Award Blog

5 Key Methods to Motivate Partner Sales Reps to Register More Deals

The channel was conceived as a way to get third party businesses involved in growing a brand’s business.   To make it attractive, deal registration was introduced to address channel conflict and to protect channel partner’s margins.   Deal registration has become the mostAbout The Authors important component of a successful channel program.

The number one way to increase your channel revenue is to motivate your partner’s sales representatives to register and close more deals for your brand.   It sounds so simple, but why is this so difficult for most channel organizations to achieve?  The reason most companies miss many deals from becoming registered is that their deal registration systems and compensation plans are misaligned with partner sales rep’s motivations.  Companies are missing millions of dollars of potential channel revenue because of poorly designed deal registration processes that fail to motivate reps to register and follow through to close.

Channel executives worldwide realize that the more deals registered, the greater chance to achieve their sales targets.   This is so important that virtually every channel organization has a dedicated set of scorecard metrics for achieving deal registration goals.

Channel Deal Registration Scorecard

Setting these goals for your partners is the easy part.  Getting partner sales reps to actually register all their opportunities is much more difficult.   Making registering deals worthy of a sales rep’s time is the key.   Here are the five key methods for motivating partner sales reps to register more deals.

Deal Registration Goal

  1. Make it Easy to Register: Channel experts estimate that over 75 percent of deals are not registered because the process is too difficult for partner sales reps to complete.  Partner sales executives are often presented with four or five different deal registration systems from multiple vendors to add to the difficulty of registering deals.  The way to capture that 75 percent of missed deals is to use unifying multi-vendor registration systems (like Vartopia) to simplify the work required.   These types of deal registration tools allow partners to use one simplified system for all their deals.  They also allow partners to capture more margin by making it easier to get more deals registered and offer more competitive pricing to close deals.
  2. Rapid Approval: Sales people are motivated in the present.   Too often deals get held up in the approval process and important momentum is lost with the salesperson and the deal.   Vendors need to be attentive so that registered deals are rapidly approved.  The best practice for deal registration approval is within two to four days of submission.
  3. Link Pipeline to Plans: Partners are three times more likely to grow if they develop business plans and commit to achieving them.   There are two levels of reporting that are critical to driving more partner commitment:
      • Partner Organization Pipeline-to-Plan Reporting: The main reason vendors want their partners to create a business plan is to gain a commitment to grow their business.  But partners have other motivations.   They are looking for a way to improve their own sales and profitability.   Planning processes that help partners calculate how much money they can make along with their pipeline forecast are the ones that gain the highest partner participation rates.Below is an example of an automated reporting system for partner pipeline vs. plan.   Vendor sales executives are able to set an index for Total Pipeline (e.g., 2x plan) and Risk Adjusted Pipeline (e.g., 1x) and planning systems will automatically calculate a pipeline target.Pipeline Target and Pipeline AchievedAt any time, vendors can see their partner’s plans, performance-to-plan and pipeline to target performance for a complete look at the health of a partner’s business.Below is an automatically calculated partner profitability forecast based on the partner’s plan.
        Partner ROI
        Partners can get an accurate look at their total profitability with the sale of the vendor’s brand. This will help partners with their own investment planning and build confidence for investing in a vendor’s brand.
      • Partner Sales Rep Pipeline Reporting and Compensation:  Partner sales reps are motivated by compensation they can earn as close to when the sales activity is completed as possible. To motivate partner sales reps to register more deals, they should be provided immediate reporting on earned registration incentives
  4. Reward Registration: The biggest mistake that vendors and partners make is to delay paying partner reps for registering the deal until the actual deal closes. Depending on the vendor or the type of deal, this can be two to six months after the deal is registered.  At that point the opportunity for associating the deal registration incentive payment to the action is lost. This approach misses a huge partner rep motivation opportunity to immediately reward the registration action.A best practice approach is to allocate a measurable percentage (e.g., 20-30 percent) of the total deal margin to pay a deal registration incentive right away.   This immediately rewards the registration action for sales reps and encourages them to register more deals for your brand.  This does move a portion of the rep’s sales compensation to earlier in the sales cycle, but almost always yields a greater number of total deals registered.
  5. Align Payments with Deals:Once a deal is registered, it is far from closed and takes careful attention and follow-through from the partner sales rep to finalize it. Along with rewarding early sale cycle deal registration actions, it is equally important to reward the “deal progression” activities that move deals along.  Some leading channel organizations and partners provide deal progression rewards and incentives that encourage sales reps to stick with the deals through the entire sales cycle.
    Partner Led Sale Deal
    Partner sales reps and their organizations are the closest to new deals.  They both watch the margins for each stage of a deal very carefully. Aligning margins to each stage of the deal is critical to actively engaging both partner organizations and individual sales reps in sales process. For partner organizations, it is critical to provide enough margin percentage to allow them to move in competitive situations along with enough dollar margin to build their business. For partner sales reps, vendors and partners count on them to identify, register and move deals along to close. The immediacy of the reward along with the alignment of the incentive with each step in the sales process is critical to keeping sales reps actively engaged in the entire sales cycle.


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Advance Blog

5 Strategies to Make Your Channel Managers Your Highest ROI Investments

If your channel mission is to build more capable partners, activate them to invest in growing your brand, and build greater partner sales pipeline, then all roads lead to your channel managers.   Channel managers that are guided and enabled effectively can drive more partner revenue and ROI than virtually any other investment you can make.   This is possible if these five strategies are implemented to enable, motivate, and support your channel managers in driving more revenue for your indirect channel.

Drive More Revenue

No, this not a physical fitness training program for your channel managers. It is a set of effective business strategies to enable your channel managers to drive more partner revenue.   Managing and motivating partners, which are independent businesses with their own goals, is very difficult.   Channel managers need help to capture the attention of their partners, motivate them to invest in your brand, and show their partners the path to success and greater profits.   A set of effective channel manager enablement tools can turn a channel manager into an expert consultant for building partner capabilities, commitment, profits, pipeline and performance.

How to Turn All of Your Channel Managers into Expert Partner Consultants:  The majority of your partners are actively seeking business advice from your channel managers to help them grow and become more profitable.   The problem is that channel managers are not fully equipped to deliver partner-valued consultative advice for each of the above areas.  The solution is to provide your channel managers with tools to help deliver partner motivating consulting to build a more profitable business.

Building Partner Capabilities

Partners want to get better at selling and supporting your brand.   They want to see how they stack up against your best practices and against their peer partners.  Channel managers can be turned into expert capabilities development consultants by providing them with instant score-carding tools to show their partners where they stand.  Scorecards like this can be created by your channel managers or with your partners in minutes, which highlight strength and improvement opportunity areas and lead directly to improvement planning and performance management QBR’s.

Partner Comitment

Build Partner Comitment

Channel managers can be turned into instant partner commitment development experts with guided tools to help them build 36-month business plans.  Channel managers can gain across-the-board partner commitments for growth with user friendly 10-minute partner planning tools.  These work-flow guided tools turn channel managers into trusted advisor consultants for conducting business planning and quarterly business reviews.

10 Minute Buisness Plan

Partner Profitability

Partners are motivated to invest in brands they believe in.  The most motivated partners are those that see a path to greater profitability with brands that are easy to sell.  Enabling your channel managers to show their partners how easy your brands are to sell and how profitable they are in minutes is key to building partner commitment levels.

Partner Profit Forecast

Partner Pipeline

Above all else, partners value when their channel managers help bring in new sales deals.   A partner will tell you that the best pipeline deal is a signed PO delivered directly to the partner.  Unfortunately, you can’t count on prospective customers to simply hand over business on a silver platter.  Partners are looking for their channel managers to help them build pipeline and ROI-producing campaigns to drive new revenue.   Your channel managers can become expert marketing campaign and pipeline development consultants with the use of 5-minute partner marketing planning tools.  Your partners will appreciate the help to build a marketing plan that they can confidently invest in and believe in the forecasted results.

Partner Marketing Plan

Partner Performance

QBRs (Quarterly Business Reviews) are great opportunities to monitor your partner’s performance and motivate them to stay on course or modify their strategies to meet and exceed their goals.  The majority of channel organizations don’t automate this process, and as a result it is highly inefficient and time-consuming for channel managers to execute these reviews, even for their top partners.  Most channel organizations miss the opportunity to have meaningful quarterly (or monthly) review sessions with their partners. Automating this process so that channel managers can bring together all of the following in minutes for their partner’s results is a much more productive and partner commitment affirming process. The success of QBRs can be measured in dollars and cents of incremental revenue simply based on checking in, sharing progress, and motivating continued partner performance for the balance of the year.

QBR Reports By Quarter

Channel managers can create PowerPoint QBR presentations instantly for their partners by automatically bringing in both planned sales, actual sales, and pipeline data to illustrate the partner’s performance-to-date.   These QBR PowerPoint presentations allow the channel manager to pull in the relevant performance charts, add their comments and export in minutes.  As a result, channel managers are spending 90 percent of their time presenting and consulting with their partners versus administrative work to pull these reports together.

Armed with the right tools, your channel managers are your most valuable investments for driving partner commitment and revenue generation. They will be equipped with the tools necessary to motivate your partners to invest in your brand and build their capabilities and grow their sales pipeline.  The result is a much larger set of partners that are activated, motivated, and contributing meaningful revenue growth toward the achievement of your channel sales targets.


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Activate Blog

How to Make Your CRM Work Harder to Generate Channel Growth

Over the past 6-9 months I have heard many executives mention that they are using and other CRM systems, but are not satisfied with the value they are getting for their channel business.   They say that their CRM system is not configured to support their channel – it lacks flexibility, and does not provide the planning and performance management tools that are needed to effectively manage partner growth.  So why are CRM’s not meeting the expectations of channel executives?

Top Reasons Why CRM Systems are Not Meeting the Needs of Channel Executives:

  • Not fully integrated with channel systems: CRM systems do not always have the latest sales results, pipeline data, and channel manager assignments fully up-to-date
  • Not designed as a channel manager dashboard: Key partner performance data and analytics are often not integrated into CRM systems, including partner scorecards, partner plans, performance-to-plan reports, partner pipelines, and partner marketing generated leads
  • Not providing workflow tools to manage partners: CRM systems are often difficult to use to create partner assessments, partner business plans, incentives, and partner marketing plans
  • Difficult to do quarterly business reviews with partners: CRM systems are not well configured to support the creation and delivery of QBR’s to partners
  • Channel partners are not fully compliant with registering deals: Because of various reasons, CRM systems are often missing a significant portion of their partner’s active deals

In most large organizations, or other CRMs are the “system of record” for the business.   Because they are often not up-to-date and do not provide key workflow tools for managing the day-to-day activities of a channel manager, they are either not used or are not providing much help to drive revenue in the channel.   The diagram below details what each channel team needs from their CRM system and an assessment of channel CRM systems strengths and weaknesses.

Channel Team CRM


This diagram highlights how the most valuable tasks for partners (i.e., deal registration) and channel operations team members (i.e., new partner applications, approvals, and certifications) are well supported by channel CRM systems.   However, CRM systems do not support the needs of channel managers, channel executives, or channel marketers with their most important tasks.  Fortunately, CRM systems are built for integration and these other task areas can be supported by integrating complementary solutions for channel management, measurement, and reporting.

Channel executives can make their CRM work much harder for their business by integrating a set of tools to fill key gaps in their channel technology portfolio.   Here are some guiding principles for building your company’s channel technology strategy:

Your CRM is the “System of Record” and can also work much harder for your team with the integration of missing channel management systems.  Each of the missing tools below can be easily plugged into any CRM system to improve the productivity and effectiveness of Channel Marketers and Channel Managers.

CRM Plan for Channel

Each channel user has specific needs and requirements for their CRM System.   You can turn your CRM system into an invaluable resource for all members of your channel team by giving them what they need to do their job more effectively.   Here are some examples of tools that can dramatically improve the productivity of your team’s channel management effectiveness.

Channel Manager Tool

Each channel role wants to be more effective in their mission to grow your business.   These integrated tools will give users more reasons to use your channel CRM system and at the same time do their job more effectively.   Adding these channel user-focused tools to your CRM will help turn your channel managers into expert growth consultants for their partners.   They’ll be able to use their CRM as one integrated system to manage, plan, motivate, and measure their channel partners.  Additionally, their workload will be streamlined so they can activate more partners and spend more time working with them building growth strategies.  This approach will turn your CRM from a liability to a key asset for enabling your channel team’s success.

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Advance Blog

Channel Incentive Programs that Earn Greater Revenue, ROI, & Partner Commitment Levels

With over $70B in channel discounts and incentives forecasted to be spent in 2016, company finance executives are asking about the return that is generated on these investments. The traditional response “this is the cost of doing business” is no longer acceptable and finance executives are expecting their channel peers to define how ROI will be generated, tracked, and reported. The problem with generating and measuring channel incentive program ROI is that that most programs don’t target all potential growth areas from their partners. Two areas where many channel incentive programs such as Rebates are off target, include requiring the same % revenue attainment goals for all partners, and limiting access to incentives to a select group of top tier partners only. These two design flaws cost channel organizations lots of potential growth.

Two Channel Incentive Design Flaws that are Costing Companies Revenue & ROI:

1)Problem: Requiring rigid percentage growth targets vs. previous periods (lower partner participation rates):
Typical channel Rebate program design requires a rigid percentage increases vs. previous quarters. This approach will discourage partners that had big prior quarters and encourage partners that had lower prior quarters. Use of rigid percentage rebates (e.g., 10% increase generates a 1% rebate at end of quarter, etc.) only focuses on a narrow set of partners where these goals align with their priorities.

Solution: Allow partners to design-their-own plans, MBO goals and incentive programs (higher partner participation rates): This approach will dramatically increase the number of partners that are willing to participate because they can set goals specific to their unique and specific businesses. This type of incentive program design will also generate much greater partner ownership and commitment levels of the program.

2)Problem: Limiting access of incentives to select groups of partners (missing many high growth potential partners): Many channel incentive programs simply target top-tier partners because they are perceived to represent high growth potential. Often, the greatest growth potential is with tier 2 and 3 -level partners, which have not been activated or historically motivated to invest in growing your brand.

Solution: Including Tier 2 and 3 in incentive programs in addition to Tier 1 (activating new classes of partners to drive new growth): In most channel networks, the biggest growth potential is activating partners that have not contributed much in the past. Packaging incentive programs to allow new classes of partners to participate along with your largest partners can dramatically improve participation rates and growth potential

The new “design-your-own” incentive program model is a win-win for vendors and partners. Vendors can unleash new latent growth potential in their channel network and also gain greater commitment from participating partners.

The new best practice incentive model operates similar to MDF where partners can propose or chose incentives from a selection of pre-packaged rebates promotions, as a part of their growth plan. These revenue-based incentives are all structured to accommodate the sales cycle, in order to encourage partner uptake. Partners may also elect to include a reward promotion for their sales team, ensuring all stakeholders are aligned and on the same page. Partners can then design/chose both performance levels and payouts. Channel executives are able to generate much greater commitment levels from their partners and partners are able to design/chose programs that align closely with their goals. This may be radical thinking, but it can be a huge win for partners, partner sales directors, partner sales executives and suppliers at the same time.

Performance of Traditional Rigid vs. New Partner Build-your-Own Incentives


Traditional channel incentive programs are designed to motivate specific behaviors that are important for a vendor – regardless if it is a priority for the partner. These are typically associated with a new product launch, vertical market plays, or end-of-quarter revenue goals to align with corporate goal achievement. Partners are given the option to take advantage of these incentive offers or simply ignore them. As a result, traditional incentive programs gain a mixed review from partners. When they incidentally align with the partner’s goals they are embraced. But when they don’t, they are not adopted as a part of the partner’s growth strategy. The new best practice model allows partners much more flexibility to select, design, and implement incentive programs that align with their goals. They also allow partners to establish performance minimums and commit to invest in building the supplier’s brand to achieve the incentive program requirements.

How do Build-Your-Own Channel Incentives Actually Work?

Partner build-your-own incentives will not only generate much greater partner participation rates and revenue contribution but can also be profitable for the sponsoring vendor. Partners are guided through a planning workflow to create their own custom program, lead waterfall, sales pipeline, revenue, budget, ROI and payout forecast upfront. This gives partners and vendors a clear picture of what each partner’s incentive design will yield in sales, expenses and ROI. It also allows partners the ability to simulate different payout levels. As long as the sponsoring vendor’s ROI requirements are met it will be approved.

Why Partner’s Like Build-Your-Own: They are able to design and/or chose customized incentive promotions that align with their goals and overall growth plans/or

Why Sponsoring Vendors Like Build-Your-Own: As long as ROI levels are achieved, they are able to get much greater partner participation rates and much higher revenue contribution.

A Typical Work-flow Process for Partner that chooses the Build-Your-Own Incentives Option:

Step 1: Select quarter for incentives: Define the quarter(s) for planning a build-your-own partner incentive program
Step 2: Define goals for incentives: Select from a range of pre-defined business goals and quantify and set dates for achievement
Step 3: Select specific products /solutions and payout levels: Choose products or solution areas to be included in the build-your-own incentive program
Step 4: Calculate leads, revenue, incentive payout, and ROI: View an automatic calculation of the number of leads, revenue, payout budget and program ROI for this custom partner program
Step 5: Finalize and submit incentive program proposal for approval: Modify program levels and update revenue and incentive payouts until partner finalizes goals and incentives that are achievable and meet the ROI requirements from the sponsoring vendor

Build-your-own incentives will win the heads and hearts of your partners once they understand the power of customizing them around their business goals. Partners that are early program adopters will build business growth plans coordinated with MDF and incentive programs for a unified growth program. Your partners will see the power of a coordinated sales, marketing, and incentive program all aligned at supporting business growth goals for the partner.

Most channel executives know that they cannot abandon their traditional incentive programs immediately – it takes time to transition organizations from the entrenched old model to the new partner build-your-own model. Here is a typical adoption curve that highlights overall incentive program ROI as channel organizations transition to a higher percentage of build-your-own.


There is a lot of inertia behind traditional partner rebates designed to achieve standard growth goals. From the boardroom, these seem like efficient strategies to drive growth at the end of a quarter. However, when they are delivered to a network of channel partners with different needs and goals, their efficacy and adoption drops significantly. Rolling out build-your-own incentive programs on a parallel path while an organization gradually moves away from traditional rigid programs will generate consistent growth in channel incentive ROI and revenue contribution. Plus, your partners will become your best friends because they are able to use your incentive programs to target their own growth goals and priority market strategies.


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Advance Blog

6 Ways to Turn Your Channel Managers into High Powered Partner Growth Consultants

Most companies that sell their products or services through an indirect channel have a team of “Channel Account Managers” to work with their partners to build their business. The channel account management (CAM) staff is one of the biggest investments that most organizations make to encourage growth and investment by their channel partners (i.e., resellers, ISV’s, etc.). Unfortunately, most companies with channel organizations don’t equip their CAMs with the right tools to build their partner’s success. CAMs that are the most successful are equipped with tools designed to meet the needs of their partners.


Partners are looking for 3 primary things from their suppliers & CAMs to help them succeed:

1) A clear path to profitability: (CAM-Delivered Service) The ability to simulate how partners can generate the most revenue and profits with your brand

2) A support structure to help partners be successful: (CAM Delivered Service) A set of marketing, sales, services, and finance support to help partners confidently invest in your brand.

3) A competitive product / service offering to help differentiate themselves in the market: A differentiated product or service that they can use to build their business.

A competitively differentiated product is not enough for a partner to get behind and succeed. If partners are going to commit to invest their own time and money in sales, marketing, and other resources they will be looking for “Partner Business Services” from your CAMs to help them grow. CAMs can deliver these services with the support of planning and modelling tools to simulate partner business profitability. Additionally, partners expect to be provided with a range of sales, marketing, and training tools to help them build their growth strategy. Examples of these include scorecarding tools to help partners build their capabilities, and marketing planning tools to help partners build ROI-based demand generation programs. Many partners will tell you that a well-trained and equipped Channel Account Manager who delivers effective business support services is as important as the product itself to achieving business growth goals.

Most indirect channel organizations today do not equip their CAMs with tools to deliver these valued business support services to partners. Unfortunately, CAMs in these supplier organizations are given no choice but to simply do their best on their own. As a result, their partners do not deliver nearly as much revenue as they could because they are not enabled with the right business modelling tools.

For channel teams that do supply their CAMs with the necessary business services tools, here is a workflow for managing and motivating their partners to invest and grow.

  • CAM Workflow 1 (Scorecard): CAMs can conduct a quarterly assessment with their partners on best practice attributes on a 1-100 scale, compare to average partners, set goals and measure improvement in 10 minutes.
  • CAM Workflow 2 (Business Plan): CAMs can help create goals, strategies, a sales plan, and a complete 3-year profit forecast with their partner in 10 minutes.
  • CAM Workflow 3 (Marketing Plan): CAMs can create a quarterly marketing plan with their partner complete with tactic details, timing, lead and revenue forecast, budget and ROI in 10 minutes.
  • CAM Workflow 4 (MDF): CAMs can help partners submit MDF requests that are more likely to be funded because they use a consistent, ROI-based methodology
  • CAM Workflow 5 (Execution): CAMs can more easily coordinate with marketing and services vendors to execute and meet their business and marketing goals.
  • CAM Workflow 6 (QBR): These other processes above all feed into the Quarterly Business Review (QBR) which is pulled together automatically for the CAM to deliver to the partner.

This streamlined business process creates very happy and motivated partners. Partners feel much more supported with this approach. It also gives CAMs confidence that they can deliver more relevant and valued business services to their partners.

Here is a 12 month map of how these simplified and streamlined CAM processes will gain even greater partner commitment to their brand.



Automated partner planning, assessment, and profit modelling tools give CAMs an effective way to deliver growth consulting. CAMs can guide partners through a thoughtful capabilities, development and investment planning process. Each step of this process is easily managed and tracked via a progress bar.

CAMs are able to access all of their partners’ business plans, scorecards, marketing plans, and performance-to-plan data in one consolidated “CAM Dashboard.” From this dashboard, CAMs can conduct partner QBRs and update their plans based on further partner input.
The partner Quarterly Business Review (QBR) is prepared automatically for the CAM. All plan and actual values can be integrated in advance so CAMs have the data they need to deliver performance-to-plan reviews and consult with their partners on how they can improve their growth moving forward.


QBR’s is where CAMs can discuss partner improvements to key scorecard metrics, effectiveness of partner sales efforts, and lead generation outcomes of marketing programs. Partners appreciate the opportunity to fine-tune their growth and investment strategy based on this progress-to-date review.
All players in the channel win with this approach. Channel managers win because they can do their job more effectively, partners gain confidence in their growth and investment plans, and channel executives can more effectively manage their entire partner ecosystems.



Channel Account Managers (CAMs) are a critical part of a suppliers “partner value proposition.” From a partner’s perspective, CAMs deliver a significant portion of the value associated with a supplier’s brand and business. Providing CAMs with the right tools to build partner commitment and investment levels may be the most important investment that a company can make to grow its channel business.

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Advertise Blog

Partner Marketing Scorecards for Better MDF ROI

Effective sales-lead generation marketing is hard work, and doing it well is difficult for even seasoned marketers. It is no surprise that channel partners / resellers struggle to build and execute marketing programs that generate quality sales leads and growth opportunities using MDF (Market Development Funds). Partner-led marketing programs that generate measureable sales opportunities and ROI require thoughtful strategies, efficient marketing systems, and a mastery of a range of marketing and technical disciplines.

So where is a channel chief to start if it is so hard for partners to generate leads and an attractive ROI?    Understanding where your partner capabilities stand today can help channel executives set realistic expectations, build programs that align with their capabilities, and develop enablement programs to improve partner’s ability to generate demand.

Reseller Marketer

A partner marketer has to do a lot of things right to generate a number of strong sales leads, a meaningful sales pipeline, and ROI from their marketing MDF investment. The difference between success and failure of a marketing program often comes down to how well they can orchestrate multiple activities simultaneously to generate sales-worthy opportunities that have strong “close” potential. A partner marketing scorecard can help determine a partner’s eligibility for MDF programs and their ability to meet the lead, pipeline, and ROI success metrics.

Partner marketing scorecards are used to measure individual partner capabilities, compare across the entire partner ecosystem, set goals with individual partners, and measure improvements quarterly. Scorecards are great motivation tools to help partners understand what they need to do to succeed, help define focused improvement priorities, and measure progress toward achieving their quarterly goals. A best practice partner marketing scorecard typically includes metrics for all of the following capabilities.

Demand Generation Scorecard

The most important marketing tool for partners is their website, followed by the cascading tactics in the illustration above. Channel organizations need to be able to assess their partner’s capabilities for all of these tactics and motivate their partners to fill their competency gaps to execute higher ROI marketing programs. The key to success is completing an accurate and time-efficient assessment that tells the vendor where their partner’s capabilities are while also motivating partners to invest in building their marketing competencies.
Partners To Scorecard

It is difficult to implement a scorecard that will achieve all of these goals without using an application designed for this purpose. Scorecarding applications provide channel executives the ability to deliver partner-motivating assessments and ongoing performance management (QBR) reviews for tracking progress and maintaining improvements. Here are some examples of best practice partner marketing scorecarding tools that meet both objectives (partner motivating & effective channel management).

Questionnaire format for efficient assessment of partner practices:

Questinnaire 1

Quick scorecard summaries by Category and Topic:   An assessment of a partner’s practices by marketing topic on a 1-100 basis and a comparison versus their peer partners


An overall tracking report of scores by partner, by category, and by topic for managing across the entire channel network:

Score Tracking

Partner marketing scorecarding systems are very efficient and effective for assessing and building the skills of individual partners, along with managing the capabilities of your entire channel network.  Partners will willingly assess themselves with this type of system because they get immediate value.   Channel managers are able to assess, plan and improve their partner’s capabilities with minimal administrative and manual efforts, so they can focus their time on helping partners improve.  Finally, channel leaders can streamline the measurement and management of their entire channel network with the use of the partner marketing capabilities dashboard for tracking and reporting partner competency development.



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