build a better channel
DESCRIPTION
An overview of why resellers don't sell and how you can build a productive channel.TRANSCRIPT
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Copyright© 2002 The York Group International, Inc. www.theyorkgroup.com We make going global easier
THE YORK GROUP© Copyright 2008– www.theyorkgroup.com
The York Group
Building Better Channels
![Page 2: Build a Better Channel](https://reader034.vdocuments.mx/reader034/viewer/2022051610/549e92edb47959a0608b461c/html5/thumbnails/2.jpg)
Copyright© 2002 The York Group International, Inc. www.theyorkgroup.com We make going global easier
THE YORK GROUP© Copyright 2008– www.theyorkgroup.com
Relationship With Your Resellers
Are your partners working as a team, pulling you in the right direction?
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Copyright© 2002 The York Group International, Inc. www.theyorkgroup.com We make going global easier
THE YORK GROUP© Copyright 2008– www.theyorkgroup.com
Or Are They …
Inactive ?
Resentful?
A nuisance?
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Copyright© 2002 The York Group International, Inc. www.theyorkgroup.com We make going global easier
THE YORK GROUP© Copyright 2008– www.theyorkgroup.com
Path to Channel Success
Reacting
Coping
Anticipating
Orchestrating
•Opportunistic sales•No formal programs•Low profits, ROI
•Inconsistent partner results
•Agreements tailored to each partner
•Targeting markets/products
•International channel structure in place
•Need to accelerate revenue growth
•Established offices and partners in major markets
•Some under-performing products or markets
•Position company for an exit
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Copyright© 2002 The York Group International, Inc. www.theyorkgroup.com We make going global easier
THE YORK GROUP© Copyright 2008– www.theyorkgroup.com
Benefits of an Effective Channel
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Copyright© 2002 The York Group International, Inc. www.theyorkgroup.com We make going global easier
THE YORK GROUP© Copyright 2008– www.theyorkgroup.com
Two Basic Channel Models
You are a strategic product• Partners do their own marketing• Significant sales every year
You are a portfolio product• You feed your partner with leads• One or two sales per year … maybe
OR
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Copyright© 2002 The York Group International, Inc. www.theyorkgroup.com We make going global easier
THE YORK GROUP© Copyright 2008– www.theyorkgroup.com
When Are You a Strategic Product?
A dedicated salesperson
An activities-based marketing plan
You are part of the reseller’s “survival toolkit”
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Copyright© 2002 The York Group International, Inc. www.theyorkgroup.com We make going global easier
THE YORK GROUP© Copyright 2008– www.theyorkgroup.com
Why Don’t Resellers Sell?
Portfolio mentality•A lot of “nice to haves”
You are a disruption
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Copyright© 2002 The York Group International, Inc. www.theyorkgroup.com We make going global easier
THE YORK GROUP© Copyright 2008– www.theyorkgroup.com
You Are A Risk – Not An Opportunity
Market riskWrong product, timing,
packaging, language, functionality, focus, content, feature set,
customers, etc.
Exit risk•Doing “too well”•Market becomes too attractive for the vendor to “resist” selling directly
Vendor risk•Lack of knowledge, cultural sensitivity, understanding of how things work in the partner’s market
•Compromising the partner’s relationships through stupidity
Resellers take on three levels of risk
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Copyright© 2002 The York Group International, Inc. www.theyorkgroup.com We make going global easier
THE YORK GROUP© Copyright 2008– www.theyorkgroup.com
Making a Channel Work
A quote from Geoffrey Moore in “Crossing the Chasm”
"Getting and sustaining the attention of someone else's sales force is a full-
time job, since helping to sell someone else's product is an unnatural act that
must be stimulated constantly"
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Copyright© 2002 The York Group International, Inc. www.theyorkgroup.com We make going global easier
THE YORK GROUP© Copyright 2008– www.theyorkgroup.com
It Always Comes Down to Selling
People sell what they know how to sell.
Get the salespeople on board and you will have a
productive partner.
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Copyright© 2002 The York Group International, Inc. www.theyorkgroup.com We make going global easier
THE YORK GROUP© Copyright 2008– www.theyorkgroup.com
What’s An ISV To Do?
Package yourselves the same way you would your product
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Copyright© 2002 The York Group International, Inc. www.theyorkgroup.com We make going global easier
THE YORK GROUP© Copyright 2008– www.theyorkgroup.com
Building a Successful Channel
Channel Success
Give partners a reason to trust you – have a solid channel
program
Identify, qualify and recruit the right
partners
Manage the partners to keep them focused on
your products
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Copyright© 2002 The York Group International, Inc. www.theyorkgroup.com We make going global easier
THE YORK GROUP© Copyright 2008– www.theyorkgroup.com
Steps in Partner RecruitmentT
otal elap
sed tim
e – 4-6 mo
nth
s
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Copyright© 2002 The York Group International, Inc. www.theyorkgroup.com We make going global easier
THE YORK GROUP© Copyright 2008– www.theyorkgroup.com
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