A leading European marketing platform, publicly listed.
Leading international marketing automation platform, whose mission is to empower marketers with the tools that make it easy to get dramatic results, every time. The organization is publicly listed on an international exchange.
The organization is one of Western Europe’s leading marketing platforms, and the senior management team was looking to gain similar market dominance in the ultra competitive North American market. In order to do so, they needed to quickly understand the North American consumer and make augmentations to product, price, and packaging to allow for expedited growth at a fiscally responsible rate and cost.
A referral-only partner program and Europe-only pricing.
Rebuild the partner program and the pricing model in parallel.
FullFunnel was engaged by the organization to build a Channel Partner Program, and create and deploy new product pricing and packaging that would allow the European email marketing leader to accelerate growth in North America.
FullFunnel wasted no time getting to work on the following objectives:
Channel Partner Program The company’s existing Channel Program focused primarily on referrals and provided little value for the Partners. Additionally, only 5% of referred leads actually turned into Customers, meaning that the sales team was spending the majority of their time on leads that weren’t likely to close. FullFunnel knew that the program would require a significant restructuring in order to scale, and worked closely with the organization’s leadership team to design, develop, and deploy an industry leading Partner Program that features attractive Partner benefits, a comprehensive Certification and onboarding program, and an internal team and compensation structure that drives results.
Product Pricing & Packaging The platform’s existing pricing was tailored for success in the European markets, and required significant amendments in order to gain traction in the North American market. FullFunnel conducted substantial research on both the competitive landscape and the target market, and ultimately settled on a tiered SaaS model that was easy for the sales team to describe, and the consumers to understand.
Channel partner program
Worked closely with the organization's leadership team to design, develop, and deploy an industry-leading Partner Program featuring attractive partner benefits, a comprehensive certification and onboarding program, and an internal team and compensation structure that drives results.
Product pricing & packaging
Conducted substantial research on the competitive landscape and target market, ultimately settling on a tiered SaaS model that was easy for the sales team to describe and for consumers to understand.