We’ve all had nights where we lie awake, full of questions. Did I leave the oven on? Did my sister’s flight get in okay? What does my partner program really look like? Is it successful? Are there processes that could be more efficient, or new tactics we could be using to better benefit partners and buyers? 

Sound familiar? 

While Zift may not be able to cure your insomnia altogether, we can provide answers to the channel-related questions keeping you up at night — particularly when it comes to channel demand and lead generation. 

A lack of lead gen programs likely isn’t what’s worrying you. 61% of suppliers offer supplier-generated lead programs, where they market for partners. 63% offer partner-generated lead programs, where they market through partners. Referral lead programs are on the rise as well. It’s far more likely that a lack of strategy and insight into the impact of those programs is what’s got you tossing and turning. 



Why are the channel chiefs running best-in-class channel programs sleeping soundly?  For one, their programs are data-driven. They have immediate access to data on nearly every measurable touchpoint. So their channel programs start off strong with data on buyers and partners — and track their actions and success across the entire sales cycle. 

Having a targeted buyer persona or personas for prospects also gives partners a leg up when trying to sell. If they know who their prospects are, and how to talk to them, it’s much easier to hone in on what really resonates with their audience. Suppliers can also benefit from creating partner profiles for their own recruitment practices. Knowing your channel partner can help know your buyers, too. Surveys are a great way to get this information. 



Looking for a way to increase partner participation and campaign execution capabilities? Automated partner enablement processes have got your back. Partner enablement is an increasingly important topic for channel marketing professionals; it’s what keeps partners invested and participating in the program. An automated process provides a way to let partners pick their own pace for starting out with the program, which is a big plus for most partners, who are often busy trying to sell your products or solutions. 

Outcome-based programs are more likely to succeed, due to marketing plays with prepackaged (and preferably automated) elements that anticipate buyer needs. The channel is more about customer and partner experience than ever before — their happiness and ability to easily access campaigns matters. Another important element for partner experience is a prescriptive approach. Concierge services that guide partners and can even perform for-partner campaign activities go a long way toward helping partners succeed. 



A channel strategy element that is often misused or overlooked is tracking performance Key Performance Indicators or KPIs. Predictable, measurable data KPIs should be determined in advance of a program to help you know if you’re on track to meet your goals or need to make adjustments. KPIs work particularly well with campaign planning, buying processes and across the sales cycle. 

Want to learn more? The SiriusDecisions Fast-Tracking Channel Demand Model demonstrates exactly how to create the lead generation program of your dreams. Forrester’s Maria Chien and our own Laz Gonzalez discuss the SiriusDecisions Fast-Tracking Channel Demand Model and much more in this webinar, where you can learn more lead gen tricks to keep those nighttime worries at bay. Watch it now or before bedtime tonight.

Have any additional channel questions keeping you up at night? Leave us a comment below, or contact us directly. We’d love to chat.