Solutions For Channel Management Competitor Channel Benchmark Channel Mapping Ranking Scoring Last review 15-01-2007.

Solutions For Channel Management Competitor Channel Benchmark Channel Mapping Ranking Scoring
Last review

Client objectives Channel Mapping
Benchmark it’s channel coverage against market. Benchmark it’s channel coverage against competition. Benchmark your resellers against compuBase database to detect new opportunities. Channel Ranking Rank partners on revenue for your product category. Channel Scoring Find you share of wallet Create Score card, set up priorities in recruitment program, find top partners. Re-allocate the resources compuBase 2007 ©

Re-allocate ressources
1st tiers Change allocation Before After PAM Tele PAM Distributor Managed by PAM Distributor Managed Not managed 2d tiers New Potential compuBase 2007 ©

General Process Objective # 1 Strengths and Weaknessess :
What categories to recruit ? Objective # 2 Find the top partners Who to recruit? Objective # 3 Prioritise partners Good Ressources Allocation CHANNEL MAPPING CHANNEL RANKING SELL OUT MANAGMENT CHANNEL AUDIT* SHARE OF WALLET CHANNEL SCORING CHANNEL RECRUITMENT* CLIENT STRATEGY INPUT* MARKET PRIORITIES INPUT* CHANNEL ANIMATION & DEPLOYEMENT* compuBase 2007 © * in cooperation with other consulting partners

1. CURRENT SITUATION ASSESMENT
compuBase 2007 ©

Channel Mapping Objective # 1 Strengths and Weaknessess :
Which Partner profile to recruit ? Objective # 2 Find the top partners Who to recruit? Objective # 3 Prioritise partners Good Ressources Allocation CHANNEL MAPPING CHANNEL RANKING SELL OUT MANAGMENT CHANNEL AUDIT* SHARE OF WALLET CHANNEL SCORING CHANNEL RECRUITMENT* CLIENT STRATEGY INPUT* MARKET PRIORITIES INPUT* CHANNEL ANIMATION & DEPLOYEMENT* compuBase 2007 © * in cooperation with other consulting partners

Channel mapping prerequisites
The following subjects are prepared with the customer in order to correctly apply our survey methodology Mapping value Clear definition of expectations and of the decisions you need to take Stakes of the channel mapping benchmark Project definition Objectives, rough cut planning, milestones, outputs Benchmark major criteria (ex: country, product type and brand) compuBase standard reporting validation Specific reporting requirements Reporting media Survey data scope compuBase’s database customers: specific discount Non customers: compuBase data scope definition Resources Customer’s contact for project definition compuBase technical environment and a dedicated consultant compuBase 2007 ©

Channel Mapping Benchmark channel coverage against market.
coverage against competition. your resellers against compuBase database to detect new opportunities. Find the competition inside your own channel compuBase 2007 ©

4 steps Create “Client datasets” for studies.
Choose your angles of study. Compare these datasets with attractive targets in compubase data. Present the results of the study. ROI Know what category of partners to recruit. where to recruit. what to communicate. compuBase 2007 ©

Channel Mapping Creating datasets Result sought: Creating datasets
Establishing targets to compare The dataset is created thanks to compuBase criteria. defines the main target (i.e. Printer Reseller) and sub target (Vendor A Resellers, Vendor B resellers). A specific dataset could be created with the information coming from the vendor’s partner database. For the creation of a specific vendors dataset a matching and data cleaning operation is required. Specific datasets are necessary when Scoring Option is chosen. Defining angles of study Statistical work Setting up reports Prioritize targets compuBase 2007 ©

Channel Mapping Your Market
Competitor #1 Your channel Competitor #2 Competitor #3 Competitor #4 Competitor #5 Competitor #6 In one market we compare your brand position to 6 of your competitors. A maximum of 8 datasets: The targeted market Your brand Competitor 1 Competitor 2 Competitor 3 Competitor 4 Competitor 5 Competitor 6 compuBase 2007 ©

Channel Mapping Creating datasets Statistical work Setting up reports
Choosing your angles of study in order to answer major questions. Countries coverage Countries in western and eastern Europe Demographic data Company age, employees, revenue Type of establishment, HQ location Methods of sales, sales area, sales target Main activity Manufacturer, software vendor, reseller, … Integrator, consultant, Telecom services,… Skills Vertical markets: Government, electronics, press, transport, … Technical: internet, BI, AI, LAN, security, wireless, … Application software: EDI, EDM, ERP, CRM, CAD, … DBMS, OS, development tools,… Products/ services IT systems, peripherals, networks, mobiles, digital home, … Services in telecom, outsourcing, installation,… Products’ brand for major product types: PCs, servers, printers, … Defining angles of study Statistical work Setting up reports Prioritize targets compuBase 2007 ©

Channel Mapping Statistical work Result sought:
Creating datasets Statistical work Result sought: We will create several different statistical tables based on the various datasets. A large amount of information will be exchanged with the client in order to determine which tables are the most relevant. We will generates the correct comparison according your product and market. Defining angles of study Statistical work Setting up reports Prioritize targets compuBase 2007 ©

Drafting of an “executive summary” (1 page)
Creating datasets Analytic report (all tables and statistics in an excel delivery +/60 pages) Drafting of an “executive summary” (1 page) Consulting proposition on weak points with associated road map. Survey examples: The following examples are provided to illustrate some of the deliverables. Data are fictive. All possible views are not represented. Analysis are set up according client’s priorities. Defining angles of study Statistical work Setting up reports Prioritize targets compuBase 2007 ©

Examples Example of geo-marketing
To find strengths and weaknesses in coverage Country / region / local Geomarketing Example: comparing two distribution networks compuBase 2007 ©

Geographical analysis position against competition
The mapping could be realised: By number of point of sales. This mapping determines geographical priorities. compuBase 2007 ©

Many possible comparisons
You are able to compared your brand against the market and other competitors Example of brand comparison compuBase 2007 ©

Benchmark on partner’s main activity
The analysis of revenue by type of partners and by brands gives a very good solution for new partner recruitment’s. It also helps to tune channel communication of the company according to strengths and weaknesses. compuBase 2007 ©

Benchmark on partner’s sales target
Various comparisons could be realised. The analysis of client’s target of its own channel network helps to understand the type of partners your are working with and how competition’s are different. You will know your position in regards with the type of clients your partners are targeting. compuBase 2007 ©

Benchmark on partner’s methods of sales
The comparison by sales methods give you an indicator on how you must communicate with your partner, if point of sales advertising is important and what are the type of partners you should recruit to have a complete business coverage. compuBase 2007 ©

Benchmark on partner’s product catalog
The analysis of the product catalogue offer of your reseller network and competition will indicate clearly where to create new bundles or alliances with other vendors. compuBase 2007 ©

Benchmark on Vertical Market
The analysis of the vertical markets addressed by each brand through their partners, helps vendor to focus their partner recruitment specifically in markets where the coverage is weak. compuBase 2007 ©

Benchmark on partner’s revenues
The analysis of revenue of partner wallet and the analysis of competition partners by type of client or by activity will provide an inestimable value in the qualitative approach of your market. This analysis will provide you with extremely good indicators for future recruitment or partner program set up. compuBase 2007 ©

Channel Mapping Benefits
Enhancing your “workspace” Result sought: The extension or reduction in size of the partner network depending on the strengths and weaknesses detected in the distribution network vs. The client’s commercial strategy. The addition of new targets using online access. Creating datasets Defining angles of study Statistical work Setting up reports Prioritize targets compuBase 2007 ©

Channel Audit Objectives
The Channel Audit is a qualitative approach to understand the channel perception of your brand / offer / approach. Target: Existing resellers and prospect resellers Product offer approach Product catalogue channel perception Pricing perception Branding perception Strengths and Weaknesses vs. your brand. Channel relationship with your brand Perception in regards with Distribution relation telesales team your field sales team Strengths and Weaknesses vs. your indirect Sales approach compuBase 2007 ©

Channel Audit Process Process
Based on the mapping we define a representative panel of resellers Set up of the interview guide Interviews mainly realised by telephone For the major players they will be realised face to face Results analysis Synthesis compuBase 2007 ©

Sales Team Assessment Measure the perception by your own sales team on the following points Client porfolio (channel) Prospects potential (channel) Vendor’s Image by the channel (by sales team) To be compared to channel interviews. Main difficulites faced For resellers recruitment For channel animation With internal tools Priority perception compuBase 2007 ©

Priorities set up We analyse the mapping results to define new targets to work on, according the vendor’s strategy and market opportunities. Vendors network and sales team perception will be analyzed in order to act on the present process and communication situation. compuBase 2007 ©

Ranking Objective # 1 Strengths and Weaknessess :

Channel Ranking objectives
The Channel Ranking Service ranks partners according to their revenue potential per product categories. The Channel Ranking Service increases the efficiency of sales teams, providing them lists of companies ranked by Business Opportunities. The Channel Ranking Service provides the client’s Indirect Channel team a great opportunity to tune marketing and strategy according to revenue realised by the reseller for a specific category of product and create new business opportunities. The Ranking is necessary when you want to create a share of wallet approach. The Channel Ranking Service will help the client to choose the best selling medium (Account Management, Tele Management, Distributor Management) according to the business opportunities. compuBase 2007 ©

Ranking With compuBase data your indirect channel is seen under its true perspective. You can tune your marketing and sales operations according to new priorities GOOD RANKING The data shown do not represent real figures compuBase 2007 ©

Products or categories where ranking is possible
Desktop Laptop Server Mainframes Printer Office equipment hardware Office software OS and networking software Market centric software Management software Other products on request Example : number of resellers and corresponding revenue for Printer for a specific region. Example : Top reseller for a specific region in Printer compuBase 2007 ©

Ranking What is delivered: Company name
Total estimated revenue for the past year. % of revenue done in the product category Confidence rating Range of revenue for the category based on confidence. Estimate of revenue in K€ of revenue done with corresponding product category Top 100 partners compuBase 2007 ©

General Process Objective # 1 Strengths and Weaknessess :

Pre requisite To realize a good scoring, compuBase needs to get the vendor’s the revenue per point of sales. Having this information we will match vendor’s resellers to compuBase database and the compared vendor’s revenue realised to the product revenue estimate. For more information on Sell Out reports management please refer to the compuBase relevant presentation compuBase 2007 ©

Scoring Comparing estimated revenue with the revenue realised by your company with each partner, we could set up a scoring of your partners. Low share of wallet Low potential How to adapt support How to Increase Training Strong share of wallet How to help them to develop their sales and business Strong potential How to seduce them? How to compete? How to keep them? How to support them How to control competition My share of wallet The potential revenue Benefits The partner scoring optimises sales team resources. It motivates the partner to recruit, to keep a level of training. It is the basic of a fully new partner approach. compuBase 2007 ©

Scoring Share of wallet: • Strong market share • Good market share
• Low market share • Very low market share Revenue importance: • Strategic Partner • Very Important Partner • Important partner • Normal Partner • Weak Partner Product sensitivity (vs. Global revenue): • Strategic product • Very sensitive • Sensitive • Weak sensitivity • Not sensitive Vendor Scoring (based on above scoring): • To keep: To lose them means a lot of business lost • To seduce: To get them means a lot of new business • To strengthen: To help them to grow means much more business • To educate: If I think they should sell my product, I need to educate them to sell it. compuBase 2007 ©

Budget set up Requirements for budget elaboration
Market target (i.e. The Portable market) If you want to include your own partner in the mapping, we need to know the volume and to have a sample (100 rec.) Option: When a partner does not match compuBase data, do you want a profiling for a full perimeter coverage ? Enrichments options: what information are you expecting back ? Survey views: what are the most important views you want to study? (comparison by country, by vertical market types, brand…) Reports delivery: how many reports do you want (by country, by region? How do you want this report to be delivered Ranking option: Do you want a ranking option ? Scoring option: Do you want a scoring option ? compuBase 2007 ©

Example of cost Channel Mapping OR Ranking for a channel market target of 3,500 potential partners, survey only with 6 competitive brands K€ / 16 K£ Channel Mapping AND Ranking for a channel market target of 3,500 potential partners, survey only with 6 competitive brands K€ / 19 K£ Channel Mapping AND Ranking AND Scoring for a channel market target of 3,500 potential partners, survey only with 6 competitive brands. 31 K€ / 21 K£ All example are done for a survey for one country and one product category. Price do not includes access to the full database and updates. Price may change without further notice. compuBase 2007 ©

The Leading ICT Channel Intelligence Company
Client & compuBase The Leading ICT Channel Intelligence Company Your Contact: Tel.: compuBase 2007 ©

Solutions For Channel Management Competitor Channel Benchmark Channel Mapping Ranking Scoring Last review 15-01-2007.

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Solutions For Channel Management Competitor Channel Benchmark Channel Mapping Ranking Scoring Last review 15-01-2007.

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