B-to-b channel leaders, whether they oversee large multi-tier reseller programs or alliance partner programs, should use standard program metrics to track their progress and detect signs of upcoming opportunities or trouble. This brief describes metrics that can help channel leaders monitor and manage the success of six channel program areas.
4. Research Brief
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• Incentive utilization. Track the quantity and percentage of partners using
incentive programs, including data that indicates the level of activity and any
early indicators that can show whether the program is succeeding or failing.
• Play execution. Once partners claim their incentives, analogous to
redeeming airline points, it’s important to track whether the play or
marketing activity actually gets executed, which partners are active vs.
inactive and ROI by incentive type. These metrics offer insights into usage
and execution capabilities that are useful for both supplier and partner.
• Process efficiency. Organizations should consider tracking the efficiency
of internal processes (e.g. how long it takes them to process claims) as well
as partner-facing processes (e.g. the number of partner proposals submitted
vs. those approved). They also should look at the amount of unclaimed funds
to better understand programs that are favored by partners vs. those that
are ignored.
The Sirius Decision
To create a complete picture of a channel program and its ability to support
partner processes and drive partner performance, track metrics for multiple
program categories. For example, by tracking metrics for recruitment,
enablement and demand creation, suppliers can understand where they
need to improve as they add or reduce partners. This end-to-end perspective
enables channel leaders to respond as business conditions change either by
re-engineering or fine-tuning their programs based on a data-driven, holistic
approach.