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Talking Channel: Deal Registration Acceleration

Increase deal registration channel promotion adoption with a 4-step formula.

Hi, everyone. This is Claudio Ayub, Chief Strategy Officer at Perks Worldwide. How can a partner, account manager, or channel manager improve the overall registration performance? It's really simple, but it's a unique formula, right?

Number one, obviously, your CAMs and PAMs have to be part of the registration promotion. Not only do they approve these, but CAMs and PAMs need to communicate to partners what is expected of them, what is the overall registration program trying to achieve, and what are the behaviors those sales reps and sales engineers need to do in order to become part of the overall registration program. Communication.

Number two: Education. The PAM and CAM have to educate the partner community and the partner sales rep on what they expect from that partner and sales rep in the overall registration. What type of information needs to be collected. What type of information is critical. What aspects are really important that that partner's sales reps emphasizes in the deal register.

So communication first; education second.

Third, critical: Measurement. That CAM and PAM have to be able to have an understanding of their impact on the overall registration program. And how do you measure this? Well, if you're going put an incentive on the overall registration program and you do it right and put part of that incentive up front, that CAM and PAM have to have the ability to understand how that needle is beginning to move through the communication that they've done and through the education that they've done with partners, right? And that's measurement, the third one.

And the fourth secret is reward those individuals. And that incentive program is in essence going to do that but when you reward a partner's sales rep for registering the deal and then closing it, it is also crucial for you as a CAM or PAM to go in and recognize that partner's sales rep. Recognition is as important, if not more important, than the incentive itself. So good luck and good selling.

About the Author

Claudio Ayub

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.

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