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B2B Channel Partners: Can These Relationships be Saved?

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A business-to-business (B2B) company’s use of indirect channel partners is a key determinant of success—or failure. How those partners find, manage and serve customers impacts the entire business. Discover how B2B companies successfully future-proof their indirect channel relationships in our new Point of View.

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B2B Channel Partners: Can These Relationships be Saved?

  1. 1. Copyright © 2017 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
  2. 2. Copyright © 2017 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture. B2B companies are expanding their indirect sales networks to reach more customers and generate more sales. That growth strategy will work only if channel partners adequately respond to customers’ changing preferences and behaviors. And that’s getting harder to do. Many channel partners are struggling to deliver the customer experiences that are needed. LET’S GROW OUR RELATIONSHIP. OR NOT. 57% of B2B companies are planning to increase their number of channel partners next year.
  3. 3. Copyright © 2017 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture. As B2B companies expand their sales networks, they cede more and more control of the customer experience to their channel partners. That’s enormously risky. One wrong move and the entire customer relationship crumbles. IF WE’RE NOT IN THIS TOGETHER, WHAT’S THE POINT? 75+% of B2B leaders believe customer experiences will be even more important in the years ahead.
  4. 4. Copyright © 2017 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture. All channel partners are not created equal. 20% of partners account for 60% of a B2B company’s revenues. The problem: B2B companies are inadequately supporting, incenting and encouraging underperformers. IT’S NOT YOU. IT’S US. 25% of channel partners drop from the typical B2B network each year. 50% of partners require 10 months or more to reach desired levels of productivity. 80% of CSOs provide marketing and lead-generation support. Yet, 57% of channel partners find these services off the mark .
  5. 5. Copyright © 2017 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture. WHEN TRUST IS GONE, EVERYTHING’S GONE. Any breakdown in trust across the value chain can have a devastating effect on sales and brands. Sharing insights about customers is a critical first step to rebuilding trust. Only 20% of channel partners, on average, attain trusted partner status.
  6. 6. Copyright © 2017 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture. Growth requires that B2B companies transform partnership models into ecosystems that are not marriages of convenience, but meaningful relationships to which all parties are committed and invested. Above all, it calls for an operating model based on trust. ALL FOR ONE AND ONE FOR ALL
  7. 7. Copyright © 2017 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture. SUPPORT, STRENGTHEN AND FUTURE-PROOF PARTNER RELATIONSHIPS WITH THREE ACTIONS:
  8. 8. Copyright © 2017 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture. 1.Innovate alongside partners to expand financial opportunities for all ecosystem participants. This requires B2B companies to follow new rules: LEVERAGE CONNECTIONS AND DATA FLOWS TO ENABLE VALUE-ADDED SERVICES RETHINK CORE COMPETENCIES AND LEAVE THE REST TO PARTNERS IN THE ECOSYSTEM PLAN FOR HYPER-RAPID SCALE WITHOUT TRADITIONAL CONSTRAINTS MOVE FROM PHYSICAL PRODUCTS TO AS-A-SERVICE MODELS CREATE AN EXCELLENT CUSTOMER EXPERIENCE AND EXAMINE LOCATION INDEPENDENCE EMBRACE A MINDSET OF ”CONNECTED GROWTH”
  9. 9. Copyright © 2017 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture. LISTEN AND RESPOND2. Ecosystem partners are more than “vendors.” They are co-creators of value. In the most successful B2B sales ecosystems, B2B companies take the time to understand their partners’ businesses as well as they understand their own. That allows them to zero in on what each partner values and needs to succeed. 70% of chief sales officers are trying to gain greater control over their ecosystems through rigorous vendor management practices. This may not be wise.
  10. 10. Copyright © 2017 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture. ALIGN AND IMPROVE A NEW OPERATING MODEL3. Successful ecosystem operating models are designed to exceed consumer expectations and increase each customer’s lifetime value. For B2B companies, that means delivering incentives, sales coaching, and real-time deal shaping support to strengthen customer relationships and loyalty. It also means creating closed-loop feedback mechanisms to ensure the ecosystem continues to grow and co-create value.
  11. 11. Copyright © 2017 Accenture All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture. Learn how B2B companies can salvage their indirect channel relationships—before it’s too late. Download the full report here: @AccentureStrat Follow us on LinkedIn B2B CHANNEL PARTNERS CAN THESE RELATIONSHIPS BE SAVED? JOIN THE CONVERSATION:

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