Where is your Channel Management? Lack of resellers Overloading processes Wrong partners Inadequate T&Cs Channel Marketing sucks Too many resellers
The Channel Compass
A methodology to identify, vizualise, and communicate the key directions for your channel management
pragmatic and straight forward
tested successfully at many IT companies
easy to run
developed by Lemon Operations as open source
All teams that touch the channel to be represented (Sales, Marketing, Support, Admin)
3 hours face to face meeting
Material to be sent upfront to attendees for them to come prepared
Best IT Channel Management always relies on
Ability (capacity, capability)
Relationship (cooperation, alignment) of
The Channel Compass How do we Drive our Channel? How do we assess our channel partners?
Rating 5 (close to arrow) = meet/exceeds expectation 1 (close to center) = put the business at risk Great Channel Management Weak Channel Management
Fill in the tables
Present all the tables to the attendees to save confusion among the topics
Get back to the first table and start reading the questions. The list is not exhaustive.
Write the positive facts in the «Strong» column. Bullet points, no phrase. Keep it short and focused.
Write the facts to be improved in the «Weak» column.
Put an overall rating for this topic on the speed meter. 1 for weak, 5 for strong.
Get to the next table
Our Cooperation 1 2 3 4 5 Weak Strong Key Questions Strong Weak Do we treat our resellers/distributors as an extension of our own Company? Do we trust them? Do we have regular dialogue on the business perspectives, upfront the business plan? Do we easily share market and customer data with our channel partners?
Our Alignment 1 2 3 4 5 Weak Strong Key Questions Strong Weak Are the channel account managers and channel marketing well aligned? Are marketing strategies well aligned with the channel strategies and vice versa? Are there regular meetings between channel and marketing management to align strategies?
Our Capability 1 2 3 4 5 Weak Strong Key Questions Strong Weak Are the channel account managers skilled to coach their channel (sales + marketing)? Are our marketing managers skilled to coach their partners? Do we have the right tools in place to measure our channel performance (sales, marketing, ROI)?
Our Capacity 1 2 3 4 5 Weak Strong Key Questions Strong Weak Do we have enough resources to follow up our current channel partners? Do we have enough resources to expand our channel? Do we have enough resources to follow up the marketing activities of the channel? Do we have resources to work on future channel strategies?
Our Channel Partners
Channel Cooperation 1 2 3 4 5 Weak Strong Key Questions Strong Weak Do channel partners demonstrate a good mindset on our products, strategies? Do channel partners proactively propose business strategies for our products? Do channel partners share their market/customer data with us?
Channel Alignment 1 2 3 4 5 Weak Strong Key Questions Strong Weak Do channel partners focus on the right business priorities? Are the channel marketing programs aligned with MDF guidelines? Are channel partners selling in the right way? Are they using the right messages?
Channel Capability 1 2 3 4 5 Weak Strong Key Questions Strong Weak Do resellers understand our market and demonstrate enough expertise? Do partners drive efficient marketing activities with strong ROI? Do partners have good process to deliver on their sales/ marketing? How efficiently resellers deliver on service to customers?
Channel Capacity 1 2 3 4 5 Weak Strong Key Questions Strong Weak Do we have too little/many resellers to address the market? Is our channel equipped to cope with the growth/decline of our business? Do our channel partners have enough resources (sales/mkt/services) to cover market needs? Do we have credit issues with our partners?