Know Your Channel
A Solution From WaveLength Market Analytics
Know Your Channel

Generating revenue and value with partners requires strong focus and
keen understanding of what works and what does not.  It’s important to
answer the following questions:

Which partners deliver the most value?  In which verticals or size
segments?
What are the solutions and products partners sell most?  Where do
they upsell?
Which partners have the most loyal customers?
What is the average sales cycle length of all partners?  Who has a
faster or slower sales cycle?  How does the sales cycle vary by
product, vertical or geography?
What is our overall geographic channel coverage?
Which education programs are effective?  Are we spending our
MDF on the right partners?

The Know Your Channel solution, developed by WaveLength Market
Analytics, delivers this insight.  Every company has its own unique set
of products, data, requirements, and programs.   Therefore, we work
with you to define projects that meet your needs, not just simplistic
reporting or blindly-designed channel programs.

So where do we get data?  It comes from your company’s internal
systems, such as:
Contact Us
Services
Channel Lifecycle
Management
Marketing on Demand
Know Your Channel
Partner Intelligence
Scorecard
Partner Penetration
Scorecard
Partner Development
Certification Training
Training Incentives
Partner Portals
Network of Experts

Experience
Distribution
Market Research
Routes to Market
Technologies
IP Video & Telephony
Networking & Security
Printers
Software
Storage & Peripherals
Vertical Markets

    Learn More About
Pam Jarvie
Kate Healy
Natalie Robb
Natalie Silvesti
Kittens
People are
talking about . . .
Pam Jarvie
Kate Healy
Natalie Silvesti
Revenue, 2-tier POS, direct contracts
in Oracle or SAP or other ERP data base
Training and certification records in a
learning management system
Co-marketing budgets in an MDF tool
or outsourced to a 3rd party
Deal registration in Salesforce.com,
SAP or other PRM tool
End-user information in software or warranty registrations

Know Your Channel analyzes your channel data to create more productive channel programs.  By relying on sound data and
quantitative analysis, it removes guesswork from your channel model.  
With Know your Partner Scorecards, you can avoid pitfalls, focus
resources to accelerate growth, increase channel productivity and
profitability, and improve partner satisfaction.  

Partner Intelligence Scorecard

Using partner, product, customer, company, and market data together
with any necessary 3rd party sources, we build your customized
Partner Intelligence Scorecard.    We benchmark some of the Key
Partner Performance Indicators shown in the table below:  
The Partner Penetration Scorecard maps end-user
penetration rates by vertical market and geography, product
family revenue by geography, and shows you how many
partners are selling into a given territory.  Channel coverage
can be adjusted to recruit new partners where you have a
shortage and realign partners in areas where you don’t
have the right partner mix focusing on a particular vertical
market or product solution.  
Partner Penetration Scorecard
KEY PARTNER PERFORMANCE INDICATOR EXAMPLES
PARTNER PRODUCTIVITY
 PARTNER PROFITABILITY
 PARTNER SATISFACTION
% active customers
% new customers
% returning customers
% winbacks
    (purchasing after being
    inactive)
% customer upsell
% dormant customers
% New product revenue
cannibalization rate
Customer Loyalty Index
Customer Purchase Frequency
Index
Incentive payout to revenue
index
Lifetime customer value index
Revenue per partner location
Revenue per sales person per
period of time
Revenue productivity per day
Sales cycle by product family
Service attach rates
Renewal rates
Upsell revenue ratio
    (high end to entry level
    products)
Cross sell revenue ratio
New product/service revenue
ratio
Average Product Price Index
Average Discount Index
% New business from repeat
customers
% growth in average sale from
repeat customers
ROI for training
    (trends for revenue/
    salesperson or SE with &
    without training, days from
    certification to revenue,
    training investment/partner)
Revenue to MDF index
Lead to close ; cost to close
ratios
Partner Defection Rate
    (percent of partners who
    buy in one period and not
    in the next period)
Deal Registration ratios
    (close rate, close cycle;
    win:loss ratio)
From Scorecards to Channel Program Strategies and
Tactics

Once you’re armed with your Partner Intelligence Scorecard and your
Partner Penetration Scorecard, you’ll be able to implement changes
to your partner program, training program, promotions, or partner mix.  
You’ll be able to develop targeted programs for:

Revenue Generation:  Target partner’s installed base to:
Win back lost or dormant customers
Incent customers to expand their purchases into other product
families
Renew service or software licenses
Training:  Develop training programs to assist partner’s sales
people to:
Upsell to higher value products or services
Attach service with every sale
Increase average order size by selling from adjacent product
families
Communication:  Develop segmented communication plan to
improve partner satisfaction by addressing areas such as:
Partner retention
Working more effectively and productively with sales leads
Maximizing the impact of MDF investments.
Maximize Partner Program Potential:  Expand your Program by:
Recruiting new Partners in under served markets
Develop under-performing Partners into revenue producers
If the data allows, we compare partners, groups of partner-types,
geographic locations, certification levels, experience levels, and any
other types of analyses to assist decision-making, program evaluation
and management.
Channel
Product
Customer
Company
Market
Channel
Intelligence