Voice and
Data Networking – EMEA
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Channelytics®
was applied to the account base of this leader in voice and data
systems in order to uncover possible issues of channel health
and to identify partners most appropriate for an upcoming new
product launch.
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Resulting
go-to-market strategies and tactics included prioritizing
partners and channel sales resource deployment. The
methodologies were then adopted and used globally for channel
coverage planning at the local level.
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Mobility Solutions
– Global
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As part of
a major go-to-market strategy review, sales out data combined
with key partner attributes were analyzed for three specific
product/solution groups in EMEA, North America, Latin America
and Asia.
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Among many
of the findings were issues and opportunities with the
certification program, over dependence on a relatively small
number of partners, alignment of sales coverage to high value
but lower accredited partners, cross sell and the identification
of partners appropriate for SMB. The company subsequently
implemented quarterly “check ups” to monitor progress and
provide ongoing trend analysis.
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Wireless Infrastructure
– Americas
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Cross sell
analysis and deep diving into the attributes of partners who
were selling this companion product required for the total
solution, as well as those who should be selling it, was
instrumental in surfacing the issue of whether the current
partner base might be adequate for more traction, or whether new
partners needed to be recruited.
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This led
directly to the deployment of a dedicated inside sales team
focused on the solution category to better engage current
partners and recruit additional partners.
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Integrated Circuits
– Latin America
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Detailed
account level breakouts and trend analysis from sales out data
with comparisons between the various sub-regions and major
countries in Latin America – combined with other data collection
and analysis – were a key component of this detailed Channelytics® project.
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Findings
led to improved marketing and sales programs, especially in the
areas of account partner prioritization and the corresponding
sales engagement.
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Security Software – North America
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This
company needed to rapidly build revenues among a specific set of
products in order capture a strategic advantage. Typically,
these products would require a “pull” strategy; however, it was
felt that if VARs with the right set of attributes could be
identified, these partners could provide opportunities for
partner “push".
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Analysis
of Channelytics® output combined with data gathering
techniques about partners were used to build a target list,
which was then used as the basis for aggressive communications
targeting, programs and offers.
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Networking
Equipment – EMEA
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A careful
comparison of end customer solution acquisition behaviors
(acquired through primary research) for a new, higher-end
category of products, matched against how many of the current
partners possessed the required attributes, enabled us to answer
this question: “Is a significant portion of my current partner
base capable, or can they be motivated to sell my new product?"
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The answer
was: Not many. This, of course led to the need for development
of a solution specific action plan encompassing the Coverage,
Program, and Communications pillars of the appropriate
routes-to-market plan, which was made easier through the analysis
provided by Channelytics®. |
