The Top Five Wrong & Right KPIs Used By VPs Of Channel Sales

Posted by Seth Jacobsen on Aug 15, 2017 9:25:00 AM

Even the most sophisticated, global, multi-billion-dollar annual sales channel organizations make these same basic mistakes over-and-over again.  Why do they keep choosing the wrong KPIs (Key Performance Indicators) to select, measure, and track their partner’s performance? They do this because they are choosing the “obvious” metrics that, with little thought, appear to be the right ones to focus on.  Unfortunately, these decisions are costing channel organizations millions of dollars in missed growth opportunities and profitability.  Let’s start with the top five worst KPIs to select for your channel organization:

1) Choose the Largest Partners to Recruit: Select the largest partners based on overall revenue.

  • Metric: Focus on the partners with the most salespeople and largest revenue.
  • Why Wrong: The largest partners are also the hardest to gain their attention and commitment and may be less profitable on average vs. smaller partners.

Topics: PRM Best Practices, Partner Collaboration, Channel Marketing Strategy, kpi

Five Key Factors That Are Reshaping Content Marketing

Posted by Kellie Auman on Aug 10, 2017 12:30:00 PM

Content marketing may still be the most effective way of conducting online outreach – but it’s not easy.  In many ways, content market and SEO are more difficult than traditional marketing because of how quickly the landscape changes.  Shifts in buyer behavior to changes in technology can completely rewrite the rulebook at a moment’s notice. Today, we wanted to discuss some of the key changes that are happening, along with how you and your sales partners can build better content marketing together.

Topics: PRM Best Practices, Partner Collaboration, Channel Marketing Strategy, content marketing, thought leadership

Five Ways To Improve Your B2B Customer Engagement

Posted by Kellie Auman on Jul 27, 2017 12:10:00 PM

With ever-changing business environments, recalibrating your marketing and outreach methods are often required  to ensure you and your partners capitalize on new market opportunities.  If it’s been awhile since you’ve evaluated your outreach methods, it’s definitely time to talk strategy with your partners. Technology is rapidly shifting how B2B brands engage with their customers, and your ecosystem needs to be able to shift with the times to keep up.

In this space, new trends are popping up everywhere; listed here are five methods that our clients and partners use to increase their B2B customer engagement.

Topics: Partner Collaboration, Channel Marketing Strategy, customer service, Brand promotion

Your Starting Point on the Roadmap to Revenue Growth

Posted by Kellie Auman on Jun 27, 2017 10:50:00 AM

Effective partnerships can greatly impact any company’s success.  Recently we announced technology partnerships with companies like Sisense, DocuSign and Videonitch.  In addition to technology partners, we also have strategic partners that can align their best practices in channel management strategy to a Partner Relationship Management (PRM) solution for our shared customer base. 

Among our list of strategic partners is Consilium Global Business Advisors, a group dedicated to supporting B2B manufacturing companies. Consilium offers clients a variety of services, that are focused on anticipating and capitalizing on trends in order to achieve scalable, predictable, and profitable growth. Below, we outlined the basic steps of the Revenue Growth Program, and also point out where our PRM solution fits in.

Topics: Channel Partner Onboarding, Channel Marketing Strategy, indirect sales, channel sales, buyers journey, Buyer Trends

Addressing Marketing Disruptors Part 2 (Buyer Trends)

Posted by Kellie Auman on Jun 22, 2017 9:10:00 AM

Welcome to Part 2 of our blog series on marketing disruptors referenced in the 2017 Hubspot State of Inbound Marketing Report.  Today we’re going to focus on the changing human trends and how shifts in buyer preferences and procedures are creating new challenges for marketers.

Buyer behaviors are changing almost as fast as anyone can document them.  Keeping up with the trends is more important in marketing than ever before, particularly in an indirect sales organization where keeping partners on the same page is a necessity. Let's examine the biggest human behavior factors disrupting marketing strategies.

Topics: Channel Marketing Strategy, indirect sales, channel sales, buyers journey, Buyer Trends

Addressing Marketing Disruptors - Part 1 (Technology)

Posted by Kellie Auman on Jun 20, 2017 12:35:00 PM

The HubSpot State of Inbound Marketing Report was recently released and we’ve been pouring over it, looking at the latest insights.  This year, what really caught our eye is their section on disruptors.  We’re seeing a huge influx of new technology, new ideas, and new buyer trends which are forcing marketers scrambling to keep up, and unsurprisingly the Hubspot report talks about that in some detail.

Over the next two blog posts we will cover new buyer trends and what they may mean for the marketing campaigns you and your partner companies put together.  After all, even the best tools for collaborative indirect-sale marketing won’t do any good if the strategies are behind the times. Let's start by examining new technological marketing changes.

Topics: Channel Marketing Strategy, marketing technology, video marketing, buyers journey

Managing Data to Support Your Channel Partners

Posted by Kellie Auman on Jun 8, 2017 12:15:00 PM

Any manufacturer that has built a successful sales channel knows that maintaining competitive advantage in the marketplace rests on the ability to evolve as an organization while adapting to the changing needs of their partners. This requires proper planning, consistent communication and an understanding of what it takes to build long-term relationships.  A company’s ability to make good decisions on the path to building positive long-term relationships with its channel partners typically depends on the accuracy and timeliness of data from a variety of sources and systems.

Topics: Optimize Your Channel, Ease of Doing Business, channel management software, PRM Best Practice, Channel Software, Partner Collaboration, channel management, Channel Marketing Strategy, business intelligence, data visualization

How PRM Can Optimize Partner Sales Processes

Posted by Kellie Auman on Jun 6, 2017 1:15:00 PM

Partner Relationship Management (PRM) software is the most powerful tool currently available for vendors to oversee, document and improve the performance of their sales partners.  In the past, running an indirect sales ecosystem often meant simply trusting partners to get their sales accomplished, without too much ability for direct oversight.  Today, however, PRM allows partners to be managed almost as closely as a department in your own company. There are numerous ways that PRM can improve vendor\partner efficiency, below we listed a select few.

1.  Data tracking and analytics. PRM has all the data-crunching power of a customer relationship management (CRM)system, but rather than only tracking customers, it can track customers and partners.  This gives you the ability to see exactly what is happening with your partners’ leads and sales in granular detail, along with the ability to share those insights with the partners themselves.

Topics: Optimize Your Channel, Sales Productivity, Channel Marketing Strategy, channel marketing

Five Tips For Finding The Right KPIs

Posted by Kellie Auman on Jun 1, 2017 12:45:00 PM

Keeping track of the success of your vendor ecosystem can be difficult, particularly as it grows.  A channel manager may be tasked with keeping track of dozens, even hundreds of sales partners.  Even with data-crunching partner management software on your side having a quick overview of how things are running can be very valuable.

Key Performance Indicators (KPIs) are one of the best ways of doing this.  KPIs are hand-picked metrics which are selected specifically because they’re considered a good indicator of overall performance.  An obvious KPI in most cases would be monthly sales numbers. KPIs are often individualistic to a company, however, simply depending on their own short- and long-term goals.  Here are some tips for finding the right KPIs for your ecosystem.

Topics: Sales Productivity, Channel Marketing Strategy, data visualization, kpi, channel marketing

Four Tips For Producing Promotional Videos On A Small Budget

Posted by Kellie Auman on May 30, 2017 12:15:00 PM

In recent blogs we discussed how the use of visual marking materials is expanding, even in the B2B sphere. Multiple surveys have indicated that C-level execs are as likely as anyone to be watching promotional videos on YouTube as a way of garnering information.  Creating content via a YouTube channel in your particular market niche can greatly benefit your operations, as well as those of your vendor partners.  Most companies are taking strides to produce more video content while keeping costs down.  In this blog we provide four tips for producing effective and marketable promotional videos on a small budget.

Topics: Sales Productivity, Channel Marketing Strategy, Increase Channel Sales, video marketing

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