Driving Hosted Success Through Sales Channels

Transcription

1 Driving Hosted Success Through Sales Channels Paul Rowe Channel Marketing Director, BroadSoft Version: Oct10th

2 Topics of Discussion Selecting the right channel for your target market Best practices Building a channel marketing program #BC14 BROADSOFT CONNECTIONS 2014 PAGE 2

3 Guest Speakers Craig Schlagbaum VP Indirect Channels Comcast Business John Haw Sales Director Gamma #BC14 BROADSOFT CONNECTIONS 2014 PAGE 3

4 Go to Market Many aspects that need to be addressed Find Get Setup In Life Inform Acquire Setup Deliver Maintain How does the customer find your service? How does the customer buy your product and from whom? What are the required steps to accept and process a customer order? What is the preferred implementation approach? How do you make sure your customers stay with you post implementation? #BC14 BROADSOFT CONNECTIONS 2014 PAGE 4

5 Choosing the Right Sales Channel Online Retail Inside Face to Face SoHo / VSB Online sales and ordering Store based sales and ordering Phone based sales and ordering Not suitable for most service providers but resellers may adopt SMB Lead Generation Order & Lead Generation Phone based sales and ordering Package Sales MM Lead Generation n/a Lead Generation Consultative Sales LE Lead Generation n/a n/a Consultative Sales Primary Sales Approach Secondary Sales Approach Supporting Sales Approach #BC14 BROADSOFT CONNECTIONS 2014 PAGE 5

6 Online Channel Selling to Micro / Very Small Business Customer Requirements Simple, online order journey Simple market offer they can self-serve Desk and mobile phone integration is key A comprehensive online, e-commerce process Self-fulfillment PURE ONLINE MODERN LOOK & FEEL 6 #BC14 BROADSOFT CONNECTIONS 2014 PAGE 6

7 Online Sign-up and Configuration Be fast and simple: support customer implementations with simple descriptions Simple how-to videos explain the feature set Extensive wiki helps to ensure fast self service and support High level of support via multiple contact points Efficient ordering process only few steps between information and ordering #BC14 BROADSOFT CONNECTIONS 2014 PAGE 7

8 Best Practice Example: B2B Online Marketing Sales process optimization with inside sales leads generated by offline marketing leads generated by online marketing leads generated by affiliate marketing Funnel entries Funnel exits Unique Visitors % Product information (on website) Sign ups (leads which are testing) 49.40% 2.47% Inside Sales Team Potential customers which remain on website or are in testing phase will be contacted by the inside sales team to increase the conversion rate New total customers 1.45% conversion rate from unique visitors + 59% of all test customers convert into real customers with inside sales team! #BC14 BROADSOFT CONNECTIONS 2014 PAGE 8

9 Selling Online Top 10 Best Practices 1Performance measurement is essential use tools such as Google analytics 2Optimize every online marketing channel with defined KPI`s e.g. visitors, cost per customer, cost per lead, localization, etc. 3Focus on key data e.g. unique visitors, cost per conversion, conversion rate, click-through-rate 4Define and market to target audience 5Find the right mix between Pull and Push campaigns 6Set up inside sales team and incentivize on KPI e.g. conversion rate 7Develop a price model which allows easy up-sell + cross-sell 8Create different landing pages for different target groups 9Carry out every SEO-activity possible keep in line with Google developments 10Testing, Testing, Testing. #BC14 BROADSOFT CONNECTIONS 2014 PAGE 9

10 Inside Sales Channel Selling to Small Medium Business (SMB) Challenges Keeping your product top of mind Often selling multiple products Simple offer: easy to sell by phone Sales churn: continual training required 10 #BC14 BROADSOFT CONNECTIONS 2014 PAGE 10

11 Best Practices: Inside Sales Market Offer Design a simple to sell solution Provide concise sales tool kit easily accessible Training New Hire Training (3-part: product, how to sell, sales ops) Learning Management System Periodic lunch & learns (targeted topics, new features) Incentives Focus on driving incremental sales activity Support Spend a lot of time in center to keep product top of mind and help answer sales questions #BC14 BROADSOFT CONNECTIONS 2014 PAGE 11

12 Face to Face Channel - Consultative Selling SMB to Mid Market to Large Enterprise Challenges Motivation to sell Hosted UC Keeping your product top of mind Selling multiple products Sales churn #BC14 BROADSOFT CONNECTIONS 2014 PAGE 12

13 Building a Channel Marketing Program

14 Building Your Partner Marketing Program Top 5 Most Important Benefits #BC14 BROADSOFT CONNECTIONS 2014 PAGE 14

15 Sales Enablement: Compensation Best Practices Aggressive changes needed to move from CPE to hosted Channel Commission: Revenue sharing model Duration of contract and contract extensions Typically 15-20% Quota: Year 1 quota relief = 3x of PBX sale - highest commitment = 4x Sales Incentives: Initial launch overlay to drive dedicated focus and help bridge the gap in building high recurring revenues Complementary technical support incentive #BC14 BROADSOFT CONNECTIONS 2014 PAGE 15

16 Sales Incentives Best Practices Top prizes for top achievers Secondary prizes all achievers can win Stretch targets yet achievable Regular communications with leaderboard metrics #BC14 BROADSOFT CONNECTIONS 2014 PAGE 16

17 Sales Training Best Practices How to sell hosted. Interactive F2F training course with scenario s, role play, case studies Make it real Use stories to describe use cases Training is continuous not a one off exercise Sales should use the product #BC14 BROADSOFT CONNECTIONS 2014 PAGE 17

18 CONVINCE Marketing Your Service Content Brochures & Datasheets Case Studies Print Media Radio / TV ATL User Guides (Print, Online, Video) Outdoor Ads / Billboards Good Online Presence Online Quote & Proposal Tool PR Events, Roadshows DEMAND Demo Capability (Online & F2F) Webinars & Seminars TCO Analysis Tele-Prospecting Tools Presentations & White Papers Digital Marketing ( , etc) BTL #BC14 BROADSOFT CONNECTIONS 2014 PAGE 18

19 Demand Generation and Content Best Practices Demand Generation Content & Tools Digital Marketing Tele Sales & Prospecting Events, Roadshows Webinars & Seminars Case Studies, Brochures, Datasheets Demos White Papers Online Proposal & Quoting TCO Analysis SoHo / VSB SMB MM LE #BC14 BROADSOFT CONNECTIONS 2014 PAGE 19

20 Case Studies

21 Guest Speaker Craig Schlagbaum, VP Indirect Channels, Comcast Business Named as one of the Top 25 Channel Sales Leaders, 2014 Named as one of the Top Indirect Channel Executives by Channel Partners Magazine , 2009, 2010, 2012, and 2013 Secured CRN Channel Champion award in 2013 for best channel program in space for network connectivity services #BC14 BROADSOFT CONNECTIONS 2014 PAGE 21

22 Cable Communications Cable Networks Broadcast Film Parks XFINITY TV XFINITY Internet XFINITY Voice * Other Digital and Other * * * * * *Minority interest and/or non-controlling interest. Confidential - Comcast Solutions Provider Program #BC14 BROADSOFT CONNECTIONS 2014 PAGE 22

23 The Network to Deliver VoIP Nationwide San Francisco Extensive fiber and HFC infrastructure Physically diverse network (routes, access points, building access, etc.) Experienced Sales and support professionals in every market Network monitoring and management in every market 20 of top 25 markets 39 states and Washington, D.C. Nationwide IP network with MPLS core 618K plant route miles, 140K fiber route miles 122K optical nodes 6 Tbps of capacity and growing 24x7x365 Proactive Monitoring from Redundant NOCs and Backed by Specialized and Dedicated Support for Business Customers #BC14 BROADSOFT CONNECTIONS 2014 PAGE 23

24 Why Hosted VoIP/Unified Communications UC deployments continue to be driven mainly by business interest in individual employee and workgroup productivity and support for remote working and customer service From Gartner s UC&C Hype Cycle, 2013 According to industry analysts, the top drivers for choosing a VOIP Solution include: Cost Savings Business Continuity/Disaster Recovery Increased Productivity Ability to Support Remote Workers Improved Customer Experience #BC14 BROADSOFT CONNECTIONS 2014 PAGE 24

25 What Is Comcast Business VoiceEdge? A simple, yet powerful voice communications service for businesses Brings enterprise-class phone features to small-to-medium businesses Fully-managed alternative to on-site, hardware-based PBXs or key systems Flexible, cost-effective solution for single- and multi-site businesses Everything you need in one comprehensive solution End-to-end IP solution available through a variety of affordable packages #BC14 BROADSOFT CONNECTIONS 2014 PAGE 25

26 The Benefits to VoiceEdge Customers One Vendor, One Solution, All You Need Empowers Employees, Boosts Productivity Scalable, Cost-effective Solution Minimizes Capital Expenses and Gives You Room to Grow IP network, network services, unlimited nationwide calling, Broadsoft as a strategic partner, Polycom HD phones at no extra charge, professional installation and multiple training options Allows employees to work from anywhere at home, on the road and never miss a call Voice communication infrastructure with features and functionality delivered and upgraded from the cloud Built-in Business Voice Continuity High-definition Voice Quality Ability to automatically redirect incoming calls to back-up numbers to help keep businesses operating during natural disasters or power outages Superior call quality for important business communications #BC14 BROADSOFT CONNECTIONS 2014 PAGE 26

27 The Model #BC14 BROADSOFT CONNECTIONS 2014 PAGE 27

28 1. Recruit the Right Partners Old Model Technical certifications Technology driven sales Limited marketing resources New Model Sales driven solutions Selling to solve a business problem/process Marketing is Critical Business Can t Wait Identify the right partners for your program Business goals aligned? Strategic visions in synch? Can partners sell what you want them to? Best Practice Develop Due Diligence questionnaire for all potential partners Use Partner scorecard to stack rank partners Review partners performance and status Partner Communities #BC14 BROADSOFT CONNECTIONS 2014 PAGE 28

29 Is it Really Important to Identify the Right Partners? Working with the wrong types of partners will waste time and money Best Practice Be vigilant about monitoring partners Cut partners that no longer make business sense Focus on partners that are top producers and ones that can potentially be top partners Scorecard Liberate Partners #BC14 BROADSOFT CONNECTIONS 2014 PAGE 29

30 2. Enable Sales Partners Old Model Teaming between direct and indirect Multiple sales people involved Instructor led training New Model Single sales team (Can t afford Teaming Here) Recurring commission Training is web based and supported with online communities Enable partners in how to do key sales functions Qualifying sales Positioning your products correctly Quotes and proposals Best Practice Provide sales support for initial deals Have sales resources available to help new channel partners Develop sales tool kits that address key sales steps and align with program approach #BC14 BROADSOFT CONNECTIONS 2014 PAGE 30

31 Sales Training Onboarding Best Practice Ensure program infrastructure is in place to support partners: Live support via partner sales manager Portal system with sales toolkit: Quoting tools Proposal tools Partner with vendors to develop content and to deliver training to end users and new partners #BC14 BROADSOFT CONNECTIONS 2014 PAGE 31

32 Partner Enablement and Communication Ongoing Support Product Certification Monthly webinar to educate Followed by Confirmation of Learning for approval to begin selling Communication Strategy Weekly partner newsletter for product updates Provide Sales Sheets, Case Studies and White Papers to partners Monthly Sales Engineer educational webinar series LinkedIn Group, Cloud Services Community Live Events, Trade Shows, Regional Meetings National Support Geographically-based Partner Sales Manager team Sales Engineering team dedicated to partners Account Management team with product SME s #BC14 BROADSOFT CONNECTIONS 2014 PAGE 32

33 3. Compensate Old Model Top line growth Resell a product Smaller number of customers New Model Commission or margin based Rebilling is less likely Hundreds of customers Compensation in the recurring model creates a fundamental change for both vendors and partners Best Practice Provide a model to adjust to the new model Pay some up front and some recurring Total may be less than 100% pure recurring commissions Get partners to create separate P&L Create Separate Cloud Sales team inside the company #BC14 BROADSOFT CONNECTIONS 2014 PAGE 33

34 Incenting Your Partner Community Grow your program with more than just program SPIFs Develop strategic incentives for top performers Appointment setting Lead generation Invest in partners- (e.g. Ciena Truck) Best Practice Make your program stand out from others with unique mix of SPIFs and strategic incentives Ensure SPIF is passed through to the sales person that sold the deal Its easier to pass SPIF through in a recurring model #BC14 BROADSOFT CONNECTIONS 2014 PAGE 34

35 4. Motivate Your Partner Community Old Model SPIF MDF Rebates New Model Bonus for increased sales Value based incentives MDF for investment in sales programs Partners get excited about sales contests and SPIFs Frequent SPIFs based on growing the recurring base from x to y are key based off a current base line number Can be targeted on different areas Best Practice Create a target by partner to hit and provider x commissions more or a cash bonus payout for achievement #BC14 BROADSOFT CONNECTIONS 2014 PAGE 35

36 What Does This Mean For The Channel? 1. Massive need for Solutions Providers to assist customers in moving to cloud solutions 2. Connectivity becomes critical to all customers needs 3. Recurring revenue models are becoming more the norm in the channel 4. The number of partners participating will continue to grow substantially #BC14 BROADSOFT CONNECTIONS 2014 PAGE 36

37 Guest Speaker John Haw, Sales Director, Gamma Building successful sales strategies and routes to market for SIP, Hosted Voice, Unified Communications, Data, Ethernet and mobile. #BC14 BROADSOFT CONNECTIONS 2014 PAGE 37

38 Who is Gamma? Wide product portfolio delivering choice of fixed line, IP telephony, mobile and data services Financially strong cash positive, profitable and growing 60,000 Hosted Seats, growing at 8% a month Automated processes, leading edge portal and visible management make Gamma easy to work with One of the UK s largest providers of voice services and voice applications Switching in excess of 650 million minutes per month Carrying c. 8% of the UK s fixed line telephony Over 700 resale channel partners 250,000 SIP Channels A certified CarbonNeutral company Ranked 29 th in the Sunday Times 100 Best Companies to Work For Consistent Network Of The Year award winners 244 Hosted Partners #BC14 BROADSOFT CONNECTIONS 2014 PAGE 38

39 Gamma Financials As of August 14, 2014 #BC14 BROADSOFT CONNECTIONS 2014 PAGE 39

40 Horizon Gamma Hosted Telephony

41 Subscriptions Horizon Evolution Free Calls to UK Mobiles Free Local & National Calls Integrator Mobile App CRM Integrator Integrator Free Handsets Softphone Receptionist Console Mobile App Call Queuing Softphone Call Queuing Subscriptions Month #BC14 BROADSOFT CONNECTIONS 2014 PAGE 41

42 Number of Subscriptions Bolt-ons Horizon Softphone Mobile App Receptionist Integrator CRM Integrator #BC14 BROADSOFT CONNECTIONS 2014 PAGE 42

43 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Average Customer Size Horizon Avg Users per Customer: Avg Sites per Customer: 1.45 Avg Users per Site: #BC14 BROADSOFT CONNECTIONS 2014 PAGE 43

44 Product Availability Horizon #BC14 BROADSOFT CONNECTIONS 2014 PAGE 44

45 Value Proposition Horizon Business only solution Inclusive subscription Free calls to local & national Free calls to UK mobiles Free Cisco/Polycom handsets Inclusive Fraud Management Bolt-on upsell opportunities Part or Fully White labelled #BC14 BROADSOFT CONNECTIONS 2014 PAGE 45

46 A Winning Formula Horizon Ease of use, productivity, and self serve ( ) Size, scale, reliability, porting and peace of mind All the best of Gamma Feature rich, world leader UC roadmap END TO END SOLUTION #BC14 BROADSOFT CONNECTIONS 2014 PAGE 46

47 Partner Lifecycle and Education Sales (full day) Technical/Ops (full day) Support (webinar) Ad hoc for new releases Horizon Champion Accreditation Training inc. exam Demo kit & Portal Access Cisco/Polycom Handsets Portal access for ordering Knowledgebase access Case Studies Opportunity support (RFP, demo, presentation etc.) Commercial assistance (bundles, free calls & handsets, lifetime subscriptions etc.) Level Playing Field Opportunity Review & Commercial support Gamma presales & marketing Support Dedicated hosted pre-sales team Gamma provided white-labelled literature inc. videos #BC14 BROADSOFT CONNECTIONS 2014 PAGE 47

48 How we support channel sales #BC14 BROADSOFT CONNECTIONS 2014 PAGE 48

49 Thank You

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51 Xcelerate Go To Market Program Hundreds of thousands of $$ worth of expertise and content to assist in success of marketing and selling BroadSoft s portfolio Cutting implementation costs and time to market by between 3-6 months Access to the latest best practice in the industry on taking Hosted to market Programs Expert Support Online Content #BC14 BROADSOFT CONNECTIONS 2014 PAGE 51

52 What to do Next 1. Identify the best channel for your target market 2. Use Connections to network with your peers 1. Review GTM resources on Xcelerate online and engage your BroadSoft Account Director #BC14 BROADSOFT CONNECTIONS 2014 PAGE 52

53 Thank You