purechannels

Objective

To rapidly accelerate revenue growth across EMEA through an indirect sales channel enabling software sales, service and support capability in local countries.

Background and Results

With over 300 customers globally and 4,000,000 users, one of the top software providers in talent management software had strong sales in the US, yet no partner network or resources across mainland Europe, Middle East and Africa.

Looking to develop its European presence, this software vendor enlisted the support of purechannels to conduct a full channel development exercise. The project was systematically approached as follows:

Step 1 – Partner strategy definition
Partner strategy and programme signed off by the executive committee and communicated by the CEO to the organisation to obtain full support of the project stakeholders.

Step 2 – Channel profiling
Market analysis, profiling and development of a database of potential partner candidates to cover key European territories.

Step 3 – Partner recruitment
Partner recruitment drive was executed, including email and cold calling to start developing a relationship. Software demonstrations were offered and executive meetings conducted.

Step 4 - Contract negotiations
Development of a partner agreement and negotiation with the partner prospects to ensure commitments were made by both organisations to achieve revenue goals.

Step 5 – Partner enablement
Development of training materials for sales training and technical training. Delivery of web based and classroom training to ten partner organisations across EMEA.

Step 6 – Lead development
Creation of localised email and WebEx campaigns to develop leads within country, with fully translated materials, landing pages and whitepapers to support the campaigns.

Step 7 - Pipeline development
Support partners with discovery meetings, demonstrations, configured demonstrations, pricing negotiations and closure of sales leads.

Step 8 - Project implementation
Transition of resources and skills from software vendor to partner throughout project implementation to become self sufficient in future projects and to provide first level support to the clients.

Over a 9 month period, 10 partners were signed as resellers of the software product across EMEA, with the development of $10m worth of pipeline.

What They Say

“Outsourcing our EMEA channel development to purechannels has not only enabled us to gain a higher control of expenditure and accountability, it has helped us to establish a strong presence in a new geographical market and build a realistic pipeline of business opportunity within a short space of time.”

For confidentiality purposes, the client name has been excluded from this case study.

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