JaswiecP_CDP_MBA_528

JaswiecP_CDP_MBA_528

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  Developing Optimal ChannelsTo Strategically Grow And Organizing Your Business Channel Management Plan Paulina Jaswiec Channel Management MBA 528
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  2 CONTENTS Table of Contents 1.INTRODUCTION 3 1.1 COMPANY HISTORY 3 1.2 COMPANY STRUCTURE 3 1.3 GROWTH 4 1.4 CZECH REPUBLIC CHANNEL DEVELOPMENT 4 2. POSITIONING YESETER AS A CHANNEL 5 2.1 LONG TERM DRIVERS 6 2.2 STRATEGIES 6 2.3 YESETER CHANNEL SEGMENTS 7 2.4 SME MARKET POSITIONING 7 2.5 SME CHANNEL DISTRIBUTION 9 3. PARTNER PROGRAM 11 3.2. PARTNERSHIP LEVELS BENEFITS 11 4. CHALLENGES 12
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  3 1. Introduction 1.1 CompanyHistory Mark Benioff developed the idea SaaS (software as a service) model and brought it to his current employer at the time with was Oracle. Unfortunately, the executives thought the idea of a cloud was far- fetched. Benioff didn’t giveup on the possibility of forming a company that used this motto and went public in 2004. Today, Salesforce has a market capitalization of approximately $40 billion, and is considered the pioneer for clouds. The company is defined as a global company with the top CRM (customer relationship management) products. What makes the company unique is that it offers both on & off premise solutions, has limitless customization options, and is uniquely build with the strategy businesses. (CRM, 2015) When looking at SFDC’s website (salesforce.com), you will see themfurther define the CRM as a tool to help manage both people and things. It will help bring forth new customers and allow many ways to retain customers. This system is developed to help you attain knowledge about your customer, follow and analyze their behaviors to better servethem. After all, without your customers you do not have a company. The CRM’s services are divided into five sections of sales cloud, service cloud, data cloud, collaboration cloud, and customcloud, but now limited to these. 1.2 Company Structure National Sales Manager Office Equipment Manager Office Supplies Manager Eastern Regional Sales Manager Time Zone Manager District Sales Manager Sales People Western Regional Sales Manager Time Zone Manager District Sales Manager Sales People
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  4 1.3 Growth The newcompany strategy is on growth in connecting technology to everything, developing in SME markets, expanding globally.  Technology: Connectingobjects, customers, employees, and partners. This concept can be explained further by the video: SalesForce - Business Is Social Keynote Opening Film (https://www.youtube.com/watch?v=rjfo1EGcK04)  SME Markets: geared to helping smaller businesses and startups to position them better in the market, gain visibility, and grow faster. (SMB Group, 2014)  Global Expansion: Current International regions (Japan, & UK) are doing so well that SFDC has planned to expand in the EU by investing in data center (hubs) that will be located in France and Germany. (Dignan, 2012) 1.4 Czech Republic Channel Development Broken down into 3 categories: SFDC external help (UK), Non-Loyal Companies, Loyal Local Companies. Non- Loyal companies can sell other cloud solutions; whereas Loyal Local companies can old present the SFDC SaaS. Both are responsible for the following areas: Service, Product development, Product delivery, and Maintenance.
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  5 Taken From ChannelIssues Presentation (BY Paulina Jaswiec) 2. Positioning Yeseter as a Channel Yeseter is the revenue-generating engine of an innovative Cloud Computing Ecosystemunder development in Europe. The for-profit company provides Salesforce.comcertified talent, consultancy services and B2B enterprise application development for the Salesforce.comAppExchange. Revenue Streams:  Innovation: Enterprise application development for the Salesforce.com AppExchange, both independently and in concert with consultancy project deliverables  Consultancy: Consulting services for cloud computing projects near-shore (Europe) and off- shore (USA). Industry sectors: Telco + Manufacturing + Logistics  Contracting: With European partners needing certified project resources and providing Salesforce.comcertified talent to headhunters in Europe and the USA Key Relationships:  Salesforce.com: Official Silver Alliance Partner for the world leader in SaaS technology  Deloitte: SW will supply resources and consultancy services to European locations  Oracle: Implementation partner for hybrid cloud and embedded solutions  Informatica/ Veeva Systems/ TOA Technologies: Implementation partner
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  6 2.1 Long TermDrivers Salesforce.com’s SaaS solutions excel at enabling enterprise resource sharing, increasing management flexibility and reducing enterprise ITcosts. The world is moving to THE CLOUD…we’re just at the beginning in the EU.  The explosion of social and mobile is changing the nature of business; Salesforce.comlets companies easily stay ahead of the curve.  Legacy platforms are holding most businesses back…the ones that migrate to the cloud will prosper.  Salesforce.com’s 3 core principles are unbeatable: speed (agility and flexibility) + touch (mobile interface) + trust (data secured). 2.2 Strategies Building out specialty channels  Location: Right in the center of Europe with low cost, highly educated talent that can work and travel freely throughout Europe. Strong tradition of IT, science, and mathematics. Proximity to UK, Germany, and Poland. Thriving ITcommunity. World’s most beautiful city with excellent beer  Cloud Computing Institute: The non-profit Cloud Computing Institute at Anglo-American University in Prague is an official Salesforce.comAlliance for Education academic partner. The Institute is a talent pipeline into Yeseter by providing Salesforce.comcertified graduates. October 2013 inaugural courses. Ramp-up in 2014 to deliver >100 certified graduates (ADM 201, CON 201, DEV 401, Force.comDeveloper, SFDC CTA, etc.). Proposed: Channel Development Chart
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  7 2.3 Yeseter ChannelSegments The break down of specifying the target audience LE (Large Enterprise)  Financial dominating  Consumer Non Discretionary dominating  Pharmaceutical dominating  Telco- high potential SME (Small MediumEnterprise)  E-Commerce dominating  Real Estate dominating  Manufacturing high potential 2.4 SME Market Positioning Real Estate Segment: Research, analysis and A3 sheet developed by Paulina Jaswiec NOTE: SME is the segment that I worked in and that I have the most knowledge in.
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  8 E-Commerce Segment: Research,analysis and A3 sheet developed by Paulina Jaswiec Manufacturing Segment: Research, analysis and A3 sheet developed by Paulina Jaswiec
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  9 2.5 SME ChannelDistribution GTM Strategy: Step 1: Mail /email letterhead with the following information (see below), followed by plan event and send event invitation (see below). Step 2: Find a modern venue that would support a morning breakfast event, afternoon workshop and lecture. Step 3: Set up private appointments with customers that are unable to make it to event, and for customers whomhavemore questions after attending event. Channel Areas: INDUSTRY SOLUTION BASED ON TOYOTA PRODUCTION SYSTEM IMPLEMENTATION M arket PriceProfit Cost _____________________________________________ __________________________ 17. 2. 2014 As a representative of the company Silicon Wharf- provided through this letter basic information about the efficient way of managing the company according to the principles of the Salesforce.com platform. Our industry CRM solution offers the following 28% revenue growth, 37% customer satisfaction, and 83% process improvement. The basic principal of the system is the emphasis on continuous cost reduction as a tool to achieve higher profit while maintaining competitive prices: The essence of increasing profits by reducing costs, systematic troubleshooting, and analysis of losses during work operations, in combination with sophisticated visualization creates a clear and transparent system of management. Regardless of industry, you can facilitate your ideas so that you can implement these principles in any business. As an example you will find a letter attached, highlighting the analysis of losses from an unnamed non- manufacturing company. I believe that the improvement of your processes will be our common goal, and that with your support we can proceed to arrange a scheduled meeting within the next week to show industry demo, and where you & your management can introduce the way the company runs. Regards, Paulina Jaswiec Account Executive _ Sales Manager _________________________________________ ____________________________ ELTON Hodinářská, a.s. Jiří Helikar 549 01 Nové město nad Metují Hello Mr. Perfect, Current Status Increase Profit by Increase Price Increase Profit by Decrease Costs
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  10 Mail Events MarketingContent Newspaper Articles (local/external) Technology Courses Local Office CRM Workshops Facebook, LinkedIn Website Webinars Adds By Email Groupons Salesforce meet-ups Informational Booths Speak at Tech Schools Radio/ TV Adds Give Away- At Business Seminars Promotional Stickers At Airport Give Away- Business Class Floats In local Parades Hold a Contest- Start Up Winners Get free CRM help AAU gets a free CRM Sponsor Computers for Local University Sponsor For A Local Hockey Team Internet Presence:
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  11 3. Partner Program 3.1.Partnership Level Chart taken from: Salesforce.com Cloud Alliance Partner Program chaseonline.chase.com/MyAccounts.aspx 3.2. Partnership Levels Benefits Chart taken from: Salesforce.com Cloud Alliance Partner Program chaseonline.chase.com /MyAccounts.aspx
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  12 4. Challenges  AmericanCompany are perceived differentlyin the EU  Sharing information with US is not optimal for EU corporations • Business edict is different in Prague • Selling value- new concept • Fear of sharing content on their operations- fear of opening too much • Corporations worry about time (data transfer/ training staff) • Current trends- outdates systems, PC, or devices • Low product knowledge: fear CRM won’t match business strategy • Price for events, marketing, promotional extras • Undeveloped staff- delivery Issues • Outsourcing is located too far • Salesforce pressure to closedeals • Low initial funding • Staff becomes too diversified in a start-up company with low funding: my job was business development, event organization, event presentation, event speaker, SME sales manager, marketing & research development, business strategic, business content creator, social media director, administrative consultant, and branding manager.
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  13 References SMB Group: ActionableMarketing Insight. (October 22, 2014). California Dreaming? Salesforce SMB Story. Retreved by March 9, 2015, http://www.smb- gr.com/uncategorized/california-dreaming-salesforces-dreamforce-smb- story/ CRM. (2000- 2015) Retrieved March 9, 2015, From the Salesforce Web Site: http://www.sale sforce.com/eu/ Dignan, L. (April 5, 2012). Salesforce Eyes International Expansion One Country at a Time. Retrieved March 9, 2015, From ZD Net, http://www.zdnet.com/article /salesforce-eyes-international-expansion-one-country-at-a-time/