Channel Lead Development Case Study
Overview
Channel Source Direct helps a leading developer of ERP software expand its base of value added resellers, exceeding the client’s expectations and driving an increase in the sales force.
Situation Analysis
- The software company had a highly value-added reseller program which included a very specific ideal partner profile, requiring strict sales metrics and a significant (five-figure) membership fee to join the program.
- The client, despite having a strong direct sales force, had only one resource committed to signing up new business partners.
- This solitary resource had an empty pipeline, due to the significant amounts of time traveling to meetings with potential partners and working through the sign-up process with them.
- With no time to develop his own channel leads, the client sought CSD’s help to develop a pipeline of leads that could be closed internally once the initial partner criteria had been researched and verified.
Action/Solution
- CSD consulted with the channel manager to develop an ideal partner profile (IPP) to guide the lead management process.
- We then built a database of 765 potential partners and researched each prospect to ascertain their preliminary criteria.
- If a prospect met preliminary criteria, a call was made to the appropriate decision maker and an in-depth interview conducted to determine their level of ERP sales activity, customer base and other detailed program requirements.
- Qualified prospects were educated on the value and conditions of membership and briefed on the conditions of membership.
- If the prospect met specific lead criteria and indicated interest in sales follow up, the lead was then escalated to the client’s field representative to close the business.
Value/Results
- CSD created more than 100 highly qualified partner leads, vastly exceeding the client’s expectations.
- The client not only extended the program, but hired an additional field resource to travel to partner locations, review operations and close business.
