Solutions For Channel Management Competitor Channel Benchmark Channel Mapping Ranking Scoring Last review 15 -01 -2007
Client objectives Channel Mapping, Ranking & Scoring Channel Mapping l Benchmark it’s channel coverage against market. l Benchmark it’s channel coverage against competition. l Benchmark your resellers against compu. Base database to detect new opportunities. Channel Ranking l Rank partners on revenue for your product category. Channel Scoring l Find you share of wallet l Create Score card, set up priorities in recruitment program, find top partners. l Re-allocate the resources compu. Base 2007 ©
Re-allocate ressources Channel Mapping, Ranking & Scoring 1 st tiers Before Change allocation After PAM Tele PAM Distributor Managed compu. Base 2007 © Distributor Managed by PAM 2 d tiers New Potential Not managed
General Process Channel Mapping, Ranking & Scoring 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 CLIENT STRATEGY INPUT* MARKET PRIORITIES INPUT* compu. Base 2007 © CHANNEL RECRUITMENT* CHANNEL ANIMATION & DEPLOYEMENT* * in cooperation with other consulting partners
Channel Mapping, Ranking & Scoring 1. CURRENT SITUATION ASSESMENT compu. Base 2007 ©
Channel Mapping, Ranking & Scoring 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 CLIENT STRATEGY INPUT* MARKET PRIORITIES INPUT* compu. Base 2007 © CHANNEL RECRUITMENT* CHANNEL ANIMATION & DEPLOYEMENT* * in cooperation with other consulting partners
Channel Mapping, Ranking & Scoring § Channel Mapping Benchmark • channel coverage against market. • coverage against competition. • your resellers against compu. Base database to detect new opportunities. § compu. Base 2007 © Find the competition inside your own channel
Channel Mapping, Ranking & Scoring Your Market Competitor #1 Competitor #3 Competitor #5 compu. Base 2007 © Channel Mapping Your channel Competitor #2 Competitor #4 Competitor #6 In one market we compare your brand position to 6 of your competitors. A maximum of 8 datasets: 1. The targeted market 2. Your brand 3. Competitor 1 4. Competitor 2 5. Competitor 3 6. Competitor 4 7. Competitor 5 8. Competitor 6
Channel Mapping, Ranking & Scoring Creating datasets Defining angles of study Statistical work Setting up reports Prioritize targets compu. Base 2007 © 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.
Channel Mapping, Ranking & Scoring Creating datasets Defining angles of study Statistical work Setting up reports Prioritize targets compu. Base 2007 © § § 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. §
Channel Mapping, Ranking & Scoring Examples Example of geo-marketing To find strengths and weaknesses in coverage Country / region / local Geomarketing l compu. Base 2007 © Example: comparing two distribution networks
Channel Mapping, Ranking & Scoring • The mapping could be realised: • By number of point of sales. • This mapping determines geographical priorities. compu. Base 2007 © Geographical analysis position against competition
Channel Mapping, Ranking & Scoring Many possible comparisons • You are able to compared your brand against the market and other competitors Example of brand comparison compu. Base 2007 ©
Channel Mapping, Ranking & Scoring • 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. compu. Base 2007 © Benchmark on partner’s main activity
Channel Mapping, Ranking & Scoring • 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. compu. Base 2007 © Benchmark on partner’s product catalog
Channel Mapping, Ranking & Scoring • 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. compu. Base 2007 © Benchmark on partner’s revenues
Channel Mapping Benefits Channel Mapping, Ranking & Scoring Creating datasets Defining angles of study Enhancing your “workspace” Result sought: l 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. l The addition of new targets using online access. Statistical work Setting up reports Prioritize targets compu. Base 2007 ©
Channel Mapping, Ranking & Scoring 2. FIND WHO ARE THE TOP PARTNERS FOR YOUR PRODUCT CATEGORY compu. Base 2007 ©
Ranking Channel Mapping, Ranking & Scoring 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 CLIENT STRATEGY INPUT* MARKET PRIORITIES INPUT* compu. Base 2007 © CHANNEL RECRUITMENT* CHANNEL ANIMATION & DEPLOYEMENT* * in cooperation with other consulting partners
Channel Mapping, Ranking & Scoring 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. compu. Base 2007 ©
Channel Mapping, Ranking & Scoring Ranking With compu. Base data your indirect channel is seen under its true perspective. You can tune your marketing and sales operations according to new priorities OD GO The data shown do not represent real figures compu. Base 2007 © NG KI AN R
Channel Mapping, Ranking & Scoring Products or categories where ranking is possible PRODUCTS l Desktop l Laptop l Server l Mainframes l Printer l Office equipment hardware l Office software l OS and networking software l Market centric software l Management software Other products on request compu. Base 2007 © Example : number of resellers and corresponding revenue for Printer for a specific region. Example : Top reseller for a specific region in Printer
Channel Mapping, Ranking & Scoring Ranking What is delivered: l Company name l Total estimated revenue for the past year. l % of revenue done in the product category l Confidence rating l Range of revenue for the category based on confidence. l Estimate of revenue in K€ of revenue done with corresponding product category l Top 100 partners compu. Base 2007 ©
General Process Channel Mapping, Ranking & Scoring 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 CLIENT STRATEGY INPUT* MARKET PRIORITIES INPUT* compu. Base 2007 © CHANNEL RECRUITMENT* CHANNEL ANIMATION & DEPLOYEMENT* * in cooperation with other consulting partners
Channel Mapping, Ranking & Scoring Pre requisite To realize a good scoring, compu. Base needs to get the vendor’s the revenue per point of sales. Having this information we will match vendor’s resellers to compu. Base 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 compu. Base relevant presentation compu. Base 2007 ©
Channel Mapping, Ranking & Scoring Comparing estimated revenue with the revenue realised by your company with each partner, we could set up a scoring of your partners. 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. compu. Base 2007 © Scoring The potential revenue • Low share of wallet • Strong potential • Strong share of wallet • Strong potential Ø How to seduce them? Ø How to compete? Ø How to keep them? Ø How to support them Ø How to control competition • Low share of wallet • Strong share of wallet • Low potential Ø How to adapt support Ø How to help them to develop their sales and business Ø How to Increase Training My share of wallet
Channel Mapping, Ranking & 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. compu. Base 2007 ©
Channel Mapping, Ranking & Scoring Budget set up Requirements for budget elaboration - - compu. Base 2007 © 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 compu. Base 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 ?
Channel Mapping, Ranking & Scoring Example of cost § Channel Mapping OR Ranking for a channel market target of 3, 500 potential partners, survey only with 6 competitive brands. 24 K€ / 16 K£ § Channel Mapping AND Ranking for a channel market target of 3, 500 potential partners, survey only with 6 competitive brands. 28 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. compu. Base 2007 ©
Channel Mapping, Ranking & Scoring Client & compu. Base The Leading ICT Channel Intelligence Company Your Contact: info@compubase. net www. compubase. net Tel. : + 33 169 183 434 compu. Base 2007 ©
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