investing in the right channel partners

Investing in the Right Channel Partners | Channel Edge Ep. 60

  • October 01, 2020

This week Ryan Shopp, Vice President of Marketing at AppDynamics joins Channel Edge to share his thoughts on investing in the right channel partners.  Listen in as Ryan shares his company’s approach to determining the group of channel partners to focus upon and how they go about categorizing partners at AppDynamics.

At the heart of AppDynamics’ channel program is a modified version of the MEDDIC enterprise sales process they’ve coined as BEPIC (pronounced “Be Epic”). Ryan uses this acronym to guide and focus his team. The acronym stands for:

Belief – The foundation of the program is to get both sides to believe strongly in AppDynamics and the value it will provide customers. This happens over time starting with a structured sales deck that everyone is trained to present.

Executive Sponsorship – Finding and building a belief with the right executive sponsor is critical to success. An executive is identified and targeted during the Belief part of the process and their commitment to the program is secured as a second step.

Propensity to Buy – Ryan’s team and the channel partner work together to identify the twenty accounts with the highest likelihood to buy. They then narrow the list to the top 5 and work together to secure the business.

Interlock –AppDynamics’ uses what Ryan describes as a value pyramid to present the offering to customers.

Cadence – is all about holding each other accountable to how often they get together and work on these accounts and track their progress.

Ryan also shares how investing in the right channel partners helps AppDynamics amplify what they achieve in the market. He describes the approach as being like Account Based Marketing but focused on investing in the right channel partners.

Ryan’s team sounds truly committed as they are spending 80% of their time and budget on their top 50 partners; a list that is revisited every six months.

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Click here to listen to our previous episode with Kristine Stewart, VP of Channel Success and Marketing at Channel Impact, as she discusses A Pivot to Hyper-Personalization.

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