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A partner channel that brings in one in five new customers
Design and launch of a partner programme with business software integrators and retail consultancies, with tiered incentives and full attribution in the CRM.
Signed agreements, unmeasured business
The company had agreements with more than thirty integrators and consultancies, but no structured programme. A few partners referred customers occasionally, and most had never generated a single opportunity.
Referred opportunities were not recorded in the CRM, so there was no way of knowing which partners brought in business or of calculating the return on commissions.
- Build a programme with tiers and incentives
- Activate the best-matched partners
- Record attribution in the CRM
- Turn the channel into a steady source of customers
What we did
- 01Selection
Analysis of the business software and consultancy market, and prioritisation by shared customers and fit.
- 02Model and incentives
Three tiers with commission, training, certification, shared leads and a listing in the directory.
- 03Registration and attribution
Deal registration, source and influence fields in the CRM, and quarterly reports by partner.
- 04Activation
A 90-day plan for each partner with training, sales materials and co-marketing campaigns.
Project phases
- Months 1–2
Diagnosis and selection
Review of existing agreements and partner prioritisation.
- Months 2–3
Programme design
Tiers, incentives, standard contract and materials.
- Months 3–4
Attribution
Deal registration and CRM dashboards.
- Months 4–12
Activation in waves
90-day plans, co-marketing and a quarterly review with each partner.
We had plenty of agreements and no system. Today we know what each partner contributes and where it is worth investing.
Disciplines in this project
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