ChannelVision Playbook Volume 8

required to achieve success. If the GTM plan is credible, the vendor should be willing to invest resources and develop funds to help the partner execute the plan and close the business. Is the prospect’s market coverage and customer reach sufficient to reach the business goals the company is trying to achieve? No matter how dedicated partners are to driving GTM strategy, they need the tools and means to do it. By asking smart, comprehensive questions about a prospective partner’s sales, network and internal organization, companies can confirm if they have the reach and coverage needed to expand business. When it comes to assessing a potential partner’s coverage, companies should look at its sales and marketing capac- ity, asking questions such as: • How many sales representatives does it have? Are they field or inside representatives? In the enterprise soft- ware field, it’s important to have a field sales team that can meet with clients in person to represent the solution and its related business outcomes. • Where are they located? Customers often prefer buying from people they have relationships with. Channel part- ners selling enterprise software often reside within a four-hour drive of most of their clients. • Does it have a dedicated marketing team? If so, how big is it? Marketing reach can provide a significant value add for companies. If a partner has an in-house marketing database with thou- sands of active contacts, a company may only need one partner to reach a target market segment. • How many customers does it have? Does it have the network to help reach new buyers? Companies can more accurately estimate ROI by measur- ing a potential partner’s market reach. Companies can first determine the size of the market and then how many customers the prospect engages on a frequent and meaningful basis. While coverage may be one of the key indicators of a quality channel partner, companies must also ensure that the prospect can demonstrate the technical expertise needed to understand the company’s solution and position the value proposition to targeted customers. Channel Sales’ Core Fundamentals Revenue Generated by Top 20% of Channel Parners Source: CSO Insights; Miller Heiman Group <50% 14.7% 50%-55% 6.4% 56%-60% 4.6% 61%-65% 11.0% 66% - 70% 9.2% 71% - 75% 11.0% >75% 24.8% Do not know 18.3% Do not know 18.3% 40% 35% 30% 25% 20% 15% 10% 5% 0% 2.5% 6.3% 3.8% 2.5% 7.5% 1.3% 7.5% 11.3% 13.8% 11.3% 22.5% 18.8% 25.0% 26.3% 33.8% 36.3% 18.8% 20.0% 15.0% 7.5% 8 Strongly disagree Somewhat disagree Our channel sales professionals are able to calculate and justify number of partners required to cover a market segment Our channel sales professionals are able to calculate how partners rank and assess programs Disagree Neutral Somewhat agree Agree Strongly agr www.netcarrier.com …Communications Simplified Enhanced Cloud Solutions netcarrier ™ telecom For over 20 years, NetCarrier continues to provide innovation solutions for businesses throughout the U.S. 855-NCLOUD4 Join NetCarrier partners on October 10 th at 7pm and experience the history of America firsthand. with Special Guest Verizon Partner Solutions Cocktails and tapas served. Come see us at Channel Partners Evolution in Booth #849 for your exclusive invitation. 8 THE CHANNEL MANAGER’S PLAYBOOK