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Sessions 2015

April 21, 2015

KEYNOTE: As partners move to On premise plus cloud – How does a vendor service a mixed model channel landscape?

Predications for this year are for strong growth in technology spending as end users continue the shift to cloud, mobile, social, big data, and other promising areas, yet keep some critical business processes on premise.  Now is a good time to take stock of the market shifts and help your channel partners to adjust their strategy.  This opening session of the conference will be a thought provoking presentation from a market leader who sets the key messages for this two-day event.


SESSION 1: The Service provider as a channel – what does this emerging channel want from the vendors?

Service providers bring a scale and scope in your go-to-market.  Yet they also offer unique challenges in promoting a vendor brand preference.  What the customer buys is more often a service from a remote datacenter rather than a product they see on their premises.  Understanding the unique needs of the service provider in this high growth channel will help you to be successful with your own program with these channel partners.


SESSION 2: Leveraging gamification to change partner behavior – a case study.

Vendors understand how important motivation and incentives are in influencing partner behavior.  Yet most vendors have a tough time allocating MDF funds let alone measuring their effectiveness or ROI.  But there is another way to incent partners called gamification.  It leverages the human desire for achievement, status and competition and can include simple and easy to managing activities like virtual rewards, achievement badges or filling in a progress bar.  Come and learn about how a leading vendor is using gamification techniques successfully to grow their channel.


SESSION 3: Recruiting, enabling and managing the right numbers and types of partners to grow your channel revenues.

Channel partners are diversifying their businesses away from transactional product resale and offering services to build en user loyalty. Many leading vendors are assessing their channel programs to ensure that they are focused on the right partners and that their program features are aligned to encourage a loyal channel. Working with partners who want to build this long-term view on the market can be very rewarding over time.


SESSION 4: Business outcomes – who are your partners selling to? The demise of CTO and the rise of the 'C' Suite decision makers! 

Today, end user customers are expecting more from their partners.  Gone are the days when a partner could merely get certified then have a good business by simply reselling kit and conducting simple installations.  Now, end users are asking for total solutions from technology platforms to address their business issues.  The trend requires partners to be much more sophisticated in their approach to the market, offering real value-added services to complement what the vendor provides, and articulating the business benefits of the technology solutions they are recommending.  Come to this session to hear from a market leader who has transformed their partners’ value proposition in the market.


SESSION 5: Stratify your partner program: Best practices for managing all partners - from Tier 1 through Tier 4.

In the channel one size does not fit all.  Managing the channel is made easier by segmenting and targeting the partners and having a differentiated go-to-market strategy for each segment or tier.  Allowing for the dynamic movement of partners through your tiers also helps you to respond to their changing needs.  Tools like Partner Relationship Management (PRM) can help your channel managers manage the tiers and segments at scale, and provide insight into performance of your channel too.  Come and find out how to get the most out of your channel segmentation strategy.


SESSION 6: Beyond Gartner and IDC, how do you get the data to really understand what is going on in Latin America?

The market for IT services is changing everywhere, especially in Latin America. The analyst firm IDC indicates that we are in the midst of a major shift in buying behaviors in Latin America.  The new opportunities in the areas of mobile, apps, cloud services, wireless broadband, big data and social technologies will drive at least 80% of the industry’s growth over this decade.  But how do you go beyond general high-level market research and find actionable data you can use to grow sales and target to partners?  As you build a channel in the region, getting the data you need to justify your business case for investment can be an essential input.


SPECIAL LUNCH SESSION: How are partners evolving and how should a smart vendor respond? 

Come to this session to hear success stories about leading partners who are growing their business, delivering innovative services, and what support they need from vendors to be successful. This special lunch time session delivered by a leader in the global channel will help you to understand how to help your partners leverage the opportunity for developing their practice, and how you can support your own partners with your channel program more effectively to scale.


SESSION 7: The winners and losers – how do you pick and enable the partners who can help you sell your cloud offerings?

It’s clear that end users are demanding more from cloud computing yet some partners are afraid to move into new business models that may cannibalize traditional license revenues and change resale margins. The new market demands for the cloud offer a great opportunity for vendors to move to new services and markets, but how do you take your existing channel with you?  Come and learn the best practices.


SESSION 8: :  Best practice in building an effective engagement with enterprise partners.

We all want big customers that bring new logos and name recognition we can use in promoting adoption of our products.  But the needs of large enterprise customers differ greatly from mid-market and SMB.  And the partners that service large organizations require a different level of engagement and support from vendors.  Investing in tools like training, solution development, architectural design, service and support can be key differentiators in helping your partners land the big deals and develop loyalty from larger customers.


SESSION 9: How can vendors help clear the path to market for partners moving toward the "pay as you drink" model?

Subscription based cloud services or pay-as-you-go models are transforming the industry.  Yet many channel incentive programs may not be designed for the partner moving to the new models.  How do you help enable the successful transition for partners moving from traditional services to the new models?  Find out how successful vendors are enabling their partners in Latin America which represents one of the most promising regions for enabling new revenue channels.


SESSION 10: What’s the role of the vendor in enabling their partners to move to a recurring revenue model?

It’s clear that end users are asking for more cloud based services as they offer many advantages including lower upfront integration costs and improved cash flow by spreading subscription payments out over monthly or quarterly terms.  But what implications does this have on the revenue to the partners, incentive and support from the vendors, and viability to grow this business model? 


SESSION 11: On - boarding how do you reduce a new partner's time to market?

Partner recruitment is only part of the story to creating a successful channel.  Once a partner has agreed to join your program, what is the best way to empower them to market, sell, and service your products or solutions?  A vendor’s success in the market is directly linked to how effectively partners can ramp up effectively and represent your solutions in the marketplace.  It is worth investing in a quality on-boarding process so that partners are productive sooner and deliver results faster.  This session will cover how to build an effective on boarding program that both vendor and partner get results.


SESSION 12: How do you build a channel to tackle the SMB market in LAR?

Throughout Latin American there are estimated to be over 22 million SMBs, or 99 out of every 100 businesses in the region, offering a very attractive market for vendors building the channel. Developing the SMB market is a question of scale and scope, but where is it best to invest and what are the most effective strategies?  Come and find out from a market expert how to develop the SMB channel in Latin America.


SESSION 13:  How do you use incentives to encourage and enable partners to move to retention and renewal marketing?

The old incentive models of MDF, Coop, deal registration discounts and the like may or may not be suited to the new cloud models of business.  Sometimes existing incentive programs may be hurting business growth in new and exciting areas. Finding the right balance in your programs, how they are managed, and the support vendors need to provide is challenging in today’s environment.  Yet new models for rewarding retention and renewals can improve customer and channel loyalty.


SESSION 14: Social media – how do you enable your partners to use it effectively? 

 Increasingly, social media usage on a personal level has outpaced that of companies and partners.  Employees expect companies to have the same access to social media tools that they enjoy at home or with their friends.  Proactive vendors see social media as a new enabling communication channel both to and through their partners.  It is not only a PR task, but now encompasses sales, service, operations and marketing.  Find out how.


SESSION 15: How do you build a cost effective channel model that allows you to adopt a country specific approach?

 Brazil and Mexico are the two biggest markets covering 60% of the economic activity in the Latin American region, but how can you cover the other 40% including the large number of mid-size to small countries, from Argentina to Saint Kitts and Nevis?  Balancing the needs between a regional standardization of channel strategies versus a country specific model can mean the difference between success and failure.  Come and fine out how to deploy the most cost effective channel model and cover the region.


SPECIAL EVENING SESSION: What is the future role of distribution – Three North American and a Latin American distributor discuss their approach to a changing partner landscape!

Distribution models are changing rapidly.  The old model of pick, pack and ship is being replaced by new value added models that include aggregating cloud services in distribution.  Leading global distributors have all launched cloud services, but what does it mean for the traditional vendor and distributor relationship?  Come to this session to find out what distributors need and how to partner with them for new opportunities.


This session will encourage delegates to share ideas and continue right through to the gala evening event afterwards.




April 22, 2015


An Analysis of their Challenges and Opportunities - What are Your Partners Really Saying?

Are you listening to your partners or just pushing corporate channel policies?  Partners often complain that they are reacting to multiple and disconnected vendor programs and don't have time for chasing claims or promotions.  Yet partners are on the front line of your business working with customers each and every day.  By listening to your channel, you may find new insights that will help you evolve your channel program and gain greater adoption from your partners.  Start the day with this breakfast keynote from a leading technology vendor with insights that will inspire you to listen to your partners.


SESSION 16: Two partners who have built a Cloud business discuss what they did and what they wanted from their vendors.

Come to this session to hear about two success stories from leading partners who are using the cloud to grow their business, deliver innovative services, and what support they need from vendors to be successful.  There are many debates in the industry today, public versus private cloud, open versus closed systems, and innovation versus control.  Your partners are grappling with these issues every day.  This session will help you to understand better how to partners leverage the opportunity for developing their cloud practice, and how you can support your own partners with your channel program.


SESSION 17: Best Practice for creating sales-driving incentive programs

Channel managers know what behaviors drive sales, but they have no ability or data to create and budget for these behavior-driving incentives. BES will present new research about which are the top sales driving behaviors in the channel, and how they are being incented today. We will then present a framework for how to identify, budget and measure behavior-based incentive programs.


SESSION 18: Foreign exchange - how can a vendor help partners overcome FX issues in LAR?

Foreign currency exchange is an ever-present risk in doing business in Latin America. While many of the currencies in the region do vary widely due to domestic policies and debt, the coming reduction in the US quantitative easing program, or tapering, is also a threat to emerging market valuations. Uncertainty in currency futures can delay purchasing decisions. How can a vendor put in place programs to overcome FX issues, to help customers and partners feel confident to buy now instead of waiting when volatility subsides?


SESSION 19: The vast majority of partners in North America have less than $5million in revenue – is the agent model the role of the smaller partner?

Small partners are important to your business growth, yet many might lack the resources and capabilities to capture the value from your channel programs, incentives, and rebates.  For some, it might be easier to establish a lighter model, one that is easier for a partner to manage.  That is where the agent model can be an enabler, helping small partners who influence the opportunity to benefit from developing the channel for you while enjoying an easier way to engage with your organization.


SESSION 20: Managing channel conflict - how do you balance the needs of your channel partners direct sales and your on-line presence?

 As more vendors transition  their business models to professional services and the cloud, it can create a conflict as traditional business revenues for the partners become replaced. Yet with hardware margins shrinking and customers expecting more from solutions, the opportunity to deliver higher margin services is very attractive for vendors. Find out how to take your partners with you so conflict is minimized and growth is maximized.


SESSION 21: How do you build a distribution strategy to leverage the independent distributors in the region?

With a diverse market of 20 countries, some very large and many very small, having the right distribution structure in Latin American is key to success in the region. Including key considerations like choosing large regional distributors versus small country partners, standard incentives across the region versus market specific ones, and where to find the best talent that understands the region are all very important.


LUNCH - Working Group Report


SESSION 22: In the new model is specialization the key? And if so how do you enable partners to specialize?

Gone are the days when a partner could merely get certified then have a good business by simply reselling kit and conducting simple installations.  Now, end users are asking for specialized solutions from technology platforms to address their business issues.  The trend requires partners to be more sophisticated, offering real value-added services and consulting, and articulating the business benefits of the technology solutions.


SESSION 23: How do you define and Measure the Partner Experience?

With budgets under threat, knowing which partners to prioritize and how to measure effectiveness are keys to doing more with less.  But how do you choose which metrics to measure?  How do you balance qualitative and quantitative factors in a way that makes sense of all your channel data?  Come to this session and learn about best practices in the types of measures, trending, forecasting, and how to report results.


SESSION 24: Incenting Partners in the Traditional and Cloud Models - The Americas Perspective.

Cultivating partner loyalty during the ongoing transformation to the Cloud is a complex, multifaceted endeavor that warrants a new vision, which incorporates new approaches to partner engagement and enablement. The transformation of businesses requires new skillsets, and partner companies willing to adapt and evolve. Moreover, the Cloud continues to disrupt existing channel financial and incentive models, and business model transformation keeps impacting every level of the channel ecosystem.

It is evident that the way the channel has always nurtured and quantified partner loyalty is no longer effective. In 2015 channel marketers will have to consider these shifting buyer’s journeys when designing and structuring partner incentive and loyalty programs, as business model transformation has significantly impacted partner profitability and cash flow.

Join Claudio’s session “Incenting Partners in Both the Traditional and Cloud models” session to learn best practices and new trends in channel incentives, from tactical sales incentives to strategic and global channel incentive strategies. Learn how these programs provide rewards for reseller partners, hybrid partners and born-in-the-cloud partners, all under one umbrella.  In this session, Claudio will take a deep dive on the various incentives that can be offered ranging from volume, value, behavioral and tactical incentives, to stretch goals. You will learn how to apply Rewards, MDF, Co-Op, Rebates, SPIFs and how to use analytics to model and measure the incremental effect of incentives.

Building loyalty while the industry is transforming from a transactional model, to a subscription or Cloud model - by collaborating across functional barriers, evaluating partner capabilities, and empowering them to execute in the Cloud, will definitively require a new method of incenting partners and their teams. All in all this will be an important session to better understand how these very expensive parts of your channel spend can, and should work on a global, and Americas basis.


SESSION 25: Are the telcos the 800lb IT Gorilla? An analysis of their potential and future role in the IT market.  

Changing dynamics in the channel involve new and promising routes to market including the emergence of VADs, MSPs, SaaS, and the “cloud”.  In this changing market, telcos play a vital role in offering connectivity for managed services, convergence of fixed and mobile solutions, and the scale to deliver services across a wide and expanding marketplace.  This informative session offers a thought-provoking look at how you can partner with large telecommunications service providers and not get squashed in the process.


SESSION 26: Building a Channel strategy for the mid market.

The mid-market represents one of the best opportunities for you to grow your channel.  Every major partner is chasing the large enterprises in the market.  And there are many smaller resellers covering SMBs.  Yet it is the mid-market that can be the most promising to develop loyalty and scale for your solutions.  Come and find out how a leading vendor has developed channel programs to scale to this promising sector to gain market leadership.


SESSION 27: How do you build a channel to address the public sector in LAR?

In a recent survey by the United Nations, Chile and Uruguay were recognized as leaders in e-government services and encouraging development of the IT industries. Cities like Rio de Janeiro have developed e-government and open data projects to forecast natural disasters or undertake surveillance during big events like World Cup and the Olympics. Yet, in many parts of Latin America there persists a great digital divide in adoption technology. Broadband penetration is poor in many areas. Come to this session to discover how you can help your partners work with the public sector to close the gap, even leap frog  in the use of technology for public sector services.


Closing Session & Concluding Remarks: The Channel Focus Benchmark Survey - The Results - What Really Matters to Vendors and Partners?

During the conference, attendees will be asked to rate various industry features and best practices in a survey.  At the culmination of the two-day event, these results will be presented in an insightful read-out on what your industry peers think about channel programs, techniques, and strategies.  Be sure to stay to the end of the conference to hear these insights.  This session will provide you with important takeaway strategies and key messages from the conference that helps you summarize the event and begin to enable new channel management strategies when you return to the office.