partnership process to improve sales chanel performance

Partnership Process to Improve

Sales Channel Performance

Gregg Taragos Phd

Gregg Taragos Ph.D. Org-designs.com


Sales Channel Business Issues

Increase Profits

Identify customer preferences that will drive profits.

Price products to equate cost and value

Increase efficiency of partners (field sales and dealers)

Grow Revenue

Align strategies at every level throughout channel

Cross-sell, up-sell and build customer relationships

Ensure partners have the right capabilities


Profitable Partnerships

Key Characteristics:

Common View on Strategic Issues

Aligned Competencies

Joint Business Activities with High ROI

Ability to Manage Ongoing Relationship


Over 40% of Partnerships Fail !

High Priority Reasons For Failure:

52 %

Mismatched strategy and operations

Partner lacks competencies

48 %

Mismatch of partner culture

Lack of trust


The Partnering Process

Measure

Results

Guide

Implementation

Allocate

Resources

Manufacturer

Assess and Align Leadership

Program Design

Collaboration: Recommend

Solutions


Alignment

Leadership Commitment

Goal Clarity

Apply Assessment Data

Define Partner Selection Criteria

Select and Certify High Potential Partners

Use Data to Build “Straw Model” Programs

Determine Potential ROI


Select High Potential Partners

Ability to

Execute

And

Provide

Value

Willingness To Align


Collaboration: Program Design

S

T

R

A

W

M

O

D

E

L

S

Marketing

Support

Channel

Development

Sales and

Service

Training

& Development

•Partner Selection and Retention

•Co-operative Marketing

•Marketing Funds

•Partner Acquisition

•Partner Incentive System

•Pricing and Programs

•Delivery and Service

•Database and Web Support

•Certification Process

•Training Programs

•Product Development


Collaboration: Joint Plans

1.Target Customer

Segments

2. Define Market /

Business Issues

3. Review Channel

Issues

5. Confirm Objectives

and Programs

6. Build Action

Plans & Metrics

7. Communication,

Measurement &

Recognition Plans

4. Align Objectives

and Strategies


Resource Allocation

Address Core Channel Issues:

Partner Selection and Evaluation

Training and Development

Marketing Support Programs

Sales and Incentives Programs

Delivery and Service Programs


Implementation

Communication

Training

Measurement

Rewards

Results


Partner Profile

Fits channel strategy and structure

Relevant customer base

Recognized brand and major player

Sales competencies and skills

Supports a development culture

Financially sound with reliable history


Collaboration & Teamwork

Increased Awareness

Sales Results

Goal Setting & Achievement

Measure Results: Track Progress

Performance Metrics

•Activity Based

•Results Based

Channel

Initiatives To Drive

Desired Results

Incentive Programs

• Motorola

Internet

• National Sales Contests • Travel Destinations • Awards Album • Regional Contests

Main

Knowledge Center

• Sales Awareness Tools • Certifications • Education / Training • Interactive Challenges • White papers • Case studies • Best Practices

Program Communications

Customer Elements

• Sales Dashboard • “ SuperTours ” • Customer resources

- White papers - Guides - Case studies

• Program News • Performance

Statements • Program E-mail • Frequently Asked

Questions • Contact Us

Integrated Program Database

• Real-time activity • Performance data • Management summaries • Overall Program Analytics

Performance Feedback

Recognition

• Annual Awards • Monthly / Quarterly

Awards • Manager Discretionary

( Vis -A- Vis ) • Peer-to-Peer

nominations / ThanQs

Database

Participant

Data

• Activity Reports - Web site - E-mail metrics

• Activity Statements • Standing / Rankings • Region / Area roll ups • Program analytics

Performance Center Architecture

Marketing

Communications

Goals

Sales

Training

Higher Levels of Participation

Gregg Taragos Phd

[email protected]

www.org-designs.com

mailto:[email protected]



http://www.org-designs.com/

