Two weeks ago the Perks | Channel team had the exciting opportunity to attend the SiriusDecisions Summit 2015. In its 10th year – the focus of this event was “Outperform: Strategies for Intelligent Growth,” attracting the best and brightest in B2B sales, marketing and product from Fortune 500 companies and major SMB enterprises. Delegates learned about Sirius Decisions’ latest insights, data, models and frameworks while also learning about the latest technology and services that power the top B2B vendors. We reunited and networked with many of the top IT and telecom channel professionals in an environment of uniquely collaborative and educational networking.
Over four days, a variety of topics and industry best practices were covered. Such areas were: new models and frameworks concerning sales alignment and marketing and product. We delved into key focus areas that are top of mind with channel executives and looked at best-in-class peer success stories covering topics such as alignment, operations, solutions, social, channel, communications and enablement. The SiriusDecisions Summit 2015 also recognized top-performing peer programs with the Sirius Decisions “ROI Awards” – highlighting top disciplines across demand creation, account-based marketing, channel, influencer and enablement programs and frameworks. Some of the ROI Award winners included FireEye, VMware, Veracode, and GE Healthcare.
SiriusDecisions Summit 2015 – Channel Program Model
However, for this channel guy, the most impressive presentation was delivered by Maria Chien and Laz Gonzalez, as they took to the stage at SiriusDecisions Summit 2015 armed with the SiriusDecisions Channel Program Model: a blueprint designed to help vendors decode and optimize their channel programs.
“Fasten your seatbelts.” Laz said to the packed room of attendees. “For the first time ever, we are presenting an end-to-end channel program model.”
Laz and Maria proceeded to break down the DNA of a successful channel marketing program, analyzing the functional roles – channel sales, channel marketing and channel operations – including the processes and organizational interlocks needed to support partners within the program. Laz emphasized that the Channel Program Model is a flexible tool that can be adapted to the unique and specific needs of each vendor organization. He added that although the model includes a complete set of channel processes, how they are implemented and prioritized will vary depending on each vendor organization circumstances and opportunities.
At the heart of their Channel Program Model were five helix-shaped stages that outline 67 defined processes for the three key functional channel roles to put in place during each stage of channel program development. These stages and processes pinpoint how sales, marketing and operations roles fit together to support successful channel relationships. The model is then used to manage the interlocked activities supporting channel initiatives within five stages:
- Demand Creation
- Transact & Report
After steering all of us through their journey, Maria and Laz described a sample scenario- demonstrating how the model could be used to respond in an aligned and coordinated manner to changes in strategy or circumstances. They used an example of a vendor pivoting from a traditional transactional model, to a cloud based partnership model. Awesome!
I honestly believe that the SiriusDecisions Channel Program Model will become the channel standard for creating or modifying existing transactional channel programs to a managed services or cloud business model. Especially now, with the accelerated shift to the cloud, IT vendors who typically target large enterprises are expanding efforts to capture SMB’s. So if you are in need of changing your channel program or ever wondered about the key processes needed for your organization to implement successful cloud partnerships, and which channel functions and responsibilities are essential for planning and execution, reach out to the SiriusDecisions channel team as these are tricky questions for many channel leaders to speak to with confidence. Especially given the haphazard way that current hybrid channel programs are often bolted together.
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About the Author
Chief Strategy Officer Claudio brings over 20 years of global channel marketing experience to Perks. He is a loyalty marketing expert with broad knowledge in strategy development, market management and channel sales planning, who has developed and executed major go-to-market programs for a variety of vendors, including AMD, Bing, Cisco, Dell, EMC, IBM, Kaspersky, Lenovo, Microsoft, Motorola, Seagate, Symantec, and VMware among others.Claudio is a management strategist with cross-functional expertise in business, finance, sales and marketing, strategic planning, and customer relationship management; an area he has excelled at by executing complex CRM implementations, customizations, and business process re-engineering for CRM applications. He keeps current with changes in technology and is passionate about the business implications of new technology. Claudio is an avid social media user and early adopter of social CRM.More Content by Claudio Ayub