Partner Channel Management
At many companies, resellers and partners were recruited as opportunistic sales channels – outsourced sales, in many ways. When a segment or region is growing, results can be tremendous.However, as businesses slow, sales executives question the incremental contribution of partners, and quickly realize that most partners have less ambitious growth objectives and less sophisticated go-to-market capabilities. The solution isn’t as simple as finding the best partners or eliminating the channel altogether.
A collaborative approach with channel partners is the only way to unlock potential for end-user customer growth and value creation. True channel performance enhancement is a result of a “marketing enabled” partner.
This approach means sharing not only the efforts to identify opportunity, but also the complete marketing and sales value chain. Partners own the customer relationship. They are the gateway to sales success. However, they will only collaborate on marketing engagements to their customers if they are confident their customer relationships will stay intact.
MarketBridge serves as the third-party partner/customer enabler for some of the world’s largest organizations. Partners can be confident that they maintain the relationship, yet the company builds the intelligence on how best to target end-user growth opportunities. In addition, MarketBridge provides complete agency services to design and execute direct and digital programs, partner/company co-branded, or branded as a “From Channel Partner.”
