Efficiency vs. EffectivenessBy Jessica Davis | 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.