Session Details
Day: 14/03/2017
Time: 14:15 - 15:30
Room: Castenea

Track: Sales, Marketing, Demo
Level: 200 - Intermediate
Audience: Selling and Marketing Partners
Why and How to Build a Repeatable IP Business Model

Want to monetize IP that you have built or created?  The Cloud can make it easier for many Microsoft partners to market and sell repeatable IP, with less investment than was required for on-premise IP.  This session is designed specifically for partners to learn about how adding IP to an existing business model can increase profitability, whether you approach it as an opportunistic way to generate some additional revenues, or you decided to make repeatable IP a strategic part of your business model.

For many services partners it is not a technical issue – you are building custom IP for your clients on a regular basis.  The challenge for many is understanding what is involved in building a product-focused business, and this session will answer many of the most common questions, such as:

• How repeatable IP can drive new revenue streams and greatly increase your company valuation
• how to catalog the IP you already have today to determine what you can and should productize
• Is there a way to ease into an IP-focused business model without making big investments or distracting us from our core business?
•  What are the basic elements of a product marketing program?
• How should your sales organization be structured?
• How do you compensate your salespeople? 
• What does customer support look like?

Introducing Your Speaker

Harald Horgen, President, The York Group

Harald Horgen has more than 20 years of experience helping technology companies transform and grow their business.  Focused exclusively on enterprise software vendors since 1992, he works with clients to extend or transform their business models in two primary areas:

1. Channel programs – from creating the right channel program using a comprehensive, fully-document methodology to actually recruiting partners worldwide through a network of partners in almost 30 countries.
2. SaaS business model transformation – from overall strategy to adapting current roles and functions (e.g., sales organization and compensation, customer support, marketing, etc.) to work more effectively in a subscription-based model.
Clients range from emerging firms to established players such as Microsoft, HP, CA, Symantec, Schneider Electric, Ericsson and GE Healthcare.