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Lisa [email protected]
Case Study: Development and implementation of business through channels, affiliates, alliance and partner programs
Objectives: Build additional lines of revenue through more than 20-50 “partner, affiliate, channel or alliance programs” that are currently broken into more than 8 lines of business with 100’s of various organizations currently listed with only one company actually providing a revenue stream.
Results: Put standards in place to qualify an actual (partner, affiliate, channel or alliance program company) for each line of business. Have an actual ‘training’ to provide information for the program to assist in keeping company ‘top of mind’ for referrals; continue information updates and to learn about possible opportunities through point person(s) on a weekly/monthly basis; and as the program matures-offer ‘in person’ briefings based upon measured results; awards recognition event(s)
Qualifications included size of company, current business, how many companies are they ‘partnered’ with, willingness to sign an agreement of expectations, C-suite involvement on both sides
Internal resources developed involving case studies and white papers for distribution, email campaigns and personal follow-up schedules, training for teams including in person meetings and quarterly to annual events
Consistent weekly communication with sales about referral pipeline and closing of deals Continued evaluation of current and new ‘partners, alliances, channels, affiliates…’
Results: Within 90-120 days, each line of business had more than two deals closed and a real pipeline to measure.
Researching and qualifying real program participants improved the quality of leads and larger deals than what was previously expected
The various ‘trainings’ and materials developed and used by program participants brought multiple media opportunities and a few keynote speaking opportunities
The ‘point’ person(s) quickly located award programs to nominate a particular deal or relationship—everyone likes recognition
Global roundtables are being put together to bring together the teams involved in our channel programs with c-suite and sales organizations. At most, they are a half day events including upscale locations, gifts and a real destination experience
Outcome: Upon at least 3 deals of 6-figures plus within each line of business line; the first 8 months hit the goals of years 2 and 3(government line took a bit longer) with additional levels of compensation put in place for companies participating as ‘top partner’.
Most initial companies, invited to participate, in the ‘new programs’ maintained their participation but there were approx. 30% that were removed and smaller/boutique organizations are asking to participate. There is a possible acquisition being considered with more mergers/acquisitions to be considered in the future. (focus in markets outside North America)
