strategy
Could a New Channel Model Lead to Sales Amplification?
Over the years, I have helped successful companies and start-ups improve and strengthen their Channel and Strategic Alliances programs. The results have been good, but could they have been better? Keep reading to learn about the benefits of enhanced business ecosystems.
Most traditional channel models support Distributors, Resellers, OEMs, and ISVs. The business mainly flows upwards to the main vendor. If that vendor has popular, widely used products (think Microsoft and Oracle), partner business can be good because the demand stays consistent. But sales pipelines suffer when that is not the case.
Sales Channel business is not the main source of revenue for most companies, but it can become the largest and most scalable revenue source for nearly any business. Just think about the money left on the table by not adopting a growth mindset and executing a new and better strategy.
In the summer of 2016, I attended the “Sage Summit” in Chicago. It was impressive to see the Sage Group’s efforts to build, strengthen, and protect their Customers and Channel Partners community. They tried to foster higher levels of collaboration between the various types of partners – implementation services, consulting, staff augmentation services, complementary product vendors, etc. They had created their own highly successful Business Ecosystem, which is an excellent proof point.
When designing a channel partner program, my focus has always been on balancing promoting and protecting partners’ business with ensuring end customers have the best possible experience (and some recourse when things do not work out as expected). I have used a variety of methods to accomplish those goals, including creating a systematic approach to seeding relationships between partners’ complementary offerings and facilitating even greater business activity.
Nearly a year ago, I began working with a management consultancy run by Robert Kim Wilson, whose business vision is based on his book, “They Will Be Giants.” Links for this book and other relevant resources are provided at the bottom of the post. Kim asserts that Entrepreneurs with a Purpose-Driven Business Ecosystem (PDBE) are more successful than those without one, and he provides examples to support his point. Having experienced Kim’s PDBE, I see how purpose fosters trust and collaboration.
As I did more research, I found that thought leaders in this space have increasingly focused on Business Ecosystems and Business Ecosystem Organizers (such as Sage in the earlier example). Those findings reinforced the PDBE approach, and external validation like this is always good.
From my perspective, it was just as important that this concept apply to businesses of any size – especially for small to midsize businesses. The fun part for me is exploring a specific business, analyzing what they do today, and quantifying the potential benefits of adopting this new strategy.
So, how does this new type of Business Ecosystem work?
- The Business Ecosystem Organizer expands the overall network, vets new “Business Ecopartners,” and provides a framework or infrastructure for the various Business Ecopartners to get to know one another, exchange ideas, and discuss opportunities.
- This can become an incredibly sustainable revenue source for companies willing to invest time to collaborate and share ideas in order to grow and support the Business Ecosystem.
- Business Ecopartners will have access to trusted resources to augment existing business and take on new, bigger projects by leveraging the available expertise.
- Suppose that you have products or services that work with commercial CRM (Customer Relationship Management), ERP (Enterprise Resource Planning), or SCM (Supply Chain Management), and have seen a growing demand for functionality that relies on highly specialized technologies like:
- Cryptocurrency support.
- Blockchain for financial transactions and things like traceability in your supply chain or IoT data.
- AI (artificial intelligence) and ML (machine learning) to detect patterns and anomalies – such as fraud detection, Deep Learning/Neural Networks for image recognition or other complex pattern recognition.
- Graph databases to better understand a business and infer new ways to improve it.
- Knowledge Graph/Semantic databases to create deeper meaning and understanding with data from multiple sources – assisting in deeper understanding and Transfer Learning (which also has an AI tie-in).
- Building these practices in-house would not be practical or cost-effective for most businesses, so partnering becomes very attractive.
- This type of business relationship can also be very attractive to a Business Ecopartner because someone else handles prospecting, sales, billing, account management, etc.
- Suppose that you have products or services that work with commercial CRM (Customer Relationship Management), ERP (Enterprise Resource Planning), or SCM (Supply Chain Management), and have seen a growing demand for functionality that relies on highly specialized technologies like:
- Other Business Ecopartners can leverage your products or services for their projects and engagements, expanding their addressable market and creating additional revenue sources for the other ecopartners.
- By actively participating in this network, any business can now compete on imagination and innovation – providing a more comprehensive solution that could become a major source of differentiation from their competitors.
Value realized from this New Business Ecosystem model:
- These new sources of business and talent can become a real competitive advantage for your business.
- This becomes the source for Sales Amplification because each business is, directly and indirectly, expanding its reach and growth potential.
- The weighted (based on capabilities, capacity, responsiveness, and Ecopartner feedback) Business Ecopartner network model could lead to exponential business growth – a winning strategy for any business.
Next Steps
If this sounds interesting and you would like to discuss how it could look for your business, contact me to schedule an exploration call.
References:
- https://kimwilson5.wixsite.com/theywillbegiants/the-book
- https://www.bcg.com/publications/2019/emerging-art-ecosystem-management.aspx
- https://www.gartner.com/smarterwithgartner/8-dimensions-of-business-ecosystems/
- https://sloanreview.mit.edu/article/the-myths-and-realities-of-business-ecosystems/
- https://www2.deloitte.com/us/en/pages/operations/articles/business-ecosystems.html
- https://www.accenture.com/_acnmedia/pdf-56/accenture-strategy-your-role-in-the-ecosystem.pdf
- https://www.bain.com/insights/shifting-from-assets-to-ecosystems-video/
- https://hbr.org/2019/09/in-the-ecosystem-economy-whats-your-strategy
One Successful Approach for Managing Innovation
When I owned a consulting company, we viewed innovation as an imperative. It was the main driver of differentiation, credibility, and opportunity. We had an innovation budget, solicited ideas from the team, and evaluated those ideas quarterly.
Almost as important to me was that this was fun. It allowed everyone on the team to suggest ideas and participate in the process. That was meaningful and supported the collaborative, high-performance culture that had developed. The team was inspired and empowered to make a difference, and that led to an ever-increasing sense of ownership for each employee.
The team also had a vested interest in having the process work, as quarterly bonuses were paid based on their contributions to the company’s profitability. There was a direct cause-and-effect correlation with tangible benefits for every team member.
We developed the following 10 questions to qualify & quantify the potential of new ideas:
- What will this new thing do?
- Be very detailed, as this was used to create a shared vision of success based on the presented idea.
- What problem(s) does this solve, and how so?
- This seems obvious, but selling this new product will be an uphill challenge if you are not solving a problem (such as “lack of organic expansion”) or addressing an immediate pain point.
- What type of organizations have those problems and why?
- This was fundamental to understanding whether a fix was possible from a practical perspective, what value that fix might have for the target buyer, and how much market potential existed to scale this new offering.
- What other companies have created solutions or are working on solutions to this problem?
- The lack of competition today does not mean you are the first to attack this problem. Due diligence can help you avoid repeating others’ failures by learning from their lessons and avoiding similar pitfalls.
- Will this expand our existing business, or does it have the potential to open up a new market for us?
- Each answer has upsides and downsides, but breaking into a new market can take more time and be more difficult, time-consuming, and expensive.
- Is this Strategic, Tactical, or Opportunistic?
- An idea may fall into multiple categories. When the Sarbanes-Oxley (SOX) Act became law, we viewed a new service offering as a tactical means to protect our managed services business and an opportunistic means to acquire new customers and grow the business. While this is not true innovation, it was an offering that flowed from this defined process.
- What are the Cost, Time, and Skill estimates for developing a Minimally Viable Product (MVP) or Service?
- What are the Financial Projections for the first year?
- Cost to develop and go to market.
- Target selling price, factoring in early adopter discounts.
- Estimated Contribution Margin Ratio (for comparison with other ideas being considered).
- Break-even point.
- Would we be able to get an existing customer to pre-purchase this?
- A company willing to provide a PO committing to purchasing the MVP within a specific timeframe increased our confidence in the idea’s viability.
- What are the specific Critical Success Factors to be used for evaluation purposes?
- This lesson learned over time helped minimize emotional attachment to the idea or project and provided objective milestones for critical go/no-go decision-making.
This process was purposeful, agile, lean, and fairly aggressive. We believed it gave our company a competitive advantage over larger companies that tended to respond more slowly to new opportunities and smaller competitors that did not want to venture outside their wheelhouse.
With each project, we learned, became more efficient and effective, and made better investment decisions that positively impacted our success. We monitored progress on an ongoing basis relative to our defined success criteria and adjusted or sunset an offering if it stopped providing the required value.
The process was not perfect…
For example, we passed on some leading-edge ideas, such as a “Support Robot” in 2003, an interactive program that used a pseudo machine-learning algorithm. It would be trained using historical log files, tested quickly and safely in a representative pre-production environment, refined as needed, and ultimately validated and rolled out.
This automation could have been used with our existing managed services and Remote DBA customers to further mitigate the risk of unplanned outages. Most importantly, it would have provided leverage to take on new business without jeopardizing quality or adding staff – thereby increasing revenue and profit margin.
At the time, we believed this would be too difficult to sell to prospective customers (“pipe dream” and “snake oil” were some of the adjectives we envisioned), so it appeared to lack a few items required by the process. Live and learn.
In summary, a defined approach to something as important as business needs innovation to grow and prosper, as best demonstrated by market leaders like Amazon and Google (read the 10-K Annual Reports to better understand their competitive growth strategies, which are largely based on innovation).
Implementing this approach within a larger organization requires additional steps, such as securing buy-in from a variety of stakeholders and aligning with existing product roadmaps, but it remains key to scalable growth for most businesses.
The Importance of Proper Pricing
Pricing is one of those things that can make or break a company. Doing it right takes an understanding of your business (cost structure and growth/profitability goals), the market, your competition, and more. Doing it wrong can mean the death of your business (fast or slow), the inability to attract and retain the best talent, and creating a situation where you will no longer have the opportunity to reach your full potential.
These problems apply to companies of all sizes – although large organizations are often better positioned to absorb the impact of bad pricing decisions or sustain an unprofitable business unit. Understanding all possible outcomes is an important aspect of pricing, especially when it comes to risk and risk tolerance.
When I started my consulting company in 1999, we planned to win business by pricing our services 10%-15% lower than the competition. It was a bad plan that didn’t work. Unfortunately, you see this approach all too often in businesses today.
We only began to grow after increasing our prices (about 10% more than the competition) and justifying it with our expertise and the value we provided. We were (correctly) perceived as a premium alternative, and that positioning helped us grow.
A few years ago, when I took over sales for the Americas, one of the first things I did was analyze everything that was within my control. Pricing and SKUs were an unexpected surprise. Nobody had looked at this since the company was launched three years earlier. We had multiple items with a single SKU, and many customers were buying one product (and often one or two subscriptions) and using many – which was both a pricing and compliance matter. We had a gateway product that was half the price of our DBMS and allowed products to run on competitor products. I added SKUs, doubled the price on gateways so companies would have a fair choice, and increased several products by 3%-5%. Those changes added 7% to our revenue over the next year.
Several years ago, I had a management consulting engagement with a small software company. The business owner told me they were “an overnight success 10 years in the making.” He was concerned they might not be able to capitalize on recent successes, so he sought an outside opinion.
I analyzed his business, product, customers, and competition. His largest competitor is the industry leader in this space, and products from both companies were evenly matched from a feature perspective. My client’s product even had a few key features that were better for management and compliance in Healthcare and Union environments that his larger and more popular competitor lacked. So, why weren’t they growing faster?
I found that competition was priced 400% higher for the base product. When I asked the owner, he told me their goal was to be priced 75%-80% less than the competition. He could not explain why, other than saying he believed his customers would be unwilling to pay any more than that. His lack of confidence in his product became evident to companies interested in his solution.
He often lost head-to-head competition against that competitor, but almost never on features. Areas of concern were generally the company’s size and profitability, and the risk each posed to prospects considering his product. And despite this being an issue over and over, he never came up with a proactive approach to diffuse this before it became an issue.
I shared the graph (below) with this person, explaining how proper pricing would increase profitability and annual revenue, and how both would help give customers and prospects confidence. Moreover, this would allow the company to grow, eliminate single points of failure in key areas (Engineering and Customer Support), add features, and even spend money on marketing. Success breeds success!
In another example, I worked with the Product Manager of a large software company responsible for producing quarterly product package distributions. This work was outsourced, and each build cost approximately $50K. I asked, “What is the break-even point for each distribution?” That person replied, “There really isn’t a good way to tell.”
By the end of the day, I provided a Cost-Volume-Profit (CVP) analysis spreadsheet that showed the break-even point. More importantly, it showed the contribution margin and demonstrated that these products provided very little operating leverage (i.e., they weren’t very profitable even if you sold many of them).
My recommendations included increasing prices (which could negatively impact sales), investing in fewer releases per year, or finding a more cost-effective way of releasing those products. Without this analysis, their “business as usual” approach would have likely continued for several years.
Companies are in business to make money – pure and simple. Everything you do as a business owner or leader needs to be focused on growth. Growth results from a combination of factors, such as the uniqueness of the products or services provided, quality, reputation, efficiency, and repeatability. Many of these are the same factors that also drive profitability. Proper pricing can help predictably drive profitability, and having excess profits to invest can significantly impact growth.
Some customers and prospects will do everything possible to whittle your profit margins down to nothing. They focus on their own short-term gain, not the long-term risk they create for their suppliers. Those same “frugal” companies expect to profit from their own business, so it is unreasonable to expect anything less from their suppliers.
My feeling is that “Not all business is good business,” so it is better to walk away from bad business in order to focus on the business that helps your company grow and succeed.
One of the best books on pricing I’ve ever found is “The Strategy and Tactics of Pricing: A Guide to Profitable Decision Making” by Thomas T. Nagle and Reed K. Holden. I recommend this extremely comprehensive and practical book to anyone responsible for pricing or with P&L responsibility within an organization. It addresses the many complexities of pricing and is truly an invaluable reference.
In a future post, I will write about the metrics I use to understand efficiency and profitability. Metrics can be your best friend when optimizing pricing and maximizing profitability. This can help you create a systematic approach to business that increases efficiency, consistency, and quality.
At my company, we developed a system that tracked how long common tasks took and tracked efficiency factors for each consultant. This allowed us to create estimates based on the type of work and the people most likely to do the task, and to fix-bid the work. Our bids were competitive, and even when we were the highest-priced bid, we often won because we would be the only (or one of the few) companies to guarantee prices and results. Our level-of-effort estimates were +/- 4%, which helped us maintain a 40%+ minimum gross margin on every project. This analytical approach helped our business double in revenue without doubling in size.
There are many causes of poor pricing, including a lack of understanding of cost structure; Lack of understanding of the value provided by a product or service; Lack of understanding of the level of effort to create, maintain, deliver, and improve a product or service; and Lack of concern for profitability (e.g., salespeople who are paid on the size of the deal, and not on margins or profitability). Each of the experiences listed above has been a great lesson learned for me, and can help you as well.
With a little understanding and effort, you can make small adjustments to your pricing approach and models that can measurably improve your business’s bottom line.
Lessons Learned from Small Business Ownership
I learned many valuable lessons over the course of the 8+ years that I owned my consulting business. Many were positive, a few were negative, but all were educational. These lessons shaped my perceptions about and approaches to business, and have served me well. This post will just be the first of many on the topic.
My lessons learned covered many topics: How to structure the business; Business Goals; Risk; Growth Initiatives and Investment; Employees and Benefits; Developing a High-Performance Culture; Marketing and Selling; Hiring and Firing; Bringing in Experts; Partners and Contractors; The need to let go; Exit Strategies and more.
In my case, these lessons learned were compounded by efforts to start a franchise for the consulting system we developed, and then our expansion to the UK with all of the challenges associated with international business. Each new effort built on the success and lessons learned from those previous efforts.
It’s amazing how more significant those lessons are (or at least feel) when the money is coming out of or going into “your own pocket.” Similar decisions at larger companies are generally easier, and (unfortunately) often made without the same degree of due diligence. Having more “skin in the game” does make a difference when it comes to decision-making and risk. I believe that this experience has made me a better leader, custodian of business, and employee – all because of this newfound understanding.
Businesses are usually started because someone is presented with a wonderful opportunity, or because they feel they have a great idea that will sell, or because they feel that they can make more money doing the same work on their own. Let me start by telling you that I believe the last reason is usually the worst reason to start a business. There is a lot of work to running a business, a lot of risk, and many expenses that most people never consider. You start a business because you are running toward something big, and not because you are running away from something.
I started my business because of a great opportunity. There were differences of opinion about growth at the small business I was working for at the time, and this gave me the opportunity to move in a direction that I was more interested in (shifting away from technical consulting and moving toward business/management consulting). Luckily, I had a customer (and now good friend) who believed in my potential and the value that I could bring to his business. He provided both the launch pad and safety net (via a three-month initial contract) that I needed to embark on this endeavor. For me, the most important lesson learned is to start a business for the right reasons.
More to come. And, if you have questions in the meantime, just leave a comment, and I will reply. Below are some of the statistics on Entrepreneurship that can be pretty enlightening:
Bureau of Labor Statistics stats on Entrepreneurship in the US
What’s the Prize If I win?
In consulting and in sales, there is a tendency to believe that if you show someone how to find that proverbial “pot of gold at the end of the rainbow,” they will be motivated to do so. Seasoned professionals will tend to ask, “What problem are you trying to solve?” in order to understand whether there is a real opportunity.
Sometimes a mere pot of gold just isn’t enough to motivate. Usually the motivation is something very personal. What’s in it for them? Not, what’s in it for me?
The skill is in determining what is really important to the decision maker and in what priority, and then demonstrating that the proposed solution will bring them closer to achieving their personal goals.
Case in point. Several years ago I was trying to sell a packaged Business Intelligence (BI) system developed on our database platform to customers most likely to have a need. Qualification performed – check. Interested – check. Proof of value – check. Quick ROI – check. Close the deal – not so fast…
This application was a set of dashboards with 150-200 predefined KPIs (key performance indicators). The premise was that you could quickly tailor and deploy the new BI system with little risk (finding and validating that the data needed was available to support their KPI was the biggest risk, but one that could be identified up-front). The business impact and ROI were there, and we could deliver tangible value at half the cost of a typical similar implementation. Who wouldn’t want that?
I spent several days onsite with the prospect, identified areas of concern and opportunity, and used their data to quantify the potential benefit. Before the end of the week, I was able to show the potential to get an 8x ROI in the first year. Remember, this was estimated using their data, not random or industry figures. Being somewhat conservative, I suggested that even half that amount would be a big success. Look – we found the pot of gold!
Despite this, the deal never closed. This financial services company had a lot of money, and the CIO had a huge budget. Saving $500K+ from this project would be nice, but was not essential. While the impact was there, the urgency was lacking.
What I learned later was that this person was pushing forward an initiative of his own that was highly visible. This new system I proposed had the potential to become a distraction, and he did not need that reputational risk. Had I made this determination sooner, I could have easily repositioned the offering to better align with and support his agenda.
For example, the focus of the system could have shifted from financial savings to project and risk management for his higher priority initiative. The KPIs could be on earned value, scheduling, and deliverables. This probably would have sold, as it would have been far more appealing to this CIO and supported what was important to him (i.e., his prize if he wins). The additional financial savings initially identified would be the icing on the cake, to be reinvested later.
There were several lessons learned from this effort. In this instance, I focused on my personal pot of gold (based on logic and common sense) rather than on my customer’s priorities and prize for winning. That mistake cost me this deal, but it is one I have not made since – helping me win many other deals.
Where Ideas, Experiences, and Lessons Learned Intersect 