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ESTIMATED TIME:   1 minute read

Clear business proposition helps create a next-gen partner roadmap

A technology company needed to change its channel management approach and programs to better address the realities of the new marketplace.

Well engineered partner programs provide a stable and predictable operational framework for channel management activities, while allowing agility and responsiveness to changing market conditions.

Learn how we helped this client build a roadmap for where to invest in their partner program to drive the biggest impact for partners

The Challenge

  • Inability to convince partners to migrate sales focus from competitive products
  • Partner revenues missing forecasts and creating sale pressure on rest of organization
  • Leadership questioning the return of partner investments
  • Lack of understanding of the key motivators of partner behavior
  • Programs failed to drive partner behaviors and generate desired business results

The Solution

  • Built a quantifiable, analytics engine for assessing strengths verse competition
  • Identified key success drivers and defined a specific compete program for each major competitor
  • Aligned messaging around compelling partner business propositions for each partner segment
  • Developed sales enablement content for partner-facing resources
  • Created roadmap for future partner program changes to reinforce key areas of differentiation
  • Ran change management process to drive adoption across geographies and partner segment teams

The Result

  • Better understanding of what drove success with each partner segment relative to strongest competitors
  • Clearer competitive positioning for both partner and their customers
  • Greater mindshare within key partners as they shifted more of their business away from competitors
  • Comprehensive enablement resources the field could leverage for partner recruitment, activation and retention
  • Next generation roadmap for where to invest in their partner program to drive the biggest impact for partners