Syndicate Sessions By Syndicate

Channel Marketing and Sales

Faced with stiff competition to capture and maintain partner mindshare, suppliers need to disrupt the status quo, improve partner experience and meet increasing channel growth expectations. In this track, we will share strategies, best-of-breed frameworks and best practices to help channel leaders transform the way they manage and grow successful partnerships around the globe.

Operationalising the Channel Demand Waterfall


Presenters: Maria Chien, Terry Flaherty

The SiriusDecisions Demand Waterfall® provides a structured way to measure the efficiency of an organisation’s demand management process. Spanning from initial interest to closed deals, the Demand Waterfall is used to measure the progression of potential and qualified opportunities as they move across key functions of marketing, teleservices, sales and the channel. Integrating channel partners into the Demand Waterfall often introduces added complexities caused by varying sales processes and the use of different technical solutions. This presentation will provide the following benefits:

For sales, marketing and product:

  • Learn how the Demand Waterfall can be used to provide a common process and lead taxonomy across marketing, teleservices, sales and channel partners
  • Understand the best options for integrating both processes and the technical stack with channel partners
  • See why an integrated demand process based on the Demand Waterfall can be used with channel partners to manage service levels and enable better integrated demand planning

Next-Generation Partner Enablement: Architecting for Excellence


Presenters: Maria Chien, Angela Leech

In today’s competitive and rapidly evolving marketplace, suppliers must find more effective ways to provide channel partners with the knowledge, skills and processes they need to successfully market and sell offerings. It is critical for suppliers to be able to assess partners’ current level of mastery of desired competencies to be able to provide the right support. This presentation will provide the following benefits:

For marketing:

  • Learn how to meet varying partner enablement requirements to improve readiness and increase productivity including regional variations and considerations
  • Understand a new approach to partner enablement assessment and design that can be applied across partner sales models, partner personas and lifecycle stages

For sales:

  • Understand the interlock that is required between sales enablement and channel marketing to deliver on channel sales revenue goals
  • Get insights into key requirements for sales to inform and support partner enablement initiatives and desired outcomes

The SiriusDecisions Channel Partner Segmentation Model


Presenter: Chris Cleary

With pressure to do more with less, it is common practice to focus organisational resources on the top 20 percent of channel partners that are driving 80 percent of the revenue. But just because a partner was a rock star in the past, will it produce in the future? What about the emerging superstars that may be sitting in the bottom 80 percent, just waiting for some attention? This presentation will provide the following benefits:

For channel sales and marketing:

  • Gain insights on the tradeoffs of overinvesting in top partners, and the tangible benefits of identifying and focusing on partners with the highest growth potential
  • Understand SiriusDecisions methodology for assessing and segmenting partners by growth potential, how to apply that insight
  • Hear challenges and successes experienced by other suppliers in different stages of deploying a more structured, rigorous partner segmentation strategy

Is Your Product Ready for the Channel?


Presenter: Lisa Singer

To achieve corporate and regional growth targets, leading b-to-b companies apply various strategies—introducing new offerings, expanding into new markets and selling to new buyers. Success for these strategies often requires support from new and existing channel partners; however, suppliers must be prepared to make it worthwhile for them to provide that support. This presentation will provide the following benefits:

For product:

  • Learn key elements to focus on when creating a product that is to be sold through partners including product line strategy, packaging, pricing and channel compensation
  • Help product management to understand how key product decisions will influence channel profitability through the sales process and customer lifecycle

For marketing:

  • Recognise key alignment points between product and marketing in enabling channel to achieve product targets
  • Understand what product support the channel needs to be successful throughout the pre- and post-sale lifecycle


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