We need a new channel!
This is a favorite refrain of many sales executives. When faced with revenue challenges, eroding margins and changing business models, the channel becomes the scapegoat for lagging performance. The belief is that there is a hidden, underground network of better partners out there that have eluded the supplier thus far. These partners generate a lot of revenue without consuming a lot of resources, they are loyal to the supplier, self-sufficient, sell predominantly to new customers and new markets, don’t cause conflict and never need a price exception.
These partners don’t exist. While there is always an opportunity for targeted recruitment, the best partners may be hiding in plain sight. Start by looking at what you have before focusing on what you don’t. Stack ranking current partners on straight revenue contribution highlights the volume producers but provides limited visibility into other key areas of channel performance. Use these three metrics to uncover opportunities in the channel you already have:
While the temptation to switch to a different channel may be strong, hitting the pause button can ensure longer-term success. Identifying the high-potential partners who are already in your channel can help you focus your resources and programs to drive better sales motions. It can also help you understand what you need from new partners to fill the gaps. If you would like more information on how to align your channel program, development and recruitment efforts, contact SiriusDecisions.
Eileen has a deep background in developing channel sales programs that drive revenue and helping channel leaders gain insights into growth strategies and industry best practices. She has delivered multiple partner programs, successful partner recruitment and development efforts, and impactful field and partner enablement. Eileen brings nearly 20 years of channel experience to SiriusDecisions, having worked previously for companies such as Avaya, VBrick Systems, NetApp and Symbol Technologies.