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Collaborating to help customers and win market share

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					A VIA International Presentation




Collaborating to help customers
and win market share




4th Annual Consultants Forum



Guy Swarbrick, Director, VIA International


27 April 2004
A VIA International Presentation




Agenda


q What customers are looking for in the current market
q How providers of product and services need to work
  together
q Importance of partnerships and alliances in winning
  market share
q What vendors are looking for from partners
q What partners should be looking for from vendors
A VIA International Presentation




Introduction to VIA

q UK-based international management consultancy
  started in 1989
q Specialists in routes to market strategy &
  implementation
q Address issues of channel complexity, integration
  and management
q Focus on improving performance and delivery
q Work globally across many sectors including IT,
  Telecomms, Financial Services, Pharmaceutical,
  and Consumer goods
A VIA International Presentation




Selected Technology and Telecoms
clients
    A VIA International Presentation




    Our approach and services




Who are the                 What offers       How should        How should
 customers                   (product &     routes to market,       the
  and what                    service &        products &       company be
experiences                   channel)         services be       organised
   do they                   will deliver    configured and      to enable
    want?                        this         managed to           this?
                            experience?       deliver this?
A VIA International Presentation




What customers are looking for in
the current market
A VIA International Presentation




Your customers are saying




                                              “Don’t make
   “I’m buying                      “Get to   me fight your
  more than you                    know me”   bureaucracy”
   think I am”
A VIA International Presentation




Your customers are saying




                                    “I’m buying
                                   more than you
                                    think I am”
A VIA International Presentation




Large corporates buying Integrated
Solutions say…..
q Most suppliers offer me
           -    Product standardisation
           -    Value for money focus
           -    Problem diagnosis

q A few suppliers offer me
           -    Clear picture of technology strategy and product road map
           -    Wide range of product which meet needs for network compatibility, upgradeability
                and uptime requirements
           -    Credible e-business propositions
           -    Strong brand of product supporting strong brand of solution
           -    Tangible proof or demonstration of promised performance

q Only the best supplier offers me
           -    Solutions that give me competitive advantage
           -    Measurable ROI
           -    Flexible approaches to global/local solutions
           -    Transparency and clarity of ownership of issues
A VIA International Presentation




Your customers are saying




                                    “Get to
                                   know me”
A VIA International Presentation




Large corporates buying Integrated
Solutions say…..
q Most suppliers offer me
           -    An account manager who understands the supplier’s products and services

q A few suppliers offer me
           -    Investment in understanding my industry and business issues
           -    Account managers who understand my business issues as well as IT solutions
           -    A relationship developed through continuity and value-add presence

q Only the best supplier offers me
           -    Proactive presentation of innovative solutions that solve my business problems
A VIA International Presentation




Your customers are saying




                                   “Don’t make
                                   me fight your
                                   bureaucracy”
A VIA International Presentation




Large corporates buying Integrated
Solutions say…..
q Most suppliers offer me
           -    Efficient delivery and installation
           -    Seamless availability of services and support
           -    Clear rules of engagement with their partners

q A few suppliers offer me
           -    Support contracts designed around my needs
           -    One point of contact for information, service support, warranty etc
           -    Fast responsive access to decision-makers
           -    E-procurement of add-ons

q Only the best supplier offers me
           -    Willingness to share in risk and reward
A VIA International Presentation




Where do Consultants and System
Integrators fit in
  A VIA International Presentation




  Consultants and Integrators are important


  q They play a significant role in influencing the e-business solution
    spending and IT traditional spending choices of businesses


                 e-business                                      Traditional Spending
              Solution Spending                          Upgrades, Replacement, Maintenance, etc.

           63%                                                 45%
      Consultants                                         Consultants                34%
     and Integrators                                     and Integrators            Direct




                                               37%
                                             ISVs and
                                             Solution
                                             Providers                                 21%
                                                                                     Resellers
  $558B                                                  $408B

                            e-business Solutions           Traditional Offerings             Total
% of Total 2004                      58%                             42%                     $966B
CGR 2003-2005                        18.6%                          -3.2%                    8.9%
  A VIA International Presentation




  Businesses Rely On Consultants and Integrators


  q They impact client decision making during the earliest phases of
    solution development, where nearly half of all technology choices
    are made.


  q They exert a greater influence on client buyer behaviour than
    other types of business partners, such as ISVs.



                                     Needs Determination
                Need Identification              Requirement Definition   Search & Evaluation      Selection


Impact on technology
and vendor decision                        48%                                   31%                 21%


                     High            Business Consultants                         Business Consultants
     Influencer      Med                                                           Systems Integrators
                     Low                                                             ISVs & IT Vendors
A VIA International Presentation




Where do Consultants and System
Integrators fit in
           -    Clear picture of technology strategy and    -   Credible e-business propositions
                product road map                            -   Strong brand of product supporting
           -    Wide range of product which meet needs          strong brand of solution
                for network compatibility, upgradeability   -   Tangible proof or demonstration of
                and uptime requirements                         promised performance
           -    Credible e-business propositions            -   Solutions that give me competitive
           -    Strong brand of product supporting              advantage
                strong brand of solution                    -   Measurable ROI
           -    Tangible proof or demonstration of          -   Flexible approaches to global/local
                promised performance                            solutions
           -    Solutions that give me competitive          -   Transparency and clarity of ownership of
                advantage                                       issues
           -    Measurable ROI                              -   Support contracts designed around my
           -    Flexible approaches to global/local             needs
                solutions                                   -   One point of contact for information,
           -    Transparency and clarity of ownership of        service support, warranty etc
                issues                                      -   Fast responsive access to decision-
           -    Clear picture of technology strategy and        makers
                product road map                            -   E-procurement of add-ons
           -    Wide range of product which meet needs      -   Willingness to share in risk and reward
                for network compatibility, upgradeability
                and uptime requirements
A VIA International Presentation




Importance of partnerships and
alliances in winning market share
A VIA International Presentation




We used to think life was simple

                                                  Customers



                                                                          E-
               Corporate           Traditional                         channels
               Resellers            Resellers
                                                     SIs       VARs        ISVs   Retail
    Vendor




                                                      Wholesalers
                                                 (Specialists/Broadliners)




                                                           Vendor
A VIA International Presentation




But it isn’t

                                                             Customer

                                                                                               Retailers*
                                                                            VARs
                                                 Corporate
                                                 resellers
                                                                                          ASPs/ISPs
                  Consultants                                                                               Outsourcing
                                                              Proximity
                                                                                                             services
                                   OEM direct                  dealers
                                   sales force
                       Web
                   integrators                                                     SIs/ISVs

                                         Special
                                                                                                             Reverse
                                        services
                                                                                                             auctions
                                        providers
               Customised web
                    sites                                                     Exchanges
                                                             Distributors
                                                                                               Contract
                                                                                              assemblers
                                Logistics                                   Traders
                               providers/                                   brokers
                          fulfillment houses


                                                               Vendor




  Pre-purchase                        Purchase                    Ownership                        Renewal                Etc…
A VIA International Presentation




What vendors are looking for from
partners
q Connection with customers
q Solution enhancement and delivery
q Commitment to relationship (quotas!)
q Commitment to closing leads
q Joint working
q Joint business planning and opportunity management
q Reference customers
A VIA International Presentation




What partners are looking for from
vendors
q Connection with customers (quality leads!)
q Brand support
q Reference sites
q Solution delivery
q Complementary skills
q Joint working
q Joint business planning and opportunity management
q Easy to do business with
A VIA International Presentation




What partners are looking for from
vendors                                          Systems Integrators



                                                  Marketing Funding
                                                      9
                                    Financing                            Commission / margin
                                                        8
                Logistics support                       7                          Joint business planning
                                                        6
                                                        5
       Pre-sales support                                4                                  Relationship
                                                        3
                                                        2

     Product training                                   1                                       Partner account management
                                                        0



      Issue resolution                                                                         Marketing (to partners)




             Service support                                                           Marketing (to end customers)



                      Post-sale training                                      Lead generation

                                    Up-front training            Brand
A VIA International Presentation




What partners should be looking for
from vendors
  Joint strategy and plan          What markets, what offers, what partners, what
  (for long term sizeable          investment, what goals and measures, who is
  opportunity)                     responsible, how to resolve issues, supports own strategy


  Joint value proposition for      Existence of formal offerings, differentiation justifies effort,
  customers                        number of times offered, responsive to changes in
                                   customer’s model

  Joint marketing                  Joint marketing, winning together, losing together, trust,
                                   investment in positioning own brands

  Joint capability (IP, skills     Structured approach, implemented in relevant areas, clear
  and resources)                   roles

  Infrastructure                   Structured approach, implemented in relevant areas,
                                   internalised

  Measurement process              Measure regularly, analysed and learned from

  Mutual trust                     Clear rules of engagement – consistently observed
A VIA International Presentation




You are saying




                                              “Don’t make
   “I’m buying                      “Get to   me fight your
  more than you                    know me”   bureaucracy”
   think I am”

				
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Description: Collaborating to help customers and win market share