Insights

Three Partner Perspectives That Could Transform Your Channel Management Model and Boost Sales

John DeSarbo, Erik Long

Overview


What happens if your sales channel partner is giving you information that could significantly improve sales, but you aren’t listening or you can’t understand what the partner is saying?

High-tech vendors rely heavily upon their channel partners, to the tune of approximately $1.5 trillion in annual sales. As a result, many vendors are implementing voice of partner (VoP) programs, which develop competitive insights using data and feedback from sales channel partners.

But, as a new ZS Associates study shows, not all partners feel they have a strong voice in their VoP programs. As innovation in cloud computing, big data analytics, social media and mobility transform the IT channel, many VoP programs are out of sync with emerging partner business models. Vendors are struggling to keep pace.



About the Experts




John leads the ZS Sales Channel Strategy & Management Practice, and has more than two decades of consulting and industry experience focused on sales and marketing strategy and operations. His areas of expertise include multi-channel go-to-market strategy, channel analytics, alliance and partner programs, and sales force design. John works with clients across a variety of B2B industry sectors with a particular focus on the technology industry.


Erik Long


Erik has helped high-tech clients improve their voice of partner programs. His expertise includes the application of customer insights and analytics to a range of marketing issues including market segmentation and targeting plans; value proposition and brand positioning; and voice of partner/voice of customer programs and customer experience. Erik has helped clients across various B2B and B2C industries, including high tech, consumer packaged goods, retail, financial services, health care, and travel and hospitality.

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Recommendations from ZS Associates’ 2014 research study on technology vendors’ voice of partner programs.

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