Launch a Channel Training

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Launch a Channel Training Certification Program
that Builds Success Revenue
Track Channel Executives

• Tim Dickson, Dell
• Elay Cohen, salesforce.com
• Brett Strauss, Media Defined
• Himansu Karunadasa, Media Defined

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Tim Dickson Global IT Sr. Manager - Channel
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Elay Cohen VP, Product Management Partner
Networks
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Himansu Karunadasa Chief Technology Office
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Brett Strauss President
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Media Defined builds SaaS applications
specifically designed for Training and
Certification for Channel Partner organizations.

• INDUSTRY Corporate/Sales Training
• GEOGRAPHY Available in 28 languages
• USERS Accessed by 95 of VAR 500
• PRODUCT(S) NetExam, PartnerLabs, VirtualLabs,
  ensemba

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Clients
Partners
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Agenda

• Training and Certification Best Practices
• Dell Case Study
• Conclusions
• Open Question / Panel Discussion

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Managing Entitlements
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Managing Entitlements
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Training Technology
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Certification Program
Invest in your Winners
Cultivate you Producers
Train the Masses
Source Bersin Assoc. - 2005 Increasing Reach
and Revenue Channel Partner Training at McAfee

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Integrated Lead Gen. Management
Customer
Lead
6.
1.
2.
Certified Partner
5.
3.
4.
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Integrated Deal Reg. Management
Increase Deal
6.
1.
2.
5.
3.
4.
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Use Certifications to Drive Entitlements

• On-boarding Certification Sets a Precedence
• Send Leads Only to Certified Partners
• Consider Increasing Lead Payments for
  Certification
• Triggers and Automation w/ Salesforce PRM

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Tim Dickson Global IT Sr. Manager - Channel
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All About Dell

• 24 years young
• 1 provider to the Enterprise SMB for 10 years
  running
• 1 partner of Intel, Microsoft, Oracle VMWare
• 12B WW channel revenue run rate
• More than 40,000 partners worldwide
• of Users 45,000 and growing (ELA)
• Products Used
• SFA, Partner Networks, Ideas, Marketing, Service
  Support, Force.com platform, AppExchange
  applications

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The Directive

• Weve transformed the business once.
• Now, working with resellers, were going
• to do it again.
• Michael
  Dell

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The Challenge

• Realities of the project
• We needed to put a global solution in place
• We needed to have it up and running quickly
• We needed to have measurable results
• Realities drove us to our solution
• Single business processes across regions
• Adherence to rules and processes was critical
• Selected features to only do what was critical

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Core Value Proposition
KEEP IT SIMPLE!
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Dell Product Family
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What We Launched

• A program focused on
• Value-add over volume
• Improving efficiency and profitability via the
  benefits of the Dell model
• Offering additional benefits and value for
  Certified Partners

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Simple Model

• Established hardware, software or services
  Channel Partner
• Value Added Partner with focus on Services and
  Enterprise business
• Complete application
• Agreement to Terms and Conditions

• Significant Services and Enterprise Business
• Practice area specific requirements
• Demonstrated Dell product knowledge in practice
  area
• Relevant Dell product/ solutions certification
• Appropriate 3rd party technical certification

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Certification Requirements
DELL CONFIDENTIAL
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Seamless Partner PRM Experience
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Seamless Partner PRM Experience
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Seamless PRM Admin Experience
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Seamless PRM Admin Experience
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Partner Certificate
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Internal Report
Total Number of Channel Students (Globally) 4,166
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Partner Facing Gap Analysis Report
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Global Deployment
3 Practice Areas (English)
Dell to date has rolled out NetExam In over 75
Countries Supporting 18 Languages
3 Practice Areas (English)
3 Practice Areas (5 Languages)
2 Practice Areas (5 Languages)
3 Practice Areas (2 Languages)
18 languages launched in 2008, 8 more by Q2 of
2009.
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Results

• The Enterprise Architecture Certified Partner
  Community has grown by 14 since Q1 to 350
  Partners
• Over 600 partners are now either Certified or on
  a path to become Certified in Enterprise
  Architecture
• Certified Partners are 143 more productive than
  Non-Certified

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Results

• Of the 182 EQ Preferred VAR partners that joined
  Dell at acquisition only 3 have decided not to
  pursue a relationship
• In Q2 more partners actively closed EQ sales than
  any Quarter in EQ history 236 partners closed
  deals, a 21 increase YoY
• Certified Partners that sold EQ had a 59 mix of
  Enterprise products

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Key Challenges

• Certification process must be integrated with
  portal
• SSO w/ multiple applications
• Winning regional support for a global program
• Internal Competition
• Timing of rollout
• Certification integration other apps
• 28 Languages
• Regional control of course development
• Global Governance control of change management

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Conclusions

• Get Executive Approval and Financial Commitment
• Align Training Goals to Business Goals
• Organize Global Certification needs/rollout
• Tie Training to Partner privileges
  (stick-and-carrot)
• Make Training a integral part of Partner
  relationship
• Make training a seamless part of Salesforce PRM

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Open Discussion