Channel Benchmarking


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Channel Assessment - Map, Rank & Score

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Channel Benchmarking

  1. 1. Channel - Benchmarking Channel Assessment - Map, Rank & Score Anand Subramaniam
  2. 2. <ul><li>“ The art of progress is to preserve order amid change and to preserve change amid order .” </li></ul><ul><ul><li>- Alfred North Whitehead </li></ul></ul>
  3. 3. Highlights <ul><li>Benchmarking Process </li></ul><ul><li>Channel Mapping </li></ul><ul><li>Audit – Channel & Sales Team </li></ul><ul><li>Channel Ranking </li></ul><ul><li>Channel Scoring </li></ul>
  4. 4. Benchmarking Process
  5. 5. Channel Partner Assessment Objectives <ul><li>Map </li></ul><ul><li>Current channel coverage against specific market and competition </li></ul><ul><li>Map existing / New Channel Partner against new opportunities </li></ul><ul><li>Score </li></ul><ul><li>Find the share of wallet </li></ul><ul><li>Create Score card, set up priorities in channel partner selection and retainment </li></ul><ul><li>Identify key channel partners and re-allocate the resources </li></ul><ul><li>Rank </li></ul><ul><li>Rank Channel Partners on product / service categories and revenue potential </li></ul>
  6. 6. Channel Benchmarking Process Objective # 1 Strengths and Weaknesses What categories to recruit ? Objective # 2 Find the top partners Who to recruit? Objective # 3 Prioritise partners Resource Allocation Map Rank Channel Management Share of Wallet Score Channel Audit Channel Recruitment Channel Deployment Channel Strategy Market Priorities
  7. 7. Channel Mapping
  8. 8. Pre-requisites – Channel Mapping <ul><li>Scope </li></ul><ul><ul><li>Clear definition of stakeholder expectations </li></ul></ul><ul><ul><li>Objectives, milestones, inputs, outputs </li></ul></ul><ul><ul><li>What is In and Out </li></ul></ul><ul><ul><li>Success criteria (country, product type and brand) </li></ul></ul><ul><ul><li>Report requirements </li></ul></ul><ul><ul><li>Resources requirements </li></ul></ul><ul><ul><li>Roles & responsibilities </li></ul></ul><ul><ul><li>Targets, scoring models and measures </li></ul></ul>
  9. 9. Channel Map Your Market Competitor #1 Your channel Partner Competitor #2 Competitor #3 Competitor #4 Competitor #5 Competitor #6
  10. 10. Channel Map - Areas <ul><li>Geographical Market Coverage </li></ul><ul><ul><li>Geographical priorities, analysis and competition </li></ul></ul><ul><ul><li>Brand comparison - against the market and other competitors </li></ul></ul><ul><li>Demographic data </li></ul><ul><ul><li>Company history, employees, revenue </li></ul></ul><ul><ul><li>Type of establishment, HQ location </li></ul></ul><ul><ul><li>Methods of sales, sales area, sales target </li></ul></ul><ul><li>Partner Main activity </li></ul><ul><ul><li>Revenue - consulting, software, hardware etc </li></ul></ul><ul><ul><li>Revenue / Cost structure - services lines, industry verticals etc </li></ul></ul><ul><ul><li>Targets </li></ul></ul><ul><li>Skills </li></ul><ul><ul><li>Industry Verticals / Markets </li></ul></ul><ul><ul><li>Business & Technical </li></ul></ul><ul><li>Products/ services </li></ul>
  11. 11. Brand Comparison
  12. 12. Audit – Channel & Sales Team
  13. 13. Channel Audit <ul><li>Objective – to understand the channel perception of your brand / offer / approach. </li></ul><ul><li>Target - existing and prospect channel partners </li></ul><ul><li>Product / Service Offering </li></ul><ul><ul><li>Product catalogue channel perception </li></ul></ul><ul><ul><li>Pricing perception </li></ul></ul><ul><ul><li>Branding perception </li></ul></ul><ul><ul><li>Strengths and Weaknesses vs. your brand. </li></ul></ul><ul><li>Channel relationship with your brand </li></ul><ul><ul><li>Perception in regard to distribution, sales </li></ul></ul><ul><li>Strengths and Weaknesses in the direct vs. indirect channel model </li></ul>
  14. 14. Sales Team Audit <ul><li>Client portfolio </li></ul><ul><li>Prospects potential </li></ul><ul><li>Sales Image on the channel </li></ul><ul><ul><li>To be compared with channel interviews </li></ul></ul><ul><li>Main difficulties faced </li></ul><ul><ul><li>Channel Partner Recruitment </li></ul></ul><ul><ul><li>Sales & Marketing Process, Tools and Integration </li></ul></ul><ul><li>Perception </li></ul>
  15. 15. Channel Ranking
  16. 16. Rank – Top Partners <ul><li>By revenue potential per product / service categories </li></ul><ul><li>By lists of companies ranked by business opportunities </li></ul><ul><li>Revenue by specific category of product / service and current or new business opportunities </li></ul><ul><li>Overall Metrics </li></ul><ul><ul><li>Total estimated revenue for the past year </li></ul></ul><ul><ul><li>% of revenue done in the product category </li></ul></ul><ul><ul><li>Confidence rating </li></ul></ul><ul><ul><li>Range of revenue for the category based on confidence. </li></ul></ul><ul><ul><li>Estimate of revenue by product category </li></ul></ul><ul><ul><li>Top 10 channel partners by region </li></ul></ul><ul><ul><li>Best selling medium (Account or Distributor Management etc) </li></ul></ul>
  17. 17. Priority Ranking – Old vs. New E D C B A New Ranking Priority Old Ranking Priority Comments (strong or weak) Wallet to Gain Share of Wallet (%) Revenue Estimate Partner
  18. 18. Rank – Metrics <ul><li>Total estimated revenue for the past year </li></ul><ul><li>% of revenue done in the product category </li></ul><ul><li>Confidence rating </li></ul><ul><li>Top 10 channel partners by region </li></ul><ul><li>Best selling medium (Account or Distributor Management, Telesales etc) </li></ul>
  19. 19. Channel Scoring
  20. 20. Scoring – Potential Revenue / Share Low share of wallet Low potential How to adapt support? How to increase training? Strong share of wallet Low potential How to help them to develop sales and business? Low share of wallet Strong potential How to seduce them? How to compete? Strong share of wallet Strong potential How to keep them? How to support them How to control competition? Share of wallet The potential revenue <ul><li>Benefits </li></ul><ul><li>The partner scoring optimises sales team resources. </li></ul><ul><li>It motivates the partner to recruit, to keep a level of training. </li></ul>
  21. 21. Scoring – Metrics <ul><li>Share of wallet </li></ul><ul><ul><li>Market Share – high & low </li></ul></ul><ul><li>Revenue importance </li></ul><ul><ul><li>Partner – Strategic, Important, Normal, Weak </li></ul></ul><ul><li>Product sensitivity </li></ul><ul><ul><li>Strategic product - Very sensitive, Sensitive, Weak </li></ul></ul><ul><li>Vendor Scoring </li></ul><ul><ul><li>To keep, strengthen, educate / train </li></ul></ul>
  22. 22. <ul><li>“ Behold the turtle. He makes progress only when he sticks his neck out. ” </li></ul><ul><ul><li>- James Bryant Conant </li></ul></ul>
  23. 23. <ul><li>Good Luck </li></ul><ul><li> </li></ul>