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B2B DIRECT MARKETING
San Diego—The top channel programs of the year were recognized Thursday by SiriusDecisions at its annual conference here. Honors went to Adobe Systems, payroll and benefits provider PrimePay Inc., OEM supplier Progress Software and SAP.
The companies were honored by the sales and marketing consultancy for boosting the performance of their resellers through incentive programs, marketing support, lead identification and training.
“Each company looked to make a strategic impact on its business; each sought early investments and set expectations for their resellers for outcomes; and each described quantified results,” said Maria Chien, research director at SiriusDecisions.
Adobe's program, called Define and Assign, used database analysis to enable its resellers to identify those customers most likely to buy the Adobe Creative Suite software or to upgrade from an older version.
Adobe focused on features of previous versions that were most valued by various buyer personas, then identified those customers most likely to appreciate similar features that were enhanced in the newer version. With performance rebates offered for partner success, the program drove $32 million in incremental revenue in North America over a 24-month period.
PrimePay's goal was to expand its cadre of resellers, enhance reseller revenue and grow its penetration into financial services. Its Broker Concierge program offered both financial and non-financial incentives to new partners, and its Black Envelope mailing, which cited these incentives, went to highest-performing resellers as a coveted recognition of excellence.
The program produced a 28% increase in partner revenue and grew PrimePay's presence in financial services by 162%.
Progress Software, faced with a flagging reseller channel, developed a pilot that focused on the value of its marketing support. The company developed reseller training concerning customer buying cycles and provided sales collateral and scripts. A variety of incentives encouraged adoption.
The pilot, launched initially in North America, increased partner adoption by 100% and helped the company expand its presence in healthcare and financial services.
SAP, a global leader in enterprise resource-planning software that is reliant on very large resellers, saw an opportunity to grow its channel via smaller partners. It developed a My Virtual Agency portal with prepackaged marketing programs that smaller partners could choose among.
The portal offered self-serve programs in 10 languages, as well as full-service support from SAP It helped grow SAP's channel network by 48%.
“SAP didn't create My Virtual Agency and just leave it for partners to find,” said Laz Gonzalez, service director-channel management strategies at SiriusDecisions. “The company actively promoted it through various social outlets.”