Go to Market Strategy and Sales Process for Managed Services – Taking a Client End to End

As #ChannelPartners are increasingly being viewed by their clients as Trusted Advisors, being able to execute on the delivery and lifecycle management of a complex, multi-vendor solution becomes critical for a good #CustomerExperience. For many Partners, #ManagedServices is the answer.

In this week’s episode of Whiteboard Wednesday, #NETRIO’s CTO, Brian DeVault, and Mike Cromwell dive deep into what the relationship looks like between a Channel Partner, such as an #Agent, #VAR, #IT #Consultant, and the #ManagedServiceProvider, or #MSP.

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[00:23] So then we talk about go to market strategy, our target customer. This is kind of a gut check for who you want your ideal customer to be as a company. You want to create your target customer so that you have a focus for your sales force to go out and knock down some sales.

[00:52] You’re creating your sales and marketing strategy around your product is important. They’re developing that strategy and all these things are sort of prerequisites and dependencies on the previous items. In the marketing content, you can create some additional brochures or things that complement your product documentation, which is more technical in nature than the marketing content, where its a high level summary of benefits from the product.

[01:21] And then branding, productization of a service is a is a complex process. We’ve already gone through that process and we allow our white label partners and agents to just assume our branding. Our partners can take any of our product brands and white label them with their mission, vision, value and logo and move directly to market.

[01:54] You have to make it easy and it’s about speed to market. If you want to develop that on your own capability, it can be a 12-month difference between doing white label vs doing it yourself and that equates to opportunity cost in missing out on the market growth. It is about speed to market. For our service providers, it’s about expanding the portfolio of services they offer to include some of the things that we offer and with the ability to white label our documents. We have 36 months in R&D and production to extend that capability to the partner is just very powerful.

[02:46] How many documents, templates, pieces of content do you think Netrio has to date around this product that we hand over to a white label partner that’s going to jump into the market?

[02:59] Across the life cycle of these processes that we’re going to outline today, including project management, onboarding and ongoing support of the clients, upwards of 50 different points in this process that will be used. But we’ll make reference to some here in a minute as well when we get into the project management process.

[03:17] Lets review sales components, which are certainly critical. We’re going to give the view of the process to take a client end-to-end.

[03:46] The front end of the process is where you qualify, educate and do the design for the solution you’re going to present. In the steps there is prospecting for the right client and dialing in that target market is key because you don’t want to waste sales resources, time and you certainly don’t want to take the solution into the wrong type of client, where it going to cost everybody a bunch of wasted cycles.

[04:13] And then, education for where the client, dependent upon where they are in their buyer’s journey. Then, assess, evaluate, help the client define their requirements, nail down initial budgetary pricing, understand the business drivers, and desired financial outcomes for the client. Then solution design, technical design as really that first part of the sales process. At the end, the client that is far down the path towards a proposal.

[04:45] Leading to next steps which are proposed, negotiate and close. At a high level its 6 stages. It’s an iterative process because you may start off thinking you’re going to do one thing and through the education, defining requirements, working on the budget, you adjust the proposal accordingly. Once you get to final design, then you’re papering up the agreement, customer terms, conditions, any financial arrangements if, let’s say if you need to procure hardware.

[05:22] Finally, assembling the final proposal and order package. All that can take place in six months for a large strategic client and it can be a lot shorter for the customer that wants to move fast. We’re seeing a lot of that now. Nirvana for any sales partner is whatever you agree to with the client, gets memorialized in the paperwork and gets handed off in the form of a complete package.


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