Published: 26 June 2023
Channel partnerships involve a diverse set of indirect sales motions to reach end customers. To support optimal partner engagement and performance, sales operations leaders must design processes in five key areas: foundations, onboarding, relationship management, tracking and enablement (FORTE).
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Channel partnerships have become more complex. In addition to the traditional resale motion, modern channel partners engage and influence buyers through complementary products, services and expertise.
Even in mature organizations, sales operations leaders often try to manage channel partners through the same processes used for direct sales, missing key capabilities required for managing partners. Specific challenges to partner productivity go unaddressed.
Outdated and inadequate channel processes result in cumbersome manual workarounds, inability to get useful insights about partner performance and ultimately poor experience for partners and customers. This leads partners to disengage and stop following established processes.
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