What are your business growth expectations and plans, how can Sales Channels help? What are your expectations and your assumptions regarding sales channels? Would like to validate your assumptions? Thinking About or Starting in Partnering ● How do you decide if it's right for your business? ● Are you ready? What do you need to get started in partnering? Established, Reviewing and Growing ● How will you take what you've built to date and develop for growth in many international markets? ● How are you phasing sales channels into your direct sales organisation? Your channel partners are an extension of your company, how can you: Align your channel with your internal organisation? Implement standard support structures across all partner types and regions? Standardise sales pipeline data management and reporting across all partners & partner managers? Standardise and forecast through the channels? Create and manage a progress rhythm with each partner and with your channel network? Learn where and with which partners to invest to get the best return in the coming year?

1. Your Channel Evolution:
Early Stage, Established and Beyond

2. Many Questions
Q: How can a Partner Program work
alongside my Direct Sales? (James)
Q: Is it better to test a single partner
at a time or multiple partners at a
time? (Damian)
Q: Best practices in
establishing partnerships for
SaaS companies? (Slava)
Q: Which companies set the
benchmark for Partner
Management? (Steve)
Q: Do different partner types
require different management
approach? (Kathy)
Q: For SaaS, any effectiveness
comparison of channels and other
strategies? (Slava)
Q: How does a small company
partner with a larger organization
with needs to be tailored to the
resellers customers? (Daniel)
Q: What is the best way to
promote your SaaS
product? (Niaz)
Q: How many people should I
need to resource my channel
function? (Greg)

3. Welcome
If you have any comments
or questions,
please interrupt…
Type into the Chat/Question screen
www.tenego.com
Donagh Kiernan
Founder and CEO
Tenego Partnering
28 years – Techie background
Sales Channel, Direct Sales and
Channel
Sales Organisation Management.
http://ie.linkedin.com/in/donaghkiernan

4. Your Channel Evolution:
Early Stage, Established and Beyond

5. Agenda – Channel Evolution
• Your Company Evolution
• Growth Expectations and Your Channel Evolution
• Are Channels right for you OR Sell Direct? / Are you Ready?
• How Fast Can You Grow Through Channels?
• Have Partners - Next Steps for Growth?
• Sales Channels in Direct Sales Companies
• New Market Entry Options?
• Sales Channels Growth Return-On-Investment?
• Partner Program Development

6. How many Customers
do you want in the next year?
…and in the next three years?
Tenego Webinar

7. StartUp:
• Concept Validation
• Market Validation
• Product Definition / Market Requirements
• Initial Product
• Beta Customers
• Initial Product Revenues
Early Stage a) – Getting ready to Grow
• How to sell -Your marketing and sales process
• Getting the Product right
• Learning how to Deliver
• Learning your Revenue Model
• new Product Development
Early Stage b) - Starting to Accelerate
•Growing the Team
•Process Improvement: Testing what works
•new Product Development
•…
How Many Customers do you want?
Company Evolution – Learning to Grow
Growth
•Steady Rhythm
•New Regions
•New Sales Channels
•…

8. Your Channel Evolution
Channel Early Stage
• Proven Product and Customer Proposition
• Proven Sales Model
• Investigating Growth through Sales Partner Channels
• Could be 100’s Millions in revenues, but early in Channels…
Tenego Webinar
Established and Beyond
• Proven Growth Model – Direct or Channels
• Expanding Market Footprint
• Expanding Partner Program and Network
• …

9. Your Channel Evolution
Tenego Webinar
Proven Customer Proposition
Proven Sales Model
First Sales Partners
Initial Partner Success
Developing Partner Model
Partner Recruitment
Partner Program
Partner Network Growth
Learning to Partner…
Multiple Partners
Proven Partner Model

10. Lead
Generation
Qualification
Sales /
Closing
Delivery Support
Direct Sales
Resellers…
Referrals
Strategic Partners / White Label / System Integrators …
Complementary Services
Business Process and Growth Bottlenecks
How Compelling
is Your
Customer Value
Proposition?
How Compelling
is Your
Partner Value
Proposition?

11. Will Channels Work for your Product?
• Clear Target Customer and Market Demand
• Proven Customer Value Proposition, that will travel
• Clear Partner Proposition, that will interest a partner:
– Deal Size and Licence Share
– Resulting Service Revenue
– Marketing and Sales Support…
• Clear ability to Deliver in the Partners’ Markets
• Can Partners can be trained to Sell, to Implement and
to Support, if you require them to do all these
• and SaaS does work through Sales Channels!
Tenego Webinar

12. 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

13. Are you Ready for Partnering?
• How long to train “How to Question a Target Decision
Maker to Secure Interest and Qualify a Lead”?
• How developed is your messaging and materials, and
marketing approach to generate leads?
• How trainable is your sales that doesn’t require your
proprietary knowledge?
• How trainable is your implementation and delivery of
your product?
Tenego Webinar

14. How Fast Can You Grow?
• The 26 Factors Affecting Sales Channel Revenue Growth
The 5 Key Factors:
1) Deal Size & Shape
2) Sales Cycle Length
3) Market Size/Conditions/Growth
4) Number of Potential Partners
5) Partner Deal Pace
Tenego Webinar
http://www.tenegopartnering.com/predictor/

15. Have Partners, Next Growth Steps?
• Learning from Experience: Working or Not – Why?
• Clarity on your Partner Types; Criteria and
Capabilities
• Market Selection/Prioritization
• Partner Propositions, for different partner types
• How many partners do you want?
– Free-for-All or Market Coverage
• Partner Recruitment
• Partner Management
• Your Partner Program
Tenego Webinar

16. Sales Channels in Direct Sales Co
1) Culturally, Is Your Business Ready to Partner?
2) Build a Partnering Engine Like You Built Your Sales Engine,
Step-by-Step
3) Build your Partner Program by Engaging the Market
4) You’re not IBM or Microsoft, Don’t Copy Everything They Do
5) One Sales Organisation - Direct and Indirect
6) Great Sales People don’t make Good Partner Managers
7) Provide Partner Supports and Clear Management for Greater
Success
Tenego Webinar

17. Sales Channels for New Market Growth
• Market Selection/Prioritisation - Where?
– Deliver? Biggest Opportunity? Easiest Access?
• What’s your First Step to Beachhead Customer?
– Do you hire a Regional Sales Manager?
– Do you seek your beachhead partner?
• Recruit Partners in selected Target Markets
– With relationships with your target customers
• Work with Partners to build pipeline
• Support and Enable Partners to be successful
Tenego Webinar

18. Proving Sales Channels - Growth ROI
Have Partners and seeking resources to grow?
• Assess Value in Current Partners?
– Partners’ Deal Pipeline
– Support Required to Close Deals in Pipeline
• Partners’ Deal Velocity?
– Currently Pace: Leads, Proposals etc
– What Supports would increase this pace?
• Overall Revenue Forecast, with contingency factors
• Note: Lower Upfront Costs and Lower Risks with
Partners
Tenego Webinar

19. Channel Growth Options
• Recruit more partners
• Optimise growth through existing partners
– Better alignment and Invest with selected partners
– Get more access to Partners’ customers
– Engagement through the marketing and sales
• Better Partner Enablement
– Training and Supports
– Channel Marketing
• Building the Channel Engine - Partner Operations.
Tenego Webinar

20. Scaling Your Partner Program
• Align your channel with your internal organisation
• Implement standard support structures across all
partner types and regions
• Standardise Sales Pipeline Data Management
• Standardise Reporting across all Partners & Partner
Managers
• Standardise Forecasting through the channels
• Manage Risk/Contingency at the top level, based on
data
Tenego Webinar

21. Your Partner Program – Key Components
21
Program Vision
Replicate and scale
current in-market success
Philosophy &
Policies
Brand
Pricing
Exclusivity, Territory
…
Organisation
Change
Direct and Indirect
Regional / Divisional
Phased Implementation
…
Market
Selection/
Prioritization
Objectives / Targets
Work Program
Milestones
Targets
…
Marketing Sales Delivery Post Sale Commercial
Product
Mgmt
From
Adhoc to
Coop
Pre-sales to
full support
Part of full
delivery
L1, L2
support &
UpSell
Pricing,
discounts,
incentives
Feedback
and market
connect
Partner Tiers
& Supports
Bronze
Silver
Gold
Marketing Sales Delivery Post Sale Commercial Product Partner Types
Consultant
SI
ISV…
Partner Recruitment
Partner Type
Selection
Partner
Search &
Selection
Partner
Evaluation,
Planning &
On-boarding
Partner Management
Partner
Plans
Reporting
Metrics
Integrating
Developing
Partner Program Supports

22. In Summary – Channel Evolution
Thinking about OR Starting out in Sales Channels:
1) Find Your Appropriate Growth Route – Direct or Channels
2) Assess Channel Suitability, Growth Steps & Learning Cycle
3) Set Clear Plans, Expectations and Pace through Channels
Established And Growing:
1) Understand what working and not? And Why?
2) Sales Channels and Direct Sales can work together
3) Plan and Grow, Forecasts and Get Resources for your Plan
4) Structure Your Partner Program For Growth

23. Thank You & Questions
23
Donagh Kiernan
Founder and CEO
Tenego Partnering
http://ie.linkedin.com/in/donaghkiernan

24. Tenego Partnering: Services

25. Tenego Clients

26. Tenego’s Partnering Methodologies

27. 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, Greece, Middle East
– APAC, Canada, US East Coast, US West Coast …

28. www.tenegopartnering.com/resource www.tenegopartnering.com/blog
Further content available online
Presentation can be found here:
https://www.slideshare.net/DonaghKiernan
28

29. Other Webinars
• Recorded ready to watch:
– Q&A Session: Software Sales Growth to European Manufacturing Sectors
– Software Sales Growth to European Manufacturing Sectors
– Q&A Session: Partner Operations: Scaling your Channel Partners
– Partner Operations: Scaling your Channel Partners
– Learning from the Big Boys' Partner Programs: Microsoft, Oracle, SAP etc.
– International Growth for UK based Software Companies
– Case Study - Bringing a US Company to Europe
– To Grow Your Product Revenues from 10M to 50M
– Partner enabling the Giants: IBM, SAP, Accenture or other...
– Scaling your Software Company through Sales Partner Channels
• And many more…

30. Related Articles/Content
• Many Articles in our Blog
www.tenegopartnering.com/blog
• So, you think SaaS can't have Sales Channels?
• Building Sales Channels - What do you want from a sales partner?
• Thinking About or Starting Your Sales Partner Channels? What Next?
• Why you need a Partnering Strategy
• 4 Data Points - Large Accessible Market - Europe's Manufacturing Sector
• 5 Points - Selecting Your Software Sales Channel Partner into Manufacturing Sector
• Partner Managers: Manage Activity Targets first, then Revenue Targets
• Should it be called Partner Support and not Partner Management?
• How Partner Operations Delivers for Partner Management
• Partner Operations: Benefits to Partner Managers

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