Companies take their business to market via various routes. The two major routes are Direct, via company branded sales people, or Indirect, via a partner ecosystem.
Most businesses will employ a multi-route strategy to reach their customers, most typically having both a direct and indirect sales strategy. This provides the high touch experience your customers want with the scale and reach that partners provide.
Additionally, many companies will work with multiple channel partner types, from Systems Integrators to services partners, from “Value” partners to “Volume” partners, or from ISVs to OEMs.
Working with channel partners is an effective way to increase your market coverage and ultimately your top line revenue.
No matter which indirect routes to market you select, you should have a sound strategy for each. In effect, this is your “off payroll” sales force, and you need to think of your partners as critical to your success as your direct sales team is.
An RTM strategy assessment will include:
What partner types do you need to provide the value your customers need?
Can your team consistently describe the profile of an ideal partner?
Is there a team responsible for recruiting partners?
Are your processes simple for partners?
Do you have a regular review process with your partners?
Do you have a process to get feedback from partners?
You've just signed a new partner (or many of them) and are now looking at each other waiting for deals to begin, orders to flow, and customers to call. Unfortunately, it’s rarely that simple. Read more »
How can a vendor can add value to their partners and get them to commit to a deeper level of engagement? The key is a deep understanding of channel economics. Read more »
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