Why Metrics Matter to the Channel

By Gina Roos

Channel partners are a key revenue driver and, in some cases, they are the only go-to-market strategy for channel-centric companies. But tech vendors that aren't measuring partner metrics and engagement activities are hampering the success of their channel partners, according to a survey of 319 channel managers. The "Data-Driven Channel" report, conducted by Precision Sample and sponsored by Relayware, a partner relationship management (PRM) software provider, finds that many channel managers don't have the tools and measurement system resources to help grow partner revenue. And, if they do, they aren't using those resources to their full potential to determine how things like onboarding, engagement, training and other materials affect partner revenue and profitability. In addition, many channel partners are spending too much time on tasks that aren't making their channel partners more productive. Others report that some metrics simply take too long to calculate. Here are key findings that could indicate why many channel partners aren't meeting their growth potential.

This article was originally published on 2017-04-03
Gina Roos is a business and technology writer who has contributed print and Web articles to leading electronic industry publications. She was Editor-in-Chief at Electronics Sourcing North America, and served as Site Editor for UBM's Green SupplyLine and Electronics Supply & Manufacturing Websites. She also authored the "In the Channel" column, covering the electronics distribution industry for EETimes ProductWeek. Gina was the founder and editor of Electronics Advocate, an online magazine covering design and supply chain issues in the electronics industry. The publication was sold to MMG Publishing UK in 2010. Gina has a degree in journalism.