Channel Partnerlytics™ Approach
Frank Lynn & Associates’ Channel Partnerlytics™ provides a structured and objective way for management teams to determine whether channel partners can perform and whether its portfolio of channel partners can deliver its growth objectives. It provides the structure, information and insight that enables management teams to focus on aligned and growing partners, define specific actions to improve their performance and develop and execute plans that deliver better and more consistent results.
Using the Channel Partnerlytics™ approach, management teams assess their partners using three Frank Lynn & Associates analytical frameworks: Channel Growability™, Channel Mindshare™ and Channel Window™. Through this analysis, management teams can determine the degree to which a channel partner can perform on the manufacturer’s behalf.
Taken together, these frameworks provide a comprehensive profile of each channel partner. The analysis provides an objective and systematic way for companies to determine whether it has growing and aligned channel partners. It enables management teams to generate a Channel Partner Portfolio Performance Map™ so it can determine whether its network of channel partners can drive its desired financial results.
Armed with these insights, management teams can focus on those channel partners that will perform at high levels. With the Channel Partnerlytics™ approach, they can develop a “growth bridge” that compares current sales to growth targets and suggests means by which each channel partner can close the gap. Importantly, management teams can quantify and assign goals to channel partners so they align with the manufacturers’ corporate goals and the capabilities of each channel partner.
With the Channel Partnerlytics™ process, the sales management team can create a structured mechanism to measure performance and review results with each channel partner. A well-designed performance scorecard with the proper mix of leading, coincident and lagging metrics facilitates these discussions and enables management and the channel partner to spot and address issues as they emerge. It replaces quarter-end quota visits with structured conversations focused on the activities and measures that influence outcomes. Management teams enjoy better insight and more consistent results and channel partners enjoy more productive and profitable relationships.