Welcome!

Government Cloud Authors: Pat Romanski, Liz McMillan, Gopala Krishna Behara, Raju Myadam, Kevin Jackson

Related Topics: Agile Computing

Agile Computing: Blog Post

PRM Software Is Only as Good as Your Workflow

The fact is that at first, the process of initiating new channel management systems sometimes makes things more difficult

Technology can do amazing things, but we’re still a long way from a program that can design and optimize a human work process. This is important to keep this in mind as you shop CRM or Partner Relationship Management (PRM) solutions. Too often people forget to first outline the source of their channel challenges, fall into the trap of unrealistic expectations, and implement software that only serves to automate the inefficiencies they’re trying to correct.

The fact is that at first, the process of initiating new channel management systems sometimes makes things more difficult. Implementation will only point out all the flaws in your current process. But that doesn’t mean don’t bother. Setting up a PRM program is hard if your process isn’t in good shape, but the good news is the exercise of doing it will make you think about things in a systematic way, which should lead to significant improvements in your process.

A well-documented, efficient process is especially important in the partner channel – whether you’re looking at PRM software or not – because products and process have to be explained to an external audience: your channel salesforce.

Like Making Cupcakes Without a Recipe

Stacy Desrosiers, Director Worldwide Channel Marketing at CTERA Networks, likens the way many companies go about their channel process to the success her daughter would have baking cupcakes if all she brought to the process was flour, eggs, sugar, and muffin tins. “She’d just be pouring all that stuff into a bowl, turning on the oven and hoping for the best,” she says.

Without a recipe, she can’t know what temperature the oven needs to be, the optimal proportion of flour to sugar, or how long the cupcakes need to stay in the oven.

“Baking without a recipe is what people are doing in a lot of channel sales organizations. Since they have no process to get them from A to Z, to help them understand or monitor their business, the CRM or PRM is not going to help, no matter how many amazing features it has,” she says.

Begin with the End in Mind

To get your process in shape for PRM implementation, start by thinking through exactly what your business goals are for the channel. What are you trying to get to? “Unless your program is going to help drive partners in the direction of producing revenue for you, you’re just spinning your wheels,” Desrosiers says.

That means looking at all phases of the process and determining what internal resources and channel partners should be doing in each phase – recruiting, onboarding, deal registration, enablement, engagement, etc. – to ensure partners are incentivized and able to easily take those actions that will lead to that result you want: revenue.

For example, if your deal registration process currently entails the partner emailing and the channel manager plugging the deal into a spread sheet, how does that lead to revenue? Can you track the result each sales person is producing? Can you tell which sales person is the best one to pass a high quality lead?

Tracking all this manually is very labor intensive, and PRM can help reduce that burden, but it can’t create the data management process for you. You’ll need to plot out how the information will get into the system, who’s on point and what you’ll do with the data when you have it.

Be Realistic About Where You’re Starting

“You may think you’re at Point B, but it may actually be that you’re at point A,” Desrosiers says. Even if your organization has experience operating in the channel, that doesn’t necessarily mean a repeatable process exists or is particularly efficient. Being honest about where you are will save you steps in the long run.

Desrosiers recommends writing your process down or whiteboarding it out. “And do that with a number of people in your organization, because different people will have different influences – whether directly or indirectly – on your process. Make sure you involve all key stakeholders,” she says. And always data test your process before implementation.

Any process has to be a living one – it will be tweaked over time. Make sure you have a system that will work with you through those tweaks. But having no process and bringing on PRM before you plot one is the wrong way to go.

 

The Channeltivity team can recommend steps, process stages, which will help the process along but you still need good clarity on your business and how the channel generates revenue for you.

More Stories By Jason Jacobs

Jason Jacobs is the CEO of Channeltivity.

@ThingsExpo Stories
In his Opening Keynote at 21st Cloud Expo, John Considine, General Manager of IBM Cloud Infrastructure, led attendees through the exciting evolution of the cloud. He looked at this major disruption from the perspective of technology, business models, and what this means for enterprises of all sizes. John Considine is General Manager of Cloud Infrastructure Services at IBM. In that role he is responsible for leading IBM’s public cloud infrastructure including strategy, development, and offering m...
With tough new regulations coming to Europe on data privacy in May 2018, Calligo will explain why in reality the effect is global and transforms how you consider critical data. EU GDPR fundamentally rewrites the rules for cloud, Big Data and IoT. In his session at 21st Cloud Expo, Adam Ryan, Vice President and General Manager EMEA at Calligo, examined the regulations and provided insight on how it affects technology, challenges the established rules and will usher in new levels of diligence arou...
Smart cities have the potential to change our lives at so many levels for citizens: less pollution, reduced parking obstacles, better health, education and more energy savings. Real-time data streaming and the Internet of Things (IoT) possess the power to turn this vision into a reality. However, most organizations today are building their data infrastructure to focus solely on addressing immediate business needs vs. a platform capable of quickly adapting emerging technologies to address future ...
The 22nd International Cloud Expo | 1st DXWorld Expo has announced that its Call for Papers is open. Cloud Expo | DXWorld Expo, to be held June 5-7, 2018, at the Javits Center in New York, NY, brings together Cloud Computing, Digital Transformation, Big Data, Internet of Things, DevOps, Machine Learning and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding busin...
Recently, REAN Cloud built a digital concierge for a North Carolina hospital that had observed that most patient call button questions were repetitive. In addition, the paper-based process used to measure patient health metrics was laborious, not in real-time and sometimes error-prone. In their session at 21st Cloud Expo, Sean Finnerty, Executive Director, Practice Lead, Health Care & Life Science at REAN Cloud, and Dr. S.P.T. Krishnan, Principal Architect at REAN Cloud, discussed how they built...
In his session at 21st Cloud Expo, Raju Shreewastava, founder of Big Data Trunk, provided a fun and simple way to introduce Machine Leaning to anyone and everyone. He solved a machine learning problem and demonstrated an easy way to be able to do machine learning without even coding. Raju Shreewastava is the founder of Big Data Trunk (www.BigDataTrunk.com), a Big Data Training and consulting firm with offices in the United States. He previously led the data warehouse/business intelligence and B...
Nordstrom is transforming the way that they do business and the cloud is the key to enabling speed and hyper personalized customer experiences. In his session at 21st Cloud Expo, Ken Schow, VP of Engineering at Nordstrom, discussed some of the key learnings and common pitfalls of large enterprises moving to the cloud. This includes strategies around choosing a cloud provider(s), architecture, and lessons learned. In addition, he covered some of the best practices for structured team migration an...
No hype cycles or predictions of a gazillion things here. IoT is here. You get it. You know your business and have great ideas for a business transformation strategy. What comes next? Time to make it happen. In his session at @ThingsExpo, Jay Mason, an Associate Partner of Analytics, IoT & Cybersecurity at M&S Consulting, presented a step-by-step plan to develop your technology implementation strategy. He also discussed the evaluation of communication standards and IoT messaging protocols, data...
22nd International Cloud Expo, taking place June 5-7, 2018, at the Javits Center in New York City, NY, and co-located with the 1st DXWorld Expo will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud ...
22nd International Cloud Expo, taking place June 5-7, 2018, at the Javits Center in New York City, NY, and co-located with the 1st DXWorld Expo will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud ...
DevOps at Cloud Expo – being held June 5-7, 2018, at the Javits Center in New York, NY – announces that its Call for Papers is open. Born out of proven success in agile development, cloud computing, and process automation, DevOps is a macro trend you cannot afford to miss. From showcase success stories from early adopters and web-scale businesses, DevOps is expanding to organizations of all sizes, including the world's largest enterprises – and delivering real results. Among the proven benefits,...
@DevOpsSummit at Cloud Expo, taking place June 5-7, 2018, at the Javits Center in New York City, NY, is co-located with 22nd Cloud Expo | 1st DXWorld Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait...
Cloud Expo | DXWorld Expo have announced the conference tracks for Cloud Expo 2018. Cloud Expo will be held June 5-7, 2018, at the Javits Center in New York City, and November 6-8, 2018, at the Santa Clara Convention Center, Santa Clara, CA. Digital Transformation (DX) is a major focus with the introduction of DX Expo within the program. Successful transformation requires a laser focus on being data-driven and on using all the tools available that enable transformation if they plan to survive ov...
SYS-CON Events announced today that T-Mobile exhibited at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. As America's Un-carrier, T-Mobile US, Inc., is redefining the way consumers and businesses buy wireless services through leading product and service innovation. The Company's advanced nationwide 4G LTE network delivers outstanding wireless experiences to 67.4 million customers who are unwilling to compromise on qua...
SYS-CON Events announced today that Cedexis will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Cedexis is the leader in data-driven enterprise global traffic management. Whether optimizing traffic through datacenters, clouds, CDNs, or any combination, Cedexis solutions drive quality and cost-effectiveness. For more information, please visit https://www.cedexis.com.
SYS-CON Events announced today that Google Cloud has been named “Keynote Sponsor” of SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Companies come to Google Cloud to transform their businesses. Google Cloud’s comprehensive portfolio – from infrastructure to apps to devices – helps enterprises innovate faster, scale smarter, stay secure, and do more with data than ever before.
SYS-CON Events announced today that Vivint to exhibit at SYS-CON's 21st Cloud Expo, which will take place on October 31 through November 2nd 2017 at the Santa Clara Convention Center in Santa Clara, California. As a leading smart home technology provider, Vivint offers home security, energy management, home automation, local cloud storage, and high-speed Internet solutions to more than one million customers throughout the United States and Canada. The end result is a smart home solution that sav...
SYS-CON Events announced today that Opsani will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Opsani is the leading provider of deployment automation systems for running and scaling traditional enterprise applications on container infrastructure.
SYS-CON Events announced today that Nirmata will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Nirmata provides a comprehensive platform, for deploying, operating, and optimizing containerized applications across clouds, powered by Kubernetes. Nirmata empowers enterprise DevOps teams by fully automating the complex operations and management of application containers and its underlying ...
SYS-CON Events announced today that Opsani to exhibit at SYS-CON's 21st Cloud Expo, which will take place on October 31 through November 2nd 2017 at the Santa Clara Convention Center in Santa Clara, California. Opsani is creating the next generation of automated continuous deployment tools designed specifically for containers. How is continuous deployment different from continuous integration and continuous delivery? CI/CD tools provide build and test. Continuous Deployment is the means by which...