Using Analytics to Improve Indirect Channel Performance
B2B companies across a broad range of industry sectors are increasingly leveraging channel partners to promote, sell and/or distribute their products and services. Indirect channel models are an attractive option for many companies for several reasons. Channel partners often provide a cost effective means to extend coverage, particularly in remote and emerging markets. Channel partners can accelerate account acquisition and penetration by providing access to their customer relationships. In some sectors, channel partners are uniquely positioned to address customer demands for unbiased guidance, integrated solutions and advanced services.
Unfortunately, up until recently channel management has been more of an art than a science. Data and system challenges have forced many channel managers to make critical decisions based on hunches, anecdotes and outdated rules of thumb. The good news is that recent innovations in data management and business intelligence tools make it easier than ever to analyze data from channel partners and end customers to better inform decision-making. A new spirit of collaboration and trust is emerging between manufacturers and their distribution partners, creating an opportunity to share insights that help both parties accelerate profitable revenue growth and better serve end customers.
The objective of this course is to help channel sales and marketing leaders leverage data analytics to improve indirect channel performance. The course will include practical examples of best practices and guidance on how to develop a channel analytics engine for your business.
Channel Sales, Marketing or Operations managers in business and industrial markets