Channel marketers are being squeezed between the proverbial rock and a hard place. On the one hand, they’re doing anything they can to assist in the recruitment of new partners, contributing to sales and marketing enablement efforts, and ultimately attempting to attract partners to participate in demand generation programs. On the other, they’re being held accountable for sizable channel revenue goals, and can be asked to contribute at least 40 to 50 percent (or more) to net new pipeline.
Yet, fast-tracking demand in b-to-b channels is not about random acts of enablement, marketing or sales that can individually contribute to this effort. It’s much more about how an organization profiles its partners, engages them in a marketing enablement process, and then offers them – through concierge-like services that can guide them through the demand process – an easy-to-follow menu of activities.
There are six stages that act as mile markers on the road to fast-tracking demand in the channel. However, realize that this is a continuous process; each stage must precede the next in order to effectively engage partners in marketing activities they can use to drive pipeline revenue.
The six channel demand mile markers that SiriusDecisions recommends are:
SiriusDecisions research has clearly indicated that decoupling any of these channel demand stages causes them to be less effective. The journey to rapid revenue growth is not an easy one, but it’s reachable for companies that follow this process.
Laz Gonzalez is Service Director, Channel Management Strategies, at SiriusDecisions. During a career spanning close to two decades, Laz has gained extensive executive, front-line and international experience implementing solution-driven sales programs with OEMs, strategic alliances, distributors and value-added resellers. Follow Laz on Twitter @LazGonzalez