Partner Relationship Management

Jesse Hopps

Channeling Better Results

For organizations that rely primarily or entirely on an indirect sales force via the channel, resellers, distributors, alliances or partners, the de-centralized nature of sales management presents increased challenges in overall productivity. These obstacles represent both internal visibility into and control over channel performance, as well as external-facing support and enablement for both indirect selling partners and the end customers themselves. While Aberdeen Sales Effectiveness research frequently documents the best practices and technology adoption trends among high-performing direct sales teams, are these solutions and approaches equally robust enough to maximize revenue within a larger, dispersed marketing/selling ecosystem? Or instead, are there additional ways in which the channel can be uniquely empowered by the original vendor, OEM or producer to deliver substantial, accurately forecasted sales results?

Featured Insight of the Day

As you will notice in Figure 4 (below), the Best-in-Class companies are focusing on finding and nurturing partners that will bring the most profit to their organization.  A big question to ask when adding partners to your structure is "how many partners should we support?"  The trend of the Best-in-Class seems to be a "more is more" approach with partners.  Simply, a greater number of high-performing partners will lead to greater revenue.  Traditionally, partner-generated revenue in Best-in-Class companies makes up about 59% of total revenue, which is 11% higher than other companies. All-in-all it seems as though partner-generated revenue is stable and profitable source of income.

How Demand Metric Can Help

If you are in the process of developing and/or optimizing a partner strategy, check out the following templates:

Partnership Marketing Maturity Assessment

Partnership Development Tracking Tool

Partnership Marketing Evaluation Matrix

Partnership Marketing Agreement

Partnership Marketing Strategy Scorecard

Partnership Application Form

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