VARs)
enabling Implementation service revenues and licence share AND a
plaform and global marketplace for sector specific solutions developed 4 5.0 6.1
full lead gen, sales, implementation and support with opportunity f
new solutions
2
Sector Specific
Solutions
providing sector specific CRM based applications adding value to their
existing sector solutions 1 4.0 5.0
introductions/referrals into deals and local expertise in consulting
services

22. Partner Fit
• Fit within the company
• The target customer
• Their existing product set
• Their Business Objectives
• Their capabilities…
• Fit with the sales team
• Helping them meet their targets
• Aligned with what they currently sell.

23. Partner Fit Categories
Customer and Decision Maker
Strategic Product & Services Fit
Current Product & Services Fit
Sales & Marketing Fit
People and Culture Fit

24. Market Selection
Don’t select your target market based
on your contact base.
What Market presents the Greatest
Opportunity?

25. Market Selection & Prioritisation
Levellers 10,000,000 10,000,000 10,000 100
Weightings 10 10 20 - 30 70
Minimum Conditions 8,000 14 3 1
http://www.google.co.in/imgres?imgurl=http://www.windowscentral.com/sites/wpcentral.com/files/styles/larger/public/field/image/2014/05/Reach_of_credit_cards_in_emerging_mahttps://www.google.co.in/webhp?sourceid=chrome-instant&ion=1&espv=2&ie=UTF-8#q=www.tradingeconomics.com+turkey+retail+sales1000
Markets (Europe) Region Population 2014
Urban
Population 2014
GDP(
million
US$) 2014
GDP per
capita 2014
Credit Card
Penetration
% (fortuma)
2014
Total value of
Retail Sales (YoY
in percent)
Consumer
Spending Index
Competitor
Count
Country Rank
Switzerland Western Europe 8,157,896 6,030,730 685,434 84,733 58.75 0.20 10.16 3 Switzerland 5.85
Norway Western Europe 5,091,924 4,083,119 500,103 97,363 112.00 0.00 6.61 1 Norway 4.62
United Kingdom Western Europe 63,489,234 50,802,810 2,941,886 45,603 23.55 6.50 6.49 11 United Kingdom 4.41
Germany Western Europe 82,652,256 61,437,197 3,852,556 47,627 119.75 3.40 4.62 4 Germany 4.18
France Western Europe 64,641,279 56,419,209 2,829,192 42,733 91.19 3.60 4.45 6 France 3.70
Austria CEE 8,526,429 5,824,085 436,344 51,127 34.00 1.60 5.87 2 Austria 3.46
Sweden Western Europe 9,631,261 8,249,625 570,591 58,887 97.72 3.70 5.14 2 Sweden 3.46
Denmark Western Europe 5,640,184 4,926,011 341,952 60,634 26.79 2.00 5.11 1 Denmark 3.21
Italy Western Europe 61,070,224 42,101,235 2,144,338 34,960 49.83 1.30 3.78 5 Italy 3.13
Finland Western Europe 5,443,497 4,576,718 270,674 49,541 79.63 -1.70 4.76 2 Finland 3.05
Ireland Western Europe 4,677,340 2,952,477 245,921 53,314 46.67 8.60 4.80 1 Ireland 3.02
Belgium Western Europe 11,144,420 10,874,010 533,383 47,517 39.09 0.40 4.69 2 Belgium 2.96
Netherlands Western Europe 16,802,463 14,161,696 869,508 51,590 35.71 4.30 4.17 5 Netherlands 2.86
Spain Western Europe 47,066,402 36,646,776 1,404,307 30,262 88.44 4.30 3.36 5 Spain 2.80
Russia CEE 142,467,651 105,911,587 1,860,598 12,736 17.20 -10.40 0.54 4 Russia 2.50
Montenegro Balkans 621,542 396,949 4,583 7,371 3.81 3.00 4.51 0 Montenegro 2.06
Portugal Western Europe 10,610,304 6,646,197 229,584 22,081 96.19 1.40 2.59 1 Portugal 1.85
Greece (home market)Balkans 11,128,404 6,921,007 237,592 21,683 28.70 3.80 3.01 2 Greece (home market)1.84
Cyprus Balkans 1,153,058 819,828 23,226 27,194 62.50 4.00 2.21 2 Cyprus 1.53
Poland CEE 38,220,543 23,216,731 548,003 14,423 17.14 0.10 1.62 1 Poland 1.49
Turkey Balkans 75,837,020 56,235,478 799,535 10,530 67.99 -0.20 0.09 2 Turkey 1.47
Slovenia Balkans 2,075,592 1,034,487 49,416 23,963 11.11 -0.40 2.30 0 Slovenia 1.39
Czech Republic CEE 10,740,468 7,881,096 205,523 19,554 20.95 6.30 1.71 1 Czech Republic 1.23
Estonia FRS 1,283,771 894,636 25,905 19,720 29.17 9.00 1.83 0 Estonia 1.17
Slovakia CEE 5,454,154 2,979,250 98,000 18,047 11.11 3.00 1.80 0 Slovakia 1.14
Lithuania FRS 3,008,287 2,029,313 48,172 16,445 13.79 5.90 1.86 0 Lithuania 1.11
Latvia FRS 2,041,111 1,381,995 31,921 16,038 15.00 4.30 1.71 0 Latvia 1.03
Ukraine FRS 44,941,303 31,225,151 131,805 3,083 66.08 -16.30 0.13 1 Ukraine 0.93
Croatia Balkans 4,272,044 2,506,962 57,223 13,507 3.81 1.30 1.42 0 Croatia 0.87
Hungary CEE 9,933,173 7,036,844 137,104 13,903 13.13 5.10 1.15 2 Hungary 0.87
Bulgaria Balkans 7,167,998 5,357,789 55,735 7,713 13.89 -2.50 1.02 0 Bulgaria 0.69
Romania Balkans 21,640,168 11,449,200 199,044 9,997 11.00 10.90 0.32 1 Romania 0.62
Azerbaijan FRS 9,514,887 5,173,624 75,198 7,884 3.26 10.00 0.71 0 Azerbaijan 0.56
Serbia Balkans 9,468,378 5,436,059 43,866 6,153 8.45 2.30 0.63 0 Serbia 0.52
FYRO Macedonia Balkans 2,108,434 1,258,627 11,324 5,456 15.00 -1.00 0.78 0 FYRO Macedonia 0.48
Albania Balkans 3,185,413 1,800,743 13,370 4,619 17.86 3.83 0.66 1 Albania 0.44
Armenia FRS 2,983,990 1,917,546 10,882 3,620 13.89 0.10 0.57 0 Armenia 0.38
What markets can you
deliver into?
Where is the greatest
opportunity?
What markets can you
gain easiest access to?
Using Market indicators
to evaluate and prioritise

26. Partner Recruitment & Partner Support
Reseller Partner Recruitment
Target
Partner
Selection
Secure
Interest
Partner Fit
Evaluation
Market
Engagement
Plan
Agreement &
Negotiations
Agree
Tech
Eval &
Product
Partner On-Boarding & Partner Supports
Market
Engagement
Activity
Coordination
Activity
Coordination
Marketing & Sales Support
Initial
Sales
Training
Initial
Sales
Support
Sales
Opportunity
Support

27. In Summary
1) Sales Channels are ideal for international growth
2) Reducing Upfront Investment while providing Market Reach
3) Every company is different - Partner routes to be assessed
4) Key Factors of Customer Value Proposition, Reference
Customers and Partner Value Proposition
5) Be clear in what you want: Partner Profile & Capabilities
6) Market Selection - do have some structure decision model
27

28. Thank You & Questions
28
Donagh Kiernan
Founder and CEO
Tenego Partnering
http://ie.linkedin.com/in/donaghkiernan
Bill Norberg
Tenego US Northeast
https://www.linkedin.com/in/billnorberg/

29. www.tenegopartnering.com/resource www.tenegopartnering.com/blog
Further content available online
Presentation can be found here:
https://www.slideshare.net/DonaghKiernan/scaling-your-business-thru-channels-bill-norberg
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30. Additional Webinars
• Other webinars available in our Resource Page:
• Opportunities in CyberSecurity
• Partnering as an Exit Strategy
• How to fix a Broken Sales Channel
• Partner Program Development for Scalable International Growth
• Planning 2017: Decisions and Tools for Growth
• Sales Partner Management for better Partner Engagement
• How to ensure Partner Fit. It's not as simple as it may seem
• Meet Your Revenue Targets with Focused Sales Execution
• Finding Big Markets for Big Data & Data Analytics Solutions
• Business in Europe: Understanding the bigger opportunities
• Growing your Business in the UK
• Germany: Opportunities for Tech Companies
• And many more…
www.tenegopartnering.com/resource 30

31. Related Articles
• Available in our Blog:
• 5 Points on Sales Channels Success for Noisy Markets
• In Star Wars or Software Companies, Small can make big impact on Giants (IBM, SAP, Oracle, HP...)
• Partnering Routes: Tier 2's OR Software Giants (IBM, SAP, Oracle, Microsoft...)
• 5 Reasons Why the Big Boy System Integrators Might Partner with You
• Want to sell your company? Then Partner with potential acquirers
• The First 100 Days of Taking Control of Your Sales Channel
• Are you Strategic to your Strategic Partner? - Software Sales Channels Unrequited Love
• 5 In & 5 Out in Reviewing & Improving Your Sales Channels - Part 2 of 2
• 5 In & 5 Out in Reviewing & Improving Your Sales Channels - Part 1 of 2
• What Partner Types do you want in your Partner Program?
• 5 Hard Things in Building an Effective Partner Program
• And many more…
www.tenegopartnering.com/blog 31

32. Build & Manage Sales
•
Direct and Channels
•
Executive Hands-on
•
Your Alliances Team
•
Software Business
Experts
•
Practical
•
Results Focussed
CONTACT DETAILS:
Tenego Partnering
Ireland (HQ), UK, Germany, USA, Benelux,
Greece, Australia, Dubai…
Web: www.tenegopartnering.com
Email: info@tenegopartnering.com
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