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Engage Your Tier 2 Channel Partners

Instead of focusing on attempting to lift an entire channel partner organization, which typically has a number of professionals working on your behalf, find the individual B players and increase their productivity.

Relayware Partner Relationship Management

Engage Your Tier 2 Channel Partners

The Pareto principle is often cited as simply accepted in channel management. Twenty percent of your partners bring in 80 percent (or more) of your channel revenue. But as industrious professionals, often channel managers are actively taking on the challenge of how they can increase channel revenue by increasing the number of productive partners. Buck the trend!

Instead of focusing on attempting to lift an entire channel partner organization, which typically has a number of professionals working on your behalf, find the individual B players at your various channel partner orgs and increase their productivity. What would it mean to engage one more of your channel partner representatives at each of your channel partner organizations? What do you need to change on your end to help lift their performance?

Analyze your top channel partner representatives who are bringing in the most revenue. Look at the trainings they took. How often do they consume your educational materials. Is there a trend in the way they are consuming them? Do the majority take your classes offered on-demand? Do the majority of your top performing reps attend your in-person training? Are these stars the ones attending your annual conferences?

Now, segment out the behaviors of the next class of partner professionals and identify the main differences. Essentially, drill down into their behaviors. Investigate how you can lift the next tier of individual performers. For example, if the vast majority of your top performers attend your annual conferences, but you notice that only 50 percent of the next highest performers are attending, consider new ways to get those professionals to your events. Are your top performers concentrated in a particular geographic area that makes it easy to get to your annual event? Could this a mini-event in another location support other partners? Could you extend an offer to pay for half of their costs if they meet or exceed their goals? Of course you have to analyze the cost of your effort against the forecasted benefits for these partners.

Something is standing in their way of a few more key sales. After you’ve done your own analysis of behavioral trends, you still may only find this motivational wisdom by actively talking to these professionals to see how to boost their performance. Everyone wants to be listened to. Ask them to tell you how you can help them at a macro level (not a deal by deal review).

Our customers are able to increase their channel partner performance and boost their channel partner revenue by enhancing the achievements of their junior varsity players.

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