渠道合作伙伴规划

Capabilities = Your Capabilities + Partners Capabilities CNET Training and Consulting Partner Planning 合作伙伴规划 Beijing Jan 2003 CNET Training & Consulting Capabilities = Your Capabilities + Partners Capabilities CNET Training and Consulting 概述 Summary Capabilities = Your Capabilities + Partners Capabilities CNET Training and Consulting Define your reasons for working with your partners. 确认选择合作伙伴的理由 Define now you will measure the success of the partnership. 合作伙伴关系是否成功的量化 Define your expectations of your partner. 确定你对合作伙伴的期望值 Identify the joint initiatives that will help you and your partner drive incremental revenues. 找到能够帮助你和合作伙伴营收共同持续增长的动因 Apply a consistent set of tools & Processes for planning. 应用一种协调的方法 (包括工具和过程 )来做计划 Build a plan to go to market with your partner. 建立一个你和合作伙伴切入市场的计划 Evaluate your current relationship with your partner to determine of it meets your mutual goals. 评估你和合作伙伴目前的关系来确定它是否双赢 Objectives 目标 Capabilities = Your Capabilities + Partners Capabilities CNET Training and Consulting Partnering Model / CSFs of Partnering 合作模式与关键的合作成功因素 Discovering what is possible 发掘所有可能的机会 Vision 长远目标 Intimacy 紧密合作 Impact 效果 Closeness， sharing and Mutual trust 紧密合作，经验共享，相互信任 Adding Genuine value and Productivity 增加真正的价值并提高生产率 Capabilities = Your Capabilities + Partners Capabilities CNET Training and Consulting Hi-Tech Product Adoption Life Cycle 产品生命周期与合作伙伴的关系 Revenue 业务量 Sold Product Sold Product Shift From Sold To Bought Product Mass Merchants 批发 初期市场 Intro 市场接受期 Adoption 成长期 Growth 成熟期 Maturity Time 时期 Direct Sell (HTS) 直销 VARs/SIs 集成 Broad Distribution 分销 Bought Product E-commerce 电子商务 New product新产品 Service low服务体系未成型 Branding low品牌影响力弱 Install base low By Case Branding 品牌 Install base Mkt share 市场份额 Finance prepare 财务准备 Accelerated selling 加速销售 Logistic 后勤 Recruitment 征募 Acquisition 获取 Margin 利润 Channel and Alliance Management Process 渠道与联盟管理进程 Capabilities = Your Capabilities + Partners Capabilities CNET Training and Consulting Channel &Alliances Mgmt Process 渠道与联盟管理进程 2.Application & Development 应用与发展 3.SIs 系统集成 4.Distribution 分销 5.Installation 安装 6.Operational Support 运作支持 7.Operational Services 运作服务 Channel Selling Cycle 渠道销售循环 1 BiZ. Consulting 咨询 view 意见，观点 strategy 战略 Method 方法 Case study & Gap 案例分析 Capabilities = Your Capabilities + Partners Capabilities CNET Training and Consulting Go-To-Market Model 切入市场模型 Product Distributor Solution Partner/SI/ISV 2nd tier Named Account Non-named Account + Con. Sales-in Sales-out Solution Driven Program Driven Sales-Thru DirectSalesSolution Services Capabilities = Your Capabilities + Partners Capabilities CNET Training and Consulting Management Flow 管理流向 Vendor Distributor 2nd Tier 1. Down Management 3. Up Management 2. Self Management Capabilities = Your Capabilities + Partners Capabilities CNET Training and Consulting Partner Planning Program 合作伙伴规划流程 Capabilities = Your Capabilities + Partners Capabilities CNET Training and Consulting 3.Value Mapping 价值图解 2.Analysis 分析 1.Assessment 评估 4.Dev.&Mgmt Model 发展和管理模型 5.Partner ship Checking 客户关系检查 6.Review System 考评系统 Reasons for partner 合作原因 Definitions for success 成功的定义 Expectations 期望 Growth strategy 增长战略 Capabilities 能力 Channel Model 渠道模式 Current Engagement 目前的情况 Partner Profitability 合作伙伴的利益 Value Engagement 价值互动 Value Proposition 价值主张 Partner Positioning 合作伙伴定位 Channel Program 渠道流程 GOSART GOSART 方法 Weekly 每周一次 Monthly 每月一次 Quarterly 季度性的 Yearly 每年一次 Innovation 创新 Agreed Goals 共同认可的目标 Balance of Return 回报平衡 Trust 信任 Shared Knowledge 知识共享 Partner Planning Program 合作伙伴规划流程 评估方法 7.Partner planning sheet 计划表格 详见第三章 Capabilities = Your Capabilities + Partners Capabilities CNET Training and Consulting Step1 Assessment 评估 What make partnerships work? 是什么成就了合作伙伴关系？ Reasons for partnering 合作的原因 Definitions for success 成功的定义 Expectations for partnership 合作关系的展望和预期 Capabilities = Your Capabilities + Partners Capabilities CNET Training and Consulting Influence/Access 接近和影响 Coverage 覆盖面 Development 拓展 Fulfillment 履行 Reasons for Partnering 合作的原因 Outsourcing 外包 Solution Completion 完美的方案 Standards Ownership 所有者 Expertise 专业化程度 A. Reasons for partnering 合作原因 (8大理由 ) Capabilities = Your Capabilities + Partners Capabilities CNET Training and Consulting B. What is success ? 成功的标准是什么？ Your companys definition of success 你公司定义的成功 Your partners definition of Success 合作伙伴定义 的成功 = ？ Capabilities = Your Capabilities + Partners Capabilities CNET Training and Consulting Marketing 市场 Service & Support 服务与执行 Implementation 执行 Sales 销售 Partner Value Chain (Value Mapping) 合作伙伴价值链 Offerings 供应 C. Expectations 预期 Capabilities = Your Capabilities + Partners Capabilities CNET Training and Consulting Step2 Analyzing the partners Biz 分析合作伙伴的业务 Growth strategy 成长策略 Capabilities 能力 Channel Model 渠道模式 Capabilities = Your Capabilities + Partners Capabilities CNET Training and Consulting A. Growth strategy Matrix 成长策略矩阵 NEW Current Market Segmentation 市场划分 Development 开发市场 Offering (Products/solutions/services) 供应（产品 /解决方案 /服务） NEW Penetration 市场渗透 Diversification 多方位 Launch 发布会 Partner strategic 合作伙伴策略 Acquisition 并购 Partnership 合作关系 Re-train 再培训 Recruitment 招募 Development 开发 Capabilities = Your Capabilities + Partners Capabilities CNET Training and Consulting Extended 扩展能力 Augmented 综合能力 Core 核心能力 B. Capability Elements 构成能力的元素 Product 产品 Services 服务 Expertise 专业 Capabilities=Products + Services + Expertise (What) (How) (Who) 能力 = 产品 + 服务 + 专业化 Capabilities = Your Capabilities + Partners Capabilities CNET Training and Consulting C. Channel Model 渠道模式 Market View 市场总览 Enterprise 企业用户 Mid market 中级市场 Mass Market 大众市场 Premier Resellers Key partners/SIs Strategic Partners Resellers/Others Channel Model 渠道模式 三级火箭 政府 金融 电信 税务 Capabilities = Your Capabilities + Partners Capabilities CNET Training and Consulting Development 拓展 Diversification 多元化 Penetration 渗透 Launch 发布 Step3 Value Mapping 价值图解 How to find the value 如何找到价值 + Your Company Current Initiatives 公司当前动力 Your Partners Current Initiatives 合作伙伴当前动力 Current Engagement 当前互动模式 Potential Initiatives 未来的动力 Future Joint Possibilities 未来的合作可能 + Value Engagement 价值互动 Capabilities = Your Capabilities + Partners Capabilities CNET Training and Consulting A/C, Project management rather the Biz management 项目 /客户的管理重于业务的管理 Limited Services Opportunity. 增值服务的机会十分有限 Lower customer /Partner satisfactions 客户、合作伙伴满意度不高 Playing outside value Role/Swooping 合作伙伴的价值无法体现 Late Partner Engagement /Set the price 滞后的合作，价格起决定作用 Current Engagement Model 当前的合作模式 Neutral Engagement “无为而治”的合作模式 Capabilities = Your Capabilities + Partners Capabilities CNET Training and Consulting Best Biz Practices 最佳商业行为 Partner capabilitys specialization 伙伴能力的特点 Early Engagement 提前介入合作 Partner Profitability 伙伴利益 Regional Planning 区域计划 The Value Engagement Model 以诚信 / 价值为基础的合作模式 Gap Analysis 差值分析 Full Solution delivery完整的方案 Go to market strategy制定市场策略 In creased customer satisfactions 提高客户满意度 Capabilities = Your Capabilities + Partners Capabilities CNET Training and Consulting Successful solution Deployment 成功解决方案的开发 Maximize services opportunity 增值服务最大化 Shorter sales cycle 更短的销售周期 Early Engagement 提早合作 Regional Planning 区域计划 Value Engagement “诚信为本”的合作模式 Trusted advisor status 可信赖的顾问角色 Display to your value Role 体现价值 Increased customer satisfactions 提高客户满意度 The Value Engagement Model 以诚信 / 价值为基础的合作模式 Capabilities = Your Capabilities + Partners Capabilities CNET Training and Consulting Value Proposition 价值主张 + = Your Company 你的公司 Your Partner 合作伙伴 Chosen Initiative/ Market Segment 动力与市场划分 Value Proposition 价值主张 Capabilities = Your Capabilities + Partners Capabilities CNET Training and Consulting Step4 Development and Management Model 拓展与管理模式 High High Low Importance of you to partner 你对合作伙伴 的重要性 Higher Industry Knowledge 深入的行业知识 Development 发展 More Investment of Partner 合作伙伴更多的投资 Set Stretch Goal to Motivate设置高级指标以激励合作伙伴 Re Train 再培训 Differentiation 找到差异 Solution Selling app 方案销售 Rationale Partner 基本合作伙伴 Marketing 市场 More Training 多一些培训 Increase Your Coverage 增大你的影响面 Joint Marketing 接入市场 Developing another Partner Fostering Looked me ! 关注我！ Love you ! Need you ! 喜爱你，需要你！ Well, um, yeah whatever Get your discounts here 你将被扣分 Importance of partner to you 合作伙伴对你的重要性 “三大统一战线“ 毛泽东 培育另一个合作伙伴 How are Partners Positioned 如何给合作伙伴定位 Capabilities = Your Capabilities + Partners Capabilities CNET Training and Consulting Channel Positioning 渠道定位 Channel Channel Management 渠道管理 Account planning 客户规划 Competition 竞争 Conflict 冲突 Commitment 承诺 Channel Development 渠道发展 Recruitment 需求 Training up 培训 Alliance 联盟 New sector development 在新的领域合作 Channel Marketing 渠道市场 Incentive program 激励措施 Training program 培训措施 Marketing communication 市场沟通 Sales tools 销售工具 Channel Operations 渠道运作 Ordering management 定单管理 Sales out reporting 销售报告 Inventory reporting 库存管理 Credit control 信用管理 Capabilities = Your Capabilities + Partners Capabilities CNET Training and Consulting Channel Model Program 渠道模式流程 Sis/Premier Resellers 系统集成商，高级经销商 Top 20 Key partners 重要合作伙伴 Strategic Partners 战略合作伙伴 Resellers/Others 普通经销商以及其他 Core Partner 核心合作伙伴 Channel and Alliance Program 渠道与联盟流程 Many Programs 多种流程 Focus on: 关注 Marketing Strategy 市场策略 Joint Marketing Program 联合市场活动 Ad-hoc Activity / Program 边走边看的行动和活动方式 Sales Commitment 销售承诺 Capabilities = Your Capabilities + Partners Capabilities CNET Training and Consulting Goal 目标 Objective 目的 Strategy 策略 GOSART Test 测试 Resources 资源 Actions 行动 The GOSART Method GOSART 方法 Capabilities = Your Capabilities + Partners Capabilities CNET Training and Consulting Goal 目标 What do you want to be at the end of one year? 到年末要做到什么样 ？ Relationship & Revenue 合作伙伴关系和收入 Partnership view 合作伙伴关系预览 Objective 目的 What do you want to achieve? 一年要完成什么 ？ Support goal 目地与目标一致 From revenue related initiatives 和收入密切相关 Strategy 策略 How will you achieve your objectives? 如何实现你的目的？ One strategy per objective 策略和目的的一一对应 Means by which objective will be achieved 清晰要实现的目的 Actions 行动 What are the steps you need to take? 必要的行动步骤 Carry out strategy 始终贯彻策略 Key activities 主要的动作 Owner and end date 负责人和最后限期 Resource 资源 People (Technical, Industry Marketing, R&D) 人 Funding (Marketing Fund, Co-op Fund) 财 Marketing Programs 市场期 Materials & Equipment 资料和设备 Test 测试 Does the goal make sense? 目标切实吗？ Are the objective related to the goal? 目的和目标一致吗？ Has the most effective strategy been chosen? 选择的策略有效吗？ Are your actions high-impact, High-leverage, programmatic? 你的行动是否高效有规划性吗？ Are partner resources being used? 你是否正在使用合作伙伴资源呢？ GOSART 方法 Capabilities = Your Capabilities + Partners Capabilities CNET Training and Consulting Analyzing your Partnership 分析合作伙伴关系 How does your Partner perceive your relationship? 合作伙伴是怎么认为你们的关系的？ Appropriate level of coverage 合作伙伴各结构层的覆盖 Appropriate level of sponsorship 得到更高的支持程度 Step5 Partnership Checking 合作伙伴关系检测 Capabilities = Your Capabilities + Partners Capabilities CNET Training and Consulting Principles of partnership-Process 合作伙伴关系的准则 - 流程 Agreed Goals 目标一致 Innovation 创新 Trust 信任 Shared Knowledge 知识共享 Balance of Retune 收支平衡 Capabilities = Your Capabilities + Partners Capabilities CNET Training and Consulting (Innovation) 创新 Bringing“ now value” to the partnership 注入新价值 Leveraging core capabilities 彼此核心竞争力的溶合 Enlarging the “PIE” 把饼做大 Dont rely on past successes 不要沉醉于过去的成功 Shared vision with real value 共享有价值的远景 Clarity and focus 清晰并集中焦点 Falling of purpose am unity 了解合作的目的 Clear roles & responsibility 责权得明确 Clear about investment 量化投入 ， 回报明了 Share success 共享成功 Short team VS long team 长 /短期收益均衡 Provide unbiased, Honest advice 遵循公平 ， 公正原则 Keep small commitments 不要过多承诺 Take the lead 敞开心扉 Bring a biz opportunity 带来生意机会 Make quick decision 快速决定 Not just information 是知识不仅是消息 Focuses on biz advantage 关注业务优势 Two-way sharing 彼此分享 Critical to agreed goals 目标一致是关键 Enables trust 能够信任 Principles of Partnership-Definitions 合作伙伴关系的法则 -定义 (Agreed Goals) 目标一致 (Balance of return) 收支平衡 (Trust) 信任 (Shared Knowledge) 知识共享 Capabilities = Your Capabilities + Partners Capabilities CNET Training and Consulting Step6 Review System 考评系统 Strategy (for 1 year) 策略 (一年 ) Tactics (for 3 months) 战术 (3个月 ) Operations (for 6 months) 运作 (6个月 ) 1.Differentiate from competitors 找到与竞争对手的差异 2.Cost of Biz 成本 3.Core competence 核心竞争力 1.Pricing 价格 2.Promoting 促销 3.Programing 市场活动 1.Role & Responsibilities 角色与责任 2.Engagement 配合 3.Execution 执行 Capabilities = Your Capabilities + Partners Capabilities CNET Training and Consulting SWOT 分析 Target 目标 Strategy 策略 Challenges 挑战 Resource 资源 Marketing Programs 市场计划 Action Plan 行动计划 CSF 成功关键 Milestone 里程碑 Measurement 考核 Opportunity 机会 Review Process 考评流程 Capabilities = Your Capabilities + Partners Capabilities CNET Training and Consulting 5 Levels Of Sales Review 考评的 5个层次 Actual number Forecast Commitment Upside The Gap Sales activity Sales plan Marketing activity Number 数量 Activity 行动 Skills 技