The success of the channel-based sales model depends a lot on the relationship between channel partners and the vendor. How engaged the channel partners are with the vendor’s brand, how well they know and understand the vendor product/service, how well their values, vision, and business goals are aligned with those of the vendor–these are all factors that affect the success of the vendor-partner relationship directly. Attracting the right channel partners toward your brand, recruiting them, and keeping them engaged is not easy, but vendors can accomplish this goal effectively by utilizing partner data to understand their partners better. A deep understanding of partner data will not only help vendors recruit the right partners, but will also help them identify any misalignments in their partner relations and fix them or let go of partnerships that no longer serve the common goal.
We have identified 5 key types of partner data in this regard. They are-
Partner-provided data
This data type involves information explicitly provided by the partners. This includes their public profile, data provided at the time of expression of interest in the partnership, or even QBR data in the case of existing partners.
Partner activity data
This data type involves information received from partner actions such as deals, opportunities, quotes generated by them, tickets raised by them, etc., Partner activity data mainly pertains to existing partners and potential partners
Data from digital partner interactions
This data type takes into account first-level interactions between partners and vendors. Examples include filling up a form on the vendor website, downloading vendor-provided marketing materials, attending vendor-partner meetings/training sessions, finishing vendor-recommended product/service training or certification, etc.,
Partner intent data
This data type involves gauging partner interest levels and intent through their digital footprints, mostly using third-party technology. Partner intent data is most useful when applied to understand potential partner behavior during the recruitment stages.
Partner social data
This data type is pretty straightforward. It refers to gathering information about the partner/potential partners based on the data available on their website, blog, or social media profiles. Partner social data can help vendors understand the overall tone, messaging and values, and business goals of a potential partner. This enhances the vendor’s decision-making ability when it comes to approaching them for partnership opportunities.
