July 18, 2019

3 ways to grow Channel Marketing Outcomes

by Stijn Hendrikse

Reach - Get more partners to be actively selling your service

Build a "to-partner" marketing program with a value proposition, targeting criteria, an awareness-conversion-signup funnel and dashboard.

Implement a dedicated partner recruiting function, to find, contact, nurture and sign up the right channel partners.

 

Frequency - Increase the average number of deals a partner sells per month

Create partner testimonials to use to convince your other partners to care.

Build a partner program with education, support, and incentives to train their team, and make it profitable and easy to sell, implement and support your product.


Yield - Maximize average deal size of opportunties coming from your channel

Train your partners sales teams on your sales best practices, and your value proposition. Help them drive up-sell and high revenue per customer.

Implement a thru partner marketing program that complements their strengths, and drives them to invest together with you in driving demand.


Be aware of what your partners need most to grow your business together. Each of these 3 areas can help. Ideally they are done in parallel, but often one of them needs the most attention.

Stijn Hendrikse

After 15 years of experience in the Software Marketing Industry, Stijn adopted the SaaS model to launch Kalungi, a SaaS Chief Marketing Officer blog where he shares best practices. This supports his work as a CMO Consultant with Chief Outsiders.

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