In the Business to Business market companies today are buying a total solution that deliver on their business requirements and provide competitive advantage.
To
drive Growth, utilising a broader network of resources and services
and provide total solutions to the customers, a clear partner model
combined with a strong platform of qualified partners is required.
The scope of the partner business is a growth and P/L decision based
on a sales strategy where the product positioning against competition
at potential partners are clearly defined.
In the software and technology sector the partners can be grouped into System Integrators, Solution Partners and Software providers (ISVīs)
Regardless of fulfilment model the major accounts must be lead by the vendor. In the middle account the vendor should as a minimum follow the customers.
The small accounts should totally be managed by partners.
In a mixed sales model it is crucial to communicate clearly to partners where direct fulfilment is taking place.
To grow and benefit from the partner landscape the vendor must have and deliver on:
- Partner sales organisation
- Partner support
- Partner communication
- Partner training
- A Partner portal to collect information
- Partner marketing programs
- Lead generation
- Discount structure to support partners/distribution