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Sage

Piloting and scaling ABM through channel Partners

The challenge

Sage approached Sherpa to help them solve a two-fold problem – a lack of engagement with their channel Partners and a need to deliver high-quality leads for their flagship product.

Channel Partners represent a vital route to market for Sage, delivering bespoke integration options and support that provide significant added value to customers, but there were some issues including:

  • Poor reputation for delivering marketing support for channel Partners
  • Limited ROI & no visibility from channel campaigns
  • Sage content not used in channel campaigns
  • No marketing education provided to channel Partners
  • Limited success outside of core UK & USA markets
  • Weak sales & marketing alignment within the Partner community
To address these issues, Sherpa designed a unique global programme to deliver ABM ‘through’ channel Partners.

 

Key features

  • Increased marketing and sales skills in Partners

  • Measurable pipeline revenue

  • Pilot roll-out to global two-year campaign with $16M projected revenue

  • Award-winning channel marketing initiative

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Campaign

The initial step was to design a programme pilot, aimed to motivate Sage Partners by providing access to:

  • Marketing technology and expertise to develop their skills
  • Vertically aligned, re-usable, bespoke content
  • Tactics to reach key decision-makers to deliver an engaged vertical pipeline
A three-month programme was piloted with four carefully selected Partners in the UK and the US. A top-to-bottom funnel, multi-tactic ABM campaign was designed to target key decision-makers driven by intent data. 

3-month pilot results

4%
account > sales opportunity rate
57
sales qualified opportunities
$2.3M+
pipeline revenue

Global ABM programme

Following the successful pilot, we have subsequently rolled out the ABM programme globally across 27 Partners – delivering a 1-2-many and 1-2-few campaign featuring multiple touchpoints.
 
The first year's programme saw 42 pieces of curated content created per Partner, utilising direct mail and inside sales support. By utilising platforms such as Discover Org, Bombora, Dun & Bradstreet and Kompass we overlaid intent data to the target audience list to identify surging accounts to follow-up on.
 
In year two we adapted to the changing environment and subsequent need for more interactive digital content. We also built on the lessons learned in year one to widen the audience, refine opportunity definitions and change the content structure to introduce Vendor-led content at top-of-funnel through to Partner-led nurture content at bottom-of-funnel.
 
The ABM programme continues to bring onboard new Partners and verticalised content, supporting pipeline generation and aiding sales opportunity qualification.

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Key stats

27
partner programmes
230+
opportunities delivered to date
Global
region involvement (UK, US, Aus, S. Africa)

Results

Through the continual running of the Sage Partner ABM programme, we have orchestrated across automation platforms to identify valuable sales opportunities for Partners, support sales nurture and deliver increased Vendor visibility of channel campaigns. 

Having increased the marketing skills within channel, the programme has delivered better engagement between Vendor and Partners, as well as improving the visibility of capabilities and availability of verticalised Vendor-led and Partner-led content.

 

Testimonials

"I was impressed with Sherpa’s agile and reactive approach across all elements of the programme. They worked will many internal stakeholders to deliver a valuable ABM programme in a sometimes challenging channel environment"

VP, Partner Marketing Worldwide, Sage Group

 

"This has easily been the most valuable marketing programme that I’ve ever participated in with Sage."

EVP Sales & Marketing, Sage Business Partner

 

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