渠道合作伙伴规划课件

Capabilities=Your Capabilities+Partners CapabilitiesCNET Training and ConsultingPartner Planning合作伙伴规划合作伙伴规划BeijingJan 2003CNET Training&ConsultingPartner PlanningBeijingCapabilities=Your Capabilities+Partners CapabilitiesCNET Training and Consulting概述概述Summary概述Capabilities=Your Capabilities+Partners CapabilitiesCNET Training and ConsultingDefine your reasons for working with your partners.确认选择合作伙伴的理由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应用一种协调的方法(包括工具和过程包括工具和过程)来做计划来做计划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评估你和合作伙伴目前的关系来确定它是否双赢Objectives目标目标Define your reasons for workinCapabilities=Your Capabilities+Partners CapabilitiesCNET Training and ConsultingPartnering Model/CSFs of Partnering 合作模式与关键的合作成功因素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长远目标长远目标Intimacy紧密合作紧密合作Impact效果效果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Partnering Model/CSFs of ParCapabilities=Your Capabilities+Partners CapabilitiesCNET Training and ConsultingHi-Tech Product Adoption Life Cycle产品生命周期与合作伙伴的关系产品生命周期与合作伙伴的关系Revenue业务量业务量Sold ProductSoldProductShift From Sold ToBought ProductMass Merchants 批发批发初期市场初期市场 Intro 市场接受期市场接受期 Adoption成长期成长期Growth 成熟期成熟期MaturityTime时期时期Direct Sell(HTS)直销直销VARs/SIs 集成集成 Broad Distribution 分销分销BoughtProduct E-commerce 电子商务电子商务New product新产品新产品Service low服务体系未成型服务体系未成型Branding low品牌影响力弱品牌影响力弱Install base lowBy CaseBranding 品牌品牌Install baseMkt share 市场份额市场份额Finance prepare 财务准备财务准备Accelerated selling 加速销售加速销售Logistic 后勤后勤Recruitment 征募征募Acquisition 获取获取Margin 利润利润Channel and Alliance Management Process渠道与联盟管理进程渠道与联盟管理进程Hi-Tech Product Adoption Life Capabilities=Your Capabilities+Partners CapabilitiesCNET Training and ConsultingChannel&AlliancesMgmt Process渠道与联盟管理进程渠道与联盟管理进程2.Application&Development应用与发展应用与发展3.SIs系统集成系统集成4.Distribution分销分销5.Installation安装安装6.Operational Support 运作支持运作支持7.Operational Services 运作服务运作服务Channel Selling Cycle渠道销售循环渠道销售循环1 BiZ.Consulting 咨询咨询 view 意见，观点意见，观点 strategy 战略战略 Method 方法方法 Case study&Gap 案例分析案例分析Channel&Alliances2.ApplicatioCapabilities=Your Capabilities+Partners CapabilitiesCNET Training and ConsultingGo-To-Market Model切入市场模型切入市场模型 Product Distributor Solution Partner/SI/ISV2nd tierNamed Account Non-named Account+Con.Sales-in Sales-outSolution DrivenProgram Driven Sales-ThruDirect SalesSolution ServicesGo-To-Market Model切入市场模型 PrCapabilities=Your Capabilities+Partners CapabilitiesCNET Training and ConsultingManagement Flow管理流向管理流向 VendorVendorDistributorDistributor2 2ndnd Tier Tier1.Down Management1.Down Management3.Up Management3.Up Management2.Self Management2.Self ManagementManagement Flow管理流向 VendorDisCapabilities=Your Capabilities+Partners CapabilitiesCNET Training and ConsultingPartner Planning Program合作伙伴规划流程合作伙伴规划流程Partner Planning Program合作伙伴规Capabilities=Your Capabilities+Partners CapabilitiesCNET Training and Consulting3.Value Mapping价值图解2.Analysis分析分析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GOSARTGOSART 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3.Value Mapping2.Analysis1.AssCapabilities=Your Capabilities+Partners CapabilitiesCNET Training and ConsultingStep1 Assessment评估评估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Step1 Assessment评估What make pCapabilities=Your Capabilities+Partners CapabilitiesCNET Training and ConsultingInfluence/Access接近和影响接近和影响Coverage覆盖面覆盖面Development拓展拓展Fulfillment履行履行Reasons for Partnering合作的原因合作的原因 Outsourcing外包外包Solution Completion完美的方案完美的方案Standards Ownership所有者所有者Expertise专业化程度专业化程度 A.Reasons for partnering合作原因合作原因(8大理由大理由)Influence/AccessCoverageDeveloCapabilities=Your Capabilities+Partners CapabilitiesCNET Training and ConsultingB.What is success?成功的标准是什么？成功的标准是什么？Your companys definition of success 你公司定义的成功你公司定义的成功Your partnersdefinition of Success合作伙伴定义合作伙伴定义的成功的成功=？B.What is success?成功的标准是什么？Capabilities=Your Capabilities+Partners CapabilitiesCNET Training and ConsultingMarketing市场市场Service&Support服务与执行服务与执行Implementation执行执行Sales销售销售Partner Value Chain(Value Mapping)合作伙伴价值链合作伙伴价值链Offerings供应供应C.Expectations预期预期MarketingService&ImplementatiCapabilities=Your Capabilities+Partners CapabilitiesCNET Training and ConsultingStep2 Analyzing the partners Biz分析合作伙伴的业务分析合作伙伴的业务Growth strategy 成长策略Capabilities 能力Channel Model 渠道模式Step2 Analyzing the partners Capabilities=Your Capabilities+Partners CapabilitiesCNET Training and ConsultingA.Growth strategy Matrix成长策略矩阵成长策略矩阵NEWCurrentMarketSegmentation市场划分市场划分Development开发市场开发市场Offering(Products/solutions/services)供应（产品供应（产品/解决方案解决方案/服务）服务）NEWPenetration市场渗透市场渗透Diversification多方位多方位Launch发布会发布会Partner strategic合作伙伴策略合作伙伴策略Acquisition 并购Partnership 合作关系Re-train 再培训Recruitment 招募Development 开发A.Growth strategy Matrix成长策略Capabilities=Your Capabilities+Partners CapabilitiesCNET Training and ConsultingExtended扩展能力扩展能力 Augmented综合能力综合能力Core核心能力核心能力B.Capability Elements构成能力的元素构成能力的元素Product 产品产品Services 服务服务Expertise 专业专业Capabilities=Products+Services+Expertise (What)(How)(Who)能力能力=产品产品+服务服务+专业化专业化Extended AugmentedCoreB.CapaCapabilities=Your Capabilities+Partners CapabilitiesCNET Training and ConsultingC.Channel Model渠道模式渠道模式Market View市场总览市场总览Enterprise企业用户企业用户Mid market中级市场中级市场Mass Market大众市场大众市场Premier ResellersKey partners/SIsStrategic PartnersResellers/OthersChannel Model渠道模式渠道模式三级火箭政府金融电信税务C.Channel Model渠道模式Market VCapabilities=Your Capabilities+Partners CapabilitiesCNET Training and ConsultingDevelopment拓展拓展Diversification多元化多元化Penetration渗透渗透Launch发布发布Step3 Value Mapping价值图解价值图解How to find the value 如何找到价值如何找到价值+YourCompanyCurrentInitiatives公司当前动力公司当前动力YourPartnersCurrentInitiatives合作伙伴当前动力合作伙伴当前动力Current Engagement 当前互动模式当前互动模式Potential Initiatives 未来的动力未来的动力Future Joint Possibilities 未来的合作可能未来的合作可能+Value Engagement 价值互动价值互动Development拓展DiversificationCapabilities=Your Capabilities+Partners CapabilitiesCNET Training and ConsultingA/C,Project management rather the Biz management项目项目/客户的管理重于业务的管理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，价格起决定作用滞后的合作，价格起决定作用Current Engagement Model当前的合作模式当前的合作模式NeutralEngagement “无为而治无为而治”的合作模式的合作模式A/C,Project management LimiteCapabilities=Your Capabilities+Partners CapabilitiesCNET Training and ConsultingBest 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以诚信以诚信/价值为基础的合作模式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Best Biz PracticesPartner capaCapabilities=Your Capabilities+Partners CapabilitiesCNET Training and ConsultingSuccessful 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 ValueEngagement “诚信为本诚信为本”的合作模式的合作模式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以诚信以诚信/价值为基础的合作模式价值为基础的合作模式Successful solution DeploymentCapabilities=Your Capabilities+Partners CapabilitiesCNET Training and ConsultingValueProposition价值主张价值主张+=YourCompany你的公司你的公司YourPartner合作伙伴合作伙伴ChosenInitiative/MarketSegment动力与市场划分动力与市场划分Value Proposition价值主张价值主张Value+=YourYourChosenValue ProCapabilities=Your Capabilities+Partners CapabilitiesCNET Training and ConsultingStep4 Development and Management Model拓展与管理模式拓展与管理模式HighHighLowImportance of you to partner你对合作伙伴你对合作伙伴的重要性的重要性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 FosteringLooked me!关注我！关注我！Love you!Need you!喜爱你，需要你！喜爱你，需要你！Well,um,yeah whateverGet your discounts here 你将被扣分你将被扣分Importance ofpartner to you合作伙伴对你的重要性合作伙伴对你的重要性“三大统一战线三大统一战线“毛泽东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如何给合作伙伴定位Step4 Development and ManagemeCapabilities=Your Capabilities+Partners CapabilitiesCNET Training and ConsultingChannel Positioning渠道定位渠道定位 Channel Channel Management渠道管理渠道管理 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Channel Positioning渠道定位 ChCapabilities=Your Capabilities+Partners CapabilitiesCNET Training and ConsultingChannel Model Program渠道模式流程渠道模式流程Sis/Premier Resellers系统集成商，高级经销商Top 20Key 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Channel Model Program渠道模式流程SiCapabilities=Your Capabilities+Partners CapabilitiesCNET Training and ConsultingGoal目标目标Objective目的目的Strategy策略策略GOSARTTest测试测试Resources资源资源Actions行动行动The GOSART MethodGOSART 方法方法GoalObjectiveGOSARTTestResourcCapabilities=Your Capabilities+Partners CapabilitiesCNET Training and ConsultingGoal 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 方法方法What do you want to be at the Capabilities=Your Capabilities+Partners CapabilitiesCNET Training and ConsultingAnalyzing your Partnership分析合作伙伴关系分析合作伙伴关系 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合作伙伴关系检测合作伙伴关系检测Analyzing your Partnership分析合Capabilities=Your Capabilities+Partners CapabilitiesCNET Training and ConsultingPrinciples of partnership-Process合作伙伴关系的准则合作伙伴关系的准则-流程流程 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Principles of partnership-ProcCapabilities=Your Capabilities+Partners CapabilitiesCNET Training and Consulting(Innovation)创新创新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合作伙伴关系的法则-定义定义(Agreed Goals)目标一致目标一致(Balance of return)收支平衡收支平衡(Trust)信任信任(Shared Knowledge)知识共享知识共享(Innovation)Bringing“now valCapabilities=Your Capabilities+Partners CapabilitiesCNET Training and ConsultingStep6 Review System考评系统考评系统Strategy(for 1 year)策略策略(一年一年)Tactics(for 3 months)战术战术(3个月个月)Operations(for 6 months)运作运作(6个月个月)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Step6 Review System考评系统StrateCapabilities=Your Capabilities+Partners CapabilitiesCNET Training and ConsultingSWOTSWOT分析分析分析分析TargetTarget目标目标目标目标StrategyStrategy策略策略策略策略ChallengesChallenges挑战挑战挑战挑战ResourceResource资源资源资源资源Marketing Marketing ProgramsPrograms市场计划市场计划市场计划市场计划Action Action Plan Plan 行动计划行动计划行动计划行动计划CSFCSF成功关键成功关键成功关键成功关键MilestoneMilestone里程碑里程碑里程碑里程碑MeasurementMeasurement考核考核考核考核OpportunityOpportunity机会机会机会机会Review Process考评流程考评流程SWOTTargetStrategyChallengesReCapabilities=Your Capabilities+Partners CapabilitiesCNET Training and Consulting5 Levels Of Sales Review 考评的考评的5个层次个层次 Actual number Forecast Commitment Upside The Gap Sales activity Sales plan Marketing activityNumber数量数量 Activity行动行动Skills 技巧技巧Attitude态度态度 Resources资源资源 What done在做什么？在做什么？Approach Account managementskillsHow to do怎么做？怎么做？De-commitment Execution vs the plan Discipline Why not为什么不行呢？为什么不行呢？What needed How to deliver Process What requested需要什么？需要什么？Actual vs forecast实际的与预测的实际的与预测的 5 Levels Of Sales Review 考评的5Capabilities=Your Capabilities+Partners CapabilitiesCNET Training and Consulting Objective:Last week review(sales-in/out,program execution,issues),action plan for this week Issues solving Format:Con-call Attendants:Business mgr/product mgr Time:1:30pm every MondayWK1WK2WK3WK4Communication ImprovedIssue reducedMon1 Mon2Mon3Qtr1Qtr2YearWeekly MonthlyQuarterlyYearly Objective:Last month business review,business planning for this month,interlock with each function issues solving and program initiatives Format:Round-table meeting Attendants:Function team leader+Business Mgr Time:1st week of each monthExecutive Communication meeting Objective:Top management communication Format:Lunch/round table meeting/golf Time:1st week of each quarterTeam building activity Objective:business review and planning,goaling,budgeting,performance award Interlock with each function Format:Round-table meeting Attendants:GM,sales mgr,tech mgr,marketing mgr,fin mgr,branch mgr Time:beginning of new finance yearCommunication System沟通系统沟通系统 Objective:Last week review(Capabilities=Your Capabilities+Partners CapabilitiesCNET Training and ConsultingPartner planning sheet渠道规划工具和表单渠道规划工具和表单Partner planning sheetCapabilities=Your Capabilities+Partners CapabilitiesCNET Training and Consulting待情绪稍微冷静后，阿元才略带平稳的语气地说：“没错。他是个小有名气的铸剑师，也是个酒鬼，”她说着解开头上的围巾，一条暗红色骇人的疤痕从脖颈根部一直延伸到锁骨中心，同阿元白皙的肌肤形成对比，但她很快又把围巾重新围上，说：“那天晚上我和他发生了争执，酒气熏熏的他不知用什么东西把我打昏。后来，虽然我被一个医生救活了，但是我的心却死了。那个男人不仅给我留下了这条疤痕，还带走了我的女儿”阿元的语气冰冷，与之前温和的样子截然相反。“带走？”白术不解。“我醒来后，别人告诉我，我的丈夫和女儿都失踪了。所以我猜测，可能是被他带走了，也可能是被他杀掉了。”“也有可能是你的女儿自己逃跑了。”白术接下去说。阿元抱住自己的臂膀，低下头说无限悲哀地说：“不管是哪一点，总之，生不见人，死不见尸。”“从那天之后，”阿元继续说：“我努力忘记过去，忘记那天晚上发生的事情。我在冰冷的孤独中生活了七年，一直在寻找着女儿，就算那希望如同蛛丝一样细弱，我也一直在寻找下去。如果不是那个医生救活了我，就算我死了也不会安息的。”阿元叹气，道：“关于过去，我已经几乎快忘光了。若不是你来问我，大概我再也不会记起了。”“很抱歉”白术真心诚意地向阿元致歉。阿元摇摇头，道：“不也许也是好事，因为那个医生的名字也差点被我忘了。”“名字？”“嗯，那个恩人的名字，”阿元稍稍露出微笑，道：“我没有见过他。醒来之后，一直照顾我的邻居说，那个大夫的名字叫厚朴。”“什么？”惊诧同难以言表的微喜混合着一道向白术袭来。他顿时觉得逝去的时间在他的面前急速倒流，一个模糊而熟悉的身影在远处微微转身。一切似乎触手可及。“是啊，听说大夫姓白那么全名就叫白厚朴了。”那是白术失踪的父亲的名字。没想到，在七年前的某日，自己的父亲还救过一个濒死的女人。而这个女人，目前所知唯一遇见过父亲的女人，正站在自己的面前。与此同时，这个女人很有可能是楼上失忆少女的母亲。“白厚朴是我的父亲我以为他失踪了。”白术的嘴角柔和地上翘，显出好看的弧度。“您您是恩公的儿子么？”阿元也惊喜万分。“没错。”“感谢您父亲的救命之恩。”阿元朝白术跪下，但白术将女人扶起。阿元哽咽着说：“该怎样报答您才好呢？”待情绪稍微冷静后，阿元才略带平稳的语气地说：“没错。他是个小