1244: How to Improve CX for Your Channel Partners w/ Steven Kellam

WEBVTT 1 00:00:05.240 --> 00:00:08.630 Welcome back to be tob growth. I'm Loggan lyles with sweet fish media. 2 00:00:08.910 --> 00:00:13.310 Today I'm joined by Stephen Kellum. He's the svp of marketing and alliances over 3 00:00:13.349 --> 00:00:16.070 a three hundred and sixty insite. Steven, welcome to the show. How's 4 00:00:16.070 --> 00:00:19.429 it going today? It's going well. Thank you. Appreciate you having me 5 00:00:19.750 --> 00:00:23.579 absolutely Stephen. We're going to be talking about an area that's right in your 6 00:00:23.620 --> 00:00:29.899 wheelhouse today, optimizing your partnerships and your alliances. Before we get into today's 7 00:00:29.940 --> 00:00:32.899 conversation, could you tus up, give us a little bit of background and 8 00:00:33.020 --> 00:00:36.250 yourself and what you and your team are up to these days? Sure you 9 00:00:36.289 --> 00:00:38.609 know. I'll start with three hundred and sixty insides, because three sixty in 10 00:00:38.689 --> 00:00:42.289 sites of fascinating company. I would say it's a little bit of a Unicorn 11 00:00:42.369 --> 00:00:46.369 in the incentive market today because three hundred and sixty inside covers both the B 12 00:00:46.530 --> 00:00:50.719 Toc and the B tob and does both very, very well. In terms 13 00:00:50.719 --> 00:00:54.640 of three hundred and sixty really does is a we're global incentive company. Are 14 00:00:54.719 --> 00:01:00.000 Focus is on providing software, services, analytics, all of those ingredients, 15 00:01:00.039 --> 00:01:03.750 key ingredients to help companies leverage and maximize the spend that they have on the 16 00:01:03.790 --> 00:01:10.909 indirect channel. So we're all about how do we help you understand your channel 17 00:01:10.909 --> 00:01:15.069 and how do we help you make your investments as pay off as strong as 18 00:01:15.109 --> 00:01:18.700 possible? And then for my end of Gosh, let's say I've been a 19 00:01:18.780 --> 00:01:23.620 partner. I ran a managed service company in the Bay area around San Francisco 20 00:01:23.019 --> 00:01:27.780 for several years old, sold that business and then was in the manufacturing side, 21 00:01:27.780 --> 00:01:33.409 built the channel from zero to twozero partners and then we sold that business 22 00:01:33.769 --> 00:01:37.370 and then I ended up in the incentive business about ten years ago, sort 23 00:01:37.409 --> 00:01:40.530 of sitting in the middle, and I never really had paid that much attention, 24 00:01:40.609 --> 00:01:46.129 as a partner and as a manufacturer, about that niche of incentives and 25 00:01:46.329 --> 00:01:52.040 how powerful incentives could be to drive behavior and drive to set success in the 26 00:01:52.719 --> 00:01:56.640 indirect channel market. Yeah, absolutely. Well, you mentioned, you know, 27 00:01:56.799 --> 00:02:00.989 one part of your career journeys so far going from zero to several thousand 28 00:02:01.390 --> 00:02:07.030 partners and that leading to some tremendous business success. So I'd like to jump 29 00:02:07.109 --> 00:02:08.789 in right there. One thing that I know you're keen to talk about, 30 00:02:08.830 --> 00:02:15.150 Stephen, is doing your relationship with your partners through the same lens as the 31 00:02:15.349 --> 00:02:20.780 customer experience mindset that you have towards your in consumers or your end buyers. 32 00:02:20.819 --> 00:02:23.699 Tell us a little bit about how you see that and where you see maybe 33 00:02:23.780 --> 00:02:28.699 some of your customers approaching this successfully? Sure, I think there's a couple 34 00:02:28.819 --> 00:02:32.770 angles to that. One is I truly believe that we're in a time where 35 00:02:34.009 --> 00:02:38.409 be tob can learn from BBC and BBC can learn from be to be a 36 00:02:38.449 --> 00:02:45.560 couple of examples, the B Toc space has understood the consumer and is right 37 00:02:45.680 --> 00:02:49.800 there along the buyers journey. I mean, Gosh, ten years ago Google 38 00:02:49.879 --> 00:02:53.360 had zero moment of truth and everyone's heard less of different versions of of the 39 00:02:53.400 --> 00:02:58.710 buyers journey, and the BBC has really understood that and understood that consumer and 40 00:02:58.830 --> 00:03:04.830 what they've needed to do to adopt, adapt and adopt certain behaviors to create 41 00:03:04.949 --> 00:03:10.270 that bridge and that create that bond between the reseller and the buyer. And 42 00:03:10.509 --> 00:03:15.020 the BETB groups, I truly believe, are learning from the B Toc and 43 00:03:15.259 --> 00:03:21.500 how to treat partners, dealers, agents, resellers and I don'm not sure 44 00:03:21.539 --> 00:03:23.900 it really matters what you call them. They're the indirect route to market, 45 00:03:24.020 --> 00:03:30.729 right and they're learning from B Toc how to treat those resellers like a true 46 00:03:30.810 --> 00:03:35.770 customer, and that's been fascinating to watch how the B tob organizations are really 47 00:03:35.849 --> 00:03:38.770 really taking that on. And then on the B Toc side, many of 48 00:03:38.849 --> 00:03:49.639 the BETC's are really starting to understand what betobes have historically built from channel motivation 49 00:03:49.680 --> 00:03:54.710 and incentives and really technology stacks that help drive success. And so I truly 50 00:03:54.750 --> 00:04:00.389 believe they're that there's this collision going on and the best of the best are 51 00:04:00.389 --> 00:04:04.469 learning from each side and and learning what they can do to be successful. 52 00:04:04.949 --> 00:04:09.150 I love that parallel. Look at be, to be and BC. I 53 00:04:09.150 --> 00:04:13.580 always think that those those comparisons can be really eye opening for us. As 54 00:04:13.659 --> 00:04:17.660 you were talking about folks in Bob in your network and maybe your customer pool, 55 00:04:17.699 --> 00:04:21.699 Steven, are there some good examples where they've taken that to heart, 56 00:04:21.819 --> 00:04:29.290 applying that CX mentality to their partner relationships, either reducing friction, making it 57 00:04:29.490 --> 00:04:33.250 easier to work with them, nurturing that relationship with content? Any kind of 58 00:04:33.329 --> 00:04:38.639 shining examples that come to mind as you're talking to folks about, you know, 59 00:04:38.879 --> 00:04:42.480 how they should take this approach that maybe you're repeating and saying, Hey, 60 00:04:42.680 --> 00:04:46.399 you know, these guys did something really interesting and look at what it's 61 00:04:46.439 --> 00:04:50.480 done for their partner relationships. Sure, and I think the leaders leaders here 62 00:04:50.519 --> 00:04:55.389 are looking at it holistically and maybe I'll you could even break it down into 63 00:04:55.509 --> 00:05:00.029 the several groups. There are the organizations that are saying, Hey, I 64 00:05:00.589 --> 00:05:01.829 need to look at this, I need to be serious about this, this 65 00:05:02.509 --> 00:05:06.620 is going to impact my business and I need to take knowledge in and build 66 00:05:06.620 --> 00:05:10.819 us out and fare out where I need to go, and maybe we'll call 67 00:05:10.939 --> 00:05:16.620 that an awakening, and organizations that are starting to now invest in their organization 68 00:05:16.660 --> 00:05:23.089 across all the touch points to get there. And then there's organizations that have 69 00:05:23.290 --> 00:05:28.850 been doing this for it ex period of time and are starting to take an 70 00:05:28.970 --> 00:05:32.810 iteration approach and they've looked at this and they've looked at the touch points and 71 00:05:32.850 --> 00:05:38.639 they've broken down a lot of the silos and they're starting to understand this next 72 00:05:38.720 --> 00:05:41.680 iteration. And you could probably look at it a pyramid. I think the 73 00:05:41.839 --> 00:05:46.120 broadest group is maybe the awakening group. Well, there's a lacker group underneath 74 00:05:46.160 --> 00:05:47.879 it. They're just as right, and there always is. It's a bell 75 00:05:48.000 --> 00:05:50.589 curve or a pyramid, however you want to look at it. And then 76 00:05:50.589 --> 00:05:56.269 there's the awakening crowd and there's a crowd as iteration. And then, to 77 00:05:56.350 --> 00:06:00.230 be realistic, there are a few at the top who have had this for 78 00:06:00.389 --> 00:06:04.500 several years and their organizations where it's been demanded from a C suite. And 79 00:06:04.699 --> 00:06:09.379 maybe they started that way, maybe their culture was that way in the beginning. 80 00:06:09.660 --> 00:06:15.180 Maybe their sea suite had a key understanding of that B Toc and that 81 00:06:15.259 --> 00:06:20.370 D to be or had a key understanding of CX long before people were actually 82 00:06:20.529 --> 00:06:27.930 using the term CX. And they're taking that culture in and they knew intrinsically 83 00:06:28.089 --> 00:06:30.769 that it wasn't a single touch point or even an incentive. And while the 84 00:06:30.889 --> 00:06:35.199 dollars maybe we're having it heavy incentives, there were ten of the touch points 85 00:06:35.600 --> 00:06:41.639 that a reseller came in contact with in that organization and they already knew that 86 00:06:41.800 --> 00:06:46.680 it was a culmination of all those touch points that created customer experience and they 87 00:06:46.800 --> 00:06:50.470 just did it. So I think that's a pretty narrow point at the top 88 00:06:50.790 --> 00:06:57.069 and I would say their vast majority are in the iteration or the wakening categories. 89 00:06:57.110 --> 00:07:00.829 Yeah, absolutely, and as you move further up to the top of 90 00:07:00.910 --> 00:07:04.259 that pyramid or the Bell Curve, I imagine that folks that are further along 91 00:07:04.420 --> 00:07:10.819 here. Are Leveraging a fair amount of data is they're pulling it from various 92 00:07:10.899 --> 00:07:15.209 sources to get those insights into what is the customer experience like today? Where 93 00:07:15.329 --> 00:07:18.689 is there some disconnect those sorts of things? Can you speak to that a 94 00:07:18.769 --> 00:07:23.529 little bit, Steven? Am I right in saying that that's a key piece 95 00:07:23.569 --> 00:07:29.329 here into making a better experience and really being able to drive success in the 96 00:07:29.370 --> 00:07:34.160 channel? So I think you could look at technology stack and and how important 97 00:07:34.240 --> 00:07:41.800 that has been. But the technology stack needs to get integrated and there's always 98 00:07:41.839 --> 00:07:45.990 been different pieces in the technology stack. The leaders have figured out how to 99 00:07:46.149 --> 00:07:51.790 pull all that technology stack together to create a much better understanding of what that 100 00:07:51.990 --> 00:07:56.790 what that experience really looks like. And it's and it's once again, every 101 00:07:56.870 --> 00:08:00.259 touch point along the way. It used to be that you would have an 102 00:08:00.259 --> 00:08:03.540 organization, for instance, that would look at a PRM, a partner relationship 103 00:08:03.620 --> 00:08:11.540 management tool, and how the partner's experience started with an onboarding process and really, 104 00:08:11.620 --> 00:08:15.250 whether it's insurance or whether it's technology or HBAC or whatever it may be, 105 00:08:15.769 --> 00:08:18.009 particularing the B Tob Space, that they've always understood that there was a 106 00:08:18.129 --> 00:08:24.009 front in touch for that for that reseller, and so that's been one technology. 107 00:08:24.410 --> 00:08:26.879 But then you had marketing, maybe way over at the other end, 108 00:08:26.920 --> 00:08:33.080 and there was a disconnect or maybe that marketing set inside a link of some 109 00:08:33.360 --> 00:08:37.960 sort of portal there. And what we're seeing those folks at the top understand 110 00:08:37.399 --> 00:08:43.710 is taking all of those Datas and taking all those technologies and it minimum you're 111 00:08:43.710 --> 00:08:48.830 leaking in together with apis right, and figuring out how this data needs to 112 00:08:48.909 --> 00:08:54.629 flow seamlessly back and forth and, most importantly, giving access at a sea 113 00:08:54.669 --> 00:08:58.379 suite, at a VP level, at a channel chief level, at a 114 00:08:58.620 --> 00:09:03.419 director level, at an administrative at a program level, and building this visibility 115 00:09:03.460 --> 00:09:07.139 appropriate to whatever level that is, and being able to pass that data, 116 00:09:07.580 --> 00:09:11.649 not just that data, but that analytics around that data, up and down 117 00:09:11.129 --> 00:09:16.610 and the folks that are really digging into that and demanding that. And by 118 00:09:16.610 --> 00:09:18.210 the way, it's a lot of work. It's not easy because you got 119 00:09:18.250 --> 00:09:24.250 to get everybody definitely move in the same direction. So I think the folks 120 00:09:24.250 --> 00:09:28.039 at the top are taking technology and they're taking data and and they're applying data 121 00:09:28.159 --> 00:09:31.360 science to it. Sorry, I'll go down a little bit of a rabbit 122 00:09:31.399 --> 00:09:35.440 hole here. I see like you know that that the folks that are leading 123 00:09:35.480 --> 00:09:39.950 this as well are bringing data science into this and whether it's someone like three 124 00:09:39.110 --> 00:09:43.110 six who comes in and brings their own data science to it, or whether 125 00:09:43.190 --> 00:09:48.190 it's the data science that was in the direct business and allowing access to the 126 00:09:48.870 --> 00:09:50.950 indirect side, which, by the way, it's fabulous to start to look 127 00:09:50.950 --> 00:09:54.539 at it as hey a go to market, whether it's direct or indirect, 128 00:09:54.580 --> 00:09:58.419 and use that data science, or if it's an organization that's, you know, 129 00:09:58.580 --> 00:10:05.500 ninety nine percent through the channel, they're investing in true data science so 130 00:10:05.620 --> 00:10:07.610 they can they can get decision great data right. I love that. Some 131 00:10:07.889 --> 00:10:13.049 some really great insights there and I love the idea of bringing in all of 132 00:10:13.210 --> 00:10:16.850 that data on, if you do have a direct and an indirect sales channel, 133 00:10:18.049 --> 00:10:20.960 looking at those holistically as well as bringing together, you know, all 134 00:10:22.080 --> 00:10:26.240 sorts of different data sets from your different parts of your text act, you 135 00:10:26.279 --> 00:10:30.399 know, kind of making that transition from from text act to relationship. You 136 00:10:30.519 --> 00:10:35.200 know, today's conversation, Steven, is all about managing those relationships with your 137 00:10:35.279 --> 00:10:39.470 partners and your kind of big on this idea of you know, enablement is 138 00:10:39.590 --> 00:10:45.190 more than just the technology. It partners resellers, channel partners, whatever the 139 00:10:45.309 --> 00:10:48.870 case is for you, if that is part of your go to market. 140 00:10:48.269 --> 00:10:52.539 enablement doesn't just mean technology. It goes it goes deeper than that. Can 141 00:10:52.580 --> 00:10:56.620 you talk to us a little bit about where some of your customers are successfully 142 00:10:56.659 --> 00:11:03.980 enabling their partners and how they think about that concept of enablement in indirect or 143 00:11:03.100 --> 00:11:09.289 channel sales? Right in the intensive world enableing sales market enablement is really risen 144 00:11:09.370 --> 00:11:13.409 to the top. There's a coming out there are called forest or who into 145 00:11:13.490 --> 00:11:18.639 coming out their club, serious decisions and serious decisions. Did a study last 146 00:11:18.679 --> 00:11:28.639 year five hundred fortune two thousand companies and the number one concern for CMOS who 147 00:11:28.960 --> 00:11:33.669 have a channel was sales and marketing enablement. And I find it fascinating because 148 00:11:33.830 --> 00:11:39.509 historically sales and marketing enablement, it was, or enablement in general, was 149 00:11:41.149 --> 00:11:46.070 a place where India F market development funds are call out funds were were leverage 150 00:11:46.509 --> 00:11:50.899 and the whole idea originally was in technology space you had complex sales and you 151 00:11:50.980 --> 00:11:56.139 would take these dollars and you would invest these dollars with resellers to enable them 152 00:11:56.620 --> 00:12:01.529 to understand how to sell the product well, because when you're talking about data 153 00:12:01.649 --> 00:12:05.809 centers when you're talking about some of the technology that's historically been out there with 154 00:12:05.970 --> 00:12:11.129 companies, from being where to to HP to Ibn, making it pretty complex. 155 00:12:11.490 --> 00:12:16.679 So there was always a lot of investment in enablement from a technical perspective. 156 00:12:16.519 --> 00:12:22.360 What's been fascinating is to see the rest of the world start to see 157 00:12:22.600 --> 00:12:28.159 that it doesn't matter whether it's technology or not. You have a big hole 158 00:12:28.519 --> 00:12:33.070 in most cases in your resellers capabilities, whether it's a tire, whether it's 159 00:12:33.070 --> 00:12:43.190 a tenzero refrigerator, two hundredzero dollar kitchen redo or hundred thousand dollar home smart 160 00:12:43.269 --> 00:12:48.419 home upgrade. The resellers in general are not strong in sales and marketing. 161 00:12:48.139 --> 00:12:50.820 Then don't get me wrong, they still need, when in a lot of 162 00:12:50.899 --> 00:12:56.500 smart investments and you can get fairly complex as technology starts to move into just 163 00:12:56.539 --> 00:13:01.889 about any manufacturing and that's probably a whole separate conversation. You need that technical 164 00:13:01.929 --> 00:13:05.049 enablement. But the technical enablement isn't going to do anybody any good if you 165 00:13:05.169 --> 00:13:11.850 create can't creed demand generation at the top of the funnel, and every vertical 166 00:13:11.049 --> 00:13:16.840 has now understood that, in particular with the buyers journey, we have to 167 00:13:16.200 --> 00:13:22.039 enable our resellers to meet that buyer along their journey with affirmation, maybe not 168 00:13:22.200 --> 00:13:26.669 information, but maybe affirmation and run while we need to be able to connect 169 00:13:26.669 --> 00:13:30.870 with that fire right at the top of the funnel and which is where I 170 00:13:30.909 --> 00:13:35.029 think resolls are most weak in their marketing. So how do we create enablement 171 00:13:35.110 --> 00:13:37.429 there? And there's two partner for partner and through partner marketing. Right, 172 00:13:37.590 --> 00:13:41.389 which one are we going to use? Where we're going to spend our dollars? 173 00:13:41.659 --> 00:13:43.580 How do we generate the top of the funnel of the most opportunities? 174 00:13:45.139 --> 00:13:48.620 And that's great. So you train them technically so they're ready to respond with 175 00:13:48.700 --> 00:13:50.620 a product, whether it's really simple and you don't really need it or whether 176 00:13:50.659 --> 00:13:56.690 it's complex. Now youve invested in marketing enablement and you created demand at the 177 00:13:56.730 --> 00:14:00.129 top of the funnel. So how do you help a partner get from a 178 00:14:00.210 --> 00:14:03.570 twenty percent closed rate to an eighty percent closed rate or anything reasonable? You 179 00:14:03.690 --> 00:14:09.529 have to add sales enablement onto that as well, and those are traditionally the 180 00:14:09.000 --> 00:14:15.559 weekends for partner. So I just I think enablement is going to be key 181 00:14:15.720 --> 00:14:20.039 for success in any vertical sorry that was a long answer, but that's a 182 00:14:20.000 --> 00:14:26.590 it's just a fascinating opportunity, I think, for for Oem's to help their 183 00:14:26.629 --> 00:14:31.590 partners take share in particular, and today's world right now that we're living in, 184 00:14:31.669 --> 00:14:35.429 where digital marketing is going to be so important. Yeah, more important 185 00:14:35.429 --> 00:14:37.580 than ever. You know, Stephen, I love your passion for it and 186 00:14:37.700 --> 00:14:41.580 as you get deeper and deeper there, you know, as we've talked about, 187 00:14:41.899 --> 00:14:46.740 looking at your partner relationships through the Lens of customer experience, how to 188 00:14:46.779 --> 00:14:50.220 leverage data, how to enable your partners more than just the text act. 189 00:14:50.539 --> 00:14:52.809 You obviously, as we said from the top of the episode, have a 190 00:14:52.850 --> 00:14:56.769 lot of experience and, as we've gotten further into it, just exuded more 191 00:14:56.809 --> 00:15:01.730 and more passion on this topic. 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Once again, that's directive consultingcom institute to get for free 208 00:16:22.629 --> 00:16:25.789 lessons from the pros. All right, let's get back to the show. 209 00:16:26.909 --> 00:16:30.309 If anybody listening to this is wants to go a little bit further, maybe 210 00:16:30.350 --> 00:16:34.019 picked your brain on some of the insights that you've shared or just follow along 211 00:16:34.139 --> 00:16:37.940 with your content or that of your team. At three hundred and sixty insites. 212 00:16:37.980 --> 00:16:41.620 Was the best way for them to take next steps or reach out to 213 00:16:41.620 --> 00:16:45.220 you guys. Sure, I think. First please, a welcome to to 214 00:16:45.220 --> 00:16:48.169 go to three hundred and sixty insight. We were open gated there. There 215 00:16:48.370 --> 00:16:52.289 is so much best practices that anyone could come in and they can look at 216 00:16:52.490 --> 00:16:57.250 from Indiaf Co optive rebate, consumer rebates, you name it, there's a 217 00:16:57.289 --> 00:17:02.200 white paper on it. So it's a it's a Putora of information that they 218 00:17:02.240 --> 00:17:04.839 can find and they can dig into and and come back to us as an 219 00:17:04.880 --> 00:17:11.440 organization where we absolutely believe and to give first, to get and then, 220 00:17:11.519 --> 00:17:14.400 secondly, please, so free to reach out to me, anyone on Linkedin. 221 00:17:14.480 --> 00:17:17.910 I do believe that's going to be the best way. Stephen Kellum, 222 00:17:18.109 --> 00:17:25.630 that's a steede and tell them take eooam on linkedin and would be more than 223 00:17:25.710 --> 00:17:29.390 glad to connect and converse. Awesome, Stephen. Thank you so much for 224 00:17:29.470 --> 00:17:32.180 joining me on the show today. I really appreciate it. No, thank 225 00:17:32.180 --> 00:17:33.700 you for having me. I really appreciate it and, as you said, 226 00:17:34.460 --> 00:17:40.779 I'm passionate about this and we just have an amazing opportunity today to work with 227 00:17:40.940 --> 00:17:45.130 Om's of any type in any vertical to help them get their partners free sellers, 228 00:17:45.170 --> 00:17:47.490 dealers where they need to be, and it's a it's kind of a 229 00:17:47.529 --> 00:17:49.650 cool place to be. I want I want it to be successful. Absolutely 230 00:17:49.690 --> 00:17:53.009 well. We appreciate your passion today as always, folks, thank you so 231 00:17:53.089 --> 00:18:02.119 much for listening. I hate it when podcast incessantly ask their listeners for reviews, 232 00:18:02.359 --> 00:18:04.839 but I get why they do it, because reviews are enormously helpful when 233 00:18:04.839 --> 00:18:07.880 you're trying to grow a podcast audience. So here's what we decided to do. 234 00:18:08.319 --> 00:18:11.400 If you leave a review for be to be growth in apple podcasts and 235 00:18:11.640 --> 00:18:15.990 email me a screenshot of the review to James at Sweet Fish Mediacom, I'll 236 00:18:17.029 --> 00:18:19.549 send you a signed copy of my new book, content based networking, how 237 00:18:19.630 --> 00:18:22.789 to instantly connect with anyone you want to know. We get a review, 238 00:18:22.829 --> 00:18:25.990 you get a free book. We both win.