Major technology vendors invest tens of millions of dollars driving sales through reseller channels. While they have a raft of support, enablement, and incentive programs to help resellers succeed, they generally lack insight into the risk of revenue leakage caused by a poor buying experience.
When the experience is disappointing, each constituent in the value chain loses out.
• The potential customer fails to receive the anticipated value they seek, or at best, a delay while searching for alternatives.
• The reseller loses potentially profitable sales.
• and the vendor is not only denied revenue but may be associated with the poor experience, suffering damage to their reputation.
While vendors continue to invest heavily in their partner recruitment and support programs, they miss out on opportunities to differentiate their programs by failing to appreciate the critical importance of the buying experience, from the initial search to purchase and consumption.
Partner recruitment drives, co-marketing funds, training, certification, access to resources, account management, sales playbooks, and technical support represent significant investments for technology vendors. While this portfolio of enablement and support provides an essential foundation for most partner programs, the effectiveness of each reseller’s marketing and sales approach can only be determined by the rearview mirror of sales figures generated. Where sales cycles can sometimes take months to complete, this is too late.
If there are systemic weaknesses in marketing and sales, that is down to the reseller to understand and fix. The vendor can only hope that they do.