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A Unified Field Theory of Partnering Or How the Care and Feeding of ASPs, OEMs

A Unified Field Theory of Partnering Or How the Care and Feeding of ASPs, OEMs and SIs Lead to Tornado Sales Mark Ouyang 12/12/00. What’s in it for me?. Maximum Revenue Minimum Effort. Specifically. Partners can:. Better Qualified Leads Shorter Sales Cycle Bigger Deal Size

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A Unified Field Theory of Partnering Or How the Care and Feeding of ASPs, OEMs

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  1. A Unified Field Theory of Partnering Or How the Care and Feeding of ASPs, OEMs and SIs Lead to Tornado Sales Mark Ouyang 12/12/00

  2. What’s in it for me? • Maximum Revenue • Minimum Effort

  3. Specifically Partners can: • Better Qualified Leads • Shorter Sales Cycle • Bigger Deal Size • Reduce Time to Quota • Increase Effective Team Selling • Others?

  4. Outcomes After the discussion you will be able to: • Distinguish between different types of SIs • Connect Chasm/ Tornado Market Principles to DCTM’s Present Sales & Market Strategy • Describe how ASPs, OEMs and SIs contribute to expansion of the “DCTM Economy” • Acknowledge the need for DCTM’s strategic investment in ASP/ OEM Partners

  5. Agenda • Review Tornado Marketing Principles • Introduce Partner Framework • Discussion

  6. Tornado Marketing PrinciplesApplied to Partners Geoffrey Moore, “Inside the Tornado”, Second Rule: • Expand your distribution channel as fast as possible “If you refuse or neglect to supply any channel with your product, you leave that flank unprotected”.

  7. Tornado Marketing PrinciplesApplied to Partners Three Development Phases • Recruit partners to create a powerful whole product • Institutionalize this whole product as the market leader • Commoditize the whole product by designing out your partners

  8. Agenda • Review Tornado Marketing Principles • Introduce Partner Framework • Discussion

  9. The Partner “Ecosystem” Two Dimensions Out of Box Custom Code Level of Integration

  10. The Partner “Ecosystem” Size of Deployment (100,000 +) (500 +) (11-499) (2-10) (1) Out of Box Custom Code Level of Integration

  11. The Partner “Ecosystem” Size of Deployment (100,000 +) GlobalSI (500 +) (11-499) (2-10) Retail/ Consumer (1) Out of Box Custom Code Level of Integration

  12. Global Systems Integrators • PriceWaterhouseCoopers • Accenture (Anderson) Consulting • KPMG • Cap Gemini/ Ernst & Young • EDS • IBM Global Services • Deloitte & Touche • Computer Sciences Corp.

  13. Global Systems Integrators Characteristics • Breath and Depth of Consulting Services • Preference for Long Term, Large Deployments • Recruit and Train Recent Grads

  14. The Partner “Ecosystem” Size of Deployment (100,000 +) GlobalSI (500 +) NationalSI (11-499) (2-10) Retail/ Consumer (1) Out of Box Custom Code Level of Integration

  15. National Systems Integrators • Cambridge Technology Partners • BurntSand • Scient* • Viant* • Sapient* • iXL* • AnswerThink

  16. National Systems Integrators Characteristics • Narrower Breath and Depth of Consulting Services (smaller GSI) • Preference for Long Term, Large Deployments* • Can have older, more experienced consultants

  17. The Partner “Ecosystem” Size of Deployment (100,000 +) GlobalSI (500 +) NationalSI RegionalSI (11-499) (2-10) Retail/ Consumer (1) Out of Box Custom Code Level of Integration

  18. Regional Systems Integrators • Infodata • Glemser Technologies • RWD • Imagitek • Saillant • Luminant

  19. Regional Systems Integrators Characteristics • Focused Consulting Services, typically on certain platforms, industry, market, or geography • Preference for Shorter Term, Mid-size Deployments • Older, more experienced consultants

  20. The Partner “Ecosystem” Size of Deployment (100,000 +) GlobalSI (500 +) NationalSI RegionalSI (11-499) Boutique SI (2-10) Retail/ Consumer (1) Out of Box Custom Code Level of Integration

  21. Boutique Systems Integrators • Primitive Logic • Impact Systems • McLaren Consulting

  22. Boutique Systems Integrators Characteristics • Specialized Focus on particular technology or expertise in a vertical market • Preference for Short Term, Small - Midsize Deployments • Can be subcontractors as part of a larger Deployment effort • Older, more experienced consultants

  23. The Partner “Ecosystem” Size of Deployment (100,000 +) GlobalSI (500 +) NationalSI RegionalSI (11-499) Boutique SI (2-10) Retail/ Consumer Individual Consultant (1) Out of Box Custom Code Level of Integration

  24. C H A S M Innovators/ Technology Enthusiasts Early Adopters/ Visionaries Early Majority/ Pragmatists Late Majority/ Conservatives Laggards/ Skeptics Systems Integrators:Essential for Crossing the Chasm Deploying in The Enterprise Market Tornado Bowling Pins ISVs Finance Gov’t Manufacturing Pharmaceuticals

  25. The Partner “Ecosystem” Size of Deployment (100,000 +) GlobalSI (500 +) NationalSI RegionalSI (11-499) Boutique SI (2-10) Retail/ Consumer Individual Consultant (1) Out of Box Custom Code Level of Integration

  26. Retail - Consumer • CompUSA • Fry’s Electronics • Best Buy • Price Costco

  27. The Partner “Ecosystem” Size of Deployment (100,000 +) GlobalSI Corp. Resellers Distributors (500 +) NationalSI RegionalSI (11-499) Dealers Boutique SI (2-10) Retail/ Consumer Individual Consultant (1) Out of Box Custom Code Level of Integration

  28. Corporate Resellers - Distributors • GE IT Distribution Group (Access Graphics) • Intraware • Ingram Micro • Tech Data

  29. The Partner “Ecosystem” Size of Deployment (100,000 +) GlobalSI Corp. Resellers Distributors (500 +) NationalSI RegionalSI (11-499) Dealers Boutique SI (2-10) Retail/ Consumer Individual Consultant (1) Out of Box Custom Code Level of Integration

  30. The Partner “Ecosystem” Size of Deployment (100,000 +) GlobalSI Corp. Resellers Distributors (500 +) NationalSI RegionalSI (11-499) Dealers Boutique SI (2-10) Retail/ Consumer Individual Consultant (1) Out of Box Custom Code Level of Integration

  31. The Partner “Ecosystem” Size of Deployment (100,000 +) GlobalSI Corp. Resellers Distributors (500 +) NationalSI OEM RegionalSI (11-499) Dealers Boutique SI (2-10) Retail/ Consumer Individual Consultant (1) Out of Box Custom Code Level of Integration

  32. The Partner “Ecosystem” Size of Deployment (100,000 +) GlobalSI Corp. Resellers Distributors (500 +) NationalSI OEM RegionalSI (11-499) Dealers Boutique SI (2-10) VAR ISV Retail/ Consumer Individual Consultant (1) Out of Box Custom Code Level of Integration

  33. The Partner “Ecosystem” Size of Deployment (100,000 +) GlobalSI Corp. Resellers Distributors (500 +) NationalSI OEM ASP RegionalSI (11-499) Dealers Boutique SI VAR ISV (2-10) Retail/ Consumer Individual Consultant (1) Out of Box Custom Code Level of Integration

  34. The Partner “Ecosystem” Size of Deployment (100,000 +) GlobalSI Corp. Resellers Distributors (500 +) NationalSI OEM ASP RegionalSI (11-499) Dealers Boutique SI VAR ISV (2-10) Retail/ Consumer Individual Consultant (1) Out of Box Custom Code Level of Integration

  35. The Partner “Ecosystem” Size of Deployment (100,000 +) GlobalSI Corp. Resellers Distributors (500 +) NationalSI OEM ASP RegionalSI (11-499) Dealers Boutique SI VAR ISV (2-10) Retail/ Consumer Individual Consultant (1) Out of Box Custom Code Level of Integration

  36. The Partner “Ecosystem” Size of Deployment (100,000 +) GlobalSI Corp. Resellers Distributors (500 +) NationalSI OEM ASP RegionalSI (11-499) Dealers Boutique SI VAR ISV (2-10) Retail/ Consumer Individual Consultant (1) Out of Box Custom Code Level of Integration

  37. The Partner “Ecosystem” Size of Deployment (100,000 +) GlobalSI Corp. Resellers Distributors (500 +) NationalSI OEM ASP RegionalSI (11-499) Dealers Boutique SI VAR ISV (2-10) Retail/ Consumer Individual Consultant (1) Out of Box Custom Code Level of Integration

  38. Agenda • Review Tornado Marketing Principles • Introduce Partner Framework • Discussion

  39. Discussion • Accurate? • Helpful? • Agree w/ Need to Invest?

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