This series of our blog post is based on our webinar, Fast-tracking demand in B2B channels, co-hosted with SiriusDecisions. You can watch the entire webinar here.
SiriusDecisions identifies 4 phases for fast-tracking demand in B2B channels. The first phase is ‘Data Collection’, which we will be discussing in our post this week. Data collection phase involves collecting profile data from partners and identifying field requirements to determine what type of marketing drives leads within the target market. Areas to look into during this phase are:
Partner profiling
There are multiple partner personas with each one having a different requirement in terms of partner marketing and sales support. Vendors need to understand these varied requirements and support partners accordingly. You can profile your partners based on their skills, marketing and sales capabilities, technology/infrastructure that they have and their overall competitiveness.
One way to profile partners is based on partner persona. We have identified 4 typical partner personas below.
Vendors can also profile partners based on partner types or tiers. Following are 3 commonly existing partner types.
How does partner profiling help in fast-tracking demand
Partner profiling helps vendors by allowing them to understand the needs of each partner type and offer them the right tools and support. It simplifies the otherwise complex partner ecosystem and makes it more effective as organizations are able to now offer each partner type different kinds of support and services to enable them to sell more, faster.
Watch this space next week for the next phase in Fast-tracking demand in B2B channels, Marketing Enablement.
Over the years, Mindmatrix has helped hundreds of vendors make their channel partners become more effective at marketing and selling their products and services, thereby boosting their sales revenues. You can catch Mindmatrix at the CompTIA ChannelCon 2019 – Booth #120. Please email sales@mindmatrix.net or call 412-381-0230 for an appointment at the ChannelCon.
