Salesforce CRM Partner Networks: Best Practices in High-Tech

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Salesforce CRM Partner Networks Best Practices
in High-Tech
Track Industry Focus High-Tech

• Stefani Miller, Symantec
• Alan Saldich, Riverbed
• Sandi Sandiland, Dell
• JC Whitfield, salesforce.com
• Anne Moore, salesforce.com

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Anne Moore Customer Success Manager
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What Channel Challenges Are You Facing Today?
Visibility?
Adoption?
Scale?
Channel Conflict?
Mind share?

Do you know who your top performing partners are?
Do you know why they are your top performers?

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Channel sales are a significant part of revenue
Indirect Sales70
Direct Sales30
Revenue Breakdown by ChannelFor High Tech,
Manufacturing, Consumer Goods
Source Gartner Research
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Increase channel growth and partner success
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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Keys to Success

• Implementation Team and System
  Integrator
• Business Objectives
• Partner Communication
• Governance and Alignment
• Ongoing Feedback and Execution

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Stefani Miller Manager, Channel Programs
Company Logo Here
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Symantec is a global leader in providing
security, storage and system management solutions
to help businesses and consumers secure and
manage their information.
Company Logo Here

• INDUSTRY Software Publisher
• EMPLOYEES 17,500
• GEOGRAPHY 40 Countries Worldwide
• USERS 7,000 Partners 5,300 Employees
• PRODUCT(S) USED Salesforce CRM SFA, Partner
  Networks, PLM, Content (coming soon!)

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Internal Business Challenges

• Large Global Company
• Constant Growth through Acquisition
• Multiple Languages Cultures
• Many programs and sources for partner leads
• Flexible Customization
• One Size Fits All solutionsdont work well
• Single Sign-on for Internal visibility into
  partner business
• Reporting, Pipeline
• Team Selling was impossible
• Cost
• Additional license fees
• Infrastructure to support
• Internal process transparency to partners
• Whatever we do to fix our internal issues could
  not impact the partner community at all

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Partner Challenges

• Real Time Access to Portal
• Ease of Use
• Non-Intuitive System
• Opportunity/Lead Management
• Visibility through Reporting
• Dynamic Search Options
• Input to Enhancements
• System Performance

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Aligned Team Driving to a Timeline
November - December 2007
January April 2008
May 2008

• Finalize Program Charter and Approval
• Define Roles Responsibilities
• Define Business Objectives
• Identify Key Business Process Capabilities
• Define Implementation Plan
• Develop Deployment Strategy

• Go Live Americas (May 12, 2008)
• Go Live EMEA APJ(May 18, 2008)
• Contract Expired (May 24, 2008)
• 4000 Partners live on Salesforce PRM Portal

• Map Processes to Business Requirements
• Define Metrics Strategy
• Define Data Quality Strategy
• Develop Adoption Strategy Plan
• Define Training Strategy
• Align Global Rollout
• Execute Training Events

PRM Governance Execution Steering Committee
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Implementation Team

• Technical
• Symantec IT (2 person team)
• Apprivo - 3rd party vendor specializing in
  migrations
• Business
• Sales Infrastructure (2 person team)
• Global Channel Office (2 person team)
• Regional Program Managers (7 person team)

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Symantecs Opportunity Registration Portal
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Impact of New Portal

• Partner Satisfaction
• Registrations increased by 47
• Manage their business effectively
• Increased internal visibility to pipeline
• Team selling possible
• Flexible System
• Results from Partner feedback
• Deploy Salesforce CRM Content
• Leads / Referral Program

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Keys to Success Lessons Learned

• Global Alignment Regional Champions
• Thorough Planning Inspection
• Data Migration, Process, Internal/External
  Usability
• Clean Data
• Partner Accounts
• Single record per partner
• Opportunities
• Clean up in old system first
• Clean cut to new instance
• Communication
• On-going Governance

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Alan Saldich VP Product Marketing Alliances
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Riverbed is the leader in WAN acceleration
optimization. After only four and a half years,
we have over 5,000 customers around the world,
and over 320 million in revenues

• INDUSTRY Network / Storage Equipment
• EMPLOYEES 800
• GEOGRAPHY Global
• USERS 560 User Licenses
• PRM Users Over 700 Partners / 3600 users
• PRODUCT(S) USED Salesforce CRM SFA, Service and
  Support, Content, Partner Networks

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Number One Priority for PRM Bring partners into
the Riverbed sales cycle

• Sharing leads opportunities
• Make them part of the entire sales cycle
• Real time collaboration
• No spreadsheets to manage forecasts
• Help them get competentSalesforce CRM Content
  PRM

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Riverbeds Partner Center
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Key Benefit Managing MDF

• 700 partners worldwide
• Using PRM to manage all marketing requests /
  claims
• Eliminating spreadsheet based management
• Real time budget tracking / allocation
• Looking at new MDF and On-Boarding
  Modules(AppExchange)

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Next steps

• Upgrade to new platform PRM 3.0
• Integrate Salesforce CRM Content Workspaces
• Building out navigation to make it easier
• Eliminate marketing intranet at Riverbed
• Move to publish once, view anywhere model
• Potentially partner-specific messaging and content

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Key Takeaways / Lessons Learned

• Salesforce CRM has been key to Riverbeds growth
• We should have had an owner or architect to
  oversee the direction of the application at
  Riverbed
• Data quality, validation, enrichment should have
  had much more attention earlier - its costing us
  now
• PRM is a natural (and critical) extension
• 2 and 3 tier distribution is more challenging
  than anticipated

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Keys to Success

• Content Management Integrate Content with PRM
• Coordination - Global deals / permissions /
  visibility
• Content Make it easy to find
• Oversight - Need a dedicated person for proper
  rollout

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Sandi Sandiland Director, Sales Effectiveness,
Global Channel
Dell Inc.
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All About Dell Inc.
Dell is an industry leader in providing products
and services which simply IT for customers
globally.

• INDUSTRY High Tech
• EMPLOYEES 82,000
• GEOGRAPHY Global
• USERS 25,000
• PRODUCT(S) USED Salesforce CRM SFA, PRM, Ideas,
  2 downloaded AppExchange applications (includes
  PRM)

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Path to Success

• Communication to Partners
• Channel Launch - External Media
• Partner Council
• Governance Model
• Globally agreed to Business Architecture
• Partnership between Business and IT
• Regular cadence with key stakeholders
• Quarterly workshops - future state
• Quarterly executive council to approve
  recommendations
• Partner Training
• Online Registration and Certification
• Key Metrics
• Crawl Partner Registrations/Deal
  Registration/Partner Certification
• Walk Win/Loss Ratios/Sales Pipeline/Aging Deals
• Run Practice Areas/Partner Experience/Growth
  Targets/Financials/Win/Loss

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Keys to Success

• Partner Experience
• Make sure operations and tools are easy to use
  and scale
• Open Communication internal with sales and
  partners
• Leverage Best Practices (across industry)
• Partner On-boarding
• Building a plan to succeed early
• Leveraging combined strength in the market
• Global Coordination where possible
• Early business process vetting
• Salesforce.com Consulting to support rapid
  deployment

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J.C. Whitfield Principal Consultant
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Challenge

• Rollout a Deal Registration program to Dells
  partners worldwide that supports Dells Partner
  Program launch
• Support three major geographies with different
  operation support groups and multiple languages
• Internally supported languages would be English
  and Japanese Externally support as many
  languages as possible
• Support different partnering models

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Results

• Deal Registration launched to partners in North
  and South America, EMEA, and China/Hong Kong
• 12 Languages Supported
• 500 Opportunities/day submitted worldwide
• Better visibility into partner opportunities so
  that resources can be applied properly

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Expanding Globally

• Translation Considerations
• Standardize on your portal messages

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Expanding Globally

• Translation Considerations
• Avoid Formula Fields that return text strings
• IF, ISPICKVAL(Custom Field Name, Yes")), Your
  deal qualifies for special pricing
• Also TEXT and HYPERLINK
• Email Templates (New User, Reset Password,
  Change Ownership)
• French isnt always French, Spanish isnt always
  Spanish
• Manage Profiles by Region, then Language

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Expanding Globally

• Cultural/Legal Keys to Success
• French and German Privacy Laws
• Apply consistent business processes between
  regions
• Speak more formally
• Rollout
• Start small
• Always pilot with a small group of your biggest
  or best partners
• Add the personal touch
• Have reps call partners to walk them through deal
  registration
• Measure your reps on of deals registered by
  their partners

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Portal Visibility

• Visibility Considerations
• More and more parts of the application are able
  to be viewed by partners (just added Calendar
  and Mobile)
• Accounts, Contacts, Reports, Leads and
  Opportunities
• Can email Dashboards, and share Events
• Assign Tasks, add Files, etc.
• Accounts and Contacts are very sensitive topics
  with partners, especially exposing the ones that
  they brought to you
• Internal notes and comments vs notes and comments
  viewable by the partner

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All About the User

• User Lessons
• Less is always better
• Fewer required fields
• Fewer emails sent
• Keep your portal pages simple

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Keys to Success

• Implementation Team and System
  Integrator
• Business Objectives
• Partner Communication
• Governance and Alignment
• Ongoing Feedback and Execution

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Q A
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Salesforce CRM Partner Networks Best Practices
in High-Tech
THANK YOU!

• Stefani Miller, Symantec
• Alan Saldich, Riverbed
• Sandi Sandiland, Dell
• JC Whitfield, Salesforce.com
• Anne Moore, Salesforce.com