Comprehensive Guide to Creating Partner Value Propositions
Explore the importance of Partner Value Propositions in driving alliances, mastering skills, and enhancing revenue generation. Discover how Customer Value Propositions and Market Trends influence buying motivations and solution offerings. Learn about templates for solving customer problems and examples of compelling Partner Value Propositions across solution, financial, and sales dimensions.
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Presentation Transcript
Creating Compelling Partner Value Propositions ALLIANCE SKILLS MASTERY SERIES | SESSION 2
Value Creation Advanced Topics Customer Value Proposition drives the Solution Value Customer Buying Motivations drive Customer Value Proposition Value Triangle Value Proposition Partner Value Proposition Solution value addresses key customer buying motivations, drives competitiveness and revenue generation Compelling Reason to Buy Solution Value Solution Value Financial value creates motivations for partners to invest and commit to the alliance Business Model and Partner Motivations drive Financial Value Compelling Reason to Partner Financial Value Financial Value Sales Motivations drive Sales and Marketing Value Sales and Marketing value will drive active sales engagement and joint selling Sales and Marketing Value Sales and Marketing Value Compelling Reason to Sell
Market Drivers and Industry Trends Customer Motivations to buy are driven by trends and changes in the industry. Industry Trends Impact on Customers Solution Opportunities Best Practice Guidance: Consider external forces: competitors, industry restructuring, etc as well internal strategic objectives 3
Template : Solving a Customer Problem Business Solution: Customer Pain Solution Definition/Value Metric Decision Makers Influencers Recommenders
Examples of Partner Value Propositions Value Propositions are defined for both partners in solution, financial and sales and marketing dimensions Solution Value Financial Value Sales & Marketing Value Incremental Revenue Opportunities Solution Differentiation Market Share Capture Industry Solution leadership Improved Profitability New Logos/Customers Whole Product Integration Increased Services Revenue Compensation Incentives Shared Costs Increased Deal Size Early/First to Market Customer Experience Consumption Pricing Accelerate Sales Cycle Your mileage may vary; you may have all, some, or other values
Operationalizing Value Creation -Example Partner program activities are designed to deliver on the value proposition Metrics are determined to measure value created Measurable Results Value Proposition Value Creation Description of Specific Value (Examples) Program Deliverable (Examples) Type Value Prop Metric Competitive advantage through unique features of network integrated solution Design platform architecture to enable feature differentiation by Solution Partner Unique features # New customers Solution Differentiation Application optimization enabling: higher application availability performance prioritization QOS Reduced cost, risk and complexity in implementation Joint solutions that meet or exceed customer expectations and business needs. Availability Performance QOS Reduced cost Reduced implementation time Solution Value Product integration, optimization and testing onsite at partner Whole Product Integration Customer Satisfaction Conduct customer survey Survey results 8 of 10 ranking
Partner Value Proposition Solution Key Considerations: How does the solution create added value and differentiation for the partner? Type Value Prop How Does Value Get Created? Metric Solution Value
Partner Value Proposition Financial Key Considerations: How does the Partner make money? What is the partner business model? Specific Description of how Value is Created Type Value Prop Metric Financial Value
Partner Value Proposition Sales & Mktg Key Considerations: Describe compelling reason for sales organization to engage and collaborate. Specific Description of how Value is Created Type Value Prop Metric Marketing /Sales Value
Thinking about Value Creation Does the solution solve a customer problem? Does it create a differentiation for the customer?, save costs?, increase revenue or profit? Does it address what key decision makers care about? Customer Value Does the solution create differentiation for the partner? Does it suit the partner s business model and profit motivation? Is there sufficient reason for partner sales teams to engage? Your Partner Value Does the solution differentiate you? Does it meet your needs in generating revenue and margin? Is there sufficient reason for the sales teams to engage? Your Value
