It seems like there isn't a day that goes by where I don't see the same old partner playbook being presented to IT Solution Providers by cloud tech vendors - how to market, sell and support their cloud technology. The cloud tech vendor then says "why aren't my partners using my playbook and why are they not selling consistently?"

The reason is quite simple - these playbooks are focused on what I call the "right side of the cloud business chasm" - again, how to market, sell and support their cloud solutions. This assumes that the partner has crossed the cloud business chasm and has a business model that can effectively market, sell and support cloud solutions. That assumption is wrong. A vast majority of IT Solutions Providers (no matter what they call themselves) are on the left side of the cloud business chasm. 

So what is on the left side?
1. Cloud commitment - to what degree is the IT Solutions Provider committed to making a profitable, high value business out of cloud? Are they in it for the long haul? Are they biding their time for an exit? Are they.....

2. Cloud financial model - to what degree do they have the financial structure to go from a transactional business to a recurring revenue cloud business? Do they understand how to make that transition and how long it will take?

3. Cloud ops model - the devil is in the details here. To what extent does the IT Solutions provider have the systems, processes and staff in place to run an efficient business based on getting paid monthly vs up front with the ability to manage costs based on that monthly recurring revenue model - cash flow, growth and customer satisfaction.

4. Cloud marketing and sales model - to what extent does the IT Solutions Provider understand, is willing to accept and can execute on marketing and sales 2.0. The buyer is now in control of the sales process making cloud purchase decisions before contacting the seller - the IT Solutions Provider must react to that to remain relevant.

These are the four DNA parts for the next gen IT Solutions Provider aka Cloud Revenue Producer. If they are on the right side of the cloud business chasm great, if they are attempting to cross the chasm kudo's to them, but if they are stuck on the left - ouch!

The next-gen partner playbook from cloud tech vendors must address the left side of the cloud business chasm and help their partners safely make the crossing. This playbook has a very different look and feel with very different content - it's all about business building modeling tools, sample sales compensation plans, GTM models, business plan templates, pricing/packaging and margin modeling tools, sample job descriptions, inbound marketing best practices etc.

If you want to learn how to get a next gen partner playbook contact me - Todd@CSBexcellence.com.