Business Management Software

Project 2 - Partner Engagement

Background

This Australian company had developed a feature-rich add-on for popular accounting packages that made financial data easier to interpret for both professionals and businesspeople. In a previous project we had:

• Repositioned the company to maintain existing alliances yet  access new growth markets
• Recommended positioning to focus on professional rather than individual company use
• Re-structured the website for easier, more logical navigation
• Re-written website content to reflect the new positioning and to be concise, clear and compelling.

Challenge

To define the key decision drivers for potential and existing resellers; to revise and optiimise the partner engagement process and engagement tools, to enable greater traction with potential partners.

Solution

We:

• Evaluated and documented the partner engagement process for 2 types of resellers via 2 websites
• Documented our recommended changes
• Interviewed existing and potential resellers to understand their perspectives and needs
• Designed and wrote engagement tools for 2 target markets and 3 types of resellers
• Designed new brochures and advertisements for business and professional markets, incorporating the new positioning and look from the first project.

Results

In 3 weeks the company gained:

• A revised process to engage 3 types of resellers
• 8-11 tools (from initial email to contract agreement) for use in 5 target markets (total 46 tools) to engage professional and business prospects,
• Feedback from 6 key resellers and commitment from 4 of them to re-evaluate the product.

Feedback

“I really appreciated their ability to grasp the nuances and complexities of the policies that had evolved and turn them into a relatively simple, repeatable process that can now be delegated.”

Managing Director, Business Management Software

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