How to increase your business through partnerships? What’s in it for everybody? Karen Nielsen, Nordic Sales Director, Large Enterprises, SAP Content Partnerships – what and how Common value proposition Benefits for the customer Benefits for the partners Partner Program landscape – many approaches – SAP view Standard Training, e-learning E-Services, catalog content, intellectual content Implementation & Application Hosting, Marketplace Hosting, Application Mgmt. Content Partner Education Partner Hosting Partner Crossfunctional processes across heterogeneous systems Software Partner Supplementary Software Solutions, Software Development Cooperations Services Partner Global Partner Management ISV Consulting Implementation Continuous Improve. Knowledge Transfer Support Partner SAP Business Partner Technology Partner Support across the entire life cycle, Consulting packs, Support subcontractor www.sap.com/partners/categories Platforms, Advanced Networks, Storage, Databases, Operating Systems, Engines, ... Value Added Resellers, Software Solution Providers, Application Service Providers, etc. One Platform Strategy, But Different Markets One strategy One goal DIFFERENT PRODUCTS CUSTOMER VALUE DIFFERENT SALES MODELS RELATIONSHIP Business Process Platf. SAP Business Suite/ SAP ERP SAP Business All-in-One SAP Business ByDesign LARGE MIDSIZE Enterprise licenses 1/1 marketing ISVs ecosystem VOLUME Volume business Lead generation Channel partners SAP Business One SMALL The SAP PartnerEdge™ Program - Overall Program Structure Partner Program - Engage According to Your Business Needs SELL BUILD SERVICE FUTURE Channel Reseller Software Solution System Integrators Technology ISVs and Third Party Software Vendors Service Partners INDUSTRIES INITIATIVES Solutions GTMs Sponsorships Communities Value of partnerships - Growth through partnering “GROWTH THROUGH PARTNERING” is a key element within SAP’s Growth Strategy We are investing in building an infrastructure that will facilitate programmatic and scalable growth with our Partners To reach the goal of 100.000 customers by the end of 2010 SAP needs to rely on different types of partnerships that benefit partners by: Raising their profile with our Customers, amongst Partners and within SAP Growing into new industries, regions, and solutions Reducing time to market with easy and timely access to knowledge and tools Developing the right skills to Enhance and Expand their delivery capability quickly and in line with market needs Networking with other partners to gain Faster access to necessary deployment resources How to work for mutual goals with partners? Go-To-Market Plan 1. Define common annual Go-To-Market Plans 2. Define common Marketing Demand Generation activities 3. Common SAP and Partner Field Engagement Industries & Events Demand-Gen Marketing Lead 4. Continuous Improvement of Sales Enablement CRM Field Alliances – Value Proposition Helping Sales AEs meet their targets by focusing on pipeline build and pipeline execution activities with partners that add real value. Also increasing and improving partner skills in Nordic Alliance focus: HOW & WHEN to leverage Pipeline build Deal support Partner enablement & capacity PROOF POINTS 1) 2) 3) ”We will help drive growth in the pipeline, increase deal sizes & win rates through the execution with partners of joint industry/solution workshops, joint account/opportunity plans and the leveraging of business owners at our partners” Steve Bridge, Alliances Alliance deliverables Partner Sales Enablement around key solutions and industries – kickoff, workshops, events, recruitment Differentiated, compelling joint value propositions with partners – through joint account plans/roadmaps Identification and engagement with most appropriate partner(s) to help close deals faster – APM@SAP Execution of robust governance, demand generation Engage early with partners – they will generate many opportunities, align messages Leverage partners to break into new areas of accounts or markets selectively Build alignment with the business owners in partners Expect alliances to manage the governance model between SAP and partners Use CRM to track which partners are investing in your sales cycles and maintain it properly (including APM@SAP with proper partner view) 4 rolling quarters pipeline together with partners increased over 100% in last year 22% more deals with partners in first half of 2008 compared to 2007 Joint deals with service partners 2,5 x larger than those without partner support In Nordic countries over 95% of SAP services delivered by partner community If we aren’t leveraging our partners, our competitors will be Benefits for the customer Selection of choice Right delivery model according to needs Be global but act local Right skills at the right time at right place Industry expertise as needed Faster go to market for new solutions and fulfilling needs No vendor can alone develop all functionality needed in a global perspective at the right time – third party solutions are a key of successful solution portfolio Get local flavor for the global offering Utilize the power of right peer groups Independent user groups have a strong innovation capability Get to know the latest trends and industry standards through developer and business community networks Industry Value Networks Benefits for partners Raise profile with customers, partners and SAP Grow into new industries, regions, and solutions Reduce time to market with easy and timely access to knowledge and tools Enhance your delivery capability quickly, and in line with market needs Faster access to necessary deployment skills Performance-based Entitlement structures – more margin, etc. The SAP PartnerEdge™ Program is a visible seal of quality gained through participation! Closing remarks No vendor can conquer the world alone – partnerships are a must Depending on the business model and market different partnership programs are needed for various groups – a strong Partner Program is the foundation Be honest, open and transparent always when possible – successful partnership is based on give-and-get where everyone involved get benefits Set expectations right – get a success and move from there