Created Channel and Influence Partner Program

Crimson created a program for an enterprise software company to achieve greater consideration with channel and influence partners serving the mid-market. This entailed segmenting the mid-market; developing a framework to categorize the ecosystem of channel and influence partners (VARs, ISVs, SIs, consulting firms, CPAs, bankers, and industry associations); and creating a catalog of partners by category and by industry.

Crimson helped this client understand who the leading influence partners are, where they provide value in the partner ecosystem and what levers to pull to encourage these influence partners to work with this client. Crimson developed a rigorous set of partner profiling characteristics and through primary and secondary research, developed a holistic partner catalog profiling each partner in this ecosystem.

Created Web-Based Tools for Resellers and Retailers

Crimson developed tools for resellers and retailers to download from our client’s Website to enable them to leverage our client’s brand and marketing strength. These tools included a "Web template in a box", an "Email template in a box", and a "Seminar in a box". These tools were designed to make the channel more effective in their own marketing of our client’s products.

Determined Best Practices in Partnership Programs

Crimson determined best practices by analyzing the industry-leading partner programs of enterprise-level competitors. We then determined the strengths and gaps in our client’s partner program and recommended the steps necessary to optimize their partner program, which our client has adopted.

Developed Channel Distribution Program

Crimson developed and implemented a Channel Distribution Program for our client's major retail partners. We developed channel programs and processes to support an increase in retail revenues, and implemented the program with on-site consultants.

Developed Vertical Route to Market Processes for Solution Selection and Partner Identification

Crimson developed a set of repeatable processes and tools for solution selection, solution ecosystem assessment, and partner identification. We created a methodology for identifying potential partners with discrete influence over both the customer acquisition process and the solution definition process. In addition, we created a series of templates and tools identifying key partner selection criteria, enabling rapid and effective partner prioritization. Crimson defined a Best-in-Class approach incorporating our client's existing Best Practices and Crimson's Best Practices.

Established Partner Prioritization and Evaluation Process and Tools

Crimson established a repeatable set of standard corporate-wide decision-making frameworks and processes for partner selection and prioritization:

• Developed a logical framework that ties together the client’s partner programs
• Enabled the client partner management teams to stay focused on long-term, world-wide marketing initiatives versus meeting ad-hoc needs associated with particular business units, deals, etc.

Facilitated SMB Mobility Solutions Partner Enablement

Crimson defined a comparative value proposition and a features offering matrix associated with our client vis-à-vis its main on-premise competitors relative to their mobility solutions. As such, we provided the basis for partner-facing deliverables which helped facilitate channel partners’ presentations to prospective customers utilizing data-driven side-by-side comparisons of mobility solutions.

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.