Managing Channel Partners in the Communications Industry

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Managing Channel Partners in the Communications
Industry
Track Industry Focus Communications

• Daniel Sieff, Sprint Nextel
• Scott Bloom, Cablevision
• William Moxley, salesforce.com

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Leading Communications Companies Have Adopted our
Vision
Wireless operators
Traditional wireline / integrated operators
Cable operators
CPE and devices manufacturers
Technology and systems providers
Other operators
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Why is PRM important to the telecom industry?
Up to 50 of a communication companys revenues
from channel
Telco companies have not invested in PRM
The channel is a major growth opportunity
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Telco Channel Challenges
Growth
Coverage
Margin
Visibility
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Make Your Partners Your Most Productive Sales
Channel
Build Mind Share
Boost Partner Revenue
Boost Partner Productivity
Optimize Coverage
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You Choose How To Work With Partners
Partners connect transact using their own
Salesforce instance
Fully branded community portal

• Tools to drive revenue
• A Web 2.0 experience

• Partners work their way, in their system
• You have full control visibility

One stop shop for partners
Makes vendor easiest to work with
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Salesforce Partner Network Manages the Complete
Partner Lifecycle
Market
Sell
Measure
Recruit
Automate Recruitment
View Every Metric
Improve Effectiveness
Generate Loyalty

• Sales Analytics
• Forecasting
• Dashboards
• Data Quality Management

• Lead Management
• Partner Communications
• Funds Budgeting Management
• Document Management

• Deal Registration
• Opportunity Management
• Activity Management
• Pricing Management
• Workflow

• Partner Recruitment
• Partner Account Management
• Partner Training
• Channel Plans

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Daniel Sieff Senior Manager Sales CRM
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All About Sprint Nextel Corporation
Sprint Nextel offers a comprehensive range of
wireless and wireline communications services to
consumers, businesses and government users.
Sprint Nextel is widely recognized for
developing, engineering and deploying innovative
technologies, including two wireless networks
serving nearly 52 million customers.

• INDUSTRY Telecommunication
• EMPLOYEES 60,000
• GEOGRAPHY Global
• UE USERS 5,600
• PRM 16,000
• PRODUCT(S) USED Salesforce CRM SFA, Service
  Support, Partner Networks, 19 downloaded
  AppExchange applications

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Sprint distribution model relies heavily on
retail channel for sales and handset upgrades

• Company owned retail 1,200
• Dealer owned retail 1,000
• Exclusive Branded dealers
• Non-exclusive dealers
• National retailers (BestBuy, etc)
• Direct sales (B2B)
• Online

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Objective Leverage retail channel to reduce
customer churn

• Project Name Silver Bullet
• Primary objective Reduce churn
• Secondary objective Improve customer
  relationship
• Tactic Outbound call from customers local
  Sprint Store
• Offer Handset upgrade at new customer pricing
• Secondary messages
• Targeted promotion of new plans (Simply
  Everything) or iconic devices (Instinct)
• Visit store for handset upgrades and accessory
  needs
• Visit local store for any customer service issues
  (handset repair, plan changes, billing concerns
  or to make a payment)

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Used Salesforce Partner Network to turn our store
reps into outbound telemarketers

• Implemented Lead management via Salesforce CRM
• Provided customer data control and lead
  disposition tracking
• Foundational elements of any OB calling campaign
  in todays Legal/Regulatory environment
• Managing hundreds of thousands of customers
  monthly
• Flexibility allowed for national and local
  campaign management
• Managed multiple campaigns (upgrade, add a line,
  store closing)
• Reporting and dashboard capabilities were key to
  results

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Provided store reps with support and tools
Stores and Dealers able to log cases via portal
Implemented Gryphon Networks for Do-not call
calling hour restrictions
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Partner portal homepage used as communication tool
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Store reps can access leads via portal
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Drove more handset upgrades

• Clearly impacted customer behavior to drive more
  handset upgrades
• Key indicator of customer loyalty
• Store level examples of doubling upgrade volume
• Executed in the retail channel while meeting all
  legal requirements
• Delivered a superior way to call Sprint customers
• Significantly more receptive to call from a local
  number
• Much more likely to speak with a neighbor vs.
  call center rep

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We have additional plans for the future

• Potentially provide account and contact
  management to our best exclusive dealers in the
  B2B space
• Extends current Sprint B2B model for direct reps
• Leverage Salesforce as a prospect and contact
  management tool for all Sprint Store traffic
• Prospect follow ups (i.e. call back in 2 weeks)
• Current customer follow ups (i.e. call in 2
  months when upgrade eligible or when new device
  is available/in stock)
• Enable appointment setting through Salesforce.com

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Jim Bale Order Operations Manager
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• COMANY Division of NTT, the worlds third
  largest communications company
• BUSINESS Enterprise hosting/co-location services
• PRODUCT(S) USED Sales Force Automation
  integrated with BigMachines from Quoting,
  Pricing, and Configuration and PRM for partner
  access

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Approximately 10 of revenues come through channel
Partners expand our sales footprint
Partner have existing relationships we can
leverage
Partners offer complementary solutions
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We work with four types of partners
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Why partner relationship management?
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Deployed several business processes to partners
using Salesforce Partner Network
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Deals registered and approved via PRM
Work Opportunity together
New Account?
Opportunity Registered
Partner
Approve
Sales Rep
Approve
Assign to Sales Rep
CAM
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Partner portal homepage
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Partners have limited access to Account data
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Joint selling with opportunity management
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Results to date
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Next steps for the partner portal deployment
Goal Make partners as effective as our direct
sales reps
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QUESTION ANSWER SESSION
Daniel Sieff
Senior Manager Sales CRM
Jim Bale
Order Operations Manager
William Moxley
Sr. Director, Product Management