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Three-As-of-Strategic-Partners

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Copyright © 360insights. All Rights Reserved. I N C E N T I V E I N S I G H T S / / R E P O R T USA | CAN | UK ARE YOU ON THE RIGHT PLATFORM TO SUPPORT YOUR CHANNEL? www.360insights.com | sales@360insights.com | 1-855-232-7872 | +44 370 405 2020 THE THREE A'S OF STRATEGIC PARTNERS As a channel sales professional, you know that your success requires a lot of relationship building because achieving your goals depends on a third-party's actions. This symbiotic relationship frequently triggers the instinct to treat all your channel partners as strategic partners, but who has the time for that? Set yourself up for success: by conducting simple partner scoring exercises that will help identify the strategic partners that merit special attention. The definition of a strategic partner tends to depend on who you are talking to, but a good rule of thumb is to identify your strategic partners as the 5% to 10% that generate 80% to 90% of indirect revenue and meet the criteria often referred to as the "three A's": Alignment, Attitude, and Attributes. ALIGNMENT The partner's solution and services portfolio complement the vendor's portfolio. Or in the case of an original equipment manufacturer (OEM) partner, the vendor's solution set is a good fit for integration with the partner's solution. The partner's customer base and prospects align with the vendor's target customer. The partner has a vertical market specialty that represents a priority target for the vendor. ATTITUDE The partner is willing to invest in the relationship. The partner considers the vendor a strategic partner and desires a true partnership. The partner is willing to make a long-term commitment. The partner considers the vendor's solution set a core component of the partner's own go-to-market strategy. The partner considers the vendor a top-line revenue producer for the partner's business. The partner has agreed to a joint business plan and committed the resources to achieve core key performance indicators (KPIs). • • • • • • • • • "A good rule of thumb is to identify your strategic partners as the 5% to 10% that generate 80% to 90% of indirect revenue and meet the criteria often referred to as the 'three A's': Alignment, Attitude, and Attributes."

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