Co-Marketing

„It is better to place your trust in reliable partners instead of in mass marketing.“

Dragica Vujovic
Managing Director, Sell Action GmbH (Axivas Joint Venture)

Initial Situation

„One of the most important channels that serve to increase the global awareness of our brand and the sales and marke­ting of our products and services is the working cooperation with Business Partners. In target market Middle East & Africa our partner network is poorly developed. We lack on resources and spatial proximity in order to establish the right contacts.“ (Quote customer)

Our client, a leading international manufacturer of hardware, software and services is planning a significant increase in turnover in the Middle East & Africa region. The clients existing Partner network is fragmentary. In order to reach his goals he is drawing upon the services of Axivas in order to improve the quality of the existing Business Partners and with the identification, approach and integration of new Business Partners.

Customer
International IT Group
Products & Services
Hardware, Software and Services
  • Location: Worldwide
  • Project rollout: Cairo, Egypt
  • Employees: 10.000+
  • Stock exchange listed: Yes
  • Axivas services: Partner Data Profiling / Partner Hunting, Partner Enablement, Partner Account Management, Co-Marketing

Challenge

Through the development of the partner network and a local care and support of Business Partners the client expects an increase of 25% in channel turnover in the next 12 months. Due to the fact that the headquarters are situated in the USA, there is a lack in spatial proximity and language skills to be able to successfully approach contacts in the selected target market and to be able to be convincing with regard to a cooperative working liaison with partners over a long-term period of time.

Implementation

Implemen­tation

Target groups: Business Partners & computer retailers

Project planning

  • Mutual determination of methods of procedure
  • Project coordination – test phase - Go-Live

Project implementation

Partner Data Profiling / Partner Hunting

  • Qualitative profiling of existing Business Partners in terms of updating of the partner databank in areas contact persons, core competence, turnover & development
  • Ascertainment of requirements of the respective partners on our customers
  • Recruiting and profiling of new partners

Partner Enablement

  • Presentation of the Partner Program to existing partners
  • Presentation of current products
  • Training & coaching of the sales manager by the partners
  • Continuous system and process training
  • Presentation of pre-sales support

Partner Account Management

  • Sustainable further development and nurturing of existing partners
  • Win back program for lost Business Partners
  • Targeted steerage of sales leads to defined Business Partners
  • Development of a joint Funnel Management & Reporting’s

Co-Marketing

  • Composition of marketing campaigns and events together with the partner
  • Budget Management, Steuerung & Reporting
  • Asset and Content Management
Results

Results

Partner Data Profiling / Partner Hunting

  • The Business Partner’s customer databank is completely updated and qualitatively up valued
  • Over 800 new Business Partners were identified, analyzed and projected
  • Over 200 new Business Partners were recruited

Partner Enablement

  • 70% of the addressed partners registered in the customers partner databank
  • Successful training of the Business Partners

Partner Account Management

  • Increase of 30% turnover through Business Partners in the last months, therewith reaching an overachievement of 5% of the customers goal target
  • Enhancement of proximity and the business relationship between the Business Partner and the customer
  • Performance orientated channel steering
  • Supplying the Partner with valid sales Leads

Partner Data Profiling / Partner Hunting

  • Work relief of own resources
  • Greater market coverage for the customer through a denser network of partners
  • Know how regarding partner requirements
  • Tele partner manager are contact persons for queries and questions
  • Tele partner manager operate in tandem with the respective partner managers for the region
  • Realisation of reporting’s corresponding exactly to the customers requirements and making team activities measurable
  • Implementation of process orientated escalation mechanisms

Benefit aspects for the customer

  • Improved partner network with updated data and contact persons
  • Use of linguistic and intercultural skills through local resources
  • More transparency of the partner performance
  • Increase in efficiency by securing the right partner
  • Know how transfer
  • Increase in turnover
Summary

Summary

„In a network with the right partners sales and marketing is equipped with a double bottomed floor.“