The total number of partners enrolled in your partner program.
Not all partners are engaged. This is the number of "producing" or "engaged" partners in your program.
This might be difficult to know since different types of partners do different sizes of deals. Take your best guess!
Set Coordinated Campaign Execution targets
The goal of a channel marketing automation platform is to increase the number of Marketing Generated Opportunities (MGO's) for the partners enrolled in the program. Although there are many methods to create MGO's, in this model we assume that MGO's are derived from outbound email campaigns and partner-led events (seminars, webinars) only.
This is the number of coordinated campaign executions you want any one partner to execute in a given calendar year. If you're not sure set it to 2 (one campaign every 6 months).
To simplify the model we've pulled data from more than 55,000 resellers that use our platform to derive some fixed averages. Your experience may vary depending on the size of your channel and your partner's level of engagement.
This is the average number of recipients for all partner-executed email campaigns across all Averetek clients last year.
This is the average number of email opens for all partner executions across all Averetek clients last year.
This is the average email open rate for all partner executions across all Averetek clients last year.
This is the average percentage of prospect interactions for all partner executions across all Averetek clients last year.
Calculate the Marketing Generated Opportunity value for each partner
To forecast revenue we need an average Response to Lead rate (the probable number of responses that turn in to real leads) and a Lead to MGO rate (the probable number of leads that turn in to real opportunities).
The problem is not all partners are equal in their ability to close deals, so Response to Lead and Lead to MGO will vary widely from partner to partner. We set the defaults to a 10% Response to Lead rate and a 25% Lead to MGO rate.
Your averages will vary depending on the maturity of your channel.
Average response to lead percent
This is the probable percentage of responses that become leads.
Average lead to MGO percent
This is the probable percentage of leads that become opportunities.
Average number of MGO's per partner per year
This is the number of Marketing Generated Opportunities a partner will create using your channel marketing automation platform.
Projected MGO pipeline for program
This is the magic number! It's equal to the number of MGO's multiplied by the number of active partners multiplied by the average deal size.
Determine desired Return on Investment and Solution Budget
Finally, we need to determine the amount we are willing to spend to generate the projected MGO Pipeline. The variable for this calculation is the Target Return on Investment, which varies with each business.
For every $1 spent, what is the desired amount you expect in return each year?