The key goal for any vendor or solution provider is to generate sales. That is why they rely on partners — 10, 100 or more — to extend their brand message and technologies to end-users around the world.
However, there is a common challenge among the channel: Vendors are often struggling to maintain partner and engagement, mindshare and loyalty. In an effort to help vendors acquire and build relationships with the right partners, CCI has unveiled the Partner Investment Lifecycle, which is outlined in the report, titled: The Magic Channel ROI Button.
The nine-step lifecycle includes:
“Vendors are doubling down on partners but they need to truly understand their partners,” said Steven Kellam, SVP of Sales and Marketing at CCI. “They need to know partners’ marketing plans and capabilities historically, how they have performed in terms of sales, certification and margin. This lifecycle is designed to help people take a step back and think about how all these areas get connected.”