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About the Author ChannelCorp Workshops
5.3 Internet and the Channels - 2000IntroductionThe Internet, properly deployed as a component of an organization’s channel strategy, holds great promise for the prospect of reducing the costs of operating an indirect distribution channel. In addition, a well-designed and well-executed Internet Strategy should be able to increase productivity of existing and new channel partners. The purpose of the research presented in this report is to help channel executives understand how the Internet is and can be used to increase performance. Data from eighty-four (84) organizations was collected. Six questions were asked: Describe the presence your company’s Channel organization currently has on the Internet. Is your company’s Channel organization using the Internet more in 1999 than it did in 1998? Approximately what percentage has usage changed since 1998? Describe what the Channels organization in your company is currently using the Internet for. What specific projects are being targeted for delivery by 2000? The information provided in this report is intended to assist channel executives as they begin to increase the degree to which the Internet is being integrated into their channel strategy. 1.0 Growth in Internet Usage 1.1 Discussion
1.2 Research Results - Not much except list of distributors and direct resellers in the Web site - None, except the Web site lists out the major partners we have, e.g., Sun, IBM, Microsoft - We have a Web site which delivers market information to the business partners - Separate channel Web site (password protected) has info on programs, products, etc. - We have a partner’s Web site - Information, e-commerce - 100% of the channel organization is using the for delivering product information, marketing programs and related information - Large, directive to drive all programming info, education to Web base; slower on, but growing; no distributing POs by fax in APAC by 2000 - Good, including channel Web pages - Very intensive and extensive - The is a major source - Compaq Partners Network as an information retrieval system to channel - We have special Web sites for different groups of customers that have been defined - Predominantly information delivery/lead generator; limited/poor use as a sales channel - Use of channel contact information in Asia Pacific - Less than 10% - Sales tools - marketing collaterals, EPP, links to complimentary products, white papers, current promotions in channel and redemption forms - ISP, Netscape partner, developer of Web-enabled solutions - Web page only - geared to customer and prospect information. Also service and support through intelligent database access - Heavy but unstructured. Developing an e-business strategy for Latin American region, segmented into three different markets: consumer, commercial and corporate. We reach for a unique access address, many interesting projects - Web sites, all divisions. Developing channels for specific products developed for marketing / not available through channels used now - A lot - placing orders, doing configs, creating marketing programs - Two web sites - one for authorized channel partners and one for rest of channel partners (open distribution). On authorized web site can get training (Webshops), marketing program packages and access to database on our channel partners (I think) - We have created a partner Web page for product info,. electronic price book (U.S. only); password access grated to partners” channel development managers by channels marketing. Overall presence is information-based, not sales focused - On-line technical support and product info - We have a product-oriented Web site mainly technical in nature with customer testimonials fairly prevalent. We need to improve this since our product (sold product) is very information intensive. We are using it primarily to create pull in market - Major channel Web site includes leading edge on-line training center, public and private sub-sites per channel program, e-commerce site for services - Product sale orientation. After download, the user receives e-mail notification of the steps that are to come: demo for download; e-mail notification; fax info; follow-up call; FedEx package; on-line demo using PCanywhere - Each of my assigned accounts (10 in the mid-Atlantic area) have a home page which provides info on the corporate overview/strategic partnerships/platforms sold/services provided but not the ability to order process due to complexity of configurations - Web site (Extranet) for our key channel partners that provides real time access into our order-entry system so they can check if orders have been shipped. placed or held (why), and get UPS/FedEx tracking numbers. Also has graphics info (logos, usage instructions), fax sheets, product descriptions - compaq.com - accessible to all channel partner network - partner access with levels of security; services - Web-based warranty service system - Various pockets within the organization, very decentralized. Primarily information (products, services, etc.), reporting, tracking order, methodology tools - A Web site designed specifically for channel partners, password protected - Home page - external customer - xerox.com; home page - internal customers; Extranet - major accounts; internal surveys, comments, limited video of key events - Product info, order status, price lists, partner page - password protected - Hewlett-Packard is developing many tools to assist our channel partners and us to do business more efficiently. Order placement and order management, configuration, documentation on products both software and hardware. HP is pushing for true e-commerce with its customers - We provide products at SRP on our Web site. The purpose is to provide access to products, not compete with our brick and mortar stores. Sales through this avenue are increasing fairly quickly. Web resellers have taken our product and use it as a loss leader to attract customers, even though we have no direct relationship - Mostly product info; some business proposal info (margin!) - Support/service organization; electron channel interface (ECI); referral site to channel partners when customers want to buy - generates e-mail to channel partner - lead generation; partner Web site with videos, training, sales collateral on support services; channel partner calendar maintained on Web; Web-based service agreement registration - Channel Web site with special Web pages based on channel partners” participation in programs - Lots - Minimal - new this year. Today basic product information - Corporate Web site is primarily targeting reseller community. Site content consists of product and industry information. E-commerce is handled as channel partner enabling with limited provision for “direct” commerce with special promotions - Resellers Web is primarily communications mechanism (password protected) to resellers. Access is contractually required. Content includes sales, marketing, on-line tools, pricing, promos, profile updates, literature ordering on-line, channel policies, co-op guidelines, logos, product info, etc. E-mail updates sent out biweekly with notice of what has been updated - Informational Web site. Demo software can be downloaded. Leads are acquired and referred to a sales rep. No e-commerce yet - Information on hp.com; shopping village to sell consumer products; configuration and reseller referrals for commercial business/channels - Corporate Web site (non-transactional); company; internal use of Portalware, Glyphica’s corporate portal software solutions - Web site with most product/program info; printable presentations, data sheets; registration/purchase (by distribution) of channel support products; internal use for communication/resource - Customers and business partners have access to a large amount of information on products, organizations, business strategy - Auto-trol does not employ a channel organization. The direct sales/marketing channel has been used exclusively to market the company’s three (3) product lines. In addition to the corporate Web site, the company maintains three discrete Web sites, one for each of the three flagship products - Primarily information-oriented based on a “me too” concept; some e-commerce is occurring with more order taking. Corporate-oriented - Minimal but growing rapidly right now. Just launched reseller program which is using quite a bit (ramping over next few months); outside of reseller program, a list of authorized distributors and providing partner site for distributors for pricing, RMAs, etc.; usual stuff - data sheets, warranty info - Business partner programs overview; Hyperlinks to product line; applications for becoming business partners; communications to the business partner for programs, with broadcast e-mail - We have a private Web site “bureau” for our business partners including white papers, success stories, technical data, support data, price wizard for quoting, marketing co-op programs to review on-line and sign up, submit orders via price wizard to order processing - We are currently working on a “partner” site for technology and channel partners. This site describes our programs and offers a sign up page. This site will change some when I get home, adding more Business Proposition info and better program definition/resources for partners - Product info, configuration, co-op info, sales tools, testimonials - For information, distributor contact, second tier information and e-commerce - HP Partnership Web site - complete computer product info and link with the HP Services and Support channel partner Web site; service and support site has details on the specific channel support programs, enabling tools, pricing assistance, call logging, capability, etc. - Public Web site, solid technical support section; partner Extranet - targeted initially at reseller partners of multiple species - Public sites, channel site - From a support services perspective, just recently on the Web. UNIX< NT, other programs, presentation materials, price list, resources. Secured Web site - quoting, subcontract renewal - We have a Web page that has product info, retail program information, promotions, marketing materials, HIED program information. In addition, we have links to third party apps and where to buy sections - List of channel partners in U.S., how to apply for partnership; end user may “purchase” some products on-line (orders fulfilled through channel) - Full electronic commerce to order new, change or delete services and products for residential telephone service - Product info, channels secure Web site for partners, marketing programs/promos, training - Largely self-service channel for bill inquiries, payments - Ready to launch partner Extranet page in two weeks - Direct customers and Tier One partners can purchase; distributors can purchase” large marketing presence/information - We have a password-protected Web site for our authorized resellers. This site is complete with technical and sales tools, training schedules, support numbers, literature fulfillment, program information, etc. We use our parent company’s partner Web site to disseminate our open product information. No on-line buying, however download so four software products is available - Web info site for partners, e-business components - sales transaction 100% closed, Web support through selling, ordering, and administrative process; e-delivery; every product/goods group has presence; every services organization has a presence - We use it for our partners to support the technical side of the sale, and the business side of the sale. We put out product info, FAQs, reusable engagements, pricing, troubleshooting tips, etc. We would like to put out subscription-based pushed data to ensure partners don’t get surprised about things like new revisions or patch management - Partner Extranet presence which I manage provides customized information for all reseller/distributor groups about products, prices, promotions, technical papers, company news, advertising comps, etc. - Reseller Web (password protected) with news, promos, reference info, guidelines, etc. Undergoing move to “My Sun” - “suscribable” topics for resellers and outside world; low use of site - also under renovation - There is a fully supported site for partners to go into to receive announcements, marketing deliverables, education, event schedules, etc. - Extensive partner program information: detailed product info/technical and marketing; campaign information - demand generation/channel enablement; education offerings; channel partner director; lead distribution and lead reporting status - Integrated Web site for end user, distributor, reseller, OEMs - Corporate Web site; self-activation of a few key services - site; dealer site which contains our dealer documentation. As of August 1 we will no longer be faxing/mailing/couriering documentation - www.dlrzone.com is a secure Web site used to manage our dealer channels; booking training for dealers; document sharing; product and promotion launches (process info) - Global Services as a sub-category of ibm.com, is highly fragmented, unfocused and fails to leverage the intellectual capital which we have. Navigation is difficult. We have externalized our organization - who cares? All this will change and is changing - Information
- Yes (23 respondents) - Yes, slightly more - Yes, our Web site will receive orders from Business Partners - Yes, moreso since more and more information that they require is on the Internet - Probably - Absolutely - Yes - delivery information, technical/skill information, product information, event schedule, solution/application information - Yes, it sure is! To leverage channel partners’ home page to small and medium sized businesses/retail/end user penetration - Absolutely - Yes, predominately info delivery and service delivery (configurators, solution developers (actual/lead) - Yes, data has been updated on the Internet more frequently than last year, sometimes every week - Yes. Ordering systems, CCDBs, and e-commerce are being incorporated by EOY’99 - No - but has changed the look and feel - content is the same - Absolutely - probably 100x - Yes - double - More - we have a channel marketing consulting group which was once a telephone consulting vehicle. Web access has changed role to more telemarketing/sales lead generation - All marketing activities direct traffic to the Web site. No one phones. They read our product data, download the demo and tell us who they are prior to download. By the time a salesperson speaks to the prospective customer, they have either “weeded” themselves out or are ready to buy - Yes but limited to overview info only - Nothing additional planned - Definitely - Internet usage increases continually - Yes - new design of external home page and expansion of Extranet to more - major accounts - Yes, adding self service apps - Retailers are using it more, as well as corporate resellers, to provide easier access to products. As corporate reseller salespeople become more virtual, it is imperative they have a place to find accurate information - Yes. We are tripling the quantity of documents available for partners - ease of sale; We are doing electronic support pack this year, allowing reduction of inventory - Yes, it will be enhanced and expanded - Yes - didn’t exist before. Using for information flow now but will evolve into order entry, software updates, pricing, etc. over time - Yes, site is being redesigned to provide more efficient access to content and putting more emphasis upon community development - Yes, we continue to try and automate more and more while reducing (continuously) hard copy distribution - Yes, although our channel organization is just getting going - Slightly, through increased use of Portalware - Yes, but we are moving too slow - Marginally more, however the product Web sites are little more than digital versions of traditional marketing collateral - The evolution is in place with the understanding that there could be value downstream - Yes - reseller program - Content is growing, but we have the same focus as 1998 - Yes, due to available data being provided - All we did in 1998 was list logos of our technology partners with links to their sites - Yes, certain information on pricing and availability is now available on the Web (with limited access) - Yes, enhanced Web site, added info, made it easier - April 99 is the official launch date of Partner Central, Exabyte’s reseller-only Web site or Extranet. Goal is to shorten time-to-volume by delivering tailored content to varying segments of reseller partners - Yes, and will continue to move training and program certification to this forum for product training - Yes, in 99 we will start selling our product on the Web - Yes, 2000 will be even more - Yes, 1998 was a conversion internally to IP-based information systems and order systems. Movement from internal to external end of 98/beginning of 99 - Investigating potential to inform customers on packaged solutions, and provide ability to purchase on-line; investigating use of Web to purchase directly from vendor - Not as much as I believe they should! - Yes, expanded functionality, expansion across WW; localization in country - Yes, especially from self-support basis; consolidated software patch management process (hyperlink patch download for relevant tech note); knowledge base - Yes, we utilized our www presence as a vehicle to communicate corporate info, product info, PR/press info, etc. There wasn’t any customized info for our partners. We launch our new partner Extranet (which is an extension of our WWW) in May 1999 - Not sure - Web site (portal) leaves much to be desired. Ease of use, navigation issues, manual posting and maintenance. This is going to change by year end. Only resellers and channel staff have access at this time (probably won’t change). Number of resellers has remained stable - Yes, we are expanding our Web based tools and education - 10x and growing - Yes, the area’s focus is for education of all channels through the net - Yes, beginning bill presentment viewing, q&a, payment - We are growing more dependent on our Intranet. Yes, we are using the Internet more and have increased focus on righting the wrongs. In 1999 we will initiate e-commerce and e-care for business partners as well as refocusing our site and its content
3. Approximately what percentage has usage changed
since 1998?
4. Describe what the Channels organization in your company is currently using the Internet for. - Communication by e-mail - Create awareness of the channels used by our company - Delivery lead time, inventory status, campaign, skill development (education) - Programs, sales tools, product details - Order processing, information, knowledge tools - e-mail communication with channel partners; competitors’ information; home page for channel partners - Info dump, privileged access, product, offers, rules, etc. - Training materials, roadmap dissemination, Web contest to get lead names for channel, channel sales people database - e-mail, Intranet, distributor home page, new products, competitive information - Product info, pricing info, partner rewards - First tier distributors and major account team - Product info for channel partners; a/c management - database front end; relationship management - the beginnings - Product information - Product marketing; solution marketing; internal update - Web presence, ads, info, product vehicles - Platform for lead/opportunities generation - Research, internal communication, channel communication, end user communication - Product information access internally, presentation access internally, company updates internally, externally - feeding information to our channel, updating channel partner on where they fall in progress, product/pricing information - All our solution providers - Web site with sales tools, events, marketing programs, training; pre-sales vs. post sales; technical vs. business - Provide tech support; provide product info; electronic price book for U.S. - Product info; program info; reseller locator tool for end users; training; e-commerce - some hardware and license administration (software) - Product information, quotes, shipment tracking, databases, news - Currently we’re not using it - Promotion information and launch specifics; on-line cellular activation system; direct fulfillment of product - Documentation; e-mail capability; competitive information; ordering product; product information - Self activation; education of channel; product updates - Channel communication - marketing programs roll-out, etc. - Central essential communications and information distribution - internal and external; channel and customer; password protected and general access areas - Deliverables, education, presentations, sales reporting - Corporate and product information, downloadable files (advertising comps, data sheets, technical research, brochures, promotions, price sheets, etc.), training programs also included - Corporate and product information, downloadable pubs (advertising comps, data sheets, technical research, brochures, promotions, price sheets, etc.), training programs also included. Everything is customized to a particular partner. Service is also present on the WWW - Getting product information to our resellers - Field and partner communication - Web newsletters and e-mail newsletters; program communication; product and message communication - Internet - end user pull; Extranet - partner push and pull - Content - develop content to drive sale of Internet); use of Internet for self service for standardized transactions - To communicate to our partners and potentially new partners - Currently use is directed to residential and SOHO - D, E, F, account groups - Huge top down Internet program being developed on corporate-wide basis to align architecture/brand look and feel/navigation across all parts of company worldwide - channels organization will be part of this - Place for customers and users and channel partners to get information - From a support product perspective: general information; presentation materials; feedback; limited quoting - contract maintenance - Product detail information - brochures, configuration, notes, Y2K certification information; various sales tools - Partner Central will deliver product info in corollary fashion; tailored promotional info; leads; programs by channel (species); MDF tallies; research data; cultural content and more. Current training materials and testing will also be available - Channel product pricing and data sheets; services pricing; log service culls, track calls, etc.; product purchase and registration; quoting tools - Everything - internal company information; product info, news - General info, promos, cyberstore - Signing up resellers - A tool for recruiting new business partners; updating for new programs - Information; minimal transactions - North American and channels organization; Internet usage is currently constrained to product-oriented marketing collateral - Public partner web site; secured partner Extranet - Information dissemination and e-mail entry for partners - Mainly ongoing continuous update of Sun materials and information required by resellers - New and existing product information; technology information; configuration information; purchase capability (through partners); industry analyst forum; account/sales info (Extranet) - Not in use today - Sales support, tools, information, EDI, ordering, training, communications - Product information; program information; promotional updates; advertising/marketing tools; demo purchase - Lead generation; support services organization; bonus/spiff registration/redemption; “speeds and feeds” of service products; registration of service agreements; advertising to channel partners; renewal of service agreements (in some cases) - Provide mainly “speeds and feeds” type information; some business proposition info; some program info - Product information, technical info, third party solutions, product purchase - My specific organization (service) has made tools available to our channel partners to enter and maintain service contracts and orders - Dissemination of information, product info; pricing, programs, training - Product info, pricing, support info, White Papers, data sheets, presentations - Information repository (product info, methodologies, tools); partner profiling, limited transactions - Product information, availability, order status, reporting; service specifically warranty reimbursement, event tracking, performance and measurements, based on customer satisfaction surveys
5. What specific projects are being targeted for delivery in 2000? - Expand Tier 2 - A uniform presence across various geographies to have consistency of message - Service home page for channel partners - Volume distributors operation; expand Tier 2 - Web-based training - Expert systems for channel partners - Lead assignment/tracking (partner lead); developer site - Customer contact databases, e-commerce, literature fulfillment - Order tracking, product availability - e-commerce, on-line auction, Web enabled small/medium business services/solutions - Lead distribution - Seminars we give, lead programs, “do it yourself” seminars channel partners give themselves; brokered briefings - get other people in organization in front of channel partners; channels event/conference - Web ordering tool; configuration assistance; service info access “order status” electronic price book - international - Service FTP sites (improve on the serviceability to our end users and channels); return on Investment models (for end users); competitive product/technology assessment - Second tier program, profile database - e-commerce - end-to-end sales of “off the rack” offerings like education, on-line consulting, warranty upgrades; e-care for business partners - enhanced support of business partners through a single portal with Web-based tools to support pre-sales activities - Bill presentment; total Web-based document sharing - no paper being sent to them - Complete Web-based communication strategy; dealer activations; self service for channel - Company-wide integration of all Web resources - Cross-platform cross organization common infrastructure for channel info/leads/programs - will be ongoing - Further expand Web-based education and the combining of partner locator databases - Successful launch of partner Extranet, the leads generation function of the site, international integration of site (with some exceptions) - Sell support over Web - pass this fully qualified lead to partner to deliver - Growing presence - components (Web-enabled process vs. 100% Web only); e-sales, e-marketing, e-administration, e-delivery; continuing growth in Asia Pacific; customized key partner type or even specific partner - Making it easier for product marketing to get their information out to our partners; improving the “open” product Web site - Enable customers to select and purchase from reseller partners through the Web site; new channel development for new products with different capabilities - Configuration; lead management; on-line ordering - New distribution strategy to address use of Internet to purchase directly from vendor - Web-based training - Movement to business (small, medium) and product configuration and ordering for business networks - small quantities and product only - Much Intranet to our different in-house channel organizations; ISVs consortium - Product sales on Web (full SRP) - Transactions through the Web - buy S&D support services (quoting and ordering); promotions - On-line training (beta) - Addition of configuration module to Partner Central. Will also offer an Extranet usage capability to our Distribution partners - specifically for Champions. Eventually all training and new certification programs will be done on Partner Central - More projects to help channel partners to business with HP on the Web - Second tier information program - Referral engine - Redesign of Web site; improve ease of finding all the data we currently have there; recruitment data for new prospect business partners (resellers) - Reseller pogrom - lead system, evaluation units, registration, promotions, etc. - Content change and update; better partner link - Develop an infrastructure to support channel alliances - Web registration of support products; ability for second tier to purchase support on the Web - Interactive product demo on-line; training modules; further customization of Portalware site - Each business has different plans - info-related, sales -related, technical support, community creation, etc. - Take orders on the Web - “Personal portal” concept; one look and feel between local and WW reseller pages - Improved account sales information - product availability, price, order status, inventory management - Channel Extranet; information flow; system configurations and pricing; service and product updates; lead generation - Quality leads - scrubbing, maintaining; electronic direct mails; improving authorized program; increasing use of trade-up programs; adding direct links to DMRs for commodity products; adding competitive information - Roll-out of Web-based registration to all channel partners - Communications, training, software updates - Enhance all the previously described tools - New Web page; increased focus on order taking and processing; enhanced video; better links to partners - Integration and consolidation of design, marcom (branding), etc.; e-commerce; channel management - Web-based global partner network
6. What types of things should the Channels organization in your company be using the Internet for by 2000? - Closed site for our certified partners to get information on our dealer programs/promos; request for POS materials, report sell-through data Cross-selling - Order booking, order tracking, marcom request, etc. - Customer records, info share, trends, etc.; 2-way dialogue - Web store to help channels sell; on-line profiling and recruitment - Communicate with channel partners, partner feedback - All first tier distributors/channel marketing - Relationship marketing as defined by recognition and rewards, according to performance levels - Channel order entry/fulfillment; customer information leading to purchase linkage to partner. Primary drive will be to maximize e-channel (Web sales) directly - disintermediating partners at the low end of the value chain, i.e., competitive to existing resellers and distributors. Will drive need for clear segmentation - Order quotations; system configurations - Intel is heading down every Internet avenue I can imagine - Enabling platform for all business - Communicating information to our channel partners; currently our partners get only info we send them - Sales by the Net, personalized product information for top accounts, strategic accounts and targets within end users - Selling product - Sale of bought products; lead generation/tracking; reseller contracts/application, etc. - Selling products; recruitment applications, contracts success; stories - Business Propositions - Full international localization for both WWW and Extranet sites (we are working on this in 1999 - Asia, Europe, South/Central America, Canada) - Would like to see Dell model product menu-type selections for products where current channel model doesn’t make sense - Blending the vendor presence with partner presence; not having Internet-capable people isolated in “select” Internet group but propagating knowledge/capability everywhere - Promotion of new programs; implementing a user-friendly Web site; populating the Web site with our NT management sales and technical tools; promoting our add-on services/consulting programs - Identifying channels with more capacity for higher volume products; helping product marketing and channel marketing with business propositions customized and changing with distributors and VARs; preparing resellers for service and software shift in business model; identifying and segmenting resellers as product ASPs drop and low end products launched; identifying support and service requirements and work with service marketing to create infrastructure and products - Description and sale of packaged solutions customized to customer needs; technical support/Help Desk - Customer loyalty and strengthen relationships with customers - lower cost to market for D, E, F, account groups; quick charge forms, special incentives and service/product testing with real time feedback - Expanded end user purchase capability - Publicity; information; transactions; feedback - Collection of POS data from distributors and strategic resellers; partnering databases for resellers to use to find others to work with on an outsource level; reseller profile maintenance and updating - Enhance existing programs, expand to include all aspects of channel partner needs - My opinion: sales, orders and distribution logistics - Channel enabling; transaction data - PO, ship, track, RMA; inventory showcase, etc. - Business Propositions, presentations, in-depth training - Training; lead tracking, updates, forecasting - Provide more tools for our business partners for sales assistance - Understanding the issues and opportunities that exist to enhance the “e” channel in the telco framework - Developing a Web strategy to support channel alliances; develop an e-business strategy; develop a customer support capability - Complete, clear, simple, easy to use/navigate Web site with info on all channel support programs/products - Higher emphasis on actual sales on the Internet - Recruit partners; distribute leads - On-line database updates of reseller data - Direct-Direct (Dell model) - Additional sales tools; business tolls - Be able to order service agreements for all products - old and new - by Web - More robust Business proposition info - Show more solutions as opposed to pure product speeds and feeds - Internet commerce - Order/fulfillment on the Web; demonstration of products and services - Transactions, partner management, seamless integration between vendor and channel partner to customer - Partner profiling, segmentation, partner management, information repository for partners
ChannelCorp Consulting services ChannelCorps’s management consulting expertise is built on a solid foundation of fifteen years of researching and analyzing the evolving business models and marketing strategies of the vendor and solution providers worldwide. Suggested Reading Availability For information on republication, contact Bruce Stuart - channelcorp@telus.net Back to ChannelCorp Intelligence |
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