Partner Life Cycle Management
by Craig DeWolf, CCI Vice President of Sales and Marketing
At a recent channel strategy conference in San Jose, keynote speaker Chris Doggett, VP channels from Sophos (security software), focused his presentation on managing partners throughout their life cycle. The crux of the presentation presented a formal methodology that Sophos uses to identify where partners are in their life cycle, measure their potential, and help to plot a contact and support strategy for each as they evolve.
I was fascinated by this, as partner life cycles is a topic we are conscious of, but it is my experience that very few companies have a formal process for scoring, segmenting and supporting partners at each phase with an appropriate investment strategy. Investment, in this case, considers manpower time, monetary investment via promotions and programs, training, and any other resource drain. Why am I fascinated?