Join Mindmatrix's Kevin Hospodar and SiriusDecision's Kathy Freeman Contreras, as they discuss- -The most effective means for delivering lead generating programs that achieve the highest adoption rates and ROI -How you can drive better engagement and marketing performance with partners -The 4 phases of the SiriusDecisions Fast-Tracking Channel Demand Model -How you can prepare for a successful sales enablement project

1. A Roadmap for Driving Better
Engagement and Marketing
Performance with Partners
Fast-Tracking Demand in B-
to-B Channels
Kathy Freeman Contreras
Sr. Research Director
Channel Marketing Services
A MINDMATRIX-SIRIUSDECISIONS WEBINAR
A Roadmap for Driving Better Engagement and Marketing
Performance with Partners
Fast-Tracking Demand in B-to-B Channels
Kathy Contreras
Sr. Research Director
Channel Marketing Services , SiriusDecisions
Kevin Hospodar
Director of Marketing
Mindmatrix

2. What we offer?
Channel Sales
Enablement
Channel Marketing
Automation
Channel Operations
and Management
(PRM)
.
Comprehensive Services to
drive adoption and Channel
Engagement

3. One platform for all your channel needs

4. © SiriusDecisions. All Rights Reserved 4
Advisory
Our Business
Research-Informed
Consulting
Research-informed assessments,
workshops and project engagements
that support key initiatives. Our
consultants are experienced leaders
in your field who apply Sirius thinking
and tools to help solve the challenges
you face.
Advisory
Designed for executives and teams to
help define strategy and support the
execution of key initiatives. Provides
access to benchmark data, as-needed
access to analysts, and best practice
research – including operational
models and frameworks.
Research-Enabled
Learning
Our learning solutions address
practitioners’ skills gaps and extend
core concepts across teams to
enable consistent execution.
LearningConsulting

5. © SiriusDecisions. All Rights Reserved 5
Sirius Perspective: Understanding supplier and partner challenges associated with channel
demand programs is critical for improvements required to ensure future success.
• Lack of Resources
• Lack of Knowledge and Skill
• Complexity of Process
• Lack of Incentive
Common Channel Demand Challenges
• Unspent MDF/Co-op Funds
• Low Partner Adoption of Marketing Programs
• Little to No Performance Data
• Insufficient ROI
Supplier
Challenges
Partner
Challenges

6. © SiriusDecisions. All Rights Reserved 6
Fast-Tracking Demand in B-to-B Channels
MENU-BASED
PLAYS
MARKETING
CERTIFICATION
CONCIERGE
SERVICES
PARTNER PROFILE
FIELD REQUIREMENTS
MARKETING
FUNDAMENTALS/ PLAY
EXECUTION
KEY METRICS
AND PLAY ROI
Through extensive research SiriusDecisions has uncovered
the most effective means for delivering lead generating
programs through the channel which deliver the highest
adoption and ROI

7. © SiriusDecisions. All Rights Reserved 7
Fast-Tracking Demand in B-to-B Channels
MENU-BASED
PLAYS
MARKETING
CERTIFICATION
CONCIERGE
SERVICES
PARTNER PROFILE
FIELD REQUIREMENTS
MARKETING
FUNDAMENTALS/ PLAY
EXECUTION
KEY METRICS
AND PLAY ROI

8. © SiriusDecisions. All Rights Reserved 8
Phase 1: Data Collection
SiriusPerspective: Start by collecting profile data from partners and identifying field
requirements to determine what type of marketing drives leads within the target market.
Partner Profile
Partner data conducted via survey
• By Partner Type
• Skills Assessment
• Marketing and
Sales Capabilities
• Technology/ Infrastructure
• Competitive
Example Partner Marketing Survey
• Sales: Average selling price
(ASP)/average sales cycle
• Sales Structure: Sales staff resources
(direct, inside, tele-sales, etc.)
• Target Market: Customer type
(new customer, etc.), customer
segment (enterprise, SMB, etc.),
target geographies
• Marketing Maturity: Level of
marketing maturity
• Marketing Support: Capabilities and
available resources (systems/people)
• Marketing Mix: Marketing tactics

9. © SiriusDecisions. All Rights Reserved 9
Phase 1: Data Collection
SiriusPerspective: Start by collecting profile data from partners and identifying field
requirements to determine what type of marketing drives leads within the target market.
Field Requirements
Target buyer information
• Target Customer Segment
• Target Industry or Vertical
• Buying Process
• Marketing Best Practices
• Historical Performance
CUSTOMER
SEGMENT
MARKETING
REQUIREMENT
Major
Accounts
• Account-Based Marketing (ABM)
• Influencer Marketing
• Relationship Marketing
General
Territory
• Hybrid Marketing
• Menu-Based Plays
• Campaigns-in-a-Box
Small to
Mid-Sized
Companies
• Inbound Marketing
• Pull Marketing
• Perpetual Demand

10. © SiriusDecisions. All Rights Reserved 10
Marketing Fundamentals
• Buyer’s journey,
digital marketing,
ABM, customer
marketing, etc.
Phase 2: Marketing Enablement
SiriusPerspective: Provide partners with the enablement required for demand creation
program success: marketing fundamentals, play execution and certification programs.
Certification
• Award per offering,
foundational topic,
campaign
Reward and Engage
• Use incentives as the
currency – award pre-
approved MDF/co-op
• Use concierge services to
expedite campaign delivery
Play Execution
• Step-by-step
guide to the
marketing
campaign

11. © SiriusDecisions. All Rights Reserved 11
Menu-based PlaysConcierge Services
• List support
• Play management
• Content development
• Teleservices support
• Event support
• Reminder/thank you
touches
• Opportunity
registration
• Deal update to closure
Phase 3: Demand Creation
SiriusPerspective: Employ concierge services to provide prescriptive marketing checklists and
offer menu-based plays to ensure programs are designed for success.
Play Type
Pay-Per-Click
Ads (PPC)
Ad Retargeting
Social Media
Syndication
Multi-Touch –
Email/TM
Database
Builder
Appointment
Setting
VIP
Roundtable*
MDF Cost
(Example in US
Dollars)
$500 $1,000 $1,000 $1,500 $2,000
$2,500/4
Appts.
$4,000/8
Appts.
$10,000
Duration 30 Days 30-45 Days 60 Days 60-90 Days 15 Days 30-45 Days 6 Weeks
What’s
Included
• Keyword List
Building
• AdWord
Placement
• Inbound
Support
• Biweekly
Reporting
• Web Tracking
• Customized Ad
• Landing Page
• Bi-weekly
Reporting
• Content
Creation
• Content
Syndication
• Lead Reporting
• Three- Touch
Email
• Video
Training
• Try & Buy
Offer
• Teleservices
• Account
Mapping
• Database
Cleansing
• Database
• Teleservices
• Confirmation
• Followup
Reporting
• Venue Mgmt.
• Teleservices
• Onsite
Support
• VIP Takeaway
Estimated
Results
15 MQLs 15-20 MQLs 25-35 MQLs 25-30 MQLs
300 Tele-
qualified
Names
4 or 8 Onsite
Appts.
6-8 Onsite
Meetings

12. © SiriusDecisions. All Rights Reserved 12
Phase 3: Demand Creation
SiriusPerspective: Employ concierge services to provide prescriptive marketing checklists and
offer menu-based plays to ensure programs are designed for success.
Play Type
Pay-Per-Click Ads
(PPC)
Ad Retargeting
Social Media
Syndication
Multi-Touch –
Email/TM
Database
Builder
Appointment
Setting
VIP Roundtable*
MDF Cost
(Example in US
Dollars)
$500 $1,000 $1,000 $1,500 $2,000
$2,500/4 Appts.
$4,000/8 Appts.
$10,000
Duration 30 Days 30-45 Days 60 Days 60-90 Days 15 Days 30-45 Days 6 Weeks
What’s
Included
• Keyword List
Building
• AdWord
Placement
• Inbound Support
• Biweekly
Reporting
• Web Tracking
• Customized Ad
• Landing Page
• Bi-weekly
Reporting
• Content Creation
• Content
Syndication
• Lead Reporting
• Three- Touch
Email
• Video Training
• Try & Buy Offer
• Teleservices
• Account
Mapping
• Database
Cleansing
• Database
• Teleservices
• Confirmation
• Followup
Reporting
• Venue Mgmt.
• Teleservices
• Onsite Support
• VIP Takeaway
Estimated
Results
15 MQLs 15-20 MQLs 25-35 MQLs 25-30 MQLs
300 Tele-
qualified Names
4 or 8 Onsite
Appointments
6-8 Onsite
Meetings
• Consider identifying the ideal plays for the partner based on their profile or
specific market focus (e.g. target customer segment, region, partner type,
sales/marketing maturity, etc.)
• Consider expanding menu to include partners’ proof of performance
requirements as well as the required metrics to evaluate ROI

13. © SiriusDecisions. All Rights Reserved 13
Phase 4: Performance Measurement
SiriusPerspective: The tracking of key metrics in the areas of program performance and
marketing contribution is essential to measuring the success of programs.
Play ROI
• Cost per lead
• MQLs, SALs, SQLs
generated
• Number of registered
deals by partner
• Number of deals
closed by partner
Key Metrics Marketing ROI
• Database size
• Number of partners
participating
• Certified marketing
resources
• Amount of MDF
utilized
• Marketing
contribution to
pipeline
• Marketing influence
to pipeline
• Marketing investment
to pipeline (e.g. 1%-
4%)

14. Additional Considerations
Establishing campaign playbooks and creating alignment for
channel success

15. © SiriusDecisions. All Rights Reserved 15
SiriusPerspective: Design playbooks for campaign-specific enablement with all the necessary
partner personas in mind: marketing, sales, subject matter experts (SMEs), etc.
Channel Campaign Playbooks
Overview Play/Campaign Additional Info
Partner Opportunity
• Situation: market/solution opportunity
• How the partner will benefit
• Goals: expected outcome
Opportunity Overview
• Target Audience
• Overview
• Target specifcs/buyer persona profile(s)
• Target market segment(s), etc.
• Product/Solution
• Overview
• Features/benefits
• Solution recommendations, complementary
offerings (cross-sell/upsell, etc.)
Campaign Detail
• Key messages
• Components (by buyer’s journey stages)
• Links to additional resources (product trainings,
tools, etc.)
Assets/Deliverables
• Provide visuals (thumbnail images) when possible
Process (tactics and timing)
• Process flow diagram/timeline
• Execution tips
Deployment
• Checklist by stage (before, at execution, after) or by
recommended timeframes (T-60, etc.)
Get Started
• How to get started
• What is needed from partner (commitment, SLAs,
lead follow-up, metric requirements, etc.)
Get Inspired
• Provide information regarding any campaign-related
incentives for the partner
Get Help
• Campaign related contact information and links
• Playbooks should include information necessary to
enable all involved partner personas.

16. © SiriusDecisions. All Rights Reserved 16
SALES ENABLEMENT SALES EXECUTION MEASUREMENT
Sales and SME* Enablement
• Playbook/Assets/SLAs
• Sales/SME Fundamentals (e.g.
Pipeline Acceleration, etc.)
• Sales/SME Certifications
Lead and Opportunity
Management
Performance
Measurement
• Key Metrics,
Lead/Opportunity
Performance
SiriusPerspective: Establish a comprehensive process to optimize alignment of campaign
stages for key partner personas with a focus on enablement, execution and measurement.
Aligning for Success: Preparing for Sales Enablement
Campaign Timeline
Partners’
Sales/SME*
PLANNING MKTG ENABLEMENT MARKETING EXEUCTION MEASUREMENT
Data Collection
• Partner Profile
• Field Requirements
Mktg Enablement
• Campaign Playbook
• Marketing Fundamentals
(e.g. Buyer’s Journey,
etc.)
• Play Execution
• Marketing Certification
Demand Creation
• Concierge Services
• Menu-based Plays
Performance Measurement
• Key Metrics, Play ROI
Partners’
Marketing

17. One platform for all your channel needs

18. © SiriusDecisions. All Rights Reserved 18
Key Takeaways
• Leverage SiriusDecisions Fast-Tracking Channel Demand Model as a roadmap for driving better
engagement and marketing performance with partners
• Provide partners with pre-packaged campaigns to ensure supplier-funded programs are
designed for success
• Collect partner profile data and identify field requirements to determine what types of marketing
will drive leads within the target market and to guide program selection
• Provide partners with the enablement required to support partner demand execution
• Employ concierge services to proactively and reactively support partner marketing efforts
• Measure and track performance of demand programs, for continual improvement
• Follow campaign playbook best practices and encourage partners to think beyond marketing by
establishing program-specific enablement paths for sales and SME personas

19. Thank You