Strategic Alliance Magazine Q2 2017 - 36

campaign was initiated, messages went out to the sales
resources about opportunities to work together. They
would act as a catalyst to get people together to pursue
the deal. We are adding value to the sales process rather
than just trying to track the sales opportunities.
When we align with strategic initiatives, there is a lot
more pull through. We measure all the leads, closed
deals, and revenues associated with the opportunities.
This gives our executives and the company a view on
where to invest and what's not working. It gives us a
barometer on the front and back end. We use this tool
for go-to-market reviews. When we report back to our
geographic regions, we synchronize. So we really tie
the front-end pursuits with the landing for a closedloop process.

Ron Long and Maria Olson, NetApp

Ron Long, alliance director, IoT and big
data/analytics, on winning the Innovative
Best Alliance Practice Award:

We put the system together with best practices and innovation from our collective teams. The system is applicable
across all different industries that have to manage ecosystem sales, which in this market is everybody.

I joined ASAP in 1999 when I was at Hewlett
Packard. The value we get out of ASAP in terms
of people and best practices is very high.
We manage ecosystem alliances at NetApp, and
the main issue for us is how to track and manage
the co-selling opportunities. We challenged our
operations group with questions such as, "How
do we measure, track the deals, put effective business resources in place, and manage with the
systems in place?"
We use SalesForce.com and integrated a custom-built tracking system. We use campaign
codes as flags on the opportunities tied to events
and field summits. We used to go back after the
fact and try to correlate the closed deals with the
initiatives and events we sponsored. The campaign codes on the leads we generated flagged the
deals. If the opportunity closed, it was associated
with a campaign code. Now, when there are several partners involved, we can go back to the
campaign code and track the opportunity.

36

We also created a business opportunity team
and put together form letters, so that when a
STRATEGIC ALLIANCE MAGAZINE | Q2 * 2017

Left to right, Cory Wahl, Molly McCartney, Karen Livingston,
Julie Shirley, Joy Wilder Lybeer, Paul Adler

Julie Shirley, vice president of enterprise alliances
at Equifax, on winning the Alliance Program
Excellence Award:
We are relatively new members of ASAP. We came to
the conference last year and were overwhelmed by the
expertise of the membership and presenters. Later in
the week, we thought, "Maybe we have something we
could submit and contribute to the conversation." Preparing our submission was a great opportunity to do



http://SalesForce.com

Table of Contents for the Digital Edition of Strategic Alliance Magazine Q2 2017

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https://www.nxtbook.com/allen/stam/23-2
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https://www.nxtbook.com/allen/stam/22-4
https://www.nxtbook.com/allen/stam/22-3
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http://www.brightcopy.net/allen/stam/21-1
http://www.brightcopy.net/allen/stam/20-4
http://www.brightcopy.net/allen/stam/20-3
http://www.brightcopy.net/allen/stam/20-2
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http://www.brightcopy.net/allen/stam/19-3
http://www.brightcopy.net/allen/stam/19-2
http://www.brightcopy.net/allen/stam/19-1
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http://www.brightcopy.net/allen/stam/16-1
http://www.brightcopy.net/allen/stam/15-4
http://www.brightcopy.net/allen/stam/15-03
http://www.brightcopy.net/allen/stam/15-02
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