Diane Krakora, President & CEO
What's the Deal?
Maybe it's just me or the planets aligning in the conversations I'm having, but it seems as though everyone is designing, developing or implementing deal registration programs. Organizations from Oracle and IBM to BEA and Gateway to Network Appliance, F5 Networks and Mercury Interactive have all implemented opportunity registration programs for either some or all of their products.
Ross Brown from Citrix summed it up at the ChannelFocus event last month with the statement "if one vendor has an effective deal registration program, all will". It seems deal registration progressed from an innovative idea to increase visibility into partner sales and increase partner profitability to a program "must have" in the last 6 months.
Why is deal registration so important?
What used to be seen as a process to increase visibility into partners' influence within the sales cycle, which helped validate the resources applied to influence partners (those that do not resell), is now seen as a vital way to minimize channel conflict and increase partner profitability.
Vendors cite several reasons for opportunity registration from accelerating the promotion and sales of new products, to rewarding solution selling (fending off scavengers and rewarding hunters), to gaining market data about end-customers' solution needs and purchasing processes and preferences. However, the two primary reasons organizations implement deal registration are to minimize conflict, either direct to channel or channel to channel conflict.
Gateway's deal registration program, for example, is aimed at minimizing the direct sales team's (often called the field team) conflict with channel partners. The program defines specific rules of engagement for registered opportunities. For example, if the account is not on the Gateway named account list and the Gateway direct sales force is not engaged, the opportunity will be registered to the partner and Gateway direct sales will not compete. If the account is on the named account list or the direct sales team is engaged, Gateway will disengage if the opportunity is greater than $20,000 and the partner can demonstrate a strong relationship with the account (measured through several criteria).
Cisco provides a good example of the second reason deal registration programs have become so popular, minimizing channel-to-channel conflict by providing additional sales margin to the partner that generates the demand. The goal is to help the partners that are making the market and driving demand to stave off competition from the higher volume, lower value-add channels that simply offer a lower price point. The reseller registers the deal on-line and the Cisco channel organization verifies the deal is an incremental opportunity (i.e., not already in Cisco's forecast of opportunities). Once the deal is approved, the partner has 6 months to close it and receive an additional margin discount (the deal can be renewed once).
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What's the Deal?
Maybe it's just me or the planets aligning in the conversations I'm having, but it seems as though everyone is designing, developing or implementing deal registration programs. Organizations from Oracle and IBM to BEA and Gateway to Network Appliance, F5 Networks and Mercury Interactive have all implemented opportunity registration programs for either some or all of their products.
Ross Brown from Citrix summed it up at the ChannelFocus event last month with the statement "if one vendor has an effective deal registration program, all will". It seems deal registration progressed from an innovative idea to increase visibility into partner sales and increase partner profitability to a program "must have" in the last 6 months.
Why is deal registration so important?
What used to be seen as a process to increase visibility into partners' influence within the sales cycle, which helped validate the resources applied to influence partners (those that do not resell), is now seen as a vital way to minimize channel conflict and increase partner profitability.
Vendors cite several reasons for opportunity registration from accelerating the promotion and sales of new products, to rewarding solution selling (fending off scavengers and rewarding hunters), to gaining market data about end-customers' solution needs and purchasing processes and preferences. However, the two primary reasons organizations implement deal registration are to minimize conflict, either direct to channel or channel to channel conflict.
Gateway's deal registration program, for example, is aimed at minimizing the direct sales team's (often called the field team) conflict with channel partners. The program defines specific rules of engagement for registered opportunities. For example, if the account is not on the Gateway named account list and the Gateway direct sales force is not engaged, the opportunity will be registered to the partner and Gateway direct sales will not compete. If the account is on the named account list or the direct sales team is engaged, Gateway will disengage if the opportunity is greater than $20,000 and the partner can demonstrate a strong relationship with the account (measured through several criteria).
Cisco provides a good example of the second reason deal registration programs have become so popular, minimizing channel-to-channel conflict by providing additional sales margin to the partner that generates the demand. The goal is to help the partners that are making the market and driving demand to stave off competition from the higher volume, lower value-add channels that simply offer a lower price point. The reseller registers the deal on-line and the Cisco channel organization verifies the deal is an incremental opportunity (i.e., not already in Cisco's forecast of opportunities). Once the deal is approved, the partner has 6 months to close it and receive an additional margin discount (the deal can be renewed once).
Read More
CLIENT SPOTLIGHT
Symantec Selects Amazon Consulting, LLC as Managing Advisor to Channel Integration Team
The Company Has Engaged Amazon Consulting to Help Manage the Integration of the Symantec and VERITAS Channel Structure and Partner Strategies
Amazon Consulting announces it has been hired by Symantec to serve as a managing advisor as the company undertakes the integration of the individual VERITAS and Symantec partner strategies and global relationships.
Allyson Seelinger, Symantec Vice President of Global Channel Sales and Strategies, will lead the overall integration planning and management efforts for the program merge. She and Carrie Cuhaci, Symantec Senior Director of Symantec's Worldwide Partner Organization, have established an integration management team comprised of members from both the Symantec and VERITAS alliance programs for the planning and execution of the integration activities.
In an open letter to both the Symantec and VERITAS partner communities, Gary Bloom, President and CEO of Symantec asserted the fact that, "planning teams are in full swing working towards the successful integration of both companies" and "we've hired Amazon Consulting, a specialized channel consultancy, whose past clients list includes Microsoft, Intel, Oracle, Siemens, SAP, NetApp, and Adobe, to assist with the evolution of our partner programs."
Amazon Consulting will aid Symantec in the creation of a consistent structure for a combined partner strategy, both internally and externally. Particular emphasis will be placed on the fact that all programs and processes be applicable across business units, products, geographies, cultures, industries, and partner types globally. Led by a team of seasoned channel consulting advisors, the Amazon Consulting team will be focused on:
Symantec asserts that the combined company will be uniquely positioned to deliver information security and availability solutions across all platforms, from the desktop to the data center, from consumers and small businesses to large organizations and service providers. A key part of delivering those solutions will be the creation of a thoughtfully architected, well articulated unified partner structure that clearly distinguishes roles, responsibilities and benefits, empowering partners to continue to successfully service the end-user customer across organizational, regional and product categories.
The Company Has Engaged Amazon Consulting to Help Manage the Integration of the Symantec and VERITAS Channel Structure and Partner Strategies
Amazon Consulting announces it has been hired by Symantec to serve as a managing advisor as the company undertakes the integration of the individual VERITAS and Symantec partner strategies and global relationships.
Allyson Seelinger, Symantec Vice President of Global Channel Sales and Strategies, will lead the overall integration planning and management efforts for the program merge. She and Carrie Cuhaci, Symantec Senior Director of Symantec's Worldwide Partner Organization, have established an integration management team comprised of members from both the Symantec and VERITAS alliance programs for the planning and execution of the integration activities.
In an open letter to both the Symantec and VERITAS partner communities, Gary Bloom, President and CEO of Symantec asserted the fact that, "planning teams are in full swing working towards the successful integration of both companies" and "we've hired Amazon Consulting, a specialized channel consultancy, whose past clients list includes Microsoft, Intel, Oracle, Siemens, SAP, NetApp, and Adobe, to assist with the evolution of our partner programs."
Amazon Consulting will aid Symantec in the creation of a consistent structure for a combined partner strategy, both internally and externally. Particular emphasis will be placed on the fact that all programs and processes be applicable across business units, products, geographies, cultures, industries, and partner types globally. Led by a team of seasoned channel consulting advisors, the Amazon Consulting team will be focused on:
- Assisting with the design of a worldwide partner structure
- Developing a global program framework
- Establishing and executing global transition processes and producing the supporting materials
Symantec asserts that the combined company will be uniquely positioned to deliver information security and availability solutions across all platforms, from the desktop to the data center, from consumers and small businesses to large organizations and service providers. A key part of delivering those solutions will be the creation of a thoughtfully architected, well articulated unified partner structure that clearly distinguishes roles, responsibilities and benefits, empowering partners to continue to successfully service the end-user customer across organizational, regional and product categories.
PARTNER SPOTLIGHT
The Oya Group is an award-winning, full service marketing agency that connects companies with their markets--the people that buy their products--through an effective mix of strategic, digital, traditional, and advanced marketing services. They are imaginative, efficient, wonderful to work with, and totally focused on their client's success. For more information please visit: www.oyagroup.com
SOLUTION SPOTLIGHT
Partner Extranets
The effectiveness of a vendor's Partner Portal is one the most important criteria measured by VAR Business for their Annual Report Card ranking of vendors each year. The importance of a well designed and implemented portal in your overall partner communications strategy should not be underestimated. Providing partners with a secure, robust and easy-to-use tool can not only make you easier to work with as a vendor but also simplify the job of communicating with your partners.
Amazon Consulting can help you to develop a "partner-centric" portal that will be easy to navigate and use ? for you and your partners. Our exposure to hundreds of partner portals means your portal will be based on best-practices and sound technology, customized to meet your specific needs.
The portal is the doorway to your partner program. From self-service profiling to MDF management, deal registration, product configurators, resource libraries and contact lists, these online vehicles can provide your partners role-based access to the most important information about your program and processes. Learn more about best practices for deploying an effective partner portal in your organization by attending our new online web seminar "Six Steps to an Effective Partner Portal"
The effectiveness of a vendor's Partner Portal is one the most important criteria measured by VAR Business for their Annual Report Card ranking of vendors each year. The importance of a well designed and implemented portal in your overall partner communications strategy should not be underestimated. Providing partners with a secure, robust and easy-to-use tool can not only make you easier to work with as a vendor but also simplify the job of communicating with your partners.
Amazon Consulting can help you to develop a "partner-centric" portal that will be easy to navigate and use ? for you and your partners. Our exposure to hundreds of partner portals means your portal will be based on best-practices and sound technology, customized to meet your specific needs.
The portal is the doorway to your partner program. From self-service profiling to MDF management, deal registration, product configurators, resource libraries and contact lists, these online vehicles can provide your partners role-based access to the most important information about your program and processes. Learn more about best practices for deploying an effective partner portal in your organization by attending our new online web seminar "Six Steps to an Effective Partner Portal"
TABLE OF CONTENTS
Feature Article:
What's the Deal?
Client Spotlight:
Symantec
Partner Spotlight:
The Oya Group
Solution Spotlight
Partner Extranets
What's the Deal?
Client Spotlight:
Symantec
Partner Spotlight:
The Oya Group
Solution Spotlight
Partner Extranets
Q2 Industry Events
Agents & Influencers
Wednesday, June 22, 2005 - 11:00am Pacific Time
Of all partner programs employed in an organization's go-to-market strategy, agents can be the most subtle, powerful and economically effective partnering option available. However, establishing an effective agent program involves a great deal of planning and forethought. The overall success of an Influencer or Agent model depends on critical success factors pertaining to the complexity of the deal, roles required by agents, communications between the parties, effective compensation models and more. Learn the six major factors leading to the success of agent programs, the challenges of measuring influence in the sales cycle and understand how you can establish a new agent program, or improve an existing one, within your organization.
Sign Up NOW!
Six Steps to Building an Effective Partner Portal
Thursday, July 21, 2005 - 11:00am Pacific Time
The effectiveness of a vendor's Partner Portal is one the most important criteria measured by VAR Business for their Annual Report Card ranking of vendors each year. The importance of an effectively planned, designed and rolled-out portal in your overall partner communications strategy should not be underestimated. Providing partners with a secure, robust and easy-to-use online tool can not only make you easier to work with as a vendor but can also simplify the job of communicating with your partners. Learn the six steps to deploying an effective partner extranet in your organization through "partner centric" design strategies and best practice examples.
Sign Up NOW!
Wednesday, June 22, 2005 - 11:00am Pacific Time
Of all partner programs employed in an organization's go-to-market strategy, agents can be the most subtle, powerful and economically effective partnering option available. However, establishing an effective agent program involves a great deal of planning and forethought. The overall success of an Influencer or Agent model depends on critical success factors pertaining to the complexity of the deal, roles required by agents, communications between the parties, effective compensation models and more. Learn the six major factors leading to the success of agent programs, the challenges of measuring influence in the sales cycle and understand how you can establish a new agent program, or improve an existing one, within your organization.
Sign Up NOW!
Six Steps to Building an Effective Partner Portal
Thursday, July 21, 2005 - 11:00am Pacific Time
The effectiveness of a vendor's Partner Portal is one the most important criteria measured by VAR Business for their Annual Report Card ranking of vendors each year. The importance of an effectively planned, designed and rolled-out portal in your overall partner communications strategy should not be underestimated. Providing partners with a secure, robust and easy-to-use online tool can not only make you easier to work with as a vendor but can also simplify the job of communicating with your partners. Learn the six steps to deploying an effective partner extranet in your organization through "partner centric" design strategies and best practice examples.
Sign Up NOW!
Marketing Focus
July 19th & 20th, La Jolla, CA
Contact Us Today for the Amazon Consulting Conference Discount!
We are very excited to announce that through a special arrangement with MarketingFocus, Amazon Clients are eligible to receive a 10% discount off the standard event registration fee. This event is a great chance to gain invaluable insights into the very latest thinking on marketing trends and to engage in networking and idea exchange with the most comprehensive gathering of industry professionals in North America. If you are interested, please send an email to info@amazonconsulting.com requesting the discount code.
Contact Us Today for the Amazon Consulting Conference Discount!
We are very excited to announce that through a special arrangement with MarketingFocus, Amazon Clients are eligible to receive a 10% discount off the standard event registration fee. This event is a great chance to gain invaluable insights into the very latest thinking on marketing trends and to engage in networking and idea exchange with the most comprehensive gathering of industry professionals in North America. If you are interested, please send an email to info@amazonconsulting.com requesting the discount code.
New Website
www.amazonconsulting.com gets new look & feel! Those of you who turn to Amazon Consulting.com as a source of current channel news, information and resource downloads will find a new and improved navigational structure and updated graphical elements when you next visit our site. We hope you find our new corporate identity unique, compelling and indicative of our desire to remain innovative yet approachable as the organization grows and our business evolves.
Amazon Consulting is Growing!
We?d like to welcome Sue Redmore, Monica Richards and Jay Nelson to the team!
Find out more about
Who We Are
Find out more about
Who We Are
Career Opportunities with Amazon
Consulting
Consulting
Amazon Consulting is dedicated to working with technology organizations to develop, audit, market and manage their alliance and channel programs. We are looking for talented individuals with channel development experience.
Please click here to view the current employment opportunities and specifics
Please click here to view the current employment opportunities and specifics
Amazon Consulting in the News!
Check out the links below to view some of our Q2 editorial contributions around the industry.
CMO Council's Marketing Magnified
Gartner's ChannelMedia
Integrated Marketing's ChannelAdvisor
IDG's Darwin Magazine
CMO Council's Marketing Magnified
Gartner's ChannelMedia
Integrated Marketing's ChannelAdvisor
IDG's Darwin Magazine
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