Channel Partners Should Drive Revenue Growth

By: Alexander Group Channel Sales, Sales Strategy

Channel partners often play a critical role to reach and serve your customers. You must align your channel strategy and partner programs with your business model to best serve your customers and meet your revenue growth objectives.

Regardless of how large or small your channel program or the types of channel partners you manage, having an indirect sales force can have a big impact on revenue growth. But indirect channels can also be complex. Optimizing your channel sales model at each stage of program development will increase channel effectiveness:

  • Define Strategy: How can you accurately identify target markets, set financial objectives and create a compelling partner value proposition?
  • Target and Select: What are the right types of partners for your channel strategy? How can you effectively identify and recruit them?
  • Support and Enable: What is the best way to create value-added programs for your partners to foster growth and build capabilities? What parts of the sales cycle do you expect your partners to be responsible for? How can you manage channel conflict and overlap?
  • Monitor and Measure: How do you continually evaluate partner capabilities and performance against financial objectives?

A well-executed channel sales program can extend your market reach, add critical expertise to the sales organization and help you meet your revenue growth goals.

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