Why Metrics Matter to the Channel
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Why Metrics Matter to the Channel
Vendors that don't measure partner metrics and engagement activities are hampering the success of their channel partners and the efforts to grow partner revenue. -
Multiple Responsibilities
74% of the channel managers surveyed are responsible for tracking channel partner engagement, productivity and revenue. -
Tracking Activities
Surprisingly, 33% of channel managers don't track partner revenue, and 69% don't track both revenue and partner activities. -
Mixed Message
One out of four channel managers who is evaluated on partner revenue doesn't track partner revenue. -
Lead Generation
Only 25% of channel managers track both portfolio depth and the number of leads brought in by partners. -
Growth Barriers
47% of channel managers said they spend a lot of time on tasks that may not make their channel partners more productive. -
Benefits of PRM
Channel managers who use PRM systems are nearly 10 times more likely to be satisfied with the resources to maintain and grow partner relationships, and are 4 times more likely to be very satisfied with the resources they use to measure partner engagement, productivity and revenue. -
Substandard Satisfaction
75% of channel managers who use a PRM system aren't very satisfied with the amount of partner data they can access, and 75% aren't very satisfied with their ability to measure the impact of their activities on channel partner success. -
Lost Benefits
One out of three channel managers doesn't use a PRM system to collaborate with channel partners, and less than half use such a system to conduct periodic training. -
Tracking Practices
73% of the channel managers surveyed check at least one metric per week, but only 8% check more than one metric each week. -
Wasted Time
50% of the channel managers said it takes at least 20 minutes to calculate the revenue of their largest partner from the past six months, and 35% said it takes 30 minutes or longer.
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Why Metrics Matter to the Channel 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.