Phoenix Rising Blog

Posted Thursday, April 20, 2017 at 12:00 PM by Dennis Lyftogt

A View from the Trenches -

IoT (Internet of Things) has been and continues to be predicted as one of the most compelling factors for driving digital transformation spanning business to business, business to consumer, and government (federal, state, and local).  Gartner Inc., the technology research firm says "8.4 Billion "Things" will be in use in 2017, Up 31 percent from 2016". And by 2020 the number of ‘Things’ will reach 20.4 Billion.
What is IoT? IoT is simply a giant network of ‘things’ connected to each other and to the Internet. Wikipedia defines Internet_of_Things as “the inter-networking of physical devices, vehicles (also referred to as "connected devices" and "smart devices"), buildings, and other items—embedded with electronics, software, sensors, actuators, and network connectivity that enable these objects to collect and exchange data.”
Why Are Use Cases Critical for Go-To-Market Strategy & Execution?
The Big Data and IoT landscape is littered with many failed IoT projects, particularly in the business-to-business {including IIoT (Industrial Internet of Things)} and government which has created uncertainty and concern with potential customers. 
Remember customers buy products or offerings to solve business problems or do a specific job such as ‘How can I use sensor data from my fleet of trucks to optimize fuel usage, maintenance downtime, and scheduling’. 
The technology components of the end-to-end IoT solution span multiple categories- device & sensor hardware and software; communications and the Internet; cloud platforms and applications; and analytics and is very complex in scope. To provide business value, it is not sufficient for the data to be collected, processed, transformed, and transmitted; the data and resultant analysis must solve the customer’s Problem.
Due to above, having a defined IoT Use Case tuned to a specific set of customer problems with expected business value outcomes, is critical to successful Go-to-Market Strategy and Execution. A defined Use Case reduces the risk for both sides. 
IoT Use Case Elements- A Few
Target Customer: Industry or Vertical
Target Audience: 
o Budget Holder – (e.g. Chief Marketing Officer, CIO, VP Manufacturing/Operations, Board or Council for Metro, Local Government) 
o Decision Makers – (e.g. Director of Marketing, Director of IT, Edge Professional)
o Influencers – (e.g. Data Scientists, BI Analysts, Data Architect, Edge Professional)
Business Outcome
Use Case Description/Purpose
KPI's Monitored
Business Insight/Corrective Action
Value Proposition
Data Sources, Types, & Flow- 
o Includes IoT Architecture (As Is and To Be)
IoT Use Case Challenges/Take Aways-
Resource requirement: Define expected business outcomes along with resources required for both Customer and Supplier. As a Supplier make sure you have the commitment of resources from your Partners in delivering the Solution. Example: If a Discovery session is part of your pre-sales process and professional services resources are required to conduct and deliver the Discovery results, make sure you have clearly defined If and How your professional services resource (Internal or Partner) will be compensated. Most Professional Service Teams (Internal, VARs, Systems Integrators, etc.) are compensated and motivated to ‘Fulfill’ demand not ‘Create’ demand.
Proof-of Concept Vs Pilot: When positioning the Use Case ‘stage’ as either a Proof-of-Concept or a Pilot with a Customer, make sure you clearly articulate and define the Use Case ‘stage’ to the Customer. Customer’s perceive Proof-of-Concept as alpha, beta version not ready for purchase versus a Pilot which is perceived as ‘ready to buy’. Most government entities (State, Municipal, Local) in IoT market only want to Pilot solutions ready for purchase.  Too often Suppliers use these terms interchangeably which causes confusion to all parties (Customer and Solution Partners)
Anatomy of the Deal: Understanding the Anatomy of the Deal for all Parties involved is particularly crucial in the IoT market due to scope, diversity, and complexity of systems and resources involved. Customers prefer an easy, simple, and seamless transaction and not be required to referee a ‘food fight’ among Suppliers.
‘Story Telling’: A clearly defined Use Case enables better ‘Story Telling’ to Customers as well as Internal and Partner Teams. ‘Story Telling’ is a great Tool for Internal Development Teams that are employing Agile methodologies and processes.
Dennis Lyftogt Bio
Dennis Lyftogt is an experienced Go-To-Market technology commercialization professional. His diverse business experience includes-sales, marketing, business development, partnerships (alliances and channels), and consulting.  He has successfully worked with diverse executive management and stakeholder roles to deliver business value to customers, clients, and partners. 
His most recent professional experience was as a Go-to-Market consultant with Cisco Systems, Inc’s Data & Analytics Software Incubation & Strategy Team. The Team lead the launch of a joint Cisco and IBM offering targeted at edge analytics and cognitive IoT markets and successfully brought to market two automated machine learning software products (OEM Partnership).
Dennis has over 25 years of experience in Silicon Valley technology community from start-up to Global 2000 companies this experience includes: BEA Systems (Pre-& Post-IPO); myCIO.com (pre-IPO; First Security ASP (SaaS) market entrant); Forrester Research; Dataquest/Gartner Inc. 

IoT (Internet of Things) has been and continues to be predicted as one of the most compelling factors for driving digital transformation spanning business to business, business to consumer, and government (federal, state, and local).  Gartner Inc., the technology research firm says "8.4 Billion "Things" will be in use in 2017, up 31 percent from 2016". And by 2020 the number of ‘Things’ will reach 20.4 Billion.

What is IoT? IoT is simply a giant network of ‘things’ connected to each other and to the Internet. Wikipedia defines Internet_of_Things as “the inter-networking of physical devices, vehicles (also referred to as "connected devices" and "smart devices"), buildings, and other items—embedded with electronics, software, sensors, actuators, and network connectivity that enable these objects to collect and exchange data.”

Why Are Use Cases Critical for Go-To-Market Strategy & Execution?

The Big Data and IoT landscape is littered with many failed IoT projects, particularly in the business-to-business or Industrial Internet of Things (IIOT) and in government which has created uncertainty and concern with potential customers. 

Remember customers buy products or offerings to solve business problems or do a specific job such as ‘How can I use sensor data from my fleet of trucks to optimize fuel usage, maintenance downtime, and scheduling?’. 

The technology components of the end-to-end IoT solution span multiple categories- device & sensor hardware and software; communications and the Internet; cloud platforms and applications; and analytics and is very complex in scope. To provide business value, it is not sufficient for the data to be collected, processed, transformed, and transmitted; the data and resultant analysis must solve the customer’s Problem.

That is why having a defined IoT Use Case tuned to a specific set of customer problems with expected business value outcomes, is critical to successful Go-to-Market strategy and execution. A defined Use Case reduces the risk for both customer and suppliers. 

IoT Use Case Elements- A Few Checklist Items

Target Customer: Industry or Vertical

Target Audience: 

o Budget Holder – (e.g. Chief Marketing Officer, CIO, VP Manufacturing/Operations, Board or Council for Metro, Local Government) 

o Decision Makers – (e.g. Director of Marketing, Director of IT, Edge Professional)

o Influencers – (e.g. Data Scientists, BI Analysts, Data Architect, Edge Professional)

Business Outcome

Use Case Description/Purpose

KPI's Monitored

Business Insight/Corrective Action

Value Proposition

Data Sources, Types, & Flow- 

o Includes IoT Architecture (As Is and To Be)

 

IoT Use Case Challenges/Take Aways-

Resource requirement: Define expected business outcomes along with resources required for both Customer and Supplier. As a Supplier make sure you have the commitment of resources from your Partners in delivering the Solution. Example: If a Discovery session is part of your pre-sales process and professional services resources are required to conduct and deliver the Discovery results, make sure you have clearly defined If and How your professional services resource (Internal or Partner) will be compensated. Most Professional Service Teams (Internal, VARs, Systems Integrators, etc.) are compensated and motivated to ‘Fulfill’ demand not ‘Create’ demand.

Proof-of Concept Vs Pilot: When positioning the Use Case ‘stage’ as either a Proof-of-Concept or a Pilot with a customer, make sure you clearly articulate and define the Use Case ‘stage’ to the Customer. Customer’s perceive Proof-of-Concept as alpha, beta version not ready for purchase versus a Pilot which is perceived as ‘ready to buy’. Most government entities (state, municipal, local) in IoT market only want to Pilot solutions ready for purchase.  Too often suppliers use these terms interchangeably which causes confusion to all parties (customer and solution partners)

Anatomy of the Deal: Understanding the anatomy of the deal for all parties involved is particularly crucial in the IoT market due to scope, diversity, and complexity of systems and resources involved. Customers prefer an easy, simple, and seamless transaction and not be required to referee a ‘food fight’ among suppliers.

Story Telling: A clearly defined Use Case enables better ‘Story Telling’ to customers as well as internal and partner teams. ‘Story Telling’ is a great tool for internal development teams that are employing Agile methodologies and processes.

 

About the Author

 Dennis Lyftogt is an experienced Go-To-Market technology commercialization professional. His diverse businessexperience includes-sales, marketing, business development, partnerships (alliances and channels), and consulting.  He has successfully worked with diverse executive management and stakeholder roles to deliver business value to customers, clients, and partners. 

His most recent professional experience was as a Go-to-Market consultant with Cisco Systems, Inc’s Data & Analytics Software Incubation & Strategy Team. The Team lead the launch of a joint Cisco and IBM offering targeted at edge analytics and cognitive IoT markets and successfully brought to market two automated machine learning software products (OEM Partnership).

Dennis has over 25 years of experience in Silicon Valley technology community from start-up to Global 2000 companies this experience includes: BEA Systems (Pre-& Post-IPO); myCIO.com (pre-IPO; First Security ASP (SaaS) market entrant); Forrester Research; Dataquest/Gartner Inc. 

 

» View Full Post and Leave Feedback

Tags:


Posted Thursday, March 23, 2017 at 08:00 AM by Norma Watenpaugh

ASAP Netcast Webinar | December 7, 2017I was honored to moderate a panel of experts in discussing the growing interdepences of channels and alliances in the industry. Here is the feature write up from the ASAP newsletter, Quick Takes. Moderator: Norma Watenpaugh, CSAP, Founding Principal, Phoenix...

» View Full Post and Leave Feedback

Tags:


Posted Thursday, February 16, 2017 at 04:00 PM by Keith Gaylord

The key to a winning baseball season is not the amount of money spent on star talent.  If that were the case then Billy Beane, the central figure of Michael Lewis’ best selling book “Moneyball: The Art of Winning an Unfair Game”, would never have led the Oakland Athletics...

» View Full Post and Leave Feedback

Tags:


Posted Wednesday, January 18, 2017 at 12:00 PM by Norma Watenpaugh

How do you engage when your partner is strategic to you – but you are not strategic to them.  My partner thinks of me as a suppplier, or a channel, or 'fill-in-th-blank.' How do I become a strategic partner?  This is a common refrain from startups and small companies wanting a relationship...

» View Full Post and Leave Feedback

Tags: strategic partner, alliances


Posted Sunday, October 30, 2016 at 06:00 AM by Norma Watenpaugh

Measuring Channel Ecosystem Health?  And Why do I Care? I recall the first time I spoke about a “partner ecosystem” in 1999 to my boss, a long time direct sales manager.  He looked at me like I was a tree hugger. Today, we frequently talk about our partners collectively as...

» View Full Post and Leave Feedback

Tags: Partner ecosystem; ecosystem health, partner scorecards, partner metrics


Posted Thursday, September 29, 2016 at 12:00 AM by Norma Watenpaugh

Understanding if you have the right number of channel partners can be a tricky question and one related to having the right partners.  You may have thousands of partners but they may not be productive for you or they may not have the right skills.  But assuming they...

» View Full Post and Leave Feedback

Tags:


Posted Monday, September 5, 2016 at 12:00 AM by Deborah Henken

You’ve recruited partners and now you need to get them ready to sell your products and solutions. Systematic and deliberate onboarding can have long term impact on partner loyalty and productivity. By one company's experience, 50% greater first year revenue was realized by those partners...

» View Full Post and Leave Feedback

Tags: onboarding, partner experience, channel management,


Posted Friday, August 12, 2016 at 06:00 AM by Norma Watenpaugh

“Well, they get a good margin” was the response to the question “What is the partner value proposition?” at one large manufacturer. Margin as defined between the difference between buy price and sell price is probably not the right answer. “Do I offer my partner a...

» View Full Post and Leave Feedback

Tags:


Posted Thursday, August 4, 2016 at 06:00 AM by Deborah Henken

Do you Have the Right Channel for your Future?The Buyer's journey has changed in the past few years.  Has your channel strategy kept up?  Have your partners?  How are you transforming your channel to address how buyers buy? How is your channel changing to keep up?Here are some facts about...

» View Full Post and Leave Feedback

Tags: channel strategy, digital transformation, buyer's journey, transforming the channel, channel of the future


Posted Friday, July 22, 2016 at 06:00 AM by Norma Watenpaugh

What Savvy Channel Chiefs Already KnowHow does a channel chief address the seismic shifts happening in the world of digital transformation?  How can you enable the channel to make the crossing to new opportunities promised by the digital transformation?  Phoenix Consulting Group and Highland...

» View Full Post and Leave Feedback

Tags:


Posted Tuesday, May 31, 2016 at 10:00 PM by Norma Watenpaugh

Partner managers need many skills to orchestrate collaboration between partnering organizations. Based on the requirements outlined by the Association of Strategic Alliance Professionals[1], the successful partner manager must have developed skills that are not only specific to collaboration but...

» View Full Post and Leave Feedback

Tags: Collaboration skills, partner manager,


Posted Friday, May 13, 2016 at 03:00 PM by Norma Watenpaugh

TALKIN' SMAC AND DIGITAL TRANSFORMATION Author: Hobart Swan | Published by: CCI Global Channel Management, January 2016 Feature Let’s start off with a definition. The Altimeter Group defines digital transformation as “the realignment of, or new investment in, technology and...

» View Full Post and Leave Feedback

Tags:


Posted Friday, April 22, 2016 at 05:00 PM by Norma Watenpaugh

Is IOT Ready for the Channel?We’ve been hearing IOT is coming; IOT is coming for some time.  The fact of the matter is IOT is here.  GE announced that they saw $6B inrevenue in industrial IOT this past year, 2015. Others Amazon, Google, IBM, even the US government have also announced...

» View Full Post and Leave Feedback

Tags:


Posted Tuesday, January 19, 2016 at 07:00 PM by Norma Watenpaugh

Skills, Aptitudes and Attitudes of Highly Successful Partner ManagersThere are key differences in skills, aptitudes and attitudes of a highly collaborative partner manager.  They are skilled at adapting to an ever changing environment and operating in a world beyond the traditional organization...

» View Full Post and Leave Feedback

Tags:


Posted Tuesday, November 24, 2015 at 09:00 AM by Norma Watenpaugh

Traditional learning and training paths are based purely on gaining knowledge. The assumption can be made that with knowledge our employees and partners can be more successful. And it is true. However, the missing element comes when this knowledge needs to be applied through experienced judgement. Partner...

» View Full Post and Leave Feedback

Tags:


Posted Tuesday, November 17, 2015 at 12:00 PM by Norma Watenpaugh

The ROI of Partner Manager TrainingEffective training is without doubt a crucial ingredient for success. The challenge for any organization is measuring and justifying the investment in training. One statistic that clearly shows the value of training comes from a 2014 IBM study. IBM found that 84% of...

» View Full Post and Leave Feedback

Tags: skill development, alliance training, partner management training, strategic partnerships


Posted Monday, October 19, 2015 at 12:00 AM by Norma Watenpaugh

Investment in Talent to Grow and InnovateTo many organizations, alliances and strategic partnerships are “the new way businesses grow and innovate,” particularly as they experience a rising profile within the C-suite.  As partnership alliances become an increasingly important source...

» View Full Post and Leave Feedback

Tags: Partner manager, partnering talent, partnering, channel management, alliance management


Posted Saturday, August 8, 2015 at 10:00 AM by Norma Watenpaugh

Strategic Alliances are not just for the Big GuysMy clientele is typically large companies, but this past month I was asked to participate in a speed mentoring event for a group of independent consultants.  I was asked many times “can partnering help me in my business? How do I find the right...

» View Full Post and Leave Feedback

Tags: alliance network, small business alliances, strategic alliances


Posted Monday, May 25, 2015 at 01:00 PM by Norma Watenpaugh

Partnering Strategies to Accelerate Growth in the Internet of ThingsFor some time we’ve been hearing that Internet of Things is coming.   Well it’s here!There are many examples that we probably don’t think much about.  Beyond our personal devices: smart phones, watches...

» View Full Post and Leave Feedback

Tags: By one estimate IOT will represent $14T of new value creation by 2020 with 50-75 billion devices connected.


Posted Monday, April 27, 2015 at 09:00 PM by Norma Watenpaugh

Well, IMHO yes and no.I’ve been working for some years with the Association of Strategic Alliance Professionals (ASAP) in creating standards for collaboration. And I frequently get push back. “No two relationships are same.”  “Each is special in some way.”  ...

» View Full Post and Leave Feedback

Tags:


Posted Wednesday, February 4, 2015 at 08:00 AM by Norma Watenpaugh

Partners Change the Cloud Equation - Executive RoundtableOn October 14, 2014, Leverage2Market Associates and Phoenix Consulting Group hosted a partner executive breakfast to explore how partners change the growth equation in a cloud-based world. The event was attended by a dozen senior...

» View Full Post and Leave Feedback

Tags:


Posted Wednesday, November 19, 2014 at 08:00 AM by Norma Watenpaugh

Over-performers are More Aligned to Corporate Strategy and to OperationsCollaboration and in particular collaborative innovation has been widely recognized as a critical corporate competency in the current business conversation. In our best practices research we found that over-performing alliances...

» View Full Post and Leave Feedback

Tags: Alignment, Organizational alignment, strategic alignment, operational alignment


Posted Monday, September 15, 2014 at 09:00 AM by Norma Watenpaugh

Partnering Return on Investment is often quite attractive since the investment in a partnered initiative is shared.  In other words half of the resources or costs are on your partner’s balance sheet.  There are other organizational advantages as well which become apparent when a build...

» View Full Post and Leave Feedback

Tags:


Posted Sunday, September 14, 2014 at 09:00 AM by Norma Watenpaugh

Creating Business Value for CustomersCreating a competitive edge is crucial for all businesses and can be achieved through alliances. Alliances can also be a defensive measure in countering a competitive shortfall such as a gap in a company’s product line. In our research we found that creating...

» View Full Post and Leave Feedback

Tags:


Posted Monday, August 18, 2014 at 12:00 AM by Norma Watenpaugh

The definition for an alliance is when two (or more) organizations combine their resources to create new value that could not be (easily) achieved by either party alone. Innovation is often described as the process of combining disparate ideas to create something new and in today’s business climate...

» View Full Post and Leave Feedback

Tags:


Posted Monday, August 11, 2014 at 12:00 AM by Norma Watenpaugh

Market Impact embraces those strategies that are aimed at growing the businesses of the allied partners. It includes strategies such as entering new markets, gaining a market share position, and generally expanding the capability to gain new customers. The top five selections of our best practices...

» View Full Post and Leave Feedback

Tags:


Posted Sunday, August 3, 2014 at 12:00 AM by Norma Watenpaugh

The Strategy of AlliancesAlliances in the technology sector are overwhelmingly evaluated based on revenue and for good reason. They deliver incremental revenue over above business as usual. However, revenue is a lagging indicator and does not provide insight into whether the alliance is achieving...

» View Full Post and Leave Feedback

Tags:


Posted Wednesday, May 28, 2014 at 05:00 PM by Norma Watenpaugh

Business model transformation is one of the most disruptive changes a business can face and it isn’t pretty.   As often is the case in disruption, those companies with the most invested in the old model have the most to lose since making the shift will cannibalize their existing business...

» View Full Post and Leave Feedback

Tags: Cloud computing, business model transformation, disruptive change, SaaS


Posted Tuesday, May 6, 2014 at 02:00 PM by Norma Watenpaugh

Because more and more, channels are becoming the preferred route to market for alliances.As a recent CRN article on the VCE alliance illustrates, when alliance managers choose channels they need to understand how they work, what motivates channel partners, what are the economics, and how to deal with...

» View Full Post and Leave Feedback

Tags: channels, SaaS, Strategic Alliances, Routes to Market, Go to Market


Posted Tuesday, May 6, 2014 at 02:00 AM by Norma Watenpaugh

Collaboration between technology providers and their channel partners has never been more important. Creating a sustainable partnership begins with the customer value proposition. Without customer value, there is no reason to partner! This requires you to get inside the head of the ultimate...

» View Full Post and Leave Feedback

Tags: Business Impact, Solution Value, Relationship, Partner Value


Posted Friday, February 14, 2014 at 11:00 AM by Norma Watenpaugh

Channels are under pressure as never before. They have been subject to compressing product margins over the years; first on hardware, then software and now - pressure from  a business model  perspective in adjusting from transactional payment to recurring revenue driven by the SaaS (software...

» View Full Post and Leave Feedback

Tags:


Posted Sunday, January 19, 2014 at 08:00 AM by Norma Watenpaugh

One of the challenges of professional development is retaining the knowledge and incorporating the new learning into the day to day business practice. Most of us intuitively understand the limitations of classroom training. While most well-crafted training includes discussion...

» View Full Post and Leave Feedback

Tags:


Posted Saturday, November 30, 2013 at 08:00 AM by Norma Watenpaugh

Every organization has a unique culture as a result of the norms, values and accepted behaviors that are held within the community.  People are often unaware that they do function within a company culture. However, when they begin to work closely with another company culture, they become aware...

» View Full Post and Leave Feedback

Tags: Collaboration, corporate culture, partner friendly, alliance management


Posted Friday, November 15, 2013 at 08:00 AM by Norma Watenpaugh

Collaborative competencies are a distinct set of skills that effective alliance professionals have in applying the processes and practices described in the previous blog but collaborative competencies also include many ‘soft skills’.  The softskills are ironically the most difficult...

» View Full Post and Leave Feedback

Tags: Collaboration, competencies, alliance management


Posted Tuesday, October 29, 2013 at 08:00 AM by Norma Watenpaugh

Alliance management is in many ways a young profession, yet there is a set of defined processes and practices that have been shown to be effective in creating and operating successful collaborations.   Research has shown that companies that approach collaboration through...

» View Full Post and Leave Feedback

Tags:


Posted Monday, October 21, 2013 at 05:00 PM by Norma Watenpaugh

Success Begins at the TopIt is hard to overstate the importance of a champion at the senior levels of the organization.  Many alliances fail or falter when they lose the executive champion and the role is not backfilled with a strong leader.The role of the champion is many fold. They represent...

» View Full Post and Leave Feedback

Tags: champion, executive sponsor, alliance, strategic partner


Posted Monday, October 14, 2013 at 01:00 PM by Norma Watenpaugh

Partnering and building alliances is the preferred model of business growth for many CEO’s. Collaboration has a multiplier effect; it leverages the expertise, resources, and talent beyond the walls of a single organization.  “Collaboration is the number-one trait CEOs are seeking in...

» View Full Post and Leave Feedback

Tags:


Posted Friday, October 11, 2013 at 04:00 AM by Norma Watenpaugh

No one graduates from school with a degree in Alliance Management and most of us have found ourselves in the profession quite by accident.  I’ve asked people how they have come into the profession and there is quite  a spectrum.  Many come from technical or scientific disciplines...

» View Full Post and Leave Feedback

Tags:


Posted Thursday, August 22, 2013 at 11:00 AM by Norma Watenpaugh

“Collaboration is the number-one trait CEOs are seeking in their employees, with 75 percent of CEOs callingit critical” in IBM’s most recent 2012 study surveying 1700 CEO’s.  But this skill is in short supply. Collaboration has fallen into the skills gap.  It should...

» View Full Post and Leave Feedback

Tags:


Posted Tuesday, August 6, 2013 at 06:00 PM by Norma Watenpaugh

General Colin Powel was quoted “no plan survives contact with the enemy”.  Well, in our experience no plan survives contact with the partner either, nor should it!  We’ve conducted and attended many partner planning exercises that did not include the partner. Not...

» View Full Post and Leave Feedback

Tags:


Posted Sunday, July 14, 2013 at 06:00 PM by Norma Watenpaugh

Do you use Team Charters to kick off your alliance or new alliance initiative?What is a team charter?  It is the Cliff notes of what is important for your alliance. It summarizes the vision, key objectives, and value proposition(s). A charter defines and documents the measures by which you judge...

» View Full Post and Leave Feedback

Tags:


Posted Thursday, February 21, 2013 at 08:00 AM by Norma Watenpaugh

Providing training to your partners is a major component of partner enablement. However one size does not fit all.  Training must be relevant to your partners’ needs, delivered when they need it and in a format they find consumable.  The challenge becomes exponential when you consider...

» View Full Post and Leave Feedback

Tags:


Posted Friday, January 11, 2013 at 05:00 AM by Norma Watenpaugh

Training, Certification and SpecializationHow do these investments pay-off? Is volume or value more important in developing your partner strategy? Do you reward and recommend partners based on the volume of goods and services they sell? Or do you recognize those that provide the most value to your customers...

» View Full Post and Leave Feedback

Tags: Volume vs Value Partner Strategy, Channel Strategy


Posted Thursday, December 13, 2012 at 10:00 AM by Leslie Sutherland

Fund Programs, whether Market Development Funds (MDF) or Co-op, are a good way for resellers to increase sales via joint marketing activities with their vendors while sharing the cost. Cost sharing helps reduce the financial burden for marketing activities and helps open doors for additional marketing...

» View Full Post and Leave Feedback

Tags:


Posted Tuesday, October 2, 2012 at 10:00 AM by Norma Watenpaugh

Most channel programs see the 80/20 rule in effect around partner engagement. Meaning, only 20% of your partners are actively selling and promoting your products and services. So how do you increase active selling? Recruit more partners? Or find a way to capture more interest with the partners...

» View Full Post and Leave Feedback

Tags:


Posted Thursday, September 20, 2012 at 10:00 AM by Norma Watenpaugh

We recently led an alliance team through an alliance business planning session.  Through that process we captured a number of best practices that lead to better business planning and ultimately better performing alliances.  Here is what we learned:  Develop the business plan with...

» View Full Post and Leave Feedback

Tags:


Posted Thursday, September 13, 2012 at 11:00 AM by Norma Watenpaugh

CRN recently released their annual partner program review which grades partner programs based upon a number of criteria including vendor investments in program offerings, partner profitability, partner training, education and support, marketing programs and resources, sales support and communication...

» View Full Post and Leave Feedback

Tags:


Posted Friday, August 17, 2012 at 10:00 AM by Norma Watenpaugh

We often focus on how to measure the performance of individual partners, but it is equally important to understand how your partner community is performing. Insight into what drives performance across your community informs you on how to better manage your partner program to enable more success.There...

» View Full Post and Leave Feedback

Tags:


Posted Tuesday, June 5, 2012 at 04:26 AM by Leslie Sutherland

In our previous blog, 5 Ways to Capture a Lead, we delved into best practices for lead generation in your target markets. Now that you have the leads, what do you do with them? Lead qualification is a good place to start.The goal of lead qualification is to sort through and prioritize leads so...

» View Full Post and Leave Feedback

Tags: channel management, lead management, channel revenue, partner relationship management, PRM


Posted Monday, May 7, 2012 at 07:40 PM by Norma Watenpaugh

Following our last Deal Registration blog post, many readers have been wanting to know more about how to incent partners to register a deal and examples of how "best in class" incentive programs work. Simply put, the purpose of incentives is to influence the behavior you want from your partners through...

» View Full Post and Leave Feedback

Tags: channel management, lead management, channel revenue, partner relationship management, PRM, channel incentives, channel rewards, partner incentives


Posted Tuesday, April 3, 2012 at 09:00 AM by Norma Watenpaugh

Deal registration is a common element of most channel programs. However, without a solid PRM system behind it, the process can be cumbersome and ultimately fail. The purpose of deal registration is to reduce channel conflict by protecting partner deals. It prevents partners from stealing deals and competing...

» View Full Post and Leave Feedback

Tags:


Posted Monday, February 27, 2012 at 05:00 PM by Norma Watenpaugh

We are pleased to announce our partnership with Requisite Software, an industry-leading Channel Management, B2B eCommerce and Master Data Management solutions. Together we plan to provide a series of postings highlighting issues and soutions for the partner management community.  This is the...

» View Full Post and Leave Feedback

Tags:


Posted Friday, November 4, 2011 at 08:00 PM by Norma Watenpaugh

Great meeting last night: Changing the Game: The Age of the Platform Meets the 24-hour Customer  produced by the California Chapter of the Association of Strategic Alliance Professionals.  The event, hosted by Cisco Systems, featured two new authors of two game changing books.  Phil Simon...

» View Full Post and Leave Feedback

Tags:


Posted Wednesday, June 8, 2011 at 07:00 AM by Norma Watenpaugh

Do you have champions in your alliance? or do you have snipers and hostages? When I teach alliance skills mastery workshops, I often ask how much time managers spend on internal alignment.  That is winning the hearts and minds of the internal alliance stakeholders to gain their buy-in and...

» View Full Post and Leave Feedback

Tags:


Posted Friday, March 11, 2011 at 07:00 PM by Norma Watenpaugh

Non-traditional partners to pursue innovative opportuntiesI was asked to moderate this year's Alliance Executive Roundtable for the California Association of Strategic Alliance Professionals around the topic Cross-Sector Innovation and the Role of Alliances.   Twenty-four senior alliance executives...

» View Full Post and Leave Feedback

Tags:


Posted Tuesday, February 15, 2011 at 05:30 PM by Leslie Sutherland

One of the biggest challenges of any partnering effort is to communicate your brand value to your partners and their customers.At PhoenixCG, we promote strategies and tools that help you take control of your brand by defining what your brand is before your partners and their customers do. ...

» View Full Post and Leave Feedback

Tags: brand value, positioning, messaging, partnering, value propositions, Before the Brand, Leslie Sutherland


Posted Thursday, January 6, 2011 at 10:00 AM by Leslie Sutherland

ASAP-SV/NorCal is once again bringing more value to chapter members and sponsors by offering their successful and comprehensive Alliance Management Skills Mastery Series in 2011. Each segment in the series is taught by a leading authority in alliance management, bringing participants best practices...

» View Full Post and Leave Feedback

Tags: Alliance Management Skills Mastery Series, ASAP


Posted Friday, November 12, 2010 at 03:00 AM by Norma Watenpaugh

Alliance Management Practices: Performers and UnderperformersAll business managers, not just those managing alliances, have been challenged with navigating a stormy economy. We had to make decisions on where to cut back, how to to make the best of diminished resources, and still achieve targeted business...

» View Full Post and Leave Feedback

Tags:


Posted Thursday, September 16, 2010 at 11:00 AM by Norma Watenpaugh

This Blog Contributed byMonica David, Vice President, North America, CustomerImpactWhat are the critical components in assessing the success of Partner Programs? Clearly, it means putting the Voice of the Partner to work. Successful partner programs need significant investments in technology, products...

» View Full Post and Leave Feedback

Tags: metrics, dashboards, partner programs, ecosystem optimization, survey, measure


Posted Monday, August 23, 2010 at 09:00 AM by Norma Watenpaugh

Is your company partner friendly? Or is every attempt at collaboration an uphill battle? I heard one partner manager describe her partnership with one company as “hand-to-hand combat.” Another partner manager described his partner as “infested with partnering antibodies,” --...

» View Full Post and Leave Feedback

Tags:


Posted Thursday, July 1, 2010 at 06:00 AM by Ann Trampas

When I first began my career -- fresh out of college -- I didn't have a clue about the value of professional development.  After all, I had a few degrees, a little experience, that's enough, right?Wrong.  Oh, so wrong.Like many alliance professionals, I worked in a variety of roles before...

» View Full Post and Leave Feedback

Tags: Ann Trampas, Norma Watenpaugh, CA-AM, CSAP, Professional Development, ASAP, workshops, seminars


Posted Tuesday, June 29, 2010 at 12:00 PM by Norma Watenpaugh

In my last post, I talked about the "value triangle," and how it creates win-win-win value propositions for you, your partners, and customers.  Today, I'll flesh out what I mean by solution, financial, and sales and marketing value, as well as present a case example of how a global systems integrator...

» View Full Post and Leave Feedback

Tags:


Posted Thursday, June 24, 2010 at 06:00 AM by Norma Watenpaugh

Building Win‐Win‐Win Value Propositions: The Key to Sustainable Partnershipsby Norma Watenpaugh, Principal, PhoenixCG How often do partner managers or management focus only on, “What do we get out of the deal?”  While it is important as good business managers that we understand...

» View Full Post and Leave Feedback

Tags: value proposition, partner, value triangle, sustainable


Posted Thursday, June 3, 2010 at 09:00 AM by Leslie Sutherland

The Participation of APC by Schneider Electric in the Cisco Data Center of the FutureBy Kim Tremblay, Marketing Director, WW Strategic Alliances, APC by Schneider Electric Listen up – alliance marketing has arrived.In 2009 the tables turned.  Traditionally, alliance marketing has been...

» View Full Post and Leave Feedback

Tags: DCoF, Cisco, APC by Schneider Electric, Data Center of the Future, Marketing, Alliance


Posted Wednesday, March 31, 2010 at 12:00 AM by Norma Watenpaugh

Aligning team members and stakeholders to support the work of an alliance or any business relationship can be surprisingly treacherous.  One would think that if the strategic intent and return on investment on an alliance is clear the rest falls into place.  Well, guess again. At PhoenixCG...

» View Full Post and Leave Feedback

Tags:


Posted Thursday, March 25, 2010 at 11:00 AM by Norma Watenpaugh

Launching new website turned out to be much more of an involved exercise than I imagined. In this day and age, the website is the face of the company and so a new website caused us to rethink the business, the practice areas, and the positioning of PhoenixCG for the future.  Since the founding...

» View Full Post and Leave Feedback

Tags:


Posted Saturday, February 6, 2010 at 02:28 PM by Norma Watenpaugh

I did a study three years ago of partner health across 14 strategic alliances and about ~400 respondents and found something very interesting about the nature of trust in alliances. We did a correlation of heath attributes against overall partner health. We found that when 'trust' was present it did...

» View Full Post and Leave Feedback

Tags: Alliance Management Best Practices, Alliance Strategy


Posted Thursday, December 3, 2009 at 11:52 AM by Norma Watenpaugh

Innovation takes many forms.  We often focus on innovation as technological breakthroughs and indeed those are important to fuel corporate growth.  But there are other forms of innovation which can be just as powerful and just as disruptive to the status quo in creating strategic competitive...

» View Full Post and Leave Feedback

Tags: alliance, Collaborative innovation, competitive strategy, innovation, partnering, partnerships, value creation


Posted Thursday, November 19, 2009 at 05:52 PM by Norma Watenpaugh

Certification assures Collaborative Capability: Taking Partnering to the Next LevelI was fortunate to be featured in an interview for the Marketing Thought Leadership series with Linda Popky, Marketing Master and recently named one of Silicon Valley's Top 100 Women of Influence.  In this podcast...

» View Full Post and Leave Feedback

Tags: alliances, collaboration, collaborative capability, partnering


Posted Monday, October 12, 2009 at 02:50 PM by Norma Watenpaugh

One area in which social media is gaining traction is support services.When you combine partners in an interactive forum they become a self-help community.When you add customers to the mix, your partners become very competitive in demonstrating their expertise to the customer base.The result is...

» View Full Post and Leave Feedback

Tags: Social Media, self service communities


Posted Tuesday, September 15, 2009 at 08:46 PM by Norma Watenpaugh

Findings from a Survey Conducted by Phoenix Consulting Group, June 2009Social media is gaining presence within partner ecosystemsThese are natural communities and naturally lend themselves to these media.There has been a trend for some time by large vendor companies to position themselves as the...

» View Full Post and Leave Feedback

Tags: Social media, partner ecosystem, ecosystem management, partner strategy


Posted Thursday, September 10, 2009 at 04:38 PM by Norma Watenpaugh

Findings from a Survey Conducted by Phoenix Consulting Group, June 2009Well, arguably yes and no. Some technologies that might be labeled early Web 2.0 were in pretty widespread usage. Others such as Twitter are caught up in the tornado. Some, such as MySpace, already seem to be in decline.Blogs...

» View Full Post and Leave Feedback

Tags: social media, partner marketing, ecosystem management, partner ecosystems


Posted Thursday, September 3, 2009 at 11:17 PM by Norma Watenpaugh

Social media hype is everywhere. We are deluged with it on-line. We see it on TV. Our kids are absorbed by Facebook. The State department even requests that Twitter delays maintenance to ensure continuity in the information flow from civil unrest in Iran. Even as we are coming to grips with Social...

» View Full Post and Leave Feedback

Tags: social media, partnering


Posted Thursday, September 3, 2009 at 09:14 PM by Norma Watenpaugh

Findings from a Survey Conducted by Phoenix Consulting GroupOf the 20 partner managers we interviewed, most were realizing productive benefits from the use of social media. Benefits were described in terms of strengthening relationships versus the hard metrics of generating leads and revenue.Yet...

» View Full Post and Leave Feedback

Tags: social media benefits, partner strategy, enhancing collaboration, partner ecosystem


Posted Tuesday, August 25, 2009 at 10:19 PM by Norma Watenpaugh

Findings from a Survey Conducted by Phoenix Consulting GroupWe asked twenty partner managers What is social media?By far the most common response was Good Question! After a thoughtful pause, we heard social media were tools that enabled users to communicate, to build loyalty, to collaborate and...

» View Full Post and Leave Feedback

Tags: Social Media, Partnering, Partner Ecosystem, Collaboration


Posted Saturday, July 4, 2009 at 12:23 PM by Norma Watenpaugh

The ASAP 2009 State of Alliance Management Report looked at thirty-six commonly recognized best practices of alliance management and benchmarked them across the community of respondents representing 431 companies. This year the researchers looked a bit deeper into innovation alliances and identified...

» View Full Post and Leave Feedback

Tags: emerging, best practices, alliance, management


Posted Thursday, June 25, 2009 at 06:25 PM by Norma Watenpaugh

Certainly in this economy doing more with less is an imperative we all face. It is also the fundamental premise of partnering and in these times Partner Managers are pressed even harder to do even more with even less. A few weeks ago I was asked to moderate a gathering of senior alliance executives...

» View Full Post and Leave Feedback

Tags: customer service, resource management, optimization


Posted Wednesday, May 20, 2009 at 02:32 PM by Norma Watenpaugh

Attended an ASAP Green breakfast this morning and it was certainly eye opening even if the coffee arrived late.Hal LaFlash, Dir Emerging Clean Technology Policyfrom PG&E -that's Pacific Gas and Electric for the non-Californians - spoke on the many alliances that PG&E has been cultivating...

» View Full Post and Leave Feedback

Tags: power, green, alliances


Posted Monday, May 11, 2009 at 11:17 PM by Norma Watenpaugh

Part I discussed how demographic segmentation allowedtargeting programs, benefits, and attention to engender greater loyalty and business through their developers. Part II addresseshow segmentation by 'Loyalty' itself helps to identify andto address specific concerns of developers. While...

» View Full Post and Leave Feedback

Tags: roi, loyalty


Posted Tuesday, April 28, 2009 at 11:17 PM by Norma Watenpaugh

I was approached by a client some weeks ago to present at conference some work we did on Developer Loyalty. Now there are a lot satisfaction type surveys out there, but my client presented a very specific challenge. She was new in the role as the Director of the Developer Community and needed...

» View Full Post and Leave Feedback

Tags: roi, loyalty


Posted Monday, January 5, 2009 at 03:09 PM by Norma Watenpaugh

Have you read a book in the past year that made an impact on you and how you manage alliances and partnerships? Could even be one you've written!! Here are some that I read this past year which I found had relevance to the field of alliance management. NOT listed in any order other than how they...

» View Full Post and Leave Feedback

Tags: alliances, reading, list


Posted Monday, December 15, 2008 at 10:18 PM by Norma Watenpaugh

Is it time to reevaluate your alliance investment? Do you have the right partners to weather the economic climate?Are you retaining the right partners to ensure you have a strategic advantage when the thaw comes?Regular portfolio rebalancing is a best practice even in good times, but especially...

» View Full Post and Leave Feedback

Tags: alliance, strategy, challenging, times, rebalancing, portfolio


Posted Sunday, December 7, 2008 at 08:32 PM by Norma Watenpaugh

Plans for Strategic Alliances on the RiseNearly one-third of consumer products companies plan to forge new strategic alliances in the upcoming 12 months (30 percent), up 8 points from the second quarter of 2008 according to Pricewaterhouse CoopersNEW YORK, Dec 4, 2008GlobeNewswireChrysler...

» View Full Post and Leave Feedback

Tags:


Posted Thursday, November 27, 2008 at 09:44 PM by Norma Watenpaugh

Have you rethought your alliance strategy in terms of what new opportunities lie ahead? Are you prepared to find the opportunity in disruption? We can assume that business as usual is not going to work in today's volatile economic climate because business has become unusual. Yet, disruptive...

» View Full Post and Leave Feedback

Tags: strategy, realignment, opportunity


Posted Monday, October 13, 2008 at 11:17 PM by Norma Watenpaugh

Strategic alliances are often viewed as a strategy for growth and perhaps not always a strategy for economically challenging times. But many of the reasons that make strategic alliances a good idea in good times make them an even better strategy for uncertain times. What are these reasons to partner...

» View Full Post and Leave Feedback

Tags: strategic alliances, importance


Posted Sunday, June 1, 2008 at 11:17 PM by Norma Watenpaugh

What do you think of, when you think win-win? Most business people will interpret that as "I win and my partner wins". Unfortunately quite a number will behave differently: "win-win means I win twice!" This, as you can imagine, does not produce sustainable partnerships. Smart business people will...

» View Full Post and Leave Feedback

Tags: partnering, growth


Posted Friday, April 25, 2008 at 11:17 PM by Norma Watenpaugh

The April meeting of the Silicon Valley/Norcal Chapter of the Association of Strategic Alliance Professionals featured a panel discussion on Coopetition. It turns out to be as hard to pronounce as it is to do. The panel often struggled with every verb and noun form of it: Coopetive, co-opeting. It...

» View Full Post and Leave Feedback

Tags: alliances, cooperation, competition


Posted Friday, March 28, 2008 at 11:17 PM by Norma Watenpaugh

"Collaborative Innovation: Leveraging Strategic Partnerships for the Global Playing Field" Sunday, March 30, 2008BlogTalkRadio: www.BlogTalkRadio.com/CoachforInnovation6:00 p.m. Pacific/9:00 p.m.Collaborative innovation is rapidly becoming a key differentiator for organizations. But as enterprises...

» View Full Post and Leave Feedback

Tags: partnering, innovation


Posted Wednesday, February 20, 2008 at 11:17 PM by Norma Watenpaugh

A successful alliance program begins at the top with the support of the CEO. Like many other things, the CEO influences company culture, models the behavior, and sets the priorities in collaborative relationships. CEO support and that of the CXO staff fosters the environment where alliances can thrive...

» View Full Post and Leave Feedback

Tags: partnering, success, alliances, secrets


Posted Sunday, December 2, 2007 at 09:14 AM by Norma Watenpaugh

Does your organization have a clear discipline in determining which strategy to pursue to achieve an objective? Build? Buy? or Partner?If you answered, NO - you are in the majority. Unfortunately. A few organizations do, however, and one Proctor & Gamble has had excellent results for exercising...

» View Full Post and Leave Feedback

Tags: partnering, build


Posted Wednesday, September 19, 2007 at 07:16 AM by Norma Watenpaugh

This is a question I am frequently asked and one for continual debate. As far as I know there is very little published work on this topic, only fleeting references on the challenge. My opinion: there is no perfect answer but the best answer relates to what are you trying optimize?Functional silos...

» View Full Post and Leave Feedback

Tags: partnering, reporting


Posted Tuesday, September 11, 2007 at 07:49 AM by Norma Watenpaugh

In the Eight Secrets webcast, we reviewed some research data indicating that higher performing companies were extensive collaborators.Here I'd like to share some thoughts behind a fundamental change in attitude towards collaboration and partnering that I've seen in past few years. Some years...

» View Full Post and Leave Feedback

Tags: partnering, collaboration


Posted Friday, August 24, 2007 at 07:53 AM by Norma Watenpaugh

One of the major efforts I have been part of this past six months is developing a certification exam for alliance professionals for the Association of Strategic Alliance Professionals. Consumed, may be a better description of the time and effort that has gone into this initiative. The alliance with...

» View Full Post and Leave Feedback

Tags: partner management, certification


Posted Sunday, August 19, 2007 at 06:36 PM by Norma Watenpaugh

With great relief, I can report the "Eight Secrets" webcast went well. The producer and technical staff at AMA made it easy. The producer commented it was well attended and one of the best received webcasts they have done in terms of the feedback survey results. Whew! Here is one of the viewer feedback...

» View Full Post and Leave Feedback

Tags: partnering, webcast


Posted Saturday, August 11, 2007 at 10:29 AM by Norma Watenpaugh

Launching a blog for Phoenix Consulting Group in the midst of Pottermania has been a hoot, to steal a phrase from Hedwig. Looking for a blog name, I investigated everything Phoenix and found everything Harry Potter. Trying to get clever, I tried the current spelling Phoenix Pheathers which...

» View Full Post and Leave Feedback

Tags: blog, business development, interation, collaboration


Posted Monday, November 30, -0001 at 12:00 AM by Norma Watenpaugh

Business models have fundamentally changed from selling and buying gear to responding to how customers consume technology and how it changes their businesses.We are experiencing seismic changes in the tech industry driven by the convergence of SMAC (social media, mobile computing, analytics and cloud...

» View Full Post and Leave Feedback

Tags:

Sign up for Newsletter

Monthly Publication

Featuring trends and best practices in business collaboration. We never hard sell and will never sell your name.

Events

There are no planned events at this time.

Twitter

Follow us on Twitter

Our latest tweets are loading

© Copyright 2010 Phoenix Consulting Group
2595 Roop Road Gilroy, CA 95020 | 888.848.9514


Developed by FuzeFUZE