This document outlines a 3-step process for companies to get the most out of their indirect sales networks: 1) Segmentation - Clearly segment partners based on turnover, potential, and other criteria to understand performance. 2) Sales & Marketing Planning - Develop a sales and marketing roadmap tailored to each partner segment based on a joint business plan. 3) Monitoring - Continuously assess activities, use digital tools to strengthen relationships, and implement sales governance through regular evaluations.

1. three steps to get
the best out of your
INdirect sales network !
partner performance
Your company Your sales partner
end customer

2. partner performance
OVERVIEW
A
B
C
D
A
B
C
D
step 1:
SEgmentation
step 2:
SAles & Marketing
planning
step 3:
monitoring

3. • Corporate partnerships increase by 25% each year.
• 1/3 and more of many companies’ revenue come from partners.
• However 65% of all partnerships fail.
Three steps to get the best out of your partner network !
The partnership paradox according to Harvard
Business Review
partner performance
Step 1: segmentation

4. The first step focuses on obtaining a deeper understanding of partners’ performance
and potential.
Built a clear sgmentation model based on potenti-
al analysis by combining existig statistics on part-
ners turnover and potential with newly generated
insights.
partner performance
A
B
C
D
A
B
C
D
The starting position is key: clearly segment
your network of partners.
Step 1: segmentation
HOW?

5. Most firms only segment based on turn-over. Other criteria like place, region,
socio-demographic features and growth potential provide valuable input for a more
rafinated segmentation model.
Classify partners based on segmentation dimensi-
ons such as ‘turnover’,’potential’ and other ‘soft’
segmentation dimensions.
partner performance
Step 1: segmentation
HOW?

6. Once the potential of all indirect sales channels is
clear, appropriate service models will ensure an op-
timal resource allocation leading to increased per-
formance. In this step different Sales & Marketing
activities are defined: the amount of visits per part-
ner, the omni-channel approach, lead management,
promotional activities, product focus and budget al-
location.
partner performance
BUILD A Sales & Marketing roadmap based on a joint
business plan.
Step 2: SALES & marketing planning
HOW?

7. HOW?
partner performance
Step 2: SALES & marketing planning
Sales & Marketing teams work together to come to
an integrated sales and marketing action plan for
the partner network. Not all partners need the same
type and amount of support. The best way of instal-
ling a succesful sales and marketing roadmap is to
involve some partners in the process. Co-creation
leads to more commitment. Do not only talk about
lag measures like turn-over targets but emphasize
more on lead measures like what type of sales and
marketing activities the partner needs.
BUILD A Sales & Marketing roadmap based on a joint
business plan.

8. The most challenging step is to put all theory into practice.
partner performance
TOOLS
FOLLOW-UPANALYSE
ANALYSE
Continuously assess if daily
activities are in line with
the strategic plan.
TOOLS
Make use of all digital tools to build a
closer relationship with your partner.
FOLLOW-UP
Sales governance: install
a management framework
with weekly, monthly and
quarterly evaluation.
Step 3: monitoring
HOW?

9. partner performance
Howaboutsales brings you closer to your sales
partners by blending four building blocks.
Potential analysis
and insight
Sales & marketing
PLANNING
Monitorregistration
& Follow-up

10. FOLLOW-US
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Your sales partner
end customer
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