A guest blog from Del Heles, CEO/President Computer Market Research
Del is a global leader in Channel data management solutions and a software marketing automation executive with over 40 years of experience. He brings extensive experience to the Channel including: Channel POS, inventory data collection, co-op/MDF management, deal registration, synchronized channel marketing (SCM), special pricing agreements, Channel gamification, SPIFF management, and more.
The Channel is not for the faint of heart. Saturated with competition, jargon-infused technicalities, vague program guidelines, erroneously submitted rebate claims, unidentifiable end-customers, miscommunication — and a catalog of other complications — indirect sales can be frustrating. Thankfully when armed with a solid Channel incentive strategy, things look up – quickly.
Once mastered, if that’s possible, the Channel presents B2B companies with an embarrassment of opportunity; a corporate landscape littered with the potential to reach new buyers in market segmentation; an intangible vehicle that helps businesses enter overseas markets, reduce overhead cost of in-house sales, expand brand awareness, and remove purchasing obstacles for end-users.
If you’re in the early stages of designing an effective indirect sales model or struggling to establish yourself as a fruitful enterprise within the Channel, here are 4 tips you can implement into your Channel incentive strategy:
Before deploying an indirect sales program it’s imperative to develop a comprehensive understanding of the strengths, weaknesses, opportunities, and threats that go into your offering.
Sample SWOT Analysis:
Strengths
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Weaknesses
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Opportunities
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Threats
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When designing your channel incentive strategy and program you will most likely need approval. Before approaching C-level support, have a clear understanding of the program’s short and long-term potential. Answering these three questions will help formulate your pitch:
In addition to executive support, you need buy-in from Channel partners. Put yourself in your Partners’ shoes and consider:
Each unique Channel partnership deserves a cohesive Channel incentive strategy. When designing and implementing yours it’s important to carefully review current Partners’ indirect sales history. In other words, it’s important to know:
Answering these questions gives the basic structure of how to angle your pitch with current and potential Channel Partners and executives as you move forward with creating a robust Channel incentive strategy.
Looking for more information on Channel Partner Enablement? Check out these blogs:
How to Use Channel Partner Programs to Better Enable Partners