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Rainmaking from the Cloud
Monetizing the Partner Channel
Satish Bhagavatula, CTO/CIO
Crexendo, Inc – Ride the Cloud
#monetize15
ARIA SYSTEMS CONFIDENTIAL – Do not distribute
All Contents © 2015 Aria Systems
Introduction
Crexendo
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Cloud Service Provider – Business Telecommunications & eCommerce
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Carrier & Telecom Company (US & Canada)
Telecom Industry
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A very old industry …. Seen lot of changes in Monetization
Rise of Internet – Much turmoil
– Still heavily regulated
– Net Neutrality/FCC
Forcing changes in the Monetization strategies
Monetization Changes…
Show me the Money!!!
Channel Partners
Channel Monetization – Whole different Story
• Very Lucrative – But lot of barriers
• Different Demands …
Crexendo Partner Channel
• Traditional Telecom VARs (Value Added Resellers)
• MSPs (Managed Service Providers)
Systems - Before
• Got Aria?
– Yes!!!
– Invoice & Dunning & Collect
• No Differentiation
– White labeling
– Localization
• Lots of Gaps - Technology
– No Visibility
– No Customization
– Commission Payout on Collection
• Reduced Margins - Process
– Manual Process
– Channel Conflict
Diverse Partners
Biz & Cost Model
Channel – Monetization Needs
• Identity – Relationship - Ownership
– Co-branding
• Invoices, Notification
– Differentiation
• PoS Control
– Pricing Control
– Pass through Markup ($100 phone for $200)
• Transparency & Visibility - Their Customer
• Channel/Direct Conflict – Deal Submittal
• Reporting & Performance – Manage Sales Teams
Channel – Didn’t want…
• Head-Aches
– Taxation & Regulatory Invoicing Requirements
• E911, Federal, State and Local Taxes
• Costs
– Invoicing, Collecting & Dunning
– Backend Fees and Licensing
– System Implementations
Partners
Sell
&
Collect
Crexendo Cloud Ecosystem – Nuts & Bolts
Salesforce.com (CRM & Service Cloud Platform)
CPQ
NetSuite (Financials)
Orders
Comm
Contracts
Aria Systems (Billing Platform)
EZTax
Invoicing/Dunning
Solution: Cloud Continuum
Crexendo Partner
Community Portal
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Extend Back Office Systems
Partner Community
Unified View of Customer
One Portal
• Billing
• Taxation
• CRM
• Community
• Financials
• Accounting
Solution: Partner Benefits
 Low Barriers to Entry for Partner
 Faster Onboarding & Launch Product – QTM
 Lower Back office costs
 Channel Conflict/Deal Submittal
 Visibility – Bidirectional
For Partners – Relationship & Ownership & Transparency
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Case Metrics & CSR History
Account Management
Knowledgebase
Community @ Fingertips
Pipeline Visibility
Billing & Invoicing Visibility
Sales Team Performance Metrics
Monetizing the Channel
• Differentiation from other Vendors
• Pipeline Visibility
– Efficient Sales Cycles
– EoM SPIFs and Incentives
• Increased Revenue
• Greater Customer Visibility - Higher Partner
& Customer Satisfaction
• Smooth – JIT – Flow of Information
• Reporting – Commission, Performance
Overall Greater Partner &
Provider Margins
Win-Win!!!
Thank You!
Thank You!
Satish Bhagavatula, CTO/CIO
Crexendo, Inc – Ride the Cloud