Best Practice Report

Optimizing Channel Partner Engagement

Putting The Partner Segmentation Matrix To Work

July 10th, 2019
With contributors:
Karen Traikovich , Robin Whiting


As competition soars and maintaining margins becomes more challenging, optimizing the performance of channel partners and channel investments is critical to overall business success. In this context, it is neither realistic nor prudent to engage with all channel partners equally and provide a uniform level of support. To help suppliers improve their partner coverage modeling and ensure profitable sales growth, Forrester has created the Channel Partner Segmentation Matrix. This diagnostic methodology and tool provides an objective and effective visual representation of partners via a nine-box grid that places each partner on the basis of not only current supplier performance and value, but also future growth potential. Suppliers receive some benefits from the segmentation analysis itself, but the full value of the model is derived from the actions a supplier takes following the analysis. In this report, we take a closer look at how to leverage the insights derived from a partner’s placement on the Channel Partner Segmentation Matrix to build the most appropriate and profitable resource deployment, engagement and investment strategy.

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