Whilst Verizon have had channel Partners for many years as a way to generate geographical coverage and widen expertise and markets they service, there was little in terms of formal Partner marketing programmes in EMEA.
Additionally, network services is a competitive space and leveraging Partner capability and expertise is the key to establishing credibility for Partners with their end-user audience.
Flexible but programmatic approach
Creation of Partner differentiation
Faster time-to-cash for Partners
Alongside the typical hard objective of sales growth, understanding how the Partner proposition sits with the Verizon offering both for the Partners and Verizon's internal teams was also a key objective.
Following a series of interviews with the Partner Account team and Partners themselves, Sherpa identified the need to increase the credibility and propositions of Partners within the sales context - as well as the need for various levels of supported marketing.
Sherpa created an EMEA channel support and acceleration programme with Partner enablement and experience (PX) at its heart.
The programme enabled Verizon's Partner to pick and choose from a range of accessible sales and marketing support packages, each supporting a critical stage in the Partner go-to-market journey, and underpinned by Sherpa's consultative approach.
The approach offered scale and flexibility - key to take up - depending on the Partners' maturity and resource levels.
One year on and Sherpa has worked with 14 Partners, equating to 80% EMEA territory coverage and thus highlighting the demand for these services, while plugging a large Partner enablement gap.
While Sherpa has supported Partners with the delivery of multiple demand generation and sales funnel enablement campaigns, the JVP support package, which centres on the development of co-branded assets for use throughout sales communications and owned channels and includes the provision of credentials, presentations, landing page wireframes, social and branded toolkits, has been the most popular support offering.
Partners who chose to invest in these carefully planned services have supported exponential growth of the channel and also seen an increase in deals landed.
Verizon predicts this programme will deliver a 33% year on year increase in sales revenue from the EMEA channel.
Year-on-year you need more revenue from your channel ecosystem. You need tactics that deliver: channel ABM, syndicated demand generation, intent data campaigns and social selling within channel. All measured with microscopic diligence.
Managed Partner enablement ensures rapid time to cash for new Partners, mobility and growth of current Partners, and high-levels of end-customer satisfaction. Excellence in channel enablement requires thought.