identifying managed service provider partners with channel navigator
DESCRIPTION
In this free 30 minute webinar we will use a file sharing and cloud based storage vendor as a use case leveraging the Channel Navigator tool to identify and target managed service providers for a recruitment campaign driven by sales management and marketing for North America. Specifically we will demonstrate: - Different types of "managed service providers" and ways to identify them with solutions, technologies, vendor relationships and business profile information. - Modeling your successful partners to find others like them - Creating and managing your own lead lists for individual sales people - Receiving accounts and contacts to populate your CRM Channel Navigator is a subscription-based website for identifying and recruiting channel partners from a database of 15,000 North American VARs, consultants, and service providers bringing together their information in a single source. Replay: http://youtu.be/6BlOfIxTwRQTRANSCRIPT
Identifying MSP Partners with Channel NavigatorOctober 2013Clark Richter, [email protected]
Webinar AgendaChannel Navigator Overview and MethodologyChannel Intelligence ChallengesMSPs by the NumbersUse Case of Cloud File Sharing / Storage VendorDemonstrationConclusion Q&A
Fossa LLC snapshotFounded by Clark Richter 15+ years in channel and sales
management for Check Point, Websense and CitrixLaunched in February, 2012 Chicago, IL with 5 EmployeesParent company does Channel Development Consulting and
operates two separate web sites:CHANNEL NAVIGATOR – subscription based channel
intelligence tooliRUMBO – free IT solution provider locatorCustomers are vendors, service providers, recruiters, solution
providers (VARs) & channel marketing and sales people in applications, security, storage, networking, virtualization, telecom etc.
Channel Intelligence ChallengesVendors have lack of business profile information on
partners to segment beyond partner/non-partnerTraditional data sources not designed for Channel &
IT industry—rely on inadequate NAIC and SIC codes & limited intelligence on partner relationships
Dynamic industry—high employee turnover, M&A, quarterly metrics changing priorities
Majority of “channel” companies are private businesses with limited information publicly available
Limited funds for Channel initiatives - must deliver measurable ROI.
Database Highlights15,000+ Business Headquarters
3,000+ Managed Service Providers Covers most technologies: strong in security, data center
and infrastructure and “cloud” solution providers 40+ fields to filter or search Multi-vendor relationships identified IT relevant Solutions, Services and Technologies profiled Employee and Revenue estimates
80,000+ Contacts Identified by level, department, title, specialization Staff to C-Level Verified email addresses
MethodologyIdentify resellers and partnerships through public
Internet sources, i.e., partner locatorsAdd businesses to database with baseline of detailProfile with information from the company website or
call and update account informationInvite to manage their iRUMBO public profileIdentify and populate with key contactsValidate emails monthly—2.8% removed per monthRegularly touch 15-20% of accounts monthlyVerify partnership levels annually
Channel Navigator Use CasesEarly-stage companies to analyze channel modelsChannel marketing for recruitment campaignsChannel marketing for populating CRM systems with
account and contact details on existing partnersChannel Managers to identify key partnersSolution Providers to identify acquisition targetsRecruiters to identify companies and candidatesEvent and Media companies email marketingMarketing and sales departments of any company
that sell to technology companies
Customer Sampling
Cloud Storage Example #1Cloud file sharing vendor SMB focused, security
differentiation. White label MSP lead model.Inside sales team3-50 employee MSPs – Finance, Government,
Healthcare & SMB vertical focus
Cloud Storage Example #2Cloud based well-funded file sharing storage vendorNew partner program 5 Channel ManagersSpent 3 months and $60k on outsourced recruitment
pilot unsatisfied with resultsLooking for MSPs with NetApp relationshipAlso interested in Google, Salesforce, Vmware
partners with targeted messaging
MSPs by the NumbersEstimates from 5,000 to 20,000 in North AmericaAct as IT department for End Users with < 50
employees 5.8 million or 96% of US companies67% cite protecting customer base # 1 reason -
CompTIA11.6% annual growth for 4 years – Insight ResearchGenerate ~ 40% profit margins – ChannelnomicsThey in effect become your customer as a VendorIncludes SIs, Outsources, VARs, Consultants,
Service Providers – we capture as a “Service”
Managed Service Providers
Managed Service Providers
Success StoryOur Challenge: cost-effective way to launch partner
program to virtualization and desktop management solution providers across the US
Our Solution: multi-user access license to CN with bulk email contacts selected by technology, sales and management for virtualization partners. Set up custom filters per rep and several training sessions for sales team.
Our Results: Awareness and demand through emails for webinars, outreach, 125 Webinar registrations. 0.03% opt-out rate. Successfully signing new partners and building pipeline.
SummaryCHANNEL NAVIGATOR saves your company time
and money bringing channel business intelligence and contacts into one self service solution.Provides ongoing refresh of data for a dynamic
industry as your strategy changes.Marketing and sales can operate together rather than
independently.Tangible results with data and contacts you own.
One new relationship can easily cover the cost of access.