Why Channel Performance Measurement is so important

If you want to fix poor partner engagement and performance levels, you need to be able to identify them first. And, that requires measuring channel performance. You can’t fix what you can’t measure. However, vendors often don’t know what their channel partners are up to. Did they take the latest certification training? How did they utilize the MDF? How many deals did they really close? Sometimes vendors are clueless about their channel partner’s activities and just assume they are doing fine. Whereas in reality, the channel partners couldn’t be more lost! This is a big part of partner relationship management that is surprisingly ignored by many. You cannot fix what you can’t measure. If you want to determine the performance of your channel partners, you need to have metrics to rate their performance. Monitor your channel partner’s performance and based on that, coach them—offer them the right training and tools to help them do better.

Tip: In order to be able to measure the engagement levels of your channel partners, you need to have clear visibility into channel partner activities. You need tools that tell you exactly where and how your channel partners spent the MDF allotted to them, what marketing/sales campaigns your channel partners engaged in, how effective they were, how they are faring with opportunities, how many leads they registered, etc. In short, you need detailed reports that identify how each channel partner is performing so you can take remedial measures. Invest in a tool that offers you a 360-degree view of your channel partners so you know, at any given point of time, what your channel partners are doing and more importantly, how they are doing. Once you set that up, you need to monitor their performance consistently and coach, guide and support them until they are ready to fly on their own.