As the VP of Sales at an?emerging growth company, you are the person accountable for?the success of your channel partners.? Your boss, the CEO, has challenged you with the following question: ?As we are planning to increase the number of channel partners, how can we (what he really means is ?how can you?) 
boost our channel sales from our existing partners and ensure that our new partners will be successful??
This is something that you have been thinking about for some time so you are prepared with a response.? Your response would be something like this:
?It is critical that we are ?top of mind? with our channel partners.? As you know, our partners have options when it comes to the products and services that they choose to push into their respective territories.? In order for us to gain and protect?mindshare?with our channel partners we must create an environment that fosters collaboration and engagement.? We create this by focusing on the following areas:
- Training and certification ? partners need access to on-demand training and certification courses to quickly ramp-up new employees, keep existing sales people up-to-date on the current product and service offerings as well as any new product launches.? There needs to be visibility into this training environment by both our company and the channel partners? management teams so the sales people can be monitored for compliance and held accountable.
- Marketing and communications ? the sales teams at our various channel partners need to have readily accessible marcom materials that they can use when selling and communicating with the end customers.? These materials need to be co-branded for our company as well as each individual channel partner.
- Lead Management ? we need a system in place that allows channel partners to register leads, receive quick approval, and the system needs to integrate with our partners? CRM systems.
- Performance Management ? as the accountable party for our channel partners sales efforts I need the ability to track and monitor performance.? I would also want this management system available to the channel partners? sales managers.
- Collaboration Tools ? we need tools that allow the people on the front lines (channel partners? sales teams) to have real time access to our product managers, fellow sales people and other channel partners.? This connection is important so they can ask questions, share successes, and feel part of a supportive community.
All of these tools and systems need to reside in a readily accessible and easy-to-use integrated system.?
The CEO is impressed with this well articulated response, but he sees a major obstacle ? cost.? He is concerned that in order to implement the systems and processes to address all the areas that you listed as being critical to boosting channel sales, the cost will be prohibitive from an ROI perspective.? But you have done your homework and are prepared for this objection.? You explain to your boss that there are channel management software solutions that provide integrated solutions.? The most robust systems are referred to as partner relationship management (PRM) systems.? These systems combine both the business processes and systems that enable companies like yours, which rely on channel partners, to ensure business alignment, high levels of engagement and a collaborative relationship with your partners.? Furthermore, today?s PRM solutions are cloud based, use the concept of a?partner portal? which makes them easy to install and very cost effective.
Your CEO?s last question ? ?What do you recommend as next steps??? Again, you are prepared for this and respond by letting him know that the leading PRM solutions providers offer?free trial periods, and you are prepared to move ahead with the trial.? As there is no downside to the free trial, he readily approves your recommendation.? Many companies, including Verizon, HP,?Caterpillar, Daimler, and?Outdoor Living Brands, have successfully implemented PRM solutions to boost channel sales.
LogicBay?s?Partner Relationship Management (PRM) Technology?is rich with best practice workflows making it easier for organizations to do business with channel partner re-sellers. The result: More engagement and Mindshare. Greater Efficiency and Cost Savings. Alignment with Channel Partners. And, Performance Improvement for the Entire Sales Enterprise.
LogicBay Vice President of Marketing Todd Grant leverages a successful track record of launching numerous business development initiatives for technology-enabled business service companies and brings a proprietary business acquisition process to LogicBay often referred to as Diagnosis Selling. Utilizing this methodology he will consult with LogicBay Enterprise prospects collaborating with? View?full?profile
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