Assessed SI Partners Capabilities on a Global Basis

Crimson worked with our client's sales organization to conduct detailed research on their major SI partners. Through direct interviews with SIs and secondary research, Crimson assessed the regional strengths of each SI (by vertical and horizontal) and determined which were most complementary to our client's strategy. The output of this effort supported our client's subsequent strategy development for joint strategic initiatives and marketing programs with those SIs.

Conducted “Voice of Partner” Research

Crimson worked with our client’s SI strategy team driving the analysis and modeling required to support the development of a mid-tier SI partner coverage business case. This work included a “Voice of the Partner” research component which involved our team conducting primary research among mid-tier SI partners to perform a preliminary “reality check” of the strategic direction Sun was considering. Our efforts resulted in executive approval at our client for the SI strategy team to build out the strategic and tactical programs necessary in order to enhance our client’s penetration among these partners.

Conducted Competitive Channel Pricing and Policies Studies

Crimson conducted extensive review of existing research and managed detailed primary research to provide our client with recommendations related to pricing and policies in the channel, especially as it pertained to its chief competitors. In related work, the same Crimson team examined the global pricing policies of these competitors and made recommendations for changes in our client's approach.

Conducted Partner Marketing Workshops

Crimson conducted two workshops aimed at educating our client's Sales and Marketing groups about leveraging partners to maximize marketing effectiveness. We identified the type of partners that our client works with and developed hypotheses as to how partners can round out their solution white spaces and how our client can leverage partners' marketing dollars to maximize marketing effectiveness. We provided our client with reasons why working with partners is important for their success in selling high in an enterprise and supported our conclusions by examples of successful partner marketing engagements

Developed Best Practices in Joint Marketing and Alliance Management

Crimson conducted extensive primary and secondary research in the U.S. and EMEA to gather information for this engagement. We examined competitive practices, best practices and partner requirements (talking to over 50 partners). In addition, we provided a gap analysis comparing our client's current approach with our recommended approach based on this research. While the study was initially focused on only the joint advertising aspect of partnering, we recommended a modified focus to address the more fundamental issues of joint marketing and alliance management.

Identified Potential Japanese Partners

Crimson rapidly identified, catalogued, assessed and ranked top potential Japanese engagement partners in two major categories (content and delivery) for our client's new Web-based commercial offering. We defined the research approach and analysis methodology, developed an overarching framework, conducted research identifying prospective partners by category, and prioritized findings for a presentation to Japanese subsidiary stakeholders.

Optimized VAR Channel Programs to Meet Partner Requirements

Our client was facing increased competition and sluggish adoption rates within their current channel. They had a new solution offering ready to launch and needed to understand how to best position their solution in their VAR channel.

CHALLENGES

• Competitive incursion was causing previously strong relationships to suffer
• The client did not want to succumb to margin pressure to "buy" their channel, but instead wanted to appeal to their channel's actual needs

SOLUTIONS

• Crimson conducted detailed, primary research among the VAR partners likely to incorporate our client's solutions to determine their actual requirements and identify best practices that they found appealing
• Crimson also analyzed the programs and activities of competitors within the clients VAR channel to ensure our client's program was competitive and that they were accurately positioned for price and performance

RESULTS

• The resulting study was used as the foundation for enhancing our client's VAR partner relationship program, delivering a 24% increase in overall quarterly channel sales and helping meet launch goals

Provided Analysis for ISV Strategy Development

Crimson worked with our clients Strategy Office to assess the company's cross-divisional approach to ISV partner selection and support. In related work, our team conducted an in-depth analysis of the ISV partner strategies of key competitors. This work supported a corporate-wide initiative to develop a strategic, market-driven approach to ISV partner selection.

Recommended Partner Strategy Based on Best Practices

Crimson analyzed competitive partner programs for selling through network equipment providers and developed competitive and best practice benchmarks. We then conducted a gap analysis against our client’s programs, and developed recommendations for improvement. Our analysis covered issues related to managing the direct relationship with the partner, and operational practices required to execute internally and spanned everything from technology partnerships to strategic alliances.