Segmentation is Key to Channel Management


Vendors working with several channel partners know that no two are exactly alike—which is probably one reason why these vendors chose to partner with them. However, these vendors also probably recognize that some partners do share similarities with one another, ranging from geographical region to buying patterns to specialties. Recognizing which partners share commonalities and what those commonalities are is the first step in implementing a successful channel management program.

It’s because no two partners are alike that you should segment the ones that are. After all, a channel management program that works effectively with one partner may not translate as well to the next. So, group your partners together based on shared characteristics; refer to your partner profiles and scorecards for detailed information that will help you with segmentation. Then identify and define goals for each individual segment. Consider your objectives for acquisition and retention. And remember: Just because your partners are segmented, don’t neglect to define goals for your channel as a whole.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s