Channel Marketing Master Class - Nick Whitehead, Serko Ltd.
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Channel Marketing Master Class - Nick Whitehead, Serko Ltd.
- 1. MASTER CLASS AUCKLAND, NEW ZEALAND ~ AUGUST 7 - 8, 2025 DIGIMARCONNEWZEALAND.CO.NZ | #DigiMarConNZ Channel Marketing Master Class Nick Whitehead CHIEF MARKETING OFFICER SERKO LTD
- 2. Hello
- 3. The next twenty minutes of your life •Why channel marketing •How you make it work •The Serko channel story
- 4. 4 30% Revenue growth forecast $6Billion Annual travel bookings 5 Countries New Zealand – USA Australia – China - India 450+ Employees worldwide SKO ASX & NZSX 2007 Founded
- 6. Business travel shouldn’t feel like hard work
- 9. Strategy Product G2M Find and Win Keep and Grow Super simplified business overview
- 10. Strategy Product G2M Find and Win Keep and Grow Super simplified business overview PARTNERS
- 11. Benefits of Channel SaaS Revenue Run Rates -$25MM -$50MM -$100MM Gross Margins Total Gross Margin 64% 67% 69% Operating Expense Margins Sales and Marketing 47% 44% 44% Research and Development 23% 23% 22% General and Administrative 15% 16% 16% Profitability and Growth EBIT Margin (29%) (24%) (25%) Adj. EBITDA Margin (25%) (12%) (15%) FCF Margin (31%) (20%) (20%) YoY Revenue Growth Rate 88% 46% 44% Benefits of Channel
- 12. Benefits of Channel SaaS Revenue Run Rates -$25MM -$50MM -$100MM Gross Margins Total Gross Margin 64% 67% 69% Operating Expense Margins Sales and Marketing 47% 44% 44% Research and Development 23% 23% 22% General and Administrative 15% 16% 16% Profitability and Growth EBIT Margin (29%) (24%) (25%) Adj. EBITDA Margin (25%) (12%) (15%) FCF Margin (31%) (20%) (20%) YoY Revenue Growth Rate 88% 46% 44% Benefits of Channel
- 13. Channel can be a force multiplier for NZ companies
- 14. The Good • Lower cost to acquire • Scalable. Go big, fast • Rapid expansion to new markets
- 15. The Bad • Loss of Control • Increased Complexity • Reduced ‘per-sale’ profits
- 16. If you have the money, go direct If you have the time, build a channel
- 17. 01 Swipe right 02 Power-up 03 Fire
- 18. 01 Swipe right. Choose the right Channel Model for you
- 19. There’s a real spectrum of channel options Referral Partner Value Added Reseller White Label Reseller Partner Systems Integrator OEM
- 20. eCommerce partners Travel Management Companies Customer Value Customer Complexity
- 21. THE WORLD’S TRAVEL CONTENT FLY STAY MOVE EAT WORK PLAY REST A single platform with multiple channels Enterprise SMB THE WORLD’S BUSINESS TRAVEL BUYERS
- 24. 24
- 25. 02 Power-up: Channel Value Proposition
- 26. Your product Partner Partner who can do rad shit
- 32. 03 Fire: Activating your partners
- 35. Our channel journey The speed of Serko’s growth in any market Is driven by the speed of our partners ability to sell and support our products in that market So the faster we enable our partners the faster we grow
- 37. Zeno Partner Portal LEARNING TRACKS PRODUCT MARKETING PLAYBOOKS SECURE ACCESS QUICK SEARCH SOCIAL FEEDS DASHBOARD PROSPECT MICROSITES
- 38. v v • Articulate the high-level Zeno value proposition • Tell the Zeno story in their own words • Identify how Zeno solves common customer pain points • Respond correctly to uncovered customer needs • Able to demonstrate with confidence, how Zeno works, highlighting and reinforcing the features and benefits of Zeno • Deliver an impactful Zeno value proposition with confidence based on input and feedback from colleagues • Make the case for Zeno with confidence using data or identified pain points with current online booking tool • Demonstrate with confidence how to use Zeno – via a product tour focused on the value proposition and benefits Zeno Academy Get your wings program overview