Partner Performance Matrix:
The effectiveness of the distribution channel is
one of the most critical issues facing sales and marketing management.
Sales and channel managers are constantly evaluating performance of each
partner and each program, tuning them to produce better results.
Today, a "one size fits all"
approach to channel management and development will not produce results
effectively. Money will be wasted on programs or partners that will
not produce the required ROI.
New tools are required to
help organization measure the performance of each partner, assuring partners
are producing results aligned with their potential.
The Partner Performance Matrix is a tool to help
executives better understand the performance, strengths and weaknesses of
channel partners. It provides the basis for making decisions and
taking action on improving channel performance and ROI from each channel
The Partner Performance Matrix evaluates partner
performance against potential. In implementing the Partner Performance
Matrix, we have found it useful to develop it at several levels:
professional: We assess the potential/performance of each sales
professional with each partner, identifying strengths/weaknesses, ranking
them within their firm and within the channel.
Assess the potential/performance of each partner, identifying
strengths/weaknesses, ranking them within the channel.
dimensions: There are many dimensions to the assessment of potential
and performance. In performing an assessment, elements can include
actual sales performance, market/customer penetration and share, product
sales performance, new customer acquisition, sales skills, market
understanding/composition, sales skills, and many other elements. A
complete snapshot of the skills, potential, and performance of each sales
professional and each firm can be obtained.
Performance And Results:
The Partner Performance Matrix provides the
starting point in making decisions and taking action on improving
performance in the channel. It helps address issues like:
planning: Using a fact and data based approach, partner
managers create real value add in developing business and performance plans
to improve the partner's business and performance. Business planning
can be focused on specific strengths, weaknesses, partner needs and business
strategies. Both the manufacturer and partner no longer waste time on
areas that are meaningless, but now focus on those areas that produce the
resource utilization: Rather than "inflicting" new programs on
everyone in the partner organization, investments can be focused on those
professionals that best fit. For example, within the partner, some
sales people will be stronger in selling certain product lines than others.
New products introductions can be focused on those sales people.
Likewise, specific improvement programs can be offered to those sales people
that are weaker.
product/program introductions: "In the old days," training,
materials, demos/samples, marketing funds and other items would be allocated
to everyone in the channel. This consumed resources, time and money on
the part of the manufacturer and the partner. Today, no one can afford
to invest in everyone--not each partner--not each sales person within the
partner. Programs must be tuned to those partners that will produce
the best results for the resources and funds available.
investment decisions: Investing company resources, time and
funds on partners must create a real return. Without strong data on
the performance and potential of each partner, it is impossible to make
decisions on which partners to invest in. Moving beyond tiered
programs, the Partner Performance Matrix helps identify those partners in
which further investments should be made, what investments will create the
greatest return, and where no investments should be made. The Partner
Performance Matrix enables the manufacturer to understand the ROI produced
by each program with each partner.
improvements: Channel partners are an extension of the
manufacturer. They can improve the positioning, image and reputation
of the manufacturer, or they can damage it severely. The Partner
Performance Assessment provides data to help identify those partners that
may be creating problems, identify specific problem areas, and help in
correcting these problems. It will also help the manufacturer prune
the channel, creating stronger more powerful alliances.
Developing The Partner Performance Matrix:
Partners In EXCELLENCE helps manufacturers
develop and implement the Partner Performance Matrix. Programs
The Partner Performance
Workshop: This workshop introduces the concept and principles
in developing the Partner Performance Matrix. It provides the tools
and techniques necessary for a company to measure the performance and
potential of each partner, mapping these in the Performance Matrix. It
shows how the results can be used to improve the performance of each partner
in the channel. This workshop is structured as a one day program.
Assessment: Partners In EXCELLENCE conducts an assessment of
each partner (and each sales professional within the partner) developing the
data on the performance and potential. Reports and performance
assessments are provided for each partner, identifying strengths,
weaknesses, strategies for improvement, and other recommendations. In
addition to the Partner Performance Matrix, an overall Partner Management
Dashboard is provided to help provide better tools for managing and
improving the result produced within the channel. Each performance
assessment is customized to the specific performance and potential criteria
important to the manufacturer.
And Improvement: Partners In EXCELLENCE will work with channel
manager and partners in developing specific action plans to produce the
results expected. We will work in developing and implementing the
action plans suggested by the assessment.
Development Program: The Partner Performance Matrix can be
used in designing, developing, and implementing new channel programs,
product introduction programs, recruiting new channel partners, and other
areas. Partners In EXCELLENCE can help in developing and implementing
For more information on
developing the Partner Performance Matrix, email
For more information on Partners In EXCELLENCE
channel management and development programs, follow these links:
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June 09, 2009.
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