SAP ISV
PARTNER RECRUITMENT

SAP ISV
PARTNER RECRUITMENT

Client

SAP was founded in 1972 in Walldorf, Germany and has offices around the world. Originally known for leadership in enterprise resource planning (ERP) software, SAP has evolved to become a market-leader in end-to-end enterprise application software, database, analytics, intelligent technologies, and experience management.

Challenge

The client is a Tier-one Enterprise Software vendor with a global reach. Much like other vendors of its size and scale, they have built a range of applications in the cloud which can be utilised by independent software vendors (ISVs) to develop or extend their solutions. This type of go-to-market strategy is typically known as an ISV Channel. The client was looking for a trusted agency which could recruit partners for their North American ISV team, which would drive technology partnership discussions with ISVs headquartered in the region. 

Goals

The client had straightforward and clear objectives;

THE STRATEGY

Working closely with the client, TPL managed to define the personas of target accounts the client wished to partner with. After having defined a target persona, targeted messaging had to be created which would capture and engage the prospect. 

Target
Account Profiling

Based on the personas created, TPL worked with the client to create a range of parameters which could be used to identify target accounts more effectively. For example, such parameters as, company size, revenue, and products offerings were all analysed in conjunction with the target persona. Once qualified, TPL built a comprehensive list of all vendors in the region containing decision-makers from each.

Digital
Outbound

After considering the target personas and their seniority, the outbound messaging had to be designed to coincide with this. The initial ‘ice-breaker’ message had to stir not only the interest of the prospect, but enlighten them to the benefit to their organisation, also. TPL understood that opening discussion between two organisations with such scale and presence came with great importance.
 
It became clear that conducting further, deeper research would be necessary as TPL looked to discover essential products and areas of innovation that aligned with the clients and had the potential to open robust positive dialogue. Personalisation of each message became a key focus and would be a key driver to success.

Social Profiles:
Creation & Management

To execute the messaging, TPL had to build bespoke social media profiles with the purpose of engaging target accounts and positioning a technology partnership with the client. 
The creation and management of said profiles was handled sensitively. Both parties agreed upon stringent guidelines surrounding the use of the accounts and further instructions aligning with the clients branding.
 
TPL grew the relative profiles network and managed every stage of the conversation until a meeting was acquired. Taking full control of the client’s working schedule 

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Target
Account Profiling

Based on the personas created, TPL worked with the client to create a range of parameters which could be used to identify target accounts more effectively. For example, such parameters as, company size, revenue, and products offerings were all analysed in conjunction with the target persona. Once qualified, TPL built a comprehensive list of all vendors in the region containing decision-makers from each.

Digital
Outbound

After considering the target personas and their seniority, the outbound messaging had to be designed to coincide with this. The initial ‘ice-breaker’ message had to stir not only the interest of the prospect, but enlighten them to the benefit to their organisation, also. TPL understood that opening discussion between two organisations with such scale and presence came with great importance.
 
It became clear that conducting further, deeper research would be necessary as TPL looked to discover essential products and areas of innovation that aligned with the clients and had the potential to open robust positive dialogue. Personalisation of each message became a key focus and would be a key driver to success.

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new lead sources scaled 1 1
Social Profiles
Creation & Management

To execute the messaging, TPL had to build bespoke social media profiles with the purpose of engaging target accounts and positioning a technology partnership with the client. 
The creation and management of said profiles was handled sensitively. Both parties agreed upon stringent guidelines surrounding the use of the accounts and further instructions aligning with the clients branding.
 
TPL grew the relative profiles network and managed every stage of the conversation until a meeting was acquired. Taking full control of the client’s working schedule 

THE RESULTS

From a £16,000 investment across a six-month campaign, TPL; 

GENERATED

93

LEADS

GENERATED

£6m

IN PIPELINE

INCREASED AWARENESS

OF ISV PARTNER PROGRAM IN THE REGION

Together, we can deliver channel excellence