cgs channel services - partners

What Partners Are Really Asking For

10 Proven Methods —How to Grow Market

Share By Listening and Responding to

SMB Partners

Channel Development &Management Solutions

200 Vesey St - Brookfield Place - New York, NY 10281-1017 212-408-3833 [email protected] cgsinc.com

BY PRoVidiNG tHe ReSouRceS SMB PaRtNeRS Need to Meet tHeiR cHaLLeNGeS Head oN, tecHNoLoGY VeNdoRS caN exPaNd MiNdSHaRe aNd iNcReaSe SaLeS.

as sales and margins at the enterprise level slow or stagnate, small and medium businesses represent an important and growing market for many technology product and services vendors. this makes SMB partners critically important in helping vendors reach this market.

Vendors understand they cannot rely only on the general strength of their brand to cultivate relationships with partners who sell to the SMB market. as a result, the most successful technology companies are increasingly seeking to address the needs of SMB partners with new solutions that go beyond traditional inbound telesales support or in-house telesales teams.

By building mutually beneficial relationships with small and medium business partners and establishing commitments from each party to provide the resources and support necessary for success, technology companies are finding strong opportunities for exponential growth.

Small Business Can Be Big Business for Technology Vendors

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taBLe oF coNteNtS

enterprising Solutions For Smaller-than-enterprise BusinessesWhat SMB Partners are asking From their Vendors - and How You can Give it to thema Lesson in Listeningcreating a Sales environmentMaking Lasting connectionscommitment through enablementMeasures For Making Partners More effectiveWhat differentiates cGS From other channel development Solutions?

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the most successful of these partners continually work to acquire new customers in their region and are viewed as trusted advisors who build long-term business relationships. These are the class of partners who represent enormous sales potential for technology vendors. But to truly cultivate strong relationships, win mindshare and accelerate sales among SMB customers, these smaller partners expect a comparable level of service and respect to that of your tier-1 partners. in short, they want technology companies to listen to what they have to say about what they and their customers need.


Most vendors today do not have effective go-to-market programs and outbound nurturing and development support in place for their smaller SMB partners but do have robust best practice programs in place for their tier-1 partners.

despite having individual budgets smaller than those of larger enterprises — Less than 30% have dedicated it staff—SMB customers understand that technology and it services are critical to operating efficiently and keeping their businesses competitive. to achieve these goals, a large percentage of SMB businesses have developed long-term relationships with local SMB partners.

Small and medium businesses are seeking capabilities that go beyond their internal product knowledge and networks of support services. these business men and women look to build relationships with local partners that have empathy for the challenges of small businesses, understand their market and business model and, of course, provide the ability to advise, service and support all of their technical needs.

eNteRPRiSiNG SoLutioNS FoR SMaLLeR-tHaN-eNteRPRiSe BuSiNeSSeS

Despite having individual budgets smaller than those of larger enterprises — Less than 30% have dedicated IT staff — SMB customers understand that technology and IT services are critical to operating efficiently and keeping their businesses competitive. 30%


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to tRuLY cuLtiVate StRoNG ReLatioNSHiPS, WiN MiNdSHaRe aNd acceLeRate SaLeS aMoNG SMB cuStoMeRS, SMaLLeR PaRtNeRS exPect a coMPaRaBLe LeVeL oF SeRVice aNd ReSPect to tHat oF YouR tieR-1 PaRtNeRS.

iN SHoRt, tHeY WaNt tecHNoLoGY coMPaNieS to LiSteN to WHat tHeY HaVe to SaY aBout WHat tHeY aNd tHeiR cuStoMeRS Need.

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What follows is a sample of what SMB partners are saying about their relationships with technology companies—as well as detailed recommendations about how vendors can effectively respond.

WHat SMB PaRtNeRS aRe aSkiNG FRoM tHeiR VeNdoRS — aNd HoW You caN GiVe it to tHeM

The first step in addressing this need is to do your homework about the partners’ business model, number of employees, market focus, solutions, geographic focus, key issues with current vendors, how they go to market and add value. Partner profile data should be captured during the recruitment phase and used as a reference by a Partner Resource Manager to develop call strategies and initiate discussions centered on the partners’ market focus, current solutions and services provided, key issues with current vendor(s), how they go to market and add value, and provide you with their requirements for what is needed to begin the initial steps toward becoming enabled on the vendor’s platform.

“In a typical program, 20% of partners are generating 80% of the business.

PaRtNeRS20%

BuSiNeSS80%

“You Do Not Understand My Business or What We Do.”


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a LeSSoN iN LiSteNiNG

Partners often complain that they rarely receive direct calls from their vendor and only receive generic email messages. Vendors must address this complaint by spending more time communicating directly to partners; listening to their challenges; and understanding their issues, needs and business goals. Communications with SMB partners should be frequent and through direct discussions. any emailed data must contain meaningful information pertinent to this ecosystem of partners. Webinars are another extensively used tool and can be an outstanding tactic for creating additional excitement and interest with the partners. Frequent communications also help you understand the success partners are having, or not having, once they have launched their sales campaigns.

“I Seldom Receive a Call From My Vendor.” 1

Partners have proven they will provide loyalty to vendors who make it simpler to do business. Demonstrate to partners the various easy-to-do-business initiatives in place to assist them and your partners will not only become sales and technically enabled, they will also be more successful selling your products.This is one of the most important requirements SMB partners are asking for. Vendors have traditionally focused on easy-to-do-business initiatives for their tier-1 partners. By providing similar levels of support to tier-2 SMB partners, vendors can foster stronger partner commitments and substantial sales growth.

“Make It Easy-To-Do Business.”2

Partners need vendors to build secure, personal strategic relationships with them. By assigning a Partner Resource Manager as a single point of contact to a partner, vendors can establish a framework that produces more value for everyone involved. By taking the perspective of the partners’ business model and key issues, Partner Resource Managers are better able to craft effective messages regarding opportunities, profitability and business growth.

“I Do Not Want to Deal With Multiple People. I Want One Dedicated Contact.” 3


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coMPReHeNSiVe SaLeSPLaYBookS HeLP PRoVide tHe coMPeLLiNG coNteNt Needed FoR HiGHeR QuaLitY iNteRactioNS WitH cuStoMeRS aNd PRoSPectS.

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Channel Development &Management Soluti ons

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cReatiNG a SaLeS eNViRoNMeNt

“Provide an easy-to-use three-page marketing plan template that allows the partners to define their top 3-4 marketing

initiatives, goals, execution elements, schedules and owners.”

Most SMB partners need help in this category. By providing templates and samples of well-documented sales plans and walking through a series of sales questions, you’ll help prime the partners’ thinking and actions for developing strategic plans and sales campaigns.Directing partners to your sales and marketing collateral, customer presentations and solution profiling tools allows them to better develop sales strategies with compelling messages. Working on strategic sales plan efforts with partners on a regular basis also aids in developing a schedule of sales readiness and performance assessments. topics should include: timelines for partner-developed sales collateral, solution profiles, pipeline reviews and call-back schedules.

“Will You Help Me Develop a Sales Plan?” 1

Small and medium business partners realize the importance of having a marketing plan. However, these same partners often push back because most vendors want them to complete the vendors’ supplied marketing plan template which can be overwhelming.Provide an easy-to-use three-page marketing plan template that allows the partners to define their top 3-4 marketing initiatives, goals, execution elements, schedules and owners. Follow-up with the partners to find out what worked/did not work. then guide them on how to improve their marketing strategy.

“Can You Help Me Develop a Simple Yet Effective Marketing Plan?”2

Providing the right tools for partners to easily develop professional quality sales collateral (for example, PowerPoint slides and Word document templates including ROI tools) will increase their ability to confidently and professionally present your products with their solutions and services.Comprehensive sales playbooks help provide the compelling content needed for higher quality interactions with customers and prospects. they are an important way to help empower your partners to increase revenue and shorten sales cycles.

“What is Available to Help Get My Sales Reps Prepared to Sell Your Products With My Solutions?”3


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HeLPiNG PaRtNeRS aLiGN WitH otHeR PaRticiPatiNG PaRtNeRS — BaSed oN coMMoN MaRketoBjectiVeS & coMPLeMeNtaRYSkiLLS aNd oFFeRiNGS —PRoVideS aN eNViRoNMeNt iN WHicH tHeY caN eStaBLiSH NeW ReLatioNSHiPS aNd deVeLoP joiNt BuSiNeSS PLaNS aNdGo-to-MaRket ScHeduLeS.

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MakiNG LaStiNG coNNectioNS

SMB partners, especially those with deep vertical market expertise, want to connect with other vendor partners to grow their own business. By collaborating with other partners they can extend their geographic and market reach and potentially grow revenue in new directions.Helping partners align with other participating partners—based on common market objectives and complementary skills and offerings—provides an environment in which they can establish new relationships and develop joint business plans and go-to-market schedules.

“Can You Help Me Connect With Other Partners?”1

Not surprisingly, SMB partners are asking for sales leads. Though the majority of SMB partners will not initially qualify to receive qualified sales leads directly from the vendor, existing resources can often help the partners develop the insights they need to take their lead generation efforts to the next level.Identifying vendor programs, resources and tools can help sales partners develop and implement their own local lead generation programs.

“How Can You Help Me Find New Business?”2

Provide templates and automated tools to assist partners in developing professional profiles of their solutions and services. Partners want to gain visibility through the vendor’s solution database and will also use these solution profiles in their sales and marketing programs.Track partners’ progress and help them achieve their commitments on schedule. Assistance is also offered in categories such as: providing appropriate training roadmaps, assisted enrollment in training courses, guidance through your partner portal to quickly locate sales and marketing tools to develop sales and marketing collateral on your platform, offering technical tools to begin porting/developing their solution, developing their marketing plans, etc.

“How Can I Get Visibility for My Solutions & Services?”3


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i Had BeeN PRiMaRiLY SeLLiNG x VeNdoR’S PRoductS. BecauSe oF tHe VaLuaBLe SuPPoRt i aM ReceiViNG i aM NoW FuLLY coMMitted to SeLLiNG YouR PRoductS.

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”Channel Development &Management Solutions

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coMMitMeNt tHRouGH eNaBLeMeNt

SMB partners appreciate being guided through the vendor’s partner portal because it helps them identify the specific sales collateral, marketing programs, incentive programs, technical resources and training programs that apply to them.

Offering a guided tour of the resources available enables partners to easily and quickly develop their solutions and accelerate their go-to-market timeframe.

“I Can’t Find What I Need to Work With You.”1

Partners need detailed training roadmaps to help identify appropriate sales and technical training courses based on their current needs. And because these partners prefer distance learning, vendors can help by offering relevant online courses.Partner Resource Managers can work to identify courses that are applicable to the partners’ specific training requirements. in doing so this helps individuals or the partner’s entire team receive information on training categories such as certification, prep materials, and online courses.

“What is the Training Roadmap?”2

Partners need training on your ROI calculation tools. It is one of the best ways for them to hone their “financial benefits” discussions with clients. Most of SMB partners have sold on the merits of “technical” or “product” benefits but in today’s economy, savvy partners realize that they need help articulating the business and financial value of the solution.Providing sales skills training that takes into account both the technical and financial benefits of products and services places them in a larger context and helps address current and future economic factors.

“Given Today’s Economy, Help Me Sell the ROI on Your Products?”3


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MeaSuReS FoR MakiNG PaRtNeRS MoRe eFFectiVethrough measures like those detailed in this document, today’s vendors are addressing the needs of their SMB partners to secure strong relationships, accelerate partner enablement, and drive new sales.

to help ensure the success of these efforts, turning to outside sources to cost effectively implement and manage the partner engagement, enablement, sales activation and support functions can provide partners with the required assistance needed to quickly become sales enabled all within one comprehensive program.

CGS’s Channel Development & Management Solutions group has helped numerous technology companies achieve tremendous results through the development and activation of a strong SMB partner ecosystem.

We HaVe NeVeR exPeRieNced tHiS

LeVeL oF aSSiStaNce aNd SuPPoRt FRoM

aNY otHeR VeNdoR.

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200 Vesey St - Brookfield Place - New York, NY 10281-1017 212-408-3833 [email protected] cgsinc.com

WHat diFFeReNtiateS cGS FRoM otHeR cHaNNeL deVeLoPMeNt SoLutioNS?

our portfolio of innovative channel development and management services are “proven” with some of the world’s largest technology vendors.

cGS’s channel development and management services offer the opportunity to truly “differentiate” partner programs from the competition with features that address the needs and desires of today’s SMB partners.

our executive staff has over 30 years of indirect channel sales and channel business development experience on a worldwide basis. You will be working with seasoned experienced channel executives that have encountered the same challenges you face, especially in today’s economy.

cGS will assist you in gaining a superior position in your market as the vendor of choice with the best partner program, delivering a complete end-to-end channel development program cost effectively.

Global Reach – with over 5,000 employees and facilities located in 20 countries serving North america, europe, asia and Latin america, we can support your partners in 18 languages.

To Learn More About CGS’s Channel Management Solutions: contact us at: [email protected] or Visit us at: http://www.cgsinc.com/en/channel-partner-enablement

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