The Channel Partner Segmentation Matrix

Many B2B suppliers have a large number of channel partners, yet few have the resources to engage with them equally. As a result, suppliers tend to focus exclusively on the 10 to 20% that currently perform the best. A more strategic approach to evaluating channel partners is to identify and focus attention and resources on partners that are most likely to adapt, grow, and maintain alignment with the supplier in the future — assessing not only current performance, but also growth potential. In this report, we present the Channel Partner Segmentation Matrix, a diagnostic tool for identifying and prioritizing partners with the highest growth potential.