Driving effective channel performance means lowering time to revenue for new partners
Channel leaders at top vendors agree that to be successful, they must evaluate their partner recruitment and development programs from the partner’s perspective. Consequently, vendor channel marketing teams are scrutinizing each stage of the partner’s journey, and evaluating what questions partners may have, and how their decisions will be shaped by the answers they receive.
The fact is that just as your organization will have a buyer’s journey, there is also a need to understand that there is a partner journey - which all partners go through, across their lifecycle with a given vendor.
The only way to accelerate a partner’s time to revenue, is to incent your partners through their journey, from becoming partner suspects, through to converting to active and productive partners.
The challenge is to find the right level of investment between programs to optimize the sales and marketing performance of your channel partners (effectiveness) without overspending (efficiency). To be successful in aligning incentives to the partner journey, suppliers need to consider the partner’s journey stages, and the personas that are involved within each stage, to deploy channel incentive programs that engage and motivate the partner’s advancement through their journey.
Driving effective channel performance means lowering the time to revenue for new partners, and helping existing partners improve their ability to build their pipeline and attain higher close ratios.
To help channel marketers better understand the different stages and personas associated with the partner journey, and ensure they are effective and efficient accelerating time to revenue, Perks WW | Channel and SiriusDecisions have put together a webinar which will walk you through each of the five stages and key personas, involved in the partnership decision making processes. In addition, using the Perks WW | Channel incentive framework, will guide you through a structured approach to aligning incentives that accelerate the partner journey.
For more information, check out our on-demand webinar on accelerating the partner’s journey.
About the Author
Chief Strategy Officer Claudio Ayub brings over 20 years of global channel marketing experience to Perks.He has executed major go-to-market programs for a variety of vendors, including Bing, Cisco, Dell, EMC, IBM, Kaspersky, Lenovo, Microsoft, Motorola, Seagate, Symantec, and VMware among others.More Content by Claudio Ayub