Partner Prioritization A Marketing Implementation

1
Partner Prioritization A Marketing
Implementation

• Sridhar Narasimhan
• Director, Global Partner Marketing

2
Agenda

• Symantec at a glance
• The need to prioritize
• Prioritization criteria
• Prioritization at Symantec
• A global marketing implementation

3
Symantec at a glance

• Symantec has nearly 17,000 employees worldwide.
• 2006 Fiscal Revenues 5 billion
• Symantec has 260 issued U.S. patents.
• Symantec spent 15 percent of total revenue on
  research and development in FY06.
• Symantec teams with more than 75 OEMs around the
  world, providing yet another way for consumers to
  purchase Symantec security solutions.
• Symantec software protects more than 370 million
  computers or email accounts worldwide, and 99 of
  the Fortune 1000 utilize Symantec products.

4
Partner Prioritization

• Why? Time, , People
• Current vs. Future Partners
• Large vs. Small Organization
• Formal vs. Informal Prioritization

5
Potential Criteria for Partner Prioritization -
Scale

• Revenue - Comparative annual relevant revenue for
  partner company.
• Geographic Coverage - Relative market coverage
  that the company has within targeted verticals
  and geographic areas.
• Centralized - Degree to which local/country
  offices are centrally coordinated and
  administrated.

6
Potential Criteria for Partner Prioritization -
Alignment

• Significant Partner Ecosystem - The quality and
  quantity of relevant partnerships.
• Competitor Alignment - The degree to alignment or
  partnership with other companies that may be
  considered competitors.
• Strategic Fit/Alignment - Consistency with
  corporate direction and culture. Degree to which
  products/solutions fit into their potential
  solutions.
• Interest in Partnering - Level of interest shown
  during interviews and partnering discussions to
  become a route to market partner.

7
Potential Criteria for Partner Prioritization -
Influence

• Size of Customer Base - Size and quality of the
  partners customers.
• Breadth of Solutions - Broadness of partners
  solutions. How much of the value chain they
  cover. How end-to-end their solutions are for
  customers.
• Customer Influence -The level of influence the
  partner has over the customer measured by the
  size and scope of their projects.
• Solution Influence - The level of influence the
  partner has over the solution stack and the
  vendors chosen within the solution stack due to
  their technical leadership or established
  relationships.

8
Partner Prioritization at Symantec

• Complexities
• Organization Partner touch points
• Multiple Business Units
• Consumer vs. Enterprise
• Regional variations
• Factors
• Revenue short long term
• Customer influence
• Willingness to partner (committed resources)
• Competitive Stance
• Partnering with
• Partnering around
• How to measure?

9
Partner Prioritization Map - example
A
B
I
D
High
Customer Influence
C
Competitive stance
Category 1
G
Partner
Medium
Strategic Opportunity
Competitor
H
E
Mixed
J
F
Category 2
Low
Category 3
High
Medium
Low
12 Month Revenue Forecast (Direct and Indirect)
10
Partner Prioritization Marketing Support

• Category 1
• Partner Marketing Plan
• Access to funding from Global Partner Marketing
• Direct account-specific marketing support
• Category 2
• Global partner communications
• Sales enablement templates
• Internal evangelism of key partners
• Response to specific projects on ROI basis
• Category 3
• Regional marketing support

Incremental Marketing Support
11
Partner Prioritization Workshop

• Split into groups of 6-8
• Pick a company, small or large, enterprise or
  consumer, software/hardware or any other Industry
  dependent on partners for success.
• Force rank the Partner Prioritization criteria,
  feel free to add your own, and select the top 5
  most important to your situation
• Explain chosen criteria and how you would propose
  to measure this in the real world

12
Potential Criteria for Partner Prioritization

• Scale
• Revenue - Comparative annual relevant revenue for
  partner company.
• Geographic Coverage - Relative market coverage
  that the company has within targeted verticals
  and geographic areas.
• Centralized - Degree to which local/country
  offices are centrally coordinated and
  administrated.
• Influence
• Size of Customer Base - Size and quality of the
  partners customers.
• Breadth of Solutions - Broadness of partners
  solutions. How much of the value chain they
  cover. How end-to-end their solutions are for
  customers.
• Customer Influence -The level of influence the
  partner has over the customer measured by the
  size and scope of their projects.
• Solution Influence - The level of influence the
  partner has over the solution stack and the
  vendors chosen within the solution stack due to
  their technical leadership or established
  relationships.
• Alignment
• Significant Partner Ecosystem - The quality and
  quantity of relevant partnerships.
• Competitor Alignment - The degree to alignment or
  partnership with other companies that may be
  considered competitors.
• Strategic Fit/Alignment - Consistency with
  corporate direction and culture. Degree to which
  products/solutions fit into their potential
  solutions.
• Interest in Partnering - Level of interest shown
  during interviews and partnering discussions to
  become a route to market partner.