Efficiency vs. Effectiveness

By Jessica Davis  |  Posted 2008-10-22 Email Print this article Print

New portals? Better training materials? Deal registration? Lead management? Channel chiefs have an array of options to choose from when deciding where to focus their resources for the year ahead. Will they choose the path of least resistance, and what will it mean to you?

Of channel chiefs that focused on deal registration and lead management– activities Blueroads says are focused on "effectiveness" – 62 percent reported partner revenue growth.

Of channel chiefs that focused on "efficiency" activities such as web portals to automate partner communications, training and improved collateral only 40 percent reported partner revenue growth.

While these effectiveness activities help cut costs, they don't drive top line growth, according to Blueroads.  But these activities are often easier for channel chiefs to implement because they don't require CXO-level approval.  And channel chiefs may also lack the influence they need to implement effectiveness-based changes.

Watson points out that pursuing a revamped web portal is an acceptable strategy for a channel chief to pursue in an effort to increase sales, but if the company's direct sales chief said he wanted to focus on creating a portal rather than lead-tracking, he'd be shut down right away.

In addition, according to the survey results, of partners who focused on "efficiency" 20 percent said that they failed in their efforts over the past year while those who focused on "effectiveness" 0 percent said they failed.

Jessica Davis covers the channel for eWeek and Channel Insider. Her technology journalism career began well before anyone heard of the World Wide Web and has included stints at Infoworld, Electronic News/EDN, and the Philadelphia Business Journal. Her work has also appeared on CNN and Forbes.com. She has covered hardware, software and networking, as well as the business side of technology. She has won several journalism awards, including a national ASBPE award for best staff-written column, and was named Marketing Computers hardest working tech journalist on their inaugural list of top tech journalists. Jessica can be reached at jessica.davis@ziffdavisenterprise.com


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