Zift’s latest eBook is Unlocking the 6 Secrets of High Performance Channel Marketing. In this Channel Chatter series, we’re providing a sneak peek into the eBook by unveiling and providing a little insight into each of the six secrets that leading channel programs are using to achieve unprecedented levels of success.

Refocus Your Attention

While many channel programs are focused on segmenting leads, you’ll see better channel program results by focusing your attention on segmenting markets, customers and partners themselves.

We all know that all channel partners are not created equal. Some have strong track records, established buyer relationships and practiced resources who know exactly how to nurture customers and drive sales. At the same time, less experienced partners may struggle to connect with buyers, remain unable to set themselves apart in the marketplace or stay on message and brand-compliant.

Take Aim

To increase sales opportunities and foster growth among partners, targeting and segmenting partners based on their capabilities and commitment works best. Consider the following attributes as you segment partners:

  • Available resources and experience levels
  • Partner density for coverage and customers
  • Capability to upsell or cross-sell products and services
  • Achievement of certain levels of training and certification

Determine Capacity and Capabilities

Then, separate your channel partners into three distinct tiers using critical attributes:

  • Proven Leaders: Strong track record of success, established customer relationships and most likely to succeed with buyers.
  • Intermediate Successes: Moderate success rates with the potential to do and achieve much more.
  • Inexperienced Partners: Few wins and require direct support to succeed.

Once you segment partners based on their capacity and capabilities, you’ll be better positioned to deliver appropriate levels of support, allocate resources appropriately and increase overall success rates.

To learn more about segmenting partners and unveil all six channel marketing success secrets, read Zift’s latest eBook: Unlocking the 6 Secrets of High Performance Channel Marketing.