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Relayware Partner Relationship Management

Metrics You Might Miss: Active Use of Marketing Materials and Deal Registrations / Product Sales

Posted on April 14, 2014 by Chris Bucholtz

Every now and again, we all need a reality check on what we’re doing. It’s easy to get a process in place and then become committed to keeping that process going; it’s harder to step back and examine whether or not what you’re doing is actually bringing you the results you’re after.

A classic scenario in which this plays out is in the provision of marketing materials to channel partners. There are several moving parts in this procedure: the vendor’s marketing team needs to create the marketing content, the vendor needs to make it available through its portal, the vendor needs to communicate with partners to make sure they know the content’s available, and the partner has to put the material to use. None of these steps are complex – and if the vendor is executing its part of the equation and partners are downloading the content, the assumption might be that everything’s working well.

But the objective here is not to make sure a process is working. The objective is for that process to result in better sales and more money added to the bottom lines of both the vendor and the partners. Is the process achieving the objective?

There’s an easy way to check this. If you can correlate deal registrations and sales to the rate at which partners are downloading and using your marketing materials, you can determine some key things. If there’s a clear correlation, then your marketing efforts are aligned with your partners’ needs. If not, there are some things to investigate.

If sales are strong but your marketing materials are not being downloaded, you need to investigate whether your partners are downloading the content. Is there an issue with your portal that keeps them from finding this material, or knowing when new material becomes available to them? Are your communications with partners around marketing materials lacking?

If partners are using the materials and sales and deal registrations are coming up short, the problem might be the content of your marketing materials. Are the topics, tone and target audiences right for your partners? If, in the course of your investigation, the answer is no, it’s time to get with some key partners and re-asses how you develop marketing tools for them.

In either event, a regular examination of the data already stored and awaiting analysis in your partner automation system can expose areas for improvement that you might have missed had you simply continued to keep your marketing processes churning along.