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We know what's required to coordinate the strategy, programs,
incentives, communications and personnel that must work in unison for
an efficient channel strategy.
Developing
and maintaining a channel model that truly supports the partnerships
throughout the sales and marketing distribution chain is critical to
long-term success. X2M has developed comprehensive services to help
vendors and distributors succeed in building a channel business.
Our
experience comes firsthand, participating in the development of
partnerships and alliances at the field level. We understand the
business drivers as vendors develop channel models to reduce costs and
generate incremental income with distributors and partners.
- Services
- > Channel
Readiness Assessment
- > Strategic
Channel Development
- > Marketing
Program Design and Implementation
- > Distribution
Strategy and Optimization
- > Partner
Identification, Profiling, Ranking and Analysis
- > Reseller
and Channel Business Development
- > Program
Management
- Benefits
- > Expert assessment
and recommendations for enhancement
- > Deeper, more
successful distributor relationships
- > Efficient partner
recruiting and development
- > Optimized channel
model
Channel Readiness Assessment
This valuable program helps companies understand the requirements,
benefits and expectations of establishing a channel business model.
X2M has worked with a wide range of businesses in all stages of channel
development. We can quickly assess current channel readiness and make
recommendations regarding the model, partnerships, investment and
expectations.
- Critical aspects of determining channel
readiness include
- > Product viability
for channel sales
- > Sales and marketing
structure and compensation
- > Financial and
resource investment
Working at the executive level, X2M recommends the required strategies,
roadmap and investment.
Strategic Channel Development
We help systematically establish a channel business model and
supporting programs. Leveraging the X2M CLIMB Methodology, our senior
consultants work with company executives to design a strategy around
critical areas.
- Strategic Channel Development offerings include
- > Assessment and
analysis of channel viability
- > Channel strategy
and model
- > Business and
investment metrics
- > Revenue, pricing
and margin models, financing, partner compensation
- > Operations,
business processes and logistics
- > Staffing
expectations
- > Sales and marketing
- > Technology and
system requirements
- > Professional and
support services
- > Distributor
cost-benefit analysis
- > Partner type
identification and profiling
- > Channel programs
- > Marketing programs
Strategic Channel Development helps clients decrease their time to
market and reduce the cost of entering the channel.
Marketing Program Design and Implementation
We understand that programs must have field-level acceptance to deliver
measurable return on investment. X2M delivers innovative programs that
satisfy partners, drive incremental revenues and promote brand
awareness.
- X2M's marketing programs can improve the
effectiveness of the
marketing team and drive sales growth with programs that are
partner-ready, including
- > Lead generation
- > Sales tools
- > Partner quick-start
- > Geographic expansion
- > Vertical industry
penetration
- > Horizontal
technology solutions
- > Attach, upgrade and
replace sales
- > Independent
software vendor (ISV) partnering
- > Training and
certification requirements
- > Co-op / Marketing
development funds
- > Deal registration
Distribution Strategy and Optimization
Technology vendors leverage distributors to reduce expenses and provide
enhanced services such as warehousing, technical support, and
financing. Distributors also expand the vendors' sales and marketing
reach, and provide access to new markets via their existing partner
base.
X2M has customers who engage in two-tier distribution and others who
have chosen to sell and support partners directly. Through our
experience working with vendors and distributors, we understand how an
individual vendor can best leverage a distribution relationship.
- Distribution Strategy and Optimization covers
aspects of the business relationship, including
- > Identifying the
best distributor based on business requirements
- > Business review
highlighting considerations for contract negotiations
- > Expectations
- > Financial
investment and return
- > Operations
- > Sales and marketing
Distribution Strategy and Optimization will help you determine your
need for a distributor. It will reduce the time to contract with a
distributor, and assist in your financial and business evaluation.
Partner Identification, Profiling, Ranking and
Analysis
X2M has spent years working with top resellers and partners across
North America. We've built the X2M North American Channel
Database
with over 7,000 contacts and profiles of resellers, Independent
Software Vendors (ISVs), systems integrators, application developers
and channel sale influencers. Our proprietary database forms the
starting point for new partner identification.
Based on our client's business objectives, we use our exclusive X2M
Ranking and Analysis Tool to provide subjective and objective
rankings of all candidates.
This process, applied to existing or net-new partner prospects,
identifies optimal candidates, reducing costs by focusing channel sales
teams on appropriate partner types and decreases time to market for
products and services.
- X2M considers these concepts throughout the
process
- > Geographic coverage
- > Vertical industry
participation
- > Technical expertise
- > Complementary
partnerships
- > Gaps in the
partnership model
- > Partner profiles
based on solution offerings
Reseller and Channel Business Development
Reseller Business Development
For vendors and distributors who want to invest in specific reseller
partners, this customized program helps develop the relationship,
technical and sales expertise to drive incremental revenue in a
particular geography. The program is based on the size, type and
geographic location(s) of a client's reseller partners.
- Program components can include
- > Business planning
- > Marketing planning
- > Training and
certification paths
- > Vertical industry
penetration
- > End-user profiling
and sales strategies
- > Lead generation
- > Vendor and
distributor marketing programs
Building on over ten years' experience helping resellers grow and
market their business, the senior partners at X2M help clients quickly
ramp new reseller relationships and increase the opportunity for net
new sales. Furthermore, we provide a roadmap to ensure roles and
responsibilities are established.
Channel Business Development
For vendors and distributors seeking to outsource the business
development activities for a specific group of resellers. This service
offers an affordable way to access the channel expertise of the company
founders.
Our channel experts integrate seamlessly with the client's team, taking
the lead to engage partners and providing support. We pride ourselves
on being proactive, addressing opportunities and challenges
immediately, to keep business development activities aligned with
strategic objectives.
- X2M can deliver the entire life cycle of
channel business
development activities, combining existing vendor or distributor
programs with customized marketing activities for reseller partners,
including
- > Business planning
- > Marketing planning
- > Strategic account
management
- > Vendor and
distribution program implementation and measurement
- > Partner
communication and engagement
- > Vertical industry
penetration
- > End-user profiling
and sales strategies
- > Lead generation
Program Management
X2M has worked with dozens of vendor and distributor programs designed
to generate incremental business, promote the company brand and build
partner loyalty. Oftentimes, it is not the creation of the program, but
rather the ongoing management that truly differentiates success. X2M's
program management services take a program from creation to follow-up,
to ensure results.
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